---
title: "After 8,000+ Livestreams, 7 Formulas for Explosive Sales"
description: "Livestreaming is one of the most controversial tracks today. On one hand, it has become a vital tool for many companies to survive the pandemic, and with Luo Yonghao's entry, the field is booming. On the other hand, some marketers criticize it, saying only incompetent marketing departments rely on livestream selling, and that it doesn't build brand equity. But livestreaming is not just about selling; it's also marketing. Using Luo Yonghao's first livestream on April 1 as an example, the article explores the three key elements of viral products (people, goods, and place), common misconceptions, and provides seven formulas for success."
author: "见实"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2020-04-20"
language: "en"
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---

# After 8,000+ Livestreams, 7 Formulas for Explosive Sales

> Livestreaming is one of the most controversial tracks today. On one hand, it has become a vital tool for many companies to survive the pandemic, and with Luo Yonghao's entry, the field is booming. On the other hand, some marketers criticize it, saying only incompetent marketing departments rely on livestream selling, and that it doesn't build brand equity. But livestreaming is not just about selling; it's also marketing. Using Luo Yonghao's first livestream on April 1 as an example, the article explores the three key elements of viral products (people, goods, and place), common misconceptions, and provides seven formulas for success.

Now livestreaming is also one of the most controversial tracks.
On one hand, during the pandemic, livestreaming became an important tool for many companies to survive the crisis, and with Luo Yonghao's involvement in livestream selling, this track is on fire; on the other hand, some market practitioners are also dissing it, saying "only incompetent marketing departments are keen on livestream selling," "livestreaming doesn't bring brand benefits, and fans may just be attracted by the streamer or their persona," and so on.
**But in fact, livestreaming is not just about selling goods; it's also marketing.** Take Luo Yonghao's first livestream on April 1 as an example. With nationwide attention, niche and internet-famous brands like Xinliangji, Naixue's Tea, and Zhongxuegao saw exponential growth in Baidu Index. Products with topicality like Xiaomi and Gillette frequently appeared on Weibo hot searches.
Gillette's Weibo Index on April 1
**A product's users can be divided into incidental users and inevitable users. The greater value of livestreaming lies in using face-to-face real-time communication, more intuitive interaction and display, and highly infectious commentary to help brands acquire more incidental users.** This is what people often call the "seeding effect" and "brand effect" of livestreaming.
**-01-
**Three Elements of a Livestream Hit**
Hits have accidental factors, but also inevitable rules. To create a hit, you first need to return to the three most essential elements of selling: people, goods, and place.
###### 1. People: Finding "Incidental Buyers" Requires Leveraging Self-Media
Before a brand wants to do short-video e-commerce, it must first clarify three questions:
**Who are you?**
**Who do you want to influence?**
**What value do you bring?**
The two ends of selling are "key people" and "buyers." The overall structure lies in how to use "key people" to influence the buyers you want. These "key people" who can influence user conversion can be top IPs, mid-tier influencers, or even your employees and counter staff. But their effectiveness in driving sales varies greatly under different "places" and "goods" variables.
Selling is the result of comprehensive factors. From the buyer's perspective, most buyers are inevitable buyers. In some counter staff or boss selling scenarios, users already like the brand and have already added items to their shopping carts. Such buyers have strong purchase intentions, and companies only need appropriate price concessions to prompt them to buy. But the essence of this promotion is actually overdrawing the brand's influence, trading profits for sales, and it has nothing to do with livestream selling.
**Self-media is the way to stimulate unknown increments and is the key person for determining "incidental buyers."**
The greatest value of top influencers (or celebrities) lies in covering a wider circle, using strong exposure capabilities to create social effects and push the brand to more users.
Mid-tier influencers lie in their influence in vertical fields, using more down-to-earth "real user" perceptions to build stronger trust. They create diverse content in multiple scenarios, stimulate user resonance, and have a more obvious seeding effect.
**How to choose the key person to influence "incidental buyers"?**
First, your eyes can help you judge part of it: for example, look at the proportion of ads in the account's daily posts. The higher the proportion, the lower the quality, and fans will develop an "immune system" to the account. Second, look at interaction content: is it spam or real feedback? Is there close interaction? Third, further examine the sales of products in their showcase.
However, after several rounds of visual inspection, brands still step on pitfalls and cannot find the matching "person":
Are their users your target audience? How are their recent reading metrics? Is user interaction good? How is their service? Are there frequent customer complaints?
Weiboyi provides holographic self-media evaluation and selection based on transaction platform advantages
###### 2. Place: Know Your "Place" to Avoid Wasted Effort in Selling
**From wholesale markets to Taobao to Pinduoduo, and now to social and short-video platforms represented by Kuaishou and Douyin, every era builds new marketplaces.**
In the fierce competition of short videos, styles vary and each shows its strengths, so these marketplaces are also becoming fragmented, regionalized, and personalized. In the future, they will increasingly highlight long-term dynamic imbalance and instability. If you don't correctly understand the people and changes in these places, all methodologies are futile.
