The guild’s operating philosophy has changed: anchors are selected from “one in a hundred”, there is no PK, and brushing turnover has become history?

Under the new anchor model, what happened to the guild? This article uses several typical cases to explain the new operating ideas of the current guild. From the failure of the video account, the withdrawal and transformation to the show live broadcast, what new trends have changed? The situation of the live broadcast industry has changed? Recommended reading for those who are interested in live broadcast, e-commerce live broadcast, guilds, etc.

"Interview 100 anchors and hire 1", "Anchors with more than 50,000 popularity will not participate in PK"...

Recently, when communicating with guilds in the industry, Xinbochang learned about the operational ideas shared by several emerging guilds: anchors focus on quality rather than quantity, guild management is aligned with enterprise-level refinement, and the output of high-quality content is emphasized...

Listening carefully, this seems to subvert the operating logic of traditional shows, which makes people ask: If this is done, what about the task of attracting new customers? What about the task of turnover?

In fact, with the change in the content trend of the industry and the continuous strengthening of supervision, the traditional show operation ideas are no longer applicable. The way of attracting people and increasing revenue in show live broadcasts is becoming history.

01 The top guilds failed in the video account?

Recently, an industry insider revealed to Xinbochang that Guild Z, which was once a well-established live broadcast platform, was fined more than 1 million yuan recently for maliciously poaching anchors after entering the video account. This penalty is not a one-time penalty, but is deducted from the guild's monthly turnover after settling accounts with anchors.

It is reported that the basic share ratio that the guild gives to the anchor on the video account is 50%. In addition, the guild has to pay taxes for the anchor. The profit left for the guild is not much. Faced with such a punishment, it is undoubtedly a big blow to Guild Z.

Xinbochang asked several guilds for confirmation of this news. The head of a video account guild said that although he was not sure about the specific situation of Guild Z, he guessed: "They should have been punished for doing anchor tasks."

He also said that there are many similar situations because these guilds, such as the T Guild, were punished by the platform for brushing their own data in order to complete the platform's anchor tasks.

Then, the guild leader complained that the tasks assigned to the guild by the platform were basically unfinished. "X (Video Account Guild) had to spend 15 million to complete (the task) last month, but they would definitely be punished if they were caught, so they didn't do it." At the same time, the guild leader's guild also failed to complete the task last month, so it got 10% less of the share.

"The bigger the scale, the harder it is to do." The guild leader finally said.

Similar words have been heard more than once by guild leaders in Xinbochang. The reason for this perception is that with the increase in the proportion of anchors' profits in recent years and the strengthening of industry supervision, the operating costs of guilds have increased.

On the other hand, when faced with the platform's monthly tasks, the guild's previous self-brushing method has gradually "failed" and has become a focus of platform supervision. Once confirmed, it will be punished or severely cracked down.

Increased costs, shrinking revenues, and the impact of many factors such as the overall market environment have made the survival space increasingly narrow for those old clubs trapped in traditional ways of playing.

Faced with such a situation, these husbands will either turn to new platforms or "cut off their arms to survive" by pressing the pause button on the show live broadcast business and turning to e-commerce or other businesses. Another option is to choose transformation and upgrading, take the route of refined operations, and catch up with the changes in platform gameplay.

02 Exit and transformation of top guilds

"Vision Entertainment basically doesn't do (entertainment) live broadcasts anymore."

Not long ago, Xinbochang learned from many guild presidents and leaders that Vision Entertainment, once the largest guild in Douyin live streaming, has now abandoned its entertainment live streaming business and devoted itself to e-commerce live streaming.

Vision Entertainment is not the only live broadcast guild that has made such a choice. For example, the M Guild in Shenzhen is also a long-established leading guild in the industry, which originally had an entire floor of office building.

Starting from 2021, the M Guild first focused on overseas live streaming platforms. After entering 2022, the boss chose to withdraw its investment, leaving only a person in charge to lead a small team of several people to maintain the operation of the guild's existing contracted anchors.

There is also a guild leader born in the 1990s who once operated his guild to become the industry leader, with business covering multiple mainstream platforms in the industry. But after entering 2022, he chose to withdraw. From his circle of friends, he has now started another entrepreneurial journey, which is an offline entity project.

As for Wu Di Media, which entered Douyin last year, its founder and guild’s top anchor, Li Ge, is also transforming into e-commerce live streaming. Li Ge’s development is actually a weather vane for the development of his guild, and his full-scale transformation is essentially an adjustment in the direction of the guild’s core business.

Why did these top guilds, which were once very popular in the industry, with monthly turnover of over 100 million and more than 10,000 contracted anchors, make the transformation and press the pause button on the live show business that was once their star business?

In addition to the aforementioned factors such as the difficulty in completing live broadcast tasks, some industry insiders revealed that: "After these guilds became famous, the anchors' contract renewal requirements also rose. However, after the guilds renewed their contracts with the anchors at high prices, their revenue performance was not so satisfactory, and the guilds were still under great pressure to grow."

