From leaning back to leaning forward, the front surge surged into the live broadcast room
Editor’s note: This article comes from the WeChat public account “Box Lunch Finance” ( ID: daxiongfan) , author: Xue Jing.
The live broadcast room has changed.
With foundation, eyeliner, neatly combed hair, dressed in casual clothes, Li Jiaqi, who was in a passionate expression, sat in front of the camera and tried on lipsticks of various colors, shouting loudly in his mouth: “OMG, buy it , Buy it, buy it. “This is the deepest impression of the public before the epidemic on the cargo anchor.
At that time, the live broadcast room was the world of small fresh meat and beautiful women.
However, since the epidemic swept across the country, a group of uncles have poured into the live broadcast room. Ctrip founder Liang Jianzhang, Hammer Technology founder Luo Yonghao, Lin Qingxuan founder Sun Laichun and others joined the live track. When they became anchors, there were many middle-aged entrepreneurs and middle-aged people who did not start a business.
Most of them have no face value and poor eloquence. They do n’t know anything about sound cards and surface lights, but the live broadcast makes the front wave and the back wave collapse, just like the line in the screen video “Hou wave”: We are in the same rushing river.
The live broadcast is a front wave hormone. They used to “backward” to talk to the world, and now they have to “lean forward” to the camera. They need to think about thousands of strangers behind the screen-many of them are “post waves”, what kind of expressions they like, although they are difficult to say “double-click 666”, “old iron”, but they are already trying to find people who follow the wave the way.
1 Uncle ’s first time
At 8pm on March 23, Liang Jianzhang gave the first live broadcast of his life.
(The picture comes from the network, in the picture is Liang Jianzhang and his live partner)
The Neptune Underwater Suite in Atlantis Hotel Sanya was temporarily built as a live broadcast room. The background is a glass curtain wall, and behind the curtain wall is a devil fish swimming around. Liang Jianzhang, wearing a white T-shirt, held the microphone and straightened up to sit in front of the glass curtain wall. His partner was sitting beside him.
“3,2,1, start.”
Liang Jianzhang waved beckoningly to the camera, then looked at his partner. In the camera, his smile is stiff and his eyes are unsteady, especiallyIt’s like being “forced to operate”.
During the entire live broadcast, Liang Jianzhang was guided by the anchor to sell goods. Only when he talked about travel-related topics, his eyes became firm, his smile became natural, and he changed from a forced anchor to a vertical tourism industry Founder of Ctrip.
However, Liang Jianzhang’s reputation attracted many audiences for him, and sports cars, flowers, love and other gifts were frequently jumped out in the live broadcast. He was not like Li Jiaqi when he first contacted live broadcast. He yelled “buy it” enthusiastically and did not aggressively promote products. He only introduced Sanya hotels and told the audience the prices and discounts of these products.
Liang Jianzhang’s attitude and professionalism in tourism were recognized by the audience in the live broadcast room, and the transaction volume of 10.25 million was completed.
Luo Yonghao ’s first live broadcast was at 8pm on April 1.
(The picture comes from the network, the picture shows Luo Yonghao on the left)
Unlike other web celebrity anchors, in the live broadcast room, flowers, dolls, or ins-style background cloths are hung on the wall. Black office chair.
In front of the camera, he and Zhu Xiaomu, the No. 1 employee of Hammer Technology, took a printed leaflet to introduce the product. He was much more natural than Liang Jianzhang. He was not taken away by his partner all the way, nor did his eyes flicker, and his mouth became stiff. But at the beginning, Luo Yonghao didn’t seem to find the state.
“I am older and I have forgotten what I wanted to say.”
Maybe it ’s because of tension, maybe it ’s really because of his old age, when he promoted the projector, he even described XGIMI as a competitive nut. But he immediately got up and bowed to apologize to the brand. “Come on here, I’m going to suppress it.”
Sun Qingchun, founder of Lin Qingxuan, made his live show debut earlier than Liang Jianzhang and Luo Yonghao.
Sun Laichun started the live broadcast at 7:30 pm on February 14th.
