Text | Zhulang In previous Double 11 events, the live broadcast room was filled with stars, but this year there are only a few stars still in the live broadcast room. The reason why they left may be that the bonus period for live streaming has expired, they may not adapt to the a

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| Zhulang

In previous Double 11 events, the live broadcast room was filled with stars, but this year there are only a few stars still in the live broadcast room.

The reason why they left may be that the bonus period for live streaming has expired, or they are not suitable for the live broadcast atmosphere, or they are standing at the crossroads of traffic and rethinking the development path.

They once considered live streaming, which was making a lot of money every day, as a way out. However, when the traffic ebbed and business orders were no longer available, they found that there was no way back, let alone going any further. The stage where

once turned around and walked off is now at the opposite point of the live broadcast room. That is the farthest place from yourself.

1. Broaden your wealth, and the "stars" will move in the live broadcast room

In 2020, under the impact of the epidemic, the entertainment industry was in a state of semi-paralysis. In order to maintain exposure and make money, celebrities flocked to the live broadcast room.

In fact, the planning of celebrity live broadcasts has emerged since 2019. In order to introduce Weibo’s celebrity resources and traffic to Taobao, Alibaba launched the “Venue Star Plan”. Within 100 days, more than 100 celebrities settled on Taobao. When the

"Morning Star Project" was released, most celebrities did not know much about live streaming e-commerce and only regarded the activities as tasks arranged by the company. Only Jia Nailiang was very interested in live streaming e-commerce. He asked the staff many questions, such as What is the difference between e-commerce live broadcast and show live broadcast? How is the revenue generated and how is it distributed?

Jia Nailiang’s enthusiasm for live broadcasting is different from that of his peers, which also paved the way for him to become a leading anchor in celebrity promotion in the future. Although at this time, Taobao's favorite celebrity anchor is not Jia Nailiang , but Li Xiang, a former Hunan TV host. Before

entered Taobao Live, Li Xiang hosted the program "I Am a Great Beauty". Her work partners who had worked with her for many years recognized her hosting skills and came to Li Xiang to encourage her to go to Taobao Live to bring goods.

In 2019, Li Xiang formed a product selection team of more than ten people, and Taobao provided traffic support. Li Xiang launched his first live broadcast with the theme of "Private Goods Revealed for the First Time", becoming the first person in the entertainment industry to take advantage of this. In the past six months, she has broadcasted more than 30 live broadcasts, attracting the attention of millions of fans, and her monthly sales volume has exceeded 10 million yuan.

Especially Li Xiang’s performance during Double 11 that year. Li Xiang broadcast for more than 10 days. In the end, the GMV scale exceeded 200 million, second only to Li Jiaqi that year.

Li Xiang’s impressive performance in selling goods has attracted many celebrities to attend, and everyone wants to get a share of the e-commerce live streaming era. Celebrities such as Liu Tao, Jia Nailiang, and Chen He have entered the venue one after another. 2020 is therefore regarded as the first year of celebrity live broadcasts.

Liu Tao transformed into "Liu Yishou" and within 4 hours of his first live broadcast, it attracted 20 million people and more than 140 million gmv.

In 2020, more than 300 celebrities walked into the Taobao live broadcast room. Xinchuan, the then head of Taobao MCN, even said: During that time, the team's phone calls were so busy that they were often too busy to have lunch.

Zhu Zixiao, , and , who had been unable to receive any dramas for a year in a row, walked into the live broadcast room to bring goods. After that, he broadcast every two days for four consecutive years, bringing goods for more than ten hours each time, and the longest time he broadcast was 16 hours. In the costume drama "Liu Li" aired by

this year, Zhu Zixiao played the vicious villain Yuen Long. This role was small and he was a fan-waving, ruthless character. He became the last character that left a deep impression on the audience after Zhu Zixiao launched his live broadcast.

At first, Zhu Zixiao mainly sold cosmetics and food. In less than 9 months, the amount of goods sold was as high as 1.58 billion. During the Douyin Goods Festival, Zhu Zixiao even jumped to the first place on the celebrity shopping list with a score of 260 million. .

has been the top-rated " Shangguan Ruiqian " since his debut in "Let's Watch the Meteor Shower", and then went to the "three-two-one-link" in the live broadcast room, eating chicken feet for 6 hours in a row, and the anchor Zhu Zixiao suffered from stomachache. Such a life of ups and downs also made many people sigh: "Zhu Zixiao, how did you end up like this?"

faced Everyone lamented like Zhong Yong was hurt, but Zhu Zixiao smiled calmly in the live broadcast room and said: "I can't just rely on having acted in "Meteor Shower" and just eat at home and wait to die."

