Half Moon Talk 丨 Live streaming with goods is not the only end point of traffic

Live streaming is not the only destination of traffic

Mao Zhenhua

An "old artist" live broadcast with high quality and low price, and repeatedly "overturned"; Female celebrities who have not appeared for a long time are not familiar with the goods, rarely speak in the live broadcast room, and rely on the "little assistants" around them to sell "shouting orders"; Negative rumors continued after a relative of an artist became popular...

Live streaming should be a new format derived from the development of short video self-media to a certain stage, accompanied by the improvement of platform functions and rich traffic resources. It, like any industry, has the necessary thresholds and industry norms. However, at present, whether it is some familiar artists or some Internet celebrities who have racked their brains to become famous online, they can't wait to squeeze into the live streaming industry, trying to quickly monetize, and word of mouth and quality "collapse" abound. Such a short video self-media ecology is lamentable.

The short video platform is a big stage to promote personality, express views, and disseminate knowledge, and anyone with ideas can find a space to display their talents here, which is also the charm of the platform. Some "talents" are well versed in the operation of short video self-media, and soon master the "traffic password" and become Internet celebrities with millions or even tens of millions of fans. At this time, because the initial investment is not small, they hope to monetize the traffic. But the crux of the matter is what kind of monetization to take.

For a long time, the main way for Internet celebrities to monetize was live broadcast tips, but this was accompanied by a series of social problems such as minors stealing parents' money to tip, clearly marking prices and selling plus WeChat qualifications, and breeding offline erotic transactions. At the same time, except for a few "head" anchors, most Internet celebrities rely on live broadcast tips to obtain limited income. Sleepy is thinking of change, and live streaming with goods has gradually become a consistent choice for the monetization of Internet celebrity traffic.

In fact, online sales naturally match the live broadcast format. Compared with traditional online stores, live broadcasting can better display the appearance, material and performance of goods, and can also answer consumers' immediate questions one by one to meet consumer display requirements and better interact. As long as it is well utilized, it will help greatly improve the efficiency of network sales and serve the society. Live streaming to help farmers is a good example.

Live broadcast with goods, good quality and cheap "goods" is the core, whether the early stage is carefully selected is the key to success or failure, live broadcast is only a means. However, a large number of Internet celebrities put the cart before the horse, in order to quickly monetize, the main energy will be invested in fancy forms, words. How the product quality is, whether the price is really preferential, has long been left behind.

"Family" exclusive welfare 1 yuan rush, the cheapest in history only 100 pieces on the shelves, the original price of 1999 yuan in the last 10 seconds only sold 99 yuan ... The variety of routines is dizzying. What's more, according to the script, he also staged a good play of "Zhou Yu hitting the yellow cover", falsely claiming that the wrong price loss was often tens of millions of yuan, but the truth was to look at each other and smile behind their backs, counting money to hand cramps.

Seeing that Internet celebrities have made a lot of money, some famous artists are not willing to be spectators, and they are non-stop online to open live streams with goods. They are frequently exposed by consumers or sell fake and shoddy goods, or wantonly exaggerate the efficacy of goods, or mislead consumers by falsely marking prices on other platforms and pretending to "reduce prices" in goods. In the long run, the hard-earned reputation has been consumed.

There are also stars and Internet celebrities who have been "banned" due to bad deeds, and they are eager to move on the short video platform and try to make a comeback in various ways. What drives them is not their obsession with art, but a lot of hope to find the opportunity to return the missed live streaming.

The live streaming industry is obviously not an industry without thresholds. Many celebrities and Internet celebrities, who do not produce goods, nor have they used or experienced goods, hold the trust of the public hostage and use written scripts to flicker in the live broadcast room. Selling counterfeit and shoddy goods is untenable at the legal level, until the traffic is completely "played bad" and the trust is betrayed.

Is there no other way out except for live streaming with goods to monetize? Apparently not. Cultivate widely known IP, knowledge paid Q&A, offline drainage experience, course training, loading healthy game links, brand advertising implants... All roads lead to Rome, and it is not only one way to go to the black.

If you choose the road of live streaming with goods, do not think that this is a shortcut, but in a responsible attitude, carefully select, try, choose reliable partners, select genuine, inexpensive goods to consumers, so as not to cheat, not pit, not to fool. As long as the live streaming is reliable, the traffic will not only not be damaged, but also establish a new reputation.

Short video platforms should also earnestly shoulder their responsibilities, not only to find ways to work with self-media creators to improve the level of content and broaden the channels for reasonable monetization, but also not to indulge some celebrities and Internet celebrities to abuse traffic and treat consumers as "leeks" harvested at will in live streaming.

(Published in The Internal Edition of Half Moon Talk, No. 12, 2021)