---
title: "Leveraging 70% of Public Domain Orders! Internal SOP Manual for All Roles in Video Account Live Streaming Revealed for the First Time!"
description: "This article reveals the internal SOP manual for WeChat Channels live streaming, covering team configuration, pre-live preparation, traffic acquisition, in-live techniques, and post-live review. It emphasizes leveraging private domain traffic to drive public domain traffic and provides actionable insights for improving conversion rates."
author: "零一直播团队"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2022-03-28"
categories: "E-commerce & Instant Retail"
language: "en"
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---

# Leveraging 70% of Public Domain Orders! Internal SOP Manual for All Roles in Video Account Live Streaming Revealed for the First Time!

> This article reveals the internal SOP manual for WeChat Channels live streaming, covering team configuration, pre-live preparation, traffic acquisition, in-live techniques, and post-live review. It emphasizes leveraging private domain traffic to drive public domain traffic and provides actionable insights for improving conversion rates.

The cooperative brands mentioned in this article have all obtained relevant authorization.
This article is mainly divided into the following sections, which can be consulted as needed:
  * **Team Configuration and SOP for Each Role**
  * **Deconstruction of the Live Streaming Process**
    * **Preparation of Basic Elements Before Live Streaming**
    * **Traffic Import Preparation Before Live Streaming**
    * **Tips for Each Segment During Live Streaming**
    * **Review and Wrap-up After Live Streaming**
## **WeChat Channels Live Streaming Team Configuration**
Currently, apart from the initial Shenzhen No. 8 Warehouse project, our live streaming agency services for other leading beauty chain, maternal and infant personal care brands still adopt a basic 4-person configuration: "Operator + Host + Floor Manager + Backstage Controller." Before sorting out the entire process, we have organized the main responsibilities and SOP execution checklists for each role for your reference.
**Operator's Responsibilities and SOP**
Live streaming operations essentially need to be responsible for "live room data," a definition that is universal across platforms.
However, specifically in WeChat Channels live streaming, under the current background where paid advertising is not yet open and the live streaming plaza is not highly active, the most important traffic source lies in how to coordinate with the private domain team.
From early-stage live streaming scheduling, product selection and arrangement, script planning, to coordination with the private domain team, gameplay design, traffic diversion and retention strategies, real-time data monitoring and strategy adjustment during the live stream, and post-live review and optimization iteration, all these matters cannot be separated from the overall planning and arrangement of the live streaming operator.
At the same time, depending on the complexity of the live room design and the workload of preparation, we may choose to equip an additional operator assistant in some projects to relieve the pressure on the person in charge.
**Host's Responsibilities and SOP**
On the basis of the operator solving the front-end traffic problem, the conversion efficiency of the live room depends on where the user's trust lies.
How much impact does a host have on the live room? Generally, there are two situations:
**In influencer live rooms, users' trust first falls on the host.** For example, Luo Yonghao, Li Jiaqi, etc. The host is the bearer of a certain "label," bringing their own traffic and supporting word-of-mouth. The requirement for the host is to bring their own traffic.
**In brand self-broadcasting, trust first falls on the brand.** When users see a live stream from an Anta or Li Ning specialty store, they are more willing to stay and watch what the host is talking about and whether there are discounts to grab. The requirement for the host lies in "inheritance."
"Inheritance" essentially needs to solve the problem of "trust efficiency" for users. "Trust efficiency" determines "conversion efficiency," which in turn affects the GMV output per unit of traffic.
Does the host's temperament, voice and appearance match the live room? Is their articulation clear? Can they release the most product information in the shortest time? Can they clearly explain the product's usage scenarios, sizes, materials, performance, market trends, etc., without being too verbose?
The most basic abilities include fast-paced language expression and reaction ability, high emotional intelligence, proficient live streaming skills, and abundant physical strength. The last point is very important. **Live streaming is really a heavy mental + heavy physical job.**
One point worth expanding on: Similar to Kuaishou, in WeChat Channels live streaming, there are often amateur hosts whose data is astonishing. They have almost no skill considerations, purely relying on enthusiasm and sincere shouting to infect everyone.
For example, a tanned couple by the seaside, with wind and waves in the background, grilling over charcoal and hawking freshly caught fish. From the scene to the persona, there is no sense of incongruity.
