"A cup of cats" is canonized in Revelation 3 | The pan-traffic Internet celebrity of the "script" disk can't catch the splashing traffic

A few days ago, the nearly 40 million fans of the Internet celebrity "Mao Cup", which attracted "splashing traffic" by fabricating and spreading online jokes, was banned by major platforms, and its clothing brand OMETOO store also announced the termination of operation.

On April 19, Mr. Dai, a veteran of Hangzhou's e-commerce circle, told the upstream news (report mailbox: [email protected]) reporter: "The end of 'splashing traffic' is to bring goods, and there are two types of goods: one is the old-fashioned pan-traffic Internet celebrity, and the 'cat cup' is the representative, which is very risky to attract fans and bring goods through gimmicks; ”

Pan-traffic Internet celebrities must constantly create gimmicks to maintain the basic market

On April 19, Mr. Chen, a relevant staff member of an Internet celebrity blogger operating company in Hangzhou, told reporters: "Internet celebrities cater to fans who watch the excitement by creating gimmicks, making jokes, and shooting scripts, and the 'splashing traffic' attracted belongs to pan-traffic. Judging from the short video content launched by 'Cat Cup', she belongs to the pan-traffic Internet celebrity blogger. The way that Internet celebrities rely on pan-traffic to bring goods is a mature routine used by MCN companies three years ago, and many MCN companies are still using it now. The success rate of attracting fans to become Internet celebrities by launching popular content is still very high, and then slowly began to convert into live broadcasts. ”

According to industry insiders, "Cat Cup" belongs to pan-traffic Internet celebrity bloggers.

Upstream news reporters noticed that after "Cat Cup" became popular due to the fabrication of the video of "Qin Lang lost his homework in Paris", the total number of fans on various platforms was more than 30 million before the ban, and there were more than 28 million fans on the Douyin platform alone. Is this kind of live streaming profitable?

Mr. Dai is the project leader of a category of an online e-commerce service provider in Hangzhou. As a veteran of the e-commerce circle, he analyzed to reporters: "The pan-traffic of 'Cat Cup' is not the traffic of accurate monetization. Don't look at the more than 30 million followers, but how many fans can really place an order? First of all, the fans are not accurate. Because of the gimmick, there are many lively, and there are very few people who actually place orders to buy goods. The second is that we must continue to create gimmicks and joke scripts to attract fans and maintain the basic plate. Third, the cost of the operation team is not low. Nowadays, among some Internet celebrity operation teams in Hangzhou, an excellent network operator has a basic salary of 30,000 yuan/month, and the salary of content planning, video shooting, editing, production and other positions is not low. In this way, the labor cost is a lot of money every month. Pan-traffic Internet celebrities often fall into 'traffic anxiety', and must do everything they can to create gimmicks to attract traffic, the risk of content violations increases, the number of fans who place accurate orders is small, and the profits of online stores may not be enough to cover the cost. ”

"Splashing traffic" with goods may have entered the second half

According to media reports, live streaming e-commerce is a more complex format than pure traffic business. The store of OMETOO, a clothing brand owned by "Mao Cup", has announced its closure.

Upstream news reporters searched and saw that many Internet celebrities' stores sell clothing. Is it true that Internet celebrities create personas to create their store brands, and choose the right sales categories?

The OMETOO store, a clothing brand under "Mao Cup", has ceased operation. Screenshots of the network 

Mr. Chen, the above-mentioned online celebrity blogger operating company, said: "The company will carry out brand design and category selection according to Internet celebrity personas and fan portraits, and clothing and cosmetics are relatively popular categories. At present, there are many clothing categories in the stores of the company's Internet celebrities, which can be selected by fans of different ages. ”

Mr. Dai, a veteran of Hangzhou's e-commerce circle, said: "Although clothing is the largest sales category, it is also the most difficult category to do, with a high return rate. According to my personal understanding, there are online stores with a return rate of up to 80%. That's why pan-traffic influencers want to shape their personal clothing brands. The purpose is to enhance the adhesion between the character and the brand, and reduce the return rate after fans pay for the order. I don't know much about 'Cat Cup', but judging from the screenshots of the online store, she also took this path. ”

"The Cyberspace Administration of China has deployed a series of special actions in 2024 to carry out the 2024 'Rectification of False and Vulgar Chaos in the Field of Clear and Honest Online Livestreaming', paying more attention to false propaganda and uncivilized goods. To a certain extent, these problems have become stubborn problems in the field of live streaming. In Mr. Dai's view, the "pouring traffic" has entered the second half, in addition to the previous "old man" who has precipitated enough fans to bring goods, the new generation of pan-traffic Internet celebrities with goods is no longer feasible.

"Now the Internet celebrity circle has iterated vertical category Internet celebrity bloggers, such as Internet celebrity accounts like Dong Yuhui, who purely do category content, have a good character design, do not play routines and gimmicks, and fans are accurate and rational consumption. An Internet celebrity account I know has a clothing sales revenue of 20 to 30 million yuan a year, and the return rate is very low, less than 10%. At present, the platform is becoming more and more standardized for online celebrity live streaming, returning to the essence of business, and attracting fans with good products and services. ”

Upstream news reporter Feng Shengyong