CCTV "Life Up" test water "live broadcast+variety show+with goods"

When the connection between the Internet and life is getting closer, the live broadcast began to gradually be normalized, and the slogan type and routine live broadcast model of the live broadcast room are not enough to make users feel enthusiastic. What else can we have about live broadcast?

On August 6, the first phase of the national life sharing of the live show "Life Up" launched by CCTV was launched. The moon sister, Xu Mengtao, Du Haitao, Jiang Zhenyu, Huahua Kaikai, Gao Qiuzi, A Shi and other guests "explored" love at the Qixi Festival node together , Share good things in life.

Based on topic discussions and variety shows, the show is based on the advantages of the live broadcast form, open up multiple chains such as user experience, content, marketing, etc., and explore the new model of "live broadcast+variety show+with goods".

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No longer just "buy and buy"

The live broadcast form upgrade under the collision of live broadcast and content

When it comes to the live broadcast, most of the users still stay in the anchor before the pile of the mountains, and constantly describe the use of the product, repeating the link number and price. This form has made "live broadcasts" gain a lot of attention, and it has laid the user cognition of its ability to bring the goods.

However, when a large number of live broadcast rooms open the "store" model, users will inevitably have a sense of fatigue for live broadcasts that are simply selling for sale.

"Live" is not only a simple "cargo". In addition to providing goods for users, it should also play the advantages of live broadcast to bring users content value, emotional value and companionship value, while creating positive social value. CCTV has sensitively captured the changes in user needs and created the live broadcast variety show "Life Up".

Entering the live broadcast room, the guests talked sincerely in a scene of open camps. Camping is a popular way of life and leisure. Setting such a situation can effectively allow users to have an immersive experience through the screen. In the live broadcast, variety show and content discussion still occupy an absolute proportion.

The first theme is: "Explore" love together, guests share stories about life and love, what kind of value should love be provided for us, what kind of love do we need, how can we make life more delicious, find to find, find life, find to find more taste, find to find the taste, find the taste, find the taste, find the taste, find the taste, find the taste, find the taste, find the taste, find the taste, find the taste, find the taste, find the taste, and find the taste, to find the taste, to find the taste, and to find the taste of life. Romance in life and so on.

When talking about whether love and life need a sense of ritual, Xu Mengtao shared his own "lucky day". She said that February 14th is a more special day for her than Valentine's Day. The first confession of an Olympic gold medal, and even her husband happened on this day.

On this day, she is not just celebrating her lover, but she will do some special things and create some good stress for life.

The show changed the way of selling traditional live broadcasts and cargo, incorporating the goods into the situation of life, sharing good things in a reasonable situation, and building a lifting lifestyle.

For example, Xu Mengtao said that many of the romantic gifts he received were handmade works of the other party, or trivial things for himself; Du Haitao shared the hand -engraved engraving cups engraved with the name of his lover.

But life is not only supported by items. The upward life is based on a positive attitude towards life and the way of enjoying life. When users come to "Life Up", they can learn from the beautiful lifestyles of others. They have both the methodology of life and the material carrying of a good life.

The live broadcast also interspersed the lottery session and the live market collection to motivate users to participate, effectively improve the conversion rate of content, and provide material carrying for the upward life.

"Life Up" will in -depth festivals, emotions, scenarios, and experiences, and uses the collision of content, variety settings and live broadcast to form a new live broadcast mode of strong content and strong conversion to form a more visible and diverse viewing experience, complete Deep planting for life concepts.

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Times emotions

Live connotation upgrade of interest and deep collision upgrade

The pouring of users into the live room not only satisfies shopping, but also requires spiritual companionship and satisfaction. "Life Up" is not only material up, but also pursuing spiritual upward.

Love is always accompanied by confusion. In the first episode, the program focused on the issues that young people were paying attention to and needing to solve their confusion at the time, such as pleasing behavior, love mode, anxiety of marriage and love, and love preservation of love.

By sharing the experience of guests and professional analysis from the perspective of psychology and sociology, help young users to answer doubts and soothe the emotions of the times. The addition of these in -depth social issues has upgraded the spiritual kernel of the cargo live broadcast.

In addition to the depth point of view, many knowledge content has been added to the show. For example, Ashi shared many ancient Chinese style in the show. For example, the marriage customs of the Song Dynasty, what exactly what the Feng Guanxia was in the marriage, what the golden crickets they brought when the ancient women were in love, and the characteristic and aesthetic decoration on the horse's noodle skirt.

The live broadcast is full of laughter and laughter. Gao Qiuzi, who was focusing on single because of single, shared himself among lovers who can still maintain happiness and create romantic ways; Discourse, express attention, reduce the friction of life between the two ...

The entire live broadcast process is dense and the rhythm is smooth. The audience has obtained a lot of knowledge of love in happiness.

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CCTV opened a new track

A new revelation of the live broadcast industry

"Life Up" is a new exploration and development of CCTV's "live broadcast+" track. The first live broadcast volume of the entire network was nearly 4.2 million, and the total number of viewers exceeded one million. There were a total of 32 hot search on the Internet.

In recent years, CCTV, as a platform for CCTV's new media, has continuously explored new media forms. CCTV has not only has the authoritative media brand of CCTV, and has also precipitated the breaking work that is well -liked and appointed by young people such as "trilogy of life". It has been doing the fusion attempts of content boutiques and explosion of the times.

The live broadcast industry has developed rapidly in recent years, but there have also been many chaos.

With the live variety shows such as "Life Up", CCTV selected the quality of the selection of selection and exploring the new linkage model of variety shows and live broadcasts.

It breaks the content production limitations of individual anchors, give full play to the advantages of media production and content production, so that users can see more comprehensive, deep, interesting, and careful production in the live broadcast situation.

Before "Life Up", CCTV had accumulated rich experience in live broadcast track.

"Everyone Loves China", which started online in May 2020, is an innovative live broadcast exploration based on "domestic goods" as a breakthrough point. The development of domestic products brand empowerment and help. So far, sales have been promoted by 2.767 billion yuan, helping to promote Chinese manufacturing, drive economic development, and achieve integrated domestic brand effects.

The live broadcast track has reached the inflection point of change. CCTV continuously conducts experiments on the new "live broadcast+" model. The platform, content and users are winning.

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