From an operational perspective, we also need to fully consider the matching of brand goods, scenes, and hosts.
At the same time, unlike other platform live streams, WeChat Channels live streaming can pop up official account articles and enterprise WeChat cards. Therefore, besides packaging and narrating the products being sold, the host also needs certain scripts to render the benefits of "adding enterprise WeChat."
This is a test of the skill of "striking a balance" in the script. If the benefits of adding enterprise WeChat are over-rendered, it may cause users to have too high expectations for adding enterprise WeChat. Live streaming sessions are usually at night, so if the follow-up is not in place due to operators being off duty, it may cause serious user loss.
At the same time, the benefits that enterprise WeChat can provide also need to be communicated in advance with the private domain team to avoid a large number of customer complaints and excessive burden on follow-up.
**Floor Manager's Responsibilities and SOP**
The floor manager is the rhythm master.
In a live stream, besides the host's explanation, many off-screen supplementary explanations come from the floor manager. They not only need to reply to user questions in the comment area but also adjust the host's explanation rhythm based on real-time data in the live room. For example, if a wave of traffic suddenly floods in, the floor manager needs to remind the host to change the script, seize the opportunity to switch to a hot product explanation or send out lucky bags to retain people.
Rhythm control is very important for a live stream and can directly affect the conversion rate and final transaction amount.
Purely from a functional perspective, there is some blurring of boundaries between the floor manager and the operator in rhythm control. Our internal distinction is: the operator analyzes long-term trends based on backend data changes, while the floor manager perceives current trends based on the actual situation in the live room.
**Backstage Controller's Responsibilities and SOP**
The backstage controller is never just someone who pops links and changes prices.
In some live rooms, the backstage controller is also served by the floor manager or operator, but currently, we choose to keep this role separate in all projects. The backstage controller is not just about backend operations; their greater value lies in cooperating with the host on product-level order pressure tactics, adjusting order pressure strategies in real-time based on inventory, coupon strategies, etc.
For example, when you watch Luo Yonghao or Li Jiaqi's live streams, you will find that products are not taken off the shelf after the previous batch of inventory is sold out, but are released little by little, interspersed with users commenting that they didn't grab it, the host communicating to apply for inventory, re-listing for purchase, etc.
These all require the backstage controller to remind and think about strategies, rehearse cooperation with the host, and together drive the atmosphere and transactions in the live room.
**Team Cooperation**
In the No. 8 Warehouse project, the most common live streaming format we use is in-store fixed broadcasting + walking broadcasting. Due to the noisy on-site environment, it tests the cooperation among team members more, and compared to a well-built brand indoor live room, it is more prone to unexpected situations.
Currently, besides communicating scripts in advance and practicing cooperative scripts, the most direct on-site communication method is through hand signals. Because the host cannot see the data backend during the live stream but needs to adjust the product explanation rhythm based on real-time data, the floor manager or backstage controller will use hand signals to convey the current data changes to the host.
For example, if a product has been explained for 5 minutes but there is no conversion, they will quickly wave their hand to indicate moving on; if a product has high conversion and the potential to become a hot product, they will give a thumbs up to indicate good data and can continue.
The host can use hand signals to understand the real-time feedback of users, adjust their explanation rhythm, and be confident, avoiding wasting time and energy without effective transactions.
(Before each live stream, the team holds a script communication meeting to synchronize product information and on-site cooperation)
In fact, after sorting out the functions of the four roles, we will find that there are always many blurred edges that require cross-role support and tacit understanding to improve execution efficiency.
For example, the real-time linkage between the operator and floor manager on data during the live stream, the cooperation between the host and floor manager on the overall script (not interrupting each other, the floor manager not stealing the show), the cooperation between the host and backstage controller on order pressure strategies, etc.
High execution intensity, high tacit understanding requirements, and excellent atmosphere are all hidden factors that ensure a live stream can be smoothly implemented and iterated at high frequency as expected. An excellent team atmosphere can offset many unpleasantness in the process, but it is also difficult to SOP-ize. We will continue to share our thoughts on team building.
Since we will open 5 new brand live rooms this month, we expect to iterate and share our experience in indoor scene live streaming team cooperation next month.
