| Edited by Mingming
| Fig
Live broadcast by giants is becoming a new trend.
On December 19th, @向太陈兰 opened the first live show of Douyin. The data shows that Xiangtai has gained 6.27 million followers in the last 7 days, and the live broadcast has gained 5.228 million followers, accounting for 83.3%. Within a few hours of the broadcast, the total GMV of the live broadcast exceeded 300 million. According to Feigua data, after two live broadcasts, the cumulative sales were 200 million to 500 million.
Relying on Xiang Jia's profound "qualifications" in the entertainment industry for many years, "Hong Kong Big Brother" Xiang Tai's broadcast this time can be described as a full line-up. On December 18th, 11 stars including Louis Koo, , Jet Li, , Chen Xiaochun, , Donnie Yen, Gong Li, Xiao Jingteng, etc. sent congratulatory videos to promote Chen Lan’s first live broadcast.
The entire live broadcast is full of "tough air". It is reported on the Internet that the decoration of the live broadcast room costs 20 million yuan to build the same "starry roof" as the Rolls-Royce , and even only one screen costs 90 million. Xiang Tai likes this article Weibo, indirect recognition. The money filter has become the most prominent label of people, as well as the help of getting out of the circle. Xiang Tai said that this is the third time he started —the first time was film, the second time was real estate, and the third time was the creation of MCN. The short video account shows that the MCN organization he belongs to is Huotui Culture.
However, as ’s doubts about “wealthy cutting leeks” became more and more intense, Xiangtai has begun to show signs of overturning: Xiangtai has lost 800,000 followers in a few days, and the comment area is currently closed, and the Internet resentment has even spread to the above-mentioned calling stars , including "Godson" Xiao Jingteng. Even with the blessing of money, the bowl of live broadcasting is still not something that anyone can eat if they want.
sells "products that I don't like" and loses fans. Lan won this round and Xiang Tai?
There are many rumors surrounding Xiang Tai. He was terminally ill in his early years, and his family was poor. He successfully counterattacked, supported her husband to become a big boss, publicly sprayed Stephen Chow , rescued Anita Mui , helped Andy Lau overcome difficulties, opened up Cecilia Cheung, Its personality labels are mainly true temperament, quack spirit, Kuotai, etc. . In recent years, Xiang Tai has played an important role in the marriage series of his son Xiang Zuo and daughter-in-law Guo Biting. From "Daughters' Love", "My Young Couple" to "The Most Beautiful Time", Xiang Tai has continued to maintain a high reputation. Exposure.
Judging from the short video content created by Xiangtai in October, ’s personal label also focuses on “flaunting wealth”. mainly introduces his luxury houses in various places, 80-carat diamond rings, celebrity calligraphy and paintings, famous wine and jewelry, etc. However, the products it sells are not of the same frequency. When Xiang Tai appeared in the live broadcast room wearing pink ostrich fur and all kinds of big jewelry, and selling all kinds of "nine dollars and nine" products, it triggered a large-scale complaint on the entire network. Statistics show that its products include skin care and cosmetics, daily home textiles, food and beverage, etc., and the number of SKUs has reached 129.
The entire live broadcast process is like a performance of buying a box and returning a pearl. Although the appearance is gorgeous, the core delivery process of shows the embarrassment of "unprofessional" and "unfamiliar with the product and refuse to use it". During the entire live broadcast process, black screens, link errors, flashbacks and other accidents continued. Xiangtai staged a "mascot-style delivery" and adopted a "shouting wheat-style live broadcast", and even uploaded a link in 10 seconds, mainly as a humanoid listing The introduction of products, tasting and trial, etc. are all done by the assistant broadcaster, and even only responsible for shouting the price and not "uplink". Many details make the merchant feel frustrated. When
was selling air cushions, Xiang Tai said that he didn't have makeup on, so he could only put it on his hands. When selling ready-to-eat sea cucumbers, Mrs. Xiang repeatedly confirmed, "Is this really edible? Doesn't need to be reheated?" She also told the staff in charge of tasting to "be careful of diarrhea". The broadcast assistant asked Chen Lan if she often eats fish maw. Xiang Tai smiled awkwardly. The broadcast assistant opened a can of fish maw and asked her to try it. Xiang Tai immediately said "I don't want to eat it after eating it". Selling Home TextilesWhen tasting, Xiang Taishou touched it with his hand and frowned involuntarily. The person in charge of the brand asked if he usually uses our series, and silence became the best answer.
Wear the most expensive jewelry and sell the cheapest products. The dislocation between "people" and "goods" means a violation of user positioning. And when the rich anchor does not understand the product, and even shows a bit of condescension and dislike, it may also cause doubts such as "cutting leeks", bringing the risk of overturning. This is something that cannot be saved by how many stars call and how much popularity they have. Some netizens commented hotly: "Xiang Tai has never seen so much junk in his life." There are also online comments that "sell a bunch of things you don't like to people you don't like."
similar 60+ age and big girl The main halo, also has the label of "rich woman", also has a celebrity (former) daughter-in-law, Zhang Lan and Xiang Tai's ability to bring goods will inevitably be compared by many parties. And Xiang Tai took the initiative to "touch porcelain" Cue to Zhang Lan, selling mattresses and shouting "Be generous, don't come back even if you get divorced". Zhang Lan responded generously, and fans of passers-by said: "Is it okay not to swipe other people in Sister Lan's live broadcast room? We all respect each other and don't fight each other."
Zhang Lan, who previously had a big S battle with Wang Xiaofei and his ex-wife, Now the status of "first sister" tends to be stable, with 200 million goods in 30 days, surpassing Dongfang Selection , and the average daily GMV remains at 600W+. Zhang Lan has added 450,000 fans in the past 7 days, and the overall number of fans once again surpassed Xiangtai Chen Lan.
