Ten thousand words of practical information! Explain to you once and for all how to formulate the product scheduling strategy for the video account live broadcast room

This article analyzes in detail the specific methods for formulating product ranking strategies in video account live broadcast rooms, including product composition and classification, the characteristics and functions of various types of goods, and the different product ranking strategies that should be adopted in live broadcast rooms with different traffic types.

In today's article, we will talk about how to arrange products in the video account live broadcast room, because we must know that in a live broadcast room with goods, if you don't know how to arrange products effectively, then during the live broadcast process, you will not be able to handle the traffic well. And different types of goods require different ways of arranging products, so as to ensure that we get more push and traffic conversion. So the arrangement of products in the live broadcast room is a very, very important thing.

This article will contain a lot of content. I will roughly break it down from three aspects:

1. First of all, let’s talk about the composition and classification of goods in the live broadcast room.
2. What are the characteristics and functions of different types of goods?
3. How to arrange specific products according to different traffic types of live broadcast rooms

1. About the composition and classification of goods in the live broadcast room

1. Product classification

Generally speaking, for live streaming rooms with goods, the types of goods can be roughly divided into five categories:

First of all, there are traffic-generating products, hot-selling products, and profit-making products . These three products can be said to be the three most important types of all the goods in the live broadcast room, and they are also the main ones promoted by most live broadcast rooms. In addition, there are also branded products and regular products .

Among them, branded products are mainly used to enhance the value of our live broadcast room; regular products are mainly those products that are not currently promoted, but we will test potential hot products through various product arrangements and combinations. Because we know that normally, the cycle of a hot product is relatively short, so we need to iterate and update frequently, and regular products are actually used to help us promote new products and test our potential hot products.

The above five categories are the classification of goods in the current mainstream live streaming rooms.

2. The significance of product classification

Why do live broadcast products need to be classified? And what is the main basis for these classifications? What is the core reason for the classification of products?

First of all, we need to know that no matter which platform you live broadcast on, data feedback is very important when selecting products. For example, for traffic-generating products, its exposure click rate is best to be ≥20%, so that through this product, we can help us attract some users to stay and interact, including paying attention to some of the above data. For example, hot products and profitable products must be able to help us facilitate transactions. For example, for hot products, its exposure click rate must be at least ≥12%, and the transaction conversion rate must also be ≥12%, while the exposure click rate and transaction conversion rate of profitable products must reach ≥8%.

When we are live streaming, if we want the platform to give us more streaming, we actually need to find a way to generate this data, which is equivalent to giving feedback to the platform. So we need to use the classification of goods to help us generate different data and give feedback to the platform. When the platform finds my data, it will decide based on my data whether to give us more or less streaming, and whether it is accurate. So this data is very important.

When our live broadcast room has more traffic, we can use this traffic to realize monetization, such as through product arrangement, product combination, and anchor speech optimization, to achieve more product conversions. Especially the conversion of profit funds, so as to ensure that my live broadcast room can have higher benefits.

Therefore, for live streaming rooms that sell goods, our goods need to be classified. We need to have both traffic-generating products and hot-selling products, and more importantly, we need to have profitable products.

3. Functions of various types of goods

Next, let’s take a closer look at these different product categories and their respective characteristics and functions.

(1) Traffic generation

The purpose of the traffic-generating product is to serve as a retention model, to increase the online traffic of our live broadcast room. Therefore, its characteristics are high cost-effectiveness, wide audience, and high price recognition. Only such products can increase our online traffic and stimulate incoming traffic. In other words, it is to first allow our live broadcast room to obtain more traffic. After the traffic, we can have the next step of conversion; if there is no traffic, don't take out the full-priced product to do the main promotion. Because there is no transaction without traffic.

(2) Hot Products

First of all, the main features of a hit product are high cost performance, high appearance, added value, easy display, timeliness and high conversion rate. These are the six main features we refer to when choosing a hit product.

The main function of hot products is to increase our transaction conversion in the short term. This is also the main contribution of our live broadcast room GMV.

