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Step into the story behind the business
In the year of the shuffle, crisis and opportunity coexist
Written/Starry Night
Editor/Lee Ha-lin
Since the epidemic, the live streaming has shown a spurt of development and has quickly become the standard of major platforms and brands.
But with the rise of the "live broadcast for all", various contradictions hidden under the aura have also begun to surface. This year, the relationship between Wei Ya, Li Jiaqi and other head anchors and brands began to become delicate and tense; the once-popular stars plunged into the live broadcast room one by one, waving the flag and shouting to send benefits to their families, and as a result, they were frequently exposed to product quality problems, money was earned, but their reputation was lost.
On the other hand, brands that have received traffic and sales in the live broadcast room are not willing to be led by the anchor's nose, not only increasing the frequency of self-broadcasting, but also quietly keeping more cost-effective discounts for their own use. And the brands who believed in the wrong people, after encountering false traffic, high return rates and pit fees, also had a new view of live streaming.
However, all kinds of middlemen under the banner of training have enjoyed the dividends of the wave of live streaming with goods.
I have to say that for live streaming with goods, this year can be described as a year of constant change, and the relationship between brands, platforms and anchors will also usher in a new positioning in the midst of changes.
Keyword 1
Self-playing
"Carrying traffic to make the brand" incident occurs frequently, and merchants help themselves by self-broadcasting
The Double Twelve events that have just passed, whether in scale, intensity or popularity, are far from the Double Eleven activities a month ago. Brands that have riveted enough performance during the Double Eleven period seem to have suddenly lost their fighting spirit and given up the qualification for this competition.
On the one hand, the interval between the two promotions is short, and then there will be a New Year festival, which is naturally less important than this embarrassing node. But it is worth mentioning the problem that broke out during the Double Eleven period - the tight binding between the anchor and the brand began to become delicate due to the entanglement of interests.
During the Double Eleven period, around Li Jiaqi, Wei Ya, Yu Ze, Winona a few keywords can be described as a round of bloody storm. As a domestic skin care brand that was once very popular, it is not difficult for Yuze to sell more than 10,000 sales even if it appears in the live broadcast room on weekdays. However, during the double eleven period, it was cold, which was related to the change of product composition and price increase, and it was also related to the separation between Li Jiaqi's live broadcast. After gradually consuming favorability, consumers began to resist spontaneously.
This is undoubtedly a huge trauma for a brand like Yuze that highly relies on live broadcast rooms and Internet word of mouth. Zinc Scale previously mentioned in the article "The First Fire of Double Eleven, Igniting the Domestic Skincare Battlefield" that breaking up with the anchor is almost equivalent to saying goodbye to the explosion, in the long term, the brand wants to continue to develop steadily, over-reliance on live broadcast channels, marketing costs invested too much in the model will only encounter more risks and crises with changes in the market.
L'Oréal, another brand that also "flipped over" during the Double Eleven period, may be aware of this and have come up with a completely different attitude.
During the Singles' Day pre-sale period, L'Oréal used the slogan of "the greatest effort of the year" when cooperating with Li Jiaqi and Via, but on the day of the event, L'Oréal's official live broadcast room offered a lower discount. Later, in the face of Li Jiaqi and Wei Ya's "banning" and consumers' verbal criticism, L'Oréal had to temporarily block Yoyo's mouth with the reason that the promotion mechanism was too cumbersome and complicated.
Live streaming with goods scenes
But whatever the end result, L'Oréal's desire to pull consumers back into its own camp has become apparent. Indeed, some people believe that in the past two years, the head anchor "carries traffic to make the brand" incidents occur frequently, and excessive reliance on the channel of live streaming with goods is to gradually give up the brand pricing power, which will also cause irreversible damage to the brand's own value.
Therefore, more and more brands are now beginning to join the self-broadcast camp, which can not only reduce channel costs, but also strengthen brand capabilities, and more importantly, build a private domain traffic pool belonging to the brand, which is crucial for sustainable development in the future.
However, at present, the problems of brand self-broadcasting are also obvious, first, the anchors used by brand self-broadcasting are often general traffic, and it is difficult to form a fan group. Second, there are many sales channels for brands, and the publicity and marketing of self-broadcast channels are obviously insufficient, so it is difficult to significantly increase on the basis of the original fans.
In addition, brand self-broadcasting often adopts an uninterrupted replay method, although it can meet the needs of consumers with different leisure time, but it is also easy to cause fatigue. Even for large brands with many SKU, it is difficult to provide consumers with a sustained sense of freshness.
But in general, the opening of self-broadcasting is indeed a timely self-help before the crisis comes, blindly relying on lowering prices in exchange for sales is just drinking and quenching thirst, and attracting user traffic into their own private domain traffic pool to feed back brand operations, perhaps in order to fundamentally solve the problem of "losing money and making money, fans are difficult to retain".
Keyword 2
star
The star lowered the pit fee, and MCN became the second brokerage company
If the initial appearance of live streaming with goods stems from the fact that the art industry has a specialty, the anchor uses his own knowledge reserves and experience to select products, negotiate attractive discounts with the brand, and finally promote the product to consumers, and also show the preferential price that consumers cannot get, which promotes consumption.
