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** Financial gossip
Author of Financial Gossip
Xie Qingshuai, the "son of a billionaire" who has been abducted for 25 years, finally embarked on the road of live broadcasting!
On December 23, Xie Qingshuai, who has attracted much attention from the whole network, cooperated with Heilan House on his personal Douyin account to start a live broadcast with goods, which made many netizens stunned.
In the live broadcast room, in addition to his father Xie Kefeng, Xie Qingshuai's mother, sister, brother and sister-in-law made a collective appearance, and the popularity of the live broadcast room quickly reached 100,000+, and at the same time, more than 300,000 people.
According to relevant statistics, the whole live broadcast attracted a total of 8.93 million viewers, and the live broadcast sales were between 10 million and 25 million. According to the calculation of 20% commission, Xie Qingshuai earned at least 2 million yuan in a live broadcast.
But it was also this live broadcast that made Xie Qingshuai, who has been loved by netizens since the successful search for his relatives, suffer unprecedented doubts.
Some netizens ridiculed: "You not only found your family, but also found your family", "In the end, your family bought you a car and a house", "The end of the traffic is to bring goods, and the end of the goods is Cullinan"...
There were also many irrational netizens who began to report frantically, resulting in the first live broadcast being banned in the reports of netizens and being hurriedly broadcast;On December 24, Xie Qingshuai started the live broadcast again, but in the end, it was not broadcast normally, and he was once again reported by netizens to close the live broadcast room.
Such an outcome is not surprising.
Previously, the reason why Xie Qingshuai quickly attracted millions of fans, in addition to the identity of the "son of a billionaire", was that he refused the 3 rooms and 1 car given by his father at that time.
He said that considering his growing environment and life experience since childhood, he may not be able to control these, and hopes to get these by his own efforts.
Such a "sobriety in the world" was praised by netizens as "commendable".
But this live broadcast has changed the views of netizens
Source: Red Star News.
In response to the live broadcast, Xie Qingshuai said"Now I want to do my part to do something meaningful and hope that more children will return to their parents. His parents are also very supportive of his live streaming, hoping to make some contributions to the family through e-commerce entrepreneurship. ”
At this time, netizens realized what Xie Qingshuai said"Relying on your own efforts" is "live streaming".。After all, the "hard work" and "struggle" in the public's imagination are Xie Qingshuai to prove himself through study or work, rather than directly converting traffic based on sympathy and admiration into "sales".
As a netizen said: Xie Qingshuai's family almost used the fastest way to monetize, if he chose his own products and brought the goods, I wouldn't be so disgusted, and he gave his account to Hailan House for live broadcast, which was really speechless.
As the partner of Xie Qingshuai's live broadcast debut, Heilan House obviously predicted the huge traffic of this live broadcast.
Not only because Xie Qingshuai's family has a matrix of 6 million fans, but also because in the process of Xie Qingshuai's successful search for relatives, Geling Shentong and Piano led the stock prices of two A-share listed companies to rise**, and the popularity of Piano's live broadcast room has skyrocketed hundreds of times.
So much so that he has the title of "Second Young Master Concept Stock".
Heilan House knows all this. Moreover, Yu Baobao, who has also been abducted and returned to his family for many years, has moved towards the warm story of "continuing love" in the live broadcast cooperation with Langsha Hosiery.
But Hailan House obviously misjudged this "sword going sideways" this time.
Although the final results of bringing goods are acceptable, the direction of ** and the process of live streaming are obviously beyond the imagination of Heilan House.
After only an hour and a half of broadcasting, Heilan House may have been asked too many questions, or Xie Qingshuai bargained too much, and the live broadcast room was euphemistically stopped by the brand of Heilan House, saying that it was to adjust the follow-up live broadcast!
In the follow-up live broadcast, due to the ** problem of a product, the brand authorized and discussed with the company, and finally it was not on the shelves for a long time. As a result, Heilan House was coaxed by netizens**, and the anchor was even personally attacked by netizens.
