Peninsula All-Media Reporter Lu Hua
Live e-commerce, which is standing in the hot spot, is actually not as beautiful as it looks.
"The account has been stopped, we will not do live streaming and sell goods." For short video celebrity anchor Xiong Huohuo, this year's "Double 11" came a little different from previous years. About a year and a half ago, Xiong Huohuo said in an interview with reporters: " Matthew effect " is obvious, and most hosts cannot stay for a long time. Now that my words come true, I can't escape the fate of "a flash in the pan".
"I'm tired, I can't afford to play." Xiong Huohuo said bluntly that in his opinion, the live streaming sales circle is like a bizarre "fighting show". When you are in it, you have to enjoy competing with people for prices, resources, channels and services. What makes him feel even more tired is the chaos and illusion raised by this "fighting show". "Millions of popularity may be bought with money, and the anchor's staff may be performed according to the script, and even the live broadcast room may not be real." Xiong Huohuo listed one by one.
is the annual "Double 11". Starting from the first wave of pre-sales, major e-commerce platforms have received good news, with tens of millions of views per capita and hundreds of millions of GMV (total commodity transaction volume). The anchors who are selling goods are looking to "kill" for this. However, from the perspective of "bears and fireworks", behind these jumping and changing numbers, how much "reality" can live e-commerce only retain?
traffic clearly marked price
popularity is only 3,500 yuan for popularity
0,000 yuan
short videos enter the era of stock, and consumers' attention becomes scarce resources. When popularity and traffic become standards for measuring anchor capabilities, drawing fans in the live broadcast room and selling orders becomes a "lively" business.
"Add fans, likes, zero-basis live broadcast tutorial, add deduction or threat: ×××, welcome to flirt with." Among the new live broadcast sales group joined by the reporter, Land, which claims to be "short video operation", will occasionally issue similar advertisements to attract the attention of new anchors. "You can just spend 10 yuan to browse 20 robot viewing data on a live broadcast on a certain platform, and the viewing time is as long as an hour." Lu Di told reporters that he owns a new media studio, manages thousands of accounts, can serve hundreds of live broadcast rooms every day, and it only costs 3,500 yuan to create a popular live broadcast room of ten thousand yuan, and will not be monitored by the system.
reporter searched for keywords such as "live broadcast person" and "live broadcast viewing" on the Taobao platform and found that there are a large number of live broadcast data brushing products ranging from several to several hundred yuan, with a transaction volume of up to hundreds of people. These small stores claim to provide live broadcast fans and popularity services. In order to avoid platform monitoring, they generally divert customers to WeChat or QQ for transactions.
"Buying data is actually a common thing in this circle because they have a demand for false data." Xiong Huohuo revealed to reporters that Internet celebrity anchors need to have impressive live broadcast results whether they cooperate with brand owners or supply chains, and the traffic in the live broadcast room is their reference and bargaining chip.
"In fact, it is not difficult to see whether the data is true or false." Xiong Huohuo told reporters that for example, the number of viewers in a certain live broadcast room was 100,000, but the store information showed that the actual transaction order volume was less than 10 items, and the viewing data and sales data showed a significant deviation. Li Zhiqiang, the UP host of
B site, once conducted a specific analysis of the live broadcast data of the first batch of self-media internet celebrities Xu Huasheng . Relevant data shows that in 2020, Xu Huasheng's birthday live broadcast transaction number on Kuaishou was 77.21 million, and the number of live broadcast viewers on the spot was 730,000. According to industry statistics, the transaction rate of live broadcast of excellent anchors was about 20%, and the number of odds per capita per capita was about 1.5. Based on this calculation, the number of live broadcast viewers on Xu Huasheng should exceed 250 million. According to the official data at that time, the daily active users of the entire Kuaishou platform were only 170 million.
"Sweeping data is a 'money-burning' job, and now more of the operations are MCN institutions." Xiong Huohuo revealed to reporters that in order to charge merchants higher commissions, MCN will make the data in advance. For uninformed merchants, behind high sales, it may be a "show" that loses money and gains publicity.
live broadcast relies on scripts
cost less than five yuan
live broadcast sales circle There is a popular saying: "No routine, no anchor."When fans were moved by the drama of "conscientious anchors fighting against black-hearted merchants" and placed orders one after another, they didn't know that all this had been written by the live broadcast team.
