Yanzi Valley of Jingcheng

Chapter 58

Ren Tianxing then told Xiao Jie a lot of research findings about the live broadcast industry.

Ren Tianxing said:

"The essential logic of live broadcast delivery is actually very simple, that is, the host shows a product to users through the camera, so that users have the desire to buy, and then the user signs for receipt after delivery, forming a complete commercial closed loop."

"In the past, the live broadcast industry did not develop because the infrastructure was not good enough, the network was not smooth enough, and online payment and logistics did not keep up. Now it is different. Today, the daily active users of Taobao live broadcast have increased by 50%, bringing more than three double the transaction volume."

"I don't want to listen to this." Xiao Jie interrupted, "I have limited time. Tell me more about your personal opinion, your own independent judgment, what do you think of the business model of live broadcasting? I have 10 minutes left."

"Uh..." Ren Tianxing bit his lip.

Xiao Jie saw that Ren Tianxing's face was troubled, and his concentration returned to the computer screen, and he said lightly, "It doesn't matter if you don't think about it, I will come here first today..."

"No, no! You can say it! You can say it!" Ren Tianxing broke out in cold sweat.

"Well... I personally think, uh... at first glance, live broadcasting is a win-win business model for all parties, but it’s not, it’s just what it seems at first glance. It’s good for anchors to buy discounted broadcast products to get fans, and fans can buy cheap products in the live broadcast room. Goods, the goods of the merchants are publicized and promoted, and it seems that no one suffers, but these are all prosperity at first glance.”

Xiao Jie was busy with the matter at hand and didn't raise his eyes to look at Ren Tianxing, Ren Tianxing's heart was pounding, should he continue talking?
Xiao Jie said, "I still have 9 minutes and 32 seconds."

What? !

Really engaged in countdown? !

Ren Tianxing immediately woke up, although he deeply doubted whether Xiao Jie would be able to listen to his point of view if he was so single-minded and double-minded, but he is the president, and it is already very face-saving to spend time talking with someone who is not even an intern .

The total time Ren Tianxing stayed in Xiao Jie's office today has exceeded 15 minutes, he should be content and fully cherish it, after all, CCTV reporters are treated like this in front of Xiao Jie.

Therefore, Ren Tianxing shot the ideas in his head at Xiao Jie like a machine gun.

"Now the Internet is shouting that the volume of live broadcasts can exceed [-] million, but there are only a handful of businesses that actually make money through live broadcasts."

"When I went to the market with Guan Sha, I went up to discuss commissions with other anchors and no one paid any attention to us. Unless we are international big names, otherwise the first thing those anchors want is pit fees."

"For popular anchors, the pit fee ranges from tens of thousands to hundreds of thousands. It doesn't matter whether they can sell or not, and many anchors are popular. The price I learned is to let 100 dummies live in the live broadcast room. It costs only 1 yuan to stay for an hour.”

"The return rate in the live broadcast industry is very high, plus commissions and pit fees... How many merchants can afford it? So the merchants that can survive in the live broadcast room are those international big names that don't want to make money at all, just want to advertise , or cosmetics with a very high gross profit margin, or even three-no products whose quality is not guaranteed..."

Ren Tianxing's voice continued to come from Xiao Jie's office, and Ma Yu, who was outside the door, was fascinated by it.

"You have something to do with Mr. Xiao?"

A woman's voice came from behind Ma Yu, and she almost cried out in shock. Looking back, it was the president's secretary.

"Yes." Ma Yu smiled awkwardly, and lowered her voice, "There were people inside, so I didn't go in. It's okay, I'll come back later."

Just as Ma Yu turned around to leave after finishing speaking, Xiao Jie said in the room, "Come in! Ma Yu."

Ma Yu froze for a moment when she heard the words, but she quickly adjusted, took two deep breaths, and pushed the door into the room nervously. Xiao Jie politely motioned her to sit on the sofa and wait.

Ren Tianxing was even more nervous when he saw Ma Yu coming. Ma Yu told him to get out last week, but he got out again this week. Ren Tianxing didn't know if Ma Yu was so angry that he wanted to eat him.

"Continue, there are still 7 minutes and 15 seconds." Xiao Jie urged.

Ren Tianxing clenched his fists slightly with both hands, and with a hesitant heart, he bit the bullet and said, "So the businessmen who are doing well in the live broadcast industry are either brands that are not short of money, don't care about sales, and only focus on advertising effects, or Except for these two types of non-producers who have nowhere to release their energy, who would do such a thing of losing money and making money?"

When Ren Tianxing said this, Xiao Jie didn't speak, and didn't look at him. Although Ma Yu looked at him, his face was so long that he didn't want to talk to Ren Tianxing at all, so Ren Tianxing could only bite the bullet and continue:
"During this time, I watched a lot of live broadcasts, and found that many anchors used exaggerated words to incite consumers in order to sell. For example, a mask of about 110 yuan was said by the anchor to have a one-carat diamond in it. How could this be possible? And now the after-sales service capability of the live broadcast industry is a problem, many live broadcast studios have no one to take care of the after-sales service, and if consumers are not satisfied with the products they receive, there is no place to cry."

