Luo Yonghao said that "the content" is the crooked wind of the live broadcast industry. What do you think?

A few days ago, the "Luo Yonghao's rumor" released the first rumor Weibo, clarifying that Luo Yonghao's previous speech in the live broadcast was not to ridicule New Oriental, but there were different views on some popular views in the live e -commerce industry.

In the live broadcast clip, Luo Yonghao mentioned that the content is a crooked wind in the live broadcast industry. It is a nonsense in the live broadcast room for 15 minutes. The view may be very high, but the total income may not be as concentrated on the product in 3 minutes.

He said: "40%of our live rooms came in, and they didn't listen to anything. They went directly to the shopping car to place an order and leave. This is a very healthy channel brand."

Talking about product vs to talk about content. If the product is mainly based on the output of "effective information", it meets the user's shopping needs. The content of the content may convey some "seemingly useless information" to meet the emotional needs of users. The so -called interest e -commerce is the combination of the two.

Simply talk about transaction efficiency, focusing on products, prices, and blessing bags are undoubtedly a wise choice. Whether it is "making a friend's live broadcast room" and "big wolf dog Zheng Jianpeng & Yanzhen couple" and other head live broadcast rooms, or brand live broadcast rooms with different traffic proves that "123, ordering" to focus on the product can produce GMV more. The way.

However, to talk about traffic and the field view, the content may be a more effective choice in addition to anchor IP and paid.

However, the current live broadcast practitioners seem to be too enthusiastic about the content of the product, and I look forward to letting dancing dancing face value and ordering home kitchen utensils; too cold about the content related to the product, not trying to turn the products selling products into selling scenes, selling feelings, and feelings. Interest.

In the live broadcast, Luo Yonghao did not make strict definition of intercom content. For example, in general, the product itself is content, and the explanation of product characteristics is also the content. These are the main advantages of live e -commerce. Therefore, what we understand that Luo Yonghao said that the crooked wind of the live broadcast industry may refer to attracting too much of the traffic by relying on the content that has nothing to do with the product.

One of them is worth thinking: Whether the industry has invested too much in the "product", or spent too much time to "nonsense", and ignores the exploration of truly good content.

After talking about products, it's time to talk about content

If you emphasize the product too much, there may be 3 problems:

First, talk about the play of the product may be very small.

In the industry dividend period, everyone has room for inner rolls, which can work hard on products, prices, operations, development, and supply chains, but everyone who can play now has played. Many times, the live broadcast room we have brushed is almost the same except the anchor.

In the three years of the rapid development of the live broadcast e -commerce industry, practitioners have spent too many thoughts on products and "cargo bringing people". The bonus has been exhausted.

Live e -commerce is slowly becoming a shelf e -commerce, which is why many people think that the live broadcast room is becoming more and more homogeneous and boring.

It is important to talk about products, but only products may not be able to meet the new needs of the live e -commerce industry.

Second, only the product may really have no traffic, especially for small and medium -sized brands.

Good products are powerful, super excellent products, the anchor needless to say, the product is empty as soon as it is launched in the live broadcast room. Generally, the excellent product, as long as the anchor can make the product clearly explain, it can also attract people.

But for most products, there is neither enough to attract users' selling points, nor does it endorse such as Luo Yonghao, the anchor will only talk about the product, and it may not be sold.

Speaking of content and rectification may not bring accurate traffic, but at least there are traffic. If you can create some high -quality explosive content, it is even more surprising. This is probably the voice of countless small and medium brands.

Recently, the newly reported factory selling umbrella brothers and uncle Yun Dad's embarrassing dance, in fact, is the attempt by small and medium -sized merchants in content.

(Related reading: "Single -selling umbrella video played nearly 60 million, how did the factory bring the goods out of the circle?"

Third, selling goods may not be the only value of e -commerce live broadcast.

Selling products for products must be one of the important values ​​of live broadcast.

However, most of the live broadcast practitioners I have interviewed agreed that the live broadcast is a channel business. It is not a long time. Being a brand is a long -term plan. Including making a friend, it also took a lot of energy to re -load the self -incubation brands.

In an interview with the founder of a friend, Huang He mentioned that MCN had no imagination and had to precipitate his own brand before the end of the Douyin dividend. "Otherwise, it is just a channel." (Related reading: "After Luo Yonghao let go, can a friend still stand in the institution? | New List interview")

If you just position the live broadcast as a sales channel, it is enough to talk about the live broadcast of the product, but if you want to do more by the live broadcast, the content -type live broadcast is a necessary attempt.

