On December 19, 2023, Dong Yuhui, as the vice president of New Oriental's cultural tourism sector, conducted the first live broadcast in the cultural tourism live broadcast room. The live broadcast attracted a large number of viewers, and its popularity reached nearly 4 million at one point. However, despite the large number of viewers, the sales in the live broadcast room were extremely bleak, in stark contrast to Dong Yuhui's sales at the time of Dongfang Audition.
Dong Yuhui's products sold in the live broadcast room of cultural tourism are mainly expensive travel packages, such as ski packages, group tours of the National University of Singapore, etc., and the prices far exceed the spending power of ordinary audiences. This has led to the loss of viewers and sluggish sales. In addition, the price of New Oriental Cultural Tourism was questioned by some netizens as being too high, and there was even a "suspicion of killing pigs".
Many netizens said that although they wanted to support Dong Yuhui, the high price discouraged them. Some viewers think that Dong Yuhui was pitted by the high-price strategy of New Oriental Cultural Tourism and was disappointed. Dong Yuhui's experience in the live broadcast room of New Oriental Cultural Tourism reflects an important lesson in the field of live broadcast sales: product pricing must be in line with the spending power of the target audience.
In addition, this also exposes the challenges of the live broadcast industry in terms of product diversification and market positioning. Although Dong Yuhui's personal popularity is still the same, in the new market environment, how to adjust strategies to attract and maintain consumers is a problem that he and New Oriental Cultural Tourism need to face together.
Celebrity engagement can significantly increase a brand's exposure. Their fan base and social media presence help attract a large audience, which increases the brand's awareness. Celebrities usually have a certain level of public trust. Their recommendations are seen as a credible endorsement that helps to increase consumer trust in the product.
The immediacy of live sales allows viewers to make an immediate purchase decision. Celebrity testimonials and demos can inspire viewers to make purchases, leading to instant sales. Live streaming allows celebrities to interact with viewers in real-time, and this interactivity adds to the shopping experience, making consumers feel more personal and engaged.
A celebrity's image and style may not always match the product exactly. Improper matches can reduce sales effectiveness and even damage brand image. Over-reliance on celebrity power can lead to the neglect of the brand's own values and characteristics. Once a celebrity's influence declines, so does the brand's appeal.
Celebrity livestream sales tend to focus on high-end or high-priced products, which may limit their effectiveness among price-sensitive consumer groups. Celebrity live streaming sales may face sustainability issues. As the market becomes saturated and consumers fatigue, the effectiveness of this model may wane.
Celebrity live streaming sales are an effective marketing strategy that increases brand exposure, increases consumer trust, creates instant sales, and enhances the shopping experience. However, this model also has limitations such as product fit, over-reliance on celebrity, price sensitivity, and sustainability.
Therefore, brands need to consider these factors when adopting celebrity live streaming sales to ensure the effectiveness and long-term sustainability of their strategies. The live streaming platform is mainly positioned to provide entertainment content and interactive experiences, including game live streaming, music, chat interaction, etc. Some platforms focus on education and knowledge sharing, such as online courses, professional lectures, etc.
Live streaming e-commerce has become an emerging trend, and platforms sell products through live streaming, combined with influencer marketing. Live streaming platforms are also part of social networks that provide users with a space to communicate and build community. As the market evolves and competition intensifies, the live streaming industry needs to constantly adjust its strategy to adapt to the changes.
In order to attract and retain viewers, live streaming platforms need to provide diverse content, including but not limited to entertainment, education, lifestyle, and more. Use AI, VR, and other technologies to improve the live broadcast experience, such as high-definition live broadcast, interactive live broadcast, etc. Improve the user interface and interactive features, provide personalized recommendations, and optimize the user experience.
Strengthen community management, establish a healthy live broadcast environment, and improve user stickiness. Comply with laws and regulations, strengthen content moderation, and prevent illegal content. Explore diversified monetization models, such as advertising, paid content, virtual gifts, membership services, and more. Collaborate with other brands and industries to achieve resource sharing and market expansion. Considering the needs and characteristics of the international market, expand overseas markets.
The market positioning and strategy adjustment of the live broadcast industry is a continuous process, which requires the platform to continuously innovate and optimize according to market changes and user needs. Through diversified content, technological innovation, optimized user experience, community building, compliance and self-discipline, and business model innovation, live streaming platforms can remain competitive and achieve sustainable development in a highly competitive market.
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