Too many words, fake traffic … What are the ＂tricks＂ of live delivery？
Xinhua News Agency, Jinan, November 19th, Title: Too many words and fake traffic … … What are the "catty" of live delivery?
Xinhua News Agency "Xinhua Viewpoint" reporter Shao Luwen
In recent years, live delivery has become more and more popular on some short video platforms, and the daily live broadcast time is more than one million hours, attracting many consumers.
However, according to the investigation of Xinhua Viewpoint, there are many techniques and routines in live broadcast, and there are many "moisture" in live broadcast viewing volume and order volume. Industry insiders suggest further standardizing the order of the live delivery industry and strengthening industry self-discipline so that consumers can shop safely on the live broadcast platform.
There are many "routines" for live broadcast.
This year’s "Double Eleven", live e-commerce has attracted more attention. Celebrities and brand merchants from various industries have entered the live broadcast room one after another. Some anchors have been warming up and warming up since the beginning of October, and all kinds of promotional information have dazzled consumers.
The live broadcast of goods seems to be lively and prosperous, but some consumers "spit" and it is not easy to buy things at a low price in the live broadcast room. Under various "routines", the price of things bought may not be much cheaper.
— — There are many live broadcasts. If you want to "kill", you have to watch the live broadcast for half an hour. Zhang Xiaoyun, a citizen of Jinan, told reporters that in order to snap up a "Double Eleven" pre-sale product, she waited for nearly half an hour in the live broadcast room of a short video blogger. "At first, the anchor said that it would be put on the shelves immediately, and it was ‘ Spike price ’ But then the anchor began to introduce other products, and then introduced various activities in the live broadcast room. After more than 20 minutes, the products I wanted were put on the shelves. "
Zhang Xiaoyun said that sometimes it takes a long time to wait for the benefits and discounts mentioned in the live broadcast room, and this is becoming a fixed mode in the live broadcast of short video platforms. Almost every anchor will attract the audience’s attention with words before putting on the preferential products, and then introduce several other products, and then put the products mentioned before on the shelves for sale after a while. If the time cost is considered, it is far less convenient and direct to buy goods on the live broadcast platform than on the traditional e-commerce platform.
Xie Long, a staff member of the Complaints Department of the China Consumers Association, said that in many live broadcast rooms with goods, consumers have spent a lot of time, but things are often not much cheaper, resulting in consumers having no sense of gain and only a sense of loss.
— — You have to play a script to sell things, and "quarreling" and "fighting" are popular. "Do you know how much we posted? Posted more than 20 million. " "Stop posting!" In a live broadcast not long ago, a female anchor shouted loudly in the live broadcast room, trying to stop her partner male anchor from "selling at a reduced price", while the male anchor claimed to be a fan, willing to lose money and subsidize, pushing each other and throwing microphones, and acting almost like a fake.
Similar to this "routine", it appears in the live broadcast room of many short video platforms every day. The reporter saw in some live broadcast rooms that the price of the products launched by the anchor and the partner after a "quarrel" and "shoving" was not much favorable compared with other e-commerce platforms, and sometimes even more expensive than other platforms, but with the "program effect", it often attracted the attention of consumers. In the live broadcast room where some stars bring goods, there are often "plots" where stars insist on selling "low-priced goods" for "giving back" fans and have a fight with the work team.
— — There are "catty" data with goods, and some live broadcast rooms have no interaction, but there are many orders. Wang Qi, a junior at Qilu University of Technology, said that what puzzled her was that there were thousands of viewers in some live broadcast rooms, but few people bought the goods on the shelves; In other live broadcast rooms, the number of viewers is only a few dozen, and the products on the anchor shelves are frequently "killed".
Zhang Xiangyang, a practitioner in the e-commerce industry, told reporters that in order to improve the popularity of live broadcast rooms, many live broadcast rooms use robots to brush popularity, or use a large number of brush sheets to increase transaction volume, and then refund afterwards. Especially for small anchors, it is necessary to create the illusion of high popularity through false data, which has almost become the "hidden rule" of the live broadcast industry.
