Brother Xiao Yang can make tens of thousands of dollars a month by slicing and bringing goods? You may be too naïve
How much money can you make by slicing and bringing goods?
Since the live broadcast slice and goods were brought to fire by Brother Xiao Yang, many people have stepped into this track. Some treat it as a side hustle and become another income channel in addition to part-time jobs.
On Xiaohongshu, there are more than 10,000 notes related to live slicing. Someone asks how to do live slicing, and the notes related to live slicing tutorials, editing tips and ideas are also dazzling. There are even some netizens who publicize that the live broadcast slice brings 400,000 sales in 15 days.
Source: Little Red Book
In fact, live slicing and selling appeared many years ago, but it wasn't until 2022 that various Internet celebrity anchors deployed live slicing authorization on a large scale, and live slicing and selling quickly became popular.
At present, live slicing is no longer a blue ocean market, and the competition is very fierce, but there are still many people who are pursuing this project. This makes us wonder, can we really make a lot of money by relying on live slicing and bringing goods?
When it comes to slicing and bringing goods, it is the act of editing out the picture of the anchor selling goods during the live broadcast and publishing the video with the authorization of the Internet celebrity anchor, and the small yellow car hangs the corresponding goods to earn the income of short video delivery orders.
In the past, when slicing and selling goods just exploded, many people may have the opportunity to share the cake. The specific amount of money you can earn varies from person to person, but the chance of earning more than 10,000 yuan a month is quite large.
According to the official data of Three Sheep, in 2022, a total of more than 11,000 people will be authorized to slice the Three Sheep Network, with a per capita income of 17,000 yuan, and 316 brands will have sales of more than one million through slicing.
In 2022, Brother Xiao Yang will be able to earn 187 million yuan just by relying on live slicing.
In order to encourage more people to do live slicing to expand the voice of anchors, major anchors and MCN institutions will give higher commission sharing, so that the corresponding slice accounts can get more income.
Taking Brother Xiao Yang as an example, Brother Xiao Yang adopts a ladder sharing method, that is, institutions with a turnover of less than 50,000 yuan and live broadcast slice numbers, the commission sharing ratio is three or seven points, 5-100,000 yuan is four or six points, and more than 100,000 yuan can be five or five points.
Now that there are more people sharing the cake, the flow is diluted. A user who did a live slicing account in 2021 once said to "Leopard Change": "It's better to start doing it earlier, and now it's good to earn 18,000 a month."
Whether it is the tuyere or the Red Sea, according to the law of 28, only a small number of people can make money. This also means that the vast majority of entrants are just acting as escorts and do not earn any points.
Generally speaking, the commission rate for goods is mostly around 15%. According to the tiered sharing method, the more novice and the more sliced account experts who do not have popular slice videos, the lower the commission they get.
For example, if you sell a product for 50 yuan, the 15% commission is 7.5 yuan. If the monthly GMV is less than 50,000 yuan, according to the ratio of 30%, the slicing account can only get 2.25 yuan.
In fact, perhaps most people find it difficult to achieve a monthly GMV of 50,000 yuan, and some people can't sell a single order. It is worth mentioning that most of the groups currently entering the live broadcast slice and delivery are low-income groups with leisure time, such as mothers, college students and unemployed people.
As for how to screen materials and how to make up story lines to increase the number of views, they lack practical experience, and the effect of slicing and bringing goods will not be very good.
Relying on Brother Yang's slices to bring the goods, it doesn't work
Once upon a time, a large number of people rushed to make Brother Yang's live broadcast slices and bring goods. Searching for Brother Xiao Yang on Douyin, there are countless associated accounts. Brother Xiao Yang expands the business of bringing goods through slice distribution, and slice account influencers can also get more sales, which can be described as a win-win move.
The Three Sheep Company began to lay out the overseas TikTok platform, and with the help of Xiao Yang's live broadcast slices, it rose from 0 to more than 2 million fans in three months.
Brother Xiaoyang, who has more than 100 million fans, is being scrambled by tens of thousands of people. Brother Xiao Yang made money by slicing live broadcasts, and others could also drink some soup with him.
