Chinanews client Beijing March 31 (Reporter Wu Tao) Recently, the news of Luo Yonghao's march into the live broadcast has caused heated discussions. In fact, in recent times, many people have left, including local officials, corporate CEOs, and non-genetic inheritors. After entering the live broadcast room, "take the goods", want to grab a job with Li Jiaqi?

The county magistrate Zhang Qingguo of Heze Shan County, Shandong, sold eggs live. Picture source: Pinduoduo

"It's the county magistrate next door that is broadcasting live"

I don't know when the county magistrate added a job content, that is, webcast.

On March 10, Zhang Qingguo, the county magistrate of Heze Shan County, Shandong Province, showed up to help the farmers to introduce fresh eggs to consumers. On the same day, 600,000 eggs were sold, about 38 tons, which is expected to bring more than 440,000 yuan in income to farmers.

On March 26th, Li Chaolong, deputy head of Heshun County, Jinzhong City, Shanxi Province, sold live-grown old vinegar through live broadcast. Not only was he introduced, he also started the "broadcasting" mode, tasted old vinegar, taught vinegar to peanuts, vinegar to ginger And other effects.

Also using "eating broadcast" to attract fans, Wang Shuai, deputy county magistrate of Shanghe County, Shandong Province, who has had many live broadcast experiences, did a live broadcast of red radish when he picked up the radish, crunchy! (Chicken flavor?)

Some netizens said, "I saw the magistrate's radish, I bought it." "I saw that the magistrate was jealous, and I rest assured to place an order." Some netizens teased, "What are the local magistrates selling? Cry. "" Why is the head of the next county every time. "

There are countless examples of county live broadcasts, and the results are amazing. Through the webcast, Changzhou Feifan, Shengzhou City, Zhejiang Province sold 20,000 oranges and sold more than 210,000 kilograms; Xu Kangxiu, the head of Xuwen County, Guangdong, sold 46,000 pineapples, exceeding 250,000 kilograms.

In addition to the county chief and the dean, on March 15th, Deng Xiuxin, the vice president and academician of the Chinese Academy of Engineering, appeared in a live broadcast room on a platform. He was introducing Zigui navel oranges to netizens. From planting, taste to food value, nothing is too much. Netizens said, "I'm really tempted."

Non-genetic inheritors are also broadcast live. Picture source: Taobao Live

Mysterious non-genetic inheritor also broadcast live

Non-genetic inheritors are mysterious to many people, but as the live broadcast gets hot, they also enter the live broadcast room. On the evening of the 24th, Ling Zejie, the inheritor of jasmine tea making skills of Wu Yutai, a state-level intangible cultural heritage, started a tea ceremony on Taobao Live.

The "questions" of the "curious babies" made Ling Zejie a bit shy for the first live broadcast, and quickly explained, "Like fake replacement!" Ling Zejie sighed, "The live broadcast interaction really brought the two sides closer together, allowing the brand and the user to have emotional communication."

With a history of 167 years, Inline Sheng also chose to embrace live broadcast in the epidemic. A month ago, Ren Chenyang, the fifth-generation descendant of Inline League, and the non-genetic inheritor of Xicheng District, Beijing, personally acted as the anchor. He introduced more than 90 hand-made “millennium bottom” cloth shoes on Taobao Live Broadcasting. The first live broadcast brought 3000 Diversified turnover.

"Before I felt that the live broadcast was a bit unavailable, but now it has become a brand that can't be missed. The clerk bought the fill light and prepared for the normalized live broadcast." Cheng Xu, deputy general manager of Beijing Inline Sheng Footwear Co., Ltd. said , Live broadcast can not only drive sales, increase user stickiness, but also make brand culture heritage more fully presented to users.

