"Today's second ......"

Li Chuan said, took a dark blue gift box from the staff, and put it on the table: "This, do you know what it is?" ”

"Does Miki know? What is it? Li Chuan turned his head and asked Meng Meiqi.

"West... Lake... Brand. ”

Meng Meiqi looked at the outer packaging of the gift box, read out the brand name on it, then shook her head, and said, "I know the West Lake, the West Lake brand... I don't know. ”

Li Chuan smiled, didn't say much, and asked the camera again: "In the live broadcast room, does anyone know?" ”

I don't know! 】

？？？？？ 】

West Lake Longjing! 】

West Lake Longjing! 】

West Lake Longjing! 】

？？？ 】

West Lake Longjing, don't you know this? 】

……】

"Sure enough, there are a lot of people who know, that's right, this is West Lake Longjing!"

After Li Chuan finished speaking, he asked Meng Meiqi again: "West Lake Longjing, Meiqi should know." ”

"Hmm."

Meng Meiqi nodded and said, "I've heard of it, but I haven't drunk it...... I don't like tea very much. ”

"If you don't like tea, you love milk tea, right?" Li Chuan said with a smile on the corner of his mouth.

Meng Meiqi was stunned when she heard this, then blushed, lowered her head, and stopped talking.

She just touched off her false eyelashes because of drinking milk tea, which caused the live broadcast time to be delayed, and Li Chuan mentioned the word "milk tea" at this time, which made her feel quite ashamed.

After Li Chuan finished speaking, he ignored Meng Meiqi's reaction, and continued to say to the camera: "It's about to be the New Year, you go to the elders' houses to visit relatives and leaders' homes, you always have to bring something over, go to the elders and leaders' homes, what is the right thing to bring?" ”

Li Chuan patted the gift box on his hand and said, "Tea is a very good choice. ”

"West Lake Longjing, I believe everyone has heard of it, and there should be a lot of drinks, so I will briefly introduce it."

"West Lake Longjing is a kind of green tea, it is the first of China's top ten famous teas, with a long history, the earliest can be traced back to the Tang Dynasty, it has been more than 1,200 years ago, the Qianlong Emperor of the Qing Dynasty loved to drink this kind of tea, he sealed the eighteen tea trees in front of the Hugong Temple under the Shifeng Mountain as 'imperial tea', the name of the 'imperial tea' of West Lake Longjing comes from this...... West Lake Longjing carries a lot of cultural connotations and is one of the typical representatives of our Chinese tea culture......"

"Of course, the above is all official words, from a realistic point of view, the fame of West Lake Longjing is big enough, after soaking out, the color is green, fragrant, sweet, and beautiful, whether it is a gift or drinking it yourself, it is very suitable."

"The one in my hand is the most authentic West Lake brand Longjing, a special selection, gift box, there are two boxes inside, each box is 50g...... Let's take a look, this inner and outer packaging, very beautiful, very noble feeling, this take out as a gift, isn't it quite face-saving? ”

"Okay, don't talk nonsense, the price of this official flagship store of West Lake Longjiang is 399, you can take a look, this is our picture in a certain cat."

Li Chuan pointed to the big screen behind him and continued: "Today, in my live broadcast room...... I'll chop you 100 pieces, 299! Okay? ”

"Hmm... I don't have to look at it, I know that you will say no, I hope you will be rational, West Lake Longjing, a big brand, don't worry about selling, it's impossible to cut so much, 299 is okay. ”

？？？ 】

Can be a fart! 】

Get in! 】

No! 】

Get in! 】

Get in! 】

On the link!

】

？？？ 】

……】

"Oh, I really am, I'm used to you all going wrong...... Forget it, I'll cut you another 30! 269！ Okay? ”

"I don't care if you can do it, get in the car!

！ ”

Li Chuan's sudden turn caught the staff of the center console off guard, and the passionate background music only sounded after two or three seconds.

Wang Chengyong: "10,000 orders!" ”

Li Chuan: "10,000 orders!" Five seconds, 10,000 orders, your hand speed is too fast, how do you usually practice? Has it been too long to be single? ”

Wang Chengyong: "20,000 orders!" ”

Li Chuan: "Twenty thousand!" This, I prepared 50,000 orders for you, I thought it was enough, but looking at the current situation, it is really not necessary......"

Wang Chengyong: "30,000 orders!" ”

Li Chuan: "Forty seconds, 30,000 orders!" And the last 20,000 orders! It's too fast, grab it if you don't grab it......"

