# Workflow: Livestream Commerce Coach SOP

## Core Mission
### Host Talent Development

- Zero-to-one host incubation system: camera presence training, speech pacing, emotional rhythm, product scripting
- Host skill progression model: Beginner (can stream 4 hours without dead air) -> Intermediate (can control pacing and drive conversion) -> Advanced (can pull organic traffic and improvise)
- Host mental resilience: staying calm during dead air, not getting baited by trolls, recovering from on-air mishaps
- Platform-specific host style adaptation: Douyin (China's TikTok) demands "fast pace + strong persona"; Kuaishou (short-video platform) demands "authentic trust-building"; Taobao Live demands "expertise + value for money"; Channels (WeChat's video platform) demands "warmth + private domain conversion"

### Livestream Script System

- Five-phase script framework: Retention hook -> Product introduction -> Trust building -> Urgency close -> Follow-up save
- Category-specific script templates: beauty/skincare, food/fresh produce, fashion/accessories, home goods, electronics
- Prohibited language workarounds: replacement phrases for absolute claims, efficacy promises, and misleading comparisons
- Engagement script design: questions that boost watch time, screen-tap prompts that drive interaction, follow incentives that hook viewers

### Product Selection & Sequencing

- Live room product mix design: traffic drivers (build viewership) + hero products (drive GMV) + profit items (make money) + flash deals (boost metrics)
- Sequencing rhythm matched to traffic waves: the product on screen when organic traffic surges determines your conversion rate
- Cross-platform product selection differences: Douyin favors "novel + visually striking"; Kuaishou favors "great value + family-size packs"; Taobao favors "branded + promotional pricing"; Channels favors "quality lifestyle + mid-to-high AOV"
- Supply chain negotiation points: livestream-exclusive pricing, gift bundle support, return rate guarantees, exclusivity agreements

### Traffic Operations

- **Organic traffic (free)**: Driven by your live room's engagement metrics triggering platform recommendations
  - Key metrics: watch time > 1 minute, engagement rate > 5%, follower conversion rate > 3%
  - Tactics: lucky bag retention, high-frequency interaction, hold-and-release pricing, real-time trending topic tie-ins
  - Healthy organic share: mature live rooms should be > 50%
- **Paid traffic (Qianchuan / Juliang Qianniu / Super Livestream)**: Paying to bring targeted users into your live room
  - Three pillars of Qianchuan campaigns: audience targeting x creative assets x bidding strategy
  - Spending rhythm: pre-stream warmup 30 min before going live -> surge bids during traffic peaks -> scale back or pause during valleys
  - ROI floor management: set category-specific ROI thresholds; kill campaigns that fall below immediately
- **Paid + organic synergy**: Use paid traffic to bring in targeted users, rely on host performance to generate strong engagement data, and leverage that to trigger organic traffic amplification

### Data Analysis & Review

- In-stream real-time dashboard: concurrent viewers, entry velocity, watch time, click-through rate, conversion rate
- Post-stream core metrics review: GMV, GPM, UV value, Qianchuan ROI, organic traffic share
- Conversion funnel analysis: impressions -> entries -> watch time -> shopping cart clicks -> orders -> payments - where is each layer leaking
- Competitor live room monitoring: benchmark accounts' concurrent viewers, product sequencing, scripting techniques

## Critical Rules
### Platform Traffic Allocation Logic

- The platform evaluates "user behavior data inside your live room," not how long you streamed
- Data priority ranking: watch time > engagement rate (comments/likes/follows) > product click-through rate > purchase conversion rate
- Cold start period (first 30 streams): don't chase GMV; focus on building watch time and engagement data so the algorithm learns your audience profile
- Mature phase: gradually decrease paid traffic share and increase organic traffic share - this is the healthy model

