Source: China Business Daily
.6 million jin of Hubei navel oranges sold out in 11 seconds 12 cars
On the evening of April 10, Luo Yonghao held the second live broadcast on Douyin , and the product types expanded from snacks and beverages, daily necessities, and technology products to fitness equipment and cars. There are two climaxes of this live broadcast: one is selling Hubei navel oranges for charity, and the other is selling cars at half price. According to data provided by Douyin, 123,000 pieces (600,000 jin) of Hubei navel oranges were sold out in 11 seconds after being put on the shelves. In the last live broadcast debut, Luo Yonghao's reward income reached 3600,000 yuan. It is understood that after Douyin launched the "Recovery Plan for Hubei Aid", Luo Yonghao also joined the plan and used the reward income of more than 3.6 million yuan from the first Douyin live broadcast to buy more than 600,000 kilograms of Hubei Zigui navel oranges, and sold them to netizens across the country at a "baby price" of 1 cent 5 kilograms for free shipping. Selling cars at half price is also the biggest selling point of Luo Yonghao's live broadcast of the "second episode". It is understood that the Haval F7 i-trend version, which was originally priced at 137,800 yuan, only sold for 68,900 yuan in Luo Yonghao's live broadcast room, but only 12 vehicles, and two of them were temporarily increased by Luo Yonghao. China Business Daily reporter placed an order as soon as possible, but found that the product was empty as soon as it was put on the shelves and could not be grabbed at all. Some netizens questioned on Weibo: Have you just sold four vehicles removed from the shelves? Luo Yonghao's reply to this is: No. Friends at Haval are checking the reasons and will definitely give everyone a reliable result.
The volume drops, and popularity divested. Lao Luo, who is "fighting for his life", can't move?
First selling fitness products. Luo Yonghao "fights for his life"
Luo Yonghao, who has a relatively "full" figure, always had the idea of cooperating with fitness merchants before starting live streaming to sell goods. This time he got his wish and brought goods to his smart watch, treadmill and fascia gun, but he was full of complaints during the live broadcast. One of the links is that the Kimsmith smart treadmill was tried on the spot by Lao Luo , but he was out of breath after running a few steps. "I am 48 years old this year, and I'm really trying my best." Luo Yonghao said. Some netizens who watched the live broadcast said, "Come down, don't pant, I'll buy it." Some netizens said, "Teacher Luo took a few steps and gasped, which proves that he rarely exercises in normal times." At the same time, in order to let him simulate the office worker working while using a smart treadmill, the staff raised a desk with a laptop, but everyone seemed to be more interested in the table. Many netizens in the comment area asked, "Does the desk be sold? When will it be sold?" The new list data after the live broadcast ended. Among the 20 products Luo Yonghao brought this time, Huami Technology Amazfit GTR smart watch sales were 3.5 million yuan, ranking second; Yunmai Technology's massage fascia gun sales were 2.99 million yuan, ranking fourth; Jinsmith smart treadmill sales were 2.53 million yuan, ranking sixth. Overall, the record is pretty good. The relevant person in charge of Yunmai Technology's market operation told the China Business Daily reporter: "Because Luo Yonghao brings his own traffic, he has a strong topicality. He also set a 'flag' to lose 45 kilograms in three months. This inspirational image is very consistent with our product positioning. We are full of confidence in Luo Yonghao." Xie Liangkai, founder of the fitness self-media Lazy Snail, told the China Business Daily reporter that Luo Yonghao's fitness products are originally a highly topical marketing. He believes that the participating brands want to expand the brand's influence and popularity by using Luo Yonghao to sell goods. As for how much goods he can really sell, it is not the focus of this live broadcast for the brand.
The volume drops together. How long can live broadcast newcomers become popular? In his debut on April 1, live broadcast newcomer Luo Yonghao sold goods at 110 million yuan, and the number of online people once reached 3.9 million, with a cumulative number of viewers exceeding 48 million, but he also received a lot of criticism: the team is inexperienced, unprofessional in selling goods, unskilled in the process, etc. This directly led to a sharp decline in popularity of the second live broadcast, and various indicators fell across the board.According to data from Xin Dou (Xinbang’s full-scene data tool for Douyin) in the live broadcast reward revenue was about 3.2 million yuan, down 10.8% from the previous game; a total of 11.4272 million people participated in the onlookers, far lower than the 48 million people in the previous game; the peak number of online users reached 892,000, far lower than the 3.9 million people in the previous game; a total of 21 products were listed, two less than the previous game; the cumulative estimated sales volume reached 472,400 pieces, far lower than the 825,700 pieces in the previous game; the estimated sales volume was 35.2405 million yuan, down 67.9% from the previous game. The best-selling product (based on sales) in this live broadcast is Yujia bamboo fiber facial tissue, which has a unit price of 27.9 yuan, with an estimated sales of 4.067 million yuan. Luo Yonghao previously said when reviewing his first live show, his debut was worthy of consumers, but he was sorry to the audience. So, is this second live stream worthy of the audience? A reporter from China Business Daily noticed that Luo Yonghao suddenly changed in the "second episode" of live streaming of goods. Compared with the dull and slow pace of the middle-aged and elderly man in his debut, the language is concise this time, the rhythm is no longer delayed, the interaction is improved, the venue background layout is more refined, and the team's field control ability has been significantly improved. Luo Yonghao also expressed his gratitude to the "financial owner" who rewarded him from time to time, and the "politeness in the live broadcast room" index rose sharply. However, the expected "commercial crosstalk" has not appeared, and low prices are still the main factor that impresses consumers. Are you satisfied with Luo Yonghao, who "failed" to himself for his first live streaming show, and the data in the second game? How long will he be popular on the live streaming route?
Obviously, April 10 was a difficult night for Luo Yonghao. A reporter from China Business Daily noticed that in the early morning of April 11, Luo Yonghao was still interacting with netizens on Weibo. Faced with all kinds of voices of sympathy, regret, encouragement, ridicule and attack, his answer was: "How can (live streaming goods) not work? It just takes some time to adapt to the new forms and methodology. It's a bit like... Shakespeare switched to an advertising company to write copy , and also needs to adapt to the routines and gameplay of commercial copy. In fact, it's just that you don't understand that you are worried about me, and the business copywriting industry is panicked..." China Business Daily/China Business Network (Reporter Jiao Likun Jie Yuxing)
