Text | Xia Xiaoyu
Edit | Zhang Youfa
Angelabay, an artist, entered the live studio in Tik Tok with the stunt of the first show of live broadcast with goods.
This is 8: 00 pm on July 18th. After that, everything is done step by step according to the rules of bringing goods. When recommending lipstick, she daubs the color test with her arm and writes down the color number. When recommending weighing scale, weigh yourself on the spot; Invite Jing Bo Ran and Bao Wenjing, star friends, to reward each other interactively.
But after the live broadcast, the media are more willing to discuss her less eye-catching data. According to the data monitoring of flying melon, the total sales of this Tik Tok live broadcast "First Show" is about 12,149,400 yuan, which is lower than that of the head e-commerce anchor.
Angelabay live screenshot
If the Internet can remember, everyone will remember that in 2016, Angelababy and 50 online celebrity broadcasted live simultaneously, and sold 10,000 lipsticks in two hours, which turned into more than 1.4 million yuan. In the "Thousand Broadcasting Wars" dominated by shows and games, this live broadcast once triggered the discussion of "live broadcast+e-commerce".
Behind Angelababy’s experience is the change of star live broadcast.
In the embryonic stage of live broadcast, stars were important participants, but when live broadcast e-commerce really became an industry, Viya, Li Jiaqi and Simba were sitting in the live broadcast room. Last year, when the live e-commerce was in full swing, the stars once again poured into the live broadcast room, but the controversy continued.
In this year’s epidemic and multi-platform e-commerce competition, the status of stars in live broadcast has become more important, but what the public is keen to discuss is rollover.
according toPoisonous eyes (WeChat ID: domoredumou)According to incomplete statistics, in 2020, there have been 16 "rollover" accidents in the live broadcast rooms of celebrities, and stars such as Xiao Shenyang, Ye Yixi, Jordan chan and Ceng Zhiwei all overturned their cars. It involves problems such as "low quantity of goods", "fictitious price" and "shoddy".
In the cry of many brands and consumers, the perception of star live broadcast by the industry and ordinary users is gradually biased towards "negative". Some merchants once complained in an interview with 21Tech: "It is simply a fraud to ask the stars to broadcast live now."
After summing up the achievements of stars bringing goods in 2020, poison eyes think that,Most stars can’t carry goods, but they still need stars in the live broadcast room.
Stars are naturally close to brands. In the past, commodities promoted the audience of TV programs to become their own consumers through advertisements, and the stars who spoke for brands were an important bridge connecting commodities and users. After the rise of live e-commerce, the original advertising and endorsement logic faced adjustment, and the relationship between stars, brands and users was also reconstructed in the live broadcast room in 2020.
However, the core of live e-commerce is e-commerce, and the value of stars also needs to be understood according to the rules of e-commerce.
Xiaofeng, the person in charge of the live broadcast of a well-known domestic shoe and clothing brand, told Poison Eye that they would divide the stars into traffic type and goods type. When they need to rush sales, they never trust the gimmick of "a star’s live broadcast debut", but will analyze multiple data and choose the stars who can really bring goods to cooperate.
Looking back at the live broadcast of stars in 2020, these questions are still valuable: what kind of stars can bring goods? What is the relationship between stars and brands in the live broadcast room? If there is more value in the star, how can the live broadcast make use of this influence?
foam
Even with all kinds of beautiful expectations, most stars with aura will quickly become mortal when they enter the live broadcast room.
In August this year, actor Ng Man Tat made his live broadcast debut in Aauto Quicker. Some merchants told the media that they had paid 150,000 yuan for the parking space, but less than 10 orders were sold.
In November, actor Jordan chan sold 9.9 yuan gold bars, and consumers reported receiving plastic pieces; According to the report of "Commercial Street Detective", in the same month, singer Yang Kun brought 1.22 million goods. After the cancellation, the actual sales were only 40,000. The merchant said that the worst thing was that he had put a pile of goods on himself.
Generally, the star anchor has not been able to avoid the problems that online celebrity anchor may encounter when bringing goods;On the contrary, because it is a star anchor, the artillery fire of public opinion supervision will be more fierce.. Nowadays, in the comment area of Aauto Quicker account in Ng Man Tat, some netizens wrote this comment: "Uncle Da, I heard that you only sold 6 bags of rice?"
