1:00 pm on October 31, Liu Genghong wife Wang Wanfei (vivi)’s Taobao account “ViVi Feiyoukakak” officially started live broadcast. During the 7-hour live broadcast, a total of 34 items were listed, with a total of more than 2 million viewers.
, however, the fans expect Liu Genghong did not appear in the live broadcast room. The anchors of the entire live broadcast are basically members of the "Reinforcement Team". If you use the pricing multiplied by sales, the final GMV lasted for 7 hours, and the final GMV was far less than one million, and it was even worse than Liu Genghong and his wife's previous live broadcasts on Douyin .
The cooperation path between superstar legend and Wuyou Media
Speaking of Wuyou Media, it is probably a familiar MCN organization. The number of major anchors it has signed contracts can be said to be "having hundreds of millions of bloggers", but Wuyou Media does not want Liu Genghong and his wife to try live streaming to sell goods, saying: Because fitness experts do not match the sales, they will not consider it for the time being.
This time, most of the reason for the Taobao live broadcast was because of superstar legends. According to the understanding, Liu Genghong has some equity in Superstar Legend similar to shares and Superstar Legend is also closely related. Liu Genghong can connect the "red line" through this live broadcast on Taobao, and promote cooperation between Wuyou Media and Superstar Legend.
Superstar Legend can also change the risk of distribution and sales before, find a brand new marketing path, and realize commercial monetization. Even if Wuyou Media does not want this fitness expert’s IP to be filled with too much commercialization, Superstar Legend will not miss this opportunity to "take the east wind". One side provides high-quality artists and teams, and the other side provides high-quality products, why not do it?
The only way to transform into Taobao
1. Find your own positioning
Before looking for your own positioning, Luo Yonghao entered Taobao live broadcast ended in a bleak end, and then Liu Genghong and his wife entered Taobao for sales of less than one million. The anchors of major short video platforms have joined Taobao to find more monetization paths, but they must adjust their positioning and product selection in time. Since they choose to join Taobao for live streaming and selling goods, they must timely change their fitness experts' IP and achieve real traffic monetization.
2. Platform users are very different. The difficulty of cross-platform live broadcast is the different user attributes. In the past, the audience who watched Liu Genghong and his wife might have accidentally seen short videos, or watched live broadcasts with the purpose of wanting to exercise together. On Taobao, users have a strong purchasing intention, but the IP of the fitness expert cannot arouse the audience's strong purchasing mentality, resulting in a lot of viewings on this live broadcast but a serious shortage of sales.
So do you have any different opinions on Liu Genghong's first sale of goods sold by less than one million in Taobao? Welcome to leave a message in the comment area for discussion!
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