Sports Big Business No. 2781, welcome to pay attention to the leading sports industry information platform
Wen | Fu Zhenghao
Sports big business reporter
Sun Yang, who has been silent for a long time, once again rushed to the Weibo hot search, this time because of his transformation into the field of live streaming with goods.
On January 14 and 15, Sun Yang continuously broadcast live at the Sea Travel Duty Free City in Sanya, Hainan Province, and the goods were carried by major high-end beauty products including Aquamarine Mystery, CPB, SK-II, Estée Lauder, Helena, covering 70 product categories such as water, milk, essence, eye cream, cream and foundation liquid.
Although Sun Yang had previously brought goods to the live broadcast of the Food Festival in his hometown of Cormorant Town at the end of 2021, it was more of a public welfare attribute. The beauty belt in Sanya belongs to Sun Yang's official opening of the commercial live broadcast with goods model, which can be called the first show of live streaming with goods in the true sense.
Sports big business reporter looked down the whole process, Sun Yang looked familiar with the live camera, well versed in bargaining with merchants, linking, time-limited welfare and other "live routines", and several female assistants who did not appear on camera were also tacitly acquiescing. When Sun Yang introduced beauty products, he not only used very professional wording, but also from time to time would come up with witty words such as "make your cheeks like a bun Q elastic tight" and "the color is like a rose", and he could not see the greenness of the novice at all, and the on-the-spot reaction was comparable to the veteran of the anchor with goods.
According to the third-party live data monitoring platform, Sun Yang's total cargo in Sanya Hailu Duty Free City exceeded 33 million yuan. If according to the proportion of GM's celebrity live streaming commission, Sun Yang's live streaming income is expected to reach 6 million yuan before tax, and after tax can also reach 3.6 million yuan. Sun Yang live streaming with goods once ranked first in the same period of vibrato, and the term "Sun Yang live broadcast with goods" also rushed to the fourth place in Weibo hot search on January 14. Since the track chosen by Sun Yang live with goods is a beauty product, many media jokingly call it "Li Jiaqi in the sports world".
Although Sun Yang tested the water live with goods, although the data is good, it is mixed in public opinion. Some voices think that live streaming with goods is the current trend, Sun Yang chooses to follow the trend of live streaming with goods, as long as the legal tax is paid, his transformation is worth encouraging; some people think that the real stage of the Olympic champion should be the arena, Sun Yang should be determined, low-key training to wait for the comeback, and now the transformation to do live streaming with goods is obviously insufficient to participate in the Paris Olympic Games, and eat a little low.
Leaving aside the public opinion of Sun Yang's personal live broadcast with goods beauty products, in the past two years, as live streaming with goods has become a new outlet, many sports stars have also begun to test the waters of this industry, Zhang Jike, Zhang Guowei, Hui Ruoqi, Wu Minxia, Ma Brie, Pan Xiaoting, Chen Yibing have all participated in live streaming with goods. At the same time, more and more merchants' marketing strategies have shifted from simply pursuing brand reputation to solid conversion rates, which means that the deep logic of sports marketing is also undergoing profound qualitative changes. In the past, sports stars mainly endorsed the brand by endorsing the brand and using their own reputation, and were only responsible for enhancing the brand reputation. Nowadays, sports stars have also begun to go to the live broadcast room and prove their strength with real cargo, a trend that is thought-provoking and may reshape the new way of playing sports marketing in the future.
Up to now, sports stars live streaming with goods is mostly the nature of playing tickets, and there has not really been a phenomenon-level professional cargo master. And many Olympic champions participate in live streaming goods not for commercial purposes, mostly to help the industry or hometown public welfare undertakings, sales are more professional sporting goods or hometown agricultural products. Once compared, Sun Yang's choice of beauty track with higher overall profits is undoubtedly a wise move at the commercial level. So, will Sun Yang, who is obviously broader and has been planning for a long time, become the first super cargo king born of a sports star?
