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MindMap Gallery New media live broadcast e-commerce base master plan
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New media live broadcast e-commerce base master plan
The new media live broadcast e-commerce base master plan introduces the trends and opportunities in the live broadcast industry, the start-up work of the live broadcast media base, anchor recruitment, anchor operation, business model, etc.
Edited at 2022-01-11 14:32:11
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New media live broadcast e-commerce base master plan
- bacteria
This is a mind map about bacteria, and its main contents include: overview, morphology, types, structure, reproduction, distribution, application, and expansion. The summary is comprehensive and meticulous, suitable as review materials.
- Plant asexual reproduction
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- Reproductive development of animals
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- Outline
Live broadcast media base planning plan (actual combat)
1. Early stage
Live streaming industry trends and opportunities
1) Division of live streaming industry sectors
1.0 era (2005-2014 PC show live broadcast: YY, six rooms)
2.0 era (2014-2017 game live broadcast: Huya, Douyu, Panda, Zhanqi)
3.0 era (2017-2019 multi-field vertical content live broadcast: Douyin, Kuaishou, Inke)
4.0 era (2019-2021 live broadcast, e-commerce, comprehensive cross-border integration: Taobao, Mogujie)
2) Development trajectory of the live streaming industry
content provider
Anchor agent
guild family
agency
network anchor
star anchor
amateur anchor
show host
game anchor
Copyright operation
Game copyright
Sports rights
UGC/UPGC/PGC
marketing company
Advertising company
Platform operator
Anchor platform
communication channel
Monetization channels
Service support party
Content moderation
Ministry of Culture of China, Beijing Internet Culture Association, etc.
Smart hardware
CTV Technology, Zhiyun, GoPro, etc.
Cloud service technology
Tencent Cloud, Alibaba Cloud, Kingsoft, etc.
Payment platform
WeChat Pay, Alipay, UnionPay, UnionPay, Douyin Pay
app Store
3) Development trends of the live streaming industry
1) Explore potential consumer demand, lead in subdivided areas, reconstruct cross-border scenarios, create high-quality content, and fully harvest the single transformation and compound model
2) Keep up with the policy trend, leading Internet media companies make arrangements to take advantage of the policy and platform dividends to quickly seize traffic and realize monetization
3) Due to the state’s support for the development of e-commerce, the northern region lags behind in development. The local government has successively introduced policies to support the live broadcast e-commerce industry to seize the good opportunities.
4) Develop traditional product supply chain to online for diversified sales
Live broadcast media base starts work
1) Preparation work
market research
The purpose of market research
Make predictions about industries and markets
Clear local competitive landscape
Understand your competitors’ strengths and weaknesses
Find the company’s core competitiveness
Allow decision makers to make rational judgments
Market research methods
Field trips
Buy big data
Inquire about industry consultation
Consult key people
Cooperate with third party organizations
Market research content
Macroeconomic environment and trend research and analysis
Own SWOT analysis
Competitor strengths and weaknesses analysis
Staff recruitment and management
User Behavior Analysis
Recruitment channels
Amateur
Universities, vocational schools, etc.
Societies, campus media, etc. (performance, flight attendant, art, specialty categories are given priority)
Companies, institutions, etc.
Art training institutions, etiquette companies, etc.
subtopic
Bars, nightclubs, cafes, etc.
Flyers/advertising/institutional cooperation
Unsigned anchor
Social platforms
QQ/WeChat/Weibo/Momo/Tantan/soul/Zhihu/Xiaohongshu, etc.
Live broadcast platform
Douyu/Huya/YY/Yingke/Zanthoxylum bungeanum, etc.
Short video platform
Douyin/Kuaishou/Weishi/Huoshan/Watermelon, etc.
Go to major platforms to explore potential anchors, salary conditions and business negotiation skills invitations
Signed anchor
Headhunting agent/professional agency
Establish long-term talent transfer relationships/signed anchors to lead new ones, and incentive and reward policies
Live broadcast room creation
furnish
equipment
software
2) Platform cooperation
Show entertainment platform
YY/Huajiao/Yingke
E-sports platform
Douyu/Tiger Tooth
E-commerce live streaming platform
Taobao/Pinduoduo
Live broadcast vertical platform
Douyin/Kuaishou
3) Operation management
Sound operating model
guild family
Training and incubation
Traffic accumulation stage
positioning packaging
Event planning (publicity/hype)
Content innovation
Marketing
New media operation
Fan operation
Anchor/Internet celebrity
agency
revenue share
business realization stage
Service Content
Brand maintenance
supply chain management
Business cooperation negotiation
Pull advertising sponsorship
Premium operation
Technical Support
Supply chain service provider
platform
Advertisers
Commercial monetization of IP traffic
Reward share
Virtual gift sharing
Advertisement Income
Cargo pit fees and commissions
Offline event attendance fees
Head expert special e-commerce sales
Staffing
General guild structure
Brokerage Department
Scout
Responsible for discovering potential anchors, expanding anchor source channels and resources, communicating with anchors on cooperation matters and signing contracts
broker
Responsible for developing and docking platforms, familiar with platform rules/policies/gameplay/business terms, formulating development plans for anchors and effectively implementing them, providing psychological counseling to anchors, expanding brand and advertising resources, and exploring the commercial value derived from anchors, etc.
