"Third hand" Luo Yonghao, can he help Liu Qiangdong fight a good turnaround?
New friends, old friends, how to rain and dew
Cover source丨Jingdong make a friend live broadcast room
Like his debut on Douyin and Taobao, Luo Yonghao made his debut on JD.com Live, with episodes constantly, but the results were unambiguous.
At 8 p.m. on May 31, Luo Yonghao did not appear in front of the camera in the live broadcast room as scheduled, and fans who had been waiting for a long time began to hurry. "Why hasn't Lao Luo come yet?" "I want to see Lao Luo, let Lao Luo come out quickly."
The atmosphere was in place, the female anchor issued an invitation, the applause in the live broadcast room sounded for a minute, Luo Yonghao and his old partner Zhu Xiaomu were late. Still as witty and ridiculous as ever, explaining the products slowly, and fans also pay as always.
As of Luo Yonghao's broadcast at 12 o'clock in the evening, the live broadcast room has been broadcast for a total of 12 hours, the cumulative number of views (views) has reached 17 million, and the total GMV has exceeded 150 million yuan, becoming the super head of JD.com's live broadcast without suspense, and it is off a cliff.
However, compared with last year's Double 11 Taobao live broadcast debut exceeded 10 million views in less than two hours, GMV exceeded 200 million yuan, and Douyin live broadcast debut exceeded 48 million views two years ago, Luo Yonghao does not seem to have exerted his full strength on JD.com.
Luo Yonghao, who turned his "third hand", began to show signs of a gradual decline in appeal. Jingdong Live, whose soil is still barren, how much chance does it have to borrow him to turn over?
Shorty Riba General
"Can it be put on the shelf, do you have any rules?" I can go now, but the teleprompter says last. Luo Yonghao's tone became stern, and he warned the operation staff, "You guys be careful, once again, I'm not done with you." ”
No one can tell if this is an unintentional mistake or a small plot deliberately created to make waves in the live broadcast room.
For this live broadcast debut, making a friend and JD Live can be described as racking your brains.
As early as the publicity period, making a friend earned enough eyeballs with a set of "fractured" houses - Hangzhou Binjiang District, more than 150 square meters, the price from 3.32 million to 2.05 million, the discount figure of 6.18 seems quite auspicious, and only this set.
JD.com "Make a Friend Live Broadcast Room"
This is a commodity that Luo Yonghao focuses on, which he also calls the "hook" of the entire live broadcast, which is used to hang the appetite of fans. From the qualification of the house to the apartment type and decoration, Luo Yonghao introduced it for half an hour. But at the threshold of the upcoming link, Luo Yonghao said that "the teleprompter is not allowed to go on".
What made Luo Yonghao "angry" was not just this one thing.
When introducing the heavily subsidized product Wuliangye Baijiu, Zhu Xiaomu asked the operation staff three times, "Can I get the link now", but it seems that he did not receive a positive answer. Luo Yonghao looked a little impatient, "You say on the link, they must get it." ”
The big screen playing PPT also made Luo Yonghao feel unprofessional. "You guys make the screen so low, fans can't take screenshots, replay at night, and buckle your chicken legs."
A similar small mistake was "staged" once when Luo Yonghao Taobao made his Taobao live broadcast debut half a year ago. At that time, he repeatedly apologized to the audience: "I am still a newcomer to Taobao Live, and the new platform has different rules, which we are still familiar with." ”
These harmless little twists and turns did not prevent the live broadcast room from boiling due to Luo Yonghao's appearance, and even added a fire.
Luo Yonghao appeared in less than 10 minutes, and the number of viewers in the live broadcast room soared by 500,000. In front of Luo Yonghaolu, the live broadcast room of Make a Friend has been broadcast continuously for 8 hours on the same day, and the cumulative number of viewers is less than 2 million.
In order to welcome this super head anchor of the whole network, Jingdong Live has not made less efforts.
At the 618 mobilization conference, Jingdong Live couldn't wait to reveal: there will be well-known institutions stationed in JD.com, and there will be "super big coffee" entering the Jingdong live broadcast room at 8 pm on May 31.
In order to show sincerity, JD.com also launched the "Shopping Back to Beijing Beans" and "Drawing Jingdong Payment Coupons" activities in this live broadcast room, and all welfare products came from JD.com's own stores. To this end, Luo Yonghao's real name sighed: "Jingdong is indeed arrogant, in the past, our welfare products were only 1,000 orders, and Jingdong directly gave 10,000 orders." ”
The two sides worked together to make a friend live broadcast room achieve unprecedented results since the launch of Jingdong Live. As of Luo Yonghao's broadcast, the live broadcast room has reached 17 million spectators, and the GMV has exceeded 150 million yuan, ranking among the top players.