Live broadcast is completely opposite to filming. From the director shouting action to ending, we will not know whether the work is successful until the moment it is reviewed and released, not to mention that many actors have been working on works that cannot be released for several years.But live broadcast sales can always give people the most intuitive feedback quickly. The trading volume of

is often over 100 million, giving many celebrities a first taste of the benefits. Zhang Yuqi once said in a live broadcast: "It feels so good to bring goods. I don't want to be a star in the future, so I'd better bring goods for a long time."

was even featured in variety shows. The anchor also joked: "What are the benefits of being a star? The destiny of a star is to bring goods. I just skipped the step of being a star."

In addition to the traditional e-commerce platform of Alibaba, other platforms are also eyeing this cake. Douyin and Kuaishou have also begun to attract celebrities to live broadcast on their platforms.

In 2020, Huang Shengyi became popular in "Sister Riding the Wind and Waves", Yang Zi took the lead in premiering on Kuaishou. In the live broadcast room, Yang Zi picked things up and raised prices skillfully. A scene that was supposed to be a double act with the manufacturer became Yang Zi's one-man show. Huang Shengyi listened to Yang Zi beside him, and Yang Zi looked a little at a loss.

netizens commented: Other anchors treat selling goods as a job, but Yang Zi treats live broadcasting as a hobby.

Yang Zi's business attitude and Huang Shengyi's indifference were in sharp contrast. They quickly attracted the attention of mcn Yuanwang Technology and signed the two in April 2022.

2. The audience is becoming disenchanted day by day, and celebrities break the traffic dilemma

As the marginal effect of the audience's curiosity decreases, the novelty of the audience's live broadcast by celebrities gradually dissipates. First, the number of live broadcasts by waist stars has decreased. Xiaohulu big data shows that from November 2020 to April 2021, the number of live broadcasts by many celebrities has declined, and the cumulative number of live broadcasts by some stars has even dropped from more than 10 at their peak to as low as in April. 2 times.

With the loss of viewers and the decline in sales data, many traffic stars have mediocre sales data, which is far less than the pit fee paid by the merchants. Some people even brought thermos cups, but they were ruined before the thermos cups came on the market. Quickly downloaded and left.

After the celebrity effect fades and the audience is disenchanted with super anchors, in order to get rid of the shackles of traffic, the live broadcast industry will undergo significant changes in 2021, and many brands will gradually form a self-broadcast trend.

There are also live broadcast rooms under the banner of celebrities, but when you click into the live broadcast room, you can't see the person, only a substitute takes over the live broadcast. There are only a few celebrities who are still in the live broadcast room, such as Lin Yilun of Qianxun Culture and Zhu Zixiao of Vision Entertainment.

Artists who can survive in the post-live broadcast environment generally have three things in common. First, they have a large number of regular broadcasts; second, their sales performance is relatively stable and they are favored by brands; third, they are willing to go out. As mentioned earlier, Zhu Zixiao showed off his boneless chicken feet and liked to call him the "Chicken Feet Madman". The 53-year-old Lin Yilun was no less impressive. He put on 10cm high heels and challenged "Madonna to do 16 consecutive squats", singing and dancing. Calm and calm.

Just when celebrities were still obsessed with bargaining with merchants and seeking benefits for their families, the emergence of Dong Jie and Zhang Xiaohui completely subverted the traditional live broadcast routine.

In January 2023, Dong Jie and started a live broadcast on Xiaohongshu. She put on peaceful makeup, picked up niche and useful products and explained them elegantly. The quiet atmosphere in the live broadcast room reminded the audience of "Golden Pink Family" Bai Yueguang in "Bai Yueguang Leng Qingqiu". Sometimes the audience would be gone before she finished explaining the product, and there was no urging in the live broadcast room. The urgency of placing an order was only explained by her soft voice: "Slow down, don't be anxious, listen to me, and buy if you like it."

Dong Jie participated in more than 30 brands in the premiere, and won only 3.5 million GMV , but such a "light as a chrysanthemum" anchor left a good impression on everyone. The Xiaohongshu live broadcast team followed suit and worked with Dong Jie’s team to prepare for the second product selection meeting. During the second live broadcast, Dong Jie’s GMV exceeded 30 million in one fell swoop.

