Shandong's 81 -year -old grandfather online science popularization and New Oriental bilingual with goods. What is the difference between cultural people to open live broadcasts?

"Everyone entered this live room in the early morning of June, watching the anchor's terracotta warrior -like face shape, and felt the impermanence of life and the injustice of destiny. But at this time you found the same face as me, and buy 12 cows to send you to send you you to send you you to send you you This pot. "

In the past week, the selection of Dongfang Live Platform Dongfang has continued to be "out of the circle". Dong Yuhui, a bilingual anchor who looks like terracotta warriors, has become a new "top flow". Express the love of this live broadcast room.

When "cultural people" are anchors, the knowledge -based live broadcast room has become the new favorite of the industry. How long can they "fire" and what can they bring to the live broadcast industry?

Knowledge -based live broadcast became popular

"This anchor can‘ place ’”

"The cherry on the tree is like a starry river."

"It is the taste of wind, the taste of salt, and the magic and time of nature."

"Beautiful is like a mountain spring, just like a bright moon, just like the wind through the canyon, just like the dream of Midsummer night."

You may think that this is a Chinese classroom or poetry recitation site. In fact, this is the new Oriental anchor Dong Yuhui selling goods. He used the above three sentences to recommend cherry, ham and steak respectively.

Dong Yuhui, a native of Tongguan, Shaanxi, has a square face, mocking her like terracotta warriors. His live broadcast room has reached more than 600,000 people at the same time at the same time, which can be called phenomenal communication. He sells goods different from other anchors, and is described by netizens as "opening is a full -bisting composition." For example, selling shrimp, explaining the rapid freezing technology in English, and explaining various knowledge points in the end; selling oil peaches, talking about how you like summer, meet the oily peach in your hands in summer; The breeze, ears and sunlight of the rice field in October ...

Watching the simple and rudeness of the previous live broadcast, Dong Yuhui's live broadcast style is like spring breeze. Everyone in front of the screen is considering "whether to place an order or take notes first". From "Changbai Mountain Snow White" to "the taste of mothers when she was a kid", countless netizens have emotted, "I'm not afraid of the anchor to bring goods, they are afraid of the anchor culture", "This anchor can 'be‘ placed ’, and he has learned about his true religion."

Not only Dong Yuhui, several new Oriental anchors are red: the anchor Yoyo talked about the world history from Genghis Khan, Tiemuzhen, Ancient Rome, etc., and from time to time, he can also say a sentence "trickle in the Yangtze River". The world history classroom; the anchor not only speaks fluent in English, but also sings Meisheng, speaks of English passwords. When selling Tang poetry and Song poetry, the Book of Songs, etc., it will also memorize ancient poems ...

After the anchor became popular, the fans in the Douyin live broadcast room of the Oriental skyrocketed. As of June 19, there were 157.49 million, and more than 10 days ago, fans had just broken one million. According to public reports, from June 11th to 18th, its live sales sales were nearly 300 million yuan. With the increase of attention, the stock price of New Oriental Online has also risen. The closing offer on June 9th was HK $ 4.47. Since then, it has soared to HK $ 28.6 on June 16th. Essence

On June 18, the reporter issued a questionnaire on knowledge -based live broadcast, 72.4%of the respondents once watched the East selection live room. 56.36%of the respondents believe that the talents of anchors are the main reasons for everyone, 52.73%think it is the product itself, and 40.91%think it is the personal charm of anchor.

High -quality content requirements

"Knowledge pays 4 bags of rice"

"Today is June 10, and after another 11 days, the sun will reach the northernmost tip of the earth. At that time, the entire northern hemisphere will enjoy the most generous sunlight. The North Pole will reach the extreme day, and the sun will not fall. Just as you love your family, your love for your friends is generous. Link in the lower right corner, exposure the sun that is exposed to the sun, 500 orders. "

After listening to Dong Yuhui's romantic prose, citizen Meng Ying did not hesitate to order. She felt that she was not "learned in the live broadcast", but "bought something in class."

Earlier, "Knowledge Paying 4 bags of rice" had boarded the hot search -in the selection of a live broadcast and goods in the East, a girl bought 4 bags of rice in a row. The girl said that "30 years have not been so outrageous. Knowledge paid to buy 4 bags of rice. "Dong Yuhui shouted that the client consumed rationally and persuaded the parties to retire the first three orders. The girl in the case responded that the amount of food was relatively large. Playing the order is that the normal demand does not need to be returned. The one who touches him most is when you buy the first bag of rice, you think of Grandpa, "buy while crying."

