In the second half of the live broadcast, the stars may wish to take the goods

"I got a job wrong, negligent and stupid, I regret it!" On July 26, the artists Fu Shier and Jia Nailiang who participated in a prefabricated vegetable project as an anchor had apologized on social platforms. According to several media reports, the project's initiator was suspected to be the "interesting stage" of the campus loan platform for students who had not repaid.

According to the "2020 China Network Performance (Live broadcast) Industry Development Report", as of the end of 2020, the number of participating live anchors in my country has reached 130 million, and the number of people has increased by 43,000 per day. In addition to merchants and experts, performing stars are also one of the most common types of the anchors with goods. However, in recent years, there have been many "rollover" incidents that celebrities have carried out goods, which is alert.

Should the performing art stars bring goods? In fact, there has been a lot of controversy about this issue.

Some people say that because of the unable to guarantee the control, one of the thunder areas for celebrities to bring goods is selection. The low -cost advantages and emotional resonance provided by anchors can often evoke customers' impulse to buy goods, but most stars do not establish professional teams. They rely on outsourcing companies to complete the selection and measurement work, and have lost their products for product quality. It can be seen that since the stars have carried the goods, many complaints have appeared. "It is not beautiful", and "low price" is naturally meaningless. In addition, some performing arts stars do not do their homework to understand the products before live broadcast; some performing stars spend money to brush data without sales, and the behavior of deceiving consumers makes it difficult for them to recognize.

For merchants, there are also thunder areas with acting stars. A comedy star sells liquor live, places more than 20 orders, and returns 16 orders the next day; a female singer sells tea sets live, and the number of online viewers is nearly 900,000, only less than 2,000 yuan; 800,000 yuan invited a middle -aged actress to sell coats, but the final sales were 0 ... On the one hand, the acting star poured into the live broadcast and cargo track, and on the other hand, the actual conversion rate of many people was not high , I can't even sell the zero of "Internet celebrities". Why is there such a contrast? Perhaps, although they are all in front of the camera, from the performing arts stars of the output spiritual product to the toothpaste toothbrush and clothing and home appliances, they have been selected and loved by the audience.

So why do stars get involved in this field?

A young actor from a child star said very straightforwardly: "Live and bringing goods is really profitable, earning much more than filming." He sold 20,000 single shampoo in 10 minutes to get a turnover of 2 million yuan, of which he belongs to his individual It is 200,000 yuan. There are many celebrities who can draw 15%or even higher shares.

On the one hand, it is related to changes in the number of crews caused by epidemic and industry specifications. On the other hand, such a pile is also a refraction of performing arts stars. In an era of rapid changes, no one wants to be left off by a new track. When he was caught in a storm, Pan Changjiang responded like this: "The old age is so old, catching up with such a good era, I don't want to be dropped by the times, I want to play something young people play."

Standing on this cognition, we will look at whether the acting star should be or can we bring the goods.

First of all, as a new economic format, live broadcast and cargo play a role in expanding domestic demand and promoting consumption. At the same time, it has gradually made many distinctive products in remote areas. Performing stars have the freedom to choose what work to do, especially because of the insufficient workload, choose e -commerce live broadcast as the second occupation or secondary entrepreneurial starting point. Under the premise of following the norms, it can also be regarded as a kind of Active attempt.

Secondly, it is clear that the main business of performing arts stars is artistic creation. Imagine that if you make a lot of money, everyone will run to live broadcast and bring the goods. How many people can still calm down and think about art under the impetuousness of people? The time when those who should have been used to read books and accumulate and accumulate are all occupied by the impetuousness and hustle and bustle of the "one, two, three links". In the long run, where will art go?

Power and works are the "foundation" of performing arts stars. However, in the era of the Internet, some artists without works and traffic have become popular and money in the short term. The topic, exposure, and fan activity are regarded as the KPI of the artist to hype. Chen Daoming, chairman of the Chinese Filmists Association and the national first -level actor, had painfully approved traffic artists at the meeting as "the plastic actor packaged and speculated, and believed that they had a significant negative impact on the Chinese film and television industry.

Only to quit impetuous illness can you create it down to the ground. It is exciting that with the continuous development of the comprehensive governance of my country's entertainment field, the industry's atmosphere and industry ecology are new. Since the live broadcast and the goods have entered the second half, consumers' purchase behavior has become rational, and the irrational behavior of the impulse consumption of celebrities has become less and less; most performing arts stars have also learned the lessons of the "rollover" incident and gradually correct themselves. Mental. However, we must still be alert to the alienation effect that the performing arts stars can bring the goods and bring the goods, which hurts the two industries.

From Guo Jingjing's social media signature of "No goods, not receiving advertising", to Yue Yunpeng's enlightenment of the live broadcast teacher to close the reward function, and then Liu Genghong successfully brought goods to the beautiful life of fitness in the live broadcast ...The composition of the choice, how to choose a wisdom, is a pattern.In the final analysis, no matter which industry is, professional people do professional things.In this set of acting on the set of acting skills, it was "acting" in the live broadcast room that was sincere. We cannot see their future.Xinhua Daily · Jiaojiao Reporter Chen Jie

Picture source: Visual China

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