Operations
trainer
Mainly responsible for professional training and course planning for new anchors, monitoring the growth of anchors, review and summary after anchors live broadcast, etc.
Anchor operation
Including data analysis, fan maintenance, event planning, channel docking, etc., responsible for improving the stability of the anchor's broadcast and revenue capabilities, etc.
field control
Responsible for setting up the live broadcast room, debugging on-site software and hardware equipment, mobilizing the atmosphere, cleaning up advertisements, blocking anti-fans, controlling the rhythm of unfavorable anchors in the comment area, and controlling live broadcasts/continuous microphones.
Planning Department
content planning
Responsible for the content output of the anchor's live broadcast, script editing, promotion event planning, etc. (gameplay, script, hype, etc.)
visual design
Including graphic design, video editing, etc., mainly responsible for the design and beautification of related materials for the anchor.
Marketing
Responsible for hot spot marketing, account management, media development, channel traffic, etc.
General Management Department
technician
Responsible for handling technical failures that occur in the live broadcast room during the broadcast (software and hardware debugging and maintenance)
Accountant/Treasurer
Responsible for income and expenditure management, personnel salary settlement, performance calculation, etc.
HR/Personnel
Responsible personnel contracts must be signed, company management systems must be established, team culture must be created, etc.
Anchor planning and training
Incubation period anchor
style positioning planning
Physical, talent, emotional intelligence and other training
New media account and fan operation management
Content planning, providing detailed scripting skills
Conduct corporate account live broadcast previews and screen and evaluate new anchors
Daily review summary and implementation solutions
Professional e-commerce anchor
Provide product selection and matching services
Assist in trying out products, samples, etc.
Communicate live broadcast scripts and processes
Organize product key selling points, prices, activities, etc.
Live broadcast data/comment area content/consumer feedback
Coordination of speaking skills in people and goods stores, daily review, summarizing key points
Content/Entertainment/PK Anchor
Provide creativity and content
Conduct in-depth professional training
Analyze user portraits
New media account operation
Fan maintenance and new development (including support for background chat maintenance)
Event marketing and promotion (hype/script/eyeball-grabbing gameplay)
Analyze comments in short videos/live broadcast rooms to optimize and improve content
Actively carry out business cooperation (the world’s Internet celebrities are one family)
Live media base infrastructure construction
1) City positioning strategy
Jining (new third-tier city in Mainland China)
Advantages: low start-up costs, large market development space
Features: Anchor recruitment relies on channels and offline
Challenge: There are relatively few high-quality anchor resources
Suggestion: Integrate local market resources and expand self-understanding as long-term development plans and goals (play steadily and steadily, with the main line of profit first and then development step by step, not suitable for a one-step approach)
2) Surrounding market research
Main research directions
Surrounding market environment
What is the pattern of nearby companies? Mainly e-commerce or entertainment?
Research the business scope/platform/salary standards/performance calculation of competing companies
Local prices and consumption levels, local salary levels
Main research methods
Surrounding competitive landscape
online internet
On-the-spot visits
Main research conclusions
Company operating costs
core competitiveness
Competitive strategy formulation
Anchor channel source
3) Company registration process
Business Scope
Registration Type
Qualification
4) Decoration
overall decoration
Rent deposit
cut off
air conditioner
Tables and chairs (office/live broadcast)
computer
Sound card/bracket/live broadcast light, etc.
broadband
dormitory
Plan according to drawings and budget
Live broadcast room size
Beauty
5-8 square meters
Clothing
15 square meters
Other types are formulated according to business requirements
Live broadcast room soft decoration
Decorations/peripherals/product display racks/festival elements/sound insulation design, etc. (built according to the content direction)
Overview of basic equipment
Mobile live broadcast standard
Smartphone (iphone
Computer live broadcast standard
Computer, camera, broadband, sound card, monitoring headphones, microphone and stand, lights (configured according to entertainment or goods)
Live broadcast media base structure and system
infrastructure
Talent scout or personnel
operations
Staffing Principles (Reference)
The company has 10 live broadcast rooms, and there are 30 anchors, with 3 people in each live broadcast room rotating
6 operators, 1 full-time operation supervisor, 5 people, 2-3 full-time scouts
rules and regulations
Administrative management system
human resources management system
Recruitment system
Recruitment needs assessment
Recruitment channel construction
Job Responsibilities Specification
Recruitment process specifications
employee evaluation process
Related documents
Employee Recruitment Requirements Application Form
Initial test evaluation form for candidates
Employee Recruitment Plan
Employee registration form
Labor contract management
Conclusion of labor contract
Renewal, termination, change and cancellation of labor contract
Liability for employee breach of contract
Labor dispute mediation and arbitration
Related documents
Labor contract template (different templates are set according to the position)
Labor contract renewal application form
confidentiality agreement
Resignation management system
Definition of resignation
Resignation regulations
Resignation process
Methods for handling disputes after resignation
Related documents
Resignation procedures status table
Resignation procedure form
Resignation work handover form
Attendance management system
DingTalk software
Operation Daily
Daily purpose
Daily content
Set reference
Location check-in
Attendance System
Scope of application of the system
working hours regulations
Attendance sign-in method
Leave request mechanism and process
Holiday regulations
work overtime
absenteeism
be late
Leave early
Attendance assessment process
Incentive mechanisms
performance appraisal system
Performance Appraisal Standard Reference
Assessment standards for talent scout positions
Junior operations assessment standards
HRBP job assessment standards
subtopic
Office daily management
Anchor management system
Anchor attendance management system
Anchor live broadcast management system and regulations
Live broadcast room usage management system
Anchor dormitory management system
Precautions
Conditions for applying for entry of Douyin Live Trade Union
Must have a business license and relevant company qualifications (network technology company, cultural media company, etc.)
