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更新时间:2024-01-17 17:58:05 发布时间:24小时内 作者:文/会员上传 下载docx
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疫情期间,用户居家办公,刘耕宏毽子操火了,带7000万抖音粉丝一起做运动;
浪姐开播,“王心凌男孩”疯狂刷屏;
618来了,董宇辉一段段真情流露的小作文让千万粉丝心甘情愿得掏钱。
这就是抖音的商业逻辑:通过对爆款IP的运营→获取流量(打开抖音带货直播)→留存(花时间看直播)→转化(花钱买东西)。
新东方在利用抖音转型,而抖音在利用一个个“刘畊宏们”、“董宇辉们”改变用户的消费习惯。
你以为这就完了吗?你想得太简单了!
要知道每一次爆红IP的出现,都是在为抖音这条路径的成功正名!
新东方的股价,就是抖音最大的广告和招牌。它给新东方带来的可能是“一时的热闹”和转型的信心,但给抖音带来的可是一个“抖音的流量真值钱”的结论。未来,会有更多的企业踊跃地来抖音上投放。
所以,到底是新东方要谢谢抖音,还是抖音要谢谢新东方呢?
这就更印证了那句话,没有无缘无故的爆红,所有爆红逻辑的背后,折射的都是平台的需求。
谁是这场爆火背后的最大赢家,一目了然!
等待新东方走红的不只是一夜,而是整整半年。
20_年12月底,受“双减”政策影响较大的新东方选择成立“东方精选”,进军直播带货。于当晚的现场带货秀确实掀起了一波热潮。据多家媒体报道,于在播出10分钟内卖出了10w元的商品,当天销售额达到460w。
但是,开始就是巅峰。此后,东选的商品表现可以说是“忽高忽低”,日销量徘徊在几十万,最低的甚至只有几十万。
图片来自:飞瓜数据
事情的转折发生在6月初,东方精选了几个短视频介绍新东方直播间的转型,——双语带货直播,视频好评比过去增长了两三倍。
6月9日,直播间销售额从前几天的100w左右攀升至300w,直到6月10日迎来全面爆发。
网红带货:social media influencer
所有的名词放在一个语境里大家会更容易理解与记忆,现在举个栗子。
Eg:
He is not only a social media influencer, but also a teacher.
直播:live stream
Eg:
This is a wonderful live stream.
这是一场精彩的直播。
相关词汇:
网红直播:live video streaming / network broadcast
网络主播:network anchor
相关热词:
e-commerce live streaming 电商直播
direct broadcasting room 直播间
口红一哥——李佳琦
The 27-year-old Li Jiaqi’s maverick sales technique has won him the nickname xxxLipstick Brother No 1xxx. Once an unassuming shop assistant earning a modest salary in Nanchang in south-east China, he now has more than 40 million followers on Douyin.
27岁的李佳琦特立独行的销售技巧为他赢得了“口红一哥”的称号。他曾经是南昌某商店一个不起眼的店员,挣着微薄的薪水,而现在他在抖音上有4000多万粉丝。
带货女王——薇娅
There is also 33-year-old Wei Ya, whose 1 April sale of a $6m rocket launch on Taobao amazed the nation and attracted international publicity. So much so that Taobao had to issue a statement confirming the sale was real and not an April Fools' joke.
33岁的薇娅4月1日在淘宝直播间售出了一枚价值4000万元的火箭,轰动全国,引发了国际关注。淘宝不得不发表一份声明,确认这次销售是真实的,而非愚人节玩笑。
现在开始我们的压轴大戏,就是我们清北学长学姐为大家压的作文模板,当然主角还是李华,这个轻易还是不敢变的。
以下作文为20_届衡阳市高三毕业班联考题目——李华:直播带货,卖农产品
内容包括:
1.直播推销的设备;
2.直播推销的优势;
3.直播推销的建议。
参考词汇:
1.拼单: share the bill
2.秒光:sell out within seconds
参考范文:
Dear Mary,
How are you getting along these days? Knowing that the produce on your farm is hard to sell during the COVID-19 epidemic, I really feel as worried as you. So, I'm writing to share some successful Chinese experience to help you. Chinese farmers came across the similar problem not long ago, but they came up with a creative solution:promoting goods sales through livestreaming. What you need are a computer or a cellphone with access to the Internet and a live stream platform or application for broadcasting. By taking advantage of social influencer marketing, the sellers can introduce the goods more efficiently and the buyers can watch the products visually in real time, thus, making the online trade more convenient. To ensure the quality of live streaming, make sure the equipment and the Internet are of good quality and the surroundings are quiet and free of disturbance.
I do hope that it will be helpful to you. Best wishes!
Yours sincerely,
Li Hua
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