I am an anchor with goods.
This profession not only needs excellent eloquence and super-fast reaction ability,
More need a generous heart.
Every day in this industry is like an adventure.
The reporter experienced being an anchor with goods.
In the past two or three years, to ask which industry is the most prosperous, live delivery is definitely one of them. In the small live broadcast room, the myth of making wealth worth tens of billions overnight is staged, supporting the dying listed companies.
The wine anchor should have oriental flavor and the snack anchor should be grounded.
A day's work begins at noon. Before the official experience, I was told to arrive at the "Make a Friend" live broadcast room around 2 pm that day, but the live broadcast started at night.
If you want to be a qualified live broadcast anchor, you must first maintain a good mental outlook and makeup. As soon as 2 o'clock arrived, I walked into a small dressing room, which was the first part of today.
There are many anchors who come to make up, and the makeup artist is very busy. Makeup artists should control the makeup styles of different live rooms one by one. For example, the wine anchor should look oriental, and the food and snack anchor should be grounded and kind.
The category I participated in that night was outdoor sports, including well-known brands of sports shoes and sportswear. In several other live broadcast rooms on the scene, every anchor talked passionately about Kan Kan for the camera. I have no experience in carrying goods, so my mood is naturally uneasy. Seeing the partner's anchor, the pressure is even greater.
This is an anchor who is only in his early twenties and used to be a dancer. She is 1.8 meters tall and looks excellent. She thinks her style is "grounded". She will specifically say "forced orders" and promote the transaction by constantly creating scenes. For example, "I haven't been home for several years, and I have sent my parents an outdoor down jacket to keep out the cold, and I have been filial for the New Year." She will repeat this sentence several times and take pains to explain the goods.
When I heard the word "forced order", what came to my mind was the anchor's shout, "As long as 9.9 yuan, I won't miss it."
She told me that "hawking" selling goods is not in line with their tonality. "Forcing orders" is more advanced than this and belongs to the core competence of an anchor. This can also be called "trading ability".
Even after simple training, it is still difficult for me to explain the goods freely and fluently when I really participate in the work of bringing goods. On the one hand, being caught by the camera makes me feel unnatural; On the other hand, it is difficult for other anchors to cope with the speed and passion of speaking hundreds of words a minute, and to reflect on their own adaptability, expressive ability and eloquence. I realize that a professional anchor with goods has a very unattainable state.
So I do more auxiliary work to help cue process, delivery and price comparison. Seemingly simple, in fact, you need to know the live broadcast process and products very well. For example, to sell sports shoes, we should provide the anchor with shoes of different colors and sizes to try on.
Such a "walk-on" role can also show professionalism and professionalism. I feel in a hurry without much experience.
On that night, the sales volume of the live broadcast room reached 800,000, the sales volume of goods reached 4,000, and the number of viewers reached 325,000. The average daily sales can basically reach the level of one million, and the goods carried in three months can exceed 1 100 million.
The anchor should become a "commodity manual"
I once imagined the scene of the head broadcast room: the anchors sat in the bright and spacious live broadcast room to explain one product after another, and the staff conducted product selection, on-site control and operation in an orderly manner in the background.
However, when I arrived at the scene, I found that the environment in the live broadcast room was even "simple and rude" to the point beyond imagination.
Live photography/Meng Qian
The live broadcast space is about the size of a classroom, with hundreds of sports shoes and clothes. Staff around them, looking in at the door, often can't see people, can only hear the sound.
Goods are piled up on the floor, and there is almost no room for anyone to waste. Some are open, some are not. They are all commodities that need to be screened and broadcast urgently. There are samples everywhere, which is enough to show how efficient this institution is.
In fact, how to select products for an organization that broadcasts live 24 hours a week and sells at least 1000 items is one of the biggest tests in the development process.
The person in charge of their product selection told me that the product selection should basically be completed in T- 1, and professional teams need to constantly explore suitable products and negotiate preferential prices.
Near the New Year's Eve, goods control in logistics and other aspects is the most concerned thing for consumers. The anchor above told me that she would constantly emphasize the delivery time of the goods when selling, otherwise it might cause complaints and other problems at this stage.