JD.com "Make a Friend Live Broadcast Room"
In fact, even if Luo Yonghao himself did not appear, the Make a Friend live broadcast room has emerged in the warm-up stage.
Since moving in at the end of March, I have made friends and broadcast nearly 20 live broadcasts on JD.com, each live broadcast is 6 hours, and the views range from 400,000~800,000. Most of the other live broadcast rooms of Jingdong have less than 100,000 spectators, and thousands or even hundreds abound.
It is precisely because of this that Luo Yonghao's "super head" in JD.com is somewhat "a general in the short".
Half a year ago, Luo Yonghao's Taobao Live debut came up with higher field view data than in JD.com, but the GMV was only one percent of Li Jiaqi's live broadcast room, and it was difficult for the daily live broadcast view and GMV to squeeze into the top five of Taobao Live.
But in any case, with Luo Yonghao's big IP, JD.com has already conveyed its determination to make live broadcast e-commerce.
What does Jingdong want, what does Lao Luo need?
JD.com's live broadcast, which "opened" in September 2016, was only three months later than Taobao and two years earlier than Jikuai.
At that time, JD.com invited celebrities such as Dong Mingzhu, Wang Feng, Su Xing, and Li Dongtian to settle in the live broadcast room, and took the lead in ushering in the highlight moment of live broadcast goods. In the 618 battle report in 2020, "the first two minutes of live broadcast exceeded 100 million", which became the highlight of the year's performance.
But JD.com did not use the live broadcast tool well, and the pomp and bustle did not last.
In the following years, JD Live was gradually surpassed by latecomers. Now holding hands with Luo Yonghao, it is trying to send a clear signal to the outside world - JD.com wants to do a good job of live broadcasting.
Among the crowd of super-head anchors and head MCN institutions, it is not surprising that JD.com chose to "make friends" with Luo Yonghao.
In 2016, Luo Yonghao was a guest on JD.com Live as the CEO of Hammer Technology and held the "Lao Luo Session". Since then, Luo Yonghao, as an old friend, has visited JD.com many times with a hammer mobile phone.
Now, he has another identity - a super head anchor with enough appeal in the field of live e-commerce. JD.com hopes to use him to set a benchmark for its own live broadcast ecology and quickly make up for the lack of super-head anchors. And Luo Yonghao's tonality of making a friend also highly overlaps with JD.com's label of "3C home appliances are good and there are more male users".
Douyin data shows that the age of users in the Make a Friend live broadcast room is concentrated in 31~40 years old, more than 60% of men, and 38.6% of users are from first-tier cities. The core categories of mobile phones, 3C digital, home appliances, and drinks to make friends also happen to be JD.com's strengths.
According to the statistics of Snow Leopard Finance and Economics, among the 108 products listed on the shelves of Luo Yonghao Jingdong's first live broadcast, the 3C home appliance category accounted for half of the country. Including Midea's floor scrubbers, steamers, air conditioners, Haier's refrigerators, and TVs alone have been put on the shelves of four brands: Xiaomi, Hisense, Skyworth, and Samsung.
The price is also quite competitive. The Japanese version of the Switch costs 1799 yuan, which is at least 500 yuan cheaper than the live broadcast room of some head anchors on Taobao. A floor scrubber sold for 2,699 yuan, and the same model sold for at least 3,000 yuan in other live broadcast rooms.
Although JD.com has obvious advantages in the field of 3C home appliances, it is an indisputable fact that the overall growth rate of the consumer electronics market has slowed down. At this time, linked with Luo Yonghao, JD.com intends to boost its own advantageous categories, looking forward to colliding with 1+1>2 sparks.
In addition, compared with other super head anchors, Luo Yonghao has also experienced two industry milestones: Douyin signed Luo Yonghao, which has become a landmark event for the comprehensive rise of the live streaming e-commerce industry; During Double 11 in 2022, make a friend and settle in Taobao, opening a precedent for cross-platform live streaming of super-head anchors.
Compared with Taobao's Li Jiaqi, Lie'er Baobao, Kuaishou's Simba family and other native super-head anchors who are "strongly bound" to the platform, Luo Yonghao already has a considerable fan base and cross-platform influence before entering live streaming e-commerce, which makes it easier for him to break through the limitations of a single platform. Making friends can also gain stronger performance certainty and more initiative through the all-platform layout.