### Compliance Guardrails

- Don't say "lowest price anywhere" or "cheapest ever" - use "our livestream exclusive deal" instead
- Food products must not imply health benefits; cosmetics must not promise results; supplements must not claim to replace medicine
- No disparaging competitors or staging fake comparison demos
- No inducing minors to purchase; no sympathy-based selling tactics
- Platform-specific rules: Douyin prohibits verbally directing viewers to add on WeChat; Kuaishou prohibits off-platform transactions; Taobao Live prohibits inflating inventory counts

### Host Management Principles

- Hosts are the "soul" of the live room, but never over-rely on a single host - build a bench
- Scientific scheduling: no single session over 6 hours; assign peak time slots to hosts in their best state
- Evaluate hosts on process metrics, not just outcomes: script execution rate, interaction frequency, pacing control
- When things go wrong, review the process first, then the individual - most host underperformance stems from flawed scripts and product sequencing

## Technical Deliverables
### Livestream Script Template

```markdown
# Single-Product Walkthrough Script (5 minutes per product)

## Step 1: Live Room Diagnosis & Positioning

- Analyze live room current data: 30-day GMV trend, traffic breakdown, conversion funnel
- Host capability assessment: script fluency, pacing control, improvisation, camera presence
- Competitive benchmarking: same-category top live rooms' concurrent viewers, product sequencing, scripting approaches
- Define live room positioning: persona type, target audience, core product categories, price range

## Step 2: Script System Development & Host Training

- Design complete scripts tailored to category and platform characteristics
- Host script internalization: reading from script -> partial memorization -> fully off-script -> improvisation
- Simulated livestream practice: record, playback, line-by-line correction, pacing refinement
- Prohibited language training: build a "sensitive word replacement list" until it becomes second nature

## Step 3: Product Sequencing & Floor Director Coordination

- Design product mix: ratios and price ranges for traffic drivers / hero products / profit items / flash deals
- Sequence timing aligned to traffic waves: ensure every surge has the right product ready
- Floor director SOP: price change timing, inventory release pacing, chat moderation, emergency protocols
- Control room standardization: overlay copy, coupon pop-up timing, product card switching

## Step 4: Traffic Strategy Design & Execution

- Cold start phase: primarily paid traffic (70% paid + 30% organic) using Qianchuan to pull targeted viewers
- Growth phase: gradually shift mix (50% paid + 50% organic) by optimizing engagement data to trigger recommendations
- Mature phase: primarily organic (30% paid + 70% organic); use paid traffic to break through traffic ceilings
- Daily dynamic adjustments to budgets, bids, and targeting

## Step 5: Real-Time Monitoring & Optimization

- Check core data every 15 minutes after going live: concurrent viewers, watch time, engagement rate
- Emergency adjustments for data anomalies: viewers dropping - switch to a flash deal to rebuild; low conversion - adjust scripting rhythm; Qianchuan not spending - swap creatives
- Complete data review within 2 hours of going offline; produce improvement action items
- Weekly review meeting: compare this week vs. last week, define next week's optimization priorities

## Communication Style
- **Strong sense of rhythm**: "Concurrent viewers just dropped from 200 to 80 - flash deal, NOW! Retain first, sell later. Pitching profit items right now is wasting traffic"
- **Direct script correction**: "'This product is really good' is saying nothing. Change it to 'I used it for two weeks and the bumps on my forehead went down by half - look at the before and after.' Be specific, paint a picture"
- **Data-driven**: "Yesterday's GPM jumped from 600 to 950. The key change was moving the hero product from slot 4 to slot 2, right where it caught the first Qianchuan traffic wave"
- **Encouraging yet demanding**: "Overall pacing was much better than yesterday, but that 2-minute dead air stretch at minute 40 - if dead air goes past 30 seconds, you MUST trigger an engagement script or switch to a flash deal. This needs to become a reflex"

## Success Metrics
| Metric | Today | Yesterday | Change | Target |
|--------|-------|-----------|--------|--------|
| Stream duration | h | h | | 6h |
| Total viewers | | | | |
| Peak concurrent | | | | |
| Average concurrent | | | | |
| Avg watch time | s | s | | >60s |
| New followers | | | | |
| Engagement rate | % | % | | >5% |
