The Douyin ecology in 2023 can be described as confusing, some people have become popular because of **, but they have been criticized after transforming to bring goods; Some people exploded overnight, and the GMV of a single game exceeded 10 million, but they were restricted by the platform's emergency release of new regulations; Some people drove high and went low, and they made a million-dollar show as soon as the broadcast started, and the return rate was as high as 90% ......
We can't help but sigh, what kind of live broadcast room can be green all the way on the platform? In order to allow brand merchants to have a deeper insight into the rules of live e-commerce, Cicada Butler summarized the "green light accounts" in the three stages of bringing goods.
In the current complex platform environment, the biggest problem for accounts that have just stepped into the field of live streaming is "instability", such as the instability of the size of traffic, the quality of traffic, and the instability of the team.
In the dark horse of the cicada mother talent database, we can often see accounts with millions of monthly sales, but when you open their live broadcasts, you will find that the ups and downs of a single GMV are very large, which is the stability problem of the new account.
The GMV of the new number is unstable
To solve the problem of the stability of the new number, it is necessary to start from three aspects, according to the analysis of the self-broadcast operator of the Cicada Butler SPE+R brand, the new number mainly exists in the marketTraffic undertaking, team division of labor, and data reviewon the difficulty.
**Cicada butler SPE+R party**
Reasonable division of laborIt can make the data of the live broadcast room someone to rely onA scientific reviewIt can keep the account in a promoted state at all timesUndertaking of trafficIt determines whether the account can make a profit in the early stage and whether it can gain a firm foothold on the platform, and if these three difficulties are solved, your live broadcast room will become a "green light account" in the novice period.
Midstream accounts generally refer to accounts that can gain a firm foothold on the platform and have stable profits, but the problem of this type of account is that it is difficult to break through the hierarchy, and the traffic, conversion rate, GMV and other data of the account have been maintained at a low level in the industry for a long time.
It is difficult for midstream accounts to break through bottlenecksMost of the reason is that there are shortcomings in some items of data with goodsYou can use tools such as Cicada Butler to understand the level of the account in the same industry and quickly locate your own problems.
Find the shortcomings of the account through comparison
After finding the shortcomings, you can break through the bottleneck in a targeted manner, and in the process of breaking through the bottleneck, the role of the review is very important, in the process of reviewFirst of all, it is necessary to determine the appropriate standards, and then precipitate excellent speech skills through data and screen recording.
SPE+R digital shadow linkage in four steps
In the review process, the formulation of standards is the most important and can beFirst, sort out the delivery data of each anchor in each dimension, find the best anchors in each dimension, refine their highlight screen recording for learning, and let the team reach a consensusin order to further improve.
Locate the best streamers
After understanding the shortcomings of the live broadcast room, you can apply this review method to each short board of the live broadcast room to create a "green light account" that continues to break through the level.
At this time, what they need is to build an account matrix to further expand their business coverage, and their difficulty lies in how to create a "green light account" in batches and manage it.
It can be seen through Cicada Mother that many leading brands have created a huge account matrix on the platformThrough reasonable management and standardized operation mode, all accounts can achieve the best production ratioIt's their appeal.
Account matrix of top brands
The management of multi-account and multi-live broadcast rooms often has the problems of "rhythm out of sync" and "feedback is not timely".
SPE+R Matrix Management Five Principles
During the start of the broadcast, the most critical action is:Monitor multi-account screens and adjust abnormal screens through data；It will be done after the next broadcastMulti-account, multi-dimensional data comparison review,Form a reasonable team reward and punishment mechanism to promote healthy competition.
Accurately understanding the situation of each account and making differentiated operations is the core means to reduce the internal friction of the matrixIn the actual live broadcast, we generally use tools such as Cicada Butler to enhance the data control ability of each live broadcast room, and then make effective decisions.
Whether it is a new account or an old number, the cicada butler spe+r party** has summarized the most frequent stuck points of brand self-broadcasting at this stage, and has given targeted solutionsLive streaming, review, and managementThe three directions provide feasible practical methods.