Stars and anchors are essentially two circles of people.
But no matter who is in the besieged city, the foundation under the city wall is the same.
The beautiful scenery of one side means that the autumn wind of the other side is bleak, and now both sides are enduring the pain of grabbing things from their opponents’ bowls.
Wen | Ge Yu
Source | Zinc Finance (ID: xincaijing)
Jin Cuodao (ijincuodao) authorized reprint.
A few days ago, Li Jiaqi invited Yang Mi in the live broadcast room, but was sent to a hot search for improper driving, and finally ended up apologizing. But what is better than an apology is the "smell of gunpowder" revealed by both sides during the live broadcast.
Yesterday, Wu Yifan, one of the "traffic star representatives", appeared in the live broadcast room of Queen Viya, but it triggered a debate about who brought the traffic of this live broadcast.
Online celebrity, who seems to be thriving and extremely harmonious, has been full of gunpowder after sharing a mobile phone screen with the stars.
Wu Yifan’s live broadcast in Viya
As far as the star is concerned, the time that users originally spent on variety shows and TV dramas on their own platforms was taken away by the live broadcast, and even the remuneration was not as much as that of online celebrity’s commission for a delivery; Online celebrity, on the other hand, longs for the status and face of the so-called star in the circle.
One side stands on the opposite side of "fame" and the other side stands on the opposite side of "profit", but at the same time, both sides stand on the same flow Ikenoe. This means that the interests of both sides come from the same source.
It is only a matter of time before online celebrity and the stars, from the current "infighting", evolve into a larger "open struggle".
one
Underneath contempt
One is the elder brother with goods, and the other is the eldest sister in the circle who grew up from the "four little Hua Dan" in the entertainment circle. Their first show on the same screen attracted the attention of all circles.
In this two-hour live broadcast on Yang Mi platform, what is better than an apology is the smell of gunpowder during the live broadcast.
Li Jiaqi told Yang Mi that generally only half an hour was given to other stars, but she was given two hours.
In Li Jiaqi’s view, this is to explain her "importance" to Yang Mi, but unexpectedly, she was directly replied by Yang Mi Sanlian: "Why do you look down on them? Who do you despise? They are not important? "
Li Jiaqi played an inappropriate joke, and Yang Mi was the face of Estee Lauder.
Between this round of dialogue, although both sides are smiling, they have obviously felt the smell of gunpowder. The whole live broadcast came down, and there were many embarrassing points.
The reason for this dialogue is that two people are standing in the opposite circle of each other. In the eyes of stars, the anchor may just be a "sales" who can sell things.
In fact, what Yang Mi said is not wrong. If it is not a first-line star like Yang Mi and continues to be hot, it is really not so important for Li Jiaqi to invite other stars to bring goods. To put it bluntly, the arrival of the stars after the first line will neither bring me too much extra traffic nor bring out more of my goods.
However, Yang Mi, as a representative of the star circle, will not give in when he hears this implication, and he will directly ask three questions during the live broadcast. Judging from the embarrassing circus in Li Jiaqi at that time, the star party represented by Yang Mi gained the upper hand.
This also points out another contradiction between the two. The so-called stars have always regarded these online celebrity as "superior"-even if you are more popular and bring goods to make money, you can’t compare with the identity and status of stars.
In fact, this is also online celebrity’s unwilling but true psychological state.
According to anecdotal reports, Viya, the queen of live broadcast, has also poached people who have been hanging out in the Beijing entertainment circle for a long time. The meaning behind it is self-evident. She wants to enter the entertainment circle at a higher level in the eyes of both stars and online celebrity.
Recently, Viya also participated in the recording of "Ace to Ace" in the tenth issue of Zhejiang Satellite TV, and served as a flying guest. But during the performance, there was an embarrassing scene: Guan Xiaotong shouted "Buy it!"! Buy it! " . And this, it is Li Jiaqi’s mantra.
Viya participated in the "Ace to Ace" variety recording network.
Even the anchors as big as Viya and Li Jiaqi, even if they are "millions a minute", even if they bring a thread of e-commerce economy, even in their own eyes, they are still three points shorter than the stars.
2
Cann’t let go of the figure
However, is it true that stars who look high are not greedy?
By no means.
I want money, but I still want to save face. But it is a true portrayal of some jealous stars at the moment.
Lin Bo, the person in charge of the e-commerce module in the live broadcast cargo belt circle, told Zinc Finance that his team had had contact with Kathy CHAU’s team, once known as "the head of the jade girl".
In the understanding of most stars and agents, the live broadcast is just "the introduction of the host and occasionally a few words". Generally speaking, the anchor broadcasts live for at least six hours a day, but Zhou’s agent thinks that "three hours is too long".
The broker who emphasized the "price" throughout the whole process finally said that the cooperation was only a test of water, and the effect was not guaranteed, and the price was 250,000 RMB per hour. They also know in their hearts that "if the first show is not satisfactory, there will be no second show", but they still try their best to make quick money at one time.
Kathy CHAU Tuyuan Network, the former head of Jade Girl.
Lin Bo told Zinc Finance, "The failure of this cooperation lies in the fact that Kathy CHAU’s team refused or dared not let us examine them with the eyes of the anchor with goods, and refused to cooperate with us with the attitude of the anchor with goods."
Like Kathy CHAU, even if he wants to try live broadcast, he still holds the mentality of "notice fee".