The breakthrough of Dong Jie’s live broadcast style has also caused many celebrities to try to copy her live broadcast style. Although some female stars’ styles and selections are similar to Dong Jie’s, their data are not as good as Dong Jie’s.

It was not until Hong Kong socialite Zhang Xiaohui joined that the myth created by Dong Jie in Xiaohongshu was broken.

On May 22, 2023, Zhang Xiaohui premiered on Xiaohongshu. Her Mandarin is not standard, but her words are smart and beautiful when introducing products. For example, when explaining the eye shadow palette, she would say "The color is like Botticelli's famous painting "Spring Festival"" "The fairy's tulle skirt in "". When interpreting the nude lipstick, she would say "it looks like the color of the French heroine's lips after a kiss."

Zhang Xiaohui’s live broadcast is characterized by giving artistic value to the products, as if giving girls a Western art appreciation class. Products are no longer just empty tools, but live and vital works of art. These words attract the audience to speak , all originate from Zhang Xiaohui’s own rich cultural connotation, which is the accumulation of time and class.

Although she was 60 years old at the time, she looked more like a lady who was nearly 40 years old when she took good care of herself. Zhang Xiaohui itself suited the high-priced and luxurious products she chose. With the blessing of various advantages, she was able to grow up in her small life. The popularity of Red Book's first broadcast exceeded 600 million, and it earned more than 50 million gmv.

3. The live broadcast room that has been suspended, the antipodal point of the stage

In 2023, the topic #A large number of artists have been suspended# became a hot search on Weibo, with more than 700 million views in a single day.

Liu Tao first cleared the live broadcast content in the live broadcast account, and then canceled the company established to bring goods to the live broadcast. Li Xiang, who was the first to reap the dividends of e-commerce, announced his retirement on August 31, 2023.

People’s desire to consume has decreased, and “grabbing” consumption is prevalent. Low prices have always been the core motivation for consumers to purchase. Anchors are fighting hard to grab the “lowest price on the entire network”. But with Sam’s and Pinduoduo When more powerful platforms join the "price war", the bargaining power of anchors will be gradually weakened.

Only celebrities with sufficient professional capabilities can avoid being eliminated by picky consumers.

During Double 11 in 2023, Jia Nailiang helped a total of 8 brands break into the top ten in the industry, and created 27 tens of millions of items and 106 million items. With total sales exceeding 1.36 billion, he is far ahead of other celebrity anchors.

Jia Nailiang's record-breaking sales results have also made the audience discover that this man who graduated from Beijing Film Academy and won the Huading Award for Best Actor no longer makes TV series. His battlefield has changed from the big screen to the live broadcast room. .

In April 2024, when Zhu Zixiao participated in the acting variety show "Infinite Beyond Class 2", he mocked himself as a "38-year-old actor with ankles" and ate chicken feet for more than ten hours in the live broadcast room. Hao Lei on the judges' bench expressed his views : "I have always advocated that actors should not bring goods, and actors should not go where the money is. "Let go of your career."

was then ridiculed by Er Dongsheng: "In two years, he will look like a chicken claw."

Zhu Zixiao's answer was also very clever. He said: "I once thought that acting was my future. Now I realize that selling goods is my future, and acting is the path I want to stick to."

High-frequency live broadcasts will blur the identity of the actors and eliminate the mystery of the profession. However, the myth of instant wealth through live broadcasts is really tempting, and it also makes some stars stick to the live broadcast room at the expense of being unable to return to the actor track.

In the past Double 11, the live broadcast room was the main battlefield for celebrities, but on Double 11 in 2024, celebrity anchors were rarely seen in the live broadcast room. The tide of

has receded. The live broadcast room was once full of stars, but now only a few are left.

Hu Ke, who slipped to the position of "shoulder anchor" last year, is one of the few progressive students. On the first day of Double 11 pre-sales, Hu Ke's live broadcast room announced that it broke 100 million in the first hour. The speed of breaking 100 million and the sales volume in the first hour exceeded last year's results.

With the decline of celebrity live broadcasts, brand founders have stopped live broadcasts, and most brands have formed a self-broadcast matrix. "De-heading" has reached a consensus among brands.

