Understand What The Founder Of Internet Platform Dangdang.Com Li Guoqing And Fan Ke Chen Nian Are Doing

I. Li Guoqing and Chen Nian

Li Guoqing, the founder of dangdang.com, was reduced to a live broadcast with goods.

Recently, Li Guoqing took Chen Nian, the founder of VANCL, to make a live broadcast, bringing goods for VANCL's shirts.

According to reports, 300 shirts were sold at a cost of 1300 yuan. The studio only sold 699 yuan, a discount of nearly 50%. But the sales data were still dismal, and only a few were sold in the end, with only 7800 people watching.

One is a former talent of Peking University and the founder of dangdang.com; Another once helped Lei Jun earn the first pot of gold in his life, and founded VANCL, the overlord of shoes and clothes. Now it is no longer popular.

Dangdang.com and VANCL are the overlords from China's first generation of Internet enterprises. How cruel the sandstorm of the times, swept by, has never returned to that glorious moment.

When Dangdang stepped down from the altar, Fanke faced bankruptcy, and the founder bid farewell to the powerful years and seek life in a small live studio.

In the studio, two old men over 50 years old with slight beer bellies and black rimmed glasses learn from the young anchor's appearance, wear their shirts on their bodies, introduce the fabric and workmanship to fans, and occasionally make a few self mockery remarks.

It's hard to see that this is the founder who once instructed the country, which makes people sigh and sigh.

In fact, it is not the first time Chen Nian has appeared in Li Guoqing's studio. At that time, Li Guoqing's Taobao live show ended miserably. He began to live on the shaking sound, and Chen Nian came to support Li Guoqing with a fan Ke's T-shirt.

Before the live broadcast, Li Guoqing, as a talented person and founder of Dangdang University, confidently chose many books suitable for young people, and condensed his experience and lessons over the years into paid courses.

That night, the main products were given a 50% discount, but these goods that Li Guoqing thought were of great value were ignored.

On the contrary, the T-shirt brought by old age, 45 yuan for each, became the highest selling commodity of that night. All these prove that liguoqing, who has just moved from high spirited to "three times of entrepreneurship", has not found the logic and method of live broadcasting with goods.

In the seemingly hustle and bustle, the audience only valued the dog blood farce behind him. "Reading sooner or later" is just Li Guoqing's dream of making a comeback in his arms. The onlookers did not touch at all and would not pay for it.

After a few years of selling the wrong shirt, the same time passed. Li Guoqing is still struggling for the return of blood, and Li Guoqing's impression is still deep in the bone marrow.

They are still a pair of brothers and sisters. They are just huddled together to keep warm.

2. From disdain for bringing goods to having a dream of online popularity

Li Guoqing, an old Internet man, started from scratch and has worked hard in the business world all his life. He has both gains and losses. He can be regarded as a legend among Chinese entrepreneurs.

Today, I'm afraid Li Guoqing has never thought of becoming a anchor with goods before.

"What entrepreneur ah, now I have no business, no home, call me Qingzi." Li Guoqing, who was kicked out of the fight between husband and wife, took aim at the air outlet of the live broadcast of Douyin and began his live broadcasting career for the rest of his life.

It was not long before Li Guoqing began to broadcast live. He also said that he opposed Luo Yonghao's entry into the live broadcasting industry. "If an entrepreneur does we media, earn advertising fees or bring goods, I think it's ridiculous."

Li Guoqing, who felt that it was absurd to bring goods with the live broadcast, looked pale after he started the live broadcast. He couldn't see what he looked like when he spoke against Luo Yonghao.

In the first live broadcast of shuaiyin, liguoqing also met LuoYongHao across the air, saying that he didn't want to pay off his debts, but just couldn't stand fakes, so he took the shot.

What contrasts with Li Guoqing's "bold words and lofty aspirations" is his miserable record of carrying goods.

In Taobao's live broadcast, the transaction volume of the first show was less than 200000, and the second live broadcast was also the first broadcast of shaking tone. The highest sales volume was the fan Ke T-shirt which had been silent for a long time. Luo Yonghao's first show was 110 million in three hours, with 48 million people watching.

However, Li Guoqing didn't shrink back from it. Instead, he became more and more courageous. It doesn't matter if his face is slapped, but Li Guoqing, who has become more and more shrewd by the reality, makes a good self mockery.

Liguoqing knows the value of his identity as a founder.

In the live studio, he frequently mentioned the failed marriage and the battle between husband and wife. He did not avoid ridicule about the official seal incident. In the self mockery of "Qingzi" and "Lao Li", Li Guoqing gradually found his own position.

It is reported that Li Guoqing's sales volume with goods in December exceeded 20 million. And his sales target is 3 billion yuan to 10 billion yuan annually.

Li Guoqing, who boasts that he has already been one of the top five sellers of wine with goods, is not a good way to achieve his goal.

However, what is worth affirming is that Li Guoqing did not regard himself as an entrepreneur and walked into the quagmire of rigid preaching. Instead, he took a thorough and free and easy way in self mockery. In the face of the ridicule from the outside world, he has not lost self-restraint and firmness, but he also has the demeanor of a generation of heroes.

The founder is the best anchor

Live delivery with goods is the biggest outlet of e-commerce in recent years.

Finally, the founder of Li Guoqing was involved in the live broadcast of his own.

Under constant pressure, brands and the real economy have also focused on live delivery with goods, and revitalized the trading chain with the influence of the founders.

Many marketing methodologies tell us that if a brand wants to do well, it must learn to tell stories. The essence of brand communication is to get the brand story out. The executives and the founders of brands are the people who know their brands best.

These people in the office and conference room may not be natural enough to stand in front of the camera, and their voice skills are not as professional as the anchor, but they have the overall height of the industry and brand.

With their forward-looking vision, consumers can understand products and brands from another perspective.

In recent years, many founders have set up their own live broadcast teams and achieved good results.

For example, Dong Mingzhu and Meng Yutong, Yu Minhong, Luo Yonghao, etc., who are jokingly called "successors", are more and more executives and founders trying to bring goods live, which has become a trend.

As founders of enterprises with their own traffic and topics, they are endorsing their products and strengthening the trust relationship between products and consumers when they enter the live broadcasting room.

Who doesn't want to buy something in the gossip about celebrities, as long as they can afford to lower their bodies, stand ridicule and chat? Both Luo Yonghao and Li Guoqing are living examples of this.

The founders who know their products best are the spokesmen with the highest cost performance and the best anchor. Instead of looking for Weiya and Li Jiaqi, it's better to be Li Jiaqi.