**Deconstruction of the WeChat Channels Live Streaming Process**
**Before Live Streaming - Scene End**
#### **1 What basic props should be prepared in the live room?**
Before the live stream, in addition to checking equipment such as microphones, handheld gimbals, and shooting phones, you also need to prepare small props such as size charts and guide KT boards according to the type of products in the current live stream.
The purpose of these small props is to reduce repeated explanations of information during the live stream and make important information clear to the audience at a glance.
Especially when broadcasting sports apparel products, there are countless SKUs such as men's, women's, and children's clothing, and men's, women's, and children's shoes. Without a size chart prepared in advance, the rhythm is often interrupted by users asking about sizes.
At the same time, in the No. 8 Warehouse project, due to multiple brands rotating, the size charts vary slightly between brands, and it is impossible for the host to remember all of them. Without a size chart, the explanation rhythm will be affected.
For users, they can also place orders independently by referring to the size chart, reducing obstacles in the ordering process. Good props can also stimulate users' interest.
(Print the size chart in advance before the live stream for display during the live stream)
#### **2 How to select products in the WeChat Channels live room?**
Currently, our product selection mainly follows 3 steps:
**1. Define the user profile based on the live room:** In the No. 8 Warehouse project, most users are mothers aged 40 and above. We ask the store staff of No. 8 Warehouse to recommend hot-selling styles priced below 1500 yuan, which is also the price range that users can bear, derived from multiple product tests.
**2. Select products from the perspective of the user's age group:** When selecting products, avoid relying solely on your own perspective. For example, in a Crocs live stream, there was a purple-pink croc shoe that was ugly in itself, but our live streaming operator put themselves in the life scenario and thought that aunties would wear them to go grocery shopping. As a result, it became the TOP2 seller of that session. If we had judged by our own eyes, we would never have chosen it.
**3. Other experience to assist judgment:** Select styles based on past sales data and experience of the same brand in live streaming, supplemented by the brand's product schedule and recommendations, recent sales on other e-commerce platforms, recent category trends, etc.
Selecting products through platforms like Xiaohongshu recommendation lists and Taobao hot sales lists is not a panacea. Currently, the public domain user profile that WeChat Channels live streaming can efficiently leverage is mostly not young groups. Unless the discount is very strong and the price is significantly lower than other platforms, based on our current experience, the actual sales efficiency is relatively average.
#### **3 How are the products listed in the live room classified?**
We divide the products listed each time into 4 categories: "Flash Sale Items," "Hot Items," "Profit Items," and "Topic Items." The order of the products after listing is also according to this sequence. In addition, we set the first product link as a "Reminder," mainly to remind users of the product size chart and after-sales instructions.
Different categories have different functions, and the corresponding functions of each category are as follows:
"Flash Sale Items" aim to heat up the live room, increase fan retention, and improve conversion rates. They are usually priced below half of the average order value of the live room. They are listed after the live stream starts, and the script mainly introduces selling points and guides orders.
We are accustomed to placing them in the gap between "Profit Items" and "Topic Items," so that users (newly entered or those who have stayed for a while) can quickly perceive the benefits and discount intensity of the live room, improving the efficiency of building trust psychologically.
"Hot Items" aim to increase and stabilize traffic and promote transactions. They are usually priced higher than the average order value to better create momentum and retain people. Usually, within half an hour of starting the live stream, we will definitely set at least 2 flash sale items to ensure the initial 30 minutes of volume.
At the beginning of the year, when we were live streaming for Skechers, the Panda shoe was so popular that we sold a single item for nearly 40 minutes, while ensuring stable data reception every 10 minutes. That live stream was our first small milestone.
"Profit Items" aim to increase UV and GMV. They are usually priced several times the average order value. After the popularity stabilizes, we release profit items, followed closely by flash sale items or hot items. Although the price is high, the script should still highlight the price advantage, while adding brand advantages to enhance endorsement and tell everyone it is worth the price.
"Topic Items" generally refer to brand goods, co-branded items, or topical hot items, new products, celebrity same-style items, etc. They can make live room fans interested and prompt orders.