Stars have entered the live broadcast industry in the cold winter of film and television, looking for re-employment opportunities to "save themselves". Some have created the myth of getting rich overnight, while others have bleak sales. Only when the tide completely recedes can we know who is swimming naked.Article by

| Zhulang

In previous Double 11 events, the live broadcast room was filled with stars, but this year there are only a few stars still in the live broadcast room.

The reason why they left may be that the bonus period for live streaming has expired, or they are not suitable for the live broadcast atmosphere, or they are standing at the crossroads of traffic and rethinking the development path.

They once considered live streaming, which was making a lot of money every day, as a way out. However, when the traffic ebbed and business orders were no longer available, they found that there was no way back, let alone going any further. The stage where

once turned around and walked off is now at the opposite point of the live broadcast room. That is the farthest place from yourself.

1. Broaden your wealth, and the "stars" will move in the live broadcast room

In 2020, under the impact of the epidemic, the entertainment industry was in a state of semi-paralysis. In order to maintain exposure and make money, celebrities flocked to the live broadcast room.

In fact, the planning of celebrity live broadcasts has emerged since 2019. In order to introduce Weibo’s celebrity resources and traffic to Taobao, Alibaba launched the “Venue Star Plan”. Within 100 days, more than 100 celebrities settled on Taobao. When the

"Morning Star Project" was released, most celebrities did not know much about live streaming e-commerce and only regarded the activities as tasks arranged by the company. Only Jia Nailiang was very interested in live streaming e-commerce. He asked the staff many questions, such as What is the difference between e-commerce live broadcast and show live broadcast? How is the revenue generated and how is it distributed?

Jia Nailiang’s enthusiasm for live broadcasting is different from that of his peers, which also paved the way for him to become a leading anchor in celebrity promotion in the future. Although at this time, Taobao's favorite celebrity anchor is not Jia Nailiang , but Li Xiang, a former Hunan TV host. Before

entered Taobao Live, Li Xiang hosted the program "I Am a Great Beauty". Her work partners who had worked with her for many years recognized her hosting skills and came to Li Xiang to encourage her to go to Taobao Live to bring goods.

In 2019, Li Xiang formed a product selection team of more than ten people, and Taobao provided traffic support. Li Xiang launched his first live broadcast with the theme of "Private Goods Revealed for the First Time", becoming the first person in the entertainment industry to take advantage of this. In the past six months, she has broadcasted more than 30 live broadcasts, attracting the attention of millions of fans, and her monthly sales volume has exceeded 10 million yuan.

Especially Li Xiang’s performance during Double 11 that year. Li Xiang broadcast for more than 10 days. In the end, the GMV scale exceeded 200 million, second only to Li Jiaqi that year.

Li Xiang’s impressive performance in selling goods has attracted many celebrities to attend, and everyone wants to get a share of the e-commerce live streaming era. Celebrities such as Liu Tao, Jia Nailiang, and Chen He have entered the venue one after another. 2020 is therefore regarded as the first year of celebrity live broadcasts.

Liu Tao transformed into "Liu Yishou" and within 4 hours of his first live broadcast, it attracted 20 million people and more than 140 million gmv.

In 2020, more than 300 celebrities walked into the Taobao live broadcast room. Xinchuan, the then head of Taobao MCN, even said: During that time, the team's phone calls were so busy that they were often too busy to have lunch.

Zhu Zixiao, , and , who had been unable to receive any dramas for a year in a row, walked into the live broadcast room to bring goods. After that, he broadcast every two days for four consecutive years, bringing goods for more than ten hours each time, and the longest time he broadcast was 16 hours. In the costume drama "Liu Li" aired by

this year, Zhu Zixiao played the vicious villain Yuen Long. This role was small and he was a fan-waving, ruthless character. He became the last character that left a deep impression on the audience after Zhu Zixiao launched his live broadcast.

At first, Zhu Zixiao mainly sold cosmetics and food. In less than 9 months, the amount of goods sold was as high as 1.58 billion. During the Douyin Goods Festival, Zhu Zixiao even jumped to the first place on the celebrity shopping list with a score of 260 million. .

has been the top-rated " Shangguan Ruiqian " since his debut in "Let's Watch the Meteor Shower", and then went to the "three-two-one-link" in the live broadcast room, eating chicken feet for 6 hours in a row, and the anchor Zhu Zixiao suffered from stomachache. Such a life of ups and downs also made many people sigh: "Zhu Zixiao, how did you end up like this?"

faced Everyone lamented like Zhong Yong was hurt, but Zhu Zixiao smiled calmly in the live broadcast room and said: "I can't just rely on having acted in "Meteor Shower" and just eat at home and wait to die."

