How did Douyin win Lao Luo? On the debut show on April 1, which gold bidders will appear in the end?
Text / sleepy Chen
Layout / sea
Original title: “Exclusive: What is the best bid for Douyin?” Lei Jun or Luo Yonghao’s first gold show? 》
The selection will last for a long time-Luo Yonghao and the team will select the last 20 out of more than 1,000 products and appear on the live broadcast debut on the evening of April 1.
The first generation of online celebrities is quite a lot, but it is rare to this day. Lao Luo is one of them.
Although Lao Luo lost the battle on the road of starting a business, Lao Luo has never rushed on the street in how to catch people’s attention.
In the category of internet celebrities, Lao Luo is the most expensive “commodity”. Since Luo Yonghao’s Weibo official announced on March 19, Lao Luo walked between several head platforms to find the “best bid”.
It is rumored that there are 80 million Taobao, 100 million fast, and 60 million vibrato-not so much that people believe these true and false gossip, it is better to say that people believe in Lao Luo ’s super IP traffic value.
The rumor is settled today. Luo Yonghao announced in a high profile that Douyin became its exclusive live streaming platform, saying that the first live broadcast will start at 8 pm on April 1.
How did Dou Yin win Lao Luo? On the debut show on April 1, which gold bidders will appear in the end?
1. Best bid
Bringing a brother is the goal declared by the old Luo Guan.
“If you have never bought anything on live e-commerce, it’s because you haven’t seen what we do. Although I’m not suitable for selling lipsticks, I believe that I can bring goods in a lot of product categories. “
Slightly arrogant small goals come from top stream Luo Yonghao. Both the platform and the users seem to be quite buying.
Lao Luo himself has also become the most valuable chip in this high-profile debut.
Persons familiar with the matter revealed that the platforms in contact with Lao Luo include Taobao, Kuaishou, Douyin, and JD.
However, the quotations given by these wealthy platforms are not cash but flow.
Many parties have learned that there are no so-called cash bids of RMB 60 million for Douyin, RMB 80 million for Taobao, and RMB 100 million for Quick Start.
When the 100 million news was exposed, the official Weibo official poked a refutation.One sentence, “Who made 100 million for us?”
Vibrato is one of the most generous in terms of traffic commitment. Initially, Douyin promised 150 million exposures. Later, other platforms promised to double. In the end, Douyin was worth 300 million.
The final presentation of these traffic, including vibrato opening screen, Topview super entrance price of 19.2 million quotes, short video volume, popular recommendations, feed streams, and so on.
Informed sources revealed that if accumulatively accrued according to official quotes, the value of the above traffic would total more than 100 million yuan. In this regard, Douyin declined to comment.
But when Lao Luo chooses Douyin, he may not only value the promise of exposure, but also the degree of fit and importance of each other.
Lao Luo’s value is more icing on the cake, no matter for Taobao or fast hand.
Taobao Live has set two benchmarks in bringing goods, one brother Li Jiaqi and one sister Wei Ya. Last double 11 last year, Li Jiaqi’s live broadcast room had 43.135 million fans and Wei Ya’s live broadcast room had 36.835 million fans.
Taobao Live, which believes in small but beautiful rules, focuses on supporting more mid-to-long-tail broadcasters, encouraging businesses to cultivate their own online celebrities, and cooperating with county heads and other places to promote local products.
For example, in early February, Intime Department Store and Taobao joined forces to promote thousands of shopping guides to broadcast live at home.
The head of the fast-moving live streaming is Simba, Sanda, and so on. Its carrying capacity is comparable to that of Li Jiaqi. Simba’s daily delivery volume has reached an astonishing 400 million.
As a latecomer, Luo Yonghao, to be a brother in Taobao and Kuaishou, will have to crush Li Jiaqi, Simba, etc. who are currently in the limelight, with few opportunities.
On the contrary, Douyin’s live-streaming cargo is a late catcher, and it is urgent to create a benchmark character with cargo-Luo Yonghao, which is the best option right now.
Just as the netizen judge judged sharply— “The goods brought by Luo Yonghao are the‘ Jiuyin Live Carry ’.”
Therefore, Lao Luo is not a “will to win” Taobao and quick hands, and Lao Luo and Douyin are the “best bids” of both parties.
China Merchants Securities’ Live Broadcast E-commerce Report for New Retail Research-Live E-commerce Three Kingdoms Killer Report believes that the GMV of e-commerce live broadcast in 2019 is about 300 billion yuan, which is about to reach 1 trillion.
Some brands told the “Financial Story” that the brand’s main delivery platform is still on Taobao and Kuaishou. Taobao ’s Li Jiaqi and Wei Ya focus on their brand ’s mid-to-high-end new products, fast-handed Simba, and mainly bring low-end products. “From a sales perspective, Simba ’s sales are higher, but sales are similar.”
The live broadcast is the tuyere of Douyin who is fighting against the fast hand, and Lao Luo is an important player of Douyin.
In addition, in terms of fit, although Luo Yonghao’s goal went straight to take the brother away, Douyin was also anxiousMake up for the weakness of live streaming, but in the final analysis, the proven advantages of both parties are obvious-traffic, content.
Compared to the fast hand, Douyin ’s traffic distribution is centralized, and community attributes and fan stickiness are weak. This is also the shortcoming of Douyin on live broadcasts. Although Lao Luo ’s traffic is considerable, but his The ability to carry goods has not been proven. Therefore, Lao Luo’s first show was more about the realization of traffic value than verification of the ability to carry goods. This realization logic is also the best of Douyin.