Although it has been in this field for more than a year, there are very few star anchors with strong cargo power.
In the TOP50 anchor list of the whole network sales in November released by Fat Ball Data, only one star, Michael Chen, ranked 41st; In the October list, only three star anchors, Zhang Ting (27), Lin Yilun (32) and Ji Jie (49), were on the list.
Live broadcast with goods is a brand-new job for stars. Without the protection of the agent, the stars and fans in the live broadcast room lack buffer. The relationship between stars and fans is not communication. Under the mode of selling goods, the relationship between them becomes more complicated.
In April this year, Li XiaoLu made its first live show with goods. According to the statistics of small gourd, the single sales reached 47.915 million, but in the live broadcast, almost the whole process was introduced by the helper, and Li XiaoLu didn’t know about the product. Coupled with previous negative personal emotional events, Li XiaoLu suffered a lot of bad comments, and did not conduct a second live broadcast, ending his short live broadcast career.
Li XiaoLu said that the live broadcast is for life.
Even if the objective conditions allow the stars to continue to bring goods, some stars themselves will temporarily create accidents. In the live broadcast on August 21st, Zheng Shuang didn’t cooperate with the helper, and even collapsed on the spot, bluntly saying that "whether the performance is good or not has nothing to do with me", driving away two partners, and one person stuttered about the remaining products. The next day, the topic # Zheng Shuang Emotion # boarded a hot search in Weibo.
Compared with the e-commerce anchor, the star itself is busy and can’t bring goods full-time..
E-commerce anchor itself is a profession that needs long-term investment. The live broadcast at the front desk and the selection and rehearsal of backstage goods need a lot of time and energy. Head anchors such as Li Jiaqi and Viya all work with goods as the center.
In the most critical goods, the identity of stars is not enough for them to influence consumption decisions in the short term. When discussing star live broadcast, Zou Zhendong, a professor at Xiamen University, divided opinion leaders into three types according to the effect of public opinion war: attention opinion leaders, influence opinion leaders and appeal opinion leaders. The focus of its role is to arouse attention, influence identity and change action respectively.
In his view, successfully guiding consumers to buy products belongs to the category of "appeal", which is much heavier than "attention". butMost stars belong to attention opinion leaders, not influence opinion leaders and appeal opinion leaders, which is the deep reason why they can’t carry goods..
Li Jiaqi’s ability to bring goods is inseparable from the trust accumulated by long-term live broadcast.
Live selling has always emphasized the compression of prices, which attracts most users to pay more attention to the practicality and cost performance of products. If the stars don’t have hard-core and cost-effective products, the number of viewers in the live broadcast room will not be transformed into potential or actual consumers.
Whether a mink coat sold in Li Xiang is not sold or a tea set sold in Ye Yixi is 2000 yuan, it proves that the underlying logic of live broadcast with goods is "goods with people", not "people with goods".
But there is still room for discussion on this view. In addition to the dimension of "carrying goods", stars are naturally close to the brand and can also bring value enhancement to the brand.
Founded in May 2020, the e-commerce live broadcast MCN Galaxy Zhongxing focuses on star live broadcast. Zhuang Zhu, co-founder and vice president of the company, told Poison Eye.Stars with their own traffic can help brands achieve the result of "product efficiency and sales".
According to the owner, brands used to need artists to speak for them, and star live broadcast can give brands some more direct and flexible ways, such as the use of portraits and live sliced short videos, which is equivalent to’ light endorsement’: "It can bring both traffic and sales."
Image source: vision china
The platform has not given up the star live broadcast business.
At the end of November, the huge star map opened the star business. The cooperation methods include live broadcast with goods, live broadcast with goods, and short video with a price. At present, more than 50 stars have settled in. In the same month, on November 23rd, Cao Ying held a special jewelry delivery, which won the first place with sales of 18.1333 million yuan.
Live broadcast by needed stars
In the early development of live e-commerce, the anchors with goods were mainly shopping guides, naughty girls, merchants and short video online celebrity. July 2019 is an important time node. Taobao began to promote the "Star Project", and more and more stars entered the live broadcast room.
