Behind the scenes of Re:'s anchors: singing 8 hours a day for a long time.
behind "scenery" still has "scenery". In January 17th of this year, the live broadcast of Zanthoxylum bungeanum released a letter to pepper and its users on its official micro-blog. Zanthoxylum Zanthoxylum broadcast in the letter, said, "its platform top 100 anchor month income over 100 thousand, annual income or even more than ten million."
but it's hard to get high income. Prickly ash live said, a lot of anchors live 8 or 9 hours a day. The master of talent wants to "sing 7 and 8 hours of song to fans every day, while singing while eating gold throat throat and drinking water." Rong also said that the long live broadcast was all a disease. "Singing with many voices is defective, and the waist, back and neck are not very good."
the home broadcast platform of the home broadcast platform, the live platform Y Y entertainment, using the guild system, the platform does not directly sign the host, but the Y Y partners, the public associations unified management, operation. Born in 1992, Ding Jingjun accidentally entered the live broadcasting industry in 2012. Now it has more than 1000 anchors. It belongs to one of the more advanced associations on the YY platform. In 2012, YY just launched a live video service, which is at least 3 years away from the birth of the live broadcast platform, such as Ying, pepper and so on.
Ding Jingjun said that the owner's income is too low, and first of all, the public association will not pass it. At present, 80% of the Chinese culture's culture is about 10 thousand yuan per month, and 100 thousand yuan per month belongs to the minority. "5000 yuan per month is basically the first three months of the new host, more than three months is basically over the income, otherwise the guild can not be able to maintain."
according to Nandu reporter, the network master's profit model is generally three kinds, one is the monthly salary, that is, the direct live platform or the net red company, to the fixed salary according to the master's ability level; the second is the sideline derived from the direct seeding, such as the broadcast in the direct seeding process. Most commonly, it is also the main source of revenue for most of the hosts. It is the user's reward, that is, the user spends money to buy gifts for the network anchor, and the network host is then divided into live platform and net red.
the hormone economy is hard to go far
"we belong to the earliest surviving group. The earliest words do not have to spend money in this industry. Later, the need to spend a lot of cost and capital." Ding Jingjun said to Nandu reporter that business is not good today, despite the growth of users, but the number of live platform is also greatly increased, the users are unavoidable. The information released by the China Internet Information Center (China Internet Information Center) shows that the number of live webcast users in China has exceeded 300 million in 2016, but the number of live broadcasting platforms has also increased. The days of easy money making for
are gone forever. Robbing users and stealing anchors become the norm. "Last year, many platforms have capital to enter, and they will be brushed up. We are doing real gold and silver." Ding Jingjun regrets that this year the phenomenon has been reduced.
"the number of users is still increasing, more and more people know and know live broadcast," Ding Jingjun said. "There is a stream of popularity, because after all, there are so many platforms that users will choose more."
"this industry is very hard to see in two years." In Ding Jingjun's view, the fierce competition between peers is not terrible, and the change of users' habits is the biggest challenge of the live broadcasting industry. The most direct embodiment of this change is that the number of people playing is getting less and less. "Before (100 people watched live broadcast), 10 people were rewarded, and now there may be only one."
the role of the hormone economy is decreasing, and in Ding Jingjun's words, users are less impulsive, because many of them have gradually recognized the reward pattern of the live industry, "it's hard to be driven to impulsive consumption by a song and a word."
"the biggest change now facing is whether the user consumption pattern will still be the same as before." Ding Jingjun is not worried. He admits that in fact, the largest source of income for live shows is hormonal consumption, but the proportion of hormonal consumption is decreasing.
is the way out for Internet movies?
but live broadcast is still a profitable business. Ding Jingjun added, "that person's reward is still very large." Take the unfamiliar street as an example, its net revenue in 2016 reached US $553 million 100 thousand, up 313% over the same period last year. Among them, the total revenue generated by live broadcasting has reached 376 million 900 thousand US dollars, accounting for more than 68%.
"the direct seeding industry begins to move towards the content era, and how to realize it is also constantly groping." CEO Zhang Yi, a media consultancy group, holds the same view. It believes that the heat of reward has passed, and that traditional industries may have more opportunities to live.
"is to earn pocket money. Live broadcast can't be a lifetime." This is the voice of most hosts and is one of the reasons why Liang chose to leave the live broadcast industry. Rong has no long-term plan, but he also believes that it is impossible to live a lifetime. Previously, Jin Tingting, the director of the mogujie.com direct seeding business, told reporters in Nandu that it has received more and more show hosts since this year, applying for mogujie.com to become the host of the red people of the electric business.
Ding Jingjun told reporters in Nandu that there is still a small number of direct seeding from live broadcast to e-commerce, and more opportunities to dig into PUGC content areas, such as filming online movies, and Chinese culture also joined, the latest big movie, "the backseat killer", was not a long time ago. Ding Jingjun believes that the more precipitated host itself has a relatively fixed fan group, and the fans follow the host, and the fans will see the film.
and last year, the 9158, crystal live pigeon interactive, and also invested in a number of big films, including "split", "the host of the feast" and so on. But for the future of this road, Ding Jingjun said that he had not yet fully grasped it.
: Nandu correspondent Li Bing, intern Zhang Yingdan Lin Dan.