"Kung Fu anchor" is made like this

  Ji Leilei, reporter of Economic Daily and China Economic Net

  The mayor and county magistrate walked into the live broadcast room, the youth returned home to be the anchor, and the live broadcast salesperson moved from offline to online...Affected by the epidemic, people's consumption habits have gradually shifted to online, and the team of online anchors has gradually grown.

How does the webcaster work?

What kind of industrial chain is behind it?

  Live broadcast "three elements" are indispensable

  Selecting products, memorizing knowledge points, scripting exercises, demonstrating dressing, walking back and forth... In the live broadcast room of the official flagship store of Shenzhen Chuanger Fashion Co., Ltd., Nie Jianru, the head of the live broadcast team, is repeating every aspect of the upcoming live broadcast. .

  The large-size ring light and the light supplement have been debugged, and the hangers are full of all kinds of clothing that will be shown in the live broadcast.

Nie Jianru said, “It’s very important to choose products live. Good anchors often choose clothes from the customer’s perspective, such as styles, fabrics, accessories, workmanship, textures, designs, etc., among many clothes that may become explosive. Several items are recommended during the live broadcast, instead of being balanced and exerted for each item, regardless of priority."

  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 focus when doing product promotion, which will soon attract fans' attention.

  Continuous interaction with netizens is a very important part of the live broadcast of network anchors.

Nie Jianru told reporters that during the live broadcast, she will 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, "Only when it comes to the point, can you keep customers ".

  Nie Jianru said that the rhythm of live broadcast of women's clothing is generally "change in 5 minutes."

In just 5 minutes of live broadcast, Nie Jianru sold more than 100 pieces of this shirt.

  "The three elements of live broadcast are indispensable." Nie Jianru concluded that, different from offline physical stores, live delivery of goods pays attention to the three elements of "people, goods and field", so as to realize the transformation from "people looking for goods" to "goods looking for people". Transformation makes the connection between the supply side and the demand side closer, faster, and more interactive.

  "First of all, genuine goods always come first in the live broadcast; secondly, because the live broadcast has a stronger sense of presence, the anchor must increase interaction with the fans to make consumption an interesting thing; again, always pay attention to watching Netizens who broadcast live'portraits'." Nie Jianru said, offline sales are one-to-one, and the number of customers that can be received a day is limited.

But online, it may be able to receive thousands or even tens of thousands of customers in one hour.

In a Saturday and Sunday broadcast, she and the live broadcast team did not close for 48 hours, and the sales reached 5.6 million yuan.

  Get orders with the help of the platform

  In the past two months, pomegranate growers in Huili County, Liangshan Yi Autonomous Prefecture, Sichuan Province have been busy picking ripe fruits.

In order to select the best quality fruits for consumers, 24-year-old He Shuang sets off at 6 o'clock in the morning every morning to go to various production areas around the county.

  "During the pomegranate sales season, I was woken up by the phone every morning, and then I started to be busy, orchard inspection, warehouse management, customer docking, and I was busy until the next morning before I could go to bed..." , He Shuang couldn't help "complaining".

  As a "post-95" flight attendant stepping out of the mountains in Huili County, He Shuang is "the pride of the village."

However, in August 2017, she resigned resolutely and returned to Dashan to sell pomegranates.

The parents failed to persuade and oppose it several times, so they had to let them "wander around."

  He Shuang had his own thoughts on going back to his hometown to sell pomegranates: "At that time, there were few anchors selling fruit live, and my hometown has good pomegranate resources. If consumers can directly see the growth of fruits, the market will definitely be huge. ."

  All beginnings are hard.

He Shuang’s live delivery of goods was not all smooth sailing. “In the first year of business, he has no experience in operating e-commerce, and the number of orders in the store is not large. It is common for express delivery to refuse.”

  In the first two years, He Shuang tried online shop, live broadcast, product delivery, and community group purchase, but the sales were tepid until he received an order from Duoduo Orchard.

In 2019, He Shuang began to supply Duoduo Orchard. From August to October that year, the supply of pomegranate reached 700,000 units, and the store sales exceeded 600,000 units. The cumulative sales in 3 months were 8 million jin, and the sales exceeded 3,000. Ten thousand yuan.

  "Through Duoduo Orchard, many users have tasted Huili pomegranate. They will repurchase when they think it is delicious, thus bringing more incremental orders to the store." He Shuang said.

  Dirac, deputy dean of the Pinduoduo New Agriculture and Rural Research Institute, told reporters that purchases will disperse and temporary demand on the consumer side, form an aggregation effect in time and space, and provide long-term stable orders for some online anchors and platform shops.

At the same time, stable demand has reshaped the agricultural product circulation chain. Direct distribution from the origin has replaced layered distribution as the mainstream of agricultural product sales, allowing farmland to be directly connected to office buildings and providing new possibilities for agricultural development.

  "Powder sucking" also depends on professional ability

  As a new format, live e-commerce is gradually becoming an important sales path.

Some people think that the threshold for live broadcasting is very low, as long as they own a mobile phone, anyone can become an anchor.

But in fact, this is not an industry where gold is everywhere, and not everyone can get a share.

IiMedia research report shows that in the first quarter of 2020, the average monthly salary of Chinese web anchors below 10,000 yuan accounted for 45.0%, of which anchors with income between 4,500 yuan and 6,000 yuan accounted for the highest proportion, at 23.5%.

  The reporter noticed that behind the live broadcast of goods, many businesses have also seized the opportunity to start live training. The live training courses range from tens of yuan to tens of thousands of yuan. Some businesses have launched a 21-day Internet celebrity development plan.

Although these training courses have been favored by many people, many netizens who have purchased live courses said that they are "unprofessional, only talking about the fur, and of no practical use."

  Industry experts said that in the long run, live streaming is an assessment of the ability of shopping guides or sales personnel. The difficulty is not how to face the camera, but how to continuously improve their professional skills.

  Xiao Bin, a merchant from Pinduoduo who does orchid live broadcast, told reporters that at the beginning of the broadcast, he mainly talked about the history of orchids, planting knowledge, and appreciation points. “In order to catch a few fans in the live broadcast room, I will check information and read books online during the day. , Take notes, and take care of the orchids to be appreciated during the live broadcast that night. In this way, after a month, the live broadcast room finally opened an order, and sales are increasing day by day. What impressed me was an old customer Purchased more than 400 pots of orchids at once."

  Xiaobin said that live broadcasts should focus on highlighting their product advantages and service advantages. “Green plant products require physical display and technical descriptions. Live broadcasts are more convincing than text and pictures. Through persistent scientific narration, customers will finally recognize our products. Quality".

  Today, Xiaobin’s store has a monthly sales of about 1.5 million yuan. “Live broadcasting is a technical activity. It is not just a matter of talking in front of the camera. It requires not only a strong knowledge reserve, but also the ability to adapt to changes.”

For example, he said that many stores have a single live broadcast mode, which is the same from morning to evening. It may attract customers in the early stage, but soon customers will get tired of it. "Old customers cannot be maintained, and new customers are limited. Like a bowl of boiled water, it will be cold after a long time. Therefore, to do live broadcast, you must think about how to change the gameplay every day to keep your bowl of water boiling."

  The demand for professional capabilities of anchors in the live streaming industry is becoming higher and higher.

Recently, Taobao Live released the first brand promotion film "Kung Fu Anchor", which tells the "cheats" of anchors who professionally bring goods.

Perhaps this can give some useful advice to people who want to become a live broadcast salesperson.

  Ji Leilei

Ji Leilei