Luo Yonghao, who is cool in mobile phones and cool in electronic cigarettes, can fly on the tuyere of e-commerce live broadcast?
Editor’s note: This article is from the WeChat public account “East Forty Capitals” (ID: DsstCapital) , author: Xue Ying.
At 10 o’clock yesterday morning, Luo Yonghao announced the start of a live broadcast sales career in Douyin. The first game will be at 8 pm on April 1.
It is different from “Hammer Technology CEO” on Weibo. This time, his certification is “Make a Friend Technology Chief Recommendation Officer.” The company’s investigation shows that this is a company established in June last year. The industry is wholesale and retail. There is no information about Luo Yonghao on the countertop. The company is 100% controlled by Huang He, Hao Jie is a supervisor, and Hao Jie It was the CEO of Kuruo Technology who had followed Luo Yonghao’s “bullet SMS”.
It’s not easy to grab Luo Yonghao’s “xiangxiang”.
After Luo Yonghao conveyed his intention to do live broadcast, Tech Planet had revealed the news of Douyin 60 million signing of Luo Yonghao, and then “the thing on the Internet” revealed that Luo Yonghao signed an exclusive contract with Taobao Live Broadcasting for 80 million, and created Service partner Jin Yezhen revealed on social media that the founder of the fast hand Cheng Yixiao once went out to talk to him and gave the sincerity of “the offer is not less than 100 million.” It seems that after some “fighting”, Douyin still embraced Luo Luogui.
In addition to the platform, Luo Yonghao is also frequently interacting with various brands. Luo Yonghao said on the Weibo that they have received thousands of cooperation emails. Lenovo, OPPO, ZTE, etc. have thrown olive branches. Shen Hui, founder, chairman and CEO of Weimar Automobile, personally shouted: “Let’s do it The first one. ”
Note: Check the data source company
1. Where does the “new value” come from?
Luo Yonghao, who is cool in mobile phones and cool in e-cigarettes, can fly on the air outlet of e-commerce live broadcast?
Lao Luo hasn’t broadcast live yet. The gamblers, traffickers and melons are in place.
Xiao Men, a school dancer, said publicly that if Luo Yonghao’s live broadcast was successful, he would eat three catties. And Luo Yonghao’s hardcore supporter Lao Zhai said that if Lao Luo did not do well, “I drink 3 bottles of Fu Yanjie” and listed Luo Yonghao’s eloquence, serious paranoia, good at marketing, and connectionsTen reasons for resources. Liu Chun, Zuo Xiaozu Mang, and others have publicly expressed their support, and some passers-by have put down the rumors: “He can almost always walk at the point where the wind begins to dissipate.”
“This is the last stop that Lao Luo can’t afford to lose”, Luo Yonghao commented on his “transition” in this way, and what made Luo Yonghao stand out was the research report of China Merchants Securities. The GMV is over 300 billion yuan. In the future, the sword refers to trillions of body weights. Taobao, Kuaishou and Douyin have entered the Three Kingdoms. The continuous changes in the form of e-commerce, on the surface, are competing for traffic, but they are actually fighting for supply chain capabilities. This changed his view that live streaming was a “zero-sum game” and “does not create any new value.”
“I just want to be a brother with goods”, Luo Yonghao shouted openly. But in addition to performing the cross talk art on live broadcast, how does Luo Yonghao’s “new value” create?
“For the most part, live e-commerce is a super group purchase with a limited time and price limit. The price-performance ratio must be one of the most important considerations for our selection. Brother Xinlong must always have the lowest price.” Lao Luo has already revealed the mystery in Weibo.
The core of e-commerce live broadcast is not the personal charm of the anchor, sales techniques, marketing methods, and selection strategies, but rather comprehensively package these capabilities to become the spokesperson of the C-end user, relying on traffic to obtain the bargaining power of the brand. , In exchange for the final result-the most affordable product, and use this to further strengthen your position.
Merchants do not suffer. The anchor pushes the C-side to make decisions and in turn helps the B-side to produce efficiently. The most terrible inventory problem is expected to be resolved. Taobao women’s bloggers sell goods like this. Businesses only use one piece of clothing to wear on their bodies. Users like to buy pre-sale, and then quickly manufacture and ship through a mature industry chain.
The production link has changed. It turned out that the B-end guessed the market demand for production and sales. The value of the anchor is that the C-end is used to directly tell the B-end what you should produce, how much, what style to produce, and how much to sell.
Ma Yun once predicted: “In the future, everything that is powered on will be intelligent and data-based; everything that is not powered on will be personalized and customized.” The core value of the anchor lies in providing data to assist the flexible supply chain. Useful.
Second, whose wallet is Luo Yonghao following?
In the live broadcast, the purchasing power of men has not been fully released, this is the opportunity of Lao Luo.
The first wave of e-commerce bonuses is focused on products that can be highly visualized. The live broadcast list during Li Jiaqi’s event includes Givenchy N37 lipstick, Guerlain gold diamond foundation, LOLA ROSE watch, Armani golden limited air cushion, Duplo pumping paper, etc., and Wei Ya is similar. These beauty products that can test the color on the mouth and apply on the face, or the daily necessities in mind, can be directly and fully expressed by the situation of live broadcast.
