Live+expansion, shake the next battlefield or in the industrial layer

The acceleration of short videos/live broadcasts with various industries has extended from e -commerce and local life to more fields. When competition enters the stage of the stock game, is it still a wise move to settle in the live broadcast platform? What kind of content and expressions will be more vitality in the future?

Author | Wang?

Edit | Liu Yang

"I sold more than 40 million in the real estate project alone. The boss of the group said 'I was impossible, I had to check'. As a result, my performance had no water at all. They just called me 'God of Wealth'. "

Recalling a experience of selling houses on the line from offline, Lu Qingyun, who was still working at the time, was shocked to the high -level company of the company at the time because of excess sales tasks.

The biggest "hero" behind this is that he was just a quick account account "Lou Wang said the house" who had just tried a try mentality. Today, Lu Qingyun has established his own real estate sales company to focus on online live sale. In 2021, there were hundreds of houses sold in Kuaishou, and the turnover exceeded 130 million.

Of course, Lu Qingyun and its real estate sales industry is not a single field that Kuaishou values, "Liu Chao Multi-Super Brother" (recruitment), "territory Ami" (agricultural), "Mr. He who sells cars" (second-hand " Car) ... to support professional anchors and scarce content in different fields, it will become a topic that fasts throughout the year.

This is very different from Douyin's efforts to create a fast -moving consumer ecology and entrepreneur transformation and live broadcast. The fast hand is still adhering to the "mass route", and the "old iron economy" is carved from the reappearance of the goods to the selling community, selling services, and even matching resources. So that you start to soak to the industrial level through individuals.

At the moment everyone is shouting "traffic without dividends", is it still a wise move to settle in the live broadcast platform? How difficult is the content creator to achieve cold start and secondary advanced advancement? In the process, do they have "leverage"? What kind of content and expressions will be more vitality in the future?

The growth history of various anchors on the fast hand may become a reference.

1. New "production relationship"

The continuous decrease in the threshold of the video content and the increasingly tolerant of online culture has made the "elite perspective" no longer the only expression in the Cyber ​​world. Their individual narrative system.

This is a component that cater to the "general trend", but to a greater extent, this is related to the collective "failure" of the offline models including real estate, automobiles, and recruitment. The online live broadcast seeking "break the situation" has become the first incision they think of.

Lu Qingyun is a real estate salesperson from offline service all in to Kuaishou live broadcast. In the year of the epidemic in 2019, Lu Qingyun first exposed to live broadcast. Although it was a new thing to move this commodity of large asset -like products at that time, there were several real problems in front of them-

In the first time, the house is not lipstick after all, and the price of millions of dollars is invested. Even if consumers arrive at the scene, it is difficult to make decisions easily, let alone watch online live broadcast;

Secondly, in a strict sense, the house belongs to non -standard products. Even the same building and the same unit will have deviations due to different floors and orientation, which directly affects the price; these will directly affect the price;

Third, different real estate sales personnel's understanding of the house itself, the description of details, and the grasp of user needs will be more or less deviated.

At first glance, live broadcast+real estate seems to have no advantage. To really do Lu Qingyun found that short videos+live broadcast reduces information asymmetry and fills the scarce vacuum of village and town intermediary service agencies. By turning itself into a consultant in the live broadcast room, it is easy to establish trust with users and gain more. While buying more house clues, it has greatly improved the viewing rate and conversion rate.

In Lu Qingyun's view, the first time the user entered the live broadcast room, it would not have a sense of trust in the anchor, but under the continuous output of the professional knowledge of the anchor, if the user can enter the live room for the second and third time, at this time It will increase a lot, further, and the probability of transactions will also become higher.

Due to the service experience accumulated offline before, Lu Qingyun did not rush to success after opening the fast account account "Louwang Saying the Room". "Precautions for contracts", "Latest Policy Interpretation" and so on. After insisting on the update for 3 months, his "Louwang said house" fans have reached 40,000.

