In last night's "Talk Show Conference" finals, Lao Luo performed "the first talk show debut of China's first talk show" and joked about the 600 million debt he owed. Currently, 400 million yuan has been repaid. If not Surprisingly, I can almost pay it off in the next year.

#Luo Yonghao repaid 400 million# became the first hot search on Weibo.

In last night's " Talk Show Conference " finals, Lao Luo performed "the first talk show debut of China's first talk show" and joked about the 600 million debt he owed, and has now repaid 400 million , if there are no accidents, it can be almost paid off in the next year.

That night, the People’s Court officially confirmed that Luo Yonghao had really returned the money! Currently, no execution information related to Luo Yonghao can be found on China’s execution information disclosure website.

Some netizens said that in order to pay off debts, Lao Luo became "the person I hated the most when I was young", filming commercials, appearing in variety shows, doing live broadcasts to promote goods, and even said on stage, "Now I can make quick money by doing everything." His business includes hosting weddings and funerals, and after the debt is paid off, he will also shoot a documentary "The Legend of the True Story".

He is very good at self-deprecation. There is no self-pity in his self-deprecation, but a sense of tragedy and courage to move forward. For example, at the "Talk Show Conference", he wore a T-shirt with the Hammer logo printed on it and told jokes with a strong personal style, which made many netizens burst into tears and shouted, "Come and make friends in the live broadcast room." , and can also participate in projects worth RMB 600 million."

On Lao Luo’s road to repaying his debts, live streaming is definitely a C position in terms of presence.

Although the journey was not smooth and there were constant naysayers, he worked very hard. Some industry insiders revealed that Lao Luo has made almost 200 million so far through his live broadcast.

Today, we used the new Dou data to review Luo Yonghao’s sales data in the six months since he entered the live streaming e-commerce business to see how much the live streaming helped Luo after repaying a debt of 400 million yuan in more than a year.

8 live broadcasts, with total sales of 1.09 billion

Judging from Xin Dou, Lao Luo has held 28 live broadcasts since the premiere on April 1, with total sales of more than 1.09 billion. In the past 30 days, the live broadcast room Yinlang earned 2.363 million yuan, with a total of 393 products on the shelves, involving 16 product categories such as home, food and beverage, and digital.

still remembers that Lao Luo’s live-streaming debut attracted the attention of the whole network. 60 million signing fee, Douyin gave enough exposure, including WeChat official account warm-up, Weibo hot search promotion, opening screen and recommendation page advertising, search banner, etc. also achieved good results with a total payment transaction volume of more than 110 million and live broadcast viewers of 48 million.

Perhaps the "first show effect" of the live broadcast was too high, which caused him to fail to achieve greater glory in the following months. According to Xin Dou data, even the lowest sales volume was only 4.035 million yuan. (This may also be related to the number of products on the shelves that day)

html July 10th happened to be the 100th day since Luo Yonghao started live streaming on Douyin. At that time, some media calculated an account and said that Luo Yonghao had passed away. " Live broadcast GMV has been declining, and live broadcast delivery volume has plummeted 97%."

Data source: Xinshu

Time dimension: April 1st - September 20th

In the past few months of his live broadcast, many people predicted that without the blessing of platform traffic, Lao Luo would sooner or later " A return to mediocrity.” Because he had his own fans in the early days and was driven by various traffic and topics, the live broadcast data would inevitably be "inflated."

Judging from his current sales data, the number of viewers and even the amount of rewards in the live broadcast room are declining, but I think this is a normal phenomenon in the field of live broadcast sales. It was more like he had entered a plateau. According to new data, in the past 30 days, the average sales volume of Luo Yonghao’s live broadcast room was 23.4456 million.

Even though many people are saying "Lao Luo is confused", his efficiency in bringing goods far exceeds that of most anchors.

html On the evening of August 7, as a member of the anchor of Douyin's "Wonderful Goods Festival" super live broadcast room, Luo Yonghao once again refreshed his own record, breaking 150 million in the first 90 minutes of broadcasting, and earning 184 million in a single game.

This live broadcast was also praised by the media as "his return to the top after going downhill."

According to Xin Dou data, a total of 51 products were launched in this live broadcast for more than 4 hours. Food, beverages, home daily necessities and other products sold the most. 3C Digital had the highest sales. Apple, Huawei and other brand products sold a total of 120 million sales. Forehead.

On the one hand, this is because this is a special live broadcast in cooperation between Luo Yonghao and Suning Tesco. Based on Suning's reputation in the digital field and Luo's software and hardware product manager persona accumulated during the period of making Smartisan mobile phones, the live broadcast is credible. The degree is greatly improved.

On the other hand, daily necessities such as tissue paper, laundry detergent, and shower gel that have high sales in live broadcast rooms are mostly priced below 50 yuan, which also increases the audience range of consumers in live broadcast rooms. Mobile phones such as Huawei and Apple, Wuliangye, etc. Alcoholic beverages are hard currencies that are easier to sell in live broadcast rooms.

Lao Luo is becoming more and more like a professional anchor

For an anchor, the first live broadcast is not important, but the 100th live broadcast is important. Only through continuous live broadcasts and practice can you find the live broadcast style and mode that suits you. , improve the professionalism of yourself and your team.

