The Internet celebrity economy has formed a huge market scale and industrial chain in China, covering many fields such as live broadcast e-commerce, short **, and social **. The live-streaming model can bring consumers a more intuitive and vivid shopping experience with a high conversion rate, and has gradually become a new growth driver for e-commerce platforms and content platforms. In 2021, the total size of China's live broadcast e-commerce industry reached 1,201.2 billion yuan, and it is expected to reach 2,137.3 billion yuan by 2025. In 2022, the size of China's Internet celebrity economy market will reach 13 trillion yuan, a year-on-year increase of 269%。A few days ago, the person in charge of the Department of E-commerce of the Ministry of Commerce introduced that in the first three quarters of this year, the sales of live broadcast e-commerce in the country reached 198 trillion yuan, an increase of 606%。
The rapid development of the Internet celebrity economy, a new economic model that uses its own influence to realize business realization, has brought huge business opportunities and social value, but also faces many risks and challenges. The impact of the disorderly growth of online celebrity live streaming on the real economy and the harm to the overall economy cannot be ignored. A crazy live broadcast with goods, the sales volume easily exceeded 100 million, or even billions. Observers believe that the emergence of online celebrity live streaming as a convenient and fast way to shop has slowly changed the economic structure, and this seemingly extreme economic model may jeopardize the sustainable development of the economy.
Will online celebrity live streaming endanger the overall economic development of the society?Its development trend is in the first place, how to go further under the new format?
The development of the Internet celebrity economy has also driven the development of various domestic industries and made a lot of contributions to China's economic growth.
Top anchors rely on predatory pricing of traffic
Industry insiders say that the head anchor can sell a year's sales of an unknown brand in just a few minutes by virtue of his fame. For the sake of their own sales, the brand naturally hopes that the head anchor can bring its own goods, and live broadcast e-commerce has a very big drawback, and almost all the money from the sale of goods flows into the pocket of the head anchor. The head anchor has the right to choose, and can set his own "pit fee", and the cost of each "pit slot" is tens of thousands to hundreds of thousands, and the commission obtained at the same time will also account for a certain percentage of sales. In the past, middlemen only earned the difference between buyers, and the head anchor was the difference between buyers and sellers. A brand earns 1 million a year, but 600,000 to 700,000 yuan is taken away by the head anchor, and the brand has become the "working boy" of the head anchor.
The damage of head anchors to the real economy is becoming more and more obvious. Analysts believe that the morbid development trend of online celebrity live streaming will bring four harms to the national economy. The first hazard relies on predatory pricing of traffic, monopolizing factory prices, forcing peers to have no way out;The second harm is to go to the middleman, force the factory to squeeze the price, the factory is forced to reduce the quality, the platform is king;The third hazard is that under the influence of the Internet celebrity era, the traffic flows to one side, and one person can kill tens of thousands of physical stores, which is not conducive to economic circulation and social stability;The fourth kind of harm distorts the values of contemporary young people, it is useless to read, and they aspire to be Internet celebrities, this kind of values, instead of knowledge, can change fate.
There are many disputes about the quality of live streaming products
A few days ago, the Consumer Protection Research Center of the University of International Economics and Economics and other institutions released the "Public Opinion Analysis Report on Live Streaming Consumption Rights Protection". The research report pointed out that after the research and analysis of the public opinion data of 14 anchors on live streaming consumption rights protection, it was found thatMore than 90% of the public opinion on bringing goods is related to several Internet celebrity head anchors. The analysis report of live streaming also mentioned that the biggest problem in live streaming is false propaganda and exaggerating the role of products, and there are many product quality disputes in live streaming.
Although the live streaming of short** platforms is more intuitive than traditional e-commerce platforms, it is easy to cause impulsive consumption, regret afterwards, or fail to check product details carefully, so there are significantly more problems than traditional e-commerce platforms.
