A few days ago, Ai Fukuhara opened the first live broadcast with goods. According to the data, a total of 1.409 million people have watched it, but the amount of goods is less than 25,000 yuan. On January 29, the topic # Ai Fukuhara brought less than 25,000 yuan in the first live broadcast # to the top of Weibo's hot search.
Once upon a time, many celebrities were among the live broadcasts with goods. Nowadays, the starlight of the live streaming industry is getting dimmer and dimmer. There is no doubt that with the deep reshuffle of the market, it is obviously difficult to support a successful live broadcast by relying on celebrity effect alone in the past. So, how should streamers respond to changes in the industry?
Ai Fukuhara's live broadcast "overturned"
As a former star table tennis player, Ai Fukuhara's name is not unfamiliar to Chinese fans. With her sweet appearance and superb ball skills, she has impressed many people. However, after retiring, she rarely appeared in the circle of public opinion.
A few days ago, she started her first live broadcast in China and became a hot topic again. It is reported that 5 minutes after the start of the broadcast, the number of likes in the live broadcast room exceeded 20,000. After 10 minutes, the number of online users exceeded 10,000. Ai-chan's popularity is still very online.
During the live broadcast, Ai Fukuhara and her personal trainer gossiped about past training, and interacted with netizens in the live broadcast room on topics such as Spring Festival customs and Chinese food.
During the live broadcast, Ai Fukuhara also shouted and sold goods with his assistant. The goods are all more pleasing daily necessities such as red envelopes and mobile phone cases in the Year of the Dragon. It is reported that the goods sold were all sold in the live broadcast room after Ai Fukuhara's personal test.
According to the data, the entire live broadcast lasted less than two hours, with a total of 1.409 million people entering the venue to watch, and a total of 2,375 pieces of goods were sold, with a turnover of 23,500 yuan.
On the second day of the live broadcast, the topic of #福原爱首场直播带货额不足2 50,000 yuan# topped the hot search list. If you simply look at the transaction, Ai Fukuhara's first live broadcast with goods can be said to be "overturned". There are probably two reasons for this:
First, as a novice, Ai Fukuhara lacks professional accumulation in live streaming. In the increasingly competitive live broadcast industry, if you want to bring more, there are skills in all aspects from speech to product selection.
Second, netizens who entered the live broadcast room paid more attention to Ai Fukuhara's living conditions. After all, the previous divorce incident was in an uproar and full of storms. However, during the live broadcast, Ai Fukuhara did not share her life status.
However, most netizens expressed their friendliness to Ai Fukuhara's live broadcast of "overturning". Someone said, "More than 20,000 in 2 hours, which is not less." Some people also suggested, "Not every celebrity is suitable for live broadcasting, you can try again, and if the effect is not good, you will change your position." ”
The halo of celebrities is no longer there
When live streaming was popular, someone once said that the end of a star is live streaming. With a strong aura, celebrities enter and sell goods, and they do have a good record.
In 2020, Chen He started broadcasting in the Youxi live broadcast room, and won 80 million GMV in 4 hours, ranking second on the list of goods at that time. In 2022, Liu Tao will make his Taobao live broadcast debut, with a total GMV of 148 million, and is regarded as "Liu Yidao" by the outside world. In 2022, Yang Zi and Huang Shengyi won 128 million GMV on Douyin live broadcast.
The strong ability to carry goods quickly attracted a large number of celebrities. According to data, in 2020, 99.5% of the stars in the Chinese entertainment industry have entered the live broadcast room. When the industry is booming, even if the waist artist participates in a brand live broadcast, he can raise a 6-figure income.
However, with the upgrading of the industry, celebrities brought goods into winter overnight. In recent years, there have often been "overturning" incidents of celebrities bringing goods. Not long ago, some media reported that a celebrity couple brought goods in a live broadcast room, triggering a series of incidents. It is reported that a bacon brand rushed to the star to bring goods and prepared products worth 1.7 million yuan, but only one order was sold. After the incident, the merchant reported to the police on the grounds that the relevant company was suspected of contract fraud.
In addition, even the performance of traffic stars with goods is miserable. Topics such as only 15 cans of milk powder with 600,000 pit fees, and 900,000 single-digit orders have appeared on the hot search list, triggering cold thinking in the market about celebrities bringing goods.
Consumers are more rational
Whether it is bringing goods to "overturn" or celebrities withdrawing from the live broadcast room, it declares that the era of savage growth and harvesting traffic in the live broadcast room has passed.
In the context of the increasing standardization and standardization of live streaming, it is difficult for traffic to be directly linked to the performance of bringing goods.
On top of that, consumers are now becoming more rational. They not only look at personal preferences and anchor affinity, but also carefully study the price-performance ratio of the product.
After several years of market education, consumers have passed the barbaric street of placing orders when they see celebrities, and rational consumption has become the new logic of live streaming.
When the industry is more rational, the anchors who can stay rely on their real skills. This is a win-win situation for practitioners, consumers, and brand merchants.
Because of this, if Ai Fukuhara wants to go further on the road of live broadcasting, there is still a lot to learn.