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Below is the translation of the article on live streaming e-commerce business processes, common problems and solutions, and objective purchasing advice

Live Streaming E-commerce Business Process

1. Preparation Phase

• Product Selection: Choose products suitable for live streaming sales, usually those with clear selling points and a defined target audience. The quality and uniqueness of the products directly impact sales performance.

• Supply Chain Management: Ensure sufficient product inventory and a stable supply chain to avoid out-of-stock or delayed shipments during the live broadcast.

• Team Preparation: Build a live streaming team, including hosts, controllers, customer service, and technical support. The host should have strong communication skills and a friendly demeanor.

• Platform Selection: Choose a suitable live streaming platform, such as TikTok, Kuaishou, or Taobao, based on the characteristics of the target audience.

2. Pre-live Streaming Preparation

• Scene Setup: Set up the live streaming background according to the product’s features, including lighting and props, to enhance the viewing experience.

• Script Preparation: Write a live streaming script that includes product introductions, promotional information, interactive topics, and limited-time offers.

• Technical Testing: Test live streaming equipment in advance (e.g., cameras, microphones, network) to ensure a smooth broadcast.

• Promotion and Warm-up: Use social media, platform announcements, and discount coupons to warm up the live stream and attract potential viewers.

3. Live Streaming Process

• Product Presentation: Describe product features, usage, and advantages in detail, and interactively answer viewers’ questions while showcasing product details.

• Promotional Activities: Use limited-time discounts, full-price reduction offers, and lucky draws to stimulate viewers’ purchasing desires.

• User Interaction: Actively interact with viewers, answer questions, and encourage likes and shares to increase the live stream’s engagement and exposure.

• Order Management: Track orders during the broadcast, confirm shipping information, and try to resolve user inquiries while live.

4. Post-live Streaming Follow-up

• Data Analysis: Summarize the live stream’s data, including the number of viewers, orders, conversion rates, etc., to evaluate the broadcast’s effectiveness.

• Customer Feedback: Collect user feedback and resolve after-sales issues, such as returns, exchanges, or quality complaints, to enhance customer satisfaction.

• Review and Improvement: Analyze problems and shortcomings, optimize the next live streaming process, and adjust product selection and strategies.

Common Problems and Solutions

1. Product Quality Issues

• Problem: The product quality does not meet expectations, leading to high return rates.

• Solution: Strictly control product quality by selecting products with good reputations and brand assurance. Conduct regular quality checks to avoid shipping errors.

2. Insufficient Inventory

• Problem: Out-of-stock issues during the live broadcast.

• Solution: Prepare sufficient inventory before the broadcast and monitor stock levels in real-time. Set up a reasonable stock alert system.

3. Network Issues

• Problem: Network lag during the live broadcast causes viewer loss.

• Solution: Choose a stable network environment and use professional live streaming equipment. Conduct multiple network tests before the broadcast, and prepare a backup network if necessary.

4. Customer Complaints and After-sales Issues

• Problem: Dissatisfaction with after-sales service and high return rates.

• Solution: Establish a comprehensive after-sales process and provide immediate customer service. Strengthen cooperation with suppliers to improve after-sales response speed.

5. Low Viewer Engagement

• Problem: Low viewer interaction and poor conversion rates.

• Solution: Increase interactive segments, such as lucky draws, Q&A, and limited-time promotions, to enhance viewer engagement. Train hosts on interactive skills.

Objective Purchasing Advice

1. Be Rational with Promotions: Promotions in live streaming e-commerce often use tactics like limited-time discounts and flash sales to entice consumers. Before placing an order, consumers should consider if they truly need the product to avoid impulsive buying.

2. Pay Attention to Product Reviews: When watching a live stream, it’s advisable to check reviews from consumers who have bought the product. While live demonstrations can be persuasive, real customer reviews provide a more comprehensive reference.

3. Focus on After-sales Policies: Before making a purchase, make sure to understand the platform’s and seller’s return and exchange policies, especially for high-value items, to ensure proper after-sales support.

4. Don’t Blindly Trust Discounts: Some live streaming discounts may involve inflated prices followed by discounts. It’s recommended that consumers check the market price of the product beforehand to assess the real value of the discount.

5. Maintain Independent Judgment: While hosts may use various techniques to encourage purchasing, the final buying decision should be based on personal needs and financial capacity. Be a rational consumer and avoid impulsive buying under the host’s influence.

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