标签： 西安夜生活网

　　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?

Author | Before going to dinner

On August 25th, Aauto Quicker released Q2 financial report, with revenue of 19.138 billion yuan in the second quarter, up 48.8% year-on-year. After the continuous optimization of revenue structure, online marketing services accounted for 52.1%, live broadcast revenue accounted for 37.6%, other services (including e-commerce) revenue accounted for 10.3%, and the average daily usage time of daily users increased by 25.2% year-on-year.

Compared with these conventional data dimensions, we are more concerned about the new changes mentioned in the financial report.For example, the short play business was mentioned for the first time in the financial report. By the end of June this year, there were more than 800 series short plays in Aauto Quicker, and 40 of them were exclusive short plays hatched by Aauto Quicker Xingmang Project.

Of course, the short play is only a part of Aauto Quicker’s content. In recent one or two years, Aauto Quicker has been emphasizing the content strategy to improve user activity and participation. When the growth trend of UGC and PUGC is gradually stabilized, PGC will inevitably be put on the agenda.

On the PGC content side, in addition to the copyright of short plays and various Olympic events, Aauto Quicker has gradually made efforts to produce high-quality and serialized self-made content.On Entertainment Capital (ID: Yulezibenlun)It is learned exclusively that Aauto Quicker will launch a number of self-made variety shows intensively in the near future, covering pan-knowledge talk shows, love variety shows, food and entertainment, etc.

Aauto Quicker’s continuous expansion in content has been affirmed by Su Hua, CEO of Aauto Quicker.

He said in the second quarter earnings conference call that there are several reasons for the growth of Q2 earnings. First, the investment in technology has improved the user’s consumption experience. Secondly, a lot of content upgrades have been made, and short plays, sports, hot spots and other categories are outstanding; Thirdly, it also explores the videoization of user consumption scenes, for example, expanding the content supply of beauty, technology, finance, real estate and other categories, which realize the efficient link between people and services and bring new user value and commercial value.

The commercial value brought by content more reflects the linkage between content and e-commerce, and between content and brand marketing.

In Aauto Quicker, brands can find corresponding user groups here, ranging from dishes cleaning balls of a few cents to luxury goods and automobile categories of tens of thousands of yuan. During the June 16th this year, the Aauto Quicker E-commerce Shopping Festival also realized the whole process of the brand from planting grass and storing water in the early stage to accurately pulling weeds in the later stage.

It is worth noting that in the fourth quarter of 2020, the revenue generated by online marketing services in Aauto Quicker was 8.51 billion yuan, accounting for 47.0% of the total revenue, which exceeded the contribution of live broadcast business for the first time and became the most important source of income in Aauto Quicker. The proportion of Q2 online marketing revenue has reached 52.1%.

If content expansion was Aauto Quicker’s active choice, today, the data in Aauto Quicker’s financial report is just a natural result.

From Olympics to Short Play

Boutique content sets off Aauto Quicker’s summer growth target.

"I especially like to watch the drama filmed by Yu’ er, which is no worse than the TV series."

"Can you broadcast two episodes in two episodes? One episode is not enough."

This is the representative comment of Aauto Quicker users under the short play. In the summer of August, Aauto Quicker timely launched 50+ short dramas covering various scenes and categories, which set off the banner of consumption after the Olympic Games.

Objectively speaking, on the one hand, this action shows Aauto Quicker’s strength in developing and reserving large-scale projects, and on the other hand, it also shows the advantages of short plays’ flexibility and inclusiveness. After all, a long video platform can accommodate at most three plays competing on the same stage, while short plays mainly rely on "private domain+algorithm" for content distribution, so there is no situation that 50 plays compete for limited resources.

The increase in the scale of content will inevitably feed back consumption.According to official data, the number of people who watch short plays every day has exceeded 210 million, and the time they watch short plays exceeds 35 million hours every day, and users under 30 account for more than 50%.

Aauto Quicker solo short play.

Counting the performances of Aauto Quicker’s short plays in summer, an obvious conclusion is that Aauto Quicker’s short plays are qualified to compete with long plays in all aspects.

First of all, compared with the high cost and long production cycle of long dramas, the flexible and lightweight short drama production process is more efficient, and the plot development can be adjusted in real time according to audience feedback, ensuring that the most popular plot can be fully developed at the lowest cost.

Secondly, at the announcement level, more than 50 key works of the platform have reserved a large amount of work materials in the early stage. During the broadcast, the account corresponding to the plot will release tidbits and surrounding posters in line with the rhythm of the feature film. In addition, through the fan base of short dramas precipitated by official accounts, users’ stickiness to the drama and their trust in starring celebrities are further enhanced.

However, the IP parties in the upstream of the industrial chain have successively entered the market, which has accelerated the branding and IP development of short plays to some extent.

