标签： 广州微信品茶上课群社区

　　BEIJING, Nov. 19 (Reporter Wu Tao) "It is said that Party A is the father, but in the live delivery industry, the anchor and MCN (new online celebrity economic operation mode) institutions are the fathers, and Party A is not even a grandson."

　　"Wang Han live rollover", "Li Xueqin live exposure" and "Simba was questioned to sell fake bird’s nest with goods" … … Recently, the contradiction between live broadcast anchors and merchants has become more prominent: on the one hand, live broadcast sales have been hitting record highs, and anchors have set up luxury cars and luxury homes; On the other hand, businesses are constantly screaming and being cheated, and the drama with a refund rate of 99% continues to be staged.

　　Then, who is fishing in troubled waters in the live broadcast of the feast with goods?

　　Data map. China News Service reporter Chen Yushe

　　"double 11" tore off the "underwear" with the live broadcast."

　　After "618", you have to prepare "double 11", which shows the importance of "double 11" to businesses. But some enterprises put all their eggs in one basket, happily preparing for live broadcast with goods, but sadly embarked on the road of safeguarding rights.

　　Recently, a merchant said in a circle of friends that on November 6th, the company’s store participated in a special live broadcast by Wang Han, an artist of Galaxy Stars Live Broadcasting Agency, with a broadcasting fee of 100,000 yuan. On that day, 1,323 sets were sold, and 1,012 sets were refunded, with a refund rate of 76.4%. During the live broadcast, due to a large number of multiple refund bills, it was also warned by the platform for false transactions.

　　It’s not only the host Wang Han who "overturned" the live broadcast, but also the bird’s nest that Simba, the live broadcast carrier, recently brought goods, was questioned as fake and looked like water; Li Xueqin, a popular talk show actor this year, was exposed that the live broadcast of "double 11" on a platform had 3.11 million viewers, but the real data was less than 110,000.

　　In fact, it’s not only the star network red, but also some "not bad money" big brothers will confuse the sales figures through Zhang Guan Li Dai when they bring the goods live.

　　For example, some media pointed out that Gree official micro showed on June 19th that the cumulative sales of five live broadcasts in Dong Mingzhu had exceeded 17.8 billion yuan. But in fact, on the day of "618", Dong Mingzhu only broadcast the goods for four hours, and 10.27 billion of the 17.8 billion yuan was the sales of Gree on the day of "618" for 24 hours, not the sales of Dong Mingzhu’s four-hour live broadcast.

　　The pit fee allows the anchor to make a steady profit.

　　For many disputes caused by the live broadcast of goods during the "double 11", Simba chose to recuperate; Li Xueqin participated in one activity after another, and the latest one was to attend an activity of Didi; Wang Han didn’t respond positively. He participated in the program "On the Stage! Dunhuang will be broadcast. The parties seem as if nothing had happened.

　　Galaxy Stars responded to "Wang Han Live Rollover with Goods". screenshot

　　However, Wang Han’s signing party, Galaxy Zhongxing, responded. Galaxy Zhongxing said, "This is fake". The company does not have any fictitious data or purchase traffic, but only helps the e-commerce platform account to do a live broadcast execution, and there is no need to brush the bill.

　　Is it really unnecessary? In the eyes of some people in the industry, if only a few people watch a celebrity live broadcast with goods, the input and output are seriously disproportionate, I believe no one will throw money at him or her next time.

　　According to the reporter of Zhongxin. com, celebrity live broadcasts now generally have pit fees, ranging from tens of thousands to hundreds of thousands of yuan. According to the data disclosed by media reports, the merchants who exposed the above-mentioned live broadcast in Wang Han paid a pit fee of 100,000 yuan (broadcast fee).

　　Screenshot of a self-service order brushing platform.

　　Some insiders pointed out that some MCN organizations or anchors will deliberately create sales and create a feeling of "bringing goods very much", and then they will have to pay for the pit, and some even specialize in "killing young business". "In recent years, MCN institutions have developed morbidly."

　　"This is a sure-fire business." For example, the pit fee is 100,000 yuan. If there are 10 brands on the spot, the pit fee will total 1 million yuan regardless of product sales. At the same time, the cost of brushing the bill is extremely low, and the anchor or MCN organization can achieve "drought and flood protection".

