Guide:
Who is the most expensive net red in the live broadcast field? How much is the live broadcast market worthy of coveting? What are the barriers to the mobile live broadcast platform? Where is the real opportunity for live broadcast? At the 6.30 Seven Bull Live Cloud Launch Conference, Fan Bing, author of Growth Hacker, brought a wonderful sharing of how the industry uses live broadcasts to achieve hacker growth.
The following is based on the live speech of Fan Bing, author of Growth Hacker.
Hello everyone, I am the author of "Growth Hacker", I am very familiar with the Seven Bulls team, and I am also an entrepreneur who is using Qi Niuyun. I was invited to the platform today to do this sharing, with the domestic senior media people. I am very honored to talk about the live broadcast and the future with E-sports God. The topic I shared today is called "How the industry uses live broadcast to achieve hacker growth."
Who is the most popular net red in the live broadcast industry?
Before I started, I wanted to throw a question first. Guess who is the most valuable online red in the live broadcast field? Some people guessed it was Papi Sauce, which took 22 million yuan in investment some time ago. Others said that it was just Foly’s talk about the hearth anchor Androni and the mother-in-law, who claimed that the three-year package price of 100 million was dug up by Tiger’s TV. In fact, the real value is the buddy - Mark Zuckerberg.
The picture on the left is a live broadcast of the three astronauts of the US space station on June 1st in the United States. The entire live broadcast lasted for 20 minutes. At that time, there were more than 1 million viewers, 210,000 likes and 1.9. Ten thousand comments. On the right is a live conversation with American comedian Jerry Seinfeld two days ago. Jerry has asked some interesting questions, including "What is the first thing you get up every morning." Xiaozha’s answer is of course no doubt, it’s playing Facebook with a mobile phone, even though he was not wearing glasses at the time of myopia.
Zuckerberg has recently revealed his love for live broadcasts on various occasions, and he believes that the live broadcast is exciting and unadorned. As far as I know, he last frankly said that he had such a strong interest in a certain field, and he still talked about VR. Zuckerberg once said, "We are entering the golden age of live video." It is reported that live broadcast is already one of the highest priority projects within Facebook.
How did Facebook step into the live field?
Let us look at it:
In August 2015, the launch of the independent live broadcast product FacebookMentions was only open to invited celebrities;
In December 2015, integrated into the main Facebook app, public figures can also be broadcast live;
In January 2016, it expanded to iOS users in the US, and went online for Android in half a month;
Opened to all users in February 2016;
Change the Newsfeed algorithm to give priority to live broadcasts.
The reason why Facebook sees the live broadcast so much is said to be because in the middle of 2015, the “original share content†on Facebook dropped 21% compared with the same period of last year. Facebook internal staff called it “context collapseâ€. And some statistics show that users are 10 times more likely to comment on Facebook live broadcasts than traditional videos. As a data-driven company, seeing such a gold mine is naturally waiting to be mined.
In fact, before Facebook, the live webcast has been around for a long time. According to the data, the first live webcast in history was a live concert of the 1993 SevereTireDamage band. But the real webcast platform is Webcast, which was co-developed by Apple in 1995, and RealPlayer, a streaming platform from RealNetwork.
In 2005, YouTube emerged on the other side of the Atlantic. But it wasn’t until 2008 that YouTube launched the live streaming service of YouTubeLive. Although it is a bit of a score in the field of "video game competition", it has not been valued by the general YouTuber. Later, it was described by TheVerge as a "catastrophic scene", and it can be seen how much it was at that time.
Twitter acquired the short video production application Vine in 2012 to expand the diversity of content in the timeline. After that, Vine fire directly led to the development of a number of short video applications in China. In March, Twitter announced the acquisition of the live streaming application Periscope. The app has not even been launched yet, and the purchase price is close to 100 million US dollars. At this point, Facebook, Google, and Twitter have completed the layout of the live broadcast.
How much is the live broadcast market worthy of coveting?
How much is the live broadcast market worthy of coveting, so that so many giants are competing to enter? Here is a set of data (source: China Investment Consultant "2016-2020 China Internet Live Industry In-depth Research and Investment Prospects Report", etc.):
In 2015, the number of online live broadcast platforms in the country was close to 200 (more than 300 this year), and the market size is about 9 billion;
The number of users is 200 million. The number of online users at the peak daily rush hour is close to 4 million, and the number of live rooms exceeds 3,000.
