Recently, many well-known celebrities such as Liu Tao and Chen He have withdrawn from live broadcasting, which has attracted widespread public attention. To further understand the reasons behind this phenomenon, we can start from the following aspects**:
1. There is a mismatch between the celebrity and the coffee position
The livestreaming industry has been booming since 2020, attracting the participation of many celebrities. However, not all celebrities' popularity matches the effect of bringing goods, which leads some merchants to hesitate when considering working with celebrities. Some celebrities may need to pay a high pit fee, but the actual sales and profits cannot cover this cost, and the merchant will face the risk of loss. At the same time, some celebrities have poor results, which does not match their status and popularity, which also makes them have to choose to withdraw from the field of live streaming.
Expansion: In the live streaming industry, the attention and traffic that celebrities bring is a huge advantage. When a celebrity reaches an endorsement or delivery cooperation with the company, the product can be directly recommended to the audience through the live broadcast platform, and the sales can be driven through strong influence. However, the traffic and sales of celebrities do not all meet expectations. When choosing celebrities to bring goods, companies need to consider the matching degree of celebrities' popularity, fan base and market demand. If the celebrity's popularity is quite different from the product, then the promotion effect of the product will be limited, or even have the opposite effect. Therefore, it is not accidental that celebrities withdraw from live broadcasting, but an evaluation of the cost of commercial cooperation and the effect of promotion.
2. The impact of live streaming on the value of celebrities
In the eyes of the public, celebrities have always been high-minded, engaged in film and television, ** and other fields, and have won many good results. However, as a sales method with no threshold, as long as you can speak and attract attention, you will have the opportunity to participate in it. At present, many live broadcasts focus on competitiveness, which means that products are often cheap, and in this case, the value of celebrities is gradually lowered, because their image and audience's unique perception of them are impacted by the low-price strategy of live streaming.
Expansion: Celebrities have created their own unique image by creating film and television works or **, etc., and their popularity and number of fans give them the ability to attract the attention of the audience and get more business opportunities. However, with the rise of live streaming, the image and identity of celebrities have gradually dissolved, and their image has been replaced by live streaming. In live streaming, the audience pays more attention to the product itself, rather than the identity and image of the star, which makes the value of the star gradually diluted. Obviously, the value of celebrity status is not only reflected in live streaming, they need to maintain their high-value image through creative works and breakthrough performances.
3. The potential risks of live streaming
The development of the live streaming industry is not all smooth sailing, and there are potential quality risks and legal risks. Nowadays, live streaming mainly relies on the promotion of anchors to drive sales, and the quality and performance of products are often difficult to accurately evaluate. Some live streaming products have the problem of substandard quality, and even some are fake and shoddy products, which is a huge legal risk for celebrity anchors and merchants.
Expansion: In live streaming, the anchor recommends products to the audience through the live streaming platform and promotes sales through personal promotion. However, there are certain risks associated with this approach. First of all, it is difficult to accurately evaluate the quality of goods in live streaming, and consumers can only trust the reputation of the anchor. Secondly, some live streaming products have the problems of substandard quality, counterfeit and shoddy products and even fraud, which is a huge disappointment and deception for consumers, and also a legal risk for celebrity anchors and merchants.
The rise of live streaming has had a huge impact on the market, especially on the real economy. Before there was no live streaming and e-commerce, the sale of goods was generally done through physical stores, and each link had its own role and interests. However, the development of the Internet has changed this ecosystem. Live streaming mainly relies on the popularity of the anchor and the traffic of the platform to drive sales, and if an anchor has enough popularity and traffic, it can bring huge sales. However, the pool of market consumption is limited, and if a large number of products are tilted to the top anchors, then small and medium-sized merchants and physical stores will lose many sales opportunities.
Expansion: In the Internet era, live streaming has formed a new business model by leveraging the popularity of anchors and the traffic of the platform. During the Double 11 and other ** events, some anchors created huge sales through live streaming. However, the consumption power of the market is limited, and if the supply of goods is excessively concentrated in a few top anchors, this will lead to the loss of sales opportunities for small and medium-sized merchants and physical stores. In addition, live streaming has also put some pressure on factory profits, and some factories continue to reduce costs in order to reduce costs, resulting in a decrease in product quality and brand image.
The popularity of live streaming has also raised concerns about its sustainability. On the one hand, there is a lot of waste and excessive consumption in the process of live streaming. In order to pursue sales, some streamers will frantically recommend and buy a large number of products, and this kind of overconsumption behavior not only wastes resources, but also aggravates environmental pressure. On the other hand, the impact of live streaming on social spirit and values is also noteworthy. Live streaming focuses on popularity and sales, while ignoring the quality, function, and value of the product, which may lead to the vulgarization of social spirit and values.
Expanding: As an emerging business model, live streaming has brought a series of problems while creating huge sales. First of all, there is a lot of waste and excessive consumption in the process of live streaming. In pursuit of sales and popularity, some streamers will frantically recommend and buy a large number of products, and this overconsumption not only wastes resources, but also increases the pressure on the environment. Secondly, the impact of live streaming on social spirit and values is also worth being vigilant about. Live streaming focuses on popularity and sales, while ignoring the quality, function, and value of the product, which may lead to the vulgarization of social (cultural) spirit and values. Finally, livestreaming requires stricter supervision and management of the quality and authenticity of goods to avoid false advertising and deception of consumers.
To sum up, there are many factors that play a role in the reasons why celebrities withdraw from live broadcasts. First of all, the matching degree between celebrities and goods is not high, and it cannot bring enough sales and profits. Secondly, live streaming may have a certain impact on the value of celebrities, diluting their image and popularity. In addition, there are certain risks associated with live streaming, including product quality and legal risks. In addition, live streaming has also had an impact on the real economy and market structure, resulting in fewer sales opportunities for small and medium-sized businesses and physical stores. Finally, the sustainability of live streaming also needs attention, including waste of resources, environmental pressures, and the vulgarization of social values.