　　Watching the live broadcast with you may all be robots.

　　According to a survey conducted by a reporter from Zhongxin. com, you can brush 100 "machine powders" to watch data in the live broadcast of Tik Tok for up to 2 hours only by spending 70 yuan. In Taobao live broadcast, 120 yuan can buy 10,000 pieces of machine powder to watch the data.

　　There is also cheaper. A brush supplier contacted by Zhongxin.com reporter introduced that 10 yuan can buy 20,000 plays +88 real people like it; 158 yuan can have 1580 real likes+150,000 plays +180 reposts +68 real comments. Packages are available at all price points.

　　Quotation list (part) provided by a brush supplier.

　　According to media exposure, in the above-mentioned live broadcast in Li Xueqin, most of the comments of the "fans" who interacted with Li Xueqin in the comment area were made by machines.

　　Why does Party A still do live broadcast with goods?Stupid??

　　It is not difficult to find that in order to reap the dividends of live broadcast, some anchors and MCN institutions are doing everything they can, but the problem is coming? Are merchants so stupid and willing to be slaughtered lambs?

　　Chen Yuan (pseudonym), the person in charge of the live broadcast of a jewelry chain brand, told the reporter of Zhongxin.com that during the epidemic, the offline stores of their brands were greatly affected, and the company closed almost 20% of the stores. There was no other way out, only the online impact.

　　"Why did you choose live delivery? Because in the first half of this year, including Taobao live broadcast, it gave a lot of free traffic. And if you open an online shop, on Taobao, the traffic is very expensive, and you can’t afford to play according to the development model of ordinary advertising. Free traffic is an opportunity. "

　　The promotional video uploaded by users on the platform of Little Red Book. screenshot

　　However, with the development of live delivery, the traffic strategy of the platform is also changing. "Taobao live broadcast traffic is concentrated in the head. Tik Tok is more about supporting waist anchors and even amateur live broadcasts. It is not allowed for head anchors to control traffic all the time." Chen Yuan said.

　　That’s why some online celebrity’s last live broadcast burst into "I buy karma", and the next one will be "karma" directly. This is related to the influence of different strategies of the live broadcast platform.

　　"The company has this budget. In the original offline store, the annual rent of a store ranged from hundreds of thousands to millions of yuan. After closing the store, the money was saved." Chen Yuan said that the company is in the experimental stage anyway, or it is a kind of "conformity" mentality. When you pass by the street, it is difficult for you to control your eyes when others are looking up at the sky.

　　Live broadcast with goods revenue model or welcome change

　　Can the false prosperity supported by the brush list last long? The answer is obviously no. The reporter noticed that at present, some merchants have asked MCN organizations or anchors to cooperate in the drawing mode, that is, how many goods are sold to draw.

　　Screenshot of the report released by KPMG and Ali Research Institute.

　　A report jointly issued by KPMG and Ali Research Institute pointed out that due to the popularity of the live broadcast format and the relatively low barriers to entry, in recent years, there have been repeated negative news such as false propaganda of anchors and falsification of live broadcast data, which invisibly consumes consumers’ trust.

　　"However, the overall development of the live broadcast industry is improving." The above report predicts that the overall scale of live broadcast e-commerce will reach 1.05 trillion yuan in 2020, with a penetration rate of 8.6%; In 2021, the scale will be close to 2 trillion yuan and the penetration rate will reach 14.3%.

　　The live broadcast industry has also been exploring other revenue models. Zhang Chaoyang, Chairman and CEO of Sohu’s Board of Directors, recently said, "We turned the live broadcast into a live variety show to carry out new marketing activities, which attracted the attention of advertisers, so our brand advertising achieved an 8% growth in the third quarter."

　　Screenshot of official website of National Network Information Office.

　　Moreover, strict supervision is coming. On November 13, the National Internet Information Office publicly solicited opinions on the "Regulations on the Management of Internet Live Marketing Information Content Services (Draft for Comment)", and it is proposed that the operators of live broadcast rooms and live broadcast marketers should not publish false information to deceive or mislead users; Do not fabricate or tamper with data traffic fraud such as attention, page views, likes, and transaction volume.

　　Have you ever participated in live shopping? What do you think of the chaos of live shopping?

