Live broadcast duration: 6 hours and 57 minutes

Views: 113.094 million

Peak popularity: 1.803 million

Average popularity: 791,000

Average order value: 82.2 yuan

Conversion rate:3.03%

Total sales: 281.679 million

The above is the overall data of Wu Jinyan's first live broadcast.

In terms of popularity, it was basically in line with expectations.

The e-commerce department has made a prediction before, thinking that after Wu Jinyan starts broadcasting, his popularity is likely to surpass that of Li Chuan.

There are three main reasons for this view.

First, the weight of the account.

Wu Jinyan is the account with the highest number of fans on Douyin, and the traffic weight is higher than that of Mr. Sen.

Second, the premiere effect.

Wu Jinyan is the first live broadcast, and the topic and freshness are full, for ordinary audiences, as long as they have watched "Yanxi Raiders" or "Sister Wei's Workplace Diary" and know Wu Jinyan, they will basically click into the live broadcast room to take a look.

Third, propaganda offensive.

Before Wu Jinyan's live broadcast, the company helped to do a lot of publicity work, and controlled public opinion by buying water armies, controlling comments, etc., which also played a very key role.

In addition to the above three points, there are some other factors.

All factors are combined, and it is not surprising that Wu Jinyan's live broadcast popularity surpasses that of Li Chuan.

Facts have also proved that their judgment is completely correct.

Li Chuan usually broadcasts live on Douyin, and the popularity data is usually the highest popularity of more than one million, the average popularity of about 700,000, and the audience is maintained between 70 million and 80 million.

Wu Jinyan's live broadcast had a maximum popularity of 1.803 million, an average popularity of 791,000, and an audience of 113 million, surpassing all aspects.

However, this does not prove that her traffic is greater than that of Li Chuan.

Li Chuan has been live on Douyin for nearly half a year, and the traffic has already stabilized.

Wu Jinyan is different.

She has only broadcast live once, and her popularity data is not representative.

Under normal circumstances, celebrities start broadcasting with high popularity in the early stage and gradually decline in the later stage.

The popularity in the early stage is high because the audience picture is fresh, and when you see a celebrity live broadcast that often appears on TV or the news, you will basically click in and take a look.

The low popularity in the later period is because the audience has watched more and found that the live broadcast of celebrities is just like that...... Most of the celebrities' live broadcasts have no program effect, and there is no particularly attractive place, and after watching a few live broadcasts, the perception is even worse than that of a small Internet celebrity...... After this lasted for a long time, the audience slowly lost, and in the end, all that was left was a group of brainwashed fans.

Celebrity live broadcast is roughly this process.

Because of this, many celebrities dare not broadcast live, especially stars in the entertainment industry.

Stars in the entertainment industry have always been good at marketing, and they will shape themselves into a very popular appearance by buying water armies and creating data.

The popularity is "high", and the invitations of advertising endorsements, variety shows, movies and television, have all come to the door.

As long as they take it, they can make money.

This is the main way to monetize stars in the entertainment industry.

This monetization method is very fragile, and if you want to maintain it, you must have a premise, that is, you can't expose your true popularity.

And live broadcast is precisely the most test of this.

The popularity value is displayed in the live broadcast room, and the numbers are placed there, and the popularity is clear at a glance.

Unless you are willing to spend money to buy traffic, or you can say that the platform will give you special care, otherwise, your true popularity will definitely be exposed.

Once their true popularity is exposed, all kinds of illusions they have created before will be shattered, and their commercial value will also decline sharply.

This is unacceptable to most celebrities.

Therefore, they easily dare not go live.

Even if it is live, it is once or twice once or twice, and before each live broadcast, a lot of publicity and public relations will be done, and some will attract investment, or even spend their own money...... The purpose of this is to keep his popularity at a very high level when he broadcasts live.

In order to do this, they tend to pay a lot of money.

Therefore, the matter of "celebrities opening live broadcasts" is, in a sense, a loss-making business, either losing money or losing favors.

Of course, not all celebrities are like this.

Some celebrities who are not very popular or have become popular don't care much about this.

They are more realistic, and sometimes they often open live broadcasts to receive gifts or bring goods for the sake of money.

When broadcasting live, they will not invest too much cost, they will do whatever they want, and there will be few people, which will not affect their broadcast.

In doing so, you can make money.

If you do it well, you may make a lot of money.

It's just that their popularity won't be too high.

There can be tens of thousands of people, and occasionally more than 100,000, which is similar to ordinary big Internet celebrities; The low ones are only a few thousand or hundred, and they are not as good as an ordinary waist Internet celebrity.

Speaking of which, some people may ask, is there any celebrity who often starts live broadcasts and his popularity has not fallen?

No!

Not a single one!

The phrase "often live broadcasts, and the popularity does not fall" is easy to say, but it is actually more difficult than climbing to the sky.

