A New Deal Is Shaking The Show. The Anchor Has Reached Hundreds Of Thousands Of Good Days.

Since April, the "double week duty sharing mode" launched by the live broadcast guild has really made the guild feel "pressure mountain".

It is understood that the "double week task divided mode" will be used in two weeks to assess the number of active anchors, growth rate and other data indicators.

    Take the jitter 5.4-5.17 Association's two week mission as an example, if the association completes the task, it can get a maximum score of 19.5%, including the highest 14.5% "task flexibility Award" and 5% "guild service fee". The previous Association awarded the highest score of 15%, including 5% "fixed share", 5% highest "task elasticity" and 5% guild service fees. 。

"It seems that the rate of return has increased from 15% to 19.5%, but if the guild does not complete the assigned tasks, it can only get 5% of the basic service charge and deduct the cost of artificial rent and operation, and even lose money." Someone in the industry admitted.

This means that if the guild wants to get more rewards from the platform, it will need to bear more pressure on revenue. If there is no reward sharing, only 5% of the association fees will not be enough to maintain the cost of daily operation.

CEO, who has many years of experience in the live broadcast guild, has told the billion power. At present, the jitter anchors have been able to achieve revenue gains and withdrawals in the background. The minimum number of 45%-55% players can be allocated to the anchor, so the new deal will not affect the income of the anchors in the short run, only improving the threshold for the public to get the platform. However, in the long run, it will require all kinds of operation equipment, venues, training and other cost inputs. If the company's overall revenue situation is not ideal, it will also lead to the loss of the anchor of the association.

"To a certain extent, it is also forcing the transformation and upgrading of the live broadcast guild itself. If you want to keep pace with the platform policy to get more traffic resources and reward sharing, you have to transform yourself and expand more business models. Zeng Cheng said.

Electricity supplier or short video live guild faces transformation difficulties

From 2014 to 2017, the live broadcast of the show is booming, and the technology of seeing the flying from the beginning of 2014 has been placed on the top of the live broadcasting platform, such as tiger tooth, YY, fighting fish, star, Ying Ke and so on. The largest anchor show can reach more than 3000 people.

However, as many industry players cut into the live broadcast circuit, Zeng also obviously felt the bottleneck of the development of the industry. He said that the core logic of the show anchors is the red anchor of the hatchback network, which enters the live broadcasting platforms. If the anchor can attract some big brothers with economic strength and willing to brush gifts in a short time, the anchor can easily survive and even live well.

"Some show hosts are strong, and not only can they serve well, but these large numbers of users can also attract users who have a small amount of brush. In this case, her development is better, and can even grow into the head anchors of the platform. Therefore, the live broadcast of the show does not require too much traffic, so long as it can attract some of the precise users who are willing to give gifts to the anchor during the live broadcast, they can survive. Zeng Cheng said.

However, behind the seemingly simple profit model of the show, there are also many uncertainties. Zeng Cheng also realized the limitations of this operation mode very early.

"In short, whether the anchors live well with her" big brother "is in good mood. If the survival and development of a anchoring agent depends entirely on the mood of these "tyrants" and "big brothers", their own development space will also be greatly restricted. Zeng Cheng judged at that time that the market prospect of the whole show was not optimistic. "Many shows of live show have been seen by everyone, and the pit has also been touched."

Then, how will the association holding a large number of live broadcast resources plan the way of transformation? From the policy orientation of the new traffic platform represented by jitter, the platform side hopes that the guild will integrate the "live show + short video + electric business", and find more traffic realizable possibilities in the three formats.

However, Zeng Cheng said that from the entire live broadcast industry, although the show live, short video, net red business three businesses have agencies in the layout, but really can do three businesses do not do much, because every business has players in deep tillage, short sightedness and electricity supplier itself is a weakness for the Association.

"From the perspective of the transformation of the live broadcasting association, the direct seeding business is a relatively long term development direction. Because its business logic is to combine the advantages of live broadcasting with commodities. This kind of marketing is beneficial to the display of commodities. "

Zeng Cheng observed that people in the era of search and shopping will face difficult choices. For example, search keywords "T-shirts", will appear all kinds of brands, all kinds of color styles of clothing, it is very difficult for people to purchase decisions at a time. If a anchor jumps out at this time, she can fan all the life needs of her fans and help fans make decisions, which will greatly reduce the user's decision cost. "Therefore, we judge that the trend of the live broadcast of the electricity supplier and the room for future development will be far greater than that of the show."

