Curiosity during the vent, emergency measures under the epidemic... Artists who have entered the live broadcast army have experienced traffic monetization, also experienced crashes and losses
At the end of 2019, Li Jing signed a contract with Viya 's MCN company and opened their own celebrity live broadcast room, becoming an early star who "took a crab".
After the host Da Zuo joined the live broadcast front, it also caused confusion among the people around him.
Zhang Han is a guest at Hua Shao live broadcast room.
At the end of February, in Beijing, the spring rain was just beginning, and there were very few pedestrians on the road, but Li Jing's live broadcast room was still lively. In the Beijing branch of Qianxun, MCN (Internet Celebrity Economic Operations) Company, a room of about 60 square meters has been arranged into Li Jing's exclusive live broadcast room. She will stay here for nearly four hours tonight. "This is different from our recording of programs. Even if it is big in the live broadcast room, Viya's live broadcast room is almost that big, and no matter how big it is, it is useless." Li Jing said.
The live broadcast was originally scheduled to start at 8 pm. Before 6 o'clock, Li Jing started meetings with the staff to prepare for the products that will be launched in the evening. After working in fashion outfit programs for many years, every product on the shelves was personally selected by Li Jing, and she also matched these clothes. "I will 'plant grass' for users in advance, such as a piece of clothing that can be paired with leg-expanding pants, fat people can wear tight-leg pants, suits in the workplace, and sports cardigans when they are casual..." Before the broadcast starts, Li Jing will ask someone to make some short videos in advance and post them online, just like a window display, users have already had plans in their minds before the live broadcast begins. This is her operating method for the program accumulation.
Not only Beijing is lively, but Hua Shao’s live broadcast room in Hangzhou is also preparing for a special live broadcast for the “Queen’s Day” on March 8; live broadcasts of Lin Yilun , Ye Yiqian , Hu Ke, Zhang Yinyan and others have been in full swing... In the past two years, celebrity "cross-border" live broadcasts have become a new trend in the entertainment industry. Liu Tao joined Tmall Juhuasuan, Chen He joined hands with Douyin to bring goods, Lin Yilun's live broadcast room has millions of fans every night... Among them are actors and singers active in the front line of film and television, and "outdated artists" who are far away from the industry and have few appointments. But in the world of live broadcast, no matter what status it is, every day when the public is in a consumer carnival, they will walk into a small screen worth more than ten centimeters, transform into a consumer's "sister" and "brother", and use all their skills to sell dozens of products in their hands.
Many people say that celebrities do live broadcasts as "falling from the altar" and using their fame to make a lot of money, but it seems that their identity has reduced dimensionality, but in fact it has brought more possibilities to career development.
From a celebrity to an anchor
curiosity under the vent of the trend, and making a living under the epidemic
0 Time goes back three or four years ago, the Internet has harvested most traditional TV users. Li Jing, who has long been aware of it, became the first TV company to do live broadcast projects. The company has specially established a department that provides live broadcast services to e-commerce and short video platforms. Before opening the live broadcast room, she had planned hundreds of large-scale live broadcasts behind the scenes.
Until the end of 2019, when the recording of "Very Quiet Distance" ended, Weiya said to Li Jing, "Sister Jing, I'll sign you." Li Jing was just curious when doing cross-border live broadcasts. In the past two years, she began to invest in funds, and the live broadcast allowed Li Jing to discover more possibilities in the retail economy. Many times, a product is directly on sale after development. It usually takes several months of market feedback to know that the name is wrong, the taste is wrong, and the pricing is problematic. But in the live broadcast room, as long as Li Jing sells this product one round before it is launched, the user's message is the most direct feedback. "I give the opinions to the manufacturers, and they will improve it and then produce it on a large scale. The live broadcast room has completed a preliminary survey."
If you distinguish it by the time of entry, the stars who are still working in the live broadcast room can be roughly divided into two categories. One is the "vanguard" who plunged into the industry in 2019 at the live broadcast trend, represented by Li Jing, Lin Yilun, Zhu Dan, , Da Zuo, etc. But the popularity of the live broadcast field has made them snooping curiosity and want to seek new opportunities in different career tracks.
Zhu Dan started to test the waters at the end of 2019.What she most longed for when she was a child was to own a supermarket where she could organize shelves and sell goods every day. For her, the live broadcast room is like a virtual department store. The anchor is the "head of the family". "At that time, many colleagues started to enter, and I was curious."
