On January 28, former Japanese table tennis player Ai Fukuhara started his live broadcast debut.
A live broadcast with a duration of about 1 hour and 50 minutes, a total of 741,000 people watched the live broadcast, but according to the data, the live broadcast sales that night were only 2,375 pieces, and the sales were only 233,000 yuan.
Ai Fukuhara's live streaming products include daily products, beauty products, and jewelry, including but not limited to paper towels, toothbrushes, laundry pods, mobile phone case decorations and other daily necessities.
It stands to reason that the things sold in Ai Fukuhara's live broadcast room are not expensive, or even a little cheap, and the popularity of the live broadcast room is not low.
5 minutes after the broadcast, the number of likes in the live broadcast room exceeded 20,000. 10 minutes after the broadcast, the number of people online reached 10,000.
But sales are very sluggish, could it be that all these people are here to see the excitement?!
If you want to say that the hottest sports star on Weibo the year before last, it is none other than Ai Fukuhara.
For the vast majority of netizens, Ai Fukuhara is not an unfamiliar name.
It's just that compared with her sports career, netizens pay more attention to her divorce rumors, and in recent years, "Ai Fukuhara's divorce" and "kidnapping of her son" have caused heated discussions on the Internet, and have been on the top of the hot search several times.
Up to now, Ai Fukuhara has 2.615 million fans on Douyin.
With the traffic brought by the divorce turmoil, Ai Fukuhara received a lot of attention after announcing that she would bring goods live.
Ai Fukuhara, who rarely appears in public after the divorce turmoil, also released a number of videos for this live broadcast to warm up, and many netizens expressed their support under the comments.
So this time, Ai Fukuhara's live broadcast debut Waterloo surprised many people.
On January 29, "Ai Fukuhara's first live broadcast with less than 25,000 goods" topped the hot search on Weibo, with a reading volume of 130 million.
Ai Fukuhara's hot searches related to live streaming are fermenting, and the biggest benefit is the Weibo platform.
The incident spawned a number of topics, such as "Ai Fukuhara sold more than 20,000 products in 2 hours of live broadcast", "How to evaluate Ai Fukuhara's dismal results in the first game", etc.
It can be seen that Ai Fukuhara is still able to cause a high level of discussion.
But this kind of traffic can't be monetized.
This is also the dilemma encountered by the vast majority of sports stars when they transform into live broadcasts, there are topics and traffic, but it is difficult to monetize.
In the sports circle, there are not a few athletes who have done live broadcasts, and at the beginning, the first live broadcast was popular and could sell a little more, but with more and more live broadcasts, the professional ability of sports stars to bring goods and the bargaining power of the company behind them have been questioned, and it is difficult to do a good job of live streaming for a long time.
There have been many successful cases of athletes' re-employment live streaming, and the topic is also very high.
However, in recent years, with the changes in the market environment and the development of live broadcast e-commerce, higher requirements have been put forward for the professionalism of the live broadcast room, as well as the expression, persuasiveness, and realization of the anchor.
Although the popularity of athletes is still there, the value of these hot traffic is more harvested by the platform.
The topic of Ai Fukuhara can be discussed for a while on Weibo, which has a strong social atmosphere.
Douyin, which has diversified content, is inconspicuous, and it is difficult to get corresponding commercial conversions.