Live broadcast is completely opposite to filming. From the director shouting action to ending, we will not know whether the work is successful until the moment it is reviewed and released, not to mention that many actors have been working on works that cannot be released for several years.But live broadcast sales can always give people the most intuitive feedback quickly. The trading volume of

is often over 100 million, giving many celebrities a first taste of the benefits. Zhang Yuqi once said in a live broadcast: "It feels so good to bring goods. I don't want to be a star in the future, so I'd better bring goods for a long time."

was even featured in variety shows. The anchor also joked: "What are the benefits of being a star? The destiny of a star is to bring goods. I just skipped the step of being a star."

In addition to the traditional e-commerce platform of Alibaba, other platforms are also eyeing this cake. Douyin and Kuaishou have also begun to attract celebrities to live broadcast on their platforms.

In 2020, Huang Shengyi became popular in "Sister Riding the Wind and Waves", Yang Zi took the lead in premiering on Kuaishou. In the live broadcast room, Yang Zi picked things up and raised prices skillfully. A scene that was supposed to be a double act with the manufacturer became Yang Zi's one-man show. Huang Shengyi listened to Yang Zi beside him, and Yang Zi looked a little at a loss.

netizens commented: Other anchors treat selling goods as a job, but Yang Zi treats live broadcasting as a hobby.

Yang Zi's business attitude and Huang Shengyi's indifference were in sharp contrast. They quickly attracted the attention of mcn Yuanwang Technology and signed the two in April 2022.

2. The audience is becoming disenchanted day by day, and celebrities break the traffic dilemma

As the marginal effect of the audience's curiosity decreases, the novelty of the audience's live broadcast by celebrities gradually dissipates. First, the number of live broadcasts by waist stars has decreased. Xiaohulu big data shows that from November 2020 to April 2021, the number of live broadcasts by many celebrities has declined, and the cumulative number of live broadcasts by some stars has even dropped from more than 10 at their peak to as low as in April. 2 times.

With the loss of viewers and the decline in sales data, many traffic stars have mediocre sales data, which is far less than the pit fee paid by the merchants. Some people even brought thermos cups, but they were ruined before the thermos cups came on the market. Quickly downloaded and left.

After the celebrity effect fades and the audience is disenchanted with super anchors, in order to get rid of the shackles of traffic, the live broadcast industry will undergo significant changes in 2021, and many brands will gradually form a self-broadcast trend.

There are also live broadcast rooms under the banner of celebrities, but when you click into the live broadcast room, you can't see the person, only a substitute takes over the live broadcast. There are only a few celebrities who are still in the live broadcast room, such as Lin Yilun of Qianxun Culture and Zhu Zixiao of Vision Entertainment.

Artists who can survive in the post-live broadcast environment generally have three things in common. First, they have a large number of regular broadcasts; second, their sales performance is relatively stable and they are favored by brands; third, they are willing to go out. As mentioned earlier, Zhu Zixiao showed off his boneless chicken feet and liked to call him the "Chicken Feet Madman". The 53-year-old Lin Yilun was no less impressive. He put on 10cm high heels and challenged "Madonna to do 16 consecutive squats", singing and dancing. Calm and calm.

Just when celebrities were still obsessed with bargaining with merchants and seeking benefits for their families, the emergence of Dong Jie and Zhang Xiaohui completely subverted the traditional live broadcast routine.

In January 2023, Dong Jie and started a live broadcast on Xiaohongshu. She put on peaceful makeup, picked up niche and useful products and explained them elegantly. The quiet atmosphere in the live broadcast room reminded the audience of "Golden Pink Family" Bai Yueguang in "Bai Yueguang Leng Qingqiu". Sometimes the audience would be gone before she finished explaining the product, and there was no urging in the live broadcast room. The urgency of placing an order was only explained by her soft voice: "Slow down, don't be anxious, listen to me, and buy if you like it."

Dong Jie participated in more than 30 brands in the premiere, and won only 3.5 million GMV , but such a "light as a chrysanthemum" anchor left a good impression on everyone. The Xiaohongshu live broadcast team followed suit and worked with Dong Jie’s team to prepare for the second product selection meeting. During the second live broadcast, Dong Jie’s GMV exceeded 30 million in one fell swoop.

