For a long time, the United States has been a large user area of ​​TikTok in markets, and it is the country with the largest number of users outside China.

It is reported that the current monthly active data in the United States has already exceeded 100 million, and the United States is a huge dividend market on TikTok in terms of payment ability, marketing promotion, and user activity. Among them, the United States ranks among the S-level strategic regions with high number of active users and high ARPU value. So TikTok is also using the influence of the US market to accelerate its globalization process.

Therefore, the United States can be said to be the region that brand sellers most want to explore. And now the TikTok US site has opened the yellow car, which also means that TikTok’s commercialization process in the US has been further accelerated. Although the application pass rate of most sellers is not very high, I believe it is not far from the official launch time. After the yellow car in the United States is launched, a large number of cross-border brand merchants will also flood into the TikTok US area.

Just a few days ago, TikTok’s first official U.S. partners (TSPs) have taken the lead in conducting the first pilot broadcast of TikTok’s yellow car in the United States. Let’s see how they do it:

A. Establish standardized and localized operations

The live shopping is still in a state of disorder. There is no standardized operation in terms of product operation, on-site execution, etc., and it is not so complete. Most of the hosts are amateurs, and many live shopping scenes are in the room of the talent, and the starting time is not fixed. Therefore, there is a lot of difference between the real-time viewing volume and the development of viewing habits with professional hosts. difference.

So from the very beginning, the agency has adopted a combination of standardized operations (creating standard live room scenarios) and localized operations (localized professional operation teams) to create a competitive advantage in cross-border live streaming.

1. In terms of standardized operation, the authentic live shopping scene can not only provide users with a real live shopping look and feel, but also further bring traffic through word-of-mouth communication, laying a solid foundation for the next broadcast. Basically, everyone can find that some brands are actually set up in the live shopping room before the broadcast, and some are built with reference to the variety show. Even if they have made sufficient preparations for on-site scheduling and process execution, it can still be seen. They are still unfamiliar with the overseas live shopping format.

Different from this, they provide brands with different live shopping experiences from the beginning, adopt strategies that meet local needs for different brands, and build standard live shopping rooms (such as 3C, beauty, clothing, etc.) that fit the brand’s product attributes. There are 10 live shopping rooms. In addition to attracting brands and Influencers to settle in, it also has a good effect on users watching live shoppings.

2. In terms of localized operation, they also hired and introduced professional talents to form a localized operation team. In this pilot broadcast, a field control console is equipped, including temporary baby shelves, discount information, and inventory price changes; the operation team is responsible for selecting products, monitoring live shopping data, reviewing and summarizing, etc., and different departments communicate on the spot in real time. , In addition to improving the efficiency of live shopping work, more importantly, in terms of local cultural differences, it maintains a smooth communication channel for brands and Influencers, which greatly reduces the cost of communication between brands and Influencers.

Similarly, they regularly broadcast at a fixed time every week. In addition to bringing more potential audiences based on TikTok’s algorithm, they can also cultivate users’ habit of watching live shoppings. Therefore, in the next live test, the agency said that it will still start the broadcast at a fixed time and continue to collect test live data.

B. The first choice to start broadcasting

It is worth noting that in this pilot Live, which was not preheated in advance, they chose to live shopping with all the influencer. At 8:00 p.m. US time, TikTok’s super-sweet couples @Savannah (580,000 followers) and @itsbenreid (1.1 million followers) appeared at the live shopping base. Like their Chinese counterparts, they introduced products one by one in this pilot broadcast, and try it out in person. When watching the live shopping, users can click the ” yellow car” to view the corresponding products, and unconsciously complete the process from demand stimulation to purchase during the live shopping.

The most direct reason for choosing a influencer as a host is that influencers are influential and have their own traffic. Just like the cover of a short video live shopping, it directly affects whether users are willing to enter the live shopping room because of who the main body of the live shopping is. The first thing users see before watching the live shopping is the host. It can reach target users more quickly and accurately.

This is also the reason for using Influencers as hosts. On the one hand, it can quickly gather traffic for the live shopping room, and on the other hand, it can accurately sell products to the cooperative brands.

Moreover, unlike the amateur hosts that appear in most live shoppings, choosing Influencers as hosts has a good effect on improving user engagement and prolonging the duration of users watching live shoppings, which is also a key factor driving the success of TikTok’s live shopping.

C. Hosts need to have professional live shopping capabilities

In addition to the first two points, whether a live shopping is successful or not is ultimately reflected in the host’s ability to sell products, that is, the skills we often say hosts need to have: be able to chat, able to mobilize the atmosphere in the live broadcast room. The most important thing is the in-depth understanding and professional explanation of the product, which will directly reflect the effect of the conversion rate of the goods.

At present, the TikTok platform has not yet operated the live shopping unionized operation. Most of the hosts are still amateurs, mainly focusing on life and entertainment. There are generally a large number of live shopping rooms such as chat, singing, dancing, and talent show. For brands that want to do cross-border live shoppings, it will take longer to accumulate and accumulate.

Based on this, it is very important to carry out subdivided and vertical refined operation and training, and improve the professional live shopping skills of Internet celebrity hosts, so as to increase the payment rate of users and promote users to place orders.

In this one-hour pilot broadcast, from product introduction, trial, interaction, and finally using words to guide users to place an order and purchase as presented in the live room with Chinese characteristics. At the end of this trial broadcast, the background data showed that the number of simultaneous online users in the live shopping room reached 300+ at the peak, and the number of viewers exceeded 5,000+.

The trial broadcast data this time has also been recognized by a number of relevant practitioners, “Whether from an operational point of view, or from the on-site execution, especially from the live shopping performance ability of Influencers, this trial broadcast is very standardized and complete. It’s pretty good,” said one practitioner.

Finally, from an objective point of view, the current live shopping business and content ecology still need to be enriched, including improving users’ willingness to pay and cultivating users’ habit of watching live shoppings, all of which need to give the market time to educate.