TikTok Shop: como faturei R$3 milhões em 1 mês com live (estratégia completa) — Transcript

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1. 0:00As I shared with all of you, our goal
2. 0:01for the upcoming month is 5 million in
3. 0:02total revenue. So our biggest revenues
4. 0:04come from our live streams, and that's
5. 0:06why we're really dedicating ourselves
6. 0:08to building a team so we can do those
7. 0:1012 hours of live streaming.
8. 0:12People are looking for live stream
9. 0:14presenters, not salespeople. So we need
10. 0:16to find someone who really knows about
11. 0:18sales, about sales triggers, about
12. 0:20creating scarcity. We were making an
13. 0:22average of R $ 1,000 in our first live
14. 0:25stream in a wonderful studio. Then we
15. 0:28talked, let's test it? In a shipping
16. 0:30environment with cash registers, orders
17. 0:32, people. We made seven times more in
18. 0:35the first test.
19. 0:363 million in a single month within
20. 0:38TikTok Shop. And we're aiming for 5
21. 0:40million in revenue on the platform.
22. 0:42Today I have brought Gabi, who is
23. 0:44responsible for the live stream aspect
24. 0:45of TikTok Shop here at Saint-Germain,
25. 0:47and we are going to share the main
26. 0:49strategies within our operation,
27. 0:50detailing everything that we are doing
28. 0:52so that we can achieve this exponential
29. 0:54growth on the platform. So come along.
30. 0:55We're here directly from the
31. 0:57Saint-Germain distribution center, our
32. 0:58brand's logistics center, which was
33. 1:00inaugurated here first for you on my
34. 1:02YouTube channel. If you want, I can
35. 1:03even make a vlog showing you what this
36. 1:05new brand environment is like, but the
37. 1:06live streams are happening right here
38. 1:07inside our distribution center. So I
39. 1:09brought Gabi along so that we can share
40. 1:10exactly everything that we are
41. 1:11currently doing here inside of
42. 1:12Saint-Germain. We're even doing a
43. 1:14Saint-Germain live stream right here on
44. 1:16TikTok Shop. I want you to leave a
45. 1:17comment about how many hours of live
46. 1:19streaming you do in your operation,
47. 1:21because here, we do a lot of it. And
48. 1:23now I want to introduce you to Gabi,
49. 1:24who is responsible for the live
50. 1:26streaming part of Saint-Germain. And I
51. 1:28brought her here so that she can share
52. 1:29and provide you with a lesson regarding
53. 1:31all of the strategies that we are
54. 1:33currently using. Gabi, if you could
55. 1:35introduce yourself to everyone and even
56. 1:37start by showing your monitoring team
57. 1:38...Let's go
58. 1:39then. Hi everyone, I'm Gabriele. Today
59. 1:41I manage the Saint-Germain live
60. 1:43streaming team, and we have several
61. 1:45strategies, but the main one is that
62. 1:47we're building a live streaming team,
63. 1:49and for that, a lot of monitoring is
64. 1:52necessary. So, for every live stream,
65. 1:53the idea is to have 12 hours of live
66. 1:55streaming per day. I'm there monitoring
67. 1:58every live stream. We dedicate our time
68. 2:00to understanding strategies and also
69. 2:03controlling the GMV per hour. We have
70. 2:05daily goals, so I monitor the CTR, the
71. 2:08views, and our EDS as well. So,
72. 2:11everything that's part of the live
73. 2:13streaming package to make it successful
74. 2:14. We have a dashboard where the metrics
75. 2:17are monitored every day, and it's a
76. 2:20real-time dashboard. So, we're in the
77. 2:22new distribution center today testing
78. 2:24the set design and environment, and
79. 2:26here we monitor all the data we have
80. 2:28about the live streams: shopping carts,
81. 2:31views, we also look at items sold, and
82. 2:33the average ticket price is very
83. 2:35important. Today, we faithfully monitor
84. 2:38all of this every single minute, so
85. 2:40that we can reach our monthly revenue
86. 2:42goal as well as our daily targets for
87. 2:44each and every day.