(The picture comes from the network, the picture shows Sun Laichun)
No partner, Sun Laichun can onlyFacing the camera alone. Before the assistant gave him a live broadcast process, but because of tension, Sun Laichun lost the paper printed with the process. The live streaming methods of Li Jiaqi and Wei Ya that I watched before are all not used here by Sun Laichun. He just sat in front of the camera and looked at the phone motionlessly, daring to find this piece of paper, completely blinded.
His previous speaking experience allowed Sun Laichun to quickly organize the language. He simply gave up everything he had prepared before and played it himself, introducing the audience to why Lin Qingxuan chose camellia oil and the story behind camellia oil. Without gorgeous words, Sun Laichun used Lin Qingxuan’s own story to give the audience a stronger sense of identity with this brand. The live broadcast was watched by more than 60,000 people, with sales of nearly 400,000 yuan.
2 The live wave of the live broadcast does not want to die on the beach
The front waves were far from the beach.
Liang Jianzhang not only introduced the hotel in Sanya, but also mentioned the situation of Ctrip after the outbreak in the live show.
“We may end up with a loss of one billion. Of course, it is still counting. It is not over yet. In fact, it is now spreading from domestic to international, so this number may be even larger than this. Of course, I hope that the epidemic will end as soon as possible. Otherwise, not only Ctrip’s losses will be huge, but the entire industry will also have huge risks. ”
At the end of January, the epidemic broke out nationwide, and the tourism industry was pressed the pause button. On January 24, the Ministry of Culture and Tourism issued an emergency notice requesting national travel agencies and online travel companies to suspend the operation of team travel and “travel tickets + hotels” and other travel products. All travel agencies ushered in a wave of refunds.
Ctrip ’s winter is extremely cold.
All travel products that went out of the group before February 29 are off the assembly line. Products that have previously been ordered, such as group tours, semi-self-help, and private groups, will be refunded without loss. Consumer refunds are paid in advance by Ctrip. Suppliers submit certification materials based on their losses, and Ctrip will bear the non-profit part of the hard loss.
As of February 11, Ctrip has invested 200 million yuan to unsubscribe.
The huge loss made Liang Jianzhang breathless, and he organized Ctrip executives to discuss self-help methods. Ctrip took advantage of the platform’s big data and established a data model for the industry recovery forecast for 2020. The destination wish index report is the first product of the model. In response to the conclusions drawn by the data model, Ctrip has planned a “future” travel booking event, the price is as low as 40% to 20% off,
The Ctrip self-help plan failed. On March 19, Ctrip announced the fourth quarter and full year financial report for 2019, and estimated the first quarter of 2020 results. Excluding equity compensation expenses, it is estimated that the operating loss for Q1 in 2020 will be 1.75 billion to 1.85 billion yuan, and net operating income will fall 45% to 50% year-on-year.
CtripIt is not only the cause of the epidemic that is going through a winter catastrophe, but Luo Yonghao will enter the live broadcast room.
Before that, he founded Niubo.com, established Lao Luo English Training School, and later became the founder of Hammer Technology. Then he pushed the hammer mobile phone, and finally he left Hammer Technology he founded and made Was acquired.
After many entrepreneurial failures, Luo Yonghao was crowned “Lao Lai” and owed a lot of debt. According to his own statement, since the second half of 2018, Hammer Technology has owed banks, partners and suppliers about 600 million yuan at most. Among them, he personally unlimited guarantees more than 100 million yuan.
2019 is Luo Yonghao’s saddest year. The live broadcast is Luo Yonghao’s life-saving straw on the road to debt repayment.
Lin Qingxuan ’s darkest moment started on New Year ’s Day, which is January 25, 2020.
It was written in Sun Laichun’s letter to Ali. From the first day to the seventh day, the performance of Lin Qingxuan offline stores collapsed and fell by 90%. During that time, Sun Laichun could be described as desperate.
