"Hello everyone, I am Tam Wing Lin, welcome to lock the live broadcast room of Hong Kong star Mo Jiagan every night..." On August 5, Tan Wing Lin, Wu Dairong, Chen Rongjun, Wu Xianglun, Yang Ming and other TVB actors sent videos to "call" for Hong Kong star Mo Jiagan. At 6:30 p.m. that night, Mo Jiagan appeared in the live broadcast room on time, wearing a casual white T-shirt and combing his head for three or seven minutes, which was his debut on Taobao live broadcast. Facing the boot shot, Mo Jiagan, who was still slightly nervous outside the field, immediately entered the live broadcast state.
Mention Mo Jiagan, I don't know what everyone thinks of first, if you are a Hong Kong drama fan, then he is certainly familiar with TVB hot dramas such as TV series "Storm of Hearts 3", "Forensic Pioneer 4", "White Strongman", "Benevolent Doctor Under the Stars", "Happy Express of Love Home" and so on. Not only that, Mo Jiagan has also served as the host of many blockbuster programs of TVB, with deep hosting skills and a very personal style.
From hosts and actors to anchors with goods
Hong Kong star Mo Jiagan's cross-border transformation road
This year is the 18th year of Mo Jiagan's debut in the entertainment industry, and it is also the first year he entered the "year of not being confused" at the age of forty. He has worked as an entertainment news anchor, filmed TV series, hosted travel shows, published songs, and even founded his own brand. Mo Jiagan, who has many identities, can be regarded as "slash middle-aged", and now, Mo Jiagan has one more "star anchor" identity.
Mo Jiagan Taobao live debut poster
At the beginning of the live broadcast, Mo Jiagan "small exhibition of singing voice" and presented fans with a Cantonese song "Friends", fully interpreting the strength of being a singer. Not only that, Mo Jiagan, who is a host, has a natural advantage in becoming an anchor. In the live broadcast room, the products in Mo Jiagan's hands were told, from price, material to origin, usage, and from time to time from the mouth jumped out of the mouth to make people caught off guard, so that the live broadcast room was suddenly full of joyful atmosphere.
As the first wave of Mo Jiagan's pet fan action on Taobao live broadcast, while striving for preferential prices, fancy benefits will certainly not be less. During the live broadcast, there were not only welfare interactive links such as Hong Kong goods and customized red envelopes, but also the original tide brand "Sweeping Sun" limited by Mo Jiagan as the main manager. Let many fans directly call "very wrong".
In the face of the first live broadcast on Taobao, Mo Jiagan admitted that he "will be a little nervous", however, with the encouragement and support of the surrounding team and the enthusiastic response of the audience in front of the screen, "I will soon be able to enter the state." I hope to bring you more Hong Kong goods and goodies in the future. Mo Jiagan said in the live broadcast.
Hong Kong star, Hong Kong cargo and harbor view
The "chemical reaction" of live e-commerce and featured IP
"Brother Gan, how do you say 'hello' in Cantonese?"
"Is this still sent?"
Coming to Mo Jiagan's "Mo Ji Shiduo", the audience's biggest feeling may be the strong "Hong Kong wind". Not only can you buy Hong Kong goods and good things, but you can also listen to Hong Kong music and learn Cantonese, "Many people can't learn the word 'friend' in Cantonese at the beginning, because the word 'friend' is difficult to pronounce, and I read it again." "Mo Jiagan's humor and humor, coupled with the blessing of the unique scene of the Hong Kong style, the audience was quickly moved by the Hong Kong goods and atmosphere in the live broadcast room." Even for the scenes in the live broadcast room, such as "Mo Ji Shiduo" and "Hennessy Road", Mo Jiagan can also tell the strong local cultural heritage.
Mo Jiagan Taobao live broadcast debut
In fact, in the process of building a "human cargo yard" in the live broadcast room and realizing the process from occupying the mind to the user's "pulling grass", Mo Jiagan and the galaxy stars have done their "homework".
In the selection of goods, Mok KaGan's first live broadcast not only included painkillers, shampoos, and various snacks, but also hong Kong-style products such as instant pot rice, old tangerine peel stewed lemon, massage oil, and Hong Kong-style frozen lemon tea. When introducing Lan Fang Yuan frozen lemon tea, Mok Jia Gan will recall the Hong Kong tea restaurants he often visited when he was a child, and recommend travel tips to everyone. When introducing the anti-inflammatory painkiller, Mo Jiagan also vividly explained the use habits of the two generations of painkillers, "As long as you smell the anti-inflammatory painkillers, you can know that there must be elders around." ”
In addition, the Hong Kong goods in the live broadcast room also have a close connection with Mo Jiagan. Previously, Mo Jiagan founded the personal eyewear brand HACHilll and the watch product NSQUARE, and at the beginning of this year, he also unlocked a new identity as the owner of the tide brand, and this time as a welfare product, "Sunshine" is also one of the brands he created. It can be said that Mo Jiagan has both sensitive genes and his own unique views on fashion trends.
Behind Mo Jiagan's live debut
A two-way rush between a star anchor and a galaxy star
As a new star anchor who "holds hands" with the stars of the Galaxy, Mo Jiagan's live broadcast debut also interprets the culture with goods very excitingly. Just like the previous live broadcast case of Galaxy Stars, "the only live broadcast room on the whole network that only recommends high-quality domestic products", "the first vertical screen live broadcast variety show on the whole network", the unprecedented "24-hour live broadcast", the first star virtual e-commerce live broadcast on the whole network, etc., fully demonstrates the influence of Galaxy Stars to "break the circle" and "go out of the circle" with high-quality content.
Today, the cooperation with Mo Jiagan is actually a further "expansion" of the galaxy stars in the star anchor ecology. After all, compared with self-broadcast anchors, stars who have been active in the public vision for a long time help to shift the focus of fans and potential consumers to the brand itself, help the brand break the circle and trigger the purchase behavior, so that the brand can approach the larger consumer market.
Despite this, Mo Jiagan's live broadcast room still does not have a shouting style and complex and inefficient preferential play, and the presentation of the content in the live broadcast room is the focus of the anchor and team. Just as Galaxy Stars has always followed the logic - let high-quality content and products land, better serve consumers, and help the industry achieve more stable and long-term development.
In particular, when live broadcasting moves towards daily routine, the content that Galaxy Stars is good at has become a new weapon to enhance consumer shopping experience. Returning to the essence of e-commerce, galaxy stars have made great efforts to upgrade the live broadcast selling method since the first day of entering the field of live e-commerce: not only selling goods, but more importantly, going to consumers, so that everyone can enjoy rich and high-quality goods and services with peace of mind, rest assured and comfortable; It is equally important to enhance the voice of the brand and transmit the brand value, and the orientation of content e-commerce is long-termism, which in turn has the key to steady operation.
This point that galaxy stars insist on also coincides with the platform's strategy. On May 20 this year, Taobao Tmall disclosed the core strategy of Taobao for the first time since its integration: from transaction to consumption. The platform said that it will continue to increase investment in shopping, Taobao live broadcasting, diantao, etc., so that content and consumption can be better integrated. This means that after solving the problem of "where to go", "how to go" has gradually become the focus of the e-commerce platform review, and content is undoubtedly one of the answers.
Nowadays, Mo Jiagan's first Taobao live broadcast is also a new position for Galaxy Stars to try to provide the perspective of Hong Kong star artists, provide a new position for the dissemination of many local cultural characteristics in China, and also hope to provide some subtle ideas for the live e-commerce industry. In the future, What new tricks will Mo Jiagan, who has successfully "held hands" with the stars of the Galaxy, play in the live broadcast room? Let's look forward to it together.