“The time for us to strike is when they seize the first resource. For now, we do not need to be in a hurry. They should be the ones who are anxious. Furthermore, the results of our research cannot be stolen by the opposition. Everyone, why am I saying this now? This is my reminder to you: do not be blinded by immediate interests. If you are, you will be led astray, and your entire professional development will face hardships. I truly hope you can understand the essence of my previous statement.”
After Lin Guanqi finished speaking, he turned on the screen.
He displayed a project proposal.
**I. Project Background and Objectives**
With the booming development of the live-streaming e-commerce industry, it has become the core battlefield for brand sales and conversion. This live-streaming sales project is specifically designed to effectively reach target customer groups and increase brand voice and product sales.
**Core Objectives:**
1. Sales Objective: Achieve a GMV (Gross Merchandise Volume) of **[XX]** million yuan during the live-streaming cycle.
2. Brand Objective: Enhance brand awareness and reputation among target user groups and establish deep brand recognition.
3. User Objective: Cultivate private domain traffic, increasing user activity and repurchase rates.
**II. Project Theme and Audience Positioning**
• Live-streaming Theme: [XX Brand] Year-End Gala · Fan Appreciation Night
• Core Audience: Women aged 25 to 40, living in first- and second-tier cities, with mid-to-high spending power, and a focus on quality of life and fashion trends.
**III. Live-streaming Planning and Execution**
1. Time and Format
• Live-streaming Time: December XX, 202X, 8:00 PM to 10:00 PM (Golden hours to ensure peak traffic)
• Live-streaming Format: A three-in-one model of “Anchor + Product + Interaction,” combined with short video warm-ups to drive traffic.
2. Anchor Lineup
• Lead Anchor: One top-tier anchor with **[XX]** million followers, a professional style, and outstanding sales ability.
• Assistants: One or two assistants who are familiar with the products and possess quick reflexes. They will be responsible for interaction, displaying product details, and matching the anchor’s rhythm.
3. Product Strategy
• Traffic Drivers: Select one or two high-cost-performance, high-demand items (e.g., trending lipsticks or household cleaning tools) to attract users into the room with extremely low prices or limited-time flash sales.
• Profit Drivers: Focus on three to five core profit items (e.g., high-end skincare sets or smart appliances). Stimulate orders by explaining their unique selling points, efficacy, and discount policies in detail.
• Bundled Sales: Design several “live-room exclusive” bundles, such as “Skincare + Makeup” or “Daily + Travel” sets, to increase the average order value through cross-selling.
4. Interactive Gameplay
• Lucky Draws: Set up hourly draws and comment section draws with prizes like brand coupons and sample gift boxes to increase user retention time.
• Flash Sales: Launch several flash-sale products at irregular intervals during the broadcast to create a sense of urgency and prompt users to order immediately.
• Password Red Envelopes: Distribute red envelopes requiring keywords related to the brand or product. This will guide users to interact actively in the comments and increase the room’s popularity.
**IV. Promotion and Traffic Strategy**
• Warm-up Phase (three to five days before the broadcast):
◦ Short Video Platforms: Post warm-up videos including anchor previews, product teasers, and benefit announcements. Run precision ads on platforms like Douyin and Kuaishou.
◦ Social Media: Release posters and articles on Weibo, Xiaohongshu, and WeChat. Start discussions using hashtags like #XXBrandFanAppreciationNight.
◦ Private Domain Communities: Inform brand members and fan groups of the benefits in advance through one-on-one invitations.
• During the Broadcast:
◦ Guide users to interact in the comments and share the live-stream to receive extra rewards.
◦ Encourage users to share clips to their social circles to expand the reach.
• Post-Broadcast:
◦ Post highlight reels for secondary traffic.
◦ Reach out to users who did not place orders via private messages or SMS, providing exclusive coupons to promote conversion.
**V. Budget Allocation**
• Anchor Fees: [XX]%
• Promotion and Traffic: [XX]%
• Technical and Venue: [XX]%
• Materials and Prizes: [XX]%
• Contingency Fund: [XX]%
**VI. Performance Evaluation and Review**
After the live-stream concludes, a comprehensive review will be conducted across the following dimensions:
• Sales Data: GMV, individual item sales, average order value, conversion rate, etc.
• Traffic Data: Number of viewers, new followers, fan interaction rate, etc.
• User Feedback: Collect user evaluations and suggestions regarding the content, products, and anchors.
• ROI Analysis: Calculate the return on investment to evaluate the overall effectiveness of the project.
To an ordinary person, this might seem incredibly complex because they do not understand the underlying significance. However, anyone in the industry—those who want to work in or learn about live-streaming—would definitely understand it.
