Written by / Caijing Weekly Author Hong Hanqi Xue Yongwei
Edit / You Yong
Dong Mingzhu's careful thinking was accurately pinched by Li Guoqing.
On November 25, Li Guoqing successfully sent himself to the hot search because of a divine prophecy. Earlier, Li Guoqing bluntly said on the live broadcast that Dong Mingzhu's remarks to train female secretary Meng Yutong into the second Dong Mingzhu were speculation, "the purpose is to live stream goods, to incubate Internet celebrities themselves."
(Source: Li Guoqing video screenshot)
Although Li Guoqing's mouth has been relatively broken in recent years, his judgment is still very accurate. Previously, Dong Mingzhu called the 22-year-old Meng Yutong his secretary, but perhaps he just wanted to accompany her to live stream the goods. Netizens soon found that a Douyin account named "Pearl Feather Boy Selection" was quietly registered, and the avatar and account name indicated that this was the account of Dong Mingzhu and the female secretary.
Li Guoqing did not expect that he could still rely on the heat of Dong Mingzhu's secretary to successfully appear on the hot search.
As Dong Mingzhu's secretary, Meng Yutong was personally praised by Dong Mingzhu and became someone else's child. Dong Mingzhu previously publicly told the outside world to cultivate a new person: "I hope she can be by my side and cultivate her into the second Dong Mingzhu in the future." This scene reminds people of not long ago, Dong Mingzhu still held the hand of CCTV host Wang Bingbing in the live broadcast room, and refused to let go for a long time. Unexpectedly, Dong Mingzhu had a new love so soon.
However, many people are curious, how did Meng Yutong catch fire? How did he become the secretary of Gree Chairman Dong Mingzhu?
Meng Yutong is actually just a 22-year-old college student who has just graduated. However, she is very good, the middle school is in Shijiazhuang, Hebei Province Chinese school, in 2017 was guaranteed to Zhejiang University Spanish Department, it is said that the national dance also has a level 10 level.
(Source: Screenshot of Meng Yutong's Weibo)
Before meeting Dong Mingzhu, Meng Yutong participated in a number of variety shows, including "One Stop to the End" and "Magical Chinese Characters", which only allowed her to accumulate experience. What really made her famous was that in April 2021, Meng Yutong participated in Mango TV's workplace care program "We First Entered the Workplace".
Meng Yutong, who is not prominent in a group of students, showed a strong ability to resist blows in the program, cried but did not flinch, and finally stood out among several outstanding graduates and won the appreciation of Dong Mingzhu. She first interned with Dong Mingzhu, and finally became the secretary of Gree chairman Dong Mingzhu.
After Dong Mingzhu praised her, the Internet began to circulate that Dong Mingzhu wanted to train her as a successor. This statement is an exaggeration. Let's not say whether Dong Mingzhu really has this intention, even if there is, the shareholders are not willing. Although Dong Mingzhu has made great contributions to the development of Gree, in fact, she is not the founder of Gree herself, and her shareholding in Gree is also very limited, and Gree is a state-owned enterprise controlled by the Zhuhai State-owned Assets Supervision and Administration Commission. Who will succeed is the shareholder's final say, how can it be possible for a newly graduated girl to take over.
"I'm just an ordinary worker." At this point, Meng Yutong's own cognition is still very sober. It is impossible to take over, but it is indeed a very good choice to let her live stream the goods.
Dong Mingzhu has been personally engaged in live streaming before, but the effect is not good. In May 2020, Dong Mingzhu, dressed up, made his live broadcast with goods debut, but unexpectedly, the network on the day of the live broadcast has been very stuck, and there is often no sound, and the sales of the entire live broadcast are only 225,300 yuan. Dong Mingzhu went back and scolded the technician.
Later, Dong Mingzhu has been insisting on live broadcasting, claiming that the amount of goods with goods exceeds 10 billion yuan. But the outside world is curious that although the total amount is very large, Miss Dong's live broadcast room is not as lively as imagined. The main reason is that in Dong Mingzhu's live broadcast room, all Gree agents place orders, and few are real fans.
Seeing that his live broadcast effect was not good, Dong Mingzhu decided to change his mind and turn to others. Li Guoqing may have suffered a loss in the equity of Dangdang.com, causing him to quarrel with his wife Yu Yu every day, and he also reminded Dong Mingzhu: "You have to sign a power contract with this female assistant, otherwise the cooked duck will fly." ”
But Li Guoqing should be more worried. How could a little girl who had just entered the workplace fly out of the palm of Dong Mingzhu's hand? Instead, Li Guoqing, who began to live stream with goods, should consider how to catch up with Dong Mingzhu's secretary in the matter of live streaming goods.
