Text/Hu Yutong
Edit/Anna
In the past few days, Huang Zitao's live broadcast has been out of the circle again.
As always, maintaining a roaring, unpretentious, and real live broadcast room style, Huang Zitao's grounded actions such as angering "acid people" online this time and declaring that there is no script have won the favor of many passers-by. And just when the viewers were still lamenting the birth of a "comedian star with goods" in the star live broadcasting industry, Huang Zitao's team has announced the eye-catching results of 230 million GMV debuts.
During the 11-hour live broadcast, the total number of orders exceeded 1.6 million, of which the number of single products sold exceeded 74,600, and the number of Kuaishou fans of Huang Zitao himself also increased by more than 1.2 million.
Behind this huge data, it reflects the influence of celebrities with goods that should not be underestimated.
Since the rise of e-commerce platforms such as Taobao, Douyin, and Kuaishou, in addition to the head e-commerce anchor, inviting celebrities to bring goods has become one of the favored ways for many brands. The early way of celebrities to bring goods was generally to invite stars to the live broadcast room as guest guests, and then later the stars personally hosted the introduction of products, and now some have been transformed into full-time anchors.
Nowadays, casually click on the anchor sales list of an e-commerce platform, and the star anchor force has begun to seize the list with the e-commerce live broadcast masters. And in this e-commerce competition, who is the real winner?
<h1 class="pgc-h-arrow-right" data-track="4" > debut was not unexpected</h1>
Huang Zitao's debut, why is it so successful?
In this live broadcast, Huang Zitao once stressed: "I don't know what is fake in my life, and there is no script in my live broadcast room." "His performance is also as he says, outspoken in selling products. When selling toothbrushes, Huang Zitao held a mint-colored electric toothbrush in his hand, but what he said in his mouth was "Although this color is slightly ugly, I don't like it, I can't say anything well", seeing that the live broadcast room is going to turn into a spit conference, the staff on the side hastily said "it works well".
Unlike the painting style of other people's live broadcast rooms, customers are looking at the word "sincerity". In order to select products, the official claimed to have been prepared for more than a year, and each product was personally tried by himself. Whether true or false, Huang Zitao's debut with goods is too good to know how to capture the hearts of consumers.
As a former member of a well-known Korean group, Huang Zitao has accumulated a huge fan base since his debut in 2011. At present, the number of fans on Sina Weibo has reached 66.58 million, and the number of fans on the Kuaishou platform has exceeded 28 million. Among them, most of them are female fans with strong purchasing power.
Huang Zitao's team is also well aware of the composition of its fans, and it is also biased towards women in the selection of products. In this live broadcast, beauty and skin care products are the main products, while some of them are daily necessities and jewelry accessories, which directly cover female audiences of all ages. Combined with the statistics of Feigua Fast, the sales of beauty and skin care products have become the "main force", accounting for 44.35%, while Ou Shiman's skin care sets have sold 42,000 pieces, and the total sales of single products have exceeded 20 million.
It is understood that in October last year, Kuaishou officially announced that Huang Zitao became the official spokesperson. Since then, Huang Zitao's live broadcast and content publicity on the Kuaishou platform have been supported by official traffic, and this live broadcast is no exception. On the same day, Huang Zitao's Kuaishou live broadcast room watched a total of more than 40 million, and the topic of "Huang Zitao's debut with goods" continued to rise in popularity on many platforms.
With the image of spontaneity and honesty, as well as the strong purchasing power of women plus the traffic support of the platform, Huang Zitao's first battle results are not so unexpected.
<h1 class="pgc-h-arrow-right" data-track="6" > shake fast to dig out the stars to get together, with goods more money? </h1>
In 2019, the e-commerce platform is in the limelight, Taobao took the lead in becoming the first "crab eating", and officially began the "Daystar Program" to invite hundreds of stars to enter the Taobao platform. Since then, Douyin, Kuaishou and other platforms have also joined the ranks of competing for the star anchor matrix, as of the end of 2020, Douyin has settled in more than 3,000 stars, and the vibrato that came later is currently the main battlefield for stars to bring goods.
This year's double eleven pre-sale, Taobao released more than 700 stars will gather to live news, and Kuaishou 116 shopping carnival will also invite 30+ groups of popular stars to link with Kuaishou head masters.
According to the September Taojiao fast data released by the Reds Point Collection, the top 50 stars in terms of sales are Shu Chang, Jia Nailiang, Zhu Zixiao, host Shen Tao and others, and the live broadcast platforms of these stars are from Douyin.