(Product selection and arrangement before the WeChat Channels 38 Goddess Carnival live stream)
#### **4 How to set product titles in WeChat Channels live streaming for good results?**
Our summarized experience is that product titles should extract key information, generally written as: **Brand Name + Product Category + Basic Information + Item Number.**
 (Product title setting in Crocs live stream)
**Brand Name:** Because there are dozens of brands currently broadcasting in No. 8 Warehouse, it is convenient to search for all corresponding products by different brands in the backend, and it also increases users' recognition and trust in the product.
**Product Category:** It is convenient for the audience to intuitively distinguish the activity intensity of specific products, and words like [Flash Sale] and [Special Price] can increase consumers' desire and impulse to buy.
**Basic Information:** The audience can intuitively distinguish the functional attributes of specific products, such as material, function, characteristics, style, etc.
**Item Number:** It is convenient to accurately search for the corresponding product when changing prices in the backend, making product editing efficient.
It should be noted that the brand name appearing in the title needs to be reported and applied to the official platform in advance to avoid infringement and removal. In addition, content that violates the "Advertising Law" such as "best," "strongest," "first," "whole network" cannot appear in the title.
#### **5 How to set the live stream cover to attract people?**
The cover of the live room will be displayed in the WeChat Channels live streaming plaza and when shared in communities and Moments, affecting the first conversion from exposure to entering the live room, so it needs special design.
It is generally recommended to put photos of the main promoted products, discount intensity, host image, etc., to help viewers quickly understand the live stream information and attract viewers through discounts.
In addition, when designing the cover, there are certain requirements for image size: the display cover in the plaza is 9:16; the display cover when forwarded to Moments and communities is 3:4. The core information in the image must be placed in the middle to avoid being blocked, and the top and bottom can place relatively less important content.
(Excellent live room cover display)
**Before Live Streaming - Traffic End**
#### **1 Where does the traffic for WeChat Channels live streaming come from?**
The traffic sources for WeChat Channels live streaming can be roughly classified into private domain and public domain, and the two are connected through a 1:1 ratio.
After a basic inventory, the official public domain traffic types are approximately as follows:
Service provider traffic: divided into cold start traffic and daily support traffic. Currently, as a WeChat Channels service provider, we also have traffic package support policies. Partners in need can contact us.
Category operation traffic: also divided into two types: First, during major promotions and special events, when sprinting for GMV goals, you can register in advance. The official will assess ROI and give real-time traffic after passing; Second, merchants under the category have bi-weekly goals. After achieving the goals, traffic package support is given.
(Future) Advertising traffic: Currently, the precision of user matching for WeChat Channels live streaming plaza and Moments advertising still has a certain distance;
However, with the increase of entrants, the evolution of algorithms, and the formation of users' habits for WeChat Channels and the live streaming plaza, the value of advertising will gradually expand. It should be inevitable that it will be connected with Guangdiantong advertising to further leverage incremental orders from the public domain (this also determines the long-term value of brands entering early and running in the live room with the platform mechanism in advance).
Currently, the official "traffic support" traffic source, whether it is implanted in the feed stream when swiping up and down within WeChat Channels, in the live streaming plaza, or in Moments, has not yet given clear rules and details.
In addition to the above, the most basic and stable way to leverage the public domain is to import private domain traffic to obtain a 1:1 ratio. There are three points worth expanding on:
1. **According to data feedback, the reach efficiency of enterprise WeChat 1v1 group sending and community promotion is high.** The path is "poster - community - WeChat Channels" or "poster - WeChat Channels." Usually, for data recovery and further mining of user value, we are accustomed to using the former to filter out a live streaming community, which is convenient for live stream reminders and user value mining.
2. **If the official account fan base is large, the efficiency of official account article reservations is the highest.** Because of its extremely smooth and simple reservation process "open the article - click the reservation button," the channel reservation ratio can even reach 70% (out of 1000 reservations, 700 come from articles). As for whether users choose to scan the code to additionally enter the live streaming community, it depends on whether more benefits need to be prepared in the community for users.
3. Among brands that have cooperated with private domain, we are communicating and coordinating with the official WeChat Channels team to technically connect the performance sharing path between "store sales guides" and "WeChat Channels live room distribution," so that the private domain value of brands with long-term offline, sales guide personnel, and customer group maintenance accumulation can be further amplified, and the initiative of sales guides can be stimulated.
