At 8:00 p.m. on August 16, the first live broadcast of Lei Jun, the founder of Xiaomi technology, started as scheduled. In this activity, Lei Jun introduced 20 of his favorite products to you, talked about the stories behind these products and answered some questions from netizens.
In the picture of , “the mosaic of Xiaomi’s Live Room” is “align =” 1 “SRC =”// img.cnmo.com/1760_ 600×1000 / 1759606. JPG “/ >
Lei Jun’s live debut
In terms of concessions, Lei Jun’s live broadcast and delivery are relatively awesome. In this live broadcast, the first product Lei Jun brought with him was Xiaomi’s official authorized biography “go all the way”. Its original price was 78 yuan, and the live broadcast room sold for 58 yuan. After it was put on the shelves, it was quickly sold out. Xiaomi’s three “super large cups” – Xiaomi 10 supreme commemorative edition, redmi K30 supreme commemorative edition and Xiaomi transparent TV launched on the 10th anniversary of Xiaomi were sold exclusively. After the three products were put on the shelves, they were quickly robbed. Later, the official added 5000 sets for Xiaomi 10 supreme commemorative edition.
Xiaomi 10 supreme Commemorative Edition
In addition, during the event, Lei Jun introduced products such as rainbow battery, Xiaomi Mi Band 5 NFC version, Xiaomi Juneng writing neutral pen, Mijia mosquito repellent basic version, Mijia electric screwdriver, Xiaomi scale 2, redmi airdots 2 real wireless Bluetooth headset, Merrick pocket fascia gun nano, Mijia night light 2, Xiaomi wireless Bluetooth speaker, Mijia inflatable treasure, Mijia sonic electric toothbrush t500c, etc.
Xiaomi Juneng’s neutral pen
Among them, the selling price of Xiaomi usb-c data cable, Xiaomi rainbow No.7 battery, Xiaomi Juneng writing neutral pen, Xiaomi rainbow No.5 battery live room is as low as 1 yuan; Mijia night light 2, Xiaomi scale 2 and Xiaomi LCD blackboard are all sold out for only 10 yuan, and they are sold out.
Payment amount of
millet live broadcast first show exceeds 200 million
Tiktok announced the tiktok’s first show results in the morning of August 16th: the amount of live sales and the number of people watching the tiktok live record with double sales, the sales amount reached 210 million, the total number of viewers was 50 million 530 thousand, the number of orders exceeded 570 thousand, the list of shaking fans was TOP 1, and the number of videos related to the topic was over 500 million times.
The sales volume of Xiaomi 10 supreme commemorative edition exceeded 64.3 million yuan, and the price of live broadcasting room was 5299 yuan (USD $757) , about 12000 sets were sold; the sales amount of redmi K30 supreme commemorative edition was more than 21.72 million yuan, about 10000 units were sold at the price of 1999 yuan (USD $286) ; the sales volume of redmi smart TV Max 98 inch exceeded 11.87 million yuan, and the price of the product was 19999 yuan (USD $2857) , with about 590 units sold.
Compared with Luo Yonghao and Dong Mingzhu, how did Lei Jun perform?
The amount of money paid for two hours of live broadcasting is more than 100 million, which is a good result for any anchor. However, compared with Luo Yonghao, former CEO of hammer technology and Dong Mingzhu, chairman and President of Gree, with the same flow, did Lei Jun win?
Rumor Luo Yonghao said that it was 60 million yuan for the jitter, and the tiktok was the main anchor. Luo Yonghao’s first live broadcast of the tremble was held in April 1st. During the 3 hours live broadcast, Luo Yonghao brought 22 products, the total number of live broadcast was over 48 million, the number of sales was 910 thousand, the total amount of the tiktok payment transaction exceeded 110 million, and the result was very good. Luo Yonghao jumped tiktok brother. However, tiktok’s live show shows that if Lei Jun often delivers live goods, he will not necessarily be able to “shake brother”.
What about Dong Mingzhu, another entrepreneur? Is Lei Jun’s live show with goods won or lost?
Shortly after Luo Yonghao’s first live show, Dong Mingzhu began the first live broadcast of the tiktok on April 24th evening. However, Dong Mingzhu’s performance did not achieve the expected results. The live broadcast scene is very stuck. In a short hour, the picture is repeatedly stuck, repeated, and the sound is also intermittent. The viewing experience is very poor. So in the end, the cheapest power bank was sold most in this live broadcast, but only 138 were sold.
