憋单不能玩了？抖音直播带货新规解读及4个应对方法

Tiktok recently released a new rule to suppress the single live with goods, a stone stirred a thousand layers of waves, many play the single live team are panicked!
抖音最近发布了一个打压憋单的直播带货新规，一石激起千层浪，很多玩憋单的直播团队都慌了！

In this article, I will briefly interpret the new rules of Tiktok live with goods, and four ways to deal with it.
这篇文章我简单解读一下这个抖音直播带货新规，以及应对的4个方法。

▌ Interpretation of the new rules for Tiktok live delivery
▌抖音直播带货新规解读

This time, the new rules of Tiktok are mainly for the suppression of the broadcast room, and the pertinence is very obvious, and the illegal scenes are put on the shelf.
这次抖音新规主要是针对直播间的憋单，而且针对性很明显，把违规场景都给上架框死了。

The first false clearance, the second product is not on the shelf, the third product is not in stock, the fourth is not in stock, and the goods are set special purchase conditions.
第一个虚假清仓，第二个商品不上架，第三个商品憋单，第四个不上库存，商品设置特殊购买条件。

That is to say, Tiktok live with the natural flow of goods to play a single play to give you a net, and the punishment is very heavy, the most serious frozen funds, permanent ban.
也就是说，抖音直播带货自然流玩憋单玩法给你一网打尽了，而且处罚很重，最严重的冻结资金，永久封禁。

That do not hold the single play natural flow behind the business how to pull traffic?
那不憋单玩自然流的商家后面怎么拉流量？

Except for short videos is paid.
除了短视频就是付费。

Let's take a look at the new regulations of the paid end, the platform began to regulate the accounts of direct customers and virtual customers, and to regulate the account.
咱们再看一下付费端的新规，平台开始整治直客和虚客的账户，要规范投放账户。

And last month began to implement the protection of the material side, so the model in the second half of the year, whether you are a natural stream or a paid stream, can only use the horizontal model.
并且上个月开始把素材端的保护也落实了，所以下半年的模型，不管你是自然流还是付费流，都只能用平播模型。

But the natural stream with the horizontal model is pure nonsense, unless you change the push stream algorithm in the broadcast room.
但是自然流用平播模型就纯扯淡了，除非你把直播间的推流算法改掉。

Why do we have to target natural stream studios?
为啥一定要针对自然流直播间呢？

Very simple, let the user return to rational consumption, direct the flow of the broadcast room to the mall, so that more businesses enter the mall port.
很简单，让用户回归理智消费，把直播间的流量导流给商城，让更多商家进入到商城端口来。

Hold the single is a strong stay, the broadcast is to go to the supermarket, the broadcast model and traffic drainage of the mall is the most effective model.
憋单是强停留，平播就是逛超市，平播模型和流量对商城引流是最有效的模型。

This is also the merchandise card traffic we've been playing with lately.
这也是我们最近一直在玩的商品卡流量。

If the diversion of the mall before is to pull the plug, then now is the open fire, you do not enter the mall, I do not give you a way to live, you enter my mall, you can not drop the tail, I cut an arm, business you have no way to go.
如果说之前商城的导流是釜底抽薪，那现在就是明火执账，你不进商城，我不给你活路，你进我商城，你就尾大不掉，我自断一臂，商家你就无路可走。

But Tiktok is a gecko, with the ability to regenerate, and the business can only be a broken tail.
但抖音是壁虎，有再生能力，而商家只能是断掉的尾巴。

The following four response measures, we must understand thoroughly, seriously to implement, otherwise you work hard to do the number is ruined, regret can be too late.
下面讲的四条应对措施，大家一定要理解透彻，认真去执行，否则辛辛苦苦做进来的号被你搞废了，后悔可就晚了。

First, recently at the peak of this wave, the broadcast room must not name clearance banners, clearance posts, anchor talk do not always talk clearance.
第一，最近在这个风口浪尖的时候，直播间千万不要再打着清仓的横幅，清仓的帖子，主播话术里也不要一直讲清仓。

The word "clearance" is now very sensitive and easy to be captured by the system, determining that you are a false promotion and letting you eat violations.
“清仓”这个词现在非常敏感，容易被系统抓取到，判定你是虚假促销，让你吃违规。

Second, whenever you talk about the goods in the broadcast room must be put on the shelf, and on the inventory, as long as you explain the goods for more than 20 seconds, and finally did not put on the shelf, it is easy to be captured by the system to your false promotion, and judge you violated the law.
第二，但凡你在直播间讲的商品就一定要上架，而且要上库存，只要这个商品你讲解超过20秒，最后没上架，就容易被系统抓取到你的虚假促销，判定你违规。