In fact, the stars themselves know exactly how much they can carry goods and how the mass base is. There has always been a chain of contempt between the star and the anchor. If you appear at the price of a star, it is naturally fine, but once you are labeled as an anchor, it is very different.
There are many such traffic illusions.
A live broadcast in Wong Cho Lam brought goods, the pit fee was 100,000 +30% commission, the viewing volume was 420,000, and the store volume was 60,000. Finally, 66 boxes of 58 yuan/box dry powder were sold; Li Xiang broadcast live for 5 minutes and offered 800,000 yuan. In the end, none of the minks were sold, and only 77 cans of milk powder were sold.
Star live selling goods, of course, has its own advantages, and can use its own identity aura to attract everyone’s attention.
But if you really want to sell the goods, professional anchors are more reliable-they are familiar with the characteristics of the products, the psychology of the audience, and know how to introduce the products, so that the audience can accept them most easily. Behind this, it is often the accumulation of several years and the perseverance of broadcasting more than 300 games a year.
Li Jiaqi and Viya, it’s really not that easy.
However, there are not cases without successful transformation in the circle.
After the incident of PGone, Li XiaoLu was banned from the whole entertainment circle.
Many people regret that she went from being a young and famous actress to being a network anchor after playing a good hand. Live delivery is a piece of fat meat. Recently, after Li XiaoLu started live webcasting delivery, it has reached 47,696,200 sales, which is already the level of the head anchor.
Tuyuan Network in Li XiaoLu Live Broadcasting
From the beginning to the end, you should have excellent eloquence and strong on-the-spot reaction ability. Li Xiang, who is a host, is also a star who has done well in the live broadcast of stars.
Li Xiang has 2.438 million fans since its first live broadcast of Taobao on April 22, 2019. Growth hackers have counted a set of data. In November last year, Li Xiang opened 10 live broadcasts, with a total sales volume of 389,000 and sales of 52.63 million.
Also being compared are Sydney, online celebrity and other Taobao live broadcast head anchors. Sydney broadcasts 39 live broadcasts a month, with a sales volume of 1.226 million and sales of 530 million. In Zhang Dayi, there were 42 live broadcasts, with sales of 1.672 million and sales of 610 million.
Although there is still a certain distance from the head anchor, it is enough to be regarded as a successful case of "stars going to the sea".
Although the stars bring their own large traffic, online celebrity’s ability to bring goods is much stronger than that of the stars in the Taobao live broadcast ecology. After all, the professional Taobao anchor is indeed more professional in selling goods.
However, are the stars who establish a cool image and maintain their independent personality in front of the big screen really ready to please fans, be as excited as TV shopping guides, and make frequent golden sentences?
With the popularity of e-commerce live broadcast, there is a trend of imitating Li Jiaqi in the field of live broadcast. Think about it carefully, Li Jiaqi is very much like the TV shopping guide Hou Zong, who was once popular in the north and south of the country and was famous for his "eight hearts and eight arrows".
In any case, yelling at the top of your lungs in the live broadcast room like chicken blood may really not be suitable for stars.
three
There will be a war.
The entertainment circle is like a fence. The stars inside want to jump out, while online celebrity outside tries to get in.
Zinc Finance also elaborated in the article "Fighting for Time: The Secret Unlimited War of the Internet" that the current mobile traffic dividend is exhausted, which is essentially robbing users of screen usage time and attention.
Obviously, variety shows, TV dramas with stars as the main force, and live broadcasts with anchors as the two main areas of user attention on the current mobile terminal are essentially opposites. It is impossible for both sides to live in peace in business logic.
At the same time, they are coveting each other’s bowls. In the final analysis, it is nothing more than that those who get the name want to benefit, and those who are beneficial want the name.
But it is not so easy to cross-circle integration. Although both sides are based on the same flow Ikenoe, the way they grow up is qualitatively different.
Most of the so-called stars are packaged by talent shows or brokerage companies. From the beginning, they are displayed in front of fans and the public as a "packaged" image. In other words, what fans think of as "love beans" is probably not what they are.
The originator of China talent show "Super Girl" Tuyuan Network
This is also the fundamental reason why there will be traffic stars in the entertainment circle, and it will often be revealed that someone has collapsed. Such as the recent events in Show Lo and Qu Chuxiao.
On this basis, once the packaging is successful, it is more realized by harvesting the fan economy under the operation of the capital circle of film and television entertainment.
Under such a form of operation, it is bound to be impossible for a star to "show his true self" in front of the camera every day like an anchor. On the one hand, they are used to being on top; On the other hand, minutes will explode because of saying the wrong thing.
The anchor threshold is relatively low, and even some online celebrity was born at the grassroots level. However, the over-packaging of stars has become their weakness, and negative news has occurred from time to time.
For online celebrity, who squeezed into the entertainment circle, she will also fall quickly because of her unworthiness. Online celebrity, such as Li Ge, Yifa Chen and Wen Wan, who were once smash hits, were banned one after another for "gaffes and gaffes".
But no matter the people in that besieged city, the foundation under the wall is the same. The beautiful scenery of one side represents the bleak autumn wind of the other side.
Now, both sides are enduring pains and reaching for the things in each other’s bowls. However, it is only a matter of time before the food is so little.
(At the request of the interviewer, Lin Bo in the text is a pseudonym.)
This article first appeared on WeChat WeChat official account: Jin Cuodao. The content of the article belongs to the author’s personal opinion and does not represent Hexun.com’s position. Investors should operate accordingly, at their own risk.