Star live broadcast with goods is an innovation, but how to ensure the quality under innovation? It used to be a direct order, but now it will take more time to recommend the purchase through the live broadcast of social platforms, thus extending the live delivery of online celebrities. With the increase of live broadcast revenue, many entertainment stars also joined the live broadcast.
When a large number of entertainment stars enter social platforms, it is undeniable that live broadcast with goods promotes income growth and promotes economic growth in many ways. However, personally, live delivery is a double-edged sword, and everyone will be happy if they use it well. Once something happens, it will be damaged in many ways.
How much is the live broadcast of online celebrities? Can make entertainment stars flock to it.
Behind the benefits of live broadcast, it comes from the trust of online celebrity Viya. Last year, on the first day of double 1 1 pre-sale, the total value of pre-sale goods reached 654.38+billion yuan, while in Li Jiaqi, which specializes in lipstick, more than 30 million people watched it during the pre-sale period, and the pre-sale of goods must have exceeded 654.38+billion yuan.
Internet celebrities Simba Shuang 1 1 recorded 2 billion yuan that day, all of which were broadcast live in online celebrity.
If we see online celebrity live broadcast for the first time, our first impression should be that in the past three years or so, in just three years, online celebrity live broadcast has grown into a billion-dollar industrial chain. It is undeniable that behind the live broadcast of goods is the hard work of online celebrities, but what the public sees more is the wealth gained by online celebrities through live broadcast of goods.
Li Jiaqi, 28, bought a luxury house for 65.438+300 million yuan some time ago. Many people have said that every lipstick her former sisters bought has now become a soul under the brick. The envy in this sentence is so obvious, but many people ignore the record set by Li Jiaqi, the sales record of 1.2 million, which has not been broken so far.
It is precisely because of Li Jiaqi, an online celebrity, that he has become the idol of many young people in today's rapid consumption. Seeing wealth, he simply thought that getting rich overnight was not a dream, ignoring Li Jiaqi's efforts to change hundreds of lipsticks in a live broadcast. If you were given what Li Jiaqi is doing now, 99% of people would be incompetent.
Because of this, groups of young people have devoted themselves to live broadcast, hoping to become Li Jiaqi one day and become popular in their own live broadcast rooms. The live broadcast of network celebrities has many effects, which shortens the response time of supply chain system and omits many intermediate links, so many consumers can get the original goods at low cost. However, in this mode, the disadvantages gradually appear.
Because many online celebrities live broadcast goods one after another, consumers actually buy them, which actually contains trust. While online celebrities recommend products, buyers are more willing to trust this person in front of the small screen. Because of trust, I am willing to buy, which may be the psychology of most buyers.
The reduction of film and television companies, the reduction of film pay and the reduction of star live broadcast are all huge. Besides production and supply chain, the media industry is the first to bear the brunt. According to the data of Tianyancha, since 20 19, the near 1884 media film and television company has closed down, which is the decline of actors' shooting work and faces the point of no drama.
Christina once said that there is no drama now, and my price is not high. I hope to receive a good script. At first, we didn't care, just thought it was a mockery. However, when Godfrey Tsao unfortunately left, the original film and television industry was changing, and the number of film and television companies was greatly reduced, resulting in no drama. Many actors have to choose variety shows, which has a far-reaching impact on the first-line stars.
What's more, the rest is to "wander" with dreams and hope to become an actor. Among them, the number of group performances is mostly. These people want to be the grassroots star Rainbow Bao Qiang, but it's hard to talk about, and it's still in the downturn of the film and television industry. Many people have to make a living by themselves, and choosing to switch to live broadcast with goods has become the first choice for group performances.
Secondly, the introduction and improvement of the "pay reduction order" of radio and television have fixed the actor's pay within a limited range, and the sky-high pay has become a thing of the past, and hundreds of millions of movies will not happen at any time. In this case, it is difficult for the first-line stars to accept it, but they have to accept it. Many stars are looking for a new way out when the pay for film shooting and variety shows drops sharply.