It is predicted that the market scale will be 12 to 160 billion in 2020, and 10 million nets will be generated.
Barriers to mobile live platforms
Seeing such a huge market opportunity, it is no wonder that everyone has entered the market and wants to be a mobile live broadcast platform. But is there still a chance for the mobile live broadcast platform today? My personal attitude is to be cautious and not optimistic. Below I analyze from five dimensions:
1. First look at the content consumer, that is, can you quickly get a large amount of user traffic? Behind a domestic live broadcast is the hundreds of millions of users of Sina Weibo. Ha, your live broadcast relies on the millions of millions of people living in Momo. These fast-growing products have huge user import channels, and you can compete with them if you Can you only buy a user by burning money from scratch?
2, then look at the supply side, which is the anchor of this piece. The founder of Yingke had previously produced more than 100 million meters of multi-meter music. At that time, the built-in "live broadcast" was converted to Yingke to obtain the first wave of anchors. Recently, Live.ly, which is the No. 1 in the US AppStore free list, is actually a sea-going application made by a company in Shanghai. Before that, the counterpart AppMusical.ly that they had done before was also a group of people who loved to perform. Ready-made anchor resources.
3. You may say that I have no obvious advantage in how to get users and anchors, but what I can guarantee is that the user experience of our team is absolutely excellent. I don't believe this. Tencent did a NOW live broadcast in Q in May, so a giant company has a user experience team composed of dozens of people, serving multiple project teams, and specializing in polishing UE/UX every day. You said that you can do better than them. better? As far as I know, before the NOW live broadcast, there are 4 teams in Tencent who are doing live broadcasts in the internal PK. The final ones must be the ones who are going out, you are confident in your user experience, that means you Not enough to understand this industry.
4. It is very hard to make money in this line. Do you have the ability to raise enough funds to complete the content production and industrial layout? The 9158 in the PC era has spent 70% of its energy on the mobile side. Their daily revenues are tens of millions of orders. Compared with Yingke, they have strong self-healing ability. And you may not even be able to make an investment in external blood transfusions.
5, the last is the ring of technology. Before the emergence of a professional team such as the Seven Niu Live Cloud, the technical threshold for setting up a live broadcast platform is still very high. Not everyone who wants to play can play.
Today, here I am throwing my personal conclusions about the mobile live broadcast platform: the industry must eventually be arbitrarily monopolized by two or three. This is similar to the industry competition pattern of Weibo, group purchase and cloud storage in the past two years. In the end, it is occupied by a giant with a certain family. On the contrary, if you look at the projects that the ordinary grasshopper team can break through in the past two years, such as O2O, such as taxis, there is a lack of advantages in the giants online. Live broadcast of this pure online business happens to be where the Internet giants' innate advantages can be played. So I said that it is very likely that you will fail if you come back today.
"Live +" era
I poured a cold water on everyone and sang the opposite, so the chance of live broadcast is gone? No, I think there are opportunities, but it is not about making a platform. Applying the current popular concept of rhetoric, I think the real opportunity for live broadcast is to do "live +", which is the combination of live broadcast and other various fields and vertical industries, such as social, film, education, tourism and so on.
I once played with my friends and found that the live broadcast is not much more than one plus one, or even more than twenty, two hundred, two thousand. It is both a tool/means and a social and content attribute. And want to make good use of the live broadcast, the focus is to determine how it can make up for the pain of the existing solution, and a deep understanding of its scope of application.
Let me talk about my thinking in three different areas.
First, live plus social.
I saw a statistical report before. When it comes to live broadcasts, most people (almost 90%) will associate with the words of beauty and vulgarity. In fact, socially related live broadcasts can be very tempered and tasteful. Like this Wink, it is my 90-year-old elementary school entrepreneurship project in Wuxi. Slogan is a “visual social product for young peopleâ€. It has been recommended by Apple’s official new app and recommended by Apple Photo Award winners. It is very outstanding, and it is very different from the domestic products that are aimed at the Residents.
Wink was originally a filter watermark camera, similar to Instagram, or domestic Nice, In. Later, social and small video functions were added one after another, and it was not until this year that the live broadcast was made. Coincidentally, when I interviewed Wink CEO Xu Mingjun, he said that they used the seven cattle live cloud.
What happened to the data after the live broadcast? The average daily usage time increased by 4-5 times, and the retention rate per day increased by 25%. Very obvious growth.
