Must learn! Xiaohongshu released [Store Broadcast 3+3 Management Method]!

Xiaohongshu has just released the "Simple Live Streaming Initiative". The picture is a bit long, so please find the key points on your own.

Let me guess, your feeling is, “This doesn’t contain much information.”

Do you still remember the community convention? This initiative is a bit like a convention. It does not state some clear requirements, but draws a big circle. The community hopes that you will operate the brand and do store broadcasts well within the big circle.

After the convention, the [Brand Violation Points Deduction Management Mechanism] was launched, and then everyone gradually raised the reporting ratio. The same is true for this simple live broadcast initiative, which can be said to be both the management rules of store broadcasts and the community trend of store broadcasts.

As expected, Xiaohongshu subsequently released the store broadcast 3+3 business method, which brought a new methodology to the store broadcast system following Xiaohongshu's [anti-funnel crowd] strategy.

So what exactly is the 3+3 business method? How to implement it? Let me explain it to you today!

1. What is the 3+3 management method?

The 3+3 management method refers to 3 live broadcast traffic entrances + 3 live broadcast room practical operation skills.

It can improve the room entry rate of your live broadcast room, extend the time users stay in the live broadcast room, increase communication and interaction in the live broadcast room, and improve transaction conversion in the live broadcast room. Remember this "3+3" formula, which can allow your store to start broadcasting smoothly, place orders quickly, and achieve stable operation.

Entry 1: Make good use of the "breathing light" and use notes to attract more users into the live broadcast room.

1) What is a breathing light?

The live broadcast breathing light means that when the user is browsing notes, the account avatar has a "red circle" and displays the "live broadcast" status. Click the avatar to go directly to the live broadcast room.

The live broadcast breathing light has become the strongest tool for merchants to achieve the highest conversion rate in live broadcasts and increase viewership, and is also one of the largest sources of traffic for live broadcast rooms.

2) How to use the breathing light to bring more traffic to my live broadcast room

First of all, we need to improve the quality of notes. Only high-quality notes can obtain more double-column exposure in the information flow, allowing users to "see you".

The second is to increase the number of notes (including product notes + ordinary notes). If the quality is good, increase the number of notes published so that "more users" can see you.

The last step is to broadcast live frequently. With the help of the first two and combined with store live broadcasts, as the notes are distributed to more users, the live broadcast entrance has also attracted everyone's attention (from the perspective of the broadcast path, notes in video form enter the live broadcast room more smoothly).

Entry 2: Optimize the live card, improve the double-column exposure of the feed stream, and increase more live traffic

1) What is a live streaming card?

When users browse the double columns of Xiaohongshu, they see a card displayed with the "live broadcast room as the carrier". After clicking, users will directly enter the live broadcast room. This is the live broadcast card.

The live broadcast card is the face of the live broadcast room. It serves to expose and display the content and attract users to the store. 2) How can the live broadcast card be seen in the double columns?

You need to pay attention to the construction of the live broadcast room and the live broadcast cover picture, improve the cover, title, live broadcast room background and anchor image, increase the attractiveness of the live broadcast card, and increase the number of users entering the room (you can use a cover with better notes as the live broadcast cover picture).

Live broadcast cards are distributed to account fans first. In the initial stage, the traffic of live broadcast cards is mostly based on whether fans will click on the live broadcast. Having accurate fans can significantly increase the broadcast rate, which is also the key to obtaining more distribution (use the fan group chat tool!).

The better the experience and transactions after entering the live broadcast room, the more people will be recommended by the system. You can pay attention to the data on transactions, stays, interactions, and fan conversions in the live broadcast room, all of which can help increase traffic exposure for the live broadcast room.

Entry 3: Group chat operation, establishing a private domain to help live broadcast quickly cold start

1) How to create a group chat on Xiaohongshu?

Group chat is one of the means for businesses to maintain their user relationships. By creating group chats, they can expand and cultivate their own private traffic pools. They can send "air tickets" to live broadcast rooms in group chats, and through the in-group reach ability, everyone can go directly to the live broadcast room with one click, helping the newly launched live broadcast room to quickly accumulate initial traffic.

2) Benefits of Xiaohongshu group chat

Help merchants gather targeted users together: Use the group chat function to find those people who are interested in the store on Xiaohongshu, gather them together, and continuously increase the trust and favorability between fans and merchants through communication and interaction in the group.

Help merchants activate initial traffic and bring in more natural traffic: through group benefits and group reach, direct traffic to live broadcast rooms/stores/notes to form a stable traffic supply.

Help merchants to operate fans and stimulate fans' repurchase behavior: establish new communication channels between merchants and users, and achieve recall activity and conversion through group interaction and message reach.

3) How to attract new members in Xiaohongshu group chat

The existing paths for attracting new fans to Xiaohongshu’s fan group mainly include: account homepage, live broadcast room, note page and other entrances. Merchants can choose key paths for operation and maintenance.

Notes that do not normally include product links can be bound to group chats to attract more users to join the group chats. The more people in the group chats, the faster the cold start!

