f9yx0du 发表于 2024-7-20 18:18:52

视频号直播该怎么玩？首播冲破双10万+后，咱们的内部复盘

<img src="https://mmbiz.qpic.cn/mmbiz_png/OVZMWVqPHZBJkQdnltwyXeeu4Kg9HgYicHXfsEC9fdt4VFwZpR60rdkMx5e3eo01jrREdQzEiaNicjeaypTVJuQCw/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/OVZMWVqPHZDjvsB2BQychhyJPPnWjTjZOXvFWlFxpO6wfUic33e9hNrFxJ5qkAHAuabeqic1nXmOrclXcAic18pag/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;">近期有<span style="color: black;">连续</span>关注大雪<span style="color: black;">伴侣</span>圈的伙伴们应该<span style="color: black;">晓得</span>，从去年11月<span style="color: black;">起始</span>，<span style="color: black;">咱们</span>就<span style="color: black;">已然</span>在视频号内做服装白牌的直播带货，并于12月起，和深圳8号仓奥特莱斯合作视频号直播代运营。</span><strong style="color: blue;"><span style="color: black;">截止到年前 1 月中旬，1个半月时间，<span style="color: black;">咱们</span>完<span style="color: black;">成为了</span> 30 多场直播、近 100 万的 GMV。</span></strong><img src="https://mmbiz.qpic.cn/mmbiz_jpg/OVZMWVqPHZDjvsB2BQychhyJPPnWjTjZhQiasyEuEn8q8wOP8Rqjt3eribHMaqmic0I4veN86YYEfykYTAzfUZHcQ/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">而在运营理解上的快速迭代试错，让<span style="color: black;">咱们</span>团队在1月21号、年前收官的最后一场，为大梅沙奥特莱斯新账号的首次开播交出了 场观 + GMV 双双冲破 10万+的成绩单。</span></strong></span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/OVZMWVqPHZDjvsB2BQychhyJPPnWjTjZAgKX8LAHCSlKS7aQEoB6v1uiaoPoXmQAsd7qiabBgI7nyVcUvdf9licdQ/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;">（深圳大梅沙奥特莱斯账号首播，场观、GMV双双冲破10万）</span><span style="color: black;">拿着「在视频号上直播带货」的关键词到各平台进行检索，实战类型的<span style="color: black;">文案</span>是不多的，这仍然是个相对新的<span style="color: black;">行业</span>，<span style="color: black;">咱们</span><span style="color: black;">亦</span>只能在抖音的体系上作<span style="color: black;">调节</span>、试错；与之相对的，则是<span style="color: black;">开年<span style="color: black;">败兴</span>与品牌方交流时，<span style="color: black;">大众</span>对视频号直播展现出的好奇、跃跃欲试。</span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">市场对私域运营的态度，从20年中的摇摆不定、到21年末的全力all in，<span style="color: black;">时期</span><span style="color: black;">不外</span>一年半的时间。<span style="color: black;">咱们</span>在视频号直播上，看到了<span style="color: black;">类似</span>的可能性。</span></strong></span><span style="color: black;">上文的数据放在其他平台或许不值得一提，但在这个所有人都<span style="color: black;">处在</span>观望、摸索、小试牛刀的生态中，<span style="color: black;">咱们</span>认为：</span><strong style="color: blue;"><span style="color: black;">从 0 到 1 的打法是稀缺、<span style="color: black;">同期</span><span style="color: black;">拥有</span>启发价值的，这<span style="color: black;">亦</span>是这篇内容的目的。</span></strong><strong style="color: blue;"><span style="color: black;"><span style="color: black;">咱们</span><span style="color: black;">期盼</span><span style="color: black;">经过</span>这篇<span style="color: black;">周期</span>成果<span style="color: black;">报告</span>，将<span style="color: black;">日前</span><span style="color: black;">累积</span>的、现<span style="color: black;">周期</span>验证有效的经验和知识点，拿出来和<span style="color: black;">大众</span>分享讨论，为这个新生态添把火。</span></strong><span style="color: black;"><strong style="color: blue;"><span style="color: black;">今天这篇内容将分以下3个板块，可择需阅读：</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">01 关键变量？视频号直播间的导流策略</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">02 从0到1，逐步成熟的直播间策略</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">03 70%的市外增量订单？「做蛋糕」的视频号直播</span></strong></span><span style="color: black;"><strong style="color: blue;">01</strong></span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">关键变量？视频号直播间的导流策略</strong></span></p><span style="color: black;">在团队配置、话术<span style="color: black;">协同</span>上，<span style="color: black;">咱们</span>认为大部分直播平台的<span style="color: black;">需求</span>是相对通用的，核心区别就在于流量规则。<strong style="color: blue;">再强的直播团队入局视频号，都得重新摸索流量规则、规划自己的项目<span style="color: black;">周期</span>与投产比。</strong></span><span style="color: black;">以抖音平台为例，<span style="color: black;">咱们</span>请教过<span style="color: black;">关联</span>团队：<strong style="color: blue;">流量源上<span style="color: black;">重点</span>以投放为主、广场卡流量为辅。</strong><strong style="color: blue;">官方会在三八节、618、双11等节日邀请品牌商家报名、<span style="color: black;">大众</span><span style="color: black;">一块</span>分大盘的总流量。</strong></span><strong style="color: blue;"><span style="color: black;">而在验证之后，<span style="color: black;">咱们</span>认为现<span style="color: black;">周期</span>视频号直播间的投放（<span style="color: black;">伴侣</span>圈投放）、直播广场给直播间带来的流量增幅有限，于是将整体的运营重心都放在了最关键的私域流量导入上。</span></strong><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">咱们</span>内部的共识是：私域流量是品牌直播<span style="color: black;">起步</span>的支点，<span style="color: black;">经过</span>运营的杠杆撬动公域流量，再将公域流量沉淀进私域，形成正循环。</span></strong></span><span style="color: black;">这是一个关键前提，越早搭建私域体系、企微存量大、运营稳定的品牌，或许越应该<span style="color: black;">经过</span>视频号把这个正循环跑起来、巩固壁垒。</span>
