the metabolism of the live broadcast industry is intensifying: "rollover" anchors lack public relations capabilities and ignore long-term development
2024-09-29
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in september, incidents occurred frequently in the live broadcast industry, and many internet celebrities fell into the whirlpool of public opinion.
"crazy young brother" with over 100 million fans was investigated and fined due to the meicheng mooncake incident in hong kong; internet celebrity xiaoying was suspected of setting up a "house collapse" due to controversies such as "sold out miserably" and "given her children up for adoption"; "northeast rain sister" due to fan fans and conflicts with anti-counterfeiting bloggers, fans began to lose. the tour group hotel in the "liu genghong-our eye travel" live broadcast room did not have the right goods... many anchors collectively "overturned", triggering heated discussions from the outside world.
at the same time, in the live broadcast industry, new anchors represented by "k boss" and "macau coco sister" are receiving more and more attention.
"many anchors have 'overturned' one after another, exposing the anchors' serious deficiencies in public relations crisis management. they often neglect communication and trust building with consumers. at the same time, the live broadcast industry also lacks sufficient supervision and regulations, leading some anchors to pursuing short-term interests while ignoring long-term development,” zhan junhao, a well-known crisis public relations expert and public relations partner of fuzhou gongsunce, said in an interview with a reporter from upstream news (report email: [email protected]). many anchors "overturned" one after another
in september, the live streaming industry was booming and earthquakes occurred frequently.
the first person to bear the brunt is "crazy little yang" who has hundreds of millions of fans. since the hairy crab dispute broke out with another major anchor "simba" at the end of august, there have been constant topics surrounding "little yang ge" and three sheep company. the content not only involves the products, but also the company's internal issues.
what really brought the incident to a climax was a small mooncake. the "hong kong meicheng mooncake" that brother yang was selling in the live broadcast room was discovered by netizens and seemed to have little to do with hong kong.
as public opinion continued to ferment, relevant departments intervened to launch an investigation. the hefei city joint investigation team issued a notice on september 26. in accordance with the administrative punishment law, the anti-unfair competition law and other relevant regulations, it plans to decide to confiscate illegal gains and impose a fine of 68.9491 million yuan on sanyang company. in response to related problems in the live broadcast of goods by sanguang sheep company, the company was ordered to suspend operations within a time limit for rectification and bear relevant legal responsibilities. for units and relevant personnel who neglect their duties during the work process, the disciplinary inspection and supervision departments will open a case for investigation and deal with them seriously in accordance with laws and regulations.
gray dolphin data shows that so far, the account of "crazy little yang" has lost 3.6 million followers in the past 30 days.
data overview of "crazy little brother yang". gray dolphin data screenshot
just when brother yang was "tripped" by the mooncake, another internet celebrity xiaoying was also involved in a dispute with public opinion.
xiaoying posts content about taking care of her children, doing housework, and doing farm work every day. this is intertwined with her "lazy" husband and chaotic life to form a "tragic" image. however, as she "sends children up for adoption" and "deliberately controversies such as "hungry skinny cow bo traffic" appeared, triggering a discussion among netizens. tianyancha shows that xiaoying’s name is associated with a total of 4 companies, among which xiaoying’s souvenir shop in xundian county and kunming zhenhong culture co., ltd. are still in existence. some netizens joked, “i am not only afraid of xiaoying’s hardship, but also afraid of xiaoying’s suffering.” "driving a land rover", xiaoying fell into the controversy of suspected "trafficking misery".
"i want to say something but don't know what to say, so i'll just let nature take its course." xiaoying wrote in the video copy released on september 20. the reporter noticed that after the "xiaoying family" account released a stock video on september 21, it has not updated the content.
on the other hand, the controversy surrounding "northeast rain sister" is also intensifying. an anti-counterfeiting blogger claimed that the sweet potato vermicelli sold by sister yu in the live broadcast were actually cassava vermicelli, and that the anti-counterfeiting blogger was beaten when he came to defend his rights.
as the topic intensified, sister yu responded on september 26, telling how the anti-counterfeiting blogger went to her home. she believed that the other party had "planned and premeditated" and "came to secretly photograph and record with a purpose." the two sides clashed. later, a mediation agreement was signed at the police station, and sister yu compensated the other party. sister yu said that she thought the matter was over, but she did not expect that the anti-counterfeiting blogger would later restore the secretly recorded content, "post it online out of context," and received a "dispute settlement letter" "mediation letter" requires payment of 300,000 yuan.
"i will not pay them a penny, and i will never bow to them." sister yu apologized for the swearing and physical behavior, saying that she has sent the vermicelli for inspection and promised to wait for the test report to come out if there are quality problems. satisfactory explanation.
"sister northeast rain" responded. screenshot of douyin account
according to red star news, the reporter called the chaoyang county market supervision bureau on september 24. the staff said that they had paid attention to the sweet potato vermicelli incident and were investigating. the sweet potato vermicelli would be sent for testing in the future. a person in charge of the vermicelli manufacturer chaoyang county liuhe vermicelli manufacturing co., ltd. said that the vermicelli is indeed mixed with tapioca flour, but it does not mean that there is "no sweet potato ingredient at all."
gray dolphin data shows that as of now, "northeast rain sister" has lost more than 670,000 followers in the past seven days.
data overview of "northeast rain sister". gray dolphin data screenshot
in addition to "crazy little yang brother", "xiaoying family" and "northeast rain sister", the travel products sold in the "liu genghong - our eye travel" live broadcast room were also revealed by netizens that the actual accommodation in the tour group did not match the promotion. in the picture the promotion stated that i was staying at a hilton hotel, but i was actually arranged to stay at a hotel in vienna. after repeated communication with the staff, i was changed to a hilton hotel.
