Liu Tao, Li Xiang, Chen He and other celebrities are off the air!

The lively "Double 11" has passed, what did you chop? Has your package arrived, or is it still on the way?

In this year’s "Double 11", shopping in the live stream is still one of the most important choices for many consumers. Among the many live streaming hosts with live streaming goods, the star artist live streaming host with its own halo has received a lot of attention. For example, Jia Nailiang, the data released by his company Yuanwang Technology shows that the total sales exceeded 1.36 billion yuan, setting a record for star live streaming host sales. Last year, Jia Nailiang’s data was 320 million yuan.

In addition to him, according to the data released by Xiaohongshu, Dong Jie and Zhang Xiaohui have sold over 100 million yuan, and Yi Nengjing has sold over 10 million yuan. But there is also a voice that the star is "retreating" from the live broadcast store.

They are busy with live streaming.

According to Dadoduo data, the number of live broadcasts of actor Qi Wei in the last 15 days is 7, and the average sales are about 7.40 million yuan – 10 million yuan. Hao Shaowen has broadcast 8 live broadcasts in the last 7 days, and the average sales are about 500,000 yuan – 750,000 yuan.

Unlike traditional shopping platforms, Xiaohongshu invited actors Zhang Xiaohui, Dong Jie and Yi Nengjing to live stream during this year’s "Double 11". The three explained the goods in a way that shared fashion and details of life. Zhang Xiaohui even donned gorgeous clothes and read the lines of "The Merchant of Venice" in English. This exquisite delivery also attracted many consumers, making Zhang Xiaohui the first buyer of Xiaohongshu’s sales to exceed 100 million.

But taking advantage of the traffic monetization of fame is not without the risk of rollover. For example, during the "Double 11" period, Jia Nailiang’s delivery was questioned by "cutting leeks". On November 10, some netizens said that Jia Nailiang’s live stream claimed that the down jacket of 2,899 yuan was only sold for 449 yuan. The netizens found that on the shopping platform, the price of this model of down jacket was between 220-270 yuan.

In response to this, Hu Shiqi, brand director of Duck and Duck, responded to reporters: "This store is not the official store of our Duck and Duck brand, and the product is not the official product of Duck and Duck. At present, we are already going through the official process of cracking down on counterfeiting reports."

On the evening of November 12, Jia Nailiang also posted a video saying: "This year’s Double 11 is controversial, and netizens question that down jackets are more expensive than offline, but I have absolute confidence in my mechanism."

During this year’s "Double 11" period, the price mechanism of large live streaming hosts has caused controversy many times. Live streaming hosts require merchants to give the lowest price, which may raise doubts about "price monopoly"; live streaming host prices are not favorable, and consumers will complain as "cutting leeks".

Some stars fade out of the live stream

Liu Tao, Li Xiang and Chen He have been discontinued

According to reports, in the past three years, many star artists have experienced personnel rollovers and live broadcasts due to poor delivery and quality problems. Moreover, many star artists have sold goods that are seriously inconsistent with their coffee positions, which has also caused a large number of star artists to choose to withdraw from the live broadcast room.

According to incomplete statistics, at least 500 artists will make their debut in 2020, and stars such as Liu Tao, Chen He, Li Chen, and Qin Hailu have launched new careers. This year is also known in the industry as the first year of live streaming for star artists.

Chen He made a "live stream with something", and brought goods on the same stage as the host Zhu Zhen; Juhuasuan Preferred Officer Liu Tao has the new talent of "Liu Yidao", and the online contract price has reached an annual salary of one million. According to relevant reports, Liu Tao’s live broadcast debut, the total transaction volume broke 148 million yuan.

After all, live streaming hosting is an industry with a strong Pareto Principle, and celebrities are no exception, which is particularly evident in 2022. The vast majority of stars’ live streaming business capabilities soon reached the ceiling, and the platform snatch war basically came to an end. In the later stage, targeted support was no longer provided, and the stars’ live broadcast data began to fall off a cliff.

From 2022, Liu Tao, Qin Hailu, Jing Tian and other stars who were once hot live streaming hosts have left the team or stopped broadcasting completely.

In August this year, Li Xiang posted on Weibo claiming that "I have retired", which made many netizens in a trance. She used to be the first sister of the celebrities, but she has not been live streaming for a long time.

Source | Comprehensive Chengdu Business Daily, Yangzi Evening News, Southern Metropolis Daily, Red Star News, 21st Century Economic Report, etc