What the platform looks at is the traffic of star live broadcast and the spread of endorsement effect.
Xuande, general manager of Taobao Content E-commerce Division, once said that in the past, many stars showed their ability to bring goods by endorsement, but through the "Star Start Program", small and medium-sized businesses and brands can also cooperate with stars to broadcast live with low thresholds to attract new customers and expand their influence.
On April 1st, 2020, Luo Yonghao launched its first live show with goods in Tik Tok, with a total flow of 110 million and a total audience of 48 million, which became a nodal event.When Tik Tok launched live broadcast with goods, it became a very important means of drainage when it quickly created news events and attracted the audience of merchants and users..
Tik Tok also brings its own star genes. As of June this year, more than 2,000 stars have settled in Tik Tok. When live broadcast of goods becomes a trend, Tik Tok naturally becomes the main battlefield for stars to bring goods. In May, Michael Chen opened the first show of live broadcast in Tik Tok, with sales exceeding 80 million; In the first half of the year, more than 20 stars brought goods live in Tik Tok, and 65% of them were actors.
Under the background of multi-platform competition of live broadcast e-commerce, star live broadcast also shows the trend of multi-platform distribution.
During the period of 618, 300 stars brought goods in Taobao; In June, Aauto Quicker officially announced Yuqi Zhang as an e-commerce spokesperson, and in August, he invited Zheng Shuang to make a live show with goods. Stars like Wong Cho Lam will try on Taobao and Tik Tok platforms when they enter the game.
The star’s battlefield with cargo owners is still concentrated in Tik Tok. According to the statistics of small gourd, in the last 90 days,Among the TOP20 star anchors with average sales, 13 stars broadcast live in Tik Tok, 4 from Taobao and 3 from Aauto Quicker.
But this pattern is not constant, and more MCN are trying multi-platform layout. Master Zhuang told Poison Eyes that Galaxy Stars are also accelerating the layout of other platforms such as Tik Tok to create a full-matrix live broadcast ecology.
From the star’s point of view, it is also the general trend to strive to be a "worker" in the live broadcast room.
In the first half of 2020, the crew stopped working, the variety show was postponed, and many stars and actors were unemployed. At this time, entering the live broadcast with goods provides not only job opportunities for the stars, but also rich commissions and reward fees.
Compared with filming film and television dramas, live delivery is a cost-effective job.
The source of income of star anchors is generally "pit fees+sales commission", with pit fees ranging from tens of thousands to hundreds of thousands of yuan and commission ratio ranging from 15% to 30%. Take Mabel Yuan’s first live show in Tik Tok on June 19th as an example. According to the statistics of Cicada’s mother, the sales per show is 31.249 million. If the pit fee is not calculated, the commission will exceed 6 million if the proportion is 20%.
Screenshot of Mabel Yuan live broadcast
The high reward comes from the strong live broadcast demand of the brand..
This year’s epidemic has brought about a rapid increase in online marketing scenarios. Many brands and businesses want to find increments from live e-commerce and hope to reach cooperation with stars. According to the survey data of the second hand, in 2020, over 50% of brand advertisers said that live broadcast would be the marketing focus.
Adaptation rule
In the arena of live broadcast with goods, stars can’t change the rules, they can only adapt to them.
To become the "Li Jiaqi" and "Viya" in the star anchor, we must first ensure a stable and continuous live broadcast frequency. There is a saying in the live broadcast industry that a live broadcast is not important at all. What matters is how the 100th live broadcast is. But at present, only a few stars can broadcast live for a long time.
Source: vision china
The owner of the villa told Poison Eye that many stars cooperated with the Galaxy stars this year. "We will pay attention to whether artists have suffered and whether they are willing to take live broadcast as a career. We will ask clearly. If you tell me that you are coming to see it, I heard that live broadcast is very hot. If you give it a try, we will definitely not want it. I will communicate with artists first and need to consider it clearly. "
Tamia Liu is one of the "Kung Fu anchors" promoted by Taobao, and her personal brand has established a deep connection with the sub-brands created by Juhua. CBNData Consumer Station counted the keyword cloud in Tamia Liu live broadcast room, and the two words of Tamia Liu live broadcast and tens of billions subsidy were mentioned most frequently.