Liang Jianzhang interacted with netizens in the live broadcast room. Picture source: Ctrip

From behind the scenes to the front desk, the CEOs broadcast live

Under the epidemic, the CEOs of companies that were behind the scenes also went into the live broadcast room and "brought salt" for their own companies. On March 23, Chairman of the Board of Directors of Ctrip Liang Jianzhang appeared at Atlantis Hotel in Sanya and started his first live broadcast in the Poseidon Underwater Suite, known as the "most expensive hotel room in Sanya." Sell ​​hotel packages worth 10 million yuan in 1 hour.

The live broadcast seemed addictive. Following the successful live broadcast in Sanya, Liang Jianzhang recently broadcasted live again in Qianjiang Miao Village, Xijiang, Guizhou. This time, he became the "Chief Hotel Experience Officer", with the theme of "hotels where the chairman has stayed" and recommended the "heartwater" hotels he had experienced. 1 hour sales exceeded 10 million again.

There are more than one such corporate boss. On February 14th, Sun Laichun, the founder of Lin Qingxuan, made a live broadcast show. "There is no way, hundreds of offline stores are waiting to open wages." On March 17th, Xiao Shoujian, CEO of Spicy Hotpot Hot Oil Hotpot, broadcast live cooking in rapeseed fields ,eat hot pot.

It is worth noting that live streaming is not limited to lipsticks, fruits and other fast-moving consumer goods, but some "big ones" are also available. Recently, the chairman of Sany Heavy Truck Liang Linhe sold 186 heavy trucks in 2 hours in a live broadcast on March 20, with sales of 50 million yuan.

Netizens are also very supportive of these big brothers. "The chairman's preferential strength cannot be offered by others, and he bought it directly." "It is right to follow the chairman." "Buy and buy." You want to buy and watch a live show for free. "

Data Map: The anchor is "eating broadcast". Picture source: Taobao Live

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——Why do you want to broadcast live?

In the impression of netizens, corporate CEOs, non-genetic inheritors, etc., are both mysterious and arrogant. What caused them to drop their body and start a live broadcast?

The first is huge economic benefits. At the Taobao Live Broadcasting Festival on the 30th, Xuan De, the general manager of Taobao's content e-commerce division, said that Taobao Live will have 100 MCN institutions with revenues exceeding 100 million in the next year. Revenue of many listed companies.

Another reason is the epidemic situation. For example, since the outbreak, Wu Yutai's offline stores have been affected. In order to increase online sales, clerks increased the frequency of live broadcasts, and the sales of live broadcast rooms increased from 1% to 15% in the early period. Results of nearly 100,000 yuan.

Ctrip is even worse, because of the epidemic, several reports of layoffs and salary cuts have been reported. Ctrip CEO Sun Jie burst into tears during an interview. Since the outbreak, Ctrip has faced tremendous pressure: hundreds of millions of people have unsubscribed, and all users have been refunded as soon as possible, with an advance of more than 1 billion.

As for the live broadcast by the county head and mayor, Dirac, deputy director of Pinduoduo New Agricultural and Rural Research Institute, told reporters from Chinanews.com.com that online agricultural products often encounter startup problems. There is no word-of-mouth accumulation in early store operations and it is difficult for consumers to pay attention. The presence of the county chief to sell goods is a huge incentive and endorsement for local farmers. "

In addition, there are many live broadcasts of agricultural products and special products, mainly to solve the problem of slow sales. For example, the above-mentioned live broadcast by the county magistrate of Heze County is mainly to help farmers get out of the predicament that fresh egg sales are blocked. There is also a live broadcast of navel orange. "Zigui navel orange was originally not worried about its sales, but because of the epidemic this year, sales channels were blocked. Some people came to buy it on the third day of the previous year. This year is a full month late."

At present, live broadcast seems to have become a good medicine to solve the problem of slow sales. On March 28, Ma Jihong, deputy minister of the Ministry of Economic Development and Reform of the Supply and Marketing Cooperative, stated that during the epidemic, the problem of difficult tea sales in Hubei was solved, including live broadcasts, and sales of 890,000 yuan on March 18, 1 million yuan in sales. (Finish)