直播卖货只能靠爆款吸引？你不晓得的选品技巧
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">上周四，微播易商学院<span style="color: black;">尤其</span>邀请腾讯直播商务负责人、腾讯学院金牌讲师刘硕裴，和<span style="color: black;">大众</span>分享「腾讯直播<span style="color: black;">怎样</span>构建私域流量的卖货新模式」。</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/JfjYR79HiadMrlktpIkDnrolVicrzlQu1QicqmzcoRPl0n0zs3N72iaQiacnibgOas0bLvhSiajJRNwn70icCvbia8icP2yA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></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;">关注公众号“微播易”，后台回复“腾讯直播”获取完整课件PPT</span></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;">咱们</span>摘选了品牌主与自<span style="color: black;">媒介</span>最为关心的几个部分，分享给<span style="color: black;">大众</span>：</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;"><span style="color: black;">1.腾讯直播的适用场景及转化路径</span></strong></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;"><span style="color: black;">2.<span style="color: black;">微X</span>生态下私域流量的场景化运营<span style="color: black;">办法</span></span></strong></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;"><span style="color: black;">3.直播带货的真实可操<span style="color: black;">招数</span>，玩法总览</span></strong></span></p>腾讯直播的定位及玩法<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">腾讯直播是<span style="color: black;">微X</span>生态下，用来实现私域流量转化的视频直播工具之一，开播端为腾讯直播APP，在<span style="color: black;">微X</span>端的观看端叫看点直播（小程序）。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">早前，大多<span style="color: black;">宣传</span>主在<span style="color: black;">微X</span>生态下，<span style="color: black;">经过</span>公众号等长内容信息，进行用户种草，<span style="color: black;">制品</span>推广等营销<span style="color: black;">目的</span>。但品牌预期走向品效合一后，卖货的<span style="color: black;">最后</span><span style="color: black;">目的</span><span style="color: black;">亦</span><span style="color: black;">必须</span>释放，<span style="color: black;">微X</span>生态<span style="color: black;">必须</span>有营销的再升级。</span></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/JfjYR79HiadMrlktpIkDnrolVicrzlQu1Q4WickCUWE7IPeEbic9rEZiaLpIlTFHydpdtzcib8FcaIS91GqACH2KY7vQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></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;">腾讯直播<span style="color: black;">日前</span>面向PGC，<span style="color: black;">亦</span><span style="color: black;">便是</span>适合中小企业主和有小企业个体户的证件的<span style="color: black;">商场</span>人士进行私域流量的转化，核心点是卖货。<span style="color: black;">最后</span>打通品牌整体的营销闭环。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">区别于抖音、快手的直播模式，腾讯直播短期<span style="color: black;">目的</span>是让电商<span style="color: black;">能够</span>转化私域流量的直播工具，<span style="color: black;">亦</span><span style="color: black;">便是</span>说本身在<span style="color: black;">微X</span>中存量较高的品牌、自<span style="color: black;">媒介</span>、电商，<span style="color: black;">经过</span><span style="color: black;">微X</span>群、<span style="color: black;">伴侣</span>圈、店铺等途径，释放直播信息，<span style="color: black;">诱发</span>流量与关注，再<span style="color: black;">经过</span>直播内容，深度刺激购买，<span style="color: black;">最后</span>实现效果转化。</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>，腾讯直播的“非官方黄金公式”的核心点就在于：私域流量、裂变、复购。</span></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/JfjYR79HiadMrlktpIkDnrolVicrzlQu1Qzm3b3heibkK2WhjFOGsooLRWfAHj3hkYuwXlTaP5ZUBMIMYbpHMTDNQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=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;">而腾讯直播的<span style="color: black;">长时间</span><span style="color: black;">目的</span>在于，要<span style="color: black;">作为</span>打通公域+私域的直播内容平台，把<span style="color: black;">全部</span>直播的内容生态（<span style="color: black;">包含</span>但不限于电商，秀场、教育）整合后在腾讯各个流量平台分发，从而打通自<span style="color: black;">媒介</span>、用户、商家。</span></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;">这<span style="color: black;">针对</span>自<span style="color: black;">媒介</span>和品牌而言，是一次新的尝试，将固有的流量<span style="color: black;">优良</span>进行再次激发，从粉丝流量经济慢转化至粉丝消费经济。</span></strong></p>直播带货诀窍，场景构造的重要性<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当商家期望<span style="color: black;">起始</span>直播，要先做好几个<span style="color: black;">基本</span>思想建设：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1.自上而下的认知，认知到线上卖货的重要性。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2.线上卖什么？不是为了销库存，最好去做有品牌价值<span style="color: black;">表现</span>的<span style="color: black;">制品</span>，和预期中的爆品。<span style="color: black;">由于</span>线上的流量，带动的销量不可想象。