Author/ Author of "Finance and Economics" Weekly Liu Dongxue
Editor / Chen Fang
Rubbing the famous wine, chaos abounds
"No. 1 link, 299 yuan 18 bottles, you don't look at my price to give you such a cheap, but my quality, I casually dare to let you compare the dry red of the line seven or eight hundred, there is no problem, rest assured that drinking will be finished!" A female anchor screamed in the Kuaishou live broadcast room.
In the mouth of the female anchor, the 750 ml of Otuna 1732 large cellar dry red wine, each bottle is priced at only 16.6 yuan, which is not only enough to compare with the same kind of dry red that is dozens of times the price on the market, but also has the excellent quality of "the actual degree is one degree higher than 12.5 degrees, and the wine body is mellow".
Casually in Taobao a search, the female anchor recommended this French original imported dry red, in many stores have been sold, free shipping, free shipping insurance, support 7 days no reason to return, 12 bottles as long as 153 yuan, 12.75 yuan / bottle, lower than the so-called cheap price of female anchors.
From morning to evening, no matter when you open Kuaishou, Douyin, and gently slide your fingers upwards, even if you are not a user with drinking habits, you can't avoid brushing to several live broadcast rooms selling alcohol.
Some of them sat at the counter of their own liquor retail store, some stood in front of the background with the eye-catching "floor price" written on it, some leaned back against the liquor warehouse, and some directly moved the live broadcast room to the wine workshop... Pure grain, sauce, high-end, imported, various labels are frequently mentioned in the anchor's introduction over and over again.
Similar to the live broadcast room with the second sale price as a gimmick, in the short video platform countless, consumers who rush to the low price are "1 minute countdown" and "limited to one order per account" by the anchor, which stirs up the desire to shop, and they seem to lose money if they do not buy. The idea of "grabbing is earning" makes consumers think that they have made a big bargain, but they do not know that they have been cut by the merchants.
"You can't grasp the child... Because the water here is very deep. "The words that Pan Changjiang once used to persuade "Gazi" Xie Mengwei to stay away from live e-commerce have now become the most authentic portrayal of the wine live broadcast room.
Recently, Pan Changjiang himself also overturned the car because of live broadcast selling wine. The cause of the incident was that in a live broadcast in early March, Pan Changjiang was selling Moutai Tiger Year Zodiac wine vigorously, but it was exposed by the media, and he declared in the live broadcast that he had known the chairman of Moutai for many years and got the lowest price after getting drunk, more than 40,000 boxes, selling more than 20,000. Later, due to the attention of Moutai's denial, on March 15, the topic of "Pan Changjiang suspected of false propaganda and selling alcohol" landed on the first place in the Weibo hot search list, with more than 500 million reads in two days.
Seeing the fermentation of public opinion, Pan Changjiang had to respond, saying that he had never said this sentence, was taken out of context, and claimed that he had not done any false propaganda. But earlier, Pan Changjiang had sold a Moutai wine with an original price of 1900 yuan in the live broadcast room, which was only priced at 396 yuan, and also sent a set of wine utensils worth 288 yuan. Afterwards, netizens found that this wine was an OEM product and could not be found in the market.
Cai Xuefei, a liquor analyst, revealed that most of the wine sold in the live broadcast room is underwritten or OEM products, and they are not direct products of famous liquor companies.
Ouyang Qianli, a researcher in the liquor industry, told Caijing Tianxia Weekly that the core products of liquor companies will basically not be allowed to be sold at low prices in the live broadcast room, unless the manufacturer does activities or pushes new products. "Most of the products sold by anchors are developed products, and some are even specially developed for live broadcasting."
In the process of live broadcasting, most of the anchors will try to rub the brand effect of well-known liquor, "low-price second kill Wuliangye", "million wine floor price", "shock price 9.9", and so on.
