Stars and head anchors have their own strengths and will learn from each other and integrate with each other in the future.

Some merchants equate star impetuousness with commodities to boost the industry bubble, but blame it on the bubble itself.

A successful live broadcast needs four elements: anchor, user, product and script. Each element can evoke a scene, which is very meaningful to the business.

At present, the platform and MCN still have a lot of room to help in the four elements, but the worst is the "script", which is also the key to the star live broadcast from the business show to the arrival of the goods.

Stars and head anchors have their own strengths and will learn from each other and integrate with each other in the future.

Some merchants equate star impetuousness with commodities to boost the industry bubble, but blame it on the bubble itself.

A successful live broadcast needs four elements: anchor, user, product and script. Each element can evoke a scene, which is very meaningful to the business.

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Estimated time | 8 minutes

Recently, celebrity live broadcasts frequently overturned, and Xiao Shenyang, Ye Yixi and Wu Xiaobo, a financial writer, were reported by a merchant that the effect of bringing goods was not good, and a large number of viewers did not convert them into purchases. To this end, Shenyang and Ye Yixi also returned the into the pit fee.

Emotional merchants even said, "It's a fraud to invite stars to broadcast live now." As a result, under the trend of live e-commerce, doubts about star live broadcast products are rampant. So, what is the truth?

The trend of stars bringing goods

At present, the live broadcast e-commerce we pay attention to can be divided into two categories: one is the head anchor of the platform incubation, such as Li Jiaqi, Weiya and Simba, and the other is the star and celebrity of the airborne platform, such as Tamia Liu of Taobao Live and Luo Yonghao of Tik Tok.

Both types have natural long boards and short boards:

The head anchor is good at bringing goods, but its IP is mainly live broadcast room, lacking content support, which will inevitably lead to "artistry". Some people say that Li Jiaqi is more and more like an artist, while Victoria is more and more like a businessman. This is obviously a mistake.

Let's take a look at the variety show that Li Jiaqi and Via will participate in in 2020. Viya just wants to be an "artist", and its activities are destroying Li Jiaqi.

Of course, you may question that Simba is not an "artist", but in fact, he has long had a program aimed at the sinking market in A Auto Fast, and he has long been a "star".

Table1:Summary of Viagra and Li Jiaqi's variety shows since 2020.

(Source: Dr.Leo Moo Enterprise Management Consulting Company)

Stars have IP, rich in content, but lack the skills to bring goods. The delivery skills here are not only based on customized sales skills, but also include the ability to convene traffic, supply chain management and script planning. Most rollover accidents are due to the lack of the above elements.

In the future, under the temptation of huge interests, both will make up for the shortcomings. Head anchors who lack personality charm and stars who enter the live broadcast room with playful mentality will be punished by market rules, and those who are tested will stand out.

At that time, the star was the anchor and the anchor was also a star. In fact, the boundary between the two is not so clear. The logic of the internet world from traffic to realization can still stand scrutiny, and the trend of stars bringing goods is beyond doubt.

At present, incubating the head anchor is a long-term investment, but the airborne star can be immediate. It is for this reason that Taobao and Tik Tok spare no effort to introduce star anchors.

This kind of gameplay is right. What is wrong is that some irrational businesses equate star anchors with commodities and use the idea of buying quantity to do live e-commerce.

The implication is that I spent such an expensive pit fee and gave the anchor such a high commission. Isn't it very effective? It is these impetuousness that led to the bubble, and these businesses, as bubble makers, complained about the bubble itself. Isn't it interesting?

Platforms such as Tik Tok and Taobao have their own strategies, and they are not chasing bubbles. Look at the transcripts handed over by Tamia Liu, Yu Zhen and other stars. The logic that stars bring goods is absolutely established. We can't infer that education is a false proposition just because there are several poor students in the class.

Several effects of star bringing goods

Instead of complaining about the bubble, it is better to analyze what the top star students did right in the examination room of live e-commerce.

I said in the article "Ecological Rivers and Lakes of Live E-commerce" that a successful e-commerce live broadcast needs four elements:

First, people set the right anchor and match the style; The second is the private domain traffic users on the live broadcast platform; Third, excellent products; The fourth is a reasonable script that promotes transactions, so that the process of connecting users and products based on human design is smooth and natural.

Here, we may set the standard of "success" too high. In fact, not all four elements are available, and e-commerce live broadcast can also get corresponding benefits.

(On-site scene matrix with goods source: Dr.Leo Moo Enterprise Management Consulting Company)

Scene 1: Sinking endorsement advertisement

In this scenario, the factory-made white brand has found an influential star anchor to endorse it, and the effect is to send a signal that our brand is not a cottage and can pay advertising fees.

At this time, the users who watch the live broadcast may not be fans of the stars, or they may not buy them on the spot, but they know the influence of the stars. The pit fee paid by the merchant is equivalent to the "warlords", which allows the influence of the star to be endorsed by the brand and gives users a sense of trust.

Many years ago, I went to a fourth-tier city with my family and had to buy a new pair of jeans for various reasons. Airborne from the municipality directly under the central government, I am really not used to shopping in the environment where there are only a handful of specialty stores.

Finally, I saw a big shop, so I went in and chose one. I feel the quality is ok, but I can't make up my mind.

At this time, the clerk floated to my side silently, pointed to a billboard of a third-line star in the store and said confidently, "XX is our spokesperson, and we are the brand on CCTV."

It doesn't matter what list you are on. If you can afford celebrity contemporary speakers, it should not be a factory white card, so Mr. Mu obediently pays for it.

