Wen | Wang Xin
Editor | asked
At the 315 party of CCTV this year, the first program was "the secret behind the female anchor".
In the reporter's secret visit, the sloppy male operator pretended to be a delicate female anchor, chatted intimately with the big brothers who tipped in the live broadcast room on WeChat, mouthed a "husband", and from time to time sent out private photos and voices prepared by the female anchor in advance, urging the big brother to send out expensive virtual gifts, and even hollowing out their credit cards and tuition fees.
"The big brother of the list escaped with the train all night", "the big brother of the list cried and fainted in the toilet", the news was just broadcast, many netizens poured into the live broadcast room of the female anchor involved, and the platform also banned the account of the female anchor for the first time.
"The exposed juxiang interactive entertainment is a relatively large scale in the industry." An industry insider told "E-commerce Online" that the exposure of CCTV has brought a relatively large impact to the industry, users leave the scene, the platform attached to the more stringent supervision, between attack and defense, is more show anchors and institutions operating overnight to appease the big brother, directly started a video call to show the right body: "Of course, I am chatting with you, dear, our institution is not the kind of institution at the party." ”
Many practitioners in the live broadcasting industry said that the 315 evening revealed a common phenomenon of live broadcasting on the show. "Reassure the big brothers, after a while it will be fine, if it really can't work, then change positions and continue to work." The show live broadcasting institutions that survived from the "Thousand Broadcast Wars" in 2016 have long had a set of mature live broadcast routines, constantly harvesting one "big brother" after another.
Big Brother can't escape the thousand-layer routine
A live broadcasting agency in Guangzhou with more than 500 employees told "E-commerce Online" that in the live broadcasting industry, operation chat is a common phenomenon, but most of them are anchors and big brother chats, and operation occasionally interferes. "Generally speaking, the anchor encounters the big brother who is messing around, and the operation will go to talk on behalf of the person." As soon as 315 was exposed, we were exhausted by the anchor, and we had to appease the big brother one by one. ”
The live broadcasting company will spread the network to recruit anchors in the early stage, the number of anchors is four or five times the operation, an operation is responsible for multiple anchors, only a few large anchors have exclusive operations; the big brother on the list is the gold lord, scarce resources, a small anchor may only have three or four big brothers, they can cope with it.
Job posting on job sites and social platforms
The live broadcasting agency also said that even if there is no operation of the chat, the anchor can easily fool the big brother - the operation will teach the anchor a variety of verbal routines and help the anchor to check. The agency also has a special equipment team and a post-production team, even if the anchor is not good enough to look good and the voice is not sweet, it can become a "net red beauty" through beauty cameras, beauty software and sound cards.
"E-commerce Online" understands that as long as you enter the live broadcast room, the anchor and operation will use multi-layered routines to make you addicted:
1. Establish intimate relationships. The anchor will use the methods of brushing gifts plus WeChat or Lianmai PK to screen out a group of "big brothers" who are willing to brush gifts. Subsequently, the operation uses the anchor's account to contact the big brother in the background, let the big brother add WeChat, constantly share daily life, and cultivate feelings. When the feelings of the two deepen, the anchor will use the words taught by the operation to fool the big brother to brush gifts to achieve the ultimate goal.
One anchor hinted that brushing gifts has "benefits"
Many institutions said that the Lianmai PK exposed by CCTV can best promote the audience to brush gifts, because the audience has a "desire to win or lose". Anchors PK each other, arousing the war will of the audience in each other's live broadcast room, so that the audience can brush more gifts in the case of excitement. An anchor can arrange more than a dozen PK sessions a night, many of which are discussed with other anchors in advance to "cut leeks" together.
2, stir up muddy water, let the big brother brush more gifts. An institution said, "You see so many big brothers on the list who brush gifts, in fact, there are two of them are the company's number, the big brother brushes a hundred, the company number brushes two hundred, and then a few fake passers-by, mocking the big brother 'just brush such a little gift' or 'load money', he is excited, the gift is fast." ”
3. Dodged the brush gift, but was diverted to other platforms. Lin Lin once worked part-time in a live broadcast agency, she does not need to show her face, mainly explaining various sports events, the live broadcast room will release WeChat, but the Circle of Friends and avatar photos of WeChat are fake photos, and the behind-the-scenes chat is also a male operator.
