Survey on the "cutting leeks" routine with live goods
Live sale sells badly and harvests millions of fans to resell accounts to play MLM and wipe the ball to sell fakes and quickly cash out
● There are not a few anchors who attract attention by selling miserably, there are the following two categories: case selling miserable type, which mainly describes the daily life of the patient; victim seeking help type, which mainly describes the experience of sexually assaulted, cyber-violent and other people
● The hidden legal dangers of live streaming of internet celebrities have become a reality, and the high cost of obtaining fans has led to the occurrence of illegal acts such as selling fakes and performing vulgar performances for bloggers.
● In response to the live broadcast chaos, the State Cyberspace Administration of the People’s Republic of China made a heavy effort to instruct the local Cyberspace Administration to take measures to stop the content update of the main channel, suspend the registration of new users, rectify within a time limit, and instruct the platform to handle the relevant responsible persons. And other disposal measures, and include some illegal network anchors into the cross-platform blacklist
□ Our reporter Zhao Li
□ Qin Huamin, an intern in this newspaper
Recently, the National Cyberspace Administration and relevant departments conducted a comprehensive inspection of the content ecology of 31 major live webcasting platforms in China, and found that "Huya Live", "Betta Live", "Bilibili", "Inker Live", "CC Live" 10 online live broadcast platforms such as Crazy Live Broadcasting, "Happy Live Broadcasting", "Pepper Pepper Live Broadcasting", "Watermelon Video" and "Small People Video" have problems in disseminating vulgar and vulgar content, and have failed to effectively fulfill the responsibilities of corporate entities.
Specifically, the 31 major domestic live broadcast platforms in China generally have poor content ecology, and there are different levels of vulgar content. Among them, chaotic live broadcasts are frequent, some female anchors are exposed in clothing, some male anchors are vulgar and vulgar, and vulgar dances, spoofs, abuses and other phenomena are constantly prohibited; message interaction, barrage and user account registration are neglected. There is an endless stream of illegal and illegal information. Some platform companies have improper operating attitudes, some use free online courses to promote online games, some use pornographic and vulgar content to induce users to click to browse and recharge, and some use "draws", "guess", "rebate" and other methods for allegedly organizing online gambling. .
In response to the live broadcast chaos, the State Cyberspace Administration of the People's Republic of China made a heavy effort to instruct the local Cyberspace Administration to interview the above-mentioned platform companies in accordance with the law and regulations. According to the violations, the relevant platforms should be taken to stop the update of the main channel content, suspend the registration of new users, rectify within a specified period, and instruct the relevant platforms. The platform handles the relevant responsible persons and other disposal measures, and includes some illegal network anchors into the cross-platform blacklist.
Live selling has become the norm
Earn sympathy for harvesting fans
In June of this year, the blogger "Tiger's second half of his life" who had more than 200,000 fans at Station B was exposed to sell fans to gain sympathy from fans. Although the media investigation found that the user was indeed a late-stage cancer patient, there was no falsification of the condition, but information such as "having a house and a car" and "frequently going to high-end places to consume" and other information made netizens call themselves cheated.
It is almost normal to sell miserable people on various video platforms and live broadcast platforms. Some e-commerce anchors “Cry Poor” claim that no one buys their products, and some food anchors “have a lot of work pressure and almost collapsed”. But is the actual situation really as the anchor said?
"Legal Daily" reporter found that a B site UP owner with the original screen ID "×××兔" in the video released, portrayed himself as a "working girl" image, attracting a large number of users to click and watch , Its single video is played about 100,000 times, and the number of comments is generally up to two or three thousand. In the video, “×××兔” often promotes some snacks, kitchen utensils, etc., and sometimes promotes the micro-business weight loss pills of Sanwu products. Many netizens questioned the status of the "working girl" and said that the UP master worked in the supervision room of an education bureau at the end of 2017, and there was a communication company under his name.
Similarly, the similar video blogger "X×Little Girl" also gained the attention of netizens by creating the image of "working girl". According to the "Legal Daily" reporter's observation, in the first 40 videos released by the user on the good-looking video platform, the keyword of "working girl" appeared 31 times in the title, and the highest number of views reached 720,000 times. Most of their video themes are stressful in their lives but they can still face it positively. The video content includes cooking at night to bring to the company, eating a big pot of instant noodles, arguing about the rent being too expensive. Some netizens pointed out that her working hours are tight, but she can update several videos every day and publish them on different video platforms.
In addition to showing their "tragic situation", some bloggers use their family's "tragic" video release or live broadcast. For example, on Kuaishou platform, a blogger said that his father had a disability, and said in the introduction that "I am a simple rural person". In the video published by the blogger, the relevant expressions such as "should not be shameful in the countryside" and "no one wants too much at home" are often used as titles.
