Chinanews Client Beijing, April 2 (Reporter Wu Tao) The total payment transaction exceeded 110 million yuan, and the total number of viewers exceeded 48 million, with a maximum of more than 2.9 million people online at the same time. Various beautiful data show that Luo Yonghao's live broadcast success Already.

But at the same time, there are insufficient product inventory, insufficient incentives, misreading of brand names, live forgetful words, impatience and passion, procrastination and other roll-over scenes. Is Luo Yonghao an excellent anchor? Can the subsequent live broadcasts continue? How long can netizens pay for their feelings?

Luo Yonghao's live report card. Image source: courtesy of Douyin

Rollover scene constantly

When the biggest rollover scene appeared when introducing the XGIMI projector, Luo Yonghao mistakenly became his competitor "nuts." Netizens said, "Ximi's chairman's face is all black." "Ximi: I still paid wrong after all!" Some netizens believe that this is Luo Yonghao's deliberate misreading to attract attention and is a tactic.

During the live broadcast, Xiaomi Ju was able to write 10 gel pens that were out of stock instantly. Netizens directly said, "Am I a person who lacks 9.9 yuan? Can't I buy this?" But at the same time, some netizens picked it out. The price is 8.89 yuan. On the 2nd, some netizens reported that Luo Yonghao's live recommendation of arowana edible oil price has been reduced.

In addition, Luo Yonghao introduced the millet called "frosted glass texture" when writing a neutral pen. Netizens said, "After New Coronary Pneumonia, I shudder at the sight of frosted glass."

In the live broadcast of Xinliangji Crayfish, Luo Yonghao directly admitted that he was allergic to crayfish and could not eat it. In order to avoid the side anchor who did not have to eat when eating crayfish, he ate "spicy fish", but today he sells crayfish. Some netizens said, "You have n’t eaten, you have n’t eaten. Do you still recommend a 'hammer'?"

Unfamiliar with the business is also a point of trouble for netizens. When introducing L'Oreal's cleansing suit, Luo Yonghao said directly that "this is something that cannot be said at all." In fact, there are many similar "paddling". When it comes to product explanations, Luo Yonghao often pushes it to the next anchor.

Cosmetics can be forgiven for being unfamiliar. After all, Luo Yonghao didn't live by face value, but when broadcasting to his old mobile phone field, Luo Yonghao's various configurations of mobile phones also stumped. Lu Weibing, vice president of Xiaomi Group, who was also present at the time, said, " When you introduced Xiaomi, you left for a year and saw your business as a bit rusty. "

In addition, the entire team did not seem to have rehearsed. Luo Yonghao repeatedly said, "Come, this is a close-up." This looks like Luo Yonghao directs the director, but at the same time, the live broadcast was interrupted by the off-screen director many times to make adjustments. Luo Luo himself said silently, "We are just actors, we are just entertainers."

After the live broadcast, netizens exposed, according to the company's investigation, this time the live broadcast brought multiple products or companies that had been subject to administrative penalties, such as Zhong Xuegao Foods (Shanghai) Co., Ltd. was fined 6,000 yuan for violating the advertising law; L'Oreal False propaganda was subject to multiple administrative penalties. In January 2020, the company was fined 40,000 yuan for unclear explanation of the goods.

However, this time Luo Yonghao promised quality and after-sales protection for all products. "In the early days, we only cooperated with well-known brands to try to ensure that there are no problematic products. In case of problems, we will give priority to ensuring consumer rights." According to the notice, Luo Yonghao will Take the goods live broadcast once a week.

The number of simultaneous online users in the upper right corner of the live broadcast fluctuated greatly. Screenshot

Epic Boring

In addition to rollovers, more netizens commented on "I didn't hear the comic dialogue," "epic-level boredom," "stroke the whole process," and "I can't stand it anymore."

For example, when recommending Nai Xue's tea, Luo Yonghao tried it, and netizens asked "Which is a medium cup or a big cup?" Anxiously, but it was disappointing that this sentence was never in Luo Yonghao's mouth. Speak.

What stem? Videos circulating on the Internet show that Starbucks coffee is divided into medium cups, large cups, and oversized cups. Luo Yonghao pointed at the "big cup" and said, "I want this medium cup, and the waiter said, sorry, this is a big cup. After reading this line, Luo Yonghao began to fan his own face, and the people next to him shouted, "Mister Luo, don't do this."

More netizens can't stand the delay of Luo Yonghao's live broadcast. The reporter observed that when the number of online users reached 2.9 million at the same time, the follow-up trend continued to decline. Especially when Sogou CEO Wang Xiaochuan introduced the product, the number of online users dropped by 300,000.

Interestingly, the number of concurrent online users fluctuated greatly. For example, during the live broadcast of Xinliangji Crayfish, the number of simultaneous online users suddenly dropped from more than 2.4 million to 241,000, and then quickly recovered to more than 2.4 million.

Douyin told a reporter from Chinanews.com that at the beginning of the live broadcast, due to excessive short-term traffic, some services, including the number of online users, had a short-term bug. This was quickly repaired to ensure the normal and smooth progress of the live broadcast.

