Shulou(Shulou.com)11/24 Report--

On October 25, at 18:00 on October 24, Luo Yonghao warmed up his debut on Taobao. About 10 minutes after the official start of the broadcast, the number of viewers in the live room exceeded 10 million. Official figures show that on the night of Luo Yonghao's premiere on Taobao, there were a total of 26 million viewers in the studio, second only to Li Jiaqi.

That night, Luo Yonghao Taobao live room a total of more than 150 items on the shelves, Li Jiaqi is online more than 290. Taobao Live officially did not disclose the anchors' sales data that night. Statistics show that on the first day of pre-sale, Li Jiaqi's GMV significantly broke last year's record, and Luo Yonghao brought a total of about 210 million yuan.

Judging from the sales data, Luo Yonghao's studio, which meets the "needs of men", does not seem to have opened the wallets of male consumers in all directions. Some netizens said bluntly that Lao Luo could not pry a man's wallet. In the face of controversy, the staff related to making friends said in an interview with the media that Luo Yonghao did not want to fight for "number one brother", but had a long-term plan.

At 18:00 last night, Luo Yonghao and his old partner Zhu Xiaomu appeared in the Taobao live broadcast room on time with more than 10 million views on the premiere of Taobao. Coca-Cola worth 9.9 yuan, three squirrel cookies worth 1 yuan, and 3 bottles of craft beer worth 1 yuan were pre-sold live on November 11. An hour later, the number of viewers in Luo Yonghao's studio exceeded 5.5 million, and two hours later, the number of viewers exceeded 10 million, with a rapid growth rate.

Due to the adjustment of the display mode in the Taobao live room, the top number of viewers is only displayed as "10 million +". That night, the number of viewers in the live room of Taobao's head anchor almost exceeded 10 million, including Li Jiaqi, Bee surprise Society, Lin Yilun and so on. Luo Yonghao once pointed out that he ranked second in the process of oral broadcast, and he also fell from second to fourth, and then rose to second.

A number of netizens said that Luo Yonghao could be seen on the Taobao live page, the top of the Taobao recommendation page, and the opening ads on Weibo that night, and he had a more sense of existence than Li Jiaqi. It is reported that Taobao will give Luo Yonghao 50 million UV (Unique Visitor, the number of unique visitors) on the same day, but this news has not been officially confirmed.

As a former "Brother Douyin", Luo Yonghao has a wealth of experience in the field of live streaming, but when he first arrived on Taobao Live, there were still some cases of "disobedience to soil and water".

As the whole live broadcast will be on the shelves of more than 150 items, the overall pace is too fast, basically 1-2 minutes to introduce a product link. Such a high-frequency product introduction, so that the PPT switch behind the big screen often can not keep up with the rhythm, Luo Yonghao once went out of the studio to communicate with colleagues. In addition, some users reported that the lucky draw time was wrong, the teleprompter content was missing, and so on.

For frequent mistakes, Luo Yonghao said bluntly, "I am a newcomer in Taobao live broadcast, the rules of the platform are more complex, made a lot of mistakes." At the same time, he promised, "mistakes in the studio will not affect consumers, but we will be humiliated." Luo Yung-Hao also lamented many times that when he used to sell things in other places, everyone would ask him to "have a try," but today's friends all come and buy, and then go.

However, the feedback from consumers does not seem so good. Some consumers reflected on the official account of making a friend, "the welfare form of this wave of Tmall is extremely poor. I can't find a link to buy something, the new link is in a mess, I can't come over with many categories, and I don't know the price of buying a mobile phone." Some netizens said, "I feel the same way. I grabbed a tissue that said 1 yuan when I went in. When I paid the money, it turned out to be 8.9, and I returned it." Another netizen said, "I feel that the price of goods is not cheap."

The transaction volume is less than that of Li Jiaqi and Luo Yonghao, who does not want to be the "first brother" among the "four kings of live streaming with goods". When Luo Yonghao moved from Douyin to Taobao, people will inevitably compare it with Li Jiaqi. In terms of popularity, Luo Yonghao quickly gained 2.53 million fans for Taobao live account in less than 5 days, which is not prosperous, while the transaction volume is far from Li Jiaqi.

Statistics show that on the first day of the pre-sale of Tmall's Singles Day, Li Jiaqi's live studio GMV significantly broke last year's record of 10.6 billion, and Luo Yonghao brought a total of about 210 million yuan. According to the disdain chain of "women > children > dogs > men" spread in the consumer industry, this result does not seem to be difficult to understand.

That night, Li Jiaqi brought a special make-up show, while Luo Yonghao mainly took care of the needs of men, including mobile phones, 3C digital, home appliances, drinks and sportswear. Take the essence of Luo Yonghao and Li Jiaqi's live studio, which is sold for 760 yuan at the same time, as of 23:00 that evening, the former had less than 100 orders, while the latter had more than 50,000 orders.

One user said, "it's not a very bad performance for Luo Yonghao to sell a very small amount of skin care products. First of all, the male squatting studio is mainly for 3C products, and then someone who wants to buy a set of skin care products may be told by his wife / girlfriend,'I have ordered a set of skin care products for you in Li Live Room. You can make up the order for 6800'. Forget it."

However, apart from mobile phones, Luo Yonghao's other 3C products are not very outstanding. As of press time, the PICO 4 VR all-in-one machine has a reservation of more than 100 units, while a Lenovo laptop sells only 46 units a month, which is not a small gap with the ideal transaction volume. On the other hand, two family heirloom gold bars and some drinks in the studio were snapped up and sold out early.

Some industry insiders said that the performance of Luo Yonghao and Li Jiaqi on the first day of pre-sale of Tmall's Singles Day holiday is not comparable. Li Jiaqi is a professional live shopping guide, while Luo Yonghao is more of a spokesman for making friends, and live streaming is not the focus of Luo Yonghao's work.

In mid-June, Luo Yonghao announced his "retirement" and would participate in the live broadcast as an anchor, but would devote more energy to starting a business in AR (augmented reality). Recently, it was revealed that Luo Yonghao's new start-up company Xihongxian has completed 400 million yuan of angel round financing, led by Meituan Dragon Ball, Matrix Partners, Lanchi Venture Capital and other nine institutions. At present, the valuation range of thin red line is 10-1.5 billion yuan.

It is reported that during Tmall's Singles' Day, Luo Yonghao will personally do three live broadcasts to bring goods, respectively, on October 24, October 31, and November 11, corresponding to the key points of pre-sale, launch and payment of Singles' Day. As for the development after Singles Day, some industry insiders believe that there is a high probability that it will copy its development path in Douyin and hand over the home court to make a friend.

The staff related to making a friend also said in an interview with the World online Merchants that making a friend and Luo Yonghao will live on Taobao, but they don't want to be a brother. The company's strategy is mainly to institutionalize the operation and stabilize its foothold in Taobao Live. This is consistent with the development strategy of Oriental selection, which is multi-platform, multi-channel and multi-product delivery.

However, for consumers, whether it is Luo Yonghao or making friends, if they want to pry open their wallets, they still need quality goods and beautiful prices.

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