The most selling female star
for selling goods, what kind of tricks can the anchors get? During the
618 promotion, Huang Shengyi posted two consecutive replacement videos of "Tianxian" on his Douyin account, and used memories to kill his live broadcast. In the live broadcast room, the couple even put on the costumes to reproduce "Tianxian", and conducted "immersive light comedy live broadcast" . In order to prevent the audience from showing the play,
set out outdoors. The venue was arranged into rural life scenes, and the staff at the scene also changed into costumes. What is even more outrageous is that when they bring a milk brand, they directly led the cow to the live room.
and Yang Zi, who "entered the play", was completely integrated into Dong Yong's role -playing, emphasizing that living with Niu for a long time. When bringing the goods halfway, he had to ride a cow. If Huang Shengyi stopped the words, he had already begun to act, and he was almost dumped by the cow. Really dedicated.
performed so hard, making Yang Zi Huang Shengyi become the star anchor of the Douyin platform with GMV second only to Jia Nailiang during the 618 period. The first place was the first place in the Douyin. In just two years at
, Huang Shengyi can only complete 10 orders from the spitting of the merchant overnight, and now it will be hundreds of millions of GMVs in the night. How can she do it?
opens Huang Shengyi's vibrato, and the overall account style presents a kind of joyful scene of the family, and 's happy family love festival will never lack the masses . What's more, gossip is the nature of most people. There are rumors about Huang Shengyi's life after marriage for more than ten years. People are full of reveries about Huang Shengyi's "giant life".
often appears in Huang Shengyi's account. "Mother -in -law hurts himself over Yang Zi". It can be said to be the most popular content in Huang Shengyi's account with her mother -in -law. Wait, it is also very popular with fans.
Huang Shengyi also moved this set to the live broadcast room. In the early live broadcast topics, most of them surrounded Yang Zi and their mother -in -law. Sometimes even the family went into battle. The children and mother -in -law also came to the live room. When
live broadcast, Yang Zi in the live broadcast room often exaggerated and emotional. He staged a "shouting wheat" type of goods that bargained with the merchant, while Huang Shengyi was disgusted and helpless. This common home -style positioning has an outdated entertainment. 's strong contrast and familiar laughing point are very effective in the increase in the traffic of the live broadcast passers -by audience.
is not out of date. After the operation of a reasonable professional business team, it releases its largest energy , which makes Huang Shengyi bring the cargo business and become a star queen.
walks into the stars of the live broadcast room
. We are not difficult to find. Now on the list of major platforms, star anchors have become a very huge group. Of course,
Of course, more and more net red stars accompanied by the live broadcast room are increasingly competitive. can successfully kill the siege as well as Huang Shengyi, and it has become very few star anchors in the industry's head.
is so -called, the world is good. The world is all the benefit. Under the catalysis of the factors of
, in 2020, a wave of wealth of the live broadcast was rushing. People are amazed by Yu Weiya, Li Jiaqi, and Simba live broadcast rooms that are tens of billions and 100 billion yuan. Under the stimulus of novelty and low -priced spikes, consumers who are constantly poured into the live room.
is behind the silent rise of some grassroots anchors. Since 2020, many Internet celebrity stars have entered the market and played live broadcasts with live broadcasts.
It is understood that it is usually explained that the stars are selling goods, and the main thing is to earn pits+commission commission. When
is in good market, the waist artist receives a live broadcast income of 6 digits, which is much higher than participating in the recording of the first phase of the variety show.Sitting in the live broadcast room simply drank a few words of high banknotes and got it. In the face of huge income, whether it is a big star or a small net red, when there is no scene or singing, you will choose to use the goods as a sideline .
, especially important shopping carnival nodes such as 618 and Double 11, the stars who enter the live broadcast room are endless. Although some of the flying guests who recorded the show, they just came a few times a few times and made publicity. But there are many people who have tasted the sweetness and have become resident since then. In the past two years,
has chosen to completely transform, and the new image of the anchor with the goods has appeared in front of the public. There was Huang Shengyi who reproduced the classic bridge section of "Tianxian" in the live broadcast room, and sometimes he sometimes dressed as a silly girl classic style after many years.
Tong Xing's Shu Chang has tried many roles, has many classic works, and accumulated a lot of audiences. In Shu Chang's Douyin account, the variable video of classic characters who once played has been made to promote live broadcast and attract fans. In the live broadcast room, Shu Chang often changes costumes, the Republic of China, and modern clothes.
In addition to feeling, comfortable cargo skills are also worthy of recognition.
, whether it is introducing products, welfare, and links, Shu Chang is very professional. Under the combination of the two, Shu Chang's cargo business can also be regarded as a red fire. Last year's live broadcast debut won 40 million GMV, and the number of online viewers exceeded 170,000. Essence
we know the stars who also use feelings to transform and sell goods, and Hao Wenwen.
