Is live streaming really a huge outlet? Going further down, what will the future of live streaming be like? An epidemic has pushed live streaming to a new climax. In addition to TOP anchors like Li Jiaqi and Wei Ya, even Luo Yonghao, the first-generation Internet celebrity, has begun to bring goods live on Douyin. Many stars have also joined the battle, and a live broadcast can easily generate tens of millions in sales. Seeing such a lively scene, the CEOs of many brands could not sit still.
They rushed into the live broadcast field frantically, and even the CEO himself ended the live broadcast in person. So, is live streaming really a huge outlet? Going further down, what will the future of live streaming be like? 1. Is live streaming really a huge outlet? I think, yes. The so-called outlet is the dividend. And dividends are short-term supply and demand imbalances. However, this does not mean that as long as you rush in, you can eat dividends. Before rushing in, the most basic thing is that you must first have a deep understanding of the logic behind live streaming.
Generally speaking, the current live broadcast groups can be divided into two categories:The first category: the live broadcast group of the head Such as Li Jiaqi, Wei Ya, Luo Yonghao, etc. One of their live broadcasts can reach millions of viewers. Under such a large volume, a product can be seen by millions of viewers, which itself has huge advertising value. Let me give an example: on a video website, the price of a 30-second patch advertisement is about 100 yuan/thousand people watch. If a live broadcast is watched by 1 million people, and each product is demonstrated for 30 seconds, it means that its advertising value is: 100,000.
But each product is unlikely to be displayed for only 30 seconds. Assuming that it is displayed for 5 minutes, its ad value is 1 million. In addition, the people shown are Li Jiaqi, Wei Ya, and Luo Yonghao. Considering their celebrity endorsement value, the advertising value is even higher. At the same time, in addition to the advertising value, the live broadcast group at the head also has a huge sales value. A live broadcast of the head can sell tens of millions of sales, which is more than the sales of many stores in a year.
The live broadcast group of the head has huge value in marketing (advertising) and channels (sales). Then you can earn "pit fee" (that is, advertising fee) in marketing, and earn "sales commission" (or the difference in commodity price) in the channel. The specific operations of each anchor may be different, but many big anchors will earn sales commissions cautiously. Because if the sales commission earns too much, the price of the product will not be particularly low,
and the user will feel that it is not affordable, and he will never come again. The second category: is the live group of the waist and legs In the live broadcast market, in fact, most of them are live broadcast groups on the waist, legs, and even feet. For these live broadcast groups, a live broadcast may only be watched by hundreds or thousands of people. The anchor also does not have the role of IP endorsement, and the value of marketing is not great.