Luo Yonghao 618 sold 1.5 billion, and the underlying logic of live broadcast is changing

The premiere was 1.5 billion, and Luo Yonghao became the winner of JD.com 618

Riding the wind of the first day of Jingdong 618, Luo Yonghao of the "Three Caves of Rabbits" once again stood on the top of his career and became a well-deserved big winner on the first day of Jingdong 618!

Yesterday (May 31) at 8 p.m. was the official start time of JD 618. Prior to this, many people knew through different channels that making a friend put the live broadcast room on Jingdong live for the first time, so that many people came from other platforms before the live broadcast, just to watch Luo Yonghao's premiere on JD.com. That night, Luo Yonghao appeared in the live broadcast room of Jingdong Live "as promised", and successfully triggered a rush of fans in the live broadcast room.

Facts have also proved that Luo Yonghao, as the "first generation of Internet celebrities", has undoubted influence in the field of live streaming goods: the data shows that as of 22 pm on May 31, the sales of the live broadcast room of Jingdong have exceeded 100 million yuan; Half an hour later, the live broadcast room has reached 7.074 million views. After the whole live broadcast, the sales of making a friend exceeded 1.5 billion yuan, the first place in the live broadcast popularity list, and the cumulative number of visitors on the day exceeded 17 million!

You know, in the consciousness of many people, when it comes to live broadcasting, the first thing they think of is the three giants of Taobao Live, Douyin, and Kuaishou, and there is no objection to saying that these three are the first echelon of today's live broadcast industry; Taking a step back, among the three traditional e-commerce platforms, although Taobao, Jingdong and Pinduoduo have become the most powerful, Taobao Live still has obvious advantages in terms of live broadcast performance alone.

On the first day of 618, Luo Yonghao entered Jingdong Live and won 1.5 billion turnover, which invisibly changed the live broadcast pattern of traditional e-commerce platforms: live broadcast has always been the biggest "soft underbelly" of JD.com, with the help of Luo Yonghao, live broadcast sales have skyrocketed, and finally have the confidence to call Taobao live broadcast!

During the entire Jingdong 618 period, Luo Yonghao will conduct three live broadcasts on JD.com, namely Jingdong on May 31, Super Live Day on June 3 and 618 Peak Night on June 17, which also means that for Luo Yonghao and JD Live, the transaction of 1.5 billion on May 31 may just be an experimental "small test of the bull knife", and the bigger record will definitely be left for the next two games to break.

It seems that Luo Yonghao's move is right again!

Luo Yonghao and JD.com, each take what they need

Luo Yonghao's cooperation with JD.com Live is actually not surprising at all.

In the background, with the change of live broadcast rules, "choosing one of the two" has become a thing of the past, anchors no longer need to form a fixed cooperative relationship with a platform by signing a deed, and the freedom of live broadcast of anchors has been guaranteed, which is the background of Luo Yonghao's ability to play multiple roles and appear on different live broadcast platforms - a few years ago, when the war of major live broadcast platforms was still mainly around the super anchors of the platform, the current situation is simply unimaginable.

Just like the line of the boss of the drama class in "Farewell My Concubine": "Little ones, you have finally caught up!" ”

Luo Yonghao, who "caught up" and Jingdong live broadcast, the cooperation on the first day of 618, can be said to be what they need.

On the one hand, although other platforms have significantly increased their investment in 618 over the years, for example, many platforms have called this year's 618 investment "the largest investment ever", but Jingdong has always been the real home of 618, this point, JD.com knows, Luo Yonghao also knows the door! Luo Yonghao resolutely entered Jingdong Live in the key promotion node of 618, just like he joined Taobao Live before seeing Taobao's influence in Double 11, what really moved him this time was JD.com's unparalleled influence in 618.

The data on the first day of Jingdong 618 also proves how "wise" Luo Yonghao's decision is!

Jingdong War Report shows that the number of brands that exceeded 100 million in the opening 10 minutes increased by 23% year-on-year, the turnover of more than 60% of new merchants exceeded the average daily full day in May, and nearly 50% of small and medium-sized merchants increased by more than 200%. At the same time, consumers in more than 300 cities across the country received the pre-sale goods ordered in the fastest minutes.

In terms of specific categories, the turnover of the electric home category exceeded 5 billion in the first 10 minutes before the opening. In addition, the transaction volume of home appliances and home trade-ins increased by 120% year-on-year, the transaction volume of home appliances and ready-to-install services increased by 240% year-on-year, and the transaction volume of furniture and building materials providing integrated delivery and installation services increased by 260% year-on-year.

Among them, there is Luo Yonghao's first contribution of 1.5 billion.

On the other hand, Luo Yonghao's pursuit of genuine products, not selling fakes, and the concept of attaching great importance to after-sales service are highly consistent with JD.com's platform attributes.

We know that the main category of Luo Yonghao's goods is 3C digital products, which is his strength; In recent years, with the rise of platforms such as Tmall, the dominant position of JD.com in 3C digital products has also been threatened, and at this critical moment of 618, Luo Yonghao's "counterattack" may re-allow JD.com to win the advantage again in the field of 3C digital products.

On the whole, Luo Yonghao and Jingdong Live 618 cooperation, both sides have found the real demand point, and will inevitably create greater possibilities.

Flowing live broadcast platform,

Ironclad super streamer

Luo Yonghao's performance on the first day of JD 618 also revealed the great changes in the underlying logic of today's live broadcast: the flowing live broadcast platform, the iron super anchor.

Nowadays, many live broadcast platforms are invariably "de-super-anchoring", on the surface, the main reason for this is that some platforms have done their best to build super anchors, which may still bring immeasurable consequences; But in essence, it is the irreproducibility of super streamers.

It turns out that super anchors are super anchors, and their influence is irreplaceable by others. This can be seen from the fact that after Wei Ya and Li Ziqi became invisible, until now, so many live broadcast platforms still cannot launch candidates who can match.

If someone really has the ability to bring goods like Wei Ya and Li Ziqi, even if they tilt the platform resources again, many platforms are still willing to do it.

As one of the only remaining super anchors in the live broadcast industry, Luo Yonghao's live broadcast results over the years have always been very stable, so stable that even if Luo Yonghao is not in the live broadcast room, the performance of making a friend in the live broadcast room will not collapse.

In this way, Luo Yonghao has more opportunities to appear in different live broadcast rooms. For example, Double 11 is Taobao's home turf, so go to Taobao Live to make money; Jingdong has the largest say in 618, so put the live broadcast room on Jingdong live broadcast; Douyin has continuously launched the "Douyin Good Things Festival" over the years, and you can broadcast the usual live broadcast knowledge on Douyin.

Therefore, if one day, Luo Yonghao appears in the Kuaishou live broadcast room, don't be surprised! Because this is the new logic of live streaming at present.

If you enlarge the field of view a little more, you will find that not only Luo Yonghao, but most of the first-line anchors and quasi-super anchors have also done so, but compared with Luo Yonghao, it is difficult for them to calmly move their fans on different platforms, and they can achieve good results on each platform.

It has huge traffic and stable delivery capabilities on different live broadcast platforms, which is the biggest advantage that distinguishes Luo Yonghao from other anchors, and it is also the goal that other anchors are striving for.

Author | Zhao Yunhe