This celebrity is too rich

Chapter 429 Wu Jinyan's Live Streaming Matters

Live broadcast duration: 6 hours and 57 minutes
Viewers: 11309.4 million

Peak popularity: 180.3 million

Average popularity: 79.1

Average customer unit price: 82.2 yuan

Conversion rate: 3.03%
Total sales: 28167.9 million

The above is the overall data of Wu Jinyan's first live broadcast.

In terms of popularity, it basically met expectations.

The e-commerce department had previously predicted that after Wu Jinyan started broadcasting, his popularity would probably surpass Li Chuan.

There are three main reasons for this view.

First, account weight.

Wu Jinyan is the account with the highest number of fans on Douyin, and the traffic weight is higher than that of Mr. Sen. According to Douyin's streaming mechanism, high popularity is an inevitable phenomenon.

Second, the premiere effect.

This is Wu Jinyan's first live broadcast, and the topic and freshness are full. For ordinary viewers, as long as they have watched "Story of Yanxi Palace" or "Sister Wei's Workplace Diary" and know Wu Jinyan, they will basically click into the live broadcast room to take a look.

Third, propaganda offensive.

Before Wu Jinyan's live broadcast, the company helped to do a lot of publicity work, and controlled public opinion by buying water troops and controlling reviews. This approach also played a very critical role.

In addition to the above three points, there are some other factors.

Taking all factors together, it's not surprising that Wu Jinyan's live broadcast is more popular than Li Chuan.

Facts have also proved that their judgment is completely correct.

Li Chuan usually broadcasts live on Douyin, and his popularity data usually shows that the highest popularity exceeds one million, the average popularity is about 70, and the audience is maintained between 7000 million and 8000 million.

In Wu Jinyan's live broadcast, the highest popularity was 180.3 million, the average popularity was 79.1, and the audience was 1.13 million. All aspects have been surpassed.

However, this does not prove that her traffic is greater than that of Li Chuan.

Li Chuan has been live streaming on Douyin for nearly half a year, and the traffic has already stabilized.

Wu Jinyan is different.

She only broadcast live once, and her popularity data is not representative.

Under normal circumstances, celebrities start broadcasting with high popularity in the early stage and gradually decline in the later stage.

The high popularity in the early stage is due to the freshness of the audience pictures. When they see a celebrity live broadcast that often appears on TV or news, they will basically click in and take a look.

The low popularity in the later period was because the audience watched too much, and it was found that the live broadcast of celebrities was just like that... Most of the live broadcasts of celebrities have no program effect and are not particularly attractive.

Celebrity live broadcasting is roughly the same process.

It is precisely because of this that many celebrities are afraid to broadcast live, especially stars in the entertainment industry.

Stars in the entertainment industry have always been good at marketing. They will use methods such as buying trolls and creating data to portray themselves as very popular.

The popularity is "high", and invitations such as advertising endorsements, variety shows, movies and TV, etc., all come to the door.

As long as they pick it up, they can make money.

This is the main way for stars in the entertainment circle to monetize.

This method of monetization is very fragile. If you want to maintain it, you must have a prerequisite, that is, you must not expose your true popularity.

The live broadcast is precisely the most test of this point.

The popularity value is displayed in the live broadcast room. The number is there, and the popularity is clear at a glance.

Unless you are willing to spend money to buy traffic, or you can persuade the platform to give you special care, otherwise, your true popularity will definitely be exposed.

Once the real popularity is exposed, the various illusions they created before will be shattered, and their own commercial value will also drop sharply.

This is unacceptable to most stars.

Therefore, they dare not live broadcast easily.

Even live broadcasts are done once or twice occasionally, and before each live broadcast, a lot of publicity and public relations will be done, and some even have to attract investment, and even spend their own money... The purpose of doing this is to keep their popularity at a very high level during the live broadcast.

In order to do this, they often pay a lot.

Therefore, the matter of "star broadcasting live broadcast" is in a sense a loss-making business, either losing money or losing favor.

Of course, not all stars are like this.

Some celebrities who are not very popular or have passed away don't care much about this.

They are more realistic, and sometimes for money, they often open live broadcasts to receive gifts or bring goods.

During the live broadcast, they will not invest too much cost. They can do whatever they want, and the number of people and the small number will not affect their start of the broadcast.

In doing so, you can actually make money.

If you operate well, you may earn a lot.

However, their popularity will not be too high.

The high ones can have tens of thousands of people, and occasionally they can exceed [-], which is similar to ordinary big internet celebrities; the low ones are only a few thousand or a few hundred, and they are not as good as an ordinary waist internet celebrity.

Speaking of this, some people may ask, is there any celebrity who often broadcasts live broadcasts, and his popularity has not dropped?
No!

not even one!

The phrase "Frequently broadcasting live broadcasts, and the popularity will not drop" is easy to say, but it is actually more difficult than reaching the sky.

