The above are three typical types of live broadcast merchants. Different types of merchants lead to the diversity of their product portfolio during live broadcast. Before assembling goods, we need to know which products are the most popular in Tik Tok live broadcast and the customer unit price of different types of products. The following four icons can help you understand quickly:

Second, five typical live broadcast delivery strategies

Next, we will discuss five different types of live group goods and cases in order to further understand the logic of live group goods and provide suitable group goods strategies and suggestions for live merchants and customers.

0000 1. 1. Single style component

_ Product category: all products in the same category, such as all cosmetics or food;

_ SKU quantity: the common situation is 1-5, in which 1-2 products are mainly promoted, such as 2 lipsticks or 1 snacks;

_ Merchant Type: Brand Merchant/Supply Chain Merchant;

_ Advantages: low assembly cost, simple operation and low operating threshold;

_ insufficient: the audience is too single, the conversion cost is high, and it is usually highly dependent on advertising traffic;

_ Case: An automobile paint merchant has only three products. During the period of 10- 1 1, there were 36 live broadcasts with a total GMV of 836,000, of which the sales of a single explosion SKU accounted for 99% of the total sales. The actual data are as follows:

0000 1.2. Vertical category grouping

_ Commodity category: all products of the same category or related products, such as all cosmetics or food;

_ SKU quantity: The number of SKUs in the vertical live broadcast room is generally more than 30, and it is updated regularly;

_ Merchant Type: Daren Merchant/Brand Merchant/Supply Chain Merchant;

_ Advantages: the concentration of commodity categories is conducive to attracting similar people, thus improving the conversion rate, and the live broadcast potential is huge;

_ Insufficient: Vertical fans of products also tend to have vertical interests, which is not conducive to expanding live broadcast categories;

_ Case: During the period of 5438+00- 1 1 in June, a women's clothing brand merchant conducted 42 live broadcasts, and the value of goods exceeded 40 million. The products assembled by merchants in each live broadcast can be roughly divided into GMV, profit-making, drainage, trial, spike, welfare and matching, and these products are combined together according to a certain proportion. Products are put on the shelves in the order of drainage-spike -GMV- profit matching-welfare-trial-drainage. Generally speaking, the prices of products on the shelves follow the cycle of low-medium-high-medium-low-medium-high. See the figure below for the actual live broadcast data:

0000 1.3. Multi-class assembly

_ Product category: It usually includes five or more product categories, among which food, beauty, home, jewelry and clothing are the most common;

_ SKU quantity: usually 30-80 products;

_ Merchant Type: Star/Daren Merchant/Supply Chain Merchant;

_ Advantages: diverse categories, wide audience, simple drainage and long stay in the live broadcast room;

_ Insufficient: It is easy to be biased by the diverse needs of fans during live broadcast, which affects the live broadcast effect and requires high anchor and field control ability;

_ Case: A star merchant broadcasted three games of 5438+00- 1 1 in June, and the live broadcast brought over 200 million GMV and 348 products, with an average number of SKUs of 1 16, exceeding 10 categories, among which there were more SKUs. In terms of price, products with a price of 100 yuan account for the largest number, accounting for 34%, followed by products with a price of more than 1,000 yuan 19%, and explosive products in 100-400 yuan account for 29%. The price is graded. Combined with the combination of multiple categories, it is not only beneficial to the outbreak of GMV, but also realizes a single outbreak.

0000 1.4. Brand special group goods

_ Product category: all products of the same brand or derivative brand, such as all products of "China Gold" or "Three Squirrels";

_ sku quantity: the number of skus for general brand specials is between 20 and 50;

_ Business type: star/talent/brand;

_ Advantages: Cooperate with the official brand to provide authentic endorsements, and at the same time, as a special cooperation, you can get a bigger discount, which is conducive to the transformation of the live broadcast room;

_ Insufficient: It is difficult to collect goods from a single brand, and the live broadcast data of brand specials is generally not as good as that of daily live broadcast;

_ Case: A talent cooperates with a jewelry brand to bring goods live. Based on the high proportion of fans of Daren in low-tier cities/sinking, the team chose jewelry products with low customer base for live broadcast, mainly gold pendants between 10 1-200 yuan to create explosions in the live broadcast room, and at the same time matched with products with a unit price of 201-kloc-0/000 yuan. On the other hand, a small number of welfare pendant products within 100 yuan were used as pet powder, and the live broadcast GMV finally exceeded 165438+ 10,000. See the figure below for the actual live broadcast data:

0000 1.5. Special components of the platform

_ Commodity Category: Platform-specific commodities are similar to multi-category commodities, but the sources of general commodities are different. The products of general platform-specific commodities are provided by a large platform merchant/large supply chain merchant separately.

_ SKU quantity: usually 30-80 products;

_ Merchant Type: Star/Red Man/Supply Chain Merchant;

_ Advantages: The commodity resources brought by large platforms/supply chains are of better quality, and they can often provide higher preferential strength. In addition, the strong authentic endorsement of the platform can greatly enhance the audience's willingness to buy;

_ Disadvantages: the platform assembly cost is high, the live broadcast discount is limited, and it is easy to be suppressed by competitors;

_ Case: Double 1 1 On the same day, a shopping platform/large supply chain in Tik Tok independently assembled goods and invited stars to cooperate in the live broadcast. Overall GMV exceeded1.60 billion, and 72 products were put on the shelves. Most of them are food and beverage, beauty cosmetics, household appliances, alcohol, jewelry, Wan Wen and mobile phones, and the prices are mainly small commodities within 100 yuan. The live broadcast output is mainly driven by two kinds of high-customer items: mobile phone digital+jewelry Wan Wen, and low-customer items such as food and beverage+beauty cosmetics. See the figure below for the actual live broadcast data: