"Network Broadcast Marketing Management Measures (Trial)" Was Formally Implemented, And The Live Broadcasting Supervision Was More Strict

Recently, fast hand is experiencing a "double heaven of joy and sorrow".

Originally, on the nodes of 618, the major e-commerce platforms were busy with the festival. However, in the "happy event" of 616 and the 10th anniversary, express was deeply involved in the vortex of "fake machines" and "fake goods".

The cause of the matter is that the "cottage machine" sold by fast head anchor "lvsao Pingrong" has been exposed by a large number of consumers, causing public indignation.

Quick to express the mobile phone category launched special governance rectification, quell the farce.

Then, on the evening of June 5, after rebroadcasting again, Simba accused the express platform of "squeezing the anchor and limiting the traffic". He said that he had spent 2 billion yuan to accumulate 80 million instant fans, but now the data is "going from bad to worse". He also complained that the fast hand had changed the rules of flour inflation and brought him a lot of losses.

Although the fast hand side did not respond, it can be seen that the fast hand is indeed breaking the power of the head family, avoiding being "led by them", so that more small and medium-sized anchors have the opportunity to share a share and reshape the e-commerce ecology of fast hand.

But the head of the fast hand anchor with cargo frequency rollover, the anchor also dare to openly "challenge" the platform may not be the last time.

On May 25, China's "network live marketing management measures (Trial)" was formally implemented, strengthening the supervision of "people, goods, and field" in the network live marketing, bringing all kinds of subjects in front of and behind the stage into the scope of supervision, and refining the rights and responsibilities boundaries of the live broadcast platform, live broadcast room operators, live marketing personnel, live broadcast service agencies and other participants.

To build a live e-commerce platform of "people, goods and markets" quickly, there are loopholes in the audit system, so that online celebrities have the opportunity to make quick money and sell fake goods. Fast e-commerce doesn't want to be hijacked by the family anchor any more. In response to the call of national regulation, fast e-commerce is determined to "break a strong man's hand" and innovate the weather. At the same time, it is also challenging its "old iron culture".

　　 01 quick anchor "hit the face", always prick the old iron core

In fact, the story of "Shanzhai machine" stems from the fact that sister-in-law yells and sells in the live room. "Old irons, today we are losing money to get your mobile phone. The price of Duowei 12pro official website is 4999 yuan, and I will reduce it to 899 yuan. The whole network is cheap! On the shelf

Therefore, once disappeared Shanzhai mobile phones, quietly become "hot goods" in fast hand.

When the blogger "Xiaoxin of science and technology" received the dowei 12 pro from his live studio, he found that the mobile phone had no network access license and could not find the relevant number. He recorded the "anti-counterfeiting video" and told the public that the mobile phone sold by sister-in-law was a counterfeit mobile phone: the studio said that the mobile phone had three camera heads, two of which were fake; Known as 8g memory + 128G storage, in fact, only 4G memory + 64g storage. It can be seen that there is the possibility of excessive publicity, wrong goods and even forged access to the network.

With more and more consumers stepping on the pit, Shanzhai machine has also attracted the attention of the fast official.

Although the official order of fast hand forbids the anchor to sell the counterfeit machine, it usually only gives the anchor the punishment of "no selling" and "no broadcasting for a few days". Even this time, it does not punish the donkey sister-in-law.

In addition, the news of fake goods on express is not uncommon. Fans who bought goods in erhu live studio have exposed that the clothes sold by erlv are of poor quality and their shoes are discolored. In order to sell Tricholoma matsutake wine, sister-in-law said that the wine could resist radiation. As soon as the incident happened, Wang Hai cracked down on it. Because Simba had learned from the past, erhu and his wife quickly called Wang Hai "Dad" to let go.

Last year, netizen Ms. Zhao bought 999 gold bracelets, bracelets, earrings and other gold ornaments in the fast hand "Laofengxiang New Year's Day activity shop". But she received, she opened the express, 999 gold into titanium steel material. There were no test reports and certificates such as * * in the express. Ms. Zhao reflected the situation to the anchor and express customer service, and asked to replace the genuine gold jewelry, but the negotiation failed.

