Nothing is more exciting than live streaming, and celebrities are no exception. On June 18th, Zhang Chenguang, a 65-year-old drama player who participated in an acting challenge on Douyin, just got a little fever and “turned over” in the live broadcast room where he devoted himself to selling liquor. During the live broadcast of Zhang Chenguang’s delivery of goods, netizens continued to question and accuse Zhang Chenguang of “not making a good film but selling the goods”, “lack of money”, and “not guaranteed in the evening.” Immediately, Zhang Chenguang choked constantly in front of the camera, bowed his head and wept, and the product introduction had to be completed by the host on the side. In the live broadcast, Zhang Chenguang cried and said:” They said that I don’t have a guarantee at night. I was really sad when I heard this sentence. I have been working hard for more than 30 years in my acting career. I want to play every role well! In this live broadcast room, I also want to show my other talent. ” Although in the past June 18, live streaming still played an important role, netizens bombarded with celebrity live streaming as “self-degrading status” and “not guaranteed in the evening”, but Zhang Chenguang was not the only one. No matter how big or small the celebrities involved in live broadcasting, they will be more or less said by netizens that they are making money without a bottom line. . In addition to top anchors such as Wei Ya and Li Jiaqi who are still enjoying the infinite beauty, the live streaming of small and medium-sized anchors has now evolved into a “deep water” business. Stars bring goods? May be called a “day trip” The outspoken Hao Lei said when she appeared on “Thirteen Invitations” that she was very grateful for the live broadcast industry, so that actors who only want to make money do not have to go around a big circle. But it’s not that simple. In the public’s perception, celebrities can receive advertisements and start live broadcasts, but if live broadcasts and selling goods are combined in such a simple and rude manner, they are often posted “ Not doing business “,” Ugly “s Mark. In addition to Zhang Chenguang, Pan Changjiang, who is the nail of the Spring Festival Gala sketch, has also become a laughing stock of the public because of the live broadcast of the goods. At May 1st, a new word suddenly appeared on the Internet– Panga’s acquaintance , Pan refers to Pan Changjiang, and Ga refers to Xie Mengwei who plays Gazi in “Little Soldier Zhang Ga”. The fate of the two stemmed from a live broadcast of Gazi’s delivery of goods. Because Gazi sells fake wine, Pan Changjiang persuaded Gazi as a senior in the industry after seeing it: “ Everything on the Internet is virtual, I’m afraid you can’t hold it, boy, because the water here is very deep… ” Teacher Pan’s words are still very convincing. Gazi, who was persuaded at the time, snots and tears, and immediately expresses humility to accept the instruction and will not engage in alcohol sales anymore. But the reversal came too fast, In just six months, Pan Changjiang started his own wine selling road, and the dug out was actually an OEM product, and the price was not much cheaper than that of a lot. . So someone deliberately wrote a classical Chinese essay about Pan Ga’s acquaintances, specifically laughing at Pan Changjiang, saying one thing and doing another thing. The good mentors in the circle have collapsed, and the old artists who made people laugh in the sketch have become harlequins in reality. People in the live broadcast circle have broken down, as well as those who have been talking about “32 concerts”. Yang Kun . After Double Eleven last year, many merchants stated that they paid Yang Kun a pit fee of at least 100,000 yuan, but the sales miracle that they were looking forward to turned into a “rollover scene”. Some merchants told the media, The total sales volume on that day was 1.2 million yuan, and the refund was over 1.1 million yuan the next day, leaving only 40,000 yuan in sales . To this end, the merchants have also jointly established a rights protection group for the “Yang Kun live broadcast of the pitted merchants”. Another typical case was the night of “Double Eleven” last year, Talk Show Popular Fried Chicken Li Xueqin Was invited to participate in the live broadcast of selling digital products, but then the media broke the news at the end of the day Of the 3.11 million viewers, less than 110,000 are real , Other audience numbers are spent on the amount of money, was criticized by the China Consumers Association as “watering” the data. Otherwise, even a bad artist like Li Xiaolu, who also wanted to turn over by live broadcast, made a lot of money in just four and a half hours live broadcast. Someone has calculated an account for this live broadcast, Sales of 47.91 million yuan, if Li Xiaolu takes 30% of the commission, a net profit of 14.37 million yuan; pit fee of 300,000 yuan, 21 single products totaling 6.3 million yuan; Yinlang 850,000, and the platform will get 425,000 after a five-to-five split. , One night income is about 21 million yuan! However, during this live broadcast, verbal abuse continued to be heard, and Li Xiaolu himself was quickly blocked. Just relying on the “star halo”, not only cannot be mixed in the live broadcast circle, but it is easy to be dissatisfied. The selection of products and the promotion of the atmosphere are obviously not compatible with the celebrity’s professionalism. When there is a problem, the two sides will shake each other’s pot.such as Some merchants accused Huang Shengyi of charging a pit fee of 100,000, but only 5 thermos cups were sold in the live broadcast, with a sales of 695 yuan . Later, Huang