The "account authorization" model not only helps the primary anchor expand the influence of IP, but also begins to produce a counter-phagocytic effect gradually.

In response to the recent professional counterfeiter Wang Hai's report that Crazy Little Yang brought 900,000 fake Wuchang rice, Crazy Little Yang denied it in the live broadcast room for the first time,"Not sold." The entire Three Sheep Group, including celebrities and streamers, has never sold this product."

In addition to the denial of the studio, Brother Yang also went to Wang Hai to leave a message under the video: another rub, all said it had not been sold, can you be more professional.

However, Wang Hai further released new evidence that the fake Wuchang rice was purchased in the window of the official authorized account "Crazy Little Yangdi" certified by three sheep MCN. The account profile shows that they belong to the MCN organization and marked "product after-sales customer service @ three sheep network escort all the way". The three sheep customer service has also confirmed that "Crazy Little Yang Di" is their authorized store.

As for the officially authorized account, Brother Yang once said in the studio that as long as the "MCN three sheep" are all members of the three sheep union, "as long as they are certified as the three sheep network and have my authorization number, you can buy anything under my authorization number. You can buy whatever you want in the window. What he sells is what I have sold."

After Wang Hai released the new evidence, Xiao Yang deleted the message "all said never sold" in Wang Hai's video, and the rice involved in the window of "Crazy Little Yang Brother" was also removed from the shelves.

Even if Brother Yang denies it, but Crazy Brother Yang has sold it, does the responsibility still belong to Brother Yang and the three sheep? With regard to this issue, Wang Hai said "yes". Wang Hai explained that Article 11 of the provisions of the Supreme people's Court on several issues concerning the Application of Law in the trial of Network consumption disputes (1) stipulates that the operators in the platform set up network live rooms to sell commodities, and their staff cause damage to consumers due to false propaganda in the live broadcast of the network, and the consumers claim that the operators in the platform shall bear the liability for compensation. The people's court shall support it.

The overturning of Brother Yang also caused the primary anchor's account authorization mode to attract attention again. The so-called "official authorized account" means that when a talent brings goods through the live slices of a head online celebrity / VJ, he or she needs to apply for authorization from the online celebrity / VJ in order to legally edit the live video of the online celebrity / VJ. And upload it to the social platform to pick up the goods. These authorized accounts will be authenticated as the official authorized accounts of the online celebrity / anchor.

Brother Yang once posted a video saying that although he only broadcasts once a week, he can get three or four billion views a day through his slice account. According to official data released by the three sheep, more than 11000 people were authorized to slice the three sheep network in 2022, with a per capita income of 17000 yuan. Even if calculated according to the proportion of the minimum commission at 5:5, Xiao Yang's annual income from live slices has exceeded 100 million yuan.

However, as Brother Yang authorized the account to overturn with goods, the disadvantages and risks of the primary anchorman's live slicing business were also exposed.

For the products on the shelves of the live broadcast room, the three Sheep Network has a clear regulation when authorizing the account. Liu an (a pseudonym), who once became the official authorized account of three Sheep, said that the studio cannot put products on the shelves at will, but can only sell the products that you (three sheep) allow you to promote and authorize them to broadcast live, and there will be special links to be put on the shelves through the second app. If there are links to other products on the shelves, and their inspectors find or are reported by others, there will be penalties, such as deducting credit points or directly terminating the cooperation.

This point has been confirmed by Chen Chu (a pseudonym), who is also an authorized person on the Sanyang network, and after the authorization is successful, the studio needs to delete all unrelated works and commodity links in the Douyin account within 24 hours. The system will automatically unbind the authorization.

At a time when the anchor is in danger of being eaten back, those talented people who want to make money from live slices are also ushering in the reality of the disillusionment of the wealth myth.

A

Chen Chu became a member of the official authorized account of three Sheep after reading the slogan "making Brother Yang slice video earning more than 10,000 yuan a month" and "Brother Yang earns 1 million yuan per video" on the Internet. Like Chen Chu, Liu an, who works in Hefei, joined the family of three sheep with the idea of making money.

Liu an, who applied to become the official authorized account of Sanyang in August last year, chose to give up after holding on for a month. Liu an said that as long as the preliminary review is passed, the home page of the account will display the certification of "MCN three Sheep". In order to avoid publishing video clips in violation of the rules, the product link can only be found in the app after the video playback volume reaches the standard.

However, Liu an spent hours editing videos, sometimes no more than 100, and sometimes encountered complaints about taking off the shelves to deduct credit points. The content homogenization caused by too many peers is so serious that Liu an spends almost every day in the process of appeal.

