"Everyone typed '爱chan' on the public screen, and we took screenshots to give out lipsticks to the lucky viewers!" On the evening of the 28th, the long-lost Japanese former table tennis player Ai Fukuhara made her live broadcast debut.
Speaking northeastern Mandarin, Fukuhara Ai unskilledly promoted Year of the Dragon red envelopes, mobile phone case decorations and other products to the audience. However, this trial was on the hot search list due to its "dismal results", with a transaction volume of only 23,496 yuan and a unit price of less than 10 yuan.
In recent years, many has-been stars and controversial figures have joined the live broadcast to bring goods. Although there are frequent overturns, the track is still crowded and seems to have become the "last rescue".
traffic will definitely bring sales? Entering the game means cashing out? Can live streaming, the "last straw", really allow the has-been celebrities to successfully come to the market?
Screenshot of Fukuhara Ai’s live broadcast.
The unit price per customer is less than 10 yuan.
The sales performance is not enough to support the expenses.
This is a well-prepared live broadcast to sell goods. As early as two days before the live broadcast, Fukuhara Ai released several warm-up videos through social accounts. One of her videos recalling China became a hot search topic, with nearly 120,000 likes. She introduced many delicacies in her memory, saying that she had been to China when she was 5 years old, and was still deeply impressed by yogurt, popcorn, etc.
Although this is her first live broadcast, Fukuhara Ai's live broadcast room still has many "routines" for selling goods - using full discounts, discounts and other benefits to guide viewers to place orders. Taking out two bottles of dish soap with a 39 yuan paper label on it, Fukuhara said: "It doesn't need 30 yuan, only 29 yuan." Then she took out another bottle to show her sincerity, "29 yuan can buy three bottles."
However, the focus of the audience is more on her private life - "Has the kidnapping of her son come to an end?" "Did she really cheat on her?" "Can't Japan survive and come to China to make money?"
Fukuhara Aina Did not respond to many questions from netizens. In addition to recommending 24 products, she only shared her training experience, Chinese Spring Festival customs and the Chinese food she knew, without mentioning much about her personal life.
Chao News reporter squatted in Fukuhara Ai's live broadcast room and found that the entire live broadcast lasted about 1 hour and 50 minutes, with a total of 1.409 million people watching it, and the peak number of people online reached more than 10,000. According to statistics from multiple platforms, the number of live broadcast transactions was 2,375, with a transaction volume of 23,496 yuan, and the unit price per customer was less than 10 yuan.
Industry insiders analyze that from the data, Fukuhara Ai’s short video social platform account has more than 2 million fans and is an “Internet celebrity”. But most netizens in the live broadcast room just watched, and only a handful of viewers were willing to pay. Regardless of returns, according to the industry's 20% commission, this live broadcast can earn up to three to four thousand yuan. Taking into account the preliminary publicity and team costs, it is expected to be beyond the means.
Why did Ai Fukuhara perform poorly in her debut?
Intuitively speaking, live broadcast skills, interaction skills, and field control skills are essential skills for anchors to bring goods. However, in Fukuhara Ai’s first live broadcast to bring goods, she was not familiar with the process, and the staff failed to provide professional support. , the atmosphere of the live broadcast was a bit stiff, the operational errors in the key word screenshot and lipstick sending process and the unclear product information made the entire live broadcast seem a bit confusing.
In addition, this "Waterloo debut" was also affected by personal image. Marriage disputes and the kidnapping of her son have already plunged Ai Fukuhara into negative public opinion. "And as a Japanese, she wants Chinese customers to foot the bill, which also involves the issue of national sentiment." Vice Chairman of the Media Shopping Professional Committee of the China Federation of Commerce Han Liangchen, chairman of the board and an expert at China Live E-commerce Think Tank, pointed out that based on these factors, the public’s trust in Fukuhara Ai is not optimistic.
Ai Fukuhara talks about her memories in China. Screenshot of social media account
However, although it has not achieved good sales results, the attention of netizens is increasing day by day. According to statistics from Chao News reporters, from 19:00 on January 28th when Ai Fukuhara officially broadcast live to 13:00 on January 30th, the number of fans increased by nearly 300,000 in 42 hours.
Fukuhara Ai is playing table tennis. Photo source: Xinhua News Agency
"Outdated" stars gather together to bring goods
Frequent overturns are met with doubts
Ai Fukuhara's "dismal performance" in her first show has become a hot search topic, bringing the topic of "stars bringing goods" back to the public eye.
Mr. Qian, the head of an mcn agency, told reporters that the real star sales began in 2020, which is called the first year of "star sales" by industry insiders. Since this year, both popular A-list celebrities and well-known veteran artists have entered the live broadcast to bring goods. Mr. Qian recalled that at that time, major brands came to him. "At the craziest time, I had to answer hundreds of calls a day, all of which wanted to cooperate with celebrities to bring goods."
