Chinanews client, Beijing, July 19th (Reporter Yuan Xiuyue) Li Xueqin said: "The end of the universe is Tieling." Wei Ya said: "The star's destination is live broadcast."
These two sentences are hot stalks on the Internet, but because there are so many people who bring goods through live broadcast, some people have created a new sentence "The end of the universe is live broadcast goods."
In addition to filming and recording variety shows, celebrities have begun to "live with goods".
However, in this industry where there is no shortage of traffic, the status of celebrities is no longer entirely a halo, and will even be ridiculed by the group.
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Is Li Jinming's live broadcast of the 6 million subsidy a routine?
Recently, Li Jinming, a popular actor who starred in "Love Apartment", caused controversy due to live broadcast of the goods, and was on the hot search.
In her live broadcast room, a certain luxury purse with an original price of more than 6,000 was only sold for 399. Originally only one piece was limited. Unexpectedly, the backstage operation went wrong and sold more than 900 orders.
During the live broadcast, Li Jinming said that there is no need to return the goods, and she herself subsidizes more than 6 million, as a welfare for fans.
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In one sentence, it will soon be on the hot search.
However, many netizens believe that this is just a rhetoric of the anchor, "who is willing to make a loss-making business".
Some people also mentioned that Zhang Yuqi's subsidy controversy in the Kuaishou live broadcast room last year.
At that time, when Zhang Yuqi and the anchor were selling the iPhone 11, they reduced the original price of the 4299 mobile phone to 3899, and said readily that they would make up for the difference.
More than two months later, the anchor complained in the live broadcast room, saying that he would make up for the price difference for the fans. Zhang Yuqi did not pay the money, and made up 12 million at her own expense.
This caused fans on both sides to fight.
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Subsequently, the platform made a statement saying that the total subsidy generated by the two parties’ live broadcast rooms does not exceed 6 million. Users who place an order from the host’s live broadcast room are subsidized by the host, and users who place an order from Zhang Yuqi’s live broadcast room are subsidized by the platform. Zhang Yuqi did not know about this. .
Zhang Yuqi's studio also stated that Zhang Yuqi completed the live broadcast work in accordance with the commodity prices and plans provided by Kuaishoufang.
The details of the specific subsidy allocation were not informed by Kuaishou and the anchor before and after the live event.
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During a rant, some netizens found that the price on the poster before the mobile phone went on sale was 3X99. The so-called making up the difference is more like a marketing tool, and the claim of making up 12 million is even more exaggerated.
Price-cutting, subsidies, selling at a loss, hunger marketing, and fan welfare are all regarded as the usual e-commerce live streaming sales.
Going back to Li Jinming's controversy about bringing goods, some netizens recently reported that the pockets he snapped up could not be shipped due to insufficient inventory.
The old artist encountered Waterloo in the live broadcast?
As an actor, Li Jinming also bears another heavy question. Why don't good actors do live broadcasts and sell goods?
There are many such voices.
In 2020, the live broadcast of celebrities will usher in an explosion, with Li Xiang, Li Jing, Liu Yan, Lin Yilun, Ye Yiqian and many other hosts taking the lead in testing the water.
Liu Shishi, Yang Mi, Song Qian, Lu Han and others rushed to be guests in the live broadcast room of Internet celebrities.
After that, the number of top stars entering the game began to increase, such as Liu Tao, Wang Han, Chen He and so on.
This year, many older generation artists have also joined.
But after frequent rollovers, netizens are no longer so tolerant towards celebrity live broadcasts, and even more strict than ordinary anchors.
In April of this year, the old artist Pan Changjiang got into controversy over the live broadcast of goods, and even produced a popular phrase "Panga's acquaintance".
"Pan" refers to Pan Changjiang, and "Ga" refers to the actor Xie Mengwei who played Gazi in "Little Soldier Zhang Ga".
