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This year’s live broadcast industry is particularly hot. We just had “impulse consumption” in Li Jiaqi and Wei Ya’s live broadcast room on Taobao, and we went there to shake the tone and talk about Luo Yonghao’s slogan and Dong Mingzhu’s network.

When entrepreneurs, celebrities, internet celebrities, and amateurs flood into the live broadcast room, Some people put down their ideals, some people pick up their dreams, some people give up their faces, some people rebuild their settings . Let ’s go to the live broadcast room, Bring goods, bring a brand, buy a specialty, and make a friend.

In this issue of the big coffee, let ’s talk about the hot live broadcasts together.

The big guy walked into the live broadcast room: “Thick face”

1. Invited author “Gloenhui-Stephen Old Dream”, < a href = "https://36kr.com/p/681324575768968" target = "_ blank"> Dong Mingzhu live rollover: every business celebrity who is forced to open a business deserves respect 》

 

It is said that the collapse of an adult starts with borrowing money. This spring, Ms. Luo and Ms. Dong successively went live and brought goods to tell us that the collapse of successful people started from having to open live broadcasts. Dong Mingzhu, who has been improperly sold by Feng Shan for many years, will also have a day to re-do his old business. If it is not for Gree, it is estimated that she will not do it. After all, although it is possible, it is not necessary.. Ordinary people are forced to live on the Internet to make money. These business tycoons or former business tycoons bring goods on the live broadcasting platform, more because of responsibility, and the scope of this responsibility may be very large and heavy.

2. Specially invited author “Xiao Program Observation-Professor Miss Bean”, “ Dong Mingzhu PK Luo Yonghao, corporate boss The ultimate meaning of live streaming is to bring goods? 》

 

Entrepreneurs first need to understand the question is, how to balance the relationship between online and offline? Currently, as a new online channel, live streaming and offline integration methods and how to generate more potential energy are particularly critical for Gree and Fosun, an offline resource company with a wide range of scenarios. In the long run, the value of corporate live broadcasting is not just traffic marketing and bringing goods. The retail industry has been discussing the reconstruction of people, goods, and markets. This is the ultimate proposition.

3. Liang Jianzhang-Ctrip Group co-founder and chairman, “ with a thick face, Liang Jianzhang said that it is now tourism Good time for your live broadcast | Super Views 》

 

But it’s not that the boss of the company must be right to do this, because the boss has many things. Even if I am the most professional, when my company is very busy, I can’t do this all the time. It is good to do something in the early days. Live broadcasting is now a good time for the tourism industry. Everyone has nothing to see at night, where to go in the future, or which products are better, do some more investment for yourself for the family, it will take a lot of time to purchase tourism plans after the future is fully restored. Now the purchase must have a high return on investment, and the price is much cheaper than in the future.

4. Invited author “Short Video Staff”, “ Luo Zhenyu × Douyin, Xu Zhiyuan × Quick hands, cultural industry embrace Live room 》

 

On the one hand, Luo Zhenyu said, “Everyone can read tens of thousands of books in the era of e-books.” On the other hand, Xu Zhiyuan is reflecting on how many materials he has read on the computer in the past few months. The air of short videos and live broadcasts is like a vortex, and even cultural people who have always been conservative have been sucked in, regardless of whether they are willing or not. Xu Zhiyuan’s first attempt to sell books live was because the independent bookstore encounteredUnprecedented survival dilemma.

5. Invited author “Harvard Business Review-Robert Kaiser”, “ CEO live streaming has become a trend, Do all leaders have to be all-rounders? 》

 

However, not all CEOs can become web celebrities like Luo Yonghao. Live streaming is a new challenge for them. How to speak, how to enhance affinity, etc. are all tests. Most of today ’s leadership faces two major challenges. One is the need to respond to a growing number of conflicting needs (less money and more work; cost reduction but innovation; global thinking, localized action). The unprecedented pace of “disruptive change” has accelerated the interaction between these demands, and at the same time increased the pressure for enterprises to adapt to the demands.

6. Specially-authored author “Alter”, “ Live broadcast goods: Luo Yonghao to the left, CEOs to the right 》

 

Low price is the first prerequisite for live streaming. Whether it is Li Jiaqi, Wei Ya, or Luo Yonghao who has changed identity, they are all following the rule of “the lowest price in the entire network”. In addition, the threshold for joining the live broadcast goods list is also quite high. After removing the pit fees and commissions, the profit left to the merchants does not look very optimistic. The implication is that Luo Yonghao’s entry made the live broadcast of goods filled with the smoke that originally belonged to the “Double Eleven”, but for CEOs seeking long-termism, such a mode of bringing goods seems not friendly enough. The live broadcast value in the eyes of CEOs is not limited to bringing goods. The core is still to close the operational loop of traffic, convert traffic to long-term users as much as possible, and use live broadcast to strengthen brand building.

7. Specially invited author “IMS founder Li Meng”, “ Dong Mingzhu live broadcasts with 200,000, actually Earn “2 Billion” 》

 

The “authenticity and affinity” of the popular anchor is subverting the cognitive habits of today’s mainstream consumer groups-“recognizing people’s consumption” is very good, you can forget the brand. Dong Mingzhu and Lei Jun have already thoroughly understood this point. They have personalized the Gree and Xiaomi brands by operating their own popular IP, hoping to let a new generation of mainstream consumers recognize both people and brands.

