Li Jiaqi’s live broadcast is heading to the “left”, while Dong Mingzhu’s live broadcast is heading to the “right”!

“ Live streaming with goods ” or “live streaming with brands”? To the "left" or to the "right", this is a choice. Li Jiaqi’s live broadcast is “live broadcast with goods” to the “left”, while Dong Mingzhu’s live broadcast is “live broadcast with brands” to the opposite direction.

The high-pitched voice, fast-paced tone and always full mental state are the first impressions that e-commerce anchors give people. However, this time someone took a different approach and created a new form of live broadcast that is different from the traditional online celebrity live broadcast…

Recently, Dong Mingzhu also participated in live broadcast. At 8 pm on April 24, Dong Mingzhu appeared on Douyin's live broadcast room on time. As soon as she went online, she attracted more than 100,000 people to watch online. It exceeded one million sound waves in just 10 minutes after the broadcast, and the cumulative number of views reached 4.31 million.

However, such a highly anticipated live broadcast debut encountered the embarrassment of "crashing". During the one-hour live broadcast, the store’s total merchandise sales were only 225,300 yuan. Among them, the best-selling product was the new crown air purifier, but only 3 units were sold. Some people defended it by saying,

"Ms. Dong pretended to sell goods but actually created hype. She didn't take selling goods as her mission at all."

Some people also say that they are trying to pass the buck.

"The most common comment in the comments section of Dong Mingzhu's first show was about lag, because the network was not smooth and it was impossible to watch the live broadcast in its entirety, let alone buy things."

…

So, what was Dong Mingzhu’s original intention? If the network was smooth, could Ms. Dong hand in a satisfactory answer? Looking at the entire live broadcast, what did she do right?

1. Many flaws in Dong Mingzhu's first live show

Logically speaking, with Dong Mingzhu 's status as an "Internet celebrity entrepreneur", the support of the Gree Electric brand, and the preheating of many media outlets, the live broadcast effect that night should have been very good.

As the saying goes, "Every unusual thing has a reason." Why not, let’s review this live broadcast together and see what mistakes Gree made?

During the live broadcast, problems such as heavy sound, disconnection, noise, mismatch between picture and sound, and sound disappearance frequently occur.

Many fans at the scene called out:

"Dong Mingzhu should take better care of the IT department!"

Some people also joked:

"I'm afraid only Dong Mingzhu can maintain more than 100,000 concurrent online users despite such a poor live broadcast experience. If it were someone else, they would have left the market long ago and blacklisted the brand."

Unexpectedly, Dong Mingzhu, who is usually eloquent, was defeated by the Internet speed in her first live broadcast. Besides this, what other flaws are there?

Some netizens said that Dong Mingzhu’s introduction method during her first live broadcast lacked a sense of interaction with netizens. Even when talking about this matter the next day, Dong Mingzhu herself said that "she wanted to interact and communicate with everyone", "but the device kept freezing", and "the first live broadcast was a failure."

Undoubtedly, from a purely user perspective, this live broadcast was disappointing and the effect was not as good as expected. But as long as we analyze it carefully, it is not difficult to find that there is obviously more behind this live broadcast than just a live broadcast.

At a time when the live streaming world is full of experts, Dong Mingzhu could choose to ask "Li Jiaqi and others" to take action, or adopt the conventional live streaming method to sell goods. But she chose to take a different approach and not enthusiastically promote products like other internet celebrities. So what exactly is her purpose in doing this?

2. The real purpose is not to bring goods

Data from the backend of Xin Dou showed that the cumulative number of viewers for Dong Mingzhu's first live broadcast was 4.3178 million on the night of the show, with a peak number of online users of 216,300, while the sales of goods were only 225,300 yuan. If measured only by the standards of a "live streaming sales" event, then Ms. Dong's performance is obviously unsatisfactory.

But Dong Mingzhu has shared her views on live streaming sales.