But perhaps many people find that Brother Xiao Yang has no shortage of traffic, but it is becoming more and more difficult to make money through Brother Xiao Yang's live slicing and bringing goods. Some netizens got the authorization to slice three sheep and spent a month editing the video, but the data performance was dismal, with only a few dozen views.
Source: Little Red Book
The alphabet list once reported that an account expert who did Xiao Yang's live broadcast slice, in December last year, without the support of explosive models, an account with more than 2,000 fans only sold nearly 10,000 yuan of goods in a single month, plus a return rate of more than 20%, and the final commission was only more than 1,200 yuan.
Even during last year's Double 11, a video became a small hit, and a video brought 100,000 yuan, and in the end, he only received about 5,000 yuan in commission.
No matter how popular the top anchor is, when more and more people pour into it, the slice traffic will be diluted. And because of the limited content of Brother Xiao Yang's live broadcast, especially after reducing the number of live broadcasts, the materials that everyone can use are the same, and the content is homogeneous, so it is difficult to highlight the advantages.
At the same time, different accounts are posting the same video content, which is easily judged by the platform as plagiarism, thus limiting traffic.
On the other hand, Brother Xiao Yang's goods frequently overturned, which reduced consumers' trust in Brother Xiaoyang. At the end of January this year, the Wuchang rice brought by Brother Xiao Yang was counterfeited. Wang Hai, a well-known anti-counterfeiter, posted on Weibo that the "Wuchang Rice Rice Rice Flower No. 2" brought by Brother Xiao Yang is a fake.
In response, Brother Xiao Yang also responded, "Not only have I never sold it, but my entire group, our supply chain has not sold this product at all, and the anchor talent vertical class number has not been sold."
However, the information provided by Wang Hai shows that the fake Wuchang rice was purchased in the window of the official authorized account "Crazy Little Yang Di" certified by the Three Sheep MCN, and the profile of the account shows that the MCN agency is Three Sheep, and it is marked with "Product after-sales customer service @ Three Sheep Network escort throughout the process".
At present, the chances of making money by slicing account experts relying on Xiao Yang's live slices seem to be less than before.
From the perspective of top anchors and live broadcast institutions, the proportion of revenue brought by slicing and selling is actually very low. Rather than making money from it, they value the advantages of low-cost exposure. By authorizing other accounts, you can build scale and achieve a greater degree of content exposure.
In April last year, Three Sheep Group also launched the "Zhong Xiaoer" APP, linking head anchors and short video editors, encouraging the latter to earn income through live slicing and bringing goods.
Where are the opportunities for live slicing?
Compared with directly slicing and bringing goods, it is easier to make money by selling classes, and you don't have to directly face the anxiety of no traffic. There are quite a few people who make this business.
On major social platforms, related courses such as "Live Slice Account Tutorial" and "Online Escort Number" are sold. Some slicing institutions attract users with attractive reasons such as teaching to increase followers and earn 50,000 yuan a month, and charge high tuition fees.
Or open free authorization to editors who want to do live slicing, and solicit mothers, college students and other people to open accounts, cut short videos, and hang product links in a low-threshold way, and the latter will receive the corresponding commission sharing rewards for the goods. However, there are big questions about whether you can actually learn and succeed in making a profit.
Source: WeChat
On the other hand, from the perspective of platforms, as major platforms enter the stock stage, the new model of slicing and bringing goods has brought new ways for e-commerce platforms to realize traffic.
As a result, the platform has limited the early stage of the development of live slicing, and now it has begun to be neutral, and even actively increased its layout. In June last year, Kuaishou e-commerce updated the "short video hanging store", saying that the updated function is suitable for "live slicing explosive returns", and the video account was also revealed to have developed and tested functions related to live slicing authorization.
This year, Douyin e-commerce announced the launch of the "live broadcast playback" automatic editing and publishing function, after opening, the system can automatically edit and publish the explanation clips during the live broadcast with goods, that is, the system will automatically release after the intelligent film.
In the past, platforms may have been wait-and-see or cautious about live slicing, worried about the copyright, content quality and other issues that it might bring. However, with the successful practice of the slicing delivery model and the improvement of market recognition, the platform has begun to see its huge business value and development potential.
However, in the long run, the slicing and delivery model needs to be continuously innovated and improved, and the market has also put forward higher requirements for this delivery model.
Author | Zhou Wenjun