Sharing theme: overview and exploration of live broadcast in maternal and child industry. Share content: 1 Selection of live broadcast platform: video number: suitable for brands with strong private domain accumulation, such as baby playing English. The baby plays English and has accumulated a lot of precious mothers, which is highly touching and has a high live broadcast conversion rate. The disadvantage is that the way to reach users is limited by WeChat, which is relatively simple; Traffic is not as good as other platforms. Tik Tok: No brand choice, low threshold, large traffic pool in the public domain, skills of obtaining free traffic and paid delivery, suitable for start-up brands, and also the main venue for live broadcast at present. Xiaohongshu: It is suitable for people with strong fans and accumulation, and there are many female users, such as mother and baby, beauty cosmetics and instruments. The disadvantage is that the touch is weak and the user's consumption habits are not high. Taobao: Suitable for brands with e-commerce foundation and Tmall stores. Aauto, hurry up: users are sinking, so it is difficult to broadcast by themselves. Suitable for people with sticky fans, such as Simba before. To sum up, at present, our platform choices are: Tik Tok live broadcast and Xiaohongshu grass planting. 2. Live broadcast process (simple): 1) Preparation before live broadcast: equipment: lighting+live broadcast equipment (mobile phone, stand, hand placard, etc. ) person: anchor+central control+assistant's choice: including multiple SKUs and prices. Drainage products, profit-making products, flagship products, welfare live speeches: hand cards (price, profit-making points, preferential schemes, etc. ), verbatim content preparation: preview video 2-5 2) live broadcast: selling goods: 1. Product selling point keyword repetition, praise and interactive guidance. 2. Talk about products (discounts, coupons, gifts) in order. Control inventory, create an atmosphere, and force single welfare: lucky bag lottery/spike field control: comment area maintenance, interspersed with spike products, the live broadcast will reach the peak in about an hour, so we must make good use of the peak time. After the live broadcast: organize the data and restore 3. Live broadcast time: the live broadcast time needs to be determined according to the scale of each company, and only some references are provided: noon 12- 14, evening 18-22. From Tuesday to Thursday night, the flow of people is good and the turnover is high, and from Friday to weekend, the turnover is average. It may be related to the live broadcast of big brands in the golden age, and it is necessary to seize user time according to the characteristics of the company. Each live broadcast lasts 2-4 hours, mainly depending on the company's manpower arrangement. Share the theme: How to write the live script? Share content: 1 What is the rhythm of the overall live broadcast? Background: Live broadcast products of fitness virtual courses, and the field of knowledge payment. The rhythm of live broadcast can be divided into the following types: live broadcast in the form of open class: 30 minutes to explain dry goods, 10 minutes to sell goods, Tik Tok to sell goods in kind, introduce products, Tik Tok to sell goods in virtual circulation, chat, talk about dry goods and sell classes. In the case of a fixed rhythm, you can broadcast one or two live broadcasts first, and then take a look at the user's portrait and stay time to plan your own live broadcast rhythm. 2. How to gain the trust of users? 1) Let users understand. First of all, don't speak too technical terms. For example, why eat coarse grains? Because refined carbohydrates, glycemic index, blood sugar and insulin are too professional. This kind of answer is difficult for users to understand and easy to bypass. Users can ask questions in the form of quick questions and answers, which can not only reflect the professionalism of the anchor, but also give users a sense of participation. Secondly, the description of the problem should be more scene-oriented, with examples. For example, when we first launched the product, we would say that we had food reviews, personalized sports and butler service, but users could not get your meaning. It can be iterated as follows: If you are a white-collar worker, it is especially recommended to help our training camp. Why is it especially unhealthy to eat takeout, dinner and canteen? At this time, our teaching assistant will tell you what to eat and what not to eat. If you eat something wrong, how to remedy it, how much to control everything, and what the daily ratio should be. If you are a white-collar worker and have no time to exercise, you can come to us. 2) Let users believe that the anchor is the first. The anchor is more like an actor, and needs to present an image full of emotions and actively serve everyone; Secondly, real cases need to be shared, such as showing the coach's muscles and abdominal muscles; Finally, add some marketing tools. For example, if we have an order for 100 now, we will say that the repurchase rate of this product is the highest, reaching over 60%, which makes users feel that this product is really good. 3) Let users stay in the anchor and try not to talk nonsense. The content should be interesting and the live scene can be dramatic. For example, you can go to the user's usage scene for live broadcast. 3. How can we deliver information more effectively? In addition to the anchor oral broadcast, you can also use hand placards to put more props that can convey information on the live broadcast platform. Share the theme: How to choose a good anchor? Share content: 1 What's your relationship with your fans? This problem can be judged. His understanding of his own advantages and disadvantages is also the anchor's underlying logical understanding of e-commerce live broadcast. Everyone is based on reality, and we should develop a fan relationship that suits us according to our own characteristics. Generally speaking, the relationship between fans and anchors is like this: girlfriends relationship: it looks friendly, and the advantage is that it can narrow the distance with users, a typical case of Li Jiaqi; Teacher-student relationship: It seems that there are a lot of knowledge reserves. The advantage is that users can trust you easily and fans are sticky. Typical case dad evaluation; Doctor-patient relationship: looking like a doctor has the advantage of selling products with high customer price, but you need to be able to hold your temper. 2. What's it like to communicate with the anchor? When the anchor communicates, he needs to have some micro-expressions at the right time. In the process of communicating with him, see if he is twisting the bar. Anchor, when communicating with you, he is not a powerful anchor if he keeps outputting his opinions endlessly. If you come and go and know how to leave blank, that is the anchor with real goods. Generally, such a person can also see that he has the ability of teamwork. 3. How about physical fitness? In e-commerce anchors, physical fitness is very important. Just have a good sleep. The body is the foundation of all revolutions. We can understand and judge from our daily hobbies and learning ability.