" The coat, which was originally priced at thousands of yuan, was in my live broadcast room today, all 199 meters. "Family, in order to get benefits for you, I will pay out of my own pocket for the remaining 10 orders. "It really can't be lowered anymore. The manufacturer has just found it. "... On the evening of October 24, the reporter squatted on multiple e-commerce platforms to watch the live broadcast and found that there were many similar words in the live broadcast rooms of all sizes. The general idea was mostly "serious anchors against black-hearted manufacturers", "the anchors sacrificed their personal interests to seek benefits for fans" and other "plots".
"The simpler and straightforward routine is, the more it is tried and tested. "Da Orange, who has millions of fans on a short video platform, told reporters that she believes that fans need more of the purchase of emotions. Low prices will have the most primitive attraction to consumers. Although the plot is very "bloody" and the acting is very poor, it can still arouse the desire of buyers and attract many anchors to imitate it. After searching on an e-commerce platform, the reporter found that many merchants sell live script customization, which costs only 4.8 yuan at least. The product details page shows: Newcomers read scripts for the first time, quickly breaking through 100 people to become rice. In less than five yuan, they can buy dozens of live broadcast "routines". "This phenomenon has become a consensus in the live broadcast industry. "Da Chengzi told reporters that a "jnaparamita" even emerged in the circle: Don't cry when selling goods, it is difficult to get ahead of the live broadcast.
" is false. "In the past two years of self-media industry, this is one of the most commonly used words in Orange that Dalian commented on this circle. "The traffic is fake, the plot is fake, and some live broadcast rooms are fake. "Da Chengzi told reporters that on some e-commerce platforms, some unmanned live broadcasts that appear after 12 o'clock every night seem to be at the sale site, but in fact they are playing sounds and videos recorded in advance. They do not require any manpower to achieve the purpose of starting and selling goods at low cost and making money.
live bargaining
is no longer as good as the previous
"Family, I have helped you cut the price!" People who have entered the live broadcast room to watch the anchors bring goods should be very familiar with this sentence. Under the hard shouting of the anchors and the promotion of the platform, live broadcast brings goods is like Almost become synonymous with affordable and low prices. But is this really the case?
compared some of the products of the live broadcast room of the top anchor with other platforms or live broadcast rooms and found some "tricks". For example, compared with JD Electric Appliances' Value-Adult Zone, the Hisense TV, Dyson hair dryer and other household appliances in the Li Jiaqi live broadcast room are dozens or even hundreds of yuan higher; compared with Tmall International and official flagship stores, the skin care products in the second echelon of Tao series, and Lie'er Baby Live Broadcast Room have not achieved the lowest price on the entire network.
blindly pursues internet celebrity anchors and squats on the live broadcast room to compete for hand speed, which may no longer be applicable. This reminds people of the "maximum strength in the whole year" mask promotion activity that last year was jointly performed by L'Oreal and Li Jiaqi. However, later, L'Oreal Tmall official store released tens of thousands of coupons, resulting in the final transaction price of this product being much lower than the previous pre-sale price of Li Jiaqi's live broadcast room, which caused a large number of netizens to complain.
As of the afternoon of October 27, the consumer service platform of Sina , a subsidiary of Sina , search There are 15,624 results in "Li Jiaqi" and 1,253, covering almost all categories that Li Jiaqi has brought in live streaming. Beauty, 3Ch, digital and other categories are more prominent, involving many issues such as "false publicity, failure to fulfill price guarantee agreements, quality issues, failure to issue genuine test reports, gifts".
Some industry insiders pointed out that the difference between live shopping and search-style shopping is that there is no time to compare prices and think carefully. Many anchors have a very short time to introduce products, and they strongly claim that there is a small amount of goods, which has caused consumers to place orders in a hurry, but after purchasing, consumers find that there may be a lower price, or they are not needed at all.
In fact, no matter how the live broadcast room creates momentum or how attractive the event is, it is a carefully designed "promotion performance". From the first "Double 11" in 2009, the wheel of history has been rolling for fourteen years. No matter how routines change, rational consumption is the most important.
