"Magic" For 67 Days: Star Michelle Ye'S Live Show Ended Abruptly.

In the entertainment circle, no one knows what will happen next. It is often a matter of minutes for people to collapse or reverse. The actor Michelle Ye has changed his reputation recently.

"Are there any friends in Hangzhou who have this bird's nest in Hongkong? Rush for flash, thank you again! " On the afternoon of May 25th, Michelle Ye released a help message for the evening's live broadcast in his circle of friends. In her comments, she replied that even if she left, she had to stand on the last post.

The news came a little off guard. In the afternoon of May 22nd, in twenty-first Century, the business reporter came to Michelle Ye's office in Hangzhou Xintiandi, and watched the selection, rehearsal and live broadcast of her team. In the past 67 days, all her work focus has been placed on live goods.

As the only live star on Taobao live platform, Michelle Ye's sudden abandonment made the team and fans very sad. "Ah, helpless, I also very reluctant, after all, I built the studio. If the output ratio refers to money, there will still be a lot of returns for the live broadcast, but I can not do anything contrary to morality and principles.

For many rumors, Michelle Ye clarified that Taobao platform had nothing to do with it. Her performance on Taobao is not bad either. Just one month after the live broadcast, it reached the third place in the star list. Perhaps the main reason is that the cooperation with Han Yu Yu media, a cooperative body behind him, is not good enough. The curiosity of the outside world is that what role does the stars play in the live industry chain?

"Reducing dimension strike"

It was five p.m. when I saw Michelle Ye. She is talking with an organization in the conference room to talk about the next helping farm plan. Simple ponytail, white T-shirt, sports pants, completely fade the bright and fat of female stars, more intelligent and capable.

Almost all the team members who had agreed to interview were gathered to report to the team. Telephone, WeChat, signature, audit, quotation, writing lines and so on, made her almost incapable of getting separated.

The first two days, she went to Shanxi Datong and the local government responsible for the direct sale of agricultural products, so the work of the selected products basically stagnated. In twenty-first Century, the business reporter noted that there are many kinds of merchandise on the table, including milk, spray, candy, bird's nest, health products, shampoo, etc., covering all aspects of consumer goods.

Michelle Ye took out a bottle of cough medicine and drank it on the spot. Other products such as massage belt, facial mask, cleanser and so on are all packed into her shoulder bag. "We must try our own food products before we can cooperate with them. Some are not immediately visible, they are taken home and used to give feedback.

Throughout the process, she asked about the origin, taste, channels and even the brand registration place of the products. "A lot of products are fake foreign brands, and overseas casually registered a brand to come back to fickle consumers. We will not cooperate with such kind. " As a new anchor, Michelle Ye will make a preliminary judgement based on the nature of the shop.

In the past six months, the epidemic has completely changed the selling mode of the electronic business platform. When Li Jiaqi, Wei Ya and other head anchors earn their fill, the star's attitude towards live broadcasting has also undergone tremendous changes. But there are still some people who believe that traditional actors, singers and hosts sell goods to live rooms, mostly to earn fast money from fans. Even for the sake of data, celebrities and merchants brushed the bill.

But there are not many willing to drop down to sell. According to incomplete statistics, from April to this year, the stars who came to live between Wei Ya and Li Jiaqi reached a total of about 60. And those stars who appear by themselves often face enormous challenges. Are you familiar with commodity characteristics? Are you willing to cooperate with the anchor? Is it involved in interaction? Will affect the atmosphere of the live room. Most of the time, the stars and anchors are just greeting and courtesy, revealing their faces for their endorsement brands.

Is live broadcast low for stars? Michelle Ye, a TVB master at the golden age of the Hongkong TV industry, studied at the Wesley Institute, the famous Ivy League school. He has appeared in many classic dramas such as "rebirth", "cloud and sea, jade bow", "flowing gold years" and "going to the skies".

She called live broadcast "reducing dimension strike". "Live broadcast and film and television industry have something in common, they are content production. I used to be an actor and producer myself. According to my experience and ability, I can play the best variety of live broadcast. But the advantages of live broadcast are more transparent and efficient, which is also the benefits of technology, and the traditional film and television industry can not be compared.

Behind the day broadcast

After the selection, it has arrived at 6 p.m. Michelle Ye spent less than 5 minutes in the office and finished lunch in the office. The rest of the time was left to the rehearsal of the live theater, and two assistants met the lines again and again.

