Text | Chopped pepper TMT, author | 24, blue lotus
This year 315, following Deng Lun, the old altar sauerkraut collapsed, the most shocking to the public is the well-known actor Pan Changjiang, was accused of live broadcast selling alcohol false propaganda, 315 live broadcast comments, there are netizens brushing the screen "Pan Zi (Pan Changjiang) why not on the list" "Arrange a seat for Pan Zi." ”
According to media reports, in a special live broadcast of drinks in early March, Pan Changjiang claimed during the live broadcast of Moutai Tiger Year Zodiac wine: "I have known the chairman of Moutai Company for more than ten years, and last night I drunk him and asked him to sign a contract to give me pricing power." A person close to Moutai told the "Daily Economic News" reporter that the so-called Pan Changjiang knew chairman Moutai for more than ten years and drunk him by drinking alcohol, which is basically a naked lie.
Moutai then responded quickly that the above propaganda was not true.
Subsequently, Pan Changjiang responded in an interview with the media that he had never said such a thing, nor did he know how much wine was sold outside, only that the supplier gave me this price, "How much you give me, how much you sell in my live broadcast room, I have not done half a false publicity."
As the "Moutai incident" eventually evolved into a farce, Pan Changjiang once said that the live broadcast "the water is too deep for you to grasp" is real.
Who is the person who is trading the wine live for Pan Changjiang? Drink live with goods, why only routines are left?
01 Who is the trader of Pan Changjiang Wine Live?
In the report of the "Daily Economic News", Pan Changjiang said in the live broadcast that the original price of more than 40,000 boxes of Guizhou Moutai Tiger Year Zodiac Commemorative Wine, now within 20,000 yuan, the price is set by Pan Zi, giving Pan Zi a lot of authority, so he has the right to set prices, and finally the price he sold was 4799 yuan / bottle.
Subsequently, some industry insiders pointed out that the market price of Moutai zodiac series wine can break through 10,000, and there are only two horses and sheep at present, while the official guidance price of Moutai zodiac wine in the Year of the Tiger is 2499 yuan / bottle, and the market terminal price is only about 4600 yuan. That is to say, the price of Pan Changjiang in the live broadcast room is not low.
A person in the live broadcast industry told TMT that in all fairness, Pan Changjiang's "Moutai incident" this time is not selling fake wine or branded wine, but selling Moutai zodiac wine at a slightly higher price, the core is still verbal expression, which has caused controversy, more than most of the anchors who sell branded wine or "conscience".
The TMT query found that the live broadcasting agency behind Pan Changjiang is called "Entertainment Box" and belongs to Shanghai Lexia Culture Media Co., Ltd.
This is a relatively low-key Shanghai company, but the various "storms" caused by its anchors because of their goods are unforgettable.
According to the data, in addition to Pan Changjiang, the star anchors under the entertainment box also have Pan Yang, the daughter of Pan Changjiang, Zhang Chenguang, an old drama bone, and actor Li Jiaming.
In June 2021, Zhang Chenguang's live broadcast debut with goods attracted some netizens to complain and accuse, "not good at filming but to sell goods", "lack of money", "late festival is not guaranteed", and some netizens accused him of selling fake wine. Zhang Chenguang even looked down in front of the camera and shed tears.
As early as March 2021, Pan Changjiang sold "golden wine" in the live broadcast, claiming that the product was produced by Wuliangye, which was actually an OEM health wine produced by Giant Group entrusted by Wuliangye Group Health Wine Company.
In addition, earlier, Pan Changjiang criticized the gazi actor for not understanding the depth of the liquor industry, asking for money without face, he also sold liquor in the live broadcast room, which was jokingly called "Pan Ga's friend" by the netizen group.
The owner of the entertainment box started by doing film and television implantation, and after accumulating certain star resources and brand resources, it expanded to the field of live streaming with goods.
From the perspective of industrial and commercial information, Gu Yinfang, the legal representative of Shanghai Lexia Culture (Entertainment Box), and Wang Xia, a major shareholder, founded a film and television implantation company, Shanghai Taixia Network Technology in 2015, and its products are called "Movie App". In the introduction of the APP, it is written that the product is an e-commerce platform that provides entertainment consumption to the audience.