Also in 2019, the host Da Zuo accidentally heard that Weiya sold 100 million yuan through live broadcasts in one night. He was very curious that through one person's narration, it can induce users' desire to buy, and Da Zuo seemed to have smelled new trends in the future. So he took the initiative to contact the company and began his first attempt. "There was no epidemic at that time, and everyone's work was carried out step by step. They would think why I was doing this?" Before the epidemic, many artists were on the wait-and-see attitude towards live broadcasts. Although there were many invitations to live broadcasts at that time, most of them were very cautious about it.
In the view of Da Zuo, this is the case in many industries. When you see others start to make money, you have actually missed the best opportunity to intervene. Until last year, many people caused a surge in online shopping at home, and their incomprehension became "envious". "At least for a while, we still had something to do, and this also became a sector of our career."
Hua Shao was one of the artists who initially resisted live broadcasts. In 2019, many platforms invited him to cross-border live broadcasts, but were rejected one by one, "I still had a job at that time, and the work density was relatively full." However, after the outbreak of the epidemic, the film and television industry was shut down, and the "live broadcast" that could work without leaving home instantly became a "life-saving straw" for artists. Like many artists who have devoted themselves to live streaming and selling goods, Hua Shao has also been quickly involved in this emerging industry by the tide. They became the second type of artists who poured into live broadcasts - making a living in silence and finding a way out.
According to incomplete statistics, there were at least twenty stars who opened their personal live broadcast rooms last year. In March 2020, Luo Yonghao announced his entry into live broadcast. Half a month later, his live broadcast debut scored 190 million yuan in sales, with a total of more than 48 million people entering the live broadcast room. On May 14, Liu Tao made his debut on Taobao Live with a pseudonym "Liu Yidao", with a total transaction volume of over 148 million yuan; two days later, Chen He announced that he had set up a live broadcast room on Douyin, and his debut was 80 million yuan in four hours...
No one watched it, failed, and lost money...
experienced a difficult "battle" in his career
"a passionate feeling", which was the state of most celebrities before entering the game, but often the first few live broadcasts were "returning in a bad mood". Everyone is trying to use the experience of artists to reduce the dimensions in live broadcasts, but this industry is much more complicated and unique than they imagined.
Li Jing applied the experience of interview programs in the early stages of live broadcast, and positioned the live broadcast room as "making content". The live broadcast was arranged very similar to "Beautiful Beauty", and it was on a horizontal screen. It was not until later that she discovered that the user is here to buy things. "I just came in and thought I was a college student. After working for two days, I found myself a junior high school student. Later, I found out that I was a primary school student." She realized that live broadcasts also have "psychology". As an anchor, you must not only know the product, but also read the user's messages, understand the traffic, and even know who is watching this period. "For example, after 11 o'clock in the evening, we basically don't use maternal and child products because mothers are sleeping."
Zhu Dan once thought that live broadcasts are simpler than hosting, without using a script, and saying whatever you want, and whether it can be sold well depends only on whether the anchor will say it. "This is a misunderstanding of live broadcasts, or a stereotype." Zhu Dan admitted frankly.
The first live broadcast was at the end of 2019. In a very short preparation time, Zhu Dan had to know twenty or thirty products, and even tried them one by one to know the feelings, how to sell them, and the price discounts. These "memory points" are much more content than the one evening party. For a live broadcast for several hours, most of the feedback can only come from comments in the live broadcast room. The live streaming platform has its own unique fan gathering model. Even if you already have a mature fan group on other platforms, you still have to start from scratch in the live streaming track. When Zhu Dan premiered, there were few comments, and occasionally some fans kept pouring the screen, so she could only force herself to talk to herself and even cheer herself up."I saw that other anchors were very excited and thought they were in such a state, but they made me very tired and anxious, and my speech was so fast that others couldn't hear what I was saying." It was not until a year later that Zhu Dan adjusted to a relatively comfortable state.
When he first started doing live broadcasts, Da Zuo also experienced a trough period. He remembered that after his first live broadcast, "the staff didn't dare to tell me the data." The number of people online in the live broadcast room is often dozens. Even though the number of people online increased very high, no one placed an order at all. "At the beginning, I couldn't make money, or even lost money, but I think since I did it, I have to stick to it." To this day, Dazuo feels that the success of live broadcast cannot be copied, and everyone is completely different. "There may be some algorithms and play methods, but when someone asks me, I still think it is a kind of metaphysics."
comes with traffic and sales
brands are favored by brands, and the cost-effectiveness is far beyond the endorsement
If live broadcast is compared to a large-scale fighting show, celebrities are the "popular contestants" who appear in the background music.