The competition in the live streaming industry is becoming more and more fierce, and fans hope to be able to buy high-quality and inexpensive goods through the live broadcast room. The blind low-price strategy not only disrupts the commodity market, but also causes product quality problems in the live broadcast industry. Some netizens found by comparing the live broadcast rooms of major anchors on various platforms that the impression that the live broadcast room products in the public consciousness are more favorable has long existed. Due to the limited profit margin of the product and the low entry threshold of the live broadcast industry, various well-known brands will invite some well-known anchors with large traffic to bring goods when they rush sales, and the pit fees for big anchors to bring goods often range from tens of thousands to hundreds of thousands of millions, and in the case of limited product profits, the discounts that brands can give to the live broadcast room are very limited, and some netizens even find that the things bought in the live broadcast room may be more expensive. What's more, in order to pursue the best and maximize profit margins, they do not hesitate to sacrifice product quality to reduce production costs, which also explains why after paying hundreds of thousands of pit fees, some brands still invite Internet celebrity anchors to bring goods.
Traditional e-commerce platforms have relatively strict requirements for product quality and service, and a large number of Internet celebrity anchors are currently mostly on the short ** platform, which lacks clear entry thresholds and normative standards for product quality. Some online celebrity anchors rarely have a comprehensive understanding of the product in advance, and the job content is only to recommend products in front of the camera. Therefore, due to the poor quality of products, "accidents" of live streaming with goods have occurred repeatedly, and false propaganda and false transactions are not uncommon.
"Fans" marketing disrupts the market law of survival of the fittest
Many consumers buy because of the fame of the Internet celebrity anchor, but in fact?Internet celebrity anchors rarely pay attention to product quality, just to make profits without regard to the interests of consumers, focusing on packaging and marketing, and putting the most essential product quality and service in the second or even the last place.
According to people familiar with the matter, buy big V recommendations, buy hot searches, buy Douyin, buy marketing drafts, and quickly create topics to increase product popularity with the help of now mature network promotion channels and supporting services. If you spend a lot of money, you can get into the field of vision of passers-by from various channels, and the amount of display can be accumulated to a certain extent, and you can fundamentally get the perception of consumers. When consumers start to actively or passively buy influencer products, this is actually the ultimate goal. Taking advantage of the popular traffic and high pricing, once the Internet celebrity product becomes popular, it will quickly promote the realization of traffic, and it can deceive one by one. And some of the actual product production is to find a third-party factory OEM, the quality to meet the industry standards are conscientious, and even more may only spend one percent of the money to make products, so the foundry to make general quality products are at a loss, only with residual materials to reduce production costs.
When the market sees that such packaging marketing comes quickly, they may all begin to enthusiastically study various packaging and marketing gimmick skills, but no longer spend effort to improve the quality and level of product servicesCompeting not with the most fundamental quality, but by marketing means, has disrupted the market law of survival of the fittest and hindered the healthy and benign development of the social economy.
Industry experts believe that the development of the Internet celebrity economy has made countless grassroots counterattacks and become rich overnight, increasing employment opportunities, stimulating domestic demand and economic growth, and promoting domestic economic development. However, its drawbacks are gradually revealed, the uneven products of Internet celebrities, and the high or low quality of Internet celebrities have had a negative impact on the development of society.
With the advent of the digital economy era, online celebrity live streaming has become popular in recent years, which is a new marketing model based on the integration of online live streaming platforms and e-commerce by digital means. This marketing model organically combines live streaming with commodity sales, which is of great significance and value for driving the entire consumer market.
In order to regulate the healthy and orderly development of the industry, a series of policies for online live broadcasting, especially live streaming with goods, have been introduced. The market regulation departments have strengthened relevant work, increased the extent of supervision and punishment, and governed violations of laws and regulations in e-commerce and live-streaming sales, and safeguarded the lawful rights and interests of consumers. Since 2021, a number of livestreaming e-commerce platforms have actively updated and improved their platform rules, and introduced detailed rules such as management norms, negative lists, and penalty rules to promote compliance operations by all parties. Some platforms have carried out targeted special governance activities for violations such as false propaganda and vulgar hype, punished illegal merchants and anchors, and accelerated the standardization process of the ecology of the live broadcast e-commerce industry. The live streaming e-commerce platform economy will move towards standardized, healthy and sustainable development in the process of normalized supervision.