When our live broadcast room has traffic, we need a product that is capable of taking on this new traffic. So how do we do that? In fact, we need to choose a product with explosive quality to help me take on the new traffic in the live broadcast room, and then concentrate on converting transactions, thereby stimulating the platform to give me more traffic and more accurate traffic.

(3) Profit payment

As the name implies, the main purpose of the profit section is to make money! Because whether it is a traffic-generating section or a hit section, it is actually to be able to attract more accurate traffic, to be able to place orders, and to increase our transaction density. Therefore, there may be a lot of sales, but it is not actually very profitable. Traffic-generating products may even lose money, and although hits make money, they may also make very little. So at this time, my live broadcast room needs such a profit section to take on the responsibility of making the live broadcast room profitable.

We use the traffic-generating models to build a retention model to increase the online volume of the live broadcast room, and then use the hot-selling models to make transactions to stimulate more traffic and incoming lines. Then we use the profit models to help us convert when the popularity of our live broadcast room reaches its peak. So based on such a condition, the profit model needs to have the characteristic of high gross profit. If we look at it from the perspective of cost-effectiveness, the profit model actually only needs to meet the medium cost-effectiveness. That is, it does not need to pursue the ultimate cost-effectiveness, nor does it need a high cost-effectiveness, it only needs a medium cost-effectiveness, so that sufficient profit space can be ensured;

The second is to achieve a medium conversion rate. It does not need to bear the responsibility of being a transaction model like a hot product, and the live broadcast room does not rely on this profit to stimulate the platform to provide more accurate traffic. This medium conversion rate is definitely because the product's customer unit price is relatively high in the early stage, so its conversion rate is not as good as that of a hot product, but because of its high profit, it must be able to make money in the end.

The last point is the high profit margin. I don’t need to say much about this. The previous traffic-generating models are losing money, and the hot products are not making much money either, so the profit is not high! Therefore, the profit model must ensure that there is enough profit space, so as to increase the profit of my live broadcast room.

Everyone must remember that because the profit margins of traffic-generating and hot-selling products are not that large, you must ensure that the profitable products have enough profit margins. This way, when your live broadcast room is trying various marketing strategies and gameplay at the operational level, there will be enough room to operate, and you also need to consider the cost of the entire operation team.

(4) Branded models

It mainly puts some relatively well-known brands into your live broadcast room. Its main function is to help us improve the value of the entire live broadcast room. It can effectively present the tone of the live broadcast room, so that users will think: Hey, this live broadcast room is so awesome, and there are such brands to buy. In other words, it can effectively improve the overall level of the live broadcast room.

Therefore, when selecting products, we should try to choose products with high public recognition. If possible, we can even choose some products with higher quality and relatively higher prices, which can highlight the style and tone of your live broadcast room and the pricing strategy. When we use this brand to raise the style and value of our live broadcast room, we can then take out our main promotion model, which can well highlight the cost performance.

(5) Regular model

Basically, all products other than traffic-generating products, hot-selling products, profit-making products, and branded products can be called regular products. Regular products may look ordinary on the surface, and there may not be much data at present, but we can also insert them into the entire product arrangement and product group, and measure the data of this product to see if it is a potential hot-selling product? Or the data of this product, can it have a silent order and transaction? In this way, we can determine whether it is the next hot-selling product in our live broadcast room.

In this way, when the original hot-selling product has declined in its cycle, you can try to let this product take over the original hot-selling status!

So the most important function of the regular version is that it has a fan repurchase attribute, which can be put into our product arrangement and product group. For example, the 5th link and the 7th link are placed above, and then the data of this product is measured. Secondly, it can also allow our old fans who have bought this product before, or have bought my previous hot products and profitable products, to swipe the regular version and may also buy it by the way. This is also related to fan repurchase, which improves the conversion of our live broadcast room.

The above is a classification of the goods in our live broadcast room, as well as the specific characteristics and functions of different types. After we understand these, we can formulate a specific product arrangement strategy for our live broadcast room based on the situation of these different types of goods.

