"Chinese and foreign business": "Lipstick One Brother" was broadcast live in Li Jiaqi for 5 minutes and sold 1.5 million lipsticks; "The Queen of Goods" was broadcast live in Victoria for 2 hours, with sales exceeding 267 million; Sanda Brother 1 minute sells 19.9 yuan toothpaste for 30,000 orders. Internet celebrities can be called "crazy" with goods, so why are so many people willing to buy products recommended by online celebrities?

Feng Huakui: There is actually a reason for this, and it is not a false prosperity, but it does meet the needs of some people.

First of all, live broadcast or video can show goods better than pictures and texts. Video can not only render goods, but also stimulate the mood of the audience and set off the atmosphere. For example, selling jewelry, the live broadcast platform sells better than the previous e-commerce, which is impossible for graphic display.

Secondly, many users have dyslexia when watching pictures and texts, but watching videos will make them feel more exciting. This actually coincides with the characteristics of some users, and the live broadcast has affected such a wave of people.

Third, the price has been set very well. Most of the products that can be broadcast live in online celebrities, such as Li Jiaqi or Viya, are selected, and then the price is very low. As long as the price is low, most people can place orders without obstacles, and they can return them if they are not suitable. Everyone knows that the return rate of live broadcast sales is very high, especially clothing, even reaching 40%-50%, so the shopping obstacles in live broadcast are relatively small.

Finally, the live broadcast of online celebrities will also have some ways to play. For example, they will take screenshots from time to time and draw prizes, which will tempt many people to continue watching. The things sold in the live broadcast still meet the needs of many people. For example, people in third-and fourth-tier cities are less stressed and have time and money, so they are more interested in this game of entertainment and shopping.