"How do you say the original cut bull steak, Original Cutting; do n’t you like raw food or order, how do you say that the meat is cooked? You can tell me, Medium Well ..." Buy Niu Chu to learn English. Take the initiative to pay for knowledge. Behind this also reflects the call of high -quality content for short video users.

Data show that by December 2021, my country's short video users have reached 934 million. The growing user scale has also made the public's acquisition of information knowledge category gradually tended to video. Some opinions believe that before, major video platforms are dominated by pan -entertainment, which leads to the long -term confession of knowledge content. After users have aesthetic fatigue on pan -entertainment content, the public's hard core and hard core of pan -knowledge video content, the public's hard core, and the hard core of pan -knowledge video content, and the hard core of pan -knowledge video content, and the hard core of pan -knowledge video content, the hard core, and the public's hard core, and the hard core of pan -knowledge video content, the hard core, and the public's hard core, and the hardcore of the pan -knowledge video content. Pure and dry goods are getting higher and higher.

On June 14, the "New Form of Knowledge Paids -Live Play and Traditional Cultural Communication Research Report" released by the Peking University Cultural Resources Research Center pointed out that in the cultural live broadcast, the audience "paid before paying", use the amount to use the amount, and use the amount to use the amount. The self -determined appreciation expression of the content of the content has expanded the inherent form of "pay first and then". In addition, contemporary young people's familiarity with the concept of knowledge payment and the improvement of payment awareness have also accelerated the development of knowledge -based broadcasting. Will you pay for the knowledge passed by the live broadcast? 49.09%of the respondents said that this would affect their willingness to shop, and 23.64%of the respondents expressed their willingness.

Promote the transformation of the live broadcast industry

"The threshold for raising as anchor"

Before the new Oriental live broadcast became a phenomenal level, it is not uncommon for knowledge -based live broadcasts--

Sohu's "Big Brother" Zhang Chaoyang lectured on physical lessons, first starting from classic physics to near modern physics, and then gradually penetrated into the field of quantum mechanics and progressive to more specific cases: how does the space station fly around? Running in the sky without falling down? Zhang Chaoyang began formula derivation. For these contents, netizens shouted the "hard core" and lamented "I can't understand, but I am shocked."

Wang Guangjie, an 81 -year -old in Jining, Shandong, is a retired teacher. He has been teaching and educating people throughout his life. After retirement, he still exerts the heat and set up a blackboard at home to broadcast the knowledge of popular science electronic circuits for netizens. Because the book is beautiful and easy to understand, it is also told to tell the inspirational story of celebrities from time to time. Each lesson will attract hundreds of thousands of netizens. Recently, he made a hot search on the Internet. Many netizens left a message: "Grandpa is too powerful, he will watch his live broadcast every night, and learn a lot."

From Luo Yonghao, Liang Jianzhang to Dong Yuhui, Yu Minhong, and Ma Weidu, more and more entrepreneurs and cultural people transformed into live broadcast anchors, combining culture with business, and promoting the development of the live broadcast industry with culture as the engine. On the one hand, consumers have obtained the goods, and on the other hand, they have gained knowledge; the anchor with the goods has gained praise, and the company's business is worth reflecting. "3, 2, 1, upper link", "Oh buy it embarrassing, buy it and buy it", "Family people, be careful to click", these standard words of these anchors seem to have lost their attractiveness to consumers Essence

Mr. Chen, a citizen, said that the uniform skills made him feel that the entry threshold for the anchor was relatively low and the content of the content was uneven, so he did not trust the quality of the product. The popularity of knowledge anchors has raised the threshold of the anchor, which helps to upgrade the entire live broadcast industry. "New Oriental's live broadcast should also cause reflection of other anchors. Can the form of live broadcast and goods be more attempt? The anchor of the anchor? While paying attention to the sales volume of goods, do you also need to improve your own quality? "

How long can the knowledge -based live broadcast be on fire? Some opinion believes that the anchor of "content" will become the "evergreen tree" of the future live broadcast of goods, but to a certain extent The spiritual value has also opened a new idea for the solidified live broadcast.

Regardless of whether "Internet celebrities" can be "long red", the live broadcast industry is seeing the public's needs for knowledge.

