Source 丨 Rhino Entertainment
Wen | Fangzheng
The stars are up again.
Just past the double 11, the "childhood goddess" Cecilia Cheung brought goods twice in Douyin, first the debut on November 2 directly collapsed the Douyin server, and then on November 10, the airborne Douyin live broadcast with goods sales list No.1, on the eve of the most abundant double 11, Luo Yonghao, Qianyu Sheila and other head anchors were picked off the horse.
Jia Nailiang was even more desperate. LiangGe topped the Douyin live broadcast list No.1 on November 3, 6 and 9, and suppressed the anchor with single-day sales of 124 million, 138 million and 112 million respectively. Click on the chan mother website yesterday's talent ranking, he also with 9257.6w of nearly 30 days of average daily sales, throw away the second place of 5785.4w several positions.
This wave of star resurgence continued until yesterday's double 12. Yesterday on Douyin, Jia Nailiang took the lead in broadcasting at 11 o'clock, 12 o'clock By2 opened their pet powder with goods debut, at 3 pm there were Qi Wei, Chen Zhipeng to take over the baton, coupled with the evening Taobao live broadcast of Lin Yilun, Ji Jie, Ye Yiqian, Hu Ke and other "collective business", double 12 live broadcast room with goods can be described as star-studded.
The above indications show that this double 11, double 12 and even in the future, star anchors can compete with the head of the anchors for a long time. Wait, it seems that something is wrong, obviously the news mentions that the stars with goods are all kinds of "rollover name scenes", how to open the data to see that they are about to catch up with Li Jiaqivia?
In fact, the star belt cargo world has always been a two-eight effect. In the field of public opinion, the media and the public love to pay attention to quite dramatic events such as "The Friendship of Panga", "Zhang Chenguang Live BroadcastIng Macho Tears" and other dramatic events, "rollover" is indeed the norm of some celebrity live broadcast rooms, but if you look at it from the perspective of the overall industry, the current head star anchor is not inferior to the ability to bring goods, the cooperation between star anchors and MCN is becoming more and more tacit, and the overall star goods ecology has actually been growing and evolving.
From last year's epidemic to boost the "unemployed stars" to enter the world of goods, to the GMV of stars with goods for a long time after the epidemic stabilized, the stars who have not stopped rolling over have become the object of ridicule by netizens, and then to the double 11 and double 12 to promote the resurgence of stars with goods and usher in the "second spring", the commercial system of stars with goods is gradually maturing.
Some people are late and not guaranteed
Someone rushed to the head
Celebrities with goods in the last year, in fact, the platform, brand and star of the three directions to rush. Taojiao fast platform to do live e-commerce original accumulation, need to take the star as a drainage chip; the brand through the star platform can precipitate potential customers; stars due to the epidemic work suspension, go to the live broadcast room can not only earn money, but also maintain exposure, why not.
The brief mutual assistance of the three parties has led to a "round trip" for many stars. This year, the mentality of the platform, brand, and star tends to be calm, and the platform has passed the stage of relying on the sound of stars, and gradually established a new pattern of live broadcasting and brand self-broadcasting as the double main track, and the stars have been downgraded to a branch of the celebrity anchor track.
After a year of reshuffling, those stars who only want to taste the early and go with one foot have been abandoned, only Zhu Zixiao, a star who is ready to run a long-term business with goods, Jia Nailiang and other stars who occasionally cross border but require their own stars to be left behind by professional anchor standards, and promoted to "quasi-professional anchors" under the support of the platform's traffic.
But the platform is too big to be strange, and it is always impossible to stop unscrupulous merchants from targeting the traffic of celebrities to do bad things. Only the low-price "selling fake wine" routine has created two major out-of-the-loop events this year: first, Pan Changjiang "painstakingly" persuaded Xie Mengwei (Gazi) to "live broadcast the depth of the water" and as a result, he brought fake wine to his face with his backhand, producing a hot stem "Pan Ga's friendship"; second, Zhang Chenguang, an old drama bone in his 60s, was badly criticized and wept in the live broadcast room because of bringing fake wine, crying out a "professional peak".
