Promotional tactics for selling goods through live streaming!

Recently, Wang Leehom's live streaming lectures have sparked a lot of heated discussions. From an operational perspective, there are actually certain operational and promotion routines hidden behind the incident. In this article, the author analyzes Wang Leehom’s live streaming classes, the “Yuexue” APP behind it, and the knowledge economy. Let’s take a look.

Wang Leehom shaved his beard on Douyin, removed his "wild" look and taught a "Monthly Learning" course in a refreshed manner. In addition to the fact that the number of likes on Wang Leehom's live broadcast exceeded 10 million on that day, becoming the top traffic data in the entire site, from the perspective of the sales effect, Wang Leehom's singing course, which costs 1,699 yuan a month, quickly became popular and became a hot topic in the knowledge economy that has "cooled down".

This is completely different from the atmosphere last year when Wahaha successor Wang Leehom terminated his contract on the grounds that he was "too old" and people were watching the second brother's midlife crisis. What is the difference in the reversal? Of course, it has something to do with the fact that Wang Leehom is an idol singer, a handsome male god and has a good family background in the entertainment industry. Even Jackie Chan once said that he hopes Wang Leehom is his son. In fact, it is inseparable from the superb planning of the management team behind Wang Leehom.

Before Wang Leehom's live broadcast, there was a short video about Wang Leehom on Douyin that received a million likes. It first talked about the "Second Brother"'s education, character, and musical skills, then released photos of Wang Leehom's unkempt appearance and simple life, and finally explained the reasons why Wang Leehom did charity activities such as adopting refugee children. Special mention was also made of the App that Wang Leehom developed during his retreat. This paved the way for the promotion of Wang Leehom's image, personality, and commercial activities.

Therefore, no one can easily create a case of going viral. After all, there is no shortage of celebrities promoting products on Douyin. Judging from the traffic and transactions of the Yuexue App alone, this is definitely a very successful case of a product going viral. Many people must be interested in the story behind Moon Studies.

1. "Yuexue" is actually a vertical knowledge economy platform endorsed by Wang Leehom

Yuexue should be a business model formed by the limited concerts and commercial performance opportunities of many celebrities under the epidemic. It was originally intended to be a platform for idols to output value, impart experience and teach for profit. Since its establishment in the second half of last year, Wang Leehom has participated in product construction and business model polishing from the very beginning.

According to an open letter from Leehom Wang, his original intention in establishing "Yuexue" was to provide professional vocal training for friends who wanted to learn singing.

However, the Yuexue App is developed and operated by TicTuc Culture Brokerage (Shanghai) Co., Ltd. The name of the company gives us a lot of information. It was actually founded by a brokerage company and it attracts celebrities to join in as a platform for courses. And from the very beginning, it has relied on Douyin as an important promotion platform.

In addition to Leehom Wang’s courses, there is also Vincent Fang’s course that teaches you how to write lyrics, and Vincent Fang’s courses are also included in Leehom Wang’s live broadcasts.

According to Qichacha, the only shareholder of T-Mobile Entertainment (Shanghai) Co., Ltd. is Bi Xiuling, who holds 100% of the shares; while the supervisor Yang Jinglin does not hold any shares. However, Yang Jinglin's name appears in the list of supervisors of almost every company in Wang Leehom's business empire. He is a supervisor of Shanghai Xidong Music Co., Ltd., a wholly-owned company of Wang Leehom (Alexander Lee hom wang). The name "Xidong" should be taken from the movie "Never Say Die" in which Wang Leehom starred.

In addition, Alexander Lee hom wang is the chairman of Jiangsu Dragon's Descendants Clothing Culture and Creative Development Co., Ltd., and "Descendants of the Dragon" is the song with the most personal style covered by Alexander Lee hom wang. In this company, Alexander Lee hom wang owns 30%.

It is not difficult to see that the Tsukuyomi App is actually a public relations endorsement by Leehom Wang, a platform that effectively converts Leehom Wang's true fans at low cost. If other powerful singers or Yue Xue itself were to spread the word, it might be difficult to achieve similar fan-attracting and sales effects. This is the fan-attracting effect of celebrity IP.

