Behind the rollover of star live streaming with goods: some brands don’t mind, why can’t they fight online celebrities
"In 2020, if you don't watch the live broadcast and don't do the live broadcast, it's a waste of time." This sentence is what Wu Xiaobo said when the live broadcast went to about an hour.
2019 can be described as the first year of "live streaming", this form of online shopping has entered the public's perspective. In 2020, a sudden new coronary pneumonia epidemic will hit offline consumption, and live streaming will further mainstream. It is not just professional anchors who are involved in live streaming.
Since 2020, more and more stars have joined the live streaming team. Li Xiang, Wu Yifan, Guan Xiaotong, Wang Han, Zhu Dan, Wang Zulan, Liu Tao, Chen He, Ye Yiqian, Xiao Shenyang, etc., more and more celebrities are trying to bring live goods with water. According to the statistics of the "Little Hulu" big data platform, there are about 50 celebrities who have already started broadcasting or are about to start broadcasting. Liu Tao, Ye Yiqian, Chen He, Zhu Dan, etc. are even planning to take live streaming as their sideline business, which has been live broadcast for one to two months.
From the point of view of sales, some stars have made a lot of money, and some have encountered "turnover" and "slaps."
Liu Tao Taobao's first show brought in 148 million transactions; Wang Han Taobao's first show brought 156 million; however, after Yi Yiqian brought goods for a tea set brand, it was disputed because of low sales, and the live broadcast company returned the full The amount of cooperation cost; Wu Xiaobo’s liveroom sold only 15 cans of milk powder, and published an article on Weibo called “three hundred hits”.
Why are the sales of stars bringing goods so disparate? As a brand, do they prefer to choose professional anchors or star anchors to bring goods for them?
Industry insiders: Stars should choose products that suit them according to their fan base
Facing the reality that "a dairy company only sold 15 cans of milk powder on Wu Xiaobo's live broadcast", Wu Xiaobo reflected: "The performance is bleak, and it fails the trust. Of course, it is necessary to revisit, otherwise the tuition will be paid in vain."
According to Wu Xiaobo's self-report, he made great efforts for this live broadcast. In order to make the "starting" tone, Wu Xiaobo's Ba Jiuling Company invested millions of dollars to build a scene-oriented live broadcast space. In terms of traffic resources, Taobao Live attaches great importance to this first show and gives maximum support on traffic. Sina Weibo became the co-producer, with tens of millions of exposures. Ba Jiuling also placed advertisements for airports, high-speed rail stations and office buildings in seven cities including Shanghai and Hangzhou.
Wu Xiaobo believes that there are two reasons for his live broadcast rollover: one is my performance, and the other is the logic of product selection. "I call everyone'classmates', in fact, they are'babies'."
In the selection of products, some people once reminded Wu Xiaobo that more than one hundred yuan of traffic should be paid, especially for products that have been verified in other live broadcast rooms. However, he insisted on his logic of selection. Among the 26 brands that were finally broadcast live, six products had a live broadcast price of more than 2,000 yuan.
Obviously, products with high customer unit prices require longer decision-making time, and the risk of returning goods is also higher.
Internet industry analyst Liang Zhenpeng believes that the reason for Wu Xiaobo's "rollover" live broadcast may be that his fan base is not used to buying products in the live broadcast room. "A financial writer like Wu Xiaobo, in fact, many ordinary consumers are not very familiar with it. As a financial writer, the fan population is a very calm group, and may not even have the mood and time to watch these live broadcast software. So that is It is said that the audience of Wu Xiaobo's readers may not be very interested in the form of live streaming, so the fan stickiness will not be very high. In addition, he is not a high-profile young Internet celebrity, and he does not have a great news public opinion effect. ."
As Wu Xiaobo’s fans commented on their Weibo: “I’ll buy air tickets and tickets to listen to Teacher Wu’s year-end show, but I won’t buy things through live streaming.”
Mei Hao also expressed similar views. "Which anchors carry what type of goods, there are also suitable and unsuitable. Some things are not sold well, you can not blame the anchor completely, after all, different anchors face different audiences. "
Liang Zhenpeng further analyzed that celebrities should choose products that suit them according to their fan base. “Let’s say that the crowd of celebrities in their 20s is mostly in their teens. If you let him broadcast live appliances, it’s not necessarily good. Because of the student population of teenagers, it’s not the main force for buying appliances consumer."