Since breaking into the door with goods, the old artists have been late and unsafe, while some young people have "crooked" the performance of the old line in the live broadcast room. For example, Li Jinming took the goods with the script of "releasing the fracture price, proudly saying that he subsidized the fans", the original price of 6800 Burberry brand bags as long as 399 yuan, the mistake on more than 900 singles She said that she paid all her own money to make up for you dare to believe? Chen Yiru saw the bullet screen scolding him for selling fakes, crying because he was too busy to neglect the selection, and colleagues on the side even cooperated with the idol drama lines to help: You can't do this Chen Yiru!
In fact, the stars are quite chicken thieves, pretending to be crazy and selling stupid performances, but they are well versed in the logic of live broadcasting to amplify the value of emotions. But after reading the GMV transcripts of the above stars, you will understand that relying on "performance" alone is still far from a qualified anchor with goods, and stars really want to "change careers" and need to look at the following ones.
Zhu Zixiao on Douyin, who was once popular all over the country for starring in "Let's See the Meteor Shower", has long since shed the aura of an actor and has long focused on the live broadcast room with goods. A bright data about him on Chan's mother's website is that on the day of the 818 Carnival, he ranked second in the list of all the network talents with goods with a total sales of 260 million, as if he had already made the side business a full job.
There are many stars similar to Zhu Zixiao's situation, such as Zhang Ting, Shu Chang, Cao Ying of the Douyin platform, Lin Yilun and Ji Jie of the Taobao platform, their commonality is that they have been away from the show business circle for a long time, and now they are firmly rooted in the live broadcast room with goods, and they can repeatedly rush to the top few of the GMV rankings of various platforms with goods.
In addition, there is a class of stars who can adhere to the old line of acting while getting a share in the new field of goods, such as Jia Nailiang, Qi Wei, Hu Haiquan, Huang Shengyi, Cecilia Zhang of the Douyin platform, Liu Tao and Qin Hailu of the Taobao platform, Huang Zitao of the Kuaishou platform, etc. They are actually the star groups that the double 11 and double 12 marketing node platforms love to cooperate with.
There are no stars with cargo runs
Only lazy stars
"Live streaming is like filming, like going on a variety show, it is a job for me that requires full dedication." Listening to Zhu Zixiao's speech at the 2021 Douyin E-commerce Talent Summit, you know how hard today's stars work in the live broadcast room.
At present, the business model of live streaming with goods is still "money" the scene is good, if from the perspective of star career development, whether you can still get acting opportunities, all kinds of stars to open up a "new road" of live streaming with goods how to see how to lose. At present, if you want to gain a foothold in this field, some new trends have to be paid attention to.
The first major trend is that star anchors are more dedicated and professional, and the phenomenon of "paddling" live broadcasting almost no longer exists. The first priority of dedication is to ensure the frequency and duration of the live broadcast, after all, the goods are strong such as Li Jiaqi and Wei Ya, who still insist on at least four hours of live broadcast length every day.
There are no stars with bad luck, only lazy stars. Nowadays, many people with GMV achievements are very guaranteed, especially Zhu Zixiao, a "re-employed" star, can almost be broadcast every day; while "cross-border anchors" like Jia Nailiang can maintain almost one broadcast a week on weekdays, and large nodes such as double 11 and double 12 can often be broadcast for several days.
In addition, many celebrities are also very the length of the live broadcast. For example, Shu Chang's debut with goods was broadcast live from 10:00 a.m. to 11:00 p.m., and even netizens could not bear to persuade her to "cherish her body." Tian Liang's several live broadcasts with goods also directly approached 10 hours, which made a live broadcast on October 25 to the third place in the Douyin live broadcast with a GMV of 35.98 million.
The fact that celebrities are fighting so hard now is actually related to the second biggest trend of celebrities bringing goods at present, that is, the star pit fee continues to decline. Zhongxin Jingwei has reported that the pit fee of some stars has dropped by more than 100,000 yuan within a year, and now the pit fee of Taoxing celebrities ranges from 6500 yuan to 30,000 yuan, and the commission is only 20%.
In the past, netizens often complained that celebrities brought goods "brush single brush volume", "goods are not right", "pit merchants", and now the cooperation between brands and stars is undoubtedly cautious. Many brands adopt a charging method that is directly linked to the sales volume and settled in equal proportions, which means that one or two stars who do not meet the KPI standards can not get the pit fee, and it is easy to be directly OUT by the whole industry.
