In 2024, the bubble of talent live streaming is being punctured by reality.
From 2020 to 2023, the battle reports of Daren Live broadcast continue to set new records, and it is not uncommon for a single game to have a GMV of 10 million, and more and more brands and merchants are attracted by the halo of the live streaming industry, but in 2024, they will be stung by real data.
Talent live broadcast is no longer the "hopeful" option, but it seems to be a one-way bridge that has to be taken in the increasingly involuted e-commerce industry.
Talent live broadcast is full of pits
Alex, who makes fragrances, has planted a big heel in the live broadcast of talents this year, "The live broadcast company charged 30,000 pit fees, broadcast 5 shows and sold more than 700 yuan, which made me laugh." ”
Although he has a lot of experience in new media marketing, Alex doesn't have much experience in live streaming. Not long ago, when a live broadcast company took the initiative to come to the door to cooperate, he tested the water with the mentality of trying it out, but he didn't expect to step on the pit all of a sudden.
"The plan he offered was very tempting, with a service fee of 30,000 yuan to guarantee 120,000 GMV, and promised that if this GMV was not reached, he could make up a broadcast, and if the rebroadcast was not reached, he could refund 50% of the cost," Alex decided to cooperate with the other party under a plan that didn't seem to be a loss.
Photo courtesy of the interviewee
But I didn't expect that when it came to the actual operation, the various operations of the live broadcast company made Alex feel that he was completely fooled.
According to Alex, when communicating and cooperating, the other party provided a list of more than 20 anchor candidates, including many big anchors such as Lie'er Baby and Daiwang, but there was no big anchor in the actual live broadcast lineup, "Their statement is that they will help you choose from it according to your product, and his meaning is, 'Since I guarantee your GMV, you don't care who I choose'." But in fact, the 5 live broadcasts not only failed to reach the agreed GMV, but also filled with a large amount of data fraud.
Alex told the Blue Whale News reporter that he monitored the live broadcast data and found that the number of people online, the number of people entering the store, product clicks and other data are completely unreasonable, "According to logic, you have 20,000 online people, even if my product is bad again, it can't be only zero clicks." What's even more bizarre is the number of store views, after the first live broadcast, we can see a store view of two or three thousand, but the actual number of visitors is only more than 30, which is obviously a data fraud. Because in this case, only if everyone repeatedly enters the store more than 80 times can they achieve more than 2,000 views, which is obviously brushed. "In the end, the live stream had zero sales.
When a similar live broadcast reached the third scene, Alex proposed to cancel the cooperation with the live broadcast company, but the other party said that according to the contract, if the cooperation is unilaterally canceled during the process, the deposit will not be refunded, which means that compared with the plan of recovering 15,000 yuan after the GMV is not up to standard after all the live broadcasts, the loss of terminating the cooperation is greater now.
"I now suspect that it is their goal to return half of the deposit if the GMV is not met, so that they net 15,000." Alex told the Blue Whale News reporter that he later found out through friends in the industry and the big anchors on the list at that time that they did not cooperate with this company at all, "I now think that this matter has involved commercial fraud." ”
The disappearance of the live broadcast halo of talents, losing money and making money is already the norm
This is not an isolated case, and Alex's store receives invitations to cooperate with similar live streaming companies mentioned above almost every day. Many businesses also said on social media that they had stepped on similar "pits", and some brands said that they did not issue a single order for 3 live broadcasts, and the deposit was paid 20,000 yuan first, and it is even very likely that tens of thousands of yuan have been spent without enjoying any services.
In fact, the entire talent live streaming industry has shown a significant decline this year, and losing money and making money has become a consensus in the e-commerce industry.
In January this year, a brand broke the news that Yang Zi and Huang Shengyi went to the live broadcast room of Douyin (Qin Jinjin) to bring goods, and the person in charge of a bacon brand prepared bacon products worth 1.7 million yuan for this purpose, but only one order was sold. According to the previous Blue Whale News report, the sales of the first live broadcast during the promotion of bloggers such as Guangdong couple, Qi'er, Pan Yurun, and Little Biscuits decreased by more than 70% year-on-year, among which the sales of former beauty head anchor Luo Wangyu fell by more than 90% during the 618 promotion this year, and the appeal of the head anchor has also changed from what it used to be.
Alex told the Blue Whale News reporter that at present, the entire live broadcast with goods circle is very volatile, "Our category itself is not just needed, and the unit price is high, so it is not so easy to sell, but in fact, it is difficult to see most of the broadcasts now." For most brands, the live broadcast room has changed from a channel that integrates quality and efficiency to a pure "brand communication" activity.
Even to a certain extent, "talent live streaming" is also a road that has to be taken, "it may be among all the worst roads, it is a relatively less bad road, after all, streaming may be less cost-effective," Alex said.
(Source: Blue Whale News)