Chopped Pepper TMT inquired from the judgment document online that in 2017, Shanghai Taixia Network Technology had signed an advertising implantation contract with the plaintiff Yibo Boutique (Shenzhen) Co., Ltd. for the movie "Late Night Canteen", but because the movie was not released on time, Yibo Boutique asked Shanghai Taixia Network to refund the brand implantation fee of 300,000 yuan and 500,000 goods. Subsequently, Shanghai Taixia Network filed a second-instance appeal. In the end, the court ruled that Shanghai Taixia Network Technology returned 150,000 yuan to the other party.
At the end of 2018, it is also the node of the rise of live streaming and the continuous downturn in the film and television industry, Gu Yinfang and Wang Xia established Shanghai Lexia Culture (Entertainment Box), with Wang Xia as the major shareholder.
In the execution of a court judgment, due to the inquiry of real estate, bank deposits and other assets under the name of Shanghai Taixia Network Technology, no assets were found to be available for enforcement, and in the end, the court adopted a policy of restricting high consumption for the executor and his legal representative in accordance with the law.
In the view of some industry insiders, the tide of live e-commerce has struck, and many entertainment brokerage companies and advertising implant companies have transformed into live streaming with goods, but their ability is more about the control of artists, but the control of the supply chain and the operation of the live broadcast room are relatively weak, so it leads to frequent overturning of the early stage of star live broadcasting.
02 Not all "Moutai" is "Moutai wine"
In fact, well-known liquors such as Moutai and Wuliangye do not need to rely on anchors to sell, but they are the "hard currency" that anchors use to drain the live broadcast room.
TMT called the anti-counterfeiting rights protection department on the official website of Moutai Group, and the other party made it clear that only those marked with Moutai Group and Moutai Co., Ltd. can be called Moutai wine, and the rest, including those produced by subsidiaries, cannot be called Moutai wine.
However, at present, many of the so-called "Moutai" on the market, the manufacturer printed on the bottle is not Moutai Group or Moutai Co., Ltd., but other companies with the word "Moutai "Moutai ", such as Moutai Distillery (Group) Health Industry Co., Ltd. and so on.
"The people in the live broadcast room are very good at fooling around, if the Moutai wine really has such a low price as the live broadcast room says, the insiders will immediately grab it up, and they will not flow to the market at all." Moutai wine is mass production, batch wine is not ordinary people can get. A business with live wine with goods told TMT.
In the industry perception, the well-known liquors in the market are usually divided into three categories: large factories, OEM liquors and customized liquors.
There is a saying in the wine circle: buy wine to buy a large factory, and do not touch the OEM customization.
For example, Moutai only has several kinds of concubines, such as Yingbin, Prince, LaiMao, Han Sauce, and Feitian.
Branded liquor will move closer to the concubines in the name, such as Maotan No. 1, Maotan Wine Ingenuity, Maotan Wine Cellar, Maoyun Sauce Wine, Maoyuan Wine... The thatched altar, shouting and shouting, heard into Maotai.
Even, there are many labeled wines from large manufacturers, and there are hundreds of labeled wines at the peak of Wuliangye alone. The authenticity of Moutai wine also continues to appear in the public eye. One is because Moutai is famous, and the other is because Moutai's organizational structure and brand gradient are more complex.
Customized liquor, usually the product of cooperation with external companies and brands, is more diverse.
According to some data, Pan Changjiang and his daughter Pan Yang also entered the liquor industry a few years ago, and the customized wine named "Pan Treasurer" came out. At the sugar and wine meeting that year, Pan Changjiang and the "Pan Treasurer" reached a strategic cooperation with the Jiuxian Network and officially made their debut, marking a step for the "Pan Treasurer" from the circle to the whole society.
However, because Pan Changjiang and baijiu do not have a special fit, coupled with the fact that it is difficult to see this product offline, the sales of "Pan Treasurer" have not yet caught fire.
