Live salesperson——
Serve consumers with professional knowledge (consumption window·experience new profession ②)
During the epidemic prevention and control period, live e-commerce has developed rapidly as a new sales format. In June of this year, among the latest batch of new professions announced by the state, the anchors who carry goods have the official title-"live salesman". How do the anchors work? What kind of room does this new career have for development? Please see the reporter's interview.
Selecting products, memorizing knowledge points, scripting exercises, demo dressing, walking back and forth... In every link, the anchor Nie Jianru is meticulous
The live broadcast is "fire"!
Pinduoduo’s "Dai Daihao Jewelry Official Flagship Store" has a single-day total turnover of nearly 2 million yuan, setting a record for the highest daily transaction volume of jewellery live broadcasts; "Rifeng Flagship Store" launched 37 games, with an average daily sales increase of 9.9 times compared to the previous ;50 days after Shenzhen Chuanger Fashion Co., Ltd. settled in Pinduoduo and started live broadcast, fans increased by 2.7 million...
Why does live streaming have such a large sales capacity? Recently, the reporter walked into the official flagship store of Chuanger Company to conduct an interview.
As soon as you enter the live broadcast room, the large-size ring lights and fill light boards are eye-catching. On the hangers, all kinds of clothes were hung. Tonight’s anchor is Nie Jianru, who is the head of the live broadcast team of Chuanger Women’s Wear. "The selection of products is very important. Good anchors often choose clothes from the customer's point of view, and select a number of clothes that may become popular among the many clothes, and then focus on recommending them during the live broadcast, instead of using every piece in a balanced manner. Primary and secondary." Nie Jianru introduced each piece of clothing to the reporter one by one in terms of style, fabric, accessories, workmanship, texture, and design.
Although he is already familiar with the road, Nie Jianru still has to go through the "rehearsal" process before the official live broadcast. Product selection, memorization of knowledge points, script exercises, demonstrations and outfits, walking back and forth... every link is meticulous. After sufficient "pre-broadcast preparation", the live broadcast started on time at 8pm.
"Hello fans, welcome to the live broadcast of Pinduoduo Chuanger Women's Wear Studio. This is a white silk shirt, made of grade 9 mulberry silk, which is not easy to snag or pull. The workmanship is very delicate, abrasion resistance and wrinkle resistance. It's also very good..." The reporter noticed that as an experienced anchor, Nie Jianru has a strong sense of rhythm and a strong focus when doing merchandise promotion, which can immediately attract the attention of fans.
Before the broadcast, Nie Jianru told reporters that the live broadcast should interact with customers and always pay attention to the barrage messages of fans in the live broadcast room and reply in time. For example, female consumers have high requirements for dressing. After buying a shirt, they may also ask how to match shoes and socks, handbags, pants, etc. They should pay special attention to these messages. customer."
Sure enough, fans left messages shortly after the broadcast, hoping to talk about the precautions for dressing.
"This shirt should be worn with black high heels. Don't wear flat shoes or slippers, otherwise it will lower the grade of the clothes. In addition, it looks best when paired with a chain bag. It is best not to wear a canvas bag." See the message Later, Nie Jianru immediately gave a very professional answer. As soon as I finished speaking, I was praised by many fans.
Unknowingly, 3 minutes have passed. Nie Jianru said, "Change in 5 minutes" is the general rhythm of live broadcast of women's clothing. The remaining 2 minutes will enter the "order" link. Whether the transaction can be promoted depends on the next performance.
"How many people like this dress? Do you like to post a word "Yes"." As soon as Nie Jianru finished speaking, rows of words "Yes" appeared on the live broadcast barrage. "Customer service will count immediately, according to How many people will give out coupons."
At this time, the number of people online in the live room has reached 90,000, and the customer service has issued 500 coupons with a face value of 100 yuan. "Are you ready? Get your coupons, place an order, and pay attention that the coupons will expire after 2 minutes. The goods will be returned and exchanged for no reason within 7 days, and we will bear the freight." In just 5 minutes of live broadcast, this shirt was sold. More than 100 pieces.
Nie Jianru told reporters, “In the final stage of ordering, we must retain fans in the shortest possible time, stimulate consumption willingness to the greatest extent, and facilitate the placing of orders.”
Live delivery of goods pays attention to the three elements of "people, goods, and field", and genuine goods are always the first. The connotation of "people" and "field" in the live broadcast is expanded, and the interaction is stronger.
The reporter found that the new format of live streaming and delivery of goods has indeed achieved remarkable results in stimulating consumer enthusiasm and driving consumption growth. One hour after the live broadcast, the backstage transaction volume has reached 200,000 yuan, which is unmatched by the sales of traditional offline stores.
