China News Service Client Beijing, May 20 (Yuan Xiuyue) If 2019 is the first year of live streaming, then 2020 will probably be called the first year of live streaming.
Recently, many stars, including Wang Han, Liu Tao, Chen He, and Ye Xuan, have opened their own live broadcast rooms one after another, and the total value of one transaction has exceeded 100 million yuan.
Under the tutelage, the stars are ushering in new opportunities, but at the same time, the threshold for live streaming is also increasing, and making money seems not as simple as imagined.
Video screenshot: Liu Tao in the live broadcast
Stars have tested the live broadcast and brought goods with a sales of over 100 million
On May 8, Wang Bingnan, vice minister of the Ministry of Commerce, introduced that during the "May Day" period, online consumption increased substantially, and the nationwide online retail sales of physical goods increased by 36.3% year-on-year. Among them, live streaming has become a new hotspot, and the number of e-commerce live broadcast sessions and the number of live broadcast products have increased by 1 times and 4.7 times year-on-year respectively.
Live streaming has become a "new outlet", and stars have also become an earlier group of people standing on the outlet. Since last year, many hosts such as Li Xiang, Wang Zulan, Li Jing, Liu Yan, Lin Yilun, Ye Yiqian and others have begun to test live streaming and bring goods.
Video screenshot: Li Xiang in the live broadcast
Since this year, there have been more and more stars in the live broadcast rooms of Li Jiaqi and Wei Ya, such as Liu Tao, Song Qian, Wu Yifan, Lu Han, Liu Shishi, Yang Mi, Zheng Shuang, etc. Their every move in the live broadcast room can be triggered on the social platform Hot discussion.
Even the hottest variety shows "Ace to Ace", "Extreme Challenge" and "Longing for Life" have also opened a new model of live broadcast to help agriculture. With the help of stars, their sales reached 7.77 million yuan and 6.613 million yuan respectively. , 5.2 million yuan.
Video screenshot: "Extreme Challenge" helps farmers live
Some time ago, the "CCTV boys" collective live broadcast with Kang Hui, Sabenin, Zhu Guangquan, and Nilgati became a hot topic at the time.
Recently, many celebrities have joined the "war situation" of live streaming. One obvious change is that the number of head stars entering the game has increased. On May 14, Liu Tao changed his name to "Liu Yidao" and opened Taobao's first live show with goods. The total value of the four-hour transaction exceeded 148 million and the cumulative number of viewers was 21 million. It was broadcast live again on May 19, and the viewership exceeded 10 million.
Video screenshot: Liu Tao sells a house in a live broadcast
On May 16, Chen He and the host Zhu Zhen were carrying goods on Douyin. The total sales of the goods reached 82.693 million yuan, the cumulative number of viewers exceeded 50 million, and the single-field sound wave was 9.9016 million.
Video screenshot: Chen He and Zhu Zhen in the live broadcast
On May 17, Wang Han opened the live broadcast "Going to Better" on Taobao to help the development of domestic products, with more than 20 million views.
Video screenshot: Wang Han in the live broadcast
In addition, the live broadcasts included Ye Xuan, Zhu Dan, Xiao Lilin, Ji Jie, etc. Their live broadcast views ranged from 100,000 to 1.5 million. Although the viewing volume is not so high, their live broadcast is relatively fixed and the audience is relatively stable.
Video screenshot: Zhu Dan in the live broadcast
Why are celebrities keen on live streaming?
Why do so many celebrities start live streaming with goods? According to analysis by industry insiders, one is that people's views on Internet celebrities are changing. With the sharp increase in live broadcast traffic and influence, many people no longer think that the star's live broadcast is "self-reducing identity". The second is the downturn in the film and television industry, and celebrities need to use various means to alleviate the crisis. In addition, celebrities have their own traffic, and live streaming and delivery have also attracted more attention.
However, in addition to this, behind the live broadcast of stars, there are plans for the live layout of various platforms. For example, Liu Tao, she announced earlier that she had joined the Alibaba family as the "Official Preferred Officer of Jujue".
Weibo screenshot
In recent years, cities and rural areas below the third tier have been regarded as the last traffic dividends for the Internet industry, and Juzui is the main force of the Ali system in the sinking market. Inviting celebrities to carry goods live is also considered to be an important one-step strategy. Liu Tao is not only the anchor, but also the selection of products. In the live broadcast, she has always emphasized that what products the audience wants can leave a message for her, she will "help you bargain".
Wang Han ’s participation in live broadcasts is related to Alibaba ’s “Spring Thunder Plan”. On May 13, Alibaba ’s official declared Wang Han as the promotion ambassador of the “Spring Thunder Plan”. .
Weibo screenshot
In March this year, Taiyang Chuanhe Cultural Media Xuzhou Co., Ltd. completed a new round of financing delivery, accumulatively completed 180 million yuan of B round of financing, and the exclusive strategic investment was beaten by byte. As an artist of Taiyang Chuanhe, Chen He is carrying live goods on Douyin, and is also considered to be part of the strategic cooperation between the two parties.
Weibo screenshot
In addition, many celebrities have also cooperated with specialized e-commerce live broadcast companies. For example, Li Jing and Lin Yilun have joined Qianxun Culture. The company also has popular anchors such as Weiya and Zhang Mofan.
Behind the lively live goods
The star live broadcast seems to be very lively, but it is not so simple to do it. As more celebrities join the live streaming, the dividends brought by the star's identity will gradually decrease.
Some netizens have summarized that the reason why they like to watch live shopping is that first, the goods in the live room have discounts; second, the anchor can win the welfare of a brand for the audience; third, I like the atmosphere of the live room, and occasionally there are stars as guests Live broadcast as a variety show.
Video screenshot: Ji Jie and Jiang Yingrong in the live broadcast
In contrast, the advantages of live streaming with stars do not seem to be much. The top anchors with goods have accumulated mature consumer groups, but for newcomers, the positioning of the goods with the goods is not clear. The fans accumulated by the performing arts business cannot be fully converted into the traffic of the live broadcast room to realize the realization. Before, there have been live broadcasts of celebrities with hundreds of thousands of views, but the sales were not good.
When the live broadcast of celebrities has become the norm, the standard of the audience will also increase accordingly. The time when you can sell goods by brushing your face is over. The motivation for consumers to place an order also comes from the product itself, the professionalism of the anchor and the sales ability. Even Liu Tao, who has platform support behind him, had to come up with "eighteen martial arts" in live broadcasts.
Video screenshot: Hu Ke in the live broadcast
In addition, live streaming of stars is more likely to cause controversy. Previously, there have been many cases of star "live-over". The price is too high, quality problems, after-sales, etc., which not only affect product sales, but also may affect the audience's evaluation of their personal image and film and television works.
"There is specialization in the art industry". Instead of hurriedly "getting on the train" under the tuyere, it is better to think twice. If you have already "get on the train", remember to bring a responsibility when you bring the goods live. (Finish)