Live e-commerce is an extremely scarce "big outlet" visible to the naked eye, and its commercial potential is more than 10 times that of short video. It also brings the possibility of "de-intermediation" to enterprises. Tik Tok commodity explosion formula and three good suggestions that merchants can learn from. Six summaries of TOP 100 anchor's 30-day sales: 87% of the accounts with goods are in the state of powder increase, and the average powder increase of TOP 100 accounts on 30 days reaches 394,700. Of course, some anchors were taken off by fans because they started selling goods live or the content update frequency was low; Tik Tok is still in the traffic bonus period, and the anchor still has the opportunity to make money. 43% of accounts are in the state of playing every day, and the playing frequency gradually tends to be stable. It can be said that the harder you work, the luckier you are; On the 30th, the number of anchors whose merchandise sales exceeded 6,543,800+orders accounted for 365.438+0%, and the accounts whose accumulated merchandise sales exceeded 6,543,800+million on the 30th accounted for 30%. TOP 100 anchor per capita sales14.06 million within 30 days. The average sales price of 53% anchors is 50- 100 yuan, followed by 100-200 yuan. From the main categories of goods sold, beauty products account for the highest proportion, followed by clothing products and food and beverage. Tik Tok live broadcast is going through three changes: 0 1- clothing merchants enter in batches, the most diligent and practical clothes, fashion and grass, accounting for the highest proportion. There are also some plots and narratives of little sisters/brothers. The background of clothing anchor can be divided into three categories: mainly through the transformation of Taobao's online celebrity store to sell goods in Tik Tok, and under the brand transformation line of some offline entities and designers, a few traditional enterprises who master the clothing supply chain have accelerated to settle in Tik Tok platform to seek business opportunities realized in the new traffic platform. Clothing anchor is also the most valuable group of Tik Tok, which is excellent in content operation, traffic operation, fan operation and data operation. 02- Brand official shakes the "crazy shop broadcast" mode: 24-hour live broadcast will not be closed, and the new Land Rover Discovery Sports Edition will be broadcast continuously on Tik Tok for 30 hours during its listing; Today, live broadcast has become a marketing tool, and it is more and more common for temple libraries to open Tik Tok 24-hour live broadcast. Temple library can also be called "Haoheng". Not only will we choose to put information flow advertisements and combustion-supporting live rooms such as DOU+ in the prime time of the live broadcast, but we will also accurately push the fans who are playing in the rest of the time to wake up and attract users to watch the live broadcast in the live broadcast room. Live sale of Tik Tok Temple Library 100w+, with a unit price of 6600+. For brands with live broadcast+delivery mode, don't assess the ratio of production to production in a short time, because for Tik Tok, a platform with a large proportion of public traffic, the value of live broadcast is not only to sell goods, but also to greatly enhance brand awareness and credibility and accelerate the precipitation of corporate fans; At the same time, for the effect products such as temple library, it can also increase the download volume of App and daily life, which can be described as "one arrow and three sculptures". 03- anchor with goods rises rapidly: compared with self-broadcasting by merchants, anchor with goods pays more attention to "personal design". From the perspective of "origin", anchors with goods can be roughly divided into four categories: content-based MCN celebrities, who transform to bring goods after establishing IP, and most of these accounts will participate in official activities to get traffic boost; Born with goods, such as @ I don't eat for free, @ I don't use for free, and so on. Through the form of "animation+plot/funny+knowledge sharing", we planted all kinds of good things from Amway. According to cass data tracking, one of the accounts rose by174.8w; Within 30 days; Fourth, it is also the key point here to increase the number of accounts and increase the popularity of the live broadcast room through the mode of "high-density publishing content +DOU+ delivery". Tik Tok and explosion live broadcast formula explosion live broadcast = multi-channel drainage+cost-effective good goods+suggestions for the construction of people with goods. First, the premise is to do a good job of "field": try to "squeeze dry" every source of live traffic. The most difficult thing is not the content or adding powder, but how to make good use of Tik Tok's multiple "flows". Suggest e-commerce companies that want to advertise: Remember to follow the 3-hour release principle, that is, release the drainage video within 3 hours before the broadcast. The higher the popularity of the live broadcast room, the longer the user stays, and the higher the user purchase conversion. Recommendation 2, the core lies in "commodities", which should emphasize both the cost performance and quality of commodities. The "low price" of the brand is not the only incentive; Recommendation 3: Transformation depends on "people": With the development of Tik Tok "shopping powder", the importance of people-oriented construction is becoming more and more prominent. People-oriented design determines whether users have reason to follow you or continue to follow you. Only when the real "iron powder" or "shopping powder" is developed, the value of external drainage will decrease, the value of users in the pool will increase, and they will be willing to act as "tap water" and bring additional viewing and playing traffic. Setting up a person with goods in Tik Tok should not only really act as the eyes of users, but also make users gain something when watching the broadcast. This is also the biggest difference between the shake and fast live broadcast platform and the e-commerce live broadcast platform, including: easy harvest, pleasant harvest, emotional harvest, learning harvest and so on. , thus extending the user's stay time. Artist @ will share his family life, love to use good things, and his attitude and feelings towards life in the live broadcast, and is willing to mingle with fans, thus winning the trust of users. Tik Tok will no longer be just a "channel", but a platform capability based on massive engines, becoming an independent "platform with goods" and appearing in users' field of vision. Although it is not easy to achieve this goal according to the data and anchor quantity of Tik Tok live broadcast, we still firmly believe in the explosive power of Tik Tok.
Finally, it is also recommended that merchants who want to bring goods into the live broadcast: the live broadcast of the new traffic platform is not an option, but a mandatory option. The later you enter the business, the greater the difficulty and the smaller the bonus. Now, the focus should be on how to achieve higher efficiency, better results and minimum investment.
Author: Shi Jian technology