After experiencing the previous small essay turmoil, Dong Yuhui's career with goods was restarted from "walking with Hui". In less than a month after the start of the live broadcast, the number of fans in the live broadcast room of "Walking with Hui" exceeded 15 million and the GMV was nearly 1 billion yuan, which has the potential to surpass the current "Douyin First Brother" Crazy Brother Yang. However, Dong Yuhui doesn't seem to have this possibility for the time being if he wants to surpass Crazy Brother Yang, because he said in the live broadcast not long ago that except for "Walking with Hui" and Dongfang Selection, he has not authorized any account to use his **, audio, ** to sell goods.
How did Crazy Brother Yang change from a funny Internet celebrity to a star with goods who made "Xiao Yang Selection", and the short ** slice obviously contributed a lot. With the authorization of the slice, Crazy Brother Yang has almost swept Douyin in the past two years, and has made hundreds of millions of users familiar with his face. In the words of Crazy Brother Yang, although he only broadcasts live once a week, the daily views of the slice account can reach three or four billion, and even the systematic management of slicing was invented by him.
Let the slice account spread its influence for itself, this is the core of Crazy Brother Yang's business. The charm of short ** slicing is that it can be called a win-win situation, in which the anchor has gained more influence, the slice account can make money with the help of their traffic, and the merchant also has a more cost-effective streaming object.
In fact, short slices are based on live streams, which operate more like long slices, after all, the duration of a live stream often lasts for hours. Facing the camera for a long time requires a lot of energy for the anchor, which leads to the anchor also having a "stroke", which can be said to be in the same vein from the live broadcast of the show to the live broadcast of the game, and then to the live broadcast of e-commerce.
Since the dry content in a live broadcast is limited, slicing the live content can help users discover the highlight moments faster. Therefore, the top anchors are often willing to issue the authorization of live slicing, in order to use slicing to make the live broadcast visible to more users, so as to help themselves consolidate their business value. At the same time, slicing is actually a secondary sale of the anchor's live content, which in turn involves the distribution of traffic revenue. After all, slicing is to monetize with the influence of head anchors such as Crazy Brother Yang, so that slice authorization has become a business.
Take Crazy Brother Yang as an example, there will be a total of 1More than 10,000 people have been authorized to slice the Three Sheep Network, with a per capita income of 170,000 yuan. In the case of slicing and bringing goods alone, the three sheep network has harvested more than 1700 million yuan in revenue. In the case of such fierce competition in the pan-entertainment industry, it has become a low-cost ** project to take refuge in the head anchor and make money with the latter's traffic, so it has a realistic basis for becoming popular.
Since making slices is a multiplicity, why doesn't Dong Yuhui do it? Of course, because this business actually has "pits". For example, in September last year, Yu Minhong had to stand up and apologize for the live broadcast slice and delivery incident, the reason behind it was that it was written in the contract that merchants were not allowed to use the anchor's name and avatar for publicity, but there were still some merchants who wantonly abused, causing great harm to the anchor and Dongfang Selection. And a more recent example is the entanglement between Crazy Brother Yang and Wang Hai, a professional counterfeiter.
Before this year's Spring Festival holiday, Wang Hai, a professional anti-counterfeiter, reported that Crazy Brother Yang brought 900,000 orders of fake Wuchang rice, and the latter categorically denied this accusation in the live broadcast room, and said, "I haven't sold it." The entire group of Three Sheep, including the influencers and anchors, has never sold this product at all." He even left a message under the ** released by Wang Hai, saying, "Another rubbing, I have said that I have never sold it, can I be professional." But the result was that Crazy Brother Yang was "slapped in the face" by Wang Hai, and the evidence released by the latter showed that the fake Wuchang rice was purchased in the window of the official authorized account "Crazy Little Brother Yang" certified by Three Sheep.
The official authorized account certified by Three Sheep is actually the account that has been authorized to slice, which is why Crazy Brother Yang said during the live broadcast that as long as it is certified as the Three Sheep Network and has my authorization number, you can buy it at the bottom. The final outcome of this incident was that Crazy Brother Yang deleted the message, and "Crazy Brother Yang" removed the rice involved. This incident exposed a major drawback of the slicing business, which is difficult to solve, the operators behind the slicing accounts are mixed, and due to the large scale, the authorized party is difficult to manage.
In the slice business, the licensing and licensing parties are an infinitely weakened franchise relationship. If the traditional franchise business, such as Michelle Bingcheng, the headquarters can also rely on technical support and raw materials to regulate the franchisee, but in the slice business, due to the particularity of the Internet, it is often difficult for the anchor with goods as the headquarters to control what products and what content is released by the slice authorized account, and the only one who has the ability to regulate the "franchisee" is Douyin as the platform side. Taking Crazy Brother Yang's three sheep as an example, the fact that the authorized account is not allowed to list product links can only be discovered by the three sheep's own inspectors.
can't manage the authorized slice account, this is the pain point of the live slicing business. And Dong Yuhui's understanding of the slice business is also quite clear, "Many of the things they sell have product quality problems, but I can't ask others, and I can't form any constraints on others." In addition, it is not difficult to find from the performance of last year's small essay incident that Dong Yuhui's style of action is to know how to advance and retreat, rather than being radical, and getting involved in live slices may continue to expand the influence of "walking with Hui", but it is also very likely to bury undetonated dark mines.
So for those who are counting on slicing Dong Yuhui's live broadcast to make money, at least for the time being, it may be out of play.
February** Dynamic Incentive Program