Today is the annual "Double Eleven · Shopping Carnival Day". As the fan economy extends to the delivery anchor circle, live delivery has become the shopping form that major e-commerce platforms strongly promote this year. In the era of fan economy, for consumers, what they consume is not just a product, but also a kind of love, which is the effect of fan gathering. With the rise of many web anchors such as Wei Ya and Li Jiaqi, every product can be given an "Internet" atmosphere. The anchors have turned into Internet marketers, and they can directly promote product sales through their webcasts. Behind the sales performance is the credit of the fans, the mainstay of the fan economy.
Online live broadcast brings goods, a shopping model closer to the psychological distance of fans
The rise of live video streaming in the past decade has made the fan economy model increasingly mature and diversified. The business model of webcasting with goods is gradually improving. Through live broadcasts, more and more network anchors have begun to gain fans of a certain size. The relationship between the cargo anchor and the fans is getting closer and more equal, and even the status is reversed. Compared with celebrities, fans are often projections of their ideal selves. Grassroots anchors who bring goods tend to be closer to their real selves and have a closer psychological distance. Compared to "chasing stars", direct "face-to-face" live communication is more attractive.
Live webcast with goods, the emotional monetization orientation of the fan economy
In live streaming, the emotions of fans affect their consumption decisions, and emotions and relationships are ultimately directly “monetized”. Fans have invested more time, energy and emotion in bringing goods to the anchor. Whether it is by purchasing products recommended by the anchor to prove their love, or embracing the brand symbol as a belief, fans are devoting themselves to their consumption. Emotions. This is actually reflected in the sales performance of the major cargo anchors:
Last weekend, at the third China International Import Expo, CCTV opened the live broadcast of the Expo for the first time on the bank of the Huangpu River. Through the "CCTV anchor + network delivery anchor" Kang Hui + Li Jiaqi, Zhu Guangquan + Wei Ya's combined delivery model; after two live broadcasts in two days, the total number of live broadcasts exceeded 50 million views; the sales of goods in five European countries exceeded 10 million Yuan, total sales exceeded 140 million Yuan. Among them, the sales of goods in France exceeded 43 million yuan, ranking first in the five countries, and the sales in Italy and Germany both exceeded 30 million yuan~ "Hui Chang Qi Miao" + "Quan Wei Certification" also made the headlines of CCTV news!
Live webcast with goods, more possibilities for commercial value discovery
With the strong fan base behind them, the anchors quickly became popular, and their value points were gradually discovered, and their respective market commercial values became increasingly prominent.
Recently, Li Jiaqi and Wei Ya, the hottest brothers and sisters in the live streaming industry, have also started their cross-border journey:
Li Jiaqi first participated in the first recording of the fourth season of "Tucao Conference", showing us the side of the poisonous tongue; this summer, he joined the support group of "Sister Riding the Wind and Waves", making crazy calls for the Lang sisters; more recently Ushered in his first variety show, and became a resident guest of Mango TV variety show "What about her emotions"; in conjunction with this year's Double Eleven, he also released the single "Buy It".
As for Wei Ya, we can see her in more and more popular variety shows. Go to Mushroom House to participate in "Longing for Life", partner He Jiong and Huang Lei to sell goods live; participate in the recording of "Extreme Challenge", live with Deng Lun, Yue Yunpeng, and Jia Nailiang on the same stage; participate in "Ace vs. Ace", and share with Guan Xiaotong "Sister Flower", singing and dancing on the same stage...Last Sunday, Wei Ya and Pin Guan collaborated with the couple to sing the single "Love You Need Practice" online. After listening, it was praised by netizens and called "So nice" !
For .fans, which focuses on the fan economy and is born for fans, the commercial value of the anchors has also made their .fans domain name the target of fans and investors. So far, Wei Ya 's viya.fans, weiya.fans, and Li Jiaqi's lijaiqi.fans and jiaqi.fans have all been squatted at high prices!
Is it a little lost? It doesn’t matter, their other domain names are still there~
wy.fans
iwy.fans
iviya.fans
iweiya.fans
ljq.fans
jq.fans
iljq.fans
ijq.fans
The domain name you want, waiting for you to grab it~