This article is from WeChat public account:Internet Colosseum (ID: internet-war) , author: Tie Lin, editor: Liu fat, from the cover: vision China
The live e-commerce, once again let the ordinary girls who saw the classics see the top turn-over case.
Li Jiaqi, born in 1992, after three years of accumulation, has transformed from a common counter shopping guide to a top-end cargo network red. The clearest label on his body is hard work.
Diligence is the same as live broadcast, there is no threshold, which makes young people think that the success of this industry is within reach.
The newcomer A Yu is still younger than Li Jiaqi. The practitioners are getting younger and younger, and they have enough physical strength to endure the cold period of their initial accounts.
In the past ten months, Ah Yu lived almost every day until two in the morning. The upside down circadian clock disturbed her sleep. The live broadcast is hard to sleep, and she often feels like driving a train in her mind, uncontrollably remembering what is not doing well in the live broadcast, how to adjust the next game.
As many as the anchors, they are MCN organizations, they are all over Hangzhou, looking around for newcomers like Ah Yu. However, the market did not give these small institutions and anchors too many opportunities. Most of the institutions were dead for a lifetime, and more than 90% of the girls finally bid farewell to the live broadcast.
After ten months, Ayu has changed jobs twice and opened a third live account.
The first agency was dissolved one month after signing the contract. The second institution was all new and had no experience. The third job was just started. It started for 39 days. The new account was happy and the fish was up to 1520. The average live broadcast was 39 people. Every change of work means that everything starts from zero. According to the terms of the contract, the old account belongs to the original contracting agency.
Ayu is one of the few young people who still persist in this industry. For her, live e-commerce is not just a gimmick or a feng shui, if this choice is successful, sheIt is very likely that from an ordinary office worker who has entered 20,000 a month, it will become a carrier with a monthly income of 100,000 or more.
First, “Every girl needs to have one”
Hangzhou is a city that has been reshaped by e-commerce. Jiubao and Xiasha, which are far away from the remote streets of Hangzhou, become the anchorage of anchors, MCN institutions and supply chains.
A popular saying is that in Jiubao, there is at least one large supply chain in every office building. The anchor and MCN agencies must be in the closest location to the source of supply in order to quickly mobilize all kinds of resources related to the goods.
A fisherman only deals with the supply chain every day. At noon, she got up and made up her makeup. She had to take a taxi to the supply chain immediately. She chose the style for the next two days of live broadcast. Among the two or three hundred samples, less than forty can be picked. The aesthetic of the selection depends entirely on the anchor. . This is the core competitiveness of a female anchor.
The price is fixed. The supply chain can give the industry a low price. Most of the small and medium anchors have no opportunity to negotiate and reverse customization. In the end, whether the goods can be sold out depends on the performance of the anchor in the live broadcast room and the traffic flow in the live broadcast room.
The process of selling clothes is very mechanized. Fans may appear in the live broadcast at any time. If you don’t grab the initial three seconds of gold, the fans will quickly lose and enter another live room.
Every live broadcast room in the supply chain is similar. The female anchor plays high-pitched and walks around the camera, trying to wear the next suit at any time according to the needs of the fans.
“I used to wear high heels for seven or eight hours a day, wearing a swollen foot, varicose veins, it is very difficult, but you can only prevent it. The next day is still capable, and then used to the evening’s work, serious endocrine disorders, I have a lot of acne on my face. I go to the hospital to see a doctor. The doctor will take the hormonal medicine. I will say that my condition is very serious. I have eaten more than ten kilograms a week.”
The fans in Ah Yu’s live room soon found an abnormality. The message asked her what happened: “I was panicked after that time. The original effect was so big. You know that dieting is bad and painful, but the key It is really effective. I am a person who has no meat and no joy. I used to avoid it. I didn’t get fat anyway. Later, I consciously refused some carbon water and sweets, and tried not to eat fried foods.” p>
The physical test is only one aspect.
Every piece of clothing has a corresponding introduction. The anchor should design an attractive scene for the clothes.On the contrary, the inherent weakness of human nature is being put bigger and bigger. The algorithm captures the weakness of human beings and controls a group of people to live according to the rules of the algorithm.
Human beings are not as imaginative as they have the right to control technology.
Six, “I don’t want to be a footless bird”
On November 12th, at 8:00 in the morning of Double 11, Ah Yu started the morning broadcast on time. She prepared a bunch of small gifts to draw prizes in the live room.
“I am twenty-five years old. How do I say this at this age? After all, I have no life. If I don’t work hard, I don’t know what to do. I can’t do a footless never. Birds, I want to start by changing my schedule and free up more time to learn some other skills.”
The report of the direct employment of BOSS said that the live-action e-commerce industry has a serious Matthew effect, and 70% of the employees have a maximum monthly income of only tens of thousands, and over 50% of the practitioners consider switching. And 44.3% of the anchor team actually only has one person, 71.6% of the anchors said that they have no love, just want to make money first.
If you want to make money, you have to fight, but the live e-commerce is not just a fight.
Especially on the big platform like Taobao, according to Zhao Yuanyuan, the person in charge of the live broadcast, in 2019, big merchants, big brands, and star nets have all infused into Taobao live broadcasts. They mobilized all resources and invested very fiercely. Shows strong content production capacity.
“90% of this circle is the business (institutional account) self-broadcast, less than 10% of the anchors, and mainly people Weibo WeChat is very different. “Zhao Yuanyuan reminded him in his official code.”
Business and platform big net red meet on the live track, who can show a stronger supply capacity on the merchandise side, who is the next real head net red.
The gods fight, and the mortal suffers. The living space of the small anchor will become smaller and smaller. What the Ayu people face is a war of great disparity.