Live broadcasting economy has exceeded hundreds of billions of dollars, not beautiful enough to do well, to reveal those things in the live broadcasting circle.
“Television shopping” general sales model, slightly exaggerated performance style, in public dress, dress freely, quickly infected the people around. In front of her, the little round-faced “post-95” anchorwoman “Jialie Queena” is introducing her clothes to the screen. She has been broadcasting live for hours and can hear that her voice has been hoarse, but still full of vitality.
In Shiqiao, Hangzhou, there is a live broadcasting organization named “Nas”. There are hundreds of anchors like Carrie. The total number of fans is more than ten million. There are more than 200 operating teams serving the anchors.
Take Taobao live broadcasting as an example. In just two years, Taobao live broadcasting has achieved a scale of 100 billion from zero. The huge “live broadcasting economy” is taking shape, which not only gives birth to a new industrial chain, but also gives birth to new professions and creates millions of jobs.
Two-hour sales of nearly 300 million
Some anchors have the ability to deliver goods to make people cry.
“Oh buy it, buy it!” “God, What immortal colour is this!” “Wow, that’s great!” Seeing these words, I believe that many girls have brainwashed the “brainwashed” sales picture of “Lipstick Brother” Li Jiaqi. From the L’Oreal counter makeup artist who earns less than 5,000 a month to the webcaster who earns more than 10 million yuan a year, Li Jiaqi spent two years. He also holds the Guinness World Records, selling 15,000 Lipsticks in five minutes.
The female anchor “Via Viya” is another “God” level anchor in Taobao Live. In the two hours after “Shuang11” last year, the sales of her live broadcasting studio reached 267 million yuan, and the sales of her full-time live broadcasting studio exceeded 300 million yuan. The per capita number of people watching each live broadcasting was as high as 2.3 million. The ability to carry goods is even equivalent to a second or third-tier star.
Data show that in 2018, Taobao live broadcasting platform brought more than 100 billion yuan, an increase of nearly 400% year on year; 81 live broadcasting stations grew over 100 million yuan, each of which equals a successful enterprise; five organizations guided the transaction to break 1 billion yuan; consumers’annual consumption record to break 10 million yuan, is a local tyrant purchasing 10 million yuan a day. In just over two years, Taobao live broadcasting has started from scratch and achieved a scale of 100 billion yuan, and will drive 500 billion yuan in the next three years. In order to serve this fast-growing industry, more than 600 incubators have grown up on Taobao live broadcasting platform, most of which are located in Hangzhou. At the same time, a larger “live economy” is taking shape.
Live broadcasting industry is improving day by day
Derived new jobs, new jobs, new industrial chains
In Hangzhou, with live broadcasting becoming more and more popular, Jiubao in Hangzhou has become the “big base of net red”, where hundreds of Taobao anchors and net red people realize their dreams. There are not only netred incubator companies in the area, but also “netred buildings” specially providing dormitories for netred.
In some special markets, live broadcasting has also spawned a new industry chain. Taking the large-size women’s wear market with live broadcasting as an example, in just over a year, the market scale has risen rapidly, and a whole industry chain has been developed, such as large-size women’s wear online store, large-size women’s wear designer, large-size women’s wear factory and large-size women’s wear live broadcasting agency.
Live broadcasting has become a new growth point in the development of various industries in the electronic commerce platform. Taking the clothing market as an example, since the introduction of Taobao live broadcasting in Hangzhou Sijiqing clothing market in 2015, the sales model has undergone tremendous changes. So far, network sales have soared to about 35% of total sales. In addition to live broadcasting, with the emergence of new content industries in recent years, Taobao has created millions of new jobs. As early as 2015, Taobao began to build a service system for content entrepreneurs. In 2018, Taobao registered more than 1.6 million people.
Industry insiders said that in 2019, the whole live broadcasting market will be more mature, capitalized and standardized. Large investment will soon appear. After benign operation, the host will achieve full professionalization, but the overall direction is still the comprehensive upgrading of people, goods and venues.
The Cost of Ten Millions of Annual Salaries for Female Anchors
Work for more than ten hours a day and have no time to fall in love
In the space of more than 4000 square meters of Nash Institution, there are more than ten live studios with different scenes, including live bags, cosmetics and shoes, and “food studios” with fragrance. Among them, the number of clothing Studios is the largest. According to different unit prices and audience groups, there are different decoration styles and scenes.
Almost every live studio, there are “little brother” and “little sister” with lights on, live for fans in front of the screen, generally speaking, a live broadcast takes about four or five hours.
Sunny, a beauty broadcaster of the post-90s generation with 610,000 fans on Taobao live broadcasting, is the head anchor of Nass. The products broadcast live are mainly high-end women’s clothes. In her words, “It’s normal that the sales of single live broadcasts exceed 5 million yuan.” An older anchor like a businessman with a strong ability to take goods can earn more than 10 million yuan a year.
Two years ago, because of the good prospects of the e-commerce industry, businessmen quit their original job of earning more than 300,000 yuan a year in real estate listed companies and became anchors. Xia Heng, head of Nash Institution, told reporters that business belongs to the anchorman of “steady and steady fight, late force form”. “In fact, there is no trick in this practice, that is, perseverance and effort. Can you persevere, whether there is effort or not, whether it is better than others, fans can see it.”
In addition to five hours of live broadcasting every day, businessmen and businessmen have to participate in the early selection, homework, matching, planning and other work. Just a piece of clothing, businessmen and businessmen have to match more than a dozen or twenty kinds of clothes. Almost every day, sleeping time is only five or six hours, and only two or three days a month can rest. “Too busy to have time to fall in love, or you can only find someone in your work environment.” Businessmen belong to the latter.
Fat seawater, can drink five or six cups a time
Read professional books and other people’s live broadcasts when they have time.
In order to gain a foothold in the industry of broadcasting and develop in the long run, only the value is far from enough, but also good content. Continuous output, in order to have more and better expression, the host will take time to recharge their own.