    <h2 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">运营策略</span></strong></span></h2><span style="color: black;"><strong style="color: blue;"><span style="color: black;">现<span style="color: black;">周期</span>的运营中，<span style="color: black;">咱们</span>最关注的数据是「直播预约数」。</span></strong></span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">区别</span>体量的预约数据对流量的涌入影响是决定性的，<span style="color: black;">咱们</span>的判断前提很朴素：</span></strong><span style="color: black;"><span style="color: black;">此刻</span><span style="color: black;">大众</span>都习惯关闭<span style="color: black;">有些</span>App的<span style="color: black;">通告</span>，但预约直播后弹出的提醒是很强的——在手机息屏状态下，会亮屏弹出全屏提醒；在亮屏状态下，会</span><span style="color: black;">直接占住<span style="color: black;">通告</span>栏下的一部分板块，基本上<span style="color: black;">无</span>比这个更强的push了。</span><img src="https://mmbiz.qpic.cn/mmbiz_jpg/OVZMWVqPHZDjvsB2BQychhyJPPnWjTjZC6nUOcxEP2A6k8WOdLDvqJxxj8trOfeMwvhWVvLicNnEg7autXGsJHA/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（截止文稿输出的24日，<span style="color: black;">日前</span>的推送提醒样式如图）</span></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">倘若</span>开播时间恰好是<span style="color: black;">大众</span>高频<span style="color: black;">运用</span>微信的时间节点，开播<span style="color: black;">起步</span>流量一波冲起来是必然的结果。</span></strong></span><span style="color: black;"><span style="color: black;">经过</span>预约进入直播间的私域用户，都有<span style="color: black;">必定</span>的<span style="color: black;">基本</span>信任，停留时长、转化概率相对公域用户而言更<span style="color: black;">有效</span>，<span style="color: black;">保证</span>前期的承接数据，<span style="color: black;">从而</span>稳定后续公域流量稳定涌入。</span><img src="https://mmbiz.qpic.cn/mmbiz_jpg/OVZMWVqPHZDjvsB2BQychhyJPPnWjTjZlS4cibgTgtLE6RWz0xsoWumjJ1xskVibCwsTIJMKRUaiaojHmFhJcjvgA/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">(视频号、公众号、社群等<span style="color: black;">途径</span>推送直播预告及样式)</span><span style="color: black;">用户预约直播的<span style="color: black;">重点</span><span style="color: black;">途径</span>有<strong style="color: blue;">视频号、公众号主页提醒，视频、<span style="color: black;">文案</span>插入的预约按钮</strong>，以及<span style="color: black;">经过</span>转发视频和<span style="color: black;">文案</span>覆盖到的<strong style="color: blue;">社群、<span style="color: black;">伴侣</span>圈、企微1V1</strong>等场景。</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">大众</span><span style="color: black;">必定</span>、<span style="color: black;">必定</span>、<span style="color: black;">必定</span>要<span style="color: black;">注重</span>并做好开播预约。</span></strong><span style="color: black;"><span style="color: black;">同期</span><span style="color: black;">必须</span><span style="color: black;">重视</span>的小细节是：在预约时间的前后一小时开播都会触发用户端的开播提醒，<span style="color: black;">倘若</span><span style="color: black;">必须</span>开播测试，<span style="color: black;">尽可能</span>早于开播前一小时。</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/OVZMWVqPHZDjvsB2BQychhyJPPnWjTjZT999xRE1b47qI7DRibxOsJCX6sKo1DpFWXtdVUa7dZKfAOqJiaNicbtiag/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;">（预约邀请排行榜，后台截图）</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">将来</span>的另一个杀手级功能，可能<span style="color: black;">便是</span>「预约邀请排行榜」了。</span></strong></span><strong style="color: blue;"><span style="color: black;">这块<span style="color: black;">咱们</span>仍然在测试<span style="color: black;">周期</span>，连同<span style="color: black;">基本</span>预约<span style="color: black;">怎样</span>稳定做到某个数据量级，<span style="color: black;">咱们</span>会继续梳理</span><strong style="color: blue;"><span style="color: black;">，后续会为<span style="color: black;">大众</span>分享内部的SOP及<span style="color: black;">外边</span>案例的聚合。</span></strong></strong><span style="color: black;">而<span style="color: black;">倘若</span>预约数据不合预期，<span style="color: black;">能够</span>准备好第二轮的文案，让私域运营团队能在开播前30分钟内，将各个触点（社群、<span style="color: black;">伴侣</span>圈）再完成一次分发，对用户进行提醒。</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/OVZMWVqPHZDjvsB2BQychhyJPPnWjTjZpx1JgraYwsbzv9vcvFBJtAaTEm0lAduZ9zTIgoQz0dCku6uaQS3TNg/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;">（开播后的集中宣发）</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">增量部分有多大，基本取决于私域团队的<span style="color: black;">协同</span>程度。尤其下一步<span style="color: black;">倘若</span><span style="color: black;">处在</span>灰度测试<span style="color: black;">周期</span>的「直播间分销员」功能上线、分享者可获取收益后，双方的协同价值会指数级放大。</span></strong></span><span style="color: black;">当前许多品牌的私域运营和视频号直播可能暂时都分属两个团队、有各自需承担的指标。但<span style="color: black;">长时间</span>来看，两者结合后形成的更<span style="color: black;">大都是</span>乘法效应，后续必然<span style="color: black;">亦</span>会触达到<span style="color: black;">处理</span>分割管理、降低内耗的<span style="color: black;">周期</span>。</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">同期</span>，在类目<span style="color: black;">选取</span>上，直到 2022 年底之前都是平台流量扶持的红利期。</span></strong><span style="color: black;">只要在视频号开播时<span style="color: black;">选取</span>“购物”类目，购物车里挂上商品链接，官方会自动给予直播间流量扶持资格。</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/OVZMWVqPHZDjvsB2BQychhyJPPnWjTjZW4hN7ux9mKDsYuPSLtuhuobwtTj8GVeL9EicaQxNGMOwXD0fGcx3ozQ/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（开播前<span style="color: black;">选取</span>购物<span style="color: black;">归类</span>，并挂上商品链接，自动<span style="color: black;">得到</span>流量扶持资格）</span></p>
