The end of the universe is live with goods?
On January 14, some netizens found that Sun Yang, the former Olympic champion, also began to bring goods live. At the same time, # Sun Yang’s live broadcast of goods # also appeared on the microblog hot search, which triggered a heated discussion among many netizens.
Sun Yang is a famous freestyle athlete. He once won all the gold medals in the men’s 200m, 400m and 1500m freestyle events in the Olympic Games, world championships and Asian Games, and achieved the “full slam” of his swimming career
15 million yuan sold in 5 hours
Sun Yang’s live broadcast with goods leads to disputes
At noon January 14th, Olympic champion Sun Yang appeared in the din room, and officially opened the tiktok. Sun Yang’s popularity is not low. As soon as he started broadcasting, he attracted many fans. The highest number of online users was 70000, with a total of more than 7 million viewers, which once topped the list of goods. Sun Yang proved with a live broadcast that he was good at carrying goods in addition to swimming.
According to the cicada mother’s official website, Sun Yang has not signed a MCN organization for the time being. The ratio of male to female is 43.56% and 56.44% tiktok.
As a sports star, Sun Yang, who moved to the live studio, still behaved generously in the face of the live camera. Wearing a red sweater printed with the “cute tiger” pattern, he was surrounded by many enthusiastic netizens in his live studio less than half an hour after the broadcast. Tiktok, , with a strong purchasing power, quickly sent Sun Yang to the first place in the pour in the voice and cargo list.
The reporter found that Sun Yang’s live broadcast was in Sanya sea travel duty-free city in Hainan Province.
At the 11 noon tiktok short video, Sun Yang announced the “order notice”. According to his TikTok title, ‘s live broadcast of the duty free city in the sea tour will be held on two days on 14 and 15.
On the 14th, Sun Yang was the first day of live broadcasting in the duty-free city of Shanghai tourism. However, the “goods” he brought this time have little to do with his old business. Sun Yang, who is called the sunshine big boy by fans, the goods brought this time are beauty makeup. 5 hours of live broadcast, he incarnated “beauty planting grass official”, in turn, in the live room sales including Estee Lauder, Helena, L\’OREAL, CLARINS, including the high-end high-end cosmetics products, and covers water, milk, cream, eye cream, cream, foundation liquid and so on nearly 70 product categories.
How do his fans comment on Sun Yang’s live broadcast?
According to orange persimmon interaction, “I think it’s quite professional.” Miss Qiao said that she is also from Hangzhou. She has always liked this fellow since Sun Yang became famous in the first battle of the 2012 London Olympic Games. “I feel that after retirement, he found a track he likes and is good at. The explanation of beauty products is also very professional.”
Miss Qiao and her close female colleagues placed an order of nearly 2000 yuan for “passion” in Sun Yang’s live broadcast room today. “Anyway, it’s natural to buy these products. Idols bring goods and fans support.”
Compared with the prices of the brand’s official website and daily duty-free stores, the price of beauty products with goods in Sun Yang’s live broadcasting room is indeed slightly lower. In addition to the price of “beautiful”, Sun Yang was also able to mobilize the atmosphere during the live broadcast: “make your cheeks as tight as a steamed stuffed bun”, “look like a rose” and other metaphors handy, which won the hearts of female fans.
In the whole process of live broadcasting with goods, Sun Yang is familiar with the “live broadcasting routine” of driving the atmosphere, bargaining with merchants, linking and giving benefits within a limited time. Next to him, several assistants who did not appear on the camera were mainly responsible for cooperation. During the live broadcast, Sun Yang cooperated with the staff very tacitly. Although Sun Yang was the only one in front of the camera, his performance did not have the green and astringent feeling of bringing goods for the first time. He explained the whole process calmly and methodically.
According to the data, after 3 hours of broadcasting, the cumulative transaction volume of the live broadcasting room reached 10 million yuan, with the highest online nearly 70000 people. The whole live broadcasting lasted 5 hours, 93 kinds of goods were put on the shelves, the cumulative transaction volume exceeded 15 million yuan, the cumulative viewing volume was 7.37 million, and the account number increased by 180000.
