Will it be a long-term good business for stars to live broadcast and bring goods？
In 2020, under the catalysis of the epidemic, star live broadcast with goods became one of the key words of this year’s industry.
Since April, there have been more and more stars with live broadcasts. According to incomplete statistics, more than 100 stars, including Liu Mintao, Amanda, Zheng Shuang, Chris Lee and Z.TAO, appeared in the live broadcast room or e-commerce parties on major platforms in the recently concluded 618 Shopping Festival. And stars including Wang Han, Tamia Liu and Michael Chen have opened their own live broadcast rooms, and started to do live broadcast with goods alone.
From the "re-employment of dead stars" to the arrival of many stars, live broadcast with goods has gradually become a new outlet in the industry. However, what is the effect of star with goods?
From a little low to a craze,
Live broadcast with goods into a star "sideline"
Before this year, there seems to be a natural and insurmountable gap between live broadcast and stars. Last June, Ada had a live broadcast with goods on a live broadcast platform. During the activity, she stood with online celebrity, the head of the platform, shouting and selling goods. This live broadcast with goods made Ada board the hot search, which was followed by the ridicule of netizens.
At that time, the stars who went to live broadcast with goods were closely connected with the word "out of breath", so most of the stars and star teams were resistant to live broadcast with goods, and fans would feel that it was a bit low for their idols to live broadcast with goods.
But what I never expected was that in the past year alone, star live broadcast with goods has become a trend, and some netizens even joked that "at present, the live broadcast platform has propped up half of the entertainment circle".
Beginning in April, CCTV News launched a special live broadcast of public welfare goods, and CCTV hosts and artists such as Zheng Shuang and Wong Cho Lam joined in one after another. "CCTV boys" also created a good result of more than 500 million turnover in three hours; In May, Tamia Liu launched a live broadcast with goods in Taobao as the "Chief Optimization Officer of Juhua Cost-effective", and the sales in three hours reached 148 million; In June, the hit variety Sister Braving the Wind and Waves cooperated with Tik Tok, and many "sisters" in the program will appear in the live broadcast room for a total of 12 live broadcasts with goods.
In just one year, everyone’s attitude towards live broadcast with goods has changed so much. What do the stars really like about live broadcast with goods before they are willing to put down their posture and enter the live broadcast with goods?
To some extent, the "incarnation" of the stars is the result of market demand. In the past two years, the film and television industry has been hit hard, especially the epidemic situation has made the film and television winter worse, the start of the crew has shrunk dramatically, and the job opportunities of the stars have collectively decreased. The offline content is blocked, and all walks of life have turned to "online". The live broadcast of goods above the tuyere can be said to be the hottest publicity exposure at the moment, opening up a new path for the stars who are "waiting for employment". According to the Beijing News, waist artists’ income from a brand live broadcast is generally six figures, which is higher than that from participating in a variety show recording, and they can also get corresponding publicity resources, which can be described as killing two birds with one stone.
At the same time, e-commerce and short video platforms have also shown an embrace attitude towards the live broadcast of stars with goods, and launched a series of support policies to vigorously attract star users. For example, Taobao Live launched the "Star Start Plan" and gradually increased the intensity of introducing stars; After Tik Tok invested the resources of the whole station to make the live broadcast with goods in Luo Yonghao the first shot, it attracted more stars to join the ranks.
From the occasional guest promotion to the opening of the live broadcast room, the star with its own traffic enters the game, and the platform is naturally happy. Last year, only some stars who had no burden took the lead in testing the water. For example, Li Xiang changed his Weibo name to "anchor Li Xiang" and threw himself into the live broadcast craze. For example, stars such as Wong Cho Lam and Aaron Kwok parachuted into online celebrity’s live broadcast room. This year, it has become a visible trend for stars to sink and live with goods.
Live delivery is actually a "technical activity"
The reason why the platform attaches importance to the live broadcast of stars with goods is that stars can bring traffic and attention to the platform and accelerate the destruction of the circle. This year, the epidemic has also brought a big impact to the e-commerce platform. According to the data, in the latest quarterly report, compared with the previous quarter, Alibaba’s revenue fell by 7.55%, JD.COM fell by 14.3%, and Pinduoduo plunged by 39.4%.