Must be able to issue special value-added tax invoices for services (including but not limited to cultural service fees, brokerage agency service fees, design service fees, live broadcast planning service fees, modern technology service fees, etc.)
Those with rich live broadcast business operation experience, professional operation capabilities, high-quality anchors, and content resources will be given priority.
The conditions for joining the Douyin Guild are that the monthly business turnover is greater than 1 million, the number of external anchors is greater than 50, the ability to attract new recruits is good, the operating revenue is good, and high-quality anchor resources are available
Advantages of Douyin Guild Registration
Live broadcast revenue sharing
Weekly popularity card task rewards, increasing popularity will help live broadcast
Weekly recommendation task rewards help anchors start broadcasting
Comprehensive monitoring of live broadcast screens to facilitate the improvement of anchors’ live broadcast literacy
Live streaming goods sharing revenue sharing
Platform live streaming rules/prohibited items/prohibited gameplay/prohibited words, etc.
2. Development
salary promotion
Salary system: (basic salary, commission, bonus, other benefits)
Anchor salary
Salary type
Ordinary guarantee
If the guaranteed value is not enough, the company will make up for it. If it exceeds the guaranteed value, the anchor's income will be based on "actual income * commission"
Basic salary for tasks
No liability base salary
Anchor income = basic salary gifts * commission
pure commission income
settlement time
Daily settlement
Weekly end
half moon knot
Monthly
Salary compliance requirements
valid date
Total wheat time
Number of gifts received
Number of popularity
Live broadcast quality
Part-time anchor salary plan (reference)
Task requirements: The number of effective live broadcast days per month is 26, the effective live broadcast standard is 3 hours/day, and the cumulative duration is 78 hours.
Assessment mode: The first week is an unpaid assessment period. The assessment will be broadcast using a corporate account, and 30 yuan of meal allowance will be arranged every day. After the assessment, a decision will be made whether to hire or not, and based on the image, dress, chat, talent, expertise, and fans during the live broadcast during the assessment period Evaluate the minimum income level from other aspects
Guaranteed income: 2000-3000 yuan, divided into three levels: 2000, 2500, and 3000. The minimum working time is more than 3 months. If the working time is less than three months, the training and promotion fees paid by the company will be refunded, about 2K-5K.
Commission ratio: The live broadcast platform will pay all the commission from the gifts into the company, and the anchor will receive 50% to 70% of the company's total revenue, divided into three levels: 50%, 60%, and 70%.
Guaranteed mode: When the anchor’s gift commission income is lower than the guaranteed income, the company does not have the guaranteed income. When the anchor’s commission income is higher than the guaranteed income, the anchor can obtain the guaranteed income and the commission minus the guaranteed income.
Commission for overseas assignments: Participate in business activities arranged by the company, perform in film and television variety shows and other overseas assignment activities, and receive a commission of 50% of the total income.
Live broadcast equipment: The company assists in the purchase of live broadcast equipment, and the equipment costs must be borne by the part-time anchor.
Full-time anchor salary plan (reference)
Salary standard
Task requirements: The number of effective live broadcast days per month is 26, a total of 6 hours per day, and a total of 156 hours.
Assessment mode: The first week is an unpaid assessment period. During this period, you must live broadcast in the company for 2 hours/day, and receive a meal supplement of 30 yuan/day. After the assessment, you will decide whether to hire or not, and your appearance, dress, chat, and talent during the live broadcast will be determined based on the assessment period. , expertise, fans and other aspects to assess the minimum income level
Guaranteed income: 2000~3500 yuan/month, divided into four levels: 2000, 2500, 3000, and 3500
Commission ratio: The live broadcast platform will pay all the commissions from the gifts into the company, and the anchor will receive 50% to 80% of the company's total revenue, divided into four levels: 50%, 60%, 70%, and 80%.
Guaranteed mode: When the anchor’s gift commission income is lower than the guaranteed income, the company does not have the guaranteed income. When the anchor’s commission income is higher than the guaranteed income, the anchor can obtain the guaranteed income and the commission minus the guaranteed income.
Commission for overseas assignments: Participate in business activities arranged by the company, perform in film and television variety shows and other overseas assignment activities, and receive a commission of 50% of the total income.
Live broadcast equipment: The company provides offline live broadcast rooms or live broadcast equipment (computer-provided). If the anchor broadcasts at home, he can pay a deposit of 1,000 yuan to take the equipment home, and the company will arrange on-site installation and debugging. The deposit will be refundable if the live broadcast lasts for more than one year.