Hao Yanwen's "Whirlwind Boys" played a cute little chubby in the "Whirlwind Boy", and the combination of Shi Xiaolong became popular in the north and south of the river at that time. In June last year, Hao Wenwen began to live and bring the goods every week. At first, he had a mediocre record, but he became a dark horse in January this year. In the past month, he sold more than 70 million, and the powder increased by more than 1.5 million.
is frankly speaking, compared with other cargo anchors, the star anchor has its own advantages. The work is next to the body, the halo blessings, and from time to time, a wave of memories are performed for fans.
But in addition to gimmicks, the fundamental purpose of the anchor is to sell goods. If you want to make more audiences pay for orders, it is not enough to rely on star halo. Star Test Water Live, in the end, the business is bleak, and there are many examples of embarrassing departure. At the end of last year,
,#h 510,000 please Chen Xiaochun and Internet celebrities with only 5,000 yuan#news rushed to hot search. Some merchants spent 510,000 and a live promotion company signed. The total sales of the three live broadcasts were only 5,000 yuan. The merchant sued the court.
67 -year -old TVB gold medal green leaf actor Li Guolin live broadcast for 8 consecutive hours, with the turnover of the goods only 200 yuan; Shenyang live broadcast liquor, place more than 20 orders, return the goods 16 orders; 15 cans of milk powder; there are also Pan Changjiang and Gazi Brother Xie Mengwei, who sells fake wine reputation in the live broadcast ...
The countless failure case tells us that is not the influence and popularity of all stars into the purchase rate, and it will bring goods to the purchase rate, and it will bring the goods to the purchase rate, and it will bring the goods to the purchase rate, and it will bring the goods to the purchase rate. The image of the celebrity itself will also have a negative impact and corrupt their reputation.
"Star Make" is limited. Bringing goods requires hard power
anchor to attract fans. In fact, it is not the same as the roadside supermarket. The reason for the key is, you The products are more cheap.
Sometimes for the audience of the live broadcast room, the phrase "fan baby, thank you for support" of the popular star anchor is not as effective as "the highest cost performance" of the head professional anchor. For the low price, coupled with detailed product interpretation, consumers are obviously more willing to buy the latter's account. After
is normalized by the star with the goods, the choice of merchants has become more cautious and no longer uses the "fame theory".
merchants are expensive for high pit, but they are not long -term deeply cultivating live broadcasts and cargo, but the stars who run a notice far away are far away. They are more to choose those to settle down and start stable, and have a combination and professional star anchor . The latter's representative is Jia Nailiang of the "Star Live Circles" in the past two years. After
opened the live account in August last year, Jia Nailiang's personal amount of more than 500 million during the Double Eleven period was ranked third in the sales anchor during the 618th promotion period this year. The total GMV exceeded 342 million. Single -day live sales reached 129 million, becoming one of the few single -day break -up anchors of 618 this year.
analyzed the factors of his success in selling goods in an interview. In addition to the character that is suitable for the live broadcast, the more important reason is that Jia Nailiang's in -depth control of for the "people, goods, and field" of the live broadcast core. Before
opened his own live broadcast account, Jia Nailiang mainly sold all kinds of speaking, singing, and showcases in the live broadcast room. After the broadcast of his account, while maintaining the lively atmosphere of the live broadcast room, he was more focused on him more focused on In the explanation and display of the product. Each time
is broadcast, Jia Nailiang must know each link. Trial broadcast before the broadcast, and resume one by one after the live broadcast. Before the launch of
, Jia Nailiang will understand all the information of the product, understand its various functions and everyone's feedback on this product, so as to better display and interact in the live broadcast. At the same time, he will also "get the scriptures" to the big anchor and learn how others live. When
was launched, whether it was the product selling point display or the welfare with the live operation room operation, Jia Nailiang showed the professionalism that an anchor should have.
and bringing goods for celebrities, Jia Nailiang's understanding is very sober. "Fans come to you, you have to give fans better and new products, and at the same time, you must have a better experience and better after -sales service. These All the requirements and responsibilities of the live broadcast of the goods for artists. Every time
lives, Jia Nailiang will strictly control the selection of products. From a large number of products to select some good products in the live broadcast room, they will also communicate with the brand many times to seek benefits for fans.
In addition, Jia Nailiang will also deeply analyze fan portraits, selecting customized some products for their fans based on fan portraits to enhance the connection with fans. For example, there are many mothers in fans, and Jia Nailiang will push some infant supplies and cooking products.
professional anchor literacy allows merchants to recognize and favors, and preferential and fit products make fans trust and satisfied. Under the action of , Jia Nailiang's success was created.
is at the stage of professionalism with the star with the goods, and the role of "Star Make" can play very limited. Today, who is more professional and who can give consumers a greater discount, who can stand out from the fierce competition. Laugh at the end.
Author | Liu Feng
