Many short video bloggers will choose to live stream when they reach a certain number of fans. This article through the plot number to do live broadcast with goods @ Chen Xiang 6:30 live with goods debut, analyzed why it can not "copy" Xiao Yang Brother, let's take a look.
More than 3 months have passed since the first generation of drama number big V@ Chen Xiang opened his live broadcast with goods debut at 6:30.
At 8:00 p.m. on May 18, @Chen Xiang opened his live broadcast at 6:30 p.m. on Douyin. In the evening, the role of the anchor was assumed by chen xiang and Zhu Xiaoming, the two main creators of the team, and the entire live broadcast lasted for more than 3 hours, and a total of 44 products mainly food and beverages and daily necessities were on the shelves.
@Chen Xiang 6:30 douyin live broadcast room screenshot
The debut was not ideal.
According to third-party data, although 550.7W people watched the debut with goods, @Chen Xiang's sales at 6:30 that night were only 184.4W, and the value of UV was only 0.33. Obviously, this achievement is far from matching its fan size and account influence.
@Chen Xiang 6:30 douyin video screenshot
After the debut, @Chen Xiang also officially embarked on the road of live streaming with goods at 6:30. According to third-party data, in the past 90 days, the account has conducted a total of 26 live broadcasts with goods, with a total sales of 3607.3W and an average UV value of 0.43 per game.
It is worth noting that since August 11, a live broadcast with a total duration of about 8 hours has not been launched for nearly 20 days.
As a big IP that has been popular all over the network for a long time, the plot content created by @Chen Xiang at 6:30 has been precipitated and tested by time, and its influence is beyond doubt. Looking at the entire environment, following the changes in the industry and having long opened the live broadcast with goods, the plot number big V is no longer a minority, typical such as @ big wolf dog Zheng Jianpeng & Yan Zhen couple, @ crazy little Yang Brother, @ Zhu Xiaohan and so on. In contrast, @Chen Xiang's 6:30 live streaming with goods has been slightly slower.
Is the end of the plot number also live with goods? Can @Chen Xiang, who finally chose to embark on this path after many years of "sticking to it", replicate the successful transformation of the same type of talent?
First, 9 years of popularity, how deep is the foundation of @Chen Xiang at 6:30?
@Chen Xiang 6:30 is definitely the first generation of big IP and longevity IP in the plot track.
At the beginning of January 2014, @Chen Xiang released the first short video on Tencent Microvision at 6:30, telling the life of small people in the form of a mini-series, with short content but continuous laughter. Subsequently, this funny account born in Yunnan quickly became popular on the Internet, accumulating a large number of popularity on multiple platforms. In 2016, @ Chen Xiang, who began to do QQ space, set a record of 4 million fans in 3 months at 6:30, and many videos released have received more than 100 million views, and this achievement should not be underestimated even today.
With the rise of short video platforms such as Kuaishou and Douyin, @Chen Xiang's audience at 6:30 has also further expanded. According to statistics, today, @Chen Xiang, who has gone through 9 years, has 6784.9W fans on Douyin at 6:30, Kuaishou fans are 2373.3W, Weibo fans are 441.3W, B station fans are 208.3W, and the number of fans on the whole network has exceeded 100 million, and the vitality is obvious to all.
Being able to "stand" in the plot track for so long is naturally inseparable from the unique content characteristics of the account.
Looking back @ Chen Xiang six-and-a-half years of released works, each video is a separate episode, using high-definition live shooting, the story content is based on real life, around the daily life of ordinary people, mood and sorrow and social hotspots to carry out dramatic adaptation, the content style is mainly light and funny, ironic, grounded, short and concise plot will often have one after another unexpected reversal, the video can sometimes make users laugh, and sometimes can cause reflection touch, The screenwriter's brain holes and skills are all displayed in it.
@Chen Xiang 6:30 douyin video screenshot
In addition to the content, @Chen Xiang's 6:30 actor team is undoubtedly the soul of the account that continues to suck fans.
At present, the main characters we can see in the account video, such as Pig Xiaoming, Mushroom Head, Ball Ball, Leap Earth, Sister Uncle, Maotai, Wang Fang, etc., almost all have professional endorsements: Director Chen Xiang, graduated from Yunnan University majoring in film and television, and has been engaged in film and television related work in TV stations after graduation; Graduated from Yunnan Academy of Arts majoring in directing, his performance works have won many awards; Moutai is a national second-class actor at Yunnan Drama Theatre; Uncle Sister, a national first-class drama actor, has starred in many TV series...
The appearance of these actors may not be comparable to that of stars, but they are not inferior in professionalism. Under their real, natural, and strong sense of substitution interpretation, the plot tension of the story itself is further amplified, and in the continuous update of @Chen Xiang at 6:30 a.m., the user not only gradually develops a certain emotional dependence on these actors, but also increases the recognition of the account.
Second, the transformation of live broadcast with goods, @ Chen Xiang 6:30 can you copy @ Crazy Little Brother Yang?
Although there are still many fans in the video comments "complaining" @ Chen Xiang 6:30 why embarked on the road of live streaming with goods, people familiar with the industry may not be surprised that they made such a choice.
In the past few years, the transformation of short video content-based talents on Douyin into live streaming has become a trend.
