Zhou Hongyi learned how to sell goods through live streaming from Xiao Yangge. Why are CEOs flocking to Douyin e-commerce?

As the founder of 360 Group, Zhou Hongyi's attempts in the field of live streaming have attracted widespread attention. Let's learn more about it.

"Uncle in Red" Zhou Hongyi endorses his own brand and takes another step forward in live streaming sales.

On the evening of July 27, Zhou Hongyi appeared in the live broadcast room of @疯狂小杨哥, a top author of Douyin e-commerce. One hour after the broadcast, the number of people in the live broadcast room exceeded 3 million, and the maximum number of people online at the same time exceeded 350,000. The topic #周洪祎来三只羊学习直播发货 ranked TOP5 on the grass-growing list.

What is so special about Zhou Hongyi's live streaming? Crawley has found that more and more CEOs are starting to live stream their own brands. What impact has this new live streaming method had on the industry?

1. Zhou Hongyi enters the live broadcast room of the expert to sell goods: strong personality + good price = hot live broadcast

Zhou Hongyi has repeatedly stated that he highlights his role as president in order to promote 360 ​​products, and he indeed did so.

Before the live broadcast of selling goods, Zhou Hongyi and Xiao Yangge co-created a work to warm up the market. Only half an hour after the video was released, the number of views exceeded 3 million. This collaboration between the president and the top e-commerce author has earned the expectations of netizens.

With his entertaining live broadcast style and hard-core product explanations, Xiao Yangge's live broadcasts are extremely popular, making him an industry benchmark. In the video, Zhou Hongyi asked Xiao Yangge for advice on live broadcast sales. Xiao Yangge said, "First, you have to learn to answer fans' questions." With the help of props such as rice, shaqima, and salted fish, the popularity of subsequent live broadcasts has increased.

During the live broadcast, Zhou Hongyi brought three 360 ​​products to Xiao Yangge's live broadcast room. He maintained his usual humor and said that Xiao Yangge's live broadcast sales were "famous all over the world". Xiao Yangge joked, "You are the first person to control me in a live broadcast." When introducing a real AI children's watch, Zhou Hongyi first asked, "Who is Xiao Yangge?" The watch answered fluently. Xiao Yangge kept exclaiming about its powerful functions and maximized the live broadcast effect. Then Xiao Yangge asked a few more questions, showing his super control ability. The product was sold out as soon as it was put on the shelves, and Zhou Hongyi was also surprised by Xiao Yangge's ability to bring goods.

With the continuous interaction between Zhou Hongyi and Xiao Yangge, the popularity of the live broadcast room continued to rise, and the two products, the gimbal camera 9pro and the K380 upgraded version of the driving recorder, were also quickly sold out.

Image source: TikTok

The reason why 360 products can be sold out in Xiao Yangge’s live broadcast room is not only due to Xiao Yangge’s strong ability to sell products, but also inseparable from the energy of the president’s personality.

Thanks to his status as the founder of 360 Group and his long-term content construction, @红衣大叔周洪祎 has gained 6.678 million followers on Douyin. From the multiple videos on his homepage, we can see that he keeps up with current events and is at the forefront of the Internet.

For example, recently Luobo Kuaipao has been launched into the market in large quantities. He personally experienced the riding experience of a driverless taxi in Wuhan. In the video, he recorded the whole process of hailing a taxi with a mobile phone, entering the password to get in the car, and getting off the car. During this period, he also conducted tests such as changing the destination and getting off and staying, which attracted many netizens to watch and interact.

Since the beginning of this year, Zhou Hongyi has been creating content while expanding his territory in the live broadcast field. He not only frequently broadcasts on his own account, but is also active in multiple large live broadcast rooms. In January this year, Zhou Hongyi met with Yu Chengdong, Luo Zhenyu and others to discuss speeches and live broadcast sales experience. On the evening of February 1, Andy Lau and the team of the movie "Mr. Red Carpet" visited Zhou Hongyi's live broadcast room. During the period, he asked Andy Lau if he had any ideas to try a new identity. In May, Zhou Hongyi also appeared in the live broadcast room of Xiaopeng Flying Car, and continued to be active in front of the public.

It can be said that it was through the president’s long-term content creation and influence building that this live broadcast of goods became popular and achieved two-way growth in volume and sales.

2. CEOs are rushing to promote products. Why are they betting on Douyin e-commerce?

Zhou Hongyi's live streaming sales is not an isolated case. Since 2024, CEOs have been broadcasting intensively on Douyin e-commerce, and new trends in the industry have emerged.

It is not difficult to understand why Douyin e-commerce can attract so many CEOs to run businesses here. On the one hand, thanks to the active content ecology of the platform, more and more e-commerce authors have flocked to Douyin e-commerce in recent years. Douyin e-commerce has shown strong momentum in terms of content increment and content richness. Event hot spots, brand hot spots, consumer hot spots, and character hot spots have frequently appeared, creating momentum for CEOs to live broadcast and bring goods. On the other hand, the deep coordination between the content field and the shelf field helps brand merchants achieve a full-domain product effect explosion.

