Celebrity live broadcasts are in full swing
This year’s 618 big promotion live broadcast is star-studded, with hundreds of stars vying to start the broadcast.
However, recently, Minwen Entertainment published a commentary on celebrity live broadcasts, pointing out that the live broadcast industry has entered a new stage.
People's Entertainment wrote: "After the storm, the live broadcast industry has entered a competition model that relies on 'real skills': value replaces appearance, and quality trumps traffic.
Among the stars vying to join the broadcast, there is no shortage of Hong Kong film gold Hong Kong style goddesses of the era, such as Christine Yang, Hong Xin, Liti Chung, etc. On the eve of
618, Christine Yang, who made her debut in the Miss Asia beauty pageant, showed her deep understanding and unique insights into the products she sells in the live broadcast room. When it comes to protecting Jiaqing, she talks about it like a treasure, attracting nearly 3 million views, and a turnover of nearly 20 million.
Hong Xin, a well-known beauty in the Hong Kong entertainment industry, also came to the Taobao live broadcast room to start a career. She has crossed over from an actor to a host, and she is very comfortable in the live broadcast room. Whether it is interacting with the audience or introducing products, she has shown her professionalism and charm. This live broadcast attracted 2 million people. The transaction volume of big-name beauty products exceeds 50%.
Data shows that more than 80% of the celebrities who have joined Taobao have achieved tens of millions of yuan in transaction volume in their first live broadcast
. Compared with Internet celebrities, celebrities have unique advantages in the field of live streaming with their long-term fan base, popularity and influence. Therefore, a large number of celebrities have flocked to the live broadcast room to bring products, hoping to get a share of this huge market. A piece of cake.
However, the simple hawking in the past is no longer applicable, and the market can no longer simply pursue "price power". People's Entertainment pointed out that artists' live broadcasts must pay more attention to "quality" - not only product quality, but also live broadcast content and interaction. degree, professional ability.
The rise and fall of celebrity live broadcasts
Looking back at the history of celebrity live broadcasts and selling goods, we found that this is actually a circle, The cycle continues over and over again.
In 2019, the host Li Xiang, who had faded out of the audience's view, sensed new business opportunities and transformed into a new business. Since her first broadcast in 2019, Li Xiang has brought in an average of nearly 3 million goods per session, with monthly sales thanks to her extraordinary professionalism and broad audience base. The total amount exceeded 10 million, especially during the Double 11 promotion that year, Li Xiang achieved a huge transaction volume of hundreds of millions of yuan, becoming a leader in the early star sales team.
With Li Xiang’s successful transformation, has become more and more popular. More and more celebrities with their own traffic have "shocked" and joined the ranks of live streaming, including Liu Tao, Lin Yilun, Wang Han, Zeng Zhiwei and other established stars.
entered 2020, which is called celebrity live streaming. The first year of the goods. Actor Liu Tao transformed into "Liu Yidao" and attracted more than 20 million live broadcasts on the first day, and his GMV exceeded 140 million; in May, actor Chen He's first live broadcast on the Douyin platform also achieved nearly 70 million GMV ......
Jia Luo, the then vice president of Alibaba Group, once revealed that in 2020, 99.5% of the stars in China's entertainment industry will enter the live broadcast room , with product categories ranging from clothing and beauty to RVs and other categories. field.
However, with the rapid development of celebrity live broadcasts, a series of problems have gradually surfaced, such as the high pit fees of stars that are seriously inconsistent with actual sales, and the lack of understanding of the products, which led to embarrassing scenes in the live broadcasts wait.
In addition, some celebrities’ comments during live broadcasts have also caused dissatisfaction among consumers. For example, Zhang Yuqi’s “699? I don’t think I can even buy a sock!” caused widespread controversy. What's more, some people have fallen into public opinion turmoil for selling fake products. For example, Pan Changjiang has been questioned by consumers many times for selling fake wine in a live broadcast room.
The emergence of these problems has greatly reduced people's trust in celebrity live broadcasts.When the public's trust and favorability in celebrities' live broadcasts dropped to a freezing point, once-famous celebrity anchors such as also had to face the fate of being abandoned by capital.
