After 3 hours of live broadcast, 48 million views and a total transaction volume of 110 million, Lao Luo lived up to expectations and handed over a beautiful transcript. As a filo powder who has been following Lao Luo for a long time, in my opinion, this is nothing to be proud of. Behind the 110 million transaction volume is the platform's inclination to use all its resources, the weeks-long warm-up of 16 million Weibo fans, the media's hype, and the friendly help from various celebrities, friends and fans. The victory of consumerism, fan economy and traffic hematopoiesis. If it weren't for the fact that some products were too expensive, I believe that, let alone 110 million that night, I would not be surprised if the sales amounted to 300 million and 500 million. Maybe many people are like me, the live broadcast of Lao Luo who is looking forward to it should be like this. Inexpensive; fresh and fun After 10 minutes of introducing the product, go directly to the link; The rest of the time listened to Lao Luo talking about the phase (chui) and the sound (niu).
To the disappointment of many fans, Lao Luo did not play cards according to the conventional routine, but made a sincere product introduction to each gold owner according to the SOP process very seriously. I have to say that the 600,000 booth fee is too worth it. In today's fragmented and advertising era, where can you find such a good "integration of quality and effect" ? Although Lao Luo fired the first shot of the Douyin live broadcast, it does not mean that every subsequent shot is a hundred shots, and the effect is considerable. It is also unlikely that Douyin will dedicate such rich resources to support Lao Luo in every live broadcast. Taobao has Weiya and Li Jiaqi; Kuaishou has Sanda Brother and Simba; Douyin cannot have only one Lao Luo. Although Douyin's first battle results are outstanding, I am not optimistic about Douyin's live broadcast, mainly for these reasons. 1. The user structure of Douyin determines the product category of the anchor From the perspective of user structure, there are more female users of Douyin, and they are mainly distributed in first- and second-tier cities.
The audience is relatively young, and the users generally have a higher cultural level (relative to other short video platforms). This is different from Kuaishou. The proportion of male and female users of Kuaishou is more balanced, which is more in line with the overall portrait of Chinese Internet netizens, and the proportion of Kuaishou third- and fourth-tier cities and below reaches more than 60%, and the user group is even more sinking. An obvious phenomenon is that in recent years, with the rise of small town youth and town economy, the sinking market has ushered in a full-scale explosion, and the rise of Pinduo is the best proof. If Taobao Live harvests national-level users, and Kuaishou harvests low-tier users, then what does Douyin harvest? Some people say that they are users (or female users) in first- and second-tier cities. According to my observation, if it is not for work needs, there are not many users in first- and second-tier cities who use Douyin.