Tiktok Shop Complete Self-operation Guide

TikTok Shop Cross-border E-commerce Live Operation Guide
I. Introduction In the booming development of cross-border e-commerce, TikTok Shop has opened up new sales channels for merchants with its unique content e-commerce model. Live broadcasting, as a key operation method, has strong marketing potential. This article will elaborate on the official live broadcast operation of TikTok Shop cross-border e-commerce, covering the basic transaction formula to the specific operation skills of each stage of live broadcasting.

II. TikTok Shop Cross-border E-commerce Official Transaction Formula
(I) Basic Logic The transaction of TikTok Shop cross-border e-commerce follows a core formula:
Transaction = Content Supply × Traffic Efficiency × Conversion Efficiency. This formula emphasizes the importance of the synergy of content creation, traffic acquisition and conversion improvement in e-commerce operations to achieve sales goals.

(II) Core Elements 1. PV (traffic/exposure) and GPM (sales per thousand exposures)

GMV (gross merchandise volume) is a key indicator for measuring live broadcast sales performance, which is obtained by multiplying PV and GPM. Different transaction genres, such as live broadcast, short video, window display, etc., all contribute to GMV.

Traffic sources
Traffic mainly comes from referral traffic (natural traffic), paid traffic (advertising traffic) and private traffic (fan sedimentation). Merchants need to have a deep understanding of and make reasonable use of these traffic source channels to increase the exposure and sales of the live broadcast room.
Core factors affecting GPM

Including CTR (click-through rate), C_O (conversion rate) and AOV (average order value). Improving these indicators can effectively improve GPM and thus increase sales.
Fundamentals of operation In addition to the key elements in the above formula, high-quality products, business compliance, on-time performance and service experience are also the foundation of operation. Although these factors are not directly reflected in the formula, they are crucial to long-term business development and customer satisfaction.

III. Live broadcast operation strategy
(I) Before live broadcast

Permission and equipment preparation
-Permission acquisition-E-commerce permissions are automatically obtained after the store is opened, and live broadcast permissions need to be obtained by binding the account after the store is opened. Some permissions, such as OBS (computer broadcast) permissions, need to be applied manually.
-OBS is an open source playback software used to push video content from the computer to the live broadcast platform. It needs to be downloaded and installed when used, and then follow specific steps to set the push address and other information.

Equipment selection – Equipment selection depends on the live broadcast scene. Computer live broadcast is suitable for environments with high-speed broadband networks (it is recommended to choose broadband products above 200m), which can provide high-definition and textured pictures, and support a variety of live broadcast room gameplay, such as stickers, slices, etc. Related equipment includes high-end computers, cameras, spherical lights/fluorescent lights, camera stands, etc., with a price range of about 500-10000RMB. At the same time, tables and chairs are used to display samples and anchors to rest, and beauty lights are used to supplement light. – Mobile live broadcast is more flexible and suitable for anchors in wireless network spaces such as outdoor, but the picture clarity is difficult to guarantee. Mobile live broadcast needs to be equipped with a mobile phone stand, which costs between 20-100RMB yuan.

Basic information settings for live broadcast room settings – Title, main categories, introduction and cover should be closely around the live broadcast content. Reasonably set popular or keyword Hashtags, establish group tags, and cleverly use marketing vocabulary, such as special sessions, feasts, benefits, discounts, etc., to attract more users to pay attention to the live broadcast room.

In the comment area, the anchor should actively interact with users and provide timely feedback. To maintain a good atmosphere in the comment area, you can choose to close comments or add up to 200 words in the keyword filter to filter inappropriate comments. At the same time, users are encouraged to share the live broadcast room to other social media platforms.
The anchor can set friends and viewers who follow each other as administrators to maintain the order of the live broadcast room. The administrator has the right to ban and block users, and can set up to 20 moderators.
Product management-Products should be added to the live broadcast room before the live broadcast. Both the APP and the computer can be operated. The computer is relatively more convenient and stable. Products can be added from the window, direct invitation, the merchant’s own store (only available to merchants), etc. Product URL addition is only supported on the computer, and adding products from the alliance selection square is only supported on the APP.
Product combinations can be set in advance, and added to the live broadcast room with one click during the live broadcast to improve the efficiency of adding products. Currently, only the merchant’s self-selling account and channel account can use this function on the APP, and all anchors on the computer can use it. The product sorting is different between the APP and the computer. When the anchor introduces the product, it is necessary to pin the product in time to attract clicks. Each pin of the product card can last for 30 seconds.

Currently, only the computer can edit and select the product cover, and both the APP and the computer support deleting products.