In the authorization group that Liu an joined, there are also many peers who have a dismal experience of sharing data. After doing it for a month, Liu an made up his mind not to do it again and took the initiative to apply for unbinding. One of the consequences of this was that he could no longer apply for permission to slice three sheep. Liu an found that within two months, half of those who were successful in her authorization group had dropped out of the group, and it was remarkable that those who stayed could earn a few thousand a month.

Chen Li (a pseudonym), who runs three live slice accounts, makes live slices of three sheep, but Chen Li has not made much money in the past three months. Recently, Chen Li wants to transfer his slicing account.

Chen Li heard some big anchors say that making a live slice of Brother Yang, making money was as easy as picking up money, but after he really did it, Chen Li found that he had to rely on some luck to make money. For example, on Singles Day last year, a video he made became a popular style, with goods worth 100000 yuan per video, and the final commission was about 5, 000. Without the support of popular styles, in December last year, Chen Li, an account with more than 2000 fans, sold nearly 10, 000 yuan of goods in a month. coupled with a return rate of more than 20%, Chen Li finally got a commission of just over 1200 yuan.

In Chen Li's view, it is relatively easy to earn NT $1,000 or NT $2,000 a month in the live slicing business. NT $4,000 or NT $5,000 requires effort, but if you have more, you need to improve your ability, such as good storytelling skills. He found that if he simply brought the goods, the sales would not be very good, but if interspersed with some stories, such as the story behind Brother Yang and the five apprentices of Brother Yang, the effect of carrying goods would be much better, which tested the creativity of the editor.

Brother Yang's live slicing is recognized by many practitioners as difficult to do. "Brother Yang is not short of traffic, but there are too many competitors." moreover, as a source of material, Brother Yang's live broadcast is limited, only once a week, but 10,000 people scramble for material. Avoiding content homogenization is also a problem.

This makes it possible to do live slices for Brother Yang, which has evolved into a work that tests timeliness."A video can explode, depending on timeliness, structural integrity, fluency, and story. It is indispensable to meet these factors. The probability will explode, but if the timeliness is gone, the probability will not explode. If you start, there may only be a few people on the entire network, but when many people update, they won't push you anymore." Chen Li said.

In addition to the difficulty of Brother Yang, Xiaomin (a pseudonym), who applied to be authorized by Zhuo Shilin, a subsidiary of Sanyang Network on Douyin, said that she now has 1900 followers, but after three months of doing it, the traffic is mediocre and earned hundreds of yuan. many people like her have chosen to quit.

Tang Shuyuan, lead researcher at comprehend time Digital Research Institute, said that the threshold for obtaining the license for sliced live streaming is usually not high, but the difficulty is that sliced live broadcasting is not an open-ended business. A successful carrier VJ requires strong capacity and carrying capacity. At the same time, KOC (key opinion consumer, KOL with a small number of fans) must have good editing ability and understanding of VJ IP. In addition, the competition between slicing accounts is fierce, and we need to avoid various platform policy risks, such as video plagiarism, low content quality and so on.

Often, entrants hear the propaganda of some big anchors or the temptation of selling relevant course institutions. The sale of courses such as "Live slice account tutorial" and "0 basic teaches you Live slice" can be seen on Wechat, Little Red Book, Taobao and other platforms. They will describe the work of live slicing very simply and earn training fees from it.

Box lunch Finance and Economics uses 28 yuan to get a tutorial on an e-commerce platform, which mentions that if the authorized person has fans and playback requirements, you can find someone to brush it. For newcomers, it can also be counted, that is, a video is sent dozens of times and virtual live streaming is used to quickly place an order.

B

It is people like Chen Chu and Liu an who dream of making money that support Xiao Yang's live video business, which earns more than 100 million yuan a year. According to the self-media "Lao Hu site", Brother Yang can earn a commission of more than 16 million yuan a month from authorized slices. According to this calculation, the revenue of slicing and carrying goods of the three sheep network in 2022 is about 190 million yuan. Brother Yang has also said that authorized accounts and per capita income are expected to double in 2023.

Search for "Crazy Brother Yang" on Douyin and countless "Crazy xxx" accounts will appear, such as "Crazy Little Yang Sheep", "Crazy Little Yang Brother" and "Crazy Big Yang." "Crazy Little Sheep" and so on, these accounts do not have the official Blue V or Orange V of Douyin, and at first glance look like a fake version of Crazy Yang, some with less than a thousand followers, some with thousands of followers, some with tens of thousands of followers.

However, they are not fake accounts of Crazy Yang, but official authorized accounts "incorporated" by the three Sheep Network, with the logo of "MCN three Sheep" on the account home page, a prompt for the official authorized account of the three Sheep Network, and a brief introduction to the after-sale @ three Sheep Network.

