A Tmall live broadcast of "Everyone complaining about Zheng Shengli" generated over 100 million orders in 90 minutes!

Recently, the marketing circle has been discussing the issue of Pechoin 's advertising and sales conversion . On the one hand, they are talking about brand communication, and on the other hand, they are talking about sales conversion. Both sides seem to have their reasons, but for the brand, the things done at different stages may be different, but the ultimate goal of the company is still to sell goods. It’s just a matter of how to play the link and at which stage. If the marketing conversion in the sales stage is not good, then there is a problem.

For example, on May 12, 2017, Pechoin teamed up with internet celebrity Ai Kelili to hold a live broadcast event. Judging from the choice of Ai Kelili, Pechoin has indeed made efforts to attract younger people. However, according to the data visible on the Tmall live broadcast interface, there were 67,000 viewers in total and 1.55 million likes. Such data is generally at the level of a small internet celebrity, and with the support of Akili, it should be even better.

The decision-making time for buying cosmetics is not that long, and if operated properly, it will also trigger more impulse purchases. Why do some people not place orders after watching the live broadcast? Is it because the timing is wrong? Wrong target user ? Wrong promotion? Or is there any other reason?

On the same day, there was another event taking place on Tmall Live. The protagonist was "Zheng Shengli" from the popular anti-corruption drama " In the Name of People ". Zheng Shengli, who was scolded by netizens as a "super bitch", had a live broadcast of " Everyone Complaining about Zheng Shengli ". It was launched by the Tmall Live "Meowing a Car" column sponsored by Shenzhou Maimai Car .

During the 90-minute live broadcast (ending at 21:30 on the same day), 1,408 new Lavida were sold, with orders exceeding 100 million yuan, 22.07 million likes, and 350,000 people online at the same time. As of midnight on May 13, online bookings reached 2,108 vehicles, with a total order value of over 190 million...

It happened to be two days before Mother’s Day . These data and this live broadcast made people want to “call mom”. How did they do it?

Let’s take a closer look at how “Everyone Complains about Zheng Shengli” creates such a live sales effect?

1. Topic Figures

The character of Zheng Shengli is not the leading actor in "In the Name of People", but there are many flaws in his role. Even after the TV series was broadcast, Kan Benben, the actor who played Zheng Shengli, attracted many complaints from netizens.

2. Participatory Topics

Topics like #全民吐槽郑胜# were initiated on Weibo and then broadcast live on Tmall. Naturally, those netizens who love to complain would participate, pay attention, and watch the live broadcast.

3. Opinion leaders help

In addition to the protagonist Zheng Shengli, opinion leaders also helped promote the topic, as did Li Xinyue, who plays Vice President Bao in the play, who participated in the topic interaction and Tmall live broadcast. Many joke tellers such as Entertainment Fantong, Pure Entertainment, and We Love Telling Jokes also joined in to stir up the topic. After the event, major media reported it and official Weibo accounts released it, such as the National Business Daily and Ta Kung Pao.

4. Live streaming content sales

During this live broadcast, the funny and antics of "Zheng Shengli" on the scene triggered active interaction among netizens. The setting of the live broadcast content during the period stimulated sales. The specific summary is as follows:

(1) In-depth interaction between the main characters of the live broadcast

Zheng Shengli read the advertisement while sitting in the car: "If friends and relatives in Handong ask me, just tell them that Lavida is the best car."

(2) Live sales benefits

Buy the new Lavida and get a new IPAD for free. For every 50 units purchased, a half-price car will be given away. The game will be broadcasted at any time on site, Ruili models will hold up the KT board to interact throughout the game, and the guests will also shout out recommendations on the spot.

Benefits such as “giving away a half-price car for every 50 cars” will enhance the stickiness, interactivity, sales power and communication power of live broadcasts.

(3) Transaction strategy

Currently, automobile e-commerce companies all adopt the model of prepaying a deposit and paying the balance offline for delivery. This time, Shenzhou Maimai Car launched a sales policy of "0 down payment for the new Lavida, and a deposit of only 499", which has reduced the obstacles for users to place orders.

This is not the first time that Shenzhou Maimai has engaged in live streaming. In early 2017, during the “ Wang Zulan Birthday Imitation Party ” live streaming on Tmall, 2,717 Cruzes were sold online, with 18.2 million likes and an order value of 228 million yuan.

Both live broadcasts were about selling cars. The first time featured a popular star like Wang Zulan, but this time, the status of "Zheng Shengli" was much lower than that of Ai Kelili in terms of the number of Weibo fans. The former had 110,000, while the latter had 9.22 million.

For this reason, today we specially interviewed the "Hydrogen Interactive" team, the behind-the-scenes planners of Shenzhou Car Buying Live Broadcast. Their experience and opinions on live broadcast and car selling are worth our consideration!

Viewpoint 1: Live streaming should focus on creativity

When a brand is doing live streaming, it must use creativity as the explosive point, media platforms as the carrier, welfare as the driving force, and technical means as the guarantee, only then can it achieve product and effect integration and realize traffic conversion and monetization.

Viewpoint 2: Brand sales are the most important thing

As the division of labor in society becomes increasingly refined, we artificially create a binary opposition between brands and sellers. Brands seem to be all about sentiment, about changing the world, and being high-end and otherworldly; while sellers seem to be inherently lowly, marking discount numbers with large sizes, using bright colors, and shouting at the top of their lungs. But for business decision makers, is there any difference between the two? All his market behaviors are aimed at ensuring that he can continue to capture market share and survive in the market in the short term or foreseeable long term.

At the moment of brand and effect integration, we hope to see more, better and more interesting cases, and we also hope that those teams practicing performance marketing will continue to work hard, from Pechoin's screen-sweeping to the questioning of sales conversion, to Hydrogen Interactive's two live broadcast car sales cases of Shenzhou Buy Car, no matter which side you stand on, or whether you like their ads, you are moved to buy the product, or you will not buy it after all, these will become the key points for brands to continuously optimize their marketing. Marketing needs to be corrected and optimized through continuous practice, mistakes, and the experience of others, and then succeed.

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The author of this article @魏家东 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map