Magic Realism in the Internet Age
Editor’s Note: This article is from the WeChat public account “competition” (ID: hungrydou), author Zhang Jiaxin.
Magic Realism in the Internet Age
There was a cool cool down of the temple, and the 900,000 water friends who came to the live room after the face was completely displaced. I don’t know when, they can find the strange woman like Joe Bilu in the bustling live broadcast industry.
Among the many anchors named by the “Network Performance (Live Broadcasting) Industry Anchor Blacklist (Third Batch)”, the betta master “Jiao Biluo”, which has just exploded for less than a month, is impressively listed.
The China Performance Industry Association Network Performance Branch will be classified as “vulgar, malicious speculation, illegal and illegal live broadcast events that hinder public order and good customs”, and banned for 5 years on the grounds of “damaging the industry image”.
Beauty changes to aunt, is a textbook-style Internet magic. The sneer is just the appearance, the heat is skyrocketing, and the screen is screened for a few days, all of which proves the accuracy of this marketing positioning.
The thick face value of His Royal Highness is like a sledgehammer. The pain points that hit people’s hearts in the bottom of the game have once again aroused people’s curiosity about this magical industry.
How was Joe Birth born?
Strictly speaking, “His Champion” can be said to be a “changing game.” According to media reports, before this, Qiao Biluo had lived in the Panda TV, B station, and Huya, respectively, with “Lolly” as the selling point.
In July of this year, “His Champion”, with fans from other platforms, came to the fighting fish and opened her one-night red-hot trip.
From the style of Joe Biluo, she can see that she is taking the second-yuan route. This can be said to be an important reason for her support after she became aunt.
Tricky, spoof, anti-routine, is the psychological pain point of the second-yuan audienceAfter the big brothers who felt “deceived” were angry and sold out, more secondary users were rushing into the live room to participate in the “behavioral art” of the anchor and the water friends.
The seemingly glamorous live broadcast industry has a huge gap between rich and poor. The live broadcast has developed for so many years, from the reshuffle to the listing of the sea, the dividend period has passed, want to burst red overnight, although the marketing is very risky, but the victory is good in ROI. Joe Bilu was born.
Li Yang, CEO of an anchor brokerage company in Wuhan, believes that because of the particularity of thoughts, behaviors and thinking in the second dimension, the Qiao Biluo incident is more like a personal behavior. “This matter must be counted as a second element. In the add-on.”
Someone wants to take shortcuts, which means the industry is not easy.
The left-handed luxury car, the right-handed beauty of the drunken fans, only exists in a small anchor, although they seem to represent the general impression of the broadcast industry, but more anchors can live on the live broadcast, but far from The extent of the time to enter the gold.
The Penguin esports CF game host Lu Xiaozi is very clear about the public’s impression of the anchor: “Playing games at home, making money, then very happy, I feel no trouble.” /strong>
The trouble is there. Deer scorpion in the Penguin e-sports live CF mobile game, usually broadcast 90 hours a month, on average, live 3 hours a day. She also takes care of the official commentary work, often for the live broadcast is not enough time.
Deer Scorpion ParticipationComment
She signed a contract with Penguin for CF mobile games, meaning that the live broadcast of other content is not within the length of time. “I think sometimes it is quite exhausting.”
Long live broadcasts are normal for anchors. The anchor lobster of the Betta CF mobile game board said that he would broadcast about 9 hours a day. The same-ranked anchor in the same section, Meryi, has a live broadcast of more than 10 hours a day.
It takes time and effort, but the reward is not necessarily.
Lu Xiaozi said that some anchors are amazing when they start broadcasting, and some anchors broadcast live to midnight every day. In order to avoid competition with the big anchor at the same time, the small and medium anchors usually choose to play late at night or overnight. “In fact, the damage to the body is particularly large.”
We often hear the sky-high signing fee, and also require the anchor to beYou must complete all kinds of requirements to get it. Running water, gifts, duration, effective days, viewers’ accumulated viewing time, etc., may be the yardstick. If the task is not up to standard, it will be deducted.
Under normal circumstances, the platform will also share some live rewards and water, usually the proportion of anchors, guilds and live broadcast platforms is 30%, 20%, 50%. An anchor told the competition that the monthly income to the person is about 35%.
