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4zhvml8 发表于 2024-7-20 23:44:57

[电商直播]直播卖货经验与技巧

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      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2019年，“李佳琦”、“薇娅”应该是无人不知、无人不晓的名字了，而这两个名字<span style="color: black;">一般</span>是<span style="color: black;">伴同</span>着<span style="color: black;">各样</span>巨大的数字<span style="color: black;">显现</span>，<span style="color: black;">例如</span>：几分钟内卖了XX单，一场直播下来总共卖了XX亿。</p>
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      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">并不</span>止是<span style="color: black;">她们</span>，随着各大电商平台的助推，各大平台上涌现了一大批带货网红，直播<span style="color: black;">作为</span>了电商、社交、视频等各类线上平台的吸睛利器。</p>
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      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">直播电商，<span style="color: black;">亦</span><span style="color: black;">作为</span><span style="color: black;">将来</span>电商发展的趋势与风口。在2019年的抖音首届创作者大会上，抖音总裁张楠曾预测，到2020年，国内短视频行业的总日活用户数，将达到10亿。</p>
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      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">那样</span>普通人<span style="color: black;">到底</span><span style="color: black;">怎样</span>进行直播卖货呢？</p>
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      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">咱们</span>为<span style="color: black;">大众</span>总结了2020最新直播卖货技巧，<span style="color: black;">一块</span>来<span style="color: black;">瞧瞧</span>吧。</p>
    </span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">1、</span>直播前准备</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">1.直播选品</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">按照</span>市场需求选品</span></strong></span><span style="color: black;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">选取</span>符合<span style="color: black;">此刻</span>市场的<span style="color: black;">制品</span>，如天热了卖T恤，冬天买保温杯。</p>
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      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">粉丝数量相对少的主播，可<span style="color: black;">按照</span>自己的调性和人设进行选品。一个吃播博主售卖食品，商品受到的关注度比较高。</p>
    </span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">按照</span>粉丝需求选品</span></strong></span><span style="color: black;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1. 提前预热<span style="color: black;">创立</span>粉丝直播群（开通群聊功能），可在粉丝群中<span style="color: black;">经过</span>询问，投票等形式<span style="color: black;">认识</span>粉丝想要什么样的<span style="color: black;">制品</span>。</p>
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      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2. <span style="color: black;">倘若</span>粉丝群中热度不高，可做<span style="color: black;">有些</span>小活动，<span style="color: black;">保证</span>粉丝的关注度。<span style="color: black;">经过</span>互动<span style="color: black;">亦</span>能丰富直播时的内容。</p>
    </span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">2.直播人员与场地筹备</span></strong></span><span style="color: black;">主播</span><span style="color: black;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">干净自然的妆容；和背景、服装造型风格一致；</p>
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      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">心情</span>饱满，精神状态良好；</p>
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      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">口齿清晰，表达流畅；</p>
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      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">卖货主播<span style="color: black;">意见</span>搭配一名助手，即使回复评论，<span style="color: black;">帮忙</span>展示商品，避免主播突发<span style="color: black;">状况</span>离场；</p>
    </span><span style="color: black;">场地设备</span><span style="color: black;"><span style="color: black;">选取</span>干净明亮的背景环境，<span style="color: black;">按照</span>灯光简单<span style="color: black;">部署</span>‘’</span><span style="color: black;">光线明亮，避免过度<span style="color: black;">揭发</span>和逆光，按<span style="color: black;">要求</span><span style="color: black;">增多</span>补光灯</span><span style="color: black;"><span style="color: black;">保证</span>信号稳定，直播不卡顿‘’</span><span style="color: black;">手机（高清前置摄像头）和稳定的手机支架</span><span style="color: black;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">加强</span>直播声音的耳麦（按主播<span style="color: black;">选取</span>性配置）‘’</p>
