When 9The low-priced price of 9 yuan blew to the milk tea industry and then to Hema and Sam, when the green army coat replaced the thousand-yuan down jacket and the foundation of 5 pieces of 9 skyrocketed from the previous hundreds to more than 50,000 orders, young people clearly wrote "poor", "don't want to buy", and "don't pay IQ tax" on their faces. They no longer advocate consumption upgrades, but become fans of consumption downgrades.
However, it is strange that this consumption downturn does not seem to be visible in the live broadcast room where middle-aged and elderly people gather.
Recently, an anchor claimed that tens of thousands of yuan mink was sold for 399 aunts and placed orders on Weibo, and the party said that his mother was obsessed with an anchor, and in order to support him, he bought a lot of things in his live broadcast room, such as a mink coat with an original price of tens of thousands of **399 yuan, and bought it without blinking. In addition, she also bought watches, mobile phones, necklaces, earrings and so on worth 2,888 yuan in the live broadcast room.
This topic resonated with many netizens, who complained about their parents' experience of shopping in the live broadcast room, and the amount, quantity, and frequency seemed to be not inferior to the young people who were crazy about chopping their hands in the previous shopping carnival.
Young people dare not spend money, but middle-aged and elderly people who are willing to spend money abound.
The "loot" in the live broadcast room
Scolding, shouting, quarrelling, throwing things and even physical conflicts, in a live broadcast room in Kuaishou, a drama of catching a junior is being staged. A male anchor with a loud voice and a ruffian look, quickly found the "little three" who intervened in a couple of employees, and stood on the commanding heights of morality to output a meal, which was mixed with swear words from time to time, and even treated the "little three" with intimidation and violence, threatening not to give benefits today and not let the "little three" have a good time.
When the conflict was almost "mediated", the anchor immediately said to the "family" of the **live broadcast, "XX can't afford to pay the child's tuition anymore, help him collect debts today, the original price of 3999 yuan jade bracelet is now reduced to 99 yuan, first come, first served!."A link to buy a jade bracelet appears in the lower right corner.
On Kuaishou and Douyin, thousands of live broadcast rooms use emotional mediation as a guise to guide fans to buy things to monetize, and fans frantically place orders in order to support the anchor's "justice".
Jade is the most common category of goods brought by these anchors. A user in Hubei posted his father's "harvest" in the live broadcast room on Weibo, complaining that in the past two years, his father has been obsessed with buying jewelry in the live broadcast room, and the living room is almost full of express boxes. What made him laugh and cry even more was that he was convinced of the anchor and said, "This is an accident at the boss's house, and it was only a few hundred yuan to deal with it at a low price." If you can find a good channel to sell, you can make a lot of money."
Also feeling helpless is a netizen from Beijing, the sky blue Buddha, the bracelet that means purple energy coming from the east...Such a plastic-like "transfer good" was regarded as a treasure by her mother, and she asked her to carry it herself. In order not to make her angry, she can only coax her to try not to buy more.
Middle-aged and elderly people also have a soft spot for antiques, calligraphy and painting, they boast of cultivating artistic temperament, like to watch live broadcasts of calligraphy and painting on various platforms, buy their favorite calligraphy and painting works, or are interested in antique appreciation, keen to buy things from the live broadcast room. The anchor sees this point, and usually claims that the famous paintings and antiques in the live broadcast room are worth tens of thousands of yuan, and in order to benefit their families, they are now sold for hundreds or thousands. People who know how to do it naturally scoff, but there are many people in the live broadcast room who want to pick up leaks and don't know how to do it.
A netizen flipped through the calligraphy, paintings, and antiques that his father bought, and found that most of them were priced at about four or five hundred yuan, and now he has bought fifty or sixty pieces, spending more than 10,000 yuan. Among them, there is one that is said to be a "famous painting", the original price is as high as 30,000 yuan, and it is sold for 1,099 yuan in the live broadcast room.