Looking at the internal comparison of the platform, in September, Taobao stars have hosts Zuo Yan, Lin Yilun, and Mango Station Wei Kaichen, of which the highest monthly sales of 99.696 million from Zuo Yan's live broadcast room, and the two head anchors of the same platform, Wei Ya and Li Jiaqi, there is a big gap, and it is not difficult to find that these stars are mostly hosts, and there are certain requirements for the eloquence ability of anchors. There are even fewer stars on the Kuaishou list, and in September, only one star, Actor Yan Xuejing, was on the list, with a total monthly sales of 67.91 million.
So do stars bring goods and make money?
According to the data of the Prospective Industry Research Institute, from the percentage of Taobao, Douyin and Kuaishou, the proportion of Taobao and Douyin platforms is more than 30%, and the proportion of Kuaishou is 15.75%. With a monthly sales of 279 million yuan and a ratio of 31.5%, Shu Chang and her team can get 87.885 million commissions, or even more.
Such a high return on revenue has prompted a large wave of stars to enter the ranks of "true incense" and begin to be anchors.
Just like Huang Zitao broke the inside story: the reason why celebrities choose to bring goods instead of endorsements is largely because they can make more profits from it. If it is a live endorsement, the agency and middlemen need to negotiate the difference with the brand, and then the agency will distribute it to the artist after making money. The star himself carries the goods directly with the brand owner to get the lowest price, thereby saving this intermediary fee.
Platforms and brands want to take advantage of the influence of celebrities, and celebrities also want to make a profit from it, which is still a win-win situation in the long run. But how to compete between platforms for this head with goods star, or not a small test.
<h1 class="pgc-h-arrow-right" data-track="8" > MCN behind the scenes</h1>
Some netizens saw the actors in the former film and television dramas, faded their halos and sat in the live broadcast room like a merchant in the city, shouting and selling goods, and the filter was shattered.
Not only to open up personal faces, stars also have a lot of risks of overturning in the process of live broadcasting, and if they are not careful, they will be criticized for "late festivals and no protection", and can only stand up and apologize in tears.
During the 618 period, due to doubts about the quality of the goods carried, Zhang Chenguang, an old drama bone in his 60s, fell into the quagmire of public opinion. Netizens questioned the suspicion of blending the recommended drinks, and carried out fierce personal attacks in the live broadcast room, mocking its late festival, and finally ended with the old actor collapsing and crying and apologizing hastily. Coincidentally, Chen Yiru was also questioned for suspected sales of fakes recently, but the tears spilled on the scene caused netizens to complain.
Under the risk of selection, the reputation of celebrities has become a "high-risk item", and the attitude of consumers who do not recognize tears but only recognize products has also made celebrities who later involved in the live broadcast industry more cautious.
Because of the lack of guidance, most celebrities have no live broadcast experience, and it is difficult to compare with professional e-commerce anchors in terms of selling ability. Therefore, many celebrities live only perform well in their debuts, but lack of staying power. Just this year's 618, singer Lin Yilun won the crown of the Taobao star live broadcast list, and now it has fallen to 20 outside.
As a result, the role of the MCN agency began to play out.
In the planning of live broadcasts, product selection, price negotiation and live room trading, MCN agencies can provide more professional and process-oriented service support for stars.
It is reported that in July this year, Huang Zitao served as a director, and another MCN institution, Hangzhou Yaowang Network Technology Co., Ltd., held 46% of the shares and jointly established Wangwanglong Network Technology Co., Ltd. This debut with goods, Huang Zitao appeared in the live broadcast room for the first time as the chairman of Wangwanglong.
In this live broadcast, MCN agencies sent their well-known anchor "Yu Dagongzi" to maximize GMV.
The form of cooperation between star studios and MCN institutions has become commonplace, behind Zhu Zixiao is Vision Entertainment, behind Qi Wei is Luo Yonghao's making a friend, and behind Jia Nailiang and Lou Yixiao is the remote network. In June last year, Hu Haiquan founded the MCN organization Jusmith Star, which also helped Yu Zhen, Ren Zhong, She Shiman and other star artists achieve the goal of 10 million GMV per game.
From a long-term point of view, with the support of MCN institutions, it is even more powerful to promote the normalization and standardization of star e-commerce. With the gradual stabilization of the star cargo matrix, this is a win-win situation for the e-commerce platform, MCN and the three parties of the star.