    <h2 style="color: black; text-align: left; margin-bottom: 10px;"><strong style="color: blue;"><span style="color: black;">流量包政策</span></strong></h2><span style="color: black;"><strong style="color: blue;"><span style="color: black;">除开自己的私域流量外，<span style="color: black;">针对</span>视频号直播<span style="color: black;">来讲</span>，还有一个重要的流量<span style="color: black;">源自</span>：服务商流量包。</span></strong></span><span style="color: black;">流量包中<span style="color: black;">包含</span>冷<span style="color: black;">起步</span>扶持和<span style="color: black;">平常</span>扶持，是按进入直播间的UV来计算，<span style="color: black;">状况</span><span style="color: black;">重点</span>有两种：</span><strong style="color: blue;"><span style="color: black;">1.</span></strong><span style="color: black;"> <strong style="color: blue;">新号开播</strong> or <strong style="color: blue;">60天内<span style="color: black;">无</span>开播但近<span style="color: black;">1星期</span>准备重新直播</strong>，且过往的站外的<span style="color: black;">营销</span>额 / 粉丝量比较高，属于垂直类目中比较靠前的品牌或商家，就<span style="color: black;">能够</span>向服务商申请冷<span style="color: black;">起步</span>的流量扶持；</span><strong style="color: blue;"><span style="color: black;">2.</span></strong><span style="color: black;"><span style="color: black;">无</span>在其他平台直播过、但私域流量<span style="color: black;">很强</span>，如有上百个社群、十几万的企微用户，<span style="color: black;">亦</span><span style="color: black;">能够</span>申请冷<span style="color: black;">起步</span>扶持。</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">日前</span>冷<span style="color: black;">起步</span>扶持给的流量比较小，可能单场 1000 UV <span style="color: black;">上下</span>。</span></strong><span style="color: black;"><span style="color: black;">优良</span>在于不仅扶持一场，而是<span style="color: black;">连续</span>约半个月到<span style="color: black;">一月</span>。这段时间<span style="color: black;">亦</span>同步<span style="color: black;">做为</span></span><span style="color: black;">账号定权重的考察期，权重的<span style="color: black;">构成</span>是私域撬动的场观数（推测为核心）、停留、评论、点击、购买等<span style="color: black;">行径</span>数据。</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">基本</span>权重越高，后期的流量<span style="color: black;">亦</span>会更大，<span style="color: black;">因此</span>在账号冷<span style="color: black;">起步</span>期<span style="color: black;">必定</span>要<span style="color: black;">注重</span>私域流量的杠杆<span style="color: black;">功效</span>。</span></strong><strong style="color: blue;"><strong style="color: blue;"><span style="color: black;">这<span style="color: black;">亦</span>是<span style="color: black;">咱们</span>在帮<span style="color: black;">有些</span>品牌落地视频号直播时会同步推进的策略。</span></strong></strong><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;"><span style="color: black;">GMV 是显性的、短期的，而账号权重是相对隐性的、<span style="color: black;">长时间</span>的。</span></strong></strong></span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">此刻</span>服务商流量扶持的政策更迭频次还比较高，几乎是<span style="color: black;">一月</span>一种说法。</span></strong><span style="color: black;"><span style="color: black;">因为</span><span style="color: black;">咱们</span>算是最早一批入驻的服务商，后续会将这块<span style="color: black;">有些</span>验证有价值的政策实时更新到大雪的<span style="color: black;">伴侣</span>圈。</span>
    <h2 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">流量沉淀</span></strong></span></h2><span style="color: black;">每场进入直播间的公域用户，<span style="color: black;">能够</span><span style="color: black;">经过</span>上个月更新的</span><span style="color: black;">&nbsp;<strong style="color: blue;">「推链接」&nbsp;</strong></span><span style="color: black;">功能来沉淀到企微，到下场直播时，他<span style="color: black;">亦</span>就变得了撬动杠杆的私域流量，形<span style="color: black;">成为了</span>滚雪球<span style="color: black;">同样</span>的正循环。<strong style="color: blue;">这部分增量是除了GMV外最关键的、有<span style="color: black;">长时间</span>复利效应的价值。</strong></span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/OVZMWVqPHZDjvsB2BQychhyJPPnWjTjZ32RJVXrWpqRzSzIMarmjeMonWaFmkYdCWS66mv7RJ6WPPibumy1CJhA/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;">（直播中推送链接效果）</span><strong style="color: blue;"><span style="color: black;">至于<span style="color: black;">大众</span>听到耳朵起茧的私域和公域 1：1 流量配比环节</span></strong><span style="color: black;"> —— 只要用户是从社群、<span style="color: black;">伴侣</span>圈、公众号等<span style="color: black;">途径</span>的转发链接进入直播间，官方会实时赠送等额的公域流量进来。</span><span style="color: black;">在这个结论<span style="color: black;">基本</span>上，<span style="color: black;">咱们</span>还有几个重复验证过的现象可分享：</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">1. </span></strong><span style="color: black;">从私域进入的用户只要超过</span><span style="color: black;"> <strong style="color: blue;">50 个人&nbsp;</strong></span><span style="color: black;">
            <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">就会有<span style="color: black;">明显</span>增量，<span style="color: black;">咱们</span>推测随着后续<span style="color: black;">更加多</span>品牌涌入生态中，标准会<span style="color: black;">持续</span>调高；</p>
