From host to anchor with goods
Unlike Li Hao's well-known TV program image, he appears on the vertical screen page of the mobile phone terminal with a fast speech speed, high pitch, slightly hoarse voice, and a thinner face, which stems from his new role - Tmall official star anchor. In front of the live camera, he is more relaxed, amiable and grounded than the traditionally elegant host image.
Li
On The 1st Anniversary Of Li Hao Live On June 1st, he broadcast live for 6 hours continuously, from food, mother and baby to home, beauty products, he accurately and quickly output the highlights of the product, witty words, full of spirit, stimulating the fans of the live broadcast. This is due to his professionalism as a host, but what impressed me more was his enthusiasm and exquisiteness for shopping, as well as his attitude to life.
One scene that impressed me was that when the female assistant introduced the underwear products, Li Hao generously accepted the questions thrown by netizens, "Someone asked, girls' clothes, will it be embarrassing for me to sit next to them and listen?" I am not embarrassed at all, because as a father of two children, as the husband of my wife who loves my wife the most, I have bought underwear with my wife many times. He frankly and meticulously shared the shopping experience in his life, and even had a little pride in his smile, "When I accompanied my sister-in-law to buy underwear, I stood up straight, stood in front of the inner closet and looked out, and all the little sisters who walked over saw me, and their eyes were envious." ”
Li in the live broadcast is like a friend and neighbor in reality, very kind
Watching Li Hao's live broadcast, you will not feel excessively commercialized, he is like a real-life friend, sharing personal, marriage, parenting shopping experience, which is consistent with the image of Li Hao's life. Before becoming an anchor, he was a shopping expert himself, shopping online all year round, rarely stepping on thunder, easy to be planted, and especially fond of sharing. "When I encounter something good, I don't hesitate to praise it, which will convey an emotion and infect the people around me." In an interview, Li Hao also made good products for me on a whim.
And these factors have become the "innate advantages" of Li Hao's good development in the live broadcast industry. Just past the 1st anniversary live broadcast, as Li Hao's 53rd personal live broadcast, the number of views exceeded 3.3 million, the number of viewers and online people have refreshed the highest personal record in history, Xiaomi and Midea have deeply cooperated with Li Hao's 1st anniversary live broadcast, and thus successfully ranked in the top spear of the 618 promotion category hot list. With the end of the first anniversary live broadcast, Li Hao and his team also successfully opened the second year of live broadcast cooperation with Alibaba.
The popular products of Li Hao's first anniversary live broadcast have been listed on the 618 hot list
In fact, the trust in the platform is the direct reason that pushed Li Hao to enter the live broadcasting industry in the first place. Previously, in 2019, when the live broadcast outlet had just emerged, although many institutions threw olive branches to him, he politely refused. But in 2020, after Alibaba's official team invited him, the two sides hit it off. Such decisiveness is based on years of cooperation between the two sides, and more on the trust in Alibaba, Li Hao told me.
When I first entered the live broadcast of this track, it was the stage that Li Hao was most excited and enjoyed. Initially, in order to give full play to the advantages of Li Hao's variety show host, Li Hao's live broadcast room integrated variety elements such as answering questions, receiving songs, and plot performances. "Maybe the audience is most familiar with the Li Hao in "One Stop to the End", but I would prefer to show a more interesting and vivid side of my life in the live broadcast, and I don't want a transparent barrier between myself and my fans." As a result, the "fledgling" Li Hao "let go of himself" in the live broadcast room, sometimes dancing and displaying, sometimes climbing on the table, and making the live broadcast room a small variety show.
"At that time, everyone wouldn't tell me the data, and they wouldn't tell me how the business felt about me, because in the initial stages everyone was encouraging me to find the feeling first." After harvesting the happiness of being "in the dark" for a period of time, all kinds of data and information gradually invaded through various "channels", and Li Hao had to reflect on his way of working. "Orders are placed everywhere else, I just watch the hilarity, everyone doesn't have a little finger on it," Li Hao laughed at himself, "At this time, you will accept the first baptism, and then grow rapidly."
Li Hao live-streamed a group photo of the first anniversary and the team
As a result, he began to study in the live broadcast room of the head anchor every day, and was not satisfied with the frequency of two or three live broadcasts a month, "not enough storage", "difficult to find feelings", "the live broadcast room became a variety show". On the eve of Double 11 in 2020, with the official support of Ali, Li Hao established a live broadcast base in nanjing, his usual residence, and in addition to the identity of the anchor, he also fully covered the content planning, technical execution and team formation of the live broadcast room. Li Hao, a host who often appears in the image of green leaves on TV programs, has become the focus of the audience on the track of live broadcasting, which inevitably means heavier pressure and responsibility. How will he turn the tables against the wind?
