In the private domain e-commerce scenario, the main sales channels of brand merchants are mainly live FMCG, through the ability to plant grass in the short and grass, first to cultivate consumers' cognition, and then through the live broadcast method of multiple combinations of atmosphere + **, so that users can change from the consumption mode of "looking for goods in need" to the brand active sales model of "promoting demand in goods".
Different from traditional e-commerce, private domain e-commerce emphasizes more interaction with users, so that consumers can feel the intimacy and emotion of the brand, and establish a closer relationship with consumers by establishing brand communities, providing membership system services, and actively interacting with consumers.
For brand merchants, private domain e-commerce live streaming is the result of a series of processes. If you want to do a good job in private domain e-commerce live streaming, the following points need to be paid attention to.
Point 1: Before live broadcasting, accurately reach target users to achieve drainage fission
In the early stage of the live event, brand merchants can publicize and invite through channels such as community, WeChat*** Moments, etc., to reach potential target customers and accurately invite super customers.
In order to improve the efficiency of fission, brand merchants set up red envelope invitation rewards in the process of community operation to stimulate users to attract new users, and then the operation assistant conducts "cognitive education" + "product planting" + "activity preview" to guide new users to actively pay attention to live broadcast activities.
In addition, brand merchants can also use the invitation function to accurately reach the target users of the fission poster in the live broadcast room and attract traffic to the live broadcast room.
Point 2: During the live broadcast, use multiple marketing functions to achieve rapid conversion
The key to achieving transaction conversion is whether users can stay in the live broadcast room for longer and interact.
If you simply share live broadcasts, without any auxiliary tools, it is difficult to attract users to stay and generate interaction. Therefore, brand merchants can use marketing tools such as Red Envelope Rain, PK Red Envelope, and Carousel Reviews** to enhance interactivity and active atmosphere. In addition, through functions such as product coupons, seckills, and grouping, brand merchants can further stimulate users' desire to buy.
During the live broadcast, brand merchants should also shorten the transaction path of users as much as possible, so that users can place orders and purchases in the most convenient way. Brand merchants can embed their own ** into the live broadcast room, and users can realize "live broadcast - view goods - select products and place orders - pay for transactions" in the live broadcast room, forming a complete closed loop of transactions. This one-stop shopping experience without cross-platform operation not only improves the convenience of users' shopping, but also allows them to enjoy shopping while live streaming.
Point 3: After the live broadcast, the big data will be accurately analyzed and the review will be optimized
With the development of private domain live broadcast e-commerce in the direction of refinement, if brand merchants want to achieve excellent live broadcast results, they must formulate people-goods-field strategies based on scientific data analysis and fully implement digital business strategies. Therefore, for brand merchants, data analysis after the live broadcast is particularly important.
In order to conduct a comprehensive review of a live broadcast, brand merchants need to gradually disassemble the completion process from the preparation of the live broadcast, to the execution of the live broadcast, to the end of the live broadcast, and list the existing deficiencies and improvement strategies in detail. In this process, there are two key points that cannot be ignored: one is to integrate various live broadcast data and gain in-depth insight into the live broadcast effect; The second is to analyze step by step according to the live broadcast process and find room for optimization.
Of course, brand merchants can also use the data screen to intuitively grasp the three key products such as "GMV", "sales amount" and "online actual receipt"; Analyze product items in real time, monitor product sales, adjust strategies in time, and create a high-conversion live broadcast room.
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