More than one-third of consumers who have bought items on live streaming platforms have encountered problems with "three nothings" and poor after-sales service, according to a survey report released by the Jiangsu Consumer Protection Commission. In 2019, among the 133 e-commerce shopping complaints accepted by the Shandong Provincial Consumer Association, nearly half were related to live streaming, of which the inconsistency between advertising and the real thing was a prominent problem.
Why isn't live delivery as good as you expected? As a business should be how to avoid it?
"Internet celebrities with goods" chaos
01 Fake Fans
In this world where there are only people, there are fake things, and the development of the Internet is the same. From the very beginning of the website brush traffic, to the e-commerce platform brush single, and now the live brush fans, follow suit has become a standard. A lot of powder brushing institutions, as long as a few tens of dollars, you can give the anchor a lot of fans every day.
02 Live talent negative recommendation products
Business partners often do not send a special person to watch the entire live content, for the live situation can not do well, if the live broadcast process is not concerned about the product recommendation of the business, there is no evidence to confront the master later.
03 Poor matching degree of fans
For example: A merchant is selling lipstick, the customer price is slightly higher, suitable for 30-40 years old people. The fans of B live streaming talent are all 20-25 years old, and the consumption level is not high. Then in the live broadcast process, the fans of the live broadcast talent can only watch the recommended products.
How should businesses avoid it?
01 Determine if followers are real and valid
Businesses need to continuously observe a week's time, and every day the talent has live content to see on time, mainly depending on the interaction rate between fans and anchors. Of course, the degree of interaction is not the only judgment condition, and ultimately depends on the growth of orders of cooperative merchants.
02 Negotiate the live content agreement
Establish a written contract agreement, to write clearly in the live broadcast of negative recommended products, negative live products of some of the penalty content. At the same time, send someone to watch and record live content to avoid deadweight loss.
03 Determine whether the fans match
The match degree of fans is the most important and can be judged from three dimensions: 1) basic characteristics (gender and age),2) city distribution of fans, and 3) consumption preference.
If the anchor is broadcasting similar products during your observation and assessment period, this is a very good opportunity, by observing the increasing amount of similar products, you can also judge that the cooperation can be sold.