Even if you follow the trend, your fate is not your turn.
Editor’s note: This article href=”https://mp.weixin.qq.com/s/gNaeXYC3s4dxMNQ8m4cTGA”> “lunch Finance” from the micro-channel public number , Author: Zhou Xiaoli .
One, two, three, follow the link! lowest price online.
The above words, as long as you have opened Taobao, Douyin, Kaishou or any other live broadcast platform , Should be familiar, as if it has become a kind of muscle memory.
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Xingkong Yewang, a live broadcast company that has just been established for more than half a year, was acquired by Shangwei, a listed company with special cables as its main business, for nearly 600 million yuan. The company’s most valuable asset is Luo Yonghao. The great reversal of the fate of this serial entrepreneur has become the best footnote in the live broadcast era.
2020 is the year of live broadcast. With the accumulation of Taobao anchors Li Jiaqi and Wei Ya, everyone knows, to the old iron 666 Kuaishou brother Simba, the head anchor occupies most of the network traffic pool. This industry looks like a lot of water, but in the invisible corners, it is still crowded with small anchors who can’t bring out goods. Sitting in a narrow live broadcast room, even if they break their throat, they will not usher in the spring of sales.
1 Live broadcast to mature the agency, a fierce battle on Double Eleven
Come on, the last person.
This year’s Double Eleven is enough to make people feel dizzy, veryMany people have not thought about what to buy, and the first wave of double eleven pre-sales ended. On October 21, the double eleven live broadcast of the cargo war officially began. On the day of the event, Li Jiaqi and Wei Ya both boarded the hot search. Li Jiaqi started live broadcasting from 6:30 in the evening on the 20th to 2 in the morning. At 0:00, to remind fans to grab the most powerful discounts, he even beat gongs and drums.
According to a report from the Nanfang Daily, the number of people in the live broadcast of Wei Ya and Li Jiaqi at 1:30 am on October 21st reached 130 million and 150 million, respectively. There were only 900 million Internet users in China.
For head broadcasts like Li Jiaqi and Wei Ya, the pit fee generally starts with hundreds of thousands of dollars, and the rake is basically about 15% to 20%. The smaller the brand, the more the rake, and the most It can reach 40%, that is to say, they can get nearly half of the sales commission for selling a product. In the food industry, because of limited profits, the commission may be lower. The final turnover of Jiaqi and Wei Ya was 3.3 billion and 3.5 billion respectively. If you look at the above percentage, the income is considerable, not including the pit fee.
But the demand is so great, but there is only one Li Jiaqi and Wei Ya, and at this time the live broadcast anchor came into being. Most of them do not come from the brand side, but the more secret corners of the live broadcast room. This is the proxy agency, which can provide one-stop service from the front to the back of the scene, operation planning, site control anchors, equipment and other one-stop services. It is a to B business.
Weibo Manchong Story has filmed a documentary video about Double Eleven e-commerce anchors, recording What are they doing on November 1st, the eve of Double 11. One of the anchors said that whenever the zero o’clock sounded, it felt like the New Year’s Eve. When the reporter asked the anchors how they felt about Double Eleven, most of the anchors said it was too scary because they had to adjust their self-state at any time because of the explosion of the screen.
Some anchors only slept for two hours on the night before 11.1, and the next day they continued to broadcast live during the day and night. When the reporter asked, do you feel tired now? The anchor who faced the camera smiled and said it was okay, “because I was in a very excited state.”
November is the busiest month to bring cargo anchors, usually night and day are reversed
Before joining the company, most of the broadcast anchors have accumulated a certain degree of popularity, and they have to carry out corresponding training when they come to the company. The anchors that outsiders see in the camera always have sweet smiles and exquisite makeup, but the anchors are very full every day, and they even have a specific time for meals and breaks. The starting time of a day’s work is usually from 12 noon to 12 or even 2 in the morning. In this industry, the busier the night.
