One Day To Drive Hundreds Of Millions Of Yuan Sales! Fans Effect Is Remarkable, Live TV Industry Is Shuffling Acceleration

Over the past one or two years, live goods are getting hotter. In some electronic business platforms, a well-known anchor's "buy him quickly" may lead consumers to kill spike. Some anchors can even drive hundreds of millions of dollars in sales in one day. Then, what are the economic accounts behind the live delivery of goods?

Wendy is a big code female anchor, engaged in live television industry for three years. She told reporters that a lot of work needs to be done before the live broadcast, such as the choice of clothing styles, the familiar price and other preferential information after the selection, so as to plan the content of live broadcast. Now Wendy, who has 120 thousand fans, can sell at least 800 clothes a day.

Anchors big yard Wendy sauce: the amount is probably the lowest, which is seventy thousand or eighty thousand to one hundred thousand. The highest conversion rate is about more than 50 yuan, and then broadcast for more than six hours, that probably sold about 500000.

Wendy needs to speak nonstop every day. His voice is husky, and he carries his sugar in his mouth. This is probably the norm of most hosts. When the reporter visited another live broadcast room of the anchor, she was on the live broadcast. The end of the live broadcast would also work with the staff to analyze the broadcast effect of the day.

Anchor operation Zhou Jiale: if we click low, we may have to consider two aspects: the anchor is not well explained, and fans are not interested.

Anchor Sherry baby: I live 6 to 8 hours a day, then fans now have 220 thousand fans, and then, our daily normal situation is that sales can reach twenty thousand yuan to thirty thousand yuan per day, and the conversion rate is 5% to 10%.

Live broadcast 5 minutes to sell tens of thousands of lipsticks, one day to guide sales of hundreds of millions of dollars, such a live with goods myth once again refresh the record. This year, the "double 11" has enabled the power of live broadcasting and cargo to break out, and the amount of live broadcast of head anchors can reach 30 million. Public data show that in 2018, Taobao's live platform brought Taobao over 100 billion yuan, up nearly 400% over the same period last year.

Taobao's general manager of content business department, Xuan de: this year, our "double 11" live broadcast has actually achieved an explosive growth, accounting for about six percent points of total sales volume. Last year, it was about 2 billion 600 million yuan, accounting for only a few percent, so you see an increase of more than five times.

Fans effect is obvious live TV industry reshuffle acceleration

The anchors of live broadcaster are often not one person to complete the work of butting businesses. Behind them there are institutions specially responsible for operation. There are more than 1200 such agencies, and what are the reasons for their influx? And why are consumers willing to pay for the anchor?

Consumer: because (anchor) he recommends, then many people buy, will have a little conformity, but that (mouth beauty) color really looks good.

Consumers: one is the price, the other is demand, and the star of the star itself. After watching it, he is especially close to him and is more willing to trust him.

Xia Jun, an Internet analyst at Guosheng securities overseas market: the fans' economic effects of the head anchors are very significant, so the factors such as the anchors' setting up, the appeal and the word-of-mouth with the goods will all decide the order of his goods.

Behind the anchor, there are often operational agencies to provide services such as docking businesses and training. After 95, after graduating from college, Chen Yalun set up such a direct broadcast operation organization, butting more than 20 anchors and hundreds of businesses. He told reporters that the proportion of different organizations and commodities to be promoted by merchants is different.

Chen Yalun, head of a webcast operation institution: The commission ratio is not necessarily, depending on the product, some may (twenty or thirty), some may (about forty). Some businesses are for brand promotion, he is not for purely sales, he may give us some service fees.

The attracting capacity of the direct seeding electricity supplier industry is attracting a lot of capital. The net red hatching marketing agency such as Han officially landed on NASDAQ in April 2019, becoming the "net red business first stock", but it fell 37% on the first day of listing, and its share price is still below the issuing price. From the first year of live broadcasting business in 2016, to more than three years, a large number of agencies and anchors have flooded the live electronic business market, and the situation of accelerated clearing has become increasingly evident under fierce competition.

Xu Jianhong, chief executive officer of a cultural and creative company in Hangzhou, It started with only thirty or forty organizations, and up to now there are about more than 1200 institutions. The process of shuffling, in fact, may be closed in 2 or 3 months, and this frequency will be higher and higher.

Brushing comments, making data and broadcasting economy urgently needs to be standardized

In the rapid development of the direct seeding electricity supplier industry, there are also some problems of false propaganda and unqualified product quality. Where is the regulatory direction of the direct seeding electricity supplier industry? What is the intensity? How should the industry discipline itself?

In October of this year, a start-up company invested 47 thousand and 500 yuan to find a red traffic promotion product, resulting in 3 million 500 thousand of the number of videos and high comments. The number of people entering the shop was a single digit. Such comments and false data are already the industry's semi open secret. In addition, there are also some anchors who exaggerate in the live broadcast, involving false propaganda, and some product quality problems are also worrying.

Jiang Zhenwei, senior partner of Shanghai Xinhua law firm, In fact, he is a typical advertising spokesperson. You can't endorse products that you haven't used, and you can't endorse the services you haven't received.

The supervision of relevant departments is being gradually involved. In October 17th, the Supreme People's Procuratorate held a press conference to request the third party platform to fulfill its supervisory duties conscientiously, and investigate and punish suspected illegal acts such as "brush up", "false comment" and so on. In November 1st, the SARFT issued a notice requiring that online live and entertainment programmes and advertising programs should not be exaggerated, and should not cheat or mislead consumers.

Shanghai University of Finance and Economics professor Cui Lili: Next, we may need to know more clearly what responsibilities each body should bear in the ecosystem.