As a result, Taobao Live invited 300 stars to start the tide of star goods; Poly-cost-effective, together with Tamia Liu, Jing Tian, david lee and other stars, entered the live broadcast ecology with 10 billion subsidies; JD.COM Live took the "Beijing Consumer Season" as an opportunity to invite a number of well-known hosts to bring goods in the form of recommenders. For a time, e-commerce platforms have been laid out to seize star resources.
The addition of stars has indeed played a role in stimulating traffic and realizing sales transformation to a certain extent. In the following table, the first show record of live broadcast of stars with goods is sorted out, among which Zhang Ting, who has been working hard in the e-commerce industry for many years, won the first place, and stars such as Yuqi Zhang, Hua Shao, Wang Han and Tamia Liu also created the first show sales exceeding one trillion.
However, as can be seen from the table, there are only a few stars who can take the lead, and it is not easy for most stars to do live broadcast with goods. Even if these stars bring their own traffic, it may be more fans and people who eat melons than real consumers who gather in the live broadcast room. Therefore, compared with koL, the head of the live broadcast platform, the data of the stars’ goods is obviously dim. Even though the stars tried their best to imitate the various words of the head anchor and threw away their baggage and shouted "Buy in buy buy" in the live broadcast room, many stars were labeled as unsuitable.
Lin Yun started his first show with goods in Taobao live broadcast room, "Jelly Lin premiere, allow you good things". According to the data of melon, 888,700 people watched UV in a single live broadcast, with 26,000 pieces of goods sold, and the peak number of online users was only 17,100. Li XiaoLu’s debut with goods also frequently overturned. When introducing products, I almost read them according to the manuscript, and I also misspoke the price of the products. I am not familiar with the goods I brought, so I can only rely on the anchor friends to help me.
Therefore, at present, most e-commerce platforms still adopt the relatively safe operation mode of "star+anchor", which combines the specialty of the anchor with the traffic topic of the star. However, for some stars, they are unfamiliar with products and lack of professionalism, which makes them a "tool person" who politely cooperates with the anchor. It is inevitable that they are somewhat embarrassed.
Is it a long-term good business to bring goods live by stars?
At present, most stars participate in live broadcast with goods, or cooperate with the anchor in the form of "airborne" live broadcast or holding activities, not as a profession as the anchor, and the star live broadcast with goods is still in the exploration stage. Moreover, although the live broadcast of the stars brings high exposure to themselves to a certain extent, at the same time, a series of problems such as live broadcast rollover and follow-up product quality caused by unfamiliar business are also likely to cause a crisis of public trust in the stars.
On the one hand, the stars increase their exposure through the current hot e-commerce live broadcast, narrow the distance with fans, and establish an affinity for people, thus further circling the powder. In the previous live broadcast of Li Jiaqi and Yang Mi, Li Jiaqi was accused by netizens for her improper speech, while Yang Mi’s response to high emotional intelligence in the live broadcast made many netizens’ impression of her change; When Jin Jing, a comedian, visited the live studio in Li Jiaqi, she not only explained the products skillfully, but also made funny jokes one after another. Many netizens joked that "even Li Jiaqi will lose his job".
On the other hand, the live broadcast of stars with goods is also very likely to cause controversy, which will have an impact on their own performing arts. Frequent exposure consumes its own influence. If the stars frequently bring goods live, the audience will gradually get used to the appearance of them shouting "buy it, buy it" in the live broadcast room. When they return to their own performing arts career, the audience may find it difficult to get into the show for a while. The rollover phenomenon in live broadcast, such as high price, quality problems and after-sales situation, not only affects product sales and loses more and more consumers, but also may affect the audience’s evaluation of their personal image and works.
In addition, regardless of the ability to carry goods, the live broadcast itself has certain risks. Once the car rolls over, it will bring negative effects to itself, and even ruin one’s acting career. Zhai Tianlin, who doesn’t know HowNet, and Tong Zhuo, who changed his identity from "previous student" to "new student" by some means, are the best examples.
In the market environment where the film and television industry has not yet recovered, there may be more stars moving towards the road of live broadcast with goods. However, with more and more stars entering the market, consumers will tend to be rational sooner or later, and the bonus brought by the star aura will gradually decrease. At that time, the threshold of "live broadcast with goods" will be raised accordingly. Without the title of "star", I am afraid it is difficult to win the "killing" in the live broadcast of rivers and lakes.
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Author | Li Yang
Editor | Yang Ni