Wang Chengyong: "Forty thousand orders!" ”

Li Chuan: "There are still the last 10,000 orders!" ”

Wang Chengyong: "There are still 4,000 orders!" ”

Li Chuan: "There are still 4,000 orders!" Last chance! ”

Wang Chengyong: "There are still 1,500 orders. ”

Li Chuan: "The last thousand five hundred orders!" ”

Wang Chengyong: "It's gone, it's gone." ”

Li Chuan: "Clear the unpaid!" ”

“……”

The second product was sold out, and the sales increased by more than 10 million.

The first product plus the second product, the total sales have reached more than 30 million.

Two products, more than 30 million ...... Compared with the "one product, 50 million" of the "Taobao New Year Festival", the efficiency seems to have decreased a lot.

However, such a comparison is meaningless.

Taobao New Year's Festival, although Li Chuan sold 50 million yuan for a product, he sold Wuliangye, Wuliangye is a famous wine, the unit price is high, it is relatively easy to sell, although the sales are on the top, but the actual money is not much, after all, the profit margin is only 6%.

50 million, 6%, less than 3 million; More than 30 million, a profit margin of about 30%, and nearly 10 million in actual hands, which of the two is better?

Apparently the latter!

What is live streaming for?

Isn't it for the sake of making money, what's the point of selling more goods that don't make money?

Well...... It may be meaningful, but it's definitely not as real as the real money you actually get your hands on!

In the third product, Li Chuan sold a strange thing - heated mattresses.

Although the theme of this live broadcast is "New Year's Festival", it is impossible for him to sell New Year's goods all the time, and he still has to sell daily necessities.

New Year's Festival...... As long as the proportion of New Year's goods is more than 50%, it is not off-topic.

A heated mattress, as the name suggests, is a mattress with a heating function, which contains two modes: electric heating and self-heating.

The principle of electric heating is similar to that of electric blankets, which can be heated by plugging in electricity, and can also be adjusted by itself; Self-heating is more powerful, no need to plug in, and do not need to use any external force, you can heat yourself, the principle is more complicated, and it is not clear for a while.

In order to realize the function of "self-heating", the manufacturer has adopted a number of technologies and materials, and finally made the cost of a mattress more than 2,000 yuan.

The cost of construction is so high, of course, the price is not cheap, a mattress costs 3599...... When Li Chuan saw this price before, his brows were twisted.

A mattress costs 3599, which is so expensive!

Although this mattress uses a lot of high-tech materials to achieve "self-heating", the "self-heating" function itself is very frustrating...... An ordinary mattress, on which the person lies and is covered with a quilt, can also be automatically heated as long as it stays for a while...... So, what is the need for "self-heating"?

'Isn't this pure IQ tax!' ’

When Li Chuan saw this product for the first time, this sentence popped up in his mind.

Originally, he didn't plan to sell it, but the manufacturer of this mattress is his old cooperative brand - West Gravity, a new product just launched at the end of last year, and claims to "subvert the market".

The boss of West Gravity took the initiative to give a 60% profit margin, begged him for a long time, and finally almost knelt down for him...... He really had no choice but to reluctantly agree.

However, the actual sales situation was as he expected, and after selling for more than a minute, only more than 400 orders were sold.

The barrage is brushing the "IQ tax", and with it, the popularity of the live broadcast room has also decreased a lot.

Seeing this, Li Chuan immediately made a decision and directly replaced the next product.

Although Gravity is his old cooperative brand, and the product quality is good, the relationship between them is only limited to cooperation, not strategic cooperation, and the product can't be sold is not sold, and he can't smash his reputation for an ordinary partner.

He didn't sign a sales contract with West Gravity, and he confiscated the pit fee of West Gravity, whether the product should be put on the shelves, whether it should be introduced on the shelves, and how long it would take to introduce it, all of which were decided by himself, and no one else could care.

Speaking of pit fees, Li Chuan has a particularly commendable point, that is, he has not confiscated a penny of pit fees since he started live broadcasting.

With his current rank, if he wants to charge a pit fee, 200,000 is just the starting price; Three or four hundred thousand is not much; More than 500,000, there are many people who are willing.

This is a lot of money, and the reason why he doesn't collect it is because he is afraid of the situation of "heated mattress".

There is no pit fee, and all the goods can be sold if he wants, and he can not sell them if he wants to, and he can also withdraw when he sells them halfway; And once the pit fee is collected, he can't be so capricious.

If you collect the pit fee, you have to sell, not only to sell, but also to introduce it very carefully, even if you encounter situations such as the goods can't be sold, the audience is disgusted, and the popularity is lost, you have to grit your teeth and sell it, because you collected the money!

Collecting money to do things is a matter of course; If you don't do anything with the money, or if you don't do it well, then wait for the disaster...... Others must be going to retaliate.

The means of retaliation, not to mention anything else, but to give you propaganda and publicity, you can't stand it.