"Many people think that online sales are mainly about selling a lot of things. However, as consumers, sometimes we hope to learn more about products and find our own needs in the process. For example, when I am doing live broadcasts, I mainly show the characteristics of the products."

Different from traditional live streaming sales methods, Dong Mingzhu's live broadcast mainly focused on product introductions. There was no incitement to purchase or link placement in the first hour of the broadcast. Later, Gree customers even appeared on the show to talk about their experience using the products. From the form, it can be seen that this live broadcast is not so much a competition of sales ability as it is a show of Gree's own technical strength.

After all, if the core is "low unit price, high discount", Ms. Dong's live broadcast does not meet the product selection standards of "live streaming with goods" at all. In this live broadcast, a total of 38 items were put on the shelves that night, ranging from air conditioners to kitchen appliances, refrigerators, washing machines, smart door locks, etc. However, the product prices are not cheap. For example, the cabinet air conditioner at 16,999 yuan, the air-energy water heater at 18,999 yuan, the new crown air purifier at 12,000 yuan, etc., all belong to the high-quality and high-priced route.

Unlike live streaming with goods, which is essentially "sales promotion", live streaming allows consumers to understand Gree's production and manufacturing situation, thereby enhancing the image of Gree's brand in the minds of consumers. This is live streaming with branding.

It is undeniable that this live broadcast has enabled Gree’s brand to achieve a certain degree of exposure. It is a brand marketing disguised as a live broadcast, which directly elevates it from the level of “live broadcast with goods” to the level of “live broadcast with brand”.

3. Live streaming + e-commerce is Gree’s new marketing attempt

In fact, just ten days before the debut, Dong Mingzhu said in an interview with CCTV about the topic of live streaming that live streaming is a new model.

"When everyone is moving in this direction, I still stick to my offline business."

But afterwards, Dong Mingzhu quickly devoted herself to live streaming. Such a big change is closely related to Gree’s current situation.

According to the performance report previously disclosed by Gree, the net profit in the first quarter of 2020 was 1.33 billion to 1.71 billion yuan, a year-on-year decrease of 70% to 77%. In Dong Mingzhu's own words,

"Gree Electric had almost no sales in February this year, with a loss of nearly 20 billion yuan compared to previous years. March and April are also not optimistic."

Obviously, if Gree wants to quickly return to normal, online efforts will be a great strategy.

This involves the recent trend of CEO live streaming , where McDonald's China CEO Zhang Jiayin, Lin Qingxuan President Sun Laichun, Ctrip co-founder and chairman of the board Liang Jianzhang, and Intime Retail CEO Chen Xiaodong have all gone live... Faced with the heavy blow brought by the offline shutdown , CEOs have become the new generation of traffic in the "darkest hour" and are also quietly affecting the layout of the live streaming ecosystem.

When CEOs do live broadcasts, their unique personalities not only attract audiences, but also serve as a new endorsement of trust in their products and brands. This is not only a low-cost marketing method under special circumstances, but also an opening line to greet young consumers. Naturally, it has become a powerful tool for companies to quickly increase their online exposure during the epidemic.

What's more, it is the "428 Gree Brand Day" recently. Rather than saying that Dong Mingzhu is live streaming to sell goods, it is better to say that this is a live streaming brand promotion. As she said in a subsequent interview,

"I am thinking about how to integrate online and offline with tens of thousands of stores at the same time to form a more perfect marketing model."

After all, CEO live streaming is different from internet celebrity live streaming. Internet celebrities’ live streaming serves more as a medium for brands, while CEO live streaming can not only provide impetus for sales, but also achieve a certain brand effect.

Today, Dong Mingzhu is different from "Li Jiaqi and others" and has taken her own key step "to the right". So in the following live broadcasts, will she become more and more courageous and bring us more new explorations in the online live broadcast ecosystem? Worth looking forward to.

Author: Zhang Wei

Source: Marketing Observation (ID: yingxiao856)