It needs to have entertainment talent and be able to continuously create program effects; it also needs to have a good personality or personality design, which can turn the audience into fans; it also needs to have sufficient physical strength and energy to withstand long hours and high-intensity work; in addition, it also needs to have enough EQ and IQ to be able to deal with various public opinions and unexpected situations that arise online and offline...

Combining many aspects together, the hard conditions are simply ridiculously high.

The group of celebrities does not focus on live broadcasting, and without the thinking and skills in this area, it is almost impossible to achieve "frequently broadcasting live broadcasts without losing popularity".

In contrast, Internet celebrities have more advantages.

Live broadcasting is one of the main businesses of Internet celebrities. Their thinking and skills are relatively compatible, and they are much better than other professions in live broadcasting.

However, no one in the Internet celebrity circle can achieve "frequently broadcasting live broadcasts, and the popularity does not drop."

Even for Xiao Yang, if the live broadcast lasts for a long time, the viewers will get tired and their popularity will decline.

Even the Internet celebrity Xiao Yang who has an absolute talent for funny is like this, let alone Wu Jinyan who was born as a star.

Therefore, it is only a special case that Wu Jinyan's popularity surpassed that of Mr. Sen in the first live broadcast.

Judging rationally, her popularity will inevitably decline within a month at most.

This trend is unavoidable, Wu Jinyan is not capable enough, the conditions are not enough, and no matter how good he is in other aspects, it is useless.

And as an anchor, you must also accept this.

If you can't accept it, it means that this person is not suitable for live broadcast at all.

Li Chuan saw this very clearly.

He has already vaccinated Wu Jinyan several times in advance.

Under his repeated "brainwashing", Wu Jinyan also knew the upper limit of his ability.

In this way, even if her popularity declines in the later stage, her mentality will not easily get out of control.

In addition to popularity, other data are also within the ideal range.

The conversion rate is 3.03%.

Compared with Li Chuan, this data may not be a big deal, but you must know that Wu Jinyan is only broadcasting live for the first time.

The first live broadcast was not screened, and the people who entered the live broadcast room were basically pan-traffic.

In this case, a low conversion rate is normal.

Many celebrities do live broadcasts, and the conversion rate at the beginning did not even reach 1%.

From this point of view, Wu Jinyan achieved 3% in the first live broadcast, which is already a very good result.

Of course, this is not due to her alone.

Wu Xiaobai played a very important role in the middle.

As a professional live anchor, Wu Xiaobai served as Wu Jinyan's assistant broadcast this time, which largely made up for Wu Jinyan's lack of professional ability and rhythm control.

If there is no Wu Xiaobai, Wu Jinyan broadcasts alone, and the conversion rate is at most one to two points.

It can be said that Wu Xiaobai's blessing doubled the conversion rate of Wu Jinyan's first live broadcast!
Doubling the conversion rate is basically equivalent to doubling the sales. Needless to say, its value.

However, Wu Xiaobai contributed so much, but the revenue from this live broadcast will not give him a single point.

It seems a bit unfair to do so.

However, this is just the appearance.

Wu Jinyan's first broadcast has huge traffic, as long as he can show his face in the live broadcast room, it will be of great benefit, let alone staying in the live broadcast room for the entire live broadcast.

Wu Xiaobai and Wu Jinyan live broadcasted for seven hours, and the audience exceeded [-] million!

With this kind of exposure, if there is an open recruitment of assistant broadcasters, anchors with mid-waisted goods all over the country will flock to them. At that time, let alone asking for money, they will probably be willing to put money in it!

Therefore, although Wu Xiaobai didn't get a share, he gained a lot.

With this exposure, when he broadcasts live by himself, his popularity will definitely be much higher than usual.

For a professional streaming anchor, popularity is money.

Extra popularity equals extra money!

The average customer unit price is 82.2 yuan.

Compared with Li Chuan, this data is also a bit low.

However, this is also normal.

Wu Jinyan's first live broadcast, there must be a lot of low-priced welfare products to attract fans and convert traffic.

There are more low-priced welfare products, which will naturally lower the average customer unit price.

At the same time, it will also have an impact on the average profit margin.

The average profit margin of Wu Jinyan's first live broadcast was 29.6%, which was about five points lower than that of Li Chuan.

This data is basically in line with previous expectations.

In terms of profit:

The sales volume is 2.82 million, and the average profit margin is 29.6%. After deducting the platform service fee and returns, the calculated profit is... 7503.9 million.

7503.9 million is not the company's net profit, because Wu Jinyan still needs to be divided.

Half a year ago, Li Chuan spent 800 million yuan to buy Wu Jinyan's short video brokerage contract and live broadcast brokerage contract from Huanyu Film and Television... The entire transaction process only involved transfer, and did not modify the content of the contract.