      </span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">2.&nbsp;</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">前 20 分钟&nbsp;</span></strong></span><span style="color: black;">是私域导流量的关键时段，除了 1:1 导量外，推测还能<span style="color: black;">提高</span>直播间权重，收益<span style="color: black;">明显</span>大于 40 分钟后的流量导入；</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">3. </span></strong><span style="color: black;">在直播2小时后，会<span style="color: black;">起始</span><span style="color: black;">显现</span></span></span><span style="color: black;"><strong style="color: blue;"> GMV ：公域流量 </strong></span><span style="color: black;">的</span><strong style="color: blue;"><span style="color: black;"> 1 : 1 </span></strong><span style="color: black;">配比，<span style="color: black;">倘若</span>开播承接做得好，比例<span style="color: black;">乃至</span>会放大。</span><strong style="color: blue;"><span style="color: black;">02</span></strong>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;"><strong style="color: blue;"><span style="color: black;">从0到1，逐步成熟的直播间策略</span></strong></h1><span style="color: black;">在对私域流量的运营调度、对流量规则的摸索外，在<span style="color: black;">详细</span>直播间内的策略<span style="color: black;">咱们</span>还有比<span style="color: black;">很强</span>的成长空间。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">期盼</span><span style="color: black;">更加多</span>行业内有经验的<span style="color: black;">先辈</span>能多交流，给<span style="color: black;">咱们</span>推简历！</strong></span><span style="color: black;">影响直播间数据，外在<span style="color: black;">原因</span>是流量规则，内在<span style="color: black;">原因</span><span style="color: black;">便是</span>直播节奏。</span><strong style="color: blue;"><span style="color: black;">把控前30分钟节奏</span></strong><span style="color: black;">节奏好坏的直接影响着观众能<span style="color: black;">不可</span>留下，只要有停留，后续的点击、转化都在漏斗模型中。</span><strong style="color: blue;"><span style="color: black;">直播带货近30场后，<span style="color: black;">咱们</span>得出的一个经验是：前一小时靠脚本，一小时之后靠数据。</span></strong><span style="color: black;"><span style="color: black;">一般</span><span style="color: black;">咱们</span>每场直播在4小时以上，前一个小时内都会有<span style="color: black;">仔细</span>的脚本节奏，而一小时之后，就跟<span style="color: black;">按照</span>用户的反馈以及数据来<span style="color: black;">调节</span>，哪款<span style="color: black;">制品</span>转化好，哪款<span style="color: black;">制品</span><span style="color: black;">咱们</span>选品时有失误，都<span style="color: black;">能够</span>依靠数据来<span style="color: black;">指点</span>动作。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/OVZMWVqPHZDjvsB2BQychhyJPPnWjTjZTcPWicwIXFicZibwOnXRB6UMbpOnnaQdZjW4S6NI0XroibSOk4mm3NZhxQ/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">（团队初期直播时的脚本节奏）</span><span style="color: black;">开播后的前30分钟非常关键，<span style="color: black;">重点</span>是关注私域用户的导入、成交数据。</span><span style="color: black;"><span style="color: black;">第1</span>是<span style="color: black;">按照</span>视频号直播的算法机制，官方会基于导入直播间的私域流量画像来匹配给到公域流量，而画像<span style="color: black;">重点</span>是看年龄、地域、消费和观看习惯等。</span><strong style="color: blue;"><span style="color: black;">一个有意思的现象是：在<span style="color: black;">咱们</span>给8号仓直播的过程中，前期流量导入、公域配比、反馈到最后的订单数据，都会<span style="color: black;">发掘</span>「30-45岁的中年男性」占比较高。<span style="color: black;">哪些</span>抖快淘直播<span style="color: black;">没法</span>触及的群体，或许正被视频号直播带出来。</span></strong><span style="color: black;">第二是这个时间段的成交数据，决定了后续否能撬动更大的公域流量涌入。</span><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">（某场直播后的场观数据走势）</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">咱们</span>会格外<span style="color: black;">注重</span>前30分钟的选品和讲解节奏。</span></strong><span style="color: black;">在直播前，场控<span style="color: black;">必须</span>提前和主播沟通确认前3个品的过品节奏及话术<span style="color: black;">协同</span>，保持默契。</span><span style="color: black;">开播后，前半小时卡时间节点，每分钟刷新查看爆款出单<span style="color: black;">状况</span>。</span><strong style="color: blue;"><span style="color: black;">现<span style="color: black;">周期</span><span style="color: black;">咱们</span>常用的<span style="color: black;">详细</span>节奏如下：</span></strong><span style="color: black;"><strong style="color: blue;"><span style="color: black;">3分钟：</span></strong></span><span style="color: black;">欢迎家人们，扣“1”互动</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">5分钟：</span></strong></span><span style="color: black;">开福袋，送品牌周边。<strong style="color: blue;"><span style="color: black;">福袋话术：</span></strong><span style="color: black;">xx 秒杀款来啦 /&nbsp;<span style="color: black;">xx 低至&nbsp;x 折</span></span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">10分钟：</span></strong></span><span style="color: black;">开出<span style="color: black;">第1</span>个秒杀品，产生 GMV</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">18分钟：</span></strong></span><span style="color: black;">过渡完第二个秒杀品，产生 GMV</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">20分钟：</span></strong></span><span style="color: black;">开福袋，送定制礼品</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">30分钟：</span></strong></span><span style="color: black;">过渡完第三个主推款，产生 GMV</span><span style="color: black;">过程中，<span style="color: black;">必须</span><span style="color: black;">按照</span>实时在线人数，<span style="color: black;">经过</span>秒杀品、福袋<span style="color: black;">调节</span>策略。