"Reemployment" in the live broadcast room of Internet bigwigs
2022-05-07
There are more Internet bigwigs entering the live studio. Yu Minhong, chairman of New Oriental, said that at the age of 60, he was still thinking about how to start his life. After the introduction of the "double reduction" policy, New Oriental had to lay off staff and transform. After several twists and turns, Yu Minhong aimed the transformation direction of the company at "live broadcasting with goods". Dangdang founder Li Guoqing also incarnated as the anchor "Qingzi" and started the second spring of his career in the live delivery track. He didn't want to miss a vent to sell books, wine and knowledge. Dong Mingzhu, chairman of Gree, personally screened Meng Yutong, a 22-year-old "successor", and set up a new account "Mingzhu Yutong selection". With the blessing of dual popularity and IP, he brought goods live. There is a saying that "the end of the Internet is to bring goods live", but the meaning of the big guys is not only to bring goods live, but also seems to have a heavy burden behind them. Big guys get together in the live studio Tiktok and Kwai have absorbed the leisure time of most Internet people. It seems that this place also carries the new imagination of entrepreneurs. On the first day of New Oriental live broadcast, Yu Minhong, who is nearly 60 years old, was at a loss in the face of the camera. Almost all of them were dissuading to bring goods by "this is too expensive" and "don't buy if you don't send your girlfriend". Even in the live studio, the decent image of an intellectual has not been lost. Only three hours of live broadcast, only 4.8 million turnover, some embarrassment. Within two months after the debut, Yu Minhong's team broadcast more than 20 live games, with cumulative sales of less than 4.6 million yuan, with an average of more than 170000 per game. More cruel comparison: according to the "Xinshuo" data, even if there are no live broadcasts participated by Luo Yonghao, the average number of live broadcasts in Luo Yonghao's live studio is gmv15 million. His alumni, Dangdang founder Li Guoqing, is much more successful. According to Li Guoqing in public, the minimum transaction volume of his live broadcast is also 3 million, and the maximum can be 8.6 million. After that, Lian Mai of Yu Minhong and Li Guoqing appeared on the microblog hot list several times, and they seemed to have found the traffic password of the Internet. When it comes to entrepreneurs entering the live studio, we have to mention Luo Yonghao. In April 2020, after six years with hammer technology, Luo Yonghao, who owed 600 million in debt, was not knocked down. He turned to "sell himself" to the live studio to make money to pay off his debt. "Middle aged online celebrity" Luo Yonghao, with entrepreneur aura and witty and sharp character IP, quickly found his own position in the live delivery. Luo Yonghao's first show of Tiktok live broadcast had a total turnover of more than 110million yuan, and the cumulative number of viewers exceeded 48million. In the following year, Luo Yonghao established a company, and the commercialization of live broadcasting was fast. According to the results of 2021 released by Luo Yonghao's "make a friend" live studio, the actual paid sales in the past year reached 5billion, ranking first in the list of audio tape goods. Although he entered the game a little late, Luo Yonghao won the throne of "brother Tiktok". Yu Minhong, Luo Yonghao's "old headmaster", has now become his follower. The education and training industry is no longer popular. The market value of New Oriental, once worth 20 billion, has shrunk sharply, and Yu Minhong is also forced to enter the live studio for "reemployment". Looking back on 2020, affected by the epidemic and also to stop losses, Ctrip co-founder Liang Jianzhang and Gree Dong Mingzhu walked into the live broadcasting room and began to carry goods. Liang Jianzhang won a large amount of traffic with his "fancy" Cosplay and Dong Mingzhu with the design of humorous strong women. After the two entrepreneurs achieved more than 100 million in the live broadcasting room, more and more people pay attention to the new outlet of live broadcasting. Internet entrepreneurs who once occupied a place in the tuyere, the scenery is no longer after the tuyere retreats, and have chosen to rush into the live broadcast and bring goods "re employment" to find a new way out on the territory of future generations. Why are you pouring into the live studio? In his 60s, Yu Minhong started his second career and entered a new field. In December