The live broadcast of the splashing sky was rich and rich, but it was finally caught.
On January 9, the team led by Dong Yuhui broadcast live for the first time in the "Walking with Hui" live broadcast room, breaking through 1.7 million people** during the peak period, with more than 7 million fans, more than 1 billion likes, and more than 100 million sales.
For the first time, Yu Minhong and Dong Yuhui appeared together, and emphasized that Dong Yuhui is 100% New Oriental.
There is no doubt that the most profitable sales method at the moment is still live streaming with goods, and no one can ignore this highland of traffic.
However, many people also wonder why live streaming appeared on domestic TV more than 30 years ago, why is it popular today?
In live streaming, what industry secrets do you not know?
In 1982, HSN Channel took the lead in launching a new sales model such as TV shopping.
At that time, it was the bonus period of TV shopping, because of the rapid economic development of the United States, color TV has become a must-have for almost every household.
Through this novel advertising model, the product can be recognized by users across the country in the shortest possible time, which greatly increases sales.
And until now, HSN remains the giant of TV shopping in the United States, with annual sales of more than a billion dollars.
China's TV shopping format also draws on the successful experience of the United States.
In 1992, Guangdong Pearl River Channel launched China's first TV shopping program, but it was only a test of the water at that time, until 1996, Beijing TV officially opened the live TV mode, under the influence of the credibility of the big station, many of the products that became household names were well remembered.
For example, the back is good, the star is good, the Tingmei shapewear and so on.
We know that TV stations are also a revenue generator.
*TV shows are no different from today's anchors receiving "commissions" + "pit fees" from manufacturers.
Since Beijing TV made money from live broadcasting, many TV stations began to imitate it.
According to statistics, in 1998, there were more than 100 electric channels and more than 500 TV shopping programs, with annual sales of billions of yuan.
If you look at the price level at that time, the live TV broadcast at that time was definitely the first brother in the sales industry.
Even street children can imitate a few words: "As long as 998, xx will take it home immediately!" ”
At that time, the audience who played the TV station ** was endless.
Even today, there are many listed companies that benefit from the growth of TV shopping.
However, with "Rolls Constantin", "Eight Hearts and Eight Arrows", and some old Chinese medicine advertisements were questioned and criticized for fraud, the wind reviews have also changed.
*, heightened, aphrodisiac, longevity, sleep aid, ......
Gradually, when the public thinks of TV shopping, they will have a sense of resistance to "fake goods to deceive people", and thus feel disgusted with the TV stations themselves.
In order to avoid the further expansion of the negative impact, in 2013, the State Administration of Radio, Film and Television came up with a solution:
Directly stop selling and exaggerating in TV shopping, and prohibit the broadcast of TV shopping programs on any channel during ** time slots.
In 2015, the State Administration of Radio, Film and Television established the China TV Shopping Alliance, which has carried out a long-term rectification of TV shopping.
This rectification has basically killed the industry.
It was not until the improvement of 4G infrastructure, the popularization of the Internet, and the rise of online live broadcast that the live broadcast model made a comeback.
In 2016, live broadcasts of games represented by YY, Huya, and Douyu sprung up, and many anchors tried to introduce some e-sports peripherals in the process of live streaming games, and earned a lot of benefits.
So far, more and more young people and business investors have seen the potential.
Capital comes in, hot money comes in, and online live streaming has seized the minds of consumers in just a few years.
On the other side of the story, the dilemma faced by TV stations is not only the rectification of the State Administration of Radio, Film and Television.
What's more, the internet has made people stop turning on their TVs!
According to the "2024 China Smart TV Interactive New Trend Report" released by the Prospective Industry Research Institute, since 2016, China's TV boot rate has dropped from 70% to less than 30% in 2022!
Television sets are not as important as they once were.
Among the reasons, there are not only the rise of platforms such as short** and iQiyi, but also the cocooning of radio and television, as well as the short-sighted behavior of TV manufacturers.
For example,Many TV manufacturers only think about making advertising money,Although it is a smart TV,But from the opening of the screen to the middle of the program,There are always large sections of advertisements。
In addition, radio and television and communication companies are also cocooned, still insisting on digital TV charging, TV set-top box charging and other operations.