Welfare and support
Enjoy various benefits such as social security and other social insurance payments for regular employees of the company, birthday parties, holiday gifts, company activities and other benefits, and arrange group outings for high-quality anchors from time to time (Sanya, Hong Kong, Singapore, Malaysia, Thailand and other countries)
The company provides opportunities to participate in business, film, television, variety shows and other activities to enhance the professionalism and personal value of anchors
The company provides the anchor's style design, image design and packaging, professional talent training, and professional financial knowledge training. The company arranges live broadcast experts and talent teachers once a week to provide free professional talent training for the anchor, and arranges one-on-one with mature anchors from time to time every week. guide
For high-quality anchor companies, we provide high-end accommodation for free, and are equipped with high-end live broadcast equipment and themed live broadcast rooms.
The company is responsible for publicity and promotion, attracting operational fans, brand building and publicity, etc.
The company is equipped with personal assistants for anchors, photographers for videos and photos, graphic designers, video post-production personnel, and new media operators to provide professional support for anchors.
operations
Internship Operations
Full-time operation staff will enjoy employee benefits, special benefits such as anchor assignment and anchor training, and will be regularized upon passing the assessment.
Formal operational level division
Operations Specialist
Director of Operations
operations manager
Operations Director
Formal operation
Employees who have officially signed a contract with the company are directly under the company's operating department and enjoy employee benefits and performance bonuses, as well as special treatment such as anchor assignments and training. There are corresponding promotion mechanisms and incentive mechanisms.
operating salary
Basic salary
Basic salary is the minimum guaranteed wage base stipulated in the labor law.
Bonus commission (Income-generating bonus A, Income-generating bonus B, Incentive bonus, Performance bonus-group fund)
Revenue Bonus: Percentage of the total gross profit generated by the anchor responsible for the operations staff
Performance bonus: a one-time reward based on employee performance appraisal results
Incentive bonus: According to the incentive system and combined with the company's profitability, it is generally distributed monthly, quarterly, or annually.
Group fund: 10% of personal income-generating bonuses are included in the group fund pool. This fund is used for group building, group material purchase, etc. It is managed by the group leader and is distributed as a reward at the end of the year based on individual performance.
Scout
Salary structure: basic salary and commission
Salary plan
Recruiting PC anchor artists: Introduce a good-looking and talented anchor who meets the basic requirements. After the anchor passes the trial broadcast and starts broadcasting stably for one month, a piece-rate salary of 200~500 yuan/person will be paid.
Recruiting mobile anchor artists: Introduce an anchor to the platform. After the anchor starts broadcasting stably for 1 month, a piece-rate salary of 50 yuan per person will be paid. Introduce a mobile anchor with good looks and talent. After being reviewed and approved by the company, he will enter the platform and start broadcasting stably. 1 After one month, piece-rate wages of 200 to 500 yuan/person will be paid.
If more than 5 anchor artists are introduced to the company at one time, and after one month of stable broadcasting, if they are willing to engage in operations work, then the talent scouts will be promoted to operations and can be rewarded with a commission of 5% of the anchors' income.
Promotion/demotion/elimination management mechanism
Promotion mechanisms
The basic principle
Dimensions of conditions required for promotion
Promotion approval authority
Division of management responsibilities
Schedule
Process
Downgrade mechanism
The basic principle
Approval standards
Process
elimination mechanism
The basic principle
Approval standards
Process
Honor System
The basic principle
Mechanism settings
Selection process
Anchor recruitment
Recruitment policy
Salary
Focusing on the breakthrough direction of "the tasks are simple, easy to get started, anyone can do it, and earn more" (reference words: guaranteed minimum of 5K~8K, more work, more rewards, high salary and high share, easy monthly income of over 10,000)
Support Policies
The company can provide live broadcast support, such as equipping an operation team, providing content planning solutions, providing multi-channel traffic support, popular publicity and promotion positions, systematic skills training, etc.
Supporting services
Provide live broadcast rooms, equipment, apartments and dormitories, life procurement, psychological counseling, etc.
Recruitment method
Independent recruitment of full-time personnel
family cooperation
Anchor recommendation
Recruitment channels
Online recruitment channels
Website recruitment
External site recruitment
Forum recruitment
Community recruitment
Search Engine Recruitment
Offline recruitment channels
push
Institutional cooperation
Campus cooperation
Outdoor Advertising
Other channels
HR, personnel, talent scouts, etc.
Train more newbies, and the newbies will get results. The old people will guide the newbies.
Encourage anchors to recruit people and provide a reward system
Recruitment criteria
Recruitment requirements
Anchor treatment
Company Services
Recruitment process
Invite
interview
Sign a contract
Anchor operation
Operational recruitment and management model
Operational Recruitment
newbie
inspection period
Internship
Advanced stage
has experience
Company operation and management model
nanny mode
There is only one anchor for operation and management, responsible for basic operations and daily life, health, and chores.
broker model
Two or more agents do not interfere with each other, and whoever recruits the anchor will be responsible for the entire process.
Pipeline mode
Clear operational division of labor and joint operations. One person is responsible for the anchor's daily chores and relationship maintenance, and the other is responsible for the anchor's business and professional ability improvement.
department model
Departments have clear division of labor and do not interfere with each other
Anchor incubation operation
Professional Training
Personality/Style Positioning
Head anchor
Intermediate and high-level anchors
waist anchor
tail anchor
visual beautification
communication skills
Key training for quality anchors (Rule of 28)
Early training days 1-15
Basic explanation of live broadcast operations
Explanation of simple situations of live broadcast
Answer visitors’ questions and communicate effectively
Explaining the transformation of fans into tourists and local tyrants
How to adjust the room if no one is there?