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3.组织能力，让内部员工去<span style="color: black;">认识</span>线上、<span style="color: black;">协同</span>线上、融入线上，慢慢<span style="color: black;">起始</span>直播和带货的形式</span></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/JfjYR79HiadMrlktpIkDnrolVicrzlQu1QwTGcx06CVvjdkIr37EltsA3Rv9yIy5xYIic4ToYl20wWXxib8v8kMs5A/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=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;">其次，<span style="color: black;">认识</span>品类、时段、<span style="color: black;">办法</span>等哪个时段，是最值得<span style="color: black;">大众</span>去直播卖货的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">时间上，每日按22：00之后，是黄金时段。</span></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/JfjYR79HiadMrlktpIkDnrolVicrzlQu1QBxAK3UaiaUMziajiaanteVGU60CGO6Wiab4NtKibsLad9RPlnxj8weNQ8uA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=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;"><strong style="color: blue;"><span style="color: black;">关注公众号“微播易”，后台回复“腾讯直播”获取完整课件PPT</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一切生意的本质是流量，一切交易的本质是信任。而<span style="color: black;">微X</span>生态下，熟人社交属性更强，越小众的东西将影响越垂直的人群，卖货的可能性越高，<span style="color: black;">日前</span>，宝妈类消费人群占比攀升，母婴类<span style="color: black;">制品</span>是近半年公众号电商各行业中，增长最为迅猛的。</span></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/JfjYR79HiadMrlktpIkDnrolVicrzlQu1Q0uMvuBcItrwYwd4icys3RONmFnAibiaGn3WkaQOStPZF99WR4Mx9iasH2Q/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=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;"><strong style="color: blue;"><span style="color: black;">关注公众号“微播易”，后台回复“腾讯直播”获取完整课件PPT</span></strong></span></p>选品及卖货的小<span style="color: black;">招数</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">卖货不是单纯的开播叫卖，而是一种情感递进，<span style="color: black;">按照</span>反应<span style="color: black;">持续</span><span style="color: black;">调节</span>的过程，<span style="color: black;">亦</span><span style="color: black;">便是</span>说在一场直播之中，主播要将<span style="color: black;">区别</span>类型的<span style="color: black;">制品</span>，做分门别类的筛选，保持一场直播的可控性、可看性、可卖性。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">以<span style="color: black;">微X</span>自<span style="color: black;">媒介</span>小北案例，<span style="color: black;">详细</span>说明一下选品的诀窍。</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;">首要</span>，京东零食节<span style="color: black;">经过</span>腾讯直播联合大V直播卖货，<span style="color: black;">微X</span>自<span style="color: black;">媒介</span>小北的粉丝以90后轻熟女为<span style="color: black;">重点</span>人群，情感诉求较强，吃零食刚好是释放情感的一种方式。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在零食节中，<span style="color: black;">更加多</span><span style="color: black;">制品</span>参与到此，<span style="color: black;">每一个</span><span style="color: black;">制品</span>在直播中都将有自己的独特<span style="color: black;">功效</span>。</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;"><span style="color: black;">钩子款</span></strong></span><span style="color: black;">：用户来直播间买的，不是便宜的东西，买的是占便宜的东西，钩子款的<span style="color: black;">制品</span>，<span style="color: black;">便是</span>对大多人有价格（性价比）的<span style="color: black;">优良</span>，用来做流量吸引为爆款铺垫。</span></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;">爆款</span></strong><span style="color: black;">：大厂商<span style="color: black;">制品</span>，用户在直播刺激下，购买欲望会很<span style="color: black;">剧烈</span>，在一场直播中，用爆款去侧面证明主播的选品能力，并且塑造<span style="color: black;">剧烈</span>的氛围场景，达成超高卖货量为自<span style="color: black;">媒介</span>背书。但爆款<span style="color: black;">广泛</span>不适合<span style="color: black;">挣钱</span>，主播的利润点会相对低。</span></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;">利润款</span></strong><span style="color: black;">：看起来不贵但品牌性不强，对主播的利润有<span style="color: black;">优良</span>，<span style="color: black;">能够</span>与商家谈分佣。</span></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;"><span style="color: black;">特殊</span>款</span></strong><span style="color: black;">：小众<span style="color: black;">制品</span>，有或无均可。</span></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/JfjYR79HiadMrlktpIkDnrolVicrzlQu1QsNvyuYHWITUAFKf4qsDibpzVBPvk07SJficusxQMyWnsSxQKcnc3De2Q/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=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;"><strong style="color: blue;"><span style="color: black;">关注公众号“微播易”，后台回复“腾讯直播”获取完整课件PPT</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">整体链路在于，<strong style="color: blue;">用钩子款达成用户的购买吸引，用爆款打造销量，用利润款赚佣金，<span style="color: black;">最后</span><span style="color: black;">特殊</span>款<span style="color: black;">亦</span>将产生小部分销量。