In August this year, on a talk show, the network anchor Sydney stressed: "Women still have to rely on themselves, the next time you mention me, don't say whose ex-girlfriend I am, please call me a billion-dollar female boss." ”
At that time, Sydney had just got rid of the embarrassing position of the "millennium old third", and surpassed Li Jiaqi to second place with a transaction amount of 2.56 billion yuan on the whole network live broadcast with goods. In less than three months, the "inspirational strong woman" has become a "tax evasion and tax evasion fanatic".
From November to December, Zhu Chenhui (Sydney), Lin Shanshan and Wei Ya were fined for tax evasion, of which the two anchors were fined a total of nearly 100 million yuan, and Wei Ya was recovered and fined as much as 1.341 billion. This has brought the high salary of internet celebrity anchors to the attention again.
"To get rich, to be an anchor." On the one hand, the anchor was punished for tax evasion and tax evasion, and on the other hand, many people are still eager to become the anchor "fish leaping dragon gate". Aiming at this demand, various e-commerce training has sprung up. However, can the "myth of wealth creation" of e-commerce anchors be copied?
Look at the flowers in the fog, step by step
"The industry with the lowest investment and the highest return, a month to get started, the worst anchor can also earn 10,000+ per month" "Ordinary looking, no fans, no supply can also bring goods" "Standing on the wind outlet, is the best time to overtake in the corner"...
The search found that, like other adult education, e-commerce training institutions are also using low thresholds, high incomes, and popular industries as selling points to create a "dream of rapid prosperity".
Inexperienced live broadcast whites, choose training to understand the general play of the e-commerce industry, avoid stepping on the thunder, get started quickly, and get traffic recommendations if they are lucky, and even professional business incubation... It sounds like entering the industry through e-commerce training is indeed more reliable than going it alone. But is it true that e-commerce anchors can be for everyone?
Practitioners who have signed more than 200 anchors with goods revealed in the interview, "Anchors with goods should speak faster, and their ability to control the field, react and interact should be strong." There must also be a sense of lens and affinity. If the speed of speech is slow and cannot catch the audience's attention, the conversion effect will be poor. ”
For example, in the daily live broadcast, Li Jiaqi generally has to complete the display, introduction and listing of about 40 products within 3.5 hours, which is also interspersed with interaction, preview and other links, and the average time to each product is only 5 minutes. This requires Li Jiaqi not only to have a strong ability to control the rhythm, but also to express as fast and clear as possible, and his speed of speech is more than 1.5 times that of ordinary people.
Although e-commerce anchors are emerging professions, the traditional threshold requirements for academic qualifications, work experience and so on are not high, but to become a top anchor, it still requires extremely high talent and comprehensive ability, and not all of them are "anchor potential stocks". E-commerce training institutions advertise the anchor threshold so low, mostly for the bottomless sale of courses. It is reported that the course of 9.9 yuan of an e-commerce training institution has even been sold to nearly ten million yuan.
It is not easy to become an anchor, you can talk in front of the camera, a countdown to produce tens of millions of nearly 100 million yuan of commodity exchange, can you also get a generous honorarium? Reality is always bone-chilling. According to a report released by the China Performance Industry Association Online Performance (Live Broadcasting) Branch in May, most anchors earn 3,000-5,000 yuan per month. Even anchors who are already well-known in the industry have publicly stated that their income is very unstable, sometimes even unable to reach the average.
At the top of the pyramid is always a minority. When lamenting that ordinary people may not earn the tax money that has been fined after working for a lifetime, it should also be seen that most small and medium-sized anchors are still struggling on the edge of the survival line. The "myth of making riches" is not so easy to copy, and most people are just leeks harvested by e-commerce training.
False publicity with the help of head social platforms is the most commonly used means. On the black cat complaint platform, many complaints related to e-commerce training have mentioned that "the platform that began to be paid attention to on Douyin or Kuaishou". These promotional short videos often carry similar free or low-cost training banners as "0 basic entry, hand-in-hand teaching, package teaching package meeting", "0 basic 0 cost free training", or false promises "14 days out of the order, 2 months to return the cost". When students see that it is an official platform, they naturally think that their rights and interests can be protected, so they easily believe in the business publicity.