Therefore, Wu Jinyan's shares in Sanmu Network and Huanyu Film and Television are the same.

Wu Jinyan previously signed a contract with Huanyu Film and Television with a share ratio of 30% (Wu Jinyan 30%, Huanyu Film and Television 70%).

Therefore, her share of the contract with Sanmu Networks is also 30%.

7503.9 million multiplied by 70%, and then subtracting a part of the operating team's profit share, is the net profit of Sanmu Network.

This number is about 5000 to two million.

A net profit of 5000 and [-] million is enough to satisfy Li Chuan and the entire company.

This time, the account not only recovered the cost in one go, but also made a huge profit of 400 million (5000 million and 800 million minus [-] million).

More importantly, this is only Wu Jinyan's first live broadcast.

Follow-up, there will be a second, third, fourth...

It is impossible to estimate how much profit will be made in the end.

From this point of view, Li Chuan's move to buy Wu Jinyan's short video brokerage contract and live broadcast brokerage contract can be said to be extremely wise.

Of course, now is not the time to be happy.

Wu Jinyan has just finished the first live broadcast, and there is still a lot of work to be done.

The first is the work of public opinion guidance.

Wu Jinyan's first live broadcast sold nearly [-] million yuan. In the eyes of many people, this is the rise of another head-selling anchor.

The rise of every head-carrying anchor will be accompanied by many controversies.

Those small owners of physical stores, shop landlords, traditional e-commerce practitioners, competitors in the live delivery industry, and passers-by viewers who are not used to live delivery will all flock to them and become keyboard warriors and gossip online.

Therefore, Wu Jinyan's current public opinion situation is very severe.

If she is not guided and allowed to develop, her reputation will definitely be affected.

Li Chuan was well aware of this, so he focused on this issue at the meeting.

After the question was raised, everyone discussed it for more than an hour, and finally formed a more detailed public opinion guidance plan.

The plan was implemented by Wang Chengyong, assisted by Zhu Chenwei, and several employees were transferred to monitor the public opinion on the Internet in real time.

After discussing the work of public opinion guidance, the next issue was about Wu Jinyan's follow-up live broadcast planning.

Wu Jinyan's follow-up live broadcast planning is a rather complicated job, which involves a lot of things, but there are two key points, namely the live broadcast operation team and the live broadcast time.

In this live broadcast, Wu Jinyan's operation team consists of most of the employees of the e-commerce department and the administration department, with a total of more than 150 people.

Such a huge team can guarantee that Wu Jinyan will have no problems during the live broadcast, but doing so is not a long-term solution.

After all, the e-commerce department and the administrative department still have other work to do, so it is impossible to stay with Wu Jinyan at any time and help her deal with various problems.

Therefore, during Wu Jinyan's subsequent live broadcast, the operation team must make adjustments.

Regarding this issue, Li Chuan discussed with Wang Chengyong, Zhu Xiaomin, and Wu Jinyan himself for more than half an hour, and finally decided to temporarily expand the "Wu Jinyan Team".

Wu Jinyan has a live broadcast operation team dedicated to himself. The team is in charge of Zhu Xiaomin. It has six employees and has been fully recruited.

It stands to reason that this team should be responsible for Wu Jinyan's live broadcast, and no one else has to worry about it.

However, it was Wu Jinyan's first live broadcast after all, and Li Chuan and Wang Chengyong were not at ease, so they sent a huge team of [-] people over.

Now that Wu Jinyan's first live broadcast is over, Li Chuan is relieved a lot, but he is also completely relieved.

Therefore, he decided to transfer more than a dozen people from the e-commerce department and administration department to temporarily join the "Wu Jinyan Team" to help Wu Jinyan's subsequent live broadcasts.

This temporarily expanded team will not last too long.

Li Chuan expected it to be one month.

He felt that within a month, all aspects of work could be sorted out.

After the work is straightened out, he will disband the dozen or so people who temporarily joined the "Wu Jinyan Team" and let them return to their original positions. Wu Jinyan's follow-up live broadcast will be taken over by a team of six led by Zhu Xiaomin. By then, all work will be on the right track.

In addition to the operation team, the planning of the live broadcast time is also very critical.

In this regard, Li Chuan and others also discussed for a long time, and finally decided to let Wu Jinyan, like Li Chuan, adopt the method of "broadcasting once a week".

There is one live broadcast every week, so this one must be held on weekends when there are many people.

And in order not to compete with Li Chuan for traffic, he had to avoid Saturdays.

So, there are only two choices, either Friday or Sunday.

Li Chuan handed over the power of choice to Wu Jinyan, and let her decide which day to broadcast live.

After some deliberation, Wu Jinyan finally chose Friday.

In this way, Wu Jinyan's live broadcast time was confirmed.

Every Friday night at [-] o'clock, she will broadcast on Douyin.

(End of this chapter)