Finally, I would like to emphasize that among these types, the most important ones are definitely our traffic-generating models, hot-selling models, and profit-generating models. For any live streaming room with goods, your product categories must at least have these three categories of goods. This is the most basic. You can have no brand models, or even no regular models, but you cannot have no traffic-generating models or hot-selling products.

Of course, there are some special cases, that is, for some individual live broadcast rooms, such as individuals doing live broadcasts to sell goods, because the scale of the entire live broadcast team is relatively small, just one person! In addition, due to the capacity of the supply chain, you may not have so many categories of goods. In this case, you can have no profit money, and only keep the two types of traffic-generating money and hot products. This is also possible. The worst case scenario is that you go to two extremes! Traffic-generating money loses money to gain publicity, and you make money with hot products. Although you don’t make much money this way, it is actually completely OK for some small and medium-sized live broadcast rooms.

2. Product arrangement strategy for video account live broadcast room

Normally, the number of possible product types in a live broadcast room varies according to each person's situation. For example, some live broadcast rooms have more types of products, such as traffic-generating products, hot-selling products, profit-making products, branded products, and regular products; while some have fewer categories of products, and may only have traffic-generating products and hot-selling products. No matter which one it is, their logic is similar when formulating specific product arrangement strategies. And in fact, regarding product arrangement, the core focus is also on designing for the three categories of traffic-generating products, hot-selling products, and profit-making products. So if you have fewer product categories, then as mentioned earlier, you can classify hot-selling products and profit-making products into one category, and only design product arrangement for traffic-generating products and hot-selling products. So it doesn't matter, don't worry.

1. Design product ranking based on live broadcast room traffic structure

In terms of traffic structure, it can be roughly divided into three categories: one is a pure natural flow live broadcast room, one is a pure paid live broadcast room, and the last is a live broadcast room with both natural and paid traffic. Live broadcast rooms with different traffic structures have different push logic and product arrangement logic.

(1) Pure natural streaming live broadcast room

If you are a live broadcast room with pure natural flow, then your push flow logic is to attract people first. First, through our traffic-generating products, attract people, gather people, and lock in customers, and then find ways to use hot products to stabilize traffic, and realize traffic conversion and make a transaction model. After that, when the traffic declines, you need to continue to attract people, and then stabilize the traffic and make conversions. It is a cyclical process. So we can divide the entire traffic cycle into three parts: attracting traffic, stabilizing traffic (promoting transactions), and increasing GMV (increasing the profits of the live broadcast room).

Step 1: Pulling traffic

Therefore, for this type of live broadcast room, when we design the product arrangement, we must first ensure that it can attract traffic. Therefore, the focus must be on using traffic-generating products. Because the core function of traffic-generating products is to create a retention model for the crowd and increase online users. Although traffic-generating products lose money, as long as they can attract people, the loss is worth it.

If we want to attract people with traffic-generating products, we need to work hard on product selection on the one hand, and on the other hand, we need to use traffic-generating platforms to collect data. What kind of data should we collect? The key is to collect retention data, increase fans, follow fan groups, and even use traffic-generating products to make transactions. This is possible because it can improve the accuracy of the crowd.

In this link, there is one thing that needs to be noted, that is, although we can make transactions, the number must be controlled, that is, we need to hold back orders, and you cannot keep placing orders. Normally, at this stage, we can place orders at about one-tenth of the number of people online. For example, if there are 100 people online in your live broadcast room, you can place about 10 orders. Because our main purpose in this step is to increase online and traffic, we need to gather and lock in customers. Transaction conversion is not the core purpose of this step.

Step 2: Stabilize traffic

For this link of stabilizing traffic, our main thing is to use hot products. Because hot products are to be able to take on this traffic. And the key is that it can help us to facilitate a transaction. Although it was mentioned earlier that you can also make a transaction with traffic-generating products, that is not the key, hot products are!

Hot products need to promote the conversion of live broadcast rooms, thereby stimulating the platform to provide us with more accurate traffic. In this way, your hot products can take on the traffic coming in through the drainage products.

In terms of stability, we use hot products to attract traffic, and the most important thing is to create various data indicators such as transaction data and interaction data that can increase the transaction density of users. Only when hot products can help me to attract the traffic of the live broadcast room can the crowd be stabilized. At this time, we can take out my profitable products to help my live broadcast room to convert products with higher profit margins and increase the profits of the live broadcast room.