"I used to think that this kind of male operator chatted with the audience to cultivate feelings and let them make money by brushing gifts, but then I learned that they were behind the scenes of a foreign bookmaker."
In the mouth of the male operator, the company first used the gimmick of "beauty commentary" to attract sports fans to add WeChat, and then used information such as gambling balls to screen out potential customers in chats, inducing them to download apps or log on to websites to bet.
Lin Lin did not expect that the routine behind it was so terrible, and within a few days, he quickly found a reason not to do it. After two years, she saw the news of the police arresting such live broadcasting agencies and anchors on the Internet, and she was afraid for a while.
There are also many domestic live broadcasting institutions, which will also do behind-the-scenes drainage, leading the audience to a certain game or lottery platform, and through another set of words, let the big brother in the live broadcast room recharge the lottery to achieve the ultimate goal of monetization.
Operating chats, cultivating feelings, company number competition and draining to other platforms are the thousand-layer routines of live broadcasting companies. Many times, people who enter the live broadcast room have escaped this routine, but they cannot escape the next routine.
An emotional deal
Many MCN institutions and anchors have said that the routine of the live broadcast room existed seven or eight years ago, and has long evolved a perfect "teaching" system: the senior operation director is responsible for training small operations, teaching various live broadcasting techniques and routines, and the small operation then teaches the routines and words to the anchor, incidentally helps the anchor control the live broadcast and chat rhythm, and "cultivates feelings" with the big brother to achieve the final harvest.
Even if you are suspended for various reasons on the way, it is okay, as long as you create a new account, some institutions have prepared hundreds of accounts to deal with the supervision of platforms and policies.
In the interview, "E-commerce Online" also found that many small live broadcasting agencies only need one office space, and seven or eight employees are responsible for operation. Institutions also do not need to provide a venue for the anchors who sit online, and can do a good job of field control through computers. Different institutions will have different sharing models, the general platform will extract 50% of the gift, and the sharing ratio of anchors and institutions is about 8:2, 7:3 and 6:4.
A map of the office space posted by a live broadcasting agency
Simple and mature routines, low costs, high profit margins, show live broadcast can be regarded as a "lying profit" business, but also spawned many live broadcasting agencies.
According to the data of Tianyancha, there are currently more than 1,900 live e-commerce related enterprises in the mainland. A small live broadcasting agency with only 9 operation employees revealed to E-commerce Online that the agency has more than 50 show anchors and can bring more than 400,000 yuan of net profit a month. And juxiang interactive entertainment culture media co., ltd., which was exposed at the 315 party, has a revenue of 300 million yuan a year.
The platform for live broadcasting has changed several times, from the original YY, Pepper and Yingke, to the later Douyu, Huya and Panda, and now it has shifted to B Station, Kuaishou, Douyin and WeChat video numbers.
Live broadcasting agencies move along the traffic position, and the live broadcast routine is similar, but it makes some small changes for different platforms.
"Before it was basically horizontal screen live broadcasting, turned to the trembling vertical screen live broadcast, the picture that can be taken has become smaller, the anchor does not have to decorate the live broadcast room, dress yourself up well, and save costs." The audience of Station B is more two-dimensional, dressed up a little cute, and can attract the audience by dancing or singing two-dimensional songs. Now Kuaishou, Douyin and WeChat video accounts have a large traffic, and this year we are ready to focus on the development of WeChat video accounts, which are similar to Douyin Kuaishou. A Chongqing live broadcasting agency told E-commerce Online.
In the hormone-filled show live broadcast, chasing traffic is nature, and where there is traffic, it is possible to attract more potential "big brothers".
