The Rapid Outbreak Of The Epidemic Has Made These Live Broadcasting Platforms Possible

In half a year, 200 million new daily activities have been added, which is called "half wechat", which has become a gold rush for content creators.

On September 15, Zhang Nan, CEO of byte beat, promised at the second tremolo creators' conference that next year's goal is to make the creators of tremolo earn 80 billion yuan. But someone calculated an account, which means that the average daily income of each creator is less than 10 yuan.

Cash is getting closer and closer. The gold rush resort, which seems to contain unlimited opportunities, gives grassroots creators a chance to turn around. In the eyes of numerous MCN institutions and businesses, it is no longer just an entertainment and social platform, but a huge money generating machine and traffic factory.

Some people use the flow to get rich first and earn a lot. But more people rushed in and found that money was not as easy to earn as expected.

The crowding rich train

Yue Junying, who has been engaged in the maternal and infant industry for 16 years, was caught off guard by the outbreak of the epidemic at the beginning of the year. Nearly 2000 square meters of offline stores suffered serious losses, 500 square meters of warehouse pressure unsalable winter children's clothing, and this is almost her "gate of life.".

In order to survive in the Jedi, she registered the enterprise shaking sound number "Changge xiaojiaoya pregnant baby". She recorded a short video based on the real scene of the mother and baby shop and decided to gamble. After several thousand fans, Yue Junying, against the opposition of the whole team, insisted on starting the live broadcast and broke into the live e-commerce track with low price and quick inventory.

On April 18, when the broadcast began, nearly 1000 people poured into the studio, and Yue Junying's 10 items sold out in less than 10 minutes. By the third day, the backlog had been cleared. On the fourth day, some businesses came to the door and asked her to help with the delivery in the studio. Yue Junying realized later: Live + mother and baby, it can be done.

This is the first time she felt the strength of the "flow" platform with goods. "I shot first and then aimed at it. I didn't know how to get on the road. It was like someone was pushing it forward behind me. It was bigger when I walked." Yue Junying told Yibang that she was "as helpful as God" when she was doing live broadcast of shaking sound, and she hardly invested money for traffic.

The staff in charge of the off-line warehouse are responsible for the delivery, and the network supervisor links up. Yue Junying and the store manager take turns as the anchor, broadcasting from 6:00 to 11:00 every night. By the tenth day of the live broadcast, Yue Junying had already reached the level of 3800 units a day. She got up at 7:00 in the morning, drove three hours to the manufacturer to purchase goods, and then came back before 6:00 p.m. to continue the live broadcast. Basically, she could sell a truck in a day.

The growth rate of "Changge xiaojiaoya pregnant baby" exceeded all people's expectations. Several live challenges were won, and the sales volume quickly exceeded 1 million yuan.

At present, the average customer price of "Changge xiaojiaoya pregnant baby" studio is about 30 yuan, with 3-4 orders per capita and 100-150 yuan per capita consumption. The net profit of a month can reach hundreds of thousands of yuan, which is higher than the expectation of offline stores. Yue Junying told Yibang that although there were not many fans in the studio, the buyback rate reached nearly 98%, and half of the customers came from re introduction.

Opportunity and luck are very important to Yue Ying. According to the 2020 live broadcast data map data released by dithin and massive engine, since February this year, live broadcasting has become an effective way for all walks of life to resume production and work, among which e-commerce is one of the fastest growing content directions.

During the outbreak of the epidemic, "Rainbow couple" gained 1 million fans in two months, earning 650000 yuan a month. According to the estimation of "tech planet", since April, Luo Yonghao has carried out 37 live broadcasting with goods, with a total sales volume of 1.04 billion yuan. If the 20% commission rate is used to make a profit, Luo Yonghao will get 208 million yuan of commission. Less than half a year after entering the Bureau, Lao Luo has made a lot of money, and has paid off 400 million yuan of foreign debt at the end of 2018.

Shuo Yin's story of making wealth is still going on. There are all kinds of stories about gold rush in the middle of the river, attracting a steady stream of back waves to squeeze into the track. However, for more latecomers who linger on the edge of falling behind but refuse to leave, this is bound to be a train of sudden wealth that can not be squeezed in.

"Rich scenery also needs money to be an introduction"

"It's on the street again." Jiang Tianyi, who is in charge of the operation of the shaking tone account of a household product company, is somewhat depressed.

The latest short video has been sent out for nearly half an hour. The number of video views has stagnated below 500, and there has been no breakthrough. The number of likes has broken through double digits on the line, and there is no reply in the comment area. According to the dither algorithm, this means it can't enter the next larger pool of traffic. In other words, the video is "obsolete.".

In the official twitter account of the company managed by Jiang Tianyi, there are still many works like this which have not caused any ripples and are submerged in the flow pool.

