Star into the live room to explore the reasons
As the saying goes, "Consumption is not only a functional activity that people use to meet their basic survival needs, but also become a cultural activity that expresses and realizes a variety of interests, style, beliefs and values.
Additionally, the live streaming of goods breaks the relationship between people, goods, and the field; in the past, e-commerce was about people looking for goods, and now live streaming e-commerce is about goods looking for people.
Stars choose to "sink" in large quantities to sell goods live, began in 2020.
This year, actor Liu Tao alias "Liu Yidao", in Taobao live debut delivered 148 million in sales; actor Chen He in the jittery sound to open the live broadcast, debut four hours with goods 82 million; actor Zhang Yuqi signed as a fast hand e-commerce spokesman, and Simba cooperation with the goods of 223 million yuan.
Further down the line, stars such as Jia Nailiang, Wang Feng, Zhang Xinyi, Yuan Shanshan, Guan Xiaotong, and Wang Zulan all delivered their personal debuts with goods on major platforms one after another.
Celebrity effect of star live with goods
What distinguishes stars from most anchors is that they bring their own traffic, but also a more sticky and trusting traffic.
This leads to the fact that celebrities don't need to go through a cold start period, they don't need to buy traffic or even self-promote too much, because platforms also want to keep the traffic brought by celebrities, and they're even more willing to publicize and build up a momentum for celebrities' live broadcasts than the celebrities themselves.
However, as more and more stars enter the live streaming track, the test for them has become the naked streaming data, and the core logic of their money-making is actually more than just streaming cash.
Dissecting the essence of the star with goods - brand marketing
Selling goods is just a brand a demand, in the live broadcast process, through the brand's full range of display, to bring the brand closer to the distance of the user, which is actually a marketing. Especially during the double eleven, live with goods hot. Tmall data show that the outbreak of Taobao live, so that more than 50% of the merchants are through the live broadcast to obtain new growth.
Luo Yonghao, papi sauce, Viya, Ding Lei, He Gui and other Internet circle, film and television circle, live circle of people competing to appear, the fans, celebrities, the interactive viscosity between the transformative effect into the extreme. The essence of live bandwagon is not bandwagon, but salesThe essence of live bandwagon is not bandwagon, but marketing.
Through their own influence, celebrities occupy a major position as topic guides and exporters. The fan economy is a typical "halo effect", fans because they love the flow of each anchor, influenced by the anchor will actively buy the goods marketed by the anchor, so as to produce active consumer behavior, this consumer behavior in the final analysis by the influence of the star anchor.
The problem of star with goods - the negative impact
In recent years, stars and other public figures endorsement "overturned" from time to time, so that many consumers and investors suffered losses. Because of the greater influence of the stars, if the false endorsement, often produce greater harm.
Some time ago, Qiwei live broadcast of fake products is also making a big fuss, the star with goods with the ability to bring goods with the effect can not be faulted, but the quality of the product is the need to afford to believe that your audience of netizens. Netizens because of the so-called net stars on the platform famous, recognizable, willing to believe that its recommended products,