Since mid-June, in just 7 days, Dongfang Selection has soared Number List to 11 million followers, sales exceeded 300 million in a week, and the cumulative number of viewers of the live broadcast was 27 million, equivalent to the total population of Jilin Province. In addition, mainstream platforms such as a certain station, a book, and Shuangwei have become a hot spot for the national second creation, and it is a veritable phenomenon-level live broadcast room.
The layman watches the fun, the layman watches the doorway.
How are teachers' live broadcasts different? Can the myth of Oriental Selection be re-enacted?
To know the answer, you must first understand the three elements of live streaming—people, goods, and venues.
"People-goods-field" is not a new theory, and the concept has been relatively mature in 2018. In many fields, whether it is online Taoke, or the concept of the current metaverse, it can be explained by people and goods yard.
In the field of live broadcast, first of all, what is "people-goods-field"?
People - refer to the anchor, and can also refer to the audience.
Field - It can refer to the construction of the live broadcast room, and it can also refer to the interaction scene and atmosphere of the anchor and the audience.
Goods - refers to the selection/arrangement of the live broadcast room, and can also refer to the quality/price of the goods.
"People-Goods-Field" assisted us in deconstructing a complete live broadcast room clearly and concisely. Next, we can see how Mr. Dong Yuhui has a wonderful chemical reaction between the anchors "people" and "field-goods".
First of all, it is different from the fast-paced delivery of goods by the promoters of other live broadcast rooms, and uses the discounts and inventory to make orders to consumers. The teachers in the Dongfang Selection live broadcast room are more like tellers who are willing to chat with you about the shortcoming of parents.
They shared their experience and experience with a smile and a friendly chat, as if selling goods was just a matter of convenience, and knowledge explanation accounted for 70%. Even sometimes Mr. Dong Yuhui forgets what he is selling when he is talking.
Compared with precise promotional live broadcasts, more viewers who did not have strong shopping needs before, because the anchors flooded the live broadcast room with great interest in content, not only increased the distribution and exposure weight of the live broadcast room, but also the official platform will be more inclined to push the live broadcast room. .