Dahe News Yu video reporter Liu Yongheng
On October 9, Jiang Ge's mother Jiang Qiulian took a step to bring goods live, which lasted nearly 3 hours, with more than 15 million views, more than 100,000 people online, and sales of more than one million, and won the first battle.
News parties bring goods live and re-enter the public eye.
Counting the news parties in recent years, there are not a few who have become "anchors with goods" like Jiang Qiulian - Mr. Huang, who became popular on the whole network because of "digging and digging", started broadcasting during the break, and the sales of 5 live broadcasts exceeded one million; Internet celebrity "Iron Head Punishes Evil and Promotes Good" who reported the explosion of illegal make-up classes in Hangzhou New Oriental brought Xinjiang agricultural products in the live broadcast room, but was miserably hit by Waterloo; Sun Haiyang, the protagonist of the "Reward of 200,000 Yuan to Find a Child" incident, has conducted more than 150 live broadcasts so far last year, and the sales of the first live broadcast exceeded 8 million yuan.
Among these news parties, there are both victims of public events and ordinary people who suddenly became popular. Nowadays, when the news has become a "hit" and has been widely followed, the social accounts of the parties can often easily obtain tens of millions of fans. In the face of this "sky-splashing traffic", some news parties face different situations when they use their influence to bring goods live for various reasons: some people are prosperous, and some people are constantly controversial...
Jiang Qiulian's debut sales exceeded one million yuan
On October 9, 54-year-old Jiang Qiulian started her first live broadcast in her life. During the live broadcast, she introduced 23 products such as Shaqima, boneless chicken feet, and paper towels one by one in Mandarin with a Shandong accent.
Within 3 hours, she sold nearly 60,000 items and sold more than one million yuan. When facing netizens who brushed gifts in the live broadcast room, Jiang Qiulian also repeatedly repeated that "you don't need to send me gifts, the fact that you can buy good goods is the greatest support for me", and called on everyone to compare more and consume rationally.
Previously, Jiang Qiulian posted a video on her personal public account on October 7, saying that her current physical condition could not support her to carry out high-intensity work, and she also needed a job to maintain her economic status quo and support the road to rights protection and pension issues, so she decided to choose live broadcasting.
In Jiang Qiulian's view, live streaming is just moving her supermarket online, also to make money, "but I will put the selection and service first, and make money second."
It is reported that in recent years, Jiang Qiulian has been relying on opening online stores to make a living.
In this regard, some media commented that Jiang Qiulian's behavior of bringing goods should be more understanding and tolerance, "Jiang Qiulian needs an income to survive, and it is currently a good choice for her to bring goods live."
Some media also said that victims did not "sell miserable" to make money, but tried to start a new life after encountering misfortune or injustice. Their efforts to live a better life should not be hindered and harsh.
According to public reports, on December 30 last year, Jiang Qiulian and Liu Nuanxi upheld the original verdict in the second instance of the right to life dispute case. The Qingdao Intermediate Court upheld the first-instance judgment, and Liu Nuanxi compensated Jiang Qiulian for various economic losses of 496,000 yuan and spiritual comfort money of 200,000 yuan.
Since then, after four enforcement attempts, Jiang Qiulian received 696,000 yuan in compensation from Liu Nuanxi in June this year. More than ten days later, the establishment and donation ceremony of "Jiangge Special Student Aid Fund" was held in Qingdao Jimo District Charity Federation, and Jiang Qiulian donated all the compensation to Jimo District Shuguang Public Welfare Volunteer Association.
"Digging, digging, digging" Teacher Huang's 5 live broadcasts totaled more than one million sales, but he continued to lose fans
Because of the children's song "digging and digging" became popular on the short video platform, Teacher Huang, who gained 4 million followers a week, also recently opened a live broadcast with goods, and the entry "Digging Teacher Huang opens live broadcast with goods" once appeared on Weibo hot search, arousing the attention and discussion of netizens.
The data shows that Mr. Huang has launched a total of 5 broadcasts in the past 30 days, with an average of 5.823 million views per game, the highest number of views of 8.148 million, and live broadcast sales of 1 million to 2.5 million. Combined with the information circulating on the Internet and third-party data platforms, the categories brought by Mr. Huang include daily necessities, food and beverages, maternal and baby products, beauty and skin care, etc. One of the best-selling is a children's thermos cup, with sales reaching 7.97W.
In this regard, netizens have different views, some people think that live streaming is degrading to the teaching profession, others think that there is no need for moral kidnapping, anyone can live broadcast goods, as long as they do a good job in quality control and make money without conscience.
On September 26, Mr. Huang responded to the matter of bringing goods on his personal Weibo, saying that he was still doing music education, only using the rest time to start bringing goods, and said that he was a lively and cheerful person in his life, and had been trying different new roles, "The greatest joy in life is not passive enjoyment, but active giving."
It is worth noting that after Mr. Huang began his live broadcast, his followers fell by nearly 100,000, and as of October 12, the number of followers on his Douyin platform was 7.906 million.
Some insiders said that Mr. Huang's live broadcast performance is very average in the live broadcast circle, and the number of live broadcast viewers is less than 10% of the number of fans. "The heat has passed".
Whether Mr. Huang's live streaming performance is sustainable remains to be seen.