According to Mr. Qian, merchants prefer celebrities who are popular. , but some businesses, after comprehensively considering multiple factors such as slot fees, schedules, venues, etc., fall back and choose stars who have faded out of the entertainment industry but have a certain degree of national recognition, the so-called "passed" stars.
Four years later, Mr. Qian noticed that the star anchors in the live broadcast room had quietly completed their replacement. The celebrities who were the first to sell products have gradually withdrawn from the live broadcast room and returned to the screen. Currently, most of the people who choose to continue to sell products through live broadcasts are outdated celebrities.
Last year, Hong Kong film and television giant tvb (Hong Kong Television Broadcasting Co., Ltd.) made its first live broadcast of goods. The six-hour live broadcast had a turnover of 23.5 million yuan. After seeing the impressive sales performance of TVB, many veteran artists from Hong Kong, Macao and Taiwan who had no drama to film also took this opportunity to try live broadcast to bring goods, and "harvest" the audience through role-playing with their own emotional traffic.
tvb’s product delivery account on Douyin. Screenshot of social media account
"Zixia Fairy" Zhu Yin speaks not very fluent Mandarin and sells air fryers, the most handsome "Linghu Chong" Lu Songxian wears sunglasses and recommends affordable pajamas, actor Chen Hao joins hands with Chen Minzhi to reappear in "The Heart-wrenching Storm"... One after another "Hong Kong drama-style live broadcast" was staged in major live broadcast rooms.
In addition to outdated celebrities, there are also some topical public figures appearing. For example, Zhang Lan sells hot and sour noodles in the live broadcast room, and often stirs up the emotional relationship between his son Wang Xiaofei and his ex-wife Xu Xiyuan; Xiang Tai Chen Lan also sells goods, and there are constant discussions about the identity of Guo Biting's mother-in-law.
As more and more outdated celebrities turn to selling goods to make money, the live broadcast industry seems to be overcrowded, and overturning incidents occur frequently:
Li Liqun, a "veteran drama star" in his 70s, is a frequent drinker in the live broadcast room. Many interviewees complained, In his live broadcast room, Moutai Group is printed on the background board, and almost all the liquor sold is a few hundred yuan per box; Ye Yiqian's live broadcast sells tea sets, with nearly 900,000 online viewers, and only sold less than 2,000 yuan; Pan Changjiang was selling tea sets during the live broadcast The "golden wine" claimed to be sold is produced by Wuliangye, but it is actually an OEM health wine...
's live broadcast sales become the "final salvation"?
Traffic is not equal to sales
As more and more outdated celebrities and controversial figures enter the live broadcast room, many people cannot escape the fate of "the first show is the peak", and some people even encounter Waterloo in their "first show". Being boycotted by merchants and consumers, the "dream of live streaming to deliver goods" died.
However, frequent live broadcast "accidents" have not dissuaded the outdated celebrities who are keen on live broadcast to bring goods. The reason, Mr. Qian analyzed to Chao News reporter is that A-list stars have many jobs to choose from, such as variety shows, movies, film and television dramas, etc. However, for some celebrities who are slightly famous but have gradually faded out of the entertainment industry in recent years, they no longer have good film and television or advertising resources, and they are also older. They can only monetize their original popularity. "After all, live broadcasts sell goods to make money." More, faster”.
According to Mr. Qian, because there are former celebrities who have become famous through live broadcasts, such as Hao Shaowen, Zhu Zixiao and other successful cases, there are many has-been stars with this purpose of live broadcasting to bring goods, while earning income. Stay exposed.
Screenshot of Zhu Zixiao’s live broadcast.
This phenomenon makes people wonder, is entering the live broadcast market really the "final salvation" for outdated celebrities and controversial figures?
Han Liangchen told Chao News reporters that the influx of outdated celebrities and controversial figures into the live broadcast track is indeed a common phenomenon nowadays. This is caused by the original industry development and socio-economic downturn and other factors. "The threshold for live streaming is relatively low." , and public figures with attention, their own aura and fan base make it easier to monetize traffic." Therefore, many people hope to "save the situation" through live broadcast.
However, in the field of anchors with goods, entering the game does not mean that you will be able to go far. "Traffic does not necessarily bring sales." Han Liangchen emphasized that sales come from trust, and the public needs to trust the platform, anchors and brands.
In addition to trust, Han Liangchen also said that the front-end anchors must match the back-end product supply chain and customer after-sales service to ensure high-quality services, so that they can go long in this track.
(Source: Chao News)
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