Photo/TikTok
The concept of confusion is a major killer for anchors. Taking Moutai wine as an example, the price of Moutai wine is often high due to its popularity. Therefore, when the anchor shouts "the original price sells Feitian Maotai", who listens to it and is not moved? But when the consumer walked into the live broadcast room, he found that it was 999 yuan of 43-degree Moutai wine. And people often say "Fei Mao", generally refers to 53 degrees of Feitian Moutai wine, although both are Feitian Moutai wine, but the price difference is far away, 53 degrees Feitian Moutai Market price is at least more than 2,000 yuan.
When the founder of Dangdang Network Li Guoqing also sold a box of 6 bottles of Moutai wine in the live broadcast room, the price was only 894 yuan, but this Moutai was not The other Moutai, and later careful netizens found that Li Guoqing also sold Moutai OEM products. Actor Xie Mengwei once claimed in the live broadcast room that "buy Moutai to send Wuliangye", and later netizens found that he not only sent Wuliangye, but also sold Moutai branded.
"Selling BRANDed wine in the live broadcast room is very mainstream, many of these OEM wines are still off-site OEM, a box only uses 5 cents of brand authorization, and the profit margin is huge." Xiao Zhuqing, a wine industry expert, told Caijing Tianxia Weekly.
Selling OEM wine also costs money to buy a brand, but some anchors directly rub up the place of origin. "This wine comes from Moutai Town, Guizhou Province, and we are from the same root as Fei Mao." "Tell you what brother, this wine was discontinued in 2018. You go to the official website of Wuliangye to search, and Wuliangye Puwu is the same sect, the same source, the same cellar pool! The same no. 4 cellar pool came out. ”
Many of these wines come from small factories, the cost is very low, some are even mixed with alcohol, but after changing to the tall packaging, you can sell it at a price several times higher than the cost price. Cai Xuefei said that the price elasticity of underwriting, OEM and other products themselves is large, and the development cost is low, there is a problem of price false labeling, and it is easy to make the price low in the live broadcast room to stimulate consumers to impulsively buy.
Indeed, in the live broadcast room, we often see an unknown wine, claiming that the original price is 4 figures, and today the lowest price on the whole network is only 298 yuan. The audience's mind was hot, heard the lowest price of the whole network directly ordered, and found that the whole network could not find the same model after buying. There are also fine anchors, registered stores on the e-commerce platform, really put on the shelves of this wine, posted a super high price, of course, he does not expect to rely on the store to sell goods, just to provide a reference for consumers who are accustomed to price comparison.
Great rewards with commissions of up to 50%
Today, when live streaming has penetrated into all walks of life, highly profitable drinks have become a force to be reckoned with in the live broadcast room.
According to the "2021 Wine Industry User Insights and Content Ecology White Paper" report released by Huge Engine, in December 2020, the number of core interest users of Douyin beverage consumption has exceeded 67 million, an increase of more than 62% year-on-year. During the same period, the number of core interest users of today's headline liquor consumption exceeded 12.75 million.
Industry insiders revealed, "On the Douyin live broadcast, about 3,000 new liquor sellers are added every day." "There are vegetarians, there are liquor companies, there are professional anchors and celebrities.
On the evening of June 18 last year, the Golden Bell Film Emperor Zhang Chenguang partnered with a female anchor to sell alcohol, and the popularity of the live broadcast room was acceptable, and once rushed to the forefront of the list of goods, and the Moutai sold was also snapped up.
Because during the live broadcast, he was questioned about "not filming well but wanting to sell goods", "lack of money", "late festival is not guaranteed", Zhang Chenguang choked up several times, and kept wiping tears. However, grievances returned to grievances, Zhang Chenguang's second live broadcast still chose to sell wine.
In addition to the well-known actors with strength, how can there be less "memory killing" in the live broadcast room. Hou Kun, the actor of the French-Indian monk in "Kangxi Micro-Service Private Interview", also once wore a robe and sat in front of the background of Kangxi Micro-Service Private Interview, counting the plot while selling wine. Although from time to time, the audience complained, Hou Kun was slightly embarrassed, but said that he would continue to try.
