In 2020, celebrity live broadcasts with goods have been on the hot search several times.
First of all, during the Tmall 618 period, 300 stars entered the Tao live broadcast, and Douyin Kuaishou signed Luo Yonghao, Zhang Yuqi and other topic stars. The field was just hot, and various war report data and "rollover" events pulled the star live broadcast off the altar. Public opinion questions such as "celebrity live broadcast high and low walk" overshadowed the liveliness at the beginning.
Under the overwhelming public opinion, Tao list found that there are still stars who have found the right way and mode of live streaming with goods. Among them, there was the former "scaleless immortal", and the current Taobao anchor "Shangxian ZengHongchang".
Before doing live broadcasting, Zeng Hongchang had nearly ten years of drama experience, starred in the hit dramas "Flowers and Bones" and "The Legend of Mi Yue", but has not been a popular actor; at the end of 2018, he signed a contract with MCN Agency Ben New Culture, becoming one of the earliest professional actors to test the water taobao live broadcast. At first, the results were also mediocre, but Zeng Hongchang's relatively unique live broadcast method quickly attracted new fans, coupled with the follow-up accurate selection and affordable prices, which gradually established fan stickiness, precipitated fans in his private domain, and further promoted the improvement of live streaming ability and achievements. Zeng Hongchang's transformation has become.
According to the "Taobao Live Broadcast Talent List" regularly released by the Taobao List, Zeng's ranking jumped all the way to the 8th place in the most recent list, with a single sales volume of 6.8 million. Now, he is a candidate for Taobao Live's "Kung Fu Anchor 108 General", and the number of views is stable at around 600,000.
Tao list contacted Zeng Hongchang, hoping to talk about the experience of transforming from an actor to an anchor with goods. We hope to answer: What is the biggest advantage of celebrities doing live broadcasting? Is it a status gimmick or an ability accumulated in an acting career? What role do "goods" and platforms play in this? What kind of celebrity live broadcast can go longer?
Zeng Hongchang told us that in fact, he never regarded this transformation as the end of his career as an actor: he found the joy of acting in the live broadcast, and brought this happiness to the audience in the live broadcast room, and finally transformed into commercial value.
o1
Live debut 0 conversions
Zeng Hongchang first did live broadcasting at the end of 2018. At that time, the drama in Beijing was about to end, and he ran to Guangzhou and began a week-long live trial. The "Shangxian" in the anchor's name comes from the role of "Scaleless Shangxian" played by him in "Flowers and Bones".
Zeng Hongchang remembered that on that day in the company's live broadcast room, there were many people watching, and everyone was curious about the star's live broadcast debut. Before the start of the broadcast, he was full of confidence, he thought he had seen the product materials, and he was not afraid of the camera since he was born in the class, and he felt that he would definitely be able to do it. But after the start of the broadcast, he was still confused, he would only greet the fans, and he answered with a question, "Similar to the development conference, very restrained."
Zeng Hongchang said that it was broadcast for two or three hours at that time, but his lecture was nothing but repeating that things were good and that he was using them. As a result, tens of thousands of views didn't bring a single sale. "At first, the staff was sloppy and refused to say anything, but then I realized that they may be afraid of hurting my enthusiasm."
Now thinking about that failed debut, Zeng Hongchang believes that first, there is a problem with the selection. The first live broadcast was not delivered by merchants, and he recommended some of the things he used, including a full set of products from a series of aquila mysteries and macadamia seed oil. "But those products are actually not suitable for just doing live broadcasting, or the unit price is too high, or it is far from everyone's life."
Second, the mentality at that time was not correct. I think fans will definitely pay for the goods recommended by celebrities, but the unfamiliarity and unprofessionality of live broadcasting are exposed in front of the camera, "I don't know how to talk about the product, I don't know how to emphasize the attributes, functions and experience of the product, and the professional ingredients of the product are not smooth." ”
After three or four broadcasts, Zeng Hongchang found that the original live broadcast work was not as simple as imagined, and he began to calmly think about whether to insist on doing this thing.
o2
The results of the live broadcast for half a year were mediocre
In the first six months of live broadcasting, the situation is not much better than the first live broadcast.
Asked about the results at that time, Zeng Hongchang replied: "Pingping, I think it is not as good as the current newcomer anchor." He described the dismal half year as "a very long struggle." At that time, for friends, peers or concerned or curious WeChat, he did not reply, "because there was no achievement, there is nothing to say."
Unlike the current "prime time" broadcast at 6:30 every night, Zeng Hongchang's previous live broadcast was scheduled at 10 o'clock in the morning, because it was necessary to grab traffic at the wrong peak with the big anchors at night.
