This celebrity is too rich

Chapter 306 Word of Mouth Marketing
At 51:[-] p.m., Li Chuan turned off the live broadcast.

clap clap clap clap clap clap clap clap clap clap clap clap clap clap clap clap clap clap clap clap...

Every time the live broadcast is over, there will be a burst of applause from around.

Li Chuan has long been used to this.

However, this time the applause was different, it was more enthusiastic than before.

Li Chuan noticed this keenly, with a hint of surprise on his face.

He raised his head, looked around, and soon understood what was going on.

Judging from the expressions of the surrounding staff, they should have been stimulated by his "speech" just now.

What he said in the live broadcast room just now can indeed be called a "speech".

For this "speech", he had already prepared the draft before the live broadcast started, and he performed very well during the "speech" process. The emotions, language, and movements were all in place, and the overall state presented was quite contagious.

After listening to his "speech", anyone who is not particularly rational will be more or less stimulated.

Of course, he didn't feel it himself, otherwise, he wouldn't be surprised by it.

Now, after a little recollection, he has thought about it.

'It seems that my speech effect is very good. '

'The staff at the scene were all stimulated, and the audience in the live broadcast room is probably not much worse. '

'If that's the case...can I take the opportunity to hype it up? '

'Just now there were only three 10,000+ people in the live broadcast room, and the publicity was a bit weak. If I can take the opportunity to hype it up and let more people know, will the public's perception of me improve? '

'definitely will! '

'Maybe it won't have much effect, but as long as there is a little improvement, it's worth it! '

Thinking of this, Li Chuan has already made up his mind.

He raised his head again, looked around, found Zhu Chenwei's figure, and said, "Chenwei, come out with me."

Hearing this, Zhu Chenwei quickly followed Li Chuan and walked out of the live broadcast room.

The two came to the chairman's office and closed the door.

Li Chuan was too lazy to talk nonsense, and directly ordered Zhu Chenwei: "The things I said before the broadcast, you help me do some marketing."

"it is good."

Zhu Chenwei has been with Li Chuan for so long. As soon as Li Chuan opened his mouth, he knew what it meant. He immediately nodded in response, and then asked, "How far is the marketing?"

"Try to make the scope larger and let more people know, but don't go too far, as it will easily arouse the public's resentment... You can grasp the specific details yourself."

Li Chuan didn't say much, because it wasn't the first time Zhu Chenwei helped him do this kind of thing. Zhu Chenwei knew who to contact and how to do this kind of thing. As the boss, he just had to wait and see the result. Everything was arranged.

"Should it start tonight?" Zhu Chenwei asked again.

"Get in touch first. If you can, then start tonight. Work harder. If not, just wait until tomorrow morning. Don't delay too long."

"Ok, I see."

"Well, you go first."

"..."

At 55:[-] p.m., Li Chuan returned to the live broadcast room.

Without saying a word, he walked straight to the center console and began to check the data of today's live broadcast.

Live broadcast duration: 5 hours and 52 minutes
Viewers: 5614.5 million

Peak popularity: 132.7 million

Average popularity: 63.8

Average customer unit price: 92.3 yuan

Conversion rate: 4.5%
Total sales: 23319.8 million

The popularity data has obviously improved a lot compared to before.

This is not because Li Chuan's live broadcast is good, but because of the influence of "Sister Wei's Workplace Diary".

"Sister Wei's Workplace Diary" is becoming more and more popular day by day, attracting more and more viewers... Mr. Sen, as the male number one of the show, is not as popular as the absolute protagonist Wu Jinyan, but he is still very popular.

The leading actors of "Sister Wei's Workplace Diary" have not broadcast live yet, and Li Chuan, as the only one, naturally attracted the attention of this part of the audience.

When he first started broadcasting today, many people in the live broadcast room were scrolling through bullet screens related to "Sister Wei's Workplace Diary". Some called him "Chairman", some called him "Wan Sen", and some asked him "Wei Ying Where did you go?", "Where did Wu Jinyan go"... and so on, almost full of the screen.

Of course, he had to reply, otherwise the audience would not be satisfied.

However, he didn't talk about this topic all the time. After all, the purpose of his live broadcast was to sell goods, not to talk about "Sister Wei's Workplace Diary".

In his view, "Sister Wei's Workplace Diary" can be discussed, but it should not delay his selling goods to earn money. This is a matter of principle.

Therefore, he just chatted briefly before the broadcast, and then began to sell normally.

From 09:30 p.m. to [-]:[-] p.m., for more than three hours, he didn't mention "Sister Wei's Workplace Diary" again, and he pretended not to see the related bullet screens.

But after 09:30 in the evening, he started chatting again.

why?
Because after 09:30 in the evening, the popularity of his live broadcast room began to decline, and the decline was relatively severe.