    </span><span style="color: black;">其他</span><span style="color: black;">音乐，提前准备背景音乐；</span><span style="color: black;">如节奏感较强/近期热门音乐串烧/符合直播调性的旋律等；</span><span style="color: black;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">道具，提前准备展示商品<span style="color: black;">必须</span>的道具，例如电池、小黑板等；</p><strong style="color: blue;">3.直播主题与形式</strong>
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      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">直播主题</p>
    </span><span style="color: black;">主题从店铺的需求出发，<span style="color: black;">经过</span>粉丝和买家中<span style="color: black;">认识</span>。设置粉丝群，收集粉丝的需求。多关注每次直播后的评论。</span><span style="color: black;">对粉丝群体有大致<span style="color: black;">认识</span>后，<span style="color: black;">按照</span><span style="color: black;">她们</span>的年龄、地域、观看直播时间来确定直播时间，直播内容。</span><span style="color: black;">直播内容与形式</span><span style="color: black;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">内容上<span style="color: black;">能够</span><span style="color: black;">明显</span>自己的特长或内容亮点，给老铁关注的理由，例如:</p>
    </span><span style="color: black;">聊天型：适合初期直播，培养粉丝粘性&nbsp;</span><span style="color: black;">才艺型：<span style="color: black;">善于</span>舞蹈、厨艺等技能的主播</span><span style="color: black;">卖货型：以带货、电商转化内容为主&nbsp;</span><span style="color: black;">综合型：聊天/才艺/卖货等内容丰富结合</span><span style="color: black;"><strong style="color: blue;">4.直播脚本策划</strong></span><span style="color: black;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">脚本要素</p>
    </span><span style="color: black;">直播时间与时长：稳定直播频率，提前<span style="color: black;">通知</span>粉丝直播时间</span><span style="color: black;">直播内容模块：<span style="color: black;">按照</span>直播主题，以10分钟/30分钟/1小时分配时间段，确定相应直播内容模块</span><span style="color: black;">预算和玩法：单场直播成本的预算,<span style="color: black;">按照</span><span style="color: black;">自己</span><span style="color: black;">要求</span>与预算计划好<span style="color: black;">这次</span>直播的玩法。</span><span style="color: black;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">示例</p>
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      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">撰写脚本<span style="color: black;">能够</span>有效梳理直播流程，避免意外<span style="color: black;">状况</span>，为主播做出<span style="color: black;">知道</span><span style="color: black;">指点</span>：</p>
    </span><img src="https://mmbiz.qpic.cn/mmbiz_jpg/oNfLuzLT26LeAm7KtHe7tkz4pK1JvJNzZNIKubhf3aAic4NHXriaKYCJiapib8ykFutSaicYt33ovmmsfy7iaD5qSQGw/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;">
                <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2、</span>直播中技巧</p>
            </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">1.<span style="color: black;">加强</span>直播间人气</span></strong></span><img src="https://mmbiz.qpic.cn/mmbiz_jpg/oNfLuzLT26LeAm7KtHe7tkz4pK1JvJNzv1YTXZrZosBmjiahRykznrjNLD2h26laZO3XnpBXGbCM4aWMIJSBicXw/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;">2.直播互动</strong></span><img src="https://mmbiz.qpic.cn/mmbiz_jpg/oNfLuzLT26LeAm7KtHe7tkz4pK1JvJNztGtW0lGzMIOb9iaZzPgN4pkz2pUMaEFpp5CxkhsXZ2CUqycWzg8ISxg/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/oNfLuzLT26LeAm7KtHe7tkz4pK1JvJNzvsJYCMn8pQWONnu5GxVBmP21lkxAFJwjPJtthJUycQHovgLbXnMLrA/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;">3.直播内容玩法</strong></span><img src="https://mmbiz.qpic.cn/mmbiz_jpg/oNfLuzLT26LeAm7KtHe7tkz4pK1JvJNzxKgoDtsaTAlWwFnPhJjXr6ys9HGl4lyuOTiapBFR3ic9vWh0AziaRYxbg/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;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">3、</span>直播后技巧</span></strong></span><span style="color: black;"><strong style="color: blue;">1.直播后<span style="color: black;">加强</span>转化</strong></span></span><span style="color: black;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">直播后发<span style="color: black;">关联</span>作品：正式直播结束后<span style="color: black;">能够</span>在账号内发<span style="color: black;">仔细</span>的<span style="color: black;">制品</span><span style="color: black;">运用</span><span style="color: black;">办法</span>，<span style="color: black;">提高</span>用户体验，<span style="color: black;">增多</span>用户粘性。</p>
