Swipe the gray output to watch the live video, the anchor optimizes the data to support the facade
The "business" behind the "myth" of live streaming
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The live broadcast brought goods to continue to stage the sales "myth". Internet celebrities, celebrities, and corporate bosses went to the live broadcast room successively. However, the "looks beautiful" live broadcast data is not necessarily a portrayal of the anchor's strength, it may also be that fake traffic is growing indiscriminately.
"Secondless" sales speed, soaring sales, and the "myth" of sales are being staged in the live broadcast room. Internet celebrities, celebrities, and corporate bosses have poured in... Live broadcasts have become the most active outlet.
On a crowded live-carrying track, data traffic is a key indicator of the anchor's popularity. However, the "looks beautiful" data is not necessarily a portrayal of the anchor's strength, it may also be that fake traffic is growing indiscriminately.
A reporter's investigation found that the repeated prohibition of paying bills "gray production" has long been on the live video platform. In this industry chain where data is falsified, fans, likes, popularity, comments, reposts, etc. can be “swapped” out. 10,000 views + 500 likes + 50 comments, as long as you purchase a package of 20 yuan achieve.
Looking for the anchor to bring goods but was brought into the "pit"
Speaking of his three outreach live broadcast experiences, Liu Yun (pseudonym) described it as "it came from a "water hole"".
Liu Yun is responsible for the operation of Douyin in a sports brand. In order to broaden the online sales channels of physical stores, the company decided to digest inventory through the way of anchors bringing goods. After the inspection, the company and several "big anchors" signed a commission share ratio.
What Liu Yun didn't expect was that at the end of May, the company's first live broadcast took over. The company found a regional celebrity anchor with 3 million followers, live broadcast for 4 hours, and sales of less than 2,000 yuan.
"The fan data must be moist, and it is estimated that it has been'optimized'." Liu Yun said that the anchor is affiliated with a company, and the number of works is not large, but the playback volume of a single work is more than 1 million. The strength of the whole company lies in "cultivation". Liu Yun admitted that the company mainly refers to fan traffic when choosing a co-host, but the authenticity of the data must also be verified by the purchasing power of the fans, and "stepping on the pit" is inevitable.
In June, the company made two outreach live broadcasts, and the number of fans of the two anchors was in the million level, and the delivery results were 170,000 yuan and 20,000 yuan respectively. Although sales have gone up, returns have also risen in a straight line. "One fan placed an order for 47 items, and only 5 items were returned." Liu Yun's tone showed helplessness, and many fans were impulsive consumers. "The more you buy, the more you return."
"Live streaming has indeed helped the company withdraw some funds quickly, but the profit margin is really not big." Liu Yun admitted that the anchor has already suppressed the price of the goods very low, and the cost of after-sales and return shipping has increased the cost. It's better to find an amateur to do a live broadcast.
"Flicking" the data fraud industry
Reporters searched on different platforms using the keywords "popularity", "popularity" and "swipe list". A large number of social groups and companies that provided video live platform data services popped up, and the "gray production" of data is growing wildly.
Fans, shares, likes, comments, broadcast volume, live broadcast popularity, barrage... These live broadcast platforms measure the popularity of the data indicators can be converted into the corresponding paid products "brush" out, and some merchants also provide package "package price" .
"Traffic data is a ticket for anchors to enter the pool of merchants, and it is also a bargaining chip." An anchor who asked not to be named revealed to reporters that many anchors will adopt a "true and false parallel" strategy to attract original content A batch of "real powder", and then buy some "fake powder" to support the facade.
The reporter randomly joined a live broadcast QQ group, all kinds of information brushing data constantly dominate the screen. Clicking on a link to "self-service ordering platform", the reporter saw that buying 1,000 likes in the live room is only 1.96 yuan, buying 10 shares in the live room is only 1.62 yuan, and brushing 20 bullets in the live room requires 3.33. yuan.
The salesman in the group introduced to reporters that following, like, and forwarding these functions can be done through a computer program, but comments require more part-time staff, so the charges will be relatively high.
Subsequently, the reporter called a company whose address is in Ganzhou, Jiangxi. A person in charge said that after paying the 1980 yuan annual service fee, all data "optimization" services can be discounted by 50%. In the price list given by him, "dead fan" with no user avatar is 0.1 yuan/piece, "live fan" is 0.25 yuan/piece, and brushing is 0.00035 yuan/time...
During the interview, several short video users confirmed to reporters that they had followed some unfamiliar accounts without knowing it, "it is likely to be sold as a "live fan"".
Why is the traffic business repeatedly prohibited?
"This is the same as the early e-commerce to brush orders and praise, but the application scenario has changed." Du Junlong, an industry insider who switched from social e-commerce to live streaming, said that data fraud in the e-commerce field has a long history. The taste is getting heavier.
According to Liu Junhai, a professor at Renmin University of China, such a "business" does not conform to the principle of fair competition, and will result in bad currencies being expelled from good ones. For consumers, it not only damages consumers' right to know and fair trade, but also restricts consumers' right to choose.
Zhao Zhan, deputy director of Beijing Zhilin Law Firm, said that although anti-unfair competition laws and e-commerce laws clearly prohibit data fraud such as brushing bills, the "swipe data" behavior is hidden, and it is often difficult for market regulatory authorities to be timely and proactive. Find. Whether the live broadcast platform can be discovered and stopped in time depends on the platform's technology and management capabilities, and the platform's willingness to actively combat data fraud. After all, the platform is also a beneficiary of the "data bubble" to a certain extent.
A few days ago, the China Business Federation stated that it will be led by the China Shopping Federation's Media Shopping Professional Committee to draft and formulate national standards such as "Basic Specifications for Video Live Shopping Operations and Services" and "Guidelines for Evaluating the Online Shopping Credit Service System." All sectors look forward to this move, which will allow "live streaming" to follow the rules.
Zhao Occupation analysis said that as a recommended national standard, although it is not mandatory, it will have a guiding role in improving the "game rules" in the field of live broadcast and delivery, and helping the new format to improve quality and efficiency.
Liu Junhai suggested that when formulating industry self-regulation standards, "open the door and set the standard", in particular, publicly solicit consumers' suggestions, and increase the credibility of the entire industry through industry self-pressurization, thereby boosting consumer confidence in consumption.
Wang Weiyan