"Cantonese is not understood, but I like to listen to them"
"In Hong Kong, there is a queue for two hours at 9 a.m., 500 cans a day are sold out, and today everyone is really colorful (good luck), you can buy it without queuing..."
"Rope leg diva" Chen Minzhi and three-time TV emperor Chen Hao personally showed their faces to bring goods, and the picture of Chen Hao selling abalone made many old drama fans travel back to the famous scene of "Heart Storm".
This is the first live broadcast of TVB's official settlement in a certain treasure on the evening of March 7. Compared with last year's test of "star publicity, amateurs bring goods" in a certain sound, this time is obviously much more intentional.
Just like the "Hong Kong opera cavity with goods" promoted before the broadcast, they explained almost the whole Cantonese, but they could basically understand it, interspersed with some Hong Kong opera-related "little Easter eggs" from time to time, which was very scene-like.
After the 6-hour live broadcast, before the final zero o'clock, the number of viewers was fixed at 4.86 million, which is already considered to be the quasi-head level in the same platform. According to the data just released, the sales of the whole live broadcast exceeded 23.5 million yuan.
TVB glory is no longer there, and stars go north to eat is a cliché topic. At the same time, the popularity of live streaming goods was on the rise, and many veteran Hong Kong stars came to the mainland platform to bring goods, but the results were mediocre.
Now that the official end, let the popular Hong Kong star personally come out, for TVB in the sunset, can live broadcast with goods really become a lifesaver?
01
Full of Cantonese live broadcast feelings
Chen Hao is the TVB brother in the minds of many people, and the "little abalone prince" Tang Zhi'an played in "Heart Storm", He Zhenan in "Pearl Glory", and Li Yi in "Palace Heart Scheme" have become many post-8090 screen memories.
Today, the 52-year-old has a beard, long hair and casual clothes in the live broadcast. Although he already has the appearance of a middle-aged uncle, his whole state is very relaxed.
In the 6-hour live broadcast, Chen Hao actually only appeared for 1 hour, and the rest of the time was Chen Minzhi's one-man show, and the assistant controlled the scene outside the camera.
Chen Minzhi's name may not be very familiar to everyone, she is the gold medal green leaf of Hong Kong dramas, "Forensic Pioneer", "Street of Rage" and "The Princess Married" have bright performances, she is an actor who can speak Mandarin in TVB.
This time, her role in the live broadcast room is the anchor, and Chen Hao is more similar to a star guest.
Chen Minzhi Chinese Cantonese halves during the live broadcast, and will consciously repeat in Mandarin when key information such as price. After Chen Hao came on the field, the two started an all-Cantonese session.
It can be seen that they have consciously designed the dialogue method of Cantonese, using familiar daily vocabulary, and there is almost no comprehension barrier for audiences who often watch Hong Kong dramas.
Occasionally, some people in the barrage said that they couldn't understand, "but I just like to listen to them, and it's very scene-like."
This sense of scene is mainly concentrated in the hour when Chen Hao played, and the live broadcast room became a classic scene of Hong Kong opera "seafood shop".
"Boss Chen" introduces the Hong Kong flavors that often appear in the play, abalone, sea cucumbers, and Buddha jumping off the wall. The opening sale of abalone is particularly terrier, the product is simply named "Loose Heart Wind Abalone", Chen Hao has changed back to the "Little Prince of Abalone" in "Heart Storm", full of feelings.
"When I first filmed "Heart Storm", there were many prop abalone on the scene, all of them were 15 abalones."
"This char siu bun, wow, there are memories of childhood flashed, as soon as you taste it, you will know that it really has the taste of before."
"TVB's offee coner has a lot of refreshments, and the most popular of them, nah, is this egg roll."
Every time a product is introduced, the two will be combined behind the scenes of filming or local scenes in Hong Kong, very content, Chen Hao's mouth has almost never stopped, everything is introduced while eating, and the late-night live broadcast is very hungry to watch.
02
Hong Kong Star went north to bring goods, water and soil are not satisfied
Before the TVB official, a large number of former Hong Kong drama stars began to try to live broadcast goods north, but most of them were unsatisfactory and frustrated.