After the broadcast, Nie Jianru concluded that the live broadcast of goods pays attention to the three elements of "people, goods, and field", which is different from offline entities. The live broadcast of goods has realized the transformation from "people looking for goods" to "goods looking for people". The connection between the supply side and the demand side is closer, faster, and more interactive.
First of all, in the live broadcast of goods, genuine goods are always the first. "Only when the goods are of good quality, the layout is good, and the return and exchange services are good, you can retain people; if the goods are not good, you will probably be returned. In the Internet age, consumers only need to buy once If the goods are poor, you won't patronize your home a second time." Nie Jianru said.
Secondly, in the live broadcast, the connotation of "people" and "field" has been expanded. The anchor has more interaction with fans, a stronger sense of presence, and more operability, making consumption an interesting thing.
During the live broadcast, Nie Jianru would guide fans to send some barrage information, such as age, height, and whether he is a newcomer.
"This can more accurately grasp the user's "portrait"." Nie Jianru said that the traffic in the live broadcast room changes at any time, sometimes there are many newcomers, sometimes there are many old customers; sometimes there are many older fans, sometimes many young customers. By observing the feedback from fans, we can more accurately locate the characteristics of the customer base at that time, and then we will know more about how to promote and what to promote.
"Offline is one-to-one sales, and the number of customers that can be received in one day is limited. But online, it may be possible to receive thousands or even tens of thousands of customers in one hour." Nie Jianru said, broadcast on Saturday and Sunday in early February this year. In China, their live broadcast team did not close for 48 hours and achieved sales of 5.6 million yuan. Among them, she alone achieved sales of more than 2.6 million yuan.
"We must adapt to circumstances and adopt different strategies according to the atmosphere and situation of the scene. Don't just talk about the'lines' that you recite before taking pictures. The important thing is to observe the dynamics of the scene and adopt corresponding live broadcast strategies in time." Nie Jianru said that once, Many fans left messages in the live broadcast, expressing their preference for shoulder-slipping and waist-cutting clothing. Based on this information, they increased their sales of this type of clothing, and the sales volume really increased.
Broadcasters should improve their knowledge, aesthetics, and communication
Nie Jianru is from Datong City, Shanxi. Last June, Nie Jianru joined the live broadcast team.
Standing in front of the camera for the first time, Nie Jianru acted bluntly, pronunciation was not standard in Mandarin, and often forgot words... "I am a person who refuses to admit defeat, and I am determined to do a live broadcast." So Nie Jianru asked his colleagues to record his live video. , Watch over and over again. In the next live broadcast, try to correct your deficiencies last time. Slowly, Nie Jianru found the feeling and was able to deal with it freely in front of the camera.
"Live delivery is not just a stop in front of the camera, just show the product. For a live broadcast, you have to learn a lot outside the camera." Nie Jianru said that if you want to do a live delivery, you must not only understand the product itself, Also learn marketing, psychology, advertising and other aspects of knowledge. For example, when to issue coupons in the live broadcast room and when to press orders, this is all learned.
Nie Jianru said that the country has now listed Internet marketers and live broadcast salespersons as new professions and new types of work. This is a recognition of live broadcast delivery. Live broadcast personnel should improve their professional knowledge, aesthetics, and communication.
Speaking of future development, Nie Jianru said that he is focusing on two things.
One is to lead the team. Today, the live broadcast team has grown to 26 people, and Nie Jianru is responsible for the daily management of the live broadcast team. In addition to asking the team's anchors to have a comprehensive understanding of the product, she also asked the anchors to actively participate in product selection, new updates, inventory checking and other tasks after the download. "The anchors must know which products should be cleared in advance and which products should be promoted vigorously." Nie Jianru said, "The more you know about the entire sales chain, the more you can manage it during live broadcasts."
The second is to move towards full-category live broadcasting. On July 24th, Nie Jianru made the jewelry live broadcast for the first time. "In addition to live broadcast of clothing, we will expand into maternal and child products, daily chemical products and other fields in the future, and strive to achieve full-category live broadcast next year." In Nie Jianru's view, the key to doing any job is professionalism. "You must use your own Professional knowledge is the real ability to deliver benefits to consumers, and it is also the performance that the anchor should pursue."
"Make fans happy and considerate to customers, not just to earn merchants' commissions. Only in this way can we be worthy of the position of live broadcast salesperson and really make our career bigger." Nie Jianru concluded.
Our reporter Qi Zhiming