A well-known soybean milk brand cooperated with Dong Yuhui, a big celebrity in live broadcastingThe original goal was to sell 1 million orders, but what happened? Only 2% of the target was achieved. As soon as this happened, other merchants began to ponderWhether the live broadcast service fees spent by myself were spent in vain, which sparked a big debate around the effect of live streaming. Let's rewind it now, and the story behind it.
First of all, you have to understandLive broadcast with goods,In fact, as with any investment, risks are inevitable. With the dream of getting rich overnight, merchants have taken out a lot of silver, hoping to increase sales with the help of celebrities' popularity. But the reality is cruel, and not every investment can have the last laugh. This thing is a bit like **, there are people who have made money and lost money, but many businesses seem to ignore this risk.
So why are so many merchants willing to pay a lot of money to invite celebrities to bring goods? The reason is simple, because celebrities are attractive and influential. Merchants feel that with the blessing of celebrities, product sales can rise sharply, and profits will naturally be maximized. But they seem to have forgotten one thing: even big stars can't create sales miracles every time.
Looking at the case of Huang Shengyi and Yang Zi, the couple failed to bring goods and only sold a single order of 1.7 million bacon. After that, more than 60 merchants came out to say that their sales did not meet the bottom line stipulated in the contractbegan to question the real effect of live streaming. This reaction of merchants, although understandable, is understandableBut it also exposes their lack of understanding of the model of live streaming.
In fact, merchants choose celebrities to bring goods, many times they go for the popularity of celebrities, but ignore the quality of the product itself and the market demand. Take Huang Shengyi and Yang Zi as examples, there may also be an idea that since they are not top stars, the cost may be lower, but this also ignores the risk that the effect may not be as expected.
From a neutral point of view,Merchants invest money to do live broadcastsIt's understandable to hope to boost sales with the help of celebrities' popularity, but they also have to accept the risk of failure. At the same time, it is also a reminder to merchantsWhen choosing the road of live streaming,Be more careful, not only to look at the popularity of celebrities, but also to pay attention to product quality and market demand.
Back to the beginning of the story,The failure of Dong Yuhui's cooperation with the soybean milk brand actually exposed a bigger problem: live streaming is not a panaceaIt requires careful consideration and proper planning. For merchants, there are many details worth pondering behind this controversial incident. They invested heavily in celebrities to bring goods, hoping to increase sales, but when the results were unsatisfactory, dissatisfaction and doubts followed. However, is this dissatisfaction really justified? Every investment in the market is full of uncertaintiesEspecially in the highly competitive field of live streaming.
Although the threshold for live streaming is low,The odds of success are not high. Many merchants seem to ignore this point, thinking that as long as there is the blessing of popular stars, the products can sell well. But successful live streaming requires more than just the popularity of celebritiesThere is also the quality of the product and the effectiveness of the marketing strategy. In simple terms,Live streaming is not a simple additionRather, it's a complex process that requires multiple considerations.
The examples of Huang Shengyi and Yang Zi tell us that although they are not top stars, they have also put in the effort. The challenges they face are not just individual issues, but industry-wide problems. In this controversy, they are just one of many stars who have failed to achieve their desired goals. This makes people think about whether merchants should reconsider their expectations and the decision-making process of choosing the model of celebrity delivery.
The success of live streaming,It depends not only on the popularity of the star,It also involves multiple factors such as product fit, ** strategy, and the creativity of live content. For merchants, they should consider these factors holistically, rather than relying solely on the popularity of celebrities. In addition, before deciding to cooperate with a celebrity, you should also conduct sufficient market research to ensure that the product and the spokesperson are matchedLive content engages target consumers.
Finally,Live streaming is an emerging sales modelIt is not only a business behavior, but also a reflection of the consumption trends and cultural characteristics of the current society. In the digital age, it does provide convenience and choice for merchants and consumers. However, success is not taken for granted. Whether it is a merchant or a celebrity, they need to continue to learn and adapt in order to find their place in the changing market.
This controversial incident of live streaming goods,It's not just a dispute between celebrities and merchantsIt is a deeper reflection of the challenges and problems faced by the live streaming industry. All participants can only survive in an uncertain market if they constantly adjust and optimize their strategies. For consumers,should also be more rational about live streamingFocus on product quality and value, not just star aura.