He also said that compared with the transformation of live broadcast of electricity providers, the live broadcast association will be more difficult to make short videos. "Shaking the voice, many popular short video content on the platform has reached the level of film and television production, from the whole script planning, to the performers of the actors, to the later editing process, whether IP or media matrix has been very perfect. Therefore, it is very difficult to create high-quality short videos by relying solely on a live show.

Even if the direct broadcast guild is ready to plan for short video production, it still needs to consider the competition intensity of this track. If IP is built from scratch, the current popular content circuit is already very crowded. Therefore, the association wants to rely on low-cost operation to transform short videos, and the probability of success is not great. "Once the transition is made short video content, the cycle of the whole content realisation will lengthen, which is contrary to the demand that the Internet anchor wants to cash in quickly." Zeng Cheng added.

Based on the judgement of the industry situation, Zeng Cheng led Taobao's anchor into the electricity supplier when it was just emerging. Since 2016, the technology of "walking on two legs" has been implemented in the view of flying technology. The live market of the original show has not been completely abandoned, and the live broadcast of electronic commerce is also continuing to explore. In addition to Taobao's live broadcast, mogujie.com has been trying to do business in the form of mogujie.com, fast hand, jitter, and many other platforms. "At the end of last year, we started to pay more attention to the live broadcast. We even started to pay attention to it. Even though we were in Wuhan at the new crown epidemic center, we still accumulated 3 million of the fans." Zeng Cheng said.

How can female anchor fans buy and buy?

Direct seeding business is a new marketing way, though it relies on "live broadcast", but there is also a "electricity supplier" industry barrier. Zeng Cheng tells billions of power. At present, the biggest problem faced by many live broadcasting companies is "how do they do electricity?" And this is also a problem with Taobao's live broadcast.

"A lot of live broadcaster organizations actually do not have the gene of the electricity supplier, do not know the way of the electricity supplier, and often ignore the obvious difference between the live show and the live broadcast of the electricity supplier: the traditional show live is usually a female anchors facing a group of male fans, but in the live broadcast of the electricity supplier, the female anchors are facing a large number of female consumers."

As an early transition to the direct seeding business association, the technology of seeing fly has also witnessed the transformation of many anchors in recent years. It turns out that many outstanding anchors are only a year away after they have entered the live broadcast business. To sum up, these anchors generally encounter four transformation problems:

First, under the scenario of live broadcast of the electricity supplier, the user groups who watch the live broadcast are changing. The more experienced live broadcaster, the less able to adapt to the change of the audience. Most of the show hosts are broadcast to the male users, and these live skills often fail to please the female users.

Second, it is not difficult for a general show anchor to achieve a monthly turnover of over 10000 after one or two months of operation. However, the time and energy needed to invest in a live broadcast business provider are much greater than that of the show anchor, and the actual income is not necessarily greater.

Zeng Cheng frankly, it is hard for the live broadcast providers to let the anchor quickly see "money". Live TV providers also pay attention to the fans economy, and it is not easy to accumulate fans under the live selling scenario. "Anchors need professional quality, and have to bear loneliness. They need to bear some financial pressure. Some of the anchors who have just worked as an e-commerce provider have heard that the show's monthly income is over 10000 or even tens of thousands, and they have already bought a car to buy a house. At that time, their mentality immediately collapsed, and it was very difficult for them to stick to it later. He said.

Third, for those anchors who have experienced the ultimate test of successful transformation, they will still encounter new development bottlenecks in the live broadcast of goods and let them germinate again.

Many of the anchors of the transformation business will start with beauty products as the entrance, because they usually have the habit of make-up on live broadcast, and are familiar with cosmetic products. However, the live broadcast of the electronic commerce requires the anchor to keep explaining the characteristics of the product. Once it stops talking, the popularity of the live broadcast will drop, which is also quite different from that of the show. Even if everything is not done, singing and dancing occasionally will not affect too much. But if the service provider is not in place, there will be no sales, which will affect their earnings.

Fourth, for the anchor of live broadcast business, clothing, beauty and food are better products. Although the sales of food products are considerable, the unit price and commission are relatively low. The Commission of some cosmetic products can reach as high as 30%-40%. This is a food category that can not be met. Therefore, although the volume of shipments is large, fans are also very active, but the actual income is not high.

Zeng Cheng said that the most anxious thing for the agencies running the live broadcasting business is the loss of the resources of the carrier anchors. Even if the agencies are very good anchors, it is hard to ensure that she can always be engaged in the industry. Many times it is not the agencies that want to give up her, but the anchors themselves choose to give up, so the construction of the mentality is also very important in the process of the training and operation of the anchors.

