National-level applications with more than 400 million active users, even if the focus of commercialization is not on e-commerce, from a long-term strategic perspective, an e-commerce person with broad social influence is also required.

Another similarity between Luo Yonghao and Douyin is the content attributes of both parties.

The explosion of Douyin relies on its strong content operation capabilities. Luo Yonghao’s earliest popularity came from the output of his content as a New Oriental teacher. Some people made his class a recording and spread it in the workshop more than ten years ago.

At present, users have long-term live streaming shopping mainly divided into two modes. One is the sale-type consumption. The anchor sells goods cheaper than other places. The other is the fan-type consumption. The user believes the anchor ’s personal judgment. Whatever the anchor asks them to buy, they buy it. What’s more, users place orders to support the anchors. This behavior pattern is common in the live room of the fast red celebrities.

Luo Yonghao’s entry may open up a third mode of on-line consumption. If the unit price of goods is not high, users may hold a psychological shopping similar to buying performance tickets. The consumption target is the process of selling goods by Luo Yonghao.

At the end of last year, Luo Yonghao explained that when he was included in the restricted consumption list, he said that in the future, he would pay off all his debts in a “competitive manner.” In Luo Yonghao’s previous entrepreneurial projects, the “launch conference” link has always attracted much attention, and many people will even buy high-priced ox tickets to attend his conference. Today, the live broadcast room may become another conference venue for Luo Yonghao.

Compared with the “sale” attribute of Li Jiaqi and Wei Ya, and the “idol” attribute of Sanda and Xin Youzhi, Luo Yonghao has a stronger “content” attribute. From this perspective, the platform that suits him best must be vibrato.

Ma Changbo, CEO of Shizhi Media believes that if a celebrity only has traffic, it is difficult to sell goods. But Luo Yonghao’s advantage is that he is a celebrity-type celebrity and has a strong knowledge attribute. Such celebrities can bring goods.

This is probably the reason why Luo Yonghao is worthy of the founder to bring the heavy money in person.

All the time, there is no shortage of phenomenon-level anchors, but to a certain extent, these anchors only have “lizi” and no “face”. Sanda Brothers’ sales on Double Eleven in 2018 were as high as 160 million yuan. During the epidemic, Xin Youzhi donated 150 million yuan in cash. But their number of hot searches on Sina is far from comparable to that of Li Jiaqi. MC Tianyou of the year, the influence once appearedCircle, but before breaking the circle, they were banned.

Fasthand doesn’t need a streamer who can bring goods, they already have a lot. But quickly need such a master-type, knowledgeable senior spokesperson to help them further reverse the brand image. From this perspective, Luo Yonghao’s value for fast hands is comparable to investment.

However, Luo Yonghao, who has failed to start a business several times and is still paying off debts, needs more than a senior spokesperson position. He needs a sustainable and successful career, not simply realizing the accumulated popularity in the past. And influence.


Can Luo Yonghao succeed this time?

Since the launch of Weibo on March 19 to announce its entry into live e-commerce, there has been a lot of discussion about whether Luo Yonghao’s entrepreneurship will be successful, and many discussions are about whether Luo Yonghao can become the next Li Jiaqi.

E-commerce analyst Li Chengdong told reporters on the alphabet list that Luo Yonghao is more like a marketing selling point for Douyin e-commerce. Whether he can sell goods or whether he can continue to sell them has doubts. With Luo Yonghao’s hardcore powder, the e-commerce can’t afford the vibrato. And the Douyin e-commerce is not the focus of Douyin’s commercialization at present. The latter is mainly realized by advertising.

He believes that live streaming of goods requires two elements, one is the ability of the anchor to carry goods, and the other is the quality and brand of the product, that is, the ability of the supply chain. The latter requires long-term accumulation, and this is not Luo Yonghao’s advantage.

Via and Xin Youzhi have their own brands and supply chains among several well-known anchors. Long before the live broadcast brought attention to her, Wei Ya was already well-known in the women’s clothing field.

If last year, practitioners in the field of live e-commerce still geared up to build the next Li Jiaqi. By this year, everyone has realized a lot.

Ma Changbo bluntly, there is not much methodology to build a phenomenal anchor like Li Jiaqi, it is more luck. “Li Jiaqi himself cannot hatch a second Li Jiaqi.” As an organization that focuses on short videos of knowledge, the current standard for training media anchors is that in the vertical field, anchors can have their own unique value. “He may not be a super big, but must have wide recognition and uniqueness in vertical fields,” said Ma Changbo.

Compared to building a national-level cargo transporter, practitioners are currently more concerned about the opportunities in segmenting verticals.

Yang Zhiyuan, a content marketing lecturer, has been providing short video and live broadcast training to various companies. He introduced to the Alphabet List reporter that live broadcasts have developed in FMCG, apparel, jewelry, beauty, food, mother and baby industries. Faster. Today, affected by the epidemic, many traditional companies have begun to transform online and offline new retail. Since February, he has provided relevant trainings to a number of real estate companies, offline furniture chain brands, and beauty offline brands.

In his opinion, although Luo Yonghao has a high reputation and awareness, he is good at speaking and knows product development. But when it comes to e-commerce live broadcast, it is still important to choose which vertical track.