Even so, Tamia Liu has to turn around in the live broadcast and filming. In the past month, she only conducted a live broadcast because of her busy filming.
At present, the stars who still choose to stay in the live broadcast room and develop the e-commerce anchor into a long-term career are mostly middle-aged artists, with few plays or have already left the entertainment circle.
According to the statistics of Xiao Hulu, in June, the sales of a live broadcast in Zhang Ting reached 256 million, which is the first in the single live broadcast of stars. But in a strict sense, Zhang Ting has been far away from the star circle. In public, he is the founder of Wechat business brand TST. Such stars are more like "businessmen", belong to business anchors and turn themselves into salespeople.
Michael Chen and Lin Yilun also belong to the category of "businessmen". Michael Chen, an actor, not only participated in variety shows, made short videos and broadcast live, but also set up his own street brand and opened a hot pot restaurant. Singer Lin Yilun founded his own hot sauce brand "Fanye" in 2014 and received 83 million yuan in financing in 2016.
Lin Yilun (Source: vision china)
High-quality content output is also an important source of attraction in the live broadcast room.
Galaxy Stars created a live broadcast room for Wang Han to set out for a better life, positioning itself as "recommending high-quality domestic products". Master Zhuang told Poison Eye that Wang Han has advantages over other anchors, such as rich life experience, cultural connotation and intimacy. Wang Han can quickly understand the history and culture of many brands because of the contact with many brands, the accumulation of experience in agricultural and public welfare projects, and the study of the industry.
The owner said that he was deeply impressed by one of the live broadcasts: "I have a deep memory. When talking about a silk quilt, he will talk about how the silk came and how the silkworm mother collected it. When I mention the hardships of these traditional craftsmen, I will choke.This kind of empathy can only be achieved by people who have an understanding of life.. "
Stars with a strong sense of variety can bring the atmosphere of the live broadcast room and make users shop more happily. On September 24th, the night after the final of Talk Show 3 was broadcast, Li Birthday’s partners Luo Yonghao and Huang He made their first live show with goods in Tik Tok, telling jokes and bringing goods. According to official statistics, the payment amount exceeded 24 million.
Li Dan, Luo Yonghao and Huang He broadcast live together.
Supply chain capability is the key factor affecting the results of live broadcast. The brand coverage, product quality and new ability of live e-commerce need the support of supply chain team. Behind Li Jiaqi, there is a product selection team of more than 100 people in MCN Beauty Watch, which controls the category, value and price of every product that enters the live broadcast room.
The star anchors who can really bring the goods, without exception, choose the signing head MCN, such as Qianxun, Galaxy Stars, Yuanwang and other institutions.
According to Billion Power Network, MCN Qianxun, behind Viya, has built a large-scale supply chain base, which can accommodate thousands of brands and tens of thousands of SKUs. Lin Yilun and Li Jing, who have achieved good results in bringing goods, are among the stars who are modest in signing contracts.
Companies like Galaxy Zhongxing are also making efforts in the supply chain.
The company’s product selection team consists of four groups of people. First, buyers and purchasers with more than 5 years experience in each commodity category conduct research and investigation on the supply chain of goods; Second, the quality inspectors recruited from the quality inspection bureaus of various provinces and cities control the quality of the products themselves; Third, in the special category of beauty cosmetics, almost all masters or even doctors are recruited to control the quality of beauty products; Fourth, analysts with data analysis positions should ensure that the goods are needed and loved by consumers.
"Relatively speaking, the operating cost may be higher. Our initial intention is to do a good job of IP for every artist, use IP attributes to empower brands and bring better choices to consumers, so we don’t care about the cost. After all, it is a long-term career." Master Zhuang told Poisonous Eyes.
Wang Han Live Room "Starting for the Beautiful"
The promotion and marketing of goods still need stars, but star fans are not equal to consumers, and the logic of relying on fan economy to bring goods will not work. Fang Jian, president of Yuanwang, who has signed stars such as David Wang and Wong Cho Lam, said in an interview that the stars who want to sign Yuanwang need to put down their star figure, learn the knowledge of live broadcast with goods, and cooperate with Yuanwang’s operation strategy. The signing time should be at least one year.
