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Robin Islam
Apr 10, 2022
In ASK US ANYTHING
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 Phone Number List 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.
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Robin Islam
Apr 07, 2022
In ASK US ANYTHING
Recently, my friend Xiao Zhang has been a little anxious. The reason is that as the Chinese New Year is approaching, he still does not have a girlfriend, and his parents in his hometown are attacking him every now and then. A few days ago, they even directly notified him to go home for a blind date during the Chinese New Year. "Last year off for seven days, my mother arranged five blind dates. I don't know how many this year." When it comes to the New Year blind date, Xiao Zhang is quite helpless. "Why don't you try your luck on a social app?" he said jokingly. No wonder Xiao Zhang has this idea. The author noticed that recently, there have been more advertisements about strangers' social software on Douyin. In addition to the well-known Momo, Tantan, and soul, there are also many brand-new APPs. The content of these advertisements is mixed, and some even play side balls in a grand manner. The author can't help but be curious. In 2022, is it easier to socialize with strangers? 1. Promising track and unprofitable companies If the birth of Momo is the starting point of social networking among strangers in China, then the industry has developed for 11 years. In the past 11 years, strangers have gone through a process of socializing from nothing, from being left Phone Number List out of the cold to the crowd and then to the end of the world. In 2014-2015, the most popular years, there were 71 and 98 investment events on the social tracks of strangers, respectively, but in 2020, there were only 3 investment events in the industry. The main reason why the track is cold is also obvious. After more than ten years of exploration, Stranger Social has not yet found a healthy and sustainable profit model, and revenue is still the biggest problem that plagues players in the industry. Take Momo as an example. In August last year, Momo announced that it had changed its name to "Hello Group", and the corresponding Chinese name was also changed from "Momo" to "Zhiwen Group". It is not difficult to see that Momo's original intention is to bid farewell to the past, reposition and find new increments. This also reflects from the side that the business of socializing with strangers is not easy to do.
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Robin Islam

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