实战派！直播带货六大技巧
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz/QKDxrVYehicf5ibfuOicF7f7TZzXmeYibRouZv3ena9mopfnLIW0wFZ1ibtUE70bNzc7lOCWRCgkQE1Ek4wBN0qvGTQ/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=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;"><span style="color: black;">做为</span>新兴的互联网<span style="color: black;">商场</span>模式，电商直播重构了传统的零售业态，无论是营销模式还是内容设计均<span style="color: black;">处在</span>“草莽时代”，有着极为广阔的探索空间。<span style="color: black;">那样</span>，<span style="color: black;">怎样</span><span style="color: black;">选取</span>宣发平台、利用平台工具为品牌打造“品效合一”的营销全链路？本文<span style="color: black;">经过</span>几则案例总结出六大医药直播间<span style="color: black;">药物</span><span style="color: black;">营销</span>技巧。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fsHe0JUAalKUxRaeJxpJJnXoopvZKM2tpjLeuzyVyRmBKApdNOjt5rAww7wK9adPMOk53hbWrjH3xaCfLw6u4A/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&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;"><strong style="color: blue;">技巧一</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">趣味实验演示</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">各类演示能够<span style="color: black;">加强</span>用户对商品的<span style="color: black;">自信心</span>，步长制药深谙其道，除真人演示，还设计了多种趣味实验，展示与商品核心卖点<span style="color: black;">关联</span>的特性。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在步长制药直播间，为了让消费者更直观地<span style="color: black;">认识</span>步长红核卫生巾的高品质，主播以红核卫生巾为示例，在直播间进行了卫生巾燃烧对比实验。<span style="color: black;">全部</span>直播过程中，消费者<span style="color: black;">能够</span>直观地看到某品牌卫生巾燃烧后有黑烟，燃烧物呈胶滴状，而红核卫生巾是全棉材质，透气性佳，吸水锁水功能好，燃烧过程中<span style="color: black;">无</span>黑烟，燃烧后的灰和纸燃烧后的产物<span style="color: black;">同样</span>。主播<span style="color: black;">经过</span>趣味实验，让消费者<span style="color: black;">认识</span>到红核卫生巾的<span style="color: black;">优良</span>，<span style="color: black;">加强</span>消费者<span style="color: black;">针对</span><span style="color: black;">制品</span>的<span style="color: black;">自信心</span>与购买意向。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">技巧二</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">学会讲故事</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">学会讲好故事能让消费者觉得不是被推销，从而<span style="color: black;">更易</span>接受。<span style="color: black;">经过</span>讲故事、做类比、讲场景，<span style="color: black;">能够</span>更有说服力。<span style="color: black;">必须</span><span style="color: black;">重视</span>的是，<span style="color: black;">因为</span>直播带货的首要目的是<span style="color: black;">营销</span>商品，<span style="color: black;">因此呢</span>，故事<span style="color: black;">必要</span>和主播正在<span style="color: black;">举荐</span>的<span style="color: black;">制品</span>的核心卖点<span style="color: black;">相关</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">日前</span>，东三省的新型冠状病毒肺炎疫情防控面临<span style="color: black;">繁杂</span>性、艰巨性、反复性的严峻挑战。<span style="color: black;">这里</span><span style="color: black;">状况</span>之下，辽宁成大方圆医药连锁有限<span style="color: black;">机构</span>针对家庭口罩<span style="color: black;">贮存</span><span style="color: black;">不足</span>、<span style="color: black;">孩儿</span>居家上网课视力下降等问题策划了一系列直播。成大方圆鞍山店店长刘方媛介绍道：“直播前，<span style="color: black;">咱们</span>会<span style="color: black;">按照</span><span style="color: black;">日前</span>市里的疫情<span style="color: black;">状况</span><span style="color: black;">选取</span>适合的直播<span style="color: black;">制品</span>，并制作直播<span style="color: black;">制品</span>明细表，列出<span style="color: black;">制品</span>的品名、<span style="color: black;">照片</span>、规格、零售价格、采购价格、直播专享价、卖点、营销支持、效期、批号等。<span style="color: black;">例如</span>四月份每场直播都准备了口罩、消毒液、防护服、隔离面罩、试剂盒等防疫物资。”