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梁建章、董明珠、李彦宏......谁能站上《直播101》的C位?

摘要: 人均年过半百,熬夜直播好努力。

wen|shenxiang,zuozhe|xiaxiaoqian

彩票平台5yue15ri,yigeputongdezhouwu,baidugongsidongshizhangjianceoliyanhongchengweizoujinzhibojiandezuixinyiweidalao。

彩票平台butongdeshi,zheichangzhibobuweimaihuo,yao“daizhishi”,zhuyaoshiliyanhongzaifenxiangshudan,tuijianshujihuobaokuoshangzhangushi、wuxiaxiaoshuo、zhiwuzhuzuodeng。buguo,zhibokaishiqian,yanjiyoubajiaxianxiashudiande1000fenliyanhongshudanmanghejiuyijingbeiqiangkong,congzheigejiaodushangkan,liyanhongyesuanshidaihuole。

zheichangzhibokaibo10fenzhong,canyurenshutupo100wan;zhibojieshushi,zhibocanyurenshuchaoguole927wan。liyanhongyikaitoujiujieshaozijixihuankanzhibo,tahaizaiduitanqijianshuo: “jianglaiyourenyuanyilaibaiduappdaihuoyeshimeiwentide”。lianxidao5yue13ri,baiduguanxuanzhongjinjiamayizhishiweihexindebaiduzhibo,jiangnachubaiyiliulianghe5yibutie,dazaoyiqianweidemingxingzhubo。liyanhongcifanzhibozuiwengzhiyibuzaijiu,weideshizhantaizhiboyewu。

tongyiwan,gelidianqidongshizhangjianzongcaidongmingzhukaiqidisanchangzhibo,dadangwangziruzaijingdongzhibo;tongshi,“hulianwangzhimingxiangshengbiaoyanyishujia”luoyonghaozaidouyinzhibodezhibozhunshikaichang,liyanhong、dongmingzhu、luoyonghaobeixichengwei“zhibosantuanhuo”,wangyouweiqijiashanglanglangshangkoudetouxian,ruhaohaodangdangluoyonghao、dongdongqiangqiangdongmingzhu、honghonghuohuoliyanhong,zhuanzuguanzhudu。

jinnian,yuelaiyueduoxianshishijiedalaodapociyuanbizoujinzhibojian: dongmingzhu4yueshoucizaidouyinzhibo;xiechenglianhechuangshiren、dongshijuzhuxiliangjianzhangzhibodaihuo;yangshimingzuizhuguangquandadangdingjitaobaozhubolijiaqikaiqizhibo... ...zhibojiandalaoyunji,xinjiaruzhiboxingliede“dingliu”haizhenbushao。

彩票平台jiuzaishanggeyue,souhugongsidongshijuzhuxijianceozhangchaoyangyeshuole5yueyaokaishizhibodaihuo;xiaomijituandongshizhangjianceoleijunyezai5yue15ricanjiadehuodongshangtidaozhiboshigehaoxingshi......yexubujiuzhihou,guanzhongguanxindejiushinaweilaobanhaimeiyoujinruzhibojianle。

彩票平台yuanbenshishangjie、meitijiehufenghuanyudedalao,zoujinchaojiediqidezhibojianhou,sheiyingle?rujin,dalaomenzigaofenyongcanjiale《zhibo101》,niyaopickshei?

直播间带货哪家强?

彩票平台xiangxiangyixia,zaigezhongchanpinfabuhui、xingyefenghuishangkankanertandelaobanmenzoujinzhibojian,shishenmeyangzi?