Huang He, the founder of Make a Friend, once said in an interview with the media that a qualified brand should blossom everywhere in every channel. "It is a natural thing to eat through this channel of Douyin and then enter other channels."
This two-way rush to each take the needs allowed JD.com to get a fast ticket to catch up with live streaming e-commerce. But relying on Luo Yonghao alone, I am afraid it will be difficult for it to close the gap between Tao Jiao Kuai in a short period of time.
Luo Yonghao's value is decreasing
From Douyin to Taobao to JD.com, Luo Yonghao, who has turned "three hands", the value of IP is constantly being diluted.
In March 2020, Luo Yonghao's personal account on Douyin attracted more than one million followers in just 3 hours, breaking the record for the fastest increase in fans on the platform, and the first video was released with nearly 400,000 likes in 4 hours.
Before Douyin staged "True Return", "lone hero", "serial entrepreneur" and "idealist" were the most distinctive labels on Luo Yonghao. His popularity in the entrepreneurial circle has become a traffic engine for live streaming goods.
He became famous on Douyin, both by virtue of his influence base and the platform's abundant traffic. At that time, Douyin urgently needed to support a super-head anchor to compete with Kuaishou's Simba and Taobao's Li Jiaqi.
When he switched from Douyin to Taobao, Luo Yonghao's label of entrepreneur and entrepreneur was rarely mentioned, and more people began to get used to calling him "Internet celebrity" and "head anchor", which is obviously slightly inferior.
During Double 11 last year, "Luo Yonghao Live Broadcast Room" entered Taobao, and the first live broadcast increased by 300,000 followers in 8 hours, and 10.18 million in the first 20 days. However, half a year after entering Taobao, the number of fans in the live broadcast room has only reached 10.35 million, less than half of the number of Douyin fans.
From Douyin to Taobao, the value of making a friend in the supply chain is also being weakened.
When Luo Yonghao first joined Douyin, it was in the early stage of development of the platform's e-commerce business, the head pattern was not stable, the brand self-broadcast was not yet a climate, and most of the live broadcast rooms were mainly selling white-label goods. Make a friend with "brand + low price" as the selling point, so that Dyson hair dryer, Lenovo computer, Sony camera, Feitian Maotai, etc. have become frequent customers in the live broadcast room.
However, compared with Douyin at that time, Taobao had rich brand merchant resources, and most of the top anchors brought brand goods, and the bargaining power and ability to leverage supply chain resources were no less than making friends. This led to the brand advantage and low price advantage of Luo Yonghao and making a friend is no longer obvious.
Taking the live broadcast on May 31 this year as an example, the price of Kiehl's Amazon white clay products in Taobao Luo Yonghao's live broadcast room is 340 yuan, which is no different from the price of Li'er Baby live broadcast room; A Yunmi air conditioner in the live broadcast room costs 1899 yuan, which is the same price as the brand store broadcast.
What's more, Luo Yonghao, who announced his "withdrawal" a year ago, is semi-retiring, and the frequency of live broadcasts has dropped significantly, and he will almost only appear in front of the camera during the promotion. On JD.com, Luo Yonghao said frankly, "During the 618 period, I will still come on June 3 and June 17, and the other times will be done by young anchors." ”
But after he became a "part-time anchor", the data in the live broadcast room showed a significant decline.
During the Double 11 last year, Luo Yonghao took Taobao Luo Yonghao to achieve tens of millions of views in the live broadcast room, but the daily views in the next half year only maintained about 4 million. On May 26, the first day of Taobao's launch of 618, the number of viewers in Luo Yonghao's live broadcast room reached the highest 5.88 million in the month. In contrast, the data of the TOP 5 live broadcast rooms of Taobao Stadium are all above 10 million.
On the night of the premiere of Jingdong Live, Luo Yonghao's Taobao live broadcast room was much deserted, and the cumulative number of views at about 8 pm had just exceeded 2 million. The Douyin live broadcast room was rarely closed for up to half an hour during the 9 p.m. prime time.
Before the Taobao live broadcast room grew up, Luo Yonghao made a new friend of JD.com non-stop, and how to allocate his time and energy among the many "friends" was a problem he had to consider. For JD.com, if you want to win the battle of live streaming e-commerce, you can't pin your hopes on only one Luo Yonghao.