</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">为了<span style="color: black;">帮忙</span>消费者更好地<span style="color: black;">认识</span>中医药在新型冠状病毒肺炎疫情救治与防控方面的知识，北京同仁堂科技发展股份有限<span style="color: black;">机构</span>携手山西中医药大学<span style="color: black;">附庸</span>医院院长李廷荃开展直播科普讲座和问诊，李廷荃每讲述一个病例都会附带一个健康养生小故事，从消费者容易理解的<span style="color: black;">方向</span>出发进行内容设计，消费者学到<span style="color: black;">关联</span>防护知识后，<span style="color: black;">倘若</span>想购买防疫<span style="color: black;">制品</span>，扫码<span style="color: black;">就可</span>，非常方便。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">技巧三</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">凸显性价比</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">价格的高低是比较出来的，主播<span style="color: black;">能够</span>把直播<span style="color: black;">制品</span>与<span style="color: black;">类似</span>度高的参照物进行对比，以凸显其价格低的<span style="color: black;">优良</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">吉林省新药特药连锁有限<span style="color: black;">机构</span>运营部经理董国芬<span style="color: black;">暗示</span>，新药特药大<span style="color: black;">药店</span>在节日直播促销时，会<span style="color: black;">颁布</span>每款<span style="color: black;">制品</span>在其他<span style="color: black;">途径</span>的购买价格。<span style="color: black;">例如</span>针对大牌<span style="color: black;">打扮</span>品，会对比线下专柜的价格。为了证明自己所说非虚，每款<span style="color: black;">制品</span>都有图有真相。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">另外</span>，<span style="color: black;">亦</span><span style="color: black;">能够</span><span style="color: black;">经过</span>放大商品价值的技巧来凸显性价比。在春天之星大<span style="color: black;">药店</span>和汤臣倍健开展的“五力全开&爱家营养”直播专场中，主播在卖一款价格有点小贵的蛋白粉时，她是<span style="color: black;">这般</span>介绍的：“<span style="color: black;">必须</span><span style="color: black;">加强</span>免疫力<span style="color: black;">或</span>降血糖、血压时，你们<span style="color: black;">能够</span><span style="color: black;">选取</span>这款蛋白粉，<span style="color: black;">由于</span>这款<span style="color: black;">制品</span>是营养界的‘明星’……”<span style="color: black;">经过</span>强调蛋白粉对<span style="color: black;">处理</span>其他<span style="color: black;">大众</span>关注的健康问题的<span style="color: black;">功效</span>来淡化价格，<span style="color: black;">明显</span>价值。老<span style="color: black;">大众</span>赤峰人川大<span style="color: black;">药店</span>和健民集团联动<span style="color: black;">营销</span>龙牡壮骨颗粒，价值186元的龙牡壮骨颗粒以19.9元超级秒杀价进行了10次限时抢购，当日直播间<span style="color: black;">营销</span>龙牡壮骨颗粒683盒，<span style="color: black;">营销</span>额达到14万元。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">技巧四</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">善于把握<span style="color: black;">营销</span>节奏</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">科学的<span style="color: black;">营销</span>节奏<span style="color: black;">掌控</span>，能够给消费者带来饥饿感，<span style="color: black;">从而</span>营造<span style="color: black;">火热</span><span style="color: black;">营销</span>的气氛。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在海王星辰联合百多邦的专场直播中，直播间的所有<span style="color: black;">制品</span>是逐步上架的。并且<span style="color: black;">这里</span>场直播中，百多邦创面消毒喷雾剂备货1000套，<span style="color: black;">然则</span><span style="color: black;">第1</span>次只上架100套，秒光了再上100套，再秒光，再上架。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在直播间的主页上，消费者<span style="color: black;">能够</span>经常看到“每5分钟进行秒杀”“价格惊喜”等关键词，<span style="color: black;">这般</span>做既<span style="color: black;">能够</span>吸引消费者的<span style="color: black;">重视</span>力，<span style="color: black;">亦</span>能传递“低价”的心理暗示。在直播过程中，主播还<span style="color: black;">能够</span><span style="color: black;">经过</span>“<span style="color: black;">仅有</span>100件库存”等话术强调数量的稀缺性，<span style="color: black;">同期</span><span style="color: black;">运用</span>快节奏的语速，<span style="color: black;">更易</span>营造紧迫感，从而刺激消费者下单。