In Zhu Dan's view, the blessing of celebrity identity will indeed make netizens more willing to listen when they start, and at the same time, they believe and then buy, "The trust-building cycle will be much faster than other live broadcast rooms, and the fans will gather faster." The popularity of celebrities and social image also attract brands. When Hua Shao signed a cooperation with the short video platform and the live broadcast date was determined, many brands came to him after hearing the news.
Galaxy Stars is a MCN company that specializes in celebrity live broadcasts. It has deeply rooted in celebrity anchors. To a certain extent, it not only sees the trend of celebrity live broadcasts, but also considers the strong demand for artists by the brand. The company's co-founder, the owner of the mansion, said that in the past, most artists could only empower brands through endorsement, using image portraits, advertising, promotional activities, etc., but it is difficult to prove whether it can be converted into real sales. Live streaming provides a more flexible and straightforward cooperation model. For example, when Galaxy Star signs a cooperation agreement with the brand, the use of celebrity portrait rights also plays a role in brand support. The brand can add celebrity photos to the product promotion page and write the word "Xiao-speak"; at the same time, celebrities will provide oral broadcasts and detailed explanations for the products during live broadcasts, which is equivalent to endorsing the product. The live broadcast room will also directly divert consumers into the store and convert them into sales. "The revenue conversion rate will be more intuitive than the endorsement model, and the cost-effectiveness will be much more cost-effective. It can bring both traffic and sales."
In addition, celebrity live broadcasts also bring new vitality to new domestic products. In the past, when most artists chose brand endorsements, they would use well-known brands and mature brands as their preferred products. But live streaming is different. In terms of cost, the service fee of celebrity live streaming is much lower than its endorsement fee, and the entry threshold is lower. Compared with brand awareness, celebrities care more about product quality and brand attitude.
"In fact, live e-commerce has given every industry and every brand in China the opportunity to do it again." Hua Shao admitted. In the past, when celebrities conducted a promotional event and filmed advertisements, it was always an abstract number to cover how many people they could, but e-commerce live broadcasts were concrete. If 20,000 people are online at the same time, it is equivalent to holding a large-scale event in the central stadium of a big city. Who should I look for when there is a problem with
?
Product selection should be cautious, quality inspection and customer service should be obtained
"The advantage of celebrity anchors may be that others will click in to see you more, and the disadvantage is that everyone will have higher requirements for you." In order to give back to consumers, Hua Shao once paid for 1,000 bottles of Lao Ganma from Lao Ganma dealers and conducted a "1 yuan instant sale". But after receiving the goods, a buyer said that the bottle was broken. He found Hua Shao’s after-sales service, and Hua Shao sent him two bottles directly. But the other party said that there was still something wrong with the bottle and asked for compensation, otherwise they would go to the platform to complain. In the end, Mr. Hua not only compensated the six bottles of Lao Ganma at his own expense, but also returned 1 yuan to the other party. "Many users, especially some new users, will have higher requirements for celebrity anchors and have lower tolerance." Hua Shao said.
Beijing News randomly surveyed 261 consumers, of which nearly half of the users who have seen the celebrity live broadcast room said, "Buy it with peace of mind, believe that they (celebrities) will not deceive consumers", while 68% admitted that placing an order in the celebrity live broadcast room was because of "trust".
The influence of celebrities is the most direct traffic and investment conversion for them to open live broadcast rooms; similarly, the corresponding social responsibility and the greater trust of consumers make their guarantee of product selection quality a bottom line for survival.
Zhu Dan is extremely cautious in choosing products. She even buys products in her own live broadcast room. The products she uses at home are all products that need to be used in the live broadcast room. "Some things need to be used for a long time to know whether they are good or not."
Star Live Broadcast Room also needs to be equipped with stronger customer service. Hua Shao initially believed that live customer service should be equal to brand customer service, until he sent a street stall car in the live broadcast room. The winner wanted to discount it into cash and found Hua Shao through various methods. "Many times I really can't explain it." Including many consumers only know celebrities, not brands, or are unwilling to find brands, because by leaving messages directly on celebrity social media, you can complain or complain. Live broadcast requires long-term and large-scale protection of consumer rights, and the maintenance of the public image of celebrities is a huge crisis test.
