Article from WeChat public account:Fairy JUMP (ID:xrtiaotiao), original title: “red with a cargo net in younger brother just in front of the TV shopping” by: half immortal Buddha, from the title figure: vision China
The live delivery has become the latest life-saving straw for the e-commerce.
The netizens of all the roads felt the impact of the spirit and the flesh in the screaming scream of the anchor, and then rushed to buy, buy and buy, enjoying the happiness of the coin.
I have to admit that watching the live broadcast is really very happy, almost equivalent to the past e-commerce to see the graphics and selling points changed to look at the short video selling point, it is indeed a qualitative leap.
A lot of media are also advocating that the net red is the biggest outlet, but they forgot one thing.
On the live broadcast, the most punk the oldest school is still TV shopping, but it can raise a lot of the magical industry of large listed companies, and TV shopping, the live delivery is almost equivalent to the 乞丐 version, no preparation, no The script, there is no crash interpretation, only dry buy and buy, no innovation.
TV shopping is the real hardcore punk.
When I did my due diligence, I made a lot of adjustments to the TV shopping companies that have borrowing needs. There are too many hard-core things here, and many of them are not experienced by the children who are doing live e-commerce now. Hard ideas, there are still many routines still there, I think we can give you a good talk.
Having seen the routines of TV shopping, you will feel that the live delivery is boring and boring.
To sell things, you must first have goods, and there are goods, there is the concept of profit.
The live delivery of the goods here is actually the goods of Easy difficulty.
Because the vast majority of well-sold goods are very cost-effective or their unit price is very low, it is cheap, even if it is bought, it is less than 1W fast.
What is the hottest thing about the recent red goods? What are the lipsticks, paper towels, laundry detergents, hairy crabs and other daily necessities and foods, the average unit price is not much higher than 200, these things are of course sold, because they are just needed, and the cost is relatively transparent, most of the users who buy these things are true. The need, even more than the price, the profit margin is very low or even the marketing cost is lost.
A lot of net red play is also awkward and likes to be 20% cheaper on the spot. The merchants are very passive, and finally lose money and sell a bunch of lost goods.
The nature of net red goods is still traffic + bargains, very boring, not challenging.
When TV shopping is different, people only sell high-value IQ tax products, playing Hell mode, violent and hardcore.
The profit rate is not 500%, you are insulting TV shopping.
First of all, the cost is at least a few dozens of things, hundreds of thousands of pieces sold to you, and can also be combined with the supply chain and commercial super to control the price.
The products with such high profit margins are often difficult to say. Many of them belong to metaphysical products, what XX freckles, XX five-line needles, XX belts, XXXX mobile phones, XX teas, XX increased water, XX IQ drugs, XX gold Jewelry, only you can’t think of it, no one can’t make it out.
Before the 0 quantum red aunt sold by the goods network red, no one bought on the Internet, on the TV shopping, I am afraid that you are not enough goods, as long as the profit rate is enough, the old Chinese medicine a RAP, to ensure the community aunt A set of people, even if they are menopause.
Net red goods are just cheap goods + consumption impulses, and TV shopping, really test the soul.
A lot of net red goods, to put it or to help the supply chain sales, what is the supply chain, what they bring, is nothing more than pressure on the price, there is no concept of product quality and cost control.
Like the rollover coupons (buy no delivery, financial crab coupons 6 to flying) and non-stick pan (On the spot, the eggs can not be smashed), in fact, the performance of the network red out of control of the supply chain, after all, is just a sale.
The hard-core TV shopping is different. Everyone is united to choose products directly from the upstream suppliers. From the source, they will ensure that they will not leak a drop of water from the beginning to the end.
Net red goods are only the outlets of suppliers, while TV shopping is the relative of suppliers.
Many networksIn fact, there is no real marketing method for red sales, which is to rely on the cheap goods to call the wheat.
There is not the same TV shopping. After the selection, TV shopping will make a set of advertising template for this product, have a professional script, and use professional special actors to perform, absolutely in place.
