Live Broadcast "Xiao Bai" Luo Yonghao Has Been Shortlisted By Fans For Celebrity Broadcast.

In April 1st, before the hammer technology, CEO Luo Yonghao gave a live show on the shaking platform. According to the final released data, the total amount of paid transactions exceeded 110 million yuan during the 3 hours live broadcast time, and the total number of viewers was over 48 million.

Now the old Luo's first heat is turning over, but the general public who contributed to the amount of 110 million yuan can't turn it off.

The media found that the review area of Luo Yonghao's live broadcast has become a "disaster" scene. The crayfish product has become the target of unanimous bombardment because of not timely delivery and quality problems after arrival.

From the beginning of the media reports about Shin Liang Kee and Luo Yonghao cooperation, the long standing and Luo Yonghao's "fastidious" attitude towards the product is the primary reason for the brand partners to cooperate with them. But this time, the "Quixote" in the entrepreneurial world has lost its way. Eventually, the first live show turned into a large-scale "rollover" scene.

Despite the first letter of micro-blog's apology and the consumer compensation scheme, it is still hard to quell people's indignation, so the embarrassing situation of consumers from denouncing brands to denouncing Lao Luo has been staged.

　　 Lao Luo pits

As we all know, as China's first generation of net red, Luo Yonghao has had several failed entrepreneurial experiences, but every time he falls, he can rise again and become the idealistic entrepreneurial mentor and spiritual pillar of many people. As a result, a large proportion of the people who pay for the goods in Luo Yonghao's live broadcast are fans of Lao Luo. However, the direct consequence of impulse consumption triggered by emotion is borne by consumers. After being fooled, it is only self deceiving, and then transferred to the target to criticize or even anger the "Idol" Lao Luo.

April Fool's day finally turned into a stupid "powder" festival, not only the collective frustration of the old fans, but also exposed the shortcomings of the non professional live broadcast.

Originally, Luo Yonghao's personal selection is the embodiment of fans, but on the product of crayfish, Lao Luo stepped onto the pit.

It is reported that Xin Liang Ji and Luo Yonghao team initially decided the price based on part of the Commission and cost. This price has touched the cost of products. However, in the process of taking the contract, Luo Yonghao once again proposed to cut prices, and the new price lowered the selling price by tens of dollars, which is at the edge of losing money. Despite the fact that Luo Yonghao eventually abandoned millions of commissions at a super low price, it became a rather touching topic at the end of the day. But in the end, he failed to achieve his original intention to bring the value products to consumers, not only because he failed to deliver the goods promptly, but also was criticized by fans for their quality problems.

Insiders told the media that Lao Luo did not understand what the essence of live broadcast was, and the source pointed out that the core of live selling was limited, and how many sold and how many sold. But this letter to the old lobster is sold open to sell without restraint, sold to the storehouse, and the brand itself does not have so many stock, so many fans now buy in May April last year's inventory. "You need super low price, do not give you inventory to give you what!"

　　 Awe fans

In addition to picking holes, people who have seen old live show must remember that "old hand" Lao Luo had a lot of rollover accidents before the camera, and made frequent mistakes. Even the names of goods were mistaken, and their professional capabilities were far from those of professional live people. Nevertheless, fans did not mind. During the three hours of live broadcast, they helped create a transaction of 110 million yuan and sent Lao Luo to the throne of the king of the voice.

Obviously, this achievement is inseparable from fans' support. To play with live goods, we have to revere the strength of fans.

Cui Hongbo, founder and CEO of Shanghai Zheng Jian brand management consultant Co., Ltd. said that an important rule of the game is to keep powder, powder and powder. Li Jiaqi and "one sister" Wei Ya in the live broadcast community are all the fans who are playing the world today. If the public figures do live broadcast, if they come up with "kill powder", they will be overdrawn fans, which will make fans happy and disappointed. "Live with goods is a knowledge, from the front desk, back stage needs professional skills literacy, otherwise it is a group of Xiao Bai's self."

Through the live broadcast of Lao Luo, the ambitions of the platform side in the live broadcast market are also clear. Compared with Taobao and fast hand, jitter is the latter who enters the company with live goods. In order to catch up with the former, shaking the voice and boosting the horse power, Luo Yonghao, who is a topic figure, has successfully fought a battle in the field of live broadcasting business. But this battle also exposed the naive and inadequate voice in the Kung Fu live broadcast.

"Trembling sound has always wanted to make efforts to live broadcast, but not to find good opportunities and methods. With the help of Luo Yonghao, although the harvest of a wave of attention and traffic, but it is not a complete winner. Because the problems of return, product quality and so on are exposed. Cui Hongbo said so.

　　 Live broadcast strategy

On the same day, the live broadcast of the Rockets by Wei Ya was called "magic night" of China's Broadcasting circles in the evening of April 1st. From the high degree of attention, the high transformation and the high volume of trading to everything, many traditional retailers were shocked to lose their chin. Admittedly, today's marketing mode is undergoing subversive change.

Luo Yonghao's live sales list is made up of a series of seemingly unrelated products, ranging from food and beverage (ice cream, crayfish, etc.) to life home appliances (cleanser, sweeping robot, etc.), technology products (projectors, mobile phones, etc.). Behind this are countless businesses eager to stand on the air and seek new growth points.

　　 Why are more and more companies and brands embracing live broadcast?

Cui Hongbo thinks that the three important changes of marketing are reflected by the live broadcast of goods: first, the change of sales mode, the essence of live broadcast is actually a kind of sales behavior with time limit and limit price, which is beneficial to the short term and quick sale to the sales party; secondly, the live broadcast can bring enough brand and product to the consumers effectively; third, broadcast is essentially a kind of war. Slightly, it can help to achieve efficient integration between offline shops and online traffic, that is, the integration from grass planting to harvesting.

"All brands are distributed live, but it must be more than a tactical act, and more importantly, a strategic change."

Just when the brand is in the layout, we should consider how to avoid trampling. Don't let the carelessness of the moment smash the signboard.