88. 2:45As I shared with all of you, our goal
89. 2:47for the upcoming month is 5 million in
90. 2:48total revenue. So, our biggest revenues
91. 2:50come from our live streams, and that's
92. 2:52why we're really dedicating ourselves
93. 2:54to building a team so we can do those
94. 2:5612 hours of live streaming. Gabi, I
95. 2:58would like you to tell everyone a
96. 2:59little bit about the experience that
97. 3:01you have in this area of live streaming
98. 3:02. What do you recommend for people who
99. 3:04want to do a successful live stream?
100. 3:05What do we need to analyze? What
101. 3:07products do we need to showcase? Some
102. 3:09strategies, really, so that the people
103. 3:10watching, who want to start doing live
104. 3:12streams, can start doing a very
105. 3:13strategic live stream.
106. 3:14Yes. The first point is, people are
107. 3:16looking for live stream presenters, not
108. 3:19salespeople. So you need to find
109. 3:21someone who really knows about sales,
110. 3:23about sales triggers, creating scarcity
111. 3:26. So the first point is like if we were
112. 3:28thinking about a physical store. If
113. 3:30someone were at the door, they would
114. 3:32have to be the best salesperson. And
115. 3:33the same thing in live streaming. So we
116. 3:35look for the best salesperson on camera
117. 3:38. On camera, we position the product to
118. 3:41achieve a good presence and sales,
119. 3:43right? The second point is also to
120. 3:45think about the main products in the
121. 3:48shopping bag. We organize it every day,
122. 3:50we change the position; if we want to
123. 3:52sell more product A, we put it at the
124. 3:54top. If product C sells very well, I
125. 3:57put it at the top of the shopping bag.
126. 4:00So, organizing the shopping bag is also
127. 4:01very important. Many people we follow,
128. 4:04many stores, many sellers, work with a
129. 4:06fixed shopping bag.
130. 4:08This dynamic doesn't work. You need to
131. 4:11look every day, monitor, and see which
132. 4:13products are most popular, what the
133. 4:16current metric is that's generating the
134. 4:18most revenue, and so on. We'll keep
135. 4:21going and keep sharing with people, but
136. 4:23I'd even like you to share, Gabi, a
137. 4:25very important point, which is the set
138. 4:27design. We're here at the Saint-Germain
139. 4:29distribution center, it's a bit of a
140. 4:31mess, people won't notice, we're still
141. 4:33finishing up our setup, but I wanted
142. 4:35you to share if the set design is
143. 4:36really important during a live stream.
144. 4:38Yes, the ambiance, I'd say it's about
145. 4:4170%, okay? We started at Saint-Germain
146. 4:44in the studio, a beautiful studio with
147. 4:47various settings and decorations, and
148. 4:49we were making an average of R $ 1,000
149. 4:52in our first live stream, in that
150. 4:54wonderful studio. Then we talked, let's
151. 4:57test it in a shipping area with boxes,
152. 5:00orders, people. We made seven times
153. 5:03more in the first test. So, the
154. 5:06ambiance matters a lot, which is why we
155. 5:08came to the new distribution center,
156. 5:10right? To show a larger environment,
157. 5:12that we're growing, that we have
158. 5:14various products, boxes. So always
159. 5:16think about settings with people and
160. 5:19that also show movement and volume of
161. 5:21products. When something is too perfect
162. 5:24, people ask: "Is it real?" And what
163. 5:26about delivery? They're still afraid.
164. 5:28So, TikTok is something very new. So,
165. 5:30people, the environment interferes a
166. 5:33lot.
167. 5:34And another point that I think is very
168. 5:35important to mention to people is that
169. 5:37we have to understand what the main
170. 5:39differentiators of our brand are and
171. 5:40bring that to the live stream. Yes.
172. 5:42So, something that Gabi always
173. 5:44emphasized to us is that it's no use
174. 5:46trying to create prettier, more
175. 5:47elaborate content, because it's showing
176. 5:49the watch being packaged, the orders
177. 5:51going out, that's the day-to-day stuff
178. 5:53that really drives conversions. And
179. 5:55something that happened on our
180. 5:57anniversary, the strategy we used for
181. 5:59our live stream on TikTok Shop, which
182. 6:01was about one month ago.
183. 6:03Yes, it'll be 20 days.
184. 6:0520 days. A point that I've been asked a
185. 6:08lot: how do we keep our voices up?
