"Do you know how many we posted? Over 20 million posted!"
"Sold more than 99 million, in order to exceed 100 million, post!"
"Don't post it again! Post it again and it will close down! (Broken sound)"
Looking at the live broadcast of the male anchor and the online battle of the beautiful supplier behind me, the 18 yuan bowl of pho in my mouth almost came out, and then I thought of a very classic sentence:
We know they are performing, they also know that they are performing, they also know that we know they are performing, we also know that they know we know they are performing, but they are still performing.
Well, it's almost comparable to an Oscar-level performance, 9.5 points can't be more.
"Grumpy" anchor, online battle
The live-streaming industry has become a red sea. "Droughts and floods and floods." Someone’s voice was dumb for 8 hours before selling 3 pieces of goods, while the head anchor Wei Ya only needed a few seconds to get The 660,000 tickets for Andy Lau's new movie were sold out, and even the king exclaimed "It's so fake!"
▲ Wei Ya's ability to carry goods stunned Liu Tianwang
In the second half, the waist and tail anchors who were struggling to survive had to do all kinds of tricks to engage in situational marketing. To summarize the routines, there are roughly three types.
1. Quarrel online, create conflicts to attract attention
The brand side gave the live broadcast price of a certain product in advance, and the anchor "played deep" felt that the brand’s price was not kind and "must fight for the interests of fans." Despite the brand’s strong protest, the product was changed to a super low price. Suddenly released a link for fans to panic buying.
At this time, the person in charge of the brand was angry and annoyed. One person vigorously pushed a number of staff who blocked him, rushed into the live broadcast room and quarreled loudly with the anchor, and he was almost ready to do it directly, a kind of "want to tear the anchor" The feeling overflowed the entire screen.
A friend sighed after watching that, without spending money, he could see the bridge of a local TV-level family ethics drama, "There is only a background music, for all the faults of love and attachment, for all the hurts of hate attachment…".
2. Hard concave personality, playing emotional card
"When I was only 24 years old, how did I realize the freedom of wealth by farming…"
"XX is unsalable, save the farmers! I am a minority in the mountains, please help my grandparents."
"Look, this is what I picked from my own field. It's not sweet. You come to me, take a bite, hiss… (gritted his teeth and smiled) It's so sweet!"
"I did not know what the factory at home looked like after I was in the entire university… This is the XX artifact my family made. I heard my dad say that the ex-factory price is 29 yuan a piece. Free shipping for $9, brothers hurry up to buy it, or it will be discovered by my dad."
▲ Maybe this farmer does not know that his portrait is widely used commercially.
In short, the anchor who brings the goods will give himself a personal setting, and the buyer is not buying the goods, but an emotional resonance.
3. Virtual heat creates a sense of panic buying
"Today we only sell XX pieces! What? XX pieces have been sold! Only XX pieces left! What are you waiting for now? Hurry up and place an order!"
With exaggerated facial expressions, body movements, and higher and higher tones, I suddenly remembered the TV shopping program many years ago, and the constant ringing of the telephone.
"What? God! The inventory has dropped again! What? Only XX left?"
▲ E-commerce live broadcast is almost exactly the same as TV shopping many years ago
Don't lie to you, I really have the urge to click on the purchase link, perhaps because it awakened the color TV memories of my childhood summer.
There is a sleeve, the most "fatal"
Just when you complain about "this kind of routine can also sell goods", the anchor will give you a bigger surprise:
"Do you see that, after some operations on our X, the sales data has reached XXX million. This is the most precious thing. We don't make small money, but we make big money if we want to. Welcome everyone to consult, we can teach you hand in hand Get started! Understand the applause!"
It turns out that they are not selling goods, they are selling "routines."
Wei Ya and Li Jiaqi can have a live broadcast sales of over 1 billion. The crazy delivery data stimulates every merchant and practitioners who want to start, but they suffer from inexperience. Many people mainly rely on anchors with better learning data. How do they bring the goods.
This gave birth to a brand-new selling model, which was sold as a "live e-commerce delivery tutorial."
Following the keywords provided by the anchor, I searched a store on a certain treasure, and claimed that there are 153 sets of live streaming skills, which will be updated permanently for free.
At a cost of 18.88 yuan, I purchased this set of materials and felt that I was one step closer to the 100 million small goal of live streaming.
Calmly said, the information is worth the price of 18.88 yuan, and some basic knowledge points of e-commerce live broadcast are basically organized systematically.
