The top streamer fades out, and the assistant goes to the front of the stage
Opening new accounts, switching to store broadcasts, poaching people with high salaries... In the second half of the live broadcast, the competition became more and more fierce
Our reporter Zhang Yunshan Zhu Yao
Capital has the most sensitive sense of smell.
Since last year, the stories of live broadcast e-commerce are no longer popular in the capital market. The stock prices of e-commerce companies that were once in the limelight have also undergone significant adjustments, and the live broadcast industry has also undergone some changes.
After some top anchors faded out of people's attention due to tax evasion and other issues, where did the traffic in these live broadcast rooms go?
A reporter from Qian Bao found that many broadcast assistant groups who were busy behind the scenes ran to the front desk to bring goods, and MCN agencies gave up the original live broadcast of Internet celebrities and began to focus on "store broadcast".
Can they meet consumer demand and grab the remaining traffic?
Perhaps, either way, it shows that merchants want to take a place in the market as soon as possible in the "second half of live broadcast".
Auxiliary broadcaster becomes an anchor
"Old Face" opens a new number to bring goods
The hour hand is about to point to zero, and a new live broadcast team ushered in a new record for the number of views in a single game - 10 million.
59 babies were launched, and the number of live viewings was 10.735 million. The live broadcast team called "Bee Surprise Club" jumped from the number of views of the first game of 1.141 million to the number of views of a single game that exceeded 10 million, and ranked among the top 3 live broadcasts on Taobao. It only took 5 days before and after.
Senior netizens found that among the 6 anchors broadcast under the "Bee Surprise Club" account, Haohao, Kaizi, and Facai used to be assistant broadcasters in the live broadcast room of a well-known anchor, while Xiaohan and Duoduo appeared many times as models.
On February 15th, another anchor's former assistant, Guangguang, also opened his own team live broadcast account "Guangguang is Coming". After two days, the number of fans has exceeded 200,000, and the number of viewers in a single game has exceeded 1.83 million. .
The negative impression of the outside world on tax evasion and evasion has not been completely diluted, and those who appear on the scene and help broadcasters appear to be more cautious.
For example, the Bee Surprise Club only emphasizes that it is "a small team of six of us working hard to start a business."
According to media reports, before February 14, neither the official WeChat account nor the official Weibo account of the "Bee Surprise Club" had brought the agency certification.
On February 15, the supplementary certification was Hangzhou Baifeng Culture Media Co., Ltd.
According to Tianyancha data, the company was established in August 2021. From the perspective of equity structure, it is not directly related to Qianxun Company.
During the interview, Qian Bao reporter learned that although neither side has made a clear statement on this, some netizens found that in Wei Ya's old fan group and private circle of friends, they saw the staff of Qianxun doing related work for the Bee Surprise Club. recommendation and investment promotion.
"It can be seen that the relationship is close." Some netizens said bluntly.
In-store broadcast becomes the new wind vane
There is MCN agency emergency steering
Before the Spring Festival this year, Lao Li, who had been a live broadcaster for more than 3 years in a live broadcast base in Chengdong, Hangzhou, decided to change his career as a store broadcaster.
Internet celebrity anchors and store broadcasters are two branches of the live broadcast track. In short, Internet celebrities mainly rely on rewards and income from bringing goods, and store broadcasters mainly rely on promotion fees given by stores.
If the multi-category talent live broadcast room carries the ambition of merchants to gain new attention and sprint sales, then the store broadcast is the base for their intensive cultivation.
According to Alibaba's 2021 Investor Day, in the year ending September 30, 2021, merchants' self-broadcasting GMV accounted for about 60% of Taobao's overall GMV.
According to the company's data, there are currently 16,000 live broadcast e-commerce-related companies in my country, and the number of registrations rose by 103.4% last year.
From the blue sea to the red sea, only overnight.
In the meantime, Lao Li's team has experienced various things such as partners working alone, advertising agencies running away, anchors breaking contracts, etc. The only business that the company has grown is store broadcasting.
"The profit of Internet celebrities is of course high, but it is not so easy to do now, and various expenses are rising." After the Spring Festival, Lao Li's new company officially set sail, and 15 new and old employees together, the main store broadcast.
From 3:00 pm to 12:00 pm every day, it is the golden period of store broadcasting, and after the early morning, the broadcast goes home.
During the big promotion, the team works overtime, and Lao Li feels that the pace is a little slower than before.
He said: "Now there are more than 20 customers in hand, including Tmall, JD.com, and Douyin. Try to support the team first."