Careful netizens soon discovered the difference between Michelle Ye and Wei Ya and Li Jiaqi. Selling oolong tea, Michelle Ye will recall his travels in Japan and find that the coupons for milk are temporarily cancelled, and she will contact the merchants on the spot. When the problem was solved, she even pulled the other party to the blacklist. Michelle Ye sold off his shoes and tried to sell them.

"I hate cheating. Things that are fake can't last forever. Live broadcast is also the same, can not be used to cut the leek mentality to do, otherwise there will be no more than second times after the first cooperation. Michelle Ye has no secret of the moisture in the industry, for example, when a businessman asks for a high sales volume, she will flatly refuse and even pull the other party black.

Compared with the top carrier, Michelle Ye seems to be more real and less like a "carrier" anchor. Ten minutes before the start of 19 o'clock every day, the other four members of the help group and the team will first come to a live room about 70 square meters to prepare for the commodities and props to be broadcast on that day. Two widescreen computers, a small video camera, a monitor and two receiver microphone are all the equipment behind the live camera.

What's interesting is that on the iron shelf of the wall, there are all kinds of costumes, the Qing Dynasty, the Han Dynasty and the modern times. Every night, these costumes and props will appear in the studio. Michelle Ye has designed a fixed link in the studio, that is, the recommendation of the small theater and the good book. In the small theater, she and assistant sentries and assistants will play a good plot during the day, and promote the merchandise by the way. In the theater, she dressed in costumes, sometimes disguised as "Hua Fei", sometimes transformed into "white lady", sometimes "Village Flower", and more often she was "Guai Fei".

At 18:55, Michelle Ye pushed into the door, still a white T-shirt, army green shoulder bag, and slippers on his feet for athletic shoes. She didn't have a makeup artist. She combed her hair in the office and put on the foundation and lipstick. She sat down in front of the camera. At this point, no one can see the stars of the past.

Assistant Penguin told the twenty-first Century economic report that the costumes for these costumes were 30 yuan, and the lines must be written in the daytime. "From 7 to 11, sister Xuan does not go to the bathroom. It takes a minute to change clothes at most."

This rhythm has lasted for two months. Compared with the vegetarian, the star effect is undoubtedly a huge stepping stone. Since the first day of broadcasting, Michelle Ye's plays, profiles and boyfriends have never been broken in the live broadcast. Michelle Ye knew this very well. "When I was a producer, I would also consider the benefits of patch advertising and so on. But that is intangible, and there is no standard for brands and partners. Direct seeding is a more direct way to turn star effect into reality, and more equitable and fair.

Iron platform

In the last 4 hours of the live broadcast, Michelle Ye ate half a steak, a zongzi, two honeydew melon and three black sesame balls. Michelle Ye is not affected. "Maybe I am a science girl. I think things are clearer. If you want to make money and do not want to put your heart into it, how can there be such a good thing in the world? Anyway, I don't think I can only be a vase. "

In order to sell crayfish, she disguised herself as Lin Daiyu in a certain period. Following the allusion of "Daiyu burying flowers", he said he would eat lobster meat and bury shrimp shells. After 65 days' insisting, she still did not feel tired, but the team members were more than half tired. In fact, the team was only formed in March. In March 21st, the first live broadcast of Michelle Ye was accompanied by Han Ding Yu Yu, a partner, but the other side was tired. After a few days, he quit.

After that, Michelle Ye began to recruit himself. Half of the fourteen people were fans of Michelle Ye, and four of them had overseas study background. Penguin is responsible for content, business and operation. In the early years, it was Michelle Ye's post bar. It was also the host of micro-blog's Ye chao chao. The help seeding family Hao and Michelle Ye have been friends for five years.

"Stars are definitely easier to start than they are," says Taobao, who is also responsible for the star group. In resources and promotion position, have given a lot of support. Howard Howard reveals that occasionally the stars who play tickets live are still unable to grow. Only with continuous broadcasting, can trust be established with fans. After all, it's two concepts to watch stars acting and watch live orders.

At first, Michelle Ye positioned the studio as "cultural salon". In the future, he planned to sell movie tickets and performance tickets. Therefore, the number of live broadcast products is not fixed, about 15-20 per yard. Generally speaking, the income of live broadcast is divided into pit fee and commission. Compared with other stars in the market, Michelle Ye's pit fee is not high, only 3 thousand yuan.

"Live and play can earn a lot of money, but making money is definitely not my original intention. In such a technology driven era, I want to at least not be divorced from myself. Michelle Ye bluntly said that if a businessman loses money, he can broadcast it again for free. Without the vicious circle of industry, this ecosystem will not be able to play anymore.

