Chinanews client, Beijing, August 19th (Reporter Wu Tao) Now if entrepreneurs don't live broadcast the goods, they are embarrassed to be called "big guys."
Recently, Xiaomi CEO Lei Jun couldn't hold back, and finally went live to bring the goods! With his joining, the lineup of entrepreneurs who live and bring goods has expanded again.
Why do these big guys live streaming goods occupy the "headlines" every time? In addition to your own aura, what are your own personal charms and characteristics?
Lei Jun is live. Image source: Lei Jun Weibo
Big guys live broadcast their own tricks
——Lei Jun tells the story easily, Ding Lei likes to tell stories
On the evening of August 16, Lei Jun opened his live broadcast debut. In terms of sales, his live broadcast was successful, although he prepared the B plan of "rollover". Lei Jun said frankly: I also prepared a cheat sheet in order not to "overturn" the live broadcast.
In fact, Lei Jun was very happy to talk about products or jokes during the live broadcast. "Everyone must be careful to protect their hair. Hair transplants are very expensive. Everyone is a villa." Lei Jun "dumped the burden" everywhere, feeling that the cheat sheet was useless.
On the contrary, "Hao Zi", who originally assisted Lei Jun's live broadcast, seemed to "as long as I am not embarrassed, it is you who are embarrassed". Many netizens said, "You made me embarrassing, and Mr. Lei has been making ends meet." "Mr. Lei knows the product better than you, so he wants to reflect on himself."
Unlike Lei Jun, NetEase CEO Ding Lei talked pitifully during the Kuaishou live broadcast debut show. His two partners, Hua Shao talked fast and talked a lot. Netizens said that Ding Lei felt like a "mascot" and couldn't even intervene. During the live broadcast on Douyin, Ding Lei's partner decisively changed and replaced him with the "Little Sister".
But when it comes to stories, others have nothing to say, after all, this is Ding Lei's own experience. When Ding Lei talked about pork, he said that he raised pigs in order not to eat cooking oil and found delicious pork. When he was 20 years old, he had eaten crispy shiitake mushrooms. Someone told him it was a sample sent by a customer. The production process is low-temperature vacuum oil. Fried, in order to find the unforgettable taste, it took 30 years to find it.
Ding Lei is live. Screenshot
In addition to telling stories, Ding Lei had other tricks to bring the goods through live broadcasts twice. He always likes to move out some "fancy" products. For example, if you talk about the Westward Journey Jinbaojian (game props) and Netease Mailbox 100-year membership card, you must know that LeTV only dared to sell 50-year membership cards.
——Zhang Chaoyang likes "real", Li Yanhong likes "literary and artistic"
A notable feature of Ding Lei's old friend Sohu CEO Zhang Chaoyang's live broadcast is "real." The first show was chosen on the 18th floor of Sohu Building, which is his office, allowing netizens to see his private space. In the follow-up live broadcast, Zhang Chaoyang also squeezed juice and made coffee on the spot, making it easy to do it.
In the latest live broadcast on August 6, Zhang Chaoyang also broadcasted cooking and cooking, making the scene more lively. When the dishes came out of the pot, Zhang Chaoyang found that the bowls could not fit, and decisively chose stainless steel rice bowls to serve the dishes.
His recipe also attracted the attention of netizens, scrambled eggs with tomatoes and onions; the juice was once tomatoes, oranges and lemon. Netizen: "Get here." Some netizens also asked: It's so difficult for the boss to cook by himself? The boss doesn't have a secretary to help make tea?
Baidu CEO Robin Li’s live broadcast is more literary. He mainly shared the book list with everyone, from "Introduction to Bridge" to Jin Yong's novels, from "Intelligent Revolution" to "The Charm of Spirit", and the book list blind box he shared was sold out within 2 hours.
In addition, Robin Li did not forget to share his entrepreneurial experience: under the epidemic, Baidu’s entrepreneurship was also facing the era of the Internet bubble. The company’s development was the same as that of live broadcasting. There will always be opportunities and always full of uncertainty. When it is optimistic, it is the best time to gather strength for the next time."
Ctrip Chairman Liang Jianzhang is an early tycoon who tried live broadcasts to bring goods to the market. He was "shockingly" in attracting users, from Tang Bohu to Qin Shihuang, from Miao Wang, Confucius to Haiwang. In the 20 "BOSS live broadcasts", Liang Jianzhang's style is almost the same.
Zhang Chaoyang is cooking on the live broadcast. Image source: Sohu
Why does the boss want to make a move?
——Lei Jun was forced by sales, Zhang Chaoyang and Ding Lei said it was not for money
It stands to reason that the big guys are not short of money, especially Robin Li and Ding Lei, who were once the richest man in China. Why are the big guys fighting so hard now, taking the live broadcast in person to bring the goods?
Lei Jun said, I was forced by sales. In addition, this year coincides with the tenth anniversary of Xiaomi, and Lei Jun wants to interact with Mi fans through live broadcast. Indeed, Lei Jun also answered little-known things such as "When will Xiaomi release a transparent mobile phone" in the live broadcast.
Liang Jianzhang's live broadcast of the goods is generally considered to be for sales. After all, the tourism industry is greatly affected during the epidemic. The latest data provided by Ctrip to Chinanews shows that since the beginning of this year, Liang Jianzhang’s IP has been deeply bundled with Gaoxing Hotel. The total sales of 20 live broadcasts exceeded 1.1 billion yuan, and the cumulative number of viewers exceeded 60 million.