During the live broadcast, Luo Yonghao occasionally took out a paper teleporter and called it "physical PPT" in Luo Yonghao's words. Everyone shined, thinking that Luo Yonghao would lead the trend of PPT live broadcast. After all, it turned out that Luo Yonghao's record of fighting against the king freely became a classic.

At that time, Wang Ziru made an out-of-the-box evaluation video, pointing out several times that the hammer cell phone had "disadvantages." Luo Yonghao immediately “combat” Wang Ziru, completely crushed Wang Ziru for the first time with the “Physical PPT” full-length lip-sword, and the words and phrases continued to be thrown out. But this time Luo Yonghao's live broadcast, there are only a handful or few of them.

Luo Yonghao and Lu Weibing, vice president of Xiaomi Group, live broadcasted together. Screenshot

Is it successful?

After Luo Yonghao's live broadcast was over, netizens kept saying "Is Luo Luo live broadcast a success?"

According to data released by Douyin, the entire live broadcast lasted 3 hours, the total payment transaction exceeded 110 million yuan, and the total number of viewers exceeded 48 million. Luo Yonghao set the highest record of carrying goods currently known on the Douyin platform.

Many companies are also satisfied with the live broadcast. Xinliangji said in an interview with a reporter from China News Network on the 2nd that there was no specific expectation on sales, but the live broadcast cooperation was recognized. This live broadcast has a strong topicality and attracted a lot of attention.

"The sales of new retail products are undergoing channel changes, and live broadcast is a very important channel online. Luo Yonghao's personnel and the brand influence of this live broadcast have greatly helped Xinliangji brand communication." Xinliangji CEO Lee Sword said.

According to Douyin, that night, Luo Yonghao brought a total of 22 items, mainly including three types of goods: food and beverage (ice cream, crayfish, etc.); household items (cleansing milk, sweeping robots, etc.); technology products (projector, mobile phone) Wait). Many products are sold out.

However, there are also some products that are not satisfactory. For example, Xiaomi Mijia Inflatable Po sells less than 4,000 pieces; Jinlongyu rice fresh raw edible plant blending oil, etc., sells about 16,000 pieces when the unit price is not high, which is more than others. 10,000 pieces are much worse.

For Luo Yonghao, the results were good. According to estimates, Luo Yonghao's live broadcast received Yinlang equivalent to RMB 3.63 million.

However, some Internet industry analysts said that there is no real success and that the model cannot be sustained, especially for digital products. "The prices are lower than those of JD.com and Tmall, and the channels are completely chaotic. If they are higher than them, the advantages of live streaming will not be fully realized. come out."

"The large number of users of Douyin, coupled with so many days of promotion, can even sell a robot live broadcast." It is understood that on April 1st, the first one that users opened Douyin was almost Luo Yonghao's live broadcast notice page .

In addition, in covering the crowd, many people rushed to Luo Yonghao's feelings, or they couldn't catch the young 00s. "I asked friends around the post-00s, and almost no one was watching."

Luo Yonghao shaved his beard live. Screenshot

Middle-aged bowed to life?

Some netizens understand that it is spiritual success. "I saw Luo Yonghao bowing his scalp when he apologized. This is the courage of a middle-aged man." "Luo Yonghao has established a typical middle-aged man's image of bending back to life."

Especially when Luo Yonghao started to push the Xiaomi Mi 10 mobile phone, the former competitor, Xiaomi executives, also appeared on the scene, and netizens constantly brushed out the "hammer". Many people say, "This is the battlefield for adults. There are no eternal friends, no eternal enemies, only eternal benefits."

In the live broadcast, the more sour scene was an apology to XGIMI, Luo Yonghao said, "I hope that after seeing my bald scalp, we can be considerate of our elderly dementia." In addition, Luo Yonghao also broadcast many times Mentioned himself "old confused".

On the one hand, he said that he was old, and on the other hand, at the end of the live broadcast, Luo Yonghao shaved off his iconic beard, "have stayed for more than 10 years", and "now has become a middle-aged spiritual guy".

Netizens said, "Life is like a razor, changing the appearance of Lao Luo." On the 2nd, Luo Yonghao sent a Weibo "a bit colder chin."

Luo Yonghao's entrepreneurship has not been smooth. He sold his hammer to ByteDance, invested in platform social products, chat treasure (formerly known as "bullet SMS"), and the market responded flatly; investing in electronic cigarettes caught up to strict policies. Many people teased, "Luo Yonghao is not a corporate killer, he is an industry killer. Which industry he enters indicates that this will not work."

In November 2019, the news that Luo Yonghao was restricted by the court from high consumption was revealed. At that time, Luo Yonghao claimed that Hammer Technology had returned 300 million in the past 10 months, of which he himself had paid back tens of millions. , The commitment will definitely be undertaken, but it will take time. "

"In order to repay debt and perform arts, tragic!" "Don't be defeated by life." Many netizens cheered Lao Luo and thought that Lao Luo was a good medicine for middle-aged men. .

Before the live broadcast, these became gimmicks. Therefore, some people think that the live broadcast theme "not to make money, make friends" is actually to make money, which can also be regarded as a manifestation of bowing to reality.

"This is not entrepreneurship, this is to make money." There are also media reports that Luo Yonghao can no longer get financing for this venture, and his feelings have been overdrawn. What do you think? (Finish)