"Snap up!This well-known brand down jacket with an original price of 3899 is now **499 yuan, the lowest price on the whole network!A unique opportunity to buy at the click of the link!”
When everyone is brushing **, how many times will sales words like this be repeated**?
How deep is the water and the potential of live streaming?Countless Internet celebrities earn tens of millions of dollars a year through this method, and even big stars worth hundreds of millions of dollars have abandoned dramas and turned to bringing goods.
This simple sales technique is actually a deception, but there are still many people who are willing to fall for it and make consumers feel miserable.
Today, Li Xiang, Liu Tao, Chen He and other super anchors have created hundreds of millions of sales every time they live broadcast, but now they have given up the business of bringing goods. Does this signal a major shift to come?
Who remembers when live streaming started?It has so imperceptibly permeated our lives that it has become the most common sales model.
After seven or eight years of development, live streaming has become a popular business model. Since 2016, the e-commerce industry has been actively exploring ways to combine merchandising with live streaming.
In the past, people have been hesitant to shop online, worrying about the quality of the products they are purchasing. Therefore, they can only look at other people's evaluations of the product by flipping through the comment area, and only dare to place an order to buy after seeing others give positive reviews.
What do online shoppers actually crave?They want clear confirmation that the item is worth buying.
And it is the emergence of anchors with goods that happens to play this role, and when they firmly convey information to consumers, they will not hesitate to emphasize: "The product quality is excellent, the best is fair, and it must be purchased!".”
However, is it really possible to believe the evaluation of the product by the influencer who brings the goods?They sell their goods only to make a profit.
The only way to make a profit is to make a profit by selling the item**, and the quickest and most effective way to achieve sales is through false advertising.
Therefore, we can often hear some slogans with goods, such as "the original price is 799, the current price is 299", or "the lowest price on the whole network", "the best quality on the whole network" and so on.
These so-called "words" are actually false. The products they sell simply don't have the cheap, durable characteristics they claim. They just trick consumers into placing orders and achieve their purpose.
Ordinary people often feel extremely disappointed when they wait with anticipation to receive the parcel delivered in the mail two days later after buying goods in the live broadcast room.
Live streaming is beyond reproach, and this method can indeed effectively save costs, because it saves the operating expenses of physical stores, ultimately reduces the burden on consumers, and the operation is very convenient.
However, the crux of the matter lies in the influencers who bring goods, who often lose their conscience in pursuit of higher sales and profits.
They dare to sell cheap things, exaggerate products of worrying quality, and frequently use words such as "relatives" and "absolute lowest price", and there are so many people who are willing to believe them!
Most of the Internet celebrities who bring goods have made a lot of money by bringing goods, but there are not many really high-quality and reasonable goods they sell. On the contrary, the vast majority of Internet celebrities with goods are sold as fake goods** and obtain profits by fraudulent means.
blocked Simba's repeated sales of fakes, the quality of the big wolf dog couple was substandard, and Wei Ya Beauty refused to compensate for the defective ......This kind of bad behavior is not uncommon!
Countless consumers are plagued by the counterfeit goods scandal, and the sales methods of online celebrities with goods clearly violate the advertising law, and frequently use monopolistic words such as "cheapest" and "only one". However, the state has already acted!
As early as 2021, the Administration for Market Regulation (SAMR) imposed a series of restrictions on online live streaming, including a requirement to retain livestreaming for at least three years, so that consumers can have the opportunity to defend their rights.
While improving the overall sales process, the delivery platform must ensure that it provides consumers with perfect after-sales service, and expressly prohibits the delivery anchor from using fraudulent language to mislead consumers.
Despite this, those Internet celebrities who bring goods are still reckless and reckless, playing all kinds of "edge ball" methods, and consumers are still innocent victims.
In such a wave of the times, many e-commerce live broadcast experts with an annual salary of one million have emerged, and their accumulated wealth has made many people salivate, and even celebrities covet this cake.
Master the skills of a live streamer, become an outstanding live streamer, and go beyond the limitations of live streaming.