"Lee good cut": from "key" to "good"
Li Hao's Weibo top is a creative short video that vividly shows the "exquisite cuts of contemporary youth", in which he incarnates as "Li Hao Cuts", shares the charging treasure to borrow until the last second, squeezes toothpaste with a rolling pin, buys American, milk homemade lattes in the café, white prostitute ice cubes, cocoa powder upgrade mocha. "Li Hao" is the title and personality of Li Hao as the official price cutter of Juhuasuan in 2020, which is not only born from the shopping habits of Li Hao's daily life of meticulous calculation and shopping around, but also in line with the brand positioning of Juhuasuan for the sinking market.
"Key" was originally a derogatory term, but in Li Hao's live broadcast room, the connotation of "key" underwent a subtle change. "Li Hao's 'key' is a concept co-created by me and my team, my partners and netizens, and in our opinion, 'cutting' is also a kind of exquisite, a kind of pickiness, a kind of nitpicking, which is actually a good thing." Moreover, the so-called "key" is no longer only for price, but also for quality. Li Hao's live broadcast room used the very grounded concept of "keying" to express to fans, "We cut quality, cut price, this is an official attitude." ”
"Cutting" has become a label and an attitude when Li Hao broadcast live
In fact, "cutting" is not only the core concept of Li Hao's live broadcast room in 2020, but also represents Li Hao's real working state. From the host of "One Station to the End" to the anchor with goods, "Li Haoqi" is personally practicing the "keying" of "cutting details". "When I do TV shows, I pay great attention to every picture, every color number of the light, even the color as fine as the subtitles. For example, the subtitle of "One Stop to the End", I adjusted a little gray in the white, maybe the audience will not find it, but I will still pay attention. Li Hao said.
After moving to Nanjing, Li Hao also implemented the "cutting details" to the end in the live broadcast career. "At the beginning, I thought that live broadcasting was not just about putting a camera and relying on two pieces of mouth? As long as your goods are good and the quantity is in place, you can do a good job. "After stepping into the deep water area of the live broadcasting industry, Li Hao realized the difficulties and cumbersomeness." After coming to Nanjing, we encountered network problems, and then pulled a special line, but found that the bandwidth was not enough, as well as communication with the power department, communication with the park, all things must be taken care of. ”
Because of the burden of production and presentation, from camera, lighting, and guidance to pushing, pendants, and after-sales, all of them have become what Li Hao needs to consider, and he uses a variety of professional terms to introduce his work and consideration, everything is big and small, gushing endlessly, vividly interpreting what is "cutting details".
Li Hao and the team during the live broadcast
It is worth mentioning that the selection of products, a key link in the live broadcast industry, is not the focus of Li Hao's work. Ali's professional team will replace Li Hao to complete the first round of selection. "I don't want to choose the wrong product when I don't know enough and don't have enough ability." At the moment when celebrities bring goods to overturn, Li Hao's concerns are undoubtedly far-sighted. "Ali's team will select products according to the trend of the industry and from a more professional point of view, and I will take away some of the products based on this basis in combination with personal experience." The advantages of the platform have once again become a strong support for the development of Li Hao's live broadcasting industry.
Vivid personality, "detail-cutting" work methods, and professional platform support promote the steady development of Li Hao's live broadcasting career. In April 2021, Li Hao was upgraded from the official price cutter of Juhuasuan to the official star anchor of Tmall. Looking back at the changes in Li Hao's live broadcast so far, it is easy to find that the elements of variety shows have weakened, and more directly present "good things" in the way of "fast mouth" and "heart". Correspondingly, the core of Li Hao's live broadcast room in 2021 has also been upgraded from "key" to "good". Smart home appliances, beauty, bags, tide brands and other more quality products have gradually settled in the LiHao live broadcast room, which once focused on cost-effective products such as food, shoes and socks.
From Juhuasuan to Tmall, Li Hao describes it as "from a sea to a vast ocean". In the face of a larger market, more merchants, and more exuberant fans, Li Hao live broadcast room pays more attention to "the best of the best" and "good on the good" on the basis of focusing on cost performance, and the iteration of the core concept is undoubtedly a response to consumers' "expectations for beautiful products" and "yearning for a better life", Li Hao said.
