Touching porcelain to rub the heat, worshipping teachers to increase fans, guerrillas are busy bringing goods... The excitement of distortion in the live broadcast wave:
The melee of "parasitic anchors"
Text/Photo Yangcheng Evening News intern Tan Jiewen Yangcheng Evening News reporter Li Meiyan
A few days ago, the Kuaishou platform launched a special rectification to crack down on bad behavior in the live broadcast room, including "malicious hype" and "hot spots".
At 4 pm on December 12, 2021, Guangzhou Xinxuan live broadcast base.
Kuaishou head anchor Simba, who has 95 million followers, will start broadcasting in two hours.
As the "first brother" of Kuaishou, Simba received 85,000 likes in the preview of this live broadcast alone.
The huge traffic has attracted various small anchors to come to the live broadcast base to grab the heat.
Outside the gate of the live broadcast base, the anchor Er Pao, with 13,000 fans, stood in the middle of the road, raised the camera of his mobile phone and aimed at the gate of Xinxuan base, and began to broadcast live to dozens of viewers in the live broadcast room.
A pickup truck behind him honked and flashed its horn repeatedly, signaling him to avoid it, but he ignored it.
The anchor Zhang Xin (pseudonym) adjusted the angle of the mobile phone to ensure that the screen completely included the six characters of "Xinxuan Live Broadcasting Base", then he began to interact with the 130 viewers in the live broadcast room, and took advantage of the situation to sell a model for only 9.9 yuan The "Simba exclusive" washing powder.
Like Er Pao and Zhang Xin, the anchors who chase Internet celebrities for live broadcast and traffic every day are called "parasitic anchors" by the outside world.
These anchors are running around with the heat, hoping to ride the traffic and “money out”, but as more and more people come by traffic, violations and bottomless behaviors also begin to appear in large numbers.
Under the pressure of traffic, how can the live broadcast industry stop the runaway wheels?
Repeatedly beaten "rubbing fans" anchor
Near the time when Simba started broadcasting, the anchors gathered in front of the Xinxuan live broadcast base also started their own live broadcasts. In order to maintain order on the scene, the base staff pulled up the isolation belt in front of the door.
The Second Artillery took the mobile phone forward and pulled the isolation belt away, and at the same time did not forget to interact with the fans in the live broadcast room: "What if (these isolation belts) affect the traffic!" Upon seeing this, the staff pulled the isolation belt again, and the Second Artillery again Pull the isolation tape off and repeat this for a few rounds.
Across the road, Liang Mou, who had witnessed the live broadcast of the Second Artillery Corps, walked over with anger on his face and punched the Second Artillery Corps directly in the face.
Zhang Xin witnessed the conflict at the scene, but he did not think it was surprising that the Second Artillery Corps was hit.
Zhang Xin has participated in hundreds of live broadcast events held by well-known Internet celebrities, and has seen countless small anchors who are popular at the event site.
The target of second-party popularity is often well-known Internet celebrities with tens of millions of fans.
In July 2021, the second artillery went to the live broadcast of the Internet celebrity Sanda brother to wait for the opportunity. At the moment when the sanda brother appeared, the second artillery adjusted the angle of the mobile phone and synchronously broadcasted the scene where he reached out to catch the sanda brother, and was then subdued to the ground by the bodyguards. , and this scene happened to be completely filmed by the small anchors who were watching the scene.
A reporter from the Yangcheng Evening News noticed that on an anchor page with 500,000 fans, this video received 1,292 likes, far exceeding the number of likes for the short video produced by Second Artillery itself.
The second time Second Artillery became famous, it was Xu Jie, a female anchor who "pursued" Simba's 15 million followers.
In early November 2021, he broadcast live downstairs at the Xinxuan live broadcast base, and continued to shout "Xu Jie, I love you!" to the upstairs Interact with fans in the live broadcast room: "Iron sons, is it wrong for me to pursue my own love?!"
However, the popularity of similar gameplay did not meet the expectations of Second Artillery's "fan realization".
After the beating incident, Er Pao’s account was banned from the platform, and he switched to a spare account for nearly ten live broadcasts.
But few fans in the live broadcast room gave him gifts.
In one of the live broadcasts, Er Pao walked into a hotel on the side of the road and wanted to stay for one night, and found that the cheapest room cost 56 yuan, and he "had less than 50 yuan left".
Half an hour later, some fans in the live broadcast room expressed that they wanted to connect with him, and Second Artillery offered "ten cups of beer with one wheat".
"Beer" is a kind of gift in the live broadcast room. According to the rules of the platform, the anchor can withdraw 5 yuan for every ten glasses of beer swiped by fans.
But until the end of the live broadcast that night, Second Artillery did not wait for ten glasses of "beer", and could only spend the night in a chair in an Internet cafe.
An anchor who is waiting for "apprenticeship" to increase fans
At two o'clock in the morning, in front of Xinxuan's live broadcast base, Wang Laoliu sat in a tent that he secretly set up, chatting with more than a thousand fans in the live broadcast room about his progress in "apprenticeship to Simba".
Wang Laoliu has been "stationed" here for more than 20 days.
He clearly remembered that he started from his hometown in Shanxi, walked through Henan, Hubei, and Hunan on foot, and finally arrived at the Xinxuan Live Broadcasting Base in Guangzhou at 8:18 pm on December 2, 2021-he deliberately chose this time to arrive, Because "818" is the code name of Simba, who he is going to apprentice to.
In fact, Wang Laoliu has not been in touch with live broadcasts for a long time.
Previously, as an actor in celebrations, his daily income mainly depended on a few acrobatics he taught himself in the country wedding banquet performance, but performance invitations were not often available.
After contacting the outdoor live broadcast, he quickly accumulated more than 300,000 fans by virtue of his simple interaction with the villagers, and has a relatively stable source of income, "A little anchor like me is actually a clown, and the audience sees me as pitiful. It's not easy, give me a gift to support it."
The 300 million daily active users of the live broadcast platform gave him the hope of "can fire".
In order to increase his followers faster, Wang Laoliu took inspiration from the unique "family system" of the live broadcast platform and made a decision: to take the lead anchor Simba as his teacher.
So, in March 2021, after settling down his wife and children, Wang Laoliu went to Guangzhou on foot with a thousand yuan, a bicycle and a sleeping tent.
In his vision, starting from Shanxi, starting from Shanxi and starting to live on foot, and arriving at the Xinxuan live broadcast base, the popularity of the live broadcast room should increase from the current one or two thousand to one or two thousand.
But after leaving Shanxi, his popularity in the live broadcast room plummeted, and sometimes he only received five yuan as a reward after a whole day of live broadcast.
In order to make more money, Wang Laoliu and other anchors gave rewards to PK.
In PK, the other party earned hundreds of dollars, and he only earned a dozen yuan.
As punishment for the failure of the PK, he drank six bottles of mineral water in a row and smeared mud on his face, "It's a torture."
Despite the uninterrupted live broadcast and filming along the way, when he arrived at Xinxuan's live broadcast base, Wang Laoliu's popularity in the live broadcast room did not increase significantly, nor did he "move President Xin" as he expected.
In front of the splendid building of the live broadcast base, Wang Laoliu sighed: "The rank of others is too high, and there is no need for an anchor like us."
Wang Laoliu "stationed" in front of the Xinxuan live broadcast base and continued to live broadcast.
As for becoming a popular anchor, he still holds a glimmer of hope: "If I start live broadcasts every day, even if I only earn 50 yuan, it will be an income. Maybe someday it will become popular?"
An anchor who "guerrilla" brings goods around
On a live broadcast platform, Zhang Xin used a name and avatar very similar to Simba.
Occasionally, new fans from unknown sources come in and ask questions: "Is this Simba's account? Why are there so few people?"
Most of the dozens of small anchors gathered in front of the Xinxuan live broadcast base used the same "routines" as Zhang Xin: some of them were called "Xin Youzhi Simba & 818", and some were called "Xin Youzhi Simba 818 Zaizai".
On the personal homepages of these anchors, you can see the figure of Simba photographed from the crack of the door, as well as well-known Internet celebrities such as Erchen and Sanda Brother photographed at other live broadcast events, but the anchors themselves never show their faces. .
These little anchors "guerrilla" everywhere, using the live broadcasts of well-known Internet celebrities as "battlefields", hoping to get a share of the pie at the moment when these traffic gather.
Zhang Xin clearly knows that he does not have the charm to attract fans, and choosing to shoot Internet celebrities is the easiest way to increase fans.
Since two years ago, he has participated in at least three online celebrity live broadcasts almost every month.
On December 20, 2021, he left the Xinxuan live broadcast base and rushed to the live broadcast event of "Taiyuan Laoge" with 16 million fans. His account name was also changed to "Taiyuan Laoge No. 20 Ultimate Battle". .
On the same day, he filmed a video of Taiyuan Lao Ge having a meal after the broadcast, which received 3,183 likes.