Functional application-Live interactive function allows anchors to interact with users. The anchor can choose to answer questions through the Q&A button, stop the interaction at any time, and choose to report or deal with users when encountering inappropriate questions. – The anchor can take the initiative to pause 3 times during the live broadcast, each time for 5 minutes. – Mobile live broadcast has special effect functions, such as lens flip and mirror, beauty and filter, sound effects, etc.
The anchor multi-microphone & multi-person chat function includes Co-Host anchor microphone connection (you can invite other anchors to live together) and Multi-LIVE multi-person chat (you can invite up to 3 guests to enter the live broadcast room to chat). 3. Team building and content design- Team configuration- The basic configuration is a 2-person team, which can be composed of anchor + operation or anchor + field control. Advanced configuration is a 4-person team, including anchor + assistant + field control + operation. High-level configuration requires a team of more than 6 people.
Different members assume different responsibilities. The anchor is responsible for introducing products, controlling the rhythm, etc.; the deputy anchor assists the anchor to answer product questions, guide attention, etc.; the assistant cooperates with the anchor to control the field, shoot live slices, etc.; the live operation is responsible for the overall work of gameplay design, product grouping, etc.; the central control operation is responsible for the listing and removal of goods, price changes, coupon distribution, etc.; the data operation is responsible for collecting and analyzing live data and providing optimization suggestions.
Anchor selection-a suitable anchor should have an image and temperament that conforms to the live broadcast room and product positioning, have strong expressiveness, interactivity and sales power, have professional explanation ability for specific categories of products, strong learning ability and understanding of the preferences and cultural habits of target market users, fluent language expression, rhythmic speed and tone, infectiousness and persuasiveness.
You can cooperate with service providers to recommend anchors with strong English skills; you can also find anchors on your own, such as overseas students, English teachers, models from foreign model companies, etc.
Live broadcast script and process- Determine the theme of the live broadcast, such as warehouse clearance, factory direct sales, boss lady stalls, expert recommendations, etc. It is recommended that each live broadcast last for 3-4 hours. Maintaining the duration and diligence is an important operation skill. – Clarify the live broadcast goals, including popularity goals, sales goals, overall or single product goals. Choose a suitable broadcast time, such as the time period when fans are active, and fix the broadcast time so that fans can master the rules. – Develop activity strategies, such as full gifts at the beginning, all-day lucky draws, limited flash sales, group benefits, mysterious lucky bags, etc., and use marketing tools to improve the core data of the live broadcast room.
Design the product speech structure, including retention speech, interactive speech, product speech, transaction speech, order reminder speech and ending speech. The words should be constructed around product characteristics, price anchors, amplifying pain points, creating cases, creating scarcity, exploring needs, highlighting selling points, advantageous prices, display effects, and limited purchases.
Reasonably select the number of goods. The total number of merchants for non-standard products is recommended to be greater than 30, and the total number of merchants for standard products is recommended to be no less than 10. The number of selected products is determined in combination with the live broadcast duration, and the explanation time of a single product is controlled within 5-10 minutes. – Plan the product structure, including traffic-generating products (discounted prices, medium and low customer orders to ensure traffic retention, and the proportion of merchants does not exceed 10%), dynamic sales products (low gross profit, high popularity, strong universality of products, ensuring that the proportion of conversion after effective introduction of traffic does not exceed 30%), profit products (moderate gross profit, new products or special tactical products, ensuring that the traffic GPM is amplified, accounting for 40%-50%), and special products (exploratory categories and products, providing possible products for long-term fan retention in the live broadcast room, accounting for less than 10%).
Grasp the rhythm of product arrangement and explanation. The order of product types on the shelves is: traffic-generating models
dynamic sales models
profit models
dynamic sales models
featured models
traffic-generating models are cyclical;
The order of product prices on the shelves is: low-medium-high-medium-low-medium-high. – Do a good job of account positioning and setting. The avatar and user name should reflect the characteristics and mindset of the categories and products sold. The personal introduction can convey information such as brand value, product characteristics, sales area, store discounts, and live broadcast previews. – Choose the appropriate live broadcast format according to the product. For example, standing broadcast is suitable for products such as clothing, home textiles, and household bags. It is necessary to pay attention to leaving 1/3 of the head blank, the whole body in the frame, and the sense of depth; sitting broadcast is suitable for food, beauty, jewelry, toys, accessories and other products. It is necessary to pay attention to the moderate distance between the face and the lens; hand broadcast is suitable for some products, and there are corresponding precautions. – Reasonable use of lighting and color to create the atmosphere of the live broadcast room. Warm white light illuminates people, and pure white light illuminates objects. For products such as home furnishings and food, warm white light can be used to create an atmosphere and tension (the main light is above the anchor’s position); for products such as clothing and beauty products, use pure white light close to natural light to reduce color difference (fill lights are placed on both sides and do not appear in the picture), and auxiliary background lights can also be used according to the situation. At the same time, it is recommended to decorate the live broadcast room with low-saturation colors such as solid wood/dark/Morandi colors. The anchor wears dark-colored clothes with clear edges and better image cut-off effects. – Preheating promotion- Make traffic- Preheat short videos before the broadcast. You can learn from the popular videos of the same product and imitate them. Make short video scripts to highlight the time, products, discounts, and end reminders to follow and forward. After posting the video, leave a comment to yourself, and re-state important information such as the live broadcast time and live product discounts in the comment. – Use the broadcast preview gadget to facilitate users to set broadcast reminders and receive notifications before the broadcast. Use Promote to heat up the preheat short video, and support setting user groups for video push by gender, age, and interest. Small arrows can be added to the video content to point to the avatar to guide users to pay attention. During the live broadcast, you can use screen recording slices to send short videos to continuously attract users to watch.