It needs to have a talent for entertainment and be able to continuously produce program effects; It also needs to have a good character or personality that can convert the audience into fans; It is also necessary to have sufficient physical strength and energy, and be able to withstand long-term, high-intensity work; In addition, it is also necessary to have sufficient emotional intelligence and IQ to be able to deal with various public opinions and unexpected situations generated online and offline......

Taken together, the hard conditions are ridiculously high.

The group of celebrities does not take live broadcast as their main business, and without this thinking and skills, it is almost impossible to "open live broadcasts frequently, and their popularity will not fall".

In contrast, influencers have an advantage.

Live broadcast is one of the main businesses of Internet celebrities, their thinking and skills are relatively compatible, and they are much stronger than other professions when they start live broadcasting.

However, no one in the Internet celebrity circle can "often open live broadcasts, and the popularity will not fall".

Even if it is Brother Xiao Yang, after a long time of live broadcast, the audience will be aesthetically fatigued, and his popularity will decline.

Brother Xiao Yang, an Internet celebrity with absolute funny talent, is still like this, not to mention Wu Jinyan, who was born as a star.

Therefore, it is only a special case that Wu Jinyan's first live broadcast is more popular than Mr. Sen.

Rationally, judging by reason, at most a month, her popularity will inevitably decline.

This trend cannot be avoided, Wu Jinyan's ability is insufficient, the conditions are insufficient, and no matter how good he is in other aspects, it is useless.

And as a streamer, you have to accept this as well.

If you can't accept it, it means that this person is not suitable for live streaming at all.

In this regard, Li Chuan saw it very clearly.

He had already given Wu Jinyan several vaccinations in advance.

Under his repeated "brainwashing", Wu Jinyan also knew the upper limit of his ability.

In this way, even if her popularity declines in the later stage, her mentality will not easily get out of control.

In addition to popularity, other data are also within the ideal range.

The conversion rate is 3.03%.

This data may not be anything compared to Li Chuan, but you must know that Wu Jinyan is only live for the first time.

The first live broadcast, without screening, basically all the people who walked into the live broadcast room were pan-traffic.

In this case, a low conversion rate is normal.

Many celebrities do live broadcasts to bring goods, and the conversion rate at the beginning is not even 1%.

From this point of view, Wu Jinyan's first live broadcast achieved 3%, which is already a very good result.

Of course, this is not her alone.

Wu Xiaobai played a very big role in the middle.

Wu Xiaobai, as a professional anchor with goods, served as Wu Jinyan's assistant broadcaster this time, which largely made up for Wu Jinyan's lack of professional ability and rhythm control.

If there is no Wu Xiaobai and Wu Jinyan broadcasts alone, the conversion rate will be one or two points at most.

It can be said that Wu Xiaobai's blessing doubled the conversion rate of Wu Jinyan's first live broadcast!

Doubling the conversion rate is basically equivalent to doubling the sales, and its value, needless to say, is worth it.

However, Wu Xiaobai has contributed so much, but the income from this live broadcast will not be shared with him.

It seems unfair to do so.

However, this is only the appearance.

Wu Jinyan's premiere has a huge amount of traffic, as long as he can show his face in the live broadcast room, there will be great benefits, not to mention staying in the live broadcast room for the entire live broadcast.

Wu Xiaobai accompanied Wu Jinyan for seven hours of live broadcast, and the audience exceeded 100 million!

This kind of exposure, if it is an open recruitment to help broadcasters, the middle-waist anchors across the country will flock to it, and when the time comes, let alone asking for money, even if it is to put money inside, they are probably willing!

Therefore, although Wu Xiaobai did not share, the harvest was also great.

With this exposure, when he broadcasts live alone, his popularity will definitely be much higher than usual.

For a professional anchor, popularity is money.

More popularity equals more money!

The average order value was 82.2 yuan.

Compared with Li Chuan, this data is also a bit low.

However, this is also normal.

Wu Jinyan's first live broadcast will definitely put on a lot of low-cost welfare products to attract fans and convert traffic.

There are more low-cost welfare products, which will naturally lower the average customer unit value.

At the same time, it also has an impact on the average profit margin.

Wu Jinyan's average profit margin for the first live broadcast was 29.6%, which was about five points lower than that of Li Chuan.

This data is also basically in line with previous expectations.

In terms of profits:

The sales volume was 282 million, and the average profit margin was 29.6%, and the profit was ...... after deducting the platform service fee and returns 75.039 million.

75.039 million is not the company's net profit, because Wu Jinyan has to be shared.

Half a year ago, Li Chuan spent 18 million to buy Wu Jinyan's short video brokerage contract and live broadcast brokerage contract from Huanyu Film and Television...... The entire transaction process only involved assignments, and there were no changes to the content of the contract.

