2“ save ” Live delivery , One dongyuhui is not enough

source ： Chinese military strategy （ID：hstl8888） author ： Geng Kangqi

Dongyuhui , The more the better .

2022 year , The city's leading banner of the live TV business has changed , Weiya 、 Simba 、 LuoYongHao quits his position , A new one “ New king ”—— New Oriental .

All of this , It all started with a different anchor .

01 2022 year 618, He is the most popular

Dongyuhui , A rural boy in Tongguan, Shaanxi Province ,90 After the New Oriental masters . Now? , He has a new identity , Oriental select anchor .

How hot is he ？

Circle of friends , Are forwarding articles about him ; Tiktok , It's all his quotations and interviews ; Microblogging , Hot search for days and nights .

data display ,6 month 19 The number of views selected by Dongfang reached 5232.3 ten thousand . Tiktok 6 One hundred million day live calculation , Every time 12 Tiktok users , One of them entered dongyuhui's live studio .

from “ Small transparent ” To brother Tiktok , Dongyuhui relies on the unique live content .

The most common script in the live studio , yes “ Seize the time ！3、2、1, Link up ！”“ The price is fixed for you ！”

From a to Z , every minute counts ; There is no truth , It's all routine .

In dongyuhui's live studio , There is no hustle and bustle like a shopping mall , There is no rendering of product functions and prices . His explanation , Even most have nothing to do with selling goods .

See the square frying pan , The traditional anchor will directly introduce its selling points . Dongyuhui with square face , Then laugh at yourself ,“ There must be some netizens who want to say that they bumped into my face .” He also imagines artistically , The iron pot reminds people of ,“ Mom's hand , Father's sad face , The old man's heart is longing for his wanderer to go home .”

Pick up the ham , Dongyuhui said to himself , I smell it “ The smell of the wind , It's the taste of salt , It is made by nature's magic and time ……”

More than that , in the capacity of “ teacher ”, Dongyuhui also put the live broadcasting room “ volume ” To the new ceiling .

Sell a steak , He doesn't just teach you “steak” This English word , Also from the origin of vocabulary , Speaking of the history of Viking ; Sell a corn , He seems to be dubbing a documentary ：“ From Mississippi in the American continent , Across the Pacific , It is the Songnen Plain in Chinese Mainland . Go west again , And to Ukraine ……”

“ Dimension reduction blow ” In the studio , Full of humanistic feelings and knowledge , Bring many loyal users to Dongfang selection .

data display , About 70% of the female users in dongyuhui's live broadcast room , Most of them are Baoma and the first and second tier white-collar workers ,100-200 The consumption price is mostly RMB . This kind of user , It is a high-quality user that every e-commerce company yearns for .

“ Dongyuhui phenomenon ” As an industry innovation case , This has led to a large number of practitioners' technical dismantling ; In the business wechat selected by Dongfang , Brands are lining up to seek cooperation .

Just like the people's online comments ：“ There are content ” 's anchor , Whether it will become a live broadcast carrier in the future “ An evergreen tree ”, It's not known . But to some extent , It has opened up new ideas for the solidified form of live broadcasting with goods .

02 How much money does an anchor make , How messy the live studio is

Before dongyuhui appeared , Live broadcasting with goods was once a new movement to create wealth .

A circulating “ Online anchor revenue ranking ” Show , from 2019 year 1 Month to 2021 year 9 month , Weiya 57 Billion yuan of various incomes .

2021 year 12 month , Weiya was punished for tax evasion 13 Billion news , Occupy the headlines ;6 month 12 Japan , LuoYongHao of guanxuantui.com , Also for the 6 Billion debt “ It's true ”, Draw a full stop .

Hundreds of millions of figures , Let the outside world see the live broadcasting industry “ How fast money comes ”. But the savage growth of the industry , The most important thing is the cluster of chaos .

The head anchors who are most concerned by the outside world , There are few people who don't turn over .

LuoYongHao's team had a sales holiday “ Pierre Cardin ” Woolen sweater , Fake whole wheat bread has also appeared in other head broadcast rooms 、 Fake Yangcheng Lake hairy crabs and other controversial commodities . Simba's “ Fake bird's nest syrup ” event , It also set off a heated discussion on the whole network .

The anchors' apologies afterwards , Unable to lift the overturned car , Nor can we plug the loopholes in the selection .

Frequent negative events , Let the whole society fall into distrust of live broadcast and goods .

But the huge profits of the live broadcast continue , It is also stimulating the popularity of marketing scams .2022 CCTV in “3·15” Evening party , Exposed the jade live studio , The anchor and the shipper staged “ Looks like ”, The purchase price of a model 88 yuan “ jade Buddha statue ”, sell 198 The price of RMB .