The purpose of his talk about "Sister Wei's Workplace Diary" is to attract traffic and maintain the high popularity of the live broadcast room so that he can continue to sell goods to make money.

"Sister Wei's Workplace Diary" is really popular. As soon as he talks about this topic, the popularity of the live broadcast room rises rapidly. The effect is extremely significant, and it has been tried repeatedly.

In this way, he mastered a trick:
Whenever the popularity of the live broadcast room drops sharply, he will chat about "Sister Wei's Workplace Diary". When the popularity of the live broadcast room rises to a certain level, he will start selling goods; , and he continued to chat about "Sister Wei's Workplace Diary"...and so on, and so on.

This is the reason why his popularity data has increased so significantly today.

However, while high popularity is a good thing, it also brings a problem.

The problem is that most of the traffic he attracted by chatting about "Sister Wei's Workplace Diary" are entertainment audiences... The conversion rate of these audiences is very low, and most of them are here to join in the fun and will not buy things in the live broadcast room .

The result of this is that although his popularity has increased, the overall conversion rate has decreased.

In the past, when he brought goods live on Douyin, the conversion rate would be around 5.2%, but today it is only 4.5%, and the drop rate is quite obvious.

Of course, the decline in conversion rate is not entirely caused by the attributes of the audience.

Another reason is that what Li Chuan sells today is a bit expensive.

This can be seen from the average customer unit price.

In the past, Li Chuan's average customer price was basically maintained at about 70 yuan, but today it is 92.3 yuan, an increase of nearly one-third.

The higher the price of the product, the fewer people will buy it. This is a basic business law; and the fewer people buy, the lower the overall conversion rate. This is also a truth that elementary school students understand.

Therefore, the conversion rate is reduced, and there are also factors of commodity prices in it.

On the whole, the data of today’s live broadcast has changed a lot. To sum it up in one line, it is "increasing popularity, lower conversion rate, and higher average customer price."

The result of this line of words is that the total sales have increased, but the increase is not large.

Li Chuan sold 2.33 million today, an increase of only 2.08 million compared to 500 million last time.

The increase of 500 million may be a huge improvement for ordinary streaming anchors, but for Li Chuan, it is really nothing.

After reading the overall data, Li Chuan checked the detailed data again.

The most important thing in the detailed data is the "average profit margin".

[Average profit margin: 36.3%]

36.3%... This number is slightly lower, but it basically maintains a normal level.

The total sales are 23319.8 million, the average profit margin is 36.3%, and the calculated profit is... 8465.1 million.

After deducting returns and platform deductions, the final net profit is... 7618.6 million.

'It's more than 7000 million. '

Li Chuan couldn't help curling his lips.

He felt as if he had entered a bottleneck period, and the data had not fluctuated much.

This is still quite uncomfortable.

However, he didn't feel anxious about it.

He is already the most profitable anchor in the country (including Sister Ya), and unless the external environment changes, he has no room for improvement.

Of course, he can also create greater sales by swiping orders, selling Moutai, selling gold, etc.

If he really does this, let alone break the sales of a single game, as long as he thinks, he can make the sales reach one billion, two billion, or even tens of billions!

But it is meaningless to do so, he will not earn more money, but will lose a lot of money, and maybe he will be targeted by the relevant departments and asked him to pay back taxes.

He is already "the first brother who brings goods", so he doesn't need to engage in such nonsensical things.

He feels that this is pretty good now, with a fixed income of more than 7000 million per live broadcast, which no anchor can match.

Of course, if the external environment changes, he will still take action.

At the very least, one thing must be guaranteed, he must not lose his title of "No. [-] Delivery Brother"!
After reading the detailed data, Li Chuan looked at the next fan data.

Before the live broadcast started, his Douyin fans number was 4303.5 million, and now it has become 4374.7 million.

As of 3 o'clock in the evening on March 30th, the data of the top three in the "Douyin Fan Ranking" are as follows:
1. Chen He: 4448.4w
2. Mr. Sen: 4374.7 million

3. Dear-Di Lieba: 4179.2w
Li Chuan is only 70 away from Chen He, who ranks first in fans, and it is estimated that he will surpass him in the next live broadcast.

Some people may be wondering, isn't there a huge fan gap between Li Chuan and Chen He?Why are there only more than 70 left now?

Indeed, at the end of the last live broadcast, Li Chuan had 4249.1 million Douyin fans, while Chen He had 4402.6 million, a difference of more than 150 million.

More than 150 million fans may not seem like many, but it is not so easy to surpass.

Because Chen He’s video updates are relatively fast, the quality is good, and with the support of TikTok’s traffic, the fan base is very fast; Li Chuan doesn’t update videos very much, and even if he updates, most of them are live preview videos. These videos don't have much content, so they don't gain followers much... Li Chuan's followers basically rely on live broadcasts.

