Jimu News commentator Qu Jing
"When I watch the live broadcast in the morning, he is eating chicken feet. When I watch it at night, he is still eating." Recently, many netizens found in many live broadcast rooms that actor Zhu Zixiao was silent next to the anchor. He lowered his head and ate chicken feet like crazy. It turned out that he cut out the picture and embedded the eating and broadcasting video of the Internet celebrity into the live broadcast room. Many netizens complained that this kind of "ghost animal" scene makes people "brain shut down". A reporter from
noticed that a model similar to "live slicing distribution" will begin to appear in 2022, and a complete industrial chain has now been formed. (According to upstream news on March 30)
A "slicing" video of Zhu Zixiao eating chicken feet in the live broadcast room (Source: Internet)
Compared with ordinary anchors in the industry, live broadcasts of celebrities bringing goods have their natural advantages. Celebrities generally have relatively good looks, face the camera for a long time, and have certain expressive and deductive abilities. The most important thing is that celebrities have their own attention and influence. Under the fan economy model of live broadcast with goods, they will of course be more at home.
Many celebrities have made a lot of money in the field of live streaming, even more than their original acting careers. Zhu Zixiao is a typical representative among them. From a traffic niche to a live broadcast star, he has become the best footnote of "the big stage for bringing goods, if you have the courage, come".
But whether it is his sincere attitude to win the recognition of fans, or the way he puts down his body and tries hard to taste is convincing, Zhu Zixiao is good at carrying goods, all because the live broadcast is the real Zhu Zixiao, and everyone gains emotional value through interacting with him. I also want to believe that he can bring good products. What kind of operation is it to create a fake Zhu Zixiao to sell goods by "cutting out pictures"? Could it be that the bad trend of "cut-out acting" has spread to the live broadcast circle?
This kind of live broadcast method that looks a bit funny is not an isolated phenomenon, but a live broadcast sales model called "sliced live broadcast distribution". But the general "slicing" is that other anchors obtain authorization to cut the live videos of celebrities and top anchors into segments, and then attach product links to carry goods, which is relatively easy to identify. This kind of synthesis technology is used during the live broadcast, coupled with the celebrity's video, to make the picture look like the celebrity himself is live broadcast, which is a bit too "fake and real".
"slicing" distribution has quickly become popular in the live broadcast industry, because it is a hugely profitable thing for anchors and merchants. Celebrities or top anchors do not need to go into battle in person at all. As long as they give authorization, they can share the revenue from the goods and live broadcast once. can make money repeatedly and continuously. Ordinary anchors can increase the number of views and fans by using traffic and popularity, and merchants can also have better sales. However, in this process, the only thing that is ignored and diluted is the consumer. rights and feelings.
Celebrities and Internet celebrities are public figures, and online live broadcasts are advertising endorsements. They cannot talk nonsense. According to relevant laws and regulations, public figures must actually use the products they recommend, and they must also be responsible for the quality and after-sales of the products. If Consumer rights and interests are damaged, and public figures participating in the live broadcast must bear joint liability for compensation. The more fans an
anchor has and the greater his fame, which means greater responsibility and pressure. The more he needs to have a deep understanding of the products he sells and establish a close emotional connection with the audience through high-quality services. However, in this kind of "cutout" live broadcast, the celebrity himself is not present, but uses his image as a "human-shaped billboard" for merchants of all sizes to use casually, making consumers in front of the screen think that the celebrity is bringing goods. Can it ensure that celebrities understand each product and merchant, have personally tried the products, and can afford the risks and responsibilities behind them?
The live broadcast method is not impossible to innovate, but it must not be at the expense of the legitimate rights and interests and sense of security of consumers. The use of celebrities and top anchors to "cut out" live broadcasts must be prominently marked, and consumers must be repeatedly reminded to respect and Safeguard consumers’ right to know. If it fails to do so, the platform should intervene in supervision and urge it to regulate. Celebrities and top anchors must also be aware of the risks and hidden dangers of authorized "slicing" distribution. They should not ruin their own brands just because they are greedy for temporary "making money", and they should also prevent some unscrupulous merchants from using this technology to infringe. Deceive consumers.Be responsible for yourself and the broad audience. You must know that only by truly ensuring quality and service can you become a "star" in the live broadcast industry.
(Source: Jimu News)
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