"Hello everyone, my name is Chen Xiaochun ; Hello everyone, my name is Zhang Zhilin ; Hello everyone, my name is Wu Zhuoxi ; Hello everyone, my name is Lin Xiaofeng ; Hello everyone, my name is Xie Tianhua ; Hello everyone, I am Zhou Pakho . "
On December 19, many people saw this star blessing VCR on Xiangtai's account. Just when everyone thought it was a birthday blessing from Hong Kong and Taiwan stars, the words of the next few people refreshed people's views.
"Here, I wish Xiangtai a successful launch of Douyin!"
The shock brought by this video has not faded, and blessings from the stars from bigger celebrities followed one after another.
Huang Xiaoming, Carina Lau, Jam Hsiao , Lu Yu , Rosamund Kwan , Lu Liangwei , Gong Li , Louis Koo, Donnie Yen , Jet Li
also received blessings from 16 celebrities in the entertainment industry when Douyin launched. This kind of pomp is the first time for a live broadcast to promote goods, and it must also be the only time for a live broadcast to promote goods.
The campaign of these 16 celebrities has successfully brought Xiangtai 2.936 million likes. It is conservatively estimated to have 30 million views, and the communication power brought may be multiplied by 10.
In fact, the trend of live streaming has always been hailed as one of the channels for ordinary people to make a fortune. Xiang Tai, who is already the world's richest man, also comes to share the pie, which seems to be a bit small.
But everyone is fair in this matter of choice. Even though Xiang is too rich, she still has the right to start a live broadcast to bring goods.
With the blessings of these 16 celebrities, Xiangtai’s face will not fall into the ground. It can be said that he has already earned enough face before the broadcast has started, and has played the career of a product anchor to the point of being "out of reach".
However, it seemed that Xiang Tai was not satisfied with just the blessings from the stars, so he put in a lot of effort in the live broadcast room.
She rented a venue of at least 1,000 square meters in Hangzhou. The interior was extremely luxurious, with a huge LCD screen covering the walls and ceiling. The curved LCD screen behind
displays the background.
The unused LCD screens on the top and side walls only display the vast starry sky.
The imaginative venue opposite is Xiangtai’s second live broadcast room . When you get tired of playing there, you switch to this place.
is a fill light used to fill in the light and create depth of field. There are at least 20 of them, large and small.
On-site director, assistant director, cameraman, lighting artist, makeup artist, operation, plate maker, assistant, etc. From the video, the total number is no less than 30.
Some netizens exclaimed, this is not a live broadcast room, this is simply the filming scene of a certain blockbuster.
Yes, the analogy of a blockbuster shooting scene is not false at all. According to relevant professional estimates, the giant LCD screen in the live broadcast room alone costs 90 million.
This time, the live broadcast venue also has face.
Where else can I find ways to save face? Where can I find a replacement for
? Of course it’s the data on the day of the live broadcast.
On this day, the Xiangtian live broadcast room had a maximum of 800,000 users at the same time, with a cumulative number of viewers exceeding 100 million, sales exceeding 100 million in three hours, and finally ending with 300 million, with an increase of 5 million followers in one day.
It is said that Xiang Huaqiang was also present that day. When Xiangtai’s live broadcast room exceeded 100 million, he also had a slight smile on his face, but he didn’t know what he was thinking.
It can be said that Xiangtai’s live broadcast has all aspects of pre-heating, venue, and delivery data, and it can be worthy of being a top celebrity.
But at the same time, this live broadcast has great potential. Many people were disappointed after watching the live broadcast.
1. Live broadcast for 4 hours, "personality collapse"
As a top wealthy family, Xiangtai Live Broadcast, I believe this is something that many people in the industry dare not even think about, but at the same time, it is also welcomed by the majority of netizens.
After all, there is a strong sense of distance between a character like Xiang Tai and the netizens in the live broadcast room. This sense of distance is reflected in various aspects such as social status, economic gap, and network of connections.
So during Xiangtai’s live broadcast, 800,000 netizens poured in within 10 minutes. Xiangtai grinned widely when seeing the initial results of his efforts, but within these 4 hours, the goodwill he had accumulated previously was ruined.
html One of the ten favorites: Showing your face or delivering goods?
The main purpose of live broadcasting is to provide benefits to fans. The same is true for Xiangtai live broadcast room. Every once in a while, a batch of welfare products for 9.9 yuan will be released.
There is a section of the mainstream delivery model RAP delivery. This RAP mode tests the language expression ability and on-the-spot reaction of the delivery host.
This on-the-spot reaction should be based on familiarity with the product.
However, Xiangtai is simpler. The assistant is responsible for introducing products, and Xiangtai is only responsible for quoting prices.
