As the saying goes, "consumption is not only a functional activity that people use to meet their basic survival needs, but also a cultural activity that expresses and realizes various interests, styles, beliefs and values." In addition, the live broadcast of goods broke the relationship between people, goods and fields. In the past, e-commerce was looking for goods, but now live e-commerce is looking for people.
Stars choose to "sink" live broadcast to sell goods in large quantities, which began in 2020. This year, actor Tamia Liu, alias "Liu Yidao", delivered sales of 65.438+0.48 billion in the first show of Taobao live broadcast; Actor Michael Chen opened a live broadcast in Tik Tok, and the first show brought 82 million goods in 4 hours; Yuqi Zhang, an actor, signed a contract to become the spokesperson of Aauto Quicker's e-commerce, and cooperated with Simba to bring 223 million yuan of goods. After that, Jerry, Wang Feng, Zhang Xinyi, Mabel Yuan, Guan Xiaotong, Huang Zulin and other stars made their personal debut on various platforms.
Celebrity effect of star live broadcast with goods
What distinguishes a star from most anchors is its own traffic, which is also more sticky and trustworthy. In this way, the star does not need to go through the cold start period for live broadcast. They don't need to buy traffic, or even advertise themselves too much, because the platform also wants to keep the traffic brought by the stars. They are more willing to promote the live broadcast of the stars than the stars themselves. However, when more and more stars step into the track of live broadcast, the test of them becomes naked data, and the core logic of making money is actually not just the realization of traffic.
Analysis on the Essence of Star Bringing Goods —— Brand Marketing
Selling goods is just a brand appeal. In the process of live broadcast, it is actually a kind of marketing to bring the brand closer to users through the all-round display of the brand.
Especially during the Double Eleven period, the live broadcast was hot. Tmall data shows that the outbreak of Taobao live broadcast has enabled more than 50% of merchants to achieve new growth through live broadcast. Luo Yonghao, papi Sauce, Viya, Ding Lei, He Jiong and other Internet circles, film and television circles and live broadcast circles rushed to appear, which transformed the interactive stickiness and transformation effect between fans and celebrities to the extreme. The essence of live broadcast with goods is not to bring goods, but to sell live broadcast with goods, not to bring goods, but to market.
Stars occupy the main position of topic guide and exporter through their influence. Fan economy is a typical "halo effect". Because fans love every traffic anchor, they will take the initiative to buy the products promoted by the anchor, which will lead to active consumption behavior and eventually be influenced by star anchors.
The problem of celebrities carrying goods-negative effects
In recent years, celebrities and other public figures have appeared from time to time, causing many consumers and investors to suffer losses. Because stars have great influence, false endorsements often cause great harm. Some time ago, the fakes in the live broadcast room in Stephy also made a lot of noise. It is understandable that stars have the ability to bring goods, but the quality assurance of products needs to be worthy of netizens who believe in you. Netizens are willing to believe the products recommended by so-called network celebrities because they are famous and highly recognizable on the platform, and the result is that their trust is shattered.
Because the live broadcast is more dependent on the anchor's personal flow, plus the characteristics of star effect and fan economy, once the anchor with goods "rolls over", it will affect the anchor's personal image, and the fans will fall off or even step back on the spot, and it will hurt the economic interests of the goods and manufacturers. Supervise the live broadcast of stars with goods, standardize the chaos of webcasting, reduce the occurrence of illegal, fake and shoddy things, promote the standardization and rationalization of live broadcast of stars with goods, and better protect the rights and interests of consumers.