美国地区TikTok直播电商SOP

网红直播带货指南 Standard Operating Procedure for TikTok Live-Streaming E-commerce in the U.S. Region 2023 I 目 录 一、如何选择潜力网红 ........................................................ 1 （一）挑选拥有 50 万以上粉丝的网红 ......................................... 1 （二）挑选拥有出圈视频的网红 .............................................. 2 （三）才艺水平 ............................................................ 2 1.技能专业程度 ........................................................... 3 2.创新表现 ............................................................... 4 3.观众反馈 ............................................................... 7 4.品牌合作和商业价值 .................................................... 10 （四）直播内容 ........................................................... 11 1.美食直播 .............................................................. 12 2.生活分享 .............................................................. 12 3.母婴育儿 .............................................................. 13 4.美妆护肤 .............................................................. 14 （五）直播技巧 ........................................................... 15 1.主播的表现力 .......................................................... 15 2.直播内容的质量 ........................................................ 16 3.与观众互动的能力 ...................................................... 17 4.社交媒体的运营能力 .................................................... 18 （六）形象和气质 ......................................................... 19 1.仪态形象 .............................................................. 19 2.语言表达 .............................................................. 20 3.情感共鸣 .............................................................. 21 4.个人特色 .............................................................. 22 二、类目的选择 ............................................................. 24 （一）优先选择包袋和美妆类目 ............................................. 24 （二）类目特征 ........................................................... 25 1.美妆护肤 .............................................................. 25 II 2.包袋 .................................................................. 26 3.珠宝 .................................................................. 27 4.假发 .................................................................. 28 5.时尚穿搭 .............................................................. 29 6.美食烹饪 .............................................................. 30 7.健身健康 .............................................................. 31 8.旅游摄影 .............................................................. 33 （三）市场需求 ........................................................... 34 1.关注市场趋势 .......................................................... 34 2.调查和分析目标受众 .................................................... 35 3.分析竞争对手 .......................................................... 35 4.考虑季节性需求 ..................................