Every time the price was shouted, Xiang Tai would obviously fix his eyes on the teleprompter. After freezing for 1 to 2 seconds, he quoted the prices of 9.9 yuan and 8.8 yuan. There are many anchors like
who know nothing about product pricing and watch teleprompters selling products. The price of 9 yuan and 9 is indeed full of benefits, but then netizens don’t quite understand.
Losing Favorability Part 2: Do you even dislike the recommended product?
This problem is one of the reasons that led to Xiangtai's "personality collapse". According to the impressions of most netizens, they believe that Xiangtai sold products that they disliked to fans.
Donkey hide gelatin cake has always been known as a relatively high-end tonic food, and it was also sold in Xiangtai's live broadcast room this time. When the assistant realized that there was finally a product that could be related to Xiang Tai, he asked: "Does Xiang Tai often eat donkey hide gelatin?"
The assistant's original intention was to let Xiang Tai express his own views on the benefits of donkey hide gelatin to women, but Xiang Tai just smiled awkwardly.
Seeing that Xiang Tai did not accept the move, the assistant hurriedly opened a can and wanted Xiang Tai to taste it. This is a common trick used in live broadcasts to promote food. There is no need to explain the specific reason why.
But Xiangtai responded by saying, "I've eaten it, but I don't want to eat it now."
Later, the assistant took out another sea cucumber . He had no choice but to try it himself, but Xiang Tai quietly reminded the assistant: "Be careful with diarrhea."
Later, during the last air cushion product, the product manufacturer proposed to try it on Xiang Tai’s face, and the response was: “I put on makeup, you can try it on your hands.”
At the same time, Xiang Tai’s expression seemed to netizens: This thing is so cheap, can it be used?
The third favorite thing: the rich man "pulling down" the strong career woman
The most popular thing in the whole live broadcast was the insinuation of Zhang Lan Wang Xiaofei's big S mattress incident.
In fact, when introducing the mattress, Xiang Tai didn’t say anything. When the product manager was introducing the product, Xiang Tai stood aside.
It wasn’t until the brand invited Xiang Tai to sit down again and again that she reluctantly sat down, as if she was watching the young man from the brand make a fool of himself.
It was not until he returned to the second live broadcast that he suddenly remembered the mattress incident involving Zhang Lan and Wang Xiaofei a few days ago, and blurted out: "This mattress can be given to a girlfriend, to a wife, to anyone. Don't take it back, don't carry it away, don't take it back even if you get divorced, be generous!"
After saying this, Xiang Tai showed a hearty laugh.
It is this operation that started to soar the resentment of netizens, saying that they have lost their fans and have no favorable impressions.
Zhang Lan's response to this matter: "Baby, don't mention other people in the live broadcast room, Ang, don't pull one over the other, Ang." This made fans stand firm. When someone went to Xiang Tai's live broadcast room to leave a message, Xiang Tai had already closed the comment function.
At this time, more people woke up and left their opinions in the relevant comment area.
However, the words are sharp, and those who cannot accept it can scroll down.
2. The underlying logic that angered netizens is that they chose the wrong track
After these 4 hours of live broadcast, it can be said that Xiang Tai has "overturned his personality". People did not expect that wealthy Kuotai also sells 9.9 products to take advantage of the "poor people".
There is a saying by Cao Dewang circulating on the Internet. He said that the American shopping platform is underdeveloped and celebrities do not carry goods. They do not want to take the jobs of the people at the bottom.
In fact, this sentence is half true for Xiangtai.
Looking at the products of Xiangtai’s live broadcast room, snacks, cosmetics, fresh food, home textiles, toothpaste, and cola involve many categories,
These products are indeed affordable for netizens and are must-buy products in life.
However, people still cannot accept that Xiangtai, who carries millions of dollars in jewelry from pigeon eggs, sells sea cucumbers as big as her pigeon eggs. This strong gap between the rich and the poor is clear at a glance.
So when Xiangtai looked at the products sold in his live broadcast room with strange eyes, and when they heard that Xiangtai sold things that he disliked to netizens, everyone believed him.
To be honest, today’s live broadcast rooms have long passed the stage of price war. Everyone places orders for a certain live broadcast room brand (such as Oriental Selection), the trust and aesthetics of a certain live broadcast host (such as Li Jiaqi), or for a certain live broadcast room’s novel delivery model.
However, Kuotai, a wealthy man with billions of assets, sells affordable products. The personality of the anchor does not match the product type, and the sense of trust is low. No one believes that Xiangtai will use these products.
Then the problem comes, this product is not used by anchors, why should I believe that it is really good?
In this way, coupled with Xiang Tai's "no acting skills" look, it is not difficult to understand why netizens were angered.
Therefore, Xiangtai chose the wrong track from the beginning. She should be in the luxury category, not affordable products.
Before talking about this issue, we must first understand Xiangtai’s original intention of bringing goods.