There are still many routines on the live broadcast platform that you once knew:
The decent boss wiped tears silently in the office. Due to the epidemic situation, the exported silk was refunded and could not be paid. The original price was 499 yuan and the current price was 99 yuan. The strong treasure mother was abandoned by her husband and took three children. Working hard, I live on the basis of selling masks online, I hope everyone will support...
"Legal Daily" reporter noticed that there are still some videos on the live broadcast platform, which mainly focus on the living conditions of the elderly, widowed and poor women and children in rural areas, which has attracted the attention of many netizens.
"When enthusiastic netizens ask for addresses and want to help, some anchors ignore them. Instead, after accumulating a certain amount of fans, they resell their accounts and even live broadcast the goods." An industry source told the "Legal Daily" reporter that these The elderly and disabled people in the live video are either unsupported and homeless, live in broken houses and holes, and earn their living by picking up garbage; or they wear shabby clothes and sell vegetables in the scorching rain, no one cares.
The industry insider said: "The video is accompanied by sensational music, which makes people feel pitiful. The kind UP masters will be like'Heavenly Divine Soldiers', carrying rice noodles and grain oil to visit these lonely old people and cook for them. , Or buy all the vegetables sold by the elderly, and give the elderly an extra one or two hundred yuan. This account, which looks unpretentious and has no profit point, has harvested millions of viewers and even harvested the tears of the audience. Ten million fans. This large size, the price of an advertisement ranges from 30,000 to 50,000 yuan, and more than 100,000 yuan. The account price of 2 million fans also has a transfer price of more than 2 million yuan."
Anchor tutorials are popular
Customized live streaming
According to media statistics, on a video platform, there are not a few anchors who attract attention by selling badly. There are two main types:
Cases sell miserable types, mainly describing patients' daily lives, cancer, depression, and personality schizophrenia are common diseases; victim-seeking types, mainly describing sexually assaulted, cyber-violent, or homosexuals being driven out by parents Wait.
"Legal Daily" reporter search found that in an e-commerce platform and second-hand trading platform, there are a large number of courses and video sales of anchor marketing planning, including "web anchor eye-catching cheats" "the most popular Internet celebrities should be like this Do" etc. In addition, there are some marketing planning teams that specifically create personal IPs for individuals, while also emphasizing "10 years of marketing experience and creating explosive personalities."
A staff of a marketing company told the "Legal Daily" reporter that the company will provide a complete set of live broadcast process and training program for the anchor, including video shooting, live broadcast notes and the establishment of personnel. The company’s professional staff will customize a new player for the new anchor to meet the requirements of the anchor’s appearance and other aspects, so as to quickly establish an audience group that matches the person’s settings. Fixed fan base."
Behind these people's design is the live broadcast of the "nature".
For example, one night late at night, you were lying on the bed and brushing a live broadcast platform, and suddenly saw a small video of a shrimp aunt. Watching her chew up the roasted shrimp in the outer coke, many people immediately bought a bag of "pure natural and pollution-free delicious prawns" introduced by the aunt. But after receiving the goods, it was found that the packaging bag was not the grilled shrimp with all the flavors and flavors that appeared in the live broadcast. The bag containing the grilled shrimp was not marked with the manufacturer. There was no quality certificate, hygienic license, or even a complaint phone. .
In fact, on some e-commerce live broadcast platforms, there are too many similar cases.
The time goes back to 2016. This year is called the "first year of net red", and the ability of net red to monetize has attracted the attention of the whole society. With the "net celebrity economy" entering the second half, it is no longer pleasing to enter the celebrity market with the label of a fashion blogger, and people are turning to new demands for grounded, diversified, and complex human settings.
In 2018, according to the survey data of iResearch on the internet celebrity economy, internet celebrity monetization methods have become more diversified. In addition to traditional advertising, e-commerce, signing, live broadcasting, Q&A, and content payment have begun to emerge. The industry chain of the celebrity economy has gradually improved, and MCN institutions (self-media accounts) have replaced individuals as the new core.
Some people in the industry admitted that in fact, in addition to fan rewards, selling advertisements and products is the way for celebrities to operate. This is also the most important way to monetize. From emotional leader, Douban talented girl to a famous chef, Internet celebrities set up one after another, but the core of seeking for monetization has never changed. One of the most important ways of monetization is to sell commodities. Internet celebrities almost all use their personal settings to connect the stickiness of fans and open the road to commercialization.