Of course, it must be taken into account that China's sports fan base is dominated by men, and men are not prominent in terms of consumption desire or consumption ability, and even the marketing industry often openly ridicules that men's spending power ranks at the bottom of the family, and even worse than pet dogs. And live streaming with goods is just a typical representative of the fan economic model, idols with goods, fans must throw real money and silver to support, consumption power and love are directly equated. In this case, the sports world, where the fan economy is not developed, is obviously "inherently insufficient" when it comes to live streaming. Therefore, sports stars carry goods in terms of sustainability is questionable. In other words, is the sports star carrying goods a potential track under the wind outlet or a pseudo-concept that is difficult to last?
Sun Yang's live broadcast with goods debut is fully prepared, and public opinion evaluation is polarized
Not long ago, the news that "China's live broadcast sister" Wei Ya needs to make up taxes of 1.341 billion yuan has made many people re-recognize the super gold absorption ability of live broadcasting with goods. According to the estimates of a number of professional consulting companies, the overall volume of live streaming goods in the "14th Five-Year Plan" period is expected to exceed the scale of 10 trillion yuan, which is a new outlet with huge imagination, so people and horses from all walks of life have begun to test the water of live streaming with goods.
As mentioned above, under the trend of various celebrities have cross-border live streaming with goods, a large number of Chinese sports stars have also begun to participate in live streaming with goods. But most of them are playing tickets with public welfare goods in the halo of the Olympic champion, and there are only a few who really carry out commercial live broadcasting with goods and have good results, for example, Zhang Jike opened the road of live broadcasting as early as 2020, personally painted lipstick in the live broadcast room to show the nature of the product, and also created a record of more than 9 million goods in just a few hours. However, the frequency of Zhang Jike's live streaming with goods is not high, and it is obvious that live streaming with goods is not Zhang Jike's main business.
However, for Sun Yang, live streaming is likely to be one of the key directions of his future transformation. All indications show that he has done a lot of homework in this regard, not on a whim, let alone a cameo ticket. Sun Yang also said that live streaming with goods is a new challenge, and he specially posted a Weibo Mingzhi before the live broadcast: "Facing the sea, meeting new challenges." "The positioning shows that sanya is the location where the live broadcast is carrying goods."
As we all know, due to the strange violent anti-inspection incident, Sun Yang was once banned for 8 years, and finally after appeal, the ban period was reduced to 4 years and 3 months, in theory, Sun Yang still has the opportunity to catch up with the 2024 Paris Olympic Games. Although Sun Yang has repeatedly stated that he will strive to participate in the Paris Olympic Games, how he will be in at that time, who is nearly 33 years old, everything is unknown. Whether sun Yang participates in the Paris Olympics or not, he was born in 1991 and should be ready for the transformation after retirement.
According to the sports big business reporter to check the enterprise investigation, Sun Yang's father Sun Quanhong registered five companies with "Sun Yang" in the name of "Sun Yang" after Sun Yang was banned in 2020, Sun Quanhong served as the legal representative, holding 98% of the shares, and Sun Yang and Sun Yang's mother Yang Ming were shareholders, each accounting for 1% of the shares. The five companies are Sun Yang Brokerage (Beijing) Co., Ltd., Sun Yang Sports Development (Beijing) Co., Ltd., Sun Yang Media (Beijing) Co., Ltd., Sun Yang Technology (Beijing) Co., Ltd., and Sun Yang Sports Club (Beijing) Co., Ltd., with a registered capital of 100,000 yuan. Through these five companies, it can be found that Sun Yang's family has begun to plan the transformation road for Sun Yang, covering multiple directions such as star brokerage, media, and sports training. But as of now, these five companies have no real business.
In contrast, although there is no indication of which MCN agency Sun Yang signed a contract with, Sun Yang has been planning for a long time and working hard in live streaming. Before this live broadcast with goods, Sun Yang had long been immersed in the study of short video live broadcast business, and even the 30th birthday celebration was broadcast live through live broadcast.
To put it more, the World Anti-Doping Agency (WADA) recently investigated Sun Yang's suspected secret training in an officially funded venue during the ban, and one of the evidences was Sun Yang's own screenshot of the vibrato live broadcast at a venue. In the ban period, at the risk of being recalculated, it is also necessary to broadcast live in a high profile, although this behavior is as reckless and rash as ever, but from another side, it can also be seen that Sun Yang's love for Douyin live broadcast is deep. Before going to sanya, Hainan Province, to broadcast live goods, Sun Yang also honed his live broadcast technology by bringing goods live to the food festival in his hometown Ofori Town.