"it has been decided that the live broadcast room will terminate its cooperation with the travel agency and completely remove the line products." as public opinion paid attention, the live broadcast room issued a statement to apologize.
"liu genghong-we eye travel" issued a statement. screenshot of douyin account.
live streaming industry “updating”
in fact, the anchor's "rollover" is not an isolated case.
previously, the well-known anchor wei ya was fined 1.341 billion yuan for tax evasion, the "lipstick brother" li jiaqi caused many netizens to be dissatisfied due to the "eyebrow pencil storm", and the "douyin beauty brother" luo wangyu apologized and retired due to the olive essence incident. and decided to "temporarily withdraw from the network"... the live broadcast industry is not stable, and "rollover" incidents occur one after another.
"according to my observation, the reasons for anchors' overturning usually include the following: first, product quality problems, such as false propaganda and quality problems in the products sold; second, personality collapse, such as being exposed to moral flaws and inappropriate words and deeds etc.; the third is legal compliance issues, such as tax violations, intellectual property infringement, etc.; the fourth is poor management, such as internal conflicts within the team, operational errors, etc.,” yu fenghui, a new financial expert, told upstream reporters on september 29.
in yu fenghui’s view, the frequent occurrences of “rollovers” reflect the uneven personal quality of anchors and the lack of professional training and professional ethics; industry supervision lags behind, and insufficient laws and regulations allow some illegal behaviors to take advantage; platforms do not check anchors and product review strict regulations, as well as poor channels for consumers to protect their rights, making them vulnerable to deception and other issues.
bai wenxi, vice chairman of the china enterprise capital alliance, also pointed out that the frequent occurrence of "rollover" incidents reflects the anchor's weak legal awareness, lack of professionalism, lax product review, imperfect supervision mechanism of live broadcast platforms, supervision and supervision of the anchor's behavior. insufficient restraints, untimely screening and handling of problematic goods, and insufficient industry-related laws and regulations have led to unclear division of responsibilities, and market order needs to be further standardized.
while many old anchors in the industry have "overturned" one after another, many new anchors in the industry have begun to appear in the eyes of more and more netizens.
recently, "simba" apprentice kuaishou anchor yang runxin (dandan) announced that her fans have exceeded 100 million, becoming the only live broadcast female anchor with more than 100 million fans on the entire network, attracting the attention of many netizens. in addition, douyin anchor "k total" has rapidly gained followers with his voice that does not match his appearance and abstract delivery style. gray dolphin data shows that "k total" has gained more than 7.9 million followers in the past 30 days. “macau coco sister” has successfully won the trust of male consumers with her boss-like sales style. she has broadcast 20 live broadcasts in the past 30 days, with total sales of 50 million yuan to 75 million yuan.
overview of "k total" data. gray dolphin data screenshot
data overview of "macau coco sister". gray dolphin data screenshot
"the current live broadcast industry has indeed ushered in a moment of 'upgrading'." yu fenghui said that as the old batch of anchors "overturn", new anchors continue to emerge, and they tend to pay more attention to professionalism, honest management and user experience. this is a positive change, which means that the live broadcast industry is gradually moving towards standardization and professionalization, while also providing consumers with more choices and better services. this refresh helps improve the image and trust of the entire industry.
“the emergence of new anchors has injected new vitality into the industry.” zhan junhao pointed out that the success of anchors does not happen overnight, but requires continuous efforts and correct public relations crisis management. regarding this phenomenon, we should be cautiously optimistic. we should not only encourage the innovation and development of new anchors, but also guide them to pay attention to public relations crisis management to avoid repeating the same mistakes.
"excellent anchors need to have a keen sense of crisis, good communication skills and a sincere service attitude to effectively avoid 'rollover'. they should always pay attention to market dynamics and consumer feedback, and adjust their strategies and behaviors in a timely manner." zhan junhao said .
as a form of e-commerce, live streaming has developed from a shopping form that was novel to consumers when it first appeared to a common shopping method in consumers' lives today, bringing a lot of convenience and convenience to consumers. fun, with the development of the market and changes in consumer demand, the live streaming industry is also constantly "evolving". in addition to the "updating" of anchors, live broadcast content has also expanded from a single product display to a story-filled and cultural one. explanation, and at the same time, new technologies and new forms like virtual anchors have emerged.
"the live-streaming goods delivery industry is also moving from the pseudo-cost-effective approach of 'the lowest price on the entire network' to a quality-price ratio market where good goods are not expensive or not too expensive." on september 29, industry analyst zhang shule told an upstream news reporter express.
"in the future, the live broadcast industry may develop in a more standardized, professional and diversified direction. at the same time, with the advancement of technology, the form and content of live broadcasts will also be richer and more diverse," bai wenxi said.
qi xin, upstream news reporter