Years ago, China and Thailand signed an agreement on mutual visa exemption, which will take effect on March 1. In this way, the number of countries that have fully exempted visas from China has increased to 23:

Seven Asian countries: Thailand, Singapore, Maldives, Kazakhstan, United Arab Emirates, Qatar, Armenia;

Five European countries: Albania, Belarus, Bosnia and Herzegovina, Serbia and San Marino;

Seven countries in America: Antigua and Barbuda, Barbados, Bahamas, Dominica, Ecuador, Grenada and Suriname;

2 countries in Oceania: Fiji and Tonga;

Two countries in Africa: Mauritius and Seychelles.

Among them, three countries were newly added in 2024, except Thailand, Singapore, and Antigua and Barbuda, which was originally unilaterally exempted from visas to China, and signed the visa waiver document at the end of January this year.

Figure | vision china

Antigua and Barbuda, referred to as Anba for short, is located in the northeast of the Caribbean and is a member of the Commonwealth. The whole country has only three islands, namely Antigua, Barbuda and Redonda.

This island country is deeply loved by the world’s richest people and is known as the "back garden of North America". It has hundreds of different types of beaches, including a 17-mile-long pink coastline, and international rowing competitions are held irregularly every year.

Most of the residents of Anba are descendants of African blacks. They are reasonable and courteous, and there is almost no loud noise in the street. Cars don’t honk and rush. The small double-decker buildings in the capital St. John are arranged along the street in an orderly manner.

Figure | vision china

During his visit to China, the Prime Minister of Antigua and Barbuda stated that "Antigua and Barbuda is willing to be a link between China and the Caribbean", and when faced with foreign media’s doubts about the decision to open an embassy in China, the Prime Minister of Antigua and Barbuda solemnly cleared China’s name.

At present, the transportation from China to Anba is not very convenient, so let’s take a look at the beautiful scenery of this friendly country first ~

Port St. John

St John’s Port is the capital port of Antigua and Barbuda, and tens of thousands of people come and go here every year just for a quiet holiday.

There are not many high-rise buildings here, but brightly colored huts and white baroque church towers are dotted among them, giving you a pleasant leisure under the palm trees and sunshine.

You can change into a beach skirt, recline in the lounge chairs scattered on the beach, look at the shipyard near the port and the bay full of sailboats and yachts, or climb Shirley Heights to overlook the whole island. The blue sea is full of white sails, and the mountains on the shore are endless. The meeting of mountains and the sea has become an unforgettable sight.

Figure | vision china

Darkwood Beach

There are more than 300 different types of beaches in Antigua and Barbuda, and Darkwood Beach is one of the undeveloped beaches, but it is deeply loved by local people and foreign tourists.

The beach is located in the west of Antigua, with convenient transportation. The undeveloped original ecological landscape makes the deep blue sea and the white beach clearly defined, which is full of a sense of magic.

Many people like to sunbathe here and spend the whole day. After the sun sets, the orange glow of the sunset is reflected on the coastal beach, which seems to have strayed into the wonderful fairy tale world.

Figure | vision china

Banyuewan Beach

As the name suggests, Half Moon Bay is surrounded by crescent-shaped fine sand and blue sea, and it has an idyllic scenery like a crescent moon resting at the southeast end of Antigua.

Underwater is a gorgeous coral reef with different postures, and the water surface is a natural plant that grows wantonly. When it is calm, it is very suitable for snorkeling and exploring the underwater scenery of the Caribbean.

Figure | vision china

Devil bridge

"Devil’s Bridge" is a natural limestone arch carved by the powerful waves of the Atlantic Ocean, where the waves roll and are spectacular.

However, under the beautiful scenery, there are some blood and tears. It is said that during the British colonial period, many oppressed slaves lost their lives here. Every pothole in limestone is a memory of that period of history, and under the scouring of sea breeze and waves, it tells the past.

Figure | vision china

Pink beach

When the deep blue meets the hazy powder, this pink beach in Antigua and Barbuda is enough to capture the hearts of all girls.

After the local endemic foraminifera were hit by waves and fish, they fell on the beach in groups, and their remains were weathered, washed and piled up, creating a magical and magnificent pink beach. Walking barefoot on the beach, the sea glides over the feet, and the blue and pink blend, hazy and dreamy.

Figure | vision china

Do you want to go to Antigua and Barbuda?

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