It is Sun Yang who has done a lot of homework in the early stage of live streaming with goods, so when he carries out beauty goods this time, Sun Yang seems to be at ease, at least there is no common timidity and mistakes of rookies. In the first 3.5 hours of live broadcast on January 14, Sun Yang's live broadcast room received 2.618 million likes and sold 12 million goods, once rushing to the top of the popularity list. On the 14th, Sun Yang live-streamed the goods for 5 hours, achieving a total of 15 million sales. Throughout the two days of live broadcasting, Sun Yang is not only proficient in various "live streaming with goods routines", but also appears alone throughout the whole process.
You know, when many stars bring goods in cross-border live broadcasts, they will arrange at least one assistant to appear on camera to introduce the professional terminology of various products, and celebrities are only responsible for shouting fans to place orders most of the time. In contrast, although Sun Yang also has a number of female assistants when he broadcasts live, these people are only responsible for assisting Sun Yang, and the whole live broadcast is Sun Yang alone who explains very seriously. In addition, Sun Yang sent various warm-up videos in advance for this live broadcast, and these warm-up videos also showed that Sun Yang had arrived in Sanya and done various live broadcast homework before. With such serious investment, it can be seen that Sun Yang really attaches great importance to the transformation road of live streaming with goods.
It should be pointed out that the track of Sun Yang's choice of beauty belt goods is also very discerning. The overall profit of beauty products is higher, and the beauty products of duty-free shops are very attractive to female users, which is one of the most imaginative subdivisions of live streaming with goods, and Sun Yang is expected to further expand his own scale in this track, and even truly become "Li Jiaqi in the sports world".
Ms. Lin, who is relatively familiar with the situation of the Sea Travel Duty Free City, told the sports big business reporter that the Sanya Sea Travel Duty Free City that Sun Yang brought the goods this time was officially opened on December 30, 2020, and it was the time to strive to develop customer groups, and Sun Yang's products with goods were highly sought after by young women, compared to the brand official website, Sun Yang live with goods The price of beauty products with goods has a certain degree of discount. It must be admitted that Sun Yang's team can help Sun Yang choose this high-quality partner when making his live debut, which can be described as very discerning, and Sun Yang's ability to test the water live with goods can be successful, but also thanks to the fact that the entire team has done a very solid job in the early stage.
Overall, Sun Yang is very committed in the field of cross-border live streaming with goods, and he and his team have done a lot of homework in the early stage, and they have also very wisely chosen beauty products, a subdivision with huge consumption potential. According to the third-party live broadcast data monitoring platform, the female group accounts for 65.57% of the audience portraits of Sun Yang live broadcast, of which the proportion is the highest between 24-30 years old. Sun Yang's popularity among female fans is so high, thanks to the efforts of Sun Yang's support group in recent years.
Although Sun Yang's live broadcast with goods is good, media reports have mixed praise and criticism of Sun Yang live with goods. Those who support Sun Yang believe that live streaming with goods is a new outlet, Sun Yang chose cross-border live broadcasting and showed great familiarity in the entire live broadcast process, and had to admire Sun Yang's determination and ability to transform. Many fans have said that as long as they pay taxes legally and fully support Sun Yang's active transformation, Sun Yang has chosen very wisely to live stream the outlet of goods, and may be able to open another spring in the career of a post-sports athlete.
Many pure sports fans have mixed feelings when they see the scene of Sun Yang's live broadcast with goods. They hope that Sun Yang can endure humiliation and burden during the ban period, train steadily, return to the king at the Paris Olympic Games, and use his competitive achievements to justify his name. As one of the players with the highest comprehensive achievements in China's Olympic athletics, Sun Yang chose to sell beauty products live without officially announcing his retirement, which not only made many fans think that this move was a loss of identity and ugly, but also made many people speculate that Sun Yang had given up the belief in impacting the Paris Olympic Games in advance and began to prepare for retirement early.
Big change in sports marketing logic! There are three innate deficiencies in the live broadcast of sports stars
With the advent of the era of big data, real-time data monitoring has become the standard of marketing. In this context, more and more brands are not satisfied with asking celebrities to endorse and enhance brand reputation when marketing, but hope to directly convert the high traffic of celebrities into real money and silver sales.
