Luo Yonghao's live broadcast room subsidized 1 million to sell satellites, which were snapped up by mysterious buyers in about 6 minutes

Per editor: Wang Yuelong, Yi Qijiang

Today, a magical treasure was unveiled in the Taobao live broadcast room.

"2 million subsidies 1 million! Free parcel to heaven! "3,2,1, on the satellite!" Luo Yonghao sold satellites that could be launched in the sky with Li Sheng in the live broadcast room. "What exactly is this satellite, you and the satellite company have the final say for nine days!" Luo Yonghao said during the live broadcast.

According to Luo Yonghao, the purchase cost of 1U CubeStar is 1 million yuan, the launch cost is 1 million yuan, and the purchase in the live broadcast room is discounted to 1 million yuan, and as of press time, the live broadcast room has been viewed by more than 4.4 million.

The mystery buyer "grabs" the order

After selling rockets in the Taobao live broadcast room 3 years ago, Luo Yonghao now sells satellites in the live broadcast room. On the evening of March 31, Luo Yonghao's live broadcast room was very lively.

According to Dawan News, with the arrival of 9 p.m., the satellite of "free parcel to the sky" really came. The reporter noticed that the live broadcast room was instantly stuck. Luo Yonghao also admitted frankly in the live broadcast room, "I'm a little excited, I haven't sold such a valuable thing." ”

The live broadcast sold 1U CubeSat, only one order was listed. According to the platform, the cube star belongs to the 1U cubesat (nanosatellite), which is a low-cost microsatellite using international standards. 1U (Unit) CubeSat, 10cmx10cmx10cm. CubeSat is a small satellite widely used in universities to carry out aerospace science research and education, with low cost, high functional density, short development cycle, fast orbit characteristics, through the formation of constellation through networking, can realize the monitoring of the ocean, atmospheric environment, shipboarding, aviation aircraft, etc. It can be applied to space imaging, communications, atmospheric research, biological research, new technology test platform and other aspects.

The price of 1U CubeStar is 2 million yuan, that is, 1 million yuan of satellite purchase cost plus 1 million yuan of launch service fee, 5 discounts in the live broadcast room, and 1 million yuan of "free parcel to the sky". The product detail page pointed out that the space group photos involved in the previous movies "Walking on the Moon" and "The Wandering Earth" were all taken by the Nine Days MSI satellite.

According to Chao News, at 21:06, that is, Luo Yonghao spoke about 6 minutes about the satellite. A mysterious seller sold a satellite, setting a precedent for the first physical communication satellite since the birth of e-commerce live broadcasting. As of 21:12, a total of 9,735 people had purchased additional satellites.

There is also a satellite for sale starting at 30 million

Industry insiders: It's the marketing campaign that attracts attention

The reporter of "Daily Economic News" learned that the satellite sold this time is produced by Jiutian MSI Tangshan Satellite Factory, and has been listed on the "China Aerospace and Space New" Taobao store, starting from 1 million yuan after the price coupon. Among them, the cheapest satellite is less than 5kg. Another 200kg "space shuttle" satellite starts at 30 million yuan.

Jiutian MSI said that expanding online satellite sales channels on national-level e-commerce platforms is a test of its change in traditional sales channels. "This is a forward-looking deployment. With the development of China's satellite Internet industry, commercial satellites will be more widely used, and it will be more convenient for everyone to use satellites, truly allowing satellites to move from niche to public. Xie Tao, chairman of Jiutian MSI, said.

Selling satellites in the live broadcast room, "is a kind of marketing campaign, the purpose is to attract people's attention through special methods, increase brand awareness, and expand customer base," Hong Yong, an associate researcher at the e-commerce research institute of the Ministry of Commerce Research Institute, told Beijing Business Daily.

Chen Tao, senior analyst of the brand retail industry at Analysys, also believes that "Taobao is a toC e-commerce platform, not a supply chain-oriented platform, and if industrial-grade or higher-end goods are to be sold online, it should be connected to the toB e-commerce platform." Selling satellites on the toC platform is actually the pursuit of attention, and tall goods are easier to attract users."

Taobao Live spokesman Shen Fangjun said that selling satellites is not unusual, Taobao Live is Taobao's live broadcast, as a national e-commerce platform, Taobao has hundreds of millions of goods, all kinds of Pokémon may appear in the Taobao live broadcast room.

For Taobao live selling satellites, aerospace science expert Wang Junyi believes that selling satellites on Taobao has special symbolic significance, and at this stage, the satellites on Taobao are not necessarily really for sales, but more with the help of national e-commerce platforms for publicity and popularization, preparation in advance, deployment in advance. Just as I didn't believe that I could buy daily necessities online, now I have become accustomed to it, so I believe that buying satellites in the future is not news.

Behind the sale of satellites

It is worth noting that the price of the goods sold this time is often millions of yuan. Therefore, the transaction process has also attracted much attention from the outside world.

According to Shanghai Securities News, the reporter learned that in order to sell the satellite on the shelf, make a friend in strict accordance with relevant laws and regulations on the satellite from production qualification, to sales, publicity, delivery, and use.

In addition, due to the huge payment amount and long delivery period of this purchase of satellites, Luo Yonghao Taobao live broadcast room and Taobao and Alipay platforms have established a special green support channel to ensure that merchants can trade smoothly and ensure the rights and interests of consumers in the live broadcast room.

The company said that Luo Yonghao's Taobao live broadcast room will list more "new and peculiar" products, some for C-end consumers and some for B-side niche users. Luo Yonghao Taobao Live Room hopes to work with Taobao platform to make more consumers understand the "big country and heavy weapon" through such an attempt, and bring more high-quality "Made in China" to more fans and audiences in the live broadcast room.

Interestingly, April 1 this year is the third anniversary of Luo Yonghao's e-commerce live broadcast. Three years ago in 2020, Luo Yonghao's Make a Friend live broadcast room opened his live broadcast debut on Douyin, and since then he has once become the "brother with goods" of Douyin e-commerce. At that time, he also clarified his relationship with "make a friend": he had retired from management and gave them several live broadcasts per month for the next few years.

"Whether it is turnover or profit, the revenue capacity of the e-commerce sector is still very strong, which will be a relatively important support for Luo Yonghao's entrepreneurial stage," retail expert Meng Qi told Beijing Business Daily. "Luo Yonghao appeared at a critical moment, making it clear that he was making a friend and helping the horse to give a ride," industry insiders generally believe.

Editor|Wang Yuelong, Yi Qijiang

Proofreader|Lu Xiangyong

Daily Economic News Comprehensive Dawan News, Chao News, Beijing Business Daily, Shanghai Securities News, Everying.com (Reporter Yang Yu)

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