The State Administration Of Radio And Television Issued A Document To Focus On The Management Of The Anchor And Account Number Of The Head Broadcast Room

Luo Yonghao, who has been active in the network for nearly 20 years, may not think that he will be "supervised" as an anchor one day.

On November 23, the State Administration of radio and television issued a document, pointing out that it is necessary to focus on the management of the live broadcasting room, the head anchor and account number, and the live delivery activities with high traffic or high transaction volume, and strengthen the compliance inspection.

Luo Yonghao, the head anchor of shaking tone, is also under supervision.

Luo Yonghao, the "early generation of online celebrities", has experienced the era of online graphics and text represented by blog, microblog and wechat, the era of online video represented by live broadcast and short video, and now the era of live e-commerce.

Luo Yonghao has become one of the few people who can cross the life cycle of online celebrities. It can be said that he has witnessed the "ups and downs" of the entire Internet economy.

Lao Luo himself also sighed: "I am the first generation of Internet red, red to today there is no second."

In the past year, Luo Yonghao, as an anchor with goods, entered the Bureau's live e-commerce platform and became "the first brother of audio-visual products".

It is generally accepted by the industry that online celebrities are often a flash in the pan. The live e-commerce platform is also an industry with online celebrities and traffic as the king.

"If Lao Luo announced to enter an industry, it must not touch this industry, because it will certainly thunder."

From niubo.com, to hammer technology, and to e-cigarettes, Luo Yonghao can be said to have "broken one line after another" and was nicknamed "the industry's dark lamp" by the outside world. Now Luo Yonghao has set foot in live e-commerce for some time. He will become a "hot pursuit boy" again after taking the last bus?

At present, whether it is Weiya, Li Jiaqi, Simba and other top Internet celebrities at the top of the industry pyramid, or the stars, online celebrities and economic companies that have just stepped into the gold rush in the live e-commerce industry, all need to think about this question:

"No man is as good as a thousand days, and no flower is red for a hundred days.".

If one day Weiya, Li Jiaqi, Simba and other popular anchor "not popular", can the industry still maintain "prosperity"? Can there be a steady stream of online celebrities? Can the new batch of online celebrities ensure that the live e-commerce industry will become better and better?

A lantern like "Internet red universe"

Luo Yonghao can't get around the changing history of China's online celebrities.

This is known by the media as "the only remaining early generation of online celebrities", born in Yanbian, Jilin Province in 1972.

After dropping out of high school, Luo Yonghao tried a lot of small start-up businesses. By chance, he took a fancy to the work of "New Oriental teacher", so he closed up for half a year and studied English crazily.

At the end of 2000, Luo Yonghao sent a ten thousand word application letter to Yu Minhong, the founder of New Oriental. After two failed trial lectures, he became a New Oriental lecturer. In the same year, Xinba, a 10-year-old native from Northeast China, was in charge of the family by selling frogs and vegetables on bicycles, showing his talent for business.

Carefully calculated, the online celebrities of the generation of * * were also born in the millennium.

At that time, most of the online celebrities were network writers and writers. Li xunhuan, Murong Xuecun, Annie Baobao, the third uncle of Nanpai and Mingyue of that year were typical representatives.

As a matter of fact, online writers who regard themselves as cultural people are not willing to accept the identity of "Internet celebrities". In their view, there is no hierarchy among people in online forums. They all rely on words and ideas to gain recognition.

However, the Internet world is not as full of rational thinking and humanistic care as they think. The contents that satisfy the low tastes such as funny and ugly appreciation are becoming popular, and a number of Internet celebrities who rely on their words and deeds to "fight for their place" begin to appear on the historical stage.

Such as Sister Lotus, Sister Feng, Houshe boy and other early generation Internet Celebrities, most of them followed such a popular route: entering BBS, BBS, social networking sites and portal sites. After becoming Internet Celebrities, traditional media follow up reports and boost the popularity of online celebrities in mainstream society.

