Pull the frame first, then sort out the details. Private live broadcast is a form of live broadcast in WeChat environment. Its characteristic is that the traffic is closed, and it needs to rely on invitations and social fission, but the transaction ratio will be higher than that of public live broadcast, because the traffic of private messages is small and refined. Therefore, if you want to do private domain live broadcast, it must be something that the organization starts to lay out after it has a certain traffic base, and it is also the only way to realize refined operation. From a macro point of view, the process of private live broadcast can generally be divided into four stages: the first stage, preparation+planning before live broadcast, the second stage, omni-channel preheating before live broadcast, the third stage, rhythm control+strategy adjustment during live broadcast, the fourth stage, data analysis and overall optimization after live broadcast. If you want to plan a private live broadcast, the focus is on the layout of the first stage; First of all, we must clarify the purpose of the live broadcast and do a good job in the theme positioning of the live broadcast. The purpose of private domain live broadcast is clear. The common conversion process is that the public domain is diverted to the private domain, and the private domain establishes contact and trust, and then focuses on promotion/first-order conversion. Then let's take the most common promotion/transformation as the purpose and see how to do live broadcast planning. First, determine the theme. Once the purpose of the live broadcast is determined-transformation, the theme can be set, because consumers must have a reasonable reason to pay the bill. This reason is the theme of our live broadcast, such as "Spring Carnival Live Festival", "Anniversary Pet Powder Festival", "Fans Feedback Welfare Live Night" and so on. Give consumers a reasonable reason for consumption; In addition to the theme, there are several sections such as live broadcast process, market invitation, fission policy and products. Then determine the live broadcast schedule, finalize the division of labor, and start to land in products, welfare, market invitations and other aspects. Second, after the theme is determined, we can determine the single product, and we can comprehensively sort out which single products are high-profit and low-price, which are low-price products diverted by traffic explosion, which are mainly profitable single products, and some high-end product lines that screen high-net-worth customers, and then finalize the prices of these single products, and then welfare policies are closely related to single products, and welfare will also involve single products and gift packages. Third, the welfare projects we do generally include these categories, which are used to encourage users to make reservations for live broadcasts, facilitate users to recall during live broadcasts, encourage users to place orders, encourage users to make appointments with friends, and activate channel vitality. , and can also be combined with our other functions to do specific integration and design. Fourth, the link of incentive policy to drain fission is the focus of planning, which is related to the growth of live broadcast traffic. If the creative design of this link is in line with consumer psychology, the fission effect will even be better than the public domain traffic. 1. Stock channel stock refers to the number of customers that the store/institution itself and the marketers can directly contact, such as customers selling WeChat and existing members of the store. First of all, we should convey to them the message of live broadcast, do a wave of warm-up activities, observe the reaction of stocks after continuous warm-up, whether there is enough enthusiasm for live broadcast activities, and adjust them in time if necessary. When the heat of the stock accumulates to a certain extent, we can look for increments on this basis. Private domain live broadcast operation figure 3.02. Incremental channels, such as encouraging forwarding friends circle, designing and inviting xx people into the community/booking live broadcast, can get xx benefits. With "a store I often go to finally started live broadcast, and the xx project only costs xx yuan!" Fixed copy and consumer's own invitation poster, when your welfare products are in line with consumer psychology and linked to the brand, you can get a very good response. Code can also identify the invitation link to see if his subordinate customers have entered the live broadcast room and whether they have consumption. Agencies can also use these data to make fission control policies attractive enough. The period of these links is about 10- 15 days. If an organization wants to build a private live broadcast, it should not only plan the schedule clearly, arrange the person in charge of each section, but also choose a private live broadcast system that meets its own expectations.