Learn to combine three live broadcast methods
Try to make the makeup that suits you best
Anchor’s mentality adjustment
Mid-term training on days 15-30
Start explaining live broadcast routines and increase anchor topic linkage and topic creation
The arrangement of stories, the use of jokes, and the adjustment of the atmosphere in live broadcasts
Appropriately add some talents to adjust the atmosphere during the live broadcast
Help anchors find their camera sense
After you have a certain number of fans, you can choose a key brother to chat with (determine the scale and don’t over-consume)
Use trust tactics with fans, use less tricks with big brother, be more sincere, and make big brother want to support you.
One-on-one training for anchors, lazy supervision
Expression performance
Help anchors get through the bottleneck period
psychological construction
The anchor’s mentality can help and guide in a timely manner
Promote anchors to live broadcast stably
I don’t make much, I feel anxious and want to give up.
It feels boring after a long time
Talent scouting
Operation strategy
Live content planning
Preheat content short video planning
Live broadcast room content/script planning
Live broadcast room operation
Control the rhythm of live broadcast
Master interactive skills
Statistics after the live broadcast
Fan operation
sense of belonging
respect
Build a fan base and increase stickiness
Operational workflow
Training preparations before live broadcast
Observe data during live broadcast and do field control
Post-live broadcast data analysis, problem summary, and plan formulation
Business model
Prerequisites for choosing to join/affiliate
weak financial capacity
No ability to operate professionally
Unable to meet the platform’s minimum turnover requirements
Affiliated
Find a qualified guild to affiliate with
Join
A business model that obtains a cooperative and cooperative relationship with the franchise headquarters by paying a franchise fee.
Conditions suitable for independent operation
Have capital strength
Have the ability to recruit
Have operational management capabilities
Have the ability to resist risks
Advantages and disadvantages of choosing to join/affiliate
Advantage
Low cost and high efficiency, can quickly enter the business operation stage
Have the opportunity to understand and learn the successful experiences and mechanisms of mature guilds
The share ratio is relatively higher, the income will be higher, and there is no settlement threshold
Can obtain recommended resources from more platforms
You can get the foreword consultation of the live broadcast industry and the latest platform policies at the first time
Disadvantages
The host's cooperation background is basically controlled by the partner company, and it is impossible to check the background data in a timely manner, making it impossible to help the anchor optimize the live broadcast operation strategy in a timely manner.
Under this model, the anchors you recruit need to sign a "nominal" contract with a franchisee or affiliate. Therefore, when you become bigger and bigger in the future and want to set up a separate guild for development, your launch cost will be very high. It's relatively better to join, but the affiliation model is troublesome.
Franchise fees are high. For mature guilds, the franchise fee ranges from tens to hundreds of thousands. Some companies will also require a commission of 5 to 10 points.
0 affiliation and 0 commission also have pitfalls. This kind of affiliation wants to attract more guilds to come in and do business.
Live delivery
Live delivery operation
Douyin live broadcast
Development trend of live broadcast delivery
Development History
Short video e-commerce in 2019
Live e-commerce in 2020
Live broadcast interest e-commerce in 2021
GMV
10 billion in 2019
500 billion in 2020
Estimated 1 trillion in 2021
Opportunities for decentralization
Douyin is a distribution mechanism, everyone can get traffic
N accounts [Process Entry]
Product backend management [store]
Non-search traffic, it is difficult to generate traffic for big sellers to monopolize, and prices cannot be compared.
Word-of-mouth points are conducive to the development of formal e-commerce
Future development assessment
Live streaming is the lowest investment cost business accessible to ordinary people
Cash flow
Traffic is cheap
Live streaming is a new form of e-commerce
Group sharing
platform
social contact
E-commerce
Short video/live broadcast with goods
High-quality short videos are a traffic diversion tool for live broadcast rooms
The difference in learning content between short videos and live broadcasts
short video
Copywriting ability
Shooting and editing capabilities
Account operation ability
live streaming
Live broadcast control ability
Retention skills
Guide interaction (like, follow, light sign)
Raise attention
business marketing thinking
Hunger marketing
limited time marketing
price anchor
B single talk skills
Differences in team configuration
short video
camera
operations
clip
actor
live streaming
Anchor
operations
field control
Douyin Live Plaza
New account quick pull vertical
soft pull method
Paid streaming
deadlift duration
Douyin live broadcast with goods
Misunderstandings about carrying goods
Douyin e-commerce
Matching of people and goods
E-commerce live streaming room explodes
Use welfare funds to conduct flash sales to stimulate retention
Real delivery
Fake benefits and poor awareness
Cooperate with navy feedback
The set area cannot be photographed
Welfare payments are related to profit payments
Live delivery process
Short video combined with push streaming
How to live stream goods
Mode positioning (boss)
Choose a track based on your own advantages
Single product hits the spot
1) Product selection
2) Set up the scene
3) Select the anchor
4) Planning script
5) Increase retention
6) Popular items
7) Repeat steps 1-3
Category broadcast
Mixed broadcast
Drainage private domain
Brand self-broadcast
Experts bring goods
Common gameplay
Category selection
Classification of difficulty in bringing goods (amateur/IP character/professional field level)
Categories that even amateurs can handle, so newbies can get started
1. Clothing and underwear
2. Shoes and bags
3. Outdoor sports
4. Watches and accessories
5. Keep your family clean
6. Food and beverages
7.Fresh food
8. Agricultural materials and green plants
9. Gift and cultural creation
10. Smart home
With personality and IP, I believe in people and products.
