This melon at the end of 2021 is really bigger than one, and it is also in time for the group to burst out at the end of the year. Over the weekend, I was still digesting Wang Lihong and his ex-wife, and yesterday I was shocked by the sky-high fine of 1.341 billion yuan for a live broadcast sister Wei Ya.
I still remember the old news that Fan Bingbing stole 800 million yuan in taxes, which made me praise the work ability of the Hangzhou Taxation Bureau again, which is simply a small expert in cutting melons. What Liu Xiaoqing evaded taxes and squatted in a small black house, it was really a small witch to see a big witch.
So the question is, why has the world changed now, and celebrities are not as good as anchors?
First, the anchor is also divided into three, six and nine
Spinach herself rarely goes to the live broadcast room with time, but she has heard about the head anchors Wei Ya and Li Jiaqi, and will often be occasionally brushed on some platforms. The overall feeling is that TV shopping has moved to mobile phones, and the biggest difference in the form of content is that TV shopping is basically a commodity or the same type of commodity, and the popular anchor sells everything.
The anchor is still more powerful than the star, because the star is out of the film and television works, and the anchor is me telling you that I am selling things, you come to see, my price is not cheap.
Yes, the fundamental appeal of those users who squat live and fight for hand speed day and night is not content works but price. So the question is, in the business logic of live broadcasting, will the price advantage continue? Will the rise of the head anchor make the brand side (enterprise) make money?
There is an interesting idea about this question, which has to remind me of Li Jiaqi, the anchor who started selling lipstick. This lipstick brother first relied on lipstick to test the color of the whole network, and his live broadcast mentioned L'Oréal many times. Later, some media writers introduced that Li Jiaqi was L'Oréal's cabinet brother (BA beauty consultant) in her early years. It is precisely because of this source that the cooperation between L'Oréal and Li Jiaqi is also very much greater. However, this year's Double 11 Li Jiaqi has flipped over L'Oréal's products because of preferential policies.
The reason is that Li Jiaqi's live broadcast room claims that L'Oréal's bottle mask has the largest discount of the whole year (429 yuan / 50 pieces), but many people find that the mask in L'Oréal's official flagship store can be stacked and bought at a lower price (257 yuan / 50 pieces) after purchasing it. Consumers who bought expensive began to complain collectively, and the anchor = the cheapest person set up a horse overturn.
Black Cat complained about the collective complaint on L'Oréal's incident
It seems that Li Jiaqi's overturning of the car and Wei Ya's tax evasion are two independent incidents that are unrelated, and then there is a surprising truth behind it - who has more bargaining power than the anchor and the brand owner? Or to put it more bluntly, is the anchor working for the brand side of Party A, or the brand side working for the channel (anchor).
Behind this problem, there is a surprising law, that is, whose hands the traffic is in. Or rather, the marginal variation in the cost of getting traffic.
Second, the head anchor becomes a boss, and the brand and platform become a hit worker
The rise of e-commerce has divided the traffic of physical stores, while the rise of head anchors has divided the traffic of e-commerce platforms. The head anchors I refer to, mainly Via and Li Jiaqi, Sydney should not actually be counted (after all, only sell their own clothes, and can not push what a hit). As for Lao Luo, he belongs to the field of industry lamps, and the entertainment effect is greater than the actual sales of goods.
Cheng is also the lowest price in the whole network, and the lowest price in the whole network.
Behind the lowest price of the whole network, merchants must dilute the amount of profits, and then engage in user repurchase to make money. That is to say, a live broadcast of a head anchor cannot make businesses make money, but can only expand the number of users.
This raises another problem, with users increasingly liking to squat head anchors because he has the lowest price. Low price, help the head anchor to achieve powder expansion. This has led to the bargaining power of the head anchor getting stronger and stronger, so strong that a treasure cannot be held. As we all know, other vertical e-commerce companies are also on the rise, and the head anchor also appears on Focus Media in the elevator. This shows that the head anchor has won the traditional e-commerce channel.
So back to the beginning of the question, what does the head anchor bring to the user? Low price, not content.
Of course, the anchor industry is strange, and the brand owners themselves also have live broadcast rooms, as well as other types of live broadcasts. At present, only the two head anchors mentioned in my article can really bring traffic.
Low price, won Fan Bingbing and Liu Xiaoqing. Or rather, anchors and actors are not a business logic at all.
Seeing Via's sky-high fine of 1.341 billion, it can be seen how high its revenue scale and gross profit are. Say three facts:
Via's live broadcast room has been shut down. It is estimated that Li Jiaqi is already trembling;
The company registered by Via and her husband is now deregistered (it is unlikely that it will be deregistered on the same day). It is estimated that this is something that I have known for a long time;
If this amount is not paid within the prescribed time, I am afraid that I will be criminally liable. From this point of view, the two sons of the family have the ability to make friends.
Third, does the anchor have a future?
The anchor industry itself is a product of the times.
What kind of era is this?
Simba rolled over in improper selection;
Li Jiaqi's false propaganda;
Via evaded taxes by 1.341 billion.
If the anchor wants to survive to the head, he must have his own selection team (risk control), and he must also deeply bind the brand owner to himself. At present, the brand still gives the live broadcast product sales cost, and there are few programs that bind a head anchor. Deep binding means that it is difficult for the anchor to boil into a head, and only provides the explanation of the product and the introduction of the offer. In this way, the anchor at the waist will have a chance, but at the same time, we should also see the importance of compliance.
One Via fell, and ten million waist anchors stood up?
My view may be a little different, and I think it will be difficult to produce another head anchor like Wei Ya and Li Jiaqi. In the future, anchors will retreat to the scattered era, and there will be more vertical heads and fewer absolute heads. This is not due to a single investigation of tax evasion and evasion, but a regular result of the evolution of the entire ecology.
The price is cheap, and the anchor is expensive.
The anchor is cheap, the price is expensive.
More importantly, via's era of forming early-scale fans has passed (the early adventurous algorithm support of a certain treasure), and the soil for growth is gone. For example, Douyin's algorithm mainly maintains brand interests rather than pushing anchor traffic.
Where's the next live queen? Rather, where is the next era that can maintain the logic of live broadcasting?
Note: This article does not constitute any investment advice. The stock market is risky, and you need to be cautious when entering the market. There is no harm in buying and selling.