Celebrities live streaming goods are losing their aura

Author | Li Ying

Some people jokingly say that the end of the universe is live broadcast goods, which is not an exaggeration, under the wave of live broadcast goods, all walks of life have poured into the live broadcast room to bring goods.

Celebrities also walked out of the TV screen and into the live broadcast room.

However, after entering the second half of the standardized development of live streaming e-commerce, the identity of "star anchor" gradually lost its halo.

A few days ago, the Xixiangtang District Court of Nanning City reported a live broadcast dispute case, a commercial and trading company in Nanning asked Cao Moumou, a star of a Shanghai network company, to bring goods live, and the two parties signed a contract in January, agreeing that the trading company would pay a live broadcast service fee of 200,000 yuan, and the sales of Cao's live broadcast room would reach 1 million yuan before April 30.

But in the end, after the trading company paid an advance payment of 70,000 yuan, Cao Moumou brought goods for more than 3 months and only completed sales of 278 yuan.

This is by no means just an isolated case, overestimating the influence of celebrities with goods, and finally overturning examples abound.

Especially in 2020, the first year of celebrities bringing goods, related to celebrities piling up to sell goods in the live broadcast room is a large number of news about bringing goods and overturning: "600,000 pit fees are actually sold less than 50,000", "20 orders are placed, 16 orders are returned the next day", "I spent a six-figure price to invite him, but he doesn't even know what my product is called"...

During the Double 11 period last year, in a live broadcast dispute previously announced by the Third Intermediate People's Court of Beijing, the boss paid a pit fee of 200,000 yuan to invite celebrities with more than 6 million fans to bring goods, and the actual transaction was only 4,000 yuan.

It cannot be denied that stars with their own fan base and influence can bring more traffic when they bring goods, and compared with other anchors, star anchors also use their own fame to endorse products.

But the audience attracted by virtue of the star halo often looks more lively and places fewer orders. In addition, some star anchors do not cherish feathers, and overturn due to false publicity, selling fake goods, etc., and there are countless examples of consuming fan trust.

After experiencing many rollover incidents, more and more practitioners have clearly realized that the traffic brought by star anchors cannot be converted into equivalent sales.

In the second half of live streaming goods, the market no longer blindly pursues star anchors, and after several years of precipitation, the results of bringing goods have slowly diverged.

Celebrity live broadcast goods: less success, not popular is the norm

2020 is the year of the blowout of live streaming and the first year of celebrity live broadcasting.

Jia Luo, vice president of Alibaba Group, once revealed on the show that in 2020, 99.5% of stars in China's entertainment industry walked into the live broadcast room, and the categories continued from clothing and beauty to RVs.

In the following years, some celebrities only appeared occasionally in the brand live broadcast room, and some stars completely transformed into anchors, taking bringing goods as their new business.

In the industry where the 28 effect is obvious, star anchors have also become the head, not popular is the norm, and even some stars are "not guaranteed in the late festival".

For example, Pan Changjiang once used the name of "the water is very deep", and advised the actor of Gazi in "Little Soldier Zhang Ga" not to easily enter the pit of live broadcast goods, but the next day he entered the live broadcast to bring goods, making "Pan Ga's Friendship" a joke.

After that, Pan Changjiang sold fake wine in the live broadcast room, and Gazi said that the mobile phone sold 1899 on other platforms in the live broadcast room was the original price of 8999. One by one, one by one, they consumed their fame and word of mouth.

Interlaced like a mountain, under the big waves of sand, cross-line goods have successfully emerged and been recognized, only those who regard bringing goods as a long-term business and require their star anchors with strict anchor standards.

You know, in the current head star anchor group, many stars are not successful at the beginning of bringing goods.

For example, when Huang Shengyi first brought goods, she was complained by merchants that she only completed 10 orders in one night's live broadcast, but two years later, she became a Douyin head anchor.

Analyzing the reasons, it can be found that Huang Shengyi initially contacted the goods in the form of commercial performances, until she focused on live broadcast after participating in Sister Lang in 2021, a live broadcast lasted for 14 hours, and the live broadcast career slowly got on the right track, and after signing MCN Yaowang Technology, she successfully became one of the top anchors.

During 618 last year, Yaowang planned the "immersive light comedy live broadcast" of "Tianxian Match" for Huang Shengyi and Yang Zi, and in order to make the effect more realistic, he also directly led the cow to the live broadcast room. Under the hard work, Huang Shengyi and his wife became star anchors second only to Jia Nailiang on Douyin platform GMV during 618.

Live streaming cannot be separated from the three elements of "people and goods", and celebrities need to receive professional training to become a qualified anchor, and other links such as supply chain, product selection, operation, and after-sales also require professional teams to provide service support.

Therefore, most of today's active star anchors have signed professional MCN institutions, such as Cecilia Cheung, Jia Nailiang and other artists and Huang Shengyi, who are all star anchors signed by Yaowang Technology; Liu Genghong and Zhang Da are star anchors signed by Carefree Media; Li Xiang, Hu Bing and others in the Tao star anchor signed the Galaxy stars.

As Xuan De, the head of Taobao Live Broadcast, said: whether a star can do a good live broadcast, the key point is to see whether there is enough professional team behind it, and whether his 100th live broadcast is successful.

If celebrities want to go further on the road of live streaming and goods, they must have matching professional capabilities and persistent determination. Star anchors who fish for three days and dry nets for two days, who do not maintain quality and quantity, will only be eliminated in the end.

The halo is invalid, and the star must also fight hard to bring goods

Bid farewell to the "reckless" era of disorderly growth, and the live streaming industry is moving towards the second half of standardized development.

When users stabilize and the market matures, the role that star effect can play in live streaming becomes limited.

After the halo failed, the identity boundary between celebrities and anchors with goods became blurred, and the market also pulled the standard for star anchors to the same level as other anchors.

Merchants no longer use fame to discuss the level of fame, but start from the conversion rate, choose star anchors with higher cooperation and professionalism, and stay away from star anchors with the nature of "playing tickets".

And the audience will not blindly place orders for the fame of the star, and what can make the audience willingly pay depends on the sincerity of the anchor and the cost performance and quality of the goods in the live broadcast room.

The same is true for MCN institutions, such as the signing stars have clear cooperation standards: first, they must love the live broadcast industry, and secondly, they are willing to invest enough time and energy to prepare for live broadcasting.

The marketing public relations director of Yaowang Technology also told the media, "We are willing to provide venues, teams, products, etc. for those star anchors who are willing to try live broadcasting, who sells more goods, the next one will be launched, and those who do not perform well with goods will be eliminated." ”

Celebrities bring goods to the crossroads, relying on the era of star identity is over, if stars want to continue to cultivate in the field of live broadcast goods, they must eventually return to the essence of bringing goods.

Only by grasping the three elements of "people and goods field", showing more professional cargo carrying strength, and being more responsible for the audience in the live broadcast room, can star anchors go further on the road of live broadcast delivery.