Next, Ren Tianxing's point of view is actually very similar to the conclusion that Xiao Jie told Guan Sha when he had morning tea.

Ren Tianxing said:

"The biggest bonus period in the live broadcast industry has passed."

"Mr. Xiao, there is a common sense of economics that when the profit of an industry is higher than the average profit of the society, it will quickly introduce competition and pull down the high profit of this industry to the average profit. Live streaming is a typical example. , Many people want to join in as soon as they see live broadcasts making money, so the competition intensifies, and the industry dividends will be evened out soon, and no one can just make money casually."

"KOLs have a large number of fans, which will attract more merchants. KOLs will then have the right to reverse selection and bargaining for merchants. In this way, low-priced and good products are screened out by KOLs such as Ni Die and Yun Xiabai. "

"With good quality and low price, fans will naturally buy more. These fans will buy repeatedly or recommend them to others, so more and more people follow them, and their purchasing power will become stronger and stronger. People who don’t watch the live broadcast and don’t know about Ni Die and Yun Xiabai know about them. The celebrity effect will make their moat higher and higher, and the dividends will be kept. Other anchors who can’t reach the critical point of network effect, You can only continue to struggle, or simply change careers."

"So you don't think the live broadcast industry is an investment outlet right now?" Xiao Jie asked suddenly.

"Uh……"

Ren Tianxing immediately realized whether the companies and teams in the live broadcast industry are worth investing in?Is it a vent?This seemed to be what Xiao Jie was most concerned about.

Naturally, Ren Tianxing did not prepare the answer to the question before, but he has done so much related work before, it is not difficult to form his own basic point of view.

Ren Tianxing forced himself not to look at Ma Yu as much as possible, and even forgot that Ma Yu was there. He fixed his eyes on the collar of Xiao Jie's dark blue T-shirt, calmed down, and then replied, "Live broadcasting is very popular now. , the popular one seems to be the outlet, just like the shared bicycles before, but..."

Ren Tianxing tried his best to organize the language, "But I don't think it is necessary to seize all the outlets. For example, the model of live broadcasting with goods is willing to fight and suffer. Merchants lose money, and consumers sometimes buy fake products and grab the outlets randomly. It will make people feel impetuous…”

"Then how can we not be impetuous?" Xiao Jie finally stopped what he was doing, and looked up at Ren Tianxing with interest.

Ren Tianxing's bewildered expression made Xiao Jie feel a little funny, and he added, "How do you think we, as investors, should correctly view the wind? How can we not be impetuous?"

Ren Tianxing frowned, the atmosphere in the office was unusually quiet, only Xiao Jie's mobile phone on the desk vibrated from time to time, but Xiao Jie ignored it.

"Or what attitude do you think we, as investors, should take in response to one after another in the market?" Xiao Jie changed the question.

"It's amazing to keep upright." Ren Tianxing gave this answer after thinking for a long time, and he didn't know why these four words popped up in his mind.

"Keeping righteousness and surprises" comes from "Sun Tzu's Art of War", "all warriors, use righteousness to win with surprises", which means to abide by justice and win by surprises.

In Xiao Jie’s cognition, the “righteousness” in “keeping the right way and making surprises” refers to the right way and the right way, while “odd” means unexpected. The combination of the four words means “walking in the right way, operating in a law-abiding manner, breaking through thinking, and winning by surprise.” the meaning of.

Spend 70% of your time thinking about "positive" things, and 30% of your time researching how to be flexible. You are neither sticky to the rules, but also innovative. Only this way can you win in the business war.

"I think that keeping the integrity is amazing and can respond to all changes without change." Ren Tianxing said, "every year, all walks of life change too fast, and from time to time there will be a so-called outlet. These outlets are uncertain, but I can continue to improve my core ability. , this is certain, so in the face of the wind, my attitude is to be upright and surprising. On the basis of constantly cultivating my investment level, I wait for the wind that suits me. It is best that this wind fits my investment style, so as not to be impetuous , in order to achieve the effect of winning by surprise.”

Ren Tianxing didn't meet any good teachers in school in his life, but he didn't miss the books in the school library.

Neither investment nor history directly told Ren Tianxing how to view investment outlets, but he could combine the two to give Xiao Jie an answer.

"Mr. Xiao, in fact, I don't think people need too many outlets in their lives. One or two are enough to send people to heaven, just like Ni Die met Taobao live broadcast, Yun Xiabai joined Nana, and the domestic first The beauty brand Ye Taodu has boarded the train of the rise of domestic products, and I..."

Ren Tianxing glanced at Ma Yu at this point, Ma Yu's face was terribly gloomy, but Ren Tianxing puffed up his chest somehow, facing Xiao Jie and amplified the volume, "For example, if you give me an outlet, not many, one is enough, let me I have the right to join the ranks, and I, Ren Tianxing, will definitely grasp it firmly and soar into the sky!"

(End of this chapter)