At that time, he wouldn't think of it, from only three people interacting with users to sell more than 60 houses through live broadcasts, only one year in the middle. At the same time as popularity, fans kept asking him to buy a house, and even some fans wanted to hit him with 800,000 first payment, which made him realize that it was time to move the "business disk" to online.

Since May 2021, he has completely broken down the real estate intermediary business and bets all resources in the online model of "live broadcast houses". Today, his "Louwang said the house" fans are close to 140,000. From the perspective of the live broadcast history on the fast -handed platform, Lu Qingyun still maintains a live broadcast interaction of more than 3 hours a day.

Like Lu Qingyun, the veterans Liu Chao also came into contact with live broadcast in 2019. He is involved in the recruitment field. During the epidemic, when he was entrusted by his friends to a group of workers to a foreign factory, he found that the way workers were looking for a job were limited, and these channels were sometimes not reliable. To connect the factory and workers live, the two parties will have more choices.

With this idea, Liu Chao shot several job search cases into videos and posted it on the fast-hand account "Liu Chao Manpower-Super Brother". Private letter. Unexpected high playbacks and interactions made Liu Chao realize that in the fast hands, the value of the content has risen to a new "production relationship", with market demand as a fulcrum to pry open more business opportunities.

Since then, Liu Chao has visited many labor -intensive cities such as Suzhou, Kunshan, Wuxi, Changzhou, Ningbo, etc., to further understand the latest needs of factory employment and employment; to form a team and learn about video content operation knowledge. In November 2020, Liu Chao officially opened the live recruitment business with his "Liu Chao Human-Super Brother".

In the past year, the number of "Liu Chao's Human-Super Brother" has exceeded 770,000. While successfully introducing 14,000 blue-collar groups to work, it has also achieved a company's income of 2 million yuan.

2. Order, no longer "destiny theory"

Whether it is Lu Qingyun, Liu Chao, or tens of millions of content creators in the platform, today's fast hands have presented two extremely explicit problems in terms of content ecological construction-

First, compared with other pure entertainment content ecosystems, the proportion of creators with professional field knowledge and quality in the fast hands has continued to increase, which will make people's content itself, products with content as the carrier, and the platform itself. The aesthetic experience will have higher requirements, and then raise the ceiling of the entire industry.

Second, no matter which vertical track of the content creator comes from, even if it is a non -popular professional field such as "selling houses", "selling cars", and "matching recruitment", the common confusion you face is not clear enough to clear platform governance rules. Traffic distribution rules, thus lengthen the exploration time and consume the patience of creative creative. Wang Jianwei, senior vice president of fast hands and head of the main station business, speaking, "Everyone does not want to explore in a dark and chaotic world."

In response to these two issues, Wang Jianwei announced at the 2022 photosynthetic creator conference to comprehensively upgrade the creator service at the level of resources, products, and at the same time opened the internal test of independent apps exclusive to the creator to further promote the standardization of the creator service. The review and traffic rules are more transparent, allowing creators to know more clearly what content on the platform is on fire, what content can make money, and why others can get more traffic. "

This means that on the short video platform, the starting volume may no longer be a "destiny theory".

At this point, Liu Yuanjie, the young man "Titan Ali" in 1997, had a good say. In the autumn of 2019, Liu Yuanjie, who ran through the boat, worked, and created his career, was full of exhaustion, and went to Xinjiang to treat "mental internal consumption" with the invitation of his partner Alemu. He was cured by the beautiful scenery of the local cuisine as the second hometown.

During the period when I stayed in Xinjiang, the fragrant pear produced by Ami Mujia could not be sold, and Liu Yuanjie took him to sell the pears live. When it was best, he could sell more than 6,000 boxes a day. This is also the predecessor of Liu Yuanjie's quick account "Territory Ami".

One year since then, the "Territory Ami" account is tender. Until July this year, Liu Yuanjie became popular because of the "background too fake" because of the fast -backing mechanism and the guidance of the operation team in the fast -handed community, and quickly came out of the circle. On July 25, Liu Yuanjie lived in the live broadcast of the live broadcast room, and more than 37 million people were watched in 3.5 hours. Ten thousand.

