A large number of celebrities have stopped live broadcasting: the reasons behind it are thought-provoking

Recently, a large number of artists have stopped broadcasting on the hot search. According to 21st Century reports, in the live broadcast boom in the past 3 years, many celebrity artists have overturned their personalities and live broadcasts due to poor delivery and quality problems, and many sales do not match the coffee position, and a large number of star artists are choosing to withdraw from the live broadcast room.

According to incomplete statistics, in 2020, at least 500 artists will make their debut with goods, Chen He made a "live broadcast room", and brought goods on the same stage with the host Zhu Zhen; But starting from 2022, Liu Tao, Qin Hailu, Jing Tian and other once-hot star anchors have left the team or completely stopped broadcasting. And Li Xiang, the former first sister of the goods, also bluntly said that she has retired and will no longer participate in live broadcasting.

At present, only a few celebrities such as Jia Nailiang, Lin Yilun, and Ye Yiqian are still sticking to it, according to the data, Jia Nailiang achieved GMV of more than 1.36 billion yuan during the Double 11 period, which is a relatively outstanding performance among the current star anchors. But even so, many of the stars who stick to it are still facing various controversies. For example, Pan Ga's friendship, Zhang Yuqi's remarks controversy, and various "fake" questions.

For example, a few days ago, some consumers said that in Jia Nailiang's live broadcast room, the duck duck down jacket with an original price of 2899 yuan was sold for 449 yuan, but the same style can be bought for 228 yuan. In this regard, Hu Shiqi, director of the Yaya brand, responded to reporters, saying, "The store is not the official store of our Yaya brand, and the product is not the official product of Yaya." At present, we are already going through the official process of cracking down on fake reports. ”

According to media reports, in addition to the attention caused by the Jia Nailiang incident, during this year's Double 11, the price mechanism of big anchors, including Li Jiaqi, has caused controversy many times. The anchor asks the merchant to give the lowest price, which may cause the question of "price monopoly", the anchor's price is not favorable, and consumers will complain about it as "cutting leeks".

In just three years, celebrity live streaming has cooled, and why did celebrity live streaming suddenly stop broadcasting this year, and what signal was released behind this? The reason behind it makes people think deeply.

Why did celebrities stop live streaming one after another?

In fact, the reason is very simple, celebrities generally entered the live streaming industry in 2020, when due to the epidemic factor, many people stayed at home and couldn't go out to film, so live streaming became a side hustle for them to monetize and generate income under special circumstances. At the beginning, many of the stars who joined the live broadcast were also relatively large, the platform paid more attention, the traffic support was also very large, and the attention and topicality were also high, but later, as the platform's talent grabbing war came to an end, the traffic support disappeared, and the stars quickly touched the ceiling of bringing goods, and the income and effect of bringing goods fell off a cliff.

On the other hand, many celebrities also realize that live streaming is a bit cheap, long-term live streaming requires a lot of time and energy, and the money is not so easy to make, so this year, some celebrities began to return to their main business and faded out of bringing goods.

If we look at the business model of live streaming, the problem of live streaming is actually an old problem of Internet platforms, that is, the interests of small and medium-sized businesses and consumers are being exploited layer by layer. However, in the period of traditional e-commerce platforms, no matter what the platform mechanism is, only the "platform" itself can siphon away the profits of merchants, and there are still relatively few people who share the cake, and everyone can still make money by sharing a point.

However, in the period of live broadcast e-commerce, outside the platform, the anchor has formed another intermediary group, and by gathering traffic to connect merchants and consumers, its business model is also to take a cut and charge pit fees, and more and more people come to share the cake. The ultimate flow of benefits is complex. Consumers also want to enjoy the so-called "lowest price on the whole network", so brands and merchants really don't have much profit left in addition to making money. In the case of not having much meat, "cheating" is inevitable.

In the celebrity live broadcast room, false "lowest price" occurs frequently, and this kind of "fraud" is essentially an act of deceiving consumers, some of which have problems such as shoddy and inflated prices, and even have illegal gray space, and in the case of large transaction volume, it will bring great risks to celebrities and brands.

In fact, some time ago, Indonesia's cancellation of live streaming caused heated discussions, this year many businesses are not doing well, resulting in a lot of calls for the cancellation of live streaming in China, from the current situation, live streaming has developed into a mature business model, forming a complete live streaming industry chain, it is impossible to cancel live streaming, but the standardization of live streaming is an inevitable trend.