Female users are currentlyThe main force of e-commerce live broadcasts is related to the prominent “walking” of live broadcasts, focusing on the senses, and easily triggering consumer impulse. Li Jiaqi’s famous saying is: “All girls, buy it!”, And Wei Ya called her fans “Via women”.
But this does not mean that it is not easy for male users to pay for the live broadcast. The second wave of “demographic dividend” of e-commerce live broadcast requires another way to open it.
From frequent interactions on Weibo, Luo Yonghao frequently mentioned male users. A male fan shouted: My wife said that her legs were soft after seeing the news of Lao Luo’s live broadcast, and the first time he sent me a message saying, “Hold your wallet well.”
Luo Yonghao replied: “Take her to watch, so you don’t have to pay for it yourself.”
When someone commented that Luo Yonghao who could not imagine lipstick, his answer seemed to indicate that he had already thought about the terminology of sales: “All men, everyone is coming out to give some ideas, not to mention the whole network. Lowest price, buy it! “
Luo Yonghao’s selection strategy also illustrates this point, mainly focusing on: digital technology products with innovative characteristics, cultural and creative, books, and design and practical home groceries.
Who can understand digital products better than a man who has made a mobile phone, and can read books better than the original New Oriental influencer? Luo Yonghao does have the confidence to tear up a new share in the e-commerce live broadcast.
“Please enjoy a deep sense of sinking at that time,” Luo Yonghao said, saying that “the effort of the bottom of the box has been brought out”, and also restored to fitness, ready for daily live broadcast.
Three, “You don’t want to fight too hard at that time”
Douyin is overweighting the monetization engine beyond advertising, and live streaming is the focus, and this used to be a fast hand advantage area.
According to analysis, Byte Beat realized a total revenue of 130-140 billion yuan last year, of which commercial product advertising revenue was about 120-130 billion yuan. Douyin has contributed about 60-70% of the revenue of commercial products in 2019, and will be live broadcast in the second half of 2019. It has reached the level of billions of monthly revenues at the end of last year and has caught up with the level of fast players in the first half of 2019. And is expected to make further efforts.
Taobao has grown up with Li Jiaqi and Wei Ya, and quickly ran out of Simba. Douyin lacks the iconic characters in the live broadcast of e-commerce. Luo Yonghao can just carry this banner.
In Douyin, Luo Yonghao may also be more “used.”
Douyin is easy to create explosive models, the private domain pool of the anchor is barren, traffic distribution is more concentrated, and the head is tilted obviously. In the fast hand, traffic is more emphasis on fairness. Although it is currently operating strongly, for a celebrity like Luo Yonghao, it is still more efficient to suck powder.
From the perspective of the matching of the crowd, Luo Yonghao ’s core fans are gathered in the Internet circle, mainly in the first and second tiers. In the small county towns of Guangxi, Luo Yonghao in the eyes of 18th line users may not be as ordinary as a middle-aged person. Uncle Fat is too bigdifference. Although the users of Douyin and Kuaishou are increasingly overlapping, Luo Yonghao is still more in line with Douyin.
For the fast-moving fast-breaking 300 million users, in order to intercept more users and gain the favor of large brand customers, it is necessary to completely tear down the geographical and circle attributes and develop in the direction of diversity and nationality.
Quick hands spent a lot of money on the live broadcast breaking circle. From Xiao Jingteng’s online concert, to Sakamoto Ryuichi’s music cloud relay, to Lang Lang, Zhang Quanling, Li Xuan, Tan Weiwei, and Click # 15 live broadcasts, the fast-track “high way” road is underway. Luo Yonghao can bring users who want to catch up with fast hands, and wanting to sign Luo Yonghao is also a defensive move for Douyin to enter the e-commerce live broadcast.
Luo Yonghao is just a small battle for quick users and Douyin to compete for more users, duration, and customers. In 2020, as the duration of users enters the stage of zero-sum game, the short-term connection has just begun.
In addition to Luo Yonghao, more “elite” have joined the anchor’s queue. Geng Tao, deputy mayor of Qingdao City, recommended Haier Home Furnished Buildings, Yin Meiying, Secretary of the Huimin County Party Committee, Binzhou City, Shandong Province, live broadcasted the five chief executives with shiitake mushrooms and Red Star Macalline CEO, and Intime Commercial CEO broadcasted for four hours. Has gradually become a regular standard for the store.
The release report of Zhilian Recruitment shows that after the Spring Festival, the demand for recruitment in the live broadcast industry rose 132% year-on-year. The number of live recruitment positions in Taobao Live has more than tripled from 2019, with an average monthly salary of 9,845 yuan.
Data source: Zhilian Recruitment
More people are coming in, but the head effect is obvious, and the knockout has begun. China Merchants Securities report data shows that on the day of Tmall’s “Double 11” in 2019, Wei Ya, Li Jiaqi and the third place gap is obvious. In Taobao live broadcast, the top 10 KOLs accounted for 75% of the institutional market ’s traffic and 80% of the turnover.
With the arrival of Luo Yonghao, e-commerce live broadcast has entered a hot red sea.
As of March 26th at 8:50 in the morning, the vibrato is on this