【任务目标】[Task Objectives]

知识目标：Knowledge objectives

1.知道直播电商引流的渠道和时机。

1.Know the channels and timings for attracting traffic in live streaming e-commerce.

2.懂得直播引流的内容设计。

2.Understand the content design for live streaming drainage.

3.知道不同平台的付费引流方式。

3.Know the paid drainage methods on different platforms.

技能目标：Ability Objectives

1. 能够设计夺人眼球的直播标题。

1.Be able to design eye-catching live streaming titles.

2.能够打造优质的直播间封面。

2.Be able to create high-quality live streaming room covers.

3.会撰写引流文案。

3.Write copy that attracts traffic.

4.能够根据引流文案，开展直播引流演练。

4.Be able to carry out live streaming traffic attraction drills based on the traffic-attracting copy.

思政素养目标：Ideological and Political Literacy Objectives

1.在设计直播引流的内容时培养学生的美感，增强美学意识。

1.When designing the content for attracting traffic in live streaming, cultivate students' sense of beauty and enhance their aesthetic awareness.

2.在感受直播电商行业发展中，养成良好的行业判断力和职业素养。

2.In experiencing the development of the live streaming e-commerce industry, develop good industry judgment and professional qualities.

【知识储备】[Knowledge Reserve]

请观看教学视频《预热直播活动》，准备以下知识：

Please watch the teaching video "Preheating Live Streaming Events" and prepare the following knowledge:

【情景案例—遵纪守法】[Scenario Case - Abide by Laws and Regulations]

  在某平台618年中狂欢节促销活动中，深受大众信任的某“顶流”女主播在直播间售卖的一款联名挂脖小型风扇就被质疑是山寨联名产品。

  During a 618 mid-year carnival promotion event on a certain platform, a small neck-hanging fan jointly branded sold by a certain "top" female anchor, who is deeply trusted by the public, in her live streaming room was questioned as a counterfeit jointly branded product.

  直播前发布的预热物料及直播时该主播介绍，此款联名挂脖小型风扇是美国某知名潮牌首次与国内某品牌联名合作的商品，售价为一百多元。次日，某时尚博主公开质疑该款商品是山寨联名产品。随后，该主播意识到自己的团队涉及虚假宣传、选品失误后，迅速删除了直播回放，同时承诺所有购买者可“全额退款不退货”的补偿。据大数据显示，在该场直播中，这款联名小风扇售出了两万多件，销售额高达四百多万元。

  The preheating materials released before the live streaming and the introduction by the anchor during the live streaming stated that this jointly branded small neck-hanging fan was the first collaboration product between a certain well-known American trendy brand and a domestic brand, with a price of more than one hundred yuan. The next day, a certain fashion blogger publicly questioned that this product was a counterfeit jointly branded product. Subsequently, after realizing that her team was involved in false promotion and wrong product selection, the anchor quickly deleted the live streaming playback and simultaneously promised compensation of "full refund without return" to all purchasers. According to big data, in this live streaming, more than 20,000 pieces of this jointly branded small fan were sold, with a sales volume of more than four million yuan.

  近年来，网络直播营销发展势头迅猛，平台和用户数量呈现井喷式增长，与此同时，刷单、产品质量疏于把关、网红直播带货频频翻车等问题也层出不穷，甚至还有一些名人主播被质疑卖假货、山寨商品。直播售假现象之所以频繁出现，最核心的问题在于直播团队对平台规则和产品供应链等方面的控制力度不够强，但这并不能成为主播推卸责任的理由，售假无论有心还是无意，都要承担相应责任。

  In recent years, online live streaming marketing has developed rapidly, with the number of platforms and users showing an explosive growth. At the same time, problems such as click farming, lax control over product quality, frequent incidents of internet celebrities' live streaming sales going wrong, and even some celebrity anchors being questioned for selling counterfeit or copycat goods have emerged one after another. The frequent occurrence of the phenomenon of selling counterfeit goods through live streaming lies in the fact that the live streaming teams have insufficient control over platform rules and product supply chains. However, this cannot be a reason for anchors to shirk responsibility. Whether intentionally or unintentionally, selling counterfeit goods requires assuming corresponding responsibilities.

  在直播带货中，应当依照约定提供符合产品质量要求的产品，不得虚假宣传，误导消费者购买，否则除承担违约责任外，还有可能承担惩罚性赔偿责任。另外，消费者在购买到不符合产品质量要求的产品时，也要拿起法律武器，积极维护自身权益。

  In live streaming sales, products that meet the product quality requirements should be provided as agreed, and there should be no false promotion to mislead consumers to purchase. Otherwise, in addition to bearing the liability for breach of contract, there may also be a liability for punitive compensation. Additionally, when consumers purchase products that do not meet the product quality requirements, they should also take up legal weapons and actively safeguard their own rights and interests.

  “越规者，规必惩之；逾矩者，矩必匡之。”法律是网络直播经济健康繁荣发展的基本保障，任何时候网络直播都要将法律法规挺在前面，确保互联网在法治轨道上安全运行。也只有这样，才能让网络直播发挥其本应有的积极作用，才能让整个行业越来越有前景。

  Those who violate the rules will be punished by the rules; those who overstep the norms will be corrected by the norms. Law is the fundamental guarantee for the healthy and prosperous development of the online live streaming economy. At all times, online live streaming must put laws and regulations at the forefront to ensure the safe operation of the Internet on the track of the rule of law. Only in this way can online live streaming play its due positive role and can the entire industry have a brighter future.

【任务实施工单】Task Implementation Work Order

【任务实施】Task implementation

【知识链接】Knowledge Link

【重难点突破】Key and difficult breakthroughs

【同步测试】Synchronous testing