Recently, the Chinese Football Association announced the 2024 season of the professional league access list, and on the list, the Guangzhou team, which is in financial crisis, finally passed the access review and successfully entered the ranks of the new season of the Chinese League. The reason why the Guangzhou team was able to successfully pass the access was entirely due to the fact that they successfully raised enough access funds through a series of clever operations. And among them, a surprising fund ** is live broadcasting.
With the joint efforts of enthusiastic fans in Guangzhou and other regions, the club's official ** conducted five live broadcasts in the Douyin live broadcast room, and the highest single-day income even exceeded 3 million yuan. This story is particularly heartwarming in the context of today's chaos of live streaming. The Guangzhou team is not the only one, as early as 2023, Beijing Guoan began to try to bring goods through live broadcasting, and in a pre-match live broadcast, a number of club peripheral goods were put on the shelves, and the sales reached 250,000 yuan. Not only domestic teams, but even the Argentine team actively participated in live streaming after winning the 2022 World Cup, and fans poured into the Douyin live broadcast room to buy "Messi's same style" and "Argentine team's same style", making the live broadcast sales once rushed to 10 million yuan.
In this process, the team's excellent results have become a huge boost to live streaming, and successfully attracted the enthusiasm of fans to buy merchandise. Not only that, even the Guangzhou team, which performed unsatisfactorily, successfully brought economic benefits to the club by virtue of the loyalty of fans to the team. This way of creating economic value through fan loyalty is the same essence as fans buying merchandise such as jerseys.
Compared with the live broadcast of football stars, the team's live broadcast can only be regarded as a small thing. Sports teams can often only attract their own fans, while stars can attract a wider range of star chasers. NBA star Harden entered Douyin's live broadcast room to bring goods during his trip to China, and only 5,000 red wine sets were sold out in just 5 seconds after they were put on the shelves. O'Neill even showed his skills through live broadcasts, detonating one million people in the live broadcast room at the same time, and his own products were sold out within ten seconds.
Not all of the stars' livestreams were so successful, and even Messi's livestreams during his trip to China lasted only 15 minutes, and the sales figures were very dismal. This failure was not caused by a single reason, but by a combination of factors. Although the popularity in China is high, the lack of attractiveness of live-streaming products has led to sluggish sales. The whole live broadcast process seemed to be not attentive enough, failed to fully interact with fans, and the assistant anchor also seemed chaotic because he did not understand the business enough. And the most important thing is that due to the previous divorce turmoil, her personal image was damaged, and many fans resisted her, which is particularly fatal in live broadcasting.
Overall, the performance of the stars in the live broadcast is mixed, and the key to success is not only fame, but also the careful design of the live broadcast room, as well as the sincere interaction of the stars themselves in the live broadcast. The popularity and attention accumulated by the stars through their excellent performances on the court has become an important factor in their successful live streaming. Conversely, for mediocre athletes, the appeal is greatly diminished. In the end, whether it is a team or a star, in order to succeed in live streaming, you need to take it seriously, strive to improve your live broadcast skills, and care about the needs of your fans.
In this unpredictable live streaming industry, can stars continue to maintain the momentum of success, attract more fans, and become the best in live streaming? This may be an exciting question, and it is worth continuing to pay attention to this live broadcast drama.
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