On behalf of the broadcaster Xiao Jia revealed to Benfan Finance that the popularity of the live broadcast room is still OK, but the closer to Double Eleven, the more the popularity is. 11.11 Arrows are on the string, it is getting harder and harder to compete with the head anchors for traffic. Since November, Li Jiaqi and Wei Ya have been broadcasting live every day. They will preview the next shipment category on Weibo in advance, snack shops, and beauty. 90% of the traffic is concentrated on them, so what else is left for me?
“The most worrying thing now is that I don’t have my own supply channels and I can’t get the lowest price on the whole network. People watching live broadcasts want to get the biggest discount on Double Eleven. How can I compare to Li Jiaqi?” You can only sell some small-brand goods in a different way, so as to avoid collision with big anchors. If you sell big-brand goods at this time, you will die. “Xiao Jia said that the goods she will sell are basically cleaning products such as toothpaste, facial cleanser, and shower gel. They also sell some standard products such as net red snail powder and self-heating hot pot.
Recently, Xiaojia’s live broadcast is scheduled for 3 hours on the infield and 6 hours on the outfield. Since November, every anchor of the agency company has been extremely busy, and almost all of their energy has been devoted to Double Eleven. There are even many colleagues who fought all night and slept directly in the company. Each of them has undertaken a large number of tasks, usually two live broadcasts per day, daytime and nighttime. For anchors carrying goods, working 12 hours a day or more is the norm, which is not uncommon.
2The influencer on the head is still folded, and it’s difficult for the waist anchor to have a meal
This year’s Double Eleven battlefield, Taobao live broadcast is the most watched one. According to official live broadcast data, after three years of development, Taobao live broadcast has brought more than 100 billion goods in 2018, a year-on-year growth rate of nearly 400%. At the same time, the number of professional live broadcasts on the platform is also growing rapidly. There are more than 400 live broadcast rooms that carry more than 1 million goods every month. Zhao Yuanyuan, the person in charge of Taobao live broadcast, said that in the next three years,Handover will pass 500 billion.
However, online celebrities with goods have also changed very quickly. For example, Zhang Dayi, the previous generation of online celebrities from the Taoist line, was once the top streamer, but now he has been thrown far away. Zhang Dayi tried live streaming as early as 2016. On June 20, 2016, Zhang Dayi’s Taobao live broadcast for two hours, sold 20 million goods, the customer unit price is close to 400 yuan, the ability to carry goods is good, but this model gives her It brings a lot of pressure.
Before and after Double 12 in 2017, Zhang Dayi mentioned in an interview with the media that “live broadcast is a bit tired”, saying that “the live broadcast mode of competition time will make everyone feel aesthetic fatigue. I think this mode will change after Double 12 , Because the conversion rate of live streaming is decreasing.”
However, Zhang Dayi’s contempt for the live broadcast of the goods made Zhang Dayi miss the car. Even if she kept catching up, the gap with Li Jiaqi and Wei Ya was irreparable. On the day of the “Double 11” pre-sale in 2019, Wei Ya ranked first with a popularity value of 55.76 million, and Li Jiaqi ranked second with a popularity value of 336.58 million. Although Zhang Dayi is ranked fourth, his popularity is more than 20 times higher than that of Via, who ranked first.
Picture source: Taobao live broadcast
According to statistics, 90% of MCNs are not profitable.
In 2018, the girl in the parking lot video of Douyin went viral. She danced all over the Internet with a gesture of only 10 seconds in the parking lot. But two years later, she was almost forgotten by the Internet.
The former top stream is still the case, and whether it is Taoist or Douyin Kuaishou thousands of amateur anchors, Chafan will only be more difficult. An anchor of an MCN agency told Benfan Finance that they have no access to merchants at all. All the products selected are selected by MCN, and they only have to sell goods.