**Weibo:** Weibo showcase + livestream selling, an open public opinion field. Hot-selling categories: clothing and daily necessities.
**Douyin:** Top streamers are relatively concentrated, daily necessities + clothing account for a high proportion, and product prices are concentrated within 100 yuan.
**Taobao Live:** Merchants and influencers drive traffic retention with content; big streamers harvest large sales. Women are obvious spenders; fashion is the first advantage category, followed by jewelry and parenting.
**Kuaishou Selling:** Decentralized social distribution is the main focus; selling streamers are relatively diverse and scattered. Origin products, industrial belts, factory direct supply, and influencer brands are hot items.
**Tencent Kanjian Live:** Connects official accounts + mini-programs + livestream, using private domain methods to mobilize resources within the WeChat ecosystem. Suitable for strong-relationship, high-trust promotion; currently, mother and baby products sell extremely well.
**Pinduoduo:** Mainly low-price white-label promotions and discounts. The platform has many products; low-price products/brand promotions + merchant explanations + discounts have a good guiding effect on impulsive consumption.
**Xiaohongshu:** Precise traffic, high user activity, many female fans. Best-selling items are branded goods, imported goods, fashion trends, and items with style.
The high unity of people, goods, and place is a necessary condition for explosive sales. Different goods and different people require different places. We can use the table below to find the marketing path for your "goods."
###### 3. Goods: Organic Combination of People, Goods, and Place Can All Explode
**Among all short-video hit products, only special-priced big brands and super-special-priced small brands ultimately sell well.** Products that meet the four characteristics of "more, fast, good, and economical" are the easiest for users to accept.
**More:** Large inventory, rich product categories.
**Fast:** FMCG, fast ordering, fast logistics, short purchase process.
**Good:** Have product features, good appearance, good effect, good ingredients, good selling atmosphere.
**Economical:** Price below 200 yuan, able to quickly ship through users' trust in self-media.
In addition, online selling may have luck, but in the end, the "hot" result is inevitable, not accidental. To ensure the success of a livestream selling session, each type of "goods" has its unique path to explosion. Weiboyi has sorted out **some formulas, a total of 7 combinations that can work or not:**
**Special goods + IP big shot + no discount = can explode**
**Ordinary goods + IP big shot + mid-tier influencers = chance to explode**
**Big brand goods + counter staff + low discount = explode**
**Special goods + massive mid-tier + no discount = can explode**
**Known goods + counter staff + mid-tier = explode**
**New goods + counter staff + ordinary people + no discount = wasted effort**
**Ordinary goods + ordinary people + no discount = waiting to die**
For example, the promotion of Huaxizi's relief makeup palette adopted a full-field self-media resource strategy. Top-tier traffic influencers led by Li Jiaqi provided broad influence coverage for the product. Mid-tier beauty influencers used color swatches, reviews, tutorials, and other methods for deep, multi-level product seeding. Tail influencers and ordinary people coordinated with unboxing posts.
In the promotion, Huaxizi adopted the "73 rule": early on, a large amount of short-video platform seeding built product awareness and purchase desire in users' minds; in the middle and later stages, they focused on batch conversion through livestreaming. Ultimately, product sales continued to rise, and word-of-mouth was explosive.
**-02-
**Misconceptions in Brand Livestream Investment**
**1. Misconception 1: Is livestream selling a panacea?**
Wake up.
**The reason livestreaming can explode is that it essentially connects the sales loop of seeding and buying out.** The advantage of livestream selling lies in the purchase stimulation of the environment and atmosphere, and most importantly, the discount price advantage in the livestream channel. In a single sale, the brand may gain enough sales, but the tail effect is very short.
There is a famous psychological phenomenon called the "Aronson effect": **after external stimulation decreases, people's attitudes are often more negative than when there was no external stimulation.** That is, once separated from livestreaming, the brand's appeal at regular prices will face collapse.
Excessive reliance on low prices leads to fewer and fewer consumers buying when prices return to normal. Moreover, as the popularity of livestream selling rises, marketing costs will also increase. Single effects cannot help brands achieve sustainable growth and are hard to form brand assets.
So the best selling model should be: first rely on short videos to stimulate product awareness, then use livestream promotions and discounts to harvest, and finally retain content for continuous endorsement, forming a virtuous marketing cycle.
**Through product content and self-media with high matching, carry out overall brand exposure and seeding in the form of reviews, displays, and experiences, driving up brand awareness, reducing users' time comparing similar products, and then in the livestream, use discounts and other methods to release users' shopping impulses.** Retain the discount content (livestream content) so users generate attention and expectation, gradually replacing discount dependence with product dependence.
Using perpetual-motion-machine-style short-video seeding combined with stimulant-style livestream selling will be more conducive to brands leveraging their marketing effectiveness.
**2. Misconception 2: Beauty is the most product-driving category?**
Li Jiaqi's breakout made livestream selling hugely popular. Also because of his professionalism in the beauty field, more brands believe that beauty products are the "most suitable for livestreaming." Weiboyi once conducted an internal survey asking "Which category do you think has the most short-video livestream sales?" The final result showed that 78% chose beauty and daily chemicals.
