Live Goods Are In Full Swing, But Stars Are Not Equal To Stars With Goods.

Recently, a famous brand of Christmas advertising, traffic idol Lu Han and traffic anchor Li Jiaqi became the protagonist.

"I am not afraid of losing. I am just afraid that I will stop one day, and tomorrow will be another popular color in the world. I am more afraid and will let you down. " Sitting on the opposite side of the handsome and handsome deer Han, Li Jiaqi, the "lipstick Prince", did not lose. He told a story about hard work. "No one knows how to spell it in the future."

This is not the first advertisement Li Jiaqi received. With the help of fans, his advertising endorsement costs have been comparable to that of first line stars. At the same time, the stars who are active in the stage of the film and television are putting on a low price. Fan Bingbing, Li Xiang, Wong Cho Lam, Zhao Wei, Liu Yan and other large stars appear on the major live platforms, and become the upgraded version of the net red belt.

According to the data of CCTV Market Research (CTR), the traditional advertising market dropped 16.2% in the first quarter of 2019, while Taobao live broadcast realized over 100 billion in 2018, up nearly 400% over the same period last year. This year's double 11 brand live broadcast has become the "black horse" with goods, more than half of the brand businesses have used live sales, the number of more than 10 million.

A new 100 billion scale incremental market appears to have been born.

According to the calculation of Everbright Securities, the direct seeding business has achieved more than 10 times the scale of TV shopping in 3 years, and the total scale of 2019 is expected to reach 440 billion yuan.

But "stars bring goods" does not mean "bring stars". Double 11, Li Jiaqi live "rollover", in demonstrating a stick of pan fried eggs, the egg firmly clung to the bottom of the pot, triggering the discussion of the "quality of the goods". And some businesses spend nearly one million yuan to make the stars live, but there is no obvious change in product sales.

"Star Shopping is not the best way to invite celebrities. After all, you can't look at short-term goods." The media believes that

The dispute between net red and stars

A few years ago, net red was much more noisy. The most famous one is Zhang Da Yi, who came from a graphic model. After fighting for the first batch of Taobao electric providers, he enjoyed the initial fans bonus and created a series of business legends. At the same time, he pushed his company, such as Han holdings, to the US Nasdaq market and became the "net red electricity supplier".

Movie stars such as Yang Mi are more likely to be star carriers because of airport photo and street photo.

"Perhaps the most popular one is airport photography, which is a star who plays a role in the airport in order to maintain the bright and beautiful image as usual, or to increase the exposure rate, so as to promote the GDP of the beauty and clothing industry." A front-line movie star said that for brands, this is also a good opportunity for potential stars to conduct marketing communication, and the two are mutually beneficial in this way.

Apart from some of the obligations of advertising endorsements, this mode is more cooperative promotion. Compared to the expensive endorsement fee, the cost of cooperative promotion is not high.

But the nuggets of net red live goods are using market power to shorten the gap between stars and net red.

After experiencing pure flow realisation and industrial chain differentiation, the direct seeding electricity supplier industry has been in the third stage of reshaping the industrial chain.

Traffic platform and supply platform almost focus on Taobao live, fast, Tmall, spelling, Jingdong, vip.com and other brand enterprises. After getting through the chain, they pay more attention to fine operation, including the infrastructure construction of live broadcasting business, increasing the total number of active broadcast hosts and the content market that can be watched. At the same time, they cooperate with more supply chains, so that the matching efficiency between people and goods is higher.

In 2019, live goods began to break out. Official data show that on the first day of Tmall's double 11 pre-sale, 17 thousand brands are launched live. The beauty brand Whoo broke through 100 million yuan in the 6 minutes before the pre-sale, and refreshed the new record of 10 minutes 143 million yuan sales of the single product in the live room. After the opening of the pre-sale, Estee Lauder also broke through 100 million yuan in the live broadcast business.

Accordingly, Li Jiaqi's brand cooperation quotation began in April this year, and the price of live mixed sowing single chain doubled.

A person in charge of a food company thinks that the Commission of Li Jiaqi, Wei Ya and other famous network red goods will not increase. The price is not less than that of the celebrity endorsement.

In this way, Lin updated into Zhang Dayi's live room. Fan Bingbing and Sydney sold live masks in the same frame. In just a few minutes, sales were easily over ten million. Li Xiang's Taobao live single month turnover was 10 million yuan, Liu Yan's live broadcast created a 3 hour and 15 million yuan sales miracle.

Carrying goods without stars

The China Consumers Association has analyzed the network big data public opinion during the double 11 period this year, and found that during the monitoring period, there were up to 137 thousand and 900 negative information suspected of false promotions, mainly related to the problem of cheating consumers with live goods, business propaganda and actual discrepancy, fraud, and no price.

China Consumers Association has pointed out that there are many problems such as exaggerated false propaganda, even selling "three noes" products, deteriorating products and so on. At the same time, net red and its platform are lack of proper responsibility for maintaining network promotion order, and there is no strict approval and unified management of goods sold.

This also means that the hot stars and net red goods may not be far from the regulation.

On the other hand, the imperfect mode of development challenges corporate brand. For example, after a star has entered the platform, it has been amazing to call the hotpot material, red wine, air conditioner and car. However, the sable coat of the studio was not sold. In the rumor, merchants asked her to come live, and the price was 800 thousand yuan for 5 minutes.

There are many such cases, and some companies have asked the stars to sell skin care products dry powder, and eventually sell only 66 boxes.

"Everyone is doing the thing about star shopping. The promotion of short-term sales volume is positive. There are many ways to increase short-term sales. The best way to do the live broadcast is to consider. The key is that the long-term development of an enterprise depends on brand building, which is even more important." Kayu thought.