The shunting is continued in 2021.
As a sought-after attention resource, stars have the potential to become attractive anchors with goods. In 2021, this resource needs to be further optimized according to the rules of live e-commerce.
First of all, brands need to think about whether the effect of star live broadcast is drainage or goods.
Xiaofeng told Poisonous Eyes that they would divide star anchors into traffic type and cargo type. The former helps the brand to do new publicity and preheating, bringing a series of products, such as inviting Adam to broadcast live and recommending new shoes; The latter will bring the transformation effect of actual sales. As a result of her observation, Lin Yilun, Ji Jie, Tamia Liu, Wong Cho Lam and others belong to this category at present.
The star needs to determine the positioning in the live broadcast room, whether it is the anchor or the help broadcast.For amateur anchors, cooperation with stars can bring attention; For stars, helping to broadcast can reduce the "rollover" caused by not knowing the goods.
For example, David Wang is both a performer and a performer, so it is a good choice to liven up the atmosphere in the live broadcast room, and the product details are handed over to the professional anchor. In fact, David Wang has become a "helper".
Screenshot of David Wang live broadcast
Next year, more and more stars who are unwilling to act as "salesmen" and are not professional enough at the commodity end will have their own comfort zone-to help broadcast.
In the selection of products, stars may change from "bringing everything" to "exploring the advantages of vertical categories", which is also a return to the law of bringing goods.
After deep cultivation, the e-commerce anchor in the head is expanding the category. According to DT’s financial statistics, on the first day of pre-sale in double 11 this year, the number of products in Li Jiaqi’s live broadcast room increased to hundreds, which still mainly consisted of beauty cosmetics, but also included some household products, bags and household appliances.
The star anchor gradually explored the suitable category.. Xiaofeng told the poisonous eyes, "The live broadcast of Lin Yilun is more and more perpendicular to the food; Jing Tian is more suitable for bringing beauty products, and other categories are basically unable to bring goods; Tamia Liu belongs to all categories, but relatively speaking, home products have better delivery effect than shoes and clothing products. "
With the entry of many platforms, the fading of star enthusiasm and the appearance of star live MCN, the live broadcast of star e-commerce will become professional.
According to a report by KPMG, in the first half of 2020, there were more than 10 million live e-commerce nationwide, and the number of active anchors had exceeded 400,000. Among the TOP20 star anchors counted by Xiaohulu, many stars showed abnormal live broadcast reminders, and Li Dan, Ceng Zhiwei, Wong Cho Lam, etc. all showed that the audience retention rate was less than 15% in the five-minute live broadcast room.
Source: small gourd
In the Red Sea competition, MCN, the agent of star live broadcast business, needs to make different plans according to the characteristics of each star.
For example, Galactic Stars once customized a 24-hour uninterrupted live broadcast called "The Fifth Space Module" for Hu Bing. At home, Hu Bing reminisced with his star friends, ate, and showed his taste in clothes and life.
The owner told Poison Eye that the first live broadcast was effective, and such live broadcast will continue. The founding team has participated in the production and planning of variety shows such as "Chinese Restaurant" and "Mars Creation Bureau", and will pay more attention to content creativity when setting up live broadcast plans for stars.
From the macro environment, after the tightening of supervision, the industry may usher in a new round of reshuffle.
Recently, the competent authorities began to strengthen supervision over the live broadcast industry. On December 23rd, the Guangzhou market supervision department announced the handling of the event of "Simba live broadcast of ready-to-eat bird’s nest with goods", and Guangzhou Heyi E-commerce Co., Ltd., a subsidiary of Simba, was ordered to stop the illegal act and was fined 900,000 yuan.
Aauto Quicker also announced the punishment information, and closed the account of "Shida Beauty" for 60 days, closed the personal account of Xin Youzhi, the head of Heyi Company, for 60 days, and closed the accounts of 27 anchors such as Cat Sister and Chu Ruixue for 15 days.
After more than half a year of disorderly and crazy national influx and competition, live broadcast with goods deserves to be viewed and discussed more soberly, while star live broadcast, like other anchors with goods, is in such an increasingly standardized e-commerce environment, and should follow the rules of e-commerce industry and gradually move towards the "adult" stage.