Different from the Internet celebrities who rely on sensationalism to attract attention in China, South Korea, which faces China across the sea, began to standardize the plan to create idol celebrities as early as the 1980s and 1990s.

In 2000, H.O.T., a male idol troupe created by SM, the ancestor of Korean entertainment industry, held a concert in Beijing Workers' Gymnasium. 7000 tickets for the concert sold out in three days, and the trend of "Kazak and Korean" among Chinese began to rise.

In 2004, as an English lecturer, Luo Yonghao was famous for his ability to tell jokes. Students secretly recorded the lecture content and titled it "Lao Luo's quotations", which spread wildly on the Internet.

In the same year, Dongfang Shenqi, who "learned from the same school" as H.O.T., was born, officially opening the era of the "second generation regiment".

With the advent of the mobile Internet wave, the rise of micro blog has created the second generation of Internet Celebrities. During this period, the characteristics of net red were awl face, big eyes, high nose and long legs. The international style of Korean, Japanese and European and American styles constituted the group characteristics of the second generation of net red.

In 2005, Li Yuchun, the first generation idol in China, won the national championship of "super girl voice". Weiya, who has the dream of becoming a star, also participated in the talent show "Super Idol" and won the championship in this year. Two years later, she joined the hip-hop group t.h.p. as lead singer.

In 2006, Luo Yonghao, who was already well-known, resigned and founded the Internet blog website Niubo. With the style of "absolute freedom of speech" and "killing without deleting posts", it attracted a large number of intellectual elites to settle in.

Although Niu Bo network closed down after two years, Lao Luo's reputation did not decrease, but increased, and even began a nationwide university tour.

"Every time I enter an industry, I subvert an industry. I don't need to explain my tough life."

With this famous saying, Luo Yonghao completely became the phenomenon level network popularity of that era.

After Niu Bo, Lao Luo's highlight appeared in May 2012.

This year, he founded hammer technology.

In the same year, Weiya, who quit the idol group, ran more than 10 offline clothing stores in Xi'an. When e-commerce was booming, she and her husband resolutely decided to give up the physical store business and go to Guangzhou to open Taobao store.

At the beginning of Weiya's e-commerce career, Li Jiaqi was still a sophomore in the dance department of Nanchang University. His last part-time job was a shopping guide for L'Oreal in a shopping mall in Nanchang.

After 2012, the domestic trend of "Kazakhstan, South Korea, Kazakhstan and Japan" has given birth to the upsurge of "overseas shopping" in Japan and South Korea. In 2014, Simba, who went to work in Japan, accidentally noticed the Chinese people's enthusiasm for Japanese King's diapers, so he began to purchase a large number of King's diapers locally, and then sold them to domestic purchasers for profit. After returning home, Simba also followed suit and opened a mother and baby Taobao store.

After 2014, the "e-commerce online Red" in the network red circle began to emerge.

Zhang Dayi, a Taobao model, transformed into a Taobao shopkeeper. With her personal clothes and forthright personality, the number of Weibo fans increased from 300000 to 400000 in two years, and the annual income of Taobao store exceeded 100 million.

In the same year, Alibaba increased its support for the "taoniang" business. Weiya transformed herself from a model in her own shop to a taoniang girl, and made tens of millions of store sales during the double 11 of that year.

In 2015, Li Jiaqi, who graduated from University, became a BA (Beauty Consultant) of L'Oreal in a shopping mall in Nanchang City, and was promoted to make-up artist in half a year. Colleagues said: "know how to please girls.".

In 2016, Feng Timo started his career as an online anchor in Betta, known as "Betta's first singer"; MC Tianyou became YY's head network anchor, and two years later, he became a "shoumai * * with an annual income of 10 million yuan; Simba, who has been in business for more than 10 years, has entered the express, and has invested a lot of money to reward the head show anchor of the platform. Through the" second list "and" Lianmai ", he gets the opportunity of fans' diversion, and is in the fast hand Quickly build up popularity.

