On the evening of August 8th, Beijing time, on the banks of the Seine River in Paris, France, Olympic diving champion Quan Hongchan brother Quan Jinhua was using unskilled words to promote sportswear through a live broadcast.
Around 8 pm, the number of viewers in Quanjinhua’s live broadcast room exceeded 100,000, and then gradually fell back. Previously, "Brother Quan Hongchan responded to the controversy caused by the live broadcast of goods" was a hot search on Weibo. Quan Jinhua responded: The agricultural products in his hometown are often unsaleable and will rot in the ground if no one comes to collect them. The purpose of doing live streaming is to take care of elders who are in poor health. At the same time, I also hope that through my own efforts, I can solve the problem of slow sales for the villagers.
Quan Jinhua previously said in an interview with the media about Quan Hongchan, "Many people asked why I didn't post my sister. If I did, my fans would have exceeded one million. But this is a bit too consumptive (Quan Hongchan) "She (Quan Hongchan) is my sister, not my money-making tool."
Quan Jinhua has not directly marketed Quan Hongchan in the live broadcast room, but since the Olympics, the number of fans on her Douyin account has skyrocketed. Data from Cicada Mama shows that Quanjinhua has 2.064 million fans. The number of fans increased by 744,000 on August 7 and by 560,000 on the 8th. Previously, the sales of Quanjinhua’s live broadcast rooms ranged from 100,000 to 500,000. After the Paris Olympics started on July 26, the sales of Quanjinhua’s live broadcast rooms skyrocketed. On August 8, the sales ranged from 5 million to 7.5 million. between.
Usually Quanjinhua mainly sells local agricultural products. Information from Tianyancha shows that Quanjinhua has a Quanjin fruit and vegetable store in Mazhang District, Zhanjiang City. It was established on November 29, 2021 and is an individual industrial and commercial household. On July 31, 2023, the registered capital was changed from 0 yuan to 30,000 yuan. On the evening of the 8th, the products sold in Quanjinhua’s live broadcast room were mainly sporting goods, sports shoes, and sports and leisure clothing.
Quan Jinhua’s live broadcast popularity is mainly due to her sister Quan Hongchan. As the focus of the spotlight, Olympic champions including Quan Hongchan naturally have a traffic aura. Big data from the Olympic Games on Baidu's hot search list shows that the top five popular athletes include Quan Hongchan, Chen Yuxi, Wang Chuqin, Wu Yanni, and Ma Long.
Among the previous Olympic champions, swimming champion Sun Yang signed a contract with Yuanwang Technology. On January 14, 2022, Sun Yang launched his personal commercial live broadcast on Douyin. According to statistics from Feigua, the total sales of Sun Yang's two live broadcasts at that time reached more than 30 million, ranking first in Douyin's sales list. But by March 2023, Sun Yang stepped into the live broadcast room again, and the popularity among fans was not as good as before. Data from Cicada Mama shows that as of July 23 this year, the number of fans on Sun Yang’s Douyin account has continued to decline. It began to gradually pick up on the 23rd. As of today, the total number of fans is 3.827 million, and there has been no live broadcast in the past 90 days.
In addition, short track speed skating champion Wang Meng, who became popular online with his chatty commentary during the 2022 Winter Olympics, also tried to live broadcast the track. On April 21, 2021, Beijing Lancheng Cultural Communication Co., Ltd. was established. Wang Meng served as the legal representative at that time. The company's business scope includes radio and television program production, performance agency, Internet cultural activities, sports event consulting, etc.
In an interview with the media, Wang Meng said, "Some people ask athletes why they live broadcast to bring goods, otherwise? He also has to live. He just has a halo and title, and he also needs to produce value." But in 2022 On August 30, 2018, Wang Meng withdrew from his status as a natural person shareholder, director, manager, and supervisor, and his legal representative was also changed from Wang Meng to He Lianqin.
As of now, there are 9 affiliated companies of Wang Meng, and 3 companies serve as legal representatives, including Hainan Moming Technology Co., Ltd., Wang Meng Sports Culture Industry Co., Ltd., and Qitaihe Wang Meng Sports Culture Communication Co., Ltd.
The popularity of Olympic champions shows cyclical characteristics. Zhuang Shuai, an expert in the retail e-commerce industry and founder of Bailian Consulting, told reporters that all popularity needs to be continuously spread to last, whether it is an Olympic champion or a celebrity, and even super anchors must have continuous topics to maintain popularity. In addition, live streaming is a professional field, and Olympic champions come from across industries. If you want to do well and sell well, you still need to invest more in product selection, quality control, contract fulfillment, customer service, sales force, communication, etc. and improvement, otherwise it will be difficult to compete with professional head anchors.
