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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