“geweibaobao,shouxianlaikanwuyi‘renshanrenhaitopbangdan’。zhongqingyongjizhishujinwei40%,guizhouyongjizhishuwei39%,guangxi35%,xinjiang33%。zhejiangweiyubangdandi10ming,yongjizhishuzhiyou24%。”4yue29ri,liangjianzhangyibianmaimeng,yibianyongboyinqiangtuijianjipiao,cishiyijingshixinjinrenqizhubo。

彩票平台liangjianzhangsuanshibijiaozaojinruzhibojiandeshangjiedalao,yanranjiangzhibodangchenglezijidezhongyaogongzuo,meicizhibodoujingxinzhunbeibutongfenggedefushi,bingtiqianzuolegongke,yongshujushuohua。shoumaidechanpinyebuzhishi“jiudianyizhangchuang”,hainingyanguantesebaiqieji、yutoutangfenfenshangzhen,liangzhubohaihuiyongningbofangyanjieshaochanpin,zai“jiediqi”zheifangmianxialebushaogongfu。

liangjianzhangjuexin“zhuanye”denulibeifensikanzaiyanli,yijingyouyiqunyonghuhuidunshouzhibojiandengtachuxian,xiaoshouchengjiyechengdeshangyouxiu,xiechenggongbudeshujuxianshi,liangjianzhangcanyudeqianqichangzhiboxiaoshouzongeda2yiyuan,zuikuaiyixiaoshimaidiaojiazhiqianwandejiudiantaocan。5yue6ridedibachangzhibozhong,zeyongyixiaoshimaichu8wanjianjiudiankefang。

彩票平台dagaishichedifangfeizicaipiaopingtaile,xiechengdeguanfangshipinhaofangchulelaobanyibianchang《tixilinbi》、yibiantiaohaicaowudeshipin。kanzheneiweibengbengtiaotiaodezhongnianrennachujixiangwushuo“yongxiecheng”,erbushishuo“caipiaopingtaiweizijidaiyan”shi,guanzhongfenfenliuyan“yigetaipinle”“bushiliangzongzhenmianmu”“kandexiaozhongdailei”,rangrenjihuwangjitaciqiandegonggongxingxiangshi“fanduijihuashengyudedoushi”、zhangqixiezhuanlanderenkoujingjixuejia。

liangjianzhangrucitouruzhiboyuanyinjiandan: yiqingqijian,lvyouxingyedashouyingxiang,juxiechengjituanyuji,2020niandiyijidu,jingyingshoutongbixiajiang45%-50%,yunyingkuisunkenengchaoguo17.5yi-18.5yiyuan。weilezijiuyeweiletuidongxingyefusu,xiechengtuichufuxingjihua,yushougeleilvyouchanpin,yiwanhuisunshi。liangjianzhangdeshouchangzhibojizailvyoufuxingvjihuafabuhoujinxing,erzhibodemudeyeshifenmingque,jiushidaihuo。

第八场直播,梁建章粘上了假胡须

dibachangzhibo,liangjianzhangzhanshanglejiahuxu

zaixiechengmianlinjudakaoyandebeijingxia,liangjianzhangfangxiashenduanqinfenzhibo,shouhuoleyibohaoping。

和梁建章主要卖票和优惠券类似,董明珠直播也是为了卖货——格力电器生产的各类产品。

4yue24ri,dongmingzhushoucizhibodehezuopingtaishidouyin,butongyuluoyonghaozuozaizhuoziqian,dingdianjiweijiangjiedefangshi,dongmingzhupeibeilezijiandezhibotuandui,quanchengbianzoudongbianzhibo,dadangshidouyinzhiminglvyoukolxiaoxiaosha。

精心的准备却遭遇猝不及防的“翻车”现场,直播中出现长达十多分钟的卡顿,评论区“卡”字刷屏。直播观众调侃“格力没有掌握核心科技”,这类上升到品牌核心竞争力的调侃实际上很有杀伤力。最终所有格力产品的销量不到300件,总销售额23.25万元,卖得最好的产品是售价139元的充电宝。


