It'S Hard To Hold "Ticket Playing" Stars In The Live Room With Goods. It'S Not Easy For Gmv To Exceed 10 Million

E-commerce live room is a good window to observe life. Millions of people dream of becoming small and medium-sized anchor of Weiya and Li Jiaqi, many stars with traffic halo and cross-border gold absorption, and CEOs who are worth more than 100 million and sell goods for enterprises are all "performing" in the Vanity Fair of the studio.

Li Xiang, the first person to eat crabs in the stars, "sister Xiang will never let you suffer a loss" has become a classic sentence of stars using fans to ship goods. Later, Liu Tao as a "national daughter-in-law" image, Luo Yonghao as "shaking sound first brother" identity have been outstanding encirclement. The stars began to disenchantment and establish closer ties with the live broadcast.

Today, the list of live stars also includes Zeng Zhiwei, Chen he, Zheng Kai, Pan Changjiang, etc., and the live Vanity Fair, where stars flock to the Bureau, soon ushers in a turning point.

On June 18, Zhang Chenguang, an old actor who thought he had been performing conscientiously for more than 30 years, encountered resistance and dissatisfaction from netizens when he brought goods to the live broadcast. He explained in tears, "including my coming to the studio today, I also want to use another talent to express myself."

Netizens' dissatisfaction, on the one hand, is the denial and doubt of the conscientious old drama to bring goods, on the other hand, it is the doubt about the real quality of the products in the live broadcasting room, and the attention to the conflict between the star maker's setting and calling on fans to buy goods far exceeds the commodity itself. Soon "heartache Zhang Chenguang" and "Zhang Chenguang cried" then rushed to microblog hot search, it is difficult to say that this is a self directed and self acting marketing, or real helplessness.

Is it a good business for the stars to bring goods with them?

Five minutes offer of 800000, Star Live profiteering business

When a star enters the studio as a special identity, the event itself may be more concerned than the discount products in the studio. Every appearance is a footnote of vanity fair. Skyrocketing location fees, exaggerated water in sales volume, bill printing robots and unskilled scripts can always become the focus of the network.

E-commerce live room seems to be the wealth code for artists to achieve a daily income of 2.08 million. According to industry insiders, in the first year of 2020 live broadcast with goods, too many stars will actively contact businesses and institutions to seek opportunities for live delivery.

Hao Lei once mentioned in "Thirteen invites" that thanks to the live broadcasting industry, actors who just want to make money don't have to detour.

What attracts stars are sky high pit fees and high commission rates. Li Xiang was once quoted a price of 800000 for five minutes of live broadcast. According to insiders, the pit fees of individual stars can even reach one million.

According to the fat ball data, during 618, Luo Yonghao and Lin Yilun reached 250 million and 240 million turnover respectively, and Zhu Zixiao and Jijie also became stars with sales of more than 100 million yuan. According to the market generally 20% to 30% of the Commission, these "past" stars earn at least 30 million a month.

This year's slightly weak 618 still can't explain the huge profits of star live broadcasting with goods. In 2020, the transaction amount of Liu Tao's live broadcast with goods will reach 148 million yuan, and the revenue of * * will reach 40 million yuan. Zhang Yuqi's live broadcast with goods will reach 223 million yuan, and the income of * * can reach 60 million yuan, which is equivalent to the total income of a person who receives 10000 yuan a month in 500 years.

In addition to these well-known and well-known stars, other stars also earn a lot of money with goods. Because of the negative events fading out of the entertainment industry, Li Xiaolu, despite the constant resistance to attacks in the live broadcasting room, most of the speech skills introducing products are in the charge of assistants. In the four hours of live broadcasting, the most popular script is the echo of "um, yes, yes", which has also created a turnover of more than 40 million. With the pit fees and sound wave income, her income is as high as 20 million.

While the stars are making a lot of money, they don't make the corresponding efforts to sell the goods on the live broadcast. The goods brought by the stars have almost become the pronoun of lying flat and making money. Due to the popularity of "mountain and river order", Zhang zhehan, an actor who has been broadcast 15 times a month recently, teases him that brand activities make him more like a star. The average sales volume of star anchor reached more than 29 million. Zhang Ting, who ranked No.1, cried during the live broadcast that he was under great pressure and could not rest on weekends.

One year later, the stars in the studio are getting into trouble. It seems that money is not so easy to earn.

It's hard to hold "ticket playing" stars in the live room with goods. It's not easy for Gmv to exceed 10 million

In fact, star live delivery is not a good way to quickly realize the fans' economy. Zhang Chenguang was scolded to cry, it is the emotion that netizens have accumulated for too long and need an explosion mouth.

After all, talking about the stories of stars in the live room is hard for netizens and businesses who want to do business well.

The reason why Zhang Chenguang was scolded and cried was that the liquor sold in the live broadcasting room might have rubbed the reputation of high-end brands as "OEM liquor". However, the real brand value of Zhang Chenguang was not explained clearly in the live broadcasting room, which caused netizens to question that it was "fake wine".

China gold, which has cooperated with many stars such as Hu Haiquan and Lin Yilun, has been repeatedly complained about due to its quality problems, and Lin's live studio has also been questioned by netizens. As a matter of fact, China's gold is supplied to the terminal by franchisees, which has the problems of inferior quality, rough quality and difficult quality. But the netizens who do not know the truth see the "country" prefix brand and star recommendation, they are prone to impulsive consumption.

The return rate of robots is extremely high, which is just a simple operation for stars to sell goods. Merchants and stars are gradually colluding, rubbing high-end brands and star endorsements, hiding the truth from consumers who don't know the truth, and realizing brand premium instantly through several hours of live broadcast.