</span><span style="color: black;">例如：</span><strong style="color: blue;"><span style="color: black;">人数<span style="color: black;">连续</span>高，<span style="color: black;">显示</span>当前主播状态好、品牌背书到位、单品性价比高，继续保持；</span></strong><strong style="color: blue;"><span style="color: black;">人数<span style="color: black;">显现</span>骤减，就<span style="color: black;">必须</span>主播<span style="color: black;">快速</span><span style="color: black;">调节</span>状态、尝试换品、<span style="color: black;">明显</span>品牌背书，<span style="color: black;">经过</span>福袋留人。</span></strong><span style="color: black;"><strong style="color: blue;"><span style="color: black;">选品理解</span></strong></span><strong style="color: blue;"><span style="color: black;">不是所有<span style="color: black;">制品</span>都适合直播带货。</span></strong><span style="color: black;">现<span style="color: black;">周期</span><span style="color: black;">咱们</span>的配比是秒杀款、经典款、利润款、特供款这4大类型的<span style="color: black;">制品</span>，缺一不可。<span style="color: black;">详细</span><span style="color: black;">每一个</span>款的<span style="color: black;">功效</span>如下：</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">秒杀款：</span></strong></span><span style="color: black;">用于用户进入直播间后的留存，又<span style="color: black;">叫作</span>主打款，低利润，客群广，量大</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">经典款：</span></strong></span><span style="color: black;"><span style="color: black;">一般</span>是不会过时的经典款，像阿迪的贝壳头、耐克的空军一号等</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">利润款：</span></strong></span><span style="color: black;"><span style="color: black;">处理</span>商家怎么<span style="color: black;">挣钱</span>的问题，利润高，最好进行<span style="color: black;">相关</span><span style="color: black;">营销</span>，<span style="color: black;">提高</span>收益</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">特供款：</span></strong></span><span style="color: black;">品牌专供，营造稀缺感，<span style="color: black;">倘若</span><span style="color: black;">通常</span>品牌<span style="color: black;">无</span>时就<span style="color: black;">不消</span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">而这部分经验都还需要<span style="color: black;">创立</span>在<span style="color: black;">制品</span>「已有品牌背书」的<span style="color: black;">基本</span>上。</span></strong></span><span style="color: black;">在<span style="color: black;">咱们</span>21年底做服装白牌、尝试 0 粉起号直播时踩的最大的坑之一是：<span style="color: black;">倘若</span><span style="color: black;">无</span>强 IP 的忠诚度，用户进入直播间对品毫无<strong style="color: blue;">信任</strong>与<strong style="color: blue;">「滤镜」</strong>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">的话，一切选品策略都是纸上谈兵，用户<span style="color: black;">基本</span>不会理你。</p>
    </span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">视频号是偏社交属性，核心还是基于人带货、场带货，而不是货匹配人的。</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;">（当时的测试用号）</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">同期</span>，<span style="color: black;">咱们</span>从去年 12 月底的斯凯奇品牌直播<span style="color: black;">起始</span>重复验证了一个现象：</span></strong><span style="color: black;">秒杀款能否在开播前20分钟炸起一波流量，会直接决定这场直播的流量下限。</span><strong style="color: blue;"><span style="color: black;">21年末的几场直播中<span style="color: black;">乃至</span>有点「开播定生死」的感觉，</span></strong><span style="color: black;"><span style="color: black;">咱们</span>推测<span style="color: black;">日前</span>平台暂时对直播间（或购物类目下的）开播的权重判断会集中在开播<span style="color: black;">周期</span>的表现。</span><span style="color: black;">至于<span style="color: black;">这儿</span><span style="color: black;">无</span><span style="color: black;">说到</span>的直播间话术，<span style="color: black;">由于</span>都是<span style="color: black;">能够</span>从其他直播平台迁移，能力是通用的，<span style="color: black;">倘若</span>小伙伴们有兴趣<span style="color: black;">能够</span>评论留言，下次写一篇直播间话术模版合集、<span style="color: black;">亦</span>将<span style="color: black;">咱们</span>参考的<span style="color: black;">有些</span>模板分享出来。</span>
    <h2 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">关于团队组建</span></strong></span></h2><span style="color: black;">这 3 个月下来，最大的感慨是：<strong style="color: blue;">直播是个苦活，不仅是脑力的消耗，<span style="color: black;">亦</span>是体力的消耗。以前只是听过道理，实战起来完全不<span style="color: black;">同样</span>。</strong></span><span style="color: black;"><span style="color: black;">日前</span><span style="color: black;">咱们</span>的直播间每次开播<span style="color: black;">最少</span>在 5-6 个小时<span style="color: black;">上下</span>，<span style="color: black;">倘若</span><span style="color: black;">无</span>轮换，就要一个主播扛下来。除了要<span style="color: black;">一直</span>的走动讲解，还要保持直播间内热闹的气氛。</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">这里</span><span style="color: black;">基本</span>上，<span style="color: black;">咱们</span>还<span style="color: black;">发掘</span>：有的主播<span style="color: black;">善于</span>承接、有的主播<span style="color: black;">善于</span>逼单、有的主播<span style="color: black;">善于</span>留存导私域，这就使得现场场控、中控、运营的给主播打<span style="color: black;">协同</span>，帮主播补<span style="color: black;">有些</span>弱点。</span></strong><span style="color: black;">经常一场直播下来，<span style="color: black;">全部</span>团队累到不想动，来不及吃饭<span style="color: black;">亦</span>要先补个觉回神。