4月24日,董明珠在抖音直播

彩票平台4yue24ri,dongmingzhuzaidouyinzhibo

zaibangeyuehoudekuaishouzhibodaihuozhong,dongmingzhuzhuanbiandafa,jiangzhuanyedeshijiaojizhuanyederenquzuo——zaijieshaowanzhazhiji,jiuyinyuehaodecaifangxianxinglikaizhibojian,erhouyoukuaishoutoubuzhuboerlv、lvsaopingrongyijilixinjiangjie。

kuaishoujiyuleqianwanbutie,rugelijinbeiiibianpinkongdiao,yuanjia15899yuan,butiejineda6900yuan,shijishoujia8999yuan,xiangdangyu5.4zhe。jiagexiadiao,gelikongdiaobuchoumaile,yikuanbutiehoushoujia1799yuandekongdiao,shouchujin7wanjian;dongmingzhudierchangzhibozongxiaoshoujinedadao3.1yiyuan,zheigeshuziyuanchaoluoyonghaoshouchangzhibodaihuodechengji,“dongxiaojie”yixueqianchile。

更重要的是,3.1亿元也相当于董明珠线上店一整年的销售额。董明珠曾透露,2019年格力电器线上店的销售总额为3.5亿元。加上5月15日这场,董明珠在22天里进行了三场直播,格力转型的决心很坚定。

彩票平台5yue15ridejingdongzhiboshidongmingzhudedisanchangzhibo,juxi,5yue15rishigeliruzhujingdongshizhounianderizi。dongmingzhudecicizhibodadangshikejibozhuwangziru,houzhehaicengjingheluoyonghaozhankaikoushuizhang。

直播现场,两人测评了包括空调、冰洗、生活电器等逾几十种格力产品。截至15日晚上11点,直播间显示,有733万人观看,收获2791万点赞。据格力电器公布的数据,当晚8点开始,晚上11点20分直播结束,成交额突破7.03亿元,创下家电行业直播带货史上最高成交纪录,背后是66岁的董明珠基本没休息的三个多小时直播。分产品看,凉之夏空调销量超过15万套,晶弘冰箱销量是4月日均销量的十倍。

彩票平台cong22.53wanyuandao7.03yi,congbeitucaodao700duowanrenguankan,nixidedongxiaojienianyaleyizhongxuanshou。dandongmingzhuhuoxurengranbuhuibaxianshangzhiboxiaoshoudangchengzhongxin。

加入直播带货行列之前,4月1日,董明珠在接受央视财经采访时表示,直播带货这是一种新模式,大家都往这个方向走的时候,彩票平台依然还是坚持彩票平台的线下,随着疫情转好,线下还是要把它做起来。董明珠称,自己不愿意因为转向线上销售,让格力五六十万线下门店的销售人员失业。5月15日的直播中,董明珠提到要做新零售,线上和线下结合,通过自己做直播,让线下三万多经销商加快线上步伐。

和董小姐不一样,创业未半、转业直播带货的罗永浩就没有“线上”还是“线下”的纠结,而且带货成绩江河日下。

laoluoguanxuanshishoudaolezhaoshangzhengquanyifenyanbaodeqifa,juedingzuodianshangzhibo。baogaotidao,2019nianzhibodianshangzonggmvyuechao3000yiyuan,weilaiyouwangchongjiwanyitiliang。2019niantaobaozhiboyindaochengjiaogmvchao1000yi,shuangshiyidangtiantaobaozhiboyindaochengjiaogmv 200yi,chao50%taobaoshangjiatongguozhibohuodezengzhang,weiyashuangshiyidangrizhibogmv27yi。beiyanbaozhongmiaoshudemeihaoshichangxiyinhou,dazhongkandaolexianzaizheiweiyongjinhunshenjieshulaixifen、daihuodeluoyonghao。

彩票平台5yue15ri,luoyonghaojixuhedadangzhuxiaomutuichulediqichangzhibohuodong。xindoushujuxianshi,guanzhongfengzhirenshudadao32.33wan,chaoguoleshangyichangdefengzhi,shangpinzongxiaoshouewei2540.2wanyuan,xiangduidiliuchang2853.3wan,yuejianshao313wan。