This is also an important reason why Galaxy Stars strengthened and expanded operations, quality inspection and customer service teams in the past six months. If you want to further increase traffic and sales, image maintenance and reputation construction are essential. "We don't want artists to have any impact on their public image after coming here to live broadcast." The owner of the manor admitted.
Star Live Team
Team Configuration
Hua Shao’s initial live team had only a dozen people, including a considerable number of TV program production teams. "It has been formed, but I have never stopped recruiting people." Then, Hua Shao established multiple professional departments such as marketing, investment promotion, public relations, short video operations, customer service, auxiliary broadcast management, and auxiliary broadcast operation training. "The team increases with the growth of performance, there is no doubt that I expect it to be around 100 people."
Compared to Hua Shao's own team, most artists still choose to cooperate with professional live broadcast teams or MCN companies, such as Li Jing and Dazuo signed a contract with Qianxun Company where Viya is. Li Jing said that at first, the company's chairman Dong Haifeng had to watch every game and give his opinions quickly. Zhu Dan came into contact with a large number of live broadcast teams and finally chose a younger team but with experience in live broadcasts. Currently, Zhu Dan’s team is divided into three parts: live broadcast room operation, live broadcast room business and content operation.
Wang Han, Hu Bing , Huang Ying and other artists signed contracts with MCN company Galaxy Stars. According to the company's co-founder, the owner of the Manor, Galaxy Star has built multiple professional departments such as content, operations, supply chain, commerce, publicity, and traffic purchasing, which are subdivided into product selection, quality inspection and other teams. MCN's complete content production team and complete live broadcast team can greatly reduce the pressure on artists and help make up for artists' unfamiliarity with live broadcasts. "The celebrity's agency team does not need to have too much live broadcast related experience."
positioning
Zhu Dan tried skin care and beauty products in the early stage of live broadcast, but she rarely put on makeup in life. She is very unfamiliar with these categories and is very hard to explain. "I even had the idea of not wanting to broadcast again."
In Zhu Dan's view, the products of celebrity live broadcasts should still be posted with her positioning and life status, otherwise the live broadcast will become a very hard thing. This is why her live broadcast room has gradually become a "mother and baby world". As a mother of two children, Zhu Dan likes to share her parenting experience very much. She has also joined many maternal and child groups and mother groups. During the communication with mothers, she learned about the mothers’ needs and received feedback from everyone on various products. "My colleagues in the live broadcast team said that when I introduce picture books, the whole person will shine."
And MCN company Galaxy Stars has created the exclusive IP of the "fifth space cabin" for Hu Bing's live broadcast room, and the goods mainly cover high-consumption life scenarios. The owner of the manor said that due to Hu Bing's model identity, he will have more professional advantages than ordinary artists in some fields.For example, when a certain anchor recommends a bag on Amway, he may only introduce the price lower, but Hu Bing can expand on the occasion to carry this bag and what kind of clothes to match it with; he will also consider the difference between age and skin condition more. "What is not necessarily expensive is good. Celebrities need to know more about the products to help consumers really choose the right product."
product selection
Hua Shao prepares for a live broadcast, which takes about one week to half a month. The company will first hold a planning meeting to formulate the theme of the next live broadcast. The theme is closely related to the anchor identity and the upcoming seasonal solar term. Then, the investment promotion department will select the right brand and its suitable products. After the first round of screening is over and all samples from the second round are sent to the company, Hua Shao will start to participate in it, trial, price comparison, understand the product, and evaluate whether it is suitable for the topic, including after-sales service, customer evaluation, etc. Hua Shao will personally check every process.
"The most painful thing is food and shampoo." Hua Shao joked with a smile, "Because you can't wash your hair six or seven times by selecting products. Food is also very troublesome. People's appetite is limited. After each selection of products, they will be very uncomfortable (in the stomach) after eating (so much)." But Hua Shao still insists on trying every category and checking it personally. Immediately afterwards, a large number of products will be returned to the merchant, and the remaining part will be put into the warehouse and the part will be included in the alternative list. What products will appear in the live broadcast room in the end will usually be decided by Hua Shao and the staff at the second product selection meeting.
