The pit fee becomes "was pit fee"

　　Tens of thousands of people watched a live broadcast, 1 million sets of masks instantly grabbed light, and brought more than 200 million yuan in 2 hours... In 2020, "live broadcast" is undoubtedly an annual hot word in the marketing circle.

　　However, behind the frequent commercial wonders of live-streaming sales myths, controversial topics such as traffic injection, fraudulent sales, and high return rates continue to emerge.

　　Amidst the hustle and bustle, who is fed by live streaming? Who did you lose? The reporter of Half Moon Talks deeply interviewed the personnel of all links in the industrial chain such as the anchor of the goods, the anchor operating organization, and the sales enterprise, restoring the real ecosystem of the live broadcast of the goods, and revealing the mess behind the secret.

　　1

　　Spend money on live broadcasts and make money

　　When "6·18" was approaching, looking at the hot live-broadcasting scenes on major platforms, "Hua Ge", the person in charge of a skin care product manufacturing company, was filled with emotion. At the beginning, he seized the live broadcast market at the fastest speed, hitting nearly 20 million yuan a year, and rushed sales to a second in the industry on a well-known e-commerce platform. But in the end, he faced the dilemma of selling more and losing more. As soon as the offer is over, the order is greatly reduced. After some hard work, the company was dragged into trouble.

　　At present, some enterprises are facing the "air outlet" of live broadcast goods, trying to seize the opportunity to ride up the wind, and they have actively or passively poured into the Red Sea of ​​live broadcast goods. However, it is not easy for a company to stand out from the crowd. "Fake earning and shouting for real losses" has become a real experience for many companies. In the face of the survival rule of live streaming with "discounts and low prices", many merchants have given the "lowest price of the entire network", hoping to make small profits but sell fast, seize the market, and the result is that there is no sales and no profits.

　　A company that focused on online marketing once worked with a well-known anchor on a live broadcast platform. The other party asked the company to keep lowering prices. Finally, although more than 8,000 single products were sold, the company eventually lost more than 30,000 yuan.

　　In the live broadcast industry chain, enterprises may lose money, but the anchors and platforms are almost stable and do not lose money. He Chuanming, the head of a Jiangxi anchor operating agency, said that the income of the anchors with goods mainly comes from two pieces-"pit fee" and commission sharing. Anchors often recommend many products in a live broadcast. A product is a "pit". The merchant needs to pay a fixed "pit fee" in order for his products to "occupy a pit" in the limited live broadcast time. According to the size of the anchor, the "pit fee" generally ranges from tens of thousands to hundreds of thousands of yuan. At the same time, the anchor will also draw a certain percentage of commission based on the transaction amount. The commission share is generally between 20% and 30%.

　　"I made up to RMB 120,000 a month on live broadcasts." Xiaoya, a small anchor with 200,000 followers, told Hanyue Tan reporters that she bought a house and a car for more than half a year.

　　2

　　There are many "routines" for carrying goods, "accounting for pits" become "being pitted"

　　Earlier, the "3.8 million followers, 3.53 million clicks, 0 deals" event was once a hot topic in live streaming with cargo circles. A half-monthly reporter survey found that due to the lack of regulations in emerging formats, some companies were frequently "received" when participating in live broadcasts to bring goods. The so-called "pit fee" eventually became a "pit fee."

　　Anchor operation company "pit" enterprise patterns come out one after another-

　　Pit Method 1: Traffic fraud. "Talking about so many anchor operating companies, no one is willing to sign a contract for guaranteed sales." Zheng Xianfeng, a co-founder of a cosmetics company, said that the company had a netizen with 1 million fans, and the data for likes and interactions are also very high. . This anchor also had 7 or 80,000 likes when introducing the company's products, but the final turnover was only one or two thousand yuan. "Not counting the labor cost, the'pit fee' of 60,000 yuan is considered to be a drift. When questioning their data fraud, the other party pointed out that our products are not good."

　　A person in charge of the anchor operating company said that the mystery is there-there are indeed fan counts, likes, and comment frauds in the industry, as well as some third-party data companies that provide professional live broadcast data packaging services for anchor operating companies or anchor individuals. . "For example, some live broadcasts have seven or eighty thousand likes, but only three or four hundred people are interacting, which is obviously unreasonable." Zheng Xianfeng said.

　　Pit method 2: cheat "pit fees". Some anchor operating companies specifically aim at companies to defraud "pit fees". These anchor operating companies will recruit a group of anchors, let each anchor "cultivate" tens of thousands of "fake fans", and then attract investment at a price ranging from three to five hundred yuan per "pit fee".

　　Industry insiders said that most of these anchor operating companies aimed at small and medium-sized enterprises, defrauding "pit fees". Seeing that the "pit fee" is cheap, small and medium-sized enterprises took part in it with a try-out mentality. Eventually, they were pitted and the money was not brought in. A pit fee is 500 yuan, a live broadcast can be divided into 30 pits. An anchor can earn 15,000 yuan a night by relying on the "pit fee" alone.

　　Pit Method 3: Buy first and then retreat. After a few losses, some companies have gradually identified low-level "routines", and some companies have begun to force the signing of a guaranteed sales agreement with the anchor. But the "pit" of live streaming with goods is far more than that. Even if the enterprise and some anchors agree on the guaranteed sales, they may still be cheated.

　　"The return rate of some commodities is as high as 40%, which is not necessarily a product quality problem." Xiaoya said that some anchors hired people to pay for purchases to pay for performance, and then earned returns after earning "pit fees" and commissions. This situation works better in the case of cash on delivery, and the person who is hired to pay the bill can simply reject it.

　　3

　　Live goods must be out of barbaric growth as soon as possible

　　Not long ago, Ms. Wan, a citizen of Nanchang, complained to the Nanchang Municipal Market Supervision Administration that she had purchased shrimp sold by a trading company in Shenzhen in a live broadcast room on an e-commerce platform. After receiving it, she found that some shrimp had deteriorated. "", when she asked the merchant why in the live broadcast, she was stigmatized as a "professional bad review."

　　Coincidentally. This year, a star anchor had a live broadcast with sales exceeding 100 million yuan, but many of the products were punished for previous false propaganda. The “Online Survey Report on Consumer Satisfaction of Live Streaming E-Commerce Shopping” released by the China Consumers Association also shows that consumers are quite worried about false propaganda and irregular channels of product sources. "Too many fakes", "fish and dragon mixed" and "wrong goods" are the contents of consumers' feedback.

　　Behind the frequent "overturn" of live streaming with goods is that some anchor operating companies and anchors lack sufficient product identification capabilities, and some even broadcast without asking for quality.

　　"The selection of products needs to be strictly controlled from multiple dimensions such as price, brand, and experience." He Chuanming said that some anchors are only trying to accumulate money quickly, without considering the quality of the goods, resulting in a very high return rate.

　　"This is irresponsible for the partners and will eventually ruin the market and affect the reputation of the entire industry." Xiaoya said that although he is a cargo anchor, he rarely buys things on the live broadcast platform. "The quality of some products is difficult to guarantee. ".

　　In May of this year, the China Employment Training Technical Guidance Center listed "Internet marketer" as one of the 10 newly-increased occupations, and specifically set up a "live salesman" job type. People in the industry hope that relevant departments will improve laws and regulations as soon as possible, formulate industry standards, guide live broadcasts from barbaric growth to norms, and promote the long-term healthy development of the industry.

　　Source: "Half Moon Talk" Issue No. 12 in 2020 Original title: "Pit Fees Changed to "Pit Fees", Who Lives With Goods"

　　Half a month talking reporter: Cheng Di Guo Qiang Guo Jiewen