In fact, the live broadcast has dual attributes of e -commerce and content. If only products are about products, only for selling goods, it may be a waste of live broadcast value.

If you can add the content while talking about the product, you may have the opportunity to collide with fans in the live broadcast scene to collide with a wonderful brand imagination space, creating more long -term value for the brand.

Products and content have never been that or one or other relationships, but a good relationship.

The content is not easy to do

In the live broadcast room, "nonsense", talking about some content that has nothing to do with the product, there is no probability that there will be no results, but how to make good live broadcast content currently does not have too many good copying cases. From the exploration case of live broadcast content, it can be found that there are at least three problems in the live broadcast of the content: First, different from the product supply chain with considerable thresholds, and the replication cost of the live broadcast content is relatively low.

Last year, "Beautiful Girl Hi Buy GO" Based on the novel content of Budi, it exceeded the peak of 10 million monthly monthly sales, but then there were countless live broadcast rooms in the entire network. (Related reading: "Why do you see the more online?

Perhaps because of the originality of the content, the traffic gradually declined. In March of this year, "Beautiful Girl Hi Buying Go" announced the dissolution and conducted a number of disbanding countdown live broadcasts. It was not until June of this year that "beautiful girl hi buying Go" started to operate again, but the traffic was not as good as before.

According to the statistics of the new trembling data, the "beautiful girl hi buying Go" on July 3 The cumulative GMV of GMV was only 17,700 yuan.

Secondly, the good content is high, but it may not be able to get a proportional return.

Last year, because of the exquisite clothing, immersive acting skills, and the clever combination of plots and products, once the court live broadcast of "Herborist Shiji Yanxi Palace" received widespread attention in the industry, Douyin e -commerce officials also officially also Quickly use it as a typical case of interest e -commerce.

However, the "Herborist Story of the Yanxi Palace" has not obtained sustainable growth. According to the statistics of the new trembling data, in the past 90 days, the average sales of "Herborist Establishment Yanxi Palace" were only 16,500 yuan, and the powder was 11,000.

Considering the cost of "Herboris Jet Yanxi Palace" that will not be too low, this is not necessarily a cost -effective business. For most budget brands, the replication of this gameplay is too low.

Finally, the live broadcast content is hot or unpredictable.

Taking the recent fire "Oriental Selection" and anchor Dong Yuhui as an example, although quite many people in the industry analyzed their causes of fire, a fact that cannot be ignored is that "Oriental Selection" and Dong Yuhui have never changed, but a month ago, a month ago They get the downturn traffic and the abuse of netizens. Today, one month later, they get the number of viewers and the entire network.

Recent live data of "Oriental Selection". Data source: Xinyuan

One feature of the content is that if you work hard, you may not be able to fire. This is fatal for DP companies and live operations. Brands and bosses are required to ensure the live broadcast ratio, but the content may not help them to do it.

As far as I learned, the platform has always encouraged the brand and anchor to make content in terms of content, but in addition to a small number of major anchors and big brands have "extra energy" to try the team, more people are still using e -merchants to do it. Live broadcast, selling products as the only important thing.

The content seems to be a "luxury goods" that is important but rarely can make in the mouth.

The content is an opportunity

Can I do not make content for e -commerce live broadcasts? Of course, the industry gameplay in the past three years has repeatedly proved this.

But an objective fact is that the live broadcast practitioners have spent a lot of effort on the product. For the live broadcast e -commerce industry that has entered a stable period and has less new gameplay, the content is the most likely breakthrough direction.

Another point worthy of attention is that Douyin is good or fast. It is essentially the content platform. E -commerce is the way to increase revenue on the platform, but the content is the basis of the platform standing. If all live -broadcast e -commerce practitioners use e -commerce thinking to live broadcast and ignore content output, it will inevitably affect the platform's community atmosphere. In a suitable time period, the platform will inevitably suppress e -commerce live broadcasts to support content -type live broadcasts.

Others are afraid of me greedy. When everyone knows that the content is important, but few people do it, it is just an opportunity. The live broadcast can talk about products and content, and good, product -related, and content that can mobilize users' interest will always be popular.

How to talk about good content while talking about products? There are not many answers at present, but at least from Budi Live to the court live, to the poetry and songs of Dong Yuhui, "Oriental Selection", the trials of the practitioners have never interrupted the live broadcast content.

What do you think of product vs? What do you think of live broadcast e -commerce will develop in the future?

Let's discuss it together.

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