Xu Beihong, Qi Baishi, Bada Shanren....In the live broadcast room of some calligraphy and painting auctions, the paintings of these famous artists can be seen everywhere, ** is even cheaper to the extreme, but it is also fake to the "extreme". Still, if someone dares to sell, someone buys.
Middle-aged and elderly men prefer calligraphy, painting and antiques, while middle-aged and elderly women like to "sweep" daily necessities, from shampoo and laundry detergent to bed sheets and duvets, especially skin care products are particularly sought after. They are reluctant to use the big-name skincare products that their families buy, but they believe that the things in the live broadcast room are better than the big brands.
For example, an anchor in the live broadcast room is selling a ** cosmetics set of nearly 5,000 yuan, the brand name is "Poet Beauty Lady Dan Rejuvenating Set", and in the evaluation column of the product page, in the ** posted by many users, the product logo is "Yuanqi Dan", and the box packaging is also very similar to the "Weather Dan" box set of the Korean makeup brand "whoo". In the live broadcast room, the ** of this set of boxes is 168 yuan.
For young people, these parents' shortcomings, contradictions, and even the various products they sell through the script and actors can be seen at a glance, but for middle-aged and elderly people, they will not argue between truth and falsehood under emotional identity.
Windfall**. Whether it is short** or live streaming, we usually think that it is the young user group that drives and strengthens the popularity of these new entertainment methods, but now, the content that caters to the needs of middle-aged and elderly users has increased rapidly, and these contents have brought more intuitive benefits than pleasing young people with huge traffic.
Such as Xiucai and Yixiao Allure, the "top stream" of the two middle-aged and elderly users, the former has 1217 fans10,000, with more than 200 million likes, the latter has 19.15 million fans and 2 likes600 million. It is said that during the Qixi Festival, "Xiucai" and "Laughing Allure" connected PK, and in this epic "war", more than 20 million people**, setting the highest record in the history of Douyin, and the live broadcast rooms on both sides combined, and the number of people at the same time exceeded 400,000. In the live broadcast room, rewarding gifts and not asking for money are flying all over the screen.
Of course, what is more profitable and stable than tipping is naturally to bring goods. Although most of the live broadcast rooms for middle-aged and elderly people use low prices as a gimmick to attract middle-aged and elderly people to pay for products, many of them can be called huge profits.
For example, an emotional anchor sold a gold necklace in his live broadcast room, and the necklace originally priced at 8,000 yuan was finally sold for more than 100 yuan, but the cost price of this necklace is estimated to be less than 20 yuan. Because after the necklace was in hand, it was easy to suck this "gold necklace" with a magnet. In addition to the gold necklace, the goods sold in this live broadcast room are all miscellaneous brands: the price is 6 bottles 99 yuan, known as the addition of probiotics to the elderly intestinal good milk, the ingredient list is written water, additives;A can of 99 yuan camel milk powder, the main ingredient is malt milk essence.
An anchor who brought camel milk powder in his own factory once revealed, "The Luo milk powder I sell is 99 yuan a can, and a can can earn at least 50 yuan." ”
The profit margins of jade, calligraphy and painting and other products are even more amazing. According to a netizen, his mother spent nearly 1,000 yuan to buy a "famous painting" in a live broadcast room, which looked like it was made by a machine after it arrived. A check on the Internet shows that the same model is only sold for 160 yuan, which means that the anchor earns at least nearly 800 yuan for a painting, and if a live broadcast sells forty or fifty orders, the profit is as high as 10,000 yuan.
However, the more fans there are, the more low-cost sales the anchor often brings goods. An emotional mediation anchor with more than 2 million followers, its live broadcast room has a 39The 9 yuan "pure gold Hetian jade pendant" will soon be sold to more than 1,000. According to a professional, most of the Hetian jade bracelets that are currently selling on the market are purchased in Nanyang, and the purchase price is at most a dozen yuan, or even lower. Based on 1,000 orders, the anchor can earn 20,000 or 30,000 yuan for this product alone.
