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Sun Yang, a Chinese swimmer in the suspension period, has not given up his swimming career but has begun to experiment on other tracks. A few days ago, Sun Yang appeared in the live broadcast room of a certain platform and became an anchor with live broadcast goods, and his "cross-border debut" also aroused great concern.
As the top star of the sports industry, Sun Yang turned to the live broadcast with goods industry, and the heat is naturally not low. His first live broadcast, 93 products on the shelves, the cumulative transaction volume exceeded 15 million yuan, the cumulative number of views was 7.37 million, and the account increase was 180,000 fans. Unlike most anchors, Sun Yang's live broadcast location was not selected indoors, but placed in the mall. In the whole process of live streaming with goods, from driving the atmosphere to introducing commodities to calculating prices, Sun Yang is familiar with the road, although there is only Sun Yang in front of the camera, but his performance does not have the green feeling of the first time to bring goods, and the whole process is calmly explained and methodical. If you have to find some problems for Sun Yang's live debut, I am afraid that the conversion rate of the goods is only 0.4% - although the actual number of viewers is quite large, but the proportion of people who actually place orders is not high.
Two years ago, Sun Yang was sentenced to eight years of ban by the International Court of Arbitration for Sport, which for a 30-year-old athlete is undoubtedly a direct announcement of the end of his sports career. Although Sun Yang's appeal was successful, the Court of Arbitration for Sport, after a retrial, finally fixed his ban to 4 years and 3 months, and the ban was lifted on May 28, 2024, a few months before the start of the Paris Olympic Games. For a time, Sun Yang and his fans rekindled their hopes and looked forward to the future.
However, the 30-year-old Sun Yang and his family also have to plan for the future, and for Sun Yang, the biggest problem at this stage is how to maintain his exposure when he cannot participate in competitions or even train in public swimming pools or training places. It is worth mentioning that at the peak of Sun Yang's annual endorsement income exceeded 17 million, but now that he is behind the ban, few merchants have invited him to shoot advertisements and expose them in the mainstream media. Fortunately, the current short video and live video broadcast are in the ascendant, for Sun Yang, this is a perfect opportunity to maintain popularity, at least to maintain contact with his loyal fan base, and even to obtain a certain income.
For most cultural and sports stars in this era, the labor remuneration obtained through the main business accounts for only a relatively small part of their total income, and the more important source of income is to monetize their popularity. Take Gu Ailing, who has been very popular recently, for example, although she is not yet an Olympic champion, she now holds more than 20 high-quality endorsements, and the ability to absorb gold is probably only Su Bingtian among Chinese athletes. Under this logic, the most feared by cultural and sports stars is the damage to the image and the decline in popularity, which is also an important reason for the existence of hot search and water army industry.
Speaking of Sun Yang, entering the field of short video and live broadcast can be seen as Sun Yang paving the way for transformation, and can also be understood as his efforts to maintain popularity and continue his own commercial value. As early as the end of 2020, the Sun Yang family registered five companies with "Sun Yang" in one go, involving sports development, economy, media, technology and sports clubs, but now, compared to bothering to run the company, using its own star effect to bring goods live is obviously more convenient for Sun Yang, and there is no risk of loss, because in this era of fan economy, more than one million fans is his basic disk and confidence. It is worth mentioning that Sun Yang's live endorsement this time, the goods he chooses to sell are mainly cosmetics. Apparently, he has targeted his customer base with a more spendable group of women.
After the success of the live broadcast with goods debut, Sun Yang should also insist on going down this road, although there is no lack of criticism in the anecdote, but it should be pointed out that live streaming with goods is a legitimate profession, neither illegal, illegal, nor challenging public order and good customs, if Sun Yang's unit Zhejiang Sports Vocational and Technical College did not raise objections, Sun Yang's live streaming with goods seems to have no problem.