For the future, Lao Li also feels that the competition is very fierce. In the live broadcast park where he is located, there are at least twenty or thirty broadcast agencies, and almost every floor will post a sign of venue transfer and rental from time to time, which means that some colleagues turn around and leave again. .
Salary is generally higher than that of big factories
The competition in the live broadcast industry is becoming more and more fierce
"I just changed to a new company, and the coordinates are Binjiang. Come and sit when you have time." "From Xiasha to the west of the city, a new journey has begun." The biggest change in positions in the reporter's circle of friends is the live broadcast circle.
Kai Kai worked for a local life company before, and the year before last, he joined a large factory in Hangzhou as a public relations officer.
In August last year, I suddenly joined a waist MCN agency to manage the live broadcast team.
"I can't talk about love. In fact, it is purely about giving enough money and a 50% salary increase. Who wouldn't be tempted?" Kaikai said that in this MCN organization, after three years of employment, they can be considered veterans. After 95, full of youth and vitality.
In Hangzhou, the industry where the salary can be compared with a few big factories is probably only live broadcast.
"In the past few years, anchors could be recruited with an hourly salary of 80-100 yuan. Now, without an hourly salary of 250 yuan, you can hardly find a good anchor." Kaikai said that according to the live broadcast time of 5-8 hours a day, one anchor day The salary is only one or two thousand yuan. One of her assistants, who had just worked for a year, resigned a year ago, and now works for another company in the same industry that is less than 800 meters away from the company, and the salary is doubled.
In Hangzhou, the capital of e-commerce, live broadcasting is a fully competitive industry, and it is not difficult for practitioners to change jobs.
It was previously reported that the head of the live broadcast studio with monthly sales of 700,000 received a guaranteed minimum salary of 50,000, the novice operator had a basic salary of 20,000 + high commission, and the basic monthly salary of the anchor was more than 30,000.
"The reality is basically like this, and it's even worse." Pan Ge, the head of an MCN agency in Chengdong, said that the popularity of the live broadcast industry in the past few years has attracted a lot of funds from manufacturing, coal and even decoration bosses, and many new The institutions that come in all offer high salaries to poach people, making the salaries of the entire industry rise.
Old fans quit squatting in the live broadcast room at 8 o'clock in the evening
But I can't quit the goods brought by the anchor
Less than 3 months after the first-tier anchors stopped broadcasting, the appearance of "Bee Surprise Club" and "Light is Coming" is both sudden and reasonable.
Judging from the broadcast in the past few days, some netizens bluntly said that they still feel a little immature and the payment speed is too slow; some netizens expressed their acceptance. Although the anchors have been changed, the team is still the original formula.
Some netizens complained about "can't get it", and in the first live broadcast room of "The Light is Coming", probably because of the first broadcast and drainage, the products were mostly based on welfare spikes. Most are 9.9 yuan.
Ms. Wang, born in the 1980s, lives in Gongshu District, and her family’s living needs basically come from live broadcast rooms and online shopping.
In three months, Ms. Wang slowly gave up the habit of squatting in the live broadcast room at 8 o'clock.
After coaxing the baby to sleep, Ms. Wang will occasionally swipe the live broadcast room and place orders sporadically.
Facing some familiar "newcomers" anchors, Ms. Wang only placed an order for household rolls, citing that "it just happened to run out and needs to be replenished".
Regarding the anchor and the live broadcast room, Ms. Wang emphasized that she does not have a strong fan filter, "The main thing is that the things on the shelves are reliable, affordable, and can be used in life."
Hangzhou girl Xiaofan is a frequent visitor to the live broadcast room, because she feels that she has no time to search for goods among thousands of products.
"Someone does the first selection check, it's not bad, but it's very important who this person is." Xiaofan has always identified one or two anchors, and has also figured out the relationship between the anchor and the MCN organization, "The main thing is to look behind the scenes. supply chain resources." After the "psychological buffer period", Xiaofan continued to maintain the habit of shopping in the live broadcast room.
"The core strength of the top anchors lies in their trust, and the consumption circles of different anchors are not consistent. It is still unknown whether the new anchors who are the later ones can revitalize their traffic." According to industry insiders, in December last year, Li Jiaqi The live broadcast room opened all the way, but at present, the trend is stable. Only on January 10 this year, the snack special session of the New Year's Day has exceeded 60 million views, and the usual attention has not changed greatly. "It is not as many people expected. In that way, all the traffic goes to the head anchors, but the mid-waist anchors have not found a very powerful breaking point, and everyone is still in a state of fierce competition."