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late but arrived.

live streaming has been growing wildly for so many years, and it may have a moment of sudden collapse recently.

after the three sheeps were rectified, a girl named dongbei yujie was also on the hot search today. a messy but good weibo post has been hotly searched by short video anchors for more than a month. it can be seen that short videos are really breaking the news. circle has gradually become everyone’s mainstream information channel.

today i saw the introduction of the factory director in the industry:

high-end live streaming products don’t make money unless they sell fake goods, but low-end products really make money:

just being heartless is enough.

the price of a 10-yuan moon cake can be multiplied several times by the brand name, and the technology used to prepare the meat can be said to be australian original.

he has a family member in his mouth and an old man in his mouth. he is never soft-hearted when it comes to killing people.

the rectification of live broadcast sales that started in august is estimated to be more than three sheep. in my opinion, there are too many anchors with problems. this is not just an individual problem of the anchors:

it is also a question of the industry’s ecology and business model.

why has the live broadcast reached this stage?

there are several main reasons:

1. live streaming is a sinking market business

there is no lofty logic in sinking the market. it is cheap, cost-effective, and replacement.

in the past, everyone thought that the live broadcast model was short and fast, and the price could be lowered due to large sales volume. the anchor had the greatest bargaining power and helped consumers bargain for the price.

of course some are like this, but you have to know that the cost of branded goods cannot be reduced. their production and branding costs fundamentally determine the delivery of goods to them:

only consumers benefit, while merchants and anchors make very little profit, and may only make a profit.

if anchors only sell branded products, they will starve to death.

2. the biggest profit point of live streaming is actually the white card

for example, baidu relies on the white-label market that neither baobao nor dongdong wants. the so-called white label is oem. some small factories do node smd oems when they have orders, and produce some white-label products themselves when there is no business.

if you are oem for a brand, the quality control will be stricter, and you will be more casual when producing white brands yourself, but the main focus is on a low price.

however, live streaming has eliminated the channels and brands of traditional enterprises:

the anchor’s endorsement is the brand, and the short video live broadcast is the channel.

calculate an account:

a white-label product that costs 10 yuan can sell for 100 yuan if the anchor packages it.

for a branded product that sells for rmb 200, if the anchor delivers the product once, the profit will be only rmb 200 at most.

the profit here is the core business model of live broadcast with goods.

including the ip brands created by the anchors themselves, they are essentially the same. of course, because they are forcibly bound to the anchors, the quality control is better.

everything else is okay, including clothes and electrical appliances. they can be used for a while, but the unscrupulous anchor did this to the food:

various technologies in the food field are vigorously promoted by anchors as organic and ecological qualities.

for example, three sheep's beef rolls are made with prepared duck meat pretending to be beef. they are all leftovers from cheap hot pot restaurants. as soon as the anchor packaged them, they turned into australian original cuts.

things that cost a few yuan can be sold for more than ten yuan, even if it was distributed by chow yun-fat.

some people say that consumers who sell goods through live broadcasts are so stupid?

this question gets to the core, and it is also the most secret and core part of the business logic of live streaming.

3. the essence of live broadcast marketing is to make a game

the sinking users are indeed naive. they have never tasted or seen anything before, and they are easily gullible. they use some fancy words and fancy nouns to fool them.

the key is that they were manipulated by the anchor in the live broadcast room:

in the live broadcast room, either beauties are posing or the anchors are shouting, which directly stimulates the audience's hormones. in addition, lighting, beauty, scripts... stimulate the audience's sensory perception to the greatest extent.

this will make the audience give up rational thinking and not give you time to think and hesitate.

because when you think about it, you will think:

is this thing real? is the price reasonable? do i really need it? …

once you think about it, you won’t place an order.

live streaming takes away the thinking part of your business. this is really the most worthy case of behavioral economics.

moreover, they also have a special sense of ritual:

one, two, three, link up, and engage in hunger marketing.

after making impulse purchases, you still feel a full sense of emotional gain. this is a typical symptom of getting involved.

moreover, watching short videos day after day to stimulate hormones has caused damage to the cognitive abilities and behavioral patterns of veterans. they were deceived into counting money for the anchor.

therefore, it is only a matter of time before something goes wrong with live streaming.

in the past, it was just letting the water go to raise fish, but now live streaming has also entered the stock era, and relevant departments have begun to take measures.

we hope that we can embark on the path of high-quality development as soon as possible.

that's all.