Stars who "perform" in the live broadcast room

Author | Uncle Cat

It’s hard to imagine that the live broadcast of goods that the big coffee was ashamed of two years ago has now become a common practice in the entertainment industry.

Especially in 2021, the stars who stayed in the live broadcast circle became more and more bottomless.

The star’s job was originally acting, but now the main battlefield of many stars is no longer movies and TV series, but has become a live broadcast room with goods.

Moreover, the "cannibalism" of stars with goods is sometimes uglier than that of online celebrity.

The stars performed in the live broadcast room

On November 27th, a well-known actress surnamed Huang was in the live broadcast room, holding a Hetian jade necklace with a price of 1,280 yuan and sincerely shouting: "299 yuan."

The merchant was incoherent with anger: "Do you know what this is? This is Hotan Jasper, and this is the ceiling in nephrite! This is Russia’s No.7 mine, and No.7 mine was extinct in 2008 … "

The actress surnamed Huang didn’t speak, but slowly touched the jade pendant of the necklace. The merchant quickly said, "If you really want to sell 299 yuan, I really can’t put the bill. Well, I can only put 300 bills at most."

Actress surnamed Huang: "Then I think you should be cheaper."

The actress surnamed Huang responded with a hundred words, and the netizens in the live broadcast shouted for the price. The actress surnamed Huang looked at the screen and said with enthusiasm: "Did someone say 199 yuan? I think some people say 118 yuan, ok, just 118 yuan! "

Embarrassed, at this time, no one on the screen shouted for 199 and 118, but 9.9 yuan, 29 yuan and 99 yuan.

Finally, this necklace is priced at 118 yuan, and it is also bought for one get one free. After it is put on the shelves, it is not limited to 300 orders, but you can buy it at will.

Obviously, this is a good play starring actress Huang and merchants. The so-called asking netizens to bid is just a process atmosphere.

The price reduction from 1280 yuan to 118 yuan is really arbitrary. Merchants are shouting limited, loss-making, and subsidies. In fact, they are all fooling netizens to place orders.

In fact, there are more and more stars who "perform" in the live broadcast room like actress Huang.

Live broadcast with goods has become a mirror for all kinds of demons.Originally a paradise for online celebrity anchors, it has now been seized by major stars.

Even Pan Changjiang, a venerable elder, stepped into the muddy water of live broadcast with goods after staged a slapstick farce of "the turn of the Pan Ga", which was repeatedly questioned, but it was out of control, and was complained by netizens that his last days were in jeopardy.

Even more embarras,Those "routines" with goods, which have long been played badly by online celebrity people, are now grounded and learned by the stars.

This has also led to the fact that although the stars "performed" very hard in the live broadcast room, the effect is getting worse and worse, the audience is getting worse and worse, and the effect of bringing goods is getting worse every day.

The "script with goods" is the same, which is a great test of star acting.

The biggest problem that makes people embarrassed is that most stars’ "scripts with goods" are the same.

Netscape Internet (ID: WXS360) found that,Among them, there are two scripts with goods, which are repeated by stars in the live broadcast room.Because of too many performances, it is a great test for actors’ acting skills.

1. Performance quarrels with merchants

The flow of this script is:

1) The first scene: the merchant quotes, the anchor is not satisfied, and bargains on the spot;

2) The second act: the merchant sells badly, tells the selling point of the product and refuses to reduce the price;

3) Act III: The anchor gets angry, loses his mind, directly releases the fracture price, and says that he subsidizes the fans;

4) The merchants were forced to meet the anchor conditions and promised limited supply;

4) Ending: The anchor called on fans to place orders quickly.

The script with goods has been performed by countless online celebrity for many times, and it is still imitated by many stars. How many netizens into the pit can be fooled now, which not only tests the anchor’s acting skills and cooperation with the merchants, but also needs to be followed up in a more intense and bottomless way.

