Zhang Lan, the 64-year-old founder of South Beauty, was still broadcasting live at 1 a.m., and the sales of hot and sour noodles alone had more than 50 million, with a total sales of nearly 180 million!
Just listening to this result is very inspiring. The one who has been able to surpass the hot topics of the World Cup in the past two days is Zhang Lan who has brought goods on live streaming.
1. Family farce, live broadcast room
Many young e-commerce people may ask, who is Zhang Lan?
South Beauty, a restaurant that was once popular all over the country, was founded by Zhang Lan and had a peak glorious moment. However, due to various reasons, Zhang Lan withdrew from South Beauty. Although her halo gradually faded, Zhang Lan's influence in the catering industry should not be underestimated.
After his career frustration, Zhang Lan's son Wang Xiaofei began to gradually move towards the front. The reason why Zhang Lan’s live broadcast became popular this time was due to the family farce of her son Wang Xiaofei and ex-wife star Da S. The two fought on Weibo because of their child support, which became a hot search and attracted a lot of traffic.
"I don't want to pay the electricity bill for this family anymore." Wang Xiaofei posted dozens of Weibo posts in a row, and then Zhang Lan and Da S's mother joined in, and netizens became enthusiastic.
At this time, Zhang Lan not only did not hide, but instead frequently started live broadcasts, saying goodbye to her son while live broadcasting to sell goods. From Zhang Lan's generous selling of goods in public opinion, it can be seen that she does not mind taking advantage of the sudden traffic.
The melon-eating crowd entered Zhang Lan's live broadcast room and started a crazy buying and buying mode.
It is said that Zhang Lan's fans increased by nearly 1 million in three days, and her daily sales also increased from more than 200,000 yuan at the same time to 7 million yuan a day. The hottest one was Maliuji's hot and sour noodles, which sold 4 million yuan in three days.
2. 5 live broadcasts in one day and 3 days, fans increase by one million
The surge in the traffic in Zhang Lan’s live broadcast room began on November 21.
On that day, Zhang Lan started five live broadcasts intermittently, starting at 10 a.m. and ending until 7 p.m. The longest live broadcast lasts 5 hours, and the cumulative live broadcast duration of the whole day is 7 hours.
In the three days before the family farce, Zhang Lan's live broadcast room had an average daily total number of viewers at around 600,000, and the highest number of online visitors did not exceed 10,000. By November 21, the total number of people watching the five live broadcasts exceeded 4 million, and the maximum number of people online reached 100,000, with a total sales amount of 1.5633 million yuan.
"In the past few days, the viewing data in Zhang Lan's live broadcast room has continued to rise. In the first live broadcast yesterday (November 23), Zhang Lan's live broadcast lasted 3.5 hours, with 11 million views, and the highest number of online visitors exceeded 200,000."
In 3 days, the number of fans on Zhang Lan’s Douyin account soared, from less than 2 million to more than 3 million, and the number continues to grow.
Data shows that on the 21st, the sales of Zhanglan's live broadcast room was 1.5 million, and on the 22nd, it increased to 7 million, while on the 23rd, the sales of 6 million were in 3.5 hours of live broadcast.
In general, after the Wang Xiaofei incident was triggered, Zhang Lan's live broadcast room sales increased dozens of times.
Zhang Lan also has a wide range of products, including laundry detergent, chocolate, red wine, shirts, etc. The main products are hot and sour noodles from "Ma Liuji", 3 boxes of meat sausages, and 3 packages of old sauerkraut fish.
At present, the sales of the hot and sour and sour products alone have reached nearly 57 million yuan, and the above three single products have created sales of nearly 180 million yuan.
The sales of Maliuji's official Douyin account live streaming sales have also begun to soar. It was difficult to exceed 200,000 before, but now it is at least more than 1 million. The number of fans in the account has also increased by 200,000, and the total number of fans currently has more than 1.2 million.
3. All traffic is business
As we all know, the celebrity economy is all about business.
But people will inevitably ask, although it is good to be out of the circle, how long can the temporary traffic last? With the popularity over the past, what can brands and consumers have left? How should we do our business?
Facing life, everyone may be able to learn Zhang Lan's spirit.
From this incident, we do see the tenacity of a woman. 64-year-old Zhang Lan has been in the business world for many years. As a native of Beijing, she has the straightforwardness and courageous character of a Beijing girl. She can also completely let go of her figure this live broadcast.
The Wang Xiaofei incident provided Zhang Lan with an opportunity to live broadcasting, but being able to firmly grasp this wave of traffic shows that Zhang Lan’s live broadcasting skills are tough. From shooting short videos in 2020 to accumulating original fans, to starting live streaming and selling goods in 2021, Zhang Lan is a role model for e-commerce people who want to be a TikTok.
Although it is eating melons, whether they can eat nutrition depends on your luck.
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