Why are there always fake accidents? Why do Shanzhai products have the opportunity to be popular in fast hands? Maybe the answer lies in the world of fast anchor.

Su Hua once said, "fast e-commerce is based on trust."

This kind of trust is reflected in the unique family atmosphere of Kuai Shou. For example, the anchor Simba's experience of taking goods is like a cool article. His team is actually the operation mode of MCN. However, his external role is a big parent, accepting the apprentices such as egg, cat Sister and Shi Da Mei. He often performs the drama of the apprentice kneeling down to the master and embracing and sobbing in the live room.

After Simba was "renovated" in March this year, the trust of fans was not as good as before, and even the situation of live broadcasting was "declining". Now, the head players with goods, such as ping Rong, the donkey's sister-in-law of the two donkey family, and little Yi of the card Qi family. They are still active in fast hand, through live broadcast, shouting wheat and other forms of crazy gold. Among them, little Yi was also frequently exposed to sell clothes of poor quality, which once hurt the hearts of fans.

These frequent "live broadcast accidents" and strict external supervision make the express platform anxious. And with 600 million days of live shaking sound, comprehensive extension of the content of station B, the steady progress of the Taoxi system, let the quick hand smell the "crisis.".

　　0 2. Quick hand's "keeping away from the outside and making peace with the inside"

As early as 2016, when the fast hand dau (the number of daily active users) exceeded 40 million, Shuo Yin just started to go online. Two years later, the dau has reached 600 million, surpassing the fast hand. Whale merchants have analyzed "the intersection of live e-commerce: fast hand to the left, shaking sound to the right", in "magic" world of fast e-commerce, "why" fast brand "lacks soul?".

In particular, last year, both sides vigorously arranged live e-commerce. First of all, Shuo Yin charged 20% of the third-party link products in the live room, and then stipulated that talent could only put third-party products on the live room through a large number of star maps. Finally, in October, Shuo Yin completely "cut off" the external chain of live broadcasting, leaving only the shaking sound shop.

According to the white paper on enterprise management 2020, the number of enterprise users increased by 1 million from July to October.

Fast hand is also introducing brand business resources. In 2020, a large number of enterprise stores will be added to attract investment, and preferential policies will be given to businesses, such as the "double hundred" support policy, so as to continuously optimize its own commodity pool. According to the 2020 fast e-commerce ecological report, from August 2019 to January 2020, the number of fast e-commerce businesses increased by 74%, and the number of buyers increased by 68%.

The above platform measures have attracted a large number of new businesses for both sides. Shuo Yin is based on goods and uses goods to circle people; The main force of live e-commerce is family anchor. The transformation of "old iron culture" in e-commerce level is that consumers place orders with "face" and "influence" of broadcasters, rather than product quality. This is one of the reasons why the fast hand is gradually falling behind.

In addition, this year's 618, 616 play method, you can see the difference between shaking fast.

Compared with the new year goods Festival and the pet powder Festival, in this year's 618 promotion, Shuo Yin not only has the exposure combination of online celebrities and stars, but also poured in a lot of resources and support. With more abundant playing methods, preferential policies and marketing tools, it helps businesses to expand product exposure channels, reach target groups and increase conversion rate.

In particular, the tremolo e-commerce focused on the key word "good" with the theme of "new choice for quality merchants". Shaking tone e-commerce is still focusing on brand merchants, which is divided into super live broadcasting room, theme live broadcasting room and brand live broadcasting room to help brands sell at different levels. With the benchmarking cases of brands, the proportion of brands in the main body of shaking tone broadcasting is expanded to attract more players.

If you look at fast hand, "616 quality Shopping Festival" does not set an independent theme. Although it also emphasizes "quality", there is no more detailed auxiliary strategy for the relationship between brand and white card in terms of business policy.