Lin Qingxuan is a physical brand dominated by offline stores, and 75% of its performance comes from offline. When the epidemic hit, Lin Qingxuan’s offline businesses were all “frozen”, and 2,000 shopping guides were “unemployed”, spending 1 million yuan a day, and the enterprise entered a moment of life and death.
“I suddenly felt a fear that Lin Qingxuan has been honestly doing skin care products for so many years. We planted camellia ourselves, and cooperated with 127 farmers on the high mountains of Zhejiang and Jiangxi to plant camellia picking and refining and make camellia oil For 17 years, I have never embraced Wechat, e-commerce, Taobao, Yunji, and live broadcast. They are all missed with these. We think it is enough to make the product good. “
Late night on January 31, Sun Laichun sent out “A Letter to the Darkest Hour” to ask the outside world for help. The next day, CEO Chen Hang sent a message saying he could help.
Soon, Dingding opened a video conference for Lin Qingxuan, all employees resumed work online, and the “full staff live broadcast” was put on the agenda.
The letter also wrote that Sun Laichun used to enter the staff live room to watch. At that time, there were only two viewers in the live room, and one of them was himself. Because the shopping guide has no experience, his face is very close to the camera, but he is still struggling to broadcast the goods. The efforts of the employees made Sun Laichun’s eyes moist several times. The shopping guide started to talk very passionately for 10 minutes. After 10 minutes, it was still two people watching. After two hours of talking, a maximum of 9 people watched it. After getting out of the live broadcast room, Sun Laichun asked the shopping guide. How did the two people talk so hard in the live broadcast room? The shopping guide replied that he usually introduces to a customer at most once in the store. Two people watched it today, did n’t it double?
Four days later, there were more than 500 people watching the shopping guide ’s live broadcast room.
Regardless of face, Sun Laichun led more than 100 employees to start a live broadcast together on February 14.
“Other people live to earnMoney, I do live broadcasts, I want to save the lives of businesses. “
3 Every entrepreneur needs a live broadcast
The success of the first live broadcast made Liang Jianzhang taste the sweetness. After more than a month, Liang Jianzhang has traveled to Sanya, Guizhou, Anji, Shenzhen, Jiangsu, Tengchong, Ninghai, and Shanghai. Every time he went to a place, he had to go to the local attractions to punch in and experience everything he could experience. During the experience, he would also inspire him and let him decide what image to show in the live broadcast. After that, he will personally modify the live script according to these experiences, and then rehearse. After the live broadcast is completed, he will review the entire process to make it better next time.
(Picture from the Internet)
Since the first live broadcast, the smile on Liang Jianzhang’s face has become more and more natural, his body is no longer stiff, and there is more and more interaction with the audience, and he is more and more accustomed to his new identity as a “host”.
Luo Yonghao, who experienced a rollover for the first live broadcast, seems to be caught in a curse, and he always rolls over in the following live broadcast.
April 10th was Luo Yonghao ’s second live broadcast. The layout of the live broadcast room has changed this time. The product is placed on the back shelf, which looks more like a live broadcast room with goods. This time the number of live broadcasts has fallen off a cliff. The number of viewers of live broadcast sales was 11.42 million, which was 76.2% lower than the first live broadcast. Sales of 34.38 million, down 69.6% from the previous game. The order volume was 370,000, down 59% from the previous game. Yinlang’s revenue was 3.237 million, down 11% from the previous game. The third live broadcast sales only completed more than 57 million yuan, which is only half of the first live broadcast results.
The fourth live broadcast, the most intensive turnover: When demonstrating the effect of a brand of water purifier, orange juice was poured into the water purifier and there was no water for half a day, and the machine could not be opened to change the filter element; During the fun of salty and multi-flavored butterfly pastry, Luo Yonghao ’s partner made a mistake in the live broadcast, saying that what was supposed to be two shots and two shots was shot two shots and three shots; The price of the live room is half price, which is 23.9 yuan for two bottles. The slide was written as two bottles of 9.9 yuan
On May 1, the fifth live broadcast. Luo Yonghao brought goods to the “Knowing Car Emperor” and sold the special discount car it sponsored. There was a big problem in the car purchase: Luo Yonghao said in the live broadcast that the car was sold out, and then it was verified that the link to the shelf disappeared, that is, it was not sold. In this regard, some fans who were looking forward to it expressed disappointment, evenTo question the shady, Luo Yonghao once again encountered a credibility crisis.