Therefore, in the second half of the live broadcast, it may move towards standardized operation, and it is inevitable that the phenomenon of false publicity, shoddy, and consumer fraud in the live broadcast room will be controlled accordingly.

There is a difference between celebrity live streaming and online celebrity live streaming

After all, whether the live broadcast can be achieved or not, there must be a strong business team responsible for the goods behind it, Liu Tao used to have a business behind it to be cost-effective, but now it is no longer a bargain, Liu Tao's live broadcast team is only an empty shelf, which is naturally difficult to maintain.

To put it bluntly, the profession of anchor is KOL professional positioning, which is essentially sales work, although they also rely on traffic monetization, they do essential work, and generally have a team to screen, verify, screen and test product quality.

For most celebrities, going to the live broadcast room is no different from the usual announcements, just signing the job to complete the task, and the brand and platform side need the star's own traffic and commercial value to empower the live broadcast room, and will not set a clear KPI for the star.

And because celebrities have greater influence and the value of public trust is higher, but at the same time, they lack awareness of product quality and product qualification and professionalism, and it is difficult to expect celebrities to test products, ensure quality control, and be responsible for consumers, especially in after-sales service, there is no corresponding guarantee, which is more likely to lead consumers to be fooled because of trust in celebrities, and buy the wrong version or shoddy high-priced products.

As Xuan De, the person in charge of Taobao live broadcast, pointed out: "Whether a star can do a good live broadcast depends on whether there is a professional enough team behind him and whether his 100th live broadcast is successful." ”

To put it simply, celebrities essentially do not have the ability to bring goods professionally. There are often some problems with the promotion of product categories that are too far away from their own professional scope or even experienced.

Therefore, from today's point of view, there are two trends, one of which is that the next step may be to limit the amount of live broadcast tips and classify professional anchors. The second is to support merchants' store broadcasts, or show a trend of weakening and store broadcasts weakening, and there are still activities for celebrities to visit the brand's live broadcast room, but there are fewer people who bring goods by themselves.

Second, live streaming has gradually developed from barbaric growth to standardized operation, with the introduction of laws and regulations such as the E-Commerce Law and the Opinions on Further Regulating Online Live Streaming Profit-making Behavior to Promote the Healthy Development of the Industry, the release of new professions and professional standards for Internet marketers, and the introduction of relevant departments to more supervise anchors and platforms in terms of tax payment and product quality.

From the perspective of Internet marketers, many celebrities do not meet this identity condition, and if the rules for live streaming become stricter in the future, the possibility of celebrities overturning with goods is getting higher and higher.

The negative effect of celebrities bringing goods: self-destruction of feathers, the decline in the quality of the main business's works, and social controversy

Judging from the past, a large number of celebrities and artists poured into the live broadcast room, which would actually distort the entire entertainment industry and film and television industry.

Actors and singers themselves are already high-income professions, but the high-income profession of actors and singers has become a springboard, and they are compatible with live broadcasts one after another.

Although e-commerce platforms and merchants also want celebrities to join in to attract attention and increase sales, the cooperation between e-commerce and celebrities to bring goods live broadcast is a win-win situation for both parties, but as mentioned earlier, after all, there is still a difference between celebrities and Internet celebrities.

In addition, celebrities are public figures, and their every move is demonstrative, if the celebrities end up in the live broadcast room, this will have a bad impact and demonstration on a large number of teenagers who pursue stars.

In fact, the phenomenon of domestic entertainment is now very worrying, and celebrities are busy live broadcasting, which has led to the deterioration of the quality of works in the film and television circles and music circles, which has led to more and more bankruptcies and closures of movie theaters and KTVs, and has also affected the related industrial chain economy.

From the current point of view, there is a lot of controversy about live streaming now, the biggest asset of celebrities is influence, and live streaming is a way to destroy the monetization of feathers.

From the perspective of the positive demonstration effect of society, with the increasing number of live broadcast overturning incidents, the contradictions between platforms, anchors, merchants, and consumers are becoming more and more intense, and the topic of "the lowest price on the whole network" between Jingdong Procurement and Sales, Li Jiaqi and Hai's brand has been sent to the forefront In the case that it is becoming a main line in the second half of the live broadcast, it is also a wise choice for celebrities to withdraw from the field of live streaming in time, which is also to avoid the controversy and negative impact of live streaming from affecting their own star journey, and to return to their main business immediately.

Author: Wang Xinxi, Senior Reviewer of TMT This article is not reproduced without permission