Behind the seemingly beautiful scenery of the shippers, there are a lot of unknown bitterness, and their bodies are overdrawn by the high-intensity work all year round. Live delivery is undoubtedly one of the most popular industries in 2020. According to relevant data, in the first half of this year, there were more than 10 million live e-commerce events in China, with 400000 active anchors and more than 20 million goods on the shelves. Live broadcasting with goods has become a new engine for the development of e-commerce. < p > < p > and the anchor industry is favored by many people because of its low threshold and high income. Under the impact of the epidemic, traffic stars, government and enterprise officials and other people have joined the wave of “national live broadcast”, further intensifying the industry competition, and constantly mining and refreshing the anchor’s carrying capacity. < p > < p > however, behind the seemingly beautiful scenery of the shippers, there are a lot of unknown bitterness. The high-intensity work all year round is overdrawn their bodies. Wei Ya, who is in the head of the industry, has never dared to go for a physical examination. Li Jiaqi has repeatedly suspended the live broadcast for physical reasons. < p > < p > recently, through communication with a number of anchors and insiders, blue whale TMT reporter has explored some industry rules and insider information about live broadcasting with goods, which reveals the current survival and health status of the anchors with goods. < / P > < p > since this year, under the “housing economy” caused by the epidemic situation, a batch of flow stars have entered the bureau to bring goods, and “star live broadcasting with goods” has also become one of the key words in the industry. < / P > < p > in April this year, CCTV took the lead in opening a special public welfare live show with goods. CCTV hosts and a number of artists joined in, and the transaction volume of several live shows exceeded 100 million yuan. In May, Liu Tao, as the chief preferred officer of juhuasuan, began to carry goods live on Taobao, with a 3-hour sales volume of 148 million yuan. Subsequently, various traffic stars and brand spokesmen have joined the ranks of live with goods. < / P > < p > at the same time, various live broadcasting platforms have also introduced a series of supporting policies to attract stars to join. Such as Taobao live launched the “Star project”, to increase the introduction of stars; shake voice was first signed tiktok, Luo Yonghao and other famous figures to carry live goods, and later launched related support activities. < / P > < p > according to incomplete statistics, as of 618 this year, nearly 1000 traffic stars have appeared in live broadcasting rooms or e-commerce parties on major platforms. Liu Tao, Chen he, Li Xiang and others have set up exclusive live broadcasting rooms. < / P > < p > Why do stars choose to start live broadcasting this year? An industry observer said that in recent years, the film and television industry has been significantly impacted, and the epidemic situation has exacerbated the film and television winter, so the stars choose to start live broadcast to increase exposure. Beijing News previously reported that the income of a live broadcast by waist artists is generally 6-digit, which is higher than that of recording a variety show. Meanwhile, the live broadcast can also obtain corresponding publicity resources, which can be described as killing two birds with one stone. However, the effectiveness of star live delivery has been criticized repeatedly. According to relevant reports, the pit space fee for Luo Yonghao’s live studio is 600000, and that for Li Xiaolu’s first show with goods is 300000. < / P > < p > “the pit fees of stars are basically concentrated in the range of 300000-800000, which mainly depends on the fame and traffic transformation of the stars. For example, some spokesmen who have cooperation with the brand may be relatively low, but they are still very high compared with the anchor.” The head of a MCN agency told reporters. < / P > < p > to some extent, stars have played a role in driving traffic growth and realizing sales transformation. However, there are only a few stars who can really take charge of their own affairs. Most of the stars’ live broadcasting performance is not good. The fans and onlookers gathered in the live broadcasting room, rather than consumers. < / P > < p > recently, the topic of “Zheng Shuang’s emotional loss of control and interruption of live broadcasting” has been at the forefront of hot search, which has once again aroused the public’s doubts about star live broadcasting with goods. Plus Luo Yonghao, who took the lead in the sound of the live broadcast, turned the car on the spot. Li Xiaolu, Lin Yun and other tiktok live the first show, and the data were not expected. Li Xiang and Xiao Shenyang had poor performance in the live broadcast. The star brought goods to the awkward situation of high topic and low sales, high pit fees and high turnover rate. < p > < p > analysts say that for some stars, they are not familiar with the products and lack of professionalism, which makes them become “tool people” next to the anchor. With more and more stars entering the Bureau, consumers will tend to be rational, and the bonus brought by star halo will gradually fade away. < / P > < p > “the industry of live delivery is developing rapidly, and there are many opportunities to make money, but the polarization is too serious. There are only a few who make money, and all the rest are “losing money to earn money”. Everyone’s doing live broadcasting, and I have to keep up with the times, but I don’t know when I’ll be able to make it. ” Taobao clothing shop owner and anchor Xiao Zhao said to reporters. According to the boss direct employment report, in the first half of this year, the average monthly salary of anchor with goods was 11220 yuan, which was at a high level among all posts in the industry. However, there is a serious income polarization in the industry of live broadcasting with goods. The income of anchors in large MCN institutions has significantly increased the average value. 