For example, the recent 2024 "Lei Jun Annual Speech" Douyin live broadcast will release the traffic value of hot events for the second time.

In this live broadcast, Lei Jun continued to tell the story of car manufacturing, added more experiences and insights, and introduced more details of the new Xiaomi series products.

Image source: Tik Tok screenshot

Surprisingly, Lei Jun tried to promote sales in this live broadcast, and the new Xiaomi Mi Band 9 series and the new Xiaomi Watch S4 Sport in the shopping cart attracted consumers to place orders immediately. The live broadcast lasted nearly two hours, with more than 56 million people exposed, and a maximum of 311,000 people online at the same time. 14 related hot spots were generated from the 19th to the 23rd, and the popularity of the annual speech event was further extended.

Shi Zhancheng, the grandson of the founder of Jieliya Group, places the focus of management on the brand itself.

In February this year, he created the Douyin account @手工少爷 and wrote, directed and edited the "Towel Empire" series of short videos, integrating the real family background and character relationships into the popular domineering and cool stories, which helped the home furnishing brand Jieliya successfully break through the circle. While the short drama received unanimous praise from many netizens, it also brought the "Second Uncle" in the drama - Shi Jing, the president of Jieliya Group, to the limelight.

Screenshot from TikTok

On the evening of June 5, Shi Zhancheng and Shi Jing, president of Jieliya Group, officially launched their first Douyin livestreaming show, bringing fans many great products at great prices. According to Jieliya's official news, this livestreaming debut attracted more than 1.5 million viewers, with more than 50,000 real-time online viewers and a livestream GMV of more than 5 million. This livestream even topped the Douyin livestreaming bedding list, further boosting Jieliya's brand awareness.

In addition to the president who uses his own entrepreneurial experience as the source of his creativity, the brand founders who themselves have topics and traffic have given live streaming e-commerce greater potential and imagination.

On the evening of May 21, international pop queen and founder of the "FENTY BEAUTY BY RIHANNA" brand Rihanna launched her first Douyin live broadcast. She appeared in @绮儿Leo, @深夜徐老师 and the brand's Douyin official flagship store live broadcast room, personally demonstrated how to use her own makeup and shared beauty tips, which aroused fans' enthusiasm. Relevant data shows that the total number of views of the live broadcast that night reached 38 million, and the number of readings of the topic #里汉娜直播带货 exceeded 100 million, making her the focus of the topic again.

Image source: Tik Tok screenshot

In addition, celebrities such as Wumart Group CEO Zhang Wen Zhong, Huawei Executive Director Yu Chengdong, and Holiland's second son Luo Cheng have also settled in Douyin e-commerce, and live streaming by presidents to sell goods has become popular.

3. “CEO’s Mic Explodes” IP is launched, with commercial potential waiting to be tapped

At present, Douyin e-commerce has become one of the preferred platforms for more and more brand founders and group presidents to build their personal image and create content. Douyin e-commerce has launched the "President's Mic Explosion" IP to help entrepreneurs quickly get started with content creation, familiarize themselves with the platform's gameplay, and successfully catch the traffic express.

The reason why CEOs have started live streaming on Douyin e-commerce is that it is a multi-party benefit and has unlimited business potential. Generally speaking, there is a strong sense of distance between CEOs and users, and live streaming can show the CEO's real life status, make the image more friendly, and gradually establish emotional bonds in interactive communication with users, accumulating customer assets for the brand.

For example, during Zhou Hongyi's live broadcast of selling goods, he sat down and talked with everyone face to face with a friendly and sincere attitude. Many users interacted with him in the comment section, saying "Old Zhou is so humorous", "Internet celebrity Zhou", and "My childhood idol Mr. Zhou", which made him successfully gain countless fans.

The identity of a president is naturally attractive, especially presidents with strong personalities are more popular with users. Their personal achievements and unique experiences can serve as a source of inspiration for creation. With the support of the "President's Stories" IP, presidents can increase fan stickiness by continuously outputting high-quality content, achieve business explosion with the help of the global conversion link, and open up the "second curve" of brand business growth.

In addition, live streaming by the president is also an important way to refresh the brand image and evoke public memory. It also provides new marketing methods for many small and medium-sized businesses, helping them find sales breakthroughs.

Not only that, the president effect will also bring about spillover of platform value, help brands and products stand out in the fierce market competition, increase brand market voice, and transform good content into good business.

For users, the appeal of CEO live streaming lies not only in the close communication with the founder, but also in the price. CEO live streaming generally means benefits and greater price discounts, which are rare opportunities. In a consumer environment that pursues cost-effectiveness, the advantages of CEO live streaming continue to stand out, and the IP "CEO's Mic Explodes" has also become more valuable.

Nowadays, with the continuous development of the live streaming industry, new forms and new ways of playing have emerged. The innovative marketing form of CEO live streaming has provided new ideas for the industry and injected new vitality into the industry. Driven by the IP of "CEO's mic is booming", whoever joins earlier will be more likely to seize new opportunities in the industry.

Author: TopKlout

Source: WeChat public account "TopKlout"