1. Clothing and underwear
2. Makeup
3. Maternity and baby products
4. Toy musical instruments
5.3C digital home appliances
6. Idle second-hand
7. Local life
Categories of knowledge in professional fields, with certain knowledge
1.Sports and outdoor activities
2. Clock accessories
3.Jewelry and antiques
4. Beauty
5. Agricultural materials and green plants
6.Book images
7.3C digital home appliances
Preliminary preparation
team building
light asset
The leading trader (responsible for the overall direction of the team, recruiting, selecting, replacing team members and building culture)
Live broadcast room person in charge and live broadcast operation
Anchor
Assistant Broadcast/Assistant Broadcast
field control
Traffic delivery group (pitcher)
Paid traffic
Online customer service group
Answer questions, reply
site
20-30 square meters (live broadcast room with goods)
supply chain
People/goods/field/flow (operation)
goods
Selection
The product selection complies with Douyin’s policies and meets public needs
Seasonal
specific holidays
Interested groups
Extreme price
Hot items
Product selection platform
Boss Dou
menu network
Competitive product analysis
Benchmark what products your peers carry and segment them for differentiation.
Feigua Data/Zen Mama/Douchacha/Xindou
Create niche areas and sell coverage all year round with a large audience.
Take women's clothing as an example
age group
Mom level
Grandma level
Mother-level
style
Korean style
Japanese
national style
figure
plus size women's clothing
Royal sister
loli
type
Hoodie
cowboy
windbreaker
occasion
workplace
travel
Leisure
The more subdivided and vertical it is, the easier it is to make high-quality hits.
Make a brand
brand
Brand settled in
Brand agency broadcast
Commission sharing, brand delivery
What products are currently most in line with Douyin’s interest in e-commerce?
High frequency is just needed
Diapers/Sanitary napkins
Laundry detergent/toiletries
Fast Fashion
Semir
Metersbonwe
Heilan Home
public
Want Want
Mengniu
You can search and bring goods on Douyin
field
build
Visual effect
Scenario-based live broadcast room
Simulate offline shopping scenarios
1) Background
Physical store format: simulated as a physical offline store, store broadcast
Experience format: teach you how to cook, take you to eat, eat and broadcast
Real-life format: Revealing the secrets of front-line production sites or warehouses
Activity format: Special theme of the activity, focusing on the theme (T-table activity site)
All are simulated, creating the effect of
Virtual scene technical support: green screen (switching various scenes to coordinate with goods delivery)
2) Prospects
Basic typesetting for people and goods
3) Anchor position
close-up
head
close shot
chest
medium close shot
waist
panorama / vista
whole body
Live broadcast room scenery
1) Ambient light
Warm color light more anchor
2) Supplementary light
Fill-in lighting to illuminate products and anchors
3) Other configurations
Simulated shopping environment allows you to make impulse purchases
auditory effects
Various sound effects, rush-buying sound effects, and fast-moving music
BGM atmosphere sound effects, live broadcast room music
All kinds of words, simulated rush buying
refer to
navy
with rhythm
like
Active comment area
evaluate
S evaluation
Pictures on the detailed product description page make customers more willing to place an order
Recommendations, titles trigger customers’ desire to buy
people
team
Anchor
Recruit corresponding anchors based on goods provided by the supply chain
Choose the corresponding products according to the recruited anchors
Filter anchors
recruit
Prioritize
Anchor with goods
entertainment anchor
Store assistant shopping guide
Offline sales
filter
mature anchor
Past period data
background check
Style with
New anchor
appearance
language expression
On-site mentality
Cultivability
learning attitude
assessment
Assessment period is 7 days
Anchor training
Familiar with categories
Ability to separate competing products
Product familiarity and construction
Basic live streaming capabilities
Essential common sense for live streaming
Live broadcast algorithm mastery
Ability to force orders
interactive atmosphere ability
Traffic control ability
Live product selection ability
operations
Fully responsible for atmosphere, chores, placement, tracking, loading and unloading of goods, can replace assistant broadcaster
field control
Store operation
client feedback
Cooperation and interaction in the live broadcast room
Data is fed back to operations and anchors in real time
Special category employment
model
camera
clip
Recruitment is easy
Salary reference
3K~5K for new anchors, 5K~10K for mature ones
Operation/field control: 2.5~4K
Profit commission calculation (reference)
Set base profit at 30%
Taking 30W as an example, the company accounts for 60% = 18W, the live broadcast room accounts for 40% = 12W, the anchor accounts for 40% and 60% = 7.2W, and the operation field control each accounts for 2% = 2.4W.