In addition, some of the main actions at this stage include shaping the words, which can make users interested in your product, and it is best to make a deal immediately. Therefore, the anchor's words are very important at this time, including the control of the entire rhythm, such as when to hold orders, when to release orders, when to lock inventory, when to place orders, when to chase orders, etc. The anchor needs to have this structure of words, which needs to be determined according to the characteristics of his own product and traffic. For example, a 5-10 minute cycle, starting from locking inventory, then starting to introduce the product, and finally ending with me removing the inventory of this product from the shelves, such a cycle of words, you control it between 5-10 minutes, this length is basically applicable to most categories, and generally there will be no problems. We only need to prepare the script of the words content in advance, and then use it according to the traffic trend during the live broadcast.

In short, in this link, our focus is to increase the transaction density and to create waves of transaction curves. This is the core of stabilizing the flow of hot products.

Step 3: GMV

If your live broadcast room has fewer categories of goods and may not have profitable items, then you can continue to promote your hot products. As long as your hot products have a certain profit margin, there is no problem.

If you have a special profit item, then at this stage, after stabilizing the traffic through the hot products, we need to promote our profit items, especially when your live broadcast room is very popular. At this time, you must hurry up to switch products and switch from the main hot products to the main profit items. Through the anchor's words, shape the profit item and then quickly make a deal. In this way, the overall profit space of my live broadcast room can be increased as soon as possible.

Of course, after switching from a hot product to a profitable product, the popularity of your live broadcast room will definitely be affected, and it is normal to lose online. But because we have switched to a profitable product, after having enough profit support, our live broadcast can also launch more marketing methods, which is still worth it!

So if the hot products are used to increase the transaction density of my live broadcast room and stabilize the traffic, then the profit is to monetize this traffic to help me increase the GMV of the live broadcast room and increase the profit of the live broadcast room.

In this link, as in the previous one, we also need to design the script for the anchor's speech content, as well as actions such as placing orders, promoting orders, chasing orders, etc. In short, in this step, we must make as many orders as possible, so that it is worthwhile to lose talents in my live broadcast room.

Well, when the transaction of the profit money in my live broadcast room is almost done, that is, you estimate that its overall transaction rate begins to decline, and it is difficult for you to promote new transactions. At the same time, because at this time, the live broadcast room is still losing people. Therefore, at this time, we need to go back to the first step and use our drainage money to attract new traffic.

Therefore, the traffic of the live broadcast room is actually a circular process. From using traffic-generating products to attract people to stay and increase online, to using hot products to stabilize traffic, increase transaction density, and stimulate the platform to provide more accurate traffic, to finally use the profit to make more transactions, increase the GMV of the live broadcast room, and improve the overall profit of the live broadcast room, and then wait for the traffic to decline, and then go back to the first step to continue attracting people.

This is a cyclical process, which is why it is said that a healthy traffic curve for a live streaming room selling goods must have ups and downs and multiple peaks.

(2) Live streaming rooms with both natural and paid traffic

The biggest difference between this type of live streaming room and the pure natural flow live streaming room is that there is a link of supplementary traffic in the middle. To put it bluntly, the so-called supplementary traffic means that through the method of paid streaming, the platform can supplement some high-intent people for me.

So in this case, the first step, as before, is to use our traffic-generating funds to attract people to help me increase the natural traffic. Similarly, it is necessary to do a good job of staying in the live broadcast room, paying attention, adding fans, etc. This is the same as before.

Similarly, in the aspect of stabilizing traffic, it is actually the same as in a purely natural flow live broadcast room. We need to use hot products to stabilize traffic, to improve user interaction and other data, and at the same time make a wave of transactions, to increase my transaction density, etc. These are all the same.

Differentiating link: replenishing traffic

There will be a difference later, that is, when our paid traffic enters the live broadcast room, we should try our best to collect transaction data.

