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

SKU quantity: the common situation is 1-5, of which 1-2 products are the main products, 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;

? 2. Vertical category grouping?

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

Number of SKUs: There are generally more SKUs in the vertical live broadcast room, generally more than 30, and they are updated regularly;

Merchant type: talent merchant/brand merchant/supply chain merchant;

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

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

3. Multi-category group goods?

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/talent merchant/supply chain merchant;

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

Insufficient: The live broadcast is easily biased by the diverse needs of fans, which affects the live broadcast effect and requires high anchor and field control ability;

4. Brand special package?

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

SKU quantity: The SKU quantity of general brands is between 20 and 50;

Merchant type: star/talent merchant/brand merchant;

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

Insufficient: it is difficult for a single brand to collect goods, and the data of brand special live broadcast is generally not as good as that of daily live broadcast;

? 5. platform special group goods?

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

SKU quantity: usually 30-80 products;

Merchant type: star/red man/supply chain merchant;

Advantages: The commodity resources brought by the big platform/supply chain are of higher quality, and often can provide higher preferential strength. In addition, the powerful genuine endorsement of the platform can greatly enhance the purchasing intention of the audience;

Insufficient: the platform has high cost of assembling goods and limited discount on live broadcast, which is easily suppressed by competitors;