Why is the price of the goods in the live broadcast room not fragrant?
Industry: The relationship among top anchors, merchants, and platforms is constantly changing, no longer supporting big anchors
Recently, many consumers have reported that the menshark clothing and other goods purchased in the live broadcast room of a head broadcaster were finally received after more than 20 days, but at this time the price of the down jacket priced at 399 yuan in the live broadcast room has been lowered by the merchants. To 329 yuan, the casual pants priced at 149 yuan in the live studio are now only 109 yuan.
In fact, the top anchors used the "lowest price on the entire network" as their promotional selling point to attract consumers, but they have repeatedly "turned over."
Some analysts believe that the relationship among top anchors, merchants, and platforms is constantly changing.
The analysis pointed out that as the platform no longer relies on and supports top anchors, merchants are more self-broadcasting, which can save 20% to 40% of the cost of pit fees and commissions. Therefore, it is more logical for merchants to lower the price of stores.
"I placed an order in the live room and got 399 yuan off with the coupon. I thought it was a good deal. As a result, the price of the store was 399 yuan, and the coupon was 369 yuan. It was really bad. I bought two more. I bought one for 459 yuan, and now it is priced at 399 yuan and actually paid 369 yuan. Are there any repeat customers in such a store?" The "menshark 2021 new mid-length men's ins fashion casual white duck down down jacket" purchased by the anchor live broadcast room was marked at the original price of 899 yuan, and the live broadcast room special price was 399 yuan. It took about 20 days to receive the goods, and the price was reduced within a few days. Up.
A reporter from the Beijing Youth Daily noticed that there are not a few consumers who have the same experience as the above-mentioned consumers. Many netizens said: "I didn't expect that the clothes bought in the live broadcast room would be more discounted directly at the store!"
In fact, recently, there are not a few cases of "car overturning" due to the low price of live broadcast by the host.
During the Double Eleven period in 2021, many consumers reported that they bought 20 pieces of L'Oreal ampoule mask and gave 30 pieces of L'Oreal ampoules. The pre-sale price was 429 yuan in a live broadcast room of an anchor, which attracted many consumers to pay deposits and place orders. .
However, on the day of Double Eleven, consumers found that they only need 257 yuan to buy spot in the L'Oréal live broadcast room, superimposed on the large amount of official coupons, which is 66% lower than the maximum price promised by the anchors.
The reason is that these top anchors often use the "lowest price", "highest effort throughout the year" and "lowest on the entire network" as their promotional points, making consumers mistakenly believe that they will make a profit by buying them in the live broadcast room.
A consumer said: "We chop the party and squat in the live broadcast room for the lowest price on the entire network. Why not waste time? Since they started broadcasting, they have used low prices as a selling point. Most of the previous products are also sold. It's really cheaper."
analyze
The platform pursues a hundred schools of thought and no longer supports big anchors
An analyst said that the reason is that shopping platforms’ reliance on and support for the top anchors is decreasing. They no longer give all the traffic, pop-up resources, and good positions to the top anchors; To create a live broadcast ecology of "a hundred flowers bloom, a hundred schools of thought contend", they not only support other small and medium-sized anchors, but also pay more attention to the "self-broadcasting rooms" where merchants and factories bring their own live broadcasts.
According to previous disclosures on Tmall, last year’s Double Eleven, over 100,000 brands on Taobao’s live broadcast platform interacted with consumers in self-broadcast rooms. Among them, 43 brands’ self-broadcast rooms had a turnover of over 100 million yuan, and 510 self-broadcast rooms exceeded Ten million yuan.
Currently, Taobao live broadcasts accounted for 70% of brands and merchants’ self-broadcasting.
In addition, some analysts believe that the excessively high pit fees and commissions of the top anchors have caused the brand, channel, and platform to be miserable.
"We had a live broadcast with the head anchor. The effect was good and the volume of goods was large. But we found that apart from the anchor, other parties did not make money. Things can't be done all the time." The person in charge of a certain store told a reporter from Beijing Youth Daily.
These anchors with cargo can pay hundreds of thousands of dollars in pit fees for just building a live broadcast room, plus a 20% to 40% commission. The specific commission ratio varies slightly depending on the category.
However, while the brand side is lowering the price, it has to pay the anchor up to 20% of the pit fee, which makes many brands "unbearable" and "the money of the anchor is too good to make".
This group of articles / our reporter Wen Jing