In October this year, Beijing Consumers Association and Hebei Consumer Rights Protection Committee jointly launched a survey on the consumer experience of live broadcast with goods. From the results, there were 100 samples of live broadcast experience, of which 33 were suspected of having false propaganda, misleading consumers by misleading price means and other illegal issues.
Live "acting" training has become an "industrial chain"
The reporter’s investigation found that an "industrial chain" has been formed around the speech training and data fraud of live broadcast; Some trainings are expensive, and the "tuition fee" is as high as 10,000 yuan.
The reporter searched for keywords such as "live broadcast with goods" and "live broadcast with goods" on an e-commerce platform, and found that there are thousands of related teaching courses, speech scripts and other commodities, many of which have sold more than 3,000 pieces. The reporter found a product described as "script writing with goods". After spending 18.8 yuan to buy it, the other party provided documents such as "hundreds of words necessary for anchor foundation" and "script case with goods". It is mentioned in the document that it is necessary to retain the audience with big profits and big red envelopes. After that, don’t rush to sell goods, but try to sell the rest of the goods in the store with a loud voice and quick words, brainwashing the audience repeatedly and stimulating the impulse to buy.
These documents also provide many marketing techniques. For example, the anchor can keep customers by sending so-called "limited goods", but these "limited goods" are just marketing gimmicks, which actually happen every day. In addition, in product promotion, we can make up a "script" to highlight the exaggeration of profit-making, and arrange some robot accounts to be responsible for booing and brushing, thus attracting real audiences to buy.
"Our team has trained many anchors with a revenue of over one million yuan." The customer service of this store said that if further training is needed, it can also pay a tuition fee of 20,000 yuan, and a "professional tutor" provides 15 days of special training.
The reporter contacted a company that provided training courses with goods in Jinan. In the teaching details provided by the other party, there are not only materials such as live speech, but also one-on-one training, traffic support and 50,000 fan accounts. The person in charge of the company said that after the training is completed, the reporter can be provided with a live account with more than 50,000 fans, and in the first week of live broadcast, the number of viewers will be brushed to ensure that the live broadcast heat exceeds 10,000.
Li Bin, a lawyer of Beijing Zhongwen Law Firm, said that there are many problems in the "routine" of live broadcast with goods. Some words are suspected of false propaganda; It is suspected of price fraud to raise the price first and then lower the price, or to create the effect of "making profits at a loss" through exaggerated performances and induce consumers to place orders.
Let the live broadcast bring less "acting" and more benefits.
The reporter learned from Shandong Consumers Association that in the complaints accepted in the first half of this year, the complaints about online consumption have increased, especially in the past two years, with the rapid development of live e-commerce, various consumption traps have emerged, and the quality of some commodities is not up to standard, and the after-sales service of commodities is difficult to guarantee.
The "Research Report on China Live E-commerce Industry in 2021" released by iResearch in September this year mentioned that in 2020, the live e-commerce market in China will exceed 1.2 trillion yuan, with an annual growth rate of 197.0%; It will exceed 4.9 trillion yuan in 2023.
Experts in the industry believe that the live broadcast market is growing, and this industry should be continuously regulated to guide its benign development; Tik Tok, Aauto Quicker and other responsible platforms should be strengthened in supervision, so that they can consciously maintain the order of the platforms and shoulder their legal and social responsibilities.
Xue Jun, director of the Peking University E-commerce Law Research Center, suggested that the regulatory authorities should continue to compact the responsibilities of platforms such as Tik Tok and Aauto Quicker, and promptly guide and standardize the anchors that use non-compliant means to publicize; For repeated violations, it will be included in the blacklist management, forming a deterrent effect.
Liu Deliang, a professor at the Law School of Beijing Normal University, believes that the talent training in the e-commerce live broadcast industry is in a state of "barbaric growth" and there is a general lack of standardized curriculum system; Relevant industry organizations, live broadcast platforms, etc. can cooperate to formulate a number of targeted training courses to guide anchors to standardize the live broadcast content when bringing goods. At the same time, for some institutions and individuals who take training as a gimmick to make profits, charge sky-high tuition fees, instigate false propaganda, brush traffic and other violations, the regulatory authorities should promptly regulate them.