For example, in a purely natural live broadcast room, we used traffic-generating products to attract people, which took almost half an hour or even an hour. We need to spend enough time to slowly attract people, and then use hot products to stabilize traffic and make deals. But after paid traffic is involved, we don’t need to wait that long. Maybe 10 or 20 minutes after I start broadcasting, your live broadcast room’s paid traffic will come in. At this time, you need to immediately switch products to the hot products and then make deals immediately.

In other words, when there is paid traffic, we must pre-stage the entire product arrangement work around the node of paid traffic. We need to launch our hot products immediately after the paid traffic comes in to achieve transaction conversion in the live broadcast room. Otherwise, when this wave of payment comes in, if you don’t make a transaction, it will easily cause this wave of traffic to run out. At this time, your live broadcast room will not be able to achieve a high conversion, and the transaction conversion density will not be enough. In this way, it will be difficult for you to push this traffic to a peak later, and then you will not be able to push the profit later.

And conversely, when we want to invest in the second wave of paid traffic, you will also have great difficulties, because the platform does not know who to push to you because you did not grasp the first wave of high-potential customers it pushed to you. This will be a waste.

After that, we may need to make another wave of traffic-generating products according to the situation. In fact, in this type of live broadcast room, we use the combination of traffic-generating products + hot products, traffic-generating products + hot products to push my natural flow and paid flow to a higher level simultaneously, and then we can launch our profit products.

If you are not sure how high the traffic level of your live broadcast room can reach, you can actually try to promote the profitable items first to see if the traffic will drop. In fact, the biggest advantage of a live broadcast room with both natural and paid traffic compared to a purely natural traffic room is the cost of trial and error. When we pursue the highest traffic, on the one hand, it is based on past historical live broadcast data, and on the other hand, it is grasped through continuous testing. For live broadcast rooms with paid traffic, you can boldly try to cut products in advance and promote your profitable items. If the online traffic declines, you can just go through the process again, and with the paid traffic to help you bottom out, you will be more confident.

One more thing to add here: in this type of live broadcast with both natural and paid traffic, we are attracting people, stabilizing people and converting them. In the process of continuous circulation of these three links, because of the support of paid traffic, the overall traffic stability time will be relatively long. At this time, after we have pushed the profit model and are using the traffic model to attract people again, you can occasionally talk about the regular models of your live broadcast room, test the products in your live broadcast room, and see which one may become the next hot product in your live broadcast room, to help you to innovate.

Therefore, there is a key point here, which is to see how your online traffic is dropping. If after you launch the profitable model, the transaction conversion of this product itself has almost been achieved. At this time, if the traffic drops quickly, we need to use traffic-generating products to attract people again. However, if the traffic does not drop so quickly and its drop is within our controllable range, we can actually do a test of the regular model at this time. This is actually what we can do in the middle of the completion of a traffic cycle and the preparation for the next traffic cycle.

The actions of each link in this type of live broadcast room are actually the same as those of the pure natural flow live broadcast room. The difference between them is that the cycle of the entire traffic may be different.

For example, if you design a 5-minute sales pitch for a traffic-generating product, you may need to prepare 5-10 sales pitches. In this way, you can spend half an hour to attract customers during the traffic-generating phase. Next, you can prepare a 10-minute sales pitch for each hot product, and prepare 3-5 hot products. Then you can promote them.

In a live broadcast room with pure natural traffic, you may have spent half an hour in the traffic generation stage and used 6 traffic generation products. In a live broadcast room with both natural and paid traffic, you need to operate according to the node of paid traffic. For example, you introduced 3 traffic generation products and spent about 15 minutes. At this time, paid traffic intervenes. Then you need to immediately switch products and promote your hot products to achieve transaction conversion. At this point, if the traffic can continue to increase, you can launch your profit products. If the traffic cannot increase, the transaction density of the hot products cannot increase, and the paid traffic begins to slowly decline, then you can return to the introduction of the traffic generation products and continue to attract people.

