Industry Standard: It'S Time To End The Chaos Of Star Live Broadcasting With Goods

Are you still watching the star live with the goods?

Near the end of the year, the live delivery industry has revealed big news. A merchant signed a contract with the live broadcast promotion company for 510000 yuan, and the other Party promised to arrange Chen Xiaochun and wanghong to bring the goods together. The total sales of the three live broadcasts were only 5000 yuan. The merchants sued the court, and the court ruled that the live broadcasting promotion company should pay the merchants a service fee of ￥ 410000.

This live car overturning incident, which happened at the end of last year, is a microcosm of the chaos of star live broadcasting with goods: high pit space fee, low output, middlemen stirring up muddy waters, and stars regard carrying goods as a running notice. However, more than one person in the industry told the company that such a phenomenon was rare in 2021, especially in the second half of the year.

One reason is that businesses have become cautious and stay away from the stars who are not long-term deep plowing and live broadcasting with goods. Another reason is that the star anchors who have settled down and started broadcasting steadily have the degree of cooperation and professionalism. Through their past achievements, businesses also know about their conversion rate. "Basically, there is no sudden rollover after broadcasting many times," said one industry person.

At the same time, star anchors have become a stable group on the major platforms' lists.

According to the data of feigua, there are four star anchors in the top 20 of the top 20 in October. Among them, Jia Nailiang has launched 6 shows with sales of 412 million, ranking second, and Zhu Zixiao has launched 23 shows with sales of 290 million, ranking fourth. In this year's Taobao live double 11 pre-sale list, Lin Yilun and Hu Ke are among the top 10. In the second half of this year, several dozen stars, including Huang Zitao, Li Chen and Wang Yaoqing, started the live mode one after another. Huang Zitao's first show of Gmv with goods reached 230 million, which set a record of Gmv for star live delivery.

In the 2021 annual report of Taobao live broadcast, the identity of the anchor is divided into six categories, including stars and hosts. The advantages are "certain popularity, rich traffic resources and high brand recognition".

Star live with goods, from the birth of a chicken feather, to this year's development of precipitation, has been the waves of sand.

Stars live with goods in the world

If the star live with goods as a river and lake, the pattern here has already changed.

According to the list released by Taobao live broadcast, in 2021, the top 10 of tmall 618 star live delivery ranking list are Lin Yilun, Zuo Yan, Hu Ke, Jijie, ye Yixi, Li Jing, Dazuo, Li AI, Hu Bing and Li Xiang. Last year, the names on this list were Lu Han, Li Yifeng, Hua Chenyu, Yao Chen, etc.

At first glance, it seems that the star's position has changed. In fact, this is also the choice of businesses. The star live broadcasting on this year's list is basically a long-term deep-rooted live broadcasting industry with stable broadcasting frequency. It's just that the star anchor who comes to the first show and the platform is not as popular as before.

A person in the industry told shenran that before, star live delivery was regarded as having two effects of product promotion and transformation. After one year's baptism, except for superstars, businesses have not paid much attention to the value of product promotion of star live delivery, and will treat stars and other anchors equally. A businessman mentioned that the star anchor they cooperated with had been working steadily for a year, and they were not in touch with the new star anchor, especially the first show.

In the stable broadcast of star anchor groups, there are also the survival of the fittest.

Once the head advantage is no longer. Previously, Chen he, the representative of the live broadcast of warble music stars, achieved a turnover of 80 million yuan in his first show with the support of platform traffic, and then stabilized at around 8 million yuan. By 2021, according to the live broadcast records on the data of feigua, Chen he carried goods eight times in the past 30 days, with a total live sales of 8.772 million yuan, and some of the live broadcasting results did not exceed one million yuan.

And the stars who did not make a good performance before were in the tight encirclement.

Jia Nailiang changed. After his debut live broadcast show on August 12, Jia Nailiang once topped the No.1 list of products for live broadcast of shaking sound for many days. His daily sales exceeded 100 million, and he was no less than the top anchor of the platform. The second is Zhu Zixiao. According to the new data, from July to September last year, his monthly Gmv score was less than 10 million. Now he is a frequent visitor on the top 10 list. At the 818 carnival, he ranks second on the list of talents and goods with a total sales of 260 million.

