During the Dragon Boat Festival holiday that just passed, due to the longest e-commerce 618 promotion in history, the three-day holiday of Youtiao (nickname), a girl born in 1995, basically spent her three-day holiday in the live broadcast room.
is on call 24 hours a day, and has to deal with relevant persons in charge of no less than 10 different aspects such as investment promotion, product selection, design, photography, material production, and technical support every day; on average, he has to participate in a live broadcast every two days. During the 618 promotion, every live broadcast The duration is no less than 9 hours... Do you think Youtiao is a goods anchor?
Don’t get me wrong, in fact, her real profession is a live broadcast planner. How to better present live broadcast room products in front of consumers? How to help anchors better clarify product selling points? How to set up more novel and interesting gameplay to bring more goods to the live broadcast room... As a behind-the-scenes job between product selection and goods delivery anchors, live broadcast planners, like fried dough sticks, think about these issues every day.
Bee Surprise Club anchor Facai and the live broadcast room planners (right: Youtiao) learn about the products they bring
95After the preschool education major girl
turned into a live broadcast room product "stylist"
Three years ago, based on the live broadcast product sales Youtiao, who is interested in teaching and graduated from preschool education, went through various selection processes and came to work at Bee Surprise Club, which has more than 12.5 million fans in the Taobao live broadcast room. "In the beginning, I worked in the company's investment department, and my main job was to be responsible for selecting products for the live broadcast room."
As a post-95s generation, Internet aboriginals often have "big ideas", and she often shows The creativity is in line with the professional requirements of a live broadcast planner. Therefore, soon You Tiao left the product selection position he had just become familiar with and turned to be the "manager" behind the scenes in the live broadcast room.
The live broadcast planner of Bee Surprise Club arranges the live broadcast room in advance before the anchor goes on the air.
Although before working, Youtiao basically visited the live broadcast room of the anchor he liked every day and was used to shopping in the live broadcast room, but this was the first time he came into contact with it. This post-95s girl is still a little confused about the position of live broadcast planner. “I used to think that after product selection, the selected products can be directly sent to the live broadcast room. I didn’t expect that there is a live broadcast planner between the product selection and product delivery anchors.” This type of work. "
Youtiao introduced that as a live broadcast planner, one of the important abilities of is planning. is different from offline channels. Because the anchors in the live broadcast room are displaying products online, how to better present the selling points of the products to consumers will test the planning capabilities of live broadcast planners like youtiao. When
first transformed into a live broadcast planner, Youtiao and his team members encountered a problem. "The platform has very strict requirements for the explanation of health care products, and the anchor cannot explain the functionality of such products in too much detail."
In order to solve this problem, Youtiao and his colleagues thought of various channels through which they could reveal special spoilers about health products. They first collected a wave of comments from netizens to see what specific issues they wanted to know. Then, with the questions raised by netizens, we went to the brand source factory to trace the origin, recorded every bit of what we saw and heard during the shooting process, and formed a buying point for detailed explanation.
"During the explanation process, the anchor will also prepare relevant experimental details. This allows netizens to see the characteristics of the product scientifically and intuitively."
Bee Surprise Club anchor took netizens' questions and went deep into the brand before the special session on health products. The source factory does traceability
Youtiao is accustomed to calling himself the "stylist" of the products in the live broadcast room, " For live broadcast planners, it is not enough to be creative and understand planning. The most important thing is to have enough understanding of sales in the live broadcast room. product.”
How to perfectly present food in front of the live broadcast camera? Live broadcast planners are required to have certain "stylist" abilities
It is different from 2018 when youtiao were new to live streaming. Now, with the rapid development of live streaming e-commerce, everyone will clearly feel that major live streaming rooms are becoming more and more "roll".