In October last year, Aauto Quicker and Mi Du reached an IP strategic cooperation. Recently, the officials of the two sides announced to further deepen cooperation and jointly create high-quality IP short plays. At present, there are 22 short plays adapted from the original novels of Mi Reading Platform, such as "Young Lady Becomes a Demon Again", "Flash Marriage and Lovely Wife", "Mad Princess of the Magical Doctor" and "Miss Song is Divorcing Every Day", among which many plays have exceeded 100 million.

The development trend of short drama content has brought higher user activity on the platform.

Take "Qin Ye’s Little Dumb" and "I am a group pet in the entertainment circle" as examples. The total broadcast volume of the two short plays reached 360 million and 320 million respectively, and even the broadcast volume of a single episode could exceed 100 million. Among them, the second day after the short play "Qin Ye’s Little Dumb" was launched, the number of new readers of the original works increased by 515.3%.

Just under the topic of "chasing the drama", 6,000 authors participated, and the number of topic views has exceeded 12.1 billion.

At present, Aauto Quicker’s short head plays are no less than long ones in terms of broadcast volume, topic degree and other data. Compared with the high cost and long production cycle of long dramas, the flexible and lightweight short drama production process is more efficient, and the plot development can be adjusted in real time according to audience feedback, ensuring that the most popular plot can be fully developed at the lowest cost.

"After the producer finalizes the IP, it only takes 4-6 weeks to get a miniseries online. The adaptation of the script takes the longest time, which may take three weeks; In the fourth week, choose the venue, choose the role, and prepare to serve the Tao; Take a week in the fifth week; In the sixth week, you can go online while editing. " A film and television production company revealed to Entertainment Capital.

According to this development rhythm and the logic of short play "distribution+private domain", the platform can deliver short videos that users like to watch to their hands at the first time.

Aauto Quicker’s content expanded to Zhang Zhilu.

In fact, since last year, Aauto Quicker has not been satisfied with promoting growth by sponsoring variety shows.Self-made content has been put on the agenda, and a content expansion movement centered on short plays, pan-knowledge, micro-variety and sports is being carried out in an orderly manner.

This year’s Spring Festival, supported by a strong live broadcast ecology, Aauto Quicker launched a 26-day live IP "Super Broadcast" on February 1st, bringing 300 stars and many Aauto Quicker talents to accompany users to welcome the Spring Festival.

It is not only close contact with stars and big coffees, but also a variety of program forms, covering parties, talk shows, speeches, secondary education and other fields, creating a more diverse and interesting exchange experience and effectively melting the generation gap of family topics. With the blessing of the stars, Aauto Quicker occupied a strong position in the Spring Festival scene, which subtly consolidated the audience’s cognition of Super Broadcast IP.

"The operation activities of Q1 Spring Festival have achieved quite good results, which helped us gain a large number of users and pushed up the user base of Q1." Aauto Quicker co-founder Cheng Yixiao analyzed.

In addition to the live broadcast upgrade, Aauto Quicker also expanded the self-made programs of sports, variety and other categories.After winning the copyright of the Tokyo Olympic Games in a big way, the platform launched Good Morning Lao Tie, the first year of the Olympic Games, Here comes the champion and Oh! The programs and activities, such as Champion, Aauto Quicker No.1 Scholar Olympic Answer Season, and Boasting Olympics, cover athletes’ daily training, news and information, entertainment variety, event explanation, player interaction and so on, forming a powerful Olympic content matrix.

According to the insiders, it is not difficult to find out from Aauto Quicker’s attempts in sports copyright that while investing in introducing copyright to increase the supply of content, more emphasis is placed on the possibility of "second creation" for platform users and creators.

In fact, this is not difficult to understand: on the one hand, having the right of secondary creation will further stimulate the creative desire of platform users and accumulate more content creators; On the other hand, users’ willingness to stay in the platform will naturally be stronger, which will lead to the improvement of usage time and stickiness.

It is also the top priority of the platform to rush to the pan-knowledge field.On June 24th, Aauto Quicker announced the launch of "New Knowledge Broadcasting in Aauto Quicker", which will link 100 knowledge café s, more than 100 professional organizations and over 1,000 Aauto Quicker knowledge anchors, bringing tens of thousands of live knowledge broadcasts in three months. Bring high-quality pan-knowledge content to users in a richer three-dimensional live broadcast form, and help knowledge creators realize realization on the platform, and build a closed loop of production and consumption of pan-knowledge content.

As Cheng Yixiao mentioned in the conference call yesterday, the user groups in Aauto Quicker are mostly young people, and their active data are greatly influenced by holidays. Therefore, the first and third quarters are often the DAU peak of the platform because of winter vacation and summer vacation.

