If you want to do a good live broadcast of medical beauty, as long as you strictly follow the process, you will have unexpected results, and the rest is nothing more than the factors of base and multiple. Looking through many answers and articles, I still haven't seen any articles that can fully explain the process of medical beauty live broadcast. Here, I will use thousands of real medical beauty institutions that I have served as analysis materials to talk about what processes medical beauty institutions want to do a private live broadcast, hoping to bring you different ideas. First of all, it is necessary to define the strategic goal of a live broadcast of medical beauty. Different operating conditions require different live broadcast attributes. The attributes of the live broadcast of medical beauty are mainly divided into the following four categories: 1. Realizing the existing traffic-realizing the stock; 2. Channel incentive layout-stimulating the vitality of the channel; 3. Drainage fission of new traffic-fission of new customers; 4. Promotion of new products/brand products-improving influence; 1. Realizing the existing traffic to realize the layout is In this case, the process is generally divided into: live theme-live items-outbound personnel-live posters-hospital start-activity preview-item pre-sale-one-on-one invitation-omni-channel preheating-continuous invitation-live explosion, in which the setting of live theme and live items is a noteworthy and error-prone link; 1. The theme of the live broadcast is mainly to give consumers a reasonable reason to take the initiative to pay attention to the live broadcast, such as common festivals, celebrations, Goddess's Day, anniversaries, store birthdays and so on; There are also some unusual reasons, such as WeChat first broadcast welfare, members' over-ten-thousand-pet powder festival, shopping spree before institutional upgrade, etc. If the reasons are reasonable, then consumers will believe that you are really cheap and will pay attention to the activities in the live broadcast room; 2. Secondly, the item setting. In the item setting based on stock, the hot-selling items >; High-profit projects > Drainage project > For high-end projects, the proportion of hot-selling projects is the largest, and it is also the easiest to issue orders. The stock itself is a group that has consumption in the organization, or has no consumption but has an understanding. Therefore, the hot-selling project is the most sincere and interesting sector for such groups. The projects in this sector need to be explained in the live broadcast room step by step, and great efforts are needed in terms of preferential strength. Second, the incentive and channel vitality channel incentive layout is mainly suitable for channel institutions and comprehensive institutions. Similar to the first one, it is all about stock activation, and channel providers need to give full play to their initiative and mobilize the available resources around them, because they will often transport customers to the brand side, and live broadcast is another way for channel providers to realize cash. The channel provider only needs to fulfill the responsibility of communication, and communicate the hospital's live marketing activities to the following customers, activate, reach and preheat them regularly, and hand over the rest of the transactions to the hospital. Each link has different responsibilities and different groups are responsible, and the efficiency is naturally much higher. Responsibilities of the distributor: convey-convey the activities of the hospital to the target group; Execution-daily execution and report according to the plan made by the hospital; Spread-spread as many customers as possible. Responsibilities of the hospital: layout-all marketing details, welfare policies and channel invitation skills training of live broadcast activities; Guidance-the invitation work before the live broadcast needs to guide the channels for implementation, make a complete plan, make regular resumption, and guide optimization; Deal-cherish the direct customers brought by each channel, deal with small projects first, and then promote large projects. Third, fission, new customers focus on fission and develop new traffic. The focus is on forwarding and fission between customers, so in this type, fission incentive policy is the focus of strategic layout. On the node of customer referral, design incentive policies, and finally achieve the goal of letting strange customers click on the reservation live room, so that we can make a recall after the live broadcast starts, without worrying about the long invitation time and the customer forgetting the broadcast time; In addition, you can also arrange a community operation team to pull all customers who have booked live broadcasts into the group to make daily pre-sale product announcements and live countdown announcements. The path is shorter and the reach effect is good. (Community operation-pre-sale of products, welfare announcement, pre-heating of red envelopes, countdown to live broadcast, direct guest invitation fission, ticket sales, live broadcast progress report, and explosive seconds kill) IV. Improvement and influence If the brand promotes and promotes new products, this kind of live broadcast can be made into a limited live broadcast room, such as the welfare of new products, and xx gift packages can be enjoyed exclusively by customers who buy tickets, thus shaping the uniqueness and rarity of the products. In addition to the live broadcast of medical beauty with specific needs in the above special circumstances, the general process is as follows: the five stages in the figure cover the complete stage of live broadcast of medical beauty in private domain, and each stage is subdivided into specific tasks, and the responsibility is specific to people. The starting of a live broadcast is generally like this.