65-year-old actor Zhang Chenguang may not have thought that he had been acting in the drama for nearly 40 years and one day he would be scolded and cried by the audience in the live broadcast room. During the 618th period, #Zhang Chenguang cried on the live broadcast # became a h

Source: China News Service

From "The Fight of Pan Ga" to " Zhang Chenguang Live Broadcast Crying", from "spot fee" to "scaught person fee", is there no chance for celebrities to sell goods?

65-year-old actor Zhang Chenguang may not have thought that he had been acting in the drama for nearly 40 years and one day he would be scolded and cried by the audience in the live broadcast room. During the 618th period, #Zhang Chenguang cried on the live broadcast# became a hot search. This is because he was questioned by netizens when he was selling goods on live streaming, "Why don't you shoot well and sell fake wine?" Zhang Chenguang cried in excitement.

It is difficult to tell if this is a marketing incident, but "Zhang Chenguang cried live" still reveals the other side of celebrity live streaming sales. With the successive "turnover" and the tightening of industry supervision, the live streaming of celebrity live streaming began to fade in 2020. A person related to MCN (Internet celebrity economic operation agency) revealed to the China News Service reporter that the pit fee for some celebrities has dropped by more than 100,000 yuan within one year.

From "Pan Ga's Fight" to "Zhang Chenguang's Live Broadcast Crying", what happened to the celebrities who are selling goods?

"Zhang Chenguang, the pit fee is 60,000 yuan, basically only drinks, and the commission is 20%. "This is the quote given by a certain MCN for Zhang Chenguang's live streaming sales.

pit fee is a term in the live streaming circle of goods. According to a reporter from China News Service, there are generally two modes of "pit fee + commission" and "pure commission" for live streaming.

pit fee can be simply understood as the entrance fee for the live broadcast room. After the brand owner pays this money, he can obtain the qualification of celebrities to introduce products in the live broadcast room. The introduction time is no less than 3 minutes. It will generally be extended according to the interaction between fans, but it will not exceed 10 minutes. The commission can be understood as the commission for celebrity live streaming sales, but the commission here is paid according to a certain proportion of the transaction volume of the live streaming room, generally between 15% and 20%.

Celebrity live streaming sales ushered in an explosion in mid-2020, and even the scenes of platforms competing for people and people competing for platforms.

On the eve of 618, 2020, Tmall announced the list of the first batch of live broadcasts of more than 300 stars in one go, and stated that at least 10 stars will be launched to sell goods every day during the 618 period. Taobao Live also depicts a scene: On the day the live broadcast list of celebrities was announced, nearly 100 stars were typing the schedule with Taobao Live. Many celebrities and agents called to ask how to join Taobao live broadcasts, and brands and merchants were asking how to join the live broadcast room of celebrities.

A certain platform 2020 618 live streaming celebrity lineup

But this year 618, it is already difficult to see such a grand occasion. According to a list released by Taobao Live, the top ten Tmall 618 star live streaming sales list in 2021 are Lin Yilun , Zuoyan , Hu Ke , Jijie , Ye Yiqian , Li Jing , Da Zuo , Li Ai , Hu Bing , Li Xiang , compared with the lineups such as Wu Yifan, Yao Chen , Lu Han , Li Yifeng , Hua Chenyu , Hua Chenyu , etc., in terms of status and scale, they have shrunk a lot.

is not just that. In 2021, there were some "disharmonious" scenes in celebrity live streaming. In addition to the price and data fraud, the most talked about is " Panga's Journey ". Xie Mengwei, the actor who played " Gazi " in the film and television drama " Little Soldier Zhang Ga ", was scolded and cried by netizens for bringing goods to private label wine in the live broadcast room. actor Pan Changjiang in his elder attitude advised him, "The Internet is virtual, you can't grasp it, the water here is too deep." He turned around and started to sell wine live, and the hot joke of "Pan Ga's friendship" came from this.

Whether it is "Pan Ga's Friendship" or "Zhang Chenguang cried on live broadcast", it reflects that consumers have poor experience in the celebrity live broadcast room. The results of the live streaming consumption survey jointly released by the Beijing-Hebei Consumer Association recently also show that 29.52% of consumers have an overall impression of celebrity live streaming and selling goods that are "low quality and high price, and poor experience."

At the beginning of this year, among the top ten consumer rights protection hotspots released by the China Consumers Association in 2020, "new problems of 'live streaming' emerging'" ranked second on the list.In live streaming, some anchors use traffic injection, fake orders, buy first and then return, and other means, to make some merchants call out: "This is not a pit fee, it is a pit fee!"

's distorted "pit" is both cheating merchants and consumers. In order to earn the pit fee, some anchors do not strictly check when choosing products and broadcast them as soon as they give them money. Recently, consumer associations in many places have released information showing that the growth rate of complaints related to live streaming goods is obvious.

pit fee shrank by more than 100,000 yuan a year. Is there no chance for celebrities to sell goods?

