TVB has also entered the game. How far can stars live broadcast with goods [Hong Kong Television Broadcasting Co., Ltd. After the decline in advertising, live broadcast e-commerce has become the second growth curve to support revenue]

　　On the evening of March 7th, Hong Kong Television Broadcasting Co., Ltd. (hereinafter referred to as TVB) Taobao Live Room "TVB Knows Goods" was launched for the first time. The anchors include its artists Chen Hao and Chen Minzhi. The business hours lasted for 6 hours, attracting 4.85 million people. The number of people exceeded 3.2 million, and the highest online number exceeded 30,000. Finally, a report card of 23.5 million yuan was handed over.

　　It is reported that Shanghai Emerald Oriental Communication Co., Ltd. (TVBC), a subsidiary of TVB, has reached a cooperation intention with Taobao. The two parties will jointly develop more than 48 e-commerce live broadcasts within this year.

With the perfect ending of the premiere, TVB's share price also ushered in a rebound.

On March 8, TVB once rose nearly 100% in intraday trading, and finally closed at HK$13.4 per share, an increase of 85.08%.

　　Hong Kong dramas are in decline, and Jade TV is no longer what it used to be. After years of losses, TVB has finally found a new growth point-live streaming.

However, in the past two years, it is not new for celebrities to bring goods live. The high pit fee and the disenchantment of the star effect have made the market gradually become more rational about the ability of celebrities to bring goods.

Although there are professional MCN institutions (Multi-Channel Network) in the traffic competition with amateur anchors, but as the industry growth slows down and the industry dividends disappear, there are still many challenges waiting for the stars.

　　TVB Live

　　"Little Prince of Abalone" Chen Hao drank abalone and Liao ginseng

　　"When filming "Heart of Greed", there were a lot of abalone props on set, all of which were 15 abalones."

　　This time, TVB reproduced the scene of the seafood shop in the classic Hong Kong drama "Heart of Greed" in the Taobao premiere, and invited the actors Chen Hao and actor Chen Minzhi of "The Little Abalone Prince" in the play.

At the beginning, Chen Hao introduced seafood such as abalone and Liao ginseng in Cantonese. During the live broadcast, the two almost explained in Cantonese and Hong Kong, and interspersed a few lines from the play from time to time to create an immersive Hong Kong drama atmosphere.

A total of 131 products were put on the shelves in the whole live broadcast, mainly including some local food, skin care products, daily necessities in Hong Kong, as well as VIP accounts of the video platform under TVB.

　　The Beijing Youth Daily reporter learned that this Taobao live broadcast is not the first time TVB has entered the live broadcast.

As early as April last year, TVB had already opened three Douyin e-commerce accounts on Douyin, namely TVB Zhihuo (Hong Kong Style Selection), TVB Zhihuo (Delicious Selection) and TVB Zhihuo (Hong Kong Strict Selection). The cumulative number of fans on the account has reached 959,000, among which the account with the most fans is TVB Zhihuo (Hong Kong-style selection), with about 600,000 fans, and the price of products ranges from 100-300 yuan.

　　Xinjiu monitoring data shows that in the past 30 days, TVB's live broadcast sales of Zhihuo (Hong Kong-style selection) were 7.5 million to 10 million yuan, with an average sales of 250,000 to 500,000 yuan per game.

TVB Zhihuo (Hong Kong Yanxuan) live broadcast sales in the past 30 days ranged from 1 million to 2.5 million yuan.

　　In addition, TVB has also certified the official account on the Kuaishou platform. The daily live broadcast content is to replay classic Hong Kong dramas. In the Kuaishou store, it sells products such as membership cards for Buiduidui App, derivative peripherals of drama series, etc. Compared with the Douyin platform Not too much operation.

　　TVB, which once incubated many classic Hong Kong dramas, has long since lost its glory.

The financial report shows that from 2018 to 2022, TVB lost more than 1.6 billion Hong Kong dollars. In the first half of 2022, TVB achieved revenue of 1.82 billion Hong Kong dollars and a net profit loss of 224 million Hong Kong dollars attributable to the parent.

The loss was mainly due to the decline in operating costs and advertising revenue of TV stations.

　　Live e-commerce has become the second growth curve of TVB.

In the first half of 2022, the revenue of TVB's e-commerce business was HK$461 million, an increase of about 26 times year-on-year and 93.69% month-on-month, accounting for about 25% of the overall revenue.

TVB stated that in the first half of 2022, financial indicators have improved, mainly due to the e-commerce revenue contributed by the Hong Kong local e-commerce company Shiduo Group acquired at the end of August 2021, and the home anti-epidemic has cultivated Hong Kong's consumption habits of online shopping.

　　However, regarding TVB’s entry into live e-commerce, Wu Lixian, a securities strategist at Everbright International, said in an interview with the media, “If you look at the performance of TV broadcasting in the past few years and the expected scale of live broadcast revenue in the future, the impact of the new plan on short-term performance The future impact is expected to be less obvious, and the fundamentals are expected to be temporarily insufficient to support the continuous rise in stock prices, and investors should pay attention to the risks involved.”

　　star with goods

　　High pit fee but hard to guarantee sales

　　Encountered difficulties and frequently overturned

　　"At the end of the star are live broadcasts with goods", and many Hong Kong stars seem to be the same. However, high pit fees cannot guarantee sales, which has become a common problem in the industry.

