Reinventing the Millennium

A midnight live broadcast with amazing traffic has ended.

The highest number of people online at the same time during Yike’s first live broadcast on Douyin was 4.89 million, and the dissemination effect of media records, audience screen recordings, and various text slices...

It is difficult to estimate.

This is not just a Douyin platform, but a national-level dissemination that has spread to all social media platforms.

BIS announced the news of the attack on Yike at 10 o'clock in the evening of Beijing time. Just two hours later, Fang Zhuo started to respond, talking about Yike’s vitality and legitimacy of development, as well as Yike’s future mission and confidence.

Compared with this, selling the team online, setting the price, and participating in Ali are secondary.

And when Fang Zhuo quoted "Prisoner's Song" to end the live broadcast, his emotion and will in this situation were more obvious.

As the saying goes, songs express aspirations and poems convey emotions. Oriental people's emotional transmission is often restrained and implicit, so the head of Yike's transmission of these few sentences "How can a human body crawl out of a dog's hole" is more touching.

However, he said good night and went to bed, but many people were sleepless this night.

When BIS officially announced, many domestic paper media urgently prepared reports and related analyses for the next day, but after Mr. Fang's unhesitating response, these had to be unhesitatingly... torn down and started over again.

At the same time, because of Mr. Fang's response, the headlines of some heavyweight newspapers were urgently given to the editorial articles that came out temporarily.

——Like Yike's development spirit and gather the great power of the times.

——How can a human body crawl out of a dog's hole?

——Anti-globalization cannot stop the tide of the times!

These late-night movements represent more comprehensive and firm support at the administrative level.

Compared with the overtime work of many media, the support of many viewers watching the live broadcast is much simpler.

Yike phones are no longer sold in the United States, and revenue has decreased... Hey, it's strange, the live broadcast on my phone is suddenly not clear, it's time to change it, so buy it!

Today is the Double Eleven sale, and Mr. Fang has personally taken everyone to a round of prices. They are indeed very cheap. It doesn't matter where you buy them, so buy them!

What? I have already bought them on Tmall? ?

Then return them and buy them again! !

What? My wife said I was messing around like this?

Mr. Fang is about to break, if I don't mess around now, will I wait until it breaks and then put it together?

Mr. Fang is shouting to the screen, "Big Brother", if Big Brother doesn't love him, who will?

Huge traffic, affordable prices, feelings of the same camp... When these appear on new short video platforms such as Douyin, they interweave different changes.

Tmall Live has proven that face-to-face live broadcasts are more vivid and convincing, but that is only a one-way output from merchants to consumers. On the day when Douyin started live broadcasting e-commerce on Double Eleven, the platform featured special people with special traffic at special times...

So, after a user named "Traveler Wujiang" placed an order immediately and took a video of himself placing an order and added the text "Good morning, Mr. Fang", more users felt that this copy was very appropriate and followed suit to post similar short videos.

At the beginning of the live broadcast, Mr. Fang said that he had just arrived in China and needed to adjust to the time difference. He talked for three hours and said that he might not wake up tomorrow, but he would wake up to see what happened after the Douyin live broadcast.

So, I hope he can see that it comes from the general consumers and from more people's recognition of his choice this time.

—— # Good morning, Mr. Fang #

At four o'clock in the morning, these four words have become the first on Douyin's hot search, and the products in many flagship stores that have landed on Douyin for the first time in this round have been sold out. After communication, they have to change to pre-sale or emergency stocking.

At 5:30 in the morning, Alibaba's head Ma Dian, who also went to bed late, woke up in a daze. His first reaction was to open Douyin to see if there was any new movement from Fang, who had been live-streaming earlier.

Ma Dian did not watch the entire live broadcast. He endured his mood and watched two more "participation is important" videos and ended them to join in the fun, but he swiped the screen and saw Fang's last video slice.

Then...

This...

Ma Dian frowned for a long time, staring at the night view of Shanghai more than two hours ago on the screen, and sighed.

Regardless of other things, Yi Ke and Fang do have rich experience in competition.

Yi Ke will definitely fall into crisis this time. The US market is not just a matter of 30% of revenue, but a signal that Washington is going to take action against Yi Ke. There will definitely be more actions in the future, whether it is targeting Yi Ke's market or Yi Ke's supply chain.

Wall Street's pessimism about Yi Ke's future lies in this.

What kind of company can withstand the targeting of the world's most powerful country?

Against this background, the huge traffic during Yi Ke's crisis was converted and developed through the live broadcast of Yi Ke's head, whether intentionally or unintentionally.

Ma Dian thought for a long time before replying to a report from an executive who had watched the entire live broadcast.

His concise comment: "Fang Zhuo is a super promoter."

Although the public opinion has not yet been seen, there is no doubt that this time it will sweep across the entire China.

Yi Ke's status in China has been called "China Nokia", and more often than not, it doesn't even use "Nokia", it's just "China Yi Ke", and now it's not for any other reason, just because of the development of its own industry, it is being targeted, what else can be said?

No, there is more to say.

Ma Dian simply browsed Douyin, made two more phone calls, and hurried to the headquarters after breakfast.

However, when he arrived at the place, he suddenly saw a courier marked "Easy Shopping Logistics" parked outside, and the courier was on the phone, seemingly urging the consignee to pick up the package.

"Stop for a moment."

Ma Dian stopped the car and got off the car and walked towards the courier of Easy Shopping Logistics.

At this moment, a man wearing an Ali work badge ran out in a hurry, and then saw his boss suddenly stunned.

The courier recognized Ma Dian and was stunned.

Ma Dian saw his own employees and was stunned.

The Ali employees saw the boss and were stunned.

The three looked at each other.

It was still the courier who broke the strange atmosphere first: "Hey, is it Wu Jingfu? Is it your courier?"

Wu Jingfu, an Ali employee, walked forward with a vague "hmm" in his throat.

The courier completed the handover work, saw the Ali boss looking at him, nodded at him, and turned to get on the courier.

Ma Dian saw the courier from Yiguo nod at him, and he also nodded politely, watching him ride away.

Wu Jingfu took his courier box, not knowing whether he should leave.

Should he disappear from Feng Qingyang's sight... or should he disappear directly from Alibaba...

"Did you buy it from Douyin?" Ma Dian asked.

"Well..." Wu Jingfu suddenly got an inspiration at this time, and said, "Know yourself and know your enemy, and you will never be in danger in a hundred battles. I want to see how Douyin's live e-commerce is."

Ma Dian continued to ask: "How is it?"

Wu Jingfu did not open the courier box, but only objectively commented: "I placed the order in the early morning, and it's here now. The speed is so fast that I'm afraid I'll regret it..."

"I know, go." Ma Dian couldn't tell what his mood was, and he didn't want to ask any more questions. He got back in the car, but his brows were more tightly furrowed than before.

Wu Jingfu controlled the speed and was relieved when he saw the head of the group's car disappear from his sight.

He glanced at the courier box that he had received after filling in his work address, feeling somewhat relieved and excited, and finally said to himself in a vague voice: "Good morning, Mr. Fang."