After Huang Zitao came to express, the sales of the first live show studio exceeded 230 million yuan, and the total number of watching exceeded 40 million yuan, which became another landmark case of star carrying goods. Later, he started broadcasting on express from time to time. According to the third-party data, the single transaction volume is about 100 million, which is also the star anchor. This is also related to the platform's increasing support for star live broadcasting with goods. In November, "big black bull" Li Chen came to express and made a live broadcast of more than 80 million yuan. In the "fast anchor with goods list", star anchor Wang Yaoqing ranked in the top 10 in August, with stable output.

In addition, there are also star anchors such as Shu Chang, Qi Wei and Zhang Meng, who are on the rise.

The change of pit location fee is also obvious. A person in the industry mentioned to Shenzhen Fuel Co., Ltd., the Commission of the industry now generally ranges from 20% to 30% of the transaction volume. However, the pit fee of more than 100000 and 200000 has rarely appeared, "now it is basically concentrated at 120000, better, between 30000 and 50000." Before that, some industry insiders told the media that a star who was born as a host now quoted 30000 yuan, but last year it was 200000 yuan, which dropped more than 100000 yuan a year.

The overall quoted price of stars has decreased, but at the same time, the prices of some approved star anchors have a rising trend.

A businessman told shenran that the prices of stars for different categories were different. Zhu Dan, the star anchor he cooperated with, initially paid 12000 pit fees for mother and baby products, but it had risen to 20000 in the last cooperation this summer. When the host Shen Tao just started broadcasting, the pit fee was only 2800 yuan for two weeks of trial broadcasting, and the subsequent price rose to 6800 yuan. Another businessman told shenran that after signing the contract with Yuanwang technology, Shen Tao's current pit fee has risen to 30000.

This is also a battlefield for fighting for meat. Whether the price goes up or down, whether you can continue this profession or not, even if you are a star, you have to talk about the actual ammunition with the cargo data.

What kind of star can take the lead?

Xuande, the person in charge of Taobao live broadcast, once said, "whether a star can do a good job in live broadcasting depends on whether there is enough professional team behind him, and whether his 100th live broadcast is successful."

Star Live track, it's really changing. Professionalism has become an important factor for merchants to choose star anchors.

For example, in the field of live delivery, many anchors will focus on all categories in order to expand the scope of investment promotion, but some star anchors have formed their own advantages. For example, Qi Wei is good at planting grass and beauty products, and Yu Zhen is outstanding in wine products. "I cooperate with several anchors, Lin Yilun with food is better, Zhu Dan with mother and baby products effect is good, Shen Tao in nourishing food is OK." A businessman told the company.

The MCN organization and platform behind the stars also play an important role.

Let's start with MCN.

A person in charge of MCN said that the stars who cherish their feathers will not easily try to bring goods to live broadcast. "It will depend on who you have done before, how the effect is, how the products are, and how many factors are considered, which are not the same as before."

At present, most of the star anchors on the air have long-term and stable cooperative MCN organizations, and the outstanding star anchors also have the support of head MCN organizations.

For example, Jia Nailiang is deeply bound to Yuanwang network, which incubates Yu, a fast head anchor. Qi Wei had previously relied on her back to "make a friend". After Luo Yonghao, "make a friend" has also reached a stable cooperative relationship with some stars. Zhu Zixiao previously cooperated with MCN institutions for vision entertainment, and its signing stars include Li Xiaolu.

Xie Rudong, chairman of Yuanwang network, once disclosed to the media that in the cooperation agreement signed with the stars, MCN will specify the broadcast time and training sessions of the stars, help the stars to make up lessons, supply chain and knowledge of the e-commerce industry, and will communicate with the stars for many times before it officially starts broadcasting.

An industry personage told shenran that now businesses looking for star anchor cooperation will also look at the MCN institutions signed up behind. If stars only sign up for small organizations, they need to be cautious, "it is likely to cheat one and run away."