In the early stage of the commercialization of vibrato, the most important means of monetization of reds are mainly advertising, after the launch of the vibrato commodity window, the shopping cart "planting grass + goods" has become a wide choice of advertisers, and the hottest reds at that time can be queued up to a month later even if the quotation is very high. Today, with the continuous increase of Douyin's live broadcast track, coupled with advertisers cutting brand budgets and placing more emphasis on effect conversion, the advertising revenue of content creators has been reduced accordingly, and correspondingly, faster and higher live streaming has undoubtedly become a must for many content-oriented talents.
For plot masters, when monetizing ads through short videos, in terms of brand matching and advertising implantation, competitiveness seems to have gradually lost to some accounts with grass-planting nature, and from the perspective of cost and revenue, it seems that it is more difficult for plot masters in the fierce competition track to resist the "invasion" of the wave of live streaming with goods. And @ Chen Xiang 6:30 to open the live stream with goods consideration may also originate from here.
But the cruel truth is that for all content-oriented talents, it is not an easy task to transform live streaming with goods. Even with the popularity base accumulated over 9 years, @Chen Xiang also felt obvious dissatisfaction on this new track at 6:30.
In the debut show with goods on May 18, Pig Xiaoming and Chen Xiang as anchors are obviously much more restrained than in the video, and during the entire live broadcast process, in addition to the anchors often being silly and unclear when introducing products, there are unexpected situations such as "the staff was still testing at the beginning of the live broadcast" and "no small yellow car".
In addition to these "unprofessional", the "disobedience" of products and fan portraits in the live broadcast room is also an important reason for the unsatisfactory debut results.
According to Kath's observation, the products on the shelves in the live broadcast room that night are mainly food and beverages, daily necessities, and the users in the live broadcast room are mainly male users aged 24-20, and their desire to consume such products in the live broadcast room will not be very strong, and because of this, more users in the live broadcast room are in the "crowding field" rather than "holding money field", and it is not surprising that the data with goods is sluggish.
In the more than 20 live broadcasts that followed, although the actors who assumed the role of anchors were slowly familiar with the rhythm of the live broadcast room, and intended to create an entertainment effect similar to the xiaoYange live broadcast room for the live broadcast room, on the whole, the live data did not improve significantly. Judging from a recent live broadcast, on August 11, @Chen Xiang conducted two live broadcasts at 6:30, with a total duration of more than 8 hours and a cumulative sales of only 280.1W.
@Chen Xiang 6:30 douyin video screenshot
It is not easy to turn the plot number into a live stream. Looking at Douyin, the only accounts that can be outstanding today are @Crazy Little Yang Brother and @Big Wolf Dog Zheng Jianpeng & Yan Zhen couple. The former of these two accounts is known for its interesting, highly entertaining, and difficult to copy "reverse cargo", and the latter is trusted for honing a very professional anchor quality.
According to third-party data, @Big Wolf Dog Zheng Jianpeng & Yan Zhen couple conducted 10 live broadcasts with goods in the past 30 days, with sales of up to 230 million, and @Crazy Little Yang Ge conducted 9 live broadcasts with goods in the past 30 days, and sales were as high as 448 million. The results achieved by the two accounts are undoubtedly the best in the entire belt track.
Compared with the accounts of beauty, food, sports and fitness, etc., which can precipitate to accurate vertical interest fans, the fan composition of the plot account is relatively "loose", and the reason why they pay attention to the account is more out of entertainment needs than practical needs, coupled with the "sense of separation" of the persona presented by the plot content and the anchor persona presented in the live broadcast room is relatively heavier, and the fans often cannot adapt to this change.
Therefore, the probability of placing an order in the live broadcast room itself is relatively low, which has also created a lot of "unsatisfactory" after the transformation of the plot number live broadcast with goods, and the plot accounts that can be copied by @ Crazy Little Yang Brother and @ Big Wolf Dog Zheng Jianpeng & Yan Zhen are even more minimal.
For @Chen Xiang 6:30, the long-settled fan base is the biggest advantage of the account, but on the road of live streaming with goods, they still have a lot of homework to do. Combined with Kath's previous live broadcast analysis of @Crazy Little Yang Brother and @Big Wolf Dog Zheng Jianpeng & Yan Zhen, @Chen Xiang's six-and-a-half-point live broadcast room may currently have three obvious shortcomings to make up:
- Actors who assume the role of anchors should quickly cultivate their professionalism as anchors, and let users feel the sincerity and professionalism of their goods;
- It is necessary to combine their own fan portraits and fan characteristics, optimize the selection of products, and improve the fit between product categories and fans;
- It is to combine the advantages of the account to find and create an exclusive style that is more suitable for the live broadcast room, maintain the unity of the overall style of the account, and deeply activate the fans.
Of course, from the current point of view, the @Chen Xiang six-and-a-half-o'clock live broadcast with goods business that has been suspended for nearly 20 days seems to be in the shutdown stage. Maybe they're planning more carefully, maybe they have other considerations in the matter of carrying goods, but no matter what, if they want to really do a good job of live streaming, they obviously need to pay more.
Author: Yue Yao
Source public account: Kas data (ID: caasdata6), data empowers short video content creation, operation, marketing and e-commerce with goods.
This article is published by Everyone is a product manager cooperative media @KAS Data Authorized to be published by Everyone is a product manager, unauthorized reproduction is prohibited.
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