Friday Forum – We bring the hottest questions from the Chinese Social & Digital space to our brightest minds.
周五论坛——让中国社交与数字领域最热门的话题碰撞出思维火花

Now when big celebrities are moving to live-streaming, which one is doing best?
如今大咖们纷纷转战直播间,你觉得谁更胜一凑?

Robert Li
Senior Copywriter / We Are Social

喜剧与购物,也可跨界合作。曾在东方卫视《今夜百乐门》节目中,因生动活泼的即兴剧表演为人所知的金靖,如今参与电商直播的新形式。自带上海喜剧和女性身份的她,让购物直播自带亲切感。从生活中取材、毫不做作的风格让购物也成为一场有趣的节目。

Comedy and shopping work great together. Jin Jing, who is known for her lively improvisation on the Dragon TV program "Golden Night", is now a true e-commerce live-streamer. With her characteristic as a Shanghai comedian and feminine identity, she brings a more intimate live-shopping experience. Her topics are mainly inspired by real-life and there are no fake, non-authentic contents, which makes this type of Live Shopping much more interesting.

Gomi Gao
Senior Copywriter / We Are Social

今年直播的惊喜,是从罗永浩入场抖音开始的。
凭借初代网红和锤砸西门子的好口碑,他的【交个朋友】直播吸引了一大批直男粉丝。
个人认为他成功的原因,
1、宣传物料始终围绕【交个朋友】主题,打响全场半价名号;
2、出了公关事件类似「花点时间」520鲜花事故后,第一时间响应-解决-赔钱。以至有的人说买老罗鲜花是5月最值得投资。
数英网有关于本次事件的精确报道,欢迎移步浏览:

The surprise of this year's live broadcasts started with Luo Yonghao, founder of the smartphone band Smartisan, joining TikTok.

Popular as one of the first internet celebrities by hammering Siemens for their bad quality products, his "Make A Friend" live-broadcast attracted a large number of male followers.

I think some of his success factors are; 1) how his promotional materials always focus on the theme "Make a friend" with half price for the audience, 2) after a PR incident during the sales festival 520 surrounding a flower shop he promoted, he showcased his quality as a seller by his fast reaction and eagerness to fix the problem for his viewers. The incident even made some people claim that buying flowers from Lao Luo was the best investment in May.

Go read about the incident on Shuying.com

Link:

https://v.douyin.com/JMjjgp1/

Leeya Liu
Copywriter / We Are Social

明星做直播翻车的案例今天已经很多了,有些平时看上去还挺火的明星,真正到直播环节却效果很差,可见不是所有明星都是适合直播的。从国内众多明星"下海"的案例来看,拥有众多死忠粉的流量明星,效果是最好的,粉丝会为他们买单(我想之前肖战去做的话效果应该也不错,狗头);还有一类更接地气更亲民,看起来真的使用过TA在直播中宣传的产品,效果也很好,比如王祖蓝他们。

There have been so many celebrity live streaming cases that did not succeed as expected.  Some celebrities who usually seem to be very popular entered the platform with pretty poor results with live broadcasting. This somehow proved that not all celebrities are suitable for live broadcasting. From the cases of many domestic celebrities getting into the live broadcasting business, the hottest celebrities with many loyal fans have the best effect and the fans will pay for their presence. I think Xiao Zhan was a good fit for live streaming (before his major accident involving his fans). There is also another kind of celebrity who is more down-to-earth and closer to people such as Wang Zulan, and it looks like they’ve used the products advertised during the live broadcast and the result also comes out pretty good.

Emily Zhang
Copywriter / We Are Social

俗话说:不急着下播去打球的魔术师不是好爱豆。
直播天王,我还选周杰伦。
几个兄弟+魔术展示+粉丝互动+30min = 2000万的礼物+无数明星自来水
害!其实他就是想来露一面,告诉你他没胖。

As the Chinese saying goes: Magicians that can't perform on stage are not true stars.
For the King of live broadcast, I chose the magician/singer/actor Jay Chou!
His debut live show included everything; his friends + a magic show + fan interactions + giveaways worth 20 million RMB + bunch of celebrities spontaneously joining in.
Funny enough, he just wanted to show people he has not gotten fat.

Link:

https://www.bilibili.com/video/av926454658