More fans questioned whether Heilan Home Gansu ** had any donations, and bluntly said that if Hongxing Erke brought goods, he would definitely harvest a large piece!
Obviously, such a controversial live broadcast is not a success for Heilan House.
A large part of the reason is that in the process of the "son of a billionaire" returning to the family, there is no need for corporate love like Yu Baobao, nor is there a public welfare component like Sun Haiyang who uses live broadcast to bring goods to help "thousands of fireflies", and some are just the public's jokes and ridicule of "Billionaire Son".
This also led to the "four dislikes" of this live broadcast, which made the live broadcast of Heilan House at least in the public perception more towards the first path of pure "rubbing traffic".
does not look for professional Internet celebrities with goods, but goes to the edge to find Qingshuai, in fact, this is not the first time that Heilan House has taken such an "unusual path".
At the beginning of this year, "Hurricane" became a big hit, and the cooperation between Heilan House and Zhang Songwen was also questioned.
On March 28th, the official account of Heilan House shouted to Zhang Songwen on the Internet: Dear Teacher Zhang, how do you feel and how are the clothes in the two months you have tried on?Do you want to speak for yourself?
At that time, netizens questioned why it was so informal, since it was an official announcement.
But then the official announcement poster sparked controversy again. The reason is that the poster was not only not officially shot, but chose to use a live activity of Zhang Songwen, and the excessive P picture also caused dissatisfaction among the majority of fans.
At that time, netizens criticized that since Zhang Songwen was invited to endorse, why was the preliminary work preparation so insufficient, and he only wanted to maximize his benefitsTo put it bluntly, I was too anxious
To a certain extent, the same is true for this invitation to Xie Qingshuai's live broadcast - I only saw the huge traffic value, but I ignored the foothold of this live broadcast to bring goodsPublic welfare?Love?
Obviously, Heilan House didn't think it through.
For a long time,How to "dispose of" the huge traffic after the end of the news event has become a topic worth discussing.
But coincidentally, almost all of them chose live broadcasting. From Sun Haiyang, Yu Leopard, to Jiang Ge's mother, Xie Qingshuai is no exception.
Source: Douyin.
But without exception, they are all questioned to varying degrees.
It's not hard to see why:They have received a lot of social attention, or sympathy, or support, or love because of the incident, and people cannot accept that this traffic of goodwill is led to pure commercial interests by the parties.
Although there is no legal obstacle at all, there is indeed a moral obstacle that is difficult to overcome.
But fortunately, many parties have found a reasonable and decent reason for their live broadcasts.
Sun Haiyang, the prototype character of the movie "Dear", faced with doubts, he said:What's wrong with live streaming?Only by earning money can we make a good family and have the ability to help others. He donated more than 900,000 yuan from his first live broadcast to the Hangzhou Huakailing Xunzi Exhibition Hall.
And Jiang Ge's mother faced the bad comments suffered by the live broadcast, she said, "I don't want to always face everyone as a victim", which also convinced many people, and she also used the compensation she received to set up the "Jiang Ge Special Student Aid**", which also found a very decent reason for the live broadcast to bring goods.
But for Xie Qingshuai, the "starting a business by his own e-commerce" in his mouth obviously cannot be a decent reason to persuade the public to accept his live broadcast.
On the contrary, the same is true for the Hailan families:Traffic is not an absolutely neutral concept, people can accept that Hailan House appeared in Li Jiaqi and Dong Yuhui's live broadcast room, but they expressed their incomprehension and doubts about Hailan House's appearance in Xie Qingshuai's live broadcast room.
Because compared with the natural legitimacy of Li Jiaqi and Dong Yuhui's live streaming, Xie Qingshuai's traffic is transformed into a sense of tearing up commercial goods, which can easily evolve into an antipathy to the brand.
Source: Douyin.
Because apart from the commercial value itself, it does not have any social value support point.
Therefore, for the news parties and the brands they work with, a reasonable reason and a decent posture are very necessary. Ladies and gentlemen, what do you think?Everyone is welcome to discuss and exchange in the message area