>> Micro point

Hasing knowledge must be beneficial

Live selling goods is not only a way of transaction, but also a "social shopping".

In recent years, many stars and public figures have flooded to the live room, using their own traffic and influence to drive trust consumption. In 2020, the anchor of the Internet with the goods became a formal job with the "live salesman". From the national recognition and management to the CCTV "strongest cargo group" 3 hours of live sales, 500 million to help Hubei economic recovery, and then "there is yes The content of the cargo is welcomed by netizens, and the business ability of the anchor with the goods has been quietly upgraded.

With the continuous improvement of the spiritual and cultural needs of the people, intellectual anchors with connotation and temperature are increasingly accepted by the public, and netizens are more willing to pay for knowledge. It is not accidental that the anchor who hit the "Terracotta Warriors" that does not rely on "simple and rude", "shouting" and "eating", "Terracotta Warriors and Horses", which means that netizens are paying attention to the value of the live broadcast products, and they are also on the use of live broadcast products. Explore the psychological expectations brought by the anchor.

Regardless of whether the alternative live broadcast of "knowledge+cargo" can be seen, but the pursuit of knowledge must be a beneficial thing. (People's Daily)

The audience calls high quality content

Da waves are full of sand and sand, and when the sand is exhausted, see the real gold. With the in -depth development of the webcast, the "three customs" content and "script" live broadcast can no longer attract the audience. What can really get traffic is high -quality content. The 81 -year -old teacher's serious and rigorous physics class not only conveys the spirit of dedication to the audience, but also provides professional physical knowledge for the audience; New Oriental teachers have a deep cultural heritage bilingual with goods, which not only exported product -related knowledge to the audience to the audience It also conveys the courage and determination of New Oriental's active self -help; Liu Genghong's live broadcast live broadcast, which not only helps the "Liu Genghong girls and boys" to maintain a healthy body, but also resolve the anxiety of people under the epidemic. The far -reaching significance in these live broadcasts is the real "traffic password" of the Internet live broadcast.

The eyes of the masses are clear, and the "traffic beggars" brought by the spirit of the Internet "junk food". It brings short -acting low -level happiness and long -term mental injuries, which will eventually be seen and disliked by people. Only those who are really high -quality and popular are the "green foods" needed by the times.

Although there are thousands of hard work, it is hard to get rid of the sand. The "beggars" who thought of finding the "traffic password" would eventually disappear into the tide of the times. There is no need to worry about how to drain the live broadcast of high -quality content. This also suggests that Internet anchors should adhere to their original intentions and output high -quality content to the audience, and cannot fall into the "traffic trap". (Red Net) >> Xinwanjie

The anchors should also go to New Oriental "Previous lesson"

New Oriental's live broadcast form is indeed different.

Other live broadcast rooms are "buying and buying", "last 10 seconds", "everyone go to shoot" ... All are urgent urging of anchors. There is nothing wrong with this. The live broadcast of goods pays attention to a marketing atmosphere, which attracts the audience to place an order.

However, there is very little marketing sense of the New Oriental Live Room, because the original work of the anchors was a lecture. And they are the teachers of the training institution. In addition to talking about this kind of teacher, they have to try to attract students' attention, so their courses are more interesting.

In fact, in terms of the skills of bringing goods, the teachers of New Oriental may not be stronger than those of the Internet celebrities, but the live broadcast of the popular live broadcast of culture with culture as the kernel is simply a "reduction of dimensionality." This also brings an enlightenment to the live broadcast industry -no matter how fashionable industries are inseparable from the empowerment of culture; the tolerance occupation will also tilt to the "belly with poetry and book qi".

Even if there is no New Oriental live broadcast, there will be another live broadcast room that can meet the current people's thirst for knowledge and the needs of high -quality video content. With versatile and poetic, we take us to the distance from the mobile phone screen. Its popularity means that in the visible future, the deep integration of emerging economy and culture will be an irreversible trend.

When this trend has emerged, when the live broadcast has become one of the mainstream methods of shopping, leisure, and learning. Now there are millions of branches of all walks of life. Zhang Chaoyang's live broadcast room?

It is hoped that the "cultural person" will not only open the door of online education transformation, but also become the hand to promote the high -quality development of the live broadcast industry. (Jinan Daily Reporter: Cao Yaxin)

Edit: Weekend

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