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">技巧五</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">打消消费者的购买顾虑</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">营销</span>最难的时候无疑是收单时刻，这就<span style="color: black;">必须</span>采取<span style="color: black;">各样</span><span style="color: black;">办法</span>打消消费者的顾虑，并关注下单流程等细节，<span style="color: black;">非常多</span>时候<span style="color: black;">常常</span>是细节决定成败。主播应洞察消费者的疑问，主动解答消费者顾虑的问题，让消费者<span style="color: black;">安心</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">五洲大药店电商专员赵丁一在直播间会经常讲：孕妈妈<span style="color: black;">亦</span><span style="color: black;">能够</span><span style="color: black;">安心</span><span style="color: black;">运用</span>，小<span style="color: black;">伴侣</span><span style="color: black;">亦</span><span style="color: black;">能够</span><span style="color: black;">安心</span><span style="color: black;">运用</span>。这些话传递的信息是：对安全有特殊需求的孕妇、小<span style="color: black;">伴侣</span>群体都<span style="color: black;">能够</span><span style="color: black;">安心</span><span style="color: black;">运用</span>，<span style="color: black;">通常</span>消费者更<span style="color: black;">能够</span><span style="color: black;">安心</span>大胆地<span style="color: black;">运用</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">另外</span>，赵丁一的直播还有两点值得学习：一是劝新“粉丝”和不确定自己<span style="color: black;">是不是</span>适用<span style="color: black;">制品</span>的“粉丝”<span style="color: black;">小心</span>下单，<span style="color: black;">第1</span>次少买一点；二是关注下单流程。赵丁一在做喜玫瑰系列<span style="color: black;">制品</span>的直播时，每场直播都会不厌其烦地讲解下单流程：先领优惠券，下单的时候数量填2，填2收到的货品数量是10件，10件到手价66元。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">技巧六</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">开展促销活动</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">促销活动是<span style="color: black;">提高</span>直播间商品销量的有效方式。然而，<span style="color: black;">因为</span>竞争激烈，各个<span style="color: black;">途径</span>的商家开展促销活动的周期越来越短，<span style="color: black;">引起</span>消费者对普通促销活动的兴趣越来越低。<span style="color: black;">因此呢</span>，直播团队要尽可能策划与众<span style="color: black;">区别</span>的促销活动。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">确定促销主题后，便可依据主题<span style="color: black;">选取</span>符合主题的商品，并确定合适的促销价格。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">必须</span><span style="color: black;">重视</span>的是，促销价格<span style="color: black;">必须</span>有吸引力，但并不是越低越好。在促销活动中，让利幅度应<span style="color: black;">掌控</span>在<span style="color: black;">恰当</span>的范围以内，直播团队要<span style="color: black;">按照</span>直播间的定位风格、<span style="color: black;">制品</span>的价值，制定一个<span style="color: black;">恰当</span>的促销价格。<span style="color: black;">倘若</span>直播间的定位是<span style="color: black;">举荐</span>有品质的商品，<span style="color: black;">那样</span>超出<span style="color: black;">恰当</span>范围的低价，可能还会破坏消费者对直播间的信任感——要么觉得直播间以前的商品定价过高，被<span style="color: black;">诈骗</span>了；要么觉得这次超低价商品的品质可能会略差<span style="color: black;">有些</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">例如</span>，辽宁成大方圆开展了针对春季促销的直播活动，满100元发送30元优惠券；老<span style="color: black;">大众</span>大<span style="color: black;">药店</span>在20周年的专场直播中，设置专区特惠，全场满59元减20元、满99元减30元、满199元减60元。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这两场直播活动直播间都给出了令消费者满意的优惠券。<span style="color: black;">因此呢</span>，在确定促销商品和价格时，直播团队要<span style="color: black;">经过</span>准确定位、诚信选品、适当让利的方式让消费者觉得在直播间购物是“划算的”，从而相信直播团队。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_png/Ljib4So7yuWhNygZEzSys5PEWbg7iaZRMMia4hbTiaXWIOdGUjTLSiaCVMibSIaib0eXwTjcVwvWo4OBTmxcsib2xFtiaCg/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">告诉别人你“在看”↘</span></strong></span></strong></span></strong></span></strong></span></strong></span></strong></p>
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