In the MCN organization, there are too many anchors selling the same products, and there is no difference in the selection of products, which leads to the small traffic circle of these anchors. Very few people in the live broadcast room will watch the whole process. There is no interest in the same product. If the anchor is not eloquent or personal, the audience will slip away instantly. In the end, more than selling goods, even the popularity of the live broadcast room is not enough.
3 Going to Li Jiaqi means not being able to become Li Jiaqi’s, “involved” small live broadcast
From the perspective of Taobao live broadcast, although the store’s self-broadcasting has accounted for 80%-90% of the time, its conversion effect is quite different from that of the head master. Currently an elephant-level store self-broadcast, according to the data of talents, the top 100 on the list Among the accounts, the monthly average number of live broadcasts of store accounts is much higher than that of Daren anchors, but its performance indicators are quite different from those of Daren anchors.
According to a set of data from iResearch, among e-commerce MCN institutions in 2020, Taobao Live and Kuaishou MCN institutions are almost equal, and Douyin has a gap compared with the former.
Xinyue is an MCN contract anchor on a certain platform. Her previous job was shopping guide in shopping malls. She quit her hometown job and came to Hangzhou. As for why she came to Hangzhou, Xinyue said that because Hangzhou is the closest city to e-commerce, It is also the city where dreams can be realized most. As for why she changed her career to be an anchor, she said that she saw the opportunity of an anchor. One day when she was in Kuaishou, she found that there were too many amateur live broadcasts. At that time, she wanted to try or not. After all, Li Jiaqi was also a cosmetics shopping guide.
However, the new moon entering the live broadcast room was uncomfortable. First of all, sitting in front of the camera to live broadcast was different from her usual face. In front of the camera, she looked at the off-site audience from the air. The new moon felt very embarrassed and her voice was very awkward. Difficult to convert naturally. When she struggled to introduce the product, the audience in the live broadcast room would throw a series of questions about the product. Xinyue tried to answer one by one, but every time she couldn’t catch it. For Xinyue, how to control speech and how to appear sincere is always a metaphysics.
Xingyue told Benban Finance that he had overturned the car during the live broadcast, and now he is still worried about the live broadcast. Although I have hundreds of thousands of fans on Douyin, the number of people who live online is only a hundred people, and the embarrassing thing is that a large number of people dropped out of the live broadcast and there are not many people in the live broadcast room. What are they selling?
The new moon now resists the camera, she frankly said that she would put on a smiling face inertially when facing the camera, working hard”Performance” for the product. But for a small internet celebrity like her, whenever she says one, two, three links on the link, she has no confidence. When Li Jiaqi Weiya said this, the link can be sold out in seconds. But when she shouted out of her mouth, it only exacerbated the embarrassment. Looking at the scattered sales, she felt like sitting on pins and needles, bearing the risk of how to explain to the merchants. “Originally, there are not many goods sold. If there is a higher return rate, what is the meaning of my live broadcast?” Xinyue was rather helpless.
In addition to the anxiety of the anchors who signed up to the MCN agency, the anchors who work alone are also anxious. Since the Douyin Store no longer limits 300,000 fans to open a store, Xiaomo also started on the vibrato Good thing, Xiaomo’s Douyin platform has nearly 200,000 fans. Although the volume is not as large as that of the big anchor, he will not be restricted by the MCN organization and the time is relatively controllable. Xiaomo usually posts well-produced short videos on Douyin, which has received a lot of praise for her work. Xiaomo thought that the live broadcast should be the same.
But the reality is always very skinny. Each time the live broadcast, the number of online viewers is only a few dozen people, some of which are still followed by iron fans, and most of the rest are usually unintentionally transferred to the live broadcast room, and then back off. Suffering from the lack of popularity in the live broadcast room, Xiao Mo tried it for a time. From the initial nagging, to singing, to asking the audience to order songs, and in the live broadcast room with Fan Interaction has tried playing games and so on.