By 2023, many celebrities will withdraw from the field of live streaming and return to their old profession. On Double 11 in 2023, only a few celebrities such as Jia Nailiang, Lin Yilun, Huang Shengyi, Qi Wei, Dong Jie, Zhang Xiaohui, and Yi Nengjing were selling goods live.
Just when people thought that celebrities' live broadcasts and sales were on the decline, in 2024, the stars who escaped from live broadcasts and sales came back again.
star anchor "veteran" Li Xiang announced his "retirement" in August last year, but announced his return to work just a few months later. Celebrities such as Wang Lin and Jin Sha have also joined the ranks of live broadcast sales. During this year’s 618 promotion, there was a grand occasion when hundreds of celebrities gathered to start broadcasting on Taobao.
Many celebrities came to the live broadcast room to bring goods, which seemed to be sending a signal: celebrities bringing goods have ushered in the "second spring". Celebrities who have returned to live streaming to sell goods after announcing their retirement in obviously still cannot let go of the huge potential and business opportunities of live streaming to sell goods.
According to data from Feigua, Jia Nailiang won the first place in the Douyin delivery master list in May with sales of 707 million yuan. This number is enough to prove the huge revenue-generating ability of celebrities’ live broadcasts. The rise and fall of
celebrity live streaming reflects the uncertainty of the development of the entire industry. In this era of rapid change, nothing is permanent. Only by constantly adapting to market changes and improving one's professionalism and innovation capabilities can we remain invincible in this highly competitive market.
Standardization of celebrity live broadcast delivery
In the past five years, China's live broadcast e-commerce industry has developed vigorously, and the market size has increased by 10.5 times.
However, behind this rapid growth is also accompanied by a sharp increase in the number of complaints and reports about , with an increase of 47.1 times , highlighting the problems that urgently need to be solved during the rapid development of the industry.
In response to the irregularities in online live streaming of goods, the "Implementation Regulations of the Consumer Rights Protection Law of the People's Republic of China" (hereinafter referred to as the "Regulations") that will take effect on July 1 clearly requires that live streaming must clearly state "who "Bringing goods" and "Whose goods are you bringing?"
In order to clarify the responsibilities of platforms, live broadcast rooms and anchors, the "Regulations" also elevated the relevant content in the normative document "Online Live Broadcast Marketing Management Measures" to legal obligations.
In addition, as the market matures, the identity boundaries between celebrities and anchors have become blurred, and market standards have become more unified. merchants pay more attention to conversion rate, cooperation and professionalism when choosing anchors, rather than simply pursuing fame.
More importantly, viewers have become more rational and no longer blindly pay for celebrity fame. Instead, they pay more attention to the sincerity of the anchor and the quality and cost-effectiveness of the products in the live broadcast room.
As the industry standards, career thresholds, technical requirements, etc. of the live broadcast industry are clarified one by one, celebrity anchors need to realize that traffic advantages are not a panacea.
Market analysts have analyzed that the live broadcast e-commerce industry will continue to develop in the direction of socialization, refinement and branding . Socialization means paying more attention to the interaction and communication between users, refinement means providing customized services to users through data analysis and personalized recommendations, and branding means strengthening the relationship between the live broadcast e-commerce platform and the brand. Cooperate and shape to enhance brand influence and image.
For star anchors, if they want to stand out in the field of live broadcast e-commerce, the anchor should have in-depth knowledge of the products they carry, including features, functions, uses, etc. By providing professional recommendations and explanations, we can increase consumers' trust in products and their desire to purchase.
At the same time, celebrity anchors should establish their own professional image and brand influence through continuous learning and improvement of their professional qualities. The most important thing is to focus on interaction and communication between users, allowing users to share and communicate during the shopping process.
People's Entertainment summarizes the development direction of celebrity live broadcasts like this: "Only those who integrate product value, emotional value, and sentimental value can truly win the favor of the public; only when traffic and quality are both equally important, and fame and ability are synchronized, Only then can artists’ live broadcasts and sales be put on the road to sustainable development. ”
Author | Li Ying
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