In the process of communicating with Wink, I heard some experiences about live + social, including:
To do live broadcasts, what matters is not the carrier and technology, but the brand and community atmosphere. Don't put too much energy into the live broadcast of the technology itself, but focus on the core business. Many teams spend too much time on tossing technology, leading to no need to care for their users.
In return to the needs of social apps, why do you want to take photos and play live? It is to show yourself, to highlight the sense of identity of self-worth, and to show off to the outside world. Therefore, Wink also makes every effort to let the players get better in the product planning, such as drying their clothes, drying their own homes, and drying their other half. This is a test of the operation and understanding of human nature.
There is a dialectical relationship between content quality and the magnitude of the consumer population. It is generally believed that the more products that are made in China, the more they rely on low and vulgar means, the easier they are to get up quickly, and the high-end people who are able to win on the tall, but the amount is not easy to quickly grow bigger. However, Wink CEO still adheres to the principle of high-quality content, because he believes that with the development of the economy, the process of consumption upgrading and the improvement of people's wisdom, the population of high-quality content will grow rapidly. The vulgar content attracts the low-end people of the pyramid base, and the high-quality content will simultaneously attract the upper and lower crowds of the pyramid. This is like taking the law, getting it right, and getting the aesthetics backward compatible.
Establishing a closed ecosystem can effectively raise expectations for payment. For example, you accidentally swiped a follow-up object on Weibo to live broadcast on a live broadcast. At this time, you are not expecting it. When does TA start, live for a long time, and what is the live broadcast theme, there is no expectation, so the corresponding The payment preparation is not sufficient. In a separate app, the user is surrounded by a fixed anchor and program, so that the user wants to actively log in to the platform and expects to see the content, so the corresponding payment for the live broadcast is also prepared, which can increase revenue.
The traditional live broadcast mode relies on the anchor to earn popularity. The screening anchor also has the latest, hottest, and recommended dimensions. However, after all, the anchor is bustling and coming. It is a minority that can really precipitate a fixed audience. Most of them are running water. . To this end, Wink has created another content dimension besides the anchor, which is “programâ€. It regularly organizes programs with specific themes, and then invites different anchors to take turns on this program to implement the theme. For example, eating noodles, please use different anchors to broadcast live noodles every time, or have a digging treasure. This uses a fixed program to precipitate a particular audience, and then directs a fixed audience to the anchor; at the same time, the anchor's fixed audience can also lead to discover the program. In this way, the "iron-playing program, the main stream of the water" is used to accomplish each other and precipitate each other, thus revitalizing the effective audience at any time.
Of course, don't feel that live + social will be successful, there are also negative cases. For example, a team of friends in Shanghai is doing sports social direction. To put it bluntly, it is to allow you to share self-portraits before and after sports to others. There was a bottleneck in the growth of this project for a while, and the team product manager watched the wind at the right time and proposed that since the video is so hot, do a small video/live broadcast. So the whole team did not consider clearly, and did not have any technical accumulation, recruited and set up a team to build technology from scratch, and finally spent half a year to shoot live video online. As a result, there are only three active users of this week's function.
The matter of re-distribution, what they owe to consider, one is to ignore the reason why everyone should show themselves with products like self-timer/live. It is to beautify yourself and to present to the public a more beautiful side than in their daily lives. Then an indispensable job is beauty. (Now there are girls who don’t go through the Mito show P picture? Very few). They only achieved live broadcasts at the time, but they ignored the importance of beauty. Then you think, after the exercise, the dog is tired and full of sweat, and the mental state may not be as good as usual. At this time, you let me restore the true face and face the sky, everyone is not natural. dry.
Another problem is that the threshold for live sports is too high. A lot of fierce confrontational sports are not suitable for live broadcasts, such as basketball and baseball. You can't make a shot, and it's hard to capture a wonderful moment. Some people say, then you are looking for a friend to help you shoot? This makes the whole thing complicated and becomes a team work. It seems to be like a network red, which naturally narrows the number of people using this function.
Second, live broadcasters.
Next, let's take a look at what the live broadcast + e-commerce can play.
The show is called "StyleCodeLive" and is a talk show by Amazon. It is broadcast on Amazon.com every night for 30 minutes. The host will discuss some beautiful techniques, which creates opportunities for Amazon to sell cosmetics and hair gel. .
