At around 100,000 yuan, based on the promotion frequency of three to five articles per month, Xin Xiaodai’s income is still worthy of envy.
Only after a long silence, Xin Xiaodai’s sudden transfer of “Chinese Koi” made her regain a large amount of traffic. Before this Weibo, which was reposted over a million times, commented on 560,000, and liked 830,000 times, Xinxiaodai’s Weibo comments were usually only about 200. Therefore, many netizens also began to speculate, what kind of medicine is sold in Xinxiaodou Hulu?
Soon, the answer was revealed. Xin Xiaodai bluntly said that he would participate in a program called “Super Anchor KING”, and the program group will release more lucrative koi awards, including a house in Hainan, a car and so on.
One stone stirred up waves. Although the gift seemed more tempting than the koi prize won by Xin Xiaodai, the response in the comment section was not very good. “Prizes are deceptive, deliberately ambiguous, summary: inducement + spam marketing” “harm, I thought it was Alipay.” “What I thought it was, it turned out to be advertising.” …Many comments are It shows dissatisfaction with Xin Xiaodai’s marketing.
The root of the contradiction lies in the fact that Xin Xiaodai did not leave out that this event has nothing to do with Alipay from publishing a one-yuan transfer of “Chinese Koi” on Weibo to announcing a new business, so many fans believe that This time the marketing is to “bring Alipay out for a walk.”
Because of the “unreliable” of the new platform, more fans think that Xin Xiaodai is “rolling over” this time. After Xin Xiaodai announced the “Super Anchor KING” program, the program’s official Weibo also released an official announcement message, and brought the topic “The first draft with 5 million prizes is here”. But soon some netizens discovered that the official announcement poster prepared by the program group had typos, and the professionalism was questioned.
More importantly, the official Weibo certification company of “Super Anchor KING” is “Wuhan Shiguangliusheng Culture Media Co., Ltd.”, but the company issued a statement on September 8th. The Sina Weibo account “Super Anchor KING” embezzled its company qualifications for corporate certification and has now reported to the public security organs that all the company’s programs have nothing to do with it.
As of press time, the “Super Anchor KING” program team did not respond to this matter, but its official Weibo has been quietly cancelled. This “reversed destiny” national lottery and Xin Xiaodai’s new career have become new melon-eating incidents in the controversy.
“In fact, it is not difficult to see that when major platforms are preparing for such variety shows, they hope to cultivate a group of professional anchor teams of their own, rather than simply completing a variety show.” Internet observers said on the zinc scale.
In addition to building a stronger supply chain, e-commerce platforms are also indispensable for the cultivation of “people”. A good anchor can attract more users to watch, and it can also drive more consumers to complete consumption. Each platform hopes to be able to cultivate leading anchors such as Li Jiaqi and Wei Ya, and then take advantage of its own platform’s price and service provider’s advantages to convert viewing volume into sales volume logically.
However, it is not enough to rely solely on platform traffic tilt and celebrity driving. The current live streaming of goods has begun to gradually shift from price wars and verbal wars to a series of expressions with content-based and column-oriented development.
So to achieve a more stable pyramid-shaped anchor structure, platform supply chain capabilities and anchor talents are both indispensable conditions. In contrast, big players such as Ali, Tencent, Suning, etc. have not yet tasted the sweetness from it, and Xin Xiaodai and “Super Anchor KING” have a difficult path to take.
Yang Tianzhen became “Struggle!” Anchor “CEO
Will there be the next super anchor?
If the explosion of Li Jiaqi and Wei Ya is due to the big tree Ali and a group of loyal fans. So the rapid progress of the entire live streaming industry may be due to the epidemic that has added the most prosperous fire.
Data shows that my country’s live streaming market in 2019 reached 430 billion yuan. Affected by the “black swan”, the live streaming industry has ushered in explosive growth. Many offline traditional companies have switched to online live streaming to “continue their lives”. The market size is expected to exceed 900 billion yuan.
However, due to the rapid development speed, there are still many outstanding problems in the live streaming industry that have not been resolved. According to the “new list” report, the top anchor has the right to speak, and therefore is in a stronger position in the industry. Once the anchor breaks the contract and does not broadcast, it will directly cause the company to suffer heavy losses.
In addition, factors such as the high cost of head anchors and limited schedules are urging major platforms to rush to cultivate their own anchor teams. After all, there are currently a large number of waist anchors on the market, and most of them have not yet been bound to the platform. They are selected through variety shows, and then resources are tilted to form a stable and sustainable team.
“Huge user base can actually be regarded as an important prerequisite for live streaming to increase sales conversion rate, and a sound supply chain is the guarantee of preliminary preparation and follow-up services.” The above-mentioned observer mentioned, “The format is the same. Selling goods has begun to make viewers feel boring, so e-commerce live broadcast variety is also a general trend.”
In other words, the live broadcast of variety shows is not something anyone can do. Although the cross-border combination of live streaming and variety shows can bring freshness, how to obtain long-term and stable traffic and how to find a balance between consumer goods and variety shows is still a difficult task.
Therefore, it is not easy to find a “super anchor” just by relying on Xin Xiaodai to blast the entire network of marketing events and a sponsor of a rollover.