What industries and projects are the most popular this year?
There is no doubt that the live streaming industry
This year I saw Viya selling rockets live, Luo Yonghao paying off debts live, Dong Mingzhu being stuck in live broadcast
This year I saw various Celebrities have entered the anchor’s live broadcast room one after another to sell goods and promote movies at the same time
This year I have seen anchors frequently enter variety shows, ace versus ace, happy comedian…
This year I saw the coming of important opportunities for economic innovation and development in the post-epidemic era. Liu Xin, deputy secretary of the Hangzhou Municipal Party Committee and mayor, personally demonstrated live streaming to promote the rapid development of Hangzhou’s live streaming e-commerce industry. Promote economic development and take a good start…
However, the live broadcast , an industry where “everyone makes a lot of profits”, but it is also an industry where “everyone complains about losses”.
These Internet celebrities do not rest 24/7 and cannot replicate Li Jiaqi’s success; MCN organizations have a net income of 1.2 million yuan overnight, but they still say that they do not make money because the cost of Internet celebrities is too high High; the brand owner paid a high price for the location, but still could not get the expected sales volume, so he could only make a profit at a loss.
So who is the biggest winner in the live broadcast industry?
Without in-depth understanding, everyone thinks that there is gold everywhere in this industry, and you should make a lot of money by being an MCN, but the reality is far from as simple as you think.
(Brand owner: Yin Yujie): In 2019, I got a high-end product from a French international big-name R&D team. Essence formula, and founded my own skin care brand with my friends.
When the epidemic broke out, everyone started to do live broadcasts to bring goods, so my friends and I talked about several anchors, big and small.
After talking about it, I discovered that the water for live broadcast is very deep.
If you only talk about pure commission with the anchor, no one will pay attention to it. To do a live broadcast, you have to pay a slot fee, so that the product is eligible to enter the host’s live broadcast room.
The pit fee ranges from several thousand to hundreds of thousands. Luo Yonghao’s pit fee reaches 600,000, Li Jiaqi’s 230,000 to 420,000 (fluctuating according to the commission), and the virtual idol’s pit fee reaches 600,000. Luo Tianyi’s Taobao live broadcast pit fee is as high as 900,000.
Li Jiaqi quoted prices on various platforms (provided by interviewees)
As for whether he can sell it or not, Or how the sales are going, many anchors don’t know the details.
I thought to myself, isn’t this just earned advertising money? But who told people to have traffic?
Later, a friend in the promotion industry suggested to me, “Viya is my first choice because she selects her own products. Li Jiaqi is just recruiting investment and selecting products.”
When he said this, I became curious: “What does recruiting investment and selecting products mean?”
She explained to me that Li Jiaqi did not participate in product selection, but his company was responsible for product selection. As a result, he was not familiar with the product before the broadcast, and he would not vouch for the sales results.
Just like the last time the live broadcast of selling pots collapsed, it was not because he was not good at cooking, but because he did not understand the products selected by the company and could only broadcast them.
In contrast, Wei Ya has absolute control over her company and will participate in product selection in advance during the live broadcast. , able to be responsible for sales volume.
That being said, I will definitely look for Wei Ya. After three meetings, the other party expressed that they also recognized our products. However, there is a headache to settle next: Weiya does not have a pit fee, but the pricing power is determined by Weiya.
Viya’s unit price is not high, this is the first wave of price reduction. Then, Wei Ya’s sales share is about 1:1, and it is settled immediately after the broadcast on that day.
The market price of my product is 298 yuan. In order to achieve cooperation, I have to agree to her price of 80 yuan.
Afterwards, half of the sales of each item, or 40 yuan, was given to her. Settlement will be settled after the live broadcast on the same day, which means that Wei Ya is not responsible for returns, and I have to bear the return costs.
Friends from the data analysis company then sent a screenshot of the backend customer unit price of the leading anchor: the average price of Wei Ya and Li Jiaqi The price per customer is less than 100 yuan. It also confirms my guess that Viya will definitely lower the price after cooperation.
