Text |Shenzhen Special Zone Daily commentator Zhuang Yuan
Recently, the "small composition" turmoil of Oriental Selection ushered in the finale - the head anchor Dong Yuhui was promoted and became a senior partner of Oriental Selection. Repeated apologies, hot searches dominated the screen, netizens commented and interpreted all kinds of things, and the "small composition" incident fermented into a phenomenal topic in just a few days, which also made everyone intuitively feel the popularity of live streaming again.
In recent years, new business formats such as live-streaming e-commerce have developed strongly. Even though live streaming has entered the second half, it is still an important direction for brands and merchants to find increments. The huge group of Internet celebrity anchors and the huge number of fans they have have become an important force in leading consumption, influencing the best chain, and changing the economic format, giving birth to an Internet celebrity live broadcast economy with a scale of over one trillion yuan. However, at the same time, market players and practitioners are uneven, and the "growing pains" of the live broadcast industry, such as inflated prices, poor quality, data fraud, and unfair commissions, are also increasing, causing widespread concern and discussion in the society.
There is no doubt that live streaming is an "influence economy". The rise of the live streaming industry is closely related to our current economic and social environment and the development of e-commerce, and its advantages and benefits are needless to say. But the more so, the more sober it is, otherwise "overturning" and "collapsing houses" are a matter of minutes.
First, what does the popularity of live streaming depend on?Judging from the Dongfang selection incident, behind the dispute of "small composition" is the battle of "de-dongization" layout, which is essentially a dispute over the idea of live broadcasting. Taking the product route or taking the Internet celebrity route is not an either/or relationship. However, as far as platforms are concerned, many platforms often rely on the Internet celebrity route to break out of the encirclement, but if they have always relied on a single head anchor, it will be difficult to resist uncontrollable risks in the market in the long run. How to reduce the dependence on top anchors, break the "Matthew effect", and achieve the goal of steady and far-reaching development is a problem that the live broadcast industry has to face.
Second, why is there so much chaos in live streaming?At present, under the live broadcast e-commerce transaction volume of more than 100 million yuan of head anchors, chaos such as poor product quality, proliferation of fake goods, and suspected false propaganda emerge one after another, and "selling miserable goods", "false agricultural assistance" and "pseudo-charity" greatly consume consumer sympathy and trust. The repeated prohibition of chaos shows that the cost of violating the law is low and the benefits are high, and there are loopholes and blind spots in supervision, and unscrupulous businesses do not hesitate to take risks. It is necessary for relevant departments and platforms to improve the rules and systems in a timely manner in response to new situations and new changes, and to rectify unhealthy trends, while consumers should also keep their eyes open, enhance their critical thinking ability, and beware of falling into the routines of speech.
Third, what do consumers pay more attention to?The core of live e-commerce is to bring goods, user consumption experience, and legal and compliant operation. No matter how technology and business models change, the basic elements of retail are inseparable from "people, goods, and yards". For consumers, the anchor's eye, product quality, high quality, and after-sales service are all related to the consumer experience. Cutting down the complicated and simplifying and returning to the essence of consumption, the public is naturally more concerned about issues involving vital interests. Some time ago, "which Li is expensive" caused public anger, and Li Jiaqi's "overturn" is an example. How to use goods and services to meet the changing needs of consumers is the core of the future competition of live streaming.
In short, in the face of the "heat" of live broadcasting, all parties need to think "cold" in order to turn the fire of passion into a prairie fire in the live broadcast industry.