186. 6:10Because, one of the things I've noticed
187. 6:12, for those of you who don't know, is
188. 6:14that whenever Gabi is on a
189. 6:16Saint-Germain live stream, the peak
190. 6:18viewership goes way up, much more than
191. 6:20mine, okay? So, incredibly, because she
192. 6:22has many strategies. One point I really
193. 6:25noticed, which Gabi made in her last
194. 6:27live stream—wow, which I was watching
195. 6:29closely—is how imposing she is during
196. 6:31a live stream. It's about knowing how
197. 6:33to sell a product strategically, in an
198. 6:35imposing way, with a lot of enthusiasm,
199. 6:37and this, whether we like it or not,
200. 6:39ends up hurting our throats
201. 6:40and we almost lose our voices. I wanted
202. 6:42you to comment a little for the people
203. 6:43at home on how important it is to be
204. 6:45happy presenting a live stream, to
205. 6:47really present it strategically. I
206. 6:48wanted you to talk a little about that.
207. 6:50Yes. In fact, today we have a live
208. 6:52stream course at Saint-Germain for our
209. 6:54team that we're building to have 12
210. 6:55hours of live streaming. And this is
211. 6:58one of the main points: talking about
212. 7:01smiles, about enthusiasm, and also
213. 7:03talking about vocabulary and vocals,
214. 7:07right? So, anyone who does public
215. 7:10speaking knows how important vocal
216. 7:12warm-up is. Singers do this, and we
217. 7:15also need to do it to be able to
218. 7:16articulate our voice and speak very
219. 7:18well. And also, this whole process of
220. 7:21being impressive, it's a construction,
221. 7:24but the smile makes a big difference.
222. 7:27Many people come in, always happy,
223. 7:29always happy, I like you, the live
224. 7:31stream is lively. So, the more
225. 7:34enthusiastic we are, the more we reach
226. 7:36via camera. So, I always tell everyone
227. 7:38who wants to do live streams, smiles
228. 7:40matter, you have to speak smiling and
229. 7:42you have to always be happy,
230. 7:44enthusiastic, you're selling, not
231. 7:46presenting. So it's that acceleration
232. 7:48in the live stream to create a sense of
233. 7:51time scarcity, but spreading that
234. 7:53enthusiasm is very important.
235. 7:56Yes, that's true. Let's bring Gabi over
236. 7:57here so we can sit down for a bit, so
237. 7:59we can also share some of the
238. 8:00strategies with you. Another point,
239. 8:02Gabi, which I believe is very important
240. 8:04, is having this organization and this
241. 8:06monitoring. I see that today one of
242. 8:08your roles is in this front-line part
243. 8:10of all the Sa German live streams, in
244. 8:12front, actually, of our account within
245. 8:14TikTok Shop, because I see that you
246. 8:16monitor the metrics a lot, a lot of
247. 8:18results, nothing is based on guesswork.
248. 8:20I wanted you to share a little bit of
249. 8:22this because, of course, at 12 hours
250. 8:23into the live stream—you can sit here
251. 8:25, Gabi—it won't just be you doing it.
252. 8:27I wanted you to share a little bit with
253. 8:29the audience about this monitoring. Oh,
254. 8:31I'm not in front of the live stream
255. 8:33right now, but I'm here monitoring even
256. 8:35those triggers we've already talked
257. 8:37about, like a slight decrease in views.
258. 8:39I'll join the live stream later, and I
259. 8:40wanted you to share a little bit of
260. 8:41that too.
261. 8:41Yes. Today we're looking at a few
262. 8:43points. The main one is views. I need
263. 8:45to have people to convert. The smaller
264. 8:48the audience, the lower the conversion.
265. 8:50So, the main point is, if the
266. 8:52conversion drops, we have several
267. 8:53things we can do. Either we move around
268. 8:56, start walking around our CD player,
269. 8:58show the box being packaged, actually
270. 9:00grab the tripod and take it off the
271. 9:02tripod, put it in my hand and give it a
272. 9:04spin. People really like that and it
273. 9:06usually starts to increase the views.
