Wen Tun Na Oil
"Full of money, plus that bottle, 80 yuan, 80 yuan."
Recently, Li Guoqing released a short video, saying that "the cost of Raw Materials for Moutai 43 degrees is 20 yuan, plus bottles for a total of 80 yuan", which has aroused heated discussion on the Internet. In Jingdong, Moutai Feitian 43 degree sauce-flavored liquor a bottle of 500 ml, priced at about 1069 yuan.
Li Guoqing analyzes Moutai prices. /Video screenshot
In less than 1 minute of the video, Li Guoqing analyzed this conclusion of his head, but most netizens did not agree with it.
"Qi Baishi's painting, a piece of paper, a few drops of ink."
"The same are people, how come my salary is not tens of thousands of dollars a month, but I understand that it is a matter of ability."
"The real value of Moutai wine lies in its brand and culture."
The more hilarious comment was: "How much is pork a pound, 10 yuan, Li Guoqing is worth 1400 yuan when he is full, why does he have so much to divorce his wife?" "/Screenshot of Weibo
There are also many people who agree with his statement, believing that the premium of "luxury goods" such as Moutai is too high, and it is an "IQ tax" for harvesting rich people.
What surprised netizens was that just when everyone was discussing the value of Moutai wine, Li Guoqing turned around and brought goods to Moutai in the live broadcast.
The onlookers couldn't help but sigh: it turned out to be a routine.
After starting to do live broadcasting, "Li Dazui" released a lot of short videos, and the strange remarks continued, and the hot search was pinched to death.
On August 1, 2021, Li Guoqing released a short video calling himself a "human high-quality male", which triggered group ridicule and was listed on Weibo's hot search. At that time, the news of Xu Jingen, the "human high-quality male", was on the fire.
The high quality did not see it, and the grease was obvious. /Screenshot of Weibo
On September 2, 2021, Li Guoqing said that "employees should take the initiative to resign after being demoted or reduced", and once again rushed to Weibo's hot search.
The video of Li Guoqing released by Sina Technology has become a hit. /Screenshot of Weibo
From the end of August to the beginning of September, Sina Finance alone released 3 Microblogs about Li Guoqing in 4 days, and some fans could not read it anymore, threatening to "send Li Guoqing again to take the customs".
The fastest anchor with goods to turn the face
After a series of big dramas such as smashing water cups, breaking news for husband and wife, grabbing official seals, and fighting lawsuits in recent years, Li Guoqing seems to have stopped for a while. After leaving Dangdang, he moved to the field of live streaming.
But when you open Li Guoqing's live broadcast, you will find that he is still Li Guoqing of that year.
In the live broadcast room, the big characters of "Li Guoqing wrestling cup for the number" are particularly eye-catching.
Talking about the reasons for doing live streaming, Li Guoqing said that he is a "dedicated personality" and wants to "benefit society" through live streaming and bring consumers cheaper preferred products.
But just on April 1, 2020, when Luo Yonghao entered the live streaming industry, Li Guoqing also said that he did not understand the goods and would not enter the field, and issued statements such as "If an entrepreneur does self-media, earns advertising fees or brings goods, I think it is very absurd" and "Different celebrities bring goods and advertise, it is difficult to say that they are not overdrawing their credit, and the danger is very great" and so on.
Turned out to be an April Fool's Joke? /Video screenshot
In one year, from entrepreneurs live streaming goods to "overdraft credit" to "benefiting society", turning the face is fast enough, but the persuasion is not strong.
However, Luo Yonghao, who was ridiculed by him, earned money to pay off debts, and at the same time, he also held a public welfare live broadcast to help Henan disaster relief.
On September 9, 2021, Luo Yonghao will once again carry out live streaming to help Henan's economic recovery. /Video screenshot
In October 2020, KPMG and Ali Research Institute released a report "Live E-commerce Towards a Trillion Market", which mentioned that from 2019 onwards, live e-commerce ushered in an explosive period, and it is expected that the scale of live e-commerce will expand to 2.0 trillion yuan in 2021.
According to data from the Ministry of Commerce, in the first half of 2020 alone, the number of live e-commerce broadcasts nationwide exceeded 10 million, the number of active anchors exceeded 400,000, the number of viewers exceeded 50 billion, and the number of goods on the shelves exceeded 20 million.
Li Guoqing's experience of falling behind in Dangdang net has been too much, and if he does not catch this train, how can he be willing?