Before the incident, Joe Bilu’s daily income was only about a thousand dollars. After the horse was dropped, the total number of single-day gifts reached 620.4, of which the number of paid gifts was 485.2, and the discounted RMB was about 50,000 yuan. According to the above-mentioned split model, about 17,500 yuan can be credited in one day.
Behind the anchor, in front of the public
The marketing cost of 280,000 is impossible, or is it that even this “280,000” is part of marketing? The competition has interviewed several anchors and brokers, and the opinions received are also different.
The Joe Bilu incident once again draws people’s attention to the operating agencies behind the anchor.
The anchor Moymer said that the so-called live broadcast industry is in the process of slowly maturing, not only in live broadcast technology and hardware, but also in the way of packaging.
Li Yang revealed that the early fighting fish and Yingke are all directly signed by the anchor. The main signing targets are the e-sports circle god, professional players, etc. The purpose is to open the port that attracts traffic.
In the near future, the status of the guild has improved. Fighting fish and Yingke have successively let go of the guild to encourage the big anchors of the platform and large users to set up their own guilds.
Betta fish is even willing to open the ownership of the anchor to the guild. Previously, the guild only had the anchor of the anchor. Fighting fish also derived from the anchor anchor company with the big anchor, and the mode of binding the big anchor by equity. The guild named after the fish word on the fighting fish platform is all shares of the fish.
As the relationship between the platform, the guild and the anchor is gradually stabilized, the general industry norms have been established for the resource promotion and packaging of the anchor.
For the Joe Bilu incident, more industry insiders tend to regard it as an accidental event, and things have developed to this point, mainly because the marketing company behind it is “three-dimensional”.
From the fact that the betta fish quickly made the Yongfeng Joe Billow live broadcast, it can be seen that the official has defined this as a more malicious planning event. Compared with the anchors who were previously banned by the whole network, Joe Bilu’s behavior did not involve politics, nor did it cause widespread malignant social influences, but it was also blocked. It is likely thatFor the needs of the platform image.
There is no bottom line sizzling, 280,000 marketing expenses, 100,000 to see one side, this makes the live broadcast industry look very bad. Praise the People’s Daily for comment, more like a provocation against the official media.
I’m sure I can’t wait to say a big word: I don’t know if the tiger’s ass can’t touch it!
Don’t forget that fighting fish has just been listed for a month. Both the host Moymer and the lobster felt that the platform’s heat and flow increased after the listing. The live broadcast industry has come to the stage of facing the public. At this node, it is easy to become a leading bird who has been shot and killed.
Multiple parties, supervision is strengthened, will there be Joe Piro 2.0?
In the near future, fast-handed high-profile announcements have entered the live broadcast field. The live broadcast industry is welcoming more and more influxes, and the industry is bound to face regulation and supervision.
Maybe it is a coincidence that after the incident of Joe Biluo, he added Joe Bilu to the banned blacklist industry association and prepared to hold an executive seminar for the anchor brokerage company in Jinggangshan, with the intention of “establishing correct values and regulating live content”.
The anchor deer Xiaozi also believes that it is not the particularly crazy period of the live broadcast industry, and the industry is more stable.
Compared with the anchors who took the opportunity to enter the market in the early years, the current anchor selection platform is also more inclined to consider the development prospects. In the opinion of the anchor Moymer, the fighting fish won the CF mobile game copyright, and vigorously rebuilt the live section, which means that this is his most suitable platform for the former professional player.
Either the deer scorpion in the Penguin esports live broadcast, or the Moymer and Lobster in the Betta live broadcast, they all mentioned the “old fans.” Fans accumulated through a platform are an important factor in the choice of the anchor selection platform.
After all, Joe Billow’s one-night rise of hundreds of thousands of powders, most of the time belongs to the Arabian Nights. “The live broadcast industry needs to accumulate over time, and fans are formed one day in a day,” said Meryi.
Joe Biro chose to take risks and skip the stage of solid accumulation with the gambler psychology. She did indeed circle a wave of powder in a short time. Walking the wire may be a shortcut, but it is also easy to fall into the abyss.
The realistic profit-seeking psychology will not stop the special marketing. The desire to become the anchor of “Qiao Biluo 2.0” should continue to exist.
Joe Biro went out of the shortest path of “Betta”, but people will not be so many times.