For the e-commerce live broadcasting industry, the second half of 2021 can be described as "thrilling".
Shortly after the double eleven, first the internet celebrity anchors Sydney and Lin Shanshan were exposed for tax evasion, fined 65.5531 million yuan and 27.6725 million yuan respectively, and then the head anchor Wei Ya was also exposed to tax evasion and tax evasion totaling 703 million yuan, and was fined a total of 1.341 billion yuan. As soon as the news came out, the platforms heard the wind and sent a one-stop service with a banned name.
Source: People's Daily
As early as before the Internet celebrity anchor overturned, many celebrities had already broken out on the Internet with the overturning of goods, such as Yang Kun selling 1.2 million yuan in a live broadcast and finally refunding 1.1 million yuan, and a brand spent 100,000 pit fees in order to go to Wang Han's live broadcast room and finally exchanged for the result of a refund rate of 76.4%.
People have begun to discuss, live streaming with goods is a vanity fair to make quick money, or a god weapon to revitalize the consumer market.
Internet celebrity anchors and celebrities frequently "explode thunder", and live broadcasts with goods "cool down" 2021
When live streaming is at its hottest, everyone wants to get a piece of the pie, and the result of the rapid expansion of the industry is that applause flowers and order imbalance coexist.
Looking back at 2021, it is not necessarily the most glorious moment in the live broadcasting industry, but it must be the most turbulent moment since the birth of live broadcasting.
From the beginning of the year to the end of the year, the live broadcasting industry has major events almost every month. The chain reaction brought about by these events has pushed the live broadcasting industry to develop in a more orderly, compliant and head-to-head sustainable direction.
At the beginning of the year, the Zheng Shuang incident kicked off the prelude to the live broadcasting industry to rectify bad artists and vulgar content. After Zheng Shuang was completely banned, the major live broadcast platforms immediately announced the policy of "prohibiting bad artists from entering" and opened the "strictest in history" self-inspection and self-examination, which was directly manifested in the ban on a large number of high-traffic anchors who created vulgar content, such as Teacher Guo and Tieshan.
In the middle of the year, the celebrity live broadcast with goods began to "fever", many live broadcast rooms named after celebrities have been difficult to find idol traces, small gourd big data shows that the number of live broadcasts of many stars has dropped from more than ten at the end of 2020 to 2 or 3, and even many live broadcast rooms have become broadcast by star assistants.
This means that the heat of the industry is declining, and it also means that the industry practitioners are beginning to standardize and the industry is beginning to develop in an orderly manner.
The big anchors tasted the first wave of dividends of live streaming goods under the tilt of platform traffic, but as the live streaming goods gradually matured, "going to the head" became the tacit code word of the platform.
Kuaishou anchor Simba lost in Kuaishou's "defamilialization" strategy, and Simba, who lost traffic support, only broadcast live in 618, creating GMV of 400 million yuan. At the same time, the Taobao anchor front has also changed, and Sydney replaced Li Jiaqi as the runner-up of 618 with goods. Although Sydney was banned by the whole network for tax evasion five months later, at this moment, the heart of the platform to support the middle-waist anchor has been revealed.
The original intention of live streaming with goods is to create new sales channels for traditional e-commerce that has entered the bottleneck, and the "shouting" sales method with the anchor as the core is essentially a trust economy. Consumers with consumer demand, because they believe in their favorite anchors, are willing to pay for the products they shout. In subsequent developments, this trust orientation has gradually become price-oriented - because the price of live broadcast rooms is often lower than the original price.
However, the back of the anchor scenery is the brand side that is "trapped" in the live broadcast room: taking the head anchor Li Jiaqi as an example, in the downward direction of its support for domestic products, many new domestic brands can quickly spread among the target consumer population, from "birth" to "widely known", which may often be the distance of one or two live broadcasts.
But at the same time, the problem of product promotion not matching the actual situation has also been put on the table. In February, a high-end beauty instrument recommended by Li Jiaqi in the live broadcast room fell into the whirlpool of public opinion of "false publicity" due to the safety hazard of burns, and in May, the "halter neck small fan jointly signed by the tide brand Supreme and the domestic brand Guzi GUZI" sold in the live broadcast room of Weiya was exposed as a cottage product.
On this side, there are brands that want to take advantage of the situation to go out of the circle, and there are brands on the other side that want to "stand on their own". The "L'Oréal" incident that has been making a lot of noise this year reflects the helplessness of the brand side today: although the fame of the anchor can temporarily increase sales, it cannot last.
For the brand side, the ideal state is of course to "make a name in the name of the anchor" and then maintain sales "in the name of the brand", but how can influential anchors agree to cross the river and tear down the bridge? Between the pulls, the live broadcast industry has gradually changed its flavor.
After the regulatory intervention to calm the chaos, where is the live broadcasting industry going in 2022?
After the regulatory authorities "strike hard" in the second half of this year, the live e-commerce industry will inevitably develop in a more standardized direction.
It can be seen that in recent years, more and more accounts have sold agricultural products and introduced township tourism through live broadcast platforms. The huge traffic brought by live broadcasting has become a weapon for "star-making" in various senses.
Under the strong regulatory policy, the vulgar content of Bo eyeballs has been banned, and positive live broadcasting has become the main theme. On the one hand, the anchor will conduct a more stringent investigation of the selection of products before the live broadcast with goods to avoid incidents such as "false publicity", on the other hand, supervision has also prompted the platform party to raise the threshold for goods on the shelves, and at the same time require the brand side to carry out more stringent product self-inspection.
After this wave of head anchors "fall off the horse", there are two main beneficiaries, one is the middle waist anchor, and the other is the brand side. In a short period of time, it is difficult for the platform side to create another influential anchor, which means that the traffic will be dispersed to the existing head anchor and a large number of mid-waist anchors, which is an opportunity for mid-waist anchors.
Secondly, in this incident, many brands realized the importance of holding the traffic in their own hands, and in the future, brand independent live broadcasting will become the norm, and it is even likely that there will be a situation where the discount between the brand live broadcast room is greater than that of the anchor live broadcast room.
In fact, the reason why any industry can develop and grow rapidly in a short period of time must be that it conforms to the development law of the times, and the same is true for live e-commerce.
In the future, live broadcasting has a high probability of becoming the "standard" of Internet platforms, live broadcasting not only brings transactions, but also reflects people's social way and attitude to life, and today, when various platforms hold high the banner of "community", live broadcasting has become one of the important forms of creating an online community.
Looking back, the changes brought to us by live broadcasting are not only enriching our entertainment life and providing faster shopping channels, but also improving our living efficiency and even reducing the cost of living. As far as live e-commerce itself is concerned, it is not a wrong and inefficient business model, on the contrary, live broadcasting has great potential for development.
The essence of supervision is only to plan a clear and reasonable route for the giant ship of live streaming with cargo. With the gradual standardization of the industry, the live streaming goods that walk off the "altar" will eventually evolve into an ordinary symbol in the context of e-commerce. Just like today's online stores, on the one hand, it supports the e-commerce dream of the platform, and on the other hand, it connects the daily life of ordinary people.