Brand competition is fierce, and the selection ratio is 100: 1.
Editor’s note: This article comes from WeChat public account “有 聊 财经” < / a>, author: Victor the Greek Naoki.
Speak ahead:
600 thousand, 15 million, 60 million, 300 million!
There is another story about Luo Yonghao’s Douyin live broadcast.
Last week, Luo Yonghao once again became a screen-level figure in your mobile phone. The news about him spread like a virus—from his decision to switch to live e-commerce, to “wrestling” vibrato, to investment preparations, and earning eye-catching.
The latest news today is that at 8 pm on April 1st, Luo Yonghao will appear on the live broadcast of Douyin. As soon as the news came out, Luo Yonghao’s number of fans on Douyin soared immediately, rising from 100,000 to 1.02 million in 4 hours from 10 am to 2 pm. By the time of publication, it had risen to 1.2 million, with more than 432,000 likes.
As “China’s first-generation Internet celebrity”, I am afraid that few fans can compare with it. Then the question came: Luo Yonghao’s live e-commerce debut, what would he sell, and how?
A pit fee of 600,000 yuan
In the official announcement video released today, Luo Yonghao said with a northeast accent that he had prepared a lot of good, cheap, and novel things for the first live broadcast.
What kind of cheap and novelty would it be?
There have been many speculations about what Luo Yonghao will sell and what is suitable for it. Some people say that books, cultural and creative products are more suitable for Luo Yonghao, because such products are not practical, find someone who can speak the word to maximize the value of the product; others say that Luo Yonghao’s fans are mainly otaku, IT men, right 3C products are highly interested, so bringing digital technology products to Luo Yonghao is the best match.
Today, Youchao Finance received a business invitation information form from a staff member of the Ministry of Commerce of Tongming Media who participated in the live broadcast of Luo Yonghao’s Douyin live investment, which clearly stated that the selection of Luo Yonghao ’s first Douyin live broadcast included : Daily chemicals, foods, small appliances and women’s accessories.
From the perspective of category, Luo Yonghao’s live broadcast will be biased towards female consumption.
According to the staff member of the Ministry of Commerce of Tongming Media, the food category is mainlyIncluding snacks, daily chemicals include unlimited bath and shampoo products.
In addition, during the whole live broadcast, there will be no more than 25 brands exposed. “Youchao Finance” exclusively learned that the merchants with cooperation intentions were very popular-the original registration deadline was 6 pm today, but yesterday night, 20 brand companies have been confirmed (of which 4 snack seats). By 12 noon today, all 25 pits were full.
The competition for this live broadcast candidate brand is very fierce, with a selection ratio of about 100: 1. In other words, there are at least 2,500 companies competing for Luo Yonghao’s first live broadcast pit. According to the above-mentioned staff, after the list of interested brands is reported, the team needs to be selected by the team. This work has been completed before 3pm today.
Youchao Finance also learned that Luo Yonghao’s first live broadcast offer was 600,000 yuan / pit fee (equivalent to the listing fee). After the live broadcast, a commission is charged based on the actual sales volume generated by the user’s click. According to the calculation of 25 pits, the live broadcast of Douyin has not yet started, and Luo Yonghao and Douyin have already charged 15 million yuan in advance.
In addition, as a “return”, Luo Yonghao ’s first live broadcast will ensure the support of 300 million exposures.
It is understood that after the first live broadcast, Luo Yonghao’s live pit fees are expected to drop to about 200,000, which is one third of the first live broadcast. This price is equivalent to the daily price of 200,000 to 250,000 yuan of Li Jiaqi, one of Taobao’s top-rated carriers.
In this investment promotion information, from the beginning of April, including the first live broadcast, Luo Yonghao will maintain the rhythm of one live broadcast per week, the next live broadcast time is not determined, but investment promotion has started.
According to Luo Yonghao himself, “If there is no accident, it will be broadcast weekly, then three times a week, and finally daily.”
Some news broke earlier that Luo Yonghao was reported to have reached a cooperation with Douyin for RMB 60 million. If it is true, can Luo Yonghao be expected to get behind such a high investment?
Unintentionally bringing goods into the net red
In the official announcement video released today, Luo Yonghao said that he was the first generation of Internet celebrity in China, but friends who knew him were well aware that the Internet celebrity was a second identity acquired by accident to him.
In fact, Luo Yonghao’s entrepreneurial experience has been repeatedly defeated. In addition to the well-known founder of Hammer Technology, Luo Yonghao had previously sold medicines, set up barbecue stalls, engaged in wholesale, and operated an English school . In the past 10 years, he also founded Niubo.com, invested in chat treasure (bullet SMS), resolutely joined the e-cigarette outlet, and even served as the “Chi Huyou” of Shark Technology. However, these experiences ultimately failed to make him truly successful in starting his own business for various reasons.
On the contrary, Luo Yonghao has a lot of unexpected results in the “other people’s” products. That famous China Merchants Securities Research Report.
A similar experience is that when Hammer Technology released the flagship M1 in 2016, after the four-hour mobile phone conference, it was not the new mobile phone that brought the fire, but a product called “Xunfei Voice Input Method”. After that press conference, the popularity of Xunfei’s voice input method soared, and it finally reached the top of the AppStore free list.
In January 2018, Luo Yonghao lived on Momo with a colleague and recommended the good products they bought in 2017: AirPods and Xiaomi led writing lamps. Upon his recommendation, several single products appeared on the Weibo hot search list, and a number of products experienced a surge in sales.
“Want to sell, find Lao Luo” has become a ridiculous fact.
Now that Luo Yonghao was heavily in debt, he finally embarked on a road of live streaming and carrying goods. Whether he can make use of his strengths and break into a new world, we will wait and see.
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