The title picture is from IC photo, and this article is from WeChat public account: chop pepper entertainment investment (ID: ylwanjia) , author: juvenile Yu Qian
The Hammer fell to the ground, everything was in doubt.
Since Lao Luo announced that he is about to enter the live broadcast and take delivery of goods, there is a resurgence of this fat man who has been away from the world for a long time. From a while ago, I discussed whether “Lao Luo can make it this time”, “Lao Luo enters the game, whether the live broadcast will be cool”, and then hammer powder and hammer black to make a bet for this argument from three pounds “Oli give” to Three bottles of “Wash Healthy”.
Perhaps because everyone was nervous for a long time during the epidemic, or maybe the technology circle became more and more boring. Luo Yonghao’s entry was like Kong Yiji entered the tavern. Everyone teased, “The interior and exterior are suddenly full Merry air. “
According to Luo Yonghao’s Weibo, in the days when he said he entered the live broadcast industry, he has received cooperation intentions from well-known mobile phone manufacturers such as OPPO, vivo, and Lenovo.
Another live broadcaster, Red Beef, also expressed his position in the circle of friends. He has reached a cooperation with Lao Luo and will “join Li Jiaqi together.”
Xingua followed, and the thing that happened on Weibo V @ Internet early in the morning said: Luo Yonghao signed an exclusive Taobao live broadcast platform with a signing fee of 80 million yuan. Later, Tech Planet issued a document and Lao Luo reached a cooperation with Douyin to remove traffic In addition, the cooperation involved an amount of 60 million yuan; immediately followed by another Weibo Da V emergency rumor, saying that both platforms have cooperation.
The son of Fengkou has never lacked a reversal. The latest news comes from @ 电 商报, saying that Luo Yonghao, the brother who brought the goods, finally ended up fast, and the cooperation was settled in the form of 60 million cash + resource packages.
After the matter was fermented, Chop Master also contacted several platforms at the first time, and none of them have clearly stated their position. However, according to a person familiar with the matter, Luo Yonghao has successively contacted several platforms, including Douyin and Taobao Live. Looking at the current progress, it is more likely to hold hands with Douyin, but it is uncertain whether it is an exclusive contract.
And the person said that according to the news, an official announcement would be made between Lao Luo’s team and Douyin this afternoon, but no news has come out until now.
Everything is still settled.
Mid-aged goods, is it still OK?
Previously, Luo explained on Weibo that he wanted to enter the live broadcast because he saw the report of China Merchants Securities and found huge business opportunities. And I am confident that I can be a “brother with goods” in many categories.
A lot of media have already done a lot of analysis on whether the old Luo can bring goods. Most of them have objections, because live delivery is not a solo job, but involves the construction of the team, A series of actions from supply chain selection to price negotiation.
The reason why the anchors such as Li Jiaqi and Wei Ya can become the head and bring hundreds of millions of goods is because of the charm of the anchor, but the products are very cost-effective. Moreover, the two have been in the circle for many years from the unknown, and have established a set of industrial process systems and brand relationships.
When Luo Yonghao announced live streaming, he said that the selection was mainly “innovative digital technology products”. Although this was related to his “old business” to a certain extent, it might also mean that his Sales did not reach Li Jiaqi’s level.
Compared to the products recommended by Li Jiaqi and Wei Ya, digital technology products have a longer service life, and a single consumer does not need to buy multiple identical products in a short period of time.
Moreover, when users face high-value product choices, they tend to be more rational, and it is difficult to follow the anchor’s rhythm to make impulse consumption. Lao Luo’s previous hammer phone conference was “the best appropriation”.
So, if Lao Luo mainly focuses on digital technology products, it must have absolute strength to allow the vast majority of viewers to buy his products, otherwise it will not be able to compete with Li Jiaqi in terms of sales and sales.
But it doesn’t mean that Luo Luo has no chance to bring goods. If he cuts into some niche areas, such as records, books, and courses, it will be more than enough. For example, “A Brief History of American Racism” recommended by Lao Luo at a press conference was sold out.
But this market is still too small, and the ceiling is limited. Otherwise, another Luo Fat will not let go of the book sales in the “Luo Ji Mind” column and use it as a curriculum integration platform.
Why do you want to “grab”?
Since the road to bring goods is difficult, why do you frequently get news that the live broadcast platform has to spend tens of millions to compete for Luo Yonghao?
Master Cho believes that For the platform, Luo Yonghao’s traffic value is significantly higher than the value of carrying goods.
In essence, the platform ’s move is to spend money to buy traffic. As long as users switch in, even if they do n’t generate consumption in Lao Luo ’s live broadcast room, it is also good to flip up and down other anchor products.
At this point, Lao Luo has this capital. According to Lao Luo ’s previous experience in live streaming at Momo, the peak number of live broadcasters at that time reached 260,000, and the number of online viewers remained basically above 100,000. Lao Luo also said that when he was selling live, there were no shortage of platforms and talk shows to find. Basically, he signed tens of millions of half-year and one-year contracts.
Also, Luo Luo’s fan audience is significantly different from current anchors such as Wei Ya and Li Jiaqi. According to previous user portraits published by Taobao Live, the entire user portraits of Taobao Live in 2019 are 25-35 years old, with 80% women predominant.
While Lao Luo’s fan audience is more biased towards male users, to a certain extent, user attributes within the platform can be complementary. From the side, it is also easy to open the male consumer market within the platform and expand the new live selling merchandise category.
Which one of the “partial” brothers will take the goods before the official announcement?
Judging from the available information, the fast hand is limited by the user attributes and community atmosphere, which is inconsistent with the old Luo audience. It can be passed first. For Douyin and Taobao live broadcast, the main owner believes that at this stage Lao Luo may be more suitable for Taobao live broadcast.
The reason is that according to the analysis, the value of Lao Luo ’s traffic to the platform is higher than the value of carrying goods, and the traffic of Lao Luo is more from content. From the current point of view, although Taobao Live has a stronger ability to carry goods, its content is not strong, and it is difficult to break through the ceiling of traffic. Lao Luo’s introduction to this kind of art is interesting, and the form of “cross talk” selling goods can just make up for this short board.
The opposite of Douyin. For Douyin at this stage, there is no lack of entertainment content. What is missing is a streamer who can carry goods and convert traffic into consumption value.
Obviously, this is still a bit difficult for Lao, who has just started.
This article is from WeChat public account: investment (ID: ylwanjia) , author: juvenile Yu Qian