The live broadcasting room is full of fakes 、 Fake and inferior commodities , First of all, consumers' rights and interests are seriously damaged .

2020 First three quarters , The national 12315 On the platform , There are complaints about live broadcasting 2.19 Thousands of pieces of , Nearly 60% of the live broadcast products are delivered .2021 year 10 month , The data released by Beijing Consumer Association shows that , stay 100 In a sample of live experience with goods , Yes 33 Suspected of violating laws and regulations .

It is precisely because nearly 30% of the live broadcast merchants are unqualified , Only then had the high return rate .

The anchorman messed up , It's not just consumers who are in trouble .

In the "talent anchor" mode , The anchor share mainly comes from the Commission for goods and the pit fee .

Live fire , The cost of the pit rises , The sales effect is hard to say , So much so that “ Pay in 10 Ten thousand pit space fee , Only five thermos cups are sold ”. and , The only price war in the live broadcast room , It also gives businesses no incentive to upgrade their brands and services .

For commission , The live broadcasting organization even does not hesitate to resort to fraud .2020 Annual double 11, A live broadcast of a talk show actor , Be exposed 311 Out of a million people ,97% All the data is the amount of money spent . But the pit fee and commission have fallen to MCN In the hands of institutions , The loss can only be swallowed by the merchant .

except “ After eating, the plaintiff eats the defendant ” The pattern of , Those who recruit hackers for live e-commerce , There are also some anchors who want to attract attention , use “ Choose a concubine ”、 Scold each other 、 Selling misery and other vulgar ways of demons .

These industries are in chaos , It is the madness under the brutal expansion of the industry , It is also a business malady caused by practitioners' eagerness for quick success and instant benefits .

03 Live E-commerce , Need more dongyuhui

Live e-commerce industry , The water is bigger than the fish .

By 2021 year , The number of live e-commerce users reached 3.84 Billion , Tiktok only 、 Live broadcast with goods on two platforms of Kwai , Just over 7500 Wan chang . There are more than people in the live broadcasting industry 1000 ten thousand , The number of anchors has reached 123.4 ten thousand .

But the madness of the industry , What is damaged is its own foundation , Once consumers choose to vote with their feet , It will affect the whole market .

This sign , There it is . Growth rate of China's live broadcast e-commerce market , from 2019 Year of 226.2%, Continue to fall to 2021 Year of 37%; Last year's trading scale 1.3 One trillion , Only half as much as expected .

Growth is slowing , Of course, there are many factors , But the industry is in chaos , But it must be listed .

The role of live e-commerce in commodity circulation , There is no need to prove . This year, 618 Shopping Festival , TaoBao 、 Tiktok 、 The super head anchor of Kwai was absent . New and cutting-edge e-commerce brands that want to grow rapidly , We can only find another way .

as well as , Society is slowly discovering , Live broadcast e-commerce is stabilizing employment , Help rural revitalization , They have also played a great role .

For such a huge 、 important , And such a chaotic industry . Regulators naturally have to play a role , from 2020 year 6 month 5 The day begins , National Internet Office 、 Eight departments including the Ministry of industry and information technology , Launched a special rectification action for the live webcast industry .

But a benign environment , Both punishment after the event , Also at the source .

6 month 22 Japan , National radio and television administration 、 Jointly formulated and issued by the Ministry of culture and tourism 《 Code of conduct for network anchors 》, Delimit for network anchor 31 Red line , It shows the trend of standardization of practitioners .

This is the heaviest industrial policy in the live broadcasting industry . The changes it may bring are ： The era of making fast money without respect for rules is over , Glorious victory is the right way .

Dongyuhui's popularity , And 《 standard 》 Release , Like a coincidence , It indicates ： The transformation of live broadcast e-commerce industry from chaos to governance , From the price PK, Turn to content and value PK The transformation of .

Teacher dongyuhui said something very well ： Careers should be measured by people 、 Take creating value as the axis .

This makes many people sigh , But few people remember , service 、 Benefit consumers , It is the mission of the circulation link , It is also a live e-commerce , And even the original intention of the e-commerce industry .

After dongyuhui became popular , Things are too expensive about him 、 The copy is pretentious 、 Criticism of supply chain immaturity , It extends to “ How long will it last ” The discussion of the .

Dongyuhui certainly won't be popular all the time , But that doesn't mean his popularity is meaningless . contrary , In the live broadcast room of China's e-commerce , Need more dongyuhui , There must be room for more dongyuhui .