domeet webmaster

Many bosses believe that the main purpose of live broadcasting is “effect”, that is, “realizing the effect of selling goods”. Actually not. I think “quality” is what they want.

“It’s a brand again! You can’t sell it, just lie to me to be a brand!” Don’t rush into the street, let’s analyze and sell cosmetics with Li Jiaqi!

Li Jiaqi ’s live-streaming is not based on face value or OMG quotations, but because he has provided fans with the lowest price and best quality guarantee for a long time— “Buying Li Jiaqi is the best deal!”

Where does the lowest price come from? That was cut out by the merchant!

So, are merchants selling goods at or below the cost for “efficiency”?

Imagine: If a lipstick usually sells for 100 yuan, Li Jiaqi sells out of stock at a loss of 50 yuan in one live broadcast. If it is for the purpose of “effect” in the live room, then he wants to sell it next time, does he have to go to Li Jiaqi again? (And must also sell 50 yuan) What kind of business plan does this loss-making business owner do?

So, smart bosses will not put Li Jiaqi in the name of “efficiency”. They cooperate with Li Jiaqi to rely on Li Jiaqi’s endorsement and strive to reduce the cost of early adopters of the brand. Try to establish new user relationships and drive sales of different products under the same brand.

The closest example of the author fully confirms this.

My wife first realized the body milk of the Canadian brand during the live broadcast of Li Jiaqi. During Li Jiaqi’s explanation, she checked the price and reputation of this product online, and found that her idol Qi Wei was also using it.

At this time, Li Jiaqi offered a price 20% lower than the lowest price in the live broadcast room. So my wife immediately asked me to grab this product among millions of fans.

After using this bottle of body milk, although Li Jiaqi may not broadcast the brand again and the product has returned to the original price, his wife has become a new loyal user of the brand.

Did you see it? What businesses do is for “efficiency”, obviously for “quality”!

Wait! Since everyone is doing things for “quality”, isn’t the theory that “everything can be broadcast live” also established? So the fourth question came out …

Fourth, what else can I do besides selling goods?

The author believes that live broadcast is not a special medicine, but a bridge.

It builds a new way for the brand to reach users, and we need to make good use of it to convey our brand ideas.

Okay, it ’s so simple as I said. Just give an example.

I have a friend who is representing a high-end private mobile phone brand. Because it is expensive, it is also a typical large-order, low-frequency consumer goods. In the past, some high-end private sharing events were held to sell mobile phones mainly offline. Recently, offline activities could not be performed normally due to the epidemic situation, which seriously affected the life cycle of this generation of mobile phones.

For this situation, I had a conversation with him like this:

Q: Since it is clear that the crowd cannot be gathered offline, why not consider online broadcasting?

A: Considered, but there is no unified e-commerce channel for high-end mobile phones, and the customer list is managed by the sales individual. We do not believe that Douyin and Taobao Live can sell 20,000 or 30,000 yuan mobile phones …

Q: Wait! Why broadcast live via Douyin and Taobao? Also, why do you have to sell on it?

At this time I realized: In the original subconscious, live broadcast means vibrato and Taobao, and the only purpose of live broadcast is to sell goods. I found the crux, and I continued to ask him.

Q: You used to sellWhat is the logic of selling mobile phones?

A: Invite the main customers to experience high-end tea arts, concerts, feel the quality and service, ask the teacher to explain the concept of mobile phones when there is an atmosphere, and finally sell mobile phones.

Q: It is very clear. Except for the last step of these processes, which of the previous steps cannot be resolved through live broadcast? Except the final transaction, all services are available online. In addition, since you are creating a private atmosphere and establishing a high-end circle, why do you choose to choose Douyin or Taobao Live?

A: That’s it!

Yes, live broadcast is just a form, but most companies consider live broadcast as a means to simply understand live broadcast as “anchor + sell”.

According to the description, in the past, their transaction logic can be basically understood as the following way.

But after the outbreak, the key link of “offline invitation” was missing, and the domino effect could not be followed up.

At this time, under the influence of environmental public opinion, companies often mistakenly think that their problems are only in the transaction link, and instead they are competing for traffic and price, which is the result of falling into the wrong competition mode.

The best way is to choose the right focus and use online marketing to make up for the missing link. Once it can affect customers’ purchase ideas and needs, for a high-end mobile phone with a high price and service as the core, it is not a problem to visit the service or pre-order.

So companies must not limit themselves to the two wrong propositions: “Finding anchors with traffic” and “How to reduce products to ultra-low prices”. This will make them feel weak and ignore themselves. The essential needs of the audience.

In the above case, his users actually need to be respected by the brand and have a strong circle atmosphere. A relatively private space makes them feel more honored. Even if there is only the host and the user in this space, the user’s mind will still have the feeling that “so many teachers of the XX brand are serving me alone”.

Brands and enterprises must seize the pain points of consumers and use various methods to create consumer feelings, which is far more reliable than finding traffic!

In the final analysis, it is recommended that the brand owner “think twice before proceeding”

In the past, WeChat and Weibo became popular. Companies used public accounts and Weibo to think about how to be their own self-media. Later, the vibrato became popular, and everyone began to arrange short videos again, desperately trying to hit the future.

Today, brand owners gritted their teeth and had to consider doing live broadcasting. Is marketing really that tiring?

We still do more, invest more, but think less.

Before deciding to broadcast, I suggest you watch more live broadcasts.

Even if you are a straight steel man, you should open the live broadcast room of Wei Ya and Li Jiaqi for three consecutive days. I believe you will have a deeper understanding of the live broadcast.

In addition, when SME owners face financial pressure, they can also learn more about the “private domain traffic” gameplay.

One of my partners, through corporate WeChat, made a very good live broadcast on the tier, and successfully found a sponsor while selling the course. If everyone is interested, I can introduce his operation ideas and methods in detail in the future.

Comparing to polishing products, it doesn’t take much time to understand marketing. But too many brands have not yet clearly distinguished the product difference between B Station and Faster and the positioning of the crowd, so they rushed into the word “flow”, such marketing wastes resources, energy, and money.

It is recommended that all brands carefully consider three issues, namely:

1. What am I missing before closing?

2. How exactly can the channels taken help me make up for these links?

3. What should be done for the gameplay that is most suitable for these links? “Think Before You Go” Your marketing will be more effective.

If you can figure this out, marketing will be clear.

Tail

Finally, I leave a question for you: Huawei Mate Xs is a foldable mobile phone with such a powerful product that it is obviously sold out of stock. Why do you still want to send one of them?