Another kind of “flow movie” was born.
Editor’s note: This article is from WeChat public account “Mirror Entertainment” (ID: jingxiangyule), author Liu Yuran, editor Zhang Fengqi. Authorized to reprint.
On the evening of November 5th, the main team of the film “Beneficiary” and “Taobao first anchor” Weiya, did not sell clothes and skin care products, and opened the “first live broadcast of movie tickets on the whole network.” According to the data released by the Lighthouse Professional Edition, a total of 116,000 movie coupons were sold in the live broadcast.
The snapping rules for these movie coupons are: Consumers need to spend 0.1 yuan to buy a special offer (two mobile phone numbers are limited), and then they can use the 19.9 yuan to purchase tickets on the Taobao ticket. In addition, the discount ticket must be redeemed before the 9th, and can only be redeemed for the normal fare below 45 yuan, the expiration will be invalid.
Although the rules are a bit more complicated, consumers are snapping up coupons in a matter of seconds after the link appears. Even starring Dapeng sighed in the live broadcast: “This is an important moment in the film industry.” If we say that in the past Chinese film market, we have a lot of movies with traffic stars. Then, using the current network red anchor to announce, is also producing another “flow movie.”
Net red live movie tickets, movie announced to find new track
There have been many movies tested live before. In 2018, the National Day’s “Unparalleled” release was gratifying. Chow Yun-fat and other stars starred in a live broadcast and interacted with netizens, which gave back to the loyal fans and inspired the potential audience. The “Criminal Scene” gave the starring Gu Tianle “raid the building” to The form of activity opened up a more fun method on the live broadcast platform; Ren Dahua also promoted “Little Q” with Feng Timo on the Betta platform. From the interaction between the live broadcast and the netizens, to the sale of movie tickets, the beneficiary’s turn to the live track was neat.
The beneficiary found a good match with the live ticket sales. Liu Yan opened his first live show in June this year, which not only attracted 5 million people to watch online, but also prepared 18 products to be sold out. The final transaction amount is about 15 million. And the “feat” of its live makeup removerIt also brought the distance to netizens closer.
At the same time, Liu Yan’s role in Beneficiary is also an anchor who lives at the bottom. The two anchors on Liu Yan’s body coincided with Wei Ya. This propaganda also grasped this matching point, constantly strengthening the concept of “host”, highlighting the elements of the film, and paving the way for the audience to watch the movie in advance.
Weiah just introduced the movie, throwing the link for a few seconds, 66666 movie ticket coupons will be sold out. After the netizens urged the live broadcast, the organizer added more than 30,000 tickets. Until the end of the live broadcast, there are still many netizens still asking about the next round of the situation.
It must be said that the beneficiary’s promotion in the live broadcast of Wei Ya is the best choice for the Taobao live broadcast. According to the “2019 Taobao Live Ecological Development Trend Report” released by Taobao.com and Taobao Live, the 2018 Taobao live broadcast platform brought over RMB 100 billion, a year-on-year growth rate of nearly 400%. In 2018 alone, Eleven guided sales of 330 million; the annual sales volume was 2.7 billion; the highest number of live broadcasts reached 8 million, and the maximum turnover of a single link reached 17.91 million.
This year’s three-year-old Taobao live broadcast is now divided into two major camps: one is a red shop owner represented by Zhang Dazhao, etc., mainly for their own stores; the other is WIA and Li Jiaqi. Shopping guide, the main “light goods” mode of “people bring goods.”
It can be seen that no matter what kind of live broadcast, the essence is to build a chain of trust between the anchor and the consumer, and then turn the viewing traffic into actual consumption. The anchor can slog the red number and the clothes style in the live broadcast room, and stimulate the consumers to “buy and buy” through the slogans such as “OMG” and “Wea’s women”. This year’s “Double Eleven” pre-sale, Vijay and Li Jiaqi have once again set a new high in the Taobao market.
The number of online viewers of the “Beneficiary” live broadcast reached 6.8 million, and more than 100,000 tickets were sold out only in the simple introduction of Weiya. This shows that the trust chain between the anchor and the consumer has been built very well. Sturdy