Stars become ＂senior players＂. Live broadcast should pay more attention to quality.

Original title: After celebrities enter the game, live broadcasts should pay more attention to quality.

"Recently, the weather is so hot that corn has turned into popcorn. You must use air-conditioned Wi-Fi watermelon at home. When you go out, you can make you laugh." As a "senior player" in CCTV anchor, this time, Zhu Guangquan is not broadcasting news, but promoting small fans for the audience. During the May Day holiday this year, he, Kang Hui, Sa Beining and Nigmat formed the "CCTV boys" group, and as the anchor with goods, his sales exceeded 500 million yuan in just three hours.

In recent years, live broadcast has become a new format, and the impact of the COVID-19 epidemic on all walks of life has further promoted this upsurge. "Celebrities’ participation in live broadcast with goods is a manifestation of the increasing degree of social interconnection, and it is a new way of working, lifestyle and art." Wang Sixin, vice president and professor of China Communication University’s Institute of Human Destiny Community, said in an interview with People’s Daily Online’s Entertainment Department that live broadcast of goods is a process of commodity trading, but it is also an activity with public opinion and social mobilization ability. Celebrities should be responsible for the quality of the goods they sell and live up to consumers’ expectations.

Celebrity entry adds another fire.

The appearance of "CCTV boys" is not the first show of CCTV host’s live broadcast. As early as April, CCTV launched three live sales activities to recommend Hubei products: the combination of "Xiao Zhu Pei Qi" with Zhu Guangquan and Li Jiaqi broke the wall, and sold products with a total value of 40.14 million yuan in 2 hours; Later, Ouyang Xiadan and Wong Cho Lam "No one can stop (Zulan) me from placing an order (Xia Dan)" and Zhu Xun partnered with Li Zimeng’s "CCTV girls" combination, which sold products of 61 million yuan and 80.12 million yuan in succession. These live broadcasts not only received real results, but also gained recognition from netizens. Many netizens said that while watching the CCTV host talking about the paragraph while shopping, such a live broadcast can come again.

Two other well-known CCTV anchors, Bai Yansong and Jing Yidan, are not "idle". Bai Yansong points to six private bookstores by means of live broadcast and connection, and "brings goods" for bookstores through live broadcast signing; Jing Yidan recommended books and answered questions in the live broadcast, and promoted various bookstores, all of which received good response.

In addition, many variety shows have also joined the live selling linkage. "Extreme Challenge" guests Lei Jiayin, Yun-peng Yue, Allen, etc. and anchor Viya had a live competition for public welfare to help farmers, singing and dancing, cross talk and rap, and the final sales reached more than 6.6 million yuan. The fourth season of "Life I yearn for" was also invited to Viya, where it was broadcast live with He Jiong and other stars in the performing arts, and the sales reached more than 5.2 million yuan.

The participation of many celebrities has added another fire to the booming live broadcast. In this regard, Wang Sixin believes that the highly developed Internet infrastructure and the inconvenience caused by the epidemic are an important reason for the live broadcast of goods. "The epidemic has disrupted the normal social rhythm and lifestyle. Stars use their influence and talents to connect online and offline in a way that they are good at, which is a manifestation of the increasing degree of social interconnection. It is a new way of working, lifestyle and art."

"For the stars, the live broadcast has a broad space, which is a place with great achievements and a way for art to serve the people. It is also a good choice to serve the society and the people in this way to realize their own value. " Wang Sixin said.

Quality first, supervision needs to be in place

According to the Statistical Report on China’s Internet Development released by China Internet Network Information Center (CNNIC), as of March 2020, the number of e-commerce live broadcast users reached 265 million, accounting for 37.2% of online shopping users. In the new job information released by China Employment Training Technical Guidance Center on May 11th, the job of "live broadcast salesman" under the profession of Internet marketer has attracted special attention, and live broadcast with goods has never been so popular.

However, with the rapid development of live broadcast, what are the problems and risks? How to avoid it?

"From the perspective of the whole industry, the first thing to be solved in live broadcast is how to get through the whole process of consumption and production exchange. The ultimate goal is to connect producers and consumers, reduce circulation links and reduce social transaction costs." Wang Sixin said, "But the problem now is that with the development of the live broadcast industry, the value of celebrity anchors will be higher, which will increase the cost of live broadcast. If this cost eventually becomes uncontrollable, it may affect the development of the industry. "

In addition to cost, the core issue of live broadcast is the quality of goods. However, behind the popularity, there have also been cases of "non-stick pot" changing into "stick pot" and crayfish expanding bags without dismantling. Celebrities bring goods, especially need to be cautious and be responsible for the quality of the goods they sell, in order to live up to the expectations of consumers.

"In the process of live broadcast with goods, product quality needs to have a strict and complete control system, and it is necessary to avoid false products from causing damage to consumers’ lives and property by live broadcast. At the same time, live broadcast is prone to shopping impulses, and there will be some legacy problems. For example, consumers want to return goods and need a simpler processing flow to ensure that consumers can get a better shopping experience. " Wang Sixin said.

In Wang Sixin’s view, live broadcast with goods is a process of commodity trading, but it is also an activity with public opinion attributes and social mobilization ability. "In this process, the platform should do a good job in timely management and effective supervision of possible accidents in the live broadcast process to ensure that the information dissemination in the whole live broadcast process is objective, controllable, reasonable and legal." Wang Sixin said.