Jia Hao calculated an account. A Tmall international businessman's Lipstick usually sells for 99 yuan at a normal price. The price of cooperation with Michelle Ye's live broadcast is two yuan 120 yuan, excluding the 20% share of the live income and the Commission of the platform, and then deducting the international freight and taxes.

From the interest distribution of industrial chain, brand members, platforms, anchors, MCN agencies and other roles are different because of their voice power and ability to control traffic flow. Taobao's live broadcast, jitter, quick hands and other platforms have developed a pumping mechanism. It is reported that Taobao's live platform will charge 30% of the technical service fee from the commission paid by the brand side, while the service charge charged by trembling sound is as high as 50%. The ratio between Michelle Ye and Han Ding Yu Yu media is 5:5.

It can be said that the platform of iron hit is the anchor of running water. Taobao's live data show that the sales volume in 2019 has exceeded 200 billion yuan. In 2020, Taobao's live broadcast plan will create tens of billions of revenue for the anchor, and plan to cultivate 100 MCN institutions with a revenue of over 100 million yuan. Against this background, mud and sand have already been inevitable.

Quit live broadcast

In the past, celebrities who brought their own traffic to live were carrying live goods, just like having a free billboard, but with the increasing number of stars entering the industry, auras were no longer the golden bell of the company. Most of the time, Michelle Ye, who sits beside him as the assistant seeding guy, is also responsible for business and operation. He said that when he started to do the live broadcast, he worked at two or three a.m. every day and had little rest during the day.

With the live broadcast of Michelle Ye's live broadcast, Jia Hao will turn the position of live broadcast to Michelle Ye's star selection shop, and Michelle Ye will interact with netizens in a way of commentary. She told the twenty-first Century business news reporter that he had signed a three year contract with Han Ding woo, and that he could not broadcast it on other platforms in his own name during the contract period. "I can't broadcast, but I can't solve the problem, nor can I cooperate with other companies."

More detailed reasons she did not disclose, but revenue is not the main factor. "In my opinion, money is just a tool to measure value. The real harvest is our team's training and promotion. Everyone's potential is magnified, even bullied without fear. Today's live broadcasting industry does have the cost of bubbles. But compared to the film and television industry, has been a lot of transparency.

In the studio, she also spent a lot of time in recommending books. Most of these books were classical literature. Michelle Ye sold the Notre Dame de Paris and Fang Siqi's first love paradise. Obviously, a Book priced at 30-50 is not able to make money in the live broadcast, but it can increase the sticky degree of the fans.

Perhaps this is her ideal state. Like many foreign Internet red KOL's live broadcast forms, she speaks rich and interesting contents, and hangs several links below the screen. There are 14 minutes to talk about content, and only 1 minutes to sell things. It is similar to the form of patch advertisements in TV and movies. Instead of today's irrational competition, there seems to be only price left in the final competition.

In the official list released by the electronic commerce platform, Michelle Ye's account has 580 thousand fans, the total number of viewers is over 50 million, and the amount of live broadcast in the first month is 46 million. But she decided to quit. This brief cooperation has also sounded the alarm for the industry. How should the relationship between celebrities, net red and MCN institutions balance and grow together? After all, not everyone can become Zhang DAE. A net red is deeply bound with the institution and goes to the NASDAQ capital market.

When the cake is attractive enough, there will be an endless stream of MCN institutions entering the trillions of markets. Claudie data show that in the support of the electronic business platform and long video platform, the number of domestic MCN institutions exceeded 20000 in 2019. Among them, the majority of MCN institutions are staffed in 100-300 people, accounting for about 16% of MCN institutions with more than 300 people. New era securities expects that the market space for MCN institutions in the next 2-3 years will be about 59 billion.

What the stars need to think about is how to sow them well. Some netizens commented on micro-blog, "spare time to see a few paragraphs of her performance on the live broadcast, and found that she was very dedicated, like a neighbor's elder sister, whether it was personal expression control or feedback. It's very detailed. Never rush to end this commodity in a hurry. "

Michelle Ye, who did not intend to play the game, announced his withdrawal, and through his short video account, took advantage of the gap between make-up and recorded a video to talk about his feelings. Indeed, for the direct seeding of e-commerce, this is not a simple flow operation, but a coordination and coordination among people, goods and fields.

"Tired, on the one hand, can't contact anyone every night. It is not until midnight that we can see the message from the cell phone. But happiness is the most important thing. " A member of the Michelle Ye team revealed. On the day of the reporter's 21 interview, she still squatted in the cement aisle outside the office building, and cooked it in a simple small pot for a while.