These are all through the official application of the Three Sheep Network, become the official authorized account of the live broadcast slice of the Three Sheep Network, they can not only edit the live broadcast clips of the Three Sheep Network anchor, but also hang the commodity links of the corresponding anchor broadcast room to bring goods, and share the commission with the Three Sheep according to a certain proportion.

According to the official license terms of the three Sheep, after the authorization, the slicing account and Brother Yang will be divided into 3 ∶ 7 according to sales performance, but they can be divided according to the sales performance ladder, up to 5 ∶ 5%. Through the account authorization of live slices, Brother Yang radiates his IP influence and carrying business to a wider range and wider population.

It is not difficult to get the authorization of Xiao Yang's account. Chen Chu said that the most basic condition is to open a Douyin shop window, and then pass the exam after watching a cumulative course of less than half an hour in the mistress app, but only if the VJ has authorized it. After that, we are waiting for the authorization of MCN, in which a contract needs to be signed. There are also many talented people who have applied for the authorization of three Sheep, saying that as long as they open a shop window, 0 fans can apply.

In addition to Brother Yang, more and more major anchors are arranging accounts to authorize business. Major anchors such as Sister Mao Mao, Guangdong couple and Huang Shengyi, as well as MCN organizations such as electing, making friends, worry-free media and watching the Internet, have all been involved in slicing live broadcasts.

Tang Shuyuan said that the big anchor layout slice live broadcast is a way to adapt to the current market trend. In this way, the anchor can reuse the live content and expand its IP influence and audience base.

Some delivery people who have joined the live slicing business have made tens of thousands of yuan by releasing videos in batches, making tens of thousands of yuan from hot events, and even making a profit of more than one million under the blessing of popular videos. "but this is not a common phenomenon, and there is a lot of uncertainty." Tang Shuyuan said.

C

For VJs and MCN, although slicing authorization eliminates the need to bring goods in the next game, it also leaves room for some Li Gui accounts, requiring primary VJs to guide audiences to distinguish between true and false Li Kui, which in disguise increases maintenance costs, and a large number of regular troops are also increasing the operation and management costs of primary VJs. If you don't pay attention, the primary anchorman may encounter the counter-attack of the live slicing business, which will have a negative impact on his reputation and business image.

Just as Brother Yang's authorized account overturned, the account authorization business of live slices built a huge sales matrix for Brother Yang, but in the event of consumer disputes, the risk is also directly linked to the primary anchor.

Liu Tao, a partner at Beijing Huixiang Law firm, said that if consumers buy goods with quality problems from authorized distributors, the first responsible person is the seller. Whether the VJ takes responsibility in the sliced video can be seen in two cases. If the distributor does not get the slicing license, the anchor will not be held responsible; if so, the anchor shall be held responsible within the scope of his commitment. The scope of commitment refers to the price, product quality and manufacturer's commitment to the goods and services made during the live broadcast.

Oriental selection has also tried the commercial practice of live slice authorization before, but chose to stop after resistance. At that time, "2000 Dong Yuhui" suddenly appeared on Douyin, a phenomenon that met with a collective boycott from Dong Yuhui's fans and mothers-in-law, "banning slice authorization and protecting teacher Dong's personal IP."

At that time, Dong Yuhui responded, "I have not received any notice about my personal authorization to carry goods account, so it is fake, everyone should not be fooled." Yu Minhong also apologized and said it was "real" after communicating with the company's management, admitting that there were serious problems in the progress of the matter.

Under the fierce market competition, not only the primary anchors are experimenting with live slicing, but the platform is also contributing to the flames. Recently, Douyin has launched the "LVB playback" feature, which supports automatic editing and publishing of LVB slices. Video number has also been launched with features related to LVB slice authorization, but the number of authorized lists is limited. Last year, Kuaishou launched the "short video hanging store" function, through the release of live slice video for popular style products to return to the market, driving the store transformation.

How to avoid repeating Brother Yang's rollover in the live slicing business will be another new test for anchors and MCN organizations.

Reference:

"Wang Hai's three sheep authorized store Daohuaxiang No.2 Wuchang rice has been removed from the shelf brand side said it has been submitted for inspection, Xiao Yangge denied sales" Red Star News

"three or four billion page views per day! Brother Yang: I invented "slicing systematization"! Authorized more than 11000 people, with a per capita income of 17000 yuan. "Daily Economic News

"Live with goods and a new way to slice distribution hidden legal risks," China Consumer Daily

"2000 Dong Yuhui appeared in one night. Is" slicing with goods "really so profiteering? "Leopard change.