At that time, the live broadcast room was in a building in the Guangzhou live broadcast base, and Zeng Hongchang remembered very clearly that the building opened at 9:30 a.m. every day, and he himself had a key. At seven o'clock every day, when the sky in Guangzhou was slightly bright in winter, he opened the glass door on the first floor of the building and went to the live broadcast room to ponder the details of the live broadcast later. For example, how to match the lighting with the display of a certain product, such as what dance to dance and what songs to sing today. Usually at 9:45, two assistants arrive, prepare the computer, debug the lights, and start a five-hour live broadcast.
"We actors come to be anchors, to put it bluntly, in some ways we are not very professional." Zeng Hongchang said so.
In this mediocre half year, Zeng Hongchang used to lay the foundation and mixed faces with live broadcast users. Before starting the lecture, he will take the stills, talk about the experience of acting, and occasionally at the request of fans, he will speak with the actors and friends on the spot. If fan interaction is active, such warm-ups can sometimes last for nearly half an hour. "It's not important to broadcast a few products", but more importantly, it is more important to explore the way to speak in the live broadcast, how to intersperse more of your own life experience, and how to establish a trust relationship with fans.
In April 2019, after half a year of broadcasting, Zeng Hong finally ushered in the first breakthrough. Taobao live data show that in April last year, Zeng Hongchang's live broadcast averaged nearly 40,000 UV, while it had been hovering in the early 10,000 years before; in addition, it also increased the number of fans by more than 60,000 in the month, and the conversion rate reached 8.3%.
At the same time, his mentality has also undergone a big change: "If you treat live broadcasting as a side business to make quick money, do more if you are good, don't do it if you don't, usually don't do it well." Only by taking live broadcasting as the main business, doing it with heart, and learning to become professional, can it be possible to persist for a long time. It is impossible for a good anchor to do a good job in live broadcasting and say such burdensome words as 'Oh I don't understand, you look at it, buy it or not.' ”
Generally speaking, in order to reduce the pressure on newcomer anchors, many teams will print out product information for reference when streaming. When you encounter the anchor who has not done enough homework, at least you can read the draft without "overturning". But the team told Tao List that Zeng Hongchang from the beginning of the live broadcast, he wrote his own handwritten notes, recorded product ingredients, background information, and comparisons with similar products, etc., this habit has been maintained until now.
o3
Live broadcast breaks: "the lowest price on the whole network"
Compared to the steady increase in traffic since April 2019, the sales flashpoint is slightly later.
Zeng Hongchang's live broadcast room products are mainly beauty and skin care. In the single live broadcast of the non-promotion, beauty and skin care products will account for 80% of the selected products. The brand distribution is also quite wide, including first-line brands such as Clarins and Olena Su, as well as many brands with the same foundry as big brands.
Taobao live data shows that Zeng Hongchang's live broadcast turnover has increased significantly since June 2019, surging all the way in the second half of the year, and there have been several peaks. The operation team told Tao list that last year's double 11 Zeng Hongchang was also invited to become the live anchor of the Tmall double 11 party, adding 100,000 fans in less than an hour.
After in-depth analysis of Zeng Hongchang's live broadcast, Tao List found that the outbreak of live sales was not unrelated to his live broadcast style.
He often stimulates consumers with attractive product offers, supplemented by very exaggerated and dramatic performances. In this operation, Zeng Hongchang's actor identity and star aura can be said to have helped him a lot.
For example, when announcing product prices and offers, Zeng Hongchang has a set of his own fixed words. "The original price sold xx yuan, the price of my side, five four three two one - xx yuan! Do you think it's over? 54321 - Buy two boxes and get two boxes free! Is it over? Five-four-three-two-one, buy two more boxes and get three more boxes! After some "endless" shouting, he slapped all kinds of genuine products and gifts on the table. At this moment, the atmosphere in the live broadcast room has long been ignited, and the comment area is full of cheers and screens of "not finished" and "666".
Another fixed link of Zeng Hongchang is the on-site telephone merchant bargaining. In the few pieces of information about "Zeng Hongchang Live Broadcast" on the Internet, this set of operations has also been cited as a learning case by some live broadcast operation articles.
He also made a further explanation for how to get the "lowest price on the whole network".
According to Zeng Hongchang's point of view, the halo of celebrities, the fan base, the image taste, and the sense of trust given to the public are all the confidence when they talk about interests with merchants, and they can get the preferential strength that is not lost to the big anchors, which is the unique advantage of star live broadcasting.
In the specific practice, the team will also talk directly with the brand about the point of interest, if there is no agreement, it will further do resource replacement, such as the anchor is willing to go to other channels such as Weitao to promote products, or reduce the commission or even do not charge the pit fee, in exchange for a more favorable price.
o4
Live broadcast blockbuster routine: "Live broadcast of performing arts"
Zeng Hongchang's "live broadcast of performing arts" mainly refers to his exaggerated and even "horse-catching" performance in the live broadcast room. According to his recollection, this style was actually slowly explored in the half a year when he first did live broadcasting and brought goods to ping.