In fact, due to the intensive work, most artists can only participate in one or two product selections before live broadcast, so most product trials must be handed over to dedicated staff. But for celebrities who cooperate with MCN, the "veto power" represents their important control over the live broadcast room. Galaxy Stars’ product selection will be adapted to the positioning of the celebrity live broadcast room. Wang Han only recommends high-quality domestic products, while Hu Bing is the global manager of Tmall Luxury Products. Usually, the product selection takes 20 days and lasts for nearly four rounds of screening before it can be listed for a preliminary list and delivered to the artist. The artist will then participate in the final product selection process. "Teacher Wang Han, like himself, not only needs to participate in product selection, but also try out all the products we selected in advance. At the product review meeting, he will express his experience of using it. Secondly, he requires that each live broadcast room must have public welfare products or agricultural products." The owner of the manor revealed that the process of artists participating in the live broadcast will continue to after-sales, sales and product evaluation.
Nowadays, the host Hua Shao’s live broadcast room, “Fatzihua Department Store”, is doing well. Every time it opens, it can welcome tens of millions of consumers to watch. Many celebrity friends also came to Hua Shao’s live broadcast room to ask for experience. "I would recommend them not to do it."
Hua Shao sighed, "If you want to go, we can help, but if it is a business, now is not the best time. Just come to me to try it out. It is actually quite tiring to do e-commerce live broadcasts by yourself."
has sprouted and surged in the star live broadcast track in 2020, and has grown rapidly. Some people stayed and some left. There are many people who stayed behind, but the daily viewing volume exceeded one million, but sales are an indescribable secret; some have turned down drama appointments and commercial performances, just to stick to the unstable flow of tens of thousands (fans)... When the pyramid of the live broadcast industry gradually stabilizes, celebrity live broadcasts are no longer low-priced performances that "get off the altar". Next, celebrity anchors may face the competition with leading anchors for brands in major shopping festivals, and use GMV (Gross Merchandise Volume, that is, the total transaction volume over a period of time, mostly used in the e-commerce industry, generally including the amount of unpaid orders sold) data, and the cruel reality of consumers "only looking at low prices, not fame". How far can they go to this new career shortcut
?
Consumer
Whether it is a shopping guide, internet celebrities or celebrities, they must stand on the same starting line - products. Most consumers are still looking for products. Whoever has a strong discount and needs what they need now, she will be whose "fan".
live broadcast room is not a fan circle, I bought the product
3 March 8 "Queen's Day", which is the third time that Xiaobai (pseudonym) chose to place an order in the celebrity live broadcast room this year.At first, the "freshness" of celebrity live broadcast rooms has now become "familiar". She is about to become a expectant mother. In the past six months, she not only sticks to the title of "iron fan" in Zhu Dan's live broadcast room, but also pays attention to many amateur live broadcasts of maternal and infant brands.
"I will buy whoever has the lowest price." In her opinion, when live streaming has become a common way of life, anchors no longer have clear boundaries of "born origin". Whether it is a shopping guide, an internet celebrity or a celebrity, they must be on the same starting line - products. Most consumers are still looking for products. Whoever has a strong discount and needs what they need now, she will be whose "fan".
Consumers' attitude towards "de-stars and internet celebrities" in the live broadcast room can also be seen in the investigation of the Beijing News. A reporter from the Beijing News conducted a random survey of 261 consumers, and about 75% of people have seen celebrity live broadcast rooms, but nearly half have never consumed it. Among them, "the price of the live broadcast room of celebrities is not cheap" and "the product recommended by celebrities is not liked" are the main reasons why they do not pay attention to it; most people who place orders are because "the product happens to be what they need" and "the price discount is high." When asked, "Will you place an order because you are a celebrity live broadcast room?" Nearly 57% of consumers denied it, "it still depends on the product and price." When celebrities "scan their faces" to sell goods, it becomes common for them to "make good products" to become their only weapon to build on the data battlefield.
"My friends who are watching the live broadcast room around me don't pay much attention to the star effect. I like Zhu Dan's live broadcast room to popularize some real maternal and child knowledge, but if she sells the brand I like today, or the price is not as cheap as other platforms, I will still buy it elsewhere." Xiaobai still remembers that when Li Xiang first participated in the live broadcast in 2019, more than 1.6 million fans watched online, but a certain Gundam was still aware of the fact that when Li Xiang first participated in the live broadcast in 2019, more than 1.6 million fans watched it online, but a certain Gundam was still a good thing. But none of the mink down jackets worth more than 4,000 yuan were sold. "The shoppers have paid a lot of IQ tax, but they also believe in products. The live broadcast room is not a 'fan circle', and we buy products, not a celebrity smile."