Although we all know that the anchor and the merchant signed a contract long before the cooperation, it is impossible not to talk about the price of the goods. However, in the process of quarreling and bargaining, the actors still have to be full of emotions, and the performance should be true and full of tension, bringing a strong sense of substitution and impact to netizens.

2. Pretend to mark the wrong price.

Nowadays, there are goods in the live broadcast room, and the frequency of wrong price is getting higher and higher. So that netizens ridiculed that there is no star who missed the price, and it is not a good star with goods.

The routine of "marking the wrong price" is most used by female stars when they bring goods, and some even mark the wrong price several times in a live broadcast.

The success of "marking the wrong price" mainly depends on the "performance" after the anchor marked the wrong price.Successful "acting skills" usually shout "The price is wrong, the price is wrong, so don’t place an order, I’m going to pay for it …", while acting in a hurry and at a loss.

At this time, the more the anchor is at a loss, the harder netizens place orders, and the IQ tax will be quiet.

Under such circumstances, acting-style live broadcast, script-style selling of goods and other means of curiosity and speculation are flooding the live broadcast rooms of various anchors, including scripts and words, and even the commodity pricing and price reduction are strikingly similar.

When Tik Tok and Aauto Quicker were opened, all the live broadcast rooms became show shows with goods, and the anchors were performing hard and repeatedly under the same script.

The live broadcast bonus disappears, and the industry urgently needs a "new script" 

In 2020, the first year of star live broadcast was ushered in with the help of the epidemic. Tamia Liu, Michael Chen, Yuqi Zhang, Stephy, Li Xiang, Wang Han, Eva Huang, Ye Yixi, Yang Kun, Li Xiaolu, Xue Zhiqian … Many young stars have tried live water to bring goods, and sales of hundreds of millions have become routine operations.

In a year, the live broadcast bonus disappeared. The sales myth of stars, accompanied by constant controversy, overturned several times.

9.9 yuan, a live studio in Jordan chan, sold a gold bar and an autographed photo. As a result, the fans received a golden plastic piece, and the autograph was only printed matter.

Pan Changjiang, Wang Xiaoli, and Xie Mengwei (Gazi) have all sold branded wine with the name of Maotai Town in the live broadcast room. This kind of wine can’t be said to be fake wine, but the name of "Maotai Town" and "Xinghua Village" is somewhat suspected of fooling consumers.

In fact, more and more stars have "killed" into the wine, jewelry and jewelry industries because of the high profits and the inability to uniformly estimate their values. Similar rollover incidents are not uncommon.

Some stars gradually fade out of the live broadcast circle, while some stars do not care about their feathers and the trust of fans in the live broadcast room, and frequently consume the popularity and word of mouth saved by their own entertainment circles.

In the Tucao Conference, Viya made a slightly sarcastic speech:"When the stars have what good, you see these stars, not to live? The destination of stars is to bring goods. "

Hao Lei also said that the live broadcast diverted the stars in the film and television circle. "Thank you very much for the live broadcast. Some people don’t have to go around this detour and must be actors."

At present, the main positions of the first-line strength stars who are getting along well in the film and television circle are still film and television dramas, and they rarely set foot in live broadcasts, such as Bo Huang, Jason Wu, Chen Sicheng, Shen Teng, Ge You and Chen Daoming. Most of the people who have been in the live broadcast circle for a long time are traffic stars, female stars and outdated stars.

An interesting phenomenon is that,If you can’t pick a good script in the film and television circle, it is difficult to pick a good script in the live broadcast circle, and even you can only repeat the bad script.

Even if it is a live broadcast, most stars have no originality and recognition ability. Online celebrity, the head of the company, is still developing a new script, and most of the stars have just embarked on the "homogenization" routine under the planning of the merchants. But when the "scripts" become more and more similar and the hype routine becomes more and more obvious, how long can the audience’s freshness be maintained? How long can the platform tolerate?

There is nothing wrong with the live broadcast, and it is understandable to have a script routine, but the script should also be innovative with the times, and the live broadcast should be more sincere and less deceptive.