Xiaomo frankly admitted to Benban Finance that she is not good at interacting with fans, and she speaks very little herself. The reason why she sits in the live broadcast room for several hours is to accumulate popularity and bring goods. Xiao Mo is doing a clerical job in a certain county in the northeast, and his salary is less than 3,000 yuan a month. Life is boring., I want to change, I can write scripts to shoot videos by knowing how to write, so I chose to cut in from short videos, but because of the small number of fans, there are basically no advertisers looking for it. So, Xiao Mo thought of live streaming.
Xiaomo starts live broadcast every Wednesday, Friday, and Sunday at 8 o’clock in the evening on time, usually live until 12 o’clock in the evening, bringing the goods in the live room, because there are not many types of goods, and there is no supplier of his own, and the basic sales are Some low-priced commodities have low profits. After 4 hours of live broadcast, in fact, Xiao Mo will introduce the products soon, and the rest of the time is to chat with a few fans in the live broadcast room.
Once a local bean noodle factory found Xiao Mo to help bring the goods. The bean noodle rolls are a specialty snack in the Northeast. Xiao Mo went from snacks to big ones and thought there was no big problem.
I really went to the live broadcast room and yelled the bean noodle rolls. Xiao Mo’s shy personality was not very sloppy. To bring local specialties, he needs to be grounded with the characteristics of Lao Tie 666. When Xiao Mo introduced the product, he looked dull. Read the product description.
Someone in the live broadcast room complained about the anchor selling food, and he still kept such long nails painted with bright nail polish, which looked very unhygienic. It was just such a single message that could be ignored. Xiao Mo even went on the bar. His unhappy mood was obvious. Explaining that he only sells goods and is not a producer. Is applying a nail polish hindering you? Please Exit my live room immediately. Unexpectedly, the audience criticized Xiaomo Glass Heart one after another, and they also gave suggestions. If you can’t listen to other people’s opinions as an anchor, then stop broadcasting. There is no need to invite the audience out in the live broadcast room.
This live broadcast suddenly overturned, causing Xiao Mo’s live broadcast room to fall into chaos for a while. In the end, he could only play the feelings card, repeating the same meaning, in the northeast of the field, come to eat the taste of hometown; the south has never been. Friends from the Northeast, come and tryBlack soil grown sticky rice.
Some viewers said in the live broadcast room that it was not delicious to buy on the streets of Shandong, Xiao Mo was upset, and blurted out a word without thinking: “You said that is Shandong, which can be compared with the bean noodle rolls in Northeast China. Right?” The voice just fell, and there were all kinds of criticisms in the live broadcast room. The following message was that you sold bean noodle rolls and sold your superiority, opened map guns and didn’t buy them, you lost the Shandong old iron goodbye and so on. After a live broadcast, the car overturned twice. Xiao Mo looked nervous and could only explain that everyone was wrong. The live broadcast was not smooth, and finally sold 11 orders.
The live broadcast is getting less and less interesting, Xiao Mo said angrily.
“Where can I make the money? Can the host with the goods become the head and Big names, look The question is whether the MCN organization has strong resources and whether it can support the flow of large platforms. Like me, a pure wild anchor who has no resources and no team, the most likely thing is to do it and be internalized by the e-commerce platform”, Xiaomo Say. She saw it very clearly when she was out of the circle. She said that she never imagined that she would become another Li Jiaqi or Wei Ya. Even if she took advantage of the trend, her fate would not be her own.
Xiao Mo has planned to leave the live broadcast room and also plans to leave his hometown where he has lived for more than 20 years. Like most young people who have fled from the Northeast, Xiao Mo said that it is difficult to see hope in this lonely town.
The lost Northeast, the lost young man in the movie “The Piano of Steel”
As for the future, Xiao Mo said that she wanted to go to Yiwu to start a business, not to be the most common commodity wholesale or foreign trade industry in Yiwu. She wanted to open a restaurant around Yiwu Trade City, Yiwu