71% of the anchors earn less than 10000 yuan a month. It is normal to work 10-12 hours a day. < / P > < p > “I’ve been a anchor for a whole year. I’ve been broadcasting for 357 days, with an average of four hours a day. Taking into account the work of re ordering, selecting goods and docking with manufacturers, I work at least 10 hours a day. The reason why I didn’t sow it for a few days was that my body couldn’t stand the high intensity and frequent changing clothes, and my whole body was allergic and had a rash. ” Speaking of this, Xiao Zhao sighed. “I don’t want to work so hard, but I can’t help it. The industry has too much liquidity. If you don’t broadcast it, the audience will forget you.” < / P > < p > at present, there is a judgment in the industry. In the Gmv of Taobao live broadcast every night, Weiya accounts for 30%, Li Jiaqi accounts for 20%, and the remaining 50% is the market for all anchors. From the popularity ranking of Taobao 618 live broadcast this year, it can be seen that the popularity of Weiya and Li Jiaqi (the comprehensive consideration of fans’ attention, shopping guide transaction and other indicators) is more than 10 times of that of the second echelon, and the turnover is also several times more than that of the second echelon, and the fans have strong stickiness. < / P > < p > an industry insider told reporters that in Taobao live broadcast, on the one hand, the volume of transactions guided by the anchor and the record of continuous live broadcast will affect the recommendation weight of the next day. Even head anchors like Weiya and Li Jiaqi have more than 25 broadcasts per month. < / P > < p > on the other hand, for Taobao, efficiency is more important. The purpose of traffic allocation to the anchor is to promote transaction. “It is not cost-effective for Taobao to allocate traffic to too many small anchors, but it can’t be sold. The pursuit of efficiency and the aggravation of Matthew effect further squeeze the survival space of small anchors.” These people pointed out. < / P > < p > a number of Taobao middle and low-end anchors told reporters that most of the live broadcasting is not making money, and the anchor and the manufacturer have stepped back to earn more traffic and strive for better recommendation positions. < / P > < p > “for beauty makers like us, the price of goods is already very high. After live discount, it is almost the selling cost price. After taking into account the human resources, logistics and other basic expenses, they still have to pay back. I can’t afford to hire an anchor. I can’t help but come by myself. ” A beauty shop owner and anchor sighed. Tiktok,
, Taobao, jitter, and fast hand are also interested in supporting Kwai Chung in the middle and the middle of the world through the creation Festival and traffic resources. Taobao live sophomores said that they hope to quickly support a group of potential mid waist anchors and enrich the head anchor team through a series of combination boxing such as content planning, crowd delivery and channel exposure. However, according to the survey data, the head anchor lineup has not changed. < p > < p > at 1:30 a.m., Yueyue, who just finished the live replay, was interviewed by the reporter. “I just had a four hour live broadcast. From seven o’clock to eleven o’clock, I have been standing to show my clothes to the audience, and I have to keep talking. Now my throat hurts. Do you mind if I keep my voice down?” Yueyue apologized and coughed. < / P > < p > “in less than 50 days, it’s double 11. All of us in our team are driving full power to prepare for the double 11. Recently, we have been broadcasting live for nearly a month, and the intensity is really high. It’s not that we don’t want to be interviewed, it’s because we’re really tired. I don’t want to say a word now. ” Yueyue, who is 169 in height, is a standard fitting model figure. Her skin is white, her legs are long and her personality is cheerful. She has accumulated a large number of fans since she started broadcasting for half a year. < / P > < p > “after graduating from university last year, I had been waiting for work at home. I got a chance to be a anchor with goods. I felt that my appearance and figure were OK, and the anchor threshold was not high, so I wanted to try it first.” When talking about just starting to be an anchor with goods, Yueyue recalled, “at the beginning, I signed a contract with a MCN organization, and I could only get basic salary every month, with almost no commission. It was about 4000 yuan, and I couldn’t support myself.” < p > < p > later, Yueyue resigned and went directly to a Taobao clothing store for an interview. The clothing store settled the salary according to the basic salary, the clothing sales commission and the bonus. With the motivation to make money, Yueyue quickly put into her new job. “In the previous month, there was almost no fan growth, and the sales volume was very low. But after a live broadcast, fans and sales have gradually come up. Now I basically get 230000 yuan a month. But now there are also a lot of small problems in the body, do not broadcast occasionally to the hospital for examination. ” Yue Yue said. Xiaolin, another Taobao women’s wear shop anchor, is not so lucky as Yueyue. She has been diagnosed with chronic gastritis, laryngitis, vocal cord damage, lumbar muscle strain and other diseases by the hospital for two years. < / P > < p > “in fact, there is no threshold in this industry, but all we see are young girls. Because this line eats the youth meal very much, the age arrives the body to be unable to eat. Secondly, the anchor should not only be able to chat and be willing to bear hardships, but also have professional knowledge. For example, in our industry, we need to understand the style, fabric, style, wear and fashion trend of clothing. ” Kobayashi told reporters. < p > < p > since the beginning of this year, the news that the head anchors such as Wei Ya and Li Jiaqi are on red light has been frequently searched. For a while, the topic of how to balance the body and work of the anchor is endless. Behind the brilliant aura and achievements of the anchor, there is pressure, hard work and overwhelming criticism that ordinary people can’t bear. “365 days a year, I broadcast 389 shows. 24 hours a day, I live every 5 or 6 hours, just because I dare not rest. ” Li Jiaqi had tears in her eyes during the interview. < / P > < p > the same is true for the head anchor, not to mention the middle waist anchor of each platform. Taobao tiktok has been broadcast live for 7.92 hours a day on average, and 33.8 times a month, ranking the three largest platform (Taobao Kwai quick). < / P > < p > for the anchors, every live broadcast is very important, and they will not be taken lightly because of their high morale. In addition to star traffic, people from all walks of life participate in the wave of “national live broadcasting”. Only by continuous efforts, even overdraft of their health, can the anchors not be “hit on the beach” by the backward wave.