Celebrities are born with the ability to be financially free, while influencers make huge fortunes by bringing goods, and the two take very different ways to get rich.
In the eyes of many people, it can even be said that Internet celebrities are low-level stars, because at least celebrities still have some works to show, while Internet celebrities have no achievements and are only good at creating a sensation and pretending to be stupid to attract attention.
However, in fact, compared to those influencers who make a lot of money, the income of celebrities can be said to be insignificant!
How much money can an influencer make?Wei Ya was fined 1.3 billion yuan for tax issues, Li Jiaqi's live broadcast sales reached 20 billion yuan, and even the little Internet celebrity who imitated Lu Han also earned tens of millions of dollars a year by bringing goods.
Internet celebrities only need to sit with their mouths open, and they can easily earn a salary equivalent to that of celebrity filming. Celebrities need to put a lot of energy into memorizing lines, learning acting skills, and running around. This is well known.
Therefore, from 2020 to the present, at least 500 celebrities have poured into the live streaming industry, and their identities and backgrounds are different, ranging from first-line stars to 18-tier stars.
Brother Xiao Yang used the audience's donations to hold a concert, and under the pretext of "generously inviting everyone to watch it for free", he asked the Chopsticks Brothers, Wang Sulong and others to work for him.
Nowadays, the status of celebrities and influencers has been reversed, and celebrities need to rely on influencers to make ends meet.
Celebrities have shifted their positions and began to eat a fragrant cake in the live broadcast.
Liu Xiaoqing and Zhang Chenguang have been active in the entertainment industry for decades, they are undoubtedly very wealthy, and they have already lived a luxurious life, right?And they are still frequently appearing in the live broadcast room, using a clumsy sales tone to promote various products.
The way they bring goods feels weird, because it is clear that their sales tone is deliberately Xi, does not really convey the true feeling of product quality, and just mechanically repeats the words that encourage consumers to place orders.
The brand's collaboration with Liu Tao began long before Liu Tao's debut in live streaming, and they actively promoted it and prepared for Liu Tao's premiere.
Liu Tao's first live broadcast room attracted a large number of viewers, and the live broadcast time of only 3 hours hit a record of nearly 1500 million yuan in sales.
In that year, rock star Wang Feng tried live streaming for the first time, and the sales volume was as high as 200 million yuan.
Chen He often appears in the live broadcast room and becomes a fixed figure in it. He not only opens his own live broadcasts to sell goods, but also often participates in the live broadcast activities of other Internet celebrities, where he sells goods with them and earns income for his "family".
During this year's Double 11, Jia Nailiang became the "first person to bring goods stars", and he ranked first on the sales list with sales of nearly 1.4 billion, which shows that bringing goods has become his most important career.
Whether it is an influencer or a celebrity, the products they bring are more or less problematic, resulting in consumers' shopping becoming futile.
The celebrities suddenly disappeared in the live broadcast belt derivative industry, which made netizens question: "Maybe the arrival of big regulation is not far away?"”
According to reports, on November 16 this year, news broke that many famous artists have stopped their acting activities, and even Li Xiang, a top figure in the field of celebrity sales, announced that she would no longer participate in sales, and she announced that she had officially retired.
Why did stars Chen He, Liu Tao, Yu Zhen, Jing Tian, etc., who used to have very high sales in the live streaming industry, quietly quit?
They made very good sales and must have made a lot of money, yet decided to give up on continuing to make profits.
Some witty netizens speculated that they may have obtained relevant news that the regulatory authorities are about to crack down on the live streaming industry, so they have chosen to withdraw as soon as possible.
The things of the anchors with goods have made consumers dissatisfied and caused many complaints. It is not uncommon for anchors to be reported for selling fakes and triggering **, which has caused widespread indignation.
Instead of coveting immediate benefits, celebrities with goods should withdraw from this field as soon as possible and concentrate on protecting their reputation and image. Future success can only be ensured if existing resources and opportunities are preserved.