Compared with young people, middle-aged and elderly people have a very high stickiness to an anchor and a live broadcast room, which makes their repurchase rate in the live broadcast room relatively high. At the same time, the unfamiliarity with after-sales and the superposition of psychological factors make them not good at returning goods and protecting their rights, and they would rather suffer a dumb loss.
In other words, this group of middle-aged and elderly people who are both rich and idle is almost the best "leek" among Internet users, and they can be cut again after cutting. And when one anchor falls, there will always be more anchors standing up.
Middle-aged and elderly people "hold up half the sky".
In the era of mobile Internet, when the new generation of young people represented by the post-95s and post-00s gradually stepped onto the stage and grasped the right to speak, the changes in their needs created a wave of outlets and trends, and also brought countless fascinating business myths. But now, whether it is from the growth of young users or the consumption performance, young users are afraid that the money is not so easy to make.
According to iResearch's "2023 Q3 Mobile Internet Industry Data Research Report", the number of active users of mobile Internet has reached 12 at the end of the third quarter200 million, an increase of 5 million from the end of the second quarter, and a quarter-on-quarter increase of 04%, which tends to be stable. From the perspective of user age, as of September 2023, 23 users aged 25 and below account for mobile Internet users4%, a year-on-year increase of 04 percentage points, and users aged 45 and above accounted for 334%, a year-on-year increase of 02 percentage points, the proportion of the new generation and the elderly Internet users has increased relatively significantly.
The growth of middle-aged and elderly people is especially obvious in the short **. CSM Media Research (CSM) conducted the sixth annual survey of short** users from September to October 2023, and from the survey results, short** has a balanced penetration among users of all ages. Among them, the highest proportion is 30-39 years old, 218%, and the 40-49 and 50-59 age groups add up to 347%, and the proportion of users in the age group of 20-29 is only 155%。
The growth of the number is not as good as that of the middle-aged and elderly, and the consumption power has also begun to be weak. In 2023, young people's consumption concepts and behaviors have undergone a huge change, with advanced consumption returning to rational consumption and saving consumption, and consumption reduction occurring in almost all fields.
For example, in the past, many young people used to reward their favorite game anchors or female anchors on platforms such as Douyu, Huya, and YY Live, or buy discounted games in the anchor's live broadcast room store**. Now, these platforms have fewer and fewer paying users, taking Douyu as an example, in the four quarters of 2022, the growth rate of paying users of Douyu is -85%、-8.3%、-22.2%、-23.2%；Heading into 2023, the churn of paying subscribers continues and accelerates further.
On the contrary, middle-aged and elderly people are like a gold mine waiting to be tapped. According to the "China Aging Industry Development Report** from 2014 to 2050, the consumption potential of China's elderly population will increase from about 4 trillion yuan to about 106 trillion yuan, and its share of GDP will increase from 8% to about 33%.
As far as short ** and live broadcast are concerned, although the middle-aged and elderly people will not shake the status of the main force of young people, the Internet celebrity economy that can be built on the spiritual needs and emotional value of middle-aged and elderly people shows more stable and sustainable characteristics than the young Internet celebrity economy, which makes it stand the test in the current economic environment and be less affected.
From the perspective of time, the phenomenon of middle-aged and elderly people addiction is becoming more and more prominent, and the "Silver Population Insight Report" released by the industry research institute shows that the elderly use the Internet for at least 4 hours a day on average, and this data will continue to rise in the futureFrom the perspective of consumption, in September 2023, the proportion of online consumption of silver-haired people in the range of 1000-1999 yuan will be 325%, a year-on-year increase of 06%, and the proportion of online consumption in the range of 2000-2999 yuan is 84%, a year-on-year increase of 08%。
Behind these data, there is an imaginative and easy-to-capture middle-aged and elderly content and influencer market.
However, false content, too many routines and rough ** have also made this market a hidden crisis. Hopefully, after going through chaos and disorder, there will finally be norms.
The Tao is always reasonable, and he used to use the name Crooked Dao, a new ** in the Internet and technology circle. This article is an original article, and it is forbidden to retain any form of information about the author.
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