Since the concept of "interested e-commerce" was put forward, Tik Tok has gradually made efforts and launched three major support programs. A large number of merchants settled in Tik Tok e-commerce, scrambling to enter the golden track of brand self-broadcasting, and found a new retail model with higher efficiency and shorter brand value chain in the epidemic era. Shelf e-commerce is characterized by exponential growth and comparison between customers and goods, while live e-commerce is instant access to a single store. When customers are stimulated by sensory/field factors such as anchor mood, spike activity and marketing rhetoric, business data in live broadcast rooms may show explosive characteristics. For the brand, the live broadcast room needs to play a "protracted war on wheels", that is, the broadcast by different anchors lasts for more than ten hours every day. Between the repeated influx and loss of traffic, the brand live broadcast operation is extremely sensitive to the result data: they should seize the traffic breakthrough in the live broadcast and constantly influence the purchase decision of new consumers in the live broadcast room to improve the final transformation. Because there is a cause, there is a result. Since there is a live broadcast "China", there will be a live broadcast "before" and a live broadcast "after". Tandem and deconstruct the content and data of live broadcast "before, during and after" is the new power to drive the growth of brand live broadcast business. 11VAP, not only data analysis, but also the development of live broadcast with goods is more vigorous in the epidemic era. No matter whether it is online celebrity Talent or brand self-broadcast, a complete live broadcast plan will be planned before the broadcast, and the exclusive SOP will be precipitated. The resumption after broadcasting is an indispensable part of every live broadcast. Through the resumption, people, goods and fields in the live broadcast are connected in series, and the key influencing nodes are found out and adjusted accordingly, so as to break the shackles and seek growth for the live broadcast business. Needless to say, the goods and the market are natural. The concept of "people" includes not only consumers who enter the live broadcast room, but also anchors and field control operations. Tik Tok launched "interest e-commerce" and invited major brands to settle in, at the same time, it also launched corresponding data service tools. These tools are limited to recording and displaying data, lacking video preservation and multi-role perspective data insight, and can not meet the needs of a large number of brand live broadcasts. At the same time, these tools are also difficult to help brands refine, precipitate and optimize live broadcast "content". Compared with data, operators are more likely to ignore the content, and they are more likely to be hindered and unable to start when they need to adjust the content and push back the business of the live broadcast room. To do a good job in live broadcast business, brands should not only clearly grasp the data indicators of live broadcast, but also seek breakthroughs; It is also necessary to do a good job of the live broadcast "after" and gain insight into the market trend and user psychology through the content; Then feed back the live broadcast of the "front" people to optimize the freight yard, so that the follow-up live broadcast of by going up one flight of stairs. Being able to get through this whole process is equivalent to getting a gatling on the live broadcast battlefield, and winning a great victory in the increasingly "rolled" live broadcast e-commerce competition. A new live broadcast by Whale &; The short video data analysis platform VAP "VideoAnalytic Display Form" helps enterprises to build a good live broadcast ecosystem by empowering the whole scene before, during and after the live broadcast, and finally unlocks the precipitable and reusable brand-specific live broadcast business growth password. Multi-dimensional restoration of key MOT Most brands try to restore the situation in the live broadcast room through common data dimensions such as GMV and GPM charts when they resume broadcasting, but it is difficult to accurately locate the specific and irregular data abnormal fluctuations and trace the influencing factors. Why does the data peak at this time? Is it because of the rush to buy and kill activities on the shelves? Or is it because one of the anchor's words poked the deep needs of consumers? Or is it because the user got a satisfactory answer after asking questions, which contributed to the purchase behavior? When more and more similar problems appear, the re-entry personnel can neither travel through time and space to see the real situation, nor rely solely on the result data to find the answer. Faced with this thorny situation, how does VAP solve it? In the VAP solution, "data" not only refers to the common indicators such as GMV and GPM, but more comprehensively covers the multi-dimensional factors related to live broadcast, such as live broadcast anchor, oral communication, event activities (spike, snap), user comments and so on, which may have a key impact. We can easily find that most of these factors come from the subjective initiative of "people". How will VAP redefine these data related to "people" and dig deep into its value? By storing the live source video and live data in a structured way, VAP helps the brand to establish a single room algorithm model in the live broadcast room, and provides three applications of live broadcast, commodity broadcast and anchor broadcast, so that the rewinder can easily restore the live broadcast scene. After structuring "people" as anchors and comments, "goods" as commodities, and "venues" as live broadcast rooms one by one, and associating them with the results of indicator data one by one, VAP can help brands and make an intuitive and visible quantitative analysis of the factors that affect business indicators. Different roles need different dimensions of problem location, data association and quantitative analysis. VAP is this secret weapon, which can help brands to clarify their thinking, and flexibly use AI rewinding technology for different scenes to lock the MOT (momentoftruth) that can directly interact with users in the live broadcast process, so as to facilitate continuous optimization in the future. Different from the traditional shelf e-commerce, the live e-commerce adds a layer of algorithm distribution on the basis of shelf search, so the traffic entering the live broadcast room naturally has some randomness. How should brands seize the potential breakthrough of data? In order to tighten this batch of random traffic introduced by the live broadcast platform, it will attract powder for the brand and incite performance growth at the same time? For details, please listen to the next chapter.