Third, the card inventory is long, if you put the inventory card zero, and then talk about this product, as long as you talk a little longer, such as talking for more than 5 minutes, this time the system will think that you are holding the single, will play violations.
第三，卡库存 长憋单，如果你把库存卡零，然后讲这个商品，只要稍微讲久一点，比如讲了5分钟以上，这个时候系统就认为你是在憋单，就会弹违规。

So now do not open the inventory of the case, can not long hold the order.
所以现在不开库存的情况下，不能长憋单。

Hold for two or three minutes, the current test is still fine, once the hold time is longer, it is very easy to be judged a violation.
微憋个两三分钟，目前测试还没事，一旦憋时间久一点，非常容易被判定违规。

Fourth, do not set the shelf conditions, for example, the number of people reached 100 people to give you a link, the number of likes reached 3000 to give you welfare, there are 200 people like to give you a wave of inventory.
第四，千万不要设定上架条件，例如人数达到100人就给大家上链接，点赞达到3000就给大家上福利，有200个人打了喜欢就给大家上一波库存。

This kind of behavior on the link to add inventory, set preconditions will violate the rules.
这种上链接加库存的行为，设置了前置条件的都会违规。

Surely someone will argue that I did this?
当然有人会抬杠说我这么干了呀？

Just because it's okay now and then doesn't mean it's not illegal.
偶尔搞一下没事不代表这不违规。

The level of violation monitoring of the platform is related to the traffic level of your number and the frequency of violations in the past of your number, and not being caught in a violation does not mean that you are right to do so.
平台的违规监控等级跟你这个号的流量层级，以及你这个号过往的违规频次有关，一次违规没被逮住，不代表你这样做就是对的。

There's definitely a problem with doing this all the time, and you won't be able to cry when you get cut off, withheld, and blocked.
一直这么干百分百有问题，等你被限流，被扣保证金，被封号的时候哭就来不及了。

To sum up, now all of a sudden, ten minutes, half an hour not on the inventory of that kind of play definitely can not do, absolutely illegal.
总结一下，现在一下子憋单，十几分钟、半小时不上库存那种打法肯定不能再干了，绝对违规。

AB chain of this routine is also absolutely can not do, do not want to think about it, through the single deception interactive deception of concern do not go to do, very sure is a violation.
AB链的这种套路也是绝计不能干了，想都不能去想了，通过憋单骗互动骗关注的也不要去干，非常确定是违规的。

Now the focus of the words is to talk about the product, talk about the product for two or three minutes, a little hold for a while.
现在的话术重点是讲品，讲品讲个两三分钟，微憋一会。

Catch and stay, and then put on the shelf at a specific point in time, do intensive trading, so the test is OK for now, but what will happen in the future remains to be seen.
抓住停留，然后在一个特定的时间点上架，做密集成交，这样目前测试还没问题，但以后怎么样还有待观察。

For the direct broadcast room with goods, the platform will gradually weaken the weight of shallow data in the algorithm and increase the weight of e-commerce data.
对于带货直播间来说，平台在算法上会逐步的弱化浅层数据的权重，加大电商数据的权重。

So this goes on, relying on one or two explosive products to engage in natural flow of live broadcast rooms, the difficulty coefficient will be very high, not ordinary people can play.
所以这样下去，靠一两个爆品去搞自然流的直播间，难度系数会非常非常高，不是一般人能玩得转的。

Businesses should spend 80% of their energy on the selection and placement of products, products to be a little more, do transactions, do thousands of products, to have.
商家应该把80%的精力花在选品和排品上去，品要多一点，做成交的品，做千次的品，都要有。

Shallow data. Don't put too much effort into it.
浅层数据，不要再花太多精力了。

But through the selection of better products, through a reasonable product sequencing, product rhythm to achieve the transaction density and GPM data of the direct broadcast room, to maximize the weight of e-commerce data indicators to him, which is the right direction for the direct broadcast room to do the flow.
而是通过选到更好的品，通过合理的排品顺序、讲品节奏来把直播间的成交密度和GPM数据做到位，把电商数据指标的权重给他做到最大化，这才是直播间做自流的正确方向。

I also want to rely on holding it in, cheating on interaction, cheating on attention, so as to pull up the online broadcast room, this kind of day I tell you gone forever, either can not pull up, or directly give you a violation of the flow limit.
还想靠憋一下，骗一下互动，骗一下关注，从而把直播间的在线拉高，这种日子我告诉你一去不复返了，要么是拉不起来，要么是直接给你违规限流。

People can not always live in the past, what we have to do is to adapt to the new rules, upgrade their thinking and playing style.
人不能总活在过去，我们要做的就是适应新规，升级自己的思想和打法。

There is no way to do e-commerce will never change is to constantly respond to change.
没办法，做电商永远不变的就是要不断的去应对变化。

In short, the internal volume era, the stock game!
总之，内卷时代，存量博弈！