Words are unfounded. Look at the case. Tik Tok blogger Elephant Pearl, with more than 90,000 fans, has driven millions of sales, steadily increasing all the way, and accumulated hundreds of millions of sales in 360 days.

How did this account achieve hundreds of millions of sales with less than 65438+ 10,000 fans? Let's watch together. 90,000 powder trumpet live broadcast broke millions of sales in a single live broadcast. In the live broadcast, the anchor took out a handful of pearls and put them in the close-up of the camera. Bright pearls sparkle with charming luster in the spotlight. The anchor cooperated with the interactive question: "Is it good-looking?" The comments all said "good-looking". Then the anchor introduced the pearl and began to force the order.

"The ability to appreciate beauty is very important. Writer Mu Xin once said that without aesthetic power, it is a terminal disease, and knowledge cannot be saved. " "I don't guarantee that the products I offer you exceed its value, but I guarantee that every product is worthy of its price. Please establish correct values. " From the anchor screen display to the product introduction to the emphasis on the order value, step by step, many fans simply can't stand it, click on the link to place an order.

Elephant pearls mainly make pearl ornaments with goods. At present, * * * has 96,000 fans and released 972 videos, which was praised by 3 1 10,000. It is with this amount of vermicelli that elephant pearls have reached the level of carrying goods on their shoulders. According to Mama Chan, in the past 30 days, elephant pearls have been broadcast live four times, with an average audience of 75,000 and 96 items on the shelves. Although the average audience is not high, the average sales volume is 100 W-250 W, and the average UV value is 33.2 1. It can be seen that the users in her live broadcast room are very willing to buy and the user groups are highly vertical.

From the commodity point of view, elephant pearls are mainly ornaments, and 97.92% of the goods are this kind within 30 days of being put on the shelves. The best-selling products are 540 yuan's natural seawater pearl Akoya nail light bulb earrings, 4,999 yuan seawater rose bead chain and 8,299 yuan Akoya Tiannv bead chain. This also shows that Little Elephant Pearl has accumulated a group of fans who highly trust her and can consume high-priced products in her live broadcast room.

Just from the single live broadcast, take the live broadcast of 1.7 as an example. The live broadcast lasted for 5 hours, 79,000 viewers, 4 1 product was put on the shelves, the sales volume was 250w-500w, and the user stayed for more than 4 minutes! The strength of retaining people in the elephant pearl live broadcast room should not be underestimated.

As a blogger of pearl jewelry, there is no doubt that one of the key factors of low powder and high sales volume is the high unit price of goods, but the more expensive the goods, the more difficult it is to transform. How did the elephant pearl sell such a high sales volume? How to select accurate users by pulling retention and promote transformation? Continue to create a user's spiritual goodwill to transform, rummage through more than 900 videos of elephant pearls, and watch live broadcasts, we can find that elephant pearls have two main characteristics:

1. Show beauty and attract users.

Everyone loves beauty. As a popular jewelry element, pearls are highly sought after on all major platforms. Searching for "pearl" as the key word in Little Red Book will result in more than 4.03 million comments, which is higher than 2.33 million related to "diamond".

According to cicada's mother's inquiry, the video fans and live fans of Elephant Pearl are mainly 365,438+0-40 women living in coastal cities. These users love beauty and have certain economic strength. Elephant pearls seize this point, constantly create beauty and turn beauty into actual sales.

Beautiful, release short videos of single products, display accessories in high-definition close-ups, and show them to users dynamically and intuitively in the live broadcast room to ensure that beauty is true. Emphasize beauty, live broadcast, constantly emphasize the importance of aesthetics, and cooperate with the emphasis on product beauty to guide users to place orders.

2. People set up structures to win people's trust.

What's the account number of Elephant Pearl? Ma Bao, professional, original and sincere. Elephant pearl began to make Tik Tok from 20 19 1 1. The boss and photographer is an 86-year-old treasure mother who runs an offline jewelry store in Shandong, specializing in top-grade seawater pearl jewelry. At first, the video of Little Elephant Pearl was mainly offline drainage, and it began live online in July 2020.

Bloggers like to introduce goods in a slow tone, not impatient, and make every detail clear. When fans ask questions, they will specialize in popularizing the knowledge of popular science pearls to ensure that every user understands the value of the products they order. In addition, bloggers have released many popular science videos to attract more followers and create a professional image through the popular science of pearl knowledge.

In terms of ingenious creation, during the live broadcast, bloggers will emphasize that "I am not the anchor, I am the boss". When releasing videos, they will often show the characteristics of specializing in the pearl industry, such as moving offices, showing their work status and showing the industry trophies they have won, all of which show their concentration and love for the industry. These have won the favor of many fans and eventually turned into purchases.

Merchants selling jewelry need very strong user stickiness because of the high unit price of products. You can refer to the idea of the elephant pearl, from the creation of people, to the display of short video content, and then to the promotion of orders in the live broadcast room. There is something worth learning from.

In addition to elephant pearls, Tik Tok has many low-priced and high-selling live broadcast rooms, but it is not difficult to see that most of these live broadcast rooms are very vertical. As the live broadcast operation becomes more and more refined, the labels in the live broadcast room become more and more accurate, and the technical requirements of live broadcast become higher and higher, but you can know how the unchanging idea will always impress your users.