2. 3 live broadcasting skills to ensure stable daily sales in the live broadcasting room

Tip 1: 3 ways to increase viewing time in your live streaming studio

The existing paths for attracting new fans to Xiaohongshu’s fan group mainly include: account homepage, live broadcast room, note page and other entrances. Merchants can choose key paths for operation and maintenance.

1) Interpretation of live broadcast viewing time data

Live broadcast viewing time: total viewing time of the live broadcast room/number of live broadcast viewers during the statistical period

2) Where to view viewing time data

Log in to the live broadcast management platform and click on live broadcast data - live broadcast overview. For each live broadcast, click [Data Screen] to view the average length of stay per person. Log in to the Qianfan system and click on data, click on live broadcast data, and select live broadcast overview.

3) How to increase the viewing time of live broadcasts

① Scenery to retain people

Decoration of the live broadcast room: The first impression of the live broadcast room is its decoration. The first sight when the audience enters the live broadcast room determines the audience's intention to stay. A clear live broadcast background, bright lights, and a host with decent and exquisite clothing can give the audience a good visual experience.

②Retain people through activities

Viewing reward red envelopes: Users can receive corresponding red envelope rewards when they reach a certain live broadcast duration (customizable), which greatly increases the time users stay in the live broadcast room and lays the foundation for subsequent sales conversions.

Interactive lottery: Set up benefits when the lead-generating products are put on the shelves, such as coupons, red envelopes, and lucky bags. It takes a certain amount of time to open the lucky bag and receive the red envelope. Once users participate, they will stay to see if they have won a prize, thereby extending the user's stay time.

Flash sale: The flash sale products must be cost-effective, for example, 9.9 yuan per item. Then, the words "flash sale every ten minutes" can be placed in the scene layout of the live broadcast room to quickly let users get the message, and some live broadcast scripts can be matched, such as "there is not much stock, it will be gone in seconds", to create a tense atmosphere and stimulate users to place orders.

③Products retain employees

Clarify the details of the product display position and angle: it can be divided into two shots, one shot showing the overall picture, and the other shot showing a close-up of the product, effectively ensuring the stable output of high-quality live content to attract users to stay.

Ensure the clarity of the picture and highlight the product: the product display ideas are clear, progressive, and attractive to the audience.

Close to user aesthetics: Consider the aesthetics of the product from the user's perspective and avoid self-congratulatory interpretation

Tip 2: Improve user interaction data in the live broadcast room Interpretation of live broadcast interaction data

Interpretation of interactive indicators: Number of people interacting with the live broadcast/Number of people watching the live broadcast*100% (interactive behaviors include: a. Interaction in the comment area; b. Following the account and becoming a fan) Therefore, doing a good job of the above data behaviors in the live broadcast room will help improve the distribution of natural traffic in the live broadcast room.

Tip 3: Improve product conversion in live broadcast room 1) Interpretation of conversion data in live broadcast room

① Live payment amount = user actual payment (including shipping fee) + platform discount, refunds are not excluded, only the payment order amount is counted

Contains 3 parts of data:

1. Payment during live broadcast, the order amount paid directly by the user in the live broadcast room
2. The amount of orders paid within 24 hours after clicking on products in the live broadcast room
3. The order amount paid within 7 days after the live broadcast is added to the purchase in the live broadcast room, so the payment amount of the live broadcast will continue to increase after the live broadcast ends.

② New fans/non-fans conversion rate: = New fans/non-fans paying number/number of viewers 2) How to improve product conversion in live broadcast room

① The arrangement of products is logical; how many products will be discussed in this live broadcast, and in what way [small cycle, large cycle, fast passage], each mode determines the different rhythm of the live broadcast room; take the small cycle as an example: if there are 3 products in a cycle, which one will be the main one [the main product should be explained more frequently and for a relatively long time], the benefits must be short [duration] and less [inventory] - to avoid disrupting the rhythm and affecting the crowd

② Pop-up cards with explanations; product pop-up cards need to be coordinated with the anchor's speech. If you use 6 minutes to talk about a product [about 2-3 minutes for product creation, about 30 seconds for price opening, and about 2-3 minutes for order guidance], when should the pop-up window appear [when the anchor's ability is average, it will appear when the price is opened; if the anchor's ability is strong and the product creation is also good, it can appear when the product creation starts; but don't pop up all the time]; the purpose of the pop-up explanation is to let users and the system know what I am doing, and on the other hand, to let the system activate the people behind the product, and also provide direction for review

③ Focus on newcomers; having more old fans in the live broadcast room can create a better atmosphere, but from the perspective of traffic operation, the strategy should focus on newcomers [increase in volume - mainly reflected in the words, product arrangement and live broadcast room gameplay]; for example: set up newcomer coupons to guide new users to claim them, add more words like [Are there any new sisters in the live broadcast room, newcomers, special benefits for new fans, etc.] to attract interaction while doing basic data; if old fans ask questions frequently, just brush them off or guide them to consult customer service. Otherwise, the first purchase rate will be particularly low, and the store traffic will never rise. This is also a manifestation of the chaotic rhythm of live broadcasts.

The above is Xiaohongshu’s 3+3 store broadcast management method. Merchants with store broadcast plans can take advantage of Xiaohongshu’s 618 support for store broadcasts and start trying store broadcasts.