According to statistics from Doucanmou's livestream product sales ranking and Feigua's Kuaishou livestream sales ranking, in the livestream category share, origin direct sales (agricultural products, mountain goods, etc.) are as high as 35%, daily necessities and food & beverages each account for 25%, and beauty products account for about 10%.
When life returns to a "primitive" stage, users' rational needs are amplified again. Since food has a lower unit price and is a necessity, users will focus more energy on feelings and needs here. This will be a stage where industry competition and opportunities intertwine, and product reshuffling will be more obvious.
Taking food and beverages as an example, adult women are the main consumer group, and the consumption share of three groups—Gen Z, small-town youth, and silver-haired people—is also continuously growing. These groups are precisely the fields most suitable for development through short videos and livestreaming.
**3. Misconception 3: Is Kuaishou more suitable for selling "agricultural and sideline products" than Douyin?**
Kuaishou's support policies and "old iron" culture seem more suitable for agricultural products and origin livestreaming environments. But since platforms like Douyin and Toutiao launched the "Battle Epidemic, Help Farmers" campaign, the situation has changed somewhat.
Data shows that since the "Battle Epidemic, Help Farmers" campaign launched on Toutiao, Xigua Video, and Douyin, it has helped match supply and demand information, facilitated enterprise offline procurement of agricultural products exceeding 4.51 million jin, with transaction amounts over 10 million yuan; through platform online stores, it helped sell 2.78 million pieces of agricultural products, about 113 million yuan.
In Douyin's livestream sales TOP10, about 80% are origin direct sales products, while Kuaishou has only 10% origin direct sales products, with daily necessities and food & beverages accounting for a higher proportion.
Affected by the epidemic, many agricultural products and mountain goods had blocked sales, so Douyin tilted a lot of traffic to content marketing for such non-standard products, indirectly promoting the sales upgrade of origin direct sales non-standard products on Douyin.
**4. Misconception 4: To sell goods, you must find top streamers?**
The distinction between top and mid-tier lies in traffic. Undeniably, top self-media influencers have higher influence than mid-tier ones.
But for products of different sizes and profit margins, and users of different attributes and fields, the cost-effectiveness of top influencers is not necessarily the highest. The biggest driving force of livestream selling is a large number of promotional discounts; the more top the streamer, the bigger the discount they demand. I believe anyone who has watched a selling livestream has been tempted by this phrase:
XX market price is 89 yuan, today our selling price is 59 yuan, buy one get one free, buy one get the same XX, first claim a coupon then reduce 10 yuan, come on, let's count down 54321!
This is a common phrase used in Viya's livestreams, and she can shout it about sixty or seventy times in one night. The reason it can sell out is the discount strength of the product itself, gathering traffic through one livestream and preparing for large-scale sales.
**Mid-tier self-media are obviously easier to "talk to."**
Mid-tier self-media cover more vertical fields, have a higher proportion of target users, and generally maintain better interaction with fans. There is a very key factor: mid-tier self-media with selling ability output more focused content, which is itself category-specific recommendation or seeding content, and fans follow with clear purposes.
Especially for special categories like mother and baby self-media, some are mothers themselves, and the products they recommend are also used by themselves, so trust is generally higher and the experience is stronger.
**-03-
**Final Summary**
**The e-commerce livestreaming trend is strong, and all methods deserve to settle and return to calm.**
**1. Livestreaming itself can be both selling and marketing.** Although most brands only see the integration of livestreaming and e-commerce, in future development, there will be more and more behaviors of converting sales power into brand influence, and it will become a battleground for brands.
**2. The concepts of people, goods, and place themselves are not important; what matters is the effective integration of the three in the livestream scenario.** Before a brand does livestreaming, it should think about the outputters and receivers at both ends of the livestream. Use counter staff and bosses to influence inevitable users, and use self-media to influence incidental users. Suitable self-media will help brands further expand increments.
Brand/product maturity + interest stimulation + "any seller" = can explode; no brand/product maturity + all-staff livestreaming + small interest stimulation = wasted effort. Any product can find a path to explosion, but practicing brand/product internal skills is the cornerstone.
Hits rely on luck, but more on strength. Only by truly understanding the changes in people, place, and goods can you occupy a place in the fierce competition of international and national trends.
**3. Product value = brand value + product value.** In the video-based marketing ecosystem, livestreaming and short videos are both indispensable. Short videos are the "perpetual motion machine" for seeding, and livestreaming is the "stimulant" for selling. Through KOL seeding, help brands quickly build trust and brand value.
Outside of livestreaming, **brands should have more diversified forms of information transmission. Short-video content that can be accumulated is an important way to cycle seeding and shape brand influence.** Build brand value long-term through short-video seeding, and also harvest through short-term livestream promotions; the two can be perfectly integrated.
Source: Jianshi (ID: jianshishijie)
Tips will be paid 400-2000 yuan once the tip is adopted.


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