Li Guolin, the actor of the TVB version of "Tianlong Babu", also stood in the live broadcast room selling wine in a costume; Zang Jinsheng, the actor of Lu Zhishen in the old version of "Water Margin", even wore a monk's robe and hung a Buddha bead around his neck, and directly renamed his live broadcast room "Lu Zhishen Tavern"; 71-year-old director Zhang Jizhong, 57-year-old entrepreneur Li Guoqing and other well-known figures from all walks of life have also re-employed in the live broadcast sale.
What is the charm of live selling wine?
A person in charge of the live broadcast supply chain once revealed, "The profit of the liquor category itself is relatively rich, and correspondingly, the anchor can also receive a relatively high commission when bringing wine and aquatic products." Compared with the 15%-20% commission of the general category, the commission for the wine category is as high as 50%-60%, which is almost equivalent to the commission of many domestic beauty box products. ”
In addition, the high unit price, profit margin and repurchase rate of liquor customers are also enough to make the anchors earn a lot of money.
According to the data of the Cicada Mother Platform, the average UV value of La feige (UV value = sales / number of visitors) during the 618 period last year was as high as 4, and on September 14, the UV value of La fei ge even reached a staggering 7.99. High UV value means high unit price and high customer stickiness, after all, even the cheapest beer is generally more expensive than drinking water and beverages, and wine is more addictive.
In 2020, the sudden epidemic made "La Fei Ge", who works for Jiuxian Network, begin to try to do live streaming with goods. In about two years, the cumulative sales of La feige have exceeded 600 million yuan, and during the 618 period last year, the amount of goods carried by it exceeded 30 million yuan. Nowadays, La feige's Douyin fans are close to 5 million, which is the absolute head among the Douyin liquor anchors. In the same period, the head anchor of Kuaishou liquor "Li Xuanzhuo" once brought more than 60 million goods in a single game, and according to the statistics of Feigua data, the proportion of alcoholic products in the live broadcast exceeded 93%.
According to the commission ratio revealed by the above-mentioned person, the commission income of a single live broadcast of the above anchors during last year's 618 period alone was about 15 million to 30 million, and Zheng Shuang, who earned 2.08 million a day, lamented that he was not as good.
Even if you sell a few dollars, you still have to earn
Generally, people in the industry will divide "brand-name liquor" into three categories, large factories, customized liquor and OEM liquor. The big factory is a famous wine in the true sense, such as 53 degrees Feitian Maotai and Wuliangye Puwu, which are the drainage models of the live broadcast room, even if the price is not reduced, it can be swept away.
Customized liquor refers to the wine developed by third-party companies in cooperation with distilleries, and the quality of the liquor is guaranteed, but the asking price is often extremely high. The above two are either high in price, or less in supply, and the anchor has nothing to earn.
The so-called OEM wine is a wine that the famous wine manufacturer directly sells the brand to a third party at a high price, and the third party produces its own labeled wine. There are countless oem wines from large manufacturers, and there are hundreds of kinds of OEM wines at the peak of Wuliangye alone. The OEM wine knows that its blood is not correct, so it moves its name closer to the concubines, such as Mao Yun, Mao Yuan, Guizhou Welcome, Lai Zu, State Banquet...
Really can't catch up with the famous wine, just do chic styling, panlong, shou peach, golden lion, how to exaggerate how to come, do not know the brand does not matter, all rely on the anchor a mouth.
At the beginning of the year, in a live broadcast, the star Yu Zhen, dressed in a black hooded sweatshirt and wearing black-rimmed glasses, explained the liquor in front of him to the audience in the camera. The bottle is crystal, the saucer is yew wood, and there are 20 grams of gold at the middle connection of the bottle, and the total price of the bottle alone is about 150,000 yuan.