accidents occur frequently, and the degree of trust is greatly reduced. Whether the "star credibility" can continue has also become a consideration for consumers and celebrity live broadcast rooms to choose each other. In the past two years, there have been endless controversies about celebrity data swiping, live broadcast crashes, and incorrect product versions. For example, a celebrity sold a big-name luxury goods bag for more than 1,000 yuan in a live broadcast, but when a consumer tried to resell it on a third-party platform, it was identified as suspected of being fake. Luo Yonghao was selling a big-name cardigan on a live broadcast, but netizens questioned that he received a fake product with rough workmanship. Then Luo Yonghao also issued a statement on Weibo to admit to selling counterfeit goods, and said that the supplier was suspected of intentional fraud, and contacted the consumer who purchased the product to pay triple compensation.
"Credit Crisis" has become the sword of Damocles hanging in the live broadcast room of the celebrity. In the survey of the Beijing News, nearly half of those who follow the live broadcast room of celebrities said that compared with professional anchors such as Li Jiaqi and Weiya, they believe that celebrities will not deceive consumers; 68% said that they place an order because of "trust celebrities", but about 84% of consumers will carefully check the authenticity guarantee and the source of the goods before placing an order, but about 18% of people have bought fake goods.
Xinxin (pseudonym) is the "diamond fan" of Li Jiaqi and Weiya's live broadcast rooms. This year, she began to pay attention to the live broadcast rooms of several celebrities. "They have more types of products and more affordable products." But unlike the former, they are almost all produced by "flagship stores", Xinxin has seen products that are not "flagship stores" in several celebrity live broadcast rooms, such as "special store", "factory store", and prices that are too cheaper than flagship stores, which made her doubt about the quality of the product. "Although there is a celebrity endorsement, the seller also promises to pay ten for fake one, but she still feels worried." She once saw an electric car in a celebrity live broadcast room. A consumer left a message to ask about the performance of the electric car, but the celebrity vaguely asked everyone to consult the merchant's customer service; and when the celebrity was promoting a humidifier in the live broadcast room, she directly mistakenly poured the warm water in the teacup.
In Xinxin's view, everyone originally believed in the love of celebrities for feathers, but scandals such as fake goods, parallel goods, and data swiping have frequently appeared, which has discounted the degree of trust in celebrity live broadcasts. "Now I don't even look at whether they are celebrities, or who has a high viewing volume. Whoever has the right price and who sincerely recommends it, consumers can see that we will compare and buy it later."
Celebrity MCN company
Only by doing their careers can they survive here
The epidemic has stabilized, the work of artists has returned to the right track, and the live broadcast has officially retreated from the main business that was ordered in danger to the second line. Many artists have left the "live broadcast line".
On October 20, 2020, Hu Bing filmed on the Hengdian crew until he finished work at 1 a.m. the next day. He quickly got into the car and arrived at the live broadcast studio in Hangzhou at 3 o'clock, the main position of Hu Bing's "Double Eleven" Carnival. Before he had time to rest and take a break, he began to play live broadcasts with the staff on the first day of the "Double Eleven" deposit on the evening of the 21st, and selected products for the second live broadcast on October 27, which lasted until 7 a.m. After a short five-hour break, Hu Bing appeared in the live broadcast room again at 12 noon to participate in the live broadcast rehearsal of the day, checking and confirming a series of details such as lighting, decoration, and desk books. Until 19:30 pm, the live broadcast began. Hu Bing walked from the stage with a ritual sense to the live broadcast, and 26 products including scarves, necklaces, bags, clothing and daily necessities were put on the shelves one by one. The entire live broadcast lasted for nearly 5 and a half hours. Hu Bing was dismissed at 0:30 on the 22nd, but his work was not over. He had no time to take off his makeup and seized the time to confirm with the team the live broadcast station on October 27 and the live broadcast product selection on November 1. Until 7 a.m. on the 22nd, he took a bus back to Hengdian to continue filming.
As the epidemic stabilizes, in the past six months, the work of artists has returned to the right track, and live broadcast has officially retreated from the main business that was ordered to be in danger. Many artists leave the "live streaming front line", such as Chen He, Qi Wei , Hu Haiquan , etc., and only one or two live streams are retained per month; some artists completely leave this "life-saving straw".