The reason why celebrities gathered in live broadcast rooms to sell goods in 2020 was largely due to the epidemic. Live streaming sales have indeed made celebrities make a lot of money. Data from the live streaming sales data analysis platform Pangqiu shows that during the 618 period, Lin Yilun's live broadcast room transaction volume reached 240 million yuan, and Zhu Zixiao and Ji Jie also became stars with sales of over 100 million yuan. If calculated based on the 20% commission rate that is commonly used by the industry, many celebrities can earn more than 10 million yuan a month by selling goods through live streaming.

Liu Yanfei, an Internet analyst who has long observed the live broadcast industry, analyzed to a reporter from China News Service that under the epidemic, celebrities must also "survive". Compared with the income brought by film, television and music, and brand business cooperation in the past, the income obtained by live broadcast rewards, live broadcast sales and brand business cooperation on "Taokuaiduo" has more room for imagination.

But after practice, brand owners found that live streaming of celebrities is not as beautiful as they imagined. A brand person in charge mentioned to a reporter from China News Service that "At the end of 2020, our company asked celebrities to live streaming to sell goods. After one live streaming, the number of goods sold is no more than five, and some of them cannot be sold even one item. Including the pit fee, every game will lose money."

's ability and effect are not recognized, and brands and consumers have gradually calmed down. The market for live streaming to sell goods has also taken a sharp turn for the worse.

Haihui (pseudonym), a MCN in Hangzhou, Zhejiang, told a reporter from China News Service that they have rich star resources and are specifically connected with the brand's live streaming needs. "We basically cover the celebrity anchors of the Taobao ( Taobao live broadcast system). For example, Lin Yilun, Jijie, Marco , Hu Ke, Ye Yiqian, Li Xiang , etc., we have all cooperated with them."

He sent a latest Taobao celebrity anchor pit fee quotation table to a reporter from China News Service. This table shows that the live broadcast pit fee ranges from 6,500 yuan to 30,000 yuan. "The pit fee includes a 3-5-minute product introduction. The commissions of these celebrity anchors are 20%, which cannot be reduced." Haihui introduced.

Haihui also revealed that the current quotation of celebrity anchors has been significantly lower than last year, and the single-game pit fee of these Taobao star anchors generally does not exceed 30,000 yuan.

"The live streaming of celebrities in 2020 was the hottest, and the quotation reached its peak on Double 11 that year. However, starting this year, especially after 618, the price will not be increased. For example, the above-mentioned star who came from a host now has a quotation of 30,000 yuan, but the quotation last year was 200,000 yuan, which has dropped by more than 100,000 yuan in a year. " Haihui analyzed that the reason why the price has dropped is that the live streaming of celebrities is not so good. "Celebrity live streaming has just come out, and it is very fresh. After a long time, the brand owner finds it is not cost-effective. It spends a lot of money and has bad sales."

Chenfeng (pseudonym), an MCN investment manager in Hefei, Anhui, also told a reporter from China News Service that he connects with star live streaming resources from several major platforms such as Douyin , Taobao, and Kuaishou. At present, the quotations of celebrities in his hands range from 60,000 to 170,000 yuan, and has dropped by 10,000 to 20,000 yuan in the past month. "If the price is not reduced, it is so expensive, who will do it?"

Chenfeng added, "At present, the pit fee for live-streaming celebrities selling goods will basically not exceed 100,000 yuan. The celebrity live-streaming industry is too crowded, but there are only a few celebrities who can sell goods in the market, and the rest are all joining in the fun. Are celebrities pretending to be celebrities to sell goods, and there is a lot of water, how can they not reduce prices?"

Luo Yonghao once admitted in an interview that many institutions and platforms are now unwilling to cooperate with celebrities, but they are actually unable to lead them.

Celebrity live streaming, where will it go in the future?

When analyzing the reasons, Liu Yanfei mentioned that celebrity live streaming is not professional, and he does not master sales skills and abilities. "As a celebrity comes, it can be sold, it is just a beautiful idea for the brand owner."

China News Service reporter noticed that in order to cope with the current situation where celebrities charge high prices but cannot sell, a platform proposed in early May that the live broadcast pit fee will no longer be charged "one-size-fits-all" and added a charging method that directly links the pit fee to sales and is settled in proportion. The roughly means that the brand sets the target sales volume and settles the pit fee according to the settlement cycle and sales ratio. For example, if the real sales volume is lower than the target sales volume 15 days after the broadcast, all pit fees will be exempted from the merchant. However, it is still unknown how wide the scope of this rule can be applied and how many celebrities will adopt it.

Liu Yanfei is pessimistic about the prospect of live streaming in celebrity sales. He believes that there is another important reason for the cooling of live streaming in celebrity sales, that is, celebrity fans have serious insufficient purchasing power or lack of purchasing intention. "Some people watch celebrity acting, but fans of live streaming sell goods may not buy it. Celebrity live streaming sell goods is more like disguised endorsement. The reason why this market was popular in the past was because companies had brand promotion needs, such as if their own products were brought by a celebrity. But for consumers, celebrities can only watch it when they live streaming sell goods."