Chinanews client, Beijing, November 2nd (Ren Siyu) On November 1st, have you become a "payer"?
This year, the "Double 11" war kicked off ahead of schedule. On the evening of October 31, two e-commerce evenings kicked off. Many celebrities joined, and most of the entertainment circles gathered on the hot search list.
However, as the name of the party says, this is only an "opening ceremony". Next, the audience will see 4 large-scale galas. In the 12th year of "Double 11" evolving into a shopping festival, e-commerce alliances Satellite TV’s evening party has become a new standard.
Source: Video screenshot.
E-commerce + satellite TV, more than one party
This year, Hunan Satellite TV, Zhejiang Satellite TV, Jiangsu Satellite TV, Dragon TV, and Beijing Satellite TV have joined the "Double 11" gala. The five satellite TVs held 7 large-scale gala in less than half a month. The battle is comparable to New Year's Eve.
On the evening of October 30th, Kuaishou and Jiangsu Satellite TV jointly created the "One Thousand and One Nights" party, F4 "holographic integration", Pu Shu cooperated with Nanjing girl miumiu, Jay Chou and Huang Bo joined the wheat on the spot, as well as Shen Teng, Yang Mi, Chen Kun , Yue Yunpeng, Zheng Shuang, Zhang Yuqi...41 groups of star guests and more than 100 fast-hand users performed on the same stage.
Source: Video screenshot.
"What is the concept of more than 40 celebrity artists? It is equivalent to the star lineup of our Jiangsu Satellite TV holding two New Year's Eve concerts." Jiangsu Satellite TV director Wang Xi said in an interview with the media.
One day later, there were two large-scale gala PK at the same time. On the one hand, the "Double 11 Opening Ceremony" created by Hunan Satellite TV and Tmall, and the "1031 Super Show" cooperating with Zhejiang Satellite TV and Suning Tesco.
In the live broadcast ceremony of Hunan Satellite TV, there are not only Jackie Chan, Huang Xiaoming, Nicholas Tse, Wang Yibo, Song Qian and other actors and singers, but also Wei Ya, Li Jiaqi, Sydney and other anchors to help out. The party "crosses the screen" in the live room and stage in real time; Zhejiang Satellite TV The super show also invited stars such as Angelababy, GAI Zhou Yan, Li Jian, Li Ronghao, the Hedgehog Band, and Modern Brother Liu Yuning.
Source: Video screenshot.
And such a lively scene will be staged again on November 10.
This year’s "Double 11" attracted the participation of many satellite TVs. On the 10th, the audience will see 4 large-scale evening shows. Jingdong and Jiangsu Satellite TV, Pinduoduo and Hunan Satellite TV, Suning and Beijing Satellite TV, Tmall and Dragon TV and Zhejiang Satellite TV, the four major e-commerce platforms and Five DavidTV will start live broadcast during prime time.
Recently, the evening shows of various stations have begun to announce the guest list, and the warm-up will start in advance. Ayunga, Cai Guoqing, and Guan Xiaotong will appear on Beijing Satellite TV; Eason Chan, Zhang Yixing, and Yi Yang Qianxi will appear on Dragon TV and Zhejiang Satellite TV’s live broadcast evenings. It is understood that more than 100 artists will bring unexpected cross-border cooperation.
E-commerce party poster.
The anchor walks into the party, the star walks into the live broadcast room
After the two evening parties on October 31, topics such as "Li Jiaqi lying on the window and looking at Angela Chang like a gecko" and "The man who stopped selling goods in the live broadcast room" were on the hot search list. In this year's "Double 11" evening party, the anchor The linkage with the stars has become a major attraction.
Source: Weibo screenshot.
In 2019, e-commerce anchors such as Li Jiaqi and Wei Ya were out of the circle due to live broadcasts. In 2020, affected by the epidemic, live shopping has become a consumer activity for all people. The anchors not only appeared in major evenings and variety shows, but also moved the live broadcast room. On the stage.
Observing this year's "Double 11" gala, we can find that all platforms closely connect the TV gala with the live broadcast room.
For example, in a party on the evening of October 31st, multiple panoramic live broadcast rooms were set up near the main stage, and one main screen was linked to 17 small screens. The director could switch between the two at any time. The lively slogan belonging to the mobile phone screen has been hit on the big TV screen.
At the same time, several top anchors who are often compared with their performance and broadcast volume also gathered together. The news about Wei Ya and Li Jiaqi on the same stage surprised many viewers. The two were chasing stars and bringing the goods. At the busy scene, many humorous stalks were played by everyone.
Source: Weibo screenshot.
In another evening broadcast at the same time, actor Jia Nailiang was performing his own show in the live broadcast room. Many stars on the stage connected with him live, and the products drawn by the stars from the blind boxes will be broadcast immediately. Shelves for sale.
With the development of the live broadcast industry in full swing, many celebrities have also stepped out of the show and turned into anchors. For example, the actor Liu Tao returned to his live broadcast room to bring the goods after performing at the party.
Source: Video screenshot.
From an evening party to "Fighting with Gods"
The starting point of the e-commerce evening party started with the 2015 Double 11 evening party organized by Tmall and Hunan Satellite TV.
In recent years, global stylistic stars such as Scarlett Johansson, Nicole Kidman, and Taylor Swift have appeared on the stage of "Cat Night".
Other e-commerce platforms have also joined the battlefield. Last year, "Mao Wan" and "Lion Night" competed on the same day. As the time front of "Double 11" is getting longer and longer, various lively evening parties have also become more and more popular. The more, the more this year's numbers have reached the highest in history.
Similar to traditional evening parties such as the New Year’s Eve and Spring Festival Gala, e-commerce evenings usually invite a large number of stars to perform cultural shows. Idol groups that have emerged from variety shows and the hot talk shows in recent years have all entered the "Double 11" party. stage.
Source: Weibo screenshot.
Various peculiar “mixes” often appeared at the party to make the topic out of the circle in real time. For example, the famous scenes of Tengger singing "Ugly Monsters" and Liu Mintao singing "Red High Heels" were born on the stage of e-commerce gala.
The difference is that e-commerce evenings often include all kinds of huge subsidies, lotteries, and advertisements. It is reported that on November 10, Dragon TV and Zhejiang Satellite TV’s carnival night will send a total of more than 500 million yuan in benefits. Hunan Satellite TV evening party We will also introduce 1 billion cash red envelopes and million free bills.
In the final analysis, the purpose of the "Double 11" evening party is to promote the sales of goods on the e-commerce platform. Compared with the evening parties with time nodes such as the Spring Festival Gala and New Year's Eve, the "artificial" shopping festival evening party requires more creativity and hot searches. Come support, and star performances with their own popularity and traffic have brought more possibilities for the expansion of the platform.
With the development of the "Double 11" event, the battle for e-commerce platforms has extended from the scene of online consumption to entertainment stages such as evening parties. In the future, what other tricks will they play?
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