last year, he launched the New Oriental e-commerce platform for agricultural products, Oriental selection, and made every effort to bet on live broadcasting and delivery. Yu Minhong's initial intention of transformation may not be just to bring goods. Since last year, affected by the policy, the whole Internet education has taken a sharp turn down and entered the live broadcast with goods. Yu Minhong undertakes the mission of New Oriental transformation. According to New Oriental online news, at present, the anchor structure of New Oriental is mainly divided into three categories. The head anchor is Yu Minhong himself, who leads the live broadcasting business of helping farmers; The second category is the content anchor team composed of some new Oriental online teachers, which is also the anchor of Oriental selection studio; The third category is the settlement of 100 teachers. These teachers will start their own accounts and join the anchor guild of New Oriental. Live broadcast with goods is to seek a second career for tens of thousands of New Oriental teachers. Time goes back to 2020, which is the beginning of the water test live broadcast of Internet leaders. In April 2020, a Luo Yonghao opened the big curtain of the big man taking goods. He was not familiar with the live broadcast script, mispronounced the brand name and took the schematic diagram reversely. In an old factory in Beijing 751 Creative Park, Luo Yonghao opened the first show of live broadcast with goods. According to Tiktok data, 2.9 million people were online at the same time that night. The peak number of viewers reached the highest level on the Internet. But the B side of excellent performance is that hammer technology has shipped only 4 million mobile phones in six years, and owes 600 million debt. As the founder of "face saving", Luo Yonghao can try anything as long as he can repay the debt. Affected by the epidemic, the travel industry has been hardest hit. Liang Jianzhang, co-founder of Ctrip group, used a live webcast debut to push the post epidemic trip to Hainan to a climax. The result of selling tens of millions of packages in one hour also set an example for saving the online tourism industry. Even Robin Lee, who has always kept a low profile, joined the live broadcast tide. He took out Robin Lee's book list and became a Book anchor, but Robin Lee said: "I participated in the live broadcast mainly out of my interest in Baidu products. I like the uncertainty of the live broadcast. It is very necessary to use the live broadcast to spread knowledge." But the more realistic motivation behind this may be that Baidu urgently needs to find a new growth curve after leaving to Hailong in 2020. Perhaps Robin Lee's main purpose is to provide a live broadcast service platform for Baidu. To this end, baidu live also launched the "energy gathering plan", took out 500 million subsidies to create 1000 star anchors and actively promote the live broadcasting business. That year, Netease founder Ding Lei also came to an end, but his family had no live broadcasting business, and his Mint live broadcasting had been closed. Only Netease strictly selects those that can be linked to live broadcasting and goods. Also enthusiastic about the live broadcasting business is Sohu CEO Zhang Chaoyang. Since the thousand broadcasting war in 2016, Zhang Chaoyang has focused on "value live broadcasting" to win a world in the live broadcasting of a large number of selfies. Unfortunately, Sohu live did not become the winner in the live broadcast war. Even Sohu Video has become a sunset video software, except that Zhang Chaoyang's English classes have been broadcast thousands of times. At the end of last year, Zhang Chaoyang opened a physics class and completed the transformation from Xueba to entrepreneur and then to physics teacher Zhang. The intention behind this is to bring Sohu into the knowledge live broadcast track again. After all, knowledge payment has become a hot field in which both station B and Tiktok are competing. At present, Sohu Video has preliminarily built a knowledge live broadcasting system including astronomy, mathematics, physics, botany, computer science, etc. The purpose of every entrepreneur who enters the site is different, but there is one thing in common behind it: they who are expensive and famous early hope to contribute their own efforts to the transformation of the company with the help of the live broadcast outlet. Live studio becomes a big man commercial experimental field The live studio is not the starting point for entrepreneurs, nor is it the end point. China's