Yu Zhen said that high-end liquor like this is rare in the market and was originally exported to foreign countries, but because of the epidemic, it was pressed in the warehouse for nearly a year, and the merchants found themselves through relationships to sell in order to return funds. Considering that this is the last live broadcast before the Lunar New Year, take out 50 bottles to give back to fans, and only sell for 158 yuan.
There is also 15.8 yuan of brandy, 9.9 yuan of dry red... Even if the price is so low, it is still a steady profit. According to Ouyang Qianli, he has done research, even if it is sold so low, there is still a lot of money, because the cost is very low, many wineries in line with the strategy of small profits and high sales, when the order volume reaches 10,000 pieces, the ex-factory price of a piece of wine is only 1 yuan plus 1 yuan on the cost price.
In the view of Zheng Yingping, executive secretary general of the Hunan Provincial Liquor Industry Association, the price of live wine is inflated, the profit is considerable, and it mainly relies on the amount and shoddy charge to make money, for example, the cost of 20 yuan / bottle of wine, the price of 200 yuan / bottle.
The wine itself has a certain tasting threshold, many people may only be able to drink how to taste, but the taste can be technically reconciled. Therefore, the original price of the anchor is four figures, and today the price of the fans is only a few hundred yuan, and what is sold is either the skin of the brand-name wine or the shoddily manufactured packaging, and the left and right are all blood earned.
The most heinous is the sale of fake wine. In the "Chujiu Liquor" live broadcast room, there is even a product called Moutai Guizhou Feitian Liquor, which costs 299 yuan / bottle. From the appearance, there is no difference from the Feitian Moutai wine with a suggested retail price of 1499 yuan / bottle, but in the comment area of related products, it is an overwhelming "fake" and "fake wine".
Photo/Visual China
In February this year, the Chongqing police cracked a case of "fully automatic production + live streaming diversion with goods" of the production and sale of fake liquor. The police seized more than 800 bottles of counterfeit Moutai brand wine finished products, more than 3,000 jin of base wine to be filled, 14 sets of counterfeiting equipment, and 27,000 sets of packaging materials, and the preliminary estimate of the amount involved was 100 million yuan. According to the personnel involved in the case, they hired "net reds" to bring goods on an Internet short video platform, and they have successively produced and sold about 20,000 bottles of high-imitation Moutai brand wine.
Outrageously, in order to drain and create illusions, counterfeiters also hired "net reds" to make short videos that identified the true and false Moutai brand wine, which were scrolled on multiple accounts.
Although most of the liquor products sold do not involve life safety, such liquor has the characteristics of low quality and low price. The cost of most products is only about 3-4 yuan, even with the outer packaging, the cost of a bottle of wine can be controlled to about 7 yuan.
Cheng Wansong, secretary general of the Beijing Liquor Circulation Industry Association, believes that the actual peddling of counterfeit and shoddy liquor in the name of the famous liquor agent in the live broadcast room has existed for a long time.
"The OEM liquor and fake liquor that are brought with the goods on live broadcast are very harmful to the industry, because they disrupt the market and reduce consumer trust in the wine." Xiao Zhuqing said.
Cheng Wansong suggested that in the face of the phenomenon of repeated prohibitions on the manufacture and sale of counterfeits, it is necessary for all links to work together, first of all, the platform itself should improve the level of self-discipline, improve the ability to identify, and not give counterfeiters the opportunity to take advantage of; second, liquor enterprises should do something, take the initiative to settle in for valuable platforms, and expel bad currency with good money; at the same time, government agencies should introduce corresponding legal measures to punish the platform that condones counterfeiting and counterfeiters. Of course, the most important thing is that consumers should look for formal channels and do not "go up" to the gibberish of the anchor.
This article is originally produced by AI Finance and Economics, an account of Caijing Tianxia Weekly, without permission, please do not reprint it on any channel or platform. Violators will be prosecuted.