Show live broadcast survey: Individual live broadcasts are difficult to survive, and the industry is now operating as a guild

Some people familiar with the industry said that taking live shows as an example, it is difficult for new individual anchors to survive, and most of them will join guilds and other organizations to seek development.

Unlike in the past, a large number of female anchors have appeared at many commercial events recently. They dress in unison and act in unison, with beautiful figures and stunning looks. Every time they appear, they attract strong attention from netizens.

The reporter had an in-depth understanding and found that anchors 'offline huddling is only one aspect, and more huddling behaviors are reflected online. Some people familiar with the industry said that taking live shows as an example, it is difficult for new individual anchors to survive, and most of them will join guilds and other organizations to seek development.

The trend of hosting anchors is obviously becoming a "guild" operation.

Recently, reporters have discovered on live broadcast platforms such as Yingke and Laifang that sometimes anchors will appeal to everyone to go to another live broadcast room to "support" before stopping broadcasting. At the same time, multiple live broadcast platforms have also added the "connection" function, that is, multiple anchors can broadcast live together through the connection; when the anchor broadcasts, he will ask a "friend" to share the live broadcast, and the "friend" is also an anchor., has his own independent live broadcast account.

Regarding the anchor's group behavior, the public relations official of a live broadcast platform told reporters that this phenomenon has begun to spread, and its benefits are obvious and can quickly create a "lively" live broadcast atmosphere.

Zhu Wei, deputy director of the Communication Law Research Center of China University of Political Science and Law, said in an interview with reporters that some online anchors gather together to spread risks. Once the account is blocked, the anchor can use a friend's account to maintain his reputation and popularity.

The reporter found that many of the behavior of anchors forming groups existed in the form of guilds. At present, there are live broadcast platforms that have established guild (family) systems; there are also some platforms that do not provide guild systems, but there are also anchors who spontaneously form guilds.

Zhang Zhanhao, founder of China Cherry, an online celebrity artist agency, told reporters that through the professional packaging and operation of the guild, it can bring other benefits to anchors, such as product promotion, product placement advertising, e-commerce promotion, and even various variety shows., online dramas and offline commercial activities.

The industry has become a red sea where personal live broadcasts are difficult to survive. The

phenomenon of group groups is caused by fierce competition in the industry. According to a report released by Ai Media Consulting in May, in 2015, there were 200 online live broadcast platforms in the China market, and this year this number is still increasing.

Zhao Ruixin, head of the U+ entertainment project of the artist agency, said in an interview with reporters that under the national live broadcast, more people will enter the industry, but the number of people who can truly survive will become fewer and fewer.

The public relations person in charge of the above-mentioned live broadcast platform said that during the live broadcast of the show, it is almost difficult for new individual anchors to survive. In addition to income reasons, the main reason is that the live broadcast atmosphere is difficult to form."If no one watches, the anchor's enthusiasm for live broadcast will gradually die out, which will make it difficult to persist for a long time."

Zhang Zhanhao said that in the past, there were indeed cases where grassroots anchors became popular on the Internet overnight, but the competition in the live broadcast industry was fierce. The original blue sea has become a red sea, and anchors who fight alone will no longer be competitive in the industry.

"Professional live broadcast teams can produce high-quality content, but it is difficult for personal live broadcasts to maintain high-quality live content for a long time." Zhang Zhanhao said.

Team operation can obtain better promotion resources to ensure the anchor

's income. Gu Wenwen (pseudonym), a well-known female anchor on the Laifang platform, has a deep understanding of this. She told Chinanews that she turned out to be alone and has since joined an online celebrity artist agency. The company started official live broadcast two months ago and currently earns more than 10,000 yuan a month.

"I used to try personal live broadcasts, but it basically couldn't reach the homepage of the live broadcast platform. After joining the artist management company, I received a lot of resources, coupled with professional training, so I often received recommendations from the platform, and my income naturally increased." Gu Wenwen said.

Zhao Ruixin analyzed this and said that professional anchors need training, especially in the content production process. Only by working with the team and constantly innovating in content can we gain more opportunities. This is why anchors need to join the team.

How does the guild make money? Cooperate with live broadcast platforms

. The guilds in the live broadcast industry have been mentioned many times above. What is the profit model of the guild? Zhang Zhanhao revealed that part of the guild's income comes from additional rewards from the platform, while the other part comes from the anchor's share. Zhao Ruixin said that the live broadcast platform will give the guild a portion of the commission because the guild is managing and training female broadcasters for the live broadcast platform.

The reporter contacted multiple guilds on platforms such as Qixiu and Zanthoxylum, and most of them said,"There is no need for membership fees, and it will not be divided into the anchor's income."

A guild leader told reporters that the threshold for joining a live broadcast guild is set by the guild itself, and the rules are different. Ordinary guilds only need the anchor to record a live video and pass the screening. "Whether you can obtain recommended resources from the guild in the future depends on the host's own strength."

There is a huge gap in the income of anchors. Most anchors earn several thousand yuan a month

. Many anchors join the guild out of income considerations. Zhang Zhanhao revealed that the current monthly income of most individual anchors is several thousand yuan, while the monthly income of some professionally operated anchors can reach tens of thousands or even hundreds of thousands of yuan. The two levels of differentiation are relatively serious.

The anchor's income comes from the share of gifts given by viewers. During his observation, the reporter found that the number of online viewers varies greatly between different platforms and different live broadcast rooms. The most range is tens of thousands or even hundreds of thousands, and the lowest is only a few dozen. This is the main reason for the disparity in anchor income.

The number of online viewers in the live broadcast room is directly related to the live broadcast platform. For example, Yingke, YY and other show direct broadcast rooms have a large number of people, generally concentrated in about ten thousand people, and the few also have thousands of people; while pepper, strange show, honey search platform direct broadcast room relatively few people.

In early July, Tencent Penguin Zhiku and Tencent App jointly released a report showing that in the live APP, Yingke, YY, etc. are in the first ladder team five; while pepper, stars and other platforms are at the bottom of the industry, user cognition and transformation are relatively low.

Editor: yvonne