(II) During the live broadcast

Sales gameplay- Multi-level threshold coupons: At the beginning of the live broadcast, by setting coupons with different thresholds, such as coupons that can be used when spending a certain amount of money, quickly increase the transaction. – Flash sales: Carry out flash sales for popular products to improve the conversion efficiency of individual products and attract user attention and purchases. – Single product discounts: Directly discount the price of products to stimulate users’ desire to buy. – Live broadcast room targeted coupons: Set up full discount activities for specific products to increase product conversion. – Limited time and limited inventory special price: Set a special price for products within a specific time and with limited inventory to stimulate low traffic and encourage consumers to place orders as soon as possible. – Watch live broadcast to receive coupons: stipulate that coupons can be received after watching the live broadcast for a certain length of time, extending the user’s viewing time. – Live broadcast room fixed price free shipping: adopt a fixed price and free shipping strategy to eliminate users’ concerns about shipping costs and increase traffic and conversion.
Rhythm operation – Pay attention to online popularity: The anchor should drive the atmosphere of the live broadcast room through his own performance and interaction, mobilize the emotions of fans, and attract more viewers. – Product display: Reasonably display the key information of the product such as appearance, function, and method of use to promote product conversion. – Explanation frequency control: Maintain a moderate explanation frequency, avoid too fast or too slow, and ensure that users can keep up with the rhythm and understand the product information. – Interaction rate improvement: Encourage users to participate in interaction through questions, lottery, interactive games, etc., to improve user participation and stickiness. – Data diagnosis: Pay real-time attention to various data indicators of the live broadcast room, such as the number of viewers, number of likes, number of comments, number of product clicks, etc., and adjust the live broadcast strategy according to the data. – Improve anchor’s speech and sales ability: The anchor needs to be proficient in product knowledge, use vivid and attractive language to introduce products, and guide users to buy.
Goal setting gameplay – Improve popularity: Attract more users to the live broadcast room through various sales gameplay and interactive activities to increase the popularity of the live broadcast room. – Improve stay: Set up interesting interactive links and high-quality product displays to let users stay in the live broadcast room for a longer time. – Improve conversion: Use professional sales talk and display high-quality products to improve the user’s purchase conversion rate.

(III) After the live broadcast

Review and analysis – Data viewing: You can immediately view the on-site data performance through the mobile phone. The merchant’s back-end [Real-time Live Broadcast] and [Live Broadcast Analysis] can also view the real-time performance of the live broadcast room and historical review analysis. – Comparison and review: Compare the live broadcast transaction formula and live broadcast data, carefully analyze the key indicators such as live broadcast duration, live broadcast traffic (including recommended traffic, paid traffic, private domain traffic), live broadcast conversion (including product click-through rate, click-to-purchase rate, customer unit price, etc.), find out the advantages and disadvantages, and provide lessons for the next live broadcast.
Continuous dissemination – Short video production: Capture the wonderful moments in the live broadcast as short videos and publish them to reduce the cost of self-made short videos, while expanding the influence of the live broadcast room and attracting more potential users to pay attention to the live broadcast room. IV. Conclusion TikTok Shop cross-border e-commerce live broadcast operation is a systematic project that requires comprehensive consideration of all aspects. Starting from a deep understanding of the transaction formula, clarify the importance of content supply, traffic efficiency and conversion efficiency and their relationship. Before the live broadcast, carefully prepare for the acquisition of permissions, equipment selection, live broadcast room setting, team building and content design to lay a solid foundation for the live broadcast. During the live broadcast, flexibly use various sales methods, rhythm operation skills and goal setting methods to fully mobilize the enthusiasm of users and achieve sales goals. After the live broadcast, through review analysis and continuous dissemination, summarize experience and lessons, and expand the influence of the live broadcast room. Only by continuously optimizing each link can we stand out in the fiercely competitive cross-border e-commerce market, achieve good performance and achieve long-term and stable development.