Numerous live broadcasting platforms and online celebrities have jointly held up a "thousand broadcast era".

After the "thousand broadcast war", the Internet ushered in a short video outlet.

In April 2016, Papi sauce, a popular short video player, set up a MCN organization called papitube after it had paid 22 million ad fees for the patch, and recruited many we media people with similar styles.

In the same year when Papi sauce became popular, Li Ziqi, a girl from the deep mountains of Sichuan Province, made ancient food on the beautiful pictures. It entered the public's view in 2017, and in the following years, it went from domestic to foreign.

In May 2016, Wei Ya, who was already a "Taobao girl" at that time, was invited to live on Taobao by Taobao's sophomore. In the second half of the year, L'Oreal cooperated with one company to test the water online, and Li Jiaqi emerged from more than 200 people.

In 2017, Weiya held a fur special live broadcast with a turnover of 70 million yuan, creating the myth of "earning a suite in Hangzhou overnight".

By 2018, Weiya gradually became the first sister of Taobao live broadcast; Li Jiaqi and Ma Yun PK sold lipstick live, creating a sales miracle of 15000 pieces sold in 5 minutes.

In the middle of this year, Luo Yonghao's hammer technology was facing the fracture of its capital chain, and its debt was once as high as 600 million yuan. The next year, hammer technology mobile phone business was acquired by byte beat, and Lao Luo also became "Lao Lai CEO" because he was in debt too much.

In 2019, after successive failures of e-cigarette and shark print technology entrepreneurship projects, Luo Yonghao turned his attention to the live e-commerce outlet.

At this time, Li Jiaqi has grown into a "global online celebrity". In a short period of half a year, Li Jiaqi has become 27 million fans in the shaking voice circle, and the number of Taobao fans has increased five times. On November 11, 2019, the transaction volume of Weiya live delivery exceeded 2.7 billion, Li Jiaqi ranked second with 1 billion turnover, and Xin Ba Rong ranked first in the "talent sales list" outside the 11 stations of tmall double, and won the title of "selling king" with 400 million turnover.

On the evening of April 1, 2020, Luo Yonghao, a new anchor with goods, completed the first live show in Dublin, with a turnover of over 100 million yuan.

Today, Luo Yonghao stands on the air outlet of live e-commerce, competing with Weiya, Li Jiaqi and Simba on the same stage. Become the one who goes through the life cycle of online celebrities.

"In a country with a population of 1.4 billion, it is very enjoyable to do anything to achieve the top four. Although it's not as good as the first three, the four heavenly kings are also very enjoyable. " Lao Luo said.

With the development of science and technology and the changes of online celebrities, many Internet Celebrities without commercial operation have "fleeting" window of opportunity, and some of them are quickly forgotten after the explosion.

Even for those online celebrities who take commercial realization, it is not easy to go through the cycle of online celebrities and maintain their popularity. They may encounter "collapse of human setup", or be supervised by policies, or live in seclusion behind the scenes, and start the business of running online celebrities, and they fall into silence after "great popularity".

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No industrialized "net red factory"

Entering the era of live e-commerce, whether it is the e-commerce platform, or businesses, or anchor with goods, still can not restrain the desire for Internet traffic.

Just as businesses will package their products as "Internet hot money", trying to attract more traffic attention and bring about purchase transformation, just as in the era of live e-commerce, anchors with goods actively or passively shape themselves into "online Red" images.

Only by becoming the Internet celebrity, can we attract the attention of users in the Internet, obtain stable traffic, and then cultivate the traffic into its own loyal fans, and finally achieve the goal of traffic realization.

Before that, a crop of stars and idols have proved that fan economy really has fertile soil. Nowadays, Li Jiaqi, Weiya and Simba, who are popular in the field of live broadcasting with goods, have also become the successors of this model. The fans of top class anchor with goods are gradually moving closer to the entertainment industry "rice circle".