And Wang Laoliu, who has a similar number of fans as him, only got 1649 likes at most for a single video.
After gaining enough fans through the "Internet celebrity effect", these guerrilla anchors will set the cover image of the live broadcast as the big Internet celebrity who appeared at the event that day, attracting curious netizens to click into their live broadcast room for shopping.
Because they do not show their faces in the live broadcast, most of the "guerrilla-type" anchors have only more than 100 people in the live broadcast room.
They can only sell more goods by lowering the unit price of the goods and prolonging the selling time. When there is less, they can only "earn a hundred or ten yuan" a day, and when there is more, they can "earn several hundred".
In the hotel lobby where Lao Ge held a live broadcast in Taiyuan, the anchor Fang Hong kept repeating in his live broadcast room, "Buy is what you earn", "Hurry up and shoot quickly", and sell 9.9 yuan to 110 fans in the live broadcast room. The "Queen Scepter Lipstick" and a hair dryer for $29.90.
She streamed more than eight hours that day.
When the live broadcast ended at one o'clock in the morning, her voice was hoarse.
A fan asked in the live broadcast room, "Are you tired from broadcasting for so long?" Fang Hong replied: "Of course I'm tired, but I have to pay, so that I can increase my fans."
How to brake the carnival of traffic?
"I hope they don't come, but it's not easy to say anything." Trapped in the tireless "siege" of "parasitic anchors", Simba once expressed his helplessness.
He understands the difficulties of these "parasitic anchors", and once asked the staff to bring them water and food.
Instead, this has become a kind of "acquiescence", encouraging more small anchors to come to the live broadcast base to gain popularity - some people shouted during the live broadcast, some people broadcast live all night, and it also caused the surrounding residents to be disturbed.
The residence of grassroots star "Brother Coat" Zhu Zhiwen in the countryside of Heze, Shandong was once surrounded by hot anchors.
A single-lens reflex camera with a telephoto function was placed on the fence of the yard, and a gap was squeezed open in the originally closed courtyard door, revealing three or four mobile phone cameras.
Zhu Zhiwen said that if he wanted to keep others from knowing when he went home, he had to first see if there were any aerial cameras in the sky.
In Linyi, Shandong, which is only 300 kilometers away from Heze, Shandong, after the "ramen brother" who "3 yuan ramen will not increase in price for 15 years" became popular on the Internet, hundreds of small anchors outside his house blocked the live broadcast every day.
Some people "sold their bodies to bury their fathers" and "put on filial piety", and some people danced earthy dances with high decibel volume.
The ramen brother who wanted to stand normally was surrounded by the camera and was at a loss.
It is worth mentioning that behind the chaotic online carnival, the relevant supervision is also filling in time.
As early as 2016, the "Regulations on the Administration of Internet Live Streaming Services" issued by the Cyberspace Administration of China clearly stated that live broadcasts shall not be used to engage in activities that infringe upon the legitimate rights and interests of others.
The "Network Security Law of the People's Republic of China" also stipulates that network operators should strengthen the management of information released by their users, and if they discover information that is prohibited by laws and administrative regulations from being released or transmitted, they should immediately stop transmitting the information and take disposal measures such as elimination. , prevent the spread of information, keep relevant records, and report to the relevant competent authorities.
Offline, in order to prevent anchors from chasing traffic and disrupting public order, Guangzhou City Management has strengthened the security management in front of Xinxuan’s live broadcast base.
Online, Kuaishou and other mainstream live broadcast platforms have carried out relevant governance work in response to rubbing behaviors that break through the boundaries of others.
In an interview with a reporter from the Yangcheng Evening News, the relevant person in charge of the Kuaishou platform said that from June 2021 to the present, Kuaishou will punish live broadcast rooms and accounts that obstruct, disrupt public order, and violate other people’s privacy in outdoor live broadcasts, depending on the degree of violation. A total of 2,199 illegal live broadcasts were dealt with, and 26,482 illegal accounts were banned.
However, for parasitic anchors, the regulation and rectification of the government and live broadcast platforms has only made their behavior somewhat restrained.
As long as the traffic vane still exists, they will not give up the chase: Zhang Xin is rushing to the next online celebrity event and continues to film every move of the Internet celebrities; Wang Laoliu is still squatting in front of the Xinxuan live broadcast base, in order to avoid the urban management. Changed the live broadcast time from daytime to night; Second Artillery posted a video saying that he was going to "go out" to become the next Internet celebrity.