Luo Yonghao has launched the most hard-core live broadcast e-commerce in the world

As expected, people will remember April 1, 2020 in the future. On this day, Luo Yonghao brought goods live on Douyin.

The popularity exceeded 10 million in less than half an hour. This is the charm of Luo Yonghao.

Who is Luo Yonghao?

He dropped out of high school, taught himself English and became a New Oriental lecturer, founder of Niubo.com, founder of Smartisan Technology and Smartisan Mobile, China’s first generation internet celebrity, and possibly the most punk and highly idealistic marketing guru in history... …

Sifting sand, selling newspapers and old books, acting as a wholesale market agent, smuggling goods, selling aphrodisiacs, teaching English, selling mobile phones, making systems, selling e-cigarettes, giving lectures, carrying suitcases and purifying Tools... Luo Yonghao has basically either done it, been exposed to it, or given up after learning about anything that is "profitable" in China.

But Lao Luo Gan loves Yi Xing 10,000%, and even became the first person in the entire market who can "make money with his mouth" by virtue of his "cross talk".

Li Bin, who can make fans pay with their emotions, Luo Xiang, who tells jokes at station B to popularize law, Zhang Xuefeng, who talks about cross talk to persuade you to take the postgraduate entrance examination, Musk, who has a big mouth and looks down on any traditional car company... these successful people The means and combination are probably only a fraction of Lao Luo's ability.

Whether you call Luo Yonghao "old-fashioned" or Luo Yonghao's "spiritual victory method", in terms of "bragging" + "destroying opponents", relying on the skill of "talking", Luo Yonghao never lost once Pass.

Lao Luo's quotations:

1: After all, it is modified with Android, so it is difficult to say that it is revolutionary. But there is no problem with the first version directly killing all Android mobile operating systems on the market.

2: After we have made two or three generations of products, there is no problem in killing Apple. As long as we successfully make two products, the third product must be sold in North America. I am not satisfied with making it in China. A company is not that interesting.

3: I was kept awake by the endless creativity throughout the night. I was so scared by the awesome idea that I stayed up all night.

Actually, there are many more, but I don’t need to list them.

Although Lao Luo's current ending is still "love a line of work" but "ruin a line of work", but the e-commerce live broadcast of goods is actually nothing more than three basic points: < /p>

The anchor’s language ability, including but not limited to mental brainwashing and inflammatory rhetoric; the anchor’s bargaining power, which exceeds consumer expectations but meets the market’s best price; both the platform on which the anchor exists and the anchor itself There is a strong enough crowd base.

Yes, Li Jiaqi & Wei Ya, who have experience in L’Oreal shopping guides and clothing stores in 2018, but are still doing live broadcast sales in small cubicles, can now become top traffic.

In the field of live broadcast e-commerce, it is almost certain that Luo Yonghao will become a top player by virtue of his ability to talk, his remaining fan popularity, and a certain degree of connections in the world.

Otherwise, Douyin would not have spent such a high price of 60 million to sign Lao Luo.

And Luo Yonghao, a middle-aged frustrated entrepreneur who is burdened with 600 million yuan in debt, cannot afford to lose this time.

Any car company is now coveting Luo Yonghao

Since Luo Yonghao is about to become the "Three Kingdoms Killer" of live broadcast e-commerce together with Wei Ya and Li Jiaqi, let me imitate Lao Luo's tone On behalf of Lao Luo: "One million percent, I feel that I (Lao Luo) is being targeted by some car companies or public relations companies."

In fact, in this entity today The economy is still waiting to recover, offline 4S stores are struggling to operate, and when car companies themselves are looking for new "online marketing" methods, top-tier car sales through live broadcasts have become a must-have.

Not long ago, Tmall Auto and Viya conducted a live broadcast of car sales, and more than 40 cars were sold in 15 minutes. Later, Lei Jiayin also played a live broadcast of car sales, and sold 1,623 cars in 3.5 hours. Borgward Automobile's total sales exceeded 220 million yuan, and it was calculated that almost 7.7 units were sold every minute.

Weiya, as the "Queen of Sales", has sold more than 40 units, and Lei Jiayin, as the "A-list Actor", has sold more than 1,600 units. And Lao Luo, whose language skills surpassed Weiya in an instant and has more fans than Lei Jiayin, should be at this time Will laugh without saying a word.

If Viya can sell more than 40 Havals in 15 minutes and create millions of traffic, Lao Luo can basically say that such data is just a "bottom".

The most important thing is that Lao Luo has an ability that Wei Ya absolutely does not have - resisting beatings.

Even though he looked down on Lei Jun and Xiaomi when he was making Smartisan mobile phones, now Lao Luo takes the lead in selling Xiaomi mobile phones. There is no such thing as "slapping yourself" that is more deeply rooted in people's hearts than what Lao Luo did.

So, just after the China Consumers Association released a relevant survey report that "more than 30% of consumers encountered problems during live streaming shopping", Lao Luo dared to take the lead in announcing that "we must be self-disciplined and not cheat fans."

So, if nothing else happens, "Lao Luo's Strict Selection" may even be stricter than "NetEase Strict Selection".

And if Lao Luo wants to take the lead in live broadcasting to sell cars, then even if the problems of each car company will not disappear, people who bought cars from Lao Luo will scold Lao Luo the most. At least he can withstand a beating.

Weiya has a problem selling the car. It’s useless for you to contact Weiya. If there is a problem with Lao Luo selling the car, if you go to Lao Luo, Lao Luo will not only be able to withstand your scolding (maybe he will scold you in turn), he may even help you find after-sales service.

Luo Yonghao is a big sign. Therefore, at this time, every car company will be greedy.

GAC New Energy is the first person who wants to buy Luo Yonghao, but it can’t rely solely on Luo Yonghao

On April 1, Lao Luo sold Xiaomi and Lenovo , sold Roborock Technology’s sweeping robot, sold Anmuxi, sold NetEase ergonomic chairs, etc. GAC New Energy did not give up this opportunity and caught Lao Luo's popularity.

As I said, GAC New Energy was the first person to want to eat Luo Yonghao. Whether it is fragrant or not, we won’t say for now, but at least judging from the results, hmmmmmmm, it is much better than Wei Ya.

Relying on Lao Luo to sell cars is expected to be better than Wei Ya (the audience is different), and it is also much better than the thousands of sales consultants and sales managers currently selling cars on behalf of various 4S stores.

But the core problem is that you cannot rely solely on Lao Luo to sell cars via live broadcast.

In the final analysis, as the largest durable consumption in the public consumption level besides real estate, the sales method of cars is destined to be more integrated with the actual car experience.

No matter how talkative Lao Luo is about selling cars via live broadcast, it can only be an auxiliary means in the car sales model.

What can really make a deal through live car sales is the target consumer group who already has the intention to purchase a car and has completed a test drive and other experiences offline. In order to enjoy the preferential price, you can complete the purchase in the live broadcast room. While enjoying the general experience of "group purchase", you can also enjoy the "crowd effect" (commonly known as "livelihood") of listening to cross talk. That's it, nothing more.

So, don’t expect to rely on Lao Luo to sell cars.

Although the real contract figures have not been announced, compared to appearing in Lao Luo's live broadcast room, GAC New Energy also needs to spend no more than 500,000 yuan (the first price exposure is about 600,000 yuan) . 500,000 yuan in exchange for sales of dozens of units is obviously more worthwhile than giving it to local dealers. Although GAC New Energy did not buy it in the end, the attention alone has also increased.

But in the final analysis, you cannot rely on Luo Yonghao to sell cars.

This article comes from the author of Autohome Chejiahao and does not represent the views and positions of Autohome.