彩票平台ciqian,「shenxiang」zongjieguoluoyonghaodewuchangdaihuochengjicongdisichangzhibokaishi,banjiayixiandapaikuaixiaopinpaijibenshangjiuchenglelaoluozhibojianfulixiang,luoyonghaoyizhizaizijitieqianjiangjia,meichangbutiedashangbaiwan。

zuowei“manyueli”dediwuchangtebiepian,jiduchuxian“lianjiebengkui”dezhuangkuang,xiaoliangdafuxiadie,jiezhi5yue2rishangwu,xindouxianshikejiancedaodelianjiezongxiaoshouejinwei2754wanyuan,xiangduidisichangxiaoshouejianban;jiezhi5yue15ri,xindougengxinhoudexiaoshoueshujuwei4376.87wan,xiangduidisichanghaishijianshaolejiangjin700wanyuan。

截至5月15日,新抖显示的罗永浩第五场直播销售数据

彩票平台jiezhi5yue15ri,xindouxianshideluoyonghaodiwuchangzhiboxiaoshoushuju

zairenqibuduanxiahuadeqingkuangxia,luoyonghaodefangfashineirongshangjianghaoduanzixiyinfensi,5yue15rizheichangzhibozhong,maichedeshihou,luoyonghaojiangduanziyuelaiyuedexinyingshoule,tashuo: “dajiayinggaileyujiandaocaipiaopingtaifanche,yinweifancheshoushangdeshicaipiaopingtai,shouyideshinimen,suoyinimenyinggaigulicaipiaopingtaishuo,laoluo,kuaidianfanche。”tongshi,shangjiashangpinshuliangtishengzhi41ge,xiaoshoushuliangzuiduodeshishoujia14.9yuandedaliyuanbinggan,xiaoliangyue1.97wanjian。

从第一场直播到现在,“翻车”不断已经成了老罗直播的硬伤,因此道歉成了固定动作,粉丝已经见怪不怪,“翻车翻得越狠,人设站得越稳。”大概是因为态度比较诚恳,有完整的售后流程,罗永浩的直播观看量虽然少了,用户口碑却没有持续“翻车”。

彩票平台chuleshangjiedalaohetoubu“wanghong”wai,haiyouyixiechuanmeixingye“dingliu”yepaodaolezhibojian,yuqiyejiaxiangbi,koutiaohaodezhuchirendagaishizuishanzhangtuijianheanlideren,kouwuniancuoshangpinpinpaimingzi、shouwubiaocuojiagedecuowujibenmeiyouchuxian。

4月初,朱广权和李佳琦搭档的“小朱配琦”组合成功出道。直播间内,因为朱广权的中国好舌头,战斗力过于旺盛,“人间唢呐”李佳琦都有点接不住话。两个多小时的直播过后,卖出了价值4014万元的商品。评论点出了精髓: 老罗直播是刷屏级的无聊,小朱配琦是刷屏级的笑点。

彩票平台5yue1ri,yangshixinwenlianshouguomeilingshousangexiaoshidezhibo,chuangxialedanchangzhiboxiaoshou5.286yiyuandequanwangzuigaoxiaoshoujilu。zheiqizhong,zhubodenenglianggongbukemei。zhuguangquan、sabeining、kanghui、nigemaitizheisiweiyangshizhuchirenzuhe“yangshiboys”,zaizhibojianchudao,beichengwei“dibiaozuiqiangmaihuotiantuan”。

nongmeidayandeyangshizhuchiren,zhibomaihuodezhuanyeduyebijiaoshourenke,zhuchirendedadangyebuxianyutongshihezhubo,haiyoumingxing。biruouyangxiadandadangwangzulan、zhengshuang、caimingyiqizhibo,jiuchuangzaochuleyouxiudechengji,lianggexiaoshidaihuo6100wan。

keyikanchu,buguanshiluoyonghao,haiyangshizhuchiren,gongxingshiduiyuyijingyoufensijichudekol,keyitongguoxiaoshouhuanjiezhijiebianxian,erbuyongcanyupinpaicaipiaopingtaihechanpinshengchan。dan“zhibobushiyichuizimaimai”,xiangduilaishuo ,pinpaichuangshiren、gongsilingdaoren,jiuyaosikaogengduo。

