This celebrity is too rich

Chapter 378 Breaking the record again

Author: There is no wine on the table

Chapter 378 Breaking the record again

Because they slept too late, Li Chuan and Wu Jinyan didn't wake up until noon the next day.

After waking up, Li Chuan got up and left the hotel, while Wu Jinyan continued to lie in bed and sleep in.

At around 12 noon, Li Chuan came to the company.

He first found Yu Jie and communicated with him that "the finale of "Sister Wei's Workplace Diary" will be released one hour early", and at the same time asked him to make a promotional poster.

After the matter was arranged, he took out his mobile phone and ordered a takeaway for himself.

The takeaway is finished and the poster is finished.

Li Chuan sent the completed poster to Wu Jinyan.

Wu Jinyan posted it on his Douyin and Weibo.

Once the poster was released, it instantly sparked heated discussions.

At 1:46 p.m., the entry "The Finale of "Sister Wei's Workplace Diary"" was on Douyin's hot list.

At 1:54 p.m., the entry "The finale of "Sister Wei's Workplace Diary" was released one hour in advance" became a hot search on Weibo.

At 2:03 p.m., the entry "The Finale of "Sister Wei's Workplace Diary"" topped the Douyin hot list.

At 2:26 p.m., the entry "The finale of "Sister Wei's Workplace Diary" was released one hour in advance" topped the Weibo hot search list.

After that, the news quickly spread to the entire Internet.

At 3:32 p.m., the entry "Revelation of the ending of "Sister Wei's Workplace Diary"" appeared on Weibo's hot search.

The cause of this hot search was a Weibo posted by a marketing account called "Hot Drama Detective".

On Weibo, he swore that he had watched the finale of "Sister Wei's Workplace Diary" in advance and revealed many plot contents.

In his revelation, Wei Ying's final outcome was to travel back to the Qing Dynasty and find that everything was a dream. After waking up from the dream, some time later, she accidentally bumped into a man who looked very similar to Wan Sen.

bodyguard...

I don’t know where this ending came from.

It may be that the account owner guessed it himself, or it may be that he heard it from hearsay. Anyway, it is impossible for him to write it down truthfully after actually reading it.

Anyone who knows the inside story knows that this is false.

Netizens did not know the inside story, and many believed it to be true, so they started heated discussions in the comment area.

As soon as the discussion became heated, the matter became a hot search topic.

This phenomenon may seem unexpected, but it is also reasonable.

The finale of "Sister Wei's Workplace Diary" is unprecedentedly popular. Any slight disturbance can cause huge traffic explosion. There will be several hot searches or hot lists in the middle, which is normal.

Marketing accounts that mainly focus on driving traffic see this most clearly.

As a result, they swarmed around and posted videos or Weibo posts one after another.

It is precisely because of these videos and Weibo that the news of the "Sister Wei's Workplace Diary Finale" quickly spread to the entire Internet.

Around 4:30 p.m., the news of the "finale of "Sister Wei's Workplace Diary"" has become a "hot discussion among the people".

At five o'clock in the afternoon, when the finale of "Sister Wei's Workplace Diary" was officially released, the popularity exploded further.

At 5:20 pm, the entry [Wei Ying did not travel back to the Qing Dynasty] was trending on Weibo, and it took less than ten minutes to successfully reach the top.

At 5:26 p.m., the entry "Wei Ying and Wansen got married" was on Weibo's hot search list. Half an hour later, it squeezed out "Wei Ying did not travel back to the Qing Dynasty" and the summit was completed.

At 5:42 p.m., the entry "How to evaluate Zhou Yuan" was on Weibo's hot search list. Twenty minutes later, it entered the top ten of the "hot search rankings."

At 5:55 p.m., the entry "Is "Sister Wei's Workplace Diary" considered unfinished?" was on Weibo's hot search list. An hour later, it ranked among the top three in the "hot search rankings."

…

Weibo is quite lively, with hot searches one after another, but this does not happen on Douyin.

Maybe Douyin officials took action and imposed certain restrictions, so those messy entries didn’t appear on the hot list.

However, [The Finale of "Sister Wei's Workplace Diary"] has always been at the top of the hot list without wavering at all.

After opening this entry, you can directly see the main film of the finale of "Sister Wei's Workplace Diary".

Scroll down further and you’ll find those self-media accounts that are gaining popularity.