In addition, Wang Dongcheng, who "sleeps" in the live broadcasting room, Zeng Zhiwei, who sells fake wine, has become a laughing "friend of Pan Ga". Li Xueqin and Yang Tiantian have three million "robot" audiences, the angry "Yang Kun live broadcast by pit merchants" maintenance group, and ye Yixi, who has only 900000 views and a turnover of only 2000, are constantly consuming their star halo, It damages the trust of businesses and consumers.

After experiencing the carnival and disorder in the first year of star with goods, this trend began to fade gradually.

According to the big data of xiaohulu, from June last year to now, there are at most two stars on the top 20 list of Taobao anchor with goods. However, the proportion of sales volume of stars with goods has declined after a small peak in the second half of the past year. Especially during the period of double 11 and 618, the sales volume of top 20 anchors with goods only accounted for less than 3%.

However, the average sales volume of most of last year's entertainers' head presenters are declining. Compared with Liu Tao's 20.56 million sales per venue from June to November last year, the current average sales volume has dropped to 12.293 million yuan, Wang Han's from 4.439 million yuan to 1.086 million yuan, and Xie Na's average sales volume from 3 million yuan to 47 thousand yuan.

Not only is the netizen's question, the organization and the merchant also gradually realizes the star to take the goods the question. An organization told tech planet that it had tried star live broadcasting with goods before, but found that many stars did not understand the live broadcast ecology and script, lacked the running in and training with the team, and the effect was unsatisfactory, so they gave up the business.

The person in charge of the organization said, "they don't understand the ecology of live broadcasting, and they don't have enough time to train and learn. After a broadcast, they are very tired. However, every professional anchor has been run in and trained again and again, and has adapted to the rhythm of the live broadcasting room. Many artists will feel very tired, So I don't like to do this very much, and the performance will certainly be average. "

In addition to the fact that most of the stars are unable to be professional, many stars have a high attitude and can not produce good cooperation with institutions and businesses.

"At that time, the cooperation with a certain star was not very pleasant. When we arrived, we didn't communicate with our anchor, and we didn't like to talk when we shared it. We sat there all the time. We signed a contract with him for several hours, and he left at one point regardless of the progress of our live broadcast."

On the one hand, the exaggerated sales volume makes the merchants overburdened; on the other hand, the attitude of taking advantage of the profit destroys the professionalism of the live broadcasting. The artists who break into the live broadcasting room by mistake are not only consuming their own star effect, but also affecting the balance of the e-commerce live broadcasting industry. As the tide of stars carrying goods is gradually becoming obsolete, the e-commerce live room is becoming more and more unable to accommodate the stars.

Post "Star Live" era: Matthew effect is hard to break and return to the essence of business

After the storm, the Matthew effect of the studio has become more and more obvious, while the anchors Weiya and Li Jiaqi at the top of the pyramid, and the companies behind them, Mei one and Qian Xun, all began to seek capitalization.

Those platforms and merchants who do not want to use stars to attract goods are gradually aware of the need to return to the essence of business.

Among them, Taobao shuoyin express platform is constantly supporting businesses' self broadcasting. According to the statistics of feigua data, the store self broadcast sales of Taobao platform are stable, accounting for more than 50% of the total sales volume. With the rise of store self broadcasting, the willingness of businesses to find stars to bring goods will be reduced.

The pyramid of talent anchors tends to be stable, and each anchor and fans of the platform also form a stable sticky and good trust relationship. Stars may be able to get high sales on their first live show, but it's not easy to take root in the studio for a long time.

As a matter of fact, e-commerce live broadcasting is a comprehensive business system with great barriers to entry. The stars who want to make a profit from the upsurge of e-commerce are on the one hand threatened by professional anchors and the other is the growth of shop self broadcasting.

In the two sides of the attack, only by removing the star halo and gradually professionalizing the identity of the anchor, can we have a firm foothold in the live broadcasting room. Take a closer look at the stars who still insist on bringing goods. Most of their identities have deviated from the stars.

Vision Entertainment's Zhu Zixiao has long disappeared from the entertainment industry for a long time. Compared with Zhu Zixiao's name, he is more familiar with the role "Shangguan Ruiqian", which made him popular 12 years ago. When he just went into the live broadcasting room to sell goods, his sales volume was only one million, and now he can achieve an average of 100 million Gmv.

After Zhang Ting quit the entertainment industry, he established his own wechat business company, which had already regarded selling goods as his main business; Luo Yonghao's identity is not so much a star as an entrepreneur; Yilun Lin signed the contract with Qianxun group in September last year, with a reliable selection team support.

The star live broadcast has come to a crossroads with goods. In this regard, Li Wenhao, vice president of public relations of the media market, said.

"First of all, the stars themselves should realize what kind of bureau this is, and observe and study this bureau in depth. Otherwise, they can only earn a quick sum of money and may be scolded by netizens. Everyone can see it clearly; Secondly, we should be clear about our demands and purposes, that is, why I want to enter this bureau, and whether I decide to go deep into this bureau and professionalize myself; Finally, it is to study how to select the right partners to achieve the goal of all parties, rather than relying on the star halo to sell people. You can't just be an outsider. "

There is no lack of stories and afterwaves in the lively live broadcasting room. It can be said that it is impossible to replace Wei Ya Li Jiaqi with star anchor who revels in a record breaking sales volume.

On the first day of 618 pre-sale, Li Jiaqi broadcast 226 links in his 8-hour live broadcast. He once set a record of 389 live broadcasts a year. When selling lipstick, he tried 380 of them in 6 hours, until his mouth was completely paralyzed and he had no sense. And stars, only with the past halo in the business with goods is undoubtedly no play.