The breakthrough of Dong Jie’s live broadcast style has also caused many celebrities to try to copy her live broadcast style. Although some female stars’ styles and selections are similar to Dong Jie’s, their data are not as good as Dong Jie’s.

It was not until Hong Kong socialite Zhang Xiaohui joined that the myth created by Dong Jie in Xiaohongshu was broken.

On May 22, 2023, Zhang Xiaohui premiered on Xiaohongshu. Her Mandarin is not standard, but her words are smart and beautiful when introducing products. For example, when explaining the eye shadow palette, she would say "The color is like Botticelli's famous painting "Spring Festival"" "The fairy's tulle skirt in "". When interpreting the nude lipstick, she would say "it looks like the color of the French heroine's lips after a kiss."

Zhang Xiaohui’s live broadcast is characterized by giving artistic value to the products, as if giving girls a Western art appreciation class. Products are no longer just empty tools, but live and vital works of art. These words attract the audience to speak , all originate from Zhang Xiaohui’s own rich cultural connotation, which is the accumulation of time and class.

Although she was 60 years old at the time, she looked more like a lady who was nearly 40 years old when she took good care of herself. Zhang Xiaohui itself suited the high-priced and luxurious products she chose. With the blessing of various advantages, she was able to grow up in her small life. The popularity of Red Book's first broadcast exceeded 600 million, and it earned more than 50 million gmv.

3. The live broadcast room that has been suspended, the antipodal point of the stage

In 2023, the topic #A large number of artists have been suspended# became a hot search on Weibo, with more than 700 million views in a single day.

Liu Tao first cleared the live broadcast content in the live broadcast account, and then canceled the company established to bring goods to the live broadcast. Li Xiang, who was the first to reap the dividends of e-commerce, announced his retirement on August 31, 2023.

People’s desire to consume has decreased, and “grabbing” consumption is prevalent. Low prices have always been the core motivation for consumers to purchase. Anchors are fighting hard to grab the “lowest price on the entire network”. But with Sam’s and Pinduoduo When more powerful platforms join the "price war", the bargaining power of anchors will be gradually weakened.

Only celebrities with sufficient professional capabilities can avoid being eliminated by picky consumers.

During Double 11 in 2023, Jia Nailiang helped a total of 8 brands break into the top ten in the industry, and created 27 tens of millions of items and 106 million items. With total sales exceeding 1.36 billion, he is far ahead of other celebrity anchors.

Jia Nailiang's record-breaking sales results have also made the audience discover that this man who graduated from Beijing Film Academy and won the Huading Award for Best Actor no longer makes TV series. His battlefield has changed from the big screen to the live broadcast room. .

In April 2024, when Zhu Zixiao participated in the acting variety show "Infinite Beyond Class 2", he mocked himself as a "38-year-old actor with ankles" and ate chicken feet for more than ten hours in the live broadcast room. Hao Lei on the judges' bench expressed his views : "I have always advocated that actors should not bring goods, and actors should not go where the money is. "Let go of your career."

was then ridiculed by Er Dongsheng: "In two years, he will look like a chicken claw."

Zhu Zixiao's answer was also very clever. He said: "I once thought that acting was my future. Now I realize that selling goods is my future, and acting is the path I want to stick to."

High-frequency live broadcasts will blur the identity of the actors and eliminate the mystery of the profession. However, the myth of instant wealth through live broadcasts is really tempting, and it also makes some stars stick to the live broadcast room at the expense of being unable to return to the actor track.

In the past Double 11, the live broadcast room was the main battlefield for celebrities, but on Double 11 in 2024, celebrity anchors were rarely seen in the live broadcast room. The tide of

has receded. The live broadcast room was once full of stars, but now only a few are left.

Hu Ke, who slipped to the position of "shoulder anchor" last year, is one of the few progressive students. On the first day of Double 11 pre-sales, Hu Ke's live broadcast room announced that it broke 100 million in the first hour. The speed of breaking 100 million and the sales volume in the first hour exceeded last year's results.

With the decline of celebrity live broadcasts, brand founders have stopped live broadcasts, and most brands have formed a self-broadcast matrix. "De-heading" has reached a consensus among brands.

Stars have entered the live broadcast industry in the cold winter of film and television, looking for re-employment opportunities to "save themselves". Some have created the myth of getting rich overnight, while others have bleak sales. Only when the tide completely recedes can we know who is swimming naked.