Regarding the night's popularity of "Territory Ami Mu", many people may think that it is more accidental accident. However, it must be acknowledged that no matter what kind of accident, there must be some inevitable afterwards. This inevitability is the sensitivity of the fast -handed and content creator potential.

Since its establishment, the platform has always emphasized the "high -quality content -oriented" nurturing recommendation mechanism. With the acceleration of commercialization in the past two years, this standard is further deepening. This underlying logic has not changed so far, and only the changes are the "assisted" means of the content creators.

For example, Kuaishou announced the upgrade optical plan recently, which will take out one billion cash and 100 billion traffic subsidies for this year;

At the same time, launch the "fast -handed star", excavate and support high -quality high -quality creators, through the four basic rights and interests of the four major service benefits of the bottom of cash, 10 billion+1 billion+1 to 1 exclusive service treatment, accompany them all the way growing up;

Another example is the exclusive independent APP (internal test) of the creator to meet the full process needs of creators from inspiration to capturing creative management analysis and then development proposal, and drive the overall improvement of the creator service by "standardization".

According to the official data disclosed by Kuaishou, as of June this year, the number of creators of fast -moving thousands of fans exceeded 2 million, and the total number of creators fans was 263.9 billion; more than 6 million creators received 100 billion traffic support in Kuaishou, with a cumulative increase of more than 15 billion; For three consecutive years, 20 million creators have achieved income each year. The total income of fast -handed creators has increased by 25.3%year -on -year in the past six months. 3. Broken "zero sum", stand quickly on the new battlefield

In the past five years, the short video track and Douyin have become two giants.

Strictly speaking, the quick shake is almost relying on a large number of UGC content and background recommendation algorithms to form a set of operating mechanisms. The difference between the two is that the fast -handed tendency to decentralize distribution, the community atmosphere such as grounding, real, and life -like, and shaped "old iron" and "family members"; Douyin is more inclined to centralized distribution, pay more attention to content consumption, and pay more attention to content consumption, and pay more attention to content consumption. trend.

No matter which platform on, maybe many people have discovered such a rule, that is: highly related to topics such as life show, entertainment gossip, and inner roll anxiety, and often get high attention in the short term. But generally no more than 2 or 3 days, this kind of heat will fall cliff -like, and those who become popular for a while are often a "meteor", which is fleeting.

To this day, creators want to continue to grow on the content platform, not only need to have the content production capacity that is not easy to be replicated, but also requires the platform to be more transparent, open and security. Whether it is the upgrade of the creator service team, or to create an operating APP exclusively for the creators, it reflects the problem -solving logic of fast -handed "companion growth".

It must be acknowledged that today's short videos have already become a new generation of production tools after humans shovel and mechanical equipment, and are applied to various fields such as sales, customer service, and resource matching. In particular, this new production tool system is using "content" as a fulcrum, constantly reshaping the supply and demand relationships in many industries such as merchants and consumers, factories and workers.

"Lou Wang said the house", "Liu Chao Human-Super Brother", "Territory Ami Mu" today's influence is enough to confirm this: even if it is not content and professional background, even if you have limited knowledge of live broadcast tools, you can still be good at through yourself. You can still be good at through yourself. The way to break the asymmetric "pain points" of information in all walks of life, and achieve the "anti -wind turning" in the career.

It is not difficult to see from the signal released by the Kuaishou 2022 Guanghe Conference that when the platform considers how to help the content creator to effectively realize the realization, it will no longer stay at the level of individual accounts. Multi -creators enter the industrial chain and business links.

This is expected to drive people in more professional fields and enterprises in various industrial chains behind them. With reference to some successful cases currently in the Kuaishou platform, try to seek their own online "channels".

For most content platforms, its embodiment of social value may still focus on the "garden" that still focuses on the construction of fast -moving goods, but in fact, the accelerated integration of short videos/live broadcasts with various industries has been from e -commerce and local locally. Life, extend to more fields. When the competition enters the stage of the stock game, the platform wants to break zero sum, "live broadcast+" has become an unavoidable battlefield.

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