Trapped anchors on the bottom with goods: live broadcast for 13 hours a day, 3 people watching also have to broadcast
China-Singapore Jingwei Client, Dec. 2 (Chang Tao) "It must be the wrong way to open it!" It's been 15 minutes since the live broadcast. The number of viewers in the live broadcast room has never exceeded 6 people. The anchor Zhang Dunhuang is a little worried.
He stabilized his emotions and continued to speak warm words facing the camera.
After 5 minutes, the situation did not improve.
Reluctantly, Zhang Dunhuang decided to exit the live broadcast room and re-enter.
This is the scene Zhang Dunhuang is most afraid of encountering.
Although he has more than 40,000 fans, the day before each live broadcast, he is still anxious about the traffic in the live broadcast room tomorrow.
"I don't know what will happen tomorrow, it may be good or it may be bad."
In May of this year, Zhang Dunhuang, a young man from Fuzhou, finally made up his mind to set up his own studio in his hometown and do live broadcasts full-time.
After "falling a lot of somersault", Zhang Dunhuang gradually found the doorway inside.
In November just ended, he made more than 40,000 yuan.
However, Zhang Dunhuang has also worked hard for outsiders to understand: the longest continuous live broadcast for 13 hours, only 3 people onlookers still have to be emotional... But what really troubles Zhang Dunhuang is that he cannot escape the flow and select products for the time being. cage".
Photo courtesy of Zhang Dunhuang in the live broadcast
Live broadcast for 13 hours a day, with a monthly income of more than 40,000
In 2016, Thousand Broadcasting Battle.
Zhang Dunhuang, who loves to follow the fashion and has a little talent, became a show anchor.
In his words, "I have felt the feeling of bonus and traffic explosion."
Entering the second half of 2017, the webcast industry has cooled down, and short videos have become popular again. Zhang Dunhuang took advantage of the trend to "debut" and started short drama shooting.
It wasn't until 2019 that the air vents for live broadcast of goods were blown in front of him. Zhang Dunhuang, who has experience as an anchor, caught it without thinking about it. On Taobao live broadcast, he started a live broadcast of goods for a small shop.
Although the number of onlookers and the volume of transaction orders are always unsatisfactory, he enjoys it.
Later, Zhang Dunhuang registered the Douyin account "Anchor Dunn" and started live streaming on Douyin.
May 2020 is a "very radical" month for Zhang Dunhuang.
Zhang Dunhuang's studio is only himself. The selection, purchase, delivery, and after-sales are all done by himself.
However, after only a month, Zhang Dunhuang realized that this would not work.
"I don't dare to buy too much goods. Once the live broadcast room sells a few more orders, the goods will not be enough, which will cause the delivery delay. More importantly, I am busy alone, the live broadcast time cannot be guaranteed, and the transaction is very low." Dun Huang said.
Therefore, starting in June, Zhang Dunhuang chose to cooperate with the previous Taobao shop, selling his own goods and selling partners' goods until September.
Zhang Dunhuang is live
Since September, Zhang Dunhuang has entered a regular and stable live broadcast rhythm.
At the same time, he also started to learn some routines for live streaming, such as making popular money in the live broadcast room, as well as profit money and hot selling money.
"A live broadcast for about 4 hours before September can sell for about 3,000 yuan. Starting in September, it can sell for more than 10,000 yuan a night."
Zhang Dunhuang believes that the main reason for selling more goods is the long live broadcast time.
Entering October, Zhang Dunhuang extended the live broadcast duration.
Currently, Zhang Dunhuang regularly starts live broadcast every Tuesday, Thursday and Saturday at 4pm.
Under normal circumstances, he will live broadcast until the early morning, live broadcast for 8 hours.
Sometimes it sells well, and Zhang Dunhuang is reluctant to broadcast it. He will live until four or five o'clock in the morning for 12 or 13 hours, resulting in him "basically his voice is half hoarse the next day."
From Zhang Dunhuang's point of view, this is the bitterness of the small anchor: the traffic is not enough, the time comes to make up.
"You can only use the length of time to exchange for more people and generate transactions. The live broadcast must be hot for 12 hours, and you can sell a single every ten or twenty seconds. How can you stop it?"
After the broadcast, Zhang Dunhuang didn't want to talk anymore, and didn't think about everything about the live broadcast.
"I don’t have to take a shower when I go home. I fell asleep on the bed. I was very tired. In fact, it can be seen from the screen of my mobile phone. Once I find that my skin becomes oily, it means I’m tired. But I can’t help it. Speaking, you can’t stop, and there is no transformation when you stop.”
However, to Zhang Dunhuang's satisfaction, his hard work was rewarded with "real money."
For every item sold, Zhang Dunhuang takes a profit ranging from 5% to 20%.
It is this method of division that gives Zhang Dunhuang a "feeling of participating in a big business."
"Sometimes it is very happy to make a single order in 30 seconds and earn 2 yuan per order."
Before September, Zhang Dunhuang's monthly income was only a few thousand yuan.
After the regular live broadcast, he can earn more than 20,000 yuan a month. If he is lucky enough to encounter a "small explosion" that month, the income can reach more than 40,000 yuan.
This income is much higher than the industry average.
According to data from the BOSS Direct Employment Research Institute, in the first half of 2020, the average monthly salary of cargo anchors is 11,220 yuan, which is at a high level among all positions in the industry.
However, it is also true that the income polarization of the live streaming industry is severe.
According to data from the agency, 71% of anchors earn less than 10,000 yuan a month, and it is normal to work 10-12 hours a day.