To take it apart, fasthand adopts the same approach as last year's double 11, that is, through the in-depth cooperation between top stars and fast hand anchors, to boost the heat for both sides. For example, invite hard candy girl, Jingtian, Zhang zhehan and other celebrities, such as Yu's eldest son, MI Jie and Bai Xiaobai. Therefore, in the 616 activities, fast hand is more focused on "building momentum" to drive "sales", rather than helping the brand.

As a matter of fact, Taobao also experienced a mixed stage at the beginning, but later came the birth of "tmall" such a brand operation platform. Even so, not long ago, the company "Qianxun" of Taoxi anchor Weiya was fined 530000 yuan for the content and situation that interfered with public order and violated good social customs.

It can be seen that mature e-commerce system and anchor will violate the relevant laws and regulations of e-commerce live broadcasting. Although kuaibao has repeatedly invited stars to settle in, bring goods with them, cooperate with CCTV and promote 10 billion yuan subsidy, the external environment has already changed, and these measures can not completely wash away the impression of "local flavor" and "fake goods"“ "Trust economy" will not make the platform run healthily.

　　 03 breaking the "cage" of the family

As a matter of fact, kuaihu has already planned to "break a strong man's hand" to reverse the atmosphere of the past in the platform, and to solve the "problems left over by history" trapped by the head anchor.

As we all know, there are three main ways to cash in: live broadcast, online marketing services and e-commerce.

The head family anchor has a large layout in the field of live broadcast and e-commerce. However, their taste of "the river and the lake" is so heavy that their vulgar language, acting and selling goods and fake goods have become their labels. Live broadcasting is also the "trump card business" of fast-paced business, but it has been occupied by these people all year round.

In order to make the platform develop more healthily and evenly, Kuaihe "burned" a lot of money last year. In 2020, fasthand will invest 26.6 billion yuan in sales and marketing alone, but the revenue from online marketing services is only 21.854 billion yuan. The former is much more than the latter. Nevertheless, fasthand is still seeking multi-path development, and does not want to be shackled by the family anchor.

By the end of 2020, fast hand's "bone scraping and wound healing" has achieved initial results. The proportion of live broadcast revenue has dropped sharply from 80.4% of the previous year to 56.5%. The revenue share of online marketing services and other services has increased rapidly from 19% and 0.6% of the previous year to 37.2% and 6.3% respectively. By the first quarter of 2021, the revenue of fast hand live broadcasting reward was 7.25 billion yuan, down 19.5% year-on-year, and 8.2% lower than that of 7.9 billion yuan in the fourth quarter of 2020.

At the same time, because the entertainment live broadcasting industry faced more stringent supervision last year, the fast-moving live broadcasting reward business has been tightened. But at this time, the fast hand revenue structure is more balanced, is accelerating to break away from the "shackles" of the head anchor family.

Now the old irons don't give rewards, and the attraction of live show broadcasting to old railway is declining. It's a good time to quickly develop live broadcasting and marketing services, and "cut down" the head of the anchor family.

The proportion of the service fee for the live broadcast extraction of e-commerce on the express platform is still very low. If you can improve the conversion rate of e-commerce live broadcast, you can make a beautiful growth report card.

It is true that Kuaishou did, but the family anchor still gathered here, which made Kuai "press the gourd of live broadcast and become the gourd of e-commerce". As mentioned above, during the promotion of double 11 and 616, Kuai still attached the most importance to "sales volume", "out of circle" and "growth report card". Despite the rapid growth of e-commerce business, the revenue from other services, including e-commerce, only accounts for 7.1% of the total revenue of express, and the proportion is still low.

Therefore, at present, it is the most important thing for express operators to purify the platform and ecology, create a new environment for the old railway, consolidate the foundation of the supply chain, and establish a closed-loop e-commerce business, rather than pursuing growth and realization.

This time, regular mobile phone brands can be changed into "Shanzhai machine", which may give a warning to the fast brand and white brand businesses. In the future, the supervision of live broadcasting will only be more strict. The focus of the state and platform is to swipe orders, poor product quality and false publicity.

As long as they continue to "mix" on the express platform, the head anchor families such as Simba and Erlu will still bow after a burst of resistance, and will rethink the relationship with the platform and users.