As long as someone wants to learn the trade, no matter how difficult it is, they will strive to grasp it. Truly understanding the craft is the most important thing; otherwise, all their skills might go to waste. If that happened, wouldn’t they be left with no options at all? Therefore, problems must end with solutions; only after they are solved can a breakthrough occur. That is the definition.
When someone does not want to learn, no matter how you try to persuade them, it is useless. After all, if they have no interest in the live-streaming industry, your advice is pointess. Conversely, those who truly want to pursue it will take the initiative without needing any prodding. There is a world of difference between the two.
You cannot force someone who wants to learn to stay still; they will be itching to start. But if you try to force someone who has no interest to study, they will only resent you. Is that not a loss for everyone involved?
Lin Guanqi did not threaten anyone to learn this new skill. After all, he had given them ten options. For every skill they mastered, they could earn a higher salary. In this way, he provided them with more diverse choices. Of course, they could choose not to learn and just take the base salary. However, if they could not even master the basics required for that salary, they were as good as shown the door. Giving them more options was simply providing them with more directions for development.
They might have the potential to shine on any one of those paths. One road might not suit them, but another might be perfect for their cultivation and research.
Lin Guanqi always provided options, but he never gave substantial help. If he helped any one person on their path, they would develop a dependency. They would think that if they made a mistake, the boss would be there to take responsibility. He did not want them to harbor such a mindset. If they did, they would not be able to work freely, nor would they consider the consequences of their actions. That was unacceptable.
What he wanted was for them to take full responsibility for everything they did, whether right or wrong. Only then could they gain real experience. Otherwise, they would learn nothing, and the entire exercise would be useless.
Once they gained that experience, they would naturally take the work to heart. With experience and personal history involved, it was only natural for them to care.
“But Boss, if you don’t back us up, what if someone makes a mistake? Will our punishment be severe?”
Lin Guanqi did not want to answer that question too quickly. Answering immediately would be providing them with a safety net, which was exactly what he wanted to avoid.
This was an opportunity for them to discover their own strengths and weaknesses.
However, from the look of things, they seemed very anxious. They wanted to know if someone would cover for them if they failed.
But if he said beforehand that someone would take the fall, would they really put in the effort?
Certainly not.
If they knew they had a safety net, they would not go all out.
If you did not do the work, you would have many other trivial matters to deal with. While that might not matter to some people, it mattered a great deal to him.
He intended to unify all these people.
Only then could he ensure that everything remained stable. Otherwise, if something interfered or disrupted their order, it would be a net loss. One could say no benefit would be gained at all. To avoid the influence of bad actors, he had to ensure that everyone had a clean record. Without any stains on their history, he could train them with confidence.
That way, no matter what happened, it would be within their expectations, and he would not need to worry too much. Those with stains on their records were different; he would have to check their history and conduct background investigations before he could trust them. Even after trusting them, he would still maintain deep reservations. Without that process, one could never hope to have a place here.
The reason was simple: if your identity was not verified, you naturally would not be trusted. However, the employees here seemed very eager to show Lin Guanqi just how clean their backgrounds were. After all, if they succeeded, they would gain quite a lot.
And he, naturally, would not be stingy. Since they were being honest, he had no reason to keep things hidden. Therefore, anyone who was willing, volunteered, and had a clean resume would be included in the new phase of skill training. Some might say this was too strict, but without strictness, there are no rules. Without rules, nothing can be accomplished.
As for exactly how they would proceed, that would be announced next. After all, for this project’s startup plan, he wanted people who worked with sincerity, not slackers.
To him, this project was exceptionally important. No accidents could be allowed to happen.
This was his battle for a comeback.
“Alright, everyone has seen the project proposal. It is no secret. Now that you have read it, if you feel you can do it, you can memorize the plan and go do it yourselves after the meeting. I have no objection to that. However, I advise you not to take unnecessary risks. Even I cannot guarantee that I can make this fully successful. But if someone does manage to make it work, I will personally invest in them. Of course, if you fail and cause losses, the company will not bear the burden.”
Everyone was certainly willing to make money, but they were not willing to let others reap the benefits while they bore all the risk. If there was zero risk for the company but they had to shoulder everything themselves, it would not be a fair deal. However…
The investors were the Bai Group and their partners. When calculated that way, it did not seem like a bad deal. As long as they could secure actual investment, the risks in the middle did not matter as much. Securing that investment meant gaining the support of the power behind those names. Their reputation preceded them; for the employees, this was a dream opportunity. If it were some shady, unknown company, they would not even bother. Why would anyone work through an entire cycle only to let someone else snatch the benefits at the end?
If he were in their shoes, he would certainly not be willing either.
After all, if there was no profit to be gained, what was the point?