(Photo: Li Guoqing, founder of Dangdang.com)
Li Guoqing, who left Dangdang.com, has made him a public figure in recent years because of robbing official seals and scolding his wife in the air. Today, he is uneasy about the entrepreneurial project of reading in the morning and evening, and has become a "Qingzi" and is active in the front line of live broadcast sales.
Li Guoqing's live debut dates back to June 13, 2020. Taking advantage of the popularity of "6.18", Li Guoqing completed the first live broadcast with goods on Taobao. A more important time node is that in June of that year, the first anniversary of Li Guoqing's new entrepreneurial project "Morning and Evening Reading".
On this live broadcast "debut", "reading in the morning and evening" is the focus of Li Guoqing's shouting object. At the beginning of the live broadcast, he spent a lot of space introducing the project, and the main product promoted by the live broadcast was also the morning and evening reading member season card. In order to create momentum for selling goods, on the eve of the live broadcast, Li Guoqing also learned Buffett, "auction lunch for 1 hour".
Two months ago, Li Guoqing also said, "My fan appeal is not at all lost to Luo Yonghao, (but) I will not bring goods." As a result, punching the face is faster than the mouth cannon.
Li Guoqing's live broadcast effect is not as optimistic as he thinks. The data shows that the number of viewers at the peak of the entire live broadcast was about 77,000, the turnover of the morning and evening reading season card was close to 180,000 yuan, and the final hammer price of one-hour lunch was 129,400 yuan.
Compared with Luo Yonghao's first live broadcast with goods that is more than 100 million, Li Guoqing's "fan monetization ability" is obviously too obvious. However, Li Guoqing did not intend to give up. In fact, since 2020, it is not uncommon for corporate leaders to live stream goods, and entrepreneurs such as Dong Mingzhu and Lei Jun have entered the live broadcast room to stand for their own business.
Li Guoqing's initial idea of live streaming with goods also took the "entrepreneur path": around the main business, the main sales of "morning and evening reading" season card and other knowledge paid products. Among the more than 900 videos on Li Guoqing's Douyin, business knowledge sharing accounts for the majority, which is also consistent with the attributes of the morning and evening reading knowledge payment platform.
On April 23 this year, World Book Day, Li Guoqing shifted his position to Douyin and continued his journey with goods. The live broadcast contained a total of 39 products, and the number of books and entertainment categories reached 24.
But the market did not go according to people's wishes. Xinjiao data shows that the 4-hour and 45-minute Douyin live broadcast had a peak online population of 15,000 and a total of 615,800 yuan in total merchandise sales. The best seller is not the book category, but the Luzhou old cellar gift box, which sold a total of 118,500 yuan. Li Guoqing's most valued "Morning and Evening Reading" season card only sold 343 copies.
Selling books is not a good deal, and the new way Li Guoqing finally chose was to sell wine live. Li Guoqing is good at shouting and shouting, and casually erects flags. In Douyin, he shouted out the slogan of "Old Li Yanxuan" and made a bold statement, "When the founder of Dangdang.com, the general manager of Morning and Evening Reading, he is determined to make alcohol the first in Douyin."
In order to drive the live broadcast wine sales business, Li Guoqing also needs traffic and personality, and he is creating personal IP with the help of various topics. In its douyin number, ordinary people regard it as a secret divorce incident and an official seal snatching incident, which he repeatedly mentions without the slightest embarrassment.
"What an entrepreneur, now I have no enterprises, no home", "call me Qingzi call me old Li", Li Guoqing said. When Yu Minhong talked with netizens about college life and workplace planning in the Douyin live broadcast room, Li Guoqing's favorite conversation was still his past with Dangdang.com and his ex-wife Yu Yu.
A live broadcast in October this year sent Li Guoqing to a hot search. When the staff asked Li Guoqing whether there was any connection between Dangdang.com, Li Guoqing directly lifted his jacket and showed his official seal pinned to the waistband of his pants. This video rushed to the weibo hot search on the day, "pants waist farewell official seal", but also became Li Guoqing's live broadcast stem.
Of course, Li Guoqing did not give up the knowledge payment product business. On October 28, Li announced on his Weibo account that "Old Li's Entrepreneurial Private School" taught and wrote a business plan for 9990 yuan per person.
