Fast emotional anchor, "harvest" uncle and uncle?

Introduction: The anchor yelled, and "family" chopped his hands.

Produced 丨 Nuke Science Society

Author 丨 Ningxi

At the moment when the live broadcast is popular, the plot "emotional marketing" leveraged most of the consumer market. In particular, more and more middle -aged and elderly people Shen Yan, they not only waited for these emotional anchors to start broadcasting every day, contributed to their attention and watching their attention; more terrible, they would also take the self -directed self -directed and self -directed and self -directed team in the anchor and behind the team. The plot is induced by passion.

In these live broadcast rooms, the content of dog blood, exaggerated performances, and the "cottage" products that are difficult to distinguish are always staged: I am proud of me, I do n’t buy it.

Of course, it is not difficult to imagine that as a marketing "routine" that is only for the middle -aged and elderly people, most of these emotional anchor live broadcast rooms are mostly cottage decks, and even appear on related reports and complaint platforms. Three products. Once the product is sold, it is almost impossible to return the goods and refund in the later period, which makes the children of the middle -aged and elderly people have a headache.

The absurd plot that cannot be forbidden, when you can't persuade you to buy it, when will the "emotional business" of the Internet stop rest?

01 丨 "Passion" place an order

The 55 -year -old Li Jianguo's favorite fast -moving anchor is Erchen. Except for the short video content of the anchor after daily time, almost 8:30 every night, he will watch the "live performance" on the live broadcast room of Erchen on time. Erchen is one of Kuaishou 2021 Top 100 anchors. The platform fans have more than 38 million, and the number of viewers in the live broadcast room are more than 200,000.

In Li Jianguo's opinion, whether it is bitter to persuade the problem to reconcile the problem, or persuade the children to remember the parents of the parents, or to present the true feelings of the world through parent -child identification, most of the content of Erchen is those life full of positive energy and true feelings. Small stories, this made him look completely forgotten.

After a long time, Li Jianguo more and more likes and trust the male anchor. When the plot was interpreted to the climax part, the anchor shouted "Positive Energy and the Family Council" while the anchor hit the iron. Li Jianguo didn't want to think about it, and then clicked into a member of his fan group.

At the end of the live broadcast, we can't turn around. Under normal circumstances, the anchors and team members in various short video platforms will be interspersed with goods in the process of the plot, from underwear, milk, instant noodles to skin care products, health products, etc. Most of the products that support "support are the items needed for people's lives.

However, the live broadcast and selling goods of Erchen are separated. At 8:30 every night, it is a special live performance. During this period The operators are both Erchen and his team. The biggest advantage of doing so is that once a selling account has a problem, it can be transferred directly to other accounts to continue selling goods.

Their live broadcasts are basically "the original price of this product is sold for thousands of dollars, but the‘ family ’s‘ family ’in the live broadcast room has won the great benefits of heaven. Today, we only need XX yuan.” This made Li Jianguo think that buying things in the live broadcast room like Erchen was not only benefited, but also another way to promote positive energy, so he did not hesitate to the next order.

Li Jianguo placed an order in the live broadcast room like "Zhongxun".面对家中越堆越多的山寨货，李建国的儿子李飞颇为苦恼地讲到，“牛奶品牌叫安慕醇茜，钻戒到手200块，相较于质量差，我现在最担心的就是他买那些It is too dangerous to eat things in the mouth. "

"In any case, these are deceived, advise him not to buy anymore, it is useless. He just does not believe that these anchors are just acting, in order to sell those inexplicable products for middle -aged and elderly groups with low recognition skills. "Li Fei said helplessly," My dad always feels that these anchors look so sincere, how could they lie to my money? "

On the short video platform, there are not a few emotional anchors like Erchen. The biggest commonality of this type of anchor is: No matter how complicated emotional entanglement or family contradictions, they can finally be perfect in two or three hours of performances. Concern, at the same time, can also achieve considerable amounts of goods.