first generation of Internet leaders disdained the business of live broadcasting at the beginning. After all, each of them carried it out alone and had laid a land. How to put down the mystery and figure and "perform" in front of a few inches of screen? Zhang Chaoyang's highlight moment came very early. In 1999, Sohu, as a pioneer of China's Internet, easily took the first place in the portal website and became the video platform for the first time to introduce genuine American dramas in China, which gave Zhang Chaoyang the confidence to have a late night party on Sohu building and shouted "I'm the first famous and rich person in China". In November 1999, Li Guoqing and his wife Yu Yu founded dangdang.com. At that time, Li Guoqing stood on the same starting line with the early generation of Chinese Internet entrepreneurs such as Ma Yun and Ma Huateng. 11 years later, Dangdang was listed on the New York Stock Exchange, becoming China's first B2C online mall based entirely on online business and listed in the United States. It was even once known as "China's Amazon". Yu Minhong also won the first place in the industry. In 2006, New Oriental, as the first listed education company in China, landed on NASDAQ and has been the leader in the education industry until 2016. In the past decade, New Oriental has led the industry in the highlight moment, and there is almost no comparable competitor. Now times have changed. In the live studio, Li Guoqing asked Yu Minhong, "is it only worth hundreds of millions of dollars now?" With the ceiling of e-commerce peaking, the end of Internet education, the continuous loss of the video industry and the impact of the epidemic on the tourism industry, entrepreneurs had to put down their reserve and pour into the live broadcasting room to open the road of "reemployment". The live broadcasting room is like a large-scale experimental field carrying entrepreneurs' reemployment. When New Oriental had to lay off staff and transform under the influence of the "double reduction" policy, Yu Minhong said at the company meeting, "Weiya can sell more than 10 billion a year. Can I make more than 10 billion a year with dozens of teachers?" Li Guoqing is the best example. Seeing that Luo Yonghao announced that he would bring goods live to make money and repay debts, Li Guoqing commented at that time, "if an entrepreneur does self media, earns advertising fees or brings goods, I think it's ridiculous." He also said, "my fan appeal is no less than Luo Yonghao, but I won't bring goods." But soon, he also joined the "absurd" army. Two months after approving Luo Yonghao, Li Guoqing also began to bring goods for his entrepreneurial project "reading in the morning and evening" and opened his own Taobao live show. Soon, he realized that selling books was not a good business. Liguoqing quickly changed the track and began to sell wine in Tiktok. He quickly achieved top5 in this field of "deep water and deep profits", which is also the reason for the name of "Qingzi". Of course, Li Guoqing is still trying other business forms, "Lao Li's entrepreneurship private school" teaches and writes business plans at 9990 yuan per person, which also focuses on the hot field of knowledge payment. Every rise and fall of the Internet tide always brings about a change of identity, among which Luo Yonghao has to mention. Hammer technology is a mobile phone manufacturer with a small market share from the beginning to the end. Luo Yonghao must not be called an Internet boss, but Luo Yonghao, who is heavily indebted and enters the live broadcasting industry, has not only staged a real version of "truth and legend" by bringing goods, but also become a new example of transformation. The short video, led by Tiktok Kwai, carries most of the imagination of the Internet and gathers the vast majority of daily users of the Internet. At present, no super app can overturn the situation of both. The idea of the bosses may be to join if they can't fight. The avatar anchor is the best example of integrating into the times. In the future, there may be more early generation Internet leaders to join the self-help movement of live broadcasting and goods. Short video
Edit：Li Ling Responsible editor：Chen Jie
Source：Tech Planet
Special statement: if the pictures and texts reproduced or quoted on this site infringe your legitimate rights and interests, please contact this site, and this site will correct and delete them in time. For copyright issues and website cooperation, please contact through outlook new era email：lwxsd@liaowanghn.com
Sci-Tech
Recommended Reading Change it 
Home
