"Infighting" in the cross talk circle and the dilemma of live streaming e-commerce
In the cross talk circle recently, the phenomenon of "infighting" has occurred frequently, and many figures such as Hou Yaohua, Zheng Hao of Deyun Club, Yang Yi, Yang Shaohua and his son are involved. If it had been many years ago, such "shrew"-style quarrels might have been purely the product of rivers and lakes fighting. However, in the current era, this obviously has a strong imprint of the Internet, and what is reflected behind it is actually the dilemma faced by the development of live broadcast e-commerce.
Live broadcast e-commerce, as an emerging model in the current business field, the key factor for its success lies in the quantity and quality of fans. The quality referred to here focuses on the purchasing power of fans. The same is true for anchors who engage in cross talk performances. Currently, the entire live streaming e-commerce industry is facing a series of severe challenges. First of all, fan growth has entered a bottleneck period. After experiencing rapid expansion in the early days, it became increasingly difficult to acquire new fans, the market gradually became saturated, and the space for growth became narrow. Secondly, the purchasing power of fans has entered a period of exhaustion. After experiencing rounds of live streaming shopping crazes, consumers' enthusiasm for consumption has gradually cooled down, their consumption decisions have become more cautious, and they are no longer easily swayed by promotional methods. Furthermore, the anchor’s ability to bring goods has also entered a period of stagnation. During the long-term live broadcast process, many anchors have gradually fallen into stereotypes and lacked innovation and breakthroughs, making it difficult to continuously improve the effect of delivering goods.
For cross talk actors and anchors, the situation is even more difficult. The crosstalk fan group itself has great limitations. The size of the fan circle is relatively limited and the boundaries are clear. In order to expand their fandom, they have to rack their brains to attract people outside the fandom. Therefore, all the current disputes in the cross talk circle are largely aimed at attracting the attention of fans. After all, everyone knows each other’s contact details and even their addresses. If it is really just for some trivial arguments, why bother to broadcast live with great fanfare?
Looking back on myself, I also have a deep love for cross talk. Decades ago, when I was still in elementary school, I also appeared on a small stage. Unfortunately, I discovered at that time that my talent was not good enough and I was unable to persevere. Otherwise, maybe I will become a member of the live broadcast army now. However, it’s really hard for me to feel fond of this kind of quackery and fierce argument on the Internet.
Crosstalk has evolved from a traditional floor-to-floor performance, whether it is on a flyover or today's Internet platform. Although its form has changed, its essence has never changed. However, the identity of the audience has changed from mere viewers to fans, and the apprentice's source of income has changed from the traditional method of collecting money to the income from fans' rewards and sales.
In this era of rapid development, the combination of cross talk and live e-commerce should be an opportunity for innovation and breakthrough. However, due to various difficulties, the road to this combination is full of ups and downs. To achieve long-term success in the field of live streaming e-commerce, crosstalk actors need to think more deeply about how to improve their artistic level and how to attract fans with more sincere and valuable content, rather than just relying on creating disputes to gain attention. At the same time, the entire industry also needs to work together to standardize market order, improve service quality, and provide consumers with a better shopping experience. Only in this way can the integration of cross talk and live broadcast e-commerce truly achieve sustainable development and open up a new path for the inheritance and innovation of traditional culture.
In the future development, we look forward to seeing the cross talk circle participate in the trend of live broadcast e-commerce in a more active and healthy way, bringing laughter to the audience while also injecting new vitality into the commercial field. Let us wait and see together. I believe that through continuous exploration and improvement, cross talk and live broadcast e-commerce can find a more harmonious and win-win development model.