On the left, Li Yuchun participated in the live broadcast of the Cannes Red Carpet in L'Oreal, Paris, setting a total of 3.11 million total views, 163.9 million total points, and 720,000 total comments. The direct market effect brought about is that after four hours of live broadcast, Li Yuchun sold the same color 701 CC light lipstick in the L'Oreal Tmall flagship store. Angelababy also participated in the Maybelline New York New Product Launch Conference. On the same day, the event made the overall wireless visitors of Maybelline grow 50.52% more than the previous day. With the interaction, the sales conversion was also very successful. The live broadcast of the day was 10607, which was refreshed. The record of the cat makeup lip makeup category.
Everyone on the right will know that it is the new release of the millet drone that was launched by Rebec through Xiaomi live. Although there were some unexpected situations in the whole conference, such as the crash, it still failed to block the enthusiasm of netizens. More than 1 million people watched the entire conference.
Why do traditional Chinese companies and Internet companies feel that live broadcasting + e-commerce is a new growth point?
Let's first take a look at the pain points of traditional e-commerce.
Compared with traditional bag shopping, the biggest shortcoming of e-commerce to consumers is that the information obtained through the Internet is not enough for shopping decisions. For example, buying clothes, buying cosmetics, buying a house and buying a car, users need to have a more comprehensive understanding to make consumer decisions, and when they come to the scene and add someone to explain, the experience will be much better, and traditional e-commerce can't do these two things.
The second biggest pain point of e-commerce is the lack of social behavior. People can buy a lot of things without leaving their homes, but they have less chance to go shopping with friends and family. Shopping is a social behavior and lifestyle. After shopping, often Will consume meals, movies and other services. In the live broadcast, you can interact with the anchor bargaining, and the audience will form a fiery atmosphere. These perceptible social elements are not reflected in the order of the cold Taobao page.
Which products and services are suitable for live sale?
The first is to pay attention to the consumption of the process. For example, in a high-end restaurant ordering food, in addition to watching the beautiful commercial photography on the ordering app, we can now go deep into the process, such as watching the restaurant's kitchen through live broadcast, ensuring food safety and understanding the whole cooking process of the food.
The second is to buy wholesale products and services. Live e-commerce is a new form of group purchase. After gathering together, it sells one or several products (services) to the group. Therefore, in the past, the products and services that performed well in group purchases, especially in time-limited group purchases, are very suitable for live e-commerce. Just as group buying is easy to create explosives, live + e-commerce will also be a burst production machine. The results of the largest real-estate e-commerce cost-effective trial prove this point. Wu Zun sold 1.2 million yuan of milk powder through live broadcast. Liu Yan sold six products in the live broadcast: Jujube clipped walnuts sold more than 20,000 pieces. This conversion rate is high on the basis of 120,000 people.
The third is the product that cannot be completed on the spot. The typical representative here is cross-border e-commerce. Among them, the representative of this jackfruit has established a first-time cooperation relationship with the 300+ Japanese and Korean brands. The unit price is as high as 500 yuan. In July 2015, the Japanese station went online, and in September of the same year, the South Korean station went online, and the number of orders in the three months exceeded 10,000. Nearly 80% of these overseas employees are locals and a truly international team. In October 2015, they completed a $30 million Series B round of financing, including Baidu. It can also be seen that Baidu’s heart is not dead.
The biggest problem with live broadcast + e-commerce is the conversion rate. How to make the video window smoothly and seamlessly guide the audience to place orders. It is still necessary to combine some other technologies to make it more convenient. such as:
Speech recognition: When an item is spoken when the anchor is explained, the product link can appear, and the user can conveniently join the shopping cart. There is no live broadcast platform to really do this. Taobao's cost-effective approach provides a new idea: to help users quickly purchase through voice passwords, after the anchor announces the voice password, the user can get the discount and purchase the product by collecting the “screaming†password. This allows users to have more convenient shopping during the live broadcast, which improves conversion efficiency and enriches the interaction.
Image recognition: When the anchor displays an item or arrives at a certain place, the corresponding product can be detected by the image recognition technology, and then the user is recommended, so that the user can place an order and realize the real side-by-side purchase. Some entrepreneurial teams have tried to implement similar technologies on the video. For example, if you see Liu Tao’s clothes in "Ode to Joy", you can easily add them to your shopping cart and how to combine image recognition technology with live broadcast. The next difficulty is that it is not easy to do real-time recognition.