Looking back at Lao Luo's first live broadcast, he has just entered this field, and the screen is filled with sadness and panic. "We must give the brand enough exposure" and "Let's eat for a while", and in a good-tempered manner gave the brand many opportunities to return to the factory for exposure, and broadcast it hard.

The pace of the live broadcast room is too slow and the selling points are unfamiliar, etc., which have become the points of mad complaints among the majority of netizens. For example, when introducing the XGIMI projector, he mistakenly referred to "GIMI" as a competing product, "Nuts." He stood up sincerely, apologized, and briefly left the meeting to do some "psychological construction."

The most memorable scene is Lao Luo shaving and selling razors on the spot. He even mentioned the word "reform" to express his determination to join the live broadcast e-commerce industry. Many fans said they felt sorry for Lao Luo and their hearts were broken.

As a new live broadcaster, Luo Yonghao, he failed his first live broadcast. In the following two months, Lao Luo frequently overturned in the live broadcast room, either apologizing or on the way to apologize. Because the flowers in the "Take Time" gift box had wilted petals and black edges, he posted nearly 20 apology posts on Weibo.

However, Lao Luo generously admitted and apologized every time, and quickly provided corresponding compensation measures. He was also called a public relations model by netizens, shouting "Brother Long is decent".

He also has a good attitude. He also responded to "Why is Luo Yonghao always apologizing" on Weibo, saying that he is new to the industry and will inevitably make some mistakes, and he is fortunate to enjoy the attention that does not match his status as a newcomer.

As the number of live broadcasts increases, Lao Luo learns while broadcasting and makes fewer mistakes. With the arrival of

, the scenario-based live broadcast room has gradually been improved. Lao Luo’s live broadcast room has changed from a foam board to a large LCD screen. It can also be observed that the entire team has become more and more comfortable from being uncomfortable at the beginning. Tong Wei, vice president of

Make Friends Technology, mentioned at the 2020 new list live broadcast e-commerce conference that they want to create the second and third types of value in the live broadcast room, in terms of scenario, professionalism, fun, interactivity and In terms of differentiation, find a better way. It is expected that between the end of October and before Double Eleven, it will be transformed into a scenario-based live broadcast room, where there will be an audience and interaction can be done.

Secondly, Lao Luo shoots short video clips more and more frequently. According to Xin Dou, compared to the early days, it was more about editing live broadcast content. Now he basically updates videos every day, and will update 3 pre-heating videos on the day of the live broadcast. Sometimes they are shot with brands or celebrities, and sometimes they are It was him who recommended the good things for the live broadcast that night in front of the camera. He is trying to make up for the loss of traffic through short video content.

For the third time, Lao Luo has become more like a professional anchor. Two days ago, he announced on Weibo that starting from next week, it will be broadcast three times a week. This also means that the product selection, operation and other live broadcast teams behind him are capable of carrying such a frequency of live broadcasts.

The quality of product selection is also directly related to the sales of a live broadcast. At the 2020 New List Live E-commerce Conference, Tong Wei, vice president of Make a Friend Technology, said that the module they spend the most time and investment on is the online product selection system. Most of their work is done systematically to ensure the quality, quality, authorization, and avoidance of sales bans on live broadcast products, as well as whether they are the lowest prices for all live broadcasts or all e-commerce platforms.

Create the brand "Luo Yonghao Live Broadcast Room"

Lao Luo wants to build his live broadcast room into a brand.

For example, when cooperating with merchants, we have always emphasized "Lao Luo's Douyin live broadcast room at 8 o'clock every Friday night". By constantly repeating the memory points, the audience can remember this time and open the live broadcast room habitually.

For another example, Lao Luo's team is also building a complete integrated marketing plan. Live broadcast is not just a sales channel. It is understood that they will promote through the entire network, focus the traffic to the live broadcast room, and then use the better product sales in the live broadcast room for later dissemination.

In the third season of "Talk Show Conference", "paying debts and paying back money" became his laughing point. Li Dan, guests, and even contestants, almost everyone has ridiculed him.

Lao Luo also seized the opportunity to divert traffic to the live broadcast room. He said that contestant Zhou Qimo has a magnetic voice, looks trustworthy and is suitable for carrying goods. He recommended viewers to check out "that event every Friday night at 8 o'clock."

Li Dan also said in the program that everyone is welcome to pay attention to Luo Yonghao's live broadcast room and "help Teacher Luo pay off his debts together." Unexpectedly, Lao Luo first "fooled" him into becoming a product anchor. First he went to Lao Luo's live broadcast room, and then he would have his first show tonight.

In any case, Lao Luo's live broadcast is gradually getting on the right track. He was able to repay 400 million in more than a year, and the revenue from live broadcast sales accounted for a high proportion.

He once said in a variety show in June that the sales volume of one night's live broadcast "can easily reach 20 to 30 million", and the profit is more than ten percent, which is "more enjoyable than selling mobile phones."

At the same time, according to Xin Dou data, the proportion of young viewers in Lao Luo’s live broadcast room is gradually increasing.

Perhaps, this middle-aged man who has made a comeback, this sad and cute "talk show actor", this sad and sincere "debt repayer" is exactly the kind of persona that most of us "social animals" are willing to accept.

I wonder if you will go to Lao Luo’s live broadcast room to participate in the “600 million project”? Maybe "True Return" will still have your touch...