Shengyi’s studio responded that the accusations were inconsistent with the facts and constituted a serious derogation of Huang Shengyi’s personality. There is no balance between celebrities, businesses, and users, so it’s no longer common to watch a celebrity in a live broadcast room last year. Except for a few star anchors who have made achievements, other stars have chosen to quit after a day trip in the live broadcast room . Little anchor: I’m satisfied if someone speaks with me Celebrities with goods frequently overturned, and the overall structure of live broadcasting is also quietly undergoing changes. Head anchors that have become bigger and stronger are no longer limited to live streaming in front of the camera. In the 2021 Forbes Rich List of China, Wei Ya (real name: Huang Wei) and her husband Dong Haifeng are among the top 500 with a fortune of 9 billion yuan. The couple who realized the freedom of wealth set their sights on the venture capital circle and set foot in the field of private equity investment . Go hand in hand with Wei Ya Anchor Li Jiaqi has also planned his own business map early, serving as a shareholder in 11 companies , Involving brand planning, media studios, e-commerce, cosmetics, network technology and management consulting, etc.and “Kaishou Yige” Simba also established Hangzhou Xincheng Information Technology Company in 2019 and began to incubate Xinxuan’s original brand . In the “Internet celebrity economy riding the wind and waves” sub-forum of the Boao Forum for Asia, Li Jiaqi once said frankly, “I am not too afraid of traffic. Li Jiaqi will disappear one day, and the live broadcast will disappear one day. I am ready to disappear. What kind of posture should I stand in front of everyone? I am thinking about this, not what I am afraid of when there is no traffic. If one day Li Jiaqi runs out of traffic, and there is no traffic in the live broadcast industry, I will make a product. . ” Of course, this is only the right of choice for the top anchors who rarely get bonuses. There are many examples where big anchors eat meat and don’t give small anchors a bite of soup. There is a judgment in the industry that Wei Ya accounts for 30% of the GMV on Taobao live broadcast every night, and Li Jiaqi accounts for 20%. And now it seems, The “Matthew Effect” is more and more obvious , According to the 2021 June 18 live streaming sales rankings released by Fat Ball data, Wei Ya, who ranked first among the top anchors, had a turnover of 6.05 billion yuan. The 50th place had a turnover of 70 million yuan per call, a difference of 86 times. . The situation of small anchors is deteriorating. Even if all live broadcasts are used 24 hours a day, the traffic may not be as much as one-thousandth of the big anchors. Merchants are reluctant to spend money, their own traffic cannot compete with big anchors, and the time spent has become a battlefield for small and medium-sized anchors. “Phoenix WEEKLY Finance” The reporter entered a live broadcast room selling jade jewelry and found that there were more than a thousand viewers during the day, and only a dozen people watched it in the early morning. For the anchors in the middle of the night, low basic salary and staying up all night is the second best thing. Tough,” I can’t sell a few items at night and my mentality is easy to collapse. Now I’m satisfied with someone talking to me. “The anchor Orange said. During the new anchor period, Orange couldn’t make a single order overnight. She crashed and cried in the live broadcast room. Due to her poor performance, the company transferred her to another live broadcast. She was barely able to open a few orders, but they were all tens to hundreds. The commission is only a few yuan to tens of yuan for the jade trinkets, and you can earn 200 yuan for a good night. Later, Orange also learned how to make fun of hardships. For example, you can get to know more shippers in the live broadcast, practice bargaining ability, and learn more about jade from the big anchor. The mother Yang Qingxiang, who sells daily necessities, also overturned the car during the live broadcast, not only did not make any money, but instead took in more than 30,000.Yang Qingxiang told “Phoenix WEEKLY Finance” Reporter, when she saw the live broadcast last year, she had the idea of doing business too. At that time, she didn’t understand how the anchor should bring the goods. She broadcasted it for four or five hours a day. When she was free, she went to other live studios to study and watch. Others send red envelopes and gifts to their live broadcast rooms, and then follow them. After the live broadcast for a few months, Yang Qingxiang realized that he hadn’t sold a few items, so the cost went out to more than 30,000 yuan, which was so bad that he doubted his life. “ I thought I was the most stupid person at the time. Why was I losing money while others were making money by live streaming? ” Yang Qingxiang, who once gave up live broadcasts to bring goods, accidentally learned that when he recounted the old days with his friends, the other party had earned 720,000 yuan in 4 months, which made Yang Qingxiang’s live broadcast entrepreneurship flame once again ignited. “Phoenix WEEKLY Finance” After entering the live broadcast room, the reporter found that Yang Qingxiang, a live broadcast room with less than 10 people, was very motivated and fantasized about becoming a major anchor. I now broadcast for five hours a day, with hundreds of viewers, and I can make four or five orders and earn more than 100 yuan. I will definitely earn more in the future. ” The return rate is over 30%, and live streaming is just a false fire? Is live streaming still profitable? The answer is