Zhang Chaoyang, Ding Lei and others all said that live broadcasting is not money. Zhang Chaoyang said that it was for chatting and sharing life; Ding Lei said that it was for fun. If you have to find a "big guy" with money, it is Luo Yonghao.
Luo Yonghao said that the commercial value of live streaming is great, because a single night of live streaming can generate sales of 20 to 30 million yuan, and the profit margin can be more than ten percent. "This industry is similar, and it is still very profitable." I don't know if Mr. Luo still remembers his original intention of live broadcasting the goods-"Don't make money, make friends".
After Luo Yonghao made money, he also revealed a very good idea for team building-that is to directly issue red envelopes. "It turns out that Hammer Technology has been losing money for a long time, and it is difficult when it comes to team building, because it is difficult to keep losing money and make everyone believe that the sun will rise tomorrow, and after I live broadcast the goods, it solves it well. If this problem is solved, make money on the first day, don't engage in team building, and send money directly."
——Dong Mingzhu to save money, Robin Li speaks for his own live broadcast platform
Some people want to make money, some people want to save money. Gree Electric’s chairman Dong Mingzhu was asked why he didn’t ask Li Jiaqi and other Internet celebrities to live broadcast, “I don’t know who they are. I know my products too well. No one can explain it clearly.”
In fact, it’s not difficult to understand Dong Mingzhu’s live-streaming of goods by herself. In recent years, she has been personally speaking for Gree. “The celebrity endorsement is too horrible. Her own endorsement can save Gree hundreds of millions of dollars in advertising expenses for a year.”
As for Baidu Robin Li, it is hard to see why he broadcasted live. He himself said that he participated in the live broadcast mainly because of his interest in Baidu products and the uncertainty of the live broadcast. Some industry analysts believe that the "goods" brought by Robin Li's live broadcast are the Baidu live broadcast platform itself.
Robin Li shared the book list with the goods live. Image source: Baidu
The big guys live broadcast the "most" cases
——Lei Jun’s debut sales set a record high for Douyin
By observing the live broadcast of the big guys, it is not difficult to find that people do have something in their hands. They need topics and topics, and they need discounts. No wonder netizens say that the boss is always the boss. Big shots entered the field of live streaming goods and quickly killed net celebrities with live streaming goods, and took a few "most" cases into his arms.
For example, Lei Jun, the latest entry into the industry, has set a record for both sales and viewership on the Douyin platform, with sales of 210 million yuan and more than 50 million viewers. This sales is 100 million more than Luo Yonghao's live broadcast debut sales.
——Dong Mingzhu has the highest sales on the entire network
The record holder of the highest sales of live streaming products on the entire network is Dong Mingzhu, who sold 6.5 billion yuan in a live broadcast on the JD live broadcast platform. Dong Mingzhu was also the worst performer in his first show on the entire network. Her live broadcast debut on the Douyin platform only sold for less than 230,000 yuan.
——Li Yanhong is the most domineering
To say that the most peaceful mind is Robin Li, who talked in a whisper. During his live broadcast, Li Yanhong said that his favorite book in junior high school was "The History of the Eastern Zhou Dynasty", and his book list also included a small fresh-style plant book "The Charm of Beijing Ancient Trees". Just listen to the title of the book, and the domineering atmosphere will come to your face.
——Liang Jianzhang works hardest
Liang Jianzhang used Cosplay with different roles every time he brought the goods in the live broadcast, and the effect was obvious. He won more than 22 million yuan in sales during his Kuaishou debut. Its best high-star hotel sales, selling 8 sets per second on average.
——Zhang Chaoyang is the first big guy to do live broadcast
You may not think that he will broadcast live on Sohu Qianfan live broadcast in 2016, mainly to teach everyone to learn English and share some interesting news. On the evening of June 8, Zhang Chaoyang opened his personal live broadcast debut on Sohu Video. The main thing is not selling goods, just chatting and sharing life.
It just so happens that this "chat" is liked by many netizens, after all, not everyone rushes to buy goods. In addition, the big guys live broadcast the goods, which is different from the Internet celebrities who only call "buy, buy, buy" and "old iron, 666". The big guys live broadcast, there are lotteries, sharing, stories, feelings, and from time to time they will also reveal the big guys. Anecdote between.
On the 16th, Lei Jun brought out Ding Lei’s dinner when he brought the goods live, saying that the Xiaomi 98-inch TV was produced for Ding Lei. “Ding Lei said at the dinner that they all use Xiaomi TVs in their offices. There is a demand. Can a video conference be made a super big? A screen TV, less than 50,000 yuan, I need to buy 100 units. After I heard that, I picked up the phone and called the general manager of Xiaomi's TV department. Xiaomi's R&D department quickly followed up."
During the live broadcast, Robin Li asked Lei Jun to play bridge. Li Yanhong said, "I just saw a message asking if I have played bridge with Lei Jun. I actually didn't know that Lei Jun would play bridge and I could play together if I had a chance." In 2015, Robin Li answered an epic problem on a show, Jack Ma, Ma Huateng, Liu Qiangdong, Lei Jun fell into the water, who will you save? Li Yanhong said that he would save Lei Jun, mainly because Lei Jun recently gave him a Mi mobile phone! These are what netizens love to watch.
"Watching the big guys live broadcast is actually watching the excitement or loneliness." Some netizens sighed: the big guys are lonely and want to share their stories and sell goods by the way; netizens are lonely and want to "peek" at the big guys' lives and buy things by the way. It hits it off and the big guy starts broadcasting.
What do you think of the big guys’ live broadcasts, and who do you like better? (Finish)