In April this year, Jiang Tianyi took over the official shaking tone account of the company. This company has been working hard on platforms such as Taoxi and Jingdong for many years. After the arrival of the outlet for live broadcasting with goods, Shuo Yin has become a new channel that has no choice but to make efforts. In the words of boss Jiang Tianyi, if others do not keep up with themselves, they will be eliminated by the new tide.

The initial determined method is to obtain fans from household popular science short videos, and then convert them into fans' consumption in live broadcast and shaking music shops later. But the logic was quickly falsified.

"Maybe at the beginning, I didn't find the direction of the content well. I didn't want to watch the popular science video for the second time after doing a lot of actors." For several months in a row, the number of fans in the account managed by Jiang Tianyi is still less than 10000. In Shuo Yin, there are so many creators at the level of "10000 fans". Jiang Tianyi's team is not even a half ordinary blogger. The content is not popular, so the idea of short video content absorbing powder and then converting it into purchasing power is "too idealistic".

Seeing the short video become "yellow", Jiang Tianyi's team quickly adjusted its strategy and embarked on the road of focusing on live broadcasting.

In the stage of raising the number, Jiang Tianyi sows almost two hours a day, mainly selling towel, slippers and other products with relatively low customer price, but the daily turnover is only a dozen orders, and the sales volume is only about 100 yuan. He realized that if he wanted to cash in on the traffic platform, he would either set up someone to "cheat" fans to bring goods at the beginning of the wave, or the brand would directly enter the market and spend a lot of money.

"If you have money, you should also have money to be an introduction." Jiang Tianyi believes that at present, tremolo controls the 600 million day flow pool. As long as you have money, the flow almost has no ceiling.

From the company's tmall and Jingdong operation groups, he dispatched a small anchor team specialized in operating the live broadcasting room. He used the method of "* *" players to sell goods at a low price of 100 yuan. At the same time, he spent money on promotion service providers. He had to burn nearly 10000 yuan to buy traffic every day.

Due to the low starting point, the input-output ratio of the live broadcasting room in charge of Jiang Tianyi rose from 1:0.3 to 1:0.6 until the promotion service provider intervened. Recently, it was barely maintained at the production ratio of 1:1.

"The promotion service providers who have just started to cooperate have a poor effect. A live broadcast costs 8000 yuan for advertising, and the maximum amount of broadcast sales is 3000 yuan or 4000 yuan." When burning money, he was worried that he would not be able to convert into sales, that he could not spend money, and that he was afraid that the studio would not go out of the doldrums. Jiang Tianyi was really anxious.

He calculated the money on the account, has "lost nearly 100000 yuan", but there is still a distance from the bottom line of 300000 yuan set by the boss, "the boss said that he didn't lose 300000 yuan, don't tell him."

It's better to lie in the eyes of the boss than to burn money.

Jiang Tianyi did not dare to be optimistic: "now how dare to talk about making money, just hope not to lose too much. (this data) has already been regarded as having a good time. After all, the hope of the latter is still greater if we lose two hundred per thousand and five thousand when we do twenty thousand. "

It's getting harder and harder to make money

"The flow is diluted." After two years of immersion in MCN's Cultural Bureau, he felt the change of MCN's organization.

In 2018, immersion culture aimed at the vacancy in the tremolo MCN market, and quickly created a series of technology stream large-scale such as picture frame girl "jiejie", Baifa Baizhong series twins "Yanfei yanmiao" and "*" sisters. At that time, the MCN market of microblog, wechat public account and other platforms was saturated, and there was still a large space for the traffic dividend of tremolo.

Today, the number of fans of immersion culture's account number has nearly 50 million. With the continuous improvement of the realization channels and the increasingly rich platform playing methods of Douyin, Wang Yujue feels that it is becoming more and more difficult to create new accounts.

"Making one video in 2018 will increase the price by 1 million yuan, and making three videos in 2019 will increase the price by 2 million yuan. However, by this year, we may only increase the price by 700000 yuan for eight videos, or even 200000 yuan for six or seven videos." Wang Yujue frankly said that the speed of "detonating in situ" and rising powder "is now discounted compared with that of the past.

More and more athletes are pouring into the track to divide the chattering flow cake.

According to AI media consulting data, the number of MCN institutions will reach 28000 in 2020, with a year-on-year growth rate of more than 100%. The number of tremolo creators has increased by about 130 million in the past year, according to the data released by the tremolo creators' conference.

"The number of creators has risen geometrically, but the number of users is only growing linearly. Tremolo is not a necessity. Wechat is a necessity. Can there be more tremolo than wechat (users)? Not likely. " Wang Yujue's judgment is that if the number of users increases by another 100 million or 200 million, the shaking sound will touch the ceiling, but subsequent creators may "double and double again".

The number of players is gradually saturated, giving birth to new play methods and moves. In the first half of this year, in the process of chasing the most popular outlet of live e-commerce, Wang Yujue saw great changes in the industry almost every month.