Many netizens who have watched Xiangtai’s live broadcast of bringing goods have a feeling: Xiangtai is here for fun.
Indeed, as the "rulers" of Hong Kong movies, Xiang Huaqiang and his wife have already made a lot of money. To make money through live broadcasts is definitely not Xiang Tai's original intention.
The meaning of her live streaming is nothing more than: 1. Contact with emerging industries; 2. Pave the way for her son and daughter-in-law; 3. Develop new business opportunities.
Since making money is not the first purpose, then it is enough reason to sell luxury goods.
luxury goods are highly coincident with Xiangtai's personality. Her selling LV, Chanel will definitely not cause today's situation.
Selling luxury goods is not necessarily more difficult than selling affordable products.
First of all, there are gaps in luxury live broadcast rooms.
As early as the beginning of this year, the green leather coat worn by Zhang Xiaofei when performing a Spring Festival Gala skit went viral. The same windbreaker worth RMB 10,000 was sold out in just 10 minutes.
During this year’s Double 11, Li Jiaqi’s live broadcast included a 27,000-yuan Maxmara teddy bear coat, 230 12,300-yuan Bottega Veneta popular mini cloud bags, a Vacheron Constantin watch worth up to 300,000 yuan, and major luxury brands all experienced sell-out scenes in 10 seconds.
Previously Global Times reported an article "The source of luxury goods e-commerce is unknown", which can better illustrate the success rate of Xiangtai's entry into the luxury goods market.
After all, it is impossible for a rich man to carry out his family business and engage in such low-low behavior as selling fake goods.
Taking advantage of this game, Xiangtai became the number one brand of luxury goods on Douyin, which can only be a short-term problem.
There is a gap in the luxury live broadcast room, and it also needs a product delivery anchor like Xiang Tai, but she uses a live broadcast room costing tens of millions to sell affordable products. This is undoubtedly an unwise move on her part to try to sell products through live broadcast.
03. Maybe Xiangtai in the live broadcast room is her true face?
Xiang Tai, as a wealthy lady, she has always been distant and out of reach in everyone's eyes.
Over the years, through her social platforms and communication with her daughter-in-law Guo Biting, we can also find that her personality to the outside world has always been smart, domineering, and high-profile.
Because of the strong character, people in the circle also have excellent evaluations of Xiang Tai. This leads to the fact that what we know about Xiang Tai is what she wants us to know.
As for the truest Xiang Tai, only people in the circle seem to know it.
For this live broadcast, Xiangtai was not only unprepared to understand the product, but she also seemed to have forgotten to restrain herself in front of the live broadcast camera.
After all, over the years, Xiangtai’s recorded variety shows and interviews can be edited to avoid negative incidents, while the live broadcast will be transmitted in real time to the mobile phone screens of netizens across the country.
This requires very high emotional intelligence and the ability to control one's words and deeds on the spot.
But Xiangtai obviously did not have enough preparations, and the assistant did not realize this, otherwise Xiangtai would not have done such a shameful thing in the process of selling mattresses to make Zhang Lan's family "profit".
It’s okay for netizens to express their opinions and interact in the comment area, but as a public figure, it is absolutely untouchable.
And Xiangtai’s first live broadcast caused such big negative news, until he had to close the comment area, did he inadvertently expose his truest side?
As we all know, Xiang Huaqiang and his wife have been bitter enemies with Stephen Chow for so many years.
In Xiang Tai's eyes, Stephen Chow is an out-and-out white-eyed wolf with extremely bad character. He even gave Stephen Chow an ultimatum because of an article titled "Why So Many People Hate Stephen Chow".
The supporting explanation given by Xiang Tai is: Why does no one say a kind word to Stephen Chow? Why does no one deny his talent, but deny his lack of character?
Many people must know how much "deep hatred" there is between the two parties.
In fact, what Xiang Tai said is right, that is, insiders and artists who have collaborated with Stephen Chow all affirm that Stephen Chow is talented.
But if you think about it from another person's perspective, when you affirm the talent of a person with no moral character, would you think that they would use all the words to beautify him?
However, although Mrs. Xiang has many controversies, she is still very loyal.
For example, he helped Cecilia Cheung pay off his father's gambling debt, and the debt collector just recovered the rape and murder order against Cecilia Cheung; Anita Mui was beaten by members of the public, and Tai Xiang risked his life to bring Anita Mui back; in the 1990s, Andy Lau failed to start a business, and Tai Xiang borrowed 40 million without saying a word to let him make up the shortfall.
No one in the world is full of advantages, and the same goes for Xiang Tai. But when he exposed his shortcomings to the camera and caused public outrage, it was indeed his own fault.
hopes that this live broadcast, which seems to be successful but is full of failures, can help Xiangtai learn some experience and regain his peak in the next live broadcast.
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-