China News Service Client, Beijing, June 16th (Reporter Wu Tao) "Live broadcasts by corporate bosses are like tornadoes, and the grassroots web celebrities are in a hurry to go crazy."
Recently, competitors of Li Jiaqi and Wei Ya have added powerful players! Internet celebrities such as Zhang Chaoyang and Ding Lei have launched live broadcasts, and with the addition of Dong Mingzhu and Liang Jianzhang who have already entered the game, entrepreneurs have become a force in the live broadcast industry that cannot be underestimated.
Zhang Chaoyang is broadcasting. Image source: Sohu
Business tycoons have launched live broadcasts
On the evening of the 11th, NetEase CEO Ding Lei appeared in the live broadcast room on time and opened the live show with the first show. Unsurprisingly, he brought NetEase's "Family Bucket", NetEase's strict selection, games, Youdao, Cloud Music, and Weiyang pork.
According to Netease internal employees, the products that entered the live broadcast room are all products that Ding Lei is familiar with and loves himself. Ergonomic chairs, crayfish, Thai latex mattresses, and cat food are all listed.
Zhang Chaoyang, chairman of the board of directors of Sohu who has been in friendship with Ding Lei for 20 years, also opened his first live show on Sohu video on the evening of the 8th. He recommended that he use the "identified" juicer, coffee machine and coffee beans for a long time. article. In the words of Zhang Chaoyang, his live broadcast brought goods just to chat and share his life.
On the 8th, CCTV and Gome launched a live broadcast of "Everyone Loves Made in China", which attracted nearly 10 million people to watch in 3 hours. The total sales amounted to 722.8 million yuan. The live broadcast company executives gathered.
These include Li Huagang, Chief Experience Officer and Vice President of Haier Group, Zhao Ming, President of Glory, Wu Haiquan, President of Midea Group China, Wang Cheng, CEO of TCL Industrial Holdings, Yu Zhitao, Vice President of Hisense Group, Wang Zhiguo, Chairman and President of Skyworth Color TV, and Deputy Boss Appliance President He Yadong and Ye Yong, vice president of marketing at Jiuyang, all came to bring goods for the brand.
In addition, Baidu CEO Li Yanhong, Gree Electric Chairman Dong Mingzhu, Ctrip Chairman Liang Jianzhang and other corporate bosses who entered the game earlier, live broadcasts can be described as "no big boss, no live broadcast". Netizens are now waiting for "When will Ma Huateng live broadcast and bring goods", "I don't know what new game Pony will bring?"
Ding Lei introduced Weiyang pork on live broadcast. Screenshot
Send a 100-year membership card and take a stroll around the office! Gangster no longer poems and distance
Unlike other anchor live broadcasts, the theme of live broadcasts is "unconventional." For example, Liang Jianzhang's original live broadcast directly turned into a "big makeup", with an antique dress, changing the business style of the past.
Different from the original rigid background live broadcast, the location of Zhang Chaoyang's live broadcast delivery was selected on the 18th floor of Sohu Media Building, that is, his office. The camera was transferred in real office spaces such as pantry, sun room, etc. At the end, I introduced an Audi electric car, and then Zhang Chaoyang drove directly off the scene, giving the live audience a direct sense of authenticity.
Ding Lei sent Netease's "Love for Life" lifetime gift package in the live broadcast, including a 100-year membership card for Netease's carefully selected, Netease cloud music, Youdao, Netease mailbox and other products. Netizens stunned, "Do you know what the most tragic thing is? There are no members and members are still there."
With such a live broadcast, many netizens showed a strong desire to buy, "It should be right, after all, such a big-level boss will not deceive people." "If something goes wrong, it is easy to solve it, because there is an endorsement of the reputation of the big brother. ""Big brother finally no longer poems and distance, grounded."
Bring the results! "As soon as the big shot, he knows if there is any"
Some netizens said, "It is also the same money. I chose to buy the same model of the big brother to satisfy the vanity." "I did not expect that the big brother also used a few hundred yuan in commodities. I am afraid that there is no misunderstanding about the big brother."
"As soon as the big shot, you know if there is." Zhang Chaoyang, Ding Lei and other corporate bosses performed well on the first live broadcast. For example, although Zhang Chaoyang's live broadcasts did not announce sales, the number of online people at the same time remained at the million level. The number of Ding Lei live streaming online viewers has also shown that it has been above 10W+, ranking first in the national list of platforms.
The original grassroots web celebrity, live broadcast with a tens of millions of yuan is a good result. But do you know the results of the big brother? Dong Mingzhu's first live broadcast turnover was only more than 200,000 yuan, but her latest live broadcast sales reached 6.5 billion yuan, which is also the highest sales data in the industry.
Midea Refrigerator live broadcast brought goods out of control. Screenshot
The big brother understands the live broadcast
Interestingly, the big brothers have different understandings of live broadcasts, and they are even very different. The theme of Ding Lei's live delivery is "Thank you lovers-don't make money, make a picture", which is similar to Luo Yonghao's live theme "Don't make money, make a friend".
Ding Lei said that the live broadcast of goods is to share the goods that I feel good with more people. The emphasis is on sharing, and it is indeed for "tule".
Zhang Chaoyang believes that live broadcast delivery is not an outlet, but a long-term trend. Live broadcast delivery enables good products to be used by people who like it and is a new marketing direction.
However, a large part of the big brothers live broadcast goods are entrained private goods, and the goods are all their own products, such as Dong Mingzhu and Liang Jianzhang. Zhang Chaoyang's live streaming also emphasized that to "throw the bricks and attract the jade", in the future, more celebrities will be attracted to the Sohu video to enter the live broadcast, creating a unique value platform.
Wang Junzhou, President of Gome, believes that “our live broadcast is not only bringing goods, it is important to bring a new lifestyle to consumers.” Gome also believes that blindly using low prices as a live broadcast gimmick will inevitably defy its own brand and reduce its brand. value. Live streaming is not a "price war", but selling good goods cheaply through the advantages of the supply chain is more conducive to brand growth.
Of course, there are also some who are not very optimistic about live streaming, Haier CEO Zhang Ruimin said at the Qingdao Global Venture Capital Network Conference recently that live streaming is to fight the price war, there is nothing new. Some netizens commented, "Your vice president is bringing goods live, do you know?"
Of course, it cannot be ruled out that the attitude of the big brothers to live-streaming will bring a 180-degree change. For example, on April 15, Dong Mingzhu said, "Live streaming is a new model. When everyone is going in this direction, I still insist on my offline, and I still have to do it offline." Nine days later, on April 24, Dong Mingzhu opened the live show with the first show.
Another home appliance giant Midea's live broadcast delivery started badly. On May 17, Midea's refrigerator released a live broadcast delivery notice, but within a few hours, netizens picked out the black history of the shipment from the media. Midea's live broadcast shipment first Xiu died.
It can be seen that the big brother live-broadcasting and bringing goods is also a joy and a few sadnesses, but what is more worrying is that the original live-broadcasting goods are rooted in the Internet, do you think? (Finish)