360 enters the live broadcast to bring goods?
The end of the universe is live streaming?
On February 6, according to Sina Technology, 360 is about to enter the live broadcast of goods. According to insiders of 360 Group, in an internal meeting held recently, it was determined that live streaming would be one of the annual plans, and Zhou Hongyi, the founder, chairman and CEO, would participate in it.
It is reported that 360's current idea is to "first build Lao Zhou into a big Internet celebrity, and then promote the delivery of goods". The overall logic may follow the example of Oriental Selection, looking for potential anchors to carry out daily delivery; Learn from Yu Minhong again, and use Zhou Hongyi's personal influence to attract traffic to the live broadcast room and increase popularity.
There are also 360 related people who said that at present, the entry into live broadcast is only in the planning stage at the beginning of the year, and the selection of products and anchors has not yet been promoted.
After the news came out, Zhou Hongyi himself also responded on Weibo. He claimed that the end of the universe is not only live streaming, but also "the business model of short live streaming and the economic phenomenon of Internet celebrities behind live streaming".
Zhou Hongyi responded to the live broadcast with goods Source: Weibo.
In the ** released later, Zhou Hongyi even said that he "couldn't cry or laugh" at the market rumors, and made it clear: "360 does not have any plans to do live broadcasts."
He also claimed that in terms of live broadcasting, he is too far behind Dong Yuhui, "there are 100 Yu Minhong in between", he has no ability and potential to do live broadcasting, and he will not ask himself to do things that he is not good at.
But even if he doesn't bring goods, Zhou Hongyi still said that he will often communicate with entrepreneurs and entrepreneurs through short ** and live broadcasts, and also teach more experience to young people - following this path, Zhou Hongyi seems to be more likely to become an "Internet celebrity anchor" without goods.
He himself admitted that another more practical purpose of establishing himself as an Internet celebrity is to "speak up for 360 and save advertising dollars for the company".
It is worth mentioning that on February 5, the 360 stock price once reached 6An all-time low of $19. On February 6, as soon as the news of 360's entry into live streaming came out, the stock price rose during the intraday trading session and hit the daily limit, with a turnover of more than 400 million yuan and a market value of 50 billion yuan.
Putting aside the actions of the capital market, if Zhou Hongyi really takes 360 to break into the live broadcast e-commerce industry, it will not be unexpected. Behind the rumors, it is actually Zhou Hongyi who has shown a high degree of attention to the Internet celebrity economy and live broadcast e-commerce.
Zhou Hongyi and Yu Minhong have always had a very close relationship. After the Dongfang selection exploded, Zhou Hongyi often went to "learn from experience".
For example, in August 2022, Zhou Hongyi invited Yu Minhong to the 360 headquarters climbing gym. Witnessed by 20 million netizens in the live broadcast room, the two had a dialogue on live broadcasting, corporate value, and corporate success or failure while learning from rock climbing.
Regarding the success of New Oriental's transformation into a live broadcast e-commerce, Zhou Hongyi summarized it in the live broadcast at that time: we must keep learning, maintain curiosity, and maintain the ability to constantly absorb new things.
In May 2023, Zhou Hongyi will appear in the Oriental Selection live broadcast room again. This time, he came to share two books, "Beyond Curiosity" and "Digital Security Cyber Warfare", the former is an autobiography about his personal growth experience and entrepreneurial story, and the latter is about the details and behind-the-scenes stories of a lot of cyber warfare in the security industry.
Yu Minhong, Zhou Hongyi, Dong Yuhui Source: Oriental Selection.
In the whole live broadcast, Zhou Hongyi talked eloquently. not only promoted the two books he brought, but also advertised the latest AI capabilities of 360 Company, and chatted with Yu Minhong and Dong Yuhui about entrepreneurship, bluntly saying that "Dong Yuhui is actually participating in the entrepreneurship of Dongfang Selection".
However, when it comes to Zhou Hongyi's real interest in live broadcast e-commerce and the Internet celebrity economy, it is actually mainly this year.
When Zhou Hongyi began to study the "Internet celebrity economy".
At the "Wind Horse Cow Year-end Show" in early January this year, Zhou Hongyi and Internet celebrity Cheng Qian "exchanged hatred", which once aroused heated discussions in the outside world.
At that time, Zhou Hongyi resolved the matter with a response with high emotional intelligence: ".I've found that young people are good at playing traffic, according to the established script, use the edited ** to express yourself, not very good at live speeches. Later, he took this opportunity to start the first lecture of the live broadcast of the "Red Clothes Open Class" "You Can Be Good Eloquence - How to Speak".
On January 10, Zhou Hongyi also took a group of entrepreneurs to the East to select a collective to learn the "Internet celebrity economy". In his words, it is".Strive to understand traffic passwordsKeep pace with the times and listen to Yu Minhong and Dong Yuhui share their efforts and persistence."