Now is the era of the comprehensive rise of brand self-broadcasting, Hongxing Erke, Han Shu live broadcast room this year's explosion repeatedly proved this, so that the star in cooperation with the brand to carry goods has been greatly reduced, which prompts the star to show the third trend: no longer strive for "ultra-low prices", but instead of the main box and gift strategy.
For example, when Jia Nailiang brought goods for Han In the live broadcast room, the brand's black and gold self-assembled box on the shelves had 3 formal suits, and the remaining 43 pieces were all gifts; the giveaways of the 6-piece gift box of Weather Dan reached 35 pieces. This exposes some of the hidden dangers that celebrities are currently facing: compared with the head masters who cooperate more closely with the brand, or the brand's own "exclusive" brand self-broadcast room, the products in the star live broadcast room are increasingly losing their price advantage, and whether fans will continue to pay for these stars in the long run should be marked with a big question mark.
The MCN game behind the stars
But the model of celebrities with goods is running smoother and smoother.
This year's double 11 and double 12, we can obviously feel the rapid "resurgence" of stars with goods, behind this, it is easy to be ignored is the MCNs standing silently behind the stars. It can be said that what kind of appearance the star presents in the live broadcast room stems from the careful planning and layout of MCN behind the scenes, which can be called the "second agent" of the star.
Xie Rudong of The Distant Vision Network once revealed in an interview that MCN will clarify the star's broadcast time and training session in the cooperation agreement signed with the star, will help the star make up the knowledge of the supply chain and the e-commerce industry in time, and will officially start broadcasting after many in-depth communication with the star, so mcN and the star have jointly achieved a "star IP" on the table.
The RemoteView Network, which cooperates with Jia Nailiang, is good at selecting and operating star anchors according to the two indicators of fan attributes and category tracks, and the official website shows that there are more than 20 star anchors cooperated by the RemoteView Network, including Jia Nailiang, Wang Zulan, Zhang Yuxi, Cecilia Zhang, Wang Yaoqing, Ying'er, Shen Tao, Chen Yiru, etc.
There are two characteristics of making friends, one is to borrow the super head anchor Luo Yonghao to start the brand volume, but gradually embark on the route of "de-Luohua", and the other is that the signed star anchors are very stylized: Li Tian, a funny and humorous talk show actor, Zhang Daqi, a fluent host, and Qi Wei, who has a pleasing personality and is good at growing grass and beauty products.
Hu Haiquan had a unique investment in Li Jiaqi's brokerage company Meione as early as 17 years ago, and now he has set up MCN Jusmith Xingchen himself, cooperating with star anchors such as Tai Zhen, Li Naiwen, Li Jiahang, She Shiman, and Jiang Shan. Because Hu Haiquan himself has long focused on the field of consumer goods investment, the MCN has accumulated a lot of resource experience in the product supply chain.
Vision Entertainment is an MCN focusing on the field of Douyin e-commerce. Zhu Zixiao's success has benefited from the incubation and support of the MCN, in addition, the company has also signed more than 20 star anchors such as Wen Zhaolun, and has planned large-scale Douyin live broadcast activities such as People's Daily x Tong Liya, People's Daily x Zhong Chuxi and so on.
A number of MCNs are competing for deer, and are working together to promote the maturity of the celebrity live streaming model. On the one hand, MCN provides celebrities with professional live room scene configuration, product selection optimization, traffic delivery, warehousing logistics and supply chain support; on the other hand, MCN can also expand its popularity and recognition inside and outside the industry through the influence of celebrities.
However, despite the increase of various MCNs, the business model of celebrity live broadcasting with goods has matured, resulting in a significant resurgence of double 11 and double 12 stars. However, in the more powerful cargo world of talent live broadcasting and brand self-broadcasting, celebrities still need to improve their sense of crisis and continue to think about how to upgrade the content of celebrity live broadcast rooms and make differences that are different from the two mainstream tracks.
For example, can we invite younger celebrities to come in and create more trendy celebrity live content? Can we skillfully use the star's acting talent to turn the live broadcast room into a variety show with more diversified content? Can we tailor personalized content to different celebrities to create a unique tone that is very different from the live broadcast room of the talent?
We also have a richer imagination and expectation for the content of the celebrity live broadcast room, rather than just being satisfied with the simple change of GMV numbers.
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