Different from the "Star chaser" in Chinese people's understanding, the "fan circle" popular in Japanese and Korean popular culture is a fan community with stronger initiative and sense of participation. The way in which "fan circle" supports idols is called "assistance".

Every time a new idol group launched by South Korean entertainment giant SM, it will set its unique aid materials and colors, so that fans can distinguish each other and enhance the sense of group identity and belonging.

Like idol stars, fans of Weiya live room call themselves "Weiya's Woman". Simba once set up his own 818 fan group, while Li Jiaqi not only has microblog super chat, global fan support club, but also has exclusive relief slogans.

Although their official professional name is "network marketer", there is no essential difference between the operation logic of maintaining the popularity of the Internet and idol stars. In order to obtain traffic and maintain network popularity, even anchors with goods need to maintain personal IP as stars.

At the same time, the market has already treated these top anchors as stars. Nowadays, "Weiya recommendation" has formed a brand effect, and more and more outdoor advertisements and Taobao search words will use "Weiya recommendation" as drainage.

Luo Yonghao's team also told the media: "we don't think that live broadcasting is just a sales channel. From the process of our communication with customers, many manufacturers are willing to buy our live slices because the ROI of our slices is better."

However, live e-commerce is still an emerging industry, and the words and deeds of the head anchor are inevitably questioned.

Simba, whose style of conduct is too high-profile, is frequently questioned. The "bird's nest incident" has made it a target of public criticism on the Internet. "Lipstick brother" Li Jiaqi has also been spurted for improper remarks and false propaganda. Luo Yonghao, a new live TV business man, has repeatedly apologized for the car overturning incident. While "good girl" Weiya, although she has no black constitution, is also participating in poverty alleviation Being questioned and hyped in action.

The credibility of the head net red is still questioned by the public, not to mention the tens of thousands of middle and low back online celebrities.

The rapid development of the industry has attracted a large number of gold diggers, and many "wild road" and "guerrillas" have been born. Live e-commerce "rollover" incidents occur frequently, consumers complain constantly, and the compliance of the industry's new formats is questioned by the public.

The flow comes and goes fast, and the speed of the change of Internet red is accelerating.

Online red with goods has become the most common business model of online celebrities on social media platforms. However, at the same time, online celebrities are also faced with "trust crisis" and regulatory risks. The whole industry is still in the initial stage of development and has not formed an industrialized professional operation system, which inevitably makes people worry about the sustainable development of this emerging industry.

In contrast, Korean idol industry, which has been flourishing for a long time, has been continuously iterated to the "five generation group" since 1996, and the driving force for its sustainable development comes from the "standard chemical industry star making" mode, which has a clear closed-loop from selection, cultivation to realization, with strong reproducibility.

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In the 25 years since its establishment, the South Korean entertainment giant SM has been invincible on the road of Star building, and has been interpreting its role as a leader in the Korean idol market step by step. From the launch of H.O.T to the creation of the second generation troupes such as Dongfang Shenqi, super junior and girlhood, then to the three generations of exo, the fourth generation of red velvet and NCT, and the fifth generation of aespa.

Li Xiuman, founder of SM Entertainment, put forward the concept of CT (Culture Technology) as early as the launch of H.O.T. Behind this concept, the process of creating artists is equivalent to factory manufacturing goods. From material selection, processing to sales, it corresponds to the selection and training of artists in the early stage, the production and production of works in the middle stage, and the publicity and agency in the later stage.

After more than 20 years of development, SM's current idol cultivation system has been fully industrialized and adopted by most Korean idol production companies.

Under the logic of "industrial star building", through the IP management of professional teams, young idols become the embodiment of perfectionism, have an indestructible human positioning, and then maintain long-term commercial value; with the help of the replicability of industrial star making, the whole industry has achieved the goal of mass production of "Idol".

This kind of line like star making mode makes the change of idols very fast. Korean music companies, big and small, have new men's or women's groups coming out almost every day. Although the life cycle of these idol groups is limited, for artists companies, the company's brand and group's brand are the real assets.

Can the anchor with goods on the head really copy it?