Sales commission calculation (reference)
Taking 1 million as an example, profit 30% = 30W, 10% of 1 million will be given to the live broadcast room, 5W for anchor, 3W for operation, and 2W for field control.
flow
flow
Free traffic natural conversion (four steps)
Live broadcast weight
General card material
For example: night clubs, beautiful women, purely attractive
Low-price welfare orders, the value is higher than the product price
9.9 Instant kill of three squirrels and instant kill of nail clippers (in addition, the platform rules are basically 2 months old now. An adjustment will be made, and the gameplay needs to be upgraded)
Use dou and feed
Welfare money takes over traffic, profit money takes over users
spiral increase
label vertical
Improve order conversion rate (S)
AB store
Front-end video diversion (free)
Paid traffic
Common misunderstandings about paid traffic
The people and goods yard is not well done, and it cannot handle the traffic when it comes. It is just busy.
The difference between dou and feed
dou heats up content, feed is an advertising plan
Feed advertising plan
Most pitchers earn rebate points through training or account opening but are actually incapable of doing so.
dou
choice of dou
Merchant
The system makes priority recommendations based on audiences with different preferences.
Bringing goods in the live broadcast room
Live broadcast room popularity
Live broadcast room increased fans
Audience tips
Audience interaction
audience
System intelligent recommendation
Mature live broadcast room, the system automatically recommends people who like this type to enter the live broadcast room
Custom audience type
When you find that the traffic is inaccurate, you can choose to customize it
Expert similar audience
Delivery method
Delivery in live broadcast room
Determine the timing
attract entry
Scene is very important
Stay after entering
Words are important
Preheat video to live broadcast room
The video content contains guidance into the live broadcast room
First introduce the products and benefits. Come to my live broadcast room now.
dou skills
Delivered before the live broadcast room starts
Increase investment to allow people to quickly enter the live broadcast room and bring initial traffic to the live broadcast room.
Short video delivery
You can perform batch delivery, select multiple videos, and increase the delivery of the video with the best effect.
Mid-term delivery in the live broadcast room
Improve according to the current various parameters of the live broadcast room
Not popular enough
Not enough comments
Insufficient order
advantages and disadvantages
Short videos that are too marketing or are placed in illegal live broadcast rooms sometimes cannot be reviewed.
It is recommended to use the store’s official account
When the entire network traffic is scarce, dou’s delivery cannot compete with the feed
Feed is placed through bidding, dou does not bid, and dou has review time to queue up.
Traffic does not come just as it comes, there is review and queuing time.
Very simple to use, not complicated, suitable for small teams
feed
Advertising platform
feed stream
feedslive brand advertising live broadcast
6600 gives 100,000 impressions = 0.066 impressions, you can’t stop it once you start it
Luzhou Laojiao brand is not suitable for small and medium-sized enterprises or merchants
Suitable for big brands/head-level internet celebrities
Feed bidding ads
The effect looks the same as dou on the user end, with a minimum investment of 3,000
Direct investment in the live broadcast room
Video heating live broadcast room
Open a feed advertising account
Live streaming is generally a type B massive account, which can be opened nationwide. Find it on the official giant engine official website
Prioritize distribution to large areas: Hangzhou, Guangzhou
feed complete process
Open an account
Main account
The threshold is higher and you need to submit information to activate.
Settlement
under the main account
Bind Douyin account
One Douyin account can be bound to multiple feed accounts
Create ad group
Create ad groups based on products
Popular plan investment amount ratio is 10%
Fan increase plan: investment amount ratio is 10%
Shopping cart click plan amount ratio 10%
Based on transaction plan amount ratio 60%
Or you need to do other testing
Build an advertising plan [key parameters]
Delivery target
user defined
More content
Budget and bids
plan test
data analysis
click rate
Conversion rate
Shopping cart click-through rate
click cost
Conversions
Sales
Customer price
Number of fans increased
Overall ROI review
Adjust and optimize
Feed considerations
feed old account new live broadcast room
Reasons why feed is not consumed
New account, new plan, warm up first
Word-of-mouth influence
Agent area problem
Feed the impact of new and old accounts
Thousands of rivers
A more intelligent and fool-proof advertising platform for small and medium-sized enterprises
There's no point throwing money around. The essence is traffic exposure and you can't force a transaction.
Purely paid play
Preconditions
People-Professional delivery ability conversion effect is first-rate
Goods - high cost performance and high profit (more than 50%)
feed stream
Delivery form
Material creative placement
conversion goal
Aiming to close orders
bid range
30%-40% of product price
dou not recommended
paid nudge
feed stream
Cold start, account label, weight increase for 3-5 days
Delivery method
Delivery form
Direct investment in the live broadcast room
conversion goal
For the purpose of placing an order
bid range
30%-40% of product price
dou
Preconditions
The work has the potential to become a hit
Delivery mode
Heating live broadcast room
Popularity
Bring goods
Live marketing (anchor)
Live broadcast user psychology
What are the characteristics of live broadcast?
Intuitive
What you see is what you get, the effect is visible immediately after putting on makeup.
Scenario-based
The scene can sink in quickly, bringing greater endorsement from newcomers and designs made from videos or pictures.
Interactive
One-to-many answering questions improves efficiency, increases efficiency and enhances audience participation.
Timeliness
If you miss it next time, you won’t have this opportunity to quickly stimulate your desire to place an order.
Fragmentation
Most people don’t come to Douyin specifically to consume, so it’s important to use words to induce consumption.
