Live streaming has been a hot topic in recent years.
The Dong Yuhui incident at the end of last year caused widespread discussion in the society, making everyone realize that the anchors of live broadcasts have become public figures with greater social influence, and the commercial value of their personal IP has exceeded the commercial value of their institutions.
At present, Dong Yuhui's performance in the live broadcast room with Hui in his personal name is far beyond that of his parent Dongfang selection.
On February 23, in the absence of Dong Yuhui himself, the sales of the live broadcast room with Hui reached more than 11 million, and the sales of the large size of the Dongfang Selection live broadcast room were more than 7 million.
Looking at the screenshot of the number of people at the same time at noon on February 24, I found that the gap was huge.
Dong Yuhui is an unconventional live broadcast anchor. Dong Yuhui introduced the goods to everyone at the same time, conveyed his perception of life, understanding and thinking, relieved many people's confusion about life and fate, and made everyone more positive, sunny, calm, and confident in the face of the not-so-wishful real life, and move forward more firmly. He has won the love of the majority of wild mothers-in-law with his wisdom, and his thinking about life far beyond his peers.
As early as a few years before the Dong Yuhui incident, the live broadcast had already shown its huge ability to attract money.
At the 2020 Tmall "Double 11" shopping carnival, Wei Ya broadcast live for 7 hours and 45 minutes, and the sales reached 352.1 billion yuan, won the first place in the daily list of goods, Li Jiaqi's live broadcast lasted 7 hours and 34 minutes, with 320.4 billion sales ranked second. Wow the masses.
At the end of 2021, Wei Ya's tax incident attracted widespread attention from the society, and the profitability of live broadcast anchors far exceeded public awareness.
Let's take another look at last year's list.
Looking at the above table, the net income of the head anchor has reached the standard of a high-quality listed company.
Live streaming is rising on an unstoppable upward trajectory.
Of course, live broadcast has also been criticized by many people. In addition to the well-known tax issues and the impact on the real economy. There are also some anchors who often play side games for the sake of traffic, and use some less legal content to attract fans, causing adverse social impacts, and a large number of infringements occur from time to time, and everyone encounters more fake and shoddy products and other problems.
Still, live streaming is the way to go. It also creates great social value.
Since the explosion of the live broadcast room of Dongfang Selection, many excellent and serious writers have entered the live broadcast room of Dongfang Selection.
In 2023, a work by Chi Zijian, a teacher Chi Zijian, who won the Mao Dun Literature Award 16 years ago, "The Right Bank of the Ergun River", under the strong recommendation of Dong Yuhui, has greatly promoted the circulation of the book, and according to relevant reports, the current sales volume has reached 5 million copies, becoming a hit in the book industry.
There are also many well-known writers, such as: Liang Xiaosheng, Yu Hua, Mo Yan, Liu Zhenyun, etc., all of whom have entered the live broadcast room of Dongfang Selection to promote books, and have achieved amazing results.
Books, especially these serious books, are self-evident and have made great contributions to social progress, and their social value is self-evident to promote the publication and distribution of these excellent books that condense human wisdom.
The social value created by live streaming is multifaceted. Live streaming isn't just about selling goods. There are also a large number of anchors who are not familiar to the public on major live broadcast platforms. They teach all kinds of skills to the public: some teach calligraphy, some teach painting, some teach cooking, investment and financial management, health preservation, baby-raising, flower raising, farming, cats and dogs, and psychological massage. There are all kinds of things, there are only those you can't think of, and there is nothing that you can't find.
Those streamers you like are like friends around you from whom you can get information, knowledge, skills, and joy. In the same way, you can also become a streamer and pass on information, knowledge, skills, and joy to others. Anyone can be a streamer.
Within the framework of the law, you don't need anyone's approval to freely decide how you behave on it. You can sing, you can dance, you can cook, you can write, you can write, you can even talk about the trivial things in life such as your headache and brain fever, or you can talk about the past and the present on it, and express your views on everything in the world. It's up to me to decide how to do it, and it's up to you to decide whether you like to watch it or not.
Platforms are huge pools, and on some platforms, hundreds of millions of people wander around on them every day. Compared with the traditional real society, the platform helps you break the physical boundaries of geography, so that you can easily establish contact with someone who is far away in the world, find people and things you like in the larger world, and let more people see you, let them discover your talents, see your beauty, and become friends.
With the blessing of huge traffic, so much so that a non-entertainment star like Dong Yuhui, a person who talks about serious topics such as the meaning of life, currently has nearly 25 million fans.
And Crazy Brother Yang is a good entertaining and funny anchor, who can not only provide everyone with high-quality and low-cost goods, but also provide happy emotional value, and the number of fans is as high as an astonishing 99.99 million+. After all, high-quality and low-cost goods and happiness are more likely to resonate with everyone.
Even if you are a strange person, a rare person who does not hurt your grandmother and does not love your uncle, as long as you persistently show yourself and let enough people see your differences, you can also find hundreds of thousands of similar friends.
The big stage of live broadcast is colorful and exciting, and everyone can take what they like and perform to their heart's content, but when it comes to monetization, live streaming is undoubtedly the first choice for maximizing benefits. It is not difficult for everyone to find that the current head anchors are all anchors with goods without exception. Other types of anchors can only be matched in terms of income. The revenue of the head anchor with goods exceeds the annual revenue of many traditional shopping malls, supermarkets, and shopping malls. The revenue and profits generated by live broadcast companies in a year even exceed those of many listed companies.
Lao Luo, a technology enthusiast, Luo Yonghao lost 600 million yuan in hammer mobile phones, and the profits after 3 years of live broadcast almost paid off the arrears. In a talk show, Lao Luo openly and frankly made money for live broadcasts. Now that he's back into AR product development, he has to admit that he's a tech enthusiast.
Now there are countless people joining the live streaming industry, and many people have made good profits, but few can reach the top. In fact, it is the same in any industry, whether you are in politics, business, production, or scientific research, there are always a few who can reach the top.
The person who can stand at the top must be a person with outstanding personal ability, and at the same time occupy the right time, place and people, always meet the right thing at the right time, meet the right person, like love. But most of them also have an unknown sadness.
As a head anchor, the products with goods are often not just a vertical category, most of them involve everything for eating, drinking, and wearing, and the brands that sell the same type of products are rarely repeated, so the difficulty of selecting products is particularly high, proficient in everything, and everyone understands that it is impossible in practice, so there will be various negative things from time to time. Is this a sign of aggressiveness, or is it due to an excessive pursuit of profit?
At present, I don't know how many celebrity businessmen have been involved in the tide of live broadcasting, and even Gree Dong Mingzhu's eldest sister has already invested in the boom of live broadcasting.
Live streaming has become a new way of life, and bringing goods has also become a new business model. They are changing the way people live and are driving social change.