In Taobao live broadcast, content and traffic are the means, and taking the goods is the purpose-therefore, judging from the advantages of stock, Douyin is also the best choice for Lao Luo.
2. Who are the gold masters?
Luo Yonghao does not lack a platform for traffic support, nor is it a brand master who sends money to his door.
Mr. Luo Yonghao launched his “debut” Weibo on March 19th, and the number of brands submitting applications has been endless. Currently there are more than 1,000.
A person familiar with the matter revealed that the list of wishes included both daily necessities giants such as Procter & Gamble, women’s skin care brands, large and small home appliance brands, car manufacturers, and even Internet education companies.
The team will conduct preliminary screening of brands. New brands that are not well-known or whose product quality is in doubt will be taken down in the first round.
But the final decision-making right is in the hands of Luo Yonghao. Before the live broadcast, Lao Luo will try and taste related products in person.
Informed sources told “Financial Stories” that only about 20 brands will eventually appear on the live broadcast on April 1.
This live broadcast started at 8 pm that lasted about two to two and a half hours. The bright camera of each brand will be about 5-10 minutes.
The competition is fierce-Lao Luo’s debut ticket is not cheap, the cheapest one is 600,000, and some categories such as car brands are up to several million yuan.
“Lion’s big mouth”, a car brand told “Financial Story”.
After doubling the exposure promised by Douyin, the price of tickets has increased again.
In addition, a person familiar with the matter told “Financial Stories” that Lei Jun, who once competed with Lao Luo in the mobile phone market, is likely to sponsor Lao Luo this time. Several products under Xiaomi are expected to appear. Lao Luo live show with goods. In this regard, Xiaomi Public Relations stated that no relevant news was heard.
At the same time, there are also car brands that have already concluded their cooperation.
It is reported that Li Jiaqi and Wei Ya bring some categories with the best results, such as female cosmetics, will not appear in the old Luo live room.
The brand that contacted the Lao Luo team frankly said that they could not get on the live broadcast of Lao Luo, and the variables were very large. “The first is that the competition is fierce, and the second is that the price is not cheap.”
In addition, due to Luo Yonghao’s official announcement, only 7 days to the live show, the decision-making process of many brands is too long.It is also necessary to conduct a comprehensive evaluation of the live broadcast, which may be too late.
In short, everything has variables.
Last night, in the trailer video, Lao Luo said that the first live broadcast “doesn’t make you much money, just make friends”, “the first live broadcast, prepared a lot of good, cheap, new Strange … “
Do not make money-it should mean that Lao Luo does not deduct points from the goods, keep the price to a minimum, and give the goods to the user, but it does not mean that Lao Luo does not make advertising money.
Assuming that there are 20 brands, each brand is estimated based on a minimum of 600,000, and the night’s revenue will be as high as 12 million yuan.
3. Unsure about taking delivery, event marketing is true
As of 10 pm on March 26, Luo Yonghao’s Douyin fans have exceeded 1.5 million-Lao Luo’s IP and traffic value have been verified.
But how old is Luo’s ability to take goods?
An investor expressed concern. Earlier, Luo Yonghao gave him a hammer phone, and he was ready to buy something when Luo lived.
“I do n’t buy Lao Luo ’s ability to take goods. If I am optimistic, I do n’t have to buy goods to support him.”
The four brand businesses interviewed by “Finance Story” have quite similar opinions. They all valued the IP value of Luo Yonghao’s live show and the traffic value of 300 million exposure of Douyin. Marketing value.
“Similar to the 20 million Papi sauce of the year, event marketing has greater value.”
Although Luo Yonghao is the top stream in the net red world, the flow is not necessarily equal to the cargo carrying capacity.
Many celebrities have tried to carry live products and attracted brand owners, but many street enthusiasts, such as Li Xiang, more than 300 yuan of milk powder, only sold 77 cans, four or five thousand mink coats, one Not sold.
Will Lao Luo break the curse with no traffic?
One of the most widely questioned questions about Lao Luo is whether they are gender matched. In the traditional concept, the main players of live e-commerce are women.
Lao Luo’s fans are mainly male, which can be seen from the gender structure of the hammer mobile phone. According to “Hammer Mobile Market Performance and User Group Insights Analysis in 2018”, male users accounted for 84.63% of hammer mobile phone users and female users accounted for 15.37%.
While Taobao Live, the femaleSex users once accounted for as much as 80%.
But this gender gap is gradually narrowing with the diversification of live broadcast categories. The report released by Ai Media shows that in 2019, the proportion of female users of live e-commerce is 55%, and men and women have gradually flattened.
In addition, another challenge facing Luo Yonghao is whether he can control his mouth.
Luo Yonghao has always been willful. Some of his sharp words have not only attracted a lot of fans, but also found a lot of black powder, which will bring risks to the brand.
“I’m really not sure about Lao Luo’s ability to take delivery. We put it on April 1st, mainly focusing on marketing value. If the delivery effect is good, the next time, if it is not good, that’s it. “. A brand is no secret.
Anyway, Luo Yonghao ’s debut on April 1 is destined to be a successful commercial realization—but such a realization, whether it is a one-shot deal or a continuous business model, is, in the final analysis, not the audience on the day. Contributing traffic, but the sales volume of the party.