深入浅出阿里国际站——线上展会外贸B2B直播浅析
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/51828e746bf9419d9585a7ff80279943~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723114902&x-signature=FfM1IPJlgGnJpO8w6J3Mav8ORFc%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">5月11日到24日，阿里巴巴国际站首次进行线上展会，以直播的形式。6月还有一场网交会，<span style="color: black;">同期</span>广交会<span style="color: black;">亦</span>真线上举行。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">大概有几百家工厂企业参加了，<span style="color: black;">做为</span>旁观者的飞鸟<span style="color: black;">近期</span><span style="color: black;">亦</span><span style="color: black;">始终</span>关注着这个<span style="color: black;">第1</span>次的外贸B2B直播。</p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">怎样</span>进入直播会场？</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">从alibaba.com首页进去就能看到了，online trade shows。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">下面贴个页面URL，<span style="color: black;">期盼</span>不会被屏蔽掉。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">https://sale.alibaba.com/pages/dfcbfkjwk/index.html?spm=a27aq.14457595.1463777670.3.1d9d68c7SJbBm9</p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;">流量结构<span style="color: black;">出现</span>了变化</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">搜索流量暴跌，其他流量（直播会场）暴增。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">原由</span>是，流量被导流走了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在数据管家--流量<span style="color: black;">源自</span>，<span style="color: black;">能够</span>看到<span style="color: black;">详细</span>的。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/f62c2f6376ec4dd78d03a965cd684d04~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723114902&x-signature=OVJcBJFKkGYdoLQlFDcfbIufG3k%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">能够</span>看到<span style="color: black;">详细</span>哪个<span style="color: black;">源自</span>比较多，底下的“其他”，则是把直播流量算在<span style="color: black;">这儿</span>了。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/43254ecb79c24eda96e26a24a3520222~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723114902&x-signature=oQ5qc5942J1GwJ1u3xIHJsqAypI%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">二者<span style="color: black;">显著</span>在10号11号那天<span style="color: black;">起始</span>有一个突变。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">下面进入正题，这次外贸B2B线上直播是怎么的<span style="color: black;">状况</span>。</p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;">直播页面的分析</h1>
<h2 style="color: black; text-align: left; margin-bottom: 10px;">直播间封面</h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">非常多</span><span style="color: black;">机构</span><span style="color: black;">无</span>把直播间的封面设置好，这个会影响点击率的，跟<span style="color: black;">制品</span>主图<span style="color: black;">同样</span>意思。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">下面是我观察到的<span style="color: black;">有些</span>封面设置，有些这的很离谱，<span style="color: black;">然则</span>有些确实很吸引，我<span style="color: black;">亦</span>会点进去<span style="color: black;">瞧瞧</span>的。<span style="color: black;">由于</span>直播后还有回放的，<span style="color: black;">因此</span>非常<span style="color: black;">必须</span><span style="color: black;">注重</span>这点。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/3b0acc15bdf04cba9cc592630a0dbf6d~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723114902&x-signature=mQVyVfGGpUl9r2%2BmuHkHh%2Ftzy4A%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">按照</span>我2分钟逗音的直播经验，提前预告直播时间给观众（准客户）<span style="color: black;">亦</span>是<span style="color: black;">特别有</span>必要的。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">怎么样</span>的封面比较吸引人？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">让访客进来就<span style="color: black;">晓得</span>卖的是什么<span style="color: black;">制品</span>，符合自己采购需求的才会点进来看。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因此</span>我觉得有主播，有<span style="color: black;">制品</span>，在直播间（样品间）的封面比较吸引人。<span style="color: black;">能够</span>加上一个优惠促销文案。</p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;">直播中</h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">气氛</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这个真的<span style="color: black;">能够</span>学一下某鱼某牙B站<span style="color: black;">哪些</span>主播，<span style="color: black;">每一个</span>观众进来都打招呼，刷礼物更<span style="color: black;">不消</span>说了，<span style="color: black;">特别有</span>现场气氛的。这次线上展会我<span style="color: black;">亦</span>看到有<span style="color: black;">这般</span>的主播，给人感觉比较好。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">互动</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">互动很重要（没观众？假装有啊，<span style="color: black;">能够</span>有助手嘛）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">提问几个问题，<span style="color: black;">而后</span>回答一下</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">引导（重中之重）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">有真实观众时，不要忘了直播的目的，要做引导的动作。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">引导观众follow ，发询盘</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">自问自答</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">提前做好<span style="color: black;">有些</span>问题，自问自答，就跟FAQ<span style="color: black;">同样</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">演示</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">制品</span>演示 （这个应该<span style="color: black;">每一个</span>都有做），还有带着看厂的，看生成线和<span style="color: black;">设备</span>的。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">亦</span>是一个不错的直播<span style="color: black;">选取</span>，<span style="color: black;">然则</span>时间不<span style="color: black;">意见</span>太长。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">礼品优惠</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">送礼品，优惠券，<span style="color: black;">能够</span><span style="color: black;">得到</span>免费样品？国内直播都是<span style="color: black;">期盼</span>在直播间得到优惠才看的，<span style="color: black;">那样</span>运用在外贸直播，<span style="color: black;">亦</span><span style="color: black;">能够</span>试试，今天的样品<span style="color: black;">或</span>RTS<span style="color: black;">制品</span>有优惠。</p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;">设备&人员</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">三脚架，固定，稳定画面。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">跟拍<span style="color: black;">必须</span>有云台等稳定器，防止画面太抖，直接劝退观众。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">灯光<span style="color: black;">亦</span>是<span style="color: black;">必须</span>的，尤其是<span style="color: black;">制品</span>演示时。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">搜一下网红直播设备套餐，就能<span style="color: black;">晓得</span>有什么设备了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">导演<span style="color: black;">必须</span>安排好时间，哪个时间段演示什么，把握时间。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">必须</span>有助手帮忙，<span style="color: black;">制品</span>的传递，<span style="color: black;">帮助</span>介绍和打开关闭<span style="color: black;">制品</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">以上是我看了几场直播，<span style="color: black;">做为</span>观众来看的<span style="color: black;">有些</span><span style="color: black;">重视</span>点，假如我来做直播导演，我会<span style="color: black;">重视</span>的<span style="color: black;">地区</span>。<span style="color: black;">此刻</span><span style="color: black;">针对</span>B2B外贸的直播还是刚试水，<span style="color: black;">然则</span><span style="color: black;">特别有</span>可能<span style="color: black;">作为</span>主流，<span style="color: black;">因此</span>提前做好准备。还是得多<span style="color: black;">瞧瞧</span>直播才行，多向李佳琪等直播大佬学习。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">有机会的话，我还是<span style="color: black;">期盼</span>能亲自操盘的，老是做旁观者是<span style="color: black;">不可</span>真正涨经验的。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">外贸B2B直播可能是这次疫情的衍生物，<span style="color: black;">乃至</span>会<span style="color: black;">作为</span>一大风口，抓住这波流量，或许能在疫情之中脱颖而出。反正<span style="color: black;">已然</span><span style="color: black;">那样</span>差了，何不多试试呢？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">欢迎关注飞鸟的公zhong号（飞鸟说一说），微bo（飞鸟DA）</p>
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