On December 19, Xiangtai Chen Lan launched a live broadcast on the short video platform for the first time, and invited Andy Lau , Jet Li and many other big names to help out, which can be said to be quite respectable.
No matter from which angle you look at it, Xiang Tai’s move can be called a big event in the entertainment industry.
As Xiangtai, she should have been successful in live streaming, but in fact, she has been complained and criticized by many netizens.
Especially compared with Luo Yonghao , Zhang Lan , Xiang Tai lost completely in both income and reputation.
is also a wealthy entrepreneur. Why is the gap so big?
1. Jam Hsiao’s video of blessing caused controversy
Among the many celebrity promotional videos, Jam Hsiao’s video is undoubtedly the most controversial. In the
video, Xiao Jingteng called Xiang Tai "Mommy" and at the same time asked Xiang Tai in a pretentious tone, as if he was coquettishly coquettish, "Can you ask me to play short videos? I really want to play."
Seeing him like this, netizens called him greasy. Many people even equated him with Zhang Han and called him the "new generation oil king."
His tone and demeanor also attracted netizens to imitate him one after another, becoming a hot meme on the Internet.
In fact, there is nothing wrong with Xiang Tai looking for artists in the industry to support him. After all, given her status in the industry, it would be too cheap if no one supports her.
However, Xiao Jingteng's video has a "voluntary" feeling. It looks like he was forced to say a blessing after being forced to say a blessing.
As a result, netizens who had strong opinions on Xiang Tai’s live broadcast made various mockery in the comment area, causing the reputation of both Jam Teng and Xiang Tai to be affected.
2. Carrying airs during the live broadcast, unable to let go of your body
As a host, the most important thing is to be able to mingle with the audience and make the audience feel close to you, so that you can gain everyone's recognition.
However, although Xiang Tai wore a friendly smile throughout the whole process, her behavior was not down to earth at all.
During the live broadcast, Xiang Tai was wearing a luxury brand, and any item he took out was a "valuable item" worth tens of thousands of yuan.
However, the products she carries are cheap products that cost a few yuan or more than ten yuan. This strong contrast makes people feel unreal, as if she is just cutting leeks.
Secondly, when Xiangtai brought some food, he was not willing to try it at all. He always acted condescendingly, causing the audience to question the quality of the product.
For example, when she was carrying a product called sea cucumber , she would also remind the assistant on the side to be careful about diarrhea. This expression of rejection was as if the other person had taken poison.
After seeing Xiangtai's series of behaviors, netizens couldn't help but ask, "Are Xiangtai's disgusted expression here to bring goods, not to show his superiority?"
I have to say that although Xiangtai is a "human spirit" in the entertainment industry, he has been in a high position for a long time and does not know much about the live streaming industry, so there are so many criticized problems.
After these problems occurred, Xiang Tai also made timely adjustments.
3. Public apology and change of live broadcast style
On December 27, Xiang Tai released a video after a few days of silence. In the
video, Xiang Tai proactively admitted his shortcomings in the first live broadcast, saying that he and his team did have a lot to improve.
At the same time, she also admitted that she is over 60 years old and her physical condition does not allow her to work at high intensity for a long time, so she only has an impatient expression when she feels tired, which is not a disdain for the product.
Netizens were unconvinced about this statement, but after the video was released, Xiangtai's reputation did improve. It can be seen that this "sincere words" impressed many netizens.
At the end of the video, Xiang Tai also said: He will continue to live broadcast in the future and select some high-quality, low-price, and genuine products for netizens.
Actually, it is good for Xiang Tai to have this idea. Now that you have chosen to live stream your goods and earn this money, you must have the attitude of being a host.
If you show off too much in the live broadcast room, netizens will definitely not buy it. After all, those who watch the live broadcast are happy, and no one wants to see her showing off her superiority.
4. The gap between Xiangtai, Luo Yonghao and Zhang Lan
Although Xiangtai’s first live broadcast did not have a good reputation, he actually created more than 300 million in sales. From this point of view, Xiangtai’s first live broadcast was still very successful.
However, compared with "live broadcast masters" like Luo Yonghao and Zhang Lan, Xiang Tai still has a long way to go.
First of all, Luo Yonghao and Zhang Lan have one thing in common, which is "secondary entrepreneurship."
Both of them were entrepreneurs with strong assets and were influential in the domestic business community. However, due to various reasons, their business empire collapsed and their lives fell from the top to the bottom.
Faced with this predicament, the two did not give up. Instead, they showed tenacity and rejuvenated their careers by relying on live streaming. This inspirational spirit alone is worthy of admiration.
Moreover, they have positioned themselves very accurately. Now that I have become a live broadcaster, I cannot have the sense of superiority that I had as an entrepreneur before.
Therefore, you can always see Zhang Lan joking with netizens in the live broadcast room, or chatting about his home life, complaining about his son Wang Xiaofei , as if he regards netizens as his friends.
And Luo Yonghao has become a "workaholic", saying that he accepts any job, even weddings and funerals.
From a high-flying entrepreneur to a down-to-earth anchor, the identity of the two changed so quickly that netizens had an unreal feeling, as if they were born to do this.
Ke Ke looked at Xiang Tai again. Although she kept saying "providing benefits to everyone" and "strictly controlling all products by herself", etc., she never integrated into the netizens.
Therefore, even if she talks brilliantly, it will be difficult for everyone to identify with her. Instead, they will feel that she is showing off her superiority.
All in all, Xiangtai still has not really entered the role of "goods anchor".
Every industry requires effort. It is definitely unrealistic to think that you can make money easily without doing anything.
Fortunately, Xiang Tai also realized his problem. In the second live broadcast not long ago, Xiang Tai changed into a luxury outfit and became more down-to-earth in dressing.
Moreover, she also took the initiative to try some food, looking more like an anchor.
In fact, Xiang Tai’s straightforward personality is quite lovable. As long as she can restrain her condescending attitude, it will not be difficult to win the support of netizens.
Of course, in comparison, everyone still prefers Luo Yonghao and Zhang Lan. It can be said that the two of them have no pretensions at all, and the word "making money" is written on their faces, which makes them appear more real.