274. 9:07Or what we do is ask for interaction. "
275. 9:11Guys, like the live stream." Guys,
276. 9:13share the live stream. That's what I
277. 9:15was going to ask you, liking the live
278. 9:17stream, what's the point of that? How
279. 9:19does it help? It's
280. 9:20pure engagement. The more likes, the
281. 9:23greater the algorithm's reach for our
282. 9:26live stream. So, interaction also
283. 9:29greatly affects it. Or, of course, ads,
284. 9:32right? So, like, "Oh, the views have
285. 9:34dropped too, let's look at the ads, the
286. 9:36Roy is too high, we can lower the Roy,
287. 9:38we can do something in the campaign to
288. 9:41get more reach." So there are several
289. 9:43points we look at, but the main thing
290. 9:45we're working on right now is our own
291. 9:47actions, walking around, looking at the
292. 9:49shopping cart, "Oh, let's change it,
293. 9:51put something cheaper up there, put the
294. 9:53glasses up there." So, there are
295. 9:56several different points that we can
296. 9:57work on to improve this sales situation
297. 9:59.
298. 9:59And one thing, Gabi, you've
299. 10:00participated in many SG German live
300. 10:01streams, practically all the live
301. 10:03streams we've done, I think all of them
302. 10:04, actually, that we've done on TikTok
303. 10:06Shop, it was Gabi who did them. I
304. 10:07wanted you to share a little bit with
305. 10:09the people about the results we've had.
306. 10:12For live stream revenue, do you need to
307. 10:13provide discounts, do you need offers,
308. 10:15do you need coupons? What's the
309. 10:17strategy that makes San German achieve
310. 10:19the best results within our live
311. 10:21streams?
312. 10:21So, today we have a very strong brand
313. 10:23position, that helps a lot. So,
314. 10:25everything that has been built now,
315. 10:27these 5 years of the brand, helps a lot
316. 10:29in the live streams. So, people know
317. 10:31the brand and also the products. So,
318. 10:34they are already validated and we
319. 10:36really put flash sales on during the
320. 10:38live streams. So, whoever buys during
321. 10:40the live stream really knows that
322. 10:42there's an exclusive promotion.
323. 10:45Exactly. It's not like we say Black
324. 10:47Friday doesn't exist, right? We really
325. 10:50give discounts. So the pricing is
326. 10:52designed so that we can give this
327. 10:54discount during the live stream. So, we
328. 10:56have pricing and raffles. Raffles are
329. 11:00also our hook,
330. 11:01with and without the roulette wheel.
331. 11:02How does it work? A roulette wheel
332. 11:04isn't allowed; at first it was, but now
333. 11:07they've excluded any kind of setting
334. 11:09that involves spinning,
335. 11:11a roulette wheel, a game of chance. So,
336. 11:13to this day, the raffle has changed its
337. 11:15name to reward. So TikTok is now
338. 11:17changing the name to reward, and no
339. 11:20longer to raffle.
340. 11:21But today we do a raffle every 25
341. 11:24minutes, and people have to buy
342. 11:26something to participate, and it helps
343. 11:29a lot. GMV always goes up dramatically
344. 11:33when we have a raffle. And another
345. 11:35point I wanted Gabi to explain to you
346. 11:37is that, for those who don't know,
347. 11:39unlike, for example, a Black Friday
348. 11:41raffle or a Saint-Germain anniversary
349. 11:43raffle, where we do a live stream on
350. 11:45Instagram, with a raffle, the person
351. 11:47needs to buy something, place an order,
352. 11:50to participate in the raffle, right?
353. 11:52Exactly. That's it. On TikTok, there
354. 11:53are several ways. Our way of
355. 11:55registering is by buying during the
356. 11:57live stream, but the brand, the owner,
357. 12:00can comment "I want it" and use
358. 12:02checkboxes that you can select, and
359. 12:04what makes sense for us is buying
360. 12:07during the live stream. The person can
361. 12:09choose, there are several checkboxes
362. 12:10there. I understand. Another point I
363. 12:13would like Gabi to share with you all,
364. 12:15something I see her doing, is the
365. 12:17briefing she gave to the marketing team
366. 12:19—which included me—when I joined
367. 12:21our live stream a while ago. It relates
368. 12:24to the amount of time we spend showing
369. 12:26the product, as you had instructed the
370. 12:27team: "look, do not stay for too long
371. 12:29on the same product, let us show a
372. 12:31variety instead." This is really
373. 12:32important during a live stream, to have
374. 12:34product variety and to switch between
375. 12:36them. How does that work?