Anchor monitoring platform background data (provided by interviewees)
I can’t help but feel extremely confused, is the live broadcast so bad? Sell it at a low price, ask for a share, and then be responsible for returns? This matter alone deviates from the original intention of commercial sales. Why are there so many brands rushing to cooperate?
A friend who works in advertising told me that live broadcasts are all about “one is willing to fight and the other is willing to suffer”.
For those big-name merchants, live broadcast is equivalent to diverting their investment in advertising. They don’t value sales so much, and it is equivalent to advertising once during the last live broadcast. What’s going on?It means doing live streaming to bring goods, but in fact it just allows you to use Taobao.
For example: A merchant cooperates with an MCN organization and signs a guarantee agreement. If 1 guarantee 5 is not reached, a proportional refund will be made. The commission ratio is 20%. The price must be All time low price.
Doesn’t it look great? But one thing is that the organization requires merchants to link to the group leader and not to do directional links. As we all know, the group leader is actually a type of Taoke, which means that you can sell goods without live broadcasting.
But based on this calculation, it is better to go directly to Taoke to promote it, and you don’t have to spend extra money on pit fees.
Consumer routine one: high price and high quality
Live broadcast The secret to the ever-increasing sales volume can be summed up in two words: cheap. The live broadcast room is like Double Eleven, with huge sales every day.
For merchants, after a live broadcast, the product must be the lowest price in history/on the entire network, the host must be paid a pit fee, and a commission must be paid, which is a huge sum after all. Small overhead.
In order to ensure the price advantage and at the same time give Internet celebrities enough profit space to reduce their own losses or achieve profits, they can only reduce product quality, otherwise there is no guarantee of making money. As for many fans, they have bought fake and inferior products.
According to Xinhuanet, a citizen in Jiangsu, Mr. Yang, bought a goose down quilt after watching an anchor on a live broadcast platform bring goods.
During the live broadcast, the anchor said that the filling of the goose down quilt was 100% goose down and the fabric was cotton anti-down cloth. However, after receiving the goods, Mr. Yang found that the fabric was chemical fiber cloth and The filling inside the quilt is garbage cotton.
Consumer routine two: Anchor merchants sing a double act
Consumers It is a commonplace problem that the products purchased during live broadcasts are of high quality and high prices. In addition, in order to get consumers to place orders, the anchors and merchants also played a double act.
There is an old saying in the industry: “There is a kind of “loss” that makes the audience feel that you have made a loss.” If you want to perform well in the live broadcast room, you will “lose to the point of jumping off the building” The play is not something ordinary people can do.
For example:
Some people will pretend to make a slip of the tongue He spilled the beans and revealed the bottom price of the product. Then the host’s girlfriend came out and said, “You’re bragging too much. I’m going to cut off your meat and pay for it. I’m going to let you talk big and let’s see how you deal with your audience…”
Some even scolded the assistant directly: “It’s impossible to have so much inventory at this price. You’re crazy. Please reduce it for me quickly… It’s gone, it’s really gone.”
The anchors tried their best to convey to users that buying in his live broadcast room was the cheapest. The merchants pretended to promote the products at a loss and then sold the goods. In the end, those who paid the bill were kept in the dark. consumers in.
Live broadcast seems to be at the forefront, and everyone can get dividends. However, the eternal truth is still: “make good content”.
Li Ziqi started making videos in 2016, but it was not until two years later that her Taobao flagship store was officially launched. Li Ziqi, who has more than 24 million fans on Weibo and more than 7 million fans on Youtube, still only focuses on content creation.
The aroma of wine is not afraid of the depth of the alley. From a commercial perspective, the game is about the pattern.
Reviewing social groups, Weibo, WeChat official accounts, and Moments, which are ecologically better and more effective ways of playing, are also Once upon a time, I was on the cusp of the storm.
But who doesn’t adapt to the changing circumstances? Without continuous investment in content, live streaming will not produce miracles. </p