Although all kinds of information are concentrated in this one entry, the popularity and influence generated are not low at all.

In terms of exposure alone, the amount of exposure on Douyin is dozens of times that on Weibo!

Of course, this has a lot to do with the platform.

The traffic of Douyin is already higher than that of Weibo, and the two are not even on the same level.

Moreover, the feature film of "Sister Wei's Workplace Diary" is also being played on Douyin.

In this way, it is not surprising at all that the exposure is dozens of times higher.

The continued popularity of "Sister Wei's Workplace Diary Finale" has brought huge traffic to Li Chuan's live broadcast.

At 5:59 p.m., he officially started broadcasting.

Just one minute after the broadcast started, 347,000 people came into the live broadcast room!

Two minutes, 623,000 people!

Three minutes, 811,000 people!

Four minutes, 1.055 million people!

Five minutes, 1.446 million people!

Six minutes, 1.639 million people!

Seven minutes, 1.902 million people!

Eight minutes, 2.035 million people!

Nine minutes, 2.271 million people!

2.271 million people...this number once again broke his highest popularity record!

However, this is not the end yet.

Ten minutes, 2.373 million people!

Eleven minutes, 2.462 million people!

Twelve minutes, 2.506 million people!

2.506 million people is the highest peak of this live broadcast.

In fact, this number can still rise.

But Li Chuan can't go any further because he still has to sell goods.

Selling goods will definitely lead to a decrease in the popularity of the live broadcast room. There is nothing we can do about it.

In the first twelve minutes of the broadcast, he kept talking about topics related to "Sister Wei's Workplace Diary", which made the live broadcast room's popularity rise steadily, but did not create much revenue.

After all, he is a goods anchor, and making money from selling goods is the first priority.

Therefore, starting from the 13th minute, he started selling goods.

After the sales mode was turned on, the popularity of the live broadcast room dropped rapidly. In less than five minutes, it plummeted to less than one million.

Li Chuan has long been used to this phenomenon.

He lectures and sells goods according to the established rhythm, without any fluctuation in mood.

It wasn't until he sold out the first product that he started chat mode again.

He continued to talk about topics related to "Sister Wei's Workplace Diary" for about two minutes, and the popularity of the live broadcast room rose to more than one million.

Seeing this, he braked decisively and started selling goods again.

Just like that, back and forth.

When the popularity of the live broadcast room is low, he will start the chat mode to discuss "Sister Wei's Workplace Diary" or make some other program effects; when the popularity picks up, he will start the sales mode and concentrate on selling goods without talking.

other.

One live broadcast lasted six hours, and he kept maintaining this rhythm.

Due to the good control, the popularity of the live broadcast room has always been very high.

In this way, after a busy night, the final result is quite gratifying.

Live broadcast duration: 6 hours and 11 minutes

Number of views: 105.523 million

Peak popularity: 2.506 million

Average popularity: 885,000

Average price per customer: 90.4 yuan

Conversion rate: 6.6%

Total sales: 629.592 million

The number of viewers of this live broadcast once again exceeded 100 million, but it did not break the record.

Li Chuan's record of views was last year's "Douyin New Year Festival"...At that time, he created 110 million views thanks to his crazy promotion on Douyin.

However, that is a special situation.

This time, it is not the "Douyin New Year's Festival", and there is no crazy promotion of Douyin. With his own traffic and the popularity of "Sister Wei's Workplace Diary", he once again completed the feat of "over 100 million views".

In the eyes of many professionals, this is shocking.

The peak popularity is 2.506 million... This number is not only Li Chuan's highest popularity record, but also the highest popularity record in the online live broadcast industry.

This scope is not limited to the country, but the whole world!

Since the birth of "online live broadcast", I have never heard of any anchor whose simultaneous online popularity exceeds 2 million.

So far, Li Chuan is the first one!

The average price per customer is 90.4 yuan... This number has declined compared to the past.

The main reason is that Li Chuan offers more low-priced welfare products in order to attract fans, which to a certain extent lowers the average price per customer.

The conversion rate is 6.6%... This number is also much lower than before.

The reason is that the popularity of the finale of "Sister Wei's Workplace Diary" brought too much entertainment and gossip traffic to Li Chuan's live broadcast room.

The consumption power of these entertainment and gossip-type traffic is low, and it is normal to lower the conversion rate.