376. 12:37Yes. Today we have a rule among live
377. 12:39stream people, the rule is 20 seconds.
378. 12:42In 20 seconds you have to show the
379. 12:44product, talk about its benefits, talk
380. 12:46about the price, give the sales call to
381. 12:48action and switch. So, every 20 seconds
382. 12:50we switch products, because in one
383. 12:52minute there have to be at least three
384. 12:55products starting. So, we're always
385. 12:57there, every 20 seconds we switch
386. 12:59to a product, because the people who
387. 13:01join and stay, they stay for a maximum
388. 13:03of 20 seconds. Today in a live stream,
389. 13:06the average, ours is 40, we're at a
390. 13:07very good average, but the average is
391. 13:0920. So we have to understand that the
392. 13:11person has to see the product,
393. 13:12understand the benefit, know the price
394. 13:14and buy it and pass it on to someone
395. 13:16else, and that's how we go, following
396. 13:18the 20-second rule.
397. 13:19Gabi, I really wanted you to share a
398. 13:21little with everyone. Before, we did
399. 13:23live streams once a day, then we
400. 13:25started doing them twice a day, around
401. 13:27lunchtime, at the end of the day. Now
402. 13:29we have this goal of 12 hours of live
403. 13:30streams. Do you really believe that by
404. 13:33increasing the live stream time we get
405. 13:35better results than by doing these
406. 13:37fragmented live streams? Because a lot
407. 13:39of people say that. Ah, I prefer doing
408. 13:41short live streams rather than spending
409. 13:4312 hours straight on one live stream.
410. 13:46For those of you who don't know, Gabi
411. 13:48also worked for another e-commerce
412. 13:49company, so she has experience with
413. 13:50live streams that goes beyond San
414. 13:52Germã. That's why I needed to bring
415. 13:53her here to my YouTube channel. And I
416. 13:55wanted her to share her thoughts,
417. 13:56whether she really believes that doing
418. 13:58one longer live stream is more
419. 13:59worthwhile than doing these shorter,
420. 14:01more fragmented ones that people talk
421. 14:02about. It's
422. 14:03much more worthwhile for several
423. 14:04reasons. One of them is ROI. Uh-huh.
424. 14:06So with continuous live streams, our
425. 14:08ROI is much better, so our revenue, our
426. 14:11profit in that operation is much higher
427. 14:13, and so is the algorithm. TikTok today
428. 14:16has an average of at least 3 hours of
429. 14:19live stream time to understand the
430. 14:21audience, who bought, which product
431. 14:23sold best, and then replicate it. So if
432. 14:26we do 3 hours, do one and stop, do
433. 14:28another and stop, the ROI is higher,
434. 14:30the algorithm doesn't understand very
435. 14:33well, it's always testing different
436. 14:35people, and there's no sales growth. So
437. 14:38, I'm sure that the 12-hour period will
438. 14:40be much better in terms of revenue.
439. 14:42Augur will deliver more, new followers
440. 14:45will also get to know us, and people
441. 14:47who are, uh, idle during their day will
442. 14:49also be able to reach us. Because today
443. 14:52, many people often meet with us during
444. 14:55their lunchtime, but sometimes a person
445. 14:57who works until 2 pm can manage to
446. 14:59reach us at 6 pm, and that is how it
447. 15:02continues. There are various schedules,
448. 15:04right, for everyone who works today. So
449. 15:06, we take 12 hours, various people,
450. 15:08various schedules, and the algorithm
451. 15:11also delivers much more.
452. 15:12And another point I wanted to share
453. 15:14with you, because you probably have
454. 15:16this doubt that I also had, is
455. 15:18regarding this team that does live
456. 15:20streams. Today, as Gabi mentioned,
457. 15:22we're having a training session at
458. 15:23Saint-Germain, where Gabi will train
459. 15:25other people on our team so they can do
460. 15:27live streams as well as she does, and
461. 15:29we can maintain our engagement and
462. 15:31results, since we have a goal of 12
463. 15:33hours of live streaming. And one point,
464. 15:35Gabi, that I would like you to share
465. 15:38with everyone is regarding the exact
466. 15:40role of the individual
467. 15:42and how we should research that
468. 15:43specific position within the company,
469. 15:45just as Gabi mentioned, by searching
470. 15:46for a salesperson rather than looking
471. 15:48for someone to be a live stream
472. 15:49presenter. And another point is about
473. 15:51payment, how we're going to compensate
474. 15:54our employees, our collaborators who
475. 15:56are doing these live streams. So,
476. 15:58normally there's a fixed amount,
477. 15:59there's also commission, or practically
478. 16:01everyone on our team is
479. 16:02commission-based on sales according to
480. 16:04delivery. I'd like you to share a
481. 16:06little about that and even how you
482. 16:07found the other women to be part of our
483. 16:09team.