Stars moved their positions and became "tellers" in the live broadcast, so in last year's double 1 1, the stars all became "tellers", and Vin, Lai Kuanlin and Angelababy appeared in the live broadcast room in Li Jiaqi, Kenny Lin appeared in the live broadcast room in Zhang Dayi, and so on, all of which quietly changed their lifestyles.
In the past, celebrities promoted products from product endorsements. Fans saw the endorsement ads and then they loved my dog to buy products. It can be said that celebrity endorsement products are varied, and only we didn't think that no celebrity can't endorse.
Under the influence of live broadcast, stars have joined the live broadcast posts. Lei Jiayin sold more than 65,438+0,600 cars in two hours. Fan Bingbing and online celebrity Sydney explained masks, and the sales of masks reached 1 10 million. In the entertainment circle, King Aaron Kwok and Simba, network celebrities, sold shampoo, and created 5 million sales in five seconds. Under this influence, more stars joined the live broadcast room and even put themselves in the position of anchor.
Ada is an anchor on the social platform. Three hours later, he introduced 18 products. He skillfully uses movable type, and the product turnover is 10. If Ada is a novice in live broadcast, then Li Xiang can be described as an old hand in live broadcast, with more than 35 live broadcasts, and all kinds of things are sold, such as daily necessities, health products, jewelry and so on.
Stars bring their own traffic and have a huge fan base. Fans are often blind. Faced with the recommendation of their idols, most of them will buy them. Stars are different from online celebrities. Most online celebrities are born at the grassroots level. They entered the live broadcast industry from scratch. Many products will be recommended after trial, but will stars use so many complicated products?
What is consumed behind the star live broadcast is trust. Where is the trust after frequent problems? Live broadcast has become a new battlefield for stars. When netizens questioned Li Xiang, they turned to Li Xiang to expose Rolls-Royce on social platforms, proving that live broadcast was just a hobby. However, when the live broadcast continues to roll over, they have to reflect on whether entertainment stars and even actors should broadcast live.
Ada sells latex pillows on the spot. In the test, four eggs were put. As a result, I fell one as soon as I sat down. Whitening pill recommended by Li Xiang in the live broadcast room is inconsistent with official website's propaganda. Netizens found that after the exposure, the product official website was quietly modified without any explanation. Just like the live broadcast of "Can't Sell Out", Li wants to sell Morchella live on March 13. This time, someone stood up and was an expert of the Consumers Association.
Li Xiang used the word "best" in the live broadcast, but the advertising law clearly stipulates that it cannot be used. Secondly, if someone has a problem eating morel, Li Xiang needs to bear certain responsibilities.
This incident seems to me to be a "wake-up call" for the live broadcast industry. It is easier for stars to bring goods, but behind the goods, fans trust them, so they choose to buy them. Live broadcast with goods can generate high profits, so in this case, all the stars have joined, and I believe more stars will join in the future.
If all the stars go to the scene to bring goods, who will shoot the performance? There is no denying that under the salary limit, live broadcast may earn more money than filming, but how many stars can guarantee that the products they sell on live broadcast will have no problem to try out, because many people buy "people", but trust cannot be overdrawn. Once there is a problem, it is difficult to re-debut.
The double-edged sword of live broadcast is bound to change, and actors should pay attention to their professional consciousness. Stars have joined the live broadcast, either out of reality or just out of hobby. Live broadcast brings high profits, but it also brings high risks. Behind the glamorous appearance is hard work. Instead of enviing online celebrities to make money, it is better to dig deep into their own fields, 360 lines, and get the top spot. If he is insatiable, he will surely end up with a bleak ending.
Furthermore, the live broadcast industry will inevitably be standardized and move towards standardization. The Li Xiang studio incident is not the first case, but it will not be the last. As the public's awareness of live broadcast deepens and gradually returns to rationality, the double-edged sword of live broadcast will also be recast. In the future, it is very likely that a live broadcast platform will be formed, and the anchor and the third party will jointly guarantee to ensure the quality of the products sold live, and the profits will be greatly reduced.
Furthermore, it is better for actors to enhance their professional sense than live broadcast. Instead of trying to sell things, think about scripts and lyrics. Wealth has become the number of many actors, so why not create something valuable on the spiritual level? Things used up will be forgotten one day, but spiritual values will spread.