Zhang Shuai, founder of beauty e-commerce service agency Red Cat, believes that because Luo Yonghao brought his own bodyQuality, there are a large number of “black powder”, the first batch of companies looking for him to bring goods, although they will receive a lot of attention, but they will also be comprehensively reviewed by the black powder. “The products of the first batch of companies must be quite good, otherwise they will be easily attacked by Lao Luo’s black powder.”

Luo Yonghao is almost impossible to be the next Li Jiaqi, but as a person who uses live e-commerce as his main business, he will certainly devote more energy to this job than the stars from the entertainment industry who cross the border. many.

The difficulty of starting a live e-commerce business is much lower than the hammer mobile phone that he has put in a lot of pains and debts. The supply chain of the mobile phone industry is complex and requires very high capital. For Luo Yonghao, who has neither management experience nor related technical background, it was the most difficult model in the beginning.

It is also the time of the day. The barrier to entry for live e-commerce is obviously lower. And this time, if you successfully cooperate with Douyin and bounce back by bytes, Luo Yonghao who is not fighting alone may get traffic including traffic. , Supply chain and other aspects of support, these will increase his success in entrepreneurship.


Dou Yin is currently more restrained in developing e-commerce, but Luo Yonghao may be a further opportunity.

Douyin started to set up e-commerce very early. In March 2018, Douyin opened a shopping cart function by inviting Douyin numbers for millions of fans, and the shopping cart link jumped directly to Taobao. According to the official data of Douyin, more than 7,000 Douyin accounts participated in the sales on Double Twelve that year, and the number of Taobao and Tmall transaction orders exceeded 1.2 million. Among them, the Top 50 account completed 100 million GMV.

However, in the same Double Eleven, the fast-handed celebrity Sanda created 160 million yuan in sales in one day.

E-commerce officially entered the e-commerce market a few months later than Douyin, and the e-commerce shopping guide program “Quick Hand Shop” was launched in June 2018.

However, the strong community attribute possessed by Kuaishou itself, and the stickiness between the anchor and the fans are also stronger, which are conducive to live delivery. More importantly, although it was initially cut through shopping guides, fast-handed e-commerce established the closed loop of transactions outside Taobao earlier. Now, many reds are selling goods directly through fast-hand shops.

A person engaged in live e-commerce once told the Alphabet reporter that from the perspective of the fast-moving consumer goods sales they represent, the same fan base is about 5-10 times the value of Douyin.

The Douyin e-commerce as a whole relies more on Taobao, and the traffic of the Douyin system may be sucked out by Taobao. A well-known case is Li Jiaqi. An important step in his influence breaking is that the company cut Li Jiaqi’s emotional clips into short videos during live broadcast, and then played them in Douyin, and then the fans of Douyin and Taobao grew rapidly. According to 36 氪, the strategy of expanding influence through Douyin was proposed by Zhao Yuanyuan, who was then the head of Taobao Live Broadcasting.

In fact, Li Jiaqi’s situation is not a case. In the China Merchants Securities e-commerce live report mentioned by Luo Yonghao, it was clearly pointed out that the Douyin Reds may go to Taobao Live in the future to seek faster and better cash.

This is a red flag. To accelerate the development of e-commerce, for Douyin, it is no longer an offensive behavior, but a defensive behavior. Since 2020, Douyin E-commerce has indeed made several adjustments.

Dou Yin will limit the frequency of shopping cart video releases from January 2020, and the specific release frequency is linked to the number of fans. Accounts with less than 1,000, 1000-3000, 3000-10000, and 10,000 or more fans can send 1, 2, 5, and 10 videos with shopping carts each week.

In late February, Douyin also launched the “Commodity Sharing Author Level Rule”, which only applies to authors who have permission to share products. The four dimensions of content quality, content influence, fan influence, and business influence determine the level. The higher the level, the more platform functional rights enjoyed.

During the peak of the epidemic in March, Douyin also launched a marketing tool called “group buying”, which serves businesses in the catering, hotel, and tourism industries.

The first two measures are obviously to control the e-commerce ecosystem. The “Commodity Sharing Author Rank Rules” stipulates that authors at levels 1-3 cannot be included in the top list and good list. This means that even if an author sells well, if there are few fans, he cannot be on the list. To a certain extent, this has prevented some authors who came to the Douyin Nuggets to release a batch of videos intensively, and then quickly increase sales through marketing methods such as in-platform purchases and earn a wave of money.

This is not the same as the idea of ​​fast flash e-commerce. Due to the rapid development of fast flash e-commerce, it follows the path of development first and then governance. Douyin e-commerce is more like governance first and then development.

When it comes to “development”, Luo Yonghao may be an important key.

Platform attributes determine the mature form of Douyin e-commerce, which is not exactly the same as the current fast flash e-commerce. It is a mature e-commerce form of Douyin. Even if a closed loop of transactions is established in the future, it may also be an ecology with stronger content and marketing.

However, exploring this ecological possibility requires more participants. Making a benchmarking case is the most efficient way to attract more participants. At least the existing Douyin Reds should be retained, and they should not be formed into a “Douyin suction powder, Taobao to make money” model. From this perspective, if Douyin wants to make full use of Luo Yonghao’s communication value, he should use this opportunity to launch new products or functions related to e-commerce.

Luo Yonghao calls himself “the only remaining Chinese first-generation Internet celebrity (maybe).” What’s worth noting next is how long the first-generation internet celebrity can last for only a few months today.