yes. According to the 47th report released by the China Internet Information Center in February 2021, as of December 2020, The number of online live broadcast users in my country reached 617 million, of which e-commerce live broadcast users accounted for half, 388 million, and more than 60% of users who have a shopping history in e-commerce live broadcasts . It’s impossible for the 24-hour live streaming room to be willing to trade at a loss, but the atmosphere of live broadcasting is no longer what it used to be. In 2020, the 12315 platform across the country received 25,500 complaints and reports, of which 80% were live streaming. When traffic and money equate, some people start to do whatever it takes. In April, CCTV revealed the routine of deceiving girls to “sell miserable” in order to bring goods for profit. In order to make children cry true, they drop eye drops and pinch children, just to let viewers buy videos sold by poor villagers in Liangshan area. Produce apples; there are also unscrupulous merchants selling fake plastic jewellery in the name of serving justice and supporting children during the live broadcast, making the live broadcast of goods become smoggy. Including the head anchor Simba’s fake bird’s nest, Luo Yonghao’s fake woolen sweater, and Wei Ya’s fake SupremexGUZI’s joint-branded small fan are all telling consumers nakedly, Even the merchandise sold by the big anchors can’t be all fidelity . Simultaneously, The cost of falsification of live streaming products is getting lower and lower, and a forged authorization letter can be concealed. . In May last year, the Nanjing police cracked down on a gang that used live broadcasts to bring goods to sell counterfeit international fashion brands. They falsely claimed that they had been authorized by international fashion brands and obtained consumption by forging authorization certificates, live broadcast logos and customs declaration forms. People believe that they will sell pullovers of 20 yuan for 500 yuan and sweaters for more than 50 yuan for 800 yuan, in order to obtain huge profits. When the criminal gang was caught, more than 300,000 pieces of counterfeit brand clothing were seized on the spot, involving nearly 200 million yuan. From “convenience” to “deception”, the balance of traffic and integrity has gradually become unbalanced, which has shaken the future development prospects of live e-commerce step by step. Although various platforms are stepping up penalties, it is the products that are difficult to distinguish between genuine and fake products that make consumers more panicked. On the black cat complaint, a total of 1,298 results were searched using “live” and “fake” as keywords. Someone bought a Champion for 99 yuan in the live broadcast room, but when they received the goods they found that the trademark was written as chempion; someone bought four bottles of whale laundry bubble mousse for 99.9 yuan in the live broadcast room of a small shop recommended by Baoma Haowu. After receiving the goods, I found that even the ordinary stains on the clothes could not be cleaned; some people bought the pirated Dijia Ting mask in the live broadcast room, and their skin was allergic that night… However, Most of these complaints ended up without disease . An anonymous user on Zhihu once bought jade in the live broadcast room where the fakes gather. “Our family is a manufacturer and a first-hand source of goods.” When the anchor in the live broadcast room began to boast that his own strength is strong and it can be more cost-effective than other places, he was fooled because of his petty and cheapness. After the things arrived home, even Xiao Bai, who didn’t know how to do it, could see at a glance that the jade bracelet was fake. He immediately contacted the customer service to return the product. “Fortunately, the return period was extended during the epidemic period. Ring, wearing a circle of black fingers for a week.” He found out, The store disappeared after a lot of bad reviews in this live broadcast room, but soon the original anchor was unintentionally reappeared, but the store name was changed. . There are many shops selling fakes who run away with just one vote, and there are also unavoidable ones that have not been exposed. An employee of an e-commerce agency operating company mentioned in an interview with the media, “ We are not completely rejecting fakes, but the merchants need to ventilate with us first and say hello in advance. If it is a fake, I arrange to find a small anchor who is willing to sell fakes. “ Among the 1,000 short video live broadcasts he coordinated, one-third of them were known to sell fakes. . In addition, the decline of live e-commerce can be seen more clearly at the logistics level. In an interview with the media, Liu Rui, brand director of Extreme Rabbit Express, mentioned that the overall return rate of the e-commerce industry is about 10%, but the return rate of the live e-commerce industry is much higher than this number. “Relevant surveys show that, The return rate of live broadcast e-commerce can reach 30%, of which only 27% of users indicate that they rarely return or cancel orders , This kind of return and exchange situation has led to an increase in the abnormal orders of the back-end of our live e-commerce merchants, and also increased the difficulty of the live e-commerce merchants to allocate inventory. ” “Live broadcast” is still the outlet, but the taste of “carrying goods” has changed. (At the request of the interviewee, some of the interviewees’ names in the text are pseudonyms.) END Author | Wang Han Editor | Zhang Yixiao Can the live delivery of goods go further? 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