It is precisely because of the comprehensive transformation of brand marketing ideas that the ability of celebrities to carry goods has become the primary indicator of brands in the selection of spokespersons, so the income of many super anchors with goods also exceeds the endorsement fees of a large number of first-line stars, which further stimulates more stars to start cross-border live streaming. In contrast, although from time to time sports stars have begun to test the water live with goods, but has been tepid performance, like Sun Yang's performance of more than ten million goods in one live broadcast is even more rare. So, what is the prospect and sustainability of sports stars live streaming? Is it really a pseudo-concept that was spawned under the wind?
Sports big business believes that in the era of live streaming with goods, the deep logic of sports marketing has been rewritten, and the trend of sports stars actively participating in live streaming is worthy of recognition. But at the same time, the outside world is not optimistic about the sustainability of sports stars' live streaming, which is indeed reasonable. Specifically, there are three "innate deficiencies" in the live streaming of sports stars:
First, the sports fan group is dominated by men with poor spending power, and sports stars lack awareness of fan economic management. As mentioned earlier, men tend to be at the bottom of the chain of inherent disdain in the marketing industry. Once, there was a picture of the consumer value contempt chain brushing the screen in the circle of friends, an e-commerce website found through big data that the group of consumption power from high to low was once a girl> a child> a young woman> an elderly > a dog > a man.
In addition to the lack of male spending power and consumption desire, sports fans also do not have a rice circle culture of spending money for idols. At present, in addition to the product cost performance test of live streaming with goods, another core element is the fan economy of the anchor with goods. In recent years, the entertainment industry has been quite careful in the "rice circle economy", promoting the concept of "spending money is justice", fans spending money for idols is the basic quality of fans, and crazy spending money for idols is a common phenomenon. In contrast, almost all of the energy of sports stars is spent in the arena, not only are there few who use their hearts to run fan support groups, on the contrary, a large number of sports stars are disgusted with the chaos of the rice circle.
In terms of 2021 alone, not only fan Zhendong and other sports stars openly advocate that fans rationally follow the stars, but also the Chinese Committee has also issued a letter of initiative calling on Chinese athletes not to participate in the organization of star support meetings, not to initiate or participate in various topics, to resolutely put an end to the spread of the "rice circle" chaos to the sports field, and to resolutely oppose the use of the "rice circle" to engage in profit-making activities. Athletes should concentrate their energy, train hard, vigorously carry forward the Chinese sports spirit, transmit positive energy to the society, and strive to win more honors for the motherland. In this case, sports stars naturally cannot enjoy the treatment of many entertainment stars who are crazy by fans when they live stream goods.
Second, the live streaming industry is full of various bargaining routines, the requirements for eloquence, appearance, speech, and team are very high, and the long-term energy of sports stars is mostly used for hard training to win glory for the country, it is difficult to take time to train live broadcast technology, naturally in terms of eloquence, speech, team cooperation and other live broadcast exclusive routines are not as good as professional live broadcast players. In addition, the live broadcast industry also has a trend of "appearance is justice", anchors are keen to use singing, dancing and other ways to entertain the public to adjust the atmosphere, sports stars have a sports stunt, but it is difficult to play out in the small space of live broadcasting with goods.
Third, sports stars do not choose many tracks in terms of carrying goods. According to the observation of the sports big business reporter, the Olympic champions are mainly divided into two categories, one is to help promote or participate in poverty alleviation public welfare activities in the hometown agricultural products as a public welfare ambassador, and the other is to help professional sporting goods to carry goods. Objectively speaking, professional sports products often form a threshold for the public due to the emphasis on professional attributes, which is also not conducive to the scale effect of sports stars with goods.
Overall, under the wind of live streaming, the basic logic of sports marketing is changing dramatically. In the past, sports stars alone relied on their own hard honors and tall images to endorse brands to enhance brand reputation and popularity, but in today's real-time monitoring of big data, brands are most concerned about the amount of goods they carry. The times are undergoing great changes, the new model of marketing has arrived, how to transform the popularity and reputation of sports stars into visible and tangible brand sales, this will be a new issue in the industry that all Chinese sports marketing practitioners must solve as soon as possible.
Note: The images used in this article are from the Internet