</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;">（直播中 / 直播后）</span><span style="color: black;">这其中最考验团队的，一个是对直播的兴趣，另一个<span style="color: black;">便是</span><span style="color: black;">心情</span>。</span><span style="color: black;"><span style="color: black;">倘若</span><span style="color: black;">无</span>真正的兴趣来做这件事，<span style="color: black;">保持</span>不到<span style="color: black;">一月</span>自己就会放弃。而在兴趣的<span style="color: black;">基本</span>上，要充分调动现场<span style="color: black;">每一个</span>人的<span style="color: black;">心情</span>，尤其是主播。<strong style="color: blue;">这<span style="color: black;">不但</span>靠现场的能力，<span style="color: black;">亦</span>依赖现场之外的默契。</strong></span><span style="color: black;"><span style="color: black;">一般</span>一款商品的转化数据，不会让主播直接看到，<span style="color: black;">是由于</span>运营和场控来<span style="color: black;">调节</span>节奏，给主播的永远是正向的反馈和引导。<span style="color: black;">亦</span><span style="color: black;">仅有</span>主播嗨起来，<span style="color: black;">全部</span>场的氛围才会调动起来，直播间里用户的<span style="color: black;">行径</span><span style="color: black;">亦</span>会被影响。</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">03</span></strong></p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;"><strong style="color: blue;"><span style="color: black;">分蛋糕？做蛋糕？</span></strong></h1><span style="color: black;"><strong style="color: blue;"><span style="color: black;">视频号直播之于私域<span style="color: black;">来讲</span>，是<span style="color: black;">上下</span>倒右手，还是新的增量？</span></strong></span><strong style="color: blue;"><span style="color: black;">这是品牌做视频号直播带货时，不得不思考的问题。</span></strong><span style="color: black;">视频号直播离不开私域流量的撬动，但私域流量导入直播间后产生的价值，是<span style="color: black;">本来</span>在私域业态中<span style="color: black;">亦</span>能产生的，还是新的增量？</span><span style="color: black;"><span style="color: black;">实质</span>验证后，<span style="color: black;">咱们</span>确信了一个结论：<strong style="color: blue;">公域增量真实存在、且可被撬动。</strong></span><strong style="color: blue;"><span style="color: black;">这点，<span style="color: black;">咱们</span>的直播中有一个关键数据指标、<span style="color: black;">亦</span>是8号仓方面最看重的：</span></strong><span style="color: black;"><strong style="color: blue;"><span style="color: black;">市外订单占比，<span style="color: black;">日前</span><span style="color: black;">咱们</span><span style="color: black;">已然</span>超过七成，<span style="color: black;">近期</span>一场达到73.60%，且有<span style="color: black;">连续</span><span style="color: black;">上升</span>的趋势。</span></strong></span><span style="color: black;">区别于线上的电商直播，<span style="color: black;">针对</span>线下商超<span style="color: black;">来讲</span><span style="color: black;">来讲</span>，<span style="color: black;">评定</span>视频号直播价值<span style="color: black;">不可</span>只看「单场GMV产值」。</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">原由</span>很简单：</span></strong><span style="color: black;">假如我今天给门店播，一场直播 GMV 破 10w 大关，远超门店非节假日、低客流量时段、疫情防控时段赚的钱。</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">然则</span>，订单全<span style="color: black;">源自</span>于市内的人（<span style="color: black;">本来</span>就有概率辐射的人群）。</span></strong><span style="color: black;">那我今天赚的钱，到底是不是消费者把<span style="color: black;">将来</span>某一天要过来花的钱提前用掉了？</span><span style="color: black;">用掉了这部分他还会来商场吗？</span><span style="color: black;">他来的话还会消费<span style="color: black;">那样</span>多吗？</span><strong style="color: blue;"><span style="color: black;">商场必然更<span style="color: black;">期盼</span>消费者到线下店，</span></strong><span style="color: black;"><strong style="color: blue;"><span style="color: black;">此时</span>直播的增量价值就会存疑，就会非常难拆分和定义清楚。</strong></span><strong style="color: blue;"><span style="color: black;">而「市外订单」占比这个数据超 70% ，<span style="color: black;">亦</span><span style="color: black;">帮忙</span><span style="color: black;">咱们</span>得出一个<span style="color: black;">周期</span>性结论：</span></strong><span style="color: black;">这 70% 的订单贡献人群，<span style="color: black;">倘若</span><span style="color: black;">无</span>今天这场直播，可能永远都不会来深圳、来到深圳的龙华区、来到龙华区的8号仓、又恰好进入8号仓的这家店购买了这款商品。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">门店<span style="color: black;">摆设</span><span style="color: black;">体积</span>的空间没变，门店雇佣人员的工作时间没变。多出了一个直播团队，<span style="color: black;">经过</span>线上信息流的调度，额外的坪效被「创造」出来了。</span></strong></span><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">(市外订单占比<span style="color: black;">日前</span>稳定在70%以上)</span><strong style="color: blue;"><span style="color: black;">这套为线下商超定制的<span style="color: black;">评定</span>体系，<span style="color: black;">日前</span>在<span style="color: black;">连续</span>做矩阵号复制、迭代。</span></strong><span style="color: black;"><span style="color: black;">实质</span>上，<span style="color: black;">咱们</span>服务的8号仓属于品牌合集商场，<span style="color: black;">区别</span>于单品牌的直播，<span style="color: black;">咱们</span><span style="color: black;">每日</span><span style="color: black;">必须</span>在运动鞋服（耐克、阿迪）、轻奢品（蔻驰、MK）、母婴日化（全棉时代）等品牌中来回切换。</span><span style="color: black;">这会带来一个大问题：<strong style="color: blue;"><span style="color: black;">每一个</span>品牌以及大品类的<span style="color: black;">制品</span>、调性都完全<span style="color: black;">区别</span>，以一组团队的人力很难去完美匹配每一个品牌的直播，<span style="color: black;">引起</span>直播间内较粗犷，只能靠运营策略来补位。</strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">流量规则总在变，<span style="color: black;">咱们</span>总<span style="color: black;">必须</span>巩固不变的基本功。</span></strong></span><span style="color: black;">下一步直播间的精细化策略，<span style="color: black;">咱们</span>会拆分出多个品类的专场直播间作矩阵，如轻奢场、运动品牌场、母婴童装场等，完成整体的矩阵化，从流量（标签更垂直）到直播间（能力更垂直）的整体提效。</span><span style="color: black;"><span style="color: black;">这般</span>一方面相当于<span style="color: black;">加强</span>了直播频次，由<span style="color: black;">本来</span>的每周4场变为了4*N场，另一方面<span style="color: black;">能够</span>基于大的品类去做画面升级、调性匹配、<span style="color: black;">累积</span><span style="color: black;">咱们</span>在视频号直播中<span style="color: black;">针对</span><span style="color: black;">区别</span>品类的更深认知。<strong style="color: blue;">据<span style="color: black;">咱们</span>观察，这<span style="color: black;">亦</span>是<span style="color: black;">此刻</span>市场上的一种降本提效的趋势。</strong></span><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">（部分品牌的矩阵化直播趋势）</span><span style="color: black;">至于<span style="color: black;">制品</span>本身就以线上<span style="color: black;">途径</span><span style="color: black;">营销</span>为主的品牌，<span style="color: black;">咱们</span><span style="color: black;">亦</span>正为<span style="color: black;">另一</span>两家合作了私域代运营的头部日化品牌落地测试，暂时过渡的一个计算<span style="color: black;">办法</span>是：</span><span style="color: black;"><strong style="color: blue;">直播间GMV + 私域的GMV - 直播前私域的GMV，中间的差值<span style="color: black;">能够</span>看作将私域用户导入直播带来的增量。</strong></span><span style="color: black;">这部分<span style="color: black;">咱们</span>会在取得<span style="color: black;">周期</span>成果后将内容同步出来，<span style="color: black;">倘若</span>你<span style="color: black;">相关</span>于这部分的思考，<span style="color: black;">亦</span>欢迎留言分享，一同交流探讨。</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">04</span></strong></span></p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;"><strong style="color: blue;"><span style="color: black;">写在最后</span></strong></h1><span style="color: black;">从去年的鸿星尔克的「野性消费」、韩束夫妇的「甜蜜上线」等现象级的直播间营销事件中看，<span style="color: black;">针对</span>品牌<span style="color: black;">来讲</span>，</span><span style="color: black;"><strong style="color: blue;">直播间承载的不是单纯的新<span style="color: black;">营销</span><span style="color: black;">途径</span>，<span style="color: black;">更加是</span>一个新形态的舆论阵地。</strong></span><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">（图源网络）</span><strong style="color: blue;"><span style="color: black;">用户<span style="color: black;">必须</span><span style="color: black;">这般</span>一个窗口和品牌实时「对话」，这本身<span style="color: black;">亦</span>是品牌经营私域的<span style="color: black;">长时间</span>核心理念。</span></strong><span style="color: black;">在<span style="color: black;">咱们</span>与品牌方交流中，常会听到的问题是抖音等平台的直播，难以将留存在企微、个微中的私域用户导过去。</span><strong style="color: blue;"><span style="color: black;">直播确实是最<span style="color: black;">有效</span>的转化模式，<span style="color: black;">常常</span>企业之前<span style="color: black;">仅有</span>抖音或淘宝直播的团队及预算投入。</span></strong><span style="color: black;">私域里的用户留是留下来了，<span style="color: black;">然则</span>除了社群和私聊没法更好的挖掘价值，又很难带去其他平台，带去了<span style="color: black;">亦</span>会面临业绩确权的问题。</span><span style="color: black;">虽然<span style="color: black;">咱们</span>服务的品牌社群中曾<span style="color: black;">显现</span>过<span style="color: black;">大众</span>对品牌直播间某个主播有<span style="color: black;">尤其</span>的偏好、组队卡时间涌入直播间购买，但类似的狂热现象总归是<span style="color: black;">少许</span>、且难以复制。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">有些</span>问题之<span style="color: black;">因此</span>是问题，<span style="color: black;">亦</span>许仅仅是<span style="color: black;">由于</span>所处<span style="color: black;">周期</span><span style="color: black;">没法</span>有更好的<span style="color: black;">处理</span>办法匹配。</span></strong></span><span style="color: black;"><span style="color: black;">日前</span>在视频号内的开播，预约方式就<span style="color: black;">已然</span>能做到覆盖<span style="color: black;">微X</span>生态的全场景，视频号直播<span style="color: black;">亦</span>将<span style="color: black;">做为</span>私域转化的延伸方式，给品牌 GMV 的增长带来<span style="color: black;">更加多</span>可能。</span><strong style="color: blue;"><span style="color: black;">当然，在肯定视频号直播的<span style="color: black;">功效</span>和价值时，<span style="color: black;">亦</span>不得不承认：</span></strong><span style="color: black;">和市面上成熟的直播平台比起来，依然有不小的差距 —— 商家功能相对不完善、流量规则还在<span style="color: black;">持续</span>优化、用户消费习惯还<span style="color: black;">无</span>养成...</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">红利与混沌<span style="color: black;">常常</span>并存，还有<span style="color: black;">有些</span>「野蛮生长」的空间与窗口。</span></strong></span><span style="color: black;"><span style="color: black;">咱们</span>的直播团队虽然还比不上抖音上成熟直播的精细化程度，但一个多月时间<span style="color: black;">亦</span>做出了新号场观、GMV 破 10 万的数据。<span style="color: black;">背面</span>靠的是<span style="color: black;">长时间</span>深耕在<span style="color: black;">微X</span>生态，磨练出的小步快跑迭代速度——紧跟政策动态，每周验证玩法，沉淀可复用经验等。