Dong Mingzhu’s first live show with goods
In Dong Mingzhu’s first live show, the sales volume of commodities decreased with the increase of prices. The higher the price, the less the sales volume: 41 electric fans with 399 yuan (USD $57) , 19 fans with 439 yuan (USD $63) , 9 air circulation fans with 699 yuan (USD $100) , and 5 hot pots with 700 yuan (USD $100) . The sales volume of most commodities with price above 6000 yuan (USD $857) is basically 0.
According to the data, the total number of people watching Dong Mingzhu’s first live show on the night reached 4.31 million, with a peak online number of 216300, and commodity sales of 225300 yuan (USD $32186) , equivalent to a fraction of the transaction value of Luo Yonghao and Lei Jun’s live broadcast of the first show with goods. Lei Jun, who lost in the “1 billion bet”, is back here.
Lei Jun’s first live broadcast with goods
However, after experiencing a “failure”, Dong Mingzhu did not give up live with goods. In May 10th, Dong Mingzhu Kwai opened his second live broadcast with goods. In this live broadcast with goods, Dong Mingzhu’s live performance is better, the expression is more fluent, and the live video is no longer stuck. This time, Dong Mingzhu’s “shame before the snow” was put on sale for 30 minutes, and the sales volume of the three products exceeded 100 million.
Among them, the high-end Kwai TSE with a price of 15899 yuan (USD $2271) was subsidized by 8999 yuan (USD $1286) fast hand, and 12 thousand yuan new air disinfectant sold nearly 100 units. In the end, Dong Mingzhu achieved a good result of 3-hour turnover of 310 million yuan.
Several “secrets” of Lei Jun’s successful first live show
Lei Jun achieved 100 million yuan of sales in two hours, which shows Lei Jun’s strong ability to carry goods. In particular, when Xiaomi 10 supreme commemorative edition was officially sold for the first time in the morning of the live broadcast, 100000 sets had been sold in one day, and many products in the studio were sold at the price of 1 yuan. Lei Jun’s live show can achieve such excellent results, according to observation, may be related to the following factors.
One is millet to awesome propaganda. The keynote speech of Xiaomi’s 10th anniversary is a matter of great concern to many friends in the industry. At the end of the speech, Lei Jun announced that a live broadcast with goods would be held on August 16 to “chat with you”. Lei Jun’s publicity, I believe many friends know that Lei Jun is going to broadcast this event live.
In addition, a few days before the live broadcast, Lei Jun and Xiaomi officials have been warming up for the live broadcast. Lei Jun also took a lot of small videos for the live broadcast, with very interesting contents. In addition, he predicted that many products in the live room would have preferential prices. Xiaomi’s products are not very expensive. Maybe the studio will be cheaper? With such a mentality, I believe that many people are willing to watch the live broadcast of general manager Lei.
Lei Jun products
The second is the affordable price. In addition to the publicity in place, Lei Jun can not achieve such outstanding sales results without the actual discount. In this live broadcast, in addition to Xiaomi’s just launched new products, there are big discounts on the purchase of other good things. When watching the live broadcast, Xiaobian couldn’t help but place an order to grab the 10 yuan body fat scale, night light 2 and small blackboard. Even if it is not just needed, I believe that the price of 10 yuan for many friends is “can’t afford to lose, can’t be fooled” and “don’t buy for nothing”. What’s more, the prices of the other four products are all as low as 1 yuan. I believe that for many people, it’s just a matter of hand speed to buy a product at such a price.
In addition to these cheap goods, Lei Jun also recommended some “super expensive” products. For example, Xiaomi transparent TV and redmi smart TV Max 98 inch. The prices of these two products are from 19999 yuan (USD $2857) , which is not cheap at all, but because of the unique characteristics of the two products, they were quickly sold out after being put on the shelves.
Third, the attraction of general manager Lei himself. In addition to the above two reasons, Lei Jun, who is not a “Duan player”, can achieve such a good result in the first live broadcast with goods, which has a lot to do with his “personal charm”. Just like this, when answering why he came to live with the goods, Lei Jun replied: because I’m Xiaomi’s most handsome employee (laughter), and because I’m very talented (with an album).