Can live streaming “extend life” and bring Tianya back to life?

Do you know Tianya? What do you think of Tianya live streaming? Starting from Tianya live streaming, this article introduces the situation of Tianya live streaming, netizens' reactions and analysis of online live streaming in detail. It is recommended for students who want to learn more about live streaming.

Do you think Tianya is a good choice to restart it through the “7×24 hours” live streaming sales model?

1. Netizens actually want to save Tianya through “crowdfunding” by selling goods through live streaming?

Recently, Douyin's restart of the Tianya live broadcast room has attracted much attention. It is understood that this is a sales team composed of netizens and former employees of the Tianya community. They try to use "7×24 hours" emergency sales, and all proceeds will be donated to help the Tianya community with server access problems due to liquidity difficulties, in order to knock on the door of Tianya's restart.

After the first live broadcast, the live broadcast activity of Restarting Tianya received a lot of responses from netizens, including the support of the first generation of Chinese Internet celebrities such as Kong Ergou, who became famous because of Tianya. Kong Ergou said on Weibo: I will go to the account of "Restarting Tianya" on a certain audio platform at 12 o'clock today to live broadcast for a while, and as a netizen, I will do my best to restart Tianya. I will use my own actions to show my support for "Restarting Tianya".

After seeing the news of the restart of Tianya, many Tianya passers-by expressed their support for the event with their own actions. Some people also look forward to the success of the restart and will continue to support Tianya with new works.

However, not everyone is optimistic about the restart of Tianya Community's live broadcast. Some people "ridiculed" it as performance art, some thought it was meaningless, and some said that an era has passed and now it is just a dying struggle.

Perhaps, an era has really passed, but a new era has come. All brands are standing at the same starting line. Whether they fall at the end of an era or choose to run on the track of the new era, life and death are only a thin line apart. In fact, it is hard to say that a "7×24 hours" Douyin live broadcast can help Tianya get rid of its current predicament and revive, but it is understandable that some people want to help Tianya gain more in the new era.

According to the new Douyin data, the sales of the Tianya live broadcast room that was restarted have exceeded 1 million, which shows that Tianya still has its own supporters. If Tianya is successfully restarted, whether the brand can maintain its own users will be the magic weapon for Tianya to extend its life cycle.

This is a diversified era, and consumers' desire for novelty and novelty has never changed. Restarting Tianya to enter the live streaming sales industry with sentimentality has added a new model of live streaming sales on the one hand, and on the other hand, it has won a possibility for the brand. It has always been the great times that create classics, and classics are eternal. Whether the sentiment + live streaming model can create a new way out for Tianya is still worth looking forward to.

2. Five major models of live streaming sales

Whether it is Tianya-style sentimental marketing or other new forms of growth through live streaming sales, the way to continuously win user attention is an effective marketing model in the era of interest e-commerce.

In addition to the sentiment + live streaming sales method, what other live streaming sales models are there for the booming interest e-commerce?

1. Live hawking is a crazy, entertaining, fun, and more cost-effective way to sell goods.

In the field of live streaming, the most common way of selling goods is to hawk goods through live streaming. The way that Xiao Yangge, Jiao Ge Pengyou, Li Jiaqi and others sell goods is essentially through hawking and bargaining, allowing interested consumers to buy directly.

In the process of hawking, the anchor usually involves the entire process of product introduction, trial/evaluation, bargaining, countdown, and link purchase. In order to make selling more interesting, the hawking anchor will add many entertaining scenes in the sales process, such as the brand's black face, the anchor mishearing the brand's price, the evaluation using violent disassembly methods, and multiple bargaining to let consumers experience the fun of live shopping.

It can be said that live streaming sales in the form of hawking is more of an entertainment-oriented approach and captures the impulse buying psychology of consumers. It urges users to place orders quickly through methods such as rapid product display and countdown pop-up links, thereby achieving the purpose of boosting sales.

With the development of the live broadcast industry, market/model segmentation has become an inevitable trend. In addition to the restart of Tianya Live Broadcast Room, which appeared in front of the public with its feelings and was well received by users, what other models have become popular in the live broadcast market?

2. Knowledge + live streaming sales, increasing user stickiness through content-based live streaming

In recent years, the live broadcast room that has been very popular and achieved breakthrough and development from 0 to 1 is the knowledge live broadcast room selected by Dongfang. At that time, New Oriental, which transformed from the education and training industry to live broadcast sales, had most of its anchors transformed from teachers. This made some consumers who were "intimidated" to place orders by the hawking live broadcast room suddenly realize that they can learn knowledge by buying things.

The anchors selected by Oriental have played the role of knowledge is power. By introducing products in Chinese and English, telling the stories behind the products and the cultural background of the places of origin, more people surfing the Internet can enjoy the cultural mysteries and naturally place orders to buy.

Different from the crazy hawking live broadcast mode, Dongfang Zhenxuan's knowledge live broadcast allows people to calm down, enjoy the endless fun brought by knowledge, and find a moment of peace in the impetuous society. The knowledge and content live broadcasts are very popular with users, and because the content is good enough, it has formed a strong user stickiness, allowing the traffic of Dongfeng Zhenxuan's live broadcast room to maintain a super high level and transform into GMV data that people look up to.

Some people think that content-based live broadcasts are difficult to replicate on a large scale. First, it has a lot to do with the host's personal occupation, knowledge, and cultural accomplishment. Second, Dongfang Zhenxuan has already walked out of its own path, and it is difficult to replicate it. If you want to sell goods through knowledge-based live broadcasts, you need to reconsider other factors besides the host.

3. Story + live selling, relying on unique stories to deepen user memory

In order to seize the trend of live streaming, some people use the method of storytelling + live streaming to deepen user memory, so that every appearance of a story is the beginning of dissemination. It is not difficult to see that many anchors who have become popular through live streaming in recent years have used their own stories as a starting point to attract user attention.

For example, the Rainbow Couple, an ordinary girl who fought back and chased her boyfriend to get married and have children, and the Maomao Sister, who reaped all kinds of bonuses and made a lot of money and started to promote health products in the live broadcast field, and other inspirational stories, so that consumers can be infected by the personality charm of the anchor. Or, stories about R&D, market expansion, and charity activities during the brand development process can be told to consumers to form a part of the brand culture.

Through storytelling and inspirational anchor personalities, or innate brand stories, the storytelling content deepens the memory between the brand and users, allowing people to have a natural liking for the brand. When they come across a brand they like while playing short videos, they will naturally be willing to stay in its live broadcast room or even pay for it.

4. Emotional connection + live streaming sales, establishing user communication channels based on emotional value

Similar to brand stories and anchor personality stories, anchors attract users through their own stories, and then get along with fans as friends. They treat every fan friend with a more sincere attitude, and call them family, in-laws, sisters, etc., to narrow the distance between each other and establish a deeper emotional connection between the anchor and consumers.

The anchor also relies on the emotional connection established with fans to have more supporters when selling goods live, so that fans will voluntarily participate in the anchor's live broadcast, trust the anchor's recommendations for good products, and are willing to pay for them.

5. Celebrities + live streaming sales, leveraging the celebrity effect to drive user consumption

In addition to the above sales methods, celebrity sales is also a common phenomenon in the live broadcast field. Well-known celebrities and influencers have started to sell goods through live broadcasts to realize monetization. In fact, whether it is celebrity endorsement of brands or the popular live broadcast sales, the core is the business operation model in which celebrities increase user stickiness and gain revenue through word-of-mouth marketing. The live broadcast sales of celebrities are largely the use of fan economy by celebrities to influence users' purchasing tendencies and drive consumption.

3. Finally

Undoubtedly, hobby e-commerce represented by Douyin has ushered in the best development opportunities. Whether it is brands going with the trend or entering the market with the intention of saving the brand, it proves that live streaming sales are currently hot and a new model for brands to open up a vast sales market. In the future, what new live streaming sales models will emerge? Let's wait and see.

Author: Mr. Bingfa

Source: WeChat public account "Marketing Art of War (ID: lanhaiyingxiao)"