| Opinion: Uncle Akiba | Editor: Quiet
At the end of the influencer, there is live streaming with goods.
At the end of the live broadcast with goods, it is the embarrassing breakthrough of traditional big coffee.
Over the years, no matter how celebrity Internet celebrities live broadcast with goods to absorb gold, the first generation of short video Internet celebrities "Chen Xiang 6:30" for eight years without being moved, there have been many people wondering, why don't they live stream with goods?
However, "Chen Xiang 6:30" also began to broadcast live in May this year.
Red for 8 years, the cumulative fans of the whole network over 100 million, and now only began to live broadcast with goods, is also stubborn enough.
After watching their live broadcast, it was really good to fight.
However, their two live debuts, the total sales of only 221W, relative to their fan size, this result is not ideal.
In the past 8 years, "Chen Xiang 6:30" has been relying on insisting on creating high-quality content, red to 2022, at this time to choose to enter the live broadcast with goods, it is really curious, can they transform successfully to achieve live broadcast head?
01
On May 17, "Chen Xiang at 6:30" released a live teaser video: "People with a relationship please stay."
Many of the team's actors appeared in the live broadcast room that night, playing PK to chat, but it was offline in an hour.
Obviously, I want to test the waters and see how many people can come to the live broadcast room, and the focus is still on the next day's live broadcast with goods.
Unfortunately, in the live broadcast of the 18th, Zhu Xiaoming and Chen Xiang were slightly restrained and not skilled enough, and in the live broadcast room, there were also some small situations, and the last two games down, the total sales were only 221W, compared to the account of 60 million fans, this data has no surprises, can only be said flat.
After a period of live broadcasting, although there has been no very eye-catching live broadcast results, but "Chen Xiang 6:30" did not give up, but also stopped the broadcast adjustment, the talent and the funny style in the short video into the live broadcast.
Recently, "Chen Xiang 6:30" resumed live broadcasting, you can see that in the past 30 days, 8 goods have been delivered, with sales of 636W and an average of 800,000 per game.
The same is the funny plot number of "crazy little Yang Brother", the last 30 days of live broadcast sales of 340 million;
5000W fan funny plot blogger "big wolf dog Zheng Jianpeng & Yan Zhen couple", the past 30 days of live broadcast sales of 199 million.
The size and popularity of these number of fans are comparable, but the "Chen Xiang 6:30" live broadcast brings goods into the game the latest, and there is indeed a big gap at present.
In terms of content creation, the strength of "Chen Xiang 6:30" is obvious to all, compared with those Internet celebrities who disappeared after the explosion of popularity, it is really difficult to do it for 8 years longer than 8 years, but why is the short video so well shot, and the transformation of live streaming with goods can not be easy?
02
Is it the team level that is not good?
The old fans who love to brush short videos are certainly not strangers to the "Chen Xiang 6:30" born in Yunnan, and the first video launched in 2015 began, from micro-vision, QQ space, to Douyin, step by step to the present.
"Chen Xiang 6:30" can catch fire, all rely on content to absorb powder, and successfully created its own IP.
The positioning is a hilarious mini-series, there is no fixed scene, no fixed role, around the family, workplace, friendship and other daily shooting of ordinary people, the duration of one or two minutes, each episode has a laugh, in order to let the audience quickly decompress and relax in a short period of time.
The actor's voice is also specially handled, forming a unique feature, the video plot of the shooting is exaggerated, and occasionally the breath of the dick is still very strong, but this easy-to-understand paragraph and hilarious reversal have won the love of a large number of fans.
In the choice of actors is also different from other accounts, "Chen Xiang 6:30" more than one or two, although there is no fixed role, but everyone in the team has their own style, even the professionalism is not bad compared to the star:
Director Chen Xiang: graduated from Yunnan University majoring in film and television;
Uncle Sister: is a national first-class drama actor, who has starred in many TV series, such as Hu Jun's version of "Tianlong Babu" in Master Kuei;
Mao Tai: National second-class actor of Yunnan Drama Theatre, representative works include "Smiling Rivers and Lakes";
Yan Tu: Graduated from Yunnan Academy of Arts majoring in directing, is also the captain of the Yunnan Political Department Cultural and Labor Troupe, his performance of sketches has won many awards, and he is also very good at screenwriting;
......
