Identification Of Red Screen Anchors Is Not The Most Difficult. How Much Is The Pit Fee?

The live broadcast of goods on the draught is actually not as good as it looks.

When the attention of the audience turns to scarce resources, when the data flow becomes the standard to measure the popularity and ability of the anchor, the live brush fans data and sales volume scrub become an exceptionally busy business.

Consumer Z era noted that in the electronic business platform, there are a large number of highly programmed, labeled 1~10 yuan price live broadcast brush data products.

It costs only 70 yuan to record 100 "machine powder" data in the live broadcast, and the viewing time is as long as 2 hours. In the live broadcast of Taobao, it is 120 yuan to buy 10000 machine powder viewing data.

There are also businessmen who specializes in organizing live fans to brush data. Fans can go to live rooms for 1 minutes and get 5 cents.

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"Actually brushes the data not to brush, is very easy to be able to discover, for example, the number of live seeding of a anchoring agent reaches 20W, but actually the number of people entering the shop is less than 10." An industry insider said.

In addition to the live data and fans data, the sales data were not spared. Now there are some unreliable MCN institutions that specialize in businesses.

According to the consumer Z era, a unicorn enterprise joined a network of red anchors to organize a pro poor public live broadcast to help sell local agricultural products, with a transaction volume of about 450 thousand. But according to people familiar with the matter, its real sales amount is only 100 thousand yuan, and the remaining 350 thousand is for the "face project", accounting for 78%.

In addition, some small businesses have a smattering of live broadcaster. Some MCN first raise hundreds of thousands of fans, and then sign a live goods delivery agreement with businesses. Each commodity only costs a few hundred yuan of pit fee. If small businesses are cheap, they can earn a quick sum of money at once.

There are also MCN, net red anchor will first brush the bill and then return the list, for the refund of the transaction volume, the same business commission. On the other hand, they try to lower the price of their products, and sign a seemingly fair sale agreement with the merchants.

Then, MCN hired water force, second to shoot the goods, then returned 50%, and then distributed the rest of the cheap goods through other platforms, and still charged 20%.

Nowadays, for most businessmen, it is not the hardest part to identify the anchors' brocade. What's more, it is more and more like a game for brands to "hurt and be happy".

It is only a matter of time before the direct broadcast of goods is going through the barren times. It is bound to go through a long game between a businessman, MCN and anchors and platforms.

120 yuan to buy 10 thousand "machine powder": online 20W, 10 people into the store

"Hello, everyone, I am doing the jitter business, increasing the popularity of live broadcast interaction, attracting more people to open small stores, opening blue V, adding powder, praise, making fire videos, WeChat: XXX, welcome to pick up!" in a nearly 500 people's shaking voice, Taobao anchor group, from time to time, people send out some similar ads to attract the attention of novice anchor.

Not only that, in some WeChat industry groups, from time to time, some people have published news, asking whether anyone wants to be a part-time job of Taobao, Jingdong, vip.com and other major businesses to brush live data.

In fact, in the era of universal live broadcasting, viewers' attention has turned into scarce resources, and when data traffic has become a standard to measure the popularity of anchors, the data in the grey area business has become very lively.

In the era of consumer Z, Taobao search keyword "live broadcast" found that there are a large number of 1~10 yuan live broadcast brush data products. Rough statistics, turnover of the top ranked stores monthly turnover is less than dozens of single, more than five hundred or six hundred single. These small shops claim to provide live services. In the introduction column, they implicitly say, "the store stores the collection of people in the live room", "fans go to watch", "application for live broadcasting agency" and "introduction of traffic volume".

Consumer Z era anchors the identity of a Taobao store customer service, the other said that it can provide voice, Taobao and other platforms live brush volume services. "We are in the shaking platform is 43 yuan brush 100 live broadcast quantity, Taobao is 120 yuan brush 10000 viewing quantity."

When asked about the price difference between Taobao and jitter, customer service said it was inconvenient to inform. However, the other side also revealed that their brush volume is not generally detected by the platform, but the upper limit is 100 thousand.

Consumption Z era found that the platform's live brush volume process has been highly programmed. The customer service of another Taobao store revealed to consumers in the Z era that they had 70 yuan to brush 100 viewing numbers in their live room, provided that the home page link of the jitter host could be provided to ensure the online time was 2 hours.

The other side said, as for why the shaking platform is more expensive, it is because the blows are more severe on the brush list. "So we are also limited. If the quota is full, we will not do it."