What is the difference between Chen Lan and Zhang Lan? From the point of view of product selection, Zhang Lan starts from her own experience in the catering industry, and is quite familiar with her own Maliuji products; From the perspective of professionalism and dedication, Zhang Lan will try all products, 11 Live broadcasted 96 games in 30 days, and the average duration of the live broadcast was maintained at about 15 hours. Yang Liao still insisted on live broadcasting, and he also knew the tricks of Internet sense playing tricks and traffic passwords. The fire has injected considerable entertainment and visibility into the live broadcast.
In addition, Zhang Lan has the integrity of character design and story , the indomitable and spiritual chicken soup after the ups and downs of starting a business, and the image of sacrificing and dedicating for his son is more in line with the Chinese people's imagination of traditional mothers, and it is more attractive Good impression. After
, half of the entertainment circle was out on the platform for the scenery and gimmicks, Xiang Tai went to "debut is the peak" and then declined rapidly. His current positioning is more suitable for introducing and selling luxury goods. In fact, wants to create a live broadcast room with strong content output, Xiangtai’s life experience, entrepreneurial stories, and gossip in the circle are all extremely unique and explosive materials . From content output to supply chain construction, anchor professional ability, if you want to become the next Zhang Lan, the team still has a lot to make up for refined operations.
Douyin anchors have diversified "expanding circles", from Juanjuan to Juanyaomai
Xiangtai live broadcast, reflecting the changes in Douyin's popular way of bringing goods, as well as the "expansion" of Douyin anchors to different circles , richer and more diverse trends.
It is worth mentioning that, on the one hand, Xiang Tai's "calling wheat style live broadcast" is the most popular way of live broadcasting for stars. At the moment when everyone is bringing goods, it is difficult for celebrities to bring goods live to arouse the splash of the beginning of 20 years. Although low-priced wool and benefits can attract a group of price-sensitive audiences, these audiences are often not very loyal. The popularity of Dongfang Selection proves the importance of content output, but there is a certain threshold for bilingual delivery, which is difficult to replicate. The relatively low threshold and the fast-heating atmosphere of shouting-style live broadcasts have become a way for stars to add content to live broadcasts. choose.
In the era of fragmented attention, audiences yearn for simple and crude emotional stimulation, especially in the sinking market. Since the birth of live broadcast, Huomai is still tenacious in its vitality, which shows how solid and broad its network mass base is.
this wave of shoutingIt dates back to the explosion of T97 Coffee and Big Mouth Girl in September this year. With the unforgettable personal image of the anchor "Big Mouth Girl", combined with magical rap and brainwashing music, the brand account increased by 147 in less than 2 months. million, and the number of viewers exceeded one million for several consecutive days.
Zhong Liti, Zhang Lunshuo, Chen Yiru, He Hongshan, Zhang Meng, Xiaowu and his wife are all typical representatives. They sang and danced the Rap "Today, Today, Today, Nine Dollars and Nine" while twisting and carrying goods. They were commented as "worrying about them mental state". These stars are always on the road of catching up with the trend. Before Liu Genghong became popular, Zhong Liti, Zhang Lunshuo, Chen Yiru, etc. competed to dance aerobics in the live broadcast room. As Liu Genghong's traffic declined, he chose to roll and shout. But in general, 's similar follow-up behavior is difficult to establish a unique and differentiated label in the live broadcast room. In most cases, traffic passwords are only favored by "initiators".
On the other hand, Xiangtai's entry also reflects the increasing diversity of Douyin anchors. From Dong Mingzhu brought goods earlier, Luo Yonghao entered the game, causing a wave of live broadcasting by entrepreneurs. From the wave of knowledge live streaming, to , who recently attracted the attention of the entire network, Zhang Lan and Xiang Tai, the "strong woman" and "lady", Douyin anchors are expanding to a more diverse circle. The addition of new players like has enriched and stimulated the entire live broadcast ecosystem, brought new traffic carnivals to Douyin, and proved its ability to continue to create top streams.
"Internet celebrities are rising, stars are sinking" has become the norm, the past chain of disdain for live broadcasts no longer exists, and the economic environment is declining. Live streaming is no longer an act of dropping coffee, but a star celebrity starting a second career The Cotai Strip of curves. Users enter with "eat melon and gossip mentality", "freshness" and "filters". The initial attractiveness of is the first-mover advantage of celebrities in the entertainment industry, but in order to further promote the conversion rate and retention rate in the future, it is necessary to formulate more A lot of work, just like Zhang Lan's current live broadcast performance is by no means relying solely on gossip.
Why are the rich and powerful wives bringing goods on Douyin? Behind the prestige, there are some unknown crises. After losing the South Beauty that she founded, Zhang Lan tried to start a second business through live broadcasting. Turning its attention to Xiangtai, according to public information, the current core industry of Xiangjia is China Star Group , covering hotels, gaming, movies, property development and management, etc., with a current market value of about 1.6 billion yuan. Financial report data show that in 2021, China Star will suffer a loss of 156 million Hong Kong dollars, an increase of 42% compared with 2020. The film and television winter is superimposed on the real estate winter, and the Xiang family may also have to find a new way to make money. Can
's "third venture" that doesn't seem like a joke still succeed? After the premiere, the live broadcast will no longer be broadcast. Can Xiang Tai, who deleted the video, find a new starting point? To answer the above questions, what "rich anchors" need is not "toughness", but to find the fit of "people and goods", lower their stature, and improve their professionalism.