抖音带货首秀GMV仅60万，李国庆不甘心做主播

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抖音带货首秀GMV仅60万，李国庆不甘心做主播

剁椒娱投2021-04-25

千呼万唤始出来，李国庆终于在抖音直播带货了。 4月23日是世界读书日，也是李国庆在抖音直播带货首秀的日子。直播开始前，李国庆陆续发了8条短视频预热，郭德纲、余华、洪晃等也纷纷为其造势；直播中，凡客创始人陈年到场助力，售卖起了凡客的服饰，福袋红包更是应接不暇，不少人调侃道：李国庆这回可真是下了血本。直播中，一个细节值得玩味。凡客创始人陈年在直播间里打趣地说道：“大家在评论区打1，我就讲讲李国庆夫妻...

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劉洧綸
·2021-04-25
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- Wayne_Toh:
  任务
  2021-04-25
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尼克欢
·2021-04-25
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yoyo6969
·2021-04-25
[呆住] [呆住] [呆住]
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- 一茗王:
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  2021-04-25
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杨胜胜
·2021-04-25
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实则推广\n疫情期间，众多企业线下业务遭受毁灭性的冲击，企业家们纷纷寻求业绩增长的第二支点，可以说，线下有多么萧条，线上直播带货就有多么火爆。企业家亲自带货不仅有利于自身ip与品牌的深度绑定，更相较于网红主播对商业逻辑、商品功能有更深的了解。\n以格力总裁董明珠为例，格力一季度营收203.96亿元，同比减少49.7%，归属于上市公司的股东净利润15.58亿元，同比下滑72.53%。一向固执的董明珠不得不做出改变，其在抖音、快手、京东的三场直播累计带货销售额超十亿元。\n李国庆也不例外，自从快手直播以来，他已经在各平台做了不下3场直播。但在抖音带货之前，李国庆唯一严格意义上的带货直播，是在淘宝，那次早晚读书季卡售出1793份，销售额为17.8万，是本次抖音带货季卡销售额的10倍之多。\n事实上，俞渝在夫妻股权之争取得全面胜利后，当当网也就与李国庆没有多大联系了，早晚读书作为李国庆读书精选类创业项目，邀请了39人豪华选书顾问团，既包括贾平凹、于丹、朱永新等文化名人，也有雷军、冯唐、曾仕强、俞敏洪这样的商业精英。其主张“拆解图书”，以音视频的形式让用户直接享受“干货”。\n早晚读书境况不好过，在早晚读书上线之时，李国庆表露出了极大的野心——“3到5年内，达到年用户4000万”。然而据剁椒娱投了解，相较于市面同类竞品，早晚读书无论是下载量还是用户活跃度都是全方位落后的，以安卓某应用商城为例，早晚读书下载量为23.3万，樊登读书、凯叔讲故事下载量已经在5000万左右，差距肉眼可见的大。\n\n无论是内容呈现还是付费模式、推广模式探索，早晚读书都没有新意可言，界面也稍显呆板，否则，凭借着李国庆的流量和话题度，早晚读书早就已经跃升为知识付费里的明星产品了。\n此次带货直播更像是对早晚读书的推广，对用户阅读心智的引导。直播过程中，李国庆三番五次地推介早晚读书的季卡和在线创业大课，但用户却反响平平。据新抖数据显示，早晚读书季卡vip销售量为343，而在线创业大课的销售量为133。\n反响之所以如此平淡，主要原因有二：一是大众对于知识付费的心智尚未完全开启，在信息获取如此便捷、信息源如此多元的今天，靠卖知识很难有明显的竞争力；二是可替代性强，没有形成使用户无法断舍的独有优势。\n至于未来是否常驻抖音直播卖货，李国庆似乎心有不甘，给了否定的回答：我没有老罗的巨额负债，所以没必要专职直播带货，未来可能会直播，但频率不能保证。但碍于李国庆“真香”在先，早晚读书用户增长乏力，谁也保不准未来抖音会出现一个名叫李国庆的带货主播。","kind":null,"is_publish_news":true,"is_publish_highlight":true,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1},"commentList":[{"id":375132499,"gmtCreate":1619314555211,"gmtModify":1704722293355,"author":{"id":"3578562412522571","authorId":"3578562412522571","name":"劉洧綸","avatar":"https://community-static.tradeup.com/news/ac36586443a36b162393703e2f3db72a","vip":1,"crmLevel":2,"crmLevelSwitch":0,"idStr":"3578562412522571","authorIdStr":"3578562412522571"},"htmlText":"[抱拳]&nbsp;[抱拳]&nbsp;[抱拳]&nbsp;","listText":"[抱拳]&nbsp;[抱拳]&nbsp;[抱拳]&nbsp;","text":"[抱拳] 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