Jiugongge live broadcast makes people rich: "Big Brother" spends tens of millions on rewards, and the anchor earns 200,000 yuan a month

Jiugongge Live has recently launched a low threshold and high returns, hunting for "reward big brothers", stimulating competition and creating a new position for wealth. Let's take a look at what's going on.

In 2022, live streaming encountered a major industry shock. The "Opinions on Regulating Online Live Streaming Rewards and Strengthening the Protection of Minors" stipulates that online platforms should cancel all reward lists within one month of the release of the "Opinions", prohibit ranking, diverting, and recommending online anchors based solely on the amount of rewards, and prohibit ranking users based on the amount of rewards. With the introduction of the new regulations, voices that "the top brother of the list" will disappear in 2022 have become rampant.

However, as long as humans have social needs, the "big brother" will not disappear. They just disperse and move to other live broadcast forms or platforms.

Nine-grid live broadcast is a very popular live broadcast method on Douyin. Against the backdrop of declining traffic in the entire live broadcast industry and the decline of show live broadcasts, the nine-grid live broadcast has attracted countless people to join, and countless people have become rich through this method.

A person in charge who participated in the Jiugongge live broadcast startup last year revealed to Tech Planet that the Douyin Jiugongge model is a live broadcast format for selecting goddesses and gods. A live broadcast room is a "hall" with 9 anchors: a host and 8 guests. The live broadcast adopts an elimination mechanism. A game lasts about 2 hours. The guests are promoted or stay based on the number of votes. The votes of the guests are the rewards of the "big brother" and "big sister" in the live broadcast room. The more rewards, the higher the votes.

Jiugongge was once very profitable. As a guest, the top guest could earn up to 200,000 yuan per month, and the middle-level guest could earn 100,000 yuan per month.

Not only Douyin, but also Video Number and Tik Tok are also important platforms for live streaming. An operator of a leading live streaming room on Video Number revealed that a guest in his room could get 6 million votes in one night, corresponding to 600,000 yuan in rewards. Tik Tok live streaming is gaining traction. Xiaoyue, a part-time live streamer, said that Tik Tok is more friendly to ordinary people, foreigners are more likely to give rewards, and their aesthetics are not "white, young and thin". She did a live streaming of a live streaming of a live streaming room and finally earned 2,400 yuan.

In hidden corners, the story of how the Nine-Grid makes you rich is still unfolding.

1. Make a fortune in silence, top guests earn 200,000 yuan a month

Unlike personal live streaming, the threshold for live streaming is relatively low. Fans, experience, appearance, and talent are not necessary conditions. Xiao Jiang, the operator of a leading live streaming room on a video account, told Tech Planet that even if a live streamer is not particularly good-looking and not very talented, as long as his emotional intelligence is high enough and he can provide emotional value to the "reward big brother" and keep them, he can make money.

An operations manager who does Jiugongge live broadcast on Douyin said that in terms of appearance and talent, the higher the appearance, the more advantages you will definitely have, and the higher the starting point will be. It would be better if you have singing and dancing skills, but it doesn't matter if you don't have them. In the online recruitment requirements for Jiugongge anchors, some demanders clearly stated that the requirements for the anchor's appearance are not high, as long as they can cooperate with the host of the live broadcast room. There are also requirements that mention that 0 experience and 0 talent are all acceptable, the older the better, singles are the main ones, and even 0 fans can also have the opportunity to participate in Jiugongge live broadcasts.

Zhang Chi used to run a food show and store exploration account on Douyin. In 2021, the competition in the store exploration model intensified and the internal competition was serious. Zhang Chi's team had no choice but to seek transformation. He accidentally discovered the business opportunity of Douyin's "Nine-square Grid". In a 2-hour Nine-square Grid live broadcast competition, the champion guest can receive 100,000 sound waves and personal income of several thousand yuan. Zhang Chi felt that there was a lot of room for him to make money so quickly, so he began to look for hosts and guests everywhere to organize a "Nine-square Grid".

In a nine-square room, almost half of the turnover is contributed by the top guests. Zhang Chi said that there was a guest who worked very hard and maintained cooperation with them for 2 years, and they took 20% of the guest's commission. The guest's average monthly turnover was about 80,000 to 100,000 yuan, and Zhang Chi's team could take 10,000 to 20,000 yuan in commission.

The entire live broadcast track is different from the high-profile live broadcast with goods. Jiugongge is a quiet way to make a fortune. The turnover of a top Jiugongge hall can reach more than 1.5 million in commissions, and the lower-middle-level halls can also earn 200,000 to 300,000 yuan a month. "The top guests can earn up to 200,000 yuan a month, the middle-level guests can also reach about 100,000 yuan a month, and the entry-level guests can earn at least 10,000 yuan." In comparison, if an individual live broadcast wants to achieve the same level of income, the anchor needs to have millions of fans.

Not only individual businesses like Zhang Chi, but also many guilds and MCN organizations have set their sights on this business. Zhang Chi said that Douyin's top guild Wuyou Media also laid out a nine-square grid in 2022. Their model is to use big anchors to gain fame and small anchors to make money. Sign big anchors and use the influence of big anchors to attract many beautiful small anchors, who contribute to their income. If tens of thousands of people start broadcasting and each anchor contributes 500 yuan per month, Wuyou will have tens of millions of income.