The national APP WeChat, in October 2020, tested the video number live broadcast function, and added live broadcast tips, beautification, lianmai and other functions 2 months later, which also laid the foundation for the live broadcast of the show to enter the video number. Now open WeChat live broadcast, under the classification of appearance and music, almost all of them are live shows, and there are also many live shows in the classification of recommendations and daily life.
The chongqing live broadcasting agency's operator said it has more than 200 anchors on Douyin and more than 80 anchors on its video number. In his view, "will chat" and "fate" is the most important, and the show live tip is "emotional transaction".
He took out a screenshot of a female anchor of Douyin in the institution to show: "You see that she is not pretty, only more than 5,000 fans, usually the number of online people in the live broadcast room is at most 40." But there is a big brother who thinks she has an eye edge, she will also chat to cultivate feelings, the New Year, Valentine's Day a few days, this big brother brushed 8 "imperial sets", 30% of the commission plus 5,000 yuan basic salary, the anchor's income in February is close to 60,000 yuan. ”
The transformation of the runway is even more difficult
As early as November 2020, the State Administration of Radio, Film and Television issued the Notice on Strengthening the Management of Online Show Live Broadcasting and E-commerce Live Broadcasting, which prohibits implying, tempting or encouraging users to "tip" large amounts, and also requires platforms to limit the maximum amount of tips per time, daily and month.
Regulation is gradually tightening, and show broadcasting institutions are also facing the ceiling of peaking traffic and increasingly difficult to monetize.
Among the many live broadcasts, the show live broadcast is not a live broadcast category that can be put on the table, and the anchors and operators interpret according to the script and realize traffic monetization by harvesting the big brother. But now the threshold of the live broadcasting industry is getting lower and lower, as long as there is a mobile phone, you can do live broadcasting, while the big brother only has so many.
The competition is fierce, the supervision is becoming stricter, and the entire industry is ushering in a replacement, some leave the market early, and some want to transform.
In addition to moving to platforms such as B station and WeChat video number to find other traffic, many live broadcasting agencies have also set their sights on female audiences and recruited male anchors. The operation of a live broadcasting agency said that the gold absorption ability of male anchors is not worse than that of female anchors, the market is not saturated, and male anchors with good facial features start faster than female anchors.
Many show self-broadcasting agencies are also seeking transformation and have started the most popular live e-commerce.
An operator of a Live Broadcasting Agency in Hangzhou said that the show anchors who recruited Douyin did not require short videos, but now, in addition to live broadcasting, anchors also need to shoot at least three short videos per week. "Fan accumulation relies on short videos, and making fast money depends on live broadcasting", institutions want to grasp both hands, make a quick money through live broadcasting, and then pick up advertisements and live streaming goods through the accumulated number of fans to achieve traffic realization.
It's just that it is a very difficult thing for the show to transform into a live show to bring goods or receive advertisements.
In the eyes of ordinary users, show live broadcast is about equal to "LOW", and most brands will not cooperate with show anchors for advertising. Most of the audience of live shows is men, and female consumers are the main force of live streaming.
The consumption logic of live broadcasting and live broadcasting with goods is completely different, the big brother in the live broadcast room may brush thousands of gifts, but not necessarily to buy such expensive goods, even if the big brother bought a high customer unit price products, the anchor gets commissions and commissions are not as much as the live broadcast tips.
At the same time, the market for live streaming with goods has basically been saturated, and the vast majority of traffic has flocked to professional anchors with goods or anchors with vertical field advantages, which rely on the number of fans and brand resources to talk about preferential prices and higher rebates, but show anchors do not have such advantages. Many show live broadcasting agencies want to do their own live streaming system, but there is no supply chain, after-sales service and other advantages.
Show live broadcasting agencies that rely on platform traffic will face a greater crisis after 315 exposes live broadcast routines, and the industry will also usher in a major reshuffle. Some institutions take money to leave the scene early, some institutions use the funds accumulated by the show live broadcast to plan the transformation, and the institutions and anchors who hope to continue to profit in the show live broadcast will face stricter supervision and public opinion pressure, more rules are still on the road, and how the future of the show live broadcast is still unknown.