In fact, Sun Yang is not the first sports star to bring goods live. Previously, Deng Yaping, Lin Dan, Yang Qian, Zhang Jike and Zhang Guowei have participated in similar live broadcasting activities, and most netizens have expressed a more positive view.
However, for Sun Yang’s live broadcast, there are not only real gold and silver support like Miss Qiao, but also many who don\’t understand and feel very “low”.
After missing the Tokyo Olympic Games, many fans expected Sun Yang to participate in the next Paris Olympic Games. However, many fans were shocked by the live delivery of the transformation. Some netizens said: “I\’m sorry that his stage should not be here. An athlete with such a good talent should get more honor for Chinese swimming. Sun Yang also went to bring goods. Isn\’t this lowering his identity?” ” Sun Yang began to bring goods. Is this not coming back? ” some people also said that as long as it is reasonable and legal and makes money according to their own ability, there is nothing wrong.
Someone combined with the recent hot events, reminded that: don’t forget to pay taxes.
Others concluded that “the end of the universe is live with goods” and “no one can escape with goods”.
Compared with the past, today’s athletes seem to have an alternative way outside the stadium – to become Internet Celebrities. Although some people do not bring goods live, they continue to attract attention through various “challenges” and “jokes”. Obviously, every forwarding and praise helps them form personal IP, whether they choose to cash in or not, These flows may be realized.
Some people say that this is a “two-way rush” between sports stars and fans, but it also “happens to” hit the heart of “traffic economy”. Sun Yang is not the first and will not be the last on this road
the speech cost exceeded 17 million yuan
the commercial value may shrink after the ban
Two years ago, Sun Yang was suspended for eight years by the international sports arbitration court. For an athlete, the eight-year suspension is undoubtedly a direct announcement of his retirement. Until April 2021, the event ushered in a turnaround, and Sun Yang’s case will be retried. After the court tried it again, Sun Yang ushered in good news in June of the same year, and the original eight-year suspension period was reduced to four years and three months.
The competition ban period starts from February 28, 2020 and ends on May 28, 2024, which is a few months before the start of the Paris Olympic Games. Sun Yang, who is at the cusp of the storm, has been silent for a long time. There is almost no update on microblog in 2021.
It was not until the end of last year that Sun Yang began to interact with netizens on social media.
As the captain of the Chinese swimming team, Sun Yang has made brilliant achievements in the swimming world, won three gold medals in the Olympic Games, won a grand slam in the men’s individual Freestyle in the world championships, and still maintains the men’s 1500 meter freestyle world record and the men’s 400 meter freestyle Olympic record
Proud achievements have also brought great commercial value and influence to Sun Yang.
According to incomplete statistics, after becoming famous, Sun Yang successively endorsed many brands such as 361 degrees, Beingmate Co.Ltd(002570) , glory mobile phone, Geely Automobile and Coca Cola, covering more than 10 categories such as sports brands, automobiles, mobile phones, insurance, computers, wine and beverages.
In 2019, ESPN in the United States ranked the top 100 athletes in the world fame by combining the salary and endorsement income of athletes, the influence of social media and online search. The annual endorsement income of Sun Yang was US $2.46 million (about RMB 17.24 million), and the total number of fans in global social media reached 32.6 million, ranked 43rd in the world. In 2018, Sun Yang ranks 17th on this list.
In 2016, Sun Yang topped the list of endorsement wealth published by Sports Weekly with RMB 69 million.
In 2018, Sun Yang ranked first among the athletes in the 2018 list of China’s most commercial stars published by China business weekly.
Over the past few years, Sun Yang has shown amazing gold absorption ability with the blessing of his achievements.
For athletes, competition results directly determine the level of commercial value. A banned athlete loses the gold medal and news exposure, which also means gradually losing sponsors, entertainment programs and brand endorsements
In the top 20 list of commercial values of global active sports stars in 2020, Sun Yang directly fell out of the top 20, and Zhu Ting replaced Sun Yang as the Chinese athlete with the most commercial value.