From Hong Kong, Taiwan and the mainland, the star making mechanism of Korean entertainment industry has been learned by the domestic idol industry, and a new round of "star chasing" upsurge has arisen, and "fan economy" has become a new economic form jointly constructed by stars, fans and brokerage companies.

From stars to online celebrities, the positioning of idols in the fan economy has begun to diversify: artists with professional background and excellent works can become stars; ordinary people with grassroots background and performing talents can be made into Internet Celebrities.

Although there is still a certain gap in commercial value and social recognition between stars and online celebrities, the commercial operation ideas have gradually converged, and the gorgeous turn from online celebrities to stars is no longer a problem.

Compared with Japan and South Korea, the development of China's idol industry is still in its infancy. However, a large number of online Red brokerage companies have begun to absorb the nutrients of "industrial star making" from Japan and South Korea.

After 20 years of development, online celebrities have gradually dissolved their independent "individual" identity, which is different from the single network pusher behind the second generation of online celebrities. In this period, the online celebrities began to move towards the road of preliminary industrialization.

According to the model of MCN, the incubator quickly gathers the popularity of online celebrities or newcomers after professional packaging. After that, the incubation company can contact suppliers, e-commerce and advertisers to quickly realize the popularity of online celebrities and complete the industrial closed-loop.

According to iResearch's classification, the incubation companies of the fourth generation of online celebrities are more vertical: film and television industry type, program production type, advertising type, e-commerce type, serving and meeting the online celebrities in different fields. Relying on the platform and professional advantages, today's online celebrities are more likely to turn their heat into resources: live broadcasting, e-commerce, advertising, signing fees, content payment, etc., and the realization methods are endless.

For example, behind the popular IP of "office Ono", there is actually a huge "Internet red factory" - onion video, which has incubated nearly 100 Internet red IPS. They will estimate the hot track and content through big data comparison, and once it is clear, it will continue to output. The word "realization" will run through the entire IP development cycle.

In an interview, CEO of an online celebrity brokerage company said that 90% of the big V online celebrities on microblogs have teams and brokerage companies. In particular, the realization of e-commerce online celebrities needs people who operate in the early stage of traffic, creative content, and back-end supply chain. Finally, the images and texts produced by the online Red Po serve as a perfect presentation.

Among the numerous flow realization paths of online celebrities, e-commerce online celebrities have been popular in recent years. Different from other types of online celebrities, e-commerce online celebrities are more capable of gathering fans and cashing, and "bringing goods" is their core competence. They participate in sales sharing and even directly create their own brands.

On November 11, 2016, Zhang Dayi, an e-commerce website, carried goods through Taobao live broadcasting, with a turnover of nearly 20 million yuan in two hours. In March of that year, Taobao just launched the live broadcast function. From Taobao model to CMO of listed company, Zhang Dayi only took eight years.

On April 3, 2019, Ruhan successfully landed on NASDAQ and became the "first stock of online Red e-commerce". Zhang Dayi, as a CMO of Ruhan, and the founding team jointly sounded the bell of listing.

However, a thousand troops are easy to obtain, and one will be difficult to obtain.

In the era of live e-commerce, Ruhan failed to continue to copy Zhang Dayi's "myth" and find a way to hatch the top Internet Celebrities in batch. The era of online celebrities belonging to Ruhan and Zhang Dayi came to an end.

In addition to e-commerce online celebrities, many star economy companies, MCN organizations and even live broadcasting associations are trying to "create stars" in batch in the era of live e-commerce. However, through a large number of consumer complaints, it can be found that whether it is star artists, professional content bloggers, or show presenters, their path of trying to transform into a live anchor with goods is not ideal, and "rollover accidents" with goods are frequent.

Just as South Korea's "industrial star making" can make customized programs for different idols, the mainland of China has only learned a little and changed a group of new talent in a season of talent shows. Just as MCN institutions that quickly switch e-commerce tracks correspond to fast-growing anchors with goods, in order to cope with the rapid expansion of the market, some MCN institutions have adopted the form of broadcasting networks, signing a large number of zero experience anchor without threshold, Seven days.

