It’s such a pity that there are only 3 people in the live broadcast room for such a good product. Let’s see what the problem is?

Good products need good marketing. If the product and live broadcast room are well designed, sales will also increase. Why do some good product marketing actually have the opposite effect? ​​This article will talk about several cases about account creation. Friends who are interested can take a look.

01Small products, strong pain points, rigid demands

While many people are thinking about selling popular products such as clothing and snacks on Douyin, there are actually many small products that also have a big market.

This account mainly sells heavy oil cleaners . When many families cook, whether it is a range hood, a wok, a small dry pot, a stainless steel soup pot, etc., a thick layer of oil stains will form over time.

It is usually difficult to clean, which is a worry for many housewives.

This problem is especially prevalent in some older residential areas and among products used by older generations of parents.

Many times, it’s not that they don’t want to clean the pot, but that they simply haven’t found a good product.

In every family, there are a few pots, pans, stoves, etc. that need to be cleaned and maintained. This is a pain point but also a rigid need.

02On -site stall direct display effect

If you have enough confidence in your product, this type of product is actually very easy to sell and is also the easiest to shoot a video about.

The effect of the product is the best source of material for the video, and this merchant is very smart in this regard.

Go directly to the neighborhood to set up a stall and offer free cleaning services to attract users.

First, the users are very precise, they are those living near residential areas where people gather, especially housewives.

Secondly, free cleaning increases users' trial and error costs, stimulating their desire to understand and buy.

Thirdly, on-site cleaning is provided to directly help users, so that users and onlookers can see the effect of the product, thus forming word-of-mouth communication.

Fourthly, if you clean one item for free, you can avoid being fleeced and having to wait in line for other items, and it can also stimulate conversions.

The most important point is that the real-life on-site processing as short video content can attract users' attention and build trust, thereby stimulating users' desire to place orders.

03Effect is everything

The reason why I shared this account is because this product is good enough, it has market potential, and there is profit margin.

It is a typical product that pleases both To B (agent) and To C parties.

Ordinary users find the actual results very convincing, and those who want to be agents also feel that there is a market for selling this kind of product and the cost of trial and error is low.

Because this is a very standardized product, the scenes, functions and effects are extremely standard and it is very easy to convert.

So everyone, you have to think about whether your own product is of this type.

At the same time, if you happen to have a source of goods in this area, you can try it based on the experience of this account.

04 What a pity, a huge opportunity wasted

But it is a pity that this merchant has greatly wasted such a good product and good content, and has done a very average job in product conversion!

1. To C perspective

First of all, from the perspective of ordinary users, this account has two obvious problems:

a. Insufficient product strength

The effectiveness of this product is obvious to all, and consumers have a strong desire to consume it.

However, the sales were extinguished by the merchant himself. There were four products in the merchant's window, and the cheapest one cost 39.9 yuan per bottle.

In the user's perception, the price of a bottle of detergent is not that expensive. Even if your effect is good, if it conflicts with the user's price perception, the user's decision to place an order will slow down.

Sometimes, the same product can be created with just a slight change of approach.

For example, if you cache 500ml of the same liquid into 5 bottles of 100ml each, the effect will be different.

In other words, if the cost is really controllable, the price of 500ml should be kept within 30, or even better within 20.

b. Live broadcast conversion is average

It’s also a headache to see the live broadcast room of this account, as there are only a few people in it.

The biggest reason is that after entering the live broadcast room, you have no idea what the host is doing.

One is that the background is very messy and not prominent enough, and neither the products nor the scenes stand out.

The second is that the host has no control over the situation . He is lazy and slack in the live broadcast room and has no words to introduce the product.

Third, there are no lucky bags, no atmosphere, no product guidance and effect display in the live broadcast room .

Fourthly, without transaction proceeds, it is impossible to recommend hot-selling products and to take over traffic.

Originally, in a live broadcast room like this, one could just use their own products to wash the pot, repeating the script while washing.

2. To B angle

This product is actually very suitable for recruiting agents, and it is also possible to change the direction, but there are obvious problems in the content - it is not enough to guide entrepreneurship and making money.

From the perspective of recruiting agents, some of the issues that agents are concerned about should be expressed through videos.

For example, a series of issues such as stockpiling, making money, cost, risk, purchasing, setting up stalls, representatives, etc., are solved through videos to solve their questions and concerns and stimulate their desire to make money.

In addition to setting up stalls to display that there are many customers buying, you can also demonstrate your strength as a manufacturer, ship goods to agents on site, and have lively exchanges with agents at their doorsteps, etc.

3. How to sell and recruit agents

Whether this product is sold directly or through agents, the video content and live broadcast content can actually be completely consistent.

Live stream regularly every day, whether it's two hours or six hours.

Every day I go to different communities, menus, etc. to set up stalls and live broadcast, regardless of whether there are customers coming or not.

Have customers come to help customers process it for free, and then introduce it to customers, so that both C-end customers and agent customers can listen.

If there are no customers, I will bring a few old pots and pans to the site every day, wash them and introduce them to the customers. The more people watch, the better.

Then, you can answer questions about usage, agency, etc. raised by users in the live broadcast room.

The live broadcast room will be equipped with a product display, either 500ml or 200ml, to ensure that users can quickly place orders and experience the experience.

This kind of live broadcast, even if it is a natural flow, is definitely better than one or two people now.

Here I suggest that you go to Douyin and search for accounts selling shoe polish and shoe cleaners. They broadcast live on the roadside on time every day and offer free shoe polishing. In fact, there are some similarities between the two.

This account has done a great job in product design. With a price of 19.9 yuan and a buy one get five bonus, users feel it is very cost-effective.

In addition, when live streaming outdoors, if you are a beautiful woman, you can do it alone. Otherwise, find a few more people to set up a stall outdoors to live stream and clean at the same time. This will greatly help with exposure.

Originally, although the number of fans of the case shared today has not exceeded 50,000, if the product and the live broadcast room were designed well, the sales volume would be at least 100,000+. However, the actual effect is the opposite, which is a pity.

I hope you will take a look at this account and think more about it. If you had such resources, how would you plan to shoot?

Author: Shili Village

Source: WeChat public account "Shili Village (ID: shilipxl)"