Although these live broadcast content wrapped in the flavor of the thick chicken soup, in the eyes of young people, it is just a puzzled farce after another, and even many young people can't help but hit the words "scammers" and "scams" on the public screen. However, the elderly people can't help but have a compassion for the video content. The praise of "supporting positive energy" and "the host is so good" abound, because they always believe that these plots are real.

02 丨 routine with goods

Under normal circumstances, the "development" of these emotional anchors mostly follows such a path: from the relationship between mother -in -law to the derailment of partners, from the support disputes of the elderly to the abuse of the girl by the girl, the more absurd, the more they can "suck fans" and win the viewing to watch the viewing The lively middle -aged and elderly fans clapped their hands. When the number of fans reaches a certain scale, it goes directly into the stage of bringing the goods.

According to an emotional anchor, a live broadcast room with a number of fans is about 10,000 people. Daily income of rewards, cargo pit fees, and cargo profits ranges from thousands of yuan to tens of thousands of yuan. Perhaps the unit price of the product itself may not be too high, but the income of a live broadcast reaches more than 50,000 yuan is not difficult.

On the whole, the income of emotional anchors and their teams is generally divided into two parts: one is fans reward. Such rewards are mainly to attract fans to "encourage" and "support" plots in the process of solving emotional disputes. The other part is the income of transformation of goods. The profit space in the middle is different, but products with high profit margins must be the first choice for anchors. Although emotional anchors solve family problems every day, the facts are far from the surface that look so "positive". What is even more terrible is that the so -called "emotional mediation" is just the guise and chips of the anchors to attract gold. Many emotional anchors will obtain income through live broadcasts, and many of them sell "three -no" products and fakes, and even directly deceive property.

Wang Da's mother is also a fan of the "emotional anchor". The frugal -free old man was completely soft in the live broadcast room, which surprised Wang Da's influence on these emotional anchors. "I found a box of milk at home just now. When I asked, I knew that it was me to buy it at the live room of the Erchen live room during the day."

The picture comes from the respondent

"The appearance of this box of milk is similar to Telun Su, but it reads Olun animal husbandry high calcium+milk composite protein drink. I really heard of this brand." In particular, Wang Da searched in the fast hands according to the brand name, and entered the "Zhongqi Network Specialty Store" to communicate directly with customer service.

The picture comes from the respondent

When asked if the brand has a qualifications such as product qualification certificate and food safety certificate, customer service did not respond directly to these issues. Instead, it said that "our products are monitored by platform monitoring, please rest assured to buy." When Wang Da pointed out that there is no dairy product in the scope of the product/service, the customer service even plays the text game and says that this is a "composite protein drink, not pure milk."

"They will deliberately express vaguely in the product description. By playing the" cognitive difference "misleading consumers, they think this is a milk, but in fact, it is some blend drinks without quality assurance." The online stores opened this dairy product also found that most of the wine and yogurt drinks are unlicensed products, and some are well -known brands directly in cottage, such as An Mushitan's Anmuhin.

Wang Da complained to Kuaishou's official customer service, but the response got it very annoyed. The platform said that they only reported only users and live broadcasts. Their ethics were that the anchor of the live broadcast room was only responsible for bringing goods, and all issues were attributed to the brand. The brand side is for various reasons to oblite the request of consumer returns.

03 丨 Why does it cure?

Of course, there are more harsh ones. For example, some anchors sold expensive jewelry and jade in the live broadcast room before. Merchants and anchors used acting bargaining and bleeding bargaining to perform double reeds, deceived consumer trust, induced their order to buy, and then put the goods again. Packing into fake and shoddy products, even cheap plastic products, sent to users.

Especially during the live broadcast, these anchors often emphasize that every one product is sold will be divided into part of the amount to make charity for people in poor mountain areas. Many middle -aged and elderly people will be soft when they hear these. Tens of thousands of dollars to buy emerald jade, and finally found that it was a fake.

In recent years, various issues have attracted the attention of regulatory authorities and short video platforms, and have launched joint rectification actions.