Nowadays, many artists are part-time live broadcasts, but in fact, those who can do it must at least put enough time and energy into this job, rather than playing. "When doing live broadcasts, celebrities must be regarded as a career in order to last for a long time." said the owner of the Manor, co-founder of MCN company Galaxy Stars. "Let's start to be beautiful" live broadcast room, which adopts weekly broadcast form, once a week or three to four times a month, but Wang Han will reserve enough preparation time for the live broadcast in advance. "We will reasonably avoid star schedule conflicts. But artists do not come to do it when they have time. Hu Bing will take the initiative to push down many drama appointments and performance activities to ensure the quality of the live broadcast room."
Hua Shao founded a brand new MCN company and became an entrepreneur in e-commerce live broadcast. "I'm not here to harvest, and I have never regarded myself as a star live broadcast. I am the founder of an e-commerce live broadcast company and also a production tool. What I care more about is how to do every game well."
Hua Shao admitted that when the trend has passed, live broadcast is no longer a new opportunity for celebrities to survive, expose and make profits. In fact, many artists are not good at sales. "Because most artists have different living conditions and logic, you think you speak well, which does not mean that everyone will buy it." As an entrepreneur, Hua Shao looks at the long term. In his vision, he hopes that his live broadcast career will be at least three to four years, and in the future, he can accumulate users, build the brand of "Fatty Hua Department Store" and develop his own brand supply chain.
Now, Li Jing has also found her own rhythm in the live broadcast room and has met a group of fans whose living and consumption habits are very close to them. When fans accumulate to a certain level, if Li Jing does not introduce many products, fans will also pay for it. They like to listen to Li Jing talk about more about life attitudes and the extended knowledge of the products. "I hope that through my live broadcast room, more people can live as energetic and quality as me."
live broadcast has also become an important part of Dazuo's daily work. "There are no less than 12 to 15 shows per month." After resuming work in 2020, he got up to film at around 4 a.m. almost every day, and then prepared for live broadcasts after finishing work, and was often busy until night. “2020 is the most tiring year for me to grow up."Da Zuo took a deep breath and said.
Economics expert
Although it has economic benefits, its sustainability is not strong
0 Celebrities choose live streaming to sell goods, but in fact, celebrities choose another profession. After all, the time ratio of celebrities is more in the film and television industry, and it is difficult to have the energy to devote themselves to the live streaming economy.
Many people believe that the biggest advantage of the celebrity live streaming room is the "star effect" and "performance ability", but the data proves that the profit conversion rate of the celebrity effect is not completely ideal. According to Xiaohulu big data, Ye Yiqian and Lin Yilun, who have a high live viewing on the "Queen's Day" on March 8, had a high average sales of Ye Yiqi and Lin Yilun on the 30th (February 15-March 15), were 2.77 million and 5.04 million yuan respectively, which was still a big gap with Viya's average of 119 million yuan and Li Jiaqi's average of 84.17 million yuan per game. Many internet celebrity anchors also reached sales of more than 10 million yuan per game.
The brand's attitude towards the celebrity live broadcast room is also in the fatigue of "better than nothing". It is reported that an actor once brought a certain toner in his debut live broadcast last year, and the brand asked someone to spend it. 250,000 yuan pit fee. Only 50 orders were sold for a few dozen yuan, which is not counted as a refund the next day. On the other hand, the pit fee in the celebrity live broadcast room has risen. The head of a MCN company once said in an interview with a reporter from the Beijing News that when a celebrity live broadcast room is no longer a scarce resource for merchants, unless it requires so-called "exposure" or celebrity endorsement, they will consider it more when they invite celebrity live broadcasts.
Central South University of Finance and Economics and Law Executive Dean and Professor Pan Helin said that what is important in the live broadcast economy is actually not traffic, but quality. Current head straight Broadcasting practitioners themselves have a deep understanding of marketing and sales, and the team behind them is also very hard-working in product selection and bargaining. Behind the live broadcast room for a few hours is the process of product selection, bargaining and understanding for several days. When celebrities choose to sell goods on live broadcast, they actually choose another profession. After all, the time ratio of celebrities is more in the film and television industry, and it is difficult to have the energy to devote themselves to the live broadcast economy. As for whether the star live broadcast room can have economic benefits in the future, Pan Helin believes that it is still optimistic, but the sustainability is not strong. "The live broadcast industry still needs to be deeply cultivated, and the early competition has ended, and it is difficult to get the initial development dividend now. ” (Reporter Zhang He and Zhang Kunyu of the Beijing News)
Source: Beijing News