Two months after Luo Yonghao was killed, in June 2020, Li Guoqing opened his live broadcast debut on Taobao, bringing goods for his entrepreneurial project, the Morning and Evening Reading APP, and selling a 99 yuan membership season card.
However, his tone is big, and the sales volume with goods is not enough to see. According to statistics, the sales of this live broadcast debut are less than 200,000 yuan.
On April 23, 2021, World Book Day, Li Guoqing changed his venue and opened a live broadcast with goods debut on Douyin. The products of this live broadcast included various members of the Morning and Evening Reading APP, as well as various entrepreneurship courses he taught, and eventually sold 609,000 yuan.
Li Guoqing Douyin live broadcast debut advertising chart. /Web pictures
In Luo Yonghao's live-streamed debut a year ago, his three-hour sales reached 110 million yuan, and the cumulative number of viewers exceeded 48 million.
In contrast, the debut results of more than 600,000 are really not ideal.
After thinking about the pain, Li Guoqing adjusted the center of gravity of the goods, and the main products became wine and tea.
Changing the direction, his performance with goods has improved significantly, and the frequency and sales volume have gradually stabilized. In a Douyin live broadcast on September 5, 2021, Li Guoqing's ability to carry goods ranked about 40 in real time.
In the live broadcast room, Li Guoqing repeated "The last ten seconds of the countdown, I began to count", but each time he counted for a few minutes.
Looking at the way he shouted, people forgot for a moment that he was a college entrance examination winner, a high-achieving student at Peking University, and an entrepreneur with unlimited scenery.
"My adolescence is not over"
Li Guoqing did have heroic dreams.
In 1983, Li Guoqing was admitted to the Department of Sociology of Peking University with the first place. When he was in college, he was the president of the Peking University Student Congress, founded the first Peking University Student Art Festival, and invited Cui Jian to sing in the school.
It is said that one night, Li Guoqing, who was passing by the women's dormitory, saw that the girl was turned away by the housekeeper aunt because she came back too late. At that time, perhaps it was a noble sense of hero saving the United States, or perhaps it was to maintain a "sense of justice" and let him go forward to give a command to Aunt Suguan:
"Big Lady, I am the president of the Student Congress, and I now ask you to open the door and not to lock it from now on!"
Seeing that Aunt Su Guan did not buy it, Li Guoqing switched to armed struggle, "Oh, I still have to break the feudal shackles of you today." After saying that, he kicked open the door.
At that time, Li Guoqing was definitely a maverick person on the university campus.
In his sophomore year, he wrote a book entitled "My View of China's Social Transformation", and it is said that Peking University professors Yuan Fang and Yu Guangyuan praised after reading it: "National Day, you should do a good job in academics, I guarantee that you will become a famous family at the age of thirty." ”
In 2019, Sun Liping, a former professor at Peking University, also issued a text exhorting Li Guoqing and his wife. /Screenshot of the article
Perhaps for Li Guoqing, the academic path is too lonely after all.
Later stories we all know, in 1999, Li Guoqing with a passion to found Dangdang network, 11 years later Dangdang became China's first book e-commerce company listed on the US stock market. Many people thought that this would be China's Amazon.
On December 8, 2010, Dangdang was successfully listed on the New York Stock Exchange. /Visual China
The glory of Dangdang's past is inseparable from the combination of the two swords of Li Guoqing and his wife Yu Yu. Yu Yu is relatively conservative but delicate, and in terms of management, she pursues stability; in Yu Yu's view, Li Guoqing is an energetic person with a strong curiosity about new things, which is where they complement each other. She will follow Li Guoqing's judgment and reaction to the market.
But the other side of Li Guoqing's personality is risk-taking. In interviews, he said he loved "the sense of loss of control," like his favorite sport of skiing, the kind of "speed, loss of control and adventure" he was chasing. At the same time, Li Guoqing frequently "mouthed" and frequently triggered war of words outside – even if these war of words caused Dangdang's stock price to fall all the way.
In 2018, Yu Minhong was besieged for such remarks as "China's degeneration is due to the degeneration of women", and Li Guoqing supported Yu Minhong. /Web pictures
After all, Li Guoqing is not willing to be lonely, and after being forced to leave Dangdang, he still needs to be paid attention to. And the love for the "sense of loss of control" in his bones made him open up his "face" again and again.