▲ The first step of the live broadcast, set the person setting
How to set up the person, what kind of language to use for what product, how to explain the product to customers while avoiding shortcomings, etc., as well as the construction of the live broadcast room, the writing skills of the live broadcast script, etc., can be regarded as conscience materials.
But if you want to rely on this set of materials to become a head anchor, you can only say that it is a better start. After all, the quick "Sunflower Treasure" is not available to everyone.
Bringing goods is not easy
When an industry has the phenomenon of "training new people to make money," it is a sign that the industry has entered a mature period, which means that competition has basically reached a stage of intense competition.
In order to break the siege in the Red Sea, it may be difficult for the rookie anchor to copy Wei Ya Li Jiaqi to "get out". Only when the sword goes slant can there be a ray of "life". Just like when online shopping emerged, opening a store basically meant making money. Later, competition escalated and customers became "immune" to conventional publicity methods, and new models such as drainage and matrix KOL marketing appeared.
Since the development of the mobile Internet, the monopoly trend has become more and more obvious. The dilemma faced by e-commerce anchors is extremely special. On the one hand, they have to directly face the pressure of market competition, on the other hand, they have to accept the fate of being screened and dominated by big data algorithms.
In an algorithm-driven app, how did a live broadcast come to you? The following is a rough model.
To stand out from the rounds of testing, data performance is very important, and the most critical data of live broadcast is directly related to audience behavior, such as the number of viewers, stay time, likes, comments, and so on.
In other words, which anchor can let more people watch, watch longer, and interact more, who can follow the algorithm to come to more people.
This is the reason why e-commerce live broadcast competition has become "intensified" after the fierce competition. It is also helpless to stop the audience with eye-catching elements. Who is unwilling to earn money with dignity.
Rather than saying that there are many e-commerce live broadcast routines, it is better to say that in the face of competition, the shopping industry will eventually follow this path, offline shopping malls, TV shopping, and e-commerce live broadcasts.
We under the big data algorithm
The algorithm connects the anchor on the other end of the screen with us on this end. We are "calculated" by big data just like the e-commerce anchor.
Opening my mother's Douyin, I found that except for the same interface, her Douyin and mine are two different worlds. I went back to my hometown this year. When I exchanged electronic products with friends from my hometown, the two sides exchanged knowledge. Almost all of my knowledge is urban planning, digital products and social issues. Almost all of his skills are in-system workplace skills and Content related to the relationship between husband and wife.
While we are training the algorithm, we are also being trained by the algorithm.
I watched a very interesting foreign TV series some time ago. In the TV series, the big data algorithm "matched" the male protagonist's DNA data with a perfect partner, who turned out to be an old man, and finally found out that the algorithm was wrong. The true perfect partner is a beautiful girl, but before the male protagonist learned the truth, he believed in the "correctness" of the algorithm to some extent, and actually fell in love with the old man.
▲ "Love" controlled and controlled by algorithms
The movie is a comedy ending, but I personally feel a little "thinking about it". When our love is controlled by algorithms, is it really an improvement?
In reality, we are being framed by algorithms in marriage. The Japanese government has published the "White Paper on Countermeasures for a Few Birth Society", stating that young people are expected to participate in blind date activities and increase the marriage rate through AI matching . According to a friend who works as a programmer in Japan, some AI dating software has appeared in Japan. Users only need to enter age, address, annual salary, etc. to obtain matches through big data.
Post-mobile Internet dilemma
Ten years ago, most people were full of longing for the mobile Internet, thinking that it could bring us a better future.
Now, ten years later, e-commerce anchors did not expect that it is the big data algorithm of the mobile Internet that can determine their "life or death".
Five years ago, I was enjoying the convenience of using a mobile phone to take a taxi, but now I am puzzled about the phenomenon that it is cheaper to use a mobile phone to take a taxi.
Three years ago, we compared which takeaway offered more subsidies, but now we find that VIP members pay more for the same takeaway.
I just developed the habit of delivering vegetables to my door this year, and within three months I found that the vegetable market and small vendors around me had disappeared.
The torrent of the times pushes people forward, and the pace of the mobile Internet has never lost to any industry. Under its "innovative change", we are "virtualized and digitized". It is not every body that is valuable. It is the data created by this body. When this body can no longer generate data value, it will be the moment of "social death"-people who cannot integrate into the Internet almost do not exist in this society.
The human heart behind the algorithm is the deciding factor of "technology for good" or "valuation upward."
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