The platform and the guest usually share the money in a 6:4 ratio, and the anchor only gets 40% of the reward. The money earned by the guild or middlemen like Zhang Chi is the task reward given by the platform to the hall.

The most critical role is the "rewarding big brother". The live broadcast room rewards mainly rely on a few powerful "big brothers". After forming a fixed "big brother" circle, they continue to use the "old big brothers" to attract "new big brothers" to give gifts.

If you watch a few live broadcasts of Jiugongge, you will find that there are not many people online in those live broadcast rooms, some have dozens of people, some have one or two hundred people, and it is rare to reach 1,000 people online at the same time. The anchors with relatively high votes have only a few thousand fans on their personal accounts, and there are many with less than 10,000 fans. But the "big brother" alone can make the turnover of the entire Jiugongge room super impressive.

2. The "big brother" who gave tens of millions of rewards in the live broadcast room is a monetization model of hunting down the "big brother".

Prepare the lighting equipment, sound card equipment, and have a certain level of appearance, then you can participate in this live game.

The purpose of setting up the PK competition system is mainly to motivate the "big brothers" to vote for the anchor, giving them one more reason to vote than for individual live broadcasts. A live broadcast that counts the number of votes is a matter of life and death for the anchor, and also about the face of the "big brother" behind the anchor.

Those with low votes will be eliminated one by one. The first guest to be eliminated is called "cannon fodder", the second is called "first cannon", and the third is called "second cannon". In order to defend his face and the anchor he supports, the "big brother" can only keep giving money to reward, so in the end it becomes a money contest between the "big brothers".

The "big brothers" are generous, and many of them are high-level users from level 10 to 40. Reaching level 40 means that the amount of their rewards may reach hundreds of thousands. Therefore, maintaining the "big brothers" has become the core task of the guests in the Jiugongge live broadcast room.

The guest's identity is free. They usually don't just live broadcast in one nine-square room. They may have to live broadcast in different rooms in one day. The industry calls it "climbing the microphone". From 0 to 1, there is no other shortcut. Climbing the microphone is the shortest way to get started. Every guest can learn the basic skills and processes of canvassing votes through climbing the microphone, and find a "big brother" who is willing to spend money for him. The host and the "big brother" are deeply bound through vague emotions.

The income of guests in Jiugongge live broadcast is usually higher than that of the host, but there is a certain metaphysics in the income of guests. Muzi, an operator, said that there is a certain element of luck, and hard work is also important. In general, it is not particularly easy to do. Generally speaking, if the live broadcast is normal, it will take 1-2 months to become a mature guest, and it should not be difficult to earn 7,000 yuan a month.

Another Jiugongge live broadcast operator, Xiao Jiang, also told Tech Planet that the income of guests is related to luck and strength. The hall he is responsible for operating has a turnover of tens of millions. Some guests earn about 40,000 to 50,000 yuan a month, while some lucky guests, who meet a "big brother" who is willing to spend money, earn more than 100,000 yuan a month.

Xiao Jiang has been in charge of operating the top nine-square-grid room on Video Account for less than half a year. Prior to this, the room was live-streamed on Douyin. Because the nine-square-grid live-streaming had just started on Video Account, there was a certain window bonus. The platform was vigorously promoting the flow and was very friendly to guests, and many support policies were introduced. His guild decided to switch from Douyin to Video Account. At present, there is a certain gap between Video Account and Douyin in the nine-square-grid live-streaming scene. The former has a slightly top hall with 10,000 to 20,000 viewers, while the latter may be as high as hundreds of thousands.

The guild behind Xiao Jiang not only does nine-square grid live broadcasts, but also does a live broadcast. However, according to him, the nine-square grid is the live broadcast format with the lowest threshold and the best monetization.

Of course, the "80/20 rule" exists in any industry, and not all guests can earn 200,000 yuan a month. "Big Brothers" are a scarce resource, and there are too many anchors, and there are too many monks and too little porridge. One anchor complained in the live broadcast room that after three live broadcasts, the votes did not exceed 10,000, and she did not get 10,000 points a day. This means that her daily income is less than 400 yuan.

3. Bonus Ebb, 80% Withdraw

Another big giver of rewards corresponding to the “big brother on the list” is the “big sister on the list”.

The Jiugongge live broadcast not only hunts big brothers, but also big sisters. Big brothers and big sisters have achieved gender equality in the reward of live broadcast rooms. In the live broadcast room ranked first in Jiugongge live broadcast on Douyin during a certain period of time, the highest number of votes for male guests reached more than 700,000, and these votes were completed by female viewers. 700,000 votes are not many compared to the top guests, but for many mid-level live broadcast rooms, it is usually difficult to reach 10,000 votes.

Xiao Jiang said, "We can see that many male viewers also give tips to male guests, but compared to female viewers, fewer give tips to female guests."

However, no matter what kind of live broadcast room, they are all experiencing the decline of industry dividends. Zhang Chi introduced to Tech Planet that in the early days of the nine-square model, Douyin provided traffic support, and as long as there was a good host, you could make money. Later, you needed a good host and a good guest to do well, and at this time you needed to spend money to invite guests. Later, the nine-square model not only required the support of the host and the guest, but also required the mastery of traffic methods, which was more difficult.

The quality of the Jiugongge live broadcast room has become uneven. Zhang Chi said that the top live broadcast room is formal and