On the evening of August 16, following the keynote speech and product release on the 10th anniversary of Xiaomi’s establishment on the 11th, Lei Jun took advantage of the hot iron to launch the live debut. However, what he gained was not only the story of rushing into hot search the next day. < / P > < p > compared with 20 stories told in the press conference, the theme of this live broadcast is simple and direct: selling goods. Since Lei Jun entered the studio at 8:00 p.m., the sales volume exceeded 100 million yuan in two hours, and then exceeded 200 million yuan. Lei Jun, who has always been unwilling to be a follower, has joined the “billion yuan club” in the battlefield where live broadcasting and goods are carried. < / P > < p > with the popularity of live delivery in all walks of life, Gree Dong Mingzhu, Ctrip Liang Jianzhang, Lenovo Liu Jun and other technology Internet industry executives have begun to experience live delivery. Whether it is to spend money to earn a cry, or to create revenue, live with goods have attracted the attention of enterprises. < p > < p > Xiaomi’s 7-hour “super long standby” relay broadcast attracted more than 50 million people, and showed the “business experience” of the live broadcast of science and technology tycoons: the founder of the star personally ended up, the ultra-low-cost products made people popular, the main products impacted the sales volume, and friends and partners gave full support. However, for Xiaomi, who is striving for the high-end market, live delivery may be more of a fan carnival, which is difficult to become an effective channel. < / P > < p > according to the live broadcast battle report released by Lei Jun on Weibo today, the total number of people watching the live broadcast reached 50.53 million. Tiktok tiktok, that is to say, 400 million days of trembling, and one last 8 people who saw the voice of Lei Jun saw the live broadcast of Lei Jun. And the data of the third-party platform “Xinshuo” shows that there are 10000 people online at the same time. < / P > < p > the popularity of the live broadcasting room has something to do with Lei Jun’s appeal both inside and outside the business community, especially among young people. He has 23.05 million Weibo followers, which is more than a first-line star, and even bigger than the number of technology tycoons. By contrast, Yu Chengdong, head of Huawei’s consumer business, has 7.5 million fans. On bilibilibili, where young people gather, Lei Jun has more than 1 million fans after 13 days’ residence, and the latest broadcast volume of his official propaganda video in station B has reached 5 million. < p > < p > many observers pointed out that Lei Jun’s high popularity is, on the one hand, because Xiaomi’s main fan groups are young Internet heavy users. More importantly, Lei Jun’s inspirational entrepreneurial experience, earthly image and “self-help” spirit have brought him closer to the younger generation. After his “plastic flavor” English was adapted into the ghost song “are you OK” by the up Master of station B, he gained more than 51 million plays on station B. < / P > < p > “our marketing colleagues were a little nervous at the beginning, but I don’t think it’s anything. We should be happy.” Lei Jun said in Xiaomi’s 10th anniversary speech. < p > < p > < p > the data of new shake monitoring also shows Lei Jun’s fan appeal. After Lei Jun entered the studio at 8:00 p.m., the heat soared rapidly, and then he left the studio at about 10:30 p.m. although the two Xiaomi employees were still carrying goods, the popularity declined precipitously. < / P > < p > public “familiar faces” like Dong Mingzhu and Liang Jianzhang have natural advantages in live delivery. However, only relying on the founders and executives to “brush their faces”, users do not necessarily buy it. The popularity of live broadcast with goods needs more welfare goods with big discount and low unit price. In Lei Jun’s live broadcast, the original price of the 10 Xiaomi Juneng writing neutral pens, which cost 9.9 yuan, cost one yuan and are free of mail. The 80000 boxes put on the shelves twice are “seconds light”. In addition, 10 pieces of rainbow battery, usb-c data cable, induction Nightlight and other single products are also priced at 1 yuan and 10 yuan, including free mail. < / P > < p > some people in the live broadcasting industry told shell finance and economics reporters that the welfare activities such as grabbing a neutral pen and battery for 1 yuan can not only greatly boost the popularity of the live broadcasting room, but also take the opportunity to clear the inventory in the selection of products, which can be described as killing two birds with one stone. However, for the real hot products, either the discount is not too large or the supply is quite limited. < / P > < p > in the live broadcast with goods last night, it is not difficult to see such a “routine”. During the whole live broadcast, the call for