On the evening of the 21st, Zheng Shuang, who had performed well, suddenly collapsed in his first live show with goods. He not only did not cooperate, but also broke down the stage. When the anchor is introducing the product, Zheng Shuang asks the other party, “why do you have to repeat these words all the time?” The anchor said that drinking soda water is good for the body, and Zheng Shuang asked, “what’s good for your body?” The anchors say that the mask is cheap. I can’t believe what Zheng Shuang can’t believe is all there. < p > < p > later, Zheng Shuang met two partners while crying. He said that he didn’t want them to come over. He also cried that he didn’t want the studio to become so commercialized. He said frankly that “I have nothing to do with the performance”. Finally, the two live partners had no choice but to leave the studio. The scene was once very embarrassing. < p > < p > < p > the male host @ DJ Zijin who participated in the live broadcast responded to this, saying that Zheng Shuang knew that this was a commercial live broadcast because she had charged the merchants’ pit fees and had more than 30 promotion points. She should finish every product on time and accurately, otherwise, Zheng Shuang would probably break the contract and lose money. < / P > < p > and the hot search of “Zheng Shuang’s live broadcast” mentioned at the beginning of the article was that some netizens directly exposed the pit fees earned by Zheng Shuang in this live broadcast activity. There are 25 to 30 commodity plans for 350000 pit space fee and 15 for 500000 pit space fee. Different money naturally has different rights and interests, such as introduction time, authorization content, platform launch, etc. In this way, Zheng Shuang has strictly planned the quantity and time of the products. < / P > < p > according to this table, even if there are only 25 goods with a pit space fee of 350000, Zheng shuangguang can get more than 16 million yuan of pit space fee after more than three hours of live broadcasting in one night.
June 26th ride the wind and waves sister in the shaking platform account “Mango TV good things” on the tiktok show. The total number of watching this live broadcast reached 6.246 million, but only 4.518 million sales were completed, which greatly depressed the participating brands. < p > < p > the person in charge of a domestic skin care brand provided the 21st century economic reporter with the live broadcast data of “sister Lang”: 848 commodity visitors, only 6444 yuan of payment. At the same time, they paid 200000 for the live broadcast. < / P > < p > “in this live broadcast, only two orders of diamond ring products were sold.” Unable to resist the temptation of high popularity of “sister Lang”, the brand tried to turn the flow into sales, but the result was not ideal. < / P > < p > in the process of negotiation, both the brand side and the host side think that they have suffered losses, and the traffic support provided by the platform is not in place. In the face of a large amount of loss, the brand believes that in addition to the platform problems, the anchor believes that the adjacent introduction of competitive products and the poor quality of oral broadcast scripts are also important factors affecting the conversion. In the absence of communication, the brand also tried to consult the legal department whether it can protect its rights. However, the law has not yet provided enough norms for the emerging e-commerce live broadcasting industry. Recently, a video circulated on the Internet shows that several security guards opened the way for Li Jiaqi when he was walking on the street, and one of them pushed away passers-by standing on the road playing with his mobile phone. Late at night on August 21, Li Jiaqi apologized on her microblog. He said that after watching the video, he knew that the security had disturbed a gentleman on that day, which was not right. He was very sorry. He left in a hurry and did not notice the incident. He went on to say that when participating in offline activities in the future, they will pay special attention to not disturbing others under the premise of complying with security requirements. < / P > < p > some netizens think that it’s wrong for security guards to push people on the road, and the road is shared by everyone; some netizens think it’s not necessary to go online, so it’s normal to give way; and some netizens questioned “just do live broadcasting as soon as possible”. < / P > < p > the epidemic situation has brought more exposure opportunities to the live broadcast industry, and has officially started the competition for traffic in the industry. On Taobao, top anchors Li Jiaqi and Weiya have more than 53 million fans. Simon and Kwai are the fast ones. The central mode of the tremble almost all traffic to Luo Yonghao, to tiktok peak of nearly 3 million of the number of online viewers. < / P > < p > during the Taobao 6.18 event, more than 300 stars entered the live room, with a total order amount of 698.2 billion yuan, a new record.