Market positioning of live streaming e-commerce: Pinduoduo < live broadcast < Taobao < JD < entity
The beginning of human nature towards self-interest
To put it simply, it gives you the opportunity to take advantage, physical 488, live broadcast room 198
Audience loss aversion
For example, the discount is limited for a limited time, and the more people there are, the higher the price will be.
The fewer people, the cheaper the price
subtopic
Overall live broadcast process
Explained "category broadcast"
premise
There is a difference between continuous payment and repeated cycle
However, the live broadcast is fragmented, and no one will accompany you from the live broadcast to the next broadcast. The total stay time for a shopping trip is generally 15-20 minutes.
The best teachers are peers. Use Zen Mama to search for products, and then see who is broadcasting the product.
Mature live broadcast room
Live script writing
How to introduce a product to place an order
product introduction
Raise audience expectations first
For example: This is the first time I have spent so much money in the business for 10 years, just to let everyone feel the quality of our home. Today’s absolute benefits are also the first time for merchants in the live broadcast room. I am going to take out 100 orders first. .........
Introduce the core selling points and usage scenarios of the product
Introduce activities in the live broadcast room
Start flash sales
Repeat introduction 3-5
Use techniques to urge orders and force orders
Countdown to stop rush buying
Product pricing method
The logic of pricing
Drainage money
Welfare models: "Hook models", "Drainage models" generally include free shipping, and low-priced products such as 9.9 yuan with free shipping can help attract new customers to the live broadcast room.
Fan welfare items
You need to join a fan group or become a fan to receive coupons and snap up products.
Regular product pricing
Prices ending with 9, such as 9.9/19.9/99.9, etc.
High unit price and multiple add-ons
The product sales of 59 yuan/piece in the live broadcast room are not many. The same product is priced at 130 yuan. Buy one and get 2, get a gift of 10 yuan. It is sold out.
Profit money
The problem is how to make consumers feel that it is worth it, and at the same time, the profit is enough to support it.
SKU setting logic
Settings on the order of magnitude
In principle, the more you buy, the more benefits you get
Design
1 box is expensive, 2 boxes are dull, 3 boxes are super affordable
Peripheral configuration settings
Not too many, three is appropriate
Product A 1: 9.9 yuan
Product A 1 2: 16.9 yuan
Product A*2 1 1 2 3: 19.9 yuan
Specification parameter settings
Set the SKU with the lowest starting price
5L volume, stainless steel material: 19.9 yuan
10L capacity non-stick steamer: 39.9 yuan
10L capacity non-stick steamer basket with free spoon: 49.9 yuan
Common marketing methods
limited time marketing
Unlimited, but you only have a few minutes to grab it
limited time coupon
Timed flash sale
Set up inventory
Cancellation without payment
Hunger marketing
To put it simply, there are more wolves than sheep, which is understood as 100 orders, and the live broadcast room is populated by more than 2,000 people.
price anchor
Set a psychological target price
Benchmark with other channels
For example: price comparison in specialty stores or usual price comparisons
Compare with the original price
First put a high price and prove that the high price is real, such as: hanging tag
There is also a comparison of the same style
We often see 4 to 5 products being played in the live broadcast room. Among them, most of the products are very expensive. However, the price of one product is 50% off lower than other products, which makes you feel that my products are all It’s this price, but I took out one for comparison.
gift marketing
599 yuan = buy a coat, get a free leggings, sunglasses, stovepipe pants, leggings, socks
Participatory marketing
lottery
Interactive, audience influences price outcomes
Give the audience a choice: 50% off or 10% off
Refer to the 7 steps to promote TV shopping (40 minutes as an example)
Gathering people (0~1min)
By rendering the origin, craftsmanship and background lighting of products and brands, they arouse curiosity and attract onlookers.
Staying as a guest (1~2min)
Keep viewers from switching channels through mysterious gifts, live draws, etc.
Lockout (2~6min)
Stimulate audience needs through a large number of simulated product usage scenarios
Providing evidence (6~10min)
Prove that the product can meet the needs of the audience through expert testimony, authoritative certification, product testing, etc.
Persuasion (10~13min)
Dispel audience doubts and help them make choices through competitive product analysis and product comparison.
Reminder (14~15min)
Attract viewers to place orders through gifts, discounts, value-added services, etc.
Forced order (15~16min)
Through high-frequency comparisons between the original price and the current price, event deadlines, tight quotas, etc., the audience is repeatedly reminded to place an order.
E-commerce operations (field control)
Store backend operations
Bind payment
Adding goods
Add qualification/brand
Qualifications: Example: Food requires certified food business license/food production license
Brand trademark
Logo cannot be easily revealed without authorization
White label without trademark
Account binding
Store sub-account
marketing tools
Featured Alliance
Universal commission settings
Live broadcast of learning women's clothing in three days
How to bind account for targeted commission
Investment Recruitment Team Leader
Recruit merchants to participate in activities released by the group leader. If the group leader’s link master or the master adds merchant products with the group leader’s involvement, the group leader can earn service fees.
Experts bring goods
Commonly used application services
Other operations
Data analysis and monitoring
Data packaging optimization
Three, expand
1) Medical beauty
2) Entertainment
3) E-commerce
Tik Tok
subtopic
subtopic
subtopic
subtopic
Four, breakthrough
5. Financing