One Heart Entertainment CEO Yang Tianzhen announced on June 1 Children’s Day that he would step down from all the artist brokerage business, challenge the live track, and “start a second business in One Heart”.
Editor’s note: This article from the micro-channel public number “One observation entertainment” (ID: yiyuguancha) , of: hachiko.
The “One Heart Entertainment Great Turmoil”, which has been circulating for a long time, is finally settled.
In the fifteen years of entering the business, One Heart Entertainment CEO Yang Tianzhen announced on June 1st Children’s Day that he will step down from all the artist brokerage business, challenging the live track, “starting a second business in One Heart”.
At the same time, the board of directors of Yixin Entertainment published an 2020 open letter, stating that the company will gradually transform from a core of original acting brokers to a “troika” of acting brokers, film and television production, and live broadcast brokers. Yang Tianzhen will serve as chairman and CEO of the group, responsible for the overall operation and integration of the three major sectors.
After fifteen years of ups and downs in the entertainment industry, the name Yang Tianzhen has almost equated with the marketing godmother.
From the fan of “I don’t marry a wealthy man, I am a wealthy man” with a thunder on the ground, to “Every girl wants to live to become Ouyang Nana”… Yang Tianzhen’s team has refined the most unique promotional points of stars Use public opinion to ferment discussions to accurately harvest the public’s attention. With the help of the traffic age dividend, Yang Tianzhen and Yixin Entertainment behind him became famous.
However, as the definition of traffic stars gradually becomes negative, the road to becoming an artist by public opinion alone will no longer work.
At the same time, since last year, many artists such as Zhang Yixing, Zhang Yuqi and Qiao Xin announced that they would not renew their contracts after the contract expired. As the key for the brokerage company to obtain resources and income, the frequent departure of many hot artists is not a good thing for Yixin Entertainment. Coupled with the devastation of the epidemic this year, the film and television industry is almost shut down, the progress of the crew’s resumption of work is slow, and the number of variety shows has plummeted.
▲Announcement of Zhang Yixing and Zhang Yuqi’s termination of contract
Under the nest, are there any eggs?
Therefore, this transformation of One Heart Entertainment can be said to be expected. The marketing godmother Yang Tianzhen chose to enter the live broadcast, and added a lot of expectations for this new business. The e-commerce live broadcast is very popular. In addition to becoming “Li Jiaqi” himself, will Yang Tianzhen create the next “Li Jiaqi”?
Yang Tianzhen himself became “Li Jiaqi”,transforming “Sister Zhi Zhi” as the anchor?
“Happy Children’s Day, this is my first live broadcast on Douyin. I don’t bring goods today, I don’t talk about artists, everyone just talks.”
Just after the announcement of the transition to live broadcast on the afternoon of June 1, Yang Tianzhen started his first live broadcast at Douyin at 9 pm that evening.
Girl-like big bow headgear, gentle lipstick, cooperative interaction, various questions about life confusion… Yang Tianzhen’s live broadcast room looks like a late night intimate big sister radio program.
▲Yang Tianzhen live streaming
Compared with Jiang Tianda’s “Transparent Man” dialogue program 3 years ago, Yang Tianzhen had short curly hair and fast speech. Innocence seems very gentle. From the beginning, the topic of “not talking about artists” was hung in the live broadcast room. Regarding the comments of related artists in the live broadcast room, it was clear that fans did not want to lead the battle.
Yang Tianzhen’s most recent public appearance, as an X mentor in the “Youth Have You 2” program, “You want a happy life, or a successful life” and other related answers, the golden sentence for the audience to recognize Yang Tianzhen will not only control the public opinion by “holding 800 marketing numbers”.
This wave of favorable feelings may have inspired Yang Tianzhen to establish the image of a gentle big sister in the live broadcast room. Choosing to live broadcast means that you have to interact more with the audience with flattering people. You can no longer be as guarded against the media as you are facing the media, and you will not be dripping. During the live broadcast, Yang Tianzhen also cooperated with ridicule and said that he would try to do food broadcasting and live broadcast of plus size women’s clothing.
During this time, Yang Tianzhen’s “breath of style” suddenly paved the way for his e-commerce live show.