However, looking at the present, live streaming has become a "0 threshold" fast money channel. This year, the "old artist" Pan Changjiang had a number of black hot searches because of a ridiculous "Pan Ga's friendship";
"Rich businessman professional actor" Zhang Chenguang faced netizens harshly accusing him of not being safe in his late festival and tears spilled in the live broadcast room;
"A generation of childhood memories" Shu Chang played the role of Niangniang and Madame of the Republic of China in the live broadcast room, and took out double-digit gold prices to attract fans...
For a time, the live broadcast room seemed to become a stage for stars to play their acting skills.
From left to right, jia nailiang, Shu Chang, Zhu Zixiao live broadcast room
From the current point of view, the star live broadcast with goods is mainly divided into three situations. The first category is the current highly popular and large traffic stars, who will be invited to participate in the single live broadcast of the head anchor as a brand spokesperson, and the attendance time is only the time period for introducing the endorsement product, such as Estée Lauder spokesperson Yang Mi, L'Occitane spokesperson Zhu Yilong, etc.;
The second category is stars who are still active in movies, television, and variety shows, while harvesting heat through their works, while monetizing during live broadcasts, such as Jia Nailiang, Qi Wei, Huang Shengyi, etc.;
The third category is artists who are almost no longer active in the entertainment industry, but use some "childhood memory killing" bridge sections to repeatedly sell feelings, and take live streaming as the primary job, such as the above-mentioned Pan Changjiang, Shu Chang, Zhu Zixiao, Ji Jie, Chen Yiru and others.
With more and more people entering the game, the way celebrities carry goods has also changed significantly. The high pit fee that was once widely complained about, now there is news that it has been greatly reduced, according to the report of Zhongxin Jingwei, the pit fee of some stars has dropped by more than 100,000 yuan within a year, and now the live pit fee of Taoxing stars ranges from 6500 yuan to 30,000 yuan, and the commission is only 20%.
Reduce the pit fee to enhance competitiveness and attract more merchants to settle in and cooperate. The stars who have frequently "overturned" have also begun to realize that live streaming is not a complete "0 threshold", so some MCN institutions have become the "second brokerage company" of stars by virtue of their own channel advantages. For example, there are more than 20 stars under the Remote View Network, including Cecilia Cheung, Jia Nailiang, Chen Yiru, Wang Zulan, Lou Yixiao, Jinsha and so on.
Under the blessing of many factors, the boundary between stars and anchors began to blur, and in addition to head anchors such as Wei Ya and Li Jiaqi, stars were gradually able to compete with anchors. Perhaps after a while, the live streaming market will change drastically.
Keyword 3
Training sessions
"0 basic introductory course" is a quick shortcut for anchors? inexistent
After the live streaming of goods, a wealth myth followed, and the market size continued to expand. According to iResearch data, the scale of China's e-commerce live broadcast market will exceed 1.2 trillion yuan in 2020, with an annual growth rate of 197.0%, and it is expected that the scale of live e-commerce will exceed 4.9 trillion yuan in 2023.
In this way, it attracted celebrities, Internet celebrities, vegetarians, and bosses to share the cake together. However, there is such a group of people who are targeting the business opportunities behind this business.
In the past year, Zinc Scale has worked in "The Rough Production Chain Behind the Scenes of Live Streaming: From Selling Scripts to Training, Who's "Cutting Leeks"? The article has reported on the rough production chain behind the live streaming of goods and the seemingly professional but difficult to produce results of the training courses with goods.
Through the zinc scale search, it was found that the scripts with live streaming were mainly divided into two categories: ordinary scripts and plot custom scripts. A package containing 164 sets of non-drama live streaming materials is only sold for a minimum of 9.9 yuan, and similar material kits are priced between 9.9 yuan and 50 yuan. The content of the material includes live copywriting in children's clothing, digital, daily chemical, women's clothing, beauty and other industries, as well as script cases of Swarovski, Nestlé, Suber, skii and Uemura Shu.
In addition, there are also merchants who have launched knowledge payment platforms, claiming "zero-based entry", "one-on-one teaching", and "package teaching package meeting". Zinc Scale searched on the Aiqicha platform and found that a platform called Red Man Planet specialized in live streaming training. However, the company behind it, Wuhan Jingtianwei Diren and Information Technology Co., Ltd., has been a defendant in four disputes over the right to disseminate information networks of works since 2018.
Wuhan Jingtianwei Diren and Information Technology Co., Ltd. relevant judgment documents Source: Aiqicha
Zinc Scale also learned through the purchase of training courses on the Internet that many of the data kits in the sale seem to be more than the amount but less dry goods, for the real "0 experience" novice, it is actually difficult to find the focus.
Even if it is an institution with offline training courses, most of them still stay in teaching speech and learning theory, in other words, they still rely on the anchor to carry goods with one mouth. How can such a live streaming training course help novice anchors break out of the live broadcast room that has transformed into a content creative?
After rapid development, midstream platform parties, MCN institutions and anchors have taken on the task of connecting upstream merchants and downstream consumers, and the three elements of "people, goods and fields" are becoming increasingly diversified.
However, with the increasing number of entrants, the level of live streaming anchors is uneven, the professional level of MCN institutions is insufficient, and the gimmicks of training institutions are greater than the actual problems are also becoming more and more obvious. Perhaps, as the future of live streaming becomes more and more prosperous, these chaos and bubbles will soon be punctured.
END
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