Stars and MCN organizations choose from each other, which can also bring their value into play. "There are too few MCN organizations with good live broadcasting operation ability in the market, which is relatively rare. If most artists want to go to the upper level, they must have organizations that operate live broadcast operation and make qualitative changes for them." Zhang Qianqian, an industry figure, also mentioned the importance of MCN organizations. Even the cooperation between MCN institutions and platforms also affects the choice of stars. In the second half of the year, after the fast e-commerce proposed to "engage in a large scale of service providers", the support for MCN institutions was increased. Behind the success of some of the stars mentioned above, it was also because MCN institutions launched a multi platform attempt.

The way MCN agencies cooperate with stars is also changing. Some are no longer a buy it now price, but a separate commission model, that is, more work, more pay. "As far as I know, the cooperation mode of Zhu Zixiao and Zhang Meng with vision is to divide the Commission. Apart from the cost, 28 points, 19 points or 37 points are common models." Zhang Qianqian said.

Let's look at the factors of the platform.

In order to seek better exposure and cooperation team, stars also migrate between different platforms. Compared with Jia Nailiang, who started broadcasting in Suning e-buy before, he turned to Dublin. Before that, Wang Zulan and Tan Kai, who had been deeply involved in tremolo, switched to quick action, while Zhang Meng, a star, came from Taobao.

This flow is related to the characteristics of the platform. Taobao was the first to support star anchors. It has formed a high-quality star anchor echelon, such as Lin Yilun, Hu Ke and Jijie, which tends to be stable. The new "it's not easy to rise", said one industry person. In terms of short video platform, there are the most star anchors gathered on the tremolo, which is mature and helps transform users into consumers.

But the other side of the star gathering is that the competition is fierce, and the opportunities to get traffic support are also being divided up. A staff member of the MCN organization mentioned that "the chatter flow is like a suction cup, high suction low, the number of online people in high-level live broadcasting room will be higher and higher, and the low-level traffic will be sucked away", which also increases the competition difficulty of new star anchors.

In the second half of the year, fast star live broadcasting has made great efforts. More star anchors are needed to boost the market and try to attract stars with traffic and resources. According to an industry source, MCN institutions can cooperate with stars quickly to provide resource support, so that MCN organizations can have the opportunity to spare their efforts to serve star anchors. In addition to providing traffic support, they can also give support in terms of selection and price. For example, in the selection of goods, brand goods are provided, and the price of brand goods is insured (within a certain period of time), and additional gifts or other commodity benefits will be added.

MCN institutions and platforms attach great importance to stars, which also greatly affects their achievements in carrying goods. For example, a person in charge of a MCN agency who cooperated with express mentioned that the performance of artists recommended by the platform was not satisfactory when they carried goods on a live e-commerce platform. He found that at that time, it was the problem of group products and used too many food with low customer price, "for things sold for 29 yuan / 9, only 290000 yuan was sold for 10000 pieces".

Later, they analyzed the portraits of fans of artists. They found that the number of female fans was between 25 and 40 years old. From this, it was judged that the price per customer could be controlled at about 100 yuan, and more explosive products were arranged. During the live broadcast, the popular products indeed accounted for 60% of the total sales volume. Finally, the artists' achievements in bringing goods doubled, and the artists' confidence in the live delivery was greatly increased.

This also means that in addition to the flow and financial support, whether or not to bring reliable cooperation team for stars is also one of the competitiveness of the platform.

A MCN staff member who cooperated with Star Yu Wenhua described his feelings. First of all, the wishes of the stars themselves are very important. They need high degree of cooperation and investment. Secondly, they quickly give some support to traffic and resources, which reduces the cost of service providers. In addition, they and stars cooperate with each other purely through domestic helpers, so they can get more bribes, On this basis, it can be used to do traffic investment and fan welfare.

Coupled with the social attribute of fast hand, fans have a high stickiness to star anchors. In his opinion, this virtuous circle has achieved a win-win situation among institutions, stars and platforms.

Some industry insiders have mentioned that after the two stars who have cooperated with each other came to express their sense of belonging, one said that they had found a sense of belonging, and the other had raised more than two million fans through a live broadcast. This is of long-term value to the stars themselves.

Before the resumption, the chaos of the star live broadcast with goods, Zhang Qianqian mentioned that there was no professional operation team behind the stars, the commodity supply chain was not sound, and the platform also had doubts. After some attempts, a succession of stars who have joined the live track with goods have emerged. The platform thinks that the mode of star live broadcasting is feasible. It will bridge MCN institutions and star live broadcasting, and support the supply chain team.