Therefore, Wu Jinyan's share ratio in Miki Network and Huanyu Film and Television is the same.

Wu Jinyan's previous contract sharing ratio with Huanyu Film and Television was 30% (30% for Wu Jinyan and 70% for Huanyu Film and Television).

Therefore, her contract share with Miki Network is also 30%.

75.039 million multiplied by 70%, and then subtracted by the profit share of part of the operation team, is the net profit of Miki Network.

That's about 52 million.

The net profit of 52 million is enough to satisfy Li Chuan and the entire company.

This time, not only did he recover the cost in one go, but he also made a big profit of 34 million (52 million minus 18 million).

What's more, this is only Wu Jinyan's first live broadcast.

In the future, there will be a second, third, and fourth game......

In the end, it is impossible to estimate how much profit will be made.

From this point of view, Li Chuan's original move to buy Wu Jinyan's short video brokerage contract and live broadcast brokerage contract can be said to be extremely wise.

Of course, now is not the time to rejoice.

Wu Jinyan has just finished the first live broadcast, and there is still a lot of work to be done.

First of all, it is the work of guiding public opinion.

Wu Jinyan's first live broadcast sold nearly 300 million, which in the eyes of many people, is the rise of another head anchor with goods.

The rise of every top anchor will be accompanied by many controversies.

Those small owners of physical stores, shop landlords, traditional e-commerce practitioners, competitors in the live streaming industry, and passers-by who are not accustomed to watching live streaming will all rush to the top and become keyboard warriors spraying wildly on the Internet.

Therefore, Wu Jinyan's current public opinion situation is very grim.

If she doesn't guide her and let it develop, her reputation will definitely be affected.

Li Chuan was well aware of this, so he focused on mentioning this issue at the meeting.

After the question was raised, everyone discussed for more than an hour, and finally formed a set of more detailed public opinion guidance plans.

The plan was implemented by Wang Chengyong, assisted by Zhu Chenwei, and several employees were dispatched to monitor public opinion on the Internet in real time.

After discussing the work of public opinion guidance, there was a topic about Wu Jinyan's follow-up live broadcast planning.

Wu Jinyan's follow-up live broadcast planning is quite a complicated work, which involves a lot of things, but there are two key points, namely the live broadcast operation team and the live broadcast time.

In this live broadcast, Wu Jinyan's operation team is most of the employees of the e-commerce department and the administration department, with a total of more than 150 people.

Such a huge team can ensure that Wu Jinyan will not have problems during the live broadcast, but doing so is not a long-term solution.

After all, the e-commerce department and the administration department have other work to do, and it is impossible to be by Wu Jinyan's side at any time to help her deal with various problems.

Therefore, Wu Jinyan will definitely make adjustments in the follow-up live broadcast process.

In response to this issue, Li Chuan discussed with Wang Chengyong, Zhu Xiaomin, and Wu Jinyan himself for more than half an hour, and finally decided to temporarily expand the "Wu Jinyan team".

Wu Jinyan has his own live broadcast operation team, which is led by Zhu Xiaomin, with six employees, and is currently fully recruited.

It stands to reason that Wu Jinyan's live broadcast should be taken care of by this team, and no one else has to worry about it.

However, after all, Wu Jinyan was broadcasting live for the first time, and Li Chuan and Wang Chengyong were not very relieved, so they sent a huge team of 100 people.

Now, Wu Jinyan's first live broadcast is over, Li Chuan is a lot relieved, but he is also completely relieved.

Therefore, he decided to transfer more than a dozen people from the e-commerce department and the administration department to temporarily join the "Wu Jinyan team" to provide help for Wu Jinyan's subsequent live broadcasts.

This temporary expansion of the team will not last long.

Li Chuan is expected to be a month.

He felt that in one month, he would be able to straighten out all aspects of his work.

After the work is straightened out, he will disband the dozen or so people who temporarily joined the "Wu Jinyan team" and let them return to their original posts, and Wu Jinyan's follow-up live broadcast matters will be taken over by a six-person team led by Zhu Xiaomin, and at that time, all work will be on the right track.

In addition to the operation team, the planning of the live broadcast time is also very crucial.

In this regard, Li Chuan and others also discussed for a long time, and finally decided to let Wu Jinyan adopt the method of "one broadcast a week" like Li Chuan.

Live once a week, then this one must be held on weekends when there are many people.

And in order not to compete with Li Chuan, you have to avoid Saturdays.

So, there are only two options, either Friday or Sunday.

Li Chuan handed over the power of this choice to Wu Jinyan and let her decide for herself which day she would broadcast live.

After some thought, Wu Jinyan finally chose Friday.

In this way, Wu Jinyan's live broadcast time was determined.

Every Friday at 6 p.m., she will start broadcasting on Douyin.

(End of chapter)