At 8 p.m. on April Fool's Day, Douyin and Luo Yonghao put on a big show. In terms of overall data, they are weaker than Li Jiaqi and Wei Ya. The number of people in the live broadcast room has remained above 2 million in the first hour of the broadcast. Surprisingly, Lao Luo did not start with digital products. From oil pens, tea drinks, and crayfish, it gave people the illusion that he was going to transform into eating and broadcasting. It was not until after 8:40 that the appearance of a sweeping robot was the prelude to the sale of smart products. What is worth thinking about is that the most popular items sold by Lao Luo in the live broadcast room are still small and medium-sized products.
According to the inquiry of the shopping cart sales in Lao Luo’s live broadcast room, such as the Xiaomi Mi 10 Pro of 4999 yuan, and the Sogou AI recording pen SI of 2448 yuan (discounted by 200 yuan), these products with a price of several thousand yuan are generally sold. On the contrary, like the 9.99 yuan Xiaomi Juneng writing gel pen (10 sticks), it sold 75,000. Influencers + brand + traffic, the live broadcast e-commerce model has initially worked. The appearance of Luo Yonghao has once again caused a discussion about how far live e-commerce can go. The momentary popularity cannot support a business model.
In the long run, its existence complements the shortcomings of traditional e-commerce in unplanned shopping. In addition to the well-known products such as Xiaomi Mi 10, Lao Luo also "listed" many well-known products throughout the live broadcast process, but still achieved good sales.