·

China’s fruits frequently hit the wall, exposing the structural defects of China’s fruit industry.

  China is the world’s largest fruit producer, but in recent ten years, the proportion of fruit exports to total output has been below 5% for a long time, and the export level is low. Since 2003, more than 60% fruit export enterprises in China have encountered green trade barriers every year. Experts pointed out that green trade barriers have become the main external constraints restricting China’s fruit exports.


  Green barriers have caused three negative effects.


  After China’s entry into WTO, domestic fruit exports did not increase as much as expected. According to statistics, from 1998 to 2006, China’s fruit exports accounted for 1.16%, 2.16%, 2.22%, 2.87%, 3.53%, 3.72%, 4.13% and 3.86% of the total output respectively.


  Experts such as Guo Wei, associate professor of Guangdong Business School, and Li Wenlong, lecturer of Hunan Institute of Science and Technology, said that since 2003, more than 60% fruit export enterprises in China have encountered green trade barriers every year. It has suppressed the living space of Chinese fruits in the international market and raised the export threshold.


  Experts such as Professor Zhang Xingwang from Yunnan Agricultural University, Associate Professor Liu Hancheng from Huanggang Normal University and Li Wenlong from Hunan Institute of Science and Technology analyzed that at present, green barriers have caused three negative effects on China’s fruit export.


  The first is to restrict the growth of fruit export trade. 60% of China’s exported fruits are exported to developed countries and regions such as the European Union, the United States and Japan, as well as newly industrialized countries such as ASEAN and South Korea. They are all members of the WTO Committee on Trade and Environment, and are more willing to use green trade barriers to restrict the export of Chinese fruit products.


  For example, the United States is one of the main export markets of litchi in Guangdong. It requires that litchi should not contain live insects and leaves, the fruit stalk should not exceed 10 cm, and the pesticide residue should not exceed a certain limit. It must be stored continuously for 15 days at a constant temperature of 1℃.


  The second is to increase the cost of export products and weaken the international competitiveness of fruit products. In order to meet the green environmental protection standards, Chinese fruit enterprises should pay for inspection, testing, certification, appraisal and equipment purchase. In order to obtain the green sign recognized by foreign countries, enterprises have to pay the certification application fee and the annual use fee. However, the fruit quality evaluation procedures and quality certification systems in developed countries are becoming increasingly strict and complicated.


  For example, if agricultural products such as fruits want to enter South Korea, China’s quarantine department needs to provide the General Catalogue of Diseases and Pests, and South Korea needs to send experts to China for on-the-spot investigation before signing the quarantine agreement between the two countries. China exports products to South Korea according to normal trade methods.


  The third is that the export risk of enterprises has increased. In recent years, developed countries often take unilateral trade measures to restrict the import of fruits from developing countries, including China, in the name of environmental protection. Moreover, they can also exclude fruits outside the region, including Chinese fruits, on the grounds that they are lower than the regional environmental standards through free trade within the region.


  Frequent "hitting the wall" exposes the structural defects of China’s fruit industry


  Experts believe that China’s fruit industry frequently encounters foreign green trade barriers, which not only causes trade protectionism, but also exposes the defects of China’s fruit industry in production, circulation and processing.


  -the main planting body is scattered. The vast majority of fruit production in China adopts free and decentralized planting methods, and the planting units often take households as units. Growers’ cultural quality is different, their ideas vary widely, and their awareness of environmental protection is poor, so many problems arise. Different producers use different fertilizers, spray different pesticides and pick different times, so the shape, size and maturity of fruits are different.


  -standard construction is lagging behind. At present, there are 291 indexes for the maximum residue of 104 pesticides in 45 foods in China. At present, the Codex Alimentarius stipulates 2439 maximum residue standards for 176 pesticides in 375 foods. For example, the national standard Maximum Residue Limits of Pesticides in Food (GB 2763-2005) issued and implemented in China in 2005 involves only 48 kinds of original pesticides in apples, far less than those in the United States, Japan and the European Union. Foreign standards have been formulated in the production stage of products, but the standard-setting work in China is quite backward and the cycle is long. Because China’s fruit export standards lag behind international standards, fruits that pass domestic inspection are returned or destroyed by importing countries because of excessive antibiotic and pesticide residues during export.