03 "If you don't do a routine, you can't make money in the drink live broadcast room"
"If you don't want to lower the price, you don't want to destroy your brand tone, and you want to have traffic on live broadcasting."
Xiaoyu, a live e-commerce practitioner, said that investment, labor costs, taxes, and agency operations are all costs, and it is also necessary to give anchors pit fees and commissions, do not engage in routines, and there is no way to make money in the wine live broadcast room.
The most common thing in the wine live broadcast room is the "sweep code price" as a gimmick.
Some live broadcast rooms will sell niche brand wine, or niche products under large brands, joint models, in fact, the cost price is a few hundred yuan, but the official website pricing is about 10,000, 20,000 or so, because no one goes to the official website to buy, so that consumers in the live broadcast room after listening to the anchor a boast, after buying at a price of one or two hundred, a sweep of the original price of twenty thousand, will feel that they have taken advantage, but buy home to find that there is no difference with more than 200 yuan of wine.
The most imaginary price that can make the anchor is the drainage model of 11 yuan Wuliangye's Wuliangye 42-degree armor liquor, or 29.9 yuan of customized draft beer. Some anchors directly flicker when selling draft beer, "You need 699 yuan to buy online, and only 29.9 yuan in my live broadcast room." ”
If in the live broadcast room, a product is sold badly by the brand, the merchant may continue to change a brand, new bottles of old wine, from high prices to low prices, harvesting a new wave of leeks.
As we all know, the consumption of liquor is mainly male. However, the owner observed that in Pan Changjiang's live broadcast room, the proportion of female fan portraits reached 47.26%, and many fans may not have a basic understanding of liquor.
"Most of the people who buy alcohol on Douyin are people who don't understand alcohol." Xiaoyu admitted that in fact, some middle-aged men, especially the elderly, will not buy alcohol in the live broadcast room, because they know that there are many "pits" and basically there will be fixed and reliable channels offline. Compared with offline, online drinks have no advantage, and many offline dealers will give lower prices.
Offline dealers have pricing power, you can control yourself to earn more and earn less, and online, it seems that the winery skips the layers of distributors, directly with the consumer to generate links, but the winery and the brand side to give the anchor commission, in addition to Maotai, Wuliangye and other head brand head products, live streaming with goods other drinks, the anchor's commission is generally 20% starting. According to Xiaoyu, the domestic head red wine brand Great Wall Wine, the commission of the vibrato head anchor can sometimes reach about 25%.
And Moutai Wuliangye and other brand main push, such as 53 degrees Moutai, 43 degrees Moutai, belongs to the "hard currency", online and offline supply is in short supply, even in the live broadcast room sales, commissions do not exceed 3%, and even some anchors have to paste money, in order to get the goods, the purpose is to improve the marketing value and profit value of the live broadcast room by rubbing traffic, by the way to increase the GMV. Luo Yonghao, Zhang Ting, Mr. Dong, etc., almost the head anchor of Douyin rubbed the heat of Maotai and put a wave every time the popularity of the live broadcast room was low.
First through the 9.9 yuan limited time limit of welfare seconds to pull popularity, in addition to the high-profile, good sales of Feitian Moutai drainage, storage water to a certain extent, and then on the shelves of profit products.
This is the common routine in the live broadcast of drinks, and the main model, profit money and drainage money are evenly distributed. For anchors, unknown liquor companies, unknown liquor of famous liquor companies, is the magic weapon for them to make money and profits.
"Merchants who don't play these routines basically don't sell in the live broadcast room." Xiaoyu frankly said that big brands like Shanxi Fenjiu and Luzhou Laojiao, which are broadcast live on douyin accounts, are for the sake of bo volume, and the degree of profit is very small. If the price of some corporate flagship stores is lower than the price of the dealer, the market cannot do it.
To this day, offline is still the most important sales channel for famous wines. There are also individual brands, such as "Shuijingfang", which have not been sold on live streaming channels so far.
The live broadcast of the carnival of selling wine is nothing more than adding more topics and farces to the already complicated wine industry.