Combining the two situations, although Li Chuan has the advantage in the speed of fan growth, it is still impossible to surpass Chen He in a short period of time.

However, this was already the case before.

Now, the situation has changed.

The reason for the change lies in "Sister Wei's Workplace Diary".

"Sister Wei's Workplace Diary" became popular, and Li Chuan, as the number one male, was naturally popular too.

This week, although he didn't live broadcast or update high-quality videos, relying on the popularity of "Sister Wei's Workplace Diary", he still easily gained more than 50 fans.

These more than 50 followers instantly smoothed out Chen He's growth rate.

In this way, he relied on the live broadcast to increase his fans, and the total number of fans surpassed Chen He's, which was already around the corner.

Li Chuan is still looking forward to this.

Although the indicator of "number of fans" is not important, being able to become the person with the most fans on Douyin is also a memorable achievement. He is still very happy to be able to do it.

After reading the data, Li Chuan held a brief review meeting with Wang Chengyong and others.

The review meeting is over, it's already 12:30 in the evening.

After everyone returned home from get off work, Li Chuan also returned to the rest room in the office and went to sleep.

……

Li Chuan woke up at eight o'clock the next morning.

As soon as he woke up, he picked up his mobile phone and began to check the status of Zhu Chenwei's task completion.

This matter is very important, and he has been thinking about it all the time, so he checked it immediately after waking up.

However, this kind of work is still quite troublesome to check.

He tossed around with his mobile phone for a whole day, and called Zhu Chenwei three times, before he had a detailed understanding of the overall situation.

On the whole, Zhu Chenwei's task completion is still very good.

At around midnight today, shortly after Li Chuan started broadcasting, a batch of edited videos of Mr. Sen's "speech" appeared on Douyin... These videos were not made by Zhu Chenwei, but by Mr. Sen's fans and the Matrix account. Edited and produced.

Zhu Chenwei's job content is not to edit and make videos, but to find a few videos with better quality from existing videos, push them on a large scale, and then hire a group of sailors to guide the direction of public opinion in the comment area.

This approach has worked very well.

At around 2000 o'clock this morning, an entry appeared on the Douyin Hot List, titled "Mr. Sen Establishes a Charity Fund and Wants to Spend [-] Million to Build Hope Primary School".

This entry is associated with the few edited videos of relatively high quality selected by Zhu Chenwei.

Zhu Chenwei had already pushed a lot of traffic for them, but now that they are on the Douyin hot list, the publicity has increased several times in an instant.

However, the entry did not explode into a particularly high popularity, it just rushed to the top ten of the hot list, and then stopped.

The top ten on the hot list is not a particularly explosive event, but the publicity effect is also good. The entry stayed on it for more than three hours, and then continued for another seven or eight hours. Adding up, it ran more than 3000 million traffic , forming a certain popularity on Douyin.

Not only Douyin, but also external networks are involved.

From [-]:[-] in the morning, videos of Mr. Sen’s “speech” have appeared on mainstream platforms such as Kuaishou, Station B, Weibo, and Xiaohongshu. Although their popularity is not as high as that of Douyin, it has also formed a considerable impact. force.

According to incomplete statistics, the topic of "Mr. Sen established a charity fund and spent 2000 million to build Hope Primary School" has a total of more than 5000 million views, and has effectively reached at least 2000 million people... This result is already very good.

At that time, publicity was only one aspect, and what was more important was the feedback from netizens.

With the blessing of many naval forces, this topic has shown a very positive public opinion situation.

Most of the netizens are expressing their support and praise for Mr. Sen, only a small number of people are exporting against the wind.

However, when the overall public opinion has been finalized, headwind output will only encounter abuse and ridicule... The most abused and ridiculed is the navy hired by Zhu Chenwei.

The sailors hired by Zhu Chenwei actually didn't get much support and praise, they basically just stared at those who are exporting against the wind... Whoever speaks ill of Mr. Sen in the comment area, the sailors will swarm him and scold him like a dog Bloody head.

Driven by such an atmosphere, many fans and netizens who don't know the truth will also join in and scold along with the navy.

It can be said that in the discussion on the topic of "Mr. Sen established a charity fund and spent 2000 million to build a Hope Primary School", those who export against the wind have no right to breathe.

The publicity is effective and the public opinion is positive... After this wave of operations, Li Chuan has initially established his reputation.

Before, he did live broadcasts of helping farmers for free, but he did not build up his reputation; today, he finally achieved his goal through charity funds and Hope Primary School!

Of course, what he achieved was only a short-term goal.

He is currently only letting some people in the society know that he is an Internet celebrity who is willing to do charity, but he is still far from a "real entrepreneur image".

(End of this chapter)