Are you really the anchor's "family"?
Our reporter Zhang Qiang Our intern Liu Zhenxuan
"Workers Daily" (August 09, 2022 Edition 04)
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It has gradually become a way of life for consumers to buy goods in live webcasts.
For the sake of profit, some anchors played the emotional card, using words and deduction routines to make fans place orders, and many consumers spent a lot of money for this.
Some experts pointed out that the chaos of live streaming with goods needs to be rectified urgently.
At the same time, consumers should also place orders rationally.
In a live broadcast room with millions of fans in Kuaishou, the reporter saw such a "passionate scene"-accompanied by dynamic music and psychedelic lights, the anchor shouted to the audience affectionately: "Family, everyone in this selection team. They all stop me from listing. Every time I sell more, we lose more money, but it is our long-cherished wish to give benefits to fans and families. Come on, follow the link!”
In the online world, there are many people who fall into the "emotional trap" because of their trust in the anchor and "place an order with passion". In this case, the products purchased are not only not necessarily what they really need, but also the products have quality and after-sales problems. Also common.
"Family" caught in an emotional whirlpool
Lao Li, a 46-year-old company employee, sometimes watches the live broadcast of an anchor with 7 million fans on Douyin at night. The most online viewers in her live broadcast room are close to one million people.
According to Lao Li, the anchor's live broadcast is very rich in content. Watching her play PK with others makes her blood surging, and she keeps giving her praise.
"One night when I was playing PK with a female anchor, I placed an order for tea in her live broadcast room. She said that it was a fight for the dignity of herself and her family in the live broadcast room. She asked us not to buy gifts, just support E-commerce products will be just fine.” Lao Li said that he was very excited at the time and felt that she was too difficult, so he must support her, the price of tea is not expensive, but after receiving the tea, he found that it was all tea stems. Can't drink.
When the reporter opened Lao Li's Douyin purchase record and wanted to check the user feedback of the product, the product page showed that it had expired.
"Actually, there are many such cases. Many people in our fan group will report quality problems in the group after receiving the goods, but no one cares about us at all, so I will never watch her live broadcast again." Lao Li said.
Since fans like to watch anchors PK with each other, in order to maintain traffic data and live broadcast benefits, some anchors will choose to "play scripts" to create topics and bring goods, birthdays, engagements, and even a sentence or a piece of clothing will become their hype gimmick.
In addition to the "family-style" emotional marketing of PK anchors, the reporter also found that most of the live broadcast rooms with goods will use music, words, and assistant broadcasters to incite emotions.
Some anchors will tell the audience that this is a unique "mechanism" and that there is not much stock left, so they must place an order immediately, thereby creating a psychological "sense of crisis" for the audience.
"The 'mechanism' given to some anchors by big brands does not refer to a specific anchor. The 'mechanism' for all anchors is the same. Consumers must be able to identify the anchor's words and not be led by the nose." business practitioners said.
When watching the live broadcast, the reporter found that when some anchors are selling products, after all the products have been explained in a cycle, the previously sold out products will appear in the shopping cart again, and at this time, the blogger will tell the fans again that this is the last inventory. , be sure to place an order immediately.
After this process is repeated several times, the product is either sold out or will continue to be sold in the form of pre-sale.
The above-mentioned industry insiders said that because the duration of live broadcast with goods is often several hours and the content is relatively simple, most consumers will exit the live broadcast room after buying it, and will not watch it for a long time.
This has kept many consumers in the dark, and it is difficult to discover the routine.
Don't let bad money drive out good money
Yang Siyu, an anchor with 100,000 followers on Douyin, is also an entrepreneur who runs a skincare company and brand. Fans call him "Xiaocao".
"Take the beauty live broadcast as an example, after we send the products to the anchors, the responsible anchors will communicate with us about various details such as usage experience, product formula mechanism, product packaging materials, etc., and the live broadcast room will only be sent to the live broadcast room after a series of assessments. We will continue to follow up. It is necessary to communicate customer feedback with anchors and adjust their own products and cooperation plans. However, some anchors will skip these links and directly choose some OEM products with their own traffic and high commissions.” Yang Siyu said.
The essence of live streaming is still a form of shopping, and its traffic logic should be a two-way consideration of "high-quality anchors + high-quality products", and it should not be a dramatic emotional mobilization, from the anchor's selection to the user's order. All should adhere to the rationality of shopping around.
"I hope that the live broadcast platform can support more high-quality e-commerce experts in the future, and more people in the industry can dare to speak up, and don't let bad money drive out good money." Yang Siyu said that in order to quickly realize the realization of the account, many anchors will be able to make an account. Embark on a shortcut to "Realman Design" and use emotion to "harvest" fans.
Those anchors who insist on doing content output will not attract traffic due to strict selection of products, and the live broadcast data is often bleak.
In addition, in order to meet the commission requirements of the anchors, some brands will continue to reduce the cost of their own product development and increase the marketing cost, which will lead to the decline of the quality of the products that consumers get.
Strengthen supervision and correct guidance
"At that time, you didn't have a headache or neck pain, and you didn't toss and turn in the night of insomnia. At that time, your parents were still healthy, they were young, safe and happy, and your grandparents were with you. You’re not actually thinking about corn, you’re thinking about yourself back then.” This was an impromptu commentary by an anchor when he brought corn in the live broadcast. This sentence caused tens of thousands of netizens to cry, and once rushed to the hot search list. .
It was Dong Yuhui, the former New Oriental English teacher who said this, who, together with teachers such as yoyo and Dunton, became the resident anchor of the Oriental Selection Live Room.
The reporter found that there is no script in the live broadcast room of Dongfang Selection, and there is no hoarse voice of the anchor. Accompanied by soft music, while talking about products, astronomy and poetry, it can also get very good sales.
"I have never watched live broadcasts with goods before, and I thought it was very fake. After seeing these young people's live broadcasts by chance, I, a person who never buys things in the live broadcast room, began to place orders. Their live broadcasts made me happy, Take it easy, because not only did you buy your favorite products in this live broadcast room, but you also 'bought' knowledge." said a Baoma fan in the Dongfang Selection live broadcast room.
"Starting from the current situation of the industry, and on the premise of complying with relevant laws and regulations, practitioners in the live broadcast industry should find a breakthrough point in improving the ability to control users. Avoiding emotional temptation is not a negative emotion, and high-level emotional design should be accurate. It is carried out on the basis of insight into user needs." said Wei Baotao, executive director of the China Advertising Education Research Association and director of the Department of Advertising at the School of Journalism and Communication, Liaoning University.
Under the rectification of the relevant state departments, the atmosphere of the live broadcast industry has been significantly improved, but there are still many banned anchors who continue to squeeze the remaining fans' favorite value through secret methods such as "the master is banned, and the apprentice broadcasts on behalf of them". Such live broadcasts It poses new challenges to the follow-up industry remediation.