In this trailer, "rubbing traffic" is still Li Guoqing's best play, this time aimed at another popular IP - Jia Yueting. "Relying on a beautiful PPT can get financing, which is not only something Jia Yueting can do, every entrepreneur can do it."
At present, Li Guoqing and Meng Yutong's fans are in the million level, but the effect is different from cloud mud.
On November 3, Meng Yutong made his live debut on Douyin, but not on his account, but in the official live broadcast room of Gree Electric Appliances. The live broadcast lasted for more than 4 hours and was viewed by 113,000 people, nearly 3 times higher than the daily 30,000-50,000 views in the previous brand live broadcast room.
In April this year, Li Guoqing's first live broadcast of Douyin was only 15,000 people online at the same time. The highest selling item that night was a 45 yuan vantage T-shirt, or the result of the guest's sale after the appearance of the old age.
I have to sigh that in the matter of live streaming with goods, old bacon is not more than small fresh meat, and even the activity of the Douyin account has a significant gap. Li Guoqing has published various workplace short videos at a frequency of two or three times a day to teach young people how to "be human", but the number of likes is generally only thousands or hundreds. Meng Yutong is more familiar with the traffic password of Douyin, her videos are closely following hot spots or sharing daily, the content is more in line with the community tone of Douyin, and the number of likes is also tens of thousands.
(Photo: Yu Minhong, founder of New Oriental)
However, this is not to blame Li Guoqing, the effect of entrepreneurs transforming live streaming with goods is not too good. Not long ago, Yu Minhong, the founder of New Oriental, appeared in the Douyin live broadcast room on the night of Double Eleven, hanging up links such as four or six level real questions, full courses of examination and research, and new concept English, with prices ranging from 9.9 yuan to 2629 yuan. The crowd of onlookers was large, up to 1.419 million people, but the sales were only 113,300 yuan. Earlier, in the live broadcast on November 7, Yu Minhong spent more than 50 minutes selling 7 kinds of books and selling 270,000 yuan in sales.
Even the big guys who have had extraordinary records in live broadcasting have not yet fully grasped the essence of live broadcasting. On August 2, Lei Jun appeared at the "Xiaomi Direct Face Meeting" in the Xiaomi community, and recommended 16 products in a half-hour live broadcast, which was directly criticized by netizens as "too perfunctory, like an advertising conference". Doubts surged forward, and finally Lei Jun had to apologize to netizens on Weibo that night.
In fact, at the beginning of 2020, due to the impact of the epidemic, the sales channels of major brands relying on offline channels were blocked, and many entrepreneurs who once only existed in wealth stories began to join the self-help movement of live streaming with goods.
Liang Jianzhang is the most dedicated of these entrepreneurs, and he wins with various hot looks. From Qin Shi Huang to Li Shizhen, Arab traveler to elephant, Liang Jianzhang has cosplayed at least 20 roles in the live broadcast room. He has generated more than 1.7 billion transactions and more than 100 million viewers in half a year.
However, at present, the big anchors who are doing well in the field of live streaming and carrying goods are rarely stars or entrepreneurs, and most of them are ordinary people who have grown up step by step, and Wei Ya, Li Jiaqi and Simba are all like this. The only exception is Luo Yonghao, but Lao Luo can also rely on the strong support of Douyin. In order to set a benchmark in the live broadcast with goods, Douyin praised Luo Yonghao, and only then did he become the top brand of Douyin. However, recently, Lao Luo's ability to carry goods has also declined significantly.
The clever thing about Dong Mingzhu is that he can't move with the goods himself, so he will bring a secretary to bring the goods and give the stage to the young people.
On the other hand, Li Guoqing' self-exposure gossip seems to have become his tried-and-true routine. In the live broadcast, he talked about the "Battle of the Century" with Yu Yu, saying that he "very much regretted having had two domestic violences in his marriage.". In order to create momentum for his live broadcast brand "Old Li Yanxuan", he lifted his shirt in the live broadcast room and showed that he should no longer put the official seal on the waistband of his pants, "The official seal is not at ease where it is placed, so he simply hangs it on the waistband of his pants."
But when he says it, it is nothing more than "ex-wife" and "official seal", these gossip anecdotes, the audience will also have a boring day.
Although Li Guoqing once said, "If an entrepreneur does self-media, earns advertising fees or brings goods, I think it is ridiculous." But now he should also find that this industry is not as simple as imagined, and the selection strategy, field control ability, professional evaluation ability and even "network sense" are all thresholds.
(Cover image source: Meng Yutong Weibo)
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