"It's not easy to say that star live streaming is definitely not as good as a full-time anchor. This is related to the anchor's own popularity, the number of fans, and the products sold. However, if the star simply broadcasts its own traffic, it is difficult to maintain long-term If he does not carry out strict product selection, does not strictly control the type and quality of the product, does not do a good job of early promotion, does not give enough discounts, does not use a certain live broadcast, the effect is not It must be good." Liang Zhenpeng thinks.
Brand side: The star live broadcast room does not necessarily depend on sales, but also on exposure
"The star live broadcast is indeed a lot of criticism, but it is undeniable that the exposure is enough, depending on what the brand thinks. Even the rollover should be quoted. We still want to rollover like this, maybe more people will hear about our brand." Mei Hao, the brand leader of Chongqing's small noodles who has played in Ye Yiqian's live broadcast several times, told reporters from Peng Pai News (www.thepaper.cn).
"It's a pity" that this Chongqing noodle did not roll over in Ye Yiqian's live broadcast room. This product with a unit price of about 40 customers can sell thousands of orders each time it is broadcast on Ye Yiqian's live broadcast room. In Mei Hao's view, this has achieved a more satisfactory effect of bringing goods. Although Mei Hao did not disclose specific sales data to reporters, he admitted that the input-output ratio in Ye Yiqian's live broadcast room was good.
Mei Hao told Peng Mei News reporters that choosing Ye Yiqian's live room was not simply because she liked her traffic as a star, but basically because "she is a daughter-in-law in Chongqing, he and her husband prefer to eat Chongqing noodles." In other words, the tone of the anchor and the product are highly compatible.
The high pit fee in the star live broadcast room is also one of the reasons why many brands cannot pay back. "The types of products broadcast in the live broadcast room are different, the pit fees are different, and the food pit fees are not expensive." Although their products have achieved good sales in the star live broadcast room, they look at the entire live broadcast industry , Mei Hao believes: "In many cases, the live broadcast is not about sales, but about exposure. Continuous exposure is about shaping the brand. This thing is invisible. Traditional media cannot see the digital conversion rate, but brand exposure is always That’s right, how many people watched a live broadcast is intuitive."
The brand that Mei Hao is responsible for is more concerned about exposure. At present, this Chongqing noodle has been put on a different type of live broadcast room. From "Taobao Yige" Li Jiaqi to star anchors Ye Yiqian and Zhu Dan, and then to unknown little anchors. "Live streaming is now mainstream, and it's always right," he said.
A Robbe (pseudonym), who is engaged in the planning of maternal and child products, told Peng Mei News reporter: "As for the type of anchors you are looking for, the stars with their own traffic are still full-time anchors. I think it still depends on the budget and what the brand wants. , Sales are still exposure."
Robbe's customer service for maternal and child products has only one order in Ye Yiqian's live broadcast room, and no payment has been made. Obviously, this is a "rollover" situation.
However, Robbe did not ask for a refund like the same "overturned" tea set brand. She said: "There is one saying that sales are also closely related to the unit price of the product itself. For example, the unit price is very low, dozens of dollars, The sales volume is definitely large. For a unit price of about 3000 yuan, such as our mother and baby products, it is impossible for consumers to make a decision to buy through a live broadcast. Moreover, we are a British brand and only have the English name. Ye Yiqian may be afraid of herself. I can’t read English, and I didn’t read the brand name all the way."
"A lot of times the stars live and bring the goods, and the brand knows that's the same thing. Sometimes it's a kind of psychology that we all have to do when we are doing live broadcasting. Knowing that you may not be able to bring sales, but it is just an account or an attempt. "Robe said bluntly.
"I think the effect of live streaming with goods is a matter of opinion. Now all brands are engaged in live broadcasting, but the purpose is different. As for what type of anchor to look for, the star who comes with traffic is still a professional full-time anchor, I think it still depends on The budget, and what the brand wants, sales are still exposure. Now the average star will not promise sales."
Wang Dian, a food retailer, told reporters: "The college students we are looking for are doing part-time live broadcasts. The average daily salary is a few hundred yuan. The live broadcast time is up to 8 hours. The sales are good and the ROI (conversion rate) is not too bad. "
In Wang Dian's view, for small brands that are just starting out, the anchor who can sell is the good anchor. "The pit fees and commissions of the star live room are relatively high. Our company does not consider it at present, so most of the online sales will be handed over to the amateur anchors with low commissions. We are more concerned about sales. The online live broadcast is just for Broaden the offline sales channels, as for advertising, there are other plans."
Surging News Reporter Yi Yi