Total sales of 630 million... This figure not only broke Li Chuan's personal single-game sales record, but also broke the single-game sales record in the live streaming industry!

As for the single-session sales record in the live streaming industry, Li Chuan had a hunch that he would break it after the last live broadcast.

However, he did not expect it to be so fast, and he achieved this goal in just one week.

However, it makes sense if you think about it carefully.

In the previous live broadcasts, he was very close to breaking the single sales record. Now, with the popularity of the finale of "Sister Wei's Workplace Diary", it is logical to successfully break it.

[Average profit margin: 34.7%]

This is the first time since Li Chuan's live broadcast since the end of the year that the average profit margin of Li Chuan's live broadcast is lower than 35%.

Before, his average profit margin remained at around 37%.

The reason for this is that on the one hand, Li Chuan sells many low-priced welfare products...the profit margins of these low-priced welfare products are very low, and some even make no money, which has greatly lowered the average profit margin.

.

On the other hand, it is due to changes in the industry.

It is now May 2019, and the live streaming industry is already different from when Li Chuan started his live broadcast.

When Li Chuan started his live broadcast, the live broadcast delivery industry was still in its infancy, and the market development was immature.

At that time, most manufacturers and brands were quite confident in their products. They felt that their products were very good and as long as they could be promoted, they would generate a large number of repurchases in the future. Therefore, most of them were willing to lose money to promote them.

At that time, Li Chuan relied on this to make a lot of profits, and the average profit rate even exceeded 40% at one time.

Now, things have changed.

After nearly a year of development, the live streaming delivery industry has become much more mature than before.

As the market matures, many things become clear.

Many manufacturers and brands who have done live streaming have found that their products are not as good as they imagined. There are many similar products on the market that are better than theirs. In comparison, their products are not that competitive.

It is difficult to generate a large number of repurchases.

If a large number of repurchases are not generated, they will pay whatever they sell.

In this case, some manufacturers and brands are unwilling to lose money for promotion.

They gradually learned to be smarter.

You can do live streaming, but you must ensure profits and don't allow yourself to lose money. Otherwise, just don't do it.

This situation has happened to many manufacturers and brands that Miki Network has contacted.

The manufacturers and brands that have contact with Miki Network are basically the highest quality ones, and no suitable substitutes can be found for a while.

As a result, the average profit rate inevitably decreases.

In recent live broadcasts, Li Chuan's average profit margin has been getting lower and lower. The main reason is this.

This trend is inevitable.

Now is just the beginning. In the future, as the live broadcast delivery industry matures and competition intensifies, the average profit margin will further decrease.

In 2022, even the leading anchors will find it difficult to maintain an average profit margin of more than 30%.

By then, if it can reach about 20%, it will be very good.

If it continues to develop, it may even reach single digits.

This is one of the reasons why Li Chuan and Jiang Zeyu decided to launch the "Self-Built Supply Chain Plan".

The "Self-Built Supply Chain Plan", to put it bluntly, is to acquire large-scale factories, build brands, and then promote them.

The purpose of this is, on the one hand, to better control product quality and after-sales service, and on the other hand, to capture the factory's share of profits.

If you only do OEM production and cannot control the factory, problems will easily occur.

For example, in order to make more profits, some factories will package Miki Network's products into another brand and sell them at a cheaper price;

Another example is that some factories will mix in some unqualified defective products in order to save costs, and then call it "normal production errors".

These problems are widespread, and it is not easy to properly solve them.

After all, the factory does not belong to Miki Network. If Li Chuan and others say something, the factory does not necessarily have to listen, and even if it does, it may be violated.

They don't have a good solution for this either.

On the other hand, if the factory cannot be controlled, Miki Network will not be able to get part of the profit from the factory, which is quite a pity when you think about it.

Miki Network has sufficient online sales channels. As long as it operates normally when acquiring a factory, it will basically not lose money. If it operates well, it can keep part of the factory's profits in its own hands and make money on both sides.

In addition, another advantage of acquiring a factory is that you can control the price.

In the future, competition in the live streaming delivery industry will become increasingly fierce.

Under fierce competition, the selling price of goods will inevitably become lower and lower.

If there are no factories, prices cannot be freely controlled, and when the time comes to compete, there will be no advantage.

This is only about live streaming.

E-commerce not only sells goods through live broadcasts, but don’t forget that there is also a big BOSS in the market called “Pinduoduo”!

(End of chapter)