In later generations, in the two years from 2019 to 2020, there were frequent chaos in the live streaming industry, exposing many scandals, most of which were caused by the trouble of the brand side in the anchors.

Many celebrities or Internet celebrities charge pit fees and don't sell them to them, or sell very little...... is more famous, there is a pheasant brother who charges 500,000 pit fees, and in the end only sells for 5,000 yuan; Host Wang charges 100,000 pit fees, and the return rate reaches 76.4%, etc., as soon as this kind of news breaks out, it basically cuts off their live broadcast to bring goods.

It's very simple, manufacturers and brands are not fools, even if the news is unconfirmed, they are afraid of being pitted, there are so many anchors in the market, why do you have to find some "bad anchors", isn't this looking for their own guilt.

And from the perspective of "bad anchors", no manufacturers and brands are looking for them to sell goods, and they still sell fart...... This is the main reason why many celebrities or Internet celebrities suddenly disappear after a period of live broadcast.

With the experience of the previous experience, Li Chuan certainly does not want to repeat the mistakes of the past.

He regards "live streaming" as his main business, he doesn't want to offend manufacturers and brands, and pays more attention to the reputation of the audience.

Thinking of this, he gave up the income of "pit fees" and adopted the "pure commission model".

The "pure commission model" is that only the commission is charged, and there is money for one piece of sales, and there is no penny if it cannot be sold...... Under this model, more is sold, both sides win-win, the anchor is happy, and the manufacturers and brands are also happy; Sold less, although they are not happy, but the manufacturers and brands can't say anything.

The "pure commission model" is the mainstream of the live streaming industry in the future, and it is welcomed by all parties because of its low trouble and low risk...... In 2022, many top anchors with goods will also give up the pit fee and adopt the "pure commission model" to cooperate with manufacturers and brands.

Li Chuan is now in one step and has entered the mainstream ahead of schedule.

"The next product, I have prepared a dress for everyone, is it going to be the New Year, the new year is new, and it is also appropriate to change into new clothes."

After Li Chuan finished speaking, he beckoned to the side and said, "Get on the model!" ”

Two tall young beauties with outstanding temperament walked in front of the camera, no need to ask, it must be Zhou Linlin and Wang Yuting.

Zhou Linlin and Wang Yuting have successfully transformed into anchors with goods.

They premiered on Douyin on January 11, the day before the "Taobao New Year Festival".

At that time, Li Chuan was busy with Bai Jingting, Ma Wenqi and others on the line, and did not monitor the whole process, but later checked the data.

Live duration: 6 hours and 33 minutes

Views: 1.026 million

Peak popularity: 24,000

Average popularity: 11,000

Average order value: 67.5 yuan

Conversion rate: 2.5%

Total sales: 1.731 million

The first live broadcast exceeded one million, which is definitely a very ideal result, but there are also many problems in this.

First, the real traffic of Zhou Linlin and Wang Yuting is not so high, and they can reach 1.026 million views, mainly relying on paid traffic.

After all, it is the premiere, or on Douyin, and the company should give some support.

The company invested 112,000 paid traffic in Zhou Linlin and Wang Yuting, accounting for about 70% of the total number of viewers, if this part is removed, the average popularity of Zhou Linlin and Wang Yuting is only three or four thousand, and the total sales will drop to about 500,000.

Second, Zhou Linlin and Wang Yuting sell all women's clothing, and the return rate of women's clothing is very high, generally above 30%, 40% is relatively good, and 50% is the most common.

Zhou Linlin and Wang Yuting's premiere return rate was 47.9%, less than 50%, but it was about the same.

As a result, the total sales were halved to 901,000.

However, the whole live broadcast is still profitable.

The average profit margin of Zhou Linlin and Wang Yuting's premiere is 32.3%, and the real sales are 901,000, which is ...... 291,000, minus the cost of platform deductions, paid traffic and other expenses, the final net profit is ...... 162,000.

Zhou Linlin and Wang Yuting signed a 20% share with the company, so of the net profit of 162,000, they can get 32,400, with an average of 16,200 before tax per person, and the remaining 130,000 or so are all owned by the company.

If you exclude the share to the operating staff, the net profit is about 110,000.

A live broadcast made a profit of 110,000 for the company, which is quite good.

Zhou Linlin and Wang Yuting can do this, mainly because of their relatively high conversion rate.

With a conversion rate of 2.5%, this result greatly surprised Li Chuan.

You must know that the first time he brought goods on Douyin, the conversion rate was only 1.7%, and Zhou Linlin and Wang Yuting did a lot better than him at this point.

Li Chuan also felt that this pair had a better future, so he pulled them to his live broadcast room, ready to increase their popularity and give them appropriate support.