Scene 2: A booth selling floats.

In this scenario, the products are not excellent, mostly factory white brands or brand tail goods, but the live broadcast of the stars has brought fans in, trying to use their influence to urge fans to buy.

Of course, fans are not all brain powder. The reason for buying is cheap products and the influence of stars. I think fans can find welfare ways to complete "selling stalls".

For a merchant, it is more suitable to use this model in the scene of hoarding goods and clearing inventory. Of course, there are also some factories that ship goods under the banner of brand dumping (such as the well-known "closure of Jiangnan leather goods factory, clearing inventory", etc.). ), but the user is not Xiaobai, and this scenario cannot happen repeatedly.

Here, it is of great significance for stars to bring goods, and it is even difficult to replace them. Stars have a strong user appeal. By making profits to make low prices reasonable, they can form explosive purchases and limit the time window for hoarding goods.

If this is not the case, the brand has put "discount floating" in the store for a long time, and the damage to the brand tonality can be imagined. Besides, isn't it cost-effective to use the tail goods for a round of publicity?

Yes, but in this case, the product has no quality core, and the key depends on the price advantage. The transaction is random to some extent. This is the case with a large number of businesses that think they have been "pitted" by live stars. I can't sell my own goods at ordinary times. I have never had a price advantage on the live broadcast, and the star's mouth has never been opened. How can I succeed?

Scene 3: Brand Business Show

In this scene, the product quality is excellent, and there are fans in the star live broadcast room. Even if you don't take the low-cost route, it seems that you should be able to promote a large number of transactions.

However, this is not the case. Due to the lack of scripts to promote buying, the stars acted as human billboards and made a commercial show. This scenario is more like a kind of marketing, which can plant grass, but it may not form a closed loop of purchase.

Wu Xiaobo live rollover is a typical case.

It stands to reason that it is feasible for Wu Xiaobo, as a financial writer, to investigate domestic enterprises for a long time and be a "promoter of new domestic products";

Secondly, the number of basic fans in Wu Xiaobo is also considerable. In addition, with the live broadcast of Taobao, the maximum exposure of Sina Weibo platform and the offline launch of Wu Xiaobo's own 890 company, the user traffic level has also been solved (UV reached 2.376 million, with the highest online 44,000);

Third, Wu Xiaobo personally participated in the selection of products, conducted his own on-the-spot research, and merchants came to explain. Each product was said to be a sub-industry of TOP3. But the result was overturned and the sales data was not good. It is said that only fifteen cans of milk powder were sold.

In the reflection article Fifteen Canned Foods, Wu Xiaobo summarized the problem into two parts: his own performance and the logic of choosing products. Let's talk about the choice of products first. Of the 26 brands that were finally broadcast live, one-third tried to broadcast live for the first time, and one-quarter did put it on the whole network. The live broadcast price of 6 products exceeds 2000 yuan.

Teacher Wu thinks the product is expensive. In fact, Liu Tao brought a massage chair of 3980 yuan, and Yang Ying brought a beauty instrument of 6800 yuan ... These are very popular. Teacher Wu's failure lies in the fact that the products he sells have no "price anchor" in the hearts of users. No matter what you say, people won't feel cheap.

Under the logic of product selection, it is impossible to write a script that is eager to ship. In this sense, Mr. Wu's own performance is a secondary factor. Can you imagine a group of fans ordering impulsively because of Mr. Wu's hard drinking, and rewarding domestic products with 2000 yuan?

However, from the perspective of brand exposure, several businesses are not losing money, especially the "fifteen cans" milk powder brand. However, in this case, the scope of cooperation between the brand and the star should not be short-lived in the live broadcast room, but should continue to the subsequent continuous exposure. For example, live cut can be promoted again, or the relationship between stars and brands can be bound. The fifteen cans written by teacher Wu is a good second exposure.

Scene 4: Brand Business Show+Freight Yard

In this scenario, because the script is excellent, the anchor naturally connects the user with the product, which not only promotes the product, but also naturally promotes the shipment. This is the expected effect of merchants, the combination of sound volume and delivery, quality and efficiency.

Yu Zhen, an actor from the mainland of China, is known as a "professional agent", and his image is rough and heroic. In May 17, Yu Zhen tried five categories, mainly food and drinks, but two alcoholic products became the sales champions, accounting for about 60% of the sales.

In June, Yu Zhen began to focus on the field of alcohol, and the theme of many live broadcast rooms was # You have a story and I have wine #. As a result, Yu Zhen's personal design began to be deeply rooted in the hearts of the people.

The sale of the second wine reached 6 million, and the data of the next few games also remained at a certain level, which was in stark contrast to a large number of star anchors who debuted at the peak.

In fact, Yu Zhen is not an isolated case. Among the stars, Chen, Chen, Chen and others have a steady or even higher trend (Figure 2), and all of them have good scripts without exception. When we pay attention to the script level, we will find that this logic will in turn torture people, users and products.

What kind of people to set up, what kind of users to pull, and what kind of products to choose. Only in this way can the "story" of selling goods in the live broadcast room be established. Therefore, most successful cargo stars should be vertical players.

For example, Cao Ying mainly sells beauty care, fresh food and daily necessities; Hu Haiquan mainly sells home appliances, fresh food and beauty care; Chen focuses on beauty and skin care ... every star anchor is a "theme shop" based on the script. On the other hand, the star's "unlimited goods" is originally an immature performance of the industry.