China News Service Client, Beijing, April 25 (Reporter Shangguan Yun) Now, under the sweep of the Internet, live broadcasting is no longer the patent of "Internet celebrities" and celebrities. The live broadcast of books by authors has quietly emerged on some e-commerce platforms .

　　On the World Reading Day just recently, domestic literature and publishing seem to usher in the most intensive day of live broadcasting. Many writers came to the live broadcast room to share knowledge with readers, and some also brought books for sale.

　　However, in terms of simply comparing the number of books sold, the live broadcast effect of the writers is still inferior to the "top stream" professional anchor. As a new way of promotion, how far can writers live to bring goods?

Writers who walked into the broadcast room

　　On the day of World Book Day this year, writer Xue Mo started a live broadcast. This is still a relatively new experience for him.

The author Xue Mo is on the live broadcast. Image source: video screenshot

　　According to Chen Yanjin, editor of People's Literature Publishing House, within two hours, the live broadcast online viewers exceeded 90,000 people and received nearly 200,000 likes. Xue Mo's new book "The Arrow of the Mountain God" sold more than 10,000 per day book.

　　More than that, several other books in the sales area of ​​Xuemo live broadcast room such as "Liangzhou Ci", "One Man's West · To Youth" and "Children of the Huns" also increased significantly.

　　Coincidentally. On April 19, best-selling author writer Shen Shixi started an online course in the form of a live broadcast, which was watched by more than 140,000 people. On that day, his work "Dream of the Wolf King" sold more than 10,000 copies, and the code was more than 300,000 yuan.

　　"It is said that the live broadcast of a certain platform has been reserved until July, and on the day of World Book Day, in addition to Xue Mo, writers such as Lin Shaohua and Cao Kefan have arranged a live broadcast on an e-commerce platform." Chen Yanjin truly felt that the writer Live broadcast fever seems to have come.

"Top stream" professional anchor's ability to bring goods

　　However, if you simply compare the number of "with goods", the "top stream" anchors are better.

　　In mid-January this year, writer Xue Zhaofeng was invited to the live broadcast room of the well-known anchor Weiya. In this live broadcast, his "Xue Zhaofeng Lecture Notes on Economics" soon sold about 65,000 copies. Statistics show that the book's monthly sales exceeded 80,000 copies.

　　Also not long ago, with the live broadcaster Wei Ya "ordered", the Mai Family's novel "Sea of ​​Life" was put on the live broadcast room. Ten thousand copies of "Second Sky" and 20,000 copies were added. Finish.

　　According to statistics, a total of 30,000 copies of "Sea of ​​Life" were robbed shortly after they were released.

Image source: video screenshot

　　On March 21st, Anhui Children's Publishing House's "Chinese Classic Animation Collector's Edition" appeared in Weiya's live broadcast room, selling more than 30,000 sets in just a few minutes, with a sales code of more than 5 million yuan.

　　"Relatively speaking, books are very small, and this ability to bring goods is simply 'terrible'." Some readers lamented.

Why do writers bring goods to the traffic anchor?

　　From the comparison of many examples, some netizens have concluded that the live broadcast of the writers seems to be far behind those traffic anchors.

　　Chen Yanjin basically agrees with this, "There may be many reasons for this. For example, professional anchors have a set of mature marketing models, and there is still a very large cost investment behind. And some writers of the publishing house live broadcast, at present only the original 'S offline activities moved online, but just changed a media form. "

　　"Moreover, writers are used to being behind the scenes. Their fans and fans of top streamers are not at the same order of magnitude. Even if they are known as" net writers "with millions of fans, how many can be converted into actual sales? "An industry insider who did not want to be named also analyzed the reporter.

　　He believes that top streaming anchors do n’t rely solely on the introduction of their books. Almost no books can be bought by so many people with a few simple words, and more depends on the long-term popularity and popularity of anchors. Influence. At this point, the writer is clearly at a disadvantage. "Comparing the quantity of goods brought in is of little significance."

A different kind of "chasing the new wave" becomes a feather

　　In fact, the traditional book promotion model is indeed mainly offline, and writer live broadcast is far less intensive than this year. Under the influence of the epidemic, the traditional promotion method is no longer applicable, and live broadcasting has become one of the most online marketing methods adopted by publishers during this period.

　　The benefits it brings are obvious. Chen Yanjin said that after this live broadcast attempt, some of the previous stereotypes were broken, "Our book sales of a live broadcast are difficult to match in the past how many offline signing meetings and book fairs, let alone a live broadcast. Has more than 90,000 onlookers, and this offline activity will never appear. "

Shen Shixi is in the live broadcast. Image source: video screenshot

　　However, she feels that it is not necessary to keep up with professional anchors. "The live broadcast of writers is mainly content exchange and reader communication. Bringing goods is just a matter of course. After all, readers should be more eager to engage in spiritual exchanges with the writer himself and increase their knowledge through live broadcast. "

　　"The prospect of writer live broadcasting is very good. In the Internet era, global concerts can be performed in the cloud. Of course, writers and readers may also meet in the cloud a lot, and also save the various costs of meeting offline. Maybe, this is The epidemic has brought 'little willow flowers to another village' to the publishing industry, "she said.

　　Some insiders also said that the live broadcast of writers needs more time to polish, not just to follow suit, "Don't let the trend follow, and eventually become a feather." (End)