Li Hao during the live broadcast
After gradually finding his most stretched work status, Li Hao's live broadcast career has also entered a new stage. Unlike the non-stop rhythm of the head anchor, Li Hao's mentality is quite relaxed. "A lot of anchors say I can't stop, I can understand their thoughts, but I don't have that anxiety, I don't want to be tied up." With this mentality, Li Hao often put aside all his work in the last ten minutes before the end of the live broadcast, and shared his personal life, parenting experience, and the way of getting along with his husband and wife as a friend. "I don't want my professionalism to overwhelm humanity, and the last ten minutes seem to be communicating with fans, but in fact I am communicating with myself, which is both a massage of my own heart and a massage of everyone." 」
"Home is my energy field"
During the interview, "family" can be said to be the keyword on an equal footing with "live broadcast". Li Hao's concern, dependence and emotion for his family have deeply intervened in his live broadcast career. Another important reason for his move to Nanjing, simple and pure, was to accompany his family. "As long as I'm at home, I'll tell my two sons about bedtime stories I made up." The story of our eldest is historical and mysterious, he has once again entered the Warring States period and is about to participate in the story of Jing Ke's assassination of the King of Qin; the second eldest is 4 years old, his story is that aliens have taken our family to explore the entire solar system and see different biological species. ”
Li Hao uploaded a video of his interaction with his son on Weibo
If you want to complete the task of 50 live broadcasts a year, Li Hao calculated an account, "which means that I can't tell stories to my children for 125 nights", which is an unbearable consumption for him, "I am very soberly aware that all my energy sources are my family, and I can't run forward without them." Although it is often late at night after returning home after the live broadcast, Li Hao will always sit in front of the children's bed for a while and observe how they are asleep, "I look at it for a little while, my heart will be stable, and I feel that I am charged." Whenever and wherever I am, I must go home, home is my energy field. ”
Mrs. Guo Xiaomin is li hao's life mentor for seventeen years. "If you see me on the screen as warm and energetic, it must come from the energy brought to me by a good marital state and family relationships." In addition, the identity of father and husband also means a richer shopping experience. If young anchors are often easier to play in their own focused vertical categories, then Li, who has a family, understands children and women, and has some involvement in various categories of products, which is also an advantage.
Li Hao when hosting the show
20 years of host career, but also means 20 years of skin care, makeup experience, wherever, Li Hao's delicate and flawless skin is often praised, thanks to years of maintenance. "There are a lot of bottles and cans on the countertop of our house, there are close to two thousand bottles, and I am my wife's guinea pig, responsible for using up the rest of her." In addition, over the years under the influence of makeup artists and peers, Li Hao has also accumulated a lot of beauty knowledge.
After engaging in the live broadcasting industry, his wife passed on the experience she had accumulated over the years to him. Under a big supplement, the composition and function of various products, Li Hao is already familiar with the heart, can be called half an expert in the beauty industry. In addition to rich theoretical knowledge, practice is also very effective. "Although it was very hard to be an anchor, all the way down, because I used the right product, I found that my skin condition was getting better and better." In addition to beauty products, the advice provided by his wife in home and maternal and infant products has also brought great help to Li Hao.
Li Hao's feelings for "home" are not limited to a family of four, but also radiate to his hometown of Yongzhou, Hunan. Li Hao, who has passed the age of confusion, is gradually wrapped in local feelings, "When you come back after leaving home for a long time, you will feel that everything in your hometown is good, the sunshine when you were a child is always so bright, the rice noodles under the house are always so delicious, and the air smells good." Li Hao said.
Therefore, while recommending various agricultural products and local delicacies for fans in the live broadcast room, Li Hao gradually gave birth to the idea of promoting agricultural products in his hometown, which is also a sense of social responsibility behind helping farmers and rural revitalization. "I am quite envious of Liuzhou's snail powder can be made into such a big industry, in fact, my hometown also has a lot of good souvenirs, but it has not been seen by everyone." As he grew older, Li Hao began to think more and more about the meaning of work, "This is likely to bring greater joy than simply stacking numbers in front of you, because it has really helped more people and produced greater social value." This is something I hope to communicate and facilitate with the team and the platform in the future. ”
END
In the whole interview, Li Hao impressed me the most was this passage:
"I hope to be happier to be myself in the Tmall Star Selection Live Room. Although I am a rationalist, but there are so many living and happy factors in my body, and the urge to share, I feel that in the live broadcast room through such a platform, through everyone, it is not only satisfied with their desire to share, to talk, but also to massage the self and everyone's heart. I also hope that in the future, in addition to absorbing energy from the family, I will also be able to absorb more energy in the live broadcast room. I feel that the energy is mutual, and now the energy is a little weaker, but I think that one day maybe more energy can find me. ”