When asked if the fans who watched online were real fans, the customer service showed clearly that "interaction was not". Liu Liang, a person in charge of the volume of live broadcaster, has revealed to the consumer Z era that now online watch and barrage interaction can be completed by machine software, and the number of viewers in the upper left corner, the number of live broadcaster and the number of points can be enhanced through some "turning tools" to help the anchor to increase the popularity of the live broadcast so as to get more recommended volume of the platform.

"Generally speaking, buying real fans is more expensive to brush, and 1 cents to 5 cents." Based on this calculation, 1 live accounts will cost 60 yuan online for 2 hours. Liu Liang said that the brush machine will generally pull these people into the WeChat group. Once there is a demand for the brush, the live link will be sent to the group, and then a red envelope will be sent. The person who grabs the red envelope will send the screenshots in the live broadcast to the group to complete the task.

Liu Liang introduced that a new concept called "live group control and cloud control" has been springing up recently. With the help of platform loopholes and crawlers, the purchase of multiple mobile phones can keep the number of people watching and constantly improving their popularity.

It is worth mentioning that in the industry, live brush data is already known to everyone. Liu Liang said, "in fact, brush data is easy to find, for example, the number of live seeding of a anchoring agent reaches 20W, but the actual number of conversion is less than 10."

He explained that the reason why anchors want to brush live data is because traffic will have higher business value before they get the favor of the brand side.

A Taobao live top MCN agency project leader has also said that in fact, whether it is Taobao live, or vibrato live broadcast, as long as the platform involved in advertising fees, there will be basically the phenomenon of data brush. He explains, because brand customers first look at data when they advertise. So this kind of business with huge interests is bound to struggle to make money.

Special "kill chicks" MCN: hire a water force kill, return 50%, commission collection.

Although people in the industry are aware of the fact that streaming data is being broadcast in live broadcast, many businesses outside the industry know little about it and easily become some MCN "deceit" targets.

"The live broadcast is very deep." The founder of the health care brand has introduced to the consumer Z era. Nowadays, the live goods are too hot. Everyone is catching up with the draught and feeling that they can make money if they do. But in fact, small businesses are full of strangeness or even half knowledge about this new thing.

At the end of February last year, Zeng began to do the short video operation of jitter, and when he was on the fire, he made the live broadcast of jitter. He disclosed that now a new wave of MCN institutions emerged from the market. They made videos through the logic of batch templating, ensuring that every net red produced a large number of fans. Specifically, there is a special monitoring data. Now, which form of video fire is going to make the net red hot and batch replicate.

In this way, some of the bulk replicas can also get some real fans, and a few fans will soon be able to create more than ten thousand or even hundreds of thousands of fans. "It is precisely this part of the industry that is trying to harvest some small businesses by selling low price pits and volume agreements.

Zeng Qiang revealed that he had friends who made cosmetics and was passed by these MCN institutions. The industry, who claimed to be a live broadcast service, introduced to his friends that the company had hundreds of thousands of fans' net red, which could help him to do the live broadcast with the goods, and the pit fee was only 600 yuan.

At that time, his friend thought the cost was very cheap, and signed 10 single tests with the other side. "It's the 10 anchor. It took two or three minutes to introduce the product on the live broadcast, and the last product was not sold."

This kind of MCN is to earn some fast money. Zeng has calculated an account. If a MCN has 100 net red accounts, each account will receive 20 orders a day, and a single 500 yuan will earn 10 thousand yuan, and 100 accounts will earn 1 million.

In order to earn more money, many MCN even launched the distribution mode, through the so-called agents to find small businesses to sign contracts, and finally divided into MCN institutions, and accumulated a lot.

Earn a pit fee, or a relatively low level of deception. The conversion rate that merchants generally take into account has now become a routine of some MCN institutions.

"I know a few hosts who live directly with the goods, and the teams behind them will try to push down the supplier's price, but the anchor's royalty is unchanged. During the live broadcast, the team will hire water force, second time to shoot the merchandise, then return it after the live broadcast, and the anchor is divided into a few, but the business is in a mess. " Entrepreneur Wang Wei (pseudonym) said in an industry exchange group that even with contracts signed with merchants to guarantee conversion rate, anchors and some irregular MCN still have loopholes to be found.

