Apr 11, 2022
In Welcome to the Forum
The times create heroes, and live broadcasts bring goods in the limelight. Many people are observing the new consumption form of live streaming. Now it is live streaming for all people, and all people bring goods. Affected by the epidemic, in addition to the surge in the daily activities of King Glory, the daily activities of Taobao Live and Douyin Kuaishou have also ushered in a substantial increase. People are more and more interested in live shopping as a form of shopping. Get used to it. Live streaming is a product of the new technology revolution. If you are still indifferent to the evolution of live streaming, then you will definitely miss a good experience time. Today, I will share with you four interesting phenomena about live streaming. TV shopping is over, live streaming is booming From "Hearts and Arrows, South Africa is a real diamond, only 998" to "OMG, my god, buy it and buy it", from "call immediately to buy it" to "no more stock if you don't place an order". What is the difference between the job title email list TV shopping that was in full swing more than 20 years ago and the live streaming of goods that tens of millions of people are watching in the live broadcast room today? What is the magic power that made Li Jiaqi sell out tens of thousands of lipsticks in 5 seconds, let the anchor Simba bring 130 million goods live at the wedding, let Dong Mingzhu sell hundreds of millions of electrical appliances, and let Luo Yonghao resolutely enter the venue? Although live delivery of goods is still popular, and TV shopping is basically cool, no one dares to draw conclusions about how long the live delivery of goods that has repeatedly overturned on the spot can last. According to relevant data, the first TV shopping program in China was born in 1992, and the earliest was the “Midea Competitive TV Special Offer Store” launched by Guangdong Zhujiang TV Station. At that time, it was not the world of the Internet, and watching TV was the most common way of leisure and entertainment for people, so it was logical to sell goods on TV. At its peak, there were more than 2,000 TV shopping programs nationwide. Later, with the advent of the Internet, the number of people watching TV dropped sharply, the age of TV audiences was increasing, and their purchasing power was declining. In addition, the administration and control of the State Administration of Radio, Film and Television is becoming more and more strict, and many TV advertisements and TV shopping are called by name. It is more similar to the classic oral broadcast of TV shopping. When the live broadcast brings the goods, the sound of "buy it! Buy it!" will make users can't help but click on the product link to see, and see that the products are sold one by one. Preferential brand prices, uncontrolled orders. Many people will never pay for the hype on TV, but they are unable to extricate themselves in the face of the grand occasion in the live broadcast room. The hosts who used to bring goods on TV basically did not endorse, but now these well-known anchors are synonymous with good products and discounts, which firmly occupy a place in the hearts of users. Wei Ya repeatedly emphasized in the live broadcast room, "I will bring you more good products, and I will also give you preferential benefits." Everyone knows that big anchors can get low-priced products, and many of them are well-known brands Therefore, people are more willing to trust these anchors and place orders with confidence. In contrast, people's trust in TV shopping has been lost, and there are often problems such as false propaganda, profiteering operation, and poor quality of TV shopping. And these problems are also encountered by many live broadcasters, because not only big anchors are bringing goods, but everyone is carrying goods in live broadcasts, so it is difficult to guarantee 100% the quality and after-sales service of the products they bring. Car rollover is the biggest test and challenge for live streaming, and you can't wear new shoes and go the old way. Celebrities worth hundreds of millions are not as good as internet celebrities with millions of fans According to Tianyancha data, in the first three quarters of 2019, a total of 646 TV dramas were filmed and produced nationwide, a 27% decrease from the 886 in the same period last year, and a 30% decrease in the number of episodes. Coupled with this year's epidemic, actors are even more unable to film. Under this circumstance, stars need to maintain their popularity on the one hand, but also consider survival on the other hand. E-commerce live broadcast has become the best entry point at the moment. Live broadcasting is not so easy to do, and leeks are not so easy to cut. If you don’t follow the rules of live streaming, the Uranus Superstar is not easy to use. In the past, Li Xiang’s live broadcast with mink coats and goat milk powder sales overturned; Wang Zulan’s live broadcast room saw 420,000 viewers and 60,000 entered the store, but the sales were only in double digits; later, Michelle Ye quit the live broadcast because she earned too little. Driven by traffic and interests, more and more celebrities have joined the live broadcast lineup. In May, Liu Tao joined Taobao live broadcast under the nickname "Liu Yidao"; Chen He and Wang Han also started their first live broadcast show today; Zhu Dan, Ye Yiqian, Lin Yilun and other stars are no longer as good as the live broadcast army.