Image | Screenshot from the movie "Crazy Stone"

© Original by Zixiangxiang

Author: Cheng Xin

Cloud vendors have started engaging in battles in live streaming rooms!

Following Alibaba Cloud's appearance in Luo Yonghao's live streaming room and JD Cloud's aggressive pricing against competitors, Tencent Cloud has also begun offering benefits in "live streaming rooms".

On April 8th, during the live stream announcing Tencent Cloud's new-generation AIGC storage product, besides introducing the new product, it also offered promotional activities for cloud storage. However, unlike Alibaba Cloud and JD Cloud's "direct price cuts" in live streaming rooms, Tencent Cloud adopted activities such as "flash sales" and "giving out coupon packages".

▲ Image source: Tencent Cloud official screenshot

Cloud vendors successively entering live streaming rooms seems to have become a new trend, where the passion of 2C (consumer-to-consumer) and the stability of 2B (business-to-business) collide in an extreme time frame, making live streaming rooms a new battlefield for cloud vendors' price wars.

The focus of selling cloud services in live streaming rooms is the direct confrontation between JD Cloud and Alibaba Cloud.

On the last day of March, in Luo Yonghao's Taobao live streaming room celebrating the 4th anniversary of his friendship channel, Luo Yonghao made a rare appearance and sold Alibaba Cloud products in a live streaming room for the first time. Almost at the same time, JD Cloud launched its own live streaming session, offering aggressive pricing, declaring "hardcore competitiveness against competitors." Alibaba Cloud made friends, while JD Cloud made true friends.

▲ Image source: Alibaba Cloud and JD Cloud officials

At the same time, same place, same product, but different prices. Alibaba Cloud and JD Cloud once again sparked a new round of "bottom-fishing price wars".

Only this time, the main battlefield has shifted to live streaming rooms, thus coming to a broader stage.

Selling clouds in live streaming rooms is popular but ineffective

Overall, whether it's celebrity live streaming or brand self-broadcasting, selling clouds in live streaming rooms has not been very effective.

Although Luo Yonghao, as a first-generation internet celebrity and cross-talk artist, adds humor, it always "lacks a soul."

During the half-hour live stream, Luo Yonghao spent most of the time reading from a teleprompter. The humor of his language could not offset the boredom and difficulty of understanding cloud products. Near the end, fans continuously commented, "I don't understand what's being said." Luo Yonghao kindly responded, "It's okay if you don't understand, just bear with it for a little longer and it will be over soon."

Live streaming data showed that the live streaming room attracted over 2.3 million developers and business professionals during that time slot, but the number of orders placed barely exceeded a thousand. In other words, only 1 out of 2,300 people made a purchase, resulting in a conversion rate of just 0.043%.

Judging by the conversion rate, it's unclear if it broke Luo Yonghao's historical low.

On the other hand, JD Cloud adopted a brand self-broadcasting approach and has already broadcast twice consecutively on JD's live streaming platform. Although the second time had obvious "collision" suspicions, the overall effect was not much better than the first time.

Overall,