2. Can Yuexue change the fate of the rise and fall of knowledge payment? It’s difficult!

According to a report by Entertainment Unicorn in April, Wang Leehom has earned 33.98 million yuan through one monthly course.

As the largest public traffic pool on the entire network, Douyin is actually more suitable for celebrities on the entire network than WeChat’s private domain conversions. It can be predicted that Wang Leehom’s sales from this wave of sales will reach hundreds of millions.

It can be seen that a profit distribution plan has been formed between Yuexue and Wang Leehom, that is, Wang Leehom is responsible for directing traffic and acquiring users, and Yuexue is responsible for operating courses. In the early stage, Yuexue should not charge commissions, and will later introduce other star courses for in-depth operations.

The model of Yuexue can be said to have captured the essence of the knowledge economy: as a "teaching platform designed to help students master and apply a technical skill within one month." In fact, when the knowledge economy was at its peak, many courses focused on obtaining or unlocking a skill or ability in 21 days.

In fact, any skill for making a living is actually the result of long-term accumulation. It often requires the learner's own interest, many years of foundation, and systematic study to acquire it, and it is often acquired by chance. The trend of knowledge economy seems to have created an illusion for people that they can quickly find a shortcut to success by just following the courses of big Vs. Wang Leehom himself said that he has studied for more than 30 years and is still studying vocal techniques.

Wang Leehom is not the first musician to receive cross-border training. Before Wang Leehom taught vocal music, the Himalaya platform had also cooperated with Gong Linna, a master of new experimental music, to study courses.

In fact, the knowledge economy has been closely related to internet celebrities from the very beginning, because the essence of the knowledge economy is not to learn knowledge, but to satisfy users' satisfaction.

When users have purchased a bunch of courses, they are satisfied with the process of acquiring knowledge, and their investment in the knowledge economy will stagnate and decrease. This is also the fundamental reason why the current knowledge economy is booming and declining and is lukewarm.

So, is the Yuexue model also repeating the mistakes of the knowledge economy? That depends on the fans' expectations.

If I really expect to be able to replicate the skills directly on myself through 30 days of training, this is obviously unrealistic. Even if I am interested in writing lyrics, under the guidance of Vincent Fang, I can at least complete the literacy about writing lyrics. For those who already have certain works and foundation, it is more of an industry exchange, from which they can gain some experience and practical information from masters. But these are not the people who need the course.

Yuexue, which was made popular by Leehom Wang, is a knowledge payment platform in the vertical field of music training, and its main target users are actually students.

According to a survey conducted by a third-party consulting agency, the music grading market and the music art examination market totaled 92 billion yuan in 2019. However, many beginners in the field of quality education are limited by the teaching methods and abilities of their teachers, and there are actually huge discrepancies. Internet teaching can make up for this disadvantage. If there is no online model, students may find it difficult to get systematic guidance from musical talents and well-known singers.

Online courses can leverage the benefits of Internet traffic to quickly gather paying users, unleashing the advantage of infinitely reduced marginal costs of paid content. In fact, Wang Leehom’s 30-day system course cooperated with Tencent Music (TME) in February 2021 for on-site teaching, and the lectures and recordings were conducted according to the corresponding daily training progress. The corresponding courses were then edited and video-produced by Yuexue’s team and packaged into courses that can be sold online.

However, there are differences between online teaching scenarios and offline teaching scenarios. Face-to-face teaching through the Internet is surprisingly not expensive, but users are difficult to serve, and it is easy to generate various complaints about user experience. The author found various complaints about the product from paying users in Yuexue's App Store, such as some homework assignments could not be submitted, some teaching videos were stuck, some playbacks could not be paused, etc. This also proves that the development and operation of Yuexue itself are still not mature.

3. Conclusion

The Yuexue App endorsed and directed by Leehom Wang does not itself represent the recovery of the knowledge economy. In fact, it is a commercial project that was polished and cooperated during the epidemic as a supplement to the depletion of celebrity income. Its early training courses have been systematically monetized, with the help of Douyin celebrity live broadcasts and product sales, which has created a huge traffic advantage, but whether it can provide in-depth services to paying fans is still unknown. Other musicians will be introduced to provide teaching and paid knowledge courses in the future, and the weight of Wang Leehom's works will gradually decrease.

Author: Reliable Axing

Source: Reliable Axing