(Private domain reservation promotion before each live stream)
In addition, the reservation invitation leaderboard opened in the WeChat Channels assistant backend can show how many friends each person has invited to follow your live stream. Each person will have an exclusive poster QR code.
Our next step will also try to motivate users to invite reservations through activities, such as the top three getting prizes, or reaching a certain number of invitations to get a prize. Through this incentive form, let users actively help us invite users to make reservations.
If "sales guide distribution live room" is a top-down approach to further mine existing traffic, "consumer invitation leaderboard" is a bottom-up growth method with huge imagination space. Previous fission gameplay and reward gradient settings can all be played again.
(View reservation data in the WeChat Channels backend)
#### **2 What are the functions of setting up a live stream preview?**
Live stream preview is a strong reminder touchpoint for users. The more people make reservations before the live stream, the faster the initial volume will rise after the live stream starts, which is very important for leveraging the influx of official public domain traffic.
How far in advance to set up the live stream preview generally depends on the account's live streaming cycle. For example, as a daily broadcast account, we will set up the next day's live stream preview within five minutes after the current day's live stream starts. The purpose is to pop up a link during the current live stream to guide users to directly reserve the next live stream, trying to make each wave of public domain traffic bring at least two value contributions.
(Pop up a link during the live stream to guide users to reserve the next live stream)
For those with lower live streaming frequency and focusing on the quality of a single live stream, we will focus on introducing the theme, main products, discount intensity, etc. of the live stream in advance through official account articles and WeChat Channels content, and embed the reservation entrance for promotion.
(Use official account articles and WeChat Channels content for live stream reservations)
It should be particularly noted that only when the live stream starts within 1 hour before and after the scheduled time will reserved viewers receive the live stream reminder. In addition, the live stream test should be at least 2 hours apart from the official live stream, otherwise it may accidentally trigger the reservation live stream reminder.
**During Live Streaming**
#### **1 The underlying logic for making users place orders quickly in the WeChat Channels live room**
A keyword that cannot be avoided when placing orders in the live room: trust.
The generation of a transaction is the result of the completion of a trust establishment. Especially in the short, fast-paced rhythm of the live room, this point needs more attention. Different live streaming categories have different ways of building trust.
For example, for the brand merchants we are currently broadcasting, what is tested is actually brand power. For instance, when you enter Adidas's live room, you may like the brand, recognize the brand, the brand has a calling to you, or you trust the brand's after-sales system, saving trouble and avoiding problems.
If it is a factory or wholesaler without a brand, according to our previous experience and conclusions when doing white-label and starting with 0 fans, the most important thing is still the host's own ability, as well as the operator's ability to build the overall account positioning and scene.
Relying purely on "cost-effectiveness" and "cheapness" can indeed provide value points, but it is still far from the formation of trust. "Low-price white-label" only lowers the decision threshold for impulse consumption, not the difficulty of building trust. If the average order value is slightly higher, it simply won't work. Blindly broadcasting low average order value products will likely fail to increase profit margins and return on investment, and will inevitably face project termination.
If the host is an amateur, without a strong trust relationship with users and without a strong IP attribute across the internet, then you have to compete with your affinity in the live room. Through affinity and the overall scene, let users believe in your sincerity, let users be infected by you, and feel comfortable staying in your live room. Build your persona through live streaming.
IP-type influencers who want to sell high average order value products need to break users' original cognition and let them establish new cognition to establish your professional image, thereby building their trust relationship with you.
The tactics of different live rooms are very different, but the strategy is the same: solve the trust problem. Do trust first, then conversion. Without trust as the foundation, conversion is very difficult.
#### **2 How to improve the conversion rate of the WeChat Channels live room?**
After talking about the underlying logic of conversion, let's talk about specific execution strategies. After achieving nearly one million GMV in the No. 8 Warehouse live room, we summarized 4 actionable points to improve conversion rates:
**First, explain the product clearly.** For example, when selling a Coach bag, you need to clearly explain what age group it is suitable for, whether it is for young girls or mothers? Is it suitable for short or tall people? Let users intuitively know what kind of product it is.