</span><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><strong style="color: blue;"><span style="color: black;">站在刚过去的2021年末，回顾年初，视频号直播带货<span style="color: black;">营销</span>金额增长了15倍，私域占比50%，客单价超过200，复购率达到60%。</span></strong><strong style="color: blue;"><span style="color: black;">站在刚到来的2022年初，<span style="color: black;">咱们</span>有理由相信随着平台政策的扶持、商家的涌入、用户的习惯养成，数据必将在年末迎来更大跨度的<span style="color: black;">提高</span>。</span></strong><strong style="color: blue;"><span style="color: black;">针对视频号直播，<span style="color: black;">咱们</span>后续<span style="color: black;">已然</span>准备好了一个更新计划，暂时确认的选题有：</span></strong><span style="color: black;"><strong style="color: blue;"><span style="color: black;">· 现<span style="color: black;">周期</span>的视频号经验与情报汇总</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">· 视频号直播体系的入门及扫盲</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">· 视频号直播复盘体系</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">· <span style="color: black;">关联</span>课程规划</span></strong></span><span style="color: black;"><span style="color: black;">倘若</span>您有非常想要<span style="color: black;">认识</span>的内容、想要和<span style="color: black;">咱们</span>链接探讨的问题，<span style="color: black;">能够</span>在评论区与<span style="color: black;">咱们</span>交流，与操盘手来一同沟通探讨，<span style="color: black;">一块</span>共创这个生态。</span><span style="color: black;"><span style="color: black;"><strong style="color: blue;">&nbsp;END&nbsp;</strong></span></span><span style="color: black;">撰文｜少波</span><span style="color: black;">编辑｜Ja</span><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><strong style="color: blue;">【 见实大调研</strong><strong style="color: blue;">&nbsp;】</strong></span><span style="color: black;">一家头部服装品牌告诉见实，<span style="color: black;">她们</span>在<span style="color: black;">同期</span><span style="color: black;">运用</span>好几家服务商的私域工具，并探索出了最适合自己品牌的私域工具组合，如用A服务商的某个引流工具+B服务商的某个社群运营工具。</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">那样</span>，</span><span style="color: black;"><strong style="color: blue;">你<span style="color: black;">此刻</span><span style="color: black;">运用</span>起来最得心应手的私域工具组合是什么？快来扫描下方二维码告诉<span style="color: black;">咱们</span>吧。</strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">参与者可随机抽取幸运好礼，<span style="color: black;">亦</span>会<span style="color: black;">第1</span>时间获取到<span style="color: black;">最后</span>调研大结果。</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p><strong style="color: blue;"><span style="color: black;">↘私域<span style="color: black;">基本</span>服务对接：</span></strong><a style="color: black;">1. 私域咨询陪跑</a>&nbsp;&nbsp;<a style="color: black;">2. 优秀私域代运营</a>&nbsp;&nbsp;<a style="color: black;"><span style="color: black;">3.新白皮书规划</span></a>&nbsp;&nbsp;<a style="color: black;"><span style="color: black;">4.见实招聘</span></a>&nbsp;<a style="color: black;"><span style="color: black;">5.私域供需对接</span></a>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">↘<span style="color: black;">举荐</span>阅读：</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;">视频号向企业新官网<span style="color: black;">目的</span>迈出一大步</span></a></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><a style="color: black;">视频号付费直播内测<span style="color: black;">起始</span>扩圈：<span style="color: black;">更加多</span>用户<span style="color: black;">得到</span>测试权限</a></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;"><span style="color: black;">咱们</span>从抖音、快手、视频号<span style="color: black;">一起</span>看到了这10大视频发展趋势！</span></a></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;">抖音几大新功能助推私域生意！</span></a></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;">那个最早做私域系统的人，如今咋样</span></a>了？</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><a style="color: black;">3100家乡镇小店一年贡献10亿现金流：三草两木<span style="color: black;">打扮</span>品玩硬核私域</a></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><a style="color: black;">门店业务<span style="color: black;">提高</span>30%，超级导购<span style="color: black;">怎样</span>拉动私域三大增量？</a></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><a style="color: black;">名创优品新财报说私域留存用户超1400万</a></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><a style="color: black;"><span style="color: black;">孩儿</span>王私域会员超4200万，消费占比达98%！</a></span></p><strong style="color: blue;"><span style="color: black;">↘必读文档：</span></strong><span style="color: black;"><a style="color: black;">10小时私域最燃打法直播：PPT+回放+实录精华</a></span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;"><span style="color: black;">保藏</span> | 私域运营从入门到精通：43</span></a>9篇案例参考</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><a style="color: black;"><span style="color: black;">保藏</span>丨招式手册1.0：110大案例</a></span><span style="color: black;">；&nbsp;&nbsp;</span><a style="color: black;"><span style="color: black;">招式手册2.0：新补58个新案例</span></a></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;">关注见实，发送「白皮书」</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">免费获取全系列《见实私域白皮书》</span></strong></span>




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查看完整版本: 视频号直播该怎么玩？首播冲破双10万+后，咱们的内部复盘