For many sellers, the promotion channels of stores are generally through train and taobao guest, or other free and paid traffic promotion outside the station. Comparatively speaking, those flows are not the overall promotion channels. As far as women's wear and clothing, shoes and bags are concerned, compared with other promotion channels, the promotion channel of live broadcast is more effective and the conversion rate is higher.
Taobao Live is a live broadcast platform launched by Ali Platform. Users can buy while watching. Sellers can stimulate consumers' consumption through the guidance of video display to prepare for the next excavation. Taobao Live provides special effects of commodity cards, adopts the mode of buying while watching, and interacts with fans by sending coupons and rewarding fans, thus driving store data.
1. What are the two kinds of Taobao live broadcasts?
Taobao live broadcast is mainly divided into shop live broadcast and talent live broadcast.
Shop live broadcast
Talent live broadcast
(a) On-site store:
Mainly in the form of live broadcast of the seller's shop, as long as the shop is qualified, Shentong can live broadcast the entrance through the seller.
A. Store Live Entrance-Seller Center-store marketing Tools-Taobao Live.
As shown below!
1 & gt； Enter the background: click on the self-operated center of the merchant-Taobao live center console, and the system will automatically check whether your store meets the opening conditions.
2> live broadcast category: all industries in the city are open to applications (except individual categories, such as underwear and real estate).
B, the threshold for opening a live broadcast is1> 1 zuanhe 2 > store; The store's micro-scouring level is above L 1.
Does the store have the operation ability of old customers and its own private domain traffic?
The live broadcast platform will combine the matching degree between the goods sold in the store and the main categories of the store. The store didn't sell fakes in this natural year, and there were no serious violations in this natural year. Deduct more than 6 points.
C. The right to broadcast live in the store1> After the store applies for the right to open the live broadcast, it needs to adhere to the live broadcast and perform well before it can open the right to emerge (the right to emerge is a reward mechanism to realize productization, that is, it is not necessary for the seller to apply actively, so long as the seller is active in live broadcast in the private domain and can gain certain fan recognition, he can get the reward of the right to emerge from the public domain traffic of the channel) 2> Tmall sellers will have the right to live broadcast by default after the live broadcast audit. You can show how to post a live broadcast on Taobao Live Channel and create a live broadcast through Taobao Live APP Live Release.
Released through PC-side live center console
First, log in with the live account to enter the PC live broadcast empty station, live broadcast backstage, and select the live broadcast type.
Talent live broadcast: it is mainly a live broadcast threshold in the form of personal live broadcast, and the application process is open.
Conditions:
1 & gt； Has settled in Ali creative platform and become a talent, and the account status is normal.
2> has certain anchor quality and ability.
3> Application Entry: Log in to your Taobao account through Taobao Live App, and there are anchor recruitment, real person authentication-data filling-online examination on the consultation version.
B: the right of talent live broadcast
1 & gt； Assessment cycle: The proposal system will assess the anchor every 15.2 > from the 2nd of each month; Assessment scope: talents who have the right to appear in the film for more than 15 days will be released with at least five words for more than 30 minutes within the assessment quota of 15 days, and 3 & gtuv value assessment is not allowed in the form of organization: each live broadcast will be watched for more than 50 times, and the per capita viewing time will be more than 30 seconds. 4> Final assessment: The system will reward 100 anchors from high to low according to the comprehensive assessment standard.
Finally, what are the benefits of Taobao live broadcast?
The conversion rate of 1. can be improved to some extent.
2. Interact with fans efficiently and quickly accumulate fans.
3. Stimulate fans' desire to buy, guide the collection and purchase, and the intuitive display effect is convenient for buyers to understand the baby more easily.
4. Increase customer unit price
For other promotion channels, the drainage effect of many channels is not as fast as that of live broadcast and the conversion is high. Compared with clothing, shoes and bags, it is recommended to try live drainage.