**Second, make the product quantifiable and visualizable.**
Quantifiable means using data to speak, such as the size and weight of the bag; visualizable means directly trying it out, letting users see with their own eyes whether it can hold a phone, umbrella, and other personal items, letting the host wear it to show the effect, and sharing their feelings after personal experience. A trick that we have tried and tested is that the style worn by the host usually becomes the hot seller of that session.
**Third, learn to shape the value of the product.** We have also made this mistake before, often comparing product prices. In fact, users do not just pay for the price, but for the value.
For example, when buying a big-name bag, besides the exquisite design, it is more to satisfy their own little vanity. The host should show the joy of owning it. If the scene can be described clearly and the value is shaped, the conversion rate will be much higher than spending a lot of time emphasizing cost-effectiveness.
Finally, use full reduction/gifts to promote user order conversion.
We set a coupon of 4000 yuan minus 300 yuan in Coach and MK live streams, and in Anta live streams, we set a gift of a Xiaomi speaker for purchases over 588 yuan, verifying the feasibility of this method. Some users will add items to reach the full reduction threshold, and the average order value can be further increased.
(Use full gift to improve conversion rate in the live room)
#### **3 How to control the product passing rhythm during the live stream?**
Our current product passing rhythm is about 6-10 minutes per product, which is actually based on the official review mechanism.
In a live stream, the official will conduct several rounds of review in different time periods. The review time has a certain pattern. Within the first 5 minutes after you start the live stream, the official will give you a very small wave of traffic.
If the data performance of this wave of traffic and the people who enter during this period is excellent, after 5 minutes, you will be given higher traffic, because you have already received the first wave of traffic, and higher requirements will be placed on your data, and so on.
Then, roughly every 10 minutes, there will be a review. When will the review stop? When two consecutive imports of traffic fail to achieve the algorithm's expected conversion efficiency and other data, the traffic import will stop. This is why some people's live stream views stop at a fixed value.
Generally, after the first 20 minutes of flash sale to rush traffic, the average explanation rhythm is one product every 6-10 minutes, adjusted based on real-time data feedback from the backend.
#### **4 What is the process of the "holding orders" segment during the live stream?**
In layman's terms, "holding orders" means hanging a particularly attractive product at a very favorable price in the shopping cart. The host uses a set of scripts to tell consumers the highlights of the product and constantly creates a tense atmosphere of "about to start grabbing," but delays opening the price.
The purpose of this action is to increase users' stay time, raise the number of online users in the live room, increase user interaction frequency, and thereby promote the growth of various indicators to leverage the influx of official public domain traffic.
Generally, the "holding orders" segment is roughly divided into 7 steps:
1. **Product selling points:** Introduce what problems the product can solve, shape consumption scenarios, and stimulate sensory needs;
2. **Discount price:** Introduce that it is an ultra-low benefit for live room fans, not making money but gaining popularity. At the same time, compare with the market price on other platforms or the original tag price to highlight the discount intensity and emphasize limited-time purchase;
3. **Issue instructions:** Use scripts to guide users who like it to comment "1" in the comment area, let the backend count the number of people. The more interactions, the greater the benefits. At this time, you can also guide users to click to follow the account;
4. **Resolve concerns:** Introduce corresponding after-sales services, such as shipping insurance, 7-day no-reason return and exchange, etc., to remove the last doubts before ordering;
5. **Countdown to listing:** Remind the backstage controller to prepare to change the price. The on-site personnel will count down 5, 4, 3, 2, 1 together to put the link up, guide users to quickly grab it. The backstage controller cooperates to report inventory, and inventory can be released in small amounts multiple times to create urgency;
6. **User testimonials:** Use scripts to guide users who have grabbed the product to comment "paid" in the comment area, arrange priority shipping, and trigger the herd effect;
7. **Do it again:** Use scripts to guide users who did not grab it to comment "1" in the comment area, and repeat another round;
(Behind the scenes of a live stream)
#### **5 How to use lucky bags to increase user stay time?**
Lucky bags are a very good tool to guide user social fission. You can set specified live room comments to guide users to forward to friends to participate. Our experience is that lucky bags can be set at a higher frequency. Even if users do not watch the live stream, they will think about whether they can get some prizes through the live stream, increasing stay time.
In addition, the floor manager should cooperate with the host to do some guidance on live stream benefits and processes. For example, at 19:50, the host tells users that there will be a big prize draw at 8 o'clock. Users will think, "I have already watched the live stream for five minutes, why not wait another ten minutes to participate in the draw? What if I am the lucky one?" This effectively improves user retention.
