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Chen He And Liu Tao "Bring Goods", Can The Head Star Become The Head Anchor?

2020/5/18 12:16:00 2

Anchor

After Luo Yonghao, Shuo Yin has found a competent "head anchor", he is Chen he.

The first performance of Yu Yonghao was criticized by Chen Lianhe.

His success in word-of-mouth is attributed to his comic genes and variety show talent from "Zeng Xiaoxian" in "love apartment" to "the strongest brain" in "run! Brothers", as well as the public applause he won after he announced the establishment of love fund in the live studio and was awarded the title of "love angel" by China Poverty Alleviation foundation.

On the sales of e-commerce that night, according to the data of feigua, the sales volume of live broadcast reached 80.695 million and the income of sound wave reached 99 million. This report card is enviable.

Two days before Chen he's debut, on May 14, Liu Tao, a national actor with "Ode to joy" and "Langya Bang" as his representative works, also contributed his own live show with goods. Liu Tao first announced that he was the chief preferred officer of juhuasuan. He joined Alibaba with his "Liu Yidao" ID. his annual salary was one million. On May 14, he started his first live broadcast with goods on Taobao live broadcasting, handing over a record sheet of 43.77 million people in three hours with 148 million. That night, the topic of Liu Tao's live broadcast dominated the screen and was searched on many platforms.

With the development of the live e-commerce industry at the speed of light, the head anchors have become the targets of competition among various platforms, such as Li Jiaqi and Weiya. Their commercial wealth creation ability is beyond the reach of many top stars.

Since the second half of 2019, star artists including Wang Zulan, Li Xiang, and Yi Nengjing have joined the ranks of carrying goods. However, now, it is only in the live broadcast room of Li Jiaqi and Weiya who occasionally guest star on the platform. Starting from Liu Tao and Chen he, they have devoted themselves to the tide of carrying goods.

As a huge volume of traffic, the head stars make Taobao live, shuoyin and Kuaishou as the representatives of the live broadcasting platforms exultant. The platform also sincerely puts out all the platform resources so that the head stars can touch all the traffic in the station. Whether the "good timing, favorable location, and people" can successfully open the "Weiya lijiaqi" 2.0 era? The live e-commerce is just their business Short term strategy or something else? How to balance the "mutual utilization" between the platform and the head star? The answer to the question begins with determining whether the head star can become the head anchor.

"Food" Chen he and "bargainer" Liu Tao, live broadcast of the head star still depends on people to bring goods?

Chen he originally in the Shuo Yin Fan traffic can not be underestimated.

By the end of May 2018, the number of fans who had been on the top of the microblog list was 6.7 million, which was on the top of the list of 6.7 million fans.

Before the official start of live broadcast with goods, Shuo Yin and Chen he have done a lot of preparatory work. On May 13, he announced that he was about to start his own "business" with goods in "live broadcast" on twitter. That night, Luo Yonghao, who had just completed the live broadcasting task, also made voice interaction to help Chen he live.

At 8:00 p.m. on May 16, Chen he's first live show of shaking sound with goods officially began. He was accompanied by Zhu Zhen, the host of Oriental satellite TV, who has been active in the League of heroes in recent years. They have been friends for many years, and Zhu Zhen has rich experience in live delivery. Therefore, in this live broadcast, Zhu Zhen also has a clear division of labor and a tacit understanding of partners. One is responsible for "witty words" to drive the atmosphere, and the other controls the live broadcast process. With the combination of the two, the live room has an excellent effect.

According to the data of feigua, Chen he's live broadcast lasted 4 hours and 19 minutes that night, with a total number of more than 50.98 million viewers, the highest number of simultaneous online users of 731000, and the total number of sound waves of 9.9 million. The number of goods in the live broadcast room reached 30, and the total sales volume reached 80.695 million yuan.

In the live broadcasting room that night, Luo Yonghao, the first brother of shaking tone, and Chen he's good friends Li Chen, Yin Zheng, sun Yizhou, and Xiao Shenyang also showed their support with "rocket" gifts.

Among the 30 items on the shelves of Chen he's studio, there are 10 food brands, 7 skin care products and 10 daily necessities. Careful people will find that these goods and Chen he's personnel to maintain a high coincidence.

First of all, we'll start with "40 minutes of spicy lobster" and "no spicy lobster". Chen he tasted every snack to his heart's content. Although his marketing skills were ordinary, his rich facial expressions made the comments in the comment area constantly and the live broadcast atmosphere reached the climax of the first round. Crayfish became the most popular product of the night, with sales of more than 50000 pieces.

"The snacks recommended by Chen he are definitely not wrong." "I just like Chen he's eating and playing games. Next time he should promote the skin of the game, ha ha"... Netizens' comments also showed his approval of Chen he.

Chen he, who is set up by foodies, naturally has many fans. According to the data of feigua, the sales of delicacies in live products are nearly 20 million, accounting for a quarter of the turnover.

In addition to food, as a "heavy online game", Chen he also released a brand new product mouse in the live room, which was favored by many male viewers. In addition, Chen he played a funny role in the facial mask design of a certain brand for four times, which made the mask brand one of the biggest winners of the night.

Although Chen he's first show was very effective, it included a long live broadcast time, a lack of energy in the second half of the journey, and low commodity price concessions, which also left more room for Chen he's follow-up live broadcast.