Luo Yonghao rolls over one after another, but every time he rolls over, he will apologize sincerely and propose a solution.
Luo Yonghao mistakenly described the XGIMI projector as a nut projector, and immediately apologized when he realized that something was wrong. Luo Yonghao is willing to bear this responsibility and subsidize the mistake of sending two boxes of butterfly cakes in two boxes. All the more than 70,000 people who placed orders in the live broadcast room will send three boxes. There are also detergents. The price of everyone’s payment is 23.9 yuan. Lao Luo said that after receiving the goods, the cashback will be 14 yuan, and send a text message to each customer who places an order to ensure customer satisfaction. 5.5% discount car, after consultation with the car owner team, all 10 special car rights orders are valid, and the car owner will be responsible for subsequent verification; the car owner and Luo Yonghao team will provide an additional 20 discount car discounts , Will give back to users in the subsequent live broadcast.
The timely remediation of errors is a sign that a qualified anchor is moving towards top-stream anchors. But next, Luo Yonghao needs to learn like Liang Jianzhang, and he has to resume after each live broadcast, and strive to avoid lapses in the next live broadcast.
Sun Laichun ’s live show debut saved Lin Qingxuan. By February 15th, through online tools, Lin Qingxuan ’s offline performance had reached 145% of the same period last year, and some stores even doubled. Therefore, Sun Laichun decided to promote live broadcasting at Lin Qingxuan after the epidemic, and transform offline stores into live broadcasting rooms.
(The picture comes from the network, the picture shows Sun Laichun)
On April 2, Sun Laichun walked into the broadcast room again. In the live broadcast room, Sun Laichun is no longer a single player. Sun Taoyong, the founder of Weimeng, also visited the live broadcast room and shared his feelings about using Lin Qingxuan as a user. The two founders sat in front of the camera in suits, behind which was the curtain printed with the Lin Qingxuan logo. This time, Sun Laichun no longer wanted to find the paper printed with the process as nervously as the first time, but looked at the camera and relaxedly chatted with Sun Taoyong in the live broadcast about the story behind the camellia oil.
The three front waves of Liang Jianzhang, Luo Yonghao, and Sun Laichun were involved in the wave to the live broadcast room. They were not as young and dynamic as the celebrity anchors, and they did not have the appearance of small fresh meat, but the “front wave” was also Juvenile Lang.
Liang Jianzhang was known as the “Little Computer Poet” when he was 13 years old. After graduating from the junior class of Fudan University in Shanghai, he went to study in the United States. At the age of 21, he received a master’s degree in computer science from Georgia Institute of Technology. After years of technical work in the US Silicon Valley, he served as the China Consulting General Manager of Oracle CorporationSupervisor is a senior management talent in the information technology industry. He returned to China in 1999 and created “Ctrip Travel Network” with 3 business partners. He served as CEO from 2000-2006 and 2013-2016, and has served as chairman of the board since 2013.
Luo Yonghao taught at Beijing New Oriental School from 2001 to 2006. Because of his humorous teaching style and high idealism appeal, he is very popular with students. Around 2003, “Luo Luo Quotations” became popular all over the country. Announced to be a smartphone on April 8, 2012, founded Hammer Technology in May, and released an in-depth customized operating system based on Android on March 27, 2013. In May 2013, it obtained 70 million venture capital at a valuation of 470 million yuan. On May 20, 2014, Luo Yonghao officially released Smartisan T1, the first smartphone product.
Sun Laichun founded Lin Qingxuan, a Chinese high-end skin care brand, in 2003. In 17 years, Lin Qingxuan opened more than 300 directly-managed stores in more than 100 cities across the country.
These “front waves” were all the “back waves” of the turbulent era, while the live broadcasts were “front waves” hormones.