The star industry chain is being generated
Zheng Shuang started his live broadcast.
Recently, "Tiantian Brothers" made "Happy Base Camp" a special program to "live broadcast goods" for agricultural products in poverty-stricken areas in Hunan. From the star recruitment platform, to the entry of film and television brokerage companies, bringing goods into variety shows, star bringing goods is forming an increasingly perfect industrial chain.
Yangtze Evening News/Ziniu News reporter Zhang Nan
Online self-help turned on
Stars become part of the live broadcast industry chain
The epidemic completely changed the sales model of the e-commerce platform. The offline market is blocked, many shopping malls, enterprises, agricultural and sideline products are unsalable, and online self-help, not only stars, screen anchors, business people, etc. have embarked on the live broadcast road. When the head anchors such as Li Jiaqi and Wei Ya made a lot of money, the star's attitude towards the live broadcast also changed dramatically. Overnight, celebrities from all walks of life poured into the live broadcast room.
If we say that the main channels of star exposure in the past were film and television works and variety shows, now short videos and live broadcasts provide a new stage for artists. The seller needs traffic to attract consumption, and the stars need channels to maintain exposure. It is natural for the stars to flood into the live broadcast room naturally.
During the "6.18" period, 300 celebrities enter
Liu Tao Zheng Shuang onboarding platform
The total size of China's live broadcast e-commerce industry in 2019 is 433.8 billion yuan. It is expected that the domestic live broadcast e-commerce industry will reach 961 billion yuan in 2020. The star is pouring into the live broadcast industry, and the e-commerce capital behind it is approaching billions. Enter the incremental market.
A few days ago, Tmall announced that 300 stars including Wu Yifan, Zhu Yilong, Hua Chenyu, Luhan, and Dili Reba had all appeared during the "18.18" event, and at least 10 stars will be broadcast on Taobao every day. JD.com also said that it will bring live broadcast to the core of its strategy this year, and invited more than 100 stars as "star anchors".
The celebrities, anchors, and brands are linked together, and video platforms, film and television companies, and MCN agencies are also actively deploying. Stars bring goods is forming an increasingly perfect industrial chain. Previously, Liu Tao joined Aliju as the official preferred officer. The news shows that the annual salary is 1.5 million +, and the goods will be broadcast live on Taobao for the first time five days later. After Jay Chou, actor Zheng Shuang also joined the quick hands recently as the "Innovation Lab Star Partner" to start the live broadcast. Wang Han entered the field of live broadcasting with the first domestic live variety show "Starting for the Better", and earned 156 million sales for the first time.
"Bring goods" to make variety show
Live broadcast of film and television company
On the other hand, the headline celebrity live broadcast came out of the live broadcast room to bring goods. According to incomplete statistics, Wei Ya, Li Jiaqi and other headband anchors have participated in at least more than 20 programs and party recordings in the past year, and their exposure is comparable to that of top-tier star artists. And for the live show to bring variety, such programs will also get together on the line. Tmall & Youku "Explosion is Coming 2" is being broadcast. Jiangsu Satellite TV "I am the Cargo Officer" is about to be recorded. Zhejiang Satellite TV recently announced that it will be a new generation of anchor live-action reality show "City of Live Broadcasting". It is reported that iQiyi's new program "I am the Cargo Officer" and Tencent's high-energy commercial reality show "Code K Project" must be cut from the perspective of e-commerce live broadcast.
In addition, since the beginning of this year, at least five film and television companies have deployed live broadcasts.