Zhongxin Jingwei Client, March 24th (Chang Tao) In 2011, Luo Yonghao starred in his virgin director's work "Happy 59cm Pony". Among them, he faced the medium cup, big cup, The extra large cup of "slap in the face" has been regarded as a classic by netizens. The line "Mr. Luo, don't do this" in the play has been popular ever since.

Source: Video Screenshot

At that time, in the face of three cups of coffee, Luo Yonghao had no choice; now, in the matter of deciding on a live broadcast platform, Luo Yonghao is facing a new choice.

On the 23rd, it was reported that Luo Yonghao signed a contract with Douyin for a live broadcast of RMB 60 million; on the same day, a Weibo certified user broke the news that Luo Yonghao signed an exclusive contract with Taobao for a live broadcast of RMB 80 million. For a while, "with the anchor" Luo Yonghao went to a mystery. Some industry insiders who did not want to be identified analyzed the client of Sino-Singapore Jingwei, and the above-mentioned news "has a stronger meaning of speculation and price increase." However, the market is more concerned about the fact that Lao Luo, who has "failed repeatedly" and "can't even sell his hammer and mobile phone," can drive goods in the live broadcast room?

Luo Yonghao "choose one or two"?

On March 19th, Luo Yonghao revealed on Weibo that "I have decided to do live streaming for e-commerce" and I want to be "brother with goods". On the same day, Luo Yonghao said that he had received thousands of cooperation emails.

Subsequently, Luo Yonghao said that if there were no accidents, the initial broadcast was weekly broadcast, then the weekly broadcast, and finally the daily broadcast. However, he did not announce the time and platform of the first live broadcast.

It is more important than when to broadcast live.

At 23 am, the news of Weibo authenticated user @Internet broke the news, Luo Yonghao exclusively signed Taobao Live, with a signing fee of 80 million yuan. The Sino-Singapore Jingwei client verified this with Ali, and Ali stated that he would not respond at this time.

At noon on the same day, Tech Planet reported that Luo Yonghao and Douyin reached a cooperation and will officially announce it shortly. The report quoted sources familiar with the matter, in addition to traffic support, the cooperation involved an amount of 60 million yuan, and Luo Yonghao will soon start the "road of goods" in Douyin.

A person familiar with the matter revealed that Luo Yonghao first contacted Douyin. "Originally, the cooperation has basically been negotiated. After Luo Yonghao announced that he was going to live broadcast on e-commerce, the response was enthusiastic. Many people who sought cooperation have opened another round. Cooperating and negotiating, and having contact with other platforms, "Douyin finally increased the cooperation resources, and the matter was finalized.

In this regard, Byte Beat expressed "No comment" to Zhongxin Jingwei's clients in the evening.

The industry insiders who did not want to be named analyzed the client of Sino-Singapore Jingwei. "In summary, the above information has a stronger meaning of speculation and price increase. Of course, it is not ruled out that the parties have actively distributed it. From the perspective of the platform, Ali spends money. It is unlikely that Luo Yonghao will actively choose Luo Yinghao to buy traffic, because Taobao already has two top stream anchors (Li Jiaqi and Wei Ya); Douyin is relatively more likely. However, from Luo Yonghao's perspective, Taobao live streaming makes money Faster, this is what he needs; Douyin can further strengthen Luo Yonghao's personal IP, but he does not seem to need it. "

People in the industry said that no matter who Luo Yonghao chose last, the way of cooperation between them is worthy of attention, that is, the question of how to give 60 million yuan and 80 million yuan in the report is "not a simple signing fee or endorsement fee."

Luo Yonghao is doing the live broadcast. Is the selection correct?

Luo Yonghao is quite confident of doing live streaming. He mentioned in "I decided to do live streaming for e-commerce": "Although I am not suitable for selling lipsticks, I believe that I can do it in many product categories.

Source: Weibo screenshot

Luo Yonghao's initial selection of live broadcasts will focus on innovative digital technology products, excellent cultural and creative products, books, and design and practical home groceries, with some cost-effective daily necessities and snacks interspersed.

Regarding Luo Yonghao's selection, a veteran Taobao 3C anchor who knows him told Zhongxin Jingwei reporter: "Comparatively, books, cultural and creative products may be more suitable for Luo Yonghao, because this kind of goods is not practical, find one who will say People can often maximize the value. For digital technology products, although Luo Luo recommends them logically, but it may not come in handy. If you think about it, he was so unsuccessful in selling his hammer mobile phone at first, but this only shows that Some consumers are too rational. "

Some respondents held the same view. Ying Sheng Angel Fund partner Wang Sheng mentioned that from past experience, Lao Luo's fans are otakus and IT men, and he is highly interested in 3C products. If he follows this cut, he may cut relatively smoothly. However, there are also obvious limitations. This part of the audience may not be so many. These people are more picky, and their consumption impetus may not be very strong. Even if there is a breakthrough in the digital product category, Lao Luo may not have a breakthrough in the market.

However, in addition to the selection, Luo Yonghao also has to deal with the core issues of prices, supply chain and other commodities, and this is not something he can do alone. Some analysts believe that the bargaining power of high-quality products will be a difficult point for Luo Yonghao. Simply put, if Luo Yonghao can find all products cheaper than him on the entire network, his obstacle to success will be very large.

Can Lao Luo make it this time?

Can Luo Yonghao make it? We've asked this question many times

"Love toss" and "unreliable" are the two labels of Luo Yonghao, and his entrepreneurial road is "failures and defeats." In addition to the well-known founder of Hammer Technology, Luo Yonghao also sold medicinal materials, grilled, operated wholesale markets, conducted English training classes, and made websites. He also invested in chat treasure (atom bomb text messages) and electronic cigarettes. These experiences have inspired him in the eyes of some fans.

At the beginning, when Luo Yonghao encountered a major Waterloo in his entrepreneurial career, that is, Hammer Technology and Chat Bao, both were conceived for Luo Yonghao's next stop, including acting as a comic actor, selling electronic cigarettes, and writing memoirs.

As everyone knows the later stories, Luo Yonghao invested in Ono electronic cigarettes, and soon encountered the strongest supervision. Later, Sharkwein Technology became the "Chi Huyou" for several months.

Data map by Luo Yonghao during the press conference presentation by Chang Jingxin

So, can Luo Luo do live streaming this time?

Former Taobao live broadcast operation director Zhao Yuanyuan once said that more than 90% of Taobao's live broadcasts are merchant self-casts, and only 10% of the talents, and currently the best super anchor, merchant attributes are also very obvious. In other words, the live broadcast of e-commerce actually tests the shopping guide's ability of the anchor. Entertainment is a useful supplement, but professionalism comes first.

In this respect, Luo Yonghao has no advantage. Although Luo Yonghao's paragraph was well spoken and the burden was too loud, but when he helped Shawen hold a press conference, he could see that "there is more than a hard core, and there is not enough energy."

In contrast to Li Jiaqi and Wei Ya, the former step-by-step from the L'Oreal counter shopping guide, the latter used to be an offline clothing business, later opened a Tmall store, became a Tao girl, and then became a Taobao anchor. Obvious business branding. Zhao Yuanyuan said that they have been scrambling in the merchandise pile, so they know more about the merchandise and are more sensitive in marketing techniques.

The above industry believes that whether Luo Yonghao can kill it or not, the performance of the first few live broadcasts is very important. "Luo Yonghao as the first generation of Internet celebrities has not reduced traffic so far, there must be some reason, for example, the fans are sticky enough, now see if anyone has placed an order for him." (Zhongxin Jingwei APP)

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