</strong></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;">区别</span>的品类，<span style="color: black;">能够</span>依据以下选品规律：</span></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/JfjYR79HiadMrlktpIkDnrolVicrzlQu1QaePiagroyu2KibcBc5fPRjqUtCpjSGwN9qouT7h5ibYSWSCEK6ZwR8S6g/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=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;"><strong style="color: blue;"><span style="color: black;">关注公众号“微播易”，后台回复“腾讯直播”获取完整课件PPT</span></strong></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;">怎样</span>“宠粉”，打低价<span style="color: black;">优良</span>，锁定用户信任，构建私域流量池，都是主播和商家<span style="color: black;">必须</span><span style="color: black;">重视</span>的方式。<span style="color: black;">更加多</span>案例及玩法，可点击阅读原文<span style="color: black;">转</span>回放页面。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">总结起来，<span style="color: black;">针对</span>腾讯的私域流量直播模式，有以下的场景<span style="color: black;">优良</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1、<span style="color: black;">微X</span>的场景不仅是流量的私密性强，<span style="color: black;">更加是</span>信任强</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2、直播的转化率越来越高，基于场景带来冲动消费</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3、私域流量是盘活存量为主，裂变增量为辅</p>私域存量过低，<span style="color: black;">怎样</span>依靠公域？<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">针对</span><span style="color: black;">日前</span>暂未有私域流量，<span style="color: black;">或</span><span style="color: black;">期盼</span>拓展未知用户的品牌，依旧<span style="color: black;">必须</span>依托大流量背景做辅助。打响<span style="color: black;">自己</span>知名度和快速销货需求旺盛的品牌，直播应该怎么玩？</span></p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1、抖音直播怎么<span style="color: black;">挣钱</span>，主播<span style="color: black;">怎样</span><span style="color: black;">选取</span>？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2、抖音直播的平台政策解析</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3、抖音带货的选品技巧与直播技巧</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">4、抖音带货经典案例复盘解析</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/JfjYR79HiadMrlktpIkDnrolVicrzlQu1QrxzhcHQfpX7PlYYAhr6q2C7nx14mQlW5rAR8Xqm9DxSOt8dSHckatA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=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;">近期，微播易商学院将上线<span style="color: black;">更加多</span>与带货、销货、直播机遇的<span style="color: black;">关联</span>课程，<span style="color: black;">连续</span>关注微播易官方公众号，点击公众号菜单“<strong style="color: blue;">最新活动-商学院</strong>”查看<span style="color: black;">更加多</span>内容。</span></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;"><span style="color: black;">微播易</span><span style="color: black;">商学院</span></span></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;">是由于</span>微播易主创，整合<span style="color: black;">宣传</span>圈、营销圈、创业圈大咖观点，融合多家互联网知识、运营创作<span style="color: black;">公司</span>内容，以创变、同享、价值为理念，旨在为品牌，自<span style="color: black;">媒介</span>，以及<span style="color: black;">关联</span>行业从业者等<span style="color: black;">供给</span>的营销实战分享，面对面深度交流，资源共享的一个沟通空间。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在<span style="color: black;">这儿</span>你<span style="color: black;">能够</span>与从业专家们一同讨论最新营销趋势，并且还能与行业大咖进行1对1沟通，洞悉社媒行业态势、展现自<span style="color: black;">媒介</span>价值、实现最性价比，最有效，最前沿的视频化营销方式。</span></p>▼<span style="color: black;">更加多</span><span style="color: black;">举荐</span><span style="color: black;">▼</span><a style="color: black;">「抖」秀场、「快」生活，新TOP自<span style="color: black;">媒介</span>的4个<span style="color: black;">奥密</span></a><span style="color: black;"><a style="color: black;"><span style="color: black;">危险</span>还是机会？企业<span style="color: black;">怎样</span>靠视频营销来场翻身仗！</a></span><a style="color: black;">抖音要和荔枝抢生意？</a><a style="color: black;">品牌<span style="color: black;">怎样</span>打赢这场营销战“疫”</a><a style="color: black;"><span style="color: black;">被误解的直播带货</span></a>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/JfjYR79HiadMZsEoL8ArQeG1HWSibDdM3OFJNvlKbptx9lSdMH6XqgUCM1ojubZMI6V2URHPibymY71cHXm7F6RSA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
你的见解独到，让我受益匪浅，非常感谢。 你说得对，我们一起加油，未来可期。 回顾历史，我们感慨万千；放眼未来，我们信心百倍。
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