At first, he found that most of the anchors sat and broadcast live, spoke slowly, and mainly explained the product. Zeng Hongchang pondered how to combine the actor's experience with the live broadcast, and he felt that maybe he could add some acting.
At that time, Zeng Hongchang turned the description of the use scene of the product into a segment similar to a sitcom, which was presented in the form of a performance. "For example, selling shampoo, I will show how children use it, or sell skin care products, I will describe how her husband or his wife uses it... It is that I will use some of the skills of my former actors, and everyone thinks it is very interesting, and I think this anchor seems to be a little different. He even plays hard with costumes, lighting, sound effects, and so on.
However, this exaggerated and dramatic expression is not deliberately designed by him, to be precise, he prefers to think of live broadcasting as an improvisational performance. If the fan loves to watch and listen, he will keep it and form a style for a certain period of time. He also gave examples of some of the more "crazy people" behavior before, such as calling himself "the devil of the business, the angel of the fans", or shouting "crazy is not crazy, crazy is not crazy, you say crazy, no, crazy".
Zeng Hongchang believes that he is just groping for the form of live broadcasting - not only can play his strengths, but also interact with fans, and let everyone have a strong sense of empathy. "Live acting" became the result of his experiments. Regardless of whether people think it is too dramatic, the goal is to make fans both happy in the live broadcast room and buy real good things.
From the experience point of view, the live broadcast of performing arts and the lowest price of the whole network have indeed become his live broadcast explosion manufacturing "routine". He told Tao List that the products that sell well in the live broadcast room are nothing more than three aspects: one is that the brand has a basic endorsement, at least a formal corporate qualification, and the bad evaluation rate is not high; the second is that the goods have enough attractive discounts; the third is his live broadcast performance, plus the trust of fans in him.
o5
Turn on the live camera and my 'play' will start
With the disappearance of popular dramas and the precipitation of live broadcasts in the past two years, Zeng Hongchang is now more well-known as a Taobao anchor, and his life has completely changed dramatically.
One of the changes is that he began to revolve around live broadcasting almost every moment, and live broadcasting also occupied all his social energy. Zeng Hongchang told Tao list that he has been doing live broadcasting for nearly two years, shuttling through companies, restaurants, and hotels day after day — yes, he lives in a hotel and doesn't rent a house because he doesn't have time to take care of it. "If I leave Guangzhou one day, I probably don't know much about the city."
Like most professional anchors, Zeng Hongchang's schedule is reversed day and night. He goes to bed at four o'clock in the morning, gets up at ten o'clock in the morning, and starts working at noon to ensure that he is always the most energetic when he broadcasts from 6:30 to 12:30 every night. He also started to lose sleep and needed to listen to the live broadcast to fall asleep... Every day after lunch, he would buy a cup of coffee and walk to work. He said that this ten-minute journey, which can be listened to live on Taobao, is the most relaxing moment of his day.
When live broadcasting is more and more filled with Zeng Hongchang's life, it is difficult to take over the drama and live broadcast. However, he thinks that it is actually very good to do live broadcasting. Or perhaps, between the actor and the anchor, Zeng Hongchang has been self-consistent to some extent.
In 2018, when he first did live broadcasting, live e-commerce had not really "gone out of the circle", and he was often asked in the live broadcast room about "it is not good to be an actor, why come to live broadcast".
At that time, he wanted to understand that whether it is an actor or a star, he needs to have a platform to show and export himself. Acting in TV dramas, participating in variety shows, attending events is a kind of platform, and Taobao Live is also a platform, "or a very top-notch platform", Zeng Hongchang told Taobao list, "On this platform, I can perform every day, can be broadcast, I feel, I used to shoot dramas, is not it for broadcasting?" Now, as soon as the live broadcast camera is opened, my 'drama' will start broadcasting, which is nothing more than I changed the platform from TV and network to Taobao live broadcast. ”
Moreover, from another point of view, live broadcasting has also brought him closer to life, "at least know what is a clock in to work", and the actor has always been a job that needs to constantly feel life. He sometimes feels that if he continues to shoot in the future, this anchor experience should be a great asset for him.
On the other hand, the experience of acting not only allowed him to find the most suitable way for his own live broadcast, but also allowed him to mobilize enough empathy, empathy and sensibility, and then infected the fans in the live broadcast room. Zeng Hongchang is very grateful for the actor's job: "Because in the past, I could experience and play people at different levels of society and different environments, and these rich experiences could prompt me to think about the needs of consumers and explain products from many angles." ”
What's more interesting is that with the booming of the live broadcast career, the new script has also found him - playing a male anchor. "I wrote a script specifically for me, but I didn't have time to go." Zeng Hongchang said, "I still have a lot of ideas that have not been realized in the live broadcast. I want to do an act show and tell our products as a story, interspersed with a live broadcast in the form of a play, a party. Every product has a story, and there are joys and sorrows in this story, and there are children's love. ”