However, after paying the money, the teacher's attitude took a one hundred and eighty degree turn, even if the store was operated exactly according to the plan, it was impossible to issue a single, and it was also necessary to bear the monetary loss and mental pressure of brushing the order, and even some training companies directly "played and disappeared" after charging tuition. And the multi-medium-sized and small companies that open e-commerce training, the platform has nowhere to pursue responsibility, consumer complaints have no party, and it is difficult to refund... Therefore, in handling such complaints, the result is often "the complaint merchant has not settled on the platform, we will find the merchant as soon as possible to promote the processing".
The trainees thought they had found a shortcut to getting rich, but the result was just another high IQ tax.
Today, compared with the popularity of a few years ago, the e-commerce live broadcast market has entered a stable period. The head anchor divides most of the market, and the head anchor each cultivates new anchors to compete for the remaining market, leaving even less market share for small and medium-sized wild anchors.
At present, the training courses for anchors on the market are roughly divided into three categories, one is the self-management of mature Internet celebrities, mostly in the form of a mentoring system, the second is the establishment of a special training company, and the third is hosted by cross-field companies such as model training. Some institutions have tuition fees of up to 20,000 or 30,000 yuan, while some institutions only need 9.9 yuan or even 0 yuan for courses.
In terms of the core course content, few institutions are willing to invest in research and development. Plagiarism, lesson theft, and then collage together form the so-called "wealth code". As for the effect, you can buy thousands of fake fans for a few dozen dollars. The trainees who were in the dark did not know it, and thought that the training effect was really immediate, and Wu Zi was dreaming of a surge in fans and an overnight wealth.
The quality of the course is uneven and the homogenization is serious, the lecturer may be the loser of exploring e-commerce, in such a training, whether the trainees can learn practical skills, we can imagine. It is still difficult for head anchors to cultivate new forces, not to mention e-commerce training institutions with unknown origins.
Under the bubble, volunteers are the successors of the former servants
Even so, there are not a few latecomers who dream of becoming a "new myth of wealth creation". In the survey of emerging occupations that the post-95s yearn for, 54% of people said they wanted to be anchors and Internet celebrities. The data shows that in the United States and the United Kingdom, the most popular occupation for children is YouTube bloggers, and 18% of children in China want to be influencers. In November 2020, a report released by Boss Direct Employment showed that job seekers who expected to engage in e-commerce anchor positions increased by 110.7% compared with the same period in 2019.
The huge demand has spawned the e-commerce training industry, and has also provided opportunities for criminals, minors, college students, full-time mothers, especially in the hard-hit areas. Targeting the desire for fame and rapid wealth among groups that have not yet become economically independent, speculators take advantage of the opportunity to peddle low-quality courses and even design layers of scams to fabricate beautiful dreams of getting rich. In a wide variety of publicity and projects, consumers are difficult to identify.
However, unlike many volunteers who dream of becoming anchors, the sense of crisis of the head anchor has always been there. From the concern about traffic to the game with brands and platforms, under the bright appearance of e-commerce live broadcasting, it is the competition of multiple forces in the fog.
There is no doubt that in the context of brand layout self-broadcasting and platform decentralization, small and medium-sized anchors have more possibilities, and the anchor industry may be able to move towards a new balance. But on the other hand, this also makes the emergence of the next "Wei Ya" and "Li Jiaqi" almost impossible.
At present, the live e-commerce training market is not yet mature. Under the guidance of values such as making quick money and getting rich overnight, e-commerce anchors still attract countless people to follow in the footsteps of the former servants, and then leave the market under the blow of reality. To promote the benign development of the e-commerce training industry, perhaps the first thing to do is to give e-commerce anchors "disenchantment", let new entrants receive formal training, and avoid bad money expelling good money, so that e-commerce training can keep up with the pace of the e-commerce industry.