The above are three typical types of live broadcast merchants. The different types of merchants lead to the diversity of 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 group cargo strategies

Below we will discuss five different types of live group goods and cases, so that everyone can 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 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;

_ Case: A car painting 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, which is 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 products also tend to have vertical interests, which is not conducive to expanding live broadcast categories;

_ Case: On June 5438+00- 1 1, a women's clothing brand merchant conducted 42 live broadcasts, with goods worth more than 40 million. The products assembled by merchants in each live broadcast can be roughly divided into GMV, profit, drainage, trial, spike, welfare and collocation, which 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, 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/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;

_ Case: A star merchant broadcasted three live broadcasts 10-1in June, with GMV exceeding 100 million, * * * 348 products, with an average SKU number of 1 16, exceeding10 categories, among which SKU From the price point of view, 100 yuan accounts for 34%, followed by 1000 yuan or more 19%, and 100-400 yuan's explosive products account for 29%. The price is graded. Combined with the combination of multi-categories, it is not only beneficial to GMV outbreak, but also realizes single-quantity 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 sku quantity of 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 greater discounts, which is conducive to the transformation of the live broadcast room;

_ deficiency: it is difficult for a single brand to assemble goods, and the live broadcast data of brand specials are generally not as good as daily live broadcasts;

_ Case: A talent cooperates with a jewelry brand to bring goods live. Based on the high proportion of talented fans in low-tier cities, the team chose jewelry products with low customer unit price for live broadcast, focusing on gold pendants between 10 1-200 yuan to create explosions in the live broadcast room, and at the same time matching products with 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 broke through 165438+ million. See the figure below for the actual live broadcast data:

0000 1.5. Platform-specific components

_ Commodity Category: Platform-specific commodities are similar to multi-category commodities, but the sources of general commodities 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 quality of commodity resources brought by large platforms/supply chains is higher, 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 independently assembled goods in Tik Tok and invited stars to broadcast live. Overall GMV exceeded1600,000, 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 high-customer products: mobile phone digital+jewelry Wan Wen, and low-customer products such as catering+beauty cosmetics. See the figure below for the actual live broadcast data: