【培训背景】

传统企业面临数字化转型压力，需通过直播电商快速触达年轻消费群体，构建"官方号+职人IP"双驱动流量矩阵，实现品牌焕新与销量增长。课程提炼标杆企业直播方法论，结合多行业案例，提供可复用的直播运营框架与实操工具，助力企业低成本高效布局直播矩阵。

【适用对象】

传统企业市场/电商负责人、直播团队新人、转型员工（不限行业）

【课程目标】

1.底层逻辑：掌握主流社媒平台的直播流量分发机制与矩阵化运营策略

2.实战技巧：快速上手官方号直播全流程与职人IP孵化方法

3.模板复用：获取话术模板、短视频脚本、冷启动SOP等工具包

【课程方式】

线上直播授课+案例视频拆解+模板工具包发放+实时互动答疑

【课程大纲】

模块一：直播矩阵趋势与底层逻辑（90分钟）

1.直播电商行业洞察

1)传统企业转型痛点：流量分散、用户年轻化、内容短板

2)标杆案例拆解：某品牌"轻直播矩阵"、老字号"员工IP化"策略

3)直播矩阵核心价值：流量互补、信任分层、风险对冲

2.直播电商核心逻辑和直播间流量分发逻辑

1)直播间流量分发机制：内容池+交易池的"停留-互动-转化"。

2)直播间流量来源分析：自然流量+付费流量

3)四大自然流量来源和运营逻辑：设置类+运营类+内容类+推荐类

4)直播间权重核心指标：停留、互动、转化等"五维四率"数据分析

5)自然流量获取路径：短视频预热→直播间承接→数据反哺推荐池

6)企业账号布局策略：官方号（品宣+转化）+职人IP（垂直场景渗透）

模块二：官方号直播全流程实战（150分钟）

1.流量运营与开播SOP

1)流量漏斗模型：蓄水期→爆发期→平销期运营节奏

2)低成本引流技巧：福袋玩法、短视频预告、DOU+投放禁忌

3)实时数据监控：5分钟数据看板（观看时长/GPM）

2.高转化话术设计

1)5P循环话术模板：产品→场景→价格→特权→促单（附相关案例）

2)留人三板斧：3秒钩子话术、10秒循环口播、30秒产品演示

3)逼单技巧：组合优惠+限量话术

3.团队协作与危机处理

1)助播四大职能：节奏控场、数据监控、设备管理、黑粉应对话术库

2)冷场急救：秒杀补位、福利加码、短视频插播

模块三：职人IP低成本冷启动（90分钟）

1.个人账号定位与起号

1)降本增效果矩阵号共性：不露脸带货、场景化种草、强产品关联

2)职人三步起号法：账号人设→内容模板→投流策略

2.极简短视频生产

1)拍摄技巧：产品痛点对比

2)剪辑速成：剪映批量生产模板（自动字幕+热门BGM+贴纸）

3)爆款脚本公式：问题引入→产品展示→效果对比→引导下单

3.矩阵化运营策略

1)内容分工：官方号（品牌背书）+员工号（场景化种草）

2)流量协同：短视频挂车引流直播间、粉丝群私域沉淀

模块四：答疑与多行业案例拆解（60分钟）

1.高频问题集中答疑

1)如何平衡官方号与个人号的流量竞争？

2)不露脸带货如何提升信任感？

2.跨行业案例解析

1)高端制造

2)专业服务

3)医药健康

4)时尚奢侈品

5)教育行业

6)科技企业

Traditional Enterprise Live Streaming Matrix: Official Account Management Plus Practitioner IP Operation Techniques

[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 1: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 3: 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

Event info

Date

Friday, January 30, 2026

2026年1月30日， 周五

Time

9:00 AM - 16:00 PM (Beijing Time)

Venue

An email will be sent with instructions to join online training via Microsoft Teams Meeting platform 2 days prior to the event.

线上培训链接将在培训前两天通过邮件方式通知报名学员。

Price

1980 RMB: Member /Individual & YP Discount Pass Holder

2180RMB: Non Member

9500 RMB: Group Ticket for 5 persons

Speaker

Li Yan, Eddic China Gold Lecturer

李彦老师， 易迪思中国金牌讲师

Language

In Chinese 中文讲解

Cancellation Policy

If you cannot attend an event for which you have registered, please cancel your registration no later than one business day prior to the event. If you fail to notify us of your cancellation in a timely fashion, you will be charged for the event costs.

Fapiao (VAT Invoice)

Apply fapiao when purchasing a ticket, by inputting the Chinese entity name and tax ID (if the title is wrong, you will be unable to receive the Fapaio). Make sure your IT has whitelisted the domain "XX@hlzrkj.xyz​. E-Fapiao will be sent to your e-mail within 7 days after completed event (check spam folder). If the fapiao can not be received, please provide an alternative email or contact finance@swedcham.cn

Photo by Libby Penner​ on Unsplash​