As for the preferential power of single commodity, Liu Tao entered the live broadcast with goods. He made an article on this, announcing that he was the chief optimization officer of juhuasuan and joined Ali with the ID of "Liu Yidao". The purpose of "Liu Yidao" is very clear, which aims to help users negotiate prices with merchants to the greatest extent, so that "Liu Yidao live broadcast" becomes the pronoun of low price in the whole network.

"Swordsmen, welcome to my live room!" only one night, "Liu Yidao" won the first World War and became the Super Queen with goods. According to relevant data, in less than 2 hours, the number of people watching in the live broadcast room exceeded 10 million, and before the end of the live broadcast, the number of people watching had exceeded 21 million, the total transaction volume exceeded 148 million, and the total number of guided in store visitors reached 43.77 million.

From the first battle of Chen he and Liu Tao, it can be seen that behind their remarkable achievements, in addition to their own traffic volume, the platform has spared no effort to promote, and the core focus is that their long-term human setup is suitable for playing a potential role in live e-commerce. With the success of the two women's sales platforms, Liu Weiya and her sister Chen can not set up their own records of sales.

How long will the anchor stay on the head?

It is not difficult to understand that Chen he and Liu Tao enter the stage of live broadcast with goods.

2020 is the year of the general trend of live e-commerce. According to AI media consulting "big data analysis and Trend Research Report on China's live e-commerce industry operation from 2020 to 2021", the total scale of China's live e-commerce industry will reach 433.8 billion yuan in 2019, which is expected to double by 2020, and the number of online live users in China will reach 524 million by 2020.

At this time, the film and television entertainment industry is facing "deep water". From the "big earthquake" in the film and television industry last year to the "frozen" attack of the epidemic in this year's cultural and entertainment industry, the life of stars is no longer easy. From Li Jiaqi and Weiya to Luo Yonghao and Li Xiaolu, each single live broadcast has made tens of millions of profits, which has become an excellent bait to attract stars from all walks of life.

In addition to money and wealth, the frequent topic traffic in the live broadcast room is also the reason why all kinds of stars are flocking to it. Since Li Jiaqi and Weiya's star interaction dominates the microblog hot search, the e-commerce live room has become an important position for the stars to "operate", and the variety nature of the live room is becoming stronger and stronger.

Liu mintao has invited Liu mintao to participate in the "youth show" in the form of "Liu mintao's" talent show "and" Liu Yetao's "talent show" in the "youth show" Topics have bombed the pages of various entertainment media.

In addition, I have not coveted the star platform for a long time. Since the first live broadcast with goods of Luo Yonghao, which was signed by Shuo Yin heavy gold, and Luo Yonghao was promoted without limit, the competition between platforms for the head anchor has already started. "In this circle, there are only two kinds of anchors: the head anchor and other anchors," said Zhao Yuanyuan, the former director of Taobao live broadcasting As the first echelon to stand on the platform, the head anchor is indispensable.

As a result, Taobao's live broadcast, Shuo Yin, and Kuaishou are also doing their best to support the flow of the anchor at the waist, and spare no effort to create a new "head anchor". The head stars who own nearly 100 million class traffic have naturally become the best candidates. But why do Chen he and Liu Tao enter the stadium with all their strength until now? I'm afraid, in addition to the above mentioned In addition to the fact that the star's personal settings are suitable for carrying goods, it is also necessary to return to the commercial intention of the star itself.

Since last year, Chen he has not had a permanent variety show for a long time, and his last film and television work was a guest star of "love apartment 5".

After leaving "run! Brothers", Chen he, in addition to focusing on a small number of films and TV dramas, has put more energy into his own business management. He has set up dynamic movie industry, continued to operate chaopai, E-sports and other businesses, and focused on the operation of halogen hotpot brand.

In the first live show, Chen he started directly, "we announced that the live broadcast of" you dong "was officially established!" when the product was linked, he and his partner called out the brand phrase, "something, link!"

In addition to catering, clothing and other consumer brands, perhaps this live broadcast also marks his cross-border in the field of consumption will be further.

Another Liu Tao, behind her, is Wang Ke, a businessman. Liu Tao's move to join Ali and make a special live broadcast may not be just to make quick money for a while.

In addition to fully weighing whether their personal settings will have an impact on fans and film and television, the core of the stars is to see how ambitious they are for business and whether there is a chain of control in the follow-up. Maybe in the head stars' calculation, they will not yield to a temporary chess piece of the platform, but use the platform code to make a self A chessboard that can be controlled.

No star's ambition will be limited to platform service providers.

This is also the reason why other top stars have not entered the stadium in a gushing manner. After all, in the game with the platform, in addition to its current value, what needs to be measured is the long-term value. After all, overseas, the cases of famous stars' self-made consumer brands selling well in the world exude fatal attraction.

However, whether Liu Tao and Chen he, who have been successfully set up and are determined to operate for a long time, can continue to stay in the position of "head anchor" in the future. The core depends on the e-commerce supply chain of the team behind. There must be a threshold to become a head anchor. For Liu Tao and Chen he, the threshold has been reduced by more than half. Next, the team's sustainable and advantageous e-commerce services will The important criterion is the balance of two. If Chen he's studio has been criticized for a long time and the discount is not enough, sensitive buyers will still choose to look for another "wharf".

In the future, will more top stars enter the arena? It depends on whether the top stars think well of their "ambition", or how the platform side gives out a bigger "pie". Of course, for those who have been out of work for a long time, don't have so many worries and ideas. Let's go quickly.

Source: one entertainment observation Author: cabbie strange, Dewey

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