Note, this is not an advertising film, but an advertising film template. In fact, this set of templates can be spliced into various styles of advertising through post-production and secondary dubbing, with completely different goods, station B. The second creation that I am proud of is still not hard enough in the face of TV shopping and film production.
You have seen a respected old Chinese doctor in the morning to push the sales volume of the aunt’s towel, and in the afternoon, the world design master sells the mattress, and at night it becomes a fashion giant to sell the swimsuit?
I saw much more.
They are the real amazing magical girls, and the Ba La La sells the little magic fairy.
Generally speaking, the main transaction of TV shopping relies on the telephone customer service (of course, there is more WeChat customer service), so it needs to be complete Words, this kind of speech is to be tailored to the product and the advertising film, in order to strengthen the effect, after all, the product to be brought is too hard, not people who are not fooled will not buy.
Depending on the quotation mode of the product, the ads will be divided into 2 categories, depending on the category, there will be different delivery logic.
One type of advertisement is a price tag, similar to “199 yuan gold jewelry 8 sets”, “299 yuan combination magic mop” “399 yuan silk quilt” “1199 yuan ganoderma lucidum spore powder” and the like.
These products are generally played at 10:00 pm to 12:00 pm, and the delivery is not so particular. It can be put on more than one delivery. The price for one night is only 2W to 5W. Deal, expensive, smart, will not callCome in, it is called price purchase.
There is another type of advertising that blows this product, but does not say the price. It only says how many free-of-charge places are limited, attracting customers to call in hard, relying on subsequent hard conversions, such products are generally called Electric purchase.
The advertising of electric purchases is more stressful. The time is usually placed at the end of each popular program. The cost per launch is between 10W and 50W.
Compared, the cost of placing the price is small, and the customer calls are small, but the transaction probability is high.
The cost of electricity purchase is high, the customer calls more, the transaction probability is uncertain, and many customers are bored to play.
Therefore, the electricity purchase products must have a high profit margin for purchasing products, so that they can earn money.
Electronic purchase is the core of TV shopping.
When a customer who purchases an advertisement for a price calls, it will usually be dealt directly on the phone and then sent to the courier.
When customers who purchase advertisements call, they usually tell the customer that the line is busy now, many people come in, please call back later, then hang up and pick up the next one.
This is because the electricity purchase advertising is too expensive, and it needs to be for a limited time (no one will call in after the general advertisement ends)Save the most customer calls and reduce the cost per call.
In my previous company, a 30-minute ad can create an effective incoming call of 2000+ on average [span class=”text-remarks” label=”remarks”>(100+ operator), probably about 50 yuan per phone.
Of courseThis is related to advertising. Sometimes, some advertisements for sending watches can be scored in 5000 or even 10,000.
Remember, the first step in the purchase is not to guide the customer to the transaction, but to keep the phone number as much as possible. These numbers are all money and can be used later.
As long as the number is in hand, they can’t sell them as dogs.
After the advertisement has passed, it is time to call back. The telephone staff will call back the accumulated telephone numbers and sell the products one by one. In general, the success rate of the first sales is less than 30%. After all, although there are many SBs in this year, there are not many fools.
And every call that has no successful sales will be put into the phone pool, and there will be a second call for marketing, the third time, the fourth time, the fifth time….Every time The call will note simple content, such as: “Customer is too expensive”, “Need to think about it”, “I want to try it for free”, “Ask my family”, “Too is too big”, etc., so the next call will be More targeted.
The user labeling system that Internet companies boasted has long been smashed by TV shoppers, and money is the first driving force for technological progress.
In general, after a total of 12 calls on different days, the overall sales success rate is about 55% to 70%, which is related to product nature, price, advertising attraction, and speech.
Whether it is electricity purchase or price purchase, after the customer makes a verbal purchase intention on the phone, the operator will ask the customer to leave the delivery address and contact information, and then send the goods by courier, the cash on delivery, so a transaction finished.