Last year, Xie Mengwei helped e-commerce sellers sell goods on live broadcast platforms, and encountered black-hearted merchants. Netizens expressed dissatisfaction with fake and defective products purchased from him.
Afterwards, Xie Mengwei apologized in the live broadcast room and said that he would bear the corresponding responsibility.
In a live broadcast of Lianmai, Pan Changjiang advised Xie Mengwei: "Everything on the Internet is virtual, you can't hold your child...Because the water here is deep, you don't have so much energy and you don't have so much experience... "
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These words can be said to be polite.
However, not long after these remarks, Pan Changjiang himself began to live broadcast the goods.
The inconsistent approach was immediately ridiculed by netizens.
In the live studio, the face of the old artist is not so good.
Some time ago, Zhang Chenguang, an old drama bone, brought the goods in the live broadcast room, and was also questioned by netizens: "Why don't you make a good film and learn to bring the goods with Internet celebrities?" Some people said that he was "not guaranteed in the evening."
Zhang Chenguang burst into tears in the live broadcast room, saying that he was very sad when he heard this sentence, "I have been working hard and conscientiously in the acting career for more than 30 years. Only one can show it."
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In addition, Liu Xiaoqing, Zeng Zhiwei, Zhang Jizhong, Niu Li, Yan Xuejing, Jin Qiaoqiao, etc. also appeared in the live broadcast room.
Recently, Leehom Wang was still shaving in the live broadcast room to sell music courses, and the number of viewers exceeded 10 million.
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However, many people are not able to complete the conversion of identities well and adapt to fast-paced and high-intensity live broadcasts.
In the live broadcast room, it is also difficult for celebrities to be as familiar with the product and live broadcast process as professional anchors.
When Zhang Jizhong and his wife are carrying goods live, most of the time it is his wife who introduces and displays the products, and Zhang Jizhong helps him out from time to time.
Many celebrities also mostly only take on the role of chatting and propaganda with netizens.
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Is there an "original sin" in celebrity live streaming?
Live delivery requires stable live frequency, good after-sales service, and reliable selection of products, but some star live broadcast rooms cannot provide a good guarantee for this.
Last year on Double 11, the China Consumers Association issued a report stating that celebrities’ live broadcasts were suspected of fraudulent orders and water injection of sales data.
According to the "Questionnaire Survey on Live Broadcasting Consumption" issued by the Beijing Consumers Association and Hebei Consumer Rights Protection Commission, 29.52% of people have the overall impression of online celebrity celebrity live broadcasts: Poor”, and 23.20% of people think that the live broadcast of Internet celebrities is “not much different from the general live broadcast”.
This shows that the current consumer experience and overall impression of online celebrities with live broadcasts are not good.
The celebrity's live broadcast with goods overturned not only affects product sales, but may also affect the audience's evaluation of their personal image and film and television works.
The industry's attitude towards star live broadcasts also tends to be rational.
Since the beginning of this year, some stars have retreated from the live broadcast rooms, while the frequency of some live broadcasts has gradually decreased.
During this year's "618" period, the star lineup with live broadcasts also shrank significantly compared to last year.
2020 "618" star live broadcast lineup
There are also many celebrities insisting that professional and distinctive celebrity live broadcasts have become a trend.
According to a list released by Taobao Live, Lin Yilun, Zuo Yan, Ji Jie, Hu Ke, Ye Yiqian, Li Jing, and Da Zuo are all in the forefront of this year's 618 star live broadcast.
On the Douyin platform, stars such as Zhu Zixiao, Zhang Ting, Hu Haiquan, Qi Wei and other stars have also achieved better results in live delivery.
The celebrity's change of identity means a new track.
But for viewers who like their work, this seems a bit unacceptable.
Some netizens commented that when they saw their favorite celebrities carrying goods, the filter was broken.
There are also people who say that there is no moral kidnapping of celebrity live broadcasts, and there is nothing wrong with making money, but for selling fake or defective products, don't blame the audience for "cutting leek".
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