  -Insufficient storage and fresh-keeping ability. Fruit is a complete cold chain system from precooling, cold storage, heat preservation and transportation to entering the consumer market. More than 90% fruits in Japan are precooled. But only 5% in China. Only 10% of fruits in China can realize cold chain transportation. The storage capacity of fruits in China is 20% of the total output, and most of them are simple storage. Cold storage and modified atmosphere storage only account for 7% of the total storage capacity, while in developed countries it is 100%, and 70-80% are modified atmosphere storage.


  -Insufficient government policy support. The fruit production cycle is long, and the early investment in the orchard is high, with high risks. However, the Chinese government lacks specific preferential policies to support the development of the fruit industry at present, and the financial support for strengthening the orchard infrastructure construction, accelerating the development of the fruit processing industry, and improving the fruit storage conditions is not enough. Financial institutions do not have special loan indicators for fruits, and the problems of reducing or exempting agricultural specialty taxes and partially returning agricultural specialty taxes in the process of fruit structure adjustment have also restricted the competitiveness of Chinese fruits.


  Only the adjustment of industrial structure can "break the wall"


  Experts suggest that China’s fruit industry must take various measures, including brand building, trade negotiation and media publicity, to effectively break through the green barrier and open up a broad export market. But improving the quality of fruit itself is fundamental, and the adjustment of industrial structure is the key to improve the quality of fruit.


  -establish a large-scale export-oriented base of 500 hectares to 1,000 hectares. They can play a large-scale production effect, reduce production costs through mass production, and at the same time, facilitate the establishment of a unified quality supervision system and production regulations that meet international green standards, implement unified operations and standards for all fruit production, effectively ensure product quality, and are also conducive to logistics and transportation.


  -adjusting the variety structure and vigorously developing the fruit processing industry. Diversification of export varieties can avoid the impact of single variety and large quantity on the importing country’s market and local fruit industry, and reduce the possibility of importing countries setting restrictions on China’s export of fruits. Taking the fruit processing industry as the leading industry of the fruit industry will not only improve the added value of fruit exports, but also ease the impact of fruit exports on importing countries. At present, the focus of developing fruit processing industry is to improve the level of post-harvest commercialization and the production level of high value-added deep-processed products such as fruit wine, jam and juice. It is necessary to encourage the introduction of advanced technology and funds, transform existing fruit processing enterprises in China, and improve the technological content of processing.


  -promoting the standardization of production. China should formulate strict standards, monitor the whole production process from fruit variety selection and plantation site selection to fruit production, harvesting, storage, transportation and processing, avoid pollution, improve quality, implement green fruit strategy, and adjust it in time according to the setting of green barriers in export areas at any time. The government should carry out standardized production training for fruit farmers, vigorously popularize standardized production, and make the concept of green production deeply rooted in the hearts of the people.


  -Strengthen the commercialization of postharvest fruits and the construction of modern logistics system. At present, the price of fruit in China’s fruit market is 40% to 50% lower than that in the international market. If we can do a good job in commercialization of fruit after delivery, our fruit will not only have price advantage, but also have quality competitiveness. The development of modern fruit logistics is conducive to the full control of logistics in strict accordance with international standards and norms.


  -We will promptly establish an early warning mechanism for green trade barriers. China’s fruit trading enterprises are mainly small and medium-sized enterprises, lacking the ability to actively deal with green barriers. Therefore, the government should take the lead in establishing an early warning system for green trade barriers. At the same time, China should quickly set up China’s green trade barriers based on the Agreement on the Implementation of Animal and Plant Sanitary and Quarantine Measures of the WTO, so as to provide a basis and guarantee for China and WTO member countries to resolve the dispute over green trade barriers.

Editor: Gao Song