In 2016, "Chen Xiang 6:30" began to do QQ space, but in three months, it repeatedly made explosive models, the highest one had more than 100 million views, and the powder rose by 400W; In the following years, he was active on more than 40 platforms, and once pushed Papi sauce to sit at the top of the video influence chart.
Today's "Chen Xiang 6:30" has maintained high-quality output, vibrato fans 6781W, Kuaishou fans 2369W, today's headlines 1422W... The whole network has more than 100 million fans.
In addition, Chen Xiang has shot a total of 5 online movies since 2017, even if making movies is different from shooting short videos, paying more attention to the story line and plot content, but Chen Xiang and the team have not retreated from the difficulties and handed over qualified film results.
From short videos to movies, it can be seen that "Chen Xiang 6:30" has high requirements for content quality and does not fight a battle without preparation.
Why is it difficult for such a team to strive for excellence on the road to live broadcasting?
03
Is it only the "Chen Xiang 6:30" transformation difficulty?
In the first half of this year, plot sizes such as "Office Ono" and "Justice Big One" have opened the road of live streaming with goods, even if they all have a large fan base, but they are not out of the circle in sales.
As long as the content is done well, the plot is still easy to absorb fans, after all, funny content can meet the pastime needs of most people, but this ability can not be simply copied to the goods.
Have you found that we buy things in the live broadcast room, how much or not, we buy goods, especially unfamiliar goods, we must see whether the recommended person is trustworthy, whether it really works the product.
Most of the fans who pay attention to the plot number are hit by the content. People laugh at your content, but don't necessarily think that your research on merchandise is also professional.
The anchor's personality can make you laugh, but it may not make you place an order.
Especially like "Chen Xiang 6:30" in the main actors are more, the people fans like are more scattered, the personality of a single anchor is less prominent, and the goods are not a plus.
If the "crazy little Yang Brother" who has successfully transformed is only pure funny, he may not be able to successfully transform live streaming with goods.
Little Yang Brother live broadcast can go out of the circle, in fact, there are 2 reasons:
1. Most short video bloggers, including film and television actors, have strong performance ability in front of a shot of a period of filming, but they can't find a feeling for the shots that need continuous live broadcasting, and the expression will not be relaxed enough.
At this point, Brother Yang is very strong and is very accustomed to the live broadcast footage under continuous shooting.
2, Xiao Yang brother in the live broadcast, including his own video will actually continue to strengthen their efforts in order to choose good goods, they even played a "reverse cargo", their own spoof style into the live broadcast room, the formation of their unique characteristics.
Understand the commodity, really can play, play very decompressed, and at the same time let the audience fully understand the characteristics of the commodity, which is the cleverness of Xiao Yangge.
But not every short video entertainment blogger can easily pass these two levels - 1, understand the expression management in front of the live camera; 2, know how to create a person who understands the product.
However, at this stage, the platform's increasingly high performance requirements force almost all the plot numbers to transform live broadcasts, do not live broadcast with goods, traffic returns are getting lower and lower, "Chen Xiang 6:30" transformation is helpless and inevitable.
However, in order to achieve the same transformation success as Xiao Yangge, even a top short video player like "Chen Xiang 6:30" has to find a model that suits him.
After all, after insisting on creating for 8 years and dedicating laughter to countless people, everyone still hopes that creators like "Chen Xiang 6:30" can go further.
See, Changhong's 8-year-old "Chen Xiang 6:30" also had to transform into a live broadcast, which shows that doing live broadcasting is already the trend of the times.
In the long run, live streaming will become a standard job skill in many workplaces.
It is not easy for big coffee to transform into live broadcasting, and ordinary people have to work harder.