An entrepreneur who has studied live goods shows that there is such a MCN or anchor in the market. They often protect the bottom to make tens of thousands of sales to merchants, extract 20% Commission, and can not do the pit fee, and then sign the contract. At this time, businesses often listen to one's heart easily, after all, there is a guarantee of conversion rate.

But when the real contract is signed, Wang Wei, the entrepreneur mentioned above, will appear. He said, "the anchor will play for a few minutes in a pretend manner, and buy the goods back by hiring a brush to earn a 20% Commission. After that, the operator returned nearly 50% of the goods, and the rest of the goods were sold by the way of community competition, because they were also bought by pressing the prices of businesses.

Xiaoya, who works in a foreign company and works in the cosmetics market, also told the media that in the face of some more popular Internet brands, brands sometimes seem very vulnerable.

"Sometimes those nets are red and unreasonable, and many require brands to make unconditional refund without reason. More importantly, businesses must also pay commissions for returns. We encountered a very awkward situation, that is, net red helped us sell more than 1000 products in live broadcast. But the final return rate is as high as 50%. Why does such a high return rate mean that many of the fans purchased at that time were hired by the Navy? "

Live brush, brush flow: a "Hello, I am good" show.

In fact, not only small net red people, even the head nets red people also have the brush list situation.

According to the consumer Z era, a unicorn enterprise joined a network of red anchors to organize a pro poor public live broadcast to help sell local agricultural products, with a transaction volume of about 450 thousand. However, a person familiar with the matter disclosed to the consumer Z era that its real sales amount was only 100 thousand yuan, while the remaining 350 thousand sales volume was for the "face project", accounting for 78% of the volume.

Last November, Sydney, a well-known women's clothing store owner, claimed that the sale of double eleven was broken by 100 million, and that the sales volume of Sydney single product exceeded 5 million yuan, and the data even exceeded that of Wei Ya.

However, after the end of a live broadcast, because the central control failure did not end the live broadcast, Sydney and other staff members re issued the sales volume of a commodity, referring to the brush list during the period, and said that "should be one hundred single, one hundred single site". Although Sydney, after interacting with netizens, said that it should not be brought to the rhythm. It was "fill the bill" which was called "brush list". It also called "buyer's show optimization" and so on.

However, the "Sydney scrub" was once on the micro-blog hot search, which made Netizens feel suspicious about the hot red net live selling.

Recently, there are also netizens question that the two live donkey couple live with a shopping list. Netizens said they claimed that each person restricted 6 orders, but the records showed that sales volume was 10 single, 10 single punch, and even products were off shelves, but also to brush data.

However, for most businessmen, it is not the hardest part to identify the red screen anchors. What is more difficult is that the live broadcast of goods has become more and more like a game that makes brands "painful and happy".

"Most of the businesses who are looking for live broadcaster are losing money." The above entrepreneurs have strongly explained that on the one hand, businesses and big net red cooperation almost need to pay tens of thousands to hundreds of thousands of pits.

It is reported that Luo Yonghao's pit fee is up to 600 thousand, Li Jiaqi 23~42 (according to the Commission floating), while the virtual idol Luotian Taobao live broadcast pit fee is as high as 900 thousand.

On the other hand, when working with the famous network red anchor, the merchandise is usually the lowest price in history, plus the anchor will charge 20~30%.

"The profits of a set of products have been eaten." Zeng Qiang explained that in fact, most brand manufacturers take goods to the top level traffic anchors. In fact, they do not invest in switching ratio, but seek exposure.

"Brand owners spend 10 million of their goods, which may have a 20 million sales volume, plus a pit fee and a split. They will probably lose 5 million. It is equivalent to a brand that only costs 5 million, and achieves 20 million sales and advertising effects. He calculated an account. The brand spends 10 million to the traditional hard and wide advertisement and the live broadcast takes the goods completely different.

It is not difficult to understand why, in many people's eyes, since they are all advertising, the number of live brush and online viewing is a show of "hello or I".

At the moment, live selling is still in the barbarous growth period. There are insiders who believe that the platform has been cracking down on the brush list, and the latter mechanism will surely become more mature.

It is worth mentioning that, for the gray business of live broadcast brush, some people also see some opportunities. Recently, the head of a data driven short video KOL transaction platform revealed to consumers Z era that it is building a monitoring brush list system, which can monitor real-time fans' data and traffic data in real time.

As a professional has said, MCN and anchors who do not obey the rules can not last long.