Over 300 stars live broadcast with goods, whose ＂cake＂ moved？

Special feature of 1905 film network The upcoming "618" is not only an online shopping carnival day, but also a star gathering day.

According to the announcement released by Alibaba recently, more than 300 stars, including,, and so on, will make a collective appearance in Taobao live broadcast on June 18th.

JD.COM, next door, also released the "618 Star Live Course Schedule", among which Ayanga,, and other stars are listed.

"online celebrity star, star anchor" has become one of the key words in the trend of entertainment circles in mainland China in 2020. Will the participation of movie stars move the "cake" of professional e-commerce anchors? Can industry supervision keep up with the triumphant pace of e-commerce live broadcast?

The star moved the "cake" of the professional anchor?

"Talk shows are just accidents, and bringing goods is true love."At the sub-forum of the "Sir Film Second Entertainment Conference" held in December 2019, the talk show master Xiao Xiao’s golden sentences continued. In the process of chatting with other stars around him, Mix found that before becoming famous, everyone had more or less the idea of selling something online.

In 2020, the head sheep effect caused by the sky-high price of the head anchor, the suspension of commercial activities under the epidemic, the improvement of Internet infrastructure and other factors will pave the way for the opening of the first year of national live broadcast. E-commerce live broadcast is fierce, and bringing goods has become one of the hard-core ways to test the commercial value of star private domain traffic.

"Today, the public no longer feels that live broadcast with goods is a very fall in price thing, and it also accepts this form very much. When star artists see this change, the psychological burden naturally disappears. " Senior film critics, planners and film producers said so.

In April, from the first opening of "Xiao Zhu Pei Qi" to no one can "ancestral blue" me and "Xia Dan", the cumulative amount of goods brought by CCTV news "Thank you for spelling a bill for Hubei" twice exceeded 100 million yuan. The form of star+public welfare+official media makes star live broadcast with goods become a recognized trend from rivers and lakes to temples.

At present, most of the stars are stationed in the online live broadcast as a temporary sideline. The live broadcast of a few stars with goods is to move the number of offline activities in the previous contract with the brand to the online.

Many stars bring goods at the end, does it squeeze the living space of professional anchors?

On the whole, with the gradual fading of the e-commerce dividend period, the star-carrying goods will divert the market share of professional anchors to a certain extent. At the same time, it is not the industry consensus that stars bring goods, and the ability of stars to bring goods often varies from person to person.

"First of all, star anchors are not the same as professional anchors with goods. Some star artists think too simply at first, and feel that after a few hours of publicity, sales will go up. In fact, the essence of e-commerce live delivery is the social YEATION model of red people, which is very intense. Therefore, if merchants really want to bring goods, they may still have to rely on professional anchors, such as the 1+1 model of’ Xiao Zhu Pei Qi’, which can take care of both. " Tan Fei expressed his views on star anchors bringing goods.

In the live broadcast rooms in Viya and Li Jiaqi, the audience can often see the first-line stars, such as Zhu Yilong. This form of first-line traffic star+head professional anchor can often achieve a win-win situation. Traffic stars act as "vases" to attract passers-by, and professional anchors are responsible for diversion and transformation.

In addition, there are also stars moving closer to professional anchors. For example, as the "Chief Optimization Officer of Poly Cost-effective" under Alibaba, the live broadcast was started in Taobao, and the flower name was "Liu Yidao"; The host entered the live broadcast industry with the first domestic live broadcast variety "Let’s Go Beautiful", and the first broadcast attracted more than 20 million people to participate in the interaction and grabbed 156 million sales.

Stars joining the e-commerce live broadcast have both advantages and disadvantages for professional anchors.

While sharing the soup, the star effect makes the live broadcast more attractive to consumers. Under the specialization of the industry, it is not a matter of time to go from a first-line star to a professional anchor. With the resumption of work in the industry, the focus of some stars will return to performing arts.

How to supervise the phenomenon of "rollover"?

High popularity is a double-edged sword for stars to participate in e-commerce live broadcast. Star anchors rely on personal brand effect and fan economic blessing, and their influence is much higher than that of ordinary anchors. Their star aura will also amplify the social discussion of product selection.

Prior to this, although the anchor would try the brands with goods beforehand, the phenomenon of "rollover" occurred from time to time. In 2019, the non-stick pan recommended by a head anchor was pasted on the spot, and the atmosphere was very embarrassing. Some netizens will also be reflected in the live shopping of other anchors, and there are problems such as the inability to find customer service and operators for rights protection.

On March 31, 2020, a survey report on consumer satisfaction of live broadcast e-commerce released by China Consumers Association showed that nearly 40% of consumers had encountered consumption problems in live broadcast shopping, including exaggerated anchor and false propaganda, wrong goods and so on. "Worried about the quality of goods is not guaranteed" and "worried about after-sales problems" are the two major concerns of consumers.

"Although there is no special live broadcast law now, it does not mean that the existing laws cannot regulate live broadcast chaos. The supervision and regulation of live broadcast can be found in the Electronic Commerce Law, the Advertising Law and the Consumer Protection Law. " Tan Fei believes that there are still laws to follow in the supervision of the live broadcast industry.

Generally speaking, anchors are both publishers and spokespersons of advertisements.

Article 56 of the Advertising Law stipulates that advertisers shall bear civil liability according to law if they publish false advertisements to deceive or mislead consumers and damage the legitimate rights and interests of consumers who buy goods or receive services. If an advertising agent or publisher cannot provide the real name, address and effective contact information of the advertiser, the consumer may require the advertising agent or publisher to pay compensation in advance.

It is understood that the Media Shopping Professional Committee of China Chamber of Commerce will take the lead in drafting the first national community standard in the industry, namely "Basic Standards for Operation and Service of Video Live Shopping" and "Evaluation Guide for Online Shopping Credit Service System". These two standards are expected to be officially released and implemented in July this year.

In the future, no matter what form of online video live broadcast with goods, it will enter a fine "regulatory era", with evidence to follow and rules to follow. The formal implementation of these standards will escort the healthy and orderly development of the e-commerce live broadcast industry.