The more extreme the wind evaluation of him, the more excited he became.
On November 29, 2019, the divorce case between Dangdang founder Li Guoqing and his wife Yu Yu was heard in Beijing. Li Guoqing was surrounded by the media outside the courthouse. /Visual China
Li Guoqing once frankly said, "I think my adolescence is not over." Li Guoqing, 57 years old, who does live streaming with goods, rubs hot spots, and speaks amazingly, looks almost indistinguishable from the middle school youth who kicked open the door of the women's dormitory in college. He really didn't go through this long adolescence.
From "dislike" to "not annoying"
After opening a short video account, Li Guoqing called himself "Old Li", often posting some content about business hotspots, corporate management, workplace experience, and sometimes advertising for his own offline courses. The attitude is oily but also approachable.
Li Guoqing taught netizens that "one trick to determine whether the leader is training you or squeezing you." /Screenshot of short video
In the major short video platforms, the "brazen" people set up to circle Li Guoqing a lot of fans. There are even many netizens who have turned fans in the comments.
Another wrote in the comments section: "Old Li, I used to dislike you, now I don't hate you." ”
Hello oil, I like it so much. /Comment screenshot
Some people think that his life experience is enough ups and downs, and as a business manager, he has more failure experience and can bring him a lot of inspiration.
Some people think that he is a "small strong man who can't die", and after his reputation is infamous, he can still be indomitable, and where he falls, he will not go where he falls.
In the eyes of some people, Li Guoqing "can flex and stretch" and "does not act contrived." /Comment screenshot
Some people like his outspoken personality, no matter what he dares to talk nonsense, his own experience can also be used to ridicule, a bit of "true temperament".
There are more people who don't like Li Guoqing. In the message area, there are always a lot of mocking or abusive voices, "Old Li" sometimes cheekily replies, and the taste of broken jars comes with joy.
More and more netizens regard him as a comedian, wantonly entertaining, and entering a carnival of playing terriers. And this time and again, it also inadvertently dissolves the original negative effects of those dramatic past events.
After the reputation has fallen to the bottom, everyone's expectations are getting lower and lower, but the tolerance is getting higher and higher, but it is easier to do anything. Perhaps for Li Guoqing, this is a big opportunity.
In the Antarctic anyway, no matter which way you go, you are going north.
Nowadays, Li Guoqing has accumulated a certain number of fans on major short video platforms, but if he wants to make a comeback through live streaming, it is obviously not enough to "not hate".
After all, relying on "cheeky" alone, I am afraid it is difficult to convert traffic into sales.
In the field of live streaming with goods, the successful case of traffic monetization is named Luo Yonghao. No matter how much Li Guoqing intimidated him, he had to admit his achievements.
Luo Yonghao's live broadcast debut sold well. /Web pictures
In fact, the two of them have a lot of similarities: they are famous for their mouth cannons, and they are more suitable for being Internet celebrities than starting a business.
But there are obvious differences in the live broadcast style between the two.
When Luo Yonghao broadcast live, his tone is stable, his attitude is sincere, he will always be frank about areas he does not understand, and he will also point out the exaggerated parts of the product advertising words.
And Li Guoqing's live broadcast room is always quite noisy, playing the background music of "moving times and playing times", and there is a sense of déjà vu of the township boss selling goods.
Compared with Lao Luo's witty remarks, Lao Li's sales methods are somewhat single, and the language is slightly barren.
What's more, the price of his drinks isn't as cheap as advertised. The same is 52 degrees Of Wuliangye, the price of Li Guoqing's live broadcast room is not significantly different from that of Taobao.
The price of the same wine on Taobao and the price of Li Guoqing live broadcast room. /Network screenshots
In fact, as a well-known middle-aged entrepreneur, Li Guoqing believes that he has a say in the field of alcohol. If he can bring goods with higher cost performance, quality and guaranteed channels, as he said, more people will be willing to pay.
At present, Li Guoqing still holds a good card in his hand, and the game is continuing. More sincerity, it is not impossible for Old Li to turn over.
Reference articles
[1] Online shopping: Live streaming with goods is hot| Economic Daily
[2] When "big mouth" Li Guoqing met "cannon" Luo Yonghao| a little finance
[3] The publishing industry misses Li Guoqing in that year| Southern People Weekly
[4] Secondary 2 Li Guoqing | Rice Bowl Story The Story