In the third quarter, the year-on-year and quarter-on-quarter growth rate of DAU in Aauto Quicker continued to increase with the help of the Olympic Games and short drama summer stalls."So, we still have strong confidence in our annual growth target and the medium-term target of 400 million DAU." Cheng Yixiao said.

Brand power brought by content upgrading

From UGC to PUGC to PGC, behind the evolution of Aauto Quicker’s content ecology is the change of business format.

Aauto Quicker Q2 financial report shows that online marketing services grew strongly, with revenue increasing by 156.2% year-on-year to RMB 10 billion, accounting for 52.1% of the total revenue, which contributed more than half of the total revenue for two consecutive quarters. Among them, the income from brand advertising has maintained rapid growth, and the number of brand advertisers has increased nearly four times compared with the same period of last year.

At the same time, a major change in Aauto Quicker is that while doing effect advertising, it has begun to vigorously develop brand advertising, which will also cover more advertisers. Aauto Quicker’s online marketing business is more concerned about whether it can improve the efficiency of advertising realization.

Under this change, sports, short plays, science and technology, mother and baby, cultural tourism, food, etc. are continuously expanded horizontally in Aauto Quicker’s content market, and the content ecology is cultivated first, and then the industrial ecology is deeply cultivated and realized.

Take short plays as an example. Obviously, it can be seen in the market that the main force of content consumption groups has shifted from the post-70s and 80s to the post-90s and 00s, and users’ audio-visual content consumption preferences have gradually become fragmented and mobile, and more flexible and free short video drama-chasing mode and younger and more lively short drama content have gradually become the mainstream.

For consumers, good content is what attracts them most. Correspondingly, they want to communicate with users in a new track in an innovative way. Good content+suitable marketing scene+good brand display mode is the most concerned by the brand.

"The heat of the market can be clearly felt from the daily operation and commercialization. The most intuitive performance is that more and more customers are willing to try short plays. " Lu Jingjing, head of Aauto Quicker Magnetic Engine Entertainment Marketing Group, said.

At present, in addition to fast disappearing, the brands contacted by Lu Jingjing have been extended to first-line luxury cosmetics, famous cars, etc. The compatibility of brands and the reach of young users cannot be underestimated. Correspondingly, in terms of the demand for cooperative themes, the urban emotional category, which stood out from the past, is now developing in a hundred schools of thought: ancient styles, families, brothers and comrades-in-arms and other diverse themes have customer needs and user markets, and young people are breaking the circle in new forms.

"We will explore the videoization of more user consumption scenarios. For example, the content supply of beauty, technology, finance, real estate and other categories has been expanded. These categories have achieved efficient and long-term links between people and services, bringing new user value and commercial value. " On the earnings conference call, Aauto Quicker CEO Su Hua said.

According to the official data of Aauto Quicker, compared with 2019, in 2020, the number of people with income will increase by three times, and 80% of the vertical categories will be realized commercially. Among them, there are 5 vertical categories with income exceeding 100 million and 20 KOL vertical categories with income exceeding 10 million.

Where the traffic is, the marketing is there. The brand’s playing style in Aauto Quicker is more and more diversified, and the marketing link is greatly shortened.

This year, at the "Aauto Quicker 616 Sincere Night" event organized by Aauto Quicker E-commerce, Jiangsu Satellite TV and Zhejiang Satellite TV, Hua Xizi, as the general title, also took the form of fancy implantation and linkage communication, and the marketing effect was full.

The data shows that the first network-linked party initiated by the live broadcast e-commerce industry attracted a total of 236 million people to watch, setting a total of 43.1 billion network exposures and 300+ network hot searches, which not only comprehensively enhanced the brand influence of Huaxi Zi, but also directly helped the GMV of Huaxi Zi’s live broadcast room in Aauto Quicker to grow by more than 13 times.

Before 2019, Aauto Quicker belonged to a relatively pure content community and social platform. The platform mainly focused on both content creators and content consumers, with little business ecology. From the second half of 2019, Aauto Quicker began to introduce high-quality content creators through a series of plans to improve the content ecology.

Driven by the content, Aauto Quicker’s business model has also stepped out of the era of live reward and entered the stage of multi-head.

In fact, when the product was upgraded last year, a "two-story" theory was put forward in Aauto Quicker, that is, content and industry are connected but separated. If the extension of short video and live broadcast is too short, the content can be connected to the industry, and through the access of the industry, more creators can be driven to join the content matrix of the platform, thus becoming a growing self-circulation system.

It can be seen from this theory that Aauto Quicker’s answer is a longer-term and broader answer to the long-term growth of the platform, which is also the reason for his subsequent progress in pan-life services, short plays and sports.

For Aauto Quicker at this stage, as long as the content ecology continues to prosper and the community is active enough, its commercial exploration space is large enough.

Topic interaction:

Which short play do you like best? Come and talk to us in the comments section ~