and the tiktok is still focused on Luo Yonghao. For short video platforms, live broadcasting gives them a way to achieve large-scale revenue. In the Kwai Fu, the excellent teams selected at the end of 2018 and 2019 were broadcast live. < / P > < p > “when an industry realizes its cash through traffic, it has already come to an end, or has reached its peak stage by stage.” Zhuang Minghao, vice president of Jingwei venture capital and co-founder of panda live, pointed out that for live broadcasting in the e-commerce environment, the clarion call is very loud, but the fact is that the war is coming to an end, and the dividend period of the industry will be exhausted. “When we start to conclude on a certain industry, it means that the so-called dividend period or barbaric growth period of the industry has passed, followed by the regulation and adjustment of the industry.” < p > < p > according to the statistical report on China’s Internet development in 2020, by March 2020, the number of Internet users in China had reached 904 million, an increase of 4.9 percentage points compared with the end of 2018. The scale of mobile Internet users reached 897 million, and the proportion of mobile Internet access reached 99.3%. In terms of Internet development, there is not much incremental space, especially for the live broadcasting industry. < / P > < p > the ultimate goal of the flow game and dividend period evolution of the industry is the practitioners in the industry. “The most efficient is that the head anchor is bigger than the star, and the star is bigger than the long tail and waist, which is certain.” Han Songyu, managing director of Kaijie e-commerce, said in an interview with the 21st century economic news reporter that institutions or brands treat anchors as business scenarios. The current business scene clearly seeks to improve the conversion rate, and the head anchor is still preferred. After all, Li Jiaqi has attracted countless players. According to the talent report of spring live broadcasting industry in 2020 released by zhaopin.com, within one month after the resumption of work in the Spring Festival, with the overall number of recruitment posts and the number of recruiters falling by 31.43% and 28.12% year-on-year, the number of recruitment jobs for related posts in the live broadcasting industry has risen by 83.95% against the trend, and the number of recruitment has increased by nearly 133%. < / P > < p > the era is always tolerant of new things, and industry success is common. Everyone wants to be the second Li Jiaqi, but success cannot be copied. “Li Jiaqi’s working hours are not only from 12:00 noon to 1:00 a.m., but also from noon to the next morning. A lot of time is spent on the selection and preparation of professional knowledge.” Xinchuan described a case in which a well-known anchor wanted to recruit an assistant. The initial requirement was to keep in line with the anchor’s work and rest. However, several months later, no suitable candidate was found for the post. Wu Xiaobo, a well-known financial writer, once wrote an article in response to media reports on his live “car overturning.” at that time, I was full of confidence in the launch of this new domestic product. Four hours later, I collapsed in Yongyi’s office chair and suddenly felt a huge discomfort and physical and mental exhaustion. ” < p > < p > according to the data from the live broadcast data analysis platform “Youda Ren”, the sales volume of Wu Xiaobo’s live broadcast was 23.96 million yuan, but the war report after the live broadcast was more than 50 million yuan. Specifically, only 15 cans of milk powder of a certain brand mentioned in Wu Xiaobo’s article was sold. < / P > < p > a large part of the reasons why celebrity live broadcasting is no longer safe is due to the anchor’s selection logic and incorrect self positioning. The relationship between stars and brands remains in the stage of endorsement, but endorsement and taking goods, one is the mutual endorsement of brands, the other is the mutual selection of products. < / P > < p > on the other hand, for the live broadcast platform, the traffic of stars is not directly equal to the conversion rate required by carrying goods. “Live e-commerce must match e-commerce with content. If we favor any party, the transformation in e-commerce will not achieve good results. In fact, we are looking for a balance point.” Xinchuan told reporters that the reason for the rollover of some stars’ live broadcast lies in the offset of the balance point. < / P > < p > more importantly, in his opinion, some stars do live broadcasting as a profession, while the value of other stars’ live broadcasting is not sales, but how to help brands transform and expose on e-commerce platforms. “Star live broadcasting is a faster way to use the influence and popularity of stars to let more fans know the brand. Sales are not the only standard. ” However, for MCN institutions and some network guild organizations, it is still necessary to maintain false prosperity. In Jiang Wen’s film let the bullets fly, there is a very famous scene, which is to ask the squire to donate money first, and then let the people donate. After the donation, the squire’s money is returned and the people’s money is eaten. This scene exists in many industries. < / P > < p > the demand for traffic makes the grey industry chain flourish. According to media reports, in the related black products of live broadcasting, you can get at least 20000 times of broadcasting by paying 20 yuan. It costs 8 yuan to add 100 pieces of powder, and it costs 1288 Zan plus 88 lines. With the burst of live foam,
industry needs more and more scarce attention. Success also Xiao He, failure also Xiao He, the desire for traffic, so that the live broadcast of internal resources for practitioners to show an obvious “28 effect.”. < p > < p > according to AI media consulting data, in the first quarter of 2020, 45% of China’s network anchor’s average monthly wage income is below 10K, among which, the highest proportion is between 4.5k-6k, accounting for 23.5%, 54.9% and 4.1% respectively. < / P > < p > there are more and more people entering the industry, but only a few of them can stand firm. Although the e-commerce live broadcast shows great vitality under the epidemic situation, there are still a few people who are glowing and hot. In the so-called “the first stock of online celebrities”, the second Zhang Dayi did not appear. According to the company’s financial report in the third quarter of fiscal year 2020, such as Han shoulder and waist net red achieved a total of 658 million yuan, accounting for 38.61% of the total, while the three heads including Zhang Dayi realized Gmv of RMB 1046 million in the quarter, with a year-on-year increase of 63%. < / P > < p > live e-commerce is a matter of people and a reconstruction of the relationship between traditional people and goods yards. In the industry with concentrated resources, there is no soil for small and medium-sized anchors to survive. According to Xinchuan, Taobao’s plan to spend 10000 yuan per 100000 month users in 2020 is mainly aimed at supporting the middle and low-end anchors. < / P > < p > it can be seen that the live broadcasting industry is leaping over the stage of “irrational” prosperity, but it still needs time. The industry also needs a benchmark to guide the order, which is the first problem to be solved in the future. According to the data of AI media consulting, the market size of MCN is expected to reach 24.5 billion yuan by 2020, and the number of MCN institutions is expected to reach 28000 in 2020, with an average year-on-year growth rate of more than 100%. However, at present, these entrants are still in a mixed state. < / P > < p > according to the public data, 59.3% of MCN completed financing in 2018, and more than half of the financing rounds were concentrated in round a and round angel. At present, only such as