Zhou Hongyi and other entrepreneurs listen to Dong Yuhui's lecture Source: Weibo.
Judging from the ** released by Zhou Hongyi at the time, he was also present with Chen Dongsheng, Feng Lun, Liu Yonghao and other well-known entrepreneurs.
For a period of time after that, Zhou Hongyi also met with Yu Chengdong, Luo Zhenyu and other "expert Internet celebrities", and made a special trip to ask for advice and exchange speeches and Internet celebrity experience.
In a speech at the end of January, Zhou Hongyi mentioned that he recently went to Yu Minhong to learn from experience, and realized that his thinking was backward and his understanding of Internet celebrities was relatively superficial.
He said that he had also invested in some first-class platforms and live broadcast platforms before, such as launching "Huajiao Live" and investing in "Panda Live". But the impact of live streaming eight years ago, ten years ago, and today's live streaming are completely different. Back then, the live broadcast was just new**, and the short** was just the same as the long**, which was one of many**.
And now, "young employees, young men, including my children, their brains have been formatted, and my parents' minds have also been formatted, and at the age of seventy or eighty, they sit on their chairs every day and watch short **, constantly conveying health treasures." The so-called formatted means that you can only accept short ** and live broadcasts, you already need dopamine secretion quickly, you can't read long books, you can't read logical articles, I don't evaluate whether this thing is good or bad, this is a fact. He said.
At that time, Zhou Hongyi emphasized that entrepreneurs may not all become Yu Minhong, and there are still 100 Yu Minhongs between himself and Dong Yuhui, and the gap is very far, so we must learn this spirit.
When talking about the idea that "every entrepreneur should be an influencer", he also claimed that he encourages everyone to try to be an influencer, and some people are born to be an influencer. Some people try it, if it is not suitable, but they can also go to cultivate influencers.
In February, Andy Lau's new film "Mr. Red Carpet" and Zhang Yimou's new film "Article 20" were both announced in Zhou Hongyi's live broadcast room. When communicating with the two of them, Zhou Hongyi also talked about the Internet celebrity economy many times.
Zhou Hongyi suggested Andy Lau to be an Internet celebrity Source: The Paper.
He even suggested Andy Lau to change careers to become an Internet celebrity, because Andy Lau has 75 million fans on Douyin, far more than Dong Yuhui, if he can become an Internet celebrity, then "the future must be limitless".
After deeply participating in the promotion of the film on the short ** and live broadcast channels, Zhou Hongyi once again summarized. He believes that live e-commerce covers a large number of users, and its influence through AI algorithm recommendation far exceeds that of TV stations in the past
The new Internet celebrities represented by Dong Yuhui are no longer the same as the Internet celebrities in the pastThe original Internet celebrities did not form a closed-loop business model, and today's Internet celebrities have formed a closed-loop business with the help of short ** and live broadcasts. Today's business model of the Internet celebrity economy may be mainly live streaming, but I don't think there is only live streaming at the end ......of the universeThere is a market of about tens of billions of dollars a year for the promotion and release of movies, and it has begun to be changed by live broadcasts, short **, and Internet celebrities. ”
Judging from Zhou Hongyi's actions in the past month or so, as well as his views on the Internet celebrity economy, what 360 wants to do this time is indeed more than just "live streaming". Instead, it uses the business model of the Internet celebrity economy to empower more industries and explore more possibilities.
Times have changed, and the older generation of entrepreneurs is learning "something new".
On February 4, Zhou Hongyi once posted** to explain why he has been paying so much attention to the Internet celebrity economy recently.
He said that everyone should not use the concept of Internet celebrities in the past to look at today's live streaming, this is a new thing, and it is still developing, "Don't overestimate its current strength, and don't underestimate its potential." ”
When you see something new, don't look down on it first. For anything new, be like a young person, be curious and keep the spirit of exploration. ”
Zhou Hongyi also pointed out that many traditional entrepreneurs have been abandoned by the times because they are not sensitive to new things and look down on new things, "in the process of swimming, they are familiar with the water, rather than standing on the shore and saying that they already know what is going on."
Looking back at the development of the live broadcast e-commerce industry in the past few years, there is no shortage of entrepreneurs of the older generation who have successfully transformed. They are thriving in this new field, thanks in large part to their willingness to be exposed to and learn new things.
For example, after the success of Luo Yonghao's live broadcast, Dong Mingzhu, Yu Minhong, Li Guoqing, Zhang Lan and others have all found new opportunities in the live broadcast e-commerce industry.
On the whole, regardless of whether Zhou Hongyi and 360 really intend to enter the live broadcast e-commerce industry, at least Zhou Hongyi's views and attitudes towards the Internet celebrity economy are worth learning. In this ever-changing era, only by actively embracing and adapting to changes can we not be abandoned by the times.
Author |Li Songyue.