“For example, when the anchor introduced a beef ball, the most he could do was try it."Now, when the anchor of Bee Surprise Club, where You Tiao is located, brings beef balls in the live broadcast room, he not only slaps the raw beef balls on the table like a table tennis ball to better show the elasticity of the beef balls, You Tiao and team members also In the live broadcast room, the anchor is assisted in cooking beef balls in a pot. "A top camera must be set up in the live broadcast room in advance. After the water boils, the moment the pot lid is opened, the camera will take a close-up shot of the beef balls slurping in the pot, which will attract consumers." The patient has more appetite. "
Observer of life
Because of his busy work, when Youtiao first transformed into a live broadcast planner, he would be more accustomed to shopping through online platforms to save time shopping. But slowly, You Tiao discovered that live broadcast planners need more Return to vivid life scenes, "so that the way we display our products will not be based on castles in the air." "
Now, no matter how busy the live broadcast room is, Youtiao will take time out once or twice a week to go shopping in shopping malls, offline markets, and supermarkets. In her opinion, the promotion method of offline shopping guides can better inspire consumers to buy Desire, "For example, when the shopping guide introduces me to a new hair dryer, he will ask me these questions directly. Do you feel that your hair is frizzy? The sound of the hair dryer currently used at home is a bit loud?" "
In You Tiao's view, a good live broadcast planner should draw nutrients from daily life. After learning from offline shopping guides, when You Tiao and product selection staff refine the selling points of products, they will naturally think of starting from the actual pain points of consumers. , to find the core functional selling points of the product.
Like youtiao, Dandan, who joined a live broadcast agency in Yuhang in 2021, is also a live broadcast planner. Before transforming into a live broadcast planner, Dandan worked in television for 10 years. The director of the shopping column.
is different from the TV shopping that Dandan is very familiar with. Changing the work scene from the TV station’s column recording room to the live broadcast room not only means a significant improvement in the pace of work, but also a new way of entering into life and understanding user needs. The most basic requirement of the profession.
Dandan said that the work pace of a live broadcast planner is extremely fast. “When I used to be a TV shopping column director, the preparation time for a product was more than four or five days, and the host was introducing a single product. hours, and the duration basically starts at half an hour. "
However, the pace of work in all aspects of the live broadcast room is very fast. The product links for a single live broadcast basically start at 30, which means that the anchor cannot explain the products as long as the TV shopping host. "Therefore, live broadcast planner The core selling points of the product must be refined in the most precise manner. "
Dandan also believes in the simple concept of a life observer. She will habitually observe the behavior and needs of users when shopping. Taking paper towels as an example, for the conceptual selling point, users do not understand what "virgin wood pulp" is," Everyone's first reaction is to take one and touch it to feel the flexibility, and then wipe it to feel its cleanliness. Therefore, it is easier to display the product in the live broadcast room based on the user's real habits, and it is easier to gain recognition from consumers. . "
It is not enough to understand the products.
Anchors must also explore their personal characteristics.
In Dandan's view, if wants to become a qualified live broadcast planner, it is not enough to only understand the products. Another ability that needs to be mastered is to understand enough. Her partner’s anchor. In her opinion, if a live broadcast wants to attract popularity, the anchor’s temperament must match the product, so that consumers will have more trust in the products brought by the anchor.
Nowadays, youtiao. She also practices the same work philosophy as her predecessor Dandan in the live broadcast room where You Tiao is located. There are 6 anchors in the live broadcast room, 4 men and 2 women. “For example, I am introducing a skin care product suitable for dry skin. When I try the product, I will ask a female anchor with dry skin to introduce it that day. "
Youtiao once successfully discovered the outstanding qualities of a male anchor named Wukong. It turned out that when Wukong first came to Bee Surprise Club, he did not find a clear position at the beginning. After communicating with Wukong, Youtiao found that he was raising a child at home. There are many small animals, "four cats and two dogs." "Youtiao took advantage of the situation and asked Wukong to receive a special live broadcast on pets. Based on his sufficient understanding of pet products, Wukong achieved very good results when bringing pet products.
Bee Surprise Club anchor Wukong has four cats and two dogs at home
There are still a few days to go, and this year's 618 sale is about to end, but both Youtiao and Dandan said that they probably won't be able to rest for long, so they will It’s time to engage in the next “battle”. For example, Youtiao will continue to plan the next live broadcast special events such as the "Supper Festival" and "Breakfast Festival", and Dandan will also continue to connect with new celebrity anchors.
