新手亦能一看就会的直播带货技巧
<h1 style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://mmbiz.qpic.cn/mmbiz/cZV2hRpuAPhQmPPCyMGfbceYAFImOiaofxN2ibfnXdib9IGTRncmkJuia0EC7xHxjyERBibPIQjBbonTF9a1w72Wufg/640?wx_fmt=gif&wx_lazy=1&wxfrom=5&tp=webp" style="width: 50%; margin-bottom: 20px;"></h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">下一个</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">带货王</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">便是</span>你</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">2023</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">遵义直播电商产业学院</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">直播带货技巧</strong></p>
<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><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>
<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>
<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。</p><img src="https://mmbiz.qpic.cn/mmbiz_jpg/SI8KLMdY58x6AlgxPaVm5jHaAyvdIeoiaWNia24fbia5hBGc1eeI2QVVIAicUvLdVnia0ibtF8tg2pwgwSWc7oiceZibdg/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;"><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？<span style="color: black;">博主</span>为<span style="color: black;">大众</span>总结了最全的直播卖货技巧，<span style="color: black;">一块</span>来<span style="color: black;">瞧瞧</span>吧。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">01</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">直播前准备</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">直播选品</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（1）<span style="color: black;">按照</span>市场需求选品</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">A. <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>，如雾霾天卖口罩，天冷卖羽绒服等；</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">B. <span style="color: black;">针对</span>粉丝数量比较少的主播，<span style="color: black;">能够</span><span style="color: black;">按照</span>自己的风格，调性和人设进行选品，如：一个吃播博主售卖食品，商品受到的关注度比较高。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（2）<span style="color: black;">按照</span>粉丝需求选品</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">A. 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>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">B. <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>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">直播人员与场地筹备</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（1）主播</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">干净自然的妆容；背景、服装造型风格一致；<span style="color: black;">心情</span>饱满，精神状态良好；口齿清晰，表达流畅；卖货主播<span style="color: black;">意见</span>搭配一名助手，<span style="color: black;">即时</span>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>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（2）场地设备</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><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>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 style="color: black;">保证</span>信号稳定，直播不卡顿手机（高清前置摄像头）和稳定的手机支架<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>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（3）其他</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">音乐</strong>：提前准备背景音乐；如节奏感较强/近期热门音乐串烧/符合直播调性的旋律等；</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">道具</strong>：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>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">直播主题与形式</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（1）直播主题</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">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。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">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<span style="color: black;"><strong style="color: blue;">年龄、地域、观看直播时间</strong></span>来确定直播时间，直播内容。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（2）直播内容与形式</strong></p>
<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>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">聊天型</strong></span>：适合初期直播，培养粉丝粘性 </p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">才艺型</strong>：<span style="color: black;">善于</span>舞蹈、厨艺等技能的主播</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">卖货型</strong>：以带货、电商转化内容为主 </p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">综合型</strong>：聊天/才艺/卖货等内容丰富结合</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">直播脚本策划</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">▪脚本要素</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">直播时间与时长：<span style="color: black;"><strong style="color: blue;">稳定直播频率，提前<span style="color: black;">通知</span>粉丝直播时间</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">直播内容模块：<span style="color: black;">按照</span>直播主题，以<span style="color: black;"><strong style="color: blue;">10</strong></span>分钟/<span style="color: black;"><strong style="color: blue;">30</strong></span>分钟/<span style="color: black;"><strong style="color: blue;">1</strong></span>小时分配时间段，确定相应直播内容模块</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">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。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">示例：</p><img src="https://mmbiz.qpic.cn/mmbiz_png/SI8KLMdY58x6AlgxPaVm5jHaAyvdIeoiaib5EXWRH5ag9dibyn8ZuEtTV4h62djPfYaz4TsvYeIn6r0k08BbbmDpw/640?wx_fmt=png&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;"><strong style="color: blue;">02</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">直播中技巧</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">加强</span>直播间人气</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">加强</span>直播间人气</strong></p><img src="https://mmbiz.qpic.cn/mmbiz_png/SI8KLMdY58x6AlgxPaVm5jHaAyvdIeoiaH4leVgxtzViaykTy9CGxpJLcgnOYtQdBQ6icasf6MNOvbePo8gpP55pA/640?wx_fmt=png&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;"><strong style="color: blue;">直播互动</strong></p><img src="https://mmbiz.qpic.cn/mmbiz_png/SI8KLMdY58x6AlgxPaVm5jHaAyvdIeoiaEJtkuVrlAND5vBXPPv0XuG6EOSx8qZG3eqCAHGrFO4HSK8Vw6FviaHA/640?wx_fmt=png&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;"><strong style="color: blue;">直播内容玩法</strong></p><img src="https://mmbiz.qpic.cn/mmbiz_png/SI8KLMdY58x6AlgxPaVm5jHaAyvdIeoiaZ9yjIlaLVxTpibSlaBM00qKpp2fSbKNgzd0dK7u9YwQTicSFqp9kBsgw/640?wx_fmt=png&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;"><strong style="color: blue;">03</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">直播后技巧</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">直播后<span style="color: black;">加强</span>转化</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（1）直播后发<span style="color: black;">关联</span>作品</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">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>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（2）收集反馈</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">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。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（3）售后服务</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">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>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">重视</span>事项：</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><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。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">04</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">直播复盘</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">01</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">直播数据分析</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">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</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（1）直播数据</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">A.时间<span style="color: black;">即时</span>长：测试<span style="color: black;">区别</span>时段/时长的直播效果；点赞数：粉丝用户点赞数量，<span style="color: black;">连续</span><span style="color: black;">提高</span>直播间热度</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">B.观看人数：直播间实时的观看人数</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">C.评论数：粉丝及潜在粉丝用户在直播间实时评论</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">D.转发数：转发能够带来其他用户点击直播间观看</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">E.直播涨粉数：进入直播间的陌生用户被吸引所关注数量 </p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（2）电商数据</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">A.订单管理：查看<span style="color: black;">所有</span>状态订单</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">B.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)</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">C.点击数：到达商品、店铺的点击数量 </p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">D.付款数：带来的付款订单笔数</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">E.总金额：总收入金额数</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">02</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">收集粉丝反馈</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（1）评论反馈</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">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。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（2）私信反馈</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">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 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；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>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（3）客服反馈</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><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 。“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?”“下次直播想看口红还是?” “下次直播<span style="color: black;">咱们</span>约几点?”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（4）其他反馈</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><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。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/8Yd7BmjkykYbJoPG8BgTFicKo4uBec2xRFaAI7XJxefcCibybqRRNSWnPI6iccTvfqkic8fw3cVfe4bwD2iaBTOMwsw/640?wx_fmt=png&wx_lazy=1&wx_co=1&wxfrom=5&tp=webp" style="width: 50%; margin-bottom: 20px;"></p>万水千山总是情，点个 “在看” 行不行 <img src="https://mmbiz.qpic.cn/mmbiz_gif/8Yd7BmjkykYbJoPG8BgTFicKo4uBec2xRLWUxicLqARm6ibQQAJa4l8a5dlft4FUrhiaJ9ZvQBsc6oMCJ5XK05kt2Q/640?wx_fmt=gif&wxfrom=5&wx_lazy=1&tp=webp" style="width: 50%; margin-bottom: 20px;">
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