Although the platform has passed the stage of Star Live Broadcasting, the support for star live broadcasting has not slackened.

Generally speaking, the cooperation among stars, platforms and MCN institutions is the result of the choice of three parties.

Star live with goods, what else can you spell?

Star live with goods, really different.

Since Taobao launched the "Star Program" in 2019 and introduced a large number of star anchors, live star delivery has developed for nearly three years. People's attitude towards this new model, from doubt and wait-and-see to crazy entry, has now returned to calm. In 2021, with the support of businesses, stars and MCN institutions, star live delivery is moving towards a healthy operating ecology.

First, businesses are becoming more and more sober. Before that, affected by the epidemic situation, the live air outlet took off, and businesses seemed to be looking for life-saving straws. They could not see clearly the purpose of carrying goods by live broadcast of stars. They wanted to promote products and carry goods, but they were disappointed in the end. Now, their purpose has become clear. Some of them still agree with the value of product promotion, and they will ask for live slices of stars for streaming, but more often, they will directly look at the ROI of star products.

Secondly, the star's understanding of live delivery has also changed. Previously, the film and television industry was affected by the epidemic, and a large number of artists poured into the studio. Now the industry is gradually returning to normal, and there is no sign of these "Raiders" in the studio. The stars who can't put down the star halo and are not determined to really put in the live broadcasting with goods have gone away with the tide. However, the stars who really choose to stay have regarded the live broadcasting with goods as an important occupation.

That is to say, in such a change, star live gradually becomes a kind of branch in the live broadcast with goods, and it exists stably. The choice of them is no different from the choice of other anchors, and the stars who decide to bring goods are also aware of their own anchor identity.

In addition, the competition for Stars on the platform has not stopped, but the method has changed.

An industry person said that at first, the purpose of pushing stars on the platform was to attract fans to the platform, and they didn't care how much Gmv transformation the stars brought. Compared with celebrities, stars have a wider range of radiation and greater influence, which can make ordinary consumers realize that "in the original shaking sound, fast hand and Taobao, they can shop while watching live broadcast".

At this stage, the user's shopping mind has been established. The way the platform supports the stars has also changed.

The star anchors on Taobao are stable and have not changed much. However, the short video platforms, represented by fast hand and tremolo, and the e-commerce system are well established. All of them regard live broadcasting with goods as a long-term commercial way, and the support for stars is still continuing.

A person in charge of an MCN agency mentioned that for star live broadcasting, it is also difficult to start from 0 to 1. In this case, "stars do not have a professional team. Besides the head, service providers are not willing to make this attempt. There is no good cooperation mode between the two sides". Now, the solution for the industry is to take the lead of the platform.

An industry person close to fast said that in order to attract star anchors, Kuai will take the initiative to coordinate the cooperation between stars and reliable MCN institutions. "When MCN institutions communicate with artists, they will mention that the platform side will push the flow of accounts again, and express also set up a special goods group for star live broadcasting, and strictly control the quality process."

In terms of tremolo, according to a staff member of MCN, which has a deep cooperation with tremolo, "the planning of twitter in terms of stars accounts for 15% - 20% of the total e-commerce sales." The way the platform supports artists is to allocate internal resources in view of the effect of the previous live broadcast with goods.

More than one person in the industry told Shenzhen fuel that after the performance of star live with goods is stable, there may not be too much change in the future, and the reason why the platform is willing to support is simple and direct. For the platform, "star's ability to carry goods is much stronger than ordinary KOL and Koc, and the camera performance ability is also higher than ordinary people, which has a positive impact on the content ecology." A person from the platform said that at the same time, compared with ordinary people, supporting star anchors is an important way to quickly select the head anchor, which has long-term value for the platform.

In other words, the industry still needs star anchors.

In the opinion of Zhuang Shuai, founder of Bailian consulting, after the judgment of Chen Xiaochun's live broadcast of the overturning incident with goods, it will have a positive impact on the industry. Only by standardizing the phenomenon of disorderly charging in the industry, can we make the industry more standardized and healthy, and also make the industry more professional.

In a word, the era of star live broadcasting with goods is really over.