    </span><span style="color: black;">收集反馈：在粉丝群里互动，<span style="color: black;">能够</span>询问粉丝对价格的反馈，以及收到货后对<span style="color: black;">制品</span>质量的反馈。</span><span style="color: black;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">售后服务：直播结束后<span style="color: black;">即时</span>跟进订单处理，<span style="color: black;">保证</span>用户的消费体验，<span style="color: black;">尤其</span>是发货环节，<span style="color: black;">必定</span>要<span style="color: black;">即时</span>跟进。</p><strong style="color: blue;">2.<span style="color: black;">重视</span>事项</strong>
    </span><span style="color: black;"><span style="color: black;">针对</span>新开直播的主播，流量相对不是<span style="color: black;">非常多</span>，关注的核心数据在于转粉率，点赞评论等数据，在后期<span style="color: black;">能够</span><span style="color: black;">增多</span>直播时长、频率，<span style="color: black;">累积</span>粉丝数量。</span><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">4、</span>直播复盘</strong></span><span style="color: black;"><strong style="color: blue;">1.直播数据分析</strong></span></span><span style="color: black;">针对<span style="color: black;">这次</span>直播数据进行记录分析，为下次直播做更好的优化</span><span style="color: black;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">直播数据——</p>
    </span><span style="color: black;">时间<span style="color: black;">即时</span>长</span><span style="color: black;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">点赞数</p>观看人数
    </span><span style="color: black;">评论数</span><span style="color: black;">转发数：</span><span style="color: black;">直播涨粉数</span><span style="color: black;">电商数据——</span><span style="color: black;">订单管理：查看<span style="color: black;">所有</span>状态订单</span><span style="color: black;">账单管理：查看交易中及交易完成金额 第三方平台(淘宝/京东等)</span><span style="color: black;">点击数：到达商品、店铺的点击数量&nbsp;</span><span style="color: black;">付款数：带来的付款订单笔数</span><span style="color: black;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">总金额：总收入金额数</p>
    </span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">2.收集粉丝反馈</span></strong><span style="color: black;">评论反馈：</span></span><span style="color: black;">记录直播间1-3个评论热点，例如 “保养技巧”/“多试色号”/“多少钱”等下次直播前“策划脚本”<span style="color: black;">周期</span>重点<span style="color: black;">明显</span>，解答粉丝<span style="color: black;">重点</span>痛点。</span><span style="color: black;">私信反馈：</span><span style="color: black;">在直播活跃粉丝中随机进行“私信回访”，<span style="color: black;">经过</span>私信收集深度反馈。</span><span style="color: black;"><span style="color: black;">第1</span>，表达感谢支持，拉近关系，<span style="color: black;">加强</span>粉丝忠诚度。</span><span style="color: black;">第二，收集直播反馈，哪里做的好，哪里做的<span style="color: black;">不足</span>，给下次直播<span style="color: black;">有些</span><span style="color: black;">意见</span>。</span><span style="color: black;">客服反馈：</span><span style="color: black;"><span style="color: black;">经过</span>客服在线解答粉丝疑问，主动在粉丝群里收集直播反馈 。</span><span style="color: black;">“宝宝们给刚才直播打几分?”“小仙女们<span style="color: black;">爱好</span>今晚直播的衣服吗?”</span><span style="color: black;">“下次直播想看口红还是?” “下次直播<span style="color: black;">咱们</span>约几点?”</span><span style="color: black;">其他反馈：</span><span style="color: black;"><span style="color: black;">经过</span>亲友、同事或其他站外<span style="color: black;">途径</span>调研，<span style="color: black;">即时</span><span style="color: black;">发掘</span>直播待优化问题。</span><span style="color: black;"><span style="color: black;">源自</span>：网络综合整理</span>

qzmjef 发表于 2024-10-5 12:15:10

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1fy07h 发表于 2024-10-6 04:45:58

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qzmjef 发表于 2024-10-15 10:56:58

你字句如珍珠，我珍藏这份情。

4lqedz 发表于 2024-11-14 05:17:48

论坛的成果是显著的，但我们不能因为成绩而沾沾自喜。

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