In fact, the core purpose of live broadcast rooms with paid traffic is to supplement traffic, mainly the traffic from your traffic-generating products. If everything goes well, the overall rhythm of your live broadcast room will be faster, from traffic-generating products to hot products, and then to profitable products, it may take half an hour or 40 minutes to complete a circle. The overall rhythm of a live broadcast room with pure natural flow will be relatively slower! It may take about 1 hour to complete a whole cycle. Of course, this is also relative. Different live broadcast rooms are different. It’s just that the traffic cycle of a live broadcast room with pure natural flow is relatively longer than that of a live broadcast room with both natural flow and paid flow.

(3) Live streaming room for pure paid streaming

The whole idea of ​​product arrangement for this last type of live broadcast room is completely different from the previous two types.

For a purely paid live broadcast room, the main source of traffic is through advertising, which attracts people with high intentions. Therefore, the traffic-generating products that originally played the role of attracting traffic are no longer a necessary product. You can have it or not. If you have it, it is the same as before, which is to collect some shallow data. If you don't set up a traffic-generating product, then there is no problem in a purely paid live broadcast room.

Therefore, my entire design logic is to use hot products to stabilize the paid traffic first, and then use profitable products to increase GMV. If my entire traffic can be stabilized, I can test my regular products.

In actual operation, there is another way, that is, I still set up a traffic-generating fund at the beginning, and then use the traffic-generating fund to make a wave of transactions, so that the transaction conversion data of the entire live broadcast room reaches a very high level, and then use the hot products to undertake it. The good thing about this method is that my traffic peak can reach a relatively high level. After all, we use the transaction conversion data of the traffic-generating products to make it high. In the eyes of the platform, the conversion of your live broadcast room is very good, and it will give you a very fast push of a very large wave of traffic, which means that the push speed of my entire live broadcast room will be very fast.

But the downside is that once we switch products and use hot products to take over, its ability to take over will definitely not be as good as the previous live broadcast rooms. So its entire traffic curve will fluctuate greatly. This has no effect on the live broadcast room in the short term, but if you do this often, it is not recommended. Moreover, the further you live broadcast, the more difficult it will be to cast traffic. So if you want to use this technique, you must grasp the degree. It may work wonders if you use it occasionally, but it is not recommended to use it frequently.

Conclusion

The above is a specific product scheduling strategy based on different traffic structures and different live broadcast rooms, and how to formulate it specifically.

In fact, the product ranking strategy is essentially based on the different traffic structures of our live broadcast room. Whether it is pure natural flow, pure paid flow, or both natural flow and paid flow, we can formulate our product ranking plan based on this different traffic structure.

In fact, careful people can find that the most critical strategy for product placement in almost all types of live broadcast rooms is what specific products we should use to attract traffic when it first comes in! Because different traffic structures determine the difficulty of attracting people, for example, if it is a live broadcast room with pure natural traffic, then our crowd may be more general and not so interested, so at this time we need to continue to use my traffic-generating products and hot products to group products, to continuously attract and stabilize people;

If our live broadcast room is a pure paid traffic, it means that the intention of the people in my live broadcast room is generally higher, and my work is not that difficult. Therefore, at this time, I don’t need to solve the problem of attracting people. I just need to convert the people who come in. Therefore, in the speech of the anchor in this kind of live broadcast room, it may be more important to explain the product, including the content of the event, etc., to promote sales.

When the live broadcast room has both natural flow and paid flow, in this case, I may need to pay attention to some shallow data of my natural flow. At the same time, we also need to pay attention to some conversion and transaction data of paid traffic, because these may become some difficulties we may encounter when accepting the crowd.

Therefore, in actual operation, we usually formulate two plans for the strategy of product placement:

1. Established product placement strategy

Before the broadcast starts, we can make a product scheduling plan based on historical live broadcast data and the test data feedback of each product.

2. Dynamic product placement

It means adjusting your product lineup based on the real-time data feedback from your live broadcast.

For example, if there are suddenly a lot of comments about a certain product in your live broadcast room, then you can choose to move this product forward appropriately and promote it first to see how the overall data converts. This is dynamic product scheduling.

If you want to do this well, the key lies in your entire team, the degree of mutual coordination between various positions, including the host's personal on-the-spot reaction ability and so on.

Author: Pai Ye Operation