The title picture is from IC photo, this article is from the WeChat public account: chopped pepper entertainment (ID: ylwanjia) , author: Blue Lotus, formerly titled “” live war “again! Pinduoduo, Tantan, Station B, Weishi, and Baidu have entered the market, which one is reliable? 》
A week ago, Chen Nuochen, the founder of Lihualu Red Ecology, did a small test. He used a number to do a live broadcast test. The live broadcast was for 1 hour, and the maximum number of people online was 200. Two red envelopes were sent, one for 5 yuan and one for 6 yuan, and finally got more than 30 attentions.
After that, he did a second test. A red envelope of 100 yuan was sent within 2 hours, a total of more than 2,300 views, and more than 260 attentions were received.
He inferred that the live streaming traffic of Pinduoduo is in the blue ocean stage.
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“If it is a vibrato, it does not have such a good effect. Whether it is to buy DOU +, or to buy vermicelli, the promotion cost of 100 yuan, in the end, it will add 10 more concerns, depending on what you are broadcasting What content. “
In the past year, Douyin, Kuaishou and Taobao Live have already heated up the entire live broadcast. E-commerce live broadcasts represented by head broadcasters such as Li Jiaqi, Wei Ya, Luo Yonghao, and Simba have become more than just a form of sales, and have even changed the supply chain of Chinese consumer goods.
A Chinese brand executive is accepting the mediaThe interview said: “The mature supply chain is showing an unmatched response rate. What consumers want, domestic products can give you tomorrow, and international brands will not give you next year.”
However, as there are more new entrants, the competitive pressure in the live broadcast industry is also increasing.
If you simply do live broadcast of the show, the cost of all aspects has increased. The sharing policy given by platforms such as Douyin has been changing; while on traditional live broadcast platforms such as YY, Huya, and Douyu, there are no certain resource advantages. It is difficult for amateurs to get ahead.
For small guilds, there is not as much financial strength as big guilds, so they will not spend a lot of money on a certain anchor, and can only choose some low-threshold live broadcast platforms to do it. Platforms such as B station, WeChat, Tantan, QQ music, brushing treasure, and live streaming are highly dividends, which are very attractive to them.
In fact, the live streaming guilds including Douyin’s head have already begun to try out new platforms such as Duoduo or Tantan, intending to explore e-commerce while maintaining the show mode.
Someone joked that even Meituan and Baidu have started live broadcasting, but they have n’t started live broadcasting. So, in addition to traditional live broadcast platforms such as fast shake, for the guild or newcomers to live broadcast, who is the real traffic depression for these emerging platforms?
WhyLooking for new traffic other than jitter?
Three weeks after the live broadcast of the New Deal in 4.2, Douyin once again increased the guild mission.
At more than 1 a.m. on April 22, a guild leader shared the latest guild reward policy of Douyin in the live broadcast community of entertainment capital theory, and joked: “Douyin drops on January 4.”
In the latest Douyin policy, the guild ’s floating share has been reduced from 18.5% to 15.5%, and the pipeline task share has been reduced from a maximum of 12% to 10%. Moreover, the definition of an active anchor is stipulated. The effective days of the biweekly start must be more than 10 days, the duration of the start time should be more than 20 hours, and the biweekly running water should be more than 500 sound waves.
Previously, in the 4.2 New Deal, some people commented that the policy was not friendly to the big guild, but good for the small and medium guild. But according to the latest policy, even the small and medium-sized guild’s live broadcast share of Douyin is also compressed.
Three weeks ago, a small guild with a monthly turnover of less than 22,000. If the biweekly task completed the turnover of more than 300%, there is still a 12% reward share. Today, this ratio has become 10%, a decrease of two. Points.
Also on the same night, Douyin Live opened the platform ’s anchor offer page and added a guild service type, and set a deadline for cooperation between the guild and its affiliates, including live broadcast, short video and e-commerce. direction.
The newly added background terms show that the anchors who join the guild before April 22nd, the cooperation period between the anchor and the guild is from the start of the anchor to the end of one year. The remaining date does not exceed 5 years. However, if there is no renewal, the cooperative relationship between the guild and the anchor will be automatically terminated.
In view of the live guild stationed in Douyin, from all aspects, it wants to control the anchor resources in its own hands, and is unwilling to share it with the guild, because Douyin has also registered its own brokerage company.
“One obvious change is that when the gold medal anchor policy was introduced around the Spring Festival, the platform began to bind the relationship with the anchor. Generally, the gold medal or exclusive anchor of other platforms has a three-party agreement, but Douyin does not. Within a certain period of time, the anchor can jump on several platforms within the byte-beating system, and there is no binding relationship with the guild. “Said a live broadcast guild person.
As the policy of the Douyin platform is changing and pressing, the guilds have to find another way out.
Most guilds are still in a state where they do not completely give up vibrato, and continue to enter the game and try live broadcast opportunities on other new platforms. After all, persuading the anchor to migrate the platform is also a very troublesome thing, because users have a habit of using an APP, and the anchor will lose a lot of fans after the migration, and even play a bounty.
“Whether it is running water or traffic, vibrato is the highest in comprehensive strength, so everyone is not willing to give up easily, but if there are new opportunities, they are still willing to try. Our guild is still vibrato. , The middle waist began to slowly shift to Duoduo and explore these new platforms. “
Put a lot into the new fertile ground of “Exile Guild”?
Some of the guild anchors that overflowed from Douyin and Kuaishou, many went to fight a lot, and even some small MCNs on Taobao live broadcast also considered to fight a lot of live broadcasts.
However, they haven’t started the live broadcast yet, and are in a state of red envelopes like Chen Nuochen. “Pinduoduo itself is a social e-commerce. The unit price of goods is very low, and there are many users who are greedy for small and cheap, so red envelopes are very effective.”
There are also guilds that said: “The first batch of institutions has already settled in. I started broadcasting after May Day. I have been diving before and have not broadcast.”
Although there is no live streaming entry on the homepage of Pinduoduo, live stream pushes have appeared in the product page list on the homepage, and there are also live broadcast squares in the secondary page chat, mainly live broadcast in the same city. The guilds also received news that Pinduoduo will increase traffic support and tested live broadcast last week