Force supply chain complements short business operation

In the transformation of the showroom anchor, guild itself is also organizing and developing its own e-commerce operation team. In Zeng Cheng's view, only the right team can make the appropriate anchor shine. "The anchors in transition need the training of professional skills and teamwork ability. Compared with the live broadcast, the direct seeding electricity providers have much higher requirements for the operators." He said.

It is understood that a more savvy show live operator can control twenty or thirty or even forty or fifty show anchors at the same time. He only needs to help her ease emotions when the hosts encounter problems, and promote the atmosphere of the live broadcast.

However, for the direct seeding business, an excellent carrier is often equipped with a mature operation team, including live assistant, field control and technical support, investment selection, delivery and after-sales service, customer service, etc. "Every link is very critical, so the relative staffing is far more than the entertainment show." Zeng Cheng said.

He also admitted that because of the short development time of the direct seeding electricity supplier industry and the imperfect personnel training mechanism, it is not easy to form a mature operation team in a short time. The head of a northeastern northeastern Broadcasting Association also told the billion power that they are now short of professionals in such areas as electric power operation, activity planning, data analysis and so on.

From the "goods" level, the transformation of live television business association is also faced with no small challenges. Zeng believes that the more development of the electricity supplier, the more emphasis will be placed on the supply chain capability. At present, the "price war" of live broadcasting providers is becoming more and more anxious. We all care about the price space of one point and one minute, so the so-called bargaining power of live broadcasting providers is not practical.

"Users' sensitivity to product prices is far greater than our imagination. The same product is priced at 19 yuan 9 and 18 yuan 9, the purchasing power will be quite different, and it is not a time-saving effort for the guild to do well in the supply chain." He said.

Zeng Cheng admitted that in addition to the head anchor of the major platforms, almost no anchor was not out of stock. For most of the middle waist anchors, the core selection logic is cost-effective. In his view, no matter clothing, beauty or food, no product can match the needs of fans through the design of live scripting. As long as it is daily life needs, as long as it is high cost performance, fans are acceptable, it depends on how the anchor can drive fans to buy products.

"Conversely, if the price of a product in the whole network is around 99 yuan, it will sell 199 yuan in your live room, which means breaking the rice bowl and breaking the most basic trust mechanism." Zeng Cheng talked to billion power.

For the direct broadcast guild, the possibility of directly looking for large supply chain cooperation is relatively small, and it is easy to encounter "pit" in this process. Therefore, Zeng Cheng is more willing to cooperate with the source plant actively and orientate some source manufacturers according to the demand of fans.

"The source factory itself has the demand for carrying goods, but in itself there is a lack of online goods carrying channels, one side has goods, and one side has sales, so it is easier to achieve cooperation. There is also a situation that is the supplier who takes the initiative to come home. At this time, we hope that he can make more profits and provide products with high cost performance and satisfying the needs of anchor fans. " He said.

For the industry to build a network of Hong Kong electricity supplier live base trend, Zeng Cheng believes that from the perspective of industry development, through the live broadcast base can make the entire plate bigger, attract more partners to join, complement the live broadcast industry chain on the short board.

"For the traditional studio, the most troublesome thing is the goods. Now the net red live base can bring together the business resources. The anchor can choose the right goods to carry the live broadcast with the goods and get profits in the short term, which is a good thing for the agencies and anchors without the advantage of the supply chain." He said.

It is understood that, starting in 2018, the Hangzhou area started the net red business live broadcast base project, the base invited the net red organization of all parts of the country to enter, and many businesses also took the goods to the base, and made the overall arrangement by the base. In the past year, a number of direct broadcast guilds have begun to set up a live broadcasting business base. After grasping the advantages of "people" and "field", a large number of merchants have been recruited to cooperate in the supply chain.

Zeng Cheng said that the live broadcast base is a heavy asset investment, not only needs to plan the site, but also needs all kinds of supporting facilities. Therefore, if the direct seeding association wants to get involved in this project, it must consider its own ability and the expected revenue comprehensively.

    In addition, there is still a frequency of replacement in the live broadcast business base mode. No matter how many goods there are, there is always one day after the broadcast, and there are many kinds of goods, and the anchor is also easy to pick holes. If everyone chooses the best selling products, the supply chain end will not fully guarantee the efficiency of production and delivery, and there will be a large number of products being left idle. Therefore, although the scale of the selected products seems to be very supportive, it is still a question whether the base can continue to sell revenue. " He concluded.