HTML On the evening of August 23, Luo Yonghao returned to Douyin "Paying a Friend" live room two months after announcing "retreat", trying the variety show answer mode with the problem, and the other three contestants were issued by Luo Yonghao. Answer, these three contestants are the head anchors of the live room of the live room: Zhu Xiaomu , Wen Jun, Wang Tuo, most of the topic settings are related to the goods brought by the live room of the live room. Essence Netizens have sighed: It turned out that the live broadcast can still be played like this, this wave of operations are simply absolutely!
comes from the live broadcast screenshot
and make friends. Within 2 months of Luo Yonghao's retreat, he faced the pressure of decline. In the past 60 days, Douyin fans who made friends have decreased by 48,000, which is currently 19.542 million; and Yu Minhong 's Oriental selection has increased by 5.188 million in the past 60 days, currently 24.672 million. As an Internet operator,
, let's see what knowledge can learn.
Plays a friend to experience the pain period
1. Just withdrawing, the investment institution changed a face to a friend. Eye Investigation showed that shortly after Luo Yonghao withdrew, a friend's parent company Chengdu Xingkong Wanting Technology Co., Ltd. had a business change.
was finally, and the registered capital of Chengdu Xingkong Fiman Technology Co., Ltd. decreased to approximately 1.876 million yuan, a decrease of more than 10%.
is obvious, making a friend is facing the pain period brought by Luo Yonghao after leaving. Make a friend urgently need to prove the ability to operate independently from the capital market.
2. Eastern selection erupted. Putting a friend was surpassed
but followed by the Teacher Dong Yuhui selected by the East. between. Many people are worried that Luo Yonghao's "making a friend" can no longer make friends.
In the last 60 days, I made a live broadcast room, added 175 new live broadcasts, with a cumulative live sales of 650 million yuan; Eastern selected live broadcast rooms, 62 new live broadcasts, live broadcast sales 1.31 billion yuan. The selection has reached twice the friends.
is a challenge and an opportunity.
In the two months when Luo Yonghao's departure, the data of the "making friends" live room has been stable and there is no large fluctuation. different. After Luo Yonghao left "making a friend", not only did he not reduce the goal of this year, but he proposed that the sales would double than last year, impacting 10 billion yuan in sales. HTML on August 5th, a friend Hong Kong stock listed Century Ruike issued an announcement saying that it signed an annual cooperation agreement with Douyin e -commerce. RMB 5 billion. is not impossible from the current data.
We know that no MCN institution does not want to solve the problem of excessive relying on head anchors. As of now, only "making friends" has really achieved this, and still maintains the head position after leaving the topotic anchor. How did it do?
Vertical Live Matrix Playing Stability
According to Huang He, the founder of "Friends" is different from other MCN institutions. ml2, and This is an inevitable fact for them. Because Luo Yonghao stated from the beginning that he was going to withdraw, so that they had enough time to prepare. At the beginning of
, they did not believe who could replace Luo Yonghao until the live broadcast of the live broadcast on July 10, 2020. At that time, Luo Yonghao went to the hospital with acute gastroenteritis, and others were anxious to turn around. In the end, Huang He, Zhu Xiaomu and another selected manager Li Zheng played hard.After the broadcast, the number of online people is indeed half less than usual, but the final GMV can have 70%of the usual usual cliff -like declines.
, the accident, gave them confidence. Since 2021, "making a friend" has been doing "going to Luo Yonghao". Throughout 2021, Luo Yonghao's personal live broadcast period accounted for only 3%of the company's total live broadcast period, and individual sales sales accounted for only 20%of the company's total sales. In addition to the main live broadcast room,
also has 20 vertical live live room matrix. Among them, the three live broadcast rooms of living home, sports outdoors, and wine food have been sold in the last 60 days. 30 million yuan. Although Oriental selection is also creating a multi -account matrix, the currently operated "Book of Oriental Selection", which has a good operating room, has a sales of more than 14 million yuan in the past 60 days. Oriental selection needs time to create a vertical live broadcast matrix like "making a friend".
Search and organize
"Going to Luo Yonghao", not to replace Luo Yonghao with other big anchors, but to successfully convert Luo Yonghao's personal IP into a "friends" corporate IP. They want to "make friends". Create a 24 -hour department store. Imagine what should a century -old veteran store? First, the product is good; second, the quality of the salesperson is high; third, no matter when you go, it can buy things. For these three points, let's start talking.
is the first. It is actually good, but it is actually selected.
Huang He believes that the personal IP is to say that the user trusts this person. For example, what he sells must be genuine; something goes wrong with things can be paid as soon as possible; big -name products can get particularly cost -effective prices; and so on. As long as the live broadcast room can persist in doing these points, the selection of selection is particular, the quality is guaranteed, the price is affordable, and it is convenient to after -sales. You can buy it when you close your eyes. As for who the salesperson was receiving you at the time, it was not so important. To this end, they focus on building three teams: one is the customer service team, the second is the legal team, and the third is the supply chain team. Once
has established such a "department store" image in the live broadcast room, it is a place to buy things, not a stage for celebrities to perform. Everyone entered the live broadcast room, and did not say anything. After buying, the conversion rate in the live broadcast room was surprisingly high. According to Huang He's calculation, as long as a live broadcast room can ensure that effective customers who are online at the same time are more than 10 people, they can support the three small teams in the live broadcast room.
second, the quality of the salesperson is high, which is the choice and training of anchors.
Huang He said that the criteria for choosing anchors are that they must have a fan, there are the British steward -style factions, not charming or indifferent, but use the identity of the experts to introduce users to the site. product. The anchor cannot have the rivers and lakes, you can't say it, nor do you need to be too close to yourself. "Who is your family and baby?" In order to build a talent team in
, in April last year, the entire company moved from Beijing to move. In Hangzhou, this is the rich mine of anchor talents. Many people start working part -time live broadcast during college. In addition, as a "Live Family Headian" position, he is responsible for deciding how much traffic is accurately put in the live broadcast. Such talents are scarce in Beijing, and Hangzhou can get a lot.
is third, no matter when you go, it is there. This is to pull the live broadcast time, expose for a long time, and open for a long time.
This is actually the biggest advantage of enterprise IP to personal IP: Personal IP cannot be online for 24 hours. It can only be a pulse -like "doing things", and the corporate IP can not snooze for 24 hours, giving you full certainty.
currently broadcasts 20.5 hours a day, from 6 am to 2:30 am the next day. In these 20.5 hours, what time to sell is very particular.For example, at 6-7 o'clock in the morning to push a wave of products from the early morning; at 7-9 in the morning, push a wave of goods to the uncle who bought food; it is recommended to the office workers at noon; When selling snacks, everyone was hungry on the bed at that time, and what they sold would be used in seconds.
In fact, the selection of Oriental selection is currently in line with the above three points. The main theme of agricultural products and self -employed products and anchors are mostly selected teachers in their own internal selection. Many anchors have been recruited. It can be seen that these three points are the consensus of the current head live broadcast agency.
usually talks about the matching of offline retail "people -cargo -field". The 24 -hour department store store model is more fully used and more efficiently matching "people -goods -field". Teacher Liu Run predicts that in the future, the live broadcast room will become the standard for each offline store, every brand, and every retail company. Today I will talk about it here. Thank you for paying attention to A Tao. You are also welcome to leave a message in the comment area.