The Bund Jun was very impressed by the end of 2021, when Li Yaoxiang sold bedding. At that time, some media said that this emperor was very downcast in the mainland, setting up a stall to make a living, and Li Yaoxiang, who was playful by nature, simply put out a live broadcast, and there were quilts and sheets behind him.
But not every established star has such a good mindset.
"Linghu Chong" Lu Songxian had a live broadcast with goods, and the peak number of viewers was only 500; "Duan Yu" Chen Haomin sells wine, and the original price of 5,000 yuan of wine is only sold for 20 yuan, and the barrage is scolding "fakes".
Some old actors are very hard, "Hatomo Zhi" Li Guolin original style started live broadcast, put on the "martial arts conference", broadcast for several hours, but in the end because the manufacturer's service was not reliable, resulting in 380,000 orders were returned 310,000, wanting to cry without tears.
Ouyang Zhenhua, who entered early in December 2020, began to broadcast live under the operation of a company in Hangzhou, but announced the termination of his contract with this company soon after, and broke up unhappily.
TVB's official first "northbound" live broadcast did not make too many splashes.
In April last year, they opened three recognition accounts in a certain sound, but the total number of fans was only more than 900,000.
Compared with the sincerity of Hong Kong drama stars in person today, the previous formation is much more "perfunctory", the stars just show their faces backstage on the set, shoot promotional short films to create momentum, and go to the live broadcast room to see that the amateur small anchor is working hard to bring goods, and the thunder is loud and the rain is small.
According to data from third-party platforms in the past 30 days, the best "Hong Kong-style selection" among the three accounts has an average sales of 100,000-250,000 yuan per game, and the worst "delicious selection" has an average of only 10,000-25,000 yuan per game.
03
TVB's lifesaver
Of course, there are also actors who are not willing to "conform to the times" just like that.
55-year-old Ma Dezhong, who rose to prominence with "Genesis" and "Rushing to the Sky" when he was young, became popular in middle age, and won the emperor of "Jumping Lifeline" in 2018.
A few days ago, his contracts with TVB and Shaw Pictures expired, and he announced that he would abandon the renewal of the contract and leave the nest north.
At that time, some Hong Kong media said that the reason why he refused to renew his contract was precisely because the company asked him to participate in live streaming and other commercial performances, which made Ma Dezhong, who was bent on acting well, frustrated.
He himself responded to the "misinformation" that he wanted to jump out of his comfort zone and would officially enter the mainland next.
It was also in 2018 when Ma Dezhong got the emperor, TVB officially turned from profit to loss, and since then the loss has increased year by year, and the company's valuation once fell below 3 Hong Kong dollars / share last year.
In such a desperate situation, they took the live broadcast as a lifesaver.
After announcing last week's "celebrities personally bringing goods", the stock price rose sharply, with a cumulative increase of 87% in 3 days.
This year, they will open more than 48 live broadcasts in a certain treasure, which is expected to bring tens of millions of revenue to the company.
In 2021, Zeng Zhiwei, who is nearly 70 years old, was invited back to TVB as general manager. A few months ago, he expressed this view on the current state of the company and the transformation of live streaming goods.
"TVB has not changed, what has changed is the social environment - there were not so many platforms before, we were the only one, and now there are so many satellite TV and video websites. Young people are even less patient and are used to watching short videos. ”
As a result, TVB can only choose to move closer to the fragmented short video era, "Now we have opened live broadcast goods and let artists settle in short video platforms, all in order to let them know more about this changing market." ”
At the beginning of this year, assistant general manager and gold medal planner Le Yiling revealed such a new company rule in an interview with the media:
"Its artists can spend one-third of their time not staying in the company and going to the mainland to develop."
Compared with the once famous door-slamming and artists who filmed in the north and tear their faces at every turn, TVB has now completely changed its thinking and wants to keep up with the times.
But frankly speaking, if you really want to be able to grab a piece of cake in the live streaming market rolled into mosquito coils, according to the amount of real big names who only make cameos for one hour now, it is still almost meaningful.
Next, it depends on whether female users such as She Shiman and Yang Yi can come to try on makeup in person. Are you looking forward to this scene?
Text, Editor/Cardi C
Part of the information comes from the Daily Economic News
The picture comes from the Internet, if there is infringement, please contact to delete