Mention the name "Hao Shaowen", younger friends may not know, but the movies he has starred in can be called the memories of the 80s and 90s generation.
In April 1994, Shi Xiaolong and Hao Shaowen joined hands with Lin Zhiying to star in the movie "Whirlwind Boy", which was popular all over the country.
In July of the same year, the two little boys and Wu Mengda performed on the same stage in the movie "Whirlwind Boy II. New Oolong Courtyard", the little monk was playful and cute, and the image was deeply rooted in the hearts of the people, making Hao Shaowen, who was only 3 years old, one of the hottest stars at that time.
But after a brief highlight, Hao Shaowen disappeared from the entertainment industry. After a few years, the adult Hao Shaowen also starred in several movies in the mainland, and the tepid box office did not make him stir up too much splash.
Until recently, when Hao Shaowen quietly sold 77 million GMV in the live broadcast room, let everyone remember this once-well-known child star.
Live out of the loop again
What did Hao Shaowen do right?
Walking into Hao Shaowen's live broadcast room, the most intuitive feeling is quiet and comfortable.
If the live broadcast room of the anchor with goods is regarded as a downtown, then Hao Shaowen's live broadcast room is more like a tavern, not noisy or noisy. He is the only one who appears on camera and introduces the products, and does not create a lively rush atmosphere, and the audience places orders all according to personal preference.
His live broadcast room is not large, the layout is simple, and the two cards hanging on the wall "Hao Shaowen Small Supermarket" may be the whole design.
Often appearing in pajamas, a simple live broadcast environment, a gentle way of speaking... Let Hao's live broadcast room have almost no commercial traces, more like friends around you to give you Amway good things.
The elegant live broadcast atmosphere allows the audience who are accustomed to watching the live broadcast routine to immerse themselves in it, as long as it starts broadcasting, the live broadcast room will instantly pour tens of thousands of fans.
In the words of fans: "Hao Shaowen's live broadcast is like a bowl of soup with only eggs and green onions, drinking before eating, may feel dull, but for those who have eaten enough heavy oil and salt, this is a good soup to relieve greasy and thirst." ”
Some fans, because they like Hao's voice and live broadcast style, have specially edited the slices of his live broadcast room and placed them on the B station to help sleep.
What makes Hao Shaowen completely out of the circle is his attitude of considerate audience. In a live broadcast, he recommended a 5 pounds of 198 yuan of cherry, was complained by many netizens that it is too expensive to eat, Hao Shaowen not only did not get angry, but also said gently: "If everyone thinks it is expensive, I will not sell Oh", and then immediately removed the cherry and continued to sell 19.9 yuan of goods.
After that, Hao Shaowen was invited to the official live broadcast room to help bring goods, and Che Lizi, who was once suspected of being expensive by netizens, was empty in seconds as soon as it was on the shelves, and the popularity of the live broadcast room was also high, and the results of the goods on the same day were in the top three of the list with goods.
After all, this kind of anchor who puts himself in the shoes of netizens is difficult to dislike.
Hao Shaowen's live broadcast room
Can it be copied?
In addition to his own style of carrying goods, Hao Shaowen also has a lot of experience in the selection of products. Because the setting of the live broadcast room is "Hao Shaowen Small Supermarket", most of the goods on Hao's shelves are food department stores under 100 yuan.
The use rate of this kind of goods is high, the unit price is low, and there is no need for a strong marketing atmosphere, which can be simply introduced, which is very suitable for Hao's style of carrying goods.
Through the jitter check platform, it can be seen that Hao's fan group is mainly 25-40 years old, with strong spending power, which also corresponds to the movie-watching group of "Whirlwind Kid". After many years, when Hao Shaowen, who had cultivated a good character, appeared in front of this group of people again, he was also deeply loved by them.
Since there are so many advantages, can we learn from Hao Shaowen's live broadcast?
To be honest, it's hard.
Whether it is Hao An's quiet way of carrying goods, or its slightly "simple" live broadcast environment, it is not suitable for brands to imitate.
The words will be hypnotic, and the simple live broadcast environment will make people think", "Is this the official live broadcast room?" " questioned.
But aside from the above, there are two points that are worth learning.
The first is to create a live broadcast room that meets its own tonality and go out of your own style. Now the direct homogenization between the brand is serious, especially the same category of live broadcast room like twin brothers, the difference in live broadcast content is minimal, watching the live broadcast of this brand is no different from watching other live broadcasts, and no highlights means that the audience will not remember you.
The second is to create commercial IP. Hao Shaowen gives the impression of being trustworthy and considerate of the audience, which is also his business IP. Nowadays, the platform competition is fierce, no matter which field or industry, there may already be a head KOL, the new account wants to gain the favor of users, must make full efforts in positioning, a good business IP, with strong explosive power and drainage capabilities.
Differentiated style + good IP may be the top priority for brands or merchants to create live broadcasts.
To borrow a sentence from the author Jiang Nanchun in his public account "Zhenghe Island":
Brand potential energy = brand differentiation× mental sharpness × reach intensity.
Building a strongly differentiated brand perception and telling a brand story that can cut into the pain points of consumers will never become outdated.
People's needs can not be fully met by any brand, you can always cut into a segment of the crowd, a segment of the scene, you can also create a new function, become the first.
Not only to have differentiation value, but also to be the first choice in a certain segment, like having a sharp nail and then using a powerful media hammer to concentrate high-frequency strikes and nail into the user's mind.
(Private message reply to "Douyin" to obtain information)