the new Xiaomi Bracelet came and went in the comment area. According to the data from the new shaking platform, “Bracelet” is the hot word with the highest frequency, accounting for 11% of the live screen. That night, Xiaomi Bracelet 5 NFC version appeared in more than 20 kinds of products recommended by Lei Jun, and the discount was quite large – the original price was 229 yuan, and the live room was only 99 yuan. However, the number of the bracelet on the shelf is only 8000, and there is no replenishment after it is sold out. < p > < p > and for mobile phones, TVs and other products with a price of several thousand yuan, the discount is even more limited. In particular, some new products just released on the evening of August 11, due to the limited supply quantity, it is not easy to grab them from other channels. However, Lei Jun brings in the spot goods that can be delivered immediately or within 7 days. Therefore, there is basically no price discount. Instead, they give away cordless chargers or mobile phone cases as welfare. < p > < p > in the first live show with goods, Lei Jun once again showed “the true colors of a model worker”. From 8:00 p.m. to 10:30 p.m., Lei Jun, with the cooperation of his assistant, broadcast live for 2.5 hours. At 10 o’clock that evening, the staff sent news that the sales payment amount exceeded 100 million yuan. After Lei Jun left at 10:30, the assistant and another Xiaomi employee continued to play the “residual heat” of Lei Jun’s flow. One live broadcast lasted nearly 3:00 a.m., which also made the whole live broadcast time reach an amazing more than 7 hours. Under the “super long standby” strategy, the sales amount of this live broadcast finally exceeded 200 million yuan, reaching 210 million yuan. < / P > < p > interestingly, among the active users of this live broadcast, we also saw the figures of Lei Jun’s friends and partners, such as Fu Sheng, chairman and CEO of cheetah mobile, and Lin bin, co-founder of Xiaomi group. Lei Jun started his entrepreneurial career in the 1990s, and is famous for his many friends and comrades in arms. This time, he made his debut live with goods. His relatives and friends came to help. Of course, it was no surprise. Two people for Lei Jun brush a lot of gifts, especially Fu Sheng, many times on the top of the list of gifts. It can be imagined that these friends, who are close to Lei Jun and have high consumption capacity, may have contributed a lot to the sales volume last night. < / P > < p > in the live broadcast last night, in addition to Lei Jun, the biggest protagonists are undoubtedly Xiaomi’s two latest mobile phones, especially the Xiaomi 10 supreme commemorative version, which has been sold from 5299 yuan, reposes Lei Jun’s expectation to continue to explore the price range of mobile phone market. And in live sales with goods, the role of these high unit price products is also crucial. After all, the sales volume of 80000 boxes of neutral pens is only 80000 yuan, and the sales of more than 10000 sets of Xiaomi 10 supreme commemorative edition are more than 50 million, and the sales of 10000 sets of redmi K30 supreme commemorative edition are also 20 million yuan. < / P > < p > in addition, smart air conditioners, 4K TVs and other products with sales of more than 10 million yuan are also sold at the unit price of more than 1600 yuan. It can be seen that these high unit price products have contributed greatly to the sales of 210 million yuan. However, it is slightly embarrassing that although the first 5000 sets of Xiaomi 10 supreme commemorative edition were sold out quickly, they still showed that they were in stock because some netizens did not pay. After replenishment, until Lei Jun left the studio at 10:30, there were still some models with color matching and capacity not sold out. Compared with the “second light” sales of the 1999 yuan redmi K30 supreme commemorative edition, it is obviously less popular. For Lei Jun, it may take a long way to make users accept Xiaomi mobile phones with more than 5000 yuan. < / P > < p > there is a general consensus in the industry that impulsive consumption is a very important purchase factor in live delivery. Only when the price is low enough or the discount is large enough, will it lead to the rush purchase of users. A big reason for Wu Xiaobo’s “rollover” live broadcast in June this year is that the final price of six of the 26 products is higher than 2000 yuan.
live broadcast, Lei Jun laughs tiktok, said on his own voice, live broadcast with goods “was forced by the sales department.” However, compared with Xiaomi’s annual revenue of 200 billion yuan, the sales volume of this night’s live broadcast with goods is only one thousandth of the annual sales. More importantly, in the sales of high-end products, the significance of live delivery with goods is quite limited. After talking to the fans and giving them welfare, Xiaomi may have to find another way to explore new channels.