大佬变身“李佳琦”的背后

zhibodaihuozaixianshangxiaoshouzhongdezhongyaoxingyijingchengweigongshi。zhongguohulianwangluoxinxizhongxinriqianfabude《zhongguohulianwangluofazhanzhuangkuangtongjibaogao》xianshi,jiezhi2020nian3yue,caipiaopingtaiguowangluogouwuyonghuguimoda7.10yi,zhanwangminzhengtide78.6%;dianshangzhiboyonghuguimoda2.65yi,zhanwanggouyonghude37.2%。

彩票平台zaizhibojianli,mianduixiaofeizhe,zhubodoushipingdengde。wangluohongren、mingxingyirenzhiboyijingjianguaibuguai,zhongnianshiyeqiyejia、dagongsizhangmenyejiangzhibodaihuozuoweixinjineng,zaiyifangzhibojianli“shuoxuedouchang”,dantamentongyangyehuizaoyuhuatielu,erqiezhiyaoyouyicijiuhuibeijizhuhenjiu。

彩票平台2018nian6yue,dangshihaimeituixiudealibabadongshizhangmayuntuijianle《caipiaopingtainengshuofurenheren》,zheibenshujingxuanletasanshiduonianlaizaigechanghe、gelingyudejingcaiyanjiang,yicizhanxiantadeshuohuazhidao。

彩票平台2018nianshuang11,mayunzhibotiaozhanlelijiaqi。lijiaqishuozijishi“kouhongyige”,mayunchengzijiwei“kouhongdage”,zuihoumayunchenggongdaihuo10zhi,lijiaqidezhanjiwei1000zhi。jingciyiyi,dajiadouzhidaole,mayunshuofubulexiangmaikouhongderen,jikanzhongshijichanpinxingjiabideputongxiaofeizhe。

那么,为什么明知道直播带货效果不一定好,还要亲自下场呢?有人戏谑地称之为“不务正业”,实则有公司战略的深层考虑。公司高层领导人对外界传达的形象非常重要,对于这些打破次元壁走进直播间的大佬们而言,走进直播间有疫情下的无奈,放下身段已经是一种胜利。

对于梁建章、董明珠等企业家来说,他们不是专职主播,直播带货意味着彩票平台品牌内涵和提升品牌知名度,单场直播的销售额并非那么重要,现在取得的销售额成绩也有平台大量补贴的帮助。

彩票平台liangjianzhangdezhibohenzhongyaodejiazhishigulicongyezhezhenzuoqilai、xiyinputongxiaofeizheguanzhuxiecheng。

彩票平台shejiaomeitishang,yourenpingjialiangjianzhang,shuotafuhe《shaonian》degeci,"caipiaopingtaihaishicongqianneigeshaonian,meiyouyisisigaibian,shijianzhibuguoshikaoyan,zhongzaixinzhongxinniansihaoweijian”。hennanxiangxiangyourenhuiduixizhuanggelvkankanertandelaozongjichuzheizhongpingjia,zhengyinweichedifangxiajiazi,guanzhongfanercongxingge、xueshidengfangmianzhongxinrenshiledalao。jiangpinpaihelingdaorendexinggexianglianxi,yonghuduipinpaidehaogandujiushangshengle。

彩票平台dangran,liangjianzhangbushiwanquandemofansheng,duiyutadezhiboyebufatucaosheng。

zoujinzhibojianjieshouzhuduomuguangde“shenyue”,qishiyexuyaoyongqi。changshi、fanche、diaozhengheyouhua,zheiyeshizuochanpinbijingdeguocheng。