8. Luo Yonghao, “ Luo Yonghao: I am forty-eight years old this year, and can withstand countless failures ” < / p>

 

Life is often like this: you have worked hard to achieve world-class things. For various reasons, not only have you been unsuccessful in business, but also many people have analyzed it as something that is not working (unfortunately, we already have at least millions Confidantes ca n’t be as gloomy as those lonely geniuses); in other respects, you can make money before you even have time to work hard. Although this money is just a means to achieve the ideal, not the purpose, many people have already Praising your “success”.

Dong Mingzhu live broadcast (right)

9. Invited author “Operation Research Society”, “ Yang Mi Li Jiaqi ’s “Live with Goods” craze, and celebrity celebrities began to “scramble business with each other”? 》

 

The fundamental reason for the interpenetration of celebrities and celebrities is still the problem of “career vitality”. Both celebrities and internet celebrities want to start again when they go downhill or even at the end. However, compared to repeatedly jumping between the two identities of “star” and “net celebrity”, the key to prolonging career vitality is actually business ability: if you successfully transform the celebrity celebrity, if you can’t get a work recognized by the market No matter how much heat is false, the star’s aura will always disappear. If you want to become a celebrity, you must have the corresponding business capabilities. It is impossible to eat the old book for a lifetime. In this world, there has never been anything that can be earned without work.

10.Invited author “Blue Whale Muddy Water”, “ 4D long text deconstructs the logic of e-commerce live broadcast industry

 

Li Jiaqi’s popularity has various accidental and inevitable factors. “BA net redness” is Li Jiaqi’s opportunity, but the project itself is far from successful. It can even be said that Li Jiaqi is an accident of this project. ONE is still too dependent on Li Jiaqi. Weiya is another peak in the Taobao anchor. Among them is Weiya’s long-term accumulation of offline retail and online stores, as well as the assistance of Qian Xun’s institutional operation after its establishment. MCN institutions such as Mei ONE, Qianxun, Ruhan, Wuyou, etc. still cannot achieve the vision of “cultivating online celebrities in batches”. In terms of the influence and incubation ability of online celebrities, there has been little major change or progress in MCN institutions in recent years.

11. Invited author “Luo Chao Channel”, “ Lao Luo ’s Battle of Breaking Circles ” < / p>

 

The “story line” is an important difference between Lao Luo’s live broadcast and the way Weiya play. With the story line of “Lao Luo losing weight”, with the plot and conflict, Lao Luo’s live broadcast has become a variety, more ornamental, topical and coherent. Everyone will see the real change of the old Luo Shi. He is actually using the products, which will change after use, and the impact on the audience will be greater, whether it is the effect or the brand level. In addition to losing weight, Lao Luo also has stories about hair loss, home and office.

12. Invited author “Alter”, “ 2.0 era of live broadcasting: from” big flooding “to “Flow into the channel” 》

 

Everyone may always stare at the single-field traffic and single-field sales that big-name celebrities bring to the live broadcast room, but few people know that this kind of live broadcast has a good short-term effect, but the long-term cost performance is particularly low. Why can big-name celebrities bring explosive traffic in the short term? It ’s not that they are particularly beautiful or smart, but that they have a long-term method of operating and accumulating fans. With the interactive capabilities endowed by the Internet, this method has been unprecedentedly strengthened … This has a direct consequence. Fans follow the stars and head anchors. People are fans, people are fans. Real retention and repurchase cannot be achieved on a large scale, and the long-term ROI is particularly low.

13. Yang Ze-Senior Brand Architect, “ Can live broadcast goods only be promoted at low prices? Coca-Cola and Perfect Diary bring goods with celebrities like this | Super Views 》

 

Many companies’ web celebrities bring goods at a loss to make money, spend pit fees and sacrifice profits, and net celebrities not only earn pit fees and sales shares, but also use existing products to not only give existing fans Benefits, increased stickiness, and also attracted more fans, which is equivalent to many companies paying money to support fans of net red. The price expectations established by low-cost promotions in the minds of users are more likely to cause long-term damage to the brand.

14. Invited author “Blue Whale Muddy Water”, “ Wanzi Longwen deconstructs the logic of the e-commerce live broadcast industry 》

 

In the field of live broadcast and delivery, the anchor and the consumer are the main receivers at both ends of the field. No matter whether the live broadcast room is poor, funny, or cross talk, the product price, quality, A series of problems such as after-sales.

Li Jiaqi (left), Yang Mi (right)

Jikuaitao live broadcast operation dry goods

15. Specially invited author “New List”, “ 46-page research report, telling you to shake quickly and so on7 The private play of the big platform 》

 

Taobao is a centralized e-commerce platform. Users search for commodities based on search behavior. The platform has absolute control over traffic and limited store collection influence. Taobao mainly engages in private domain traffic through content, including Taobao headlines, wow videos, Weitao, daily good stores, etc. One of the most important is Taobao live broadcast, efficiency and scene is the advantage of Taobao live broadcast. “Wei Tao” in Taobao APP is the most important test field for private domain traffic operation.