In addition to transformation or withdrawal, some traditional guilds are also adjusting and upgrading, changing their previous operating model of recruiting people and collecting data, and implementing the "fine operation" that has been mentioned in the industry in recent years. At the same time, in line with supervision and platform policies, some innovative measures have been taken in anchor recruitment, content operation, and guild management.

03 How to do a live show?

"Did you hear the key points of this meeting?"

On November 18, Yixing Media CEO Xiao Yi released a video on his account. In this video, Xiao Yi mentioned what he has always emphasized in the company: "focus on content and quality."

A typical example mentioned in his video is Xingcheng Minimally Invasive Surgery.

According to the president of the Xingcheng Micro-Incision Guild, when their guild recruits anchors, the anchors will go through multiple interviews from the HR department to the company's CEO. The recruitment data shows that they will only recruit 1 out of 50 anchors. The purpose of doing this is to have better anchors to provide better content.

"He (Xingcheng Micro-incision) (interviewed) 50 anchors to select 1, and we now select 1 out of 100." Xiao Yizong mentioned in his video, "We should focus on the content and packaging of all artists, rather than on quantity."

In addition, the president of Xingcheng Minimally Invasive Guild said that they stipulate that for anchors with popularity below 50,000, the number of PKs in each live broadcast is controlled within two times, and anchors with popularity above 50,000 are not allowed to PK.

Recruiting anchors by choosing one from 50, and not letting popular anchors compete in PK, this is undoubtedly a practice that subverts the traditional entertainment live broadcast operation mode.

However, apart from these traditional means of growth and revenue, Xingcheng Micro-Invasive still has to face the platform's growth and revenue tasks.

Their approach is to invest more in live broadcast content. In addition to recruiting some well-known singers, artists and grassroots stars to ensure the quality of the anchor team, they will also organize professional teams to provide concentrated and phased talent training for their anchors.

One guild leader said that improving the quality of anchors and training talents were also involved in the early operations, but how to really achieve results and achievements is still a long way off.

Another high-quality guild representative, Sujiang Media, has achieved the ultimate in implementation. In the words of an industry insider: "The great thing about Sujiang's guild is that even if it stops being a guild, its management model can work in any company."

It is reported that Sujiang Media, like many guilds, has formulated SOPs for anchors and operations based on its own internal conditions. In order to effectively execute and implement this set of SOPs, Sujiang Media has set up a 7-step work model that can achieve "operation says - anchor does - achieve results", which can be said to be another set of SOPs set up for the execution of SOPs.

In addition to the standardized procedures for operation and actual work, Jiang Chang, the president of Sujiang Media, is himself at the forefront of the business and takes the lead in implementing a series of operation strategies formulated by the company. At the same time, he also made detailed and precise assessment requirements for the execution of operations and anchors.

Doing a lot, requiring detailed work, and keeping a close eye on things, it can be said that Sujiang Media did not achieve the ultimate in management, but turned the guild business that could have been done without any effort into a physical job that required the boss to work very hard and use his brain more. However, the effect is indeed significant, and Sujiang Media's live broadcast business has ushered in a stable growth, and its model has also been recognized by a number of guild leaders.

In fact, the changes in the operating models and priorities of the above-mentioned guilds are a true reflection of the changes in the live broadcast industry.

Over the past year, there have been signs of an upgrade in entertainment live streaming content - in addition to traditional show entertainment live streaming, celebrity entertainment, online concerts, various traditional cultural content, as well as theater and vertical live streaming content have gradually increased, and the diversity and quality of live streaming content has grown steadily.

For example, on Douyin live broadcast, there are live broadcast formats and content with more cultural content, such as the Three Kingdoms anchor; on Kuaishou live broadcast, virtual anchors such as Guangtou Qiang and Hu Lili quickly became popular, and there are also country musicians who output high-quality content through live broadcast. Other live broadcast platforms have laid out metaverse content, and have also entered the blind date and dating track. They are all exploring live broadcast content outside of traditional shows, focusing on mining high-quality live broadcast content.

This is a challenge and an opportunity for guilds that are used to producing show content. Those who fail to recognize the situation will suffer the consequences of empiricism; those who recognize the situation but cannot bring themselves to do so will have no choice but to withdraw... In the end, those who can achieve results are the ones who have a new understanding of the industry, identify the crux of the problem, and prescribe the right remedy.

Even though some people in the industry complain year after year that it is difficult to do and make money, we can still see that there are still thousands of guilds active in this field. It’s just that compared to the ease and comfort of the past glory days, there is now more work to do and it is more tiring.

With the survival of the fittest and the replacement of the old with the new, the world of martial arts is still the same, but those who once claimed to be invincible are no longer there.

Author: Aligu; Art Editor: Eleven; Source Public Account: New Broadcasting Field (ID: New_bc)

Original link: https://mp.weixin.qq.com/s/dUbm_teJLRYysZppc59lQw