“One is hard work, the second is willingness to learn, and the third is eloquence. The most important thing is hard work and hard work. Only with hard work and hard work can you learn.” On April 27, we talked about the criteria for selecting anchors. Xie Rudong, CEO of Yaowang Network, a subsidiary of Saturday, said.

“First of all, I think it ’s necessary to work hard and work hard. Many people think that if you sell so much in 4 hours in front of the camera, you will earn money. There are still many. The second is willing to learn, you do n’t know everything, you have to learn, including learning why this thing is sold at this price, why this product is only sold at this price, to understand. Third, eloquence is required, eloquence It is also based on your understanding of this thing. If you understand it very well, you must speak it out. These are the three main points. “Xie Rudong said.


2019, Saturday Co., Ltd. (Saturday, 002291) Because of the subsidiary Hangzhou Yaowang Network Technology Co., Ltd. < strong> And the net profit jumped 15 times.

The annual report released on Saturday, April 22 shows that the company achieved operating income of 2.092 billion yuan during the reporting period, an increase of 36.57% over the same period of the previous year. The total profit was 17.21878 million yuan, an increase of 648.39% over the previous year; the net profit attributable to the shareholders of the listed company was 1502.592 million yuan, an increase of 15.8196% over the previous year. As for the reason for the sharp increase in net profit, it was explained in the performance report on Saturday: In 2019, Hangzhou Yaowang Network Technology Co., Ltd. performed well, and the company’s operating performance achieved a substantial increase year-on-year.

Hangzhou Yaowang Network Technology Co., Ltd. was established in 2010 and is a company dedicated to digital marketing in the field of large consumer. In 2018, Yaowang Network successfully merged with listed companies on Saturday At present, Yuanwang Network has reached 38 holding subsidiaries.

Yuanwang Network is an MCN transformed from an advertising company. In the future, the focus of business will also shift from social e-commerce to short video and live streaming.

According to Xie Rudong, “Yuanwang is a company mainly based on Internet marketing. In the past, traditional Internet advertising used to be transferred to WeChat social e-commerce advertising. Doing your own live broadcast platform delivery and short video delivery, mainly these three major pieces, the main income is in the originalCome to social e-commerce advertising. The scale of the entire live broadcast e-commerce this year, including the entire sales volume, has also increased substantially. All our focus is slowly shifting to short video and live broadcast goods. This is the direction of development that we are looking forward to. ”

At present, there are more than 100 celebrities and internet celebrities who have signed and cooperated with the network, and the total number of fans exceeds 200 million.

Talking about the difference in the broadcasting habits of celebrities and ordinary anchors, Xie Rudong said that their broadcasting frequency and the type of goods are different.” Ordinary people do not reach the level of everyone knows, still need to spend To build him, if he still wants to be an entertainer, he can’t do it once a week. No one knew him and broadcast so little. This frequency is not enough. We think the difference between a star and an ordinary anchor. First of all, everyone knows that he can create a certain topic and bring a certain amount of traffic. At this time, weekly broadcast and monthly broadcast can be done. “

” The star does not do daily broadcasts, he also has other jobs, and also helps to create more popularity. There are also some high-end people (stars) who can bring high-end goods, (positioning) is not the same. “Xie Rudong said.

Yuanwang Network is rooted in short video platforms such as Kuaishou and Douyin, and has quickly entered the live broadcast industry. Based on the huge existing traffic scale, the influence is relatively strong. Great. So, when entering the platform of choice, what dimensions might Yuanwang Network consider?

For this, Xie Rudong explained: “Our background and other MCN It’s a little bit different. Most other MCNs are transferred from cultural creations, and there are those kinds of guilds. And we belong to the third category, which the advertising company turned over. Advertising companies are habitually programmatic buying and buying, generally choose a platform that allows us to programmatically buy and buy, and a platform for programmatic buying and buying traffic will settle in. We like to buy the output after building the model, calculate the input-output ratio, like to play like this . ”

It is worth noting that Yuanwang Network is establishing Yuanwang Live E-commerce Industrial Park. On April 28, hosted by the People ’s Government of Yuhang District, Hangzhou, Hangzhou Future Technology City Undertaken by the Committee and Hangzhou Yaowang Network Technology Co., Ltd., China (Hangzhou) Live Broadcast E-commerce Industry Base Press Conference and the unveiling ceremony of Yao Wang Live E-commerce Industrial Park were held at Ding Chuang Wealth Center of Hangzhou Future Science and Technology City.

Xie Rudong introduced: “Actually, a live broadcast e-commerce industrial park was established in Hangzhou three or four years ago, or four or five years ago. Everyone used to make clothing live broadcast rooms, but they did not do very well. The most important thing to do well in the live broadcast venue is two things, one is to have the anchor selling goods, and the other is to have the goods. What is in stock, as long as you can sell it, there must be something to find you. They often do not have anchors and basic quantities, so they can’t bring the goods, they can’t bring the goods. When they talked on the first day, many of them believed you. After selling it to you for a month and finding that it hasn’t moved, others will withdraw, and you can’t find the anchor again. This is a vicious circle. So do a good job of having the main anchors you cultivate in the park to ensure that your anchors have a basic amount for others in 365 days, and others are willing to give you, so that when you find another anchor, the brand can also stay Bearable. Four or five years ago, many people in Hangzhou made parks, and basically none of them succeeded. “