High dimensionality. Can live streaming only shout hard? The answer is clearly no.
On the evening of January 31, actor Andy Lau and director Ning Hao were guests in the live broadcast room of "Walking with Hui", chatting about movies and friendship, 300,000 movie tickets were sold in seconds, which aroused heated discussions among netizens. Previously, the topic of "two top streams in the same frame" has been fermenting for a week, constantly raising the expectations of this "summit meeting".
Dong Yuhui, who has an outspoken and intellectual personality, is often known as "a clear stream in the live broadcast industry" with his "small compositions" that "come when you open your mouth". His fame proves another kind of "traffic logic": it turns out that noise is not the standard configuration of live broadcasting, it can also be deep and eloquent, and in a more "slow" way, people can touch the water temperature of emotions and the water level of thoughts, and they will be fans unconsciously. From corporate celebrity Zhang Chaoyang, ophthalmologist Tao Yong, to cultural scholar Yi Zhongtian, writer Mo Yan, and then to the "People's Literature" team, although the topics in the live broadcast room are different, the "cultural face" is always clear and palpable.
Some say that this constitutes a completely new business model. As the saying goes, if "the end of the universe is to bring goods" is somewhat impatient and banter, then to say that "the end of bringing goods is culture", no one will easily object. In the same way, many industries fight to the end, and the comparison is often internal strength. The live broadcast debut of "People's Literature" magazine was out of the circle, with a turnover of 17.85 million yuan, which seems to declare one point: no matter how "cold" serious literature looks, it can always use new media to break through the wall and "find relatives". After all, people always need literature, and the desire to look up at the stars is hidden in the depths of their hearts.
Compared with its considerable economic effect, the sense of companionship of live streaming is easy to be overlooked. The combination of "Andy Lau + Dong Yuhui" has been called "the king of positive energy" by many netizens, and in fact, their presence has also formed a certain value output. Judging from the content of their dialogues, this crossover is indeed similar in temperament. In addition to "live broadcast with tickets", the "communication and understanding" they talk about is not only the core issue of the movie, but also an eternal theme of life. "It is not facts but emotions that quarrel with each other", "Language is the grave of expression", ......In this year of emphasizing emotional value, these golden sentences are not difficult to resonate.
Interestingly, Andy Lau, who has been popular for 40 years, can be said to have his own traffic, but he still chooses to cooperate with Dong Yuhui. Rather than discussing who is the "king of traffic", it is better to talk about mutual needs. As an industry insider said: "Today's e-commerce platforms are no longer pure sales platforms, they need a good cultural experience environment; And the movie needs to let more audiences understand its connotation and charm. "Talking about culture is an order", which is not only feasible, but also has its practical needs. In this sense, the function of live streaming to inherit culture is also worth re-examining.
Some people may think that this is too optimistic: anchors who can make goods into expressive art have always been a scarce resource. In the author's opinion, just as we can't hope that a live broadcast can "revitalize" the entire literary market, but at least being seen means the possibility of change, and cultural communication has become a new competitiveness in the live broadcast room, and I think it also begins with such "seeing".
Imagine such a scene: if cultural products are sold in the live broadcast room, it is also full of atmosphere like a fireside night talk and a tea party, but in fact, it has become a cultural product in itself.