*Please note that this training will be conducted in Chinese

*The online training @Teams link will be sent to applicants before the course starts.

[Training Background]

Traditional enterprises face pressure from digital transformation and must quickly engage younger consumer groups through live streaming e-commerce by constructing a dual-driven traffic matrix combining 'Official Account and Craftsman IP,' thereby achieving brand renewal and sales growth. This course distills the live streaming methodologies of benchmark enterprises, incorporates multi-industry case studies, and provides reusable live streaming operational frameworks and practical tools to support enterprises in deploying a live streaming matrix efficiently and cost-effectively.

[Target Audience]

Market and e-commerce leaders of traditional enterprises, newcomers to live streaming teams, and employees undergoing transformation (across all industries)

[Course Objectives]

1. Fundamental Logic: Master the traffic distribution mechanisms and matrix operation strategies of mainstream social media platforms for live streaming

2. Practical Skills: Rapidly master the complete process of official account live streaming and the incubation methods for Craftsman IP

3. Template Reuse: Acquire toolkits including dialogue templates, short video scripts, and cold-start SOPs

[Course Methodology]

Online live instruction + case video breakdown + template toolkit distribution + real-time interactive Q&A

[Course Outline]

Module One: Trends and Fundamental Logic of the Live Streaming Matrix (90 minutes)

1. Industry Insights into Live Streaming E-Commerce

1) Pain Points in Traditional Enterprise Transformation: Fragmented Traffic, Younger User Demographics, Content Deficiencies

2) Benchmark Case Analysis: 'Light Live Streaming Matrix' of a Brand and 'Employee IPization' Strategy of a Legacy Brand

3) Core Values of the Live Streaming Matrix: Complementary Traffic, Trust Stratification, Risk Mitigation

2. Core Logic of Live Streaming E-commerce and Traffic Distribution in the Live Streaming Room

1) Traffic Distribution Mechanism in the Live Streaming Room: 'Stay - Interact - Convert' within the Content Pool and Transaction Pool

2) Analysis of Traffic Sources in the Live Streaming Room: Organic Traffic and Paid Traffic

3) Four Major Sources of Organic Traffic and Their Operational Logic: Setup Type, Operational Type, Content Type, and Recommendation Type

4) Core Metrics for Live Streaming Room Weight: Analysis of the 'Five Dimensions and Four Rates' including retention, interaction, and conversion

5) Natural Traffic Acquisition Pathway: Short Video Teasers → Live Streaming Room Engagement → Data Feedback to Recommendation Pool

6) Corporate Account Deployment Strategy: Official Account (Brand Promotion + Conversion) + Craftsman IP (Vertical Scenario Penetration)

Module Two: Comprehensive Practical Operation of Official Account Live Streaming (150 minutes)

1. Traffic Management and Live Broadcast SOP

1) Traffic Funnel Model: Operational Phases of Accumulation Period → Peak Period → Steady Sales Period

2) Low-Cost Traffic Generation Techniques: Lucky Bag Engagement, Short Video Previews, DOU+ Advertising Constraints

3) Real-Time Data Monitoring: 5-Minute Dashboard (Viewing Duration/GPM)

2. High-Conversion Script Design

1) 5P Cyclical Script Template: Product → Scenario → Price → Privilege → Order Promotion (Including Related Cases)

2) Three Key Retention Tactics: 3-Second Hook Script, 10-Second Looping Broadcast, 30-Second Product Demonstration

3) Closing Techniques: Combination Discounts and Limited-Time Scripts

3. Team Collaboration and Crisis Management

1) Four Key Functions of Assistant Hosts: Rhythm and Scene Control, Data Monitoring, Equipment Management, Script Library for Handling Negative Comments

2) Emergency Measures for Cold Scenes: Flash Sale Backup, Additional Benefits, Short Video Insertions

Module Three: Craftsman IP Low-Cost Cold Start (90 Minutes)

1. Personal Account Positioning and Setup

1) Common Features of Cost-Effective, Performance-Enhancing Matrix Accounts: No Face Reveal for Sales, Scenario-Based Seeding, Strong Product Correlation

2) Three-Step Craftsman Account Setup Method: Account Persona → Content Templates → Traffic Allocation Strategy

2. Simplified Short Video Production

1) Filming Techniques: Product Pain Point Comparison

2) Rapid Editing: Jianying Batch Production Templates (Automatic Subtitles + Popular BGM + Stickers)

3) Viral Script Formula: Problem Introduction → Product Display → Effect Comparison → Purchase Guidance

3. Matrix Operation Strategy

1) Content division: Official account (brand endorsement) + Employee account (scenario-based seeding)

2) Traffic synergy: Short video trailers directing traffic to the live streaming room, private domain fan group retention

Module Four: Q&A and Multi-Industry Case Analysis (60 minutes)

1. Focused responses to frequently asked questions

1) How to balance traffic competition between official accounts and personal accounts?

2) How to build trust when selling without appearing on camera?

2. Cross-industry case studies

1) High-end manufacturing

2) Professional services

3) Pharmaceutical and healthcare

4) Fashion and luxury goods

5) Education sector

6) Technology Enterprises

Notice: The training invoice will be issued and sent to the registration email within 7 working days after the training. Cancellation policy: If you are unable to attend the training you have registered for and paid, please cancel your registration at least five working days in advance. If you fail to notify AmCham China of your cancellation in time, we will charge the actual course fee. Thank you for your cooperation and support.

Contact: Christine Chen (christine.chen@amchamchina.org)