On August 7, Suning e-buy and Luo Yonghao cooperated in a special live broadcast, with the total payment amount exceeding 200 million yuan in four hours, breaking the sales record of 110 million yuan for Luo Yonghao’s first live broadcast. < p > < p > just after the live broadcast, Luo Yonghao quickly posted a micro blog: This is not the industry’s popular statistics of single Gmv (about 300-400 million yuan according to the industry’s common practice), but the actual payment amount statistics. < / P > < p > interestingly, the day before the live broadcast, both sides communicated the release rhythm and time of the sales war report, but Luo Yonghao’s team was not interested. “Maybe it’s afraid of rollover. It’s the weekend again, so Suning’s team arranged for some people to go home.” Suning insiders said that as a result, the live broadcast broke the record, and everyone resumed in the wechat group in the early morning. “Lao Luo himself is also very excited, saying that the first time a company so awesome, really do it, the scene multiple replenishment.”
July 10th, Luo Yonghao tiktok opened the live broadcast with goods for 100 days. But in these 100 days, all kinds of data are on the straight day, April Fool’s day, Luo Yonghao’s live tiktok shows the first time. The jitter almost poured all the traffic, including the opening screen, banner and the exposure of line billion to the Luo Yonghao’s live room.
finally, the peak of nearly 3 million people at the same time, the number of online viewers, the turnover of billions of dollars, the tiktok of the whole network, and the sound of Luo Yonghao and the sound of the sound start. However, the industry is watching. It is said that in the lobby of Beijing Wangjing Hyatt Hyatt, Zhang Nan has offered Luo Yonghao a sincere offer: the flow of 10 live broadcasts is inclined. A person in charge of an MCN agency told lieyun that “the live broadcast of the 11th scene determines the real location of Luo Yonghao.” < p > < p > in fact, Luo Yonghao’s data fell sharply before game 11. On July 10, Luo Yonghao was supposed to conduct the 14th live broadcast, but because of “sudden physical discomfort”, he was absent from the live broadcast that night. Zhu Xiaomu, his live assistant, was obviously unable to withstand the live broadcast. According to statistics, Luo Yonghao accumulated 65 million sales in June, which is far from Taobao’s head anchor Kwai 2 billion 700 million, Li Jiaqi 1 billion 400 million and fast head anchor anchor Simba 1 billion 900 million, ranking 47 in the three platform anchor list. < / P > < p > due to the poor performance of Luo Yonghao, the e-commerce initiative of byte skipping to establish a first-class business department has also been questioned. About the tiktok electricity supplier is not a paste of discussion, there are many.
retail and Kwai announced the signing of strategic cooperation agreement. After the data came out, the staff of the electric business department tiktok also became boiling. In the communication group, many people came out of the head of the sunning group, asking about how to send together the war report and how to do propaganda. “They are newly established departments. Maybe they use flybooks internally. In the wechat group, they are not good friends or know each other.” A Suning staff member said, “we are asking whether this data is tiktok’s new record. When
talks about cooperation, suning.com promises to build a brand marketing IP in suning.com’s super voice buyer, and explore the new eco mode of live + merchandise + scenes by signing tiktok stars and SuperAgent’s traffic. Luo Yonghao’s live broadcast is the first show of Suning’s super buyer’s live studio plan. < p > < p > as early as 2017, Luo Yonghao, who was still making mobile phones, attended the Suning Appliance 3C global summit. Because there were too many big names on the scene, the host took 5 minutes to read the names of guests, but Luo Yonghao was not included. Instead, he was “hammer mobile phone”, which was read by the host later. < / P > < p > in this live broadcast, all sources of goods come from Suning E-mart. From the perspective of category, Luo Yonghao brought 29 kinds of products, including cosmetics, digital, 3C and food, including iPhone & iPad, Huawei mobile phone and curiosity diapers. According to fan Chunyan, vice president of Suning e-buy platform operation group, one of the highlights of this cooperation with Luo Yonghao is that some bold attempts and breakthroughs have been made in the selection of products, adding some products that can attract female users, such as diapers on 807 live broadcast and Dior lipstick, which have achieved good results. The former replenished more than 10 times in the live room that night. < p > < p > Suning e-buy has a commando team dedicated to the selection of live broadcast products. The internal code name is “MK-1”, which means “short selling”. At present, there are ten league members, five of whom have been engaged in the retail industry for more than 10 years. They are familiar with the supply chain and can quickly find the most competitive source of goods. The other five members, with an average age of 26, are responsible for researching market hot spots and Consumer mind, can quickly screen out the most popular consumer products, and undertake publicity, planning, implementation and other operations. The director of MK-1 said: “for live selection, ten members of our team have” one vote veto right “. As long as one member of the team thinks that a product is not suitable for live broadcast, it will not be put on the shelf.” Such a harsh standard also adds a lot of burden to the team: “often 100 items are selected, and only 5 items are selected in the end. Either the price is not up to the standard or the heat is not enough. We will see if we can adjust the price or change to a more suitable selection. ”