At the level of institutional operation, a special activity is usually planned according to the needs of brand merchants, and a group of stars and online celebrities are contacted to participate in the activity temporarily. After the special live broadcast is finished, a batch of stars or online celebrities will be replaced, which will bring about disputes such as pit fees, traffic fraud, and car rollover.

Therefore, in addition to imitating the industrialized star making path of the entertainment industry, the live e-commerce industry should also form a set of its own playing methods, including hardware and software capabilities. The operation of live e-commerce industry is not only different from the operation of stars and online celebrity brokers, but also different from the operation of traditional celebrity shops.

To sum up, it needs not only the supply chain capability of selecting goods, warehousing and logistics, but also the operation ability of marketing, fans maintenance and IP construction.

Some industry insiders have previously analyzed that live e-commerce and short video content operation are totally two sets of logic. On the surface, both are incubators. However, the essence of live e-commerce is e-commerce rather than live broadcasting, which requires professional staffing and a strong supply chain foundation.

In the field of live e-commerce, supply chain not only refers to the ability to obtain high-quality goods, but also includes the ability to select products and the understanding of product pallets.

"I can't have Internet red, but I'm bound to hold on to the supply chain," says fast head anchor Simba

Luo Yonghao also admitted that many online celebrities and artists entered because they saw the value created by the live e-commerce. However, the final core competitiveness of live e-commerce is that the anchor itself is 1 / 3 important, and the 2 / 3 importance is to compete with the backstage supply chain ability. It is necessary to continuously find good things, and good things should have a good price. This is the core competitiveness.

The live e-commerce, which started in 2016, broke out three years later. Lao Luo, who joined the Bureau in April 2020, obviously just caught up with the last bus.

He is very clear that this air outlet will not last too long. When one or two head anchors with national influence are born for each category, the industry will tend to settle down, and the latecomers are just professional "online salesmen".

Today, the same question is put in front of the head anchor again. Can they copy the next Weiya, Li Jiaqi, Simba or Luo Yonghao?

In the past four years, weia has been operating at a high speed like a precision machine, and the time to stop broadcasting is limited. At the same time, Qianxun, its subordinate MCN organization, is also dispersing the risk of highly relying on the "top stream", and has developed a host matrix of more than 50 people, which is composed of star artists and talents.

Similarly, Luo Yonghao's MCN organization "making friends" also envisages to create a host matrix of "Luo Yonghao + a small number of star anchors + a large number of mid waist drop class anchors", so that each of them can only specialize in one or several categories and continue to be invincible. ".

Although meione, the MCN organization behind Li Jiaqi, is also incubating and bringing goods, it is obvious that Li Jiaqi is still its commercialized IP. Even he himself once said frankly: "because our company can't make another Li Jiaqi, I become one of the company's bosses."

Simba, who has grown up with the help of fast private traffic, has also opened up more than 70 million fans to its anchors through private traffic diversion. In a short period of time, it has hatched tens of millions of fans including Zhao mengche, Dan Dan, Mao Mei and Shi Da Mei. In the whole year of 2019, the total Gmv delivered by Xinxuan's anchor team will reach 13.3 billion.

However, the anchors who have achieved rapid growth through private traffic diversion are not completely independent individuals, more like Simba's "sub bodies". Imagine, if Simba retreats in the future, or "the establishment collapses", can fans still trust these deeply bound family anchors?

"In the early stage of industry development, it's easy for" sales talents "like Li Jiaqi and Simba to" come out "with the help of live marketing scenarios. However, if you refer to the development path of a mature industry, industrialization is the most efficient and stable output path, and naturally it is also the future of star making mode in the live e-commerce industry. Relatively speaking, whether it is IP management, supply chain capability or e-commerce operation, Weiya can better represent the future direction of the industry. " Some people in the industry said frankly.