Dangerous live game.
Editor’s note: This article from the micro-channel public number “zinc FINANCE” (ID: xincaijing) , of: Ge Yu.
Right now, there are still waves of live streaming goods.
Shortly after harvesting the number of views and likes on “521 Weiya Thanksgiving”, Taobao Live broadcasted a 618 rallying horn, inviting 300 “popular fried chicken” from all circles and all circles to start the star together Bring the tide of goods; on the other side, Kuaishou teamed up with JD.com to make a combined punch; Luo Yonghao on the vibrato still did not disappear every Friday.
However, under the heat of the industry, for some head anchors, there is a hint of prosperity.
“Top stream” Li Jiaqi was accused of a state of decline; the new anchor Luo Yonghao still made frequent mistakes in the live broadcast; Simba Xin also left the old club with ambitions. It is unknown whether he can continue the glory.
Live broadcast veteran platforms Douyu, Huya and Station B are also eager to try.
After two years, the speed at which the plates are getting bigger ca n’t keep up with the surge in predators. For the veteran head anchor, this is bound to mean diversion.
The streamers of the assembly line poured into the live broadcast room, and all the stars in the live broadcast field competed together.
Tmall 618 announced the first batch of star live broadcast lists, and the online review invited “Half Entertainment Circle”.
Behind the increasingly fierce competition of live streaming products, there is a bonus between brands and live streaming platforms. For the brand, when the star enters the live broadcast room, it is both an endorsement and a delivery; for the platform, the large fan meeting will bring a lot of traffic and volume.
Under the danger of the prosperity of the head anchor, it is destined to be a battlefield of freehand fighting with goods.
1 “Star Leap Forward” under two-way demand
During the epidemic, the live broadcast of e-commerce goods has become a magic weapon to support the orderly recovery of the market.And it is becoming the biggest highlight in the live broadcast industry with a thunderbolt.
Weiya’s “521 Thanksgiving” stamina hasn’t disappeared yet. Tmall 618 announced the first batch of star live broadcast lists, there will be more than 300 stars live broadcast on Taobao, can be called a live entertainment feast of half of the entertainment circle.
At the beginning of the live broadcast, the artist just entered the live broadcast room as a guest. In a sense, e-commerce live broadcasting is also an online meeting of celebrities. “Professional anchor + traffic star” has become the standard for popular live broadcast rooms.
Li Jiaqi’s live room used to be not only selling goods, but also becoming a new promotion point for celebrities. Stars can be on the hot search list as long as they are in the live broadcast room. Many stars such as Zhu Yilong, Zhou Zhennan, Liu Tao, Hu Ge, Gao Xiaosong, Zhu Yawen appeared in his live broadcast room.
In the post-epidemic era, it became “politically correct” for stars to enter the live broadcast room.
Entering the live broadcast room of the big anchor can largely solve the traffic substitutes for the stars ’slow recovery, and the brand side sits on the harvest and invites brand spokespersons to advertise the popularity when the traffic is diverted. It is also an effective rule for MCN agencies and anchors to compete for traffic.
On the other hand, live streaming has become the second career place for celebrities to open up.
In mid-May, Liu Tao, Chen He, and Wang Han successively opened their first live show with live broadcasts, selling 148 million, 83 million, and 156 million, respectively, without losing Weiya and Li Jiaqi.
Liu Tao joined the office as an official preferred officer.
Under the tide of live broadcast e-commerce, the public’s craze for the influencer of the Internet celebrity has intensified, and Li Jiaqi, Wei Ya and others have gradually broken the circle. The anchor and the star interact frequently, more and more stars start their live broadcasting career, and the boundary between the anchor and the star becomes more and more blurred.
In the live room, star appearances are mostly facilitated by endorsement brands and platforms. In the “post-traffic era” where the traffic is becoming more expensive and the growth of the head anchor slows down, e-commerce live streaming and brands suffer from “poor traffic conversion and data moisture”. Anti-guest-oriented, started “endorsement + selling goods”.
E-commerce livestreaming redefines the commercial value of celebrities, and star anchors usher in a honeymoon period. Behind the promotion of celebrities to enter the live broadcast room is the balance of interests between platforms, brands and celebrities.