"The trend of fashion has been changing. Stars have entered the scene, online celebrities from other platforms have entered the scene, government live broadcasting of agricultural assistance has brought goods, and the transformation of various pan entertainment numbers has come again." Wang Yujue told Yibang, "this was not the case in the past. In addition to the larger size of the patch advertising market in 2018 and 2019, there is no big change in the way we play."

Recalling the first half of the year when she shared traffic with big stars, Wang Yujue lamented that "it's too easy to crash.". Even with the star big V stagger peak live broadcast, the number of people in the live room is still half less than in the past, and the sales volume is also cut by half.

The more difficult it is to do, the more difficult it will be. The head MCN mechanism will spread the net and open the horse racing mode. It will cost a lot to make 10 numbers at most. The middle and low-end organizations have to recognize the reality, avoid difficulties easily, and make accurate marketing. The coping strategy of immersion culture is to go down to the vertical category and make new efforts in the two fields of adoration and wedding.

At present, immersion culture mainly relies on its three business lines of artist placement advertising, live e-commerce and account generation operation. The reason why we choose three parallel lines is because the environment is changing too fast, "I dare not put all the eggs in one basket".

On May 27, a real person appeared to explain the popular video of "Bangsha", bringing 1 million fans, 54 million readers, 1.9 million likes and nearly 60000 comments to the account "Zhang Le" focusing on the knowledge sharing track. After making a blockbuster, she obviously felt that the weight of the account increased, "everything is easy to fire, and the data will not be particularly low.".

After the fire broke out, Zhang Le began to try the mainstream cash flow method, and made several live chats. One two-hour session often showed "brain hypoxia", which made less than 1 million sound waves. Excluding the platform, it was said that "it's hard to make much money after half a day's work". Zhang soon found that she "can't make (Live) this money", she considered to make the account longer, and continue to build in the direction of knowledge payment.

At the end of July, Zhang closed his account and didn't update the knowledge sharing video until September. The three months of "disappearance" are exactly the time for her old line blockchain circle to "grab money". Standing at a fork in the road, she chose to temporarily return to the "Geng Lai Qian" track.

"There are a lot of creators who are very anxious. A few of my friends used to be 400000 fans. They record videos very hard every day, and they are still four or five million fans now." Zhang told Yibang that it was because she did not rely on short videos to "eat", that she became one of the few short video creators who did not need to worry about traffic.

Gold hunting resort without gold

Shuo Yin, with more and more money, has become a new gold rush resort on the Internet.

At the second tremolo creators' Conference on September 15, Shuo Yin announced that over 22 million creators had earned more than 41.7 billion yuan in income in the past year, exceeding the first goal of "helping 10 million creators make money.". Zhang Nan, CEO of byte beat, said that 10 billion yuan of traffic resources will be invested in the next year, hoping to double the number to 80 billion yuan.

For the creators, it's a huge astronomical number.

But soon someone made an account; 22 million creators made 41.7 billion yuan a year in Shuo Yin, with an average annual income of less than 2000 yuan per person and an average daily income of 5.48 yuan. Even if the target is raised to 80 billion yuan, the average daily income of the creators will not exceed 10 yuan, which is not counting the new people rushing to carve up the cake.

"Before 2018, we didn't pursue the realization of the number, but if the number is bigger, there will be a realization mode. Now everything has changed. " An industry insider told Yibang that the mode of creating people to attract fans through short videos is out of date. The business of traffic has changed from MCN thinking to e-commerce thinking, that is, first think about what products to sell and then make accurate traffic.

"Shuo Yin's original slogan is that it records a good life. Now, 20 million entrepreneurs can make money. After a while, it may be that tremolo will sell good products." He's talking about the tremolo ecology of the moment.

With the acceleration of the realization of shaking tone, the creator's playing method becomes more and more direct.

(now live) it should be straightforward to tell users that I am a mother and baby store owner. I come to this platform to sell goods. I want to do live delivery with goods, and the price is cheap. " After the success of live broadcasting business, Yue Junying started the anchor training camp at the request of its franchise stores.

She condensed her short video shooting and live delivery experience into a set of "simple strokes" methodology that can be quickly copied for students. The three-day and two night training course is priced at 2980 yuan for members and 4980 yuan for external use. At present, it has been opened to the second phase, with more than 40 trainees per session.

"The method I teach is simple and rough. You can draw directly (according to the template) when you go home. I have taught less than 100 lines of anchor script in total, and only 30 sentences are commonly used. You can make a live broadcast well. " Yue Junying plans to transform her 2000 square meter offline store into a training base for mother and child anchors and a live broadcast room. The scale of the next training session is planned to be expanded to 100 people.

Soon, a new group of anchors will be born here, fluttering at the ever lasting traffic perpetual motion machine. Will they make money?