Written by | Wild goose autumn
Edit | Lee Shin Ma
Title Picture | Screenshot of Xiaohongshu
Recently, corporate bigwigs who should be living in seclusion have become more and more fond of standing in front of the screen. From Liu Qiangdong to Lei Jun, from Wei Jianjun to Li Yanhong, they faced the camera, some smiling and talking, and some were slightly restrained and humble.
The entrepreneur's "uncle circle" is not good in the live broadcast room, but what is reflected behind it is anxiety about traffic. It's just that the boss personally ends, do consumers really eat this set?
Source: Screenshot of the live broadcast
On April 18, Lei Jun, the founder of Xiaomi, conducted a live broadcast on Douyin without goods and pure chat, and held up for two hours alone.
At the beginning, he held the lava orange Xiaomi 14 ultra and drove the Xiaomi SU7, led everyone to visit the delivery center of Xiaomi cars and interacted with the three owners of the car, and finally replied to the questions of netizens in the live broadcast room, which was a formal response to some questions.
Source: Screenshot of the live broadcast
Regarding himself, he said that he did not score 700 points in the college entrance examination, and he did not have a cold 4 billion in the card at the low point of his life:
"I especially hope that today's online friends will help me refute the rumors, the first one is that I am not the top student in the college entrance examination, I have not scored 700 points, and I do not have a cold 4 billion in the card at the trough of my life. Like everyone else, I was born in the countryside, and I have come to this day step by step by relying on diligence, hard work, and the opportunities of this era. ”
was urged by netizens to deliver Xiaomi SU7 as soon as possible, and even joked that he went to the factory to make screws, he responded:
"Many people urged us to deliver faster, and also said that Mr. Lei, can you go to the factory to make screws. I would also like to take this opportunity to tell you that our factory is a modern factory, and the main processes are fully automated production. In fact, when I go to make screws, it is not as fast as machine production, which is purely adding to the chaos. ”
Lei Jun's personal social platform has also become a wishing pool for many netizens, but he said this:
"Some people wanted me to make cameras, badminton or something, but I said that cars were my last entrepreneurial project. ”
According to the data, Lei Jun started broadcasting for only 1 minute, with more than 100,000 viewers, and the live broadcast lasted for 20 minutes, with 44 million likes.
At 18 o'clock in the afternoon, the two-hour live broadcast ended, and related topics rushed to the hot search. Lei Jun's fans increased from 17.376 million before the start of the live broadcast to 18.263 million at the end, with a total of 887,000 fans.
Liu Qiangdong's words were once again verified: don't compare marketing with Lei Jun, marketing Lei Jun is the top stream.
Source: Weibo
Looking back, why did Lei Jun do this live broadcast?
Xiaomi SU7 has been released for nearly a month, and the popularity remains high, even Lei Jun himself said that the results for Xiaomi SU7 are 3-5 times higher than he expected. But the coexistence of splashing traffic and doubts, how did Xiaomi build a new car within 3 years? What is the pricing basis? Will Xiaomi enter the XX industry?
Some netizens even set up a character for Lei Jun as a 1.81-meter-tall cool male protagonist, and made up a joke of "looking at Kari's cold 4 billion during the trough of life...... (Of course, the height of 1.81 meters is the data that Lei Jun himself stamped and certified at the press conference)
Source: Screenshot of Xiaohongshu
Lei Jun's live broadcast was arranged in a very timely manner, and his "responsiveness" also won the praise of most netizens, "The more I watch, the more I feel like my family is chattering."
Source: Screenshot of Xiaohongshu
Live broadcasts of entrepreneurs like Lei Jun are not new, but recently, more and more bigwigs have intensively moved from behind the scenes to the front of the stage, and some even have the existence of their own brand public relations in the past. For example, Yin Tongyue, chairman of Chery, brought in Luo Zhenyu, and Xia Yiping, CEO of Jiyue, moved Robin Li.
Source: Weibo
They don't spend a lot of time responding to netizens' curiosity about their personal lives like Lei Jun did, but focus more on the product itself, nagging about design and technology, or keeping smiling, nodding frequently, and saying too much to lose—maybe some bigwigs are not ready to open themselves.
Compared with the live broadcast, Jingdong invited "Liu Qiangdong Digital Person".
On April 16th, when Jingdong's procurement and sales personnel shouted the slogan "Three-two-one, welcome Dongge digital person" in the live broadcast room, Liu Qiangdong's AI digital human appeared in the two live broadcast rooms of Jingdong Home Appliances and Jingdong Supermarket at the same time, officially opening the "live broadcast debut".
In the more than 40-minute live broadcast, "Brother Dong" skillfully introduced various foods, directed the goods to be put on the shelves, and even did not forget to interact with the audience.
Although it is not a real person, this live broadcast still attracts many netizens to watch.
According to Jingdong's official public account "Jingdong Blackboard News", in the Jingdong supermarket procurement and sales live broadcast room, the live broadcast room has more than 20 million views, the overall order volume of the live broadcast room has exceeded 100,000, and the order volume of the 13 products explained has increased by 8 times compared with last Sunday, and the cumulative turnover of the whole live broadcast has exceeded 50 million yuan.
Source: Screenshot of the live broadcast
Regarding the live broadcast of the corporate boss, all parties have different opinions. Some people think that this is a good thing, entrepreneurs put down their bodies and walk into the live broadcast room, not only can get closer to consumers, but also can understand user needs in a timely manner, but some people think that the core job of big bosses is to study corporate strategy and grasp the future development direction of enterprises.
In fact, the communication and appeal of several entrepreneurs recently have indeed produced positive effects, and will even establish a good image for the brand to a certain extent. What's more, the live broadcast of the boss is just a means, and the essence is still the competition for the market by enterprises.
In the field of car companies, with the intensification of competition in the automotive market, car companies need to continue to innovate marketing methods to attract the attention of consumers. As a novel and efficient method, live streaming marketing can break through the limitations of traditional marketing models and bring more sales opportunities to car companies.
Among the four major e-commerce platforms of JD.com, Taobao, Douyin, and Kuaishou, Liu Qiangdong is the first boss to participate in the live broadcast and face users. Douyin has huge public domain traffic, and there are mature streaming tools such as huge engines, and Taobao Live has the private domain traffic of stores that can be imported. However, JD's public domain traffic is limited, and the private domain traffic of stores and anchors has not yet been built - on the road of live broadcast e-commerce, JD, which has fallen behind, urgently needs a beautiful turnaround.
Whether it is the new energy vehicle track or the e-commerce industry, the competition is becoming more and more fierce, and the sales are not good, the volume cannot be moved, and it may be "off the line" at any time. At this time, the bosses didn't care about their identity and reserve, and they came down to see the demands of users, trying to establish a closer connection with consumers through the form of live broadcast and interaction.
However, relying on the freshness of live broadcast may be able to "break the circle" for a short time, but it may not be able to have a substantial impact on the market. Compared with "engaging in traffic", it is better to do a good job of products first, and good products are always the "nirvana" to impress consumers. How to convert traffic into sales and change customers from "watching the excitement" to "really placing orders" is a new challenge under the live broadcast effect of the big guys.