　　Previously public reports showed that stars such as Wang Han and Jia Nailiang paid 100,000 yuan to 200,000 yuan for their early slots. Even if the industry drops, the pit fees can reach 60,000 yuan to 120,000 yuan.

During the period of June 18, 2021, the transaction volume of Lin Yilun's live broadcast room reached 240 million yuan, and Zhu Zixiao and Ji Jie also became stars with sales exceeding 100 million yuan.

If calculated according to the 20% commission ratio prevailing in the industry, some celebrities can earn more than 10 million yuan a month through live streaming.

　　According to the analysis, celebrities have a certain fan base. Compared with amateur anchors, live broadcasts have a natural traffic blessing. It is easier for celebrities to "sell their feelings" to open up the market. Hong Kong stars can also use live broadcasts to enter the mainland market.

For celebrities, if they are a little careless in selling their feelings and bringing goods, they will fall to the altar and lose the reputation they have accumulated over the years, but no one can withstand the temptation in the face of huge profits.

However, "feelings" cannot support repurchases. Since the development of live streaming, consumers no longer "see people to place orders", but pay more attention to product quality and cost performance.

　　The 54-year-old Hong Kong star Chen Haomin, who has created many popular characters such as "Duan Yu" and "Xue Pinggui", has caused many controversies after entering the live broadcast e-commerce field.

A bottle of imported red wine with a price tag of nearly 6,000 yuan was only sold for 19.9 yuan in Chen Haomin's live broadcast room, and comments such as "fake goods" and "liars" were used in the barrage of the live broadcast room.

"Jumozhi" Li Guolin started the live broadcast with the original style, full of feelings, but after several hours of continuous broadcast, due to the unreliable service of the manufacturer, 380,000 orders were returned and 310,000 were returned.

　　According to media reports citing the deputy general manager of a live broadcast company, starting from October 17, 2020, she has cooperated with Jiang Lisha, Huang Shengyi, Yang Kun, Sanjiang Guo, and Luo Yonghao for five live broadcasts to bring a new thermos cup to a well-known home appliance brand. goods.

The company paid a total of 325,000 yuan in pit fees for the five live broadcasts, and the actual sales were less than 100,000 yuan.

Among them, Yang Kun and Huang Shengyi had the highest pit fees, both at 100,000 yuan, but Yang Kun only sold 18,348 yuan in sales, and Huang Shengyi only sold 5 thermos cups with a sales volume of 695 yuan.

　　The disenchantment of the star effect and the huge pit fee have made merchants more cautious, and brands have also begun to realize that the focus of celebrity live streaming is not the star but the delivery.

On Double Eleven last year, a brand owner paid 200,000 yuan for a slot to let a celebrity with more than 6 million fans broadcast live. The live broadcast company promised a minimum sales of 250,000 yuan, but the actual transaction was only 4,000 yuan.

The brand owners demanded a refund from the live streaming company, and the court finally ruled that the live streaming company refunded 160,000 yuan.

　　Text/Reporter Wen Jing Intern/Shao Yuting

　　observe

　　Entry of professional institutions

　　Star delivery faces greater challenges

　　In fact, some celebrities more often act as "mascots" in the live broadcast room. Unlike professional anchors, most celebrities do not understand the live broadcast process and are not familiar enough with the selection of products.

　　In the first broadcast on March 7, Chen Minzhi and Chen Hao made many mistakes.

When introducing the iPhone 14, Chen Minzhi kept showing the iPhone 14 Pro, and no one reminded him during the four-minute product introduction.

When introducing a certain "water milk" product, it was pronounced "water feather" again, and in the end it could only be resolved by the assistant broadcaster speaking Mandarin.

　　However, with the continuous development and maturity of the industry, star live broadcasting has gradually formed a more mature industrial chain. Professional MCN organizations have begun to sign star artists. From supply chain to product selection, professional teams provide more professional and process Provide personalized service support to help celebrities solve the problems of "goods" and "fields" for live streaming.

　　Beiqing Daily reporter learned that at present, there are three main types of MCN organizations on the market. One is the traditional live broadcast e-commerce organization. In addition to celebrity artists, it also simultaneously incubates amateur anchors and has more comprehensive anchor resources; the second is celebrity The MCN organizations I founded, such as Hu Haiquan’s Jujiang Xingchen, are more focused on the business planning of celebrity artists; third, artist brokerage companies have added live broadcast e-commerce business, and live broadcast delivery is only a branch of the company’s business.

　　From the set to the live broadcast room, the scene became smaller, but the challenges brought to the stars were even greater.

The director of marketing and public relations of Yaowang Technology once told the media, "We are willing to provide venues, teams, products, etc. to those star anchors who are willing to try live broadcasting. Whoever sells more goods will continue to launch and bring goods. Those who perform poorly will be eliminated.”

　　What cannot be ignored is that the dividends of live e-commerce are slowly dissipating.

According to the "2022 Live E-commerce White Paper" released by Taobao, it is estimated that the GMV of live e-commerce in 2022 will be about 3.5 trillion yuan, with an annual growth rate of 53%, which is a significant drop compared with the triple-digit growth rate in previous years. .

Despite the help of professional MCN organizations, it remains to be seen how far the celebrity live broadcast can go.