When asked by a connected reporter in the live broadcast room about his future plans for live broadcast, Yang Tianzhen expressed his expectation to create a live broadcast scene with an interactive pan-variety model, with people and content as the core, through content marketing Magnify the advantages of people, so as to distinguish it from Li Jiaqi Weiya’s kind of three-minute spike of a commodity.
In the early stage of preparations, Yang Tianzhen announced that he would try to personally broadcast live broadcasts. On social platforms such as Xiaohongshu and Douyin, Yang Tianzhen has published related videos. For Yang Tianzhen, who has a flamboyant personality and is not afraid of commenting, her plump figure does not affect her desire for self-appreciation and display, and this independent female consciousness also coincides with the social trend gradually awakening in recent years.
▲ Yang Tianzhen’s works on Xiaohongshu and Douyin
In the end, Yang Tianzhen’s live chat on Douyin lasted a total of 2 hours, with the highest number of people online reaching nearly 20,000 and Yinlang 136,000. During the period, Chen He expressed support for the “Rocket” gift, but Yang Tianzhen’s “transition” live broadcast was still slightly low-key.
The high-profile announcement of Yang Tianzhen’s entry into the “Anchor” will surely attract various e-commerce live broadcast platforms to throw out olive branches. Although Yang Tianzhen has long been planning, he is coveted by this future “Head Anchor”. , Platforms will continue to increase the “offer price”.
Also not being low-key is the hotness of the star live broadcast, which is another possibility for Yang Tianzhen’s live broadcast room.
“Li Jiaqi” Yang Tianzhen wants to create: content anchor? Star live room?
In addition to Yang Tianzhen’s “off the stage” to bring the goods himself in the early stage, Yang Tianzhen and Yixin Entertainment will also be committed to cultivating “Li Jiaqi” and “Weiya”, but Yang Tianzhen’s anchor is a bit “tricky”.
Yang Tianzhen was asked in the live room whether she was planning to transform into a long-term anchor. She laughed that she was “not physically capable” and would not become a professional anchor. “We hope to accumulate and not consume, and tap into the vertical field
How to integrate the star halo into the live broadcast ecosystem is not easy.
Therefore, many celebrities choose to take the ride of Li Jiaqi and Wei Ya directly to enter the live broadcast room for cooperation. Both bargains can be grabbed and big stars can be seen. This kind of cross-dimensional cooperation is obviously something that audiences like to see.
But many celebrities cannot cope well with the fierce grabbing atmosphere in the live broadcast room. There was Zhou Zhennan’s 2G surfing in the front, and Zhu Yilong’s words were like gold. Although there are unexpected contrasts between the two, but from the perspective of professional anchors, this method is not worth learning for a long time.
▲Zhou Zhennan and Zhu Yilong in the live broadcast room of Li Jiaqi
In the final analysis, everyone is here to buy cheap goods, and the ultimate price-performance ratio is the final destination of e-commerce live broadcasting.
These questions are the same issues that Yang Tianzhen and her future anchors will face. In addition to earning eyeballs in the early days by their own traffic, how to “continue life” in the later period will test whether the team can successfully build a channel And supply chain.
For this reason, the recruitment of Yixin Entertainment for short video planning and e-commerce live broadcast operation has already been issued, and it is not known whether it will focus on building an e-commerce team within Yixin.
For most celebrities, the Taobao anchor-style screaming selling goods are not suitable for them. Sitting down and relaxing as a variety show can only highlight their advantages. This idea may also be considered by Yang Tianzhen.
For example, the Wanlimu Haitao platform launched in March, by inviting five stars to interact with the host and fans by walking into the live room, from selling a single content main body to interacting with variety shows and talk shows. Using the star’s personal trial to enhance the viewing, interactivity, and topicality of the live broadcast room, reducing the pressure of the roaring “buy it, buy it”.
This kind of “soft implantation” is obviously more in line with Yang Tianzhen’s expectation of live broadcast contentization, but in addition to Wanlimu, other players have also tried to enter the game.
On May 17, the first domestic live broadcast program jointly launched by Alibaba, Taobao Live, and Galaxy Stars, “Starting to Better”, officially appeared in the Taobao Live Room. The first guest was the famous host Wang Han. Within 4 hours of the live broadcast, Wang Han’s total transaction amounted to 156 million yuan, and the number of viewers in the live broadcast exceeded 20 million. A number of products were put on the market and sold out and restocked more than 15 times.