484. 16:10Yes. So, today regarding payment, it's
485. 16:12100%commission-based. We define the
486. 16:15commission value, and everyone receives
487. 16:17the same amount to ensure fairness. We
488. 16:20tested a fixed salary, but in the
489. 16:22beginning, while the person is
490. 16:23developing and learning, it doesn't
491. 16:25make sense. We saw that in the long run
492. 16:27, it's much more beneficial for them to
493. 16:29work on 100%commission. I understand.
494. 16:32Regarding competence, right? For this
495. 16:34specific position, we sought out
496. 16:35individuals who are already comfortable
497. 16:37speaking to a camera and who work
498. 16:39primarily through the internet. So, we
499. 16:41looked at social media users,
500. 16:43salespeople, physical store salespeople
501. 16:45—we try to bring in people who
502. 16:47communicate with others or via cell
503. 16:50phone, with experience in online sales
504. 16:52on social media, or in physical stores.
505. 16:55So, we opened specific positions
506. 16:57focusing on live streaming and sales,
507. 17:00also recruiting people from other
508. 17:02niches who don't just work with
509. 17:04physical content, but who already have
510. 17:06that sales feel, that sense of scarcity
511. 17:09, who
512. 17:10sometimes worked in internal sales, but
513. 17:12who have that sales approach, right?
514. 17:15But today it's easier for us to teach
515. 17:18our method than to try to bring in the
516. 17:21best salesperson. That's why I say: we
517. 17:23look for someone who already has a
518. 17:25sales profile, even if it's small, but
519. 17:28also a marketing savvy, and we teach
520. 17:30them our method. Because San Germã has
521. 17:33its own; it doesn't mean ours will
522. 17:34replicate for everyone, but ours is
523. 17:36validated and works very well. So we
524. 17:39try to bring in the person who fits our
525. 17:41method and teach them in this
526. 17:42day-to-day work. And one thing, Gab,
527. 17:44that I had a lot of difficulty with at
528. 17:46the beginning of San Germã, when we
529. 17:48started outsourcing marketing, and
530. 17:49maybe you're going through this moment
531. 17:51now too, I hired these new people to do
532. 17:53the live streams. When is the right
533. 17:54time to let this person present the
534. 17:55live stream? Do you stay on top? Do you
535. 17:58do it together, uh, really sharing the
536. 18:00camera, the moment? How does that work?
537. 18:02Until you feel comfortable letting
538. 18:03someone else do a live stream in your
539. 18:05place?
540. 18:06Yes, it's a responsibility. So, we
541. 18:08usually separate it into three moments.
542. 18:11The first, she comes and watches the 3
543. 18:13hours of my live stream. So she stays
544. 18:15by my side, she watches everything. The
545. 18:18second moment, we do a live stream
546. 18:20together and before that she receives
547. 18:23product training. So in the live stream
548. 18:25, before doing the second live stream
549. 18:27which is with me, she will learn about
550. 18:29the products, but even so I'm with her.
551. 18:31And the third live stream is her alone,
552. 18:33but I'm behind her, because it's not
553. 18:35just about doing the live stream, she
554. 18:37has to promote the product, confirm the
555. 18:39price. So in the third live stream I'm
556. 18:41behind her promoting and she just
557. 18:43presents. I understand.
558. 18:44And the fourth is really alone. So
559. 18:46there are four stages, right? So the
560. 18:48first, to recap, the first is where she
561. 18:50will watch the 3 hours of the live
562. 18:52stream, get to know me, my sales
563. 18:54triggers, how the process went. The
564. 18:57second one, I'll do a live stream with
565. 18:59her. So we'll follow that. The third
566. 19:02one is her, but I'll be behind her at
567. 19:03the computer, focusing on the product
568. 19:05and promotion. And the fourth one is
569. 19:07her alone so we can test everything
570. 19:09she's learned in this process.