Fan Chunyan introduced that the live broadcast planning group will first set up the user’s portrait analysis for the artists’ tiktok and micro-blog ports. Then combined with the artist’s personal preferences, the script design of the selection is carried out, and the director group carries out the final execution. However, Jia Nailiang, who has become a regular employee of Suning E-mart, is also cautious in his selection. According to fan Chunyan, Jia Nailiang once gave up a dental floss product during live rehearsals because of its complicated usage, fear of rollover due to poor expression, and the users in front of the screen could not understand it. < / P > < p > the familiar picture is that there are numerous mobile phones in front of the anchor. However, it is difficult to guarantee the quality and fluency of the picture when live broadcast by mobile phone, so the viewing experience of fans is not stable. However, Suning’s live broadcast is in a studio. In front of the anchor, there is a set of expensive professional cameras, beside which are various lights. There are also supporting facilities such as the broadcasting room, post production and streaming system. For a live broadcast, there are about 30 or 40 people involved in the program team and the camera team. According to Liu Yuzhe, the producer of Suning super buyer, a good live broadcast is a reality show in itself, which should bring the audience visual and auditory enjoyment, as well as emotional appeal. < / P > < p > the visual effect mainly depends on the lighting. There is a consensus in the host circle that a good live broadcast layout can improve the conversion rate by 12%, and a good lighting layout can improve the stay time of fans by 5 to 7 seconds. < p > < p > weia team has a thorough understanding of lighting, and started to invest very early. According to the anchor’s height, number of people leaving the country, product content and other aspects, the team customized the HD studio for Weiya. For example, the main lamp used the Golden Eagle led150w with two soft light boxes, and then used the ring lamp to make eye shine. In addition, there were spotlights and color matching lights. The effect that Weiya wants to achieve is, “the goods should be good-looking, so should the people.” < p > < p > the studio in Suning is equipped with film and television lights, which are usually used to record reality TV programs. There are hundreds of lights of various types to ensure that the points in each area are bright enough, and that the background or face light of each person in different areas is bright enough. < / P > < p > in order to make the picture more beautiful, it is a required action to use the mobile phone to live broadcast and load the beauty filter. Behind Suning’s live broadcast is a streaming system of radio and television level, which can use a more advanced surface painting processing method called online color matching. There is an on-line color mixing station in the broadcasting room. The colorists will use professional software to process the pictures. The colors will be more colorful, and the texture of characters and goods will be better. For example, selling some beauty products can make the anchor’s skin texture more beautiful. It is understood that this online color matching system is generally used in movies or large-scale concerts. < / P > < p > the hearing effect mainly depends on the sound. At least two microphones with very good radio effect will be equipped in the Viva studio. No matter the anchor is sitting or standing, the microphone can capture her voice to ensure that there will be no echo or hearing loss. However, in variety shows, the music with the strongest sense of entertainment is often the soundtrack, for example, playing the right music at the right time, or having a wonderful sound effect. This can fully mobilize the mood of the audience and increase the sense of substitution. In the live broadcast of Suning, there is no live band, but there is a strong keyboard player who is behind the variety show of provincial first-line satellite TV. For example, Mars intelligence agency, as well as some talk shows and reality shows, can hear the sound effects he has made. < / P > < p > in fact, sound effects can not only entertain the audience, but also give positive feedback to the anchor, making him more interested. For example, when he speaks golden sentences, he can match the sound of laughter or applause. < p > < p > Jia Nailiang is very good at using some elements on the field to mobilize his sales status. He will communicate the advantages and benefits of goods through sound effects and interaction with the off-site directors. The process is more interesting and more three-dimensional, which is also very important in live broadcasting. < / P > < p > as we all know, the most important thing in selling goods is emotion, which can really reach users. This is why Simba and others have repeatedly stressed that fans are their families. < / P > < p > in a live broadcast, the anchor is a star with unique charm, and there are various elements of variety, such as music, lighting, and multi shot switching. The images presented in this way are definitely more emotional than those of ordinary anchors who live on mobile phones. < / P > < p > the director can use the lens language, such as when to cut the panorama, when to cut the star’s close-up, and when to cut the product’s close-up. When a group of shots are connected, it can complete a good emotional communication and infection, making the audience more open-minded shopping.
traffic flow plus Suning’s supply chain advantages, in the live goods, Suning has the ability to increase entertainment attributes, and create a “tiktok” style with new mode. If we can do this, it’s no surprise that Suning’s various data can even achieve good results. According to Liu Yuzhe, there is no need to “start a new stove” in this base, because it can use all kinds of equipment and experience of PP sports. PP sports broadcast five major league matches all year round. There are four studios, including recording equipment, photography team and program team. In his opinion, live selling is like a reality show without script for stars. “Compared with shopping on TV, live TV with goods is a shopping variety show with more network sense. Although the investment is large, the production capacity of a single period is more valuable to the market or brand than the so-called head variety show. ” < / P > < p > head variety shows, such as running bar and extreme challenge, often cost more than 100 million yuan. However, commercialization mainly depends on advertising and so on, so it is not as straightforward as carrying goods live. < / P > < p > in order to achieve better program effect, all stars need to have rehearsal before live broadcast with goods.