So much so that more and more people are beginning to be disgusted with turning on the TV.
On the one hand, it costs money to open it.
On the other hand, it is very troublesome, and many older people "don't know how to watch TV anymore".
As for young people, it is the norm that the TV is not turned on for half a year.
If you don't turn it on, you won't have popularity, and if you don't have popularity, you won't have advertisers.
In a highly monopolistic market, there is no soil for the development of live TV broadcasting, and the tuyere is perfectly missed by radio and television.
On the other hand, the internet experience is "free".
Watch Douyin, don't want money, brush **, don't want money, play WeChat, don't want money.
The thinking of Internet manufacturers is that the basic products are free, and the paid part mainly comes from the periphery.
This kind of good experience has made the old people now start to hold their mobile phones and watch for a day.
The market gap brought about by the business pattern can be seen from this.
And it is precisely because of the increasing number of Internet users that live streaming has a broad consumption base.
In addition, the immediacy and interactivity of live webcasting is much greater than that of live TV.
Therefore, the traditional dialing, connecting, and payment models have become very outdated.
The upgrade of the product brings convenience and efficiency, and the instant interaction makes it easier for consumers to get started.
* The improvement of infrastructure such as chain and logistics system allows consumers to place orders at a glance and with one click.
Today's webcast, although it is an "old product", is already a new thing in terms of experience.
According to the "2022 Live E-commerce*** released by **, it is estimated that the GMV (turnover) of live e-commerce on the whole network in 2022 will be 3It is about 5 trillion yuan, accounting for about 23% of all e-commerce retail sales.
In just a few years, live e-commerce has reached this scale, and the speed can be described as the best.
The successful transformation of New Oriental from education to live streaming shows that the trend of live streaming will continue.
After the tuyere, there is also the tuyere.
What will be the trend of live streaming in the future?
Today's Dong Yuhui incident seems to have pointed the way.
You must know that the Dongfang Selection live broadcast room has experienced a long period of "cold bench", and the number of people in the live broadcast room at the same time is only in single digits.
It wasn't until Dong Yuhui personally showed through chicken soup that users who were tired of watching many live broadcast routines and pursued freshness saw it, and they ushered in the wealth of the sky.
Live broadcast is a form that relies heavily on the anchor's personal expressiveness.
Whether it is Wei Ya, Li Jiaqi, Luo Yonghao, or Xiao Yang, Dong Yuhui, such big anchors dominate the trend of live broadcast e-commerce, which also establishes the future of the live broadcast industry
That is, to change the traditional personnel structure concept of the live broadcast company, with forging the "anchor" as the core, to create a selection logic that adapts to the anchor itself.
After the infighting incident in Dongfang Selection, Yu Minhong announced Dong Yuhui's promotion and set up a separate sub-brand for him.
And his old rival, Peng Zhuangzhuang, president of Xueersi, also promoted the account manager and female anchor "Orange Orange" to a senior executive of the company, participated in the company's decision-making, and at the same time raised the salary of "Orange Orange" and awarded a number of companies.
I have to admit that in this era, the direction of the flow is the direction of the tide.
The anchor is no longer an employee of the company, but the core of the company's profit.
However, if the company wants to control the streamer, it is not impossible.
Or New Oriental gave a reference: according to the equity penetration chart, the beneficiary behind Dong Yuhui's "Walking with Hui (Beijing) Technology*** is still Yu Minhong.
As a wholly-owned shareholder of "Walking with Hui (Beijing) Technology", Beijing New Oriental Xuncheng Network Technology Co., Ltd., its legal person is still Sun Dongxu.
The growth of Internet live broadcast is the result of "letting go", and it is also the inducement for TV stations to "cocoon themselves".
Similarly, if you want to produce super anchors and grow and develop the company, the best way is not to be shackled, but a kind of "smart liberation".
It is necessary not only to continuously cultivate new traffic anchors to adapt to the changing tastes of audiences, but also to further strengthen the stickiness of core employees through behaviors such as profit-making.
This is an important lesson for New Oriental to the live streaming industry.
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