As soon as you have such a start, it will start to be fun.
No doubt, whether it is net red goods or TV shopping, speech plays a very important role in the entire sales process, after all, you need to convince customers to save money.
A lot of net red goods are too rough, it is difficult to quickly impress users, often concluded that the end is too cheap, the whole network is the lowest, buy and buy, no new ideas.
And TV shopping is completely different for different products. Here are a few general guidelines for talking about specific products.
1. Don’t talk to customers about how good the product is, but describe the effect of using the product with the customer.
For example: a freckle product, in addition to highlighting the product effect with customers, natural non-toxic pure Chinese herbal medicine, but also to tell customers, use our products, radiant, husband is also happy to see you, and the little sister Going out to play is also radiant, the business is smoother, the more beautiful face has many benefits, and the combination of scenes allows customers to make positive associations, thus completing sales.
2. If the customer questions the safety of the product, he can directly go back in a serious tone.To suppress the customer with a strong tone, many people tend to shake M. And it is not very likely to refuse.
For example, answer: Do you know the current advertising law? If there is a problem with our products, it is absolutely impossible for the media to be legally responsible for Barabala Barra. Our products have QB’s Barabara, and we must be more confident than our customers.
Sometimes who is loud and who is father.
3. If guestThe household asks you that this product is also sold online, cheaper than you, then to smash other channels, and then threaten customers, this is especially important today when e-commerce is particularly prosperous.
It is best to tell the customer directly: those are fakes, we have already sued them, and I have to pay for it. If there is such a good thing, it’s a good thing in the sky, you don’t believe it.
Every scammer likes to say that the sky is falling, it’s fun.
4. It must be emphasized that the products are invoiced. After the package is sold, they are not satisfied with the return. There is no reason for 7 days.
This step is to dispel the user’s core concerns. Others like to say that the phone has a recording. It is evidence at the time and can be purchased with confidence. Of course, there will be times when you will find that the recording system is broken.
How much is the live broadcast of the network red, and the video can be monitored, and the sales of the telephone channel can satisfy the running train.
5. Small script system.
In the process of telephone sales, users may become guilty or suspicious at any time. In order to stabilize users and make a smooth transaction, there will always be a set of cooperation.
For example, A plays the superior of B, to communicate with the user, or to quarrel with A for a minimum price, or B to make a price reduction, in short, to make the user feel cheap and sincere.
The total return is to buy.
About high-priced products, TV shopping generally does not appear counterfeit and shoddy products, which is too low-level.
TV shopping is a real thing, things are not fake, but to some extent not true, the selling points are all vague, and there is no handle other than the real one.
Speak a few very hot products.
Freak products,The advertisement used to be very hot, and the old lady who advertised was very in place. I saw that it was a godless person who was not born. In the advertisements of others, Zhangkou said that his spotting hall is very famous in Beijing and Tianjin. I don’t believe it. Ask (actually, no one will go to ask). Later, after the product was hot, a lot of old ladies emerged, all of which were the same lines, that is, changed their names.
The price is about 199 bottles (normal version), 399 a bottle (Strong version), 599 Set (Day and Night Edition), 999 Set (God version) , the cost is almost 3 dollars, of which 2 dollars are on the packaging.
The product is Vaseline with water and spices. You said that it is useless to be useful, but it is definitely useless if you use the problem. It is very amazing.
A hair-generating product, the main ingredient of Tianshan Xuelian (Is really enough), specializing in difficult and complicated baldness, killing Zhang Guang 101, as long as 299 yuan, The cost is 3 blocks.
A diamond watch, which is said to be a free product, but is shipped abroad, paying customs duties and freight, tariffs and shipping costs add up to 699 yuan, the product itself does not need money, the cost is about 12.
A Moutai Town wine, a box of only 398 yuan, produced in Maotai Town, in the program to talk about the characteristics of sauce liqueur and how to distinguish between fake wine and fake Moutai, the cost is about 12 bottles, mainly packaging.
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