This week, the topic of "star live broadcast" occupied the hot search C position.
On Monday, netizens sang madly in Zhang Da's live broadcast room, and it was found out that it was a mass actor arranged by MCN (Internet Celebrity Incubation Center); Last night, Jia Nailiang said in an interview that "artists don't want to do live broadcasts", and netizens found that he also helped the originator of campus loans last year to "sell miserable feelings" on the hot search.
It can only be said that the live broadcast room is indeed a moment to witness the peak of acting skills. It is no wonder that the topic of celebrities bringing goods is always disliked in the public opinion field, when "321 starts shooting" becomes "321 starts broadcasting", the stars out of the circle scene, is gradually changing from work fragments to a variety of strange tricks.
01
"Who the hell taught celebrities to bring goods like this?!"
Typing words such as "star" and "live broadcast" on social platforms can reap a large number of jaw-dropping complaints.
The serious involution of the content track has gradually blurred the boundary between real and fictional live broadcasting. Without plot planning and character marketing, it is difficult for the live broadcast room to get attention in a short time. In order to grasp the user's hi point, many live broadcasts now show a "dramatic" trend.
If you look closely, you will find that the script routines in the current star live broadcast room are mainly divided into three categories.
One is the live streaming connection. Zhang Da's "crazy connection" this time is the culmination of this type. Anchors and amateurs connect with each other by voice, quarrel and scold or sue each other about life disputes, so as to attract viewers in the live broadcast room to interact together and extend the viewing time.
The earliest such microphones appeared in Kuaishou's emotional live broadcast. Anchors help fans solve emotional disputes such as mother-in-law and daughter-in-law, cheating, etc., such strange disputes often come from scripts planned by professional teams, and the netizens who connect with the anchor are also well-trained "professional actors", known as "wheat hands" in the industry. Some professional teams that take over scripts, actors and scene control have a net income of more than six figures per month.
With the high cooperation of Mai Shou, Zhang Da gradually whitewashed by relying on the madness of others, and changed from "10,000 people in the entertainment industry" to "White Lotus of Suffering". This operation is not only to re-establish the personality, but also to pave the way for subsequent monetization such as bringing goods.
The second type of script routine of live broadcast is to win with emotions to win the emotional chicken soup direction.
The bitter history of fame and the values of bitter pleasure are still the content preferred by the sinking older market. Wang Xiaofei's mother Zhang Lan, usually has no shortage of "success learning" videos on her Douyin account. After Wang Xiaofei's family dispute brought Zhang Lan a lot of gossip traffic, Zhang Lan not only replied to family affairs in the live broadcast room, but also described how Ma Liuji's offline stores were difficult to operate, how the team and herself stuck to their original intentions, etc., trying to convert gossip viewers into their own personal traffic.
This is also the ultimate purpose of plot planning, absorbing users' emotions towards the anchor and enhancing the stickiness of live broadcasting.
There are many older artists who will intersperse their famous works at the right time during the live broadcast to arouse the emotional feelings of users. Xu Shaoyang, the male protagonist of "Dolphin Bay Lovers", once arranged the "Dolphin Bay" element in the live broadcast room, asking, "Do you remember Dada and the bottle cap?" "When you remember an actor who repeatedly mentions his classic role, it's often about selling." ”
The third category is the most powerful marketing atmosphere.
Many well-known actors are now rap-style sales in the live broadcast room, such as Zhang Meng, Jiang Chao, Medina, He Hongshan, and the most typical is Chen Yiru and Li Zhinan, who almost fought with the brand side for selling down jackets some time ago. The two actors asked the down jacket brand for a lower price in their own live broadcast room, and the person in charge of the brand strongly protested on the side, and even shouted "not for sale" with a crying voice.
This type of maniacal haggling is derived from TV sales. Because the routine is too obvious, it tests the sense of faith of the anchor and the assistant. I have to say that among the brainwashing bargaining stars, Chen Yiru is indeed the one with the highest degree of completion.
02
Many people don't understand, why do celebrities choose such an embarrassing way of selling?
In fact, the celebrities' various live broadcast plans are just common routines in the live broadcast e-commerce track, but their glamorous identities amplify this embarrassment.
Seemingly unrelated star artists often have the same operator standing behind them.
In other words, celebrities are actually one of the links in MCN's e-commerce layout. a similar "whitewashing" press release in the Zhang Dada incident; Chen Yiru, Li Zhinan The same assistant who sells different products in the live broadcast room... Every time you bring the name of the goods out of the circle, you can find the traces of the company's operation behind it.
The companies that are best at packaging and bringing stars are Worry-Free Media and Lookout Technology. The former is the MCN to which Zhang Da currently belongs, holding half of the Douyin Internet celebrity; The latter has a huge lineup of star anchors and has cultivated a number of star artists with outstanding results.
Good at grasping the cooperative relationship of its artists, so that the team of remote technology star anchors is getting bigger and bigger.
Help celebrities clarify the broadcast time, training sessions, tutor the knowledge of the supply chain and e-commerce industry, reasonably allocate operational resources, and all anchors can share the premium of the head brand... The solidity of the operation team makes artists who want to take a deep break in the live broadcast industry gradually stand out.
Cecilia Cheung and Huang Zitao debuted GMV (total transaction amount) exceeded 100 million; Shen Tao, host of "Ace to Ace", rose from 1,000 yuan to 30,000 yuan; The best is Jia Nailiang, who is comparable to a professional anchor, and this year still maintained a single-day GMV of more than 100 million.
If celebrities are attentive enough to live broadcasting, then bringing goods is indeed a good business with a lot of money.
03
Unfortunately, not every supported star can become the top in the goods industry.
The short-term benefits of live streaming are huge, and in the early days of stars, a night's live broadcast may catch up with the income of half of their plays. But for artists who don't want to give up their acting careers, live streaming is not suitable for long-term investment.
The first is excessive energy consumption. In the live broadcast room, artists are "shopping guides" responsible for users and goods, and sales require the anchor to have a deep understanding of the product, and broadcasting for an hour may require dozens of hours of homework behind the scenes.
If you want to work for a long time, stars need to build a strong selection and supply chain team, just like Li Jiaqi's cosmetics and food selection personnel, all graduates of related majors. However, most of the literary and art practitioners around celebrities are unfamiliar with the e-commerce field, and forming a solid supply chain requires artists to invest more energy outside of their main business.
Lack of professionalism will definitely lead to word-of-mouth rollover. The lipsticks recommended by Qi Wei and Li Jinming in the live broadcast room have been questioned many times as not genuine; When the actor Shuchang promoted laundry beads, there was an embarrassment of "not washing clean" in the use of the scene...
The consumption of live broadcast rooms is completely based on the user's trust in the host. The disappointment caused by the lack of selection and after-sales is an overdraft of identity trust, and it is also a consumption of popularity on the performing arts road.
Perhaps it is indeed as Jia Nailiang said, "Before artists do live broadcasts, they must be cautious and cautious." "Live broadcast is more mysterious work than variety shows, and a live broadcast accident can make the audience's long-accumulated good feelings collapse, after all, live broadcast is full of variables, and there is no chance for artists to come again."
【Text/Kwai Chung】