The optimization of cross-border e-commerce live streaming is summarized as follows:
(1) The quality of live streaming content should be continuously optimized. The quality of content is mainly delivered by the anchor and determined by the anchor’s professionalism. Therefore, efforts should be made in two aspects: one is to continuously improve the content planning ability, and the other is for the anchor to deepen his professional direction. Although the basic skills of live streaming are useful, professionalism is more useful.
(2) Pre-broadcast execution should be continuously optimized. The accumulation of fans before the live broadcast and the construction of a private domain traffic pool are the basic guarantees for the number of viewers of the live broadcast. The platform likes to “add icing on the cake” rather than “provide timely assistance”. Without a basic number of viewers, it is difficult to get the platform’s natural push. The drainage video can maintain the number of viewers in the live broadcast room, and it also needs reasonable planning. In addition, product selection and positioning are also very important, which will be directly reflected in sales data. Live streaming e-commerce often fails. The number of viewers, interactive likes, and average viewing time of some popular stars’ live streaming can be very high, but the purchase conversion rate, order payment rate, and delivery rate are low. This phenomenon of “three highs and three lows” is a typical failure. The direct reason is improper product selection. In fact, live streaming e-commerce has very high requirements for products, and not all categories are suitable for live streaming marketing. Even if the product is selected correctly, it will fail if it does not match the anchor’s personality or professional skills.
(3) Live streaming marketing should be optimized according to channel characteristics. For example, Douyin live streaming attaches great importance to GPM value, which greatly affects the platform’s natural push flow. If live streaming is done on Douyin, it should be optimized according to the factors affecting GPM, such as improving the quality of fans (rather than buying or increasing fans with low correlation) and improving the quality of live streaming content (rather than focusing only on “skills”, such as holding back orders, bargaining, out of stock, and vulgar shouting). In short, live streaming and short video marketing have become an important e-commerce model. At present, the top online celebrities dominate the market, and more professional anchors will flock to it in the future. Live streaming not only has great potential in promoting sales, but also has great potential in brand promotion, which has not yet been tapped. However, live streaming e-commerce also has bottlenecks such as high costs, low retention, and difficulty in replication. Phenomena such as “losing money to gain publicity” and “turning over” occur every day. As the industry becomes more and more standardized, the inevitable main development direction in the future will be from online celebrities to the whole people, and from trusting anchors to trusting products.