The industry insider said that what Internet celebrities are most looking forward to is to be able to exist in the impression of netizens as a person who "plants a grass machine", because whether it is to send good-looking photos, make interesting videos, or write hard articles for homework, Bringing goods is the direct manifestation of the celebrity's diligent output ability and exposure effect, so behind the ability to continuously bring goods is the comprehensive ability of a celebrity. What followed was the realization of internet celebrities set by various people, or rewarding or selling goods. It's no wonder that the above-mentioned live broadcasts of miserable people are set up, because "net celebrities who don't bring goods are not good net celebrities."
Quickly hide hidden dangers
Effective supervision is urgent
However, the current commercialization process of Internet celebrities and big Vs lacks effective supervision.
"In recent years, online celebrities and big V online sales have continued to increase in popularity, because e-commerce is gradually shifting from simple sales in the past to content and social-led new models. A large number of online celebrities and big V have gradually formed Personal brands, a large number of fans, started soft articles, advertising cooperation, or directly sell goods to achieve commercial monetization." Zhou Fangxi, who is the anchor broker, told the "Legal Daily" reporter.
Zhou Fangxi said that because these Internet celebrities and big Vs often have strong user stickiness, many fans are convinced of what they say, and the monetization effect is constantly showing. Many platforms are encouraged by this kind of behavior out of drainage and sales needs, including cultivating and supporting Internet celebrities and big Vs, hiring them as spokespersons for brands and events, or adopting joint sales of certain products with Internet celebrities and big Vs. Way to achieve deep bundling.
Zhu Wei, deputy director of the Research Center for Communication Law of China University of Political Science and Law, believes that the hidden legal dangers of online celebrity live broadcasts often become a reality.
Zhu Wei believes that the high cost of acquiring fans has led to the frequent occurrence of illegal activities such as selling fakes and performing vulgar performances for bloggers. "Since the cost of acquiring fans is so great, the anchors have begun a quick cash out. On the one hand, the anchors lack loyal fans and can only keep the fans through continuous topics or eye-catching performance; on the other hand, In addition to'MLM-style' profit, selling fakes may be the fastest way to monetize."
Zhu Wei reminded that there are usually so-called "big brothers" who brush gifts for most of the Internet celebrities. These merchants who have spent a lot of money on sponsorship have no shortage of producers and sellers of fake goods. Red traffic makes money illegally. These "sponsors" are mainly micro-businesses, playing the edge of MLM, using traffic to quickly increase the size of users, in order to profit and then feed back the high "fan tax", forming a special ecology.
It is understood that the current cooperation mode of live streaming with goods is mainly divided into four special sessions, link fee + commission, pure commission, pit fee + commission.
Among them, the special session can be understood as a special introduction of a series of products at a certain time, the price is usually calculated per hour; the use of link fee + commission model of the anchor, usually in the form of a link of 100 yuan to 300 yuan commission, to ensure the maximum benefit of the anchor ; Pure commissions are mainly concentrated on new small anchors, because of the lack of products, they can often only cooperate with merchants to connect pure commission products.
Regarding the pit fee, according to industry insiders, it can be understood that the "appearance fee" that merchants need to pay for finding red belts ranges from several thousand yuan to several hundred thousand yuan.
According to Zhou Fangxi, a brand had found a web celebrity live broadcast with tens of millions of fans on the Douyin platform, and the pit fee was tens of thousands of yuan. It was later discovered that even if there were many fans, the goods could not be taken out, and the pit fee dropped to several thousand yuan two months later. "There are also little anchors who know they can't take the goods out and want to make a fortune with the pit fee."
In addition to scam pit fees, some organizations will make a fuss about bringing commissions.
"There are commissions for live streaming, in order to attract more merchants, some media agencies will reduce the commission to half or lower of the normal price. But after talking about the commission, some brokerage companies will invest energy in product profit and anchor promotion. For other reasons, increase the commission ratio in disguise." Zhou Fangxi said that some brokers will promise sales to merchants, but the premise is to let merchants pay a certain commission ratio, plus an additional corresponding service fee.
"The reason why many brands are willing to pay this service fee is that many merchants are willing to let the small anchor live broadcast goods "make a promotion." Zhou Fangxi said.
However, Yue Yiru, who has more than 10 years of operating experience on an e-commerce platform, reminded that some bad brokerage companies will fake and use this service fee to buy merchants’ products, even if they do not reach the agreed sales, they can earn some commissions and collect money. After that, a part of the goods will be returned, "Everything is earned"
Yue Yiru believes that although the live broadcast e-commerce looks hot on the surface, it has just started, after all, the industry has not been regulated, and there are many pit merchants, pit consumers, pit entrepreneurs, and pit anchors.