571. 19:11And this product training is essential,
572. 19:13right? It has to be there. If we don't
573. 19:15know the product, people sense that we
574. 19:17don't know it, so they become more
575. 19:19suspicious. And Brazilians already have
576. 19:21that inherent distrust. So, the more
577. 19:24confident we are with the product and
578. 19:26the camera, the more we sell. That's a
579. 19:28fact.
580. 19:29I understand. Today I also want to
581. 19:30share with you a little bit about the
582. 19:32training that Gabi said she's going to
583. 19:33do with the Saint-Germain team. And as
584. 19:35she herself told you, how important it
585. 19:37is for us to train someone who is there
586. 19:39representing our brand, who is building
587. 19:41this front with us, which is growing a
588. 19:43lot in Brazil today, and everything is
589. 19:45done based on strategy, right, Gabi?
590. 19:47Not on guesswork. It's a lot of
591. 19:49training, a lot of strategy. We're
592. 19:51going to start a live stream, why are
593. 19:52we starting it, how are we going to
594. 19:54start it, what products are we going to
595. 19:55present, and what are our
596. 19:56goals? I'd also like you to share a
597. 19:58little bit about that with everyone.
598. 20:00For example, we're doing a Valentine's
599. 20:02Day campaign within Smã. How does that
600. 20:04part of TikTok work? Are there specific
601. 20:06actions or do you follow the brand's
602. 20:08plan? How does that work? There
603. 20:10are several points. TikTok itself has
604. 20:13specific actions like the 6/06 campaign
605. 20:15, which we're doing now, today 6/06
606. 20:17started, but it also has specific
607. 20:19educational actions related to
608. 20:20Valentine's Day. But what did we do
609. 20:23behind the scenes? We put "Valentine's
610. 20:26Day" in our TikTok bio, no videos in
611. 20:28the feed, Valentine's Day, all the
612. 20:31products received a Valentine's Day tag
613. 20:33. So we create an environment for each
614. 20:36type of action and we also follow the
615. 20:38brand's plan, but depending on the
616. 20:40action, we focus more on what TikTok
617. 20:43also offers, like the 6/06 campaign,
618. 20:45mega products, what they're also
619. 20:47putting there to deliver more. So we
620. 20:50create this mix of branded content and
621. 20:51also the TikTok platform itself that it
622. 20:53offers us.
623. 20:54I think a key point that Gabi managed
624. 20:56to show you, I believe, is how we as
625. 20:58retailers need to understand that each
626. 21:00platform has its own strategies. So
627. 21:03even though Sa Germã has been a brand
628. 21:05for 5 years, we entered TikTok with a
629. 21:06new brand. So we need to learn how to
630. 21:08play the TikTok game, learn how to sell
631. 21:10there with all these strategies. Gabi,
632. 21:12because she already had experience with
633. 21:14TikTok from working with other brands,
634. 21:16was able to help us grow in a
635. 21:17consistent and highly strategic way,
636. 21:18much like the Eleevate team, whom I
637. 21:20have also already mentioned to all of
638. 21:22you here in this space. But I wanted to
639. 21:23thank Gabi for her participation. I'll
640. 21:25also share some clips from Gabi's
641. 21:27training, which will be unmissable. And
642. 21:30if you all enjoy this type of content,
643. 21:31we can certainly bring more material
644. 21:33like this here for you. And this is one
645. 21:35of the contents that we share
646. 21:36internally with our team of students
647. 21:38here in the Next mentorship program. So
648. 21:40, if you want to grow and scale your
649. 21:41e-commerce business in 2026 with a lot
650. 21:43of strategy, with a lot of direction, a
651. 21:45real 360-degree approach within your
652. 21:47brand, I'm going to leave a QR code
653. 21:49here on the screen for you to scan,
654. 21:50fill out the form, and my sales team
655. 21:52will contact you. It will be a pleasure
656. 21:54to welcome you here at San German and
657. 21:56show you how your brand will grow in
658. 21:582026. Yeah.