彩票平台“caipiaopingtaibuxiangyongdaihuozheilianggezi,caipiaopingtaixiangyongzhenchenggandongbieren”“jinnianyiqingzuidadeganshoujiushishouleliujin”“yaohehuyuangong,bunengcaiyuan”——xinjinzhibodaihuonvwangdongmingzhushoudaohuanyingyehetayiguangengzhi、shuanglangdexingxiangmiqiexiangguan。

彩票平台zhibojianyeweirendaozhongniandechenggongqiyejiamentigonglechudagengduo“houlang”dejihui,kandaodalaomendouzheimepinqinzixiachang,qianlanghehoulangdexinlihuoxudouhuiyongshangyiju“dajiadouburongyi”。

从结果看,老板亲自直播,不假手于人,给员工、用户带来的好感度是在加深的。直播或许是能帮助加强品牌力的手段之一,衡量多重因素后,大佬直播收获仍然远远大于付出。

zaijinqiyangshijubande“caipiaopingtaidefugongdadan”zhibohuodongshang,dongmingzhubiaoshi,“yiqingduigelidianqilaijiangtongyangshoudaojudadechongji,yigejiducaipiaopingtaijiushaolejibaiyi;danshiduijingjiyingxiangbuyaojiandankanyigejingjizhibiao,zaizheiciyiqingdangzhongsuoxiaoshoushujujianshao,danshicaipiaopingtaidepinpaililiangshijiaqiangde。”

彩票平台suiranpinpailiyouduozhongyinsuyingxiang,danxiangwaijiechuandiqiyejijixingxiangdezhiboyingdangshizhulizhiyi。duidongmingzhuzhibojiandechanpinjinxingfenleihuifaxian,dierchangzhibozhiyousankuanchanpinshiguanyukongdiaode,qiyushigeliqixiagezhonggeyangdexiaofeidianqi。“xuduoxiaofeizherenweigelizhiyoukongdiao,caipiaopingtaixiwangrangdajiazhongxinrenshigeli。caipiaopingtaibujinyoukongdiao,haiyoushenghuodianqidengduolingyuchanpin。”

彩票平台danshi,zhubodegerenmeilihenzhongyao,querangweiyuchanpin。zhibodaihuodexingyeluoji,shizhongyaokaojizhixingjiabixiyinyonghu,youcizaochenglexindewenti,zhonggaojiaweidefeibixupinpinpinjiangjiarongyiyinfaxiaofeizhefandan。

彩票平台tongyangdedaoliyeshiyongyutesila、xiaopengqiche。heimaotousupingtaishang,youxiaofeizheyingelikongdiaojiagebiandongtaipinfangandaofennu,yourenxiedao,“budaosangeyuechajia1500kuaiqianbufuhedaxingjiadianshichangguilv。”zaiyiqieyixiaofeizhexinuweihexindeshidai,pinpaibunengbuzhongshizheixiekoubeiwenti。

dongmingzhuzhiboshicengshuodao。“zhiboshixingshidebianhua,zuizhongyaohuiguidaozhizao,yejiushichanpinbenshen。meiyouhaodechanpin,wulunbiaoxianfangshiruhe,zuizhongdouhuishiqugenji。”

dalaomendaihuo,yezhishixingshi,genyuandoushizaizhantaihexuanchuanpinpai,bingrangqiyexingxiangnianqinghua。danzheigeguochengfeichangrensuonengkangdexialai,daodisheinengnifengfanpan,zhanshangzheidang《zhibo101》decwei?

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    彩票平台03niandefeidianchengjiuledianzishangwu,20niandexinguanfeiyanchengjiulezhibodaihuo。cduandexiaoshouyuelaiyuezhuzhongqudaohexiaoshoumoshi,sishierfeidexiaoshoujiqiaohegezhongtaoluzhujiandanhua。hulianwanglongzhaoxiadebianpinghuahuanjingrangyiqiedoubiandeyuefatouming,liyongxinxibuduichengyoushihuolijilvyuelaiyuexiao,xiaoshouguochengzhengzaibuduanyouzhongshi“shu”zhuanbianweigengjiazhongshi“dao”。

    2019-05-16 15:07 via android

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