The Internet celebrity "Iron Head" live broadcast was ridiculed by a large number of netizens and ended hastily
On August 14 this year, the Internet celebrity "Tietou Punishes Evil and Promotes Good" (hereinafter referred to as "Tietou"), who was popular for cracking down on fake Sanya seafood and reporting Hangzhou New Oriental illegal make-up classes, livestreamed on a short video platform to bring goods for Xinjiang agricultural products. In the first live broadcast of Tietou, a large number of netizens rushed into the live broadcast room to "sing the opposite".
In the comment area of related videos, many netizens said: "I bought two copies, one returned, one sent for inspection" "I never returned, but this time what he sold, I bought, bought it and returned it"... In the end, the live broadcast of "Iron Head" ended hastily after about an hour, and a staff member who maintained "Iron Head Punishes Evil and Promotes Good" also had a quarrel and quarreled.
The next day, a number of merchants participating in the live broadcast said that they had terminated their cooperation with "Tietou", and some merchants also put up apologies letters to apologize to netizens who purchased agricultural products. An e-commerce company in Turpan City, which invited "Iron Head", also said that it would not continue to cooperate in the future.
With more than 3.7 million followers, his videos often captivate viewers with intense language and emotion, claiming to be "messengers of justice" who are not afraid of sacrifice and seek fame and fortune. The main content released by it includes the anti-counterfeiting of Sanya seafood market, the investigation of beauty salons, and the supermarket jewelry gold inlaid jade scam, etc., which attracted the attention of many media and netizens, and the fans soared by millions.
What made others reach the peak was its reporting of Hangzhou New Oriental, which also became the beginning of many netizens "turning pink to black". It is reported that on August 4 and 6, "Iron Head Punishes Evil and Promotes Good" released two unannounced videos, reporting that a teaching site in Hangzhou New Oriental conducted fee-based training for middle school students, causing the campus to turn off the power and dismiss teachers and students to go home. In the video, "Tietou" also threatened to let the make-up class behavior "break its roots" in Hangzhou.
Since then, "Iron Head" has been exposed to have been sentenced for opening casinos and illegal detention, and has fallen into a storm of public opinion. On August 19, it released a video saying that it would temporarily say goodbye to reporting teaching and training make-up classes, as well as the so-called behavior of attending classes ahead of time in major junior high and high schools, "because I have been really tired recently and want to rest for a while."
Sun Haiyang's first live broadcast brought goods, and once ranked first in the overall list of platform goods
On October 13, 2022, Sun Haiyang, the protagonist of the "Reward of 200,000 Yuan to Find a Child" incident, conducted a live broadcast on the short video platform, and the live broadcast sales exceeded 8 million yuan, once rushing to the first place in the total list of platform goods.
"When Douyin was just popular, someone asked me if I would bring goods live, and I said definitely not. Later, I found out that online live streaming is indeed easier than offline money. What happened to live streaming? Only by making money can you make a good family and have the ability to help others. Sun Haiyang donated all the more than 900,000 yuan of remuneration he received from his first live broadcast to Hangzhou Huakailing Xunzi Exhibition Hall.
Data shows that in the past year, Sun Haiyang has conducted more than 150 live broadcasts. In May this year, Sun Haiyang said in an interview with the media that when he has free time, he will open the live broadcast to chat with fans, and sometimes bring goods.
"Other anchors advise everyone to buy quickly, and I always advise everyone not to buy. Unless you really need it at home. Sun Haiyang said. He handed over the selection to his wife, and for the first time in years, he encouraged her to come to the front of the stage, "She used to be filled with the spirit of finding a son, but now she can finally do something more fulfilling." ”
Sun Haiyang pushed Peng Siying to the front, quietly shrunk behind her, and sometimes pinched his shoulders and backs on the spot for his wife, who was a little tired from live broadcasting. There are often scenes of husband and wife fighting in the live broadcast room, and many fans are infected by this kind of scene with a family atmosphere.
In Sun Haiyang's live broadcast room, most of the products on the line are household products of tens of yuan or even a few yuan, and there is no consumption threshold.
The final fight for live streaming is quality and service
Some commentators believe that as a non-professional "anchor with goods", the traffic "dividend period" of news parties is often short.
For them, they can't stop at consuming past popularity, but may as well learn new livelihood skills, develop new thinking concepts, and explore a sustainable life path in the process of bringing goods.
In fact, regardless of whether the transformation is successful or not, the parties who have switched to the "live broadcast and goods" track in recent years due to the "explosion" of news events are still going forward.
Some of them are suffering and trying to make a living from it; Others want to ride the east wind and embrace new formats. However, it must be noted that no matter what experience these "anchors with goods" have, they must realize that when the identity of the news party switches to live broadcasting, they must serve consumers well.
In recent years, Internet celebrities who have "overturned" due to inappropriate speech, price gouging, and sales of fake and shoddy products are obviously not a few, which is also the key to the prejudice of some netizens against news parties, Internet celebrities, etc. for live broadcasting, believing that they are using the enthusiasm and goodwill of netizens to make a windfall.
As far as live streaming is concerned, consumers are always most concerned about the quality, price and service of goods.
Source: Dahe News Yu Video Editor: Liu Huijie