(Lucky bag setting during the live stream)
Currently, we have also summarized some effective scripts to guide users to participate in lucky bags and follow the account:
Before opening the lucky bag, guide to follow and reserve the live stream: "Everyone should follow. Babies who follow, comment 'followed', and we will give you lucky bags again."
When guiding to draw lucky bags: "Let me teach you how to draw. First click the follow button in the upper left corner, then click the lucky bag, send a comment, and participate in our draw. Remember to click follow. The chance of winning is much higher if you follow."
Guide users to follow the account: "Because we are the official account of the outlet, we can get the most internal benefit prices and bring them to everyone. We will bring you super benefits every day."
For a single product to further reduce the price: "Come on, sisters, help me follow. If you follow, I will reduce another 100 yuan / If you follow, I will start to open the price for you."
Catch the gap time: "Newly entered babies, first give a follow, and you can participate in the lucky bag draw for free."
#### **6 How to distribute lucky bags and follow up on the winner list?**
**WeChat Channels live streaming lucky bag distribution process:**
After starting the live stream, through the live streaming account or the assistant account bound in the WeChat Channels backend, click the lucky bag button in the live streaming interface. You can choose 4 ways to participate: like, comment on any content, comment on specified content, follow the host, etc. After filling in the lottery information, click start to initiate the draw.
Currently, we commonly use letting users comment on specified content to participate, which can instantly improve the interaction effect of the live room and cause the herd mentality of other users who have not participated.
(Lucky bag setting process in WeChat Channels live room)
**Viewing lottery records process:**
On the live streaming account, click "Discover - WeChat Channels - Account - Creator Center - Creator Services - More - Live Streaming Lottery Records" in sequence to view the list of winning users. After going offline, you can privately message users to claim prizes.
#### (View lucky bag lottery records process)
#### **7 How to operate the pop-up link function in the live room?**
Through the live streaming account or the assistant account bound in the WeChat Channels backend, you can add promotions on the main interface before and during the live stream. Currently, it supports adding live stream previews, official account article links, enterprise WeChat name cards, and red packet cover links.
This function greatly improves the private domain accumulation ability of WeChat Channels live streaming, forming a traffic closed loop of private domain leveraging public domain and public domain precipitating into private domain.
(Pop up links during the live stream to guide users to add enterprise WeChat and reserve the next live stream)
**After Live Streaming**
#### **1 Do we need to review after every live stream?**
Currently, we review after every live stream. Our understanding of WeChat Channels live streaming is still in the exploration and pattern summarization period. By analyzing and summarizing the live streaming process through review, discovering problems and analyzing problems, we can quickly improve the combat effectiveness of the live streaming team.
Detailed and targeted WeChat Channels live streaming review strategies will be updated in our next article. Here, we only briefly describe to help everyone build understanding.
The value of live streaming review is mainly reflected in the following three points:
**1. Transform experience into ability**
Every live stream will inevitably encounter unexpected situations. Through the analysis and summary of the review, the team proposes solutions so that they can calmly handle emergencies in the next live stream.
**2. Make work content clear and cooperation smooth**
In the early stage of live streaming, the process and script techniques are based on experience from other live streaming platforms, but these methods need to be adjusted according to the environment of WeChat Channels live streaming.
We explore different methods through each review to find the most suitable rhythm for WeChat Channels live streaming, making the entire team's work clear and detailed, while also improving on-site cooperation efficiency.
**3. Discover mistakes and avoid making them again**
Discover the problems existing in the live streaming process of yourself and the team, and correct them, making every live stream a little better than the last. Only by running fast with small steps and iterating quickly can we go further and faster.
(After each live stream, the team conducts a review analysis)
#### **2 What dimensions of data need to be paid attention to in the review?**
**1. Basic traffic data**
Basic traffic data is mainly used to analyze private domain accumulation ability and comment interaction rate, mainly including the number of live stream viewers, new official account followers, the number of people adding enterprise WeChat, the number of comments, and the number of likes.
To see the private domain accumulation ability, look at the proportion: the proportion of new fans converted from live streaming = (new official account fans + enterprise WeChat fans) / live stream viewers.