After confirming the delivery, the anchor needs to be familiar with and understand quickly. Many anchors told me that the learning ability of anchors is becoming more and more demanding, especially in the vertical live broadcast room. People who sell drinks should not only understand drinks, but also understand traditional culture. The anchor should become a "product description" and point out the selling points and characteristics at the first time when he sees the product, which is qualified.
A live studio has developed for a long time, and there will be more and more old fans. "Once the proportion of old fans in the live broadcast room exceeds 40%, it will be a terrible phenomenon", that is to say, it is necessary to change new products or use new words to realize the repurchase of old fans.
From the field army to the regular army, the adventure continues
The White Paper on Live E-commerce in 2022 shows that by June 2022, the number of live e-commerce users in China was 469 million, an increase of 204 million compared with March 2020, accounting for 44.6% of the total number of Internet users. It is estimated that in 2022, the total transaction volume of online live e-commerce will be about 3.5 trillion yuan, accounting for about 23% of all e-commerce retail sales.
Many live broadcast rooms have made a fortune by clothing. In recent years, the growth of women's wear, women's shoes and outdoor sportswear is the strongest, and this live broadcast organization naturally follows suit.
The person in charge of selection mentioned that choosing clothes is almost the most troublesome thing. Clothing is a non-standard product, all products should be tried on one by one, and then compared with the samples after passing the test. "70% of the sample clothes will be eliminated, especially women's clothes, which is the most distressing. At least half of the time is spent on women's wear samples. "
They will continue to summarize the explosions. There are probably thousands of products waiting to be selected and tested every month, and models are updated every week. Behind this is actually a lot of manual practice and exploration.
At the beginning, the product selection work was only based on the user's needs and combined with the aesthetic experience to guess the next explosion. There were not many methodologies and many uncertain factors. So this industry needs a lot of "adventurous spirit".
In fact, after the trillion-dollar business is connected, the live broadcast products are gradually returning to rationality from barbaric growth: from "hawking" products to "knowledge-based" products, from "the lowest price in the whole network" to "rational and happy ordering", from "buying on September 9" to "selling houses, cars and people", the threshold of live broadcast products industry is getting higher and higher.
Obviously, these live broadcast rooms are also paying more and more attention to the creation of content.
The person in charge of their short video promotion told me that most users are attracted by the content now, so the role of short videos is particularly prominent. If you want users to stay, you must have good content to undertake.
In addition to live broadcast, the most important thing for the anchor every day is to shoot short videos of recommended products. The broadcast of more than ten vertical live broadcast rooms every day means that short video shooting will reach more than ten times every day.
"It is getting harder and harder to realize the content now, and the field of short video has become the Red Sea". The above-mentioned person in charge mentioned that, for example, in the beauty category, the accounts of 200,000 fans in the past can receive good commercial advertisements, and now this threshold may be raised to 700,000 to 800,000. In his transaction, the record of short video content draining a live broadcast is 60%, which means that for every 10 people who watch short videos, 6 people come to watch the live broadcast.
Behind people's willingness to pay money in front of the screen is the coordination and super-intense work of all people. The biggest reason why people take risks is the good benefits brought by the rapid growth of the industry.
Taking anchors as an example, a public survey data shows that 49% of network celebrities' anchors or artists earn more than 654.38+0 million yuan a month. 3-5 years' experience, the proportion of earning more than 30,000 yuan per month reaches 2 1%, 5- 10 years' working experience, the proportion of earning more than 30,000 yuan per month is further increased to 35%, and the proportion of senior anchors earning more than 50,000 yuan per month reaches 10%.
The person in charge of public relations of "Making Friends" said that students are enrolled in schools every year, and many graduates from famous film and television schools will come for interviews. The competition is fierce. "Everyone is optimistic about the live broadcast industry and is willing to give it a try. Many people regard it as the first choice for employment. "
When asked why the anchor who has been in the business for three years and works nearly 12 hours a day wants to enter the live broadcast industry, her answer is "follow the trend".
Reporter: Meng Qian.