Recently, the live streaming e-commerce industry has once again been pushed to the forefront.
A live streaming expert with a huge fan base charged a service fee of up to 30,000 yuan, but only sold two orders. This situation has caused widespread discussion and attention.
This incident not only reveals some unknown secrets of the live streaming e-commerce industry, but also reflects consumers' dissatisfaction and resistance to high service fees.
Let’s take a deeper look at the reasons behind this.
First, high service fees do not always guarantee high sales.
In this case, although the live broadcast company promised that if the agreed GMV (gross merchandise volume) was not reached, it could broadcast an extra show or refund part of the fees, the actual operation was full of problems.
For example, the list of anchors provided does not match the anchors who actually participated in the live broadcast, and there are a lot of problems such as data falsification.
This not only disappoints consumers, but also exposes problems in the live streaming e-commerce industry in terms of charging mechanisms, enforcement and transparency.
The audience's consumption psychology is also a factor that cannot be ignored.
With the rapid development of the live streaming e-commerce industry, consumers have begun to take a more cautious attitude towards this sales method. They pay more attention to the cost-effectiveness of the products and the authenticity of the live streaming content.
High service fees often lead to higher prices for final products, which to some extent reduces consumers’ willingness to buy.
Faced with such a situation, how should novice anchors and consumers who want to enter the live streaming industry respond? For novice anchors, it is crucial to establish a good relationship with the audience.
This means providing high-quality content and genuine communication, rather than relying solely on high service fees to attract cooperation.
At the same time, understanding and choosing reputable partners is also one of the keys to success.
Consumers should be more vigilant, discern the content of live broadcasts, and avoid blind consumption.
This incident provided valuable lessons for consumers, and also brought profound inspiration to newcomers in live streaming e-commerce.
Live streaming with goods is not a simple “collect money – sell goods” model; it tests the host’s professional ability, integrity, and understanding of the audience’s psychology.
Only by constantly optimizing ourselves can we gain a long-term foothold in this field.
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