To see the interaction of the live stream, the comment interaction rate = number of commenters / live stream viewers.
**2. Traffic source data**
If a live stream has high views but poor conversion, it is mostly because the traffic source is not precise.
The traffic of WeChat Channels live streaming is mainly divided into private domain traffic and public domain traffic. Private domain traffic mainly enters the live room through reservations and channels such as Moments, communities, and enterprise WeChat 1-on-1 private chats. The data that can be paid attention to is the promotion coverage and the number of live stream reservations.
Public domain traffic is currently relatively uncontrollable, but with service provider traffic support, you can analyze the live room's reception ability and judge whether this part of the traffic is precise.
In addition, the precision of traffic can also be judged through data such as user stay time and interaction rate in the live room.
**3. E-commerce related data**
In WeChat Channels live streaming with goods, the following e-commerce related data need to be paid attention to:
**Real-time online number:** The higher the data, the better the current reception, with a large amount of traffic flooding in. It is necessary to guide users to stay through actions such as putting up flash sale items and opening lucky bags to extend stay time. At the same time, the WeChat Channels live room backend can also see the user gender, which can guide us on whether to focus on explaining men's or women's products.
**Product display times:** Refers to the number of times the product is displayed to users. The pop-ups in the live room and users clicking into the shopping bag to browse the product count as displays.
**Product click times:** The number of times users actually click on the product and enter the product detail page.
The number of product clicks represents the host's guidance ability and the attractiveness of the goods. Being able to let users go from the product detailed introduction page to placing an order is also the best proof of the product's attractiveness.
When there is a significant difference between display times and click times, it may be that the product SKU is not rich enough or the product price is not advantageous enough.
At the same time, products with high click-through rates and good transactions have explanation value. In the later stage of the live stream, we mainly go through such products, and other products are either not gone through or briefly mentioned. Only products with high explanation value can continuously produce good data, rather than explaining all 50 styles in the live room, which will lead to poor final GMV data.
#### **3 What factors affect the stay time in the live room?**
The longer users stay, the stronger the reception ability of the live room. Only by making users willing to stay in the live room can there be subsequent behaviors such as likes, comments, follows, and orders. There are mainly 3 factors that affect user stay: scene layout, host's state, and product attractiveness.
These 3 factors roughly correspond to 3 stages: after users enter the live room, staying for the first 3 seconds depends on the scene layout; staying within 30 seconds depends on the host's state; staying within 3 minutes depends on the product's attractiveness.
Currently, our every live stream is in-store fixed broadcasting + walking broadcasting in the brand store. First, the scene sense is very strong; second, there are floor managers, backstage controllers, etc. to cooperate with the host to create an atmosphere, keeping the live room in a tense and lively state; finally, the brands in No. 8 Warehouse are basically well-known brands, coupled with the mall's own discount intensity, forming this set of actions to retain people.
(Behind an excellent host stands a group of partners cooperating)
#### **4 What are the common violations in the live room and their solutions?**
**1. Placing a QR code on the live room cover** Solution: Delete the QR code on the cover and restart the live stream.
**2. Placing a QR code in the product in the live room** Solution: Delete the QR code and re-list the product.
**3. Shopping live streams without hanging the shopping bag** If warned by a pop-up, solution: hang the shopping bag immediately. If traffic has been restricted, solution: restart the live stream and hang the shopping bag immediately.
**4. It is forbidden to mention other e-commerce platform names or display other e-commerce platform screens in the WeChat Channels live room** If found, the platform will punish severely.
For partners who are more accustomed to absorbing knowledge through video, we have also filmed the knowledge points into videos, which can be viewed on the Daxue Video Account homepage.
Source: Operations Deep Selection (ID: YYjingxuan365) Author: Shao Bo
**Are you "watching" me?**


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## Citation metadata

- Publisher: New Distribution
- Author: 零一直播团队
- Published: 2022-03-28
- Canonical: https://xinjignxiao.com/en/articles/leveraging-70-of-public-domain-orders-internal-sop-manual-for-all-roles-c1b9e210/
- Original source: https://mp.weixin.qq.com/s/O8UtiGwJB_sYd4709c7BMA

## Copyright and AI use

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