Virtual Reality/Augmented Reality Technology: With VR (Virtual Reality) or AR (Augmented Reality) technology, we can better understand product information or interact with people, such as wearing a helmet and reaching a virtual mall. There is a shopping guide (the anchor) is explaining, a group of people are watching (social), this is an unprecedented shopping experience. Taobao April Fool's Day released the BUY+ plan is a similar concept, Alibaba also announced to be a VR content platform, to create VR interactive technology, live + VR + e-commerce open. The recently-created "Creation Festival" is actually doing this.
Third, live broadcast plus education.
Finally, talk about live broadcast + education. More typical products such as Shanghai's Hujiang.com are also the largest online learning platform in China. Hujiang.com has exceeded 100 million registered users this year, of which mobile terminals account for 70%. They started to broadcast live in 2012, but it was still live broadcast at that time. Really live video broadcast is still in 2015.
The head of the CCtalk live broadcast product CCtalk is also the past Tencent WeChat, and has a deeper thinking about the product. When he talked with me about the role of live broadcasts for education, the views expressed made me feel very profound.
He gave me a neurological concept called "vagus nerve discharge."
The vagus nerve is the 10th pair of cranial nerves of the human body. It is the longest and most widely distributed pair of cranial nerves, containing sensory, motor and parasympathetic nerve fibers. The vagus nerve dominates breathing, digesting most of the organs of both systems, as well as the heart's sensation, movement, and glandular secretion.
The vagus nerve discharge means that under certain conditions, people will unconsciously react to the stimulation of some external environment. Even if you don't realize it or control it, this instinctive reaction will happen quickly through the conduction of nerves. Typical representatives, such as seeing a cute little baby, you don't even realize why you think TA is cute, but you just want to kiss and hold, and the little baby will react to you. This is actually your vagus nerve. The discharge phenomenon, and the electric fields around the charge react with each other, allowing you to interact and influence each other, stimulating emotional reactions. Similarly, love at first sight, two strange men and women produce vagus nerve discharge, followed by rise in dopamine, etc., and finally fall in love.
The main scene of vagal discharge in education is classroom feedback. Teachers instill knowledge into you through language and body, and you respond accordingly (such as frequent nodding, such as taking notes, and answering questions in the classroom correctly or incorrectly), at which point both of you will have a vagus discharge. The interaction process in the subconscious has a direct effect on stimulating the learning effect. In addition to the teacher and student, students will also have this kind of mutual performance and feedback. For example, you will deliberately speak in order to make others look at each other or please a female student of a crush. It can be said that how to obtain feedback stimuli is a very important part of education.
If we think about this matter a little further, as technology evolves, people will become cheaper (and even free) in the future, and knowledge itself will become more abundant, easy to acquire and create. At this time, we are likely to display the content we want to learn, as shown in the sci-fi movie "The Matrix" and "Super", which can be downloaded to our brain through the USB flash drive. The extraction of knowledge has become a simple and standardized process. Even one day you can beat the giant Go masters like AlphaGo.
By that time, the equipment and process of acquiring knowledge is not as important as it is, and what is truly precious is the emotional experience and feedback, which will become a key link in the efficiency and effectiveness of knowledge acquisition and knowledge. Just like a candle. The earliest candle was just invented to light up the night, it was very expensive, only the aristocrats could afford it; later, the invention of electricity became a luxury, and the candle was worthless; until now, electricity has become commonplace in everyday life. Something, and the value of the candle is rising again. You invite a friend to have a candlelight dinner, which is often expensive. Behind this, the real value is actually the emotional experience itself. It can even be said that "emotion is the last highland of mankind." ". In education, the value of emotions and feedback will be more and more valued, and this is also good for live broadcasts.
Finally, summarize your speech today.
1. Emotional substitution and brand identity are the most valuable means of premium, and live broadcasts minimize their costs;
2, instead of doing a platform to kill a bloody way, it is better to explore more possibilities with "live +";
3. Use the gain of live broadcast to make up for the traditional pain points, and pay attention to its scope of application;
4, live broadcast as a new means, not the purpose itself, do not repeat the invention of the wheel. So try to choose a ready-made product like the Seven Niu Live Cloud to help your entrepreneurial process, and focus your energy on the business itself.
Editor in charge: Wang Huixia
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Sources of citrine
Sources of citrine include Brazil, Bolivia, several African countries and parts of the Soviet Union.
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