There is a lot of news about live broadcasts. Recently, the magazine "People's Literature" was sold out in Dong Yuhui's live broadcast room with Hui. On January 23, writer Liang Xiaosheng, writer Cai Chongda, and People's Literature editor-in-chief Shi Zhanjun were guests in the live broadcast room to communicate with Yu Minhong and Dong Yuhui. Data shows that the two-hour live broadcast had a cumulative number of viewers of 8.95 million, and the highest number of people online was nearly 700,000. From 8 p.m. to 12 p.m., a total of 992,000 copies were sold in the four-hour live broadcast room, with a transaction value of 17.85 million yuan.
live streaming to sell goods and books is nothing new. Nandu Report mentioned that Dong Yuhui previously sold nearly one million copies of "The Right Bank of the Ergun River" by the "Lu Xun Literature Award" writer Chi Zijian within 4 months, which is equivalent to the sales volume of the novel 17 years after it was first published in 2005. sum. Not to mention novelists, this kind of data is incredible. Even those businessmen in the book business may not be able to understand it. In the past market impression, if a relatively high-profile author could sell 100,000 copies of a new book within a year, that would be quite good data. Nowadays, the efficiency of live streaming to sell books is so high, which makes people think, are there more people who love to read books, or is it really the influence of Internet celebrities?
Whether you are selling a magazine or a writer's personal book, fans may not really be after the writer, but are more likely to be purely influenced by the blogger who sells the goods. They feel that the things he recommends are reliable, so they place an order. This is a bit like those short videos that introduce movies. After the blogger introduces it, some people find the movie good and watch it. As for the director and actors, it is not the key to attract them. There is obviously an element of "passionate consumption" in this. Whether it's watching movies or reading magazines, the cost is not high, and making hasty decisions is no big deal. The live streaming book sales data are scary when they come out, and writers will be surprised, but I believe they will admit that this is just a success of marketing. Dong Yuhui and the writers who are guests in the live broadcast room may not really attract readers.
However, one thing is gradually being confirmed: not all Internet celebrities can sell books. Why is Dong Yuhui doing so well selling books? I believe that corresponding business planning has also gone through behind the scenes. For example, Dong Yuhui and his team may believe that fans have certain preferences in reading consumption, and everyone is willing to pay for it. There aren't many readers among his fans, but that doesn't matter. Sometimes reading requires an opportunity or a good guide. Dong Yuhui's experience as a teacher, his conversation and temperament all shape a character, which is a character full of humanistic temperament. He initially became popular on the Internet because he said many attractive and seemingly tasteful things. He is suitable to be a leader in reading. Now that he is selling books live, he is strengthening this public impression. Fans may not be readers, but they have potential enthusiasm for reading, and for live selling books, this enthusiasm is enough.
The personality of an Internet celebrity will directly affect his commercial value, what kind of person sells what kind of goods. For example, Li Jiaqi seems to attract more female fans, and his live broadcast of selling lipstick has received good response. Dong Yuhui's success in selling books proves that this is a good business attempt, and it may be a carefully considered choice behind it.
Understanding fans seems to be a required course. If an Internet celebrity does not understand his "family" and operates randomly; selling things only counts how much money he makes, regardless of the fans' preferences and tastes, I am afraid it is just a waste. Valuable traffic will eventually lead to separation from fans. This analysis is a bit exaggerated. After all, both Li Jiaqi and Dong Yuhui have gradually become popular Internet celebrities after becoming famous. More and more people are following them, and the diversity of their fan groups has become more and more obvious. No matter what you sell, someone will always pay the bill; no matter what you say, it will always be trending. In the final analysis, the main reason why you need to understand fans is to maximize commercial value. If you understand fans better and know who mainly likes you, and then make some business judgments and explorations based on this, you will be able to improve your sales performance.
It is dangerous to take things for granted when doing business. It is dangerous to be self-centered. Consumer orientation is the way to go. This was true in the past, and it is also true now with live streaming.
文lGreenwave
