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Since April, Douyin’s live broadcast room has become a “thematic manufacturing machine.” Luo Yonghao, Li Xiaolu, and Dong Mingzhu have come to Douyin’s live streaming room one after another to bring products, which also allows the “e-commerce live streaming” business model to continue to spread to different industries and circles. . Penetration layer.At 0:30 on April 21, actor Li Xiaolu finished the first installment of live shows in Douyin. According to Xiaohulu Red List, Li Xiaolu’s live stream sales were 47.34 million, which was second at 2.9 million. 16 times, this is already the absolute leadership position in vibrato.
In this process, there must be cooperation between Douyin and the MCN organization. The logo of the service organization “Intemart” operated by its vibrato platform also appeared in Li Xiaolu’s live broadcast room. Tianyanzha shows that Intemart is a joint venture between Vision Albert and Wanda Media. The main shareholder Vision Albert represented 85% of the shares. Vision Albert is also a wholly owned subsidiary of Harbin Vision Culture Media Co., Ltd.
On the afternoon of April 23, Chen Pengbo, Vision Culture’s actual controller, agreed to an exclusive interview with Titanium Media. He said the company’s business under the Vision Department covers all areas where Douyin has the ability to monetize, including games, exhibition venues, and e-commerce businesses. Vision’s total revenue comes in first, and it can be called Douyin’s first live-streaming agency.
“Xiaolu does not face people, it can bear difficulties”
“Every time we step on the Douyin environment, our family is a relatively compliant organization. As long as we are involved in live broadcasts, be it a game, a show, or an e-commerce, our family is first, but we cannot always be the first. ” One, “said Chen Pengbo.
Regarding cooperation with Li Xiaolu, Chen Pengbo said that Li Xiaolu himself is highly cooperative and also belongs to the KOL type with a large capacity to transport goods between the stars. At the same time, the Li Xiaolu short video and live streaming business in Douyin is delivered to Vision’s exclusive planning and operation, such as Five days before the start of the live broadcast, the Vision team recorded 4 short videos for Li Xiaolu to warm up, helping her get to the top of the Idou list.
The intersection of Li Xiaolu and e-commerce started in 2012. At that time, Li Xiaolu’s Taobao store was called LOVE LULU. She also personally came out to take photos and sell products. Li Xiaolu’s Taobao shop business continued. On April 15, 2020, Li Xiaolu also aired a new set of photos on Weibo. The 3000 Concepts of Lu were officially opened on the night of September 26, 2019. According to media statistics, on the opening day Li Xiaolu’s Taobao shop was sold. More than 1,100 pieces of clothing were produced, and daily sales Average were around 100,000 yuan. According to the store’s live Taobao page, Li Xiaolu is also one of the store’s presenters.
“Xiaolu has a good character, does not face people and can endure difficulties.” Chen Pengbo told Titanium Media that after the presentation of his friends, the cooperation between the two sides took place. In May, Li Xiaolu will continue to carry out three live broadcasts of e-commerce. Ten thousand, commission of 30% or 25%. If the products are very good, we will not consider the above. “
Li Xiaolu in the live broadcast (image provided by Vision Entertainment)
As the first group of live streaming agencies to enter, in 2018 Chen Pengbo tried to bring products to Douyin, but with no improvements, the change started in May 2019, when Li Jiaqi left Taobao, Douyin also started to pay attention to electronic commerce. Companies, as of April 2020, Vision Entertainment’s monthly turnover exceeded 600 million, of which e-commerce and entertainment revenue accounted for half of each.
Chen Pengbo believes that live streaming ecommerce will become a global trend sooner or later, and the epidemic has brought this issue up ahead of time. Before that, Taobao and Kuaishou accounted for most of the live e-commerce part. 30% of the child.
“Selling goods is not related to the nominal value, what you want is to bring attributes of goods”
At the end of 2018, Douyin started trying in the field of live streaming and delivery. At that time, after Brother Sanda’s quick hands had created 160 million GMV (total turnover), Taobao presenter Li Jiaqi was also named “a brother’s lipstick.”
In late 2019, Douyin updated the permission to open the platform’s product windows, users only need to complete real name authentication to have their own product windows in Douyin, and link to Douyin which covers e-commerce companies from third parties like Taobao, Jingdong, Koala and Vipshop. The platform’s huge library of commodity links. At the same time, Douyin gradually released the live streaming rights, and the presenter no longer has a limit on the number of fans.
This was interpreted by the media as a signal for Douyin to roll out live e-commerce.
In February 2020, the advent of the epidemic accelerated the penetration of Douyin’s live e-commerce across multiple scenarios. In March, Douyin launched the “Zhaijiayun Shopping” plan, which allowed offline merchants to enter the live streaming room through special policies such as a 1 billion live streaming traffic support plan, channels green for small shops, official training and other shopping malls like Zhuzhou Wangfujing Department Store. After Douyin’s live broadcast, sales of the single live broadcast exceeded one million in succession. In April, Douyin held 13 live broadcasts of the “Biggest Show You Hubei” to promote local agricultural products, food and consumer goods, and to promote high-quality products from Hubei to consumers across the country. Total sales of goods brought in on the day of the transmission reached 17.93 million yuan.
April 1stLuo Yonghao, the first generation internet celebrity, started selling live products in Douyin. The first sales exceeded 100 million, and live e-commerce eventually became a Douyin gold sign., Causing the attention of the media.
According to people familiar with the matter, Luo Yonghao has two types of well rates: 600,000 and 1.2 million, and the annual mark-up price is 12 million. This type of pricing belongs to the best combination in the industry. For brands on a tight budget and wanting to stream live, it’s hard to bear. Heavy Furthermore, Luo Yonghao cannot duplicate it. How to make more waist and tail anchors work and make money is the next problem that Vibrato and MCN must focus on solving.
“The same group of organizations that have lived in Douyin Live with the Vision, only our family has grown and we have not signed a great anchor, that is, refined operations,” said Chen Pengbo. Vision has an operational team of 1,750 people in Harbin, serving 170,000 Anchorage Group.
In addition to cooperating with leading stars like Li Xiaolu, Vision is also recruiting new large-scale presenters, who are interested, obedient, and accountable to consumers. “This matter can be discussed. Try for 2 months. If you don’t, you can change. . “Pengbo Chen told Titanium Media that the current vision is to recruit 30,000 people a month to try to be the anchor.
Product selection and investment promotion must also take place at the same time.There is not much relationship between the sale of goods and the nominal value, what you want is to bring attributes of goods.The live stream of e-commerce is divided into people (physical fitness and gameplay), goods (selected products and supply chain), and locations (after-sales and logistics). All this is done, and naturally it is done. “
Vision has set up an investment team of 30 people and an after-sales team of 10 people for Li Xiaolu, “Without a warehouse, that is too heavy. Our company philosophy is to operate lightly, but anything that touches a lot is wrong.Chen Pengbo said.