Anxious about traffic and product selection, don’t know what will happen tomorrow
The consensus among industry professionals is that there are two peaks of live streaming in one day. The first wave occurs at 5 or 6 o'clock in the afternoon, and the second wave is at one or two in the morning.
From seven or eight in the evening to early morning, this is the time for major anchors such as Wei Ya and Li Jiaqi.
But knowing this is far from enough. How to attract more traffic to your live broadcast room is the key.
However, Zhang Dunhuang has a lot of confusion.
"It's like there are less than 6 people in the live broadcast for 15 minutes. I don't know why this happened. But one thing is for sure. If the conversion of the live broadcast is not high at the beginning, it will be difficult to bring it up anyway."
The small number of viewers in the live broadcast room brings more psychological pressure.
There is a saying in the folk art circles that even if there is only one audience in the audience, once it starts, it will continue to talk (sing).
Zhang Dunhuang said that for him, live broadcast is the same.
Zhang Dunhuang said that there are often only 3 or 5 people watching the live broadcast, and sometimes no more than 5 people for a long time.
Zhang Dunhuang said frankly that his mentality would change a little at this time, and he didn't want to talk a little bit, but he would force himself to maintain the state and continue speaking.
"Even if there are 3 or 5 fans, he will send barrage to ask questions. If you don't speak, these 3 or 5 people are gone."
"Maybe it's really not suitable for live broadcast this day, or which top-stream star is doing live broadcast and robbed the traffic." Now faced with the situation where only 3 or 5 people watch, Zhang Dunhuang will choose to turn off Drop the live room and reopen it.
In November, Zhang Dunhuang's live broadcast room had a "small explosion" once.
In that live broadcast, a total of 110,000 traffic came in, with an average of 10,000 onlookers per hour.
This made Zhang Dunhuang feel "terrible". The dozen or so orders he sold every minute was a "big scene" he had never encountered since he brought the goods live.
However, what puzzles Zhang Dunhuang is that he still doesn't know why that live broadcast could "explode"?
"There are no rules at all. I don't know what I did that day? Later, I played the game three or four times without knowing what I did right. Natural traffic is difficult to judge."
Under normal circumstances, Zhang Dunhuang's live broadcast room is stable at 50-80 people online at the same time.
But the day before each live broadcast, he is still anxious about the traffic in the live broadcast room tomorrow.
"I don't know what will happen tomorrow, it may be good, or it may be bad." Under normal circumstances, Zhang Dunhuang will set goals for himself before broadcasting, such as not selling 150 orders and not broadcasting.
But the fact is that if the situation is good one day, and the transaction will soon exceed 150, Zhang Dunhuang will not broadcast it.
Data, graphics and text are irrelevant. Photo by Chang Tao, China-Singapore Jingwei
The selection also confused Zhang Dunhuang.
Since April, the products sold in Zhang Dunhuang's live broadcast studio have not changed much, and they have always been wooden storage supplies.
Zhang Dunhuang has always wanted to make a breakthrough, but it has been slow to start.
What Zhang Dunhuang is worried about is that fans have now become dependent on his live broadcast room. To some extent, he has professional experience in wooden products. If one day sells snacks by himself, will fans buy it?
If the transfer fails and then the wood products are exchanged, will the fans follow?
"I'm groping to take this step myself." Zhang Dunhuang once had a trial and error.
"In September, the live broadcast of a certain brand of sports shoes cost 6,600 yuan for the initial purchase traffic, and a lot of warm-up videos were shot, and a team of seven or eight people was equipped to prepare for a big fight. But as a result, only I sold more than 130 pairs of shoes, and I didn't even earn the money to buy traffic." This live broadcast experience of bringing goods to Zhang Dunhuang was quite a blow.
Expanding new categories, Zhang Dunhuang is afraid of breaking the balance between live broadcasts and the current state of making money.
"For example, when you go to select products, you have to taste the food before you can get it to the live broadcast room, but these things are not capable of one person, you need a team." Zhang Dunhuang said.
Live streaming is to trust consumption and dream of becoming a brand owner
Recently, celebrities’ live broadcasts have raised concerns about fake products. Buying and promoting the live broadcast rooms to increase the number of viewers and interactions in the live broadcast rooms can increase conversions?
Zhang Dunhuang said that for small anchors, these data frauds have no meaning.
Live delivery of goods is done around trust.
For a live broadcast room with a certain fan size, the amount of traffic that can be entered is generally constant.
Zhang Dunhuang believes that some of the celebrities’ live broadcast data are fraudulent, using themselves as traffic windows.
"I am very resistant to this approach. Treating as a traffic window means that the anchor can not be responsible for the quality of the goods sold, and finally becomes the merchant and the anchor "kick the ball". The live broadcast will bring the goods, and eventually return to the factory live broadcast or the merchant live broadcast. The anchor should not be like Like a pimp, do a one-off business." Zhang Dunhuang said that his goal is to be the "Zhang Dunhuang" brand.
Data, graphics and text are irrelevant. Photo by Chang Tao, China-Singapore Jingwei
Zhang Dunhuang believes that when his fans rise to 100,000, he may be able to let go of his hands and feet to expand the category.
"100,000 fans can make the user preferences richer in a vertical field. For example, they are all home furnishing lovers. Whether I sell storage products, refinement products, and bedding, these fans can accept it."
Zhang Dunhuang said that he urgently needs to get rid of the problem of restricting his flow and product selection.
"I'm worried that the traffic won't come in, I'm worried about the inaccuracy of the traffic. The selection is worried about the qualifications and strength of the partners, and the fans are worried about whether the fans agree with and buy the products." However, how to solve these two problems, Zhang Dunhuang has no idea .
(Zhongxin Jingwei APP)
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