Four planning directions of private domain live broadcast of medical beauty

If you want to do a good job of medical beauty live broadcast, as long as you follow the process strictly, there will be unexpected effects, and the rest is nothing more than the factors of base and multiple. After reading a lot of answers and articles, I still haven't seen any articles that can completely explain the live broadcast process of medical beauty. Here, I will use thousands of real medical and beauty institutions that I have served as analysis materials to talk about what processes medical and beauty institutions want to do a private live broadcast, hoping to bring you different ideas. First of all, we must clarify the strategic goal of a live broadcast of medical beauty. Different business situations require different live broadcast attributes. The attributes of medical beauty live broadcast are mainly divided into the following four categories: 1. The existing flow is mainly realized-the realization of the stock. 2. Channel incentive layout-stimulate channel vitality. 3. Drainage fission of new flow-fission of new customers. 4. Promotion of new products/brand products-enhancing influence. 1. The stock is existing. It is a relatively simple one, because it mainly depends on private domain stocks, so it can be found at any time. As long as the activities are designed and distributed to stocks by direct docking people. In this case, the process is generally divided into: live theme-live items-outbound personnel-live posters-hospital start-activity preview-item pre-sale-one-on-one invitation-omni-channel preheating-continuous invitation-live explosion, in which the setting of live theme and live items is a noteworthy and error-prone link; 1. The theme of the live broadcast is mainly to give consumers a reasonable reason to take the initiative to pay attention to this live broadcast, such as common festivals, celebrations, Goddess's Day, anniversaries and store celebrations. There are also some unusual reasons, such as the welfare of WeChat premiere, the members' over-ten-thousand-pet powder festival, the shopping spree before the institutional upgrade and so on. If the reason is reasonable, then consumers will believe that you are really cheap and will pay attention to the activities in the live broadcast room; 2. Second, the project setting. In the commodity setting based on inventory, hot commodities >; High-profit projects > drainage projects > For high-end projects, hot-selling projects account for the largest proportion and are the easiest to place orders. The stock itself is a group with consumption in the organization, or a group without consumption but with knowledge. Therefore, hot-selling projects are the most sincere and interested sectors for such groups. The projects in this section need to be explained step by step in the live broadcast room, and great efforts need to be made in terms of preferential strength. Second, incentives and channel vitality The layout of channel incentives is mainly applicable to channel institutions and comprehensive institutions. Similar to the first one, it is all about stock activation, and channel providers need to give full play to their initiative and mobilize the available resources around them, because they often deliver customers to brands, and live broadcast is another way for channel providers to realize their cash. Channel providers only need to fulfill the responsibility of communication, convey the hospital's live marketing activities to the following customers, activate, reach and warm up regularly, and hand over the rest of the transactions to the hospital. Each link has different responsibilities, and different teams are responsible for it, so the efficiency is naturally much higher. Responsibilities of dealers: convey-convey hospital activities to target groups; Execution-daily execution and reporting according to the plan made by the hospital; Spread-spread as many customers as possible. Hospital responsibilities: typesetting-training on all marketing details, welfare policies and channel invitation skills of live broadcast activities; Guidance-the invitation work before live broadcast needs to guide the implementation channels, formulate a complete plan, make a regular resumption, and guide the optimization; Deal-cherish the direct customers brought by each channel, deal with small projects first, and then promote large projects. Third, fission, new customers focus on fission and develop new traffic. The focus is on forwarding and fission between customers, so in this type, fission incentive policy is the focus of strategic layout. On the node recommended by customers, we design incentive policies, and finally achieve the goal of letting strange customers click on the reservation live room, so that we can recall after the live broadcast starts, without worrying that the invitation time is too long and the customers forget the broadcast time; In addition, you can also arrange a community operation team to pull all customers who have booked live broadcasts into the group and make daily pre-sale product announcements and live broadcast countdown announcements. The path is shorter and the arrival effect is good. (Community operation-product pre-sale, welfare announcement, red envelope preheating, live broadcast countdown, guest invitation fission, ticket sales, live broadcast progress report, explosion spike) IV. Promotion and influence If the brand promotes new products, this kind of live broadcast can be made into a limited live broadcast room, such as the welfare of new products, and customers who buy tickets can enjoy xx gift packages exclusively, thus shaping the uniqueness and rarity of products. In addition to the above-mentioned live broadcast of medical beauty with specific needs under special circumstances, the general process is as follows: the five stages in the figure cover the complete stage of live broadcast of medical beauty in private domain, and each stage is subdivided into specific tasks, and the responsibility is specific to people. A live broadcast usually starts like this.