In March last year, Douyin announced that the platform had punished illegal penalties for selling tragedy, making bizarre stories, and acting hype. In the past 30 days, the platform handles a total of 446 related live broadcast rooms, and 33 violations have been banned. Among them, there are many accounts such as@近 近 近 近,@近 近 近,@近 近 and other fans.

From April to November of the same year, the total number of fast -handed e -commerce companies had a total of over 160,000 penalties for false propaganda, and the strict efforts of false propaganda in October increased by 440%from March. Users reported false propaganda by 41%from March in October. At the same time, about 450,000 users crack down on false publicity in the live broadcast room and fast hands.

At the end of August 2021, the Ministry of Culture and Tourism issued the management measures of the live broadcast industry. One of the provisions is that the online performance brokerage agency (that is, MCN institutions, anchor associations) cannot induce users to consume by false consumption and take the lead in rewarding, and shall not speculate on the income of online performers in the way of rewards and false publicity. In addition, MCN institutions and anchors are also required to induce users to consume by methods such as language stimulus, unreasonable and special treatment, commitment rebate, offline contact or exchanges.

Although the atmosphere has changed greatly, after a lot of accounts have been sealed, shortly after being blocked, they will retire the rivers and lakes by changing the shell and modifying the nickname, and continue to update the works on the short video platform.

There are also many anchors team itself a matrix with multiple accounts. If there is a problem with a person's account, continue to broadcast live in other accounts. For example, the 258 of the Erchen Account suffix means that they are a live family. Shen Yihan is this family. The largest "partner" with the number of fans.

As a short video platform on the head, it is not too early to enter the field of live broadcast and bring in the live broadcast, but the development speed is fast. However, compared with traditional e -commerce companies that are more mature in service management models, Kuaishou's "e -commerce disk" has significantly deviated on related links in merchant management, supply, and after -sales service, and consumer complaints are also significantly more.

According to data from the third -party online consumption complaint platform "Electric Complaint Treasure", in the face of a large number of user complaints, Kuaishou did not take any positive handling. From the perspective of accepting user rights protection cases on the "electric complaint treasure" platform, the problem of fast -handed complaints is mainly concentrated in refund issues, commodity quality, online fake sales, delivery problems, after -sales service, online fraud, false promotions, overlord clauses, clauses, and clauses, The goods are not paid, returns and exchanged difficulties.

Because these issues cover all links before, middle and after, and behind the consumer service chain, many consumers believe that although the fast -looking e -commerce is also a "main road" for commercialization, in the process of monetization Merchant's qualification review and fake delivery after -sales treatment, etc., attach great importance to it.

Judging from the progress of the "Acceptance" module, the efficiency of fast handling related complaints is extremely low. In 2021, only five prosecution cases were processed, which occurred in January, February, March, July, and October. Since 2022, Kuaishou has not handled any complaint cases. In the latest rating of the platform, Kuaishou was positioned as "no rating".

An industry insider pointed out that the content push of the short video platform is based on the algorithm. Once people pay attention to and stay in a certain type of content for a long time, the platform will recommend similar content. In addition, middle -aged and elderly people are not in the number of intelligent device operations, and they are likely to fall into the "hourglass" of similar contents. Naturally, they will naturally be convinced of what they have paid attention to.

In a certain perspective, now the "routine" of cargo on the elderly on the short video platform is more like an advanced version of three -free health products and illegal wealth management products for many years, but compared to direct marketing before, Video content with high emotional projection is the strongest starting point that fully leverages middle -aged and elderly people to hunt and trust weaknesses.

Although from a legal perspective, emotional anchors are not illegal to deceive traffic by telling exaggerated and virtual stories. However, if the anchor will bring goods during the live broadcast, it will become business activities. The restrictions of the law; if you know that the products sold are fakes and "three -none" products, then false propaganda should bear corresponding legal responsibilities.

The "emotional business" on the Cyber ​​network should stop.

(At the request of the interviewees, Li Jianguo, Li Fei, and Wang Da were all pseudonyms in the text.)

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