Taking advantage of the popularity of the platform, the live broadcast was watched by over one million people. Has "Qiangsheng Group" become the first hit product of 2023?

There are countless cases where hot events and topics drive traffic in live broadcast rooms. Recently, the hit TV series "Kuang Biao" has driven the hot sales of "The Art of War" and a company called "Qiangsheng Group". With more than one million people watching the live broadcast, can "Qiangsheng Group" become the first hit in 2023? Let's take a look.

The hit TV series "Kuang Bi" boosted the sales of "The Art of War" and also made a company called "Qiangsheng Group" popular.

Because it has the same name as the company in "Kuang Bi", and the legal representative of the company is the celebrity Sun Honglei, the "Qiangsheng Group" in the real world has become popular: it has been on the hot search list of Weibo and the hot list of Douyin, and the live broadcast room has attracted more than one million viewers...

On January 29, Qiangsheng Group, which had less than 100,000 fans, started its second broadcast. Netizens flocked to the live broadcast room of Qiangsheng Group to join in the fun. The number of people online at one point reached 50,000, and eventually the number of viewers exceeded one million.

There have long been cases where hot events and topics have driven traffic and GMV in live broadcast rooms. From Erke, which caused netizens to "spend wildly", to Zhang Lan, who promoted products in a big way during the divorce dispute between Wang Xiaofei and Big S, the role of live broadcast rooms in promoting hot events and in receiving and converting traffic has long been demonstrated.

But can “Qiangsheng Group” take on this sudden traffic and become a real hit?

1. The popularity of “Qiangsheng Group”

"Yes, I am Sun Honglei. I have been selling fish in the market since I graduated from junior high school. Let me introduce myself to you. Our Qiangsheng Group is not the same company as the one in "The Storm."

On the evening of January 28, Sun Honglei, chairman of Qiangsheng Group, made his first live broadcast on Douyin. He said in the live broadcast that he had been selling fish in the market since he graduated from junior high school, but now he doesn't sell it anymore. He also introduced his company to the audience, saying that it operates in accordance with the law and is not the same as the one in the TV series "Kuang Bi".

According to FeiGua data, the total number of viewers for Qiangsheng Group's first live broadcast reached 88,000, with a peak of 7,729.

Qiangsheng Group registered a Douyin account as early as 2021, but the homepage only posted short videos and had never broadcast live before. On January 29, Qiangsheng Group's live broadcast room was broadcast for the second time, and the number of viewers soon exceeded 10,000. Data shows that the final number of viewers for this live broadcast was 1.009 million, with a peak of 50,000.

As a newly launched account, why is Qiangsheng Group so popular? Qiangsheng Group's popularity is due to the recent hit TV series "Kuangbiao". In the play, the role of Gao Qiming played by actor Zhang Songwen is deeply loved by the audience.

Gao Qiming grew up from a fishmonger to a business tycoon and established his own business empire. The process was tortuous and difficult. The company established by Gao Qiming in the play is called "Qiangsheng Group".

Not only that, in reality, the legal representative of this company with the same name as the one in the drama is Sun Honglei, which is the same name as the star Sun Honglei. In addition, this is a company from Shandong, and its main business also includes aquatic product wholesale, which coincides with the character setting in the drama.

So many coincidences made all netizens feel at a loss whether to laugh or cry, and they couldn't help but joke: "Is there a possibility that the prototype of "Kuang Biao" is you?" "Qiangsheng Group, Sun Hong, selling fish... the buff is full"... Fans of "Kuang Biao" poured into the live broadcast room from all directions, wanting to see this "real version of Gao Qiqiang", and they also made all kinds of jokes in the live broadcast room: "Hello, Brother Qiang", "You two should surrender, there are only An Xin outside", "Why is the sister-in-law not here"...

Data shows that from January 28 to date, Qiangsheng Group has conducted a total of 4 live broadcasts. In addition to the two live broadcasts on January 28 and 29, the number of viewers of the other two live broadcasts reached 526,000 and 956,000 respectively. However, the influence of "Kuangbi" is not limited to this. Another popular book "The Art of War" written by Gao Qiqiang in the play is also popular.

2. Bringing goods and increasing followers

"Read The Art of War and appreciate Qi Qiang's life." While the whole nation is following the drama, more and more fans are choosing to support it with practical actions. Various character items and peripherals that appear in the drama began to sell out. The most popular of them is "The Art of War", which also comes from the character Gao Qi Qiang.

In the play, Gao Qiqiang has "studied" this book for many years at the suggestion of criminal policeman An Xin, and is well versed in the "art of decision-making". He also often quotes allusions from "The Art of War" in the play, thus giving rise to the saying "Read the Art of War, and appreciate Qiqiang's life".

As the role played by actor Zhang Songwen has attracted more and more attention, it has boosted the sales of "The Art of War". In recent days, "The Art of War" has frequently topped Taobao's hot searches, showing that the "number of related items" is 138,000 and the popularity exceeds 8.3 million, causing countless netizens to rush to buy it.

When searching for "The Art of War" on Taobao, many products with the words "Same as Gao Qiqiang's" appeared for sale. Among them, the "Art of War" sold in the store called "Liren Bookstore" showed that its monthly sales were as high as 20,000+, and other stores also had monthly sales of 6,000+ and 1,000+.

In the question and answer section of the product, there are many questions such as "Can you beat Gao Qiqiang after watching this?" and "Is it the same model as Gao Qiqiang?"

According to media reports, data showed that in the past seven days, the search volume for the term "The Art of War" on Taobao has increased by more than 80 times year-on-year, sales have increased by more than 40 times year-on-year, and the number of transactions has increased by more than 65 times.

Since the launch of the program, the WeChat search index of "The Art of War" has risen to nearly 500 million, and it has topped the "WeChat Reading" ranking. In addition, the Douyin display window of Qiangsheng Group also featured "The Art of War" and flip-top PHS products, with a label that reads "Recommended by Qiangsheng Group".

However, the sales volume of Qiangsheng Group’s Douyin showcase is not high, showing that “more than 251 fans are buying from him, and 1,198 recommended items have been sold.” The “Sun Tzu’s Art of War, the same model as Gao Qiqiang” sold in the showcase is priced at 9.9 yuan, but only 983 pieces have been sold so far, which is not proportional to the popularity of the live broadcast room.

In addition to "The Art of War", other products such as "Pig's Feet Noodles", "Brother Qiang's Dragon Bracelet", "Sister-in-law's Earrings and Jacket" are also hot-selling on major shopping platforms. Among them, the most popular is the earrings of "Sister-in-law Chen Shuting". Searching for this product on Taobao shows that there are 73,000 "related items".

In the Internet age, traffic flows wherever netizens are interested. In addition to the hot sales of the same products in movies and TV series, there are also many Douyin accounts that take advantage of the popularity. For example, Qiangsheng Group, which unexpectedly became popular this time, had already taken advantage of the popularity of "Kuang Biu" before the show started.

On January 25, Qiangsheng Group released the first video related to "Kuang Biao", with the terms #Qiangsheng Group# and #Kuang Biao in the text; on January 28, Qiangsheng Group released a work using lines from the drama "Kuang Biao" as the background music, which received 15,000 likes on Douyin.

At present, the total number of fans of Qiangsheng Group’s Douyin account is 59,000. Data shows that its live broadcast has increased by 18,000 fans in the past seven days.

In addition, Xinbochang discovered that when searching for keywords such as "Qiangsheng Group" and "Gao Qiqiang" on Douyin, many other related accounts appeared.

For example, there are a large number of accounts such as "Qiangsheng Group Gao Qiqiang" with 57,000 followers, "Gao Qiqiang" with 20,000 followers, and "Gao Qiqiang "Qiangsheng Group"" with 5,802 followers. Among them, the number of accounts named "Qiangsheng Group" exceeds 20.

The homepage profiles of these accounts are almost all related to "Kuang Biao" and Gao Qiqiang, and the works they posted are all plot clips from "Kuang Biao". It is not difficult to see that these accounts are using the hot spots of film and television dramas to attract traffic.

3. Live broadcast room amplifies the value of hot spots

Whether it is the Qiangsheng Group that accidentally shares the same name, or the account that is trying to take advantage of the popularity of "Kuaishou", or the "same" products listed on various e-commerce platforms and live broadcast rooms, what is reflected behind them is the powerful ability of film and television IP to bring goods.

In addition, the hot topics brought about by the popular discussion of "Knives Out" also reflected the traffic influence.

One thing worth noting is that compared with the past when film and television works needed to spark audience discussion through Weibo hot searches, many of the hot topics that are now sparked appear more on short video platforms such as Douyin and Kuaishou, and the public opinion field for users' discussions has also shifted from the comment area of ​​the work to the live broadcast room .

Qiangsheng Group is not an isolated case, and even the data is not "good enough". Since 2021, there have been many industry cases where hot events and topics have driven live broadcast traffic and GMV. The most representative of these is Hongxing Erke's "wild consumption".

The cause was that Erke donated 50 million yuan to the Henan disaster in July 2021. After this incident attracted the attention of netizens, everyone quickly flocked to its live broadcast room and placed orders frantically.

Finally, after 2 days and 5 hours of live broadcast, the sales of Hongxing Erke's live broadcast room exceeded 100 million yuan, the number of viewers in a single live broadcast room reached 160 million times, and the peak popularity was 871,000, setting many records for Douyin live broadcast. The term "wild consumption" was also born.

In addition to Erke, there are many other brands, including Hansu, which issued a termination statement immediately after the Wu Moufan incident, Baiyang, which announced that it would not cooperate after the Laotan Pickle 315 Gala was exposed as a fake, Xuelian Ice Cube, which became popular because of the "Ice Cream Assassin", and Want Want, which became popular during Pelosi's visit to Taiwan. All of these brands have attracted the attention and discussion of netizens because they have tapped into the traffic of hot events, and the GMV of their live broadcast rooms has also seen rapid growth.

In addition to the brand side, there are also many influencers who are affected by hot events, such as "Nanning Luo Zhixiang" @蒙俊源, whose fan growth was driven by the Luo Zhixiang incident, and Zhang Lan, who promoted products during the divorce dispute between Wang Xiaofei and Big S.

It can be seen that traditional e-commerce companies’ marketing methods of “same style” around hot events or high-quality film and television IPs are gradually losing their C position in the content e-commerce ecosystem represented by interest e-commerce. Secondary creation around hot content and using short video accounts and live broadcast rooms to undertake and convert traffic are becoming a new hot marketing method for e-commerce brands and influencers.

This approach can satisfy users in terms of both content consumption and e-commerce consumption. On the other hand, it not only benefits from traffic, but also has a better breakthrough in GMV growth and content IP construction, which can amplify the value of hot spots. However, hot spot marketing still faces many challenges.

The first is to control the boundaries of the content, blur the intention of riding on the hot spots, and establish goodwill in the minds of users; the second is to have the ability to undertake and convert large traffic; the third is the ability to sediment traffic and how to operate stably in the long term.

In summary, with the shift in user consumption habits and the entry of public opinion into live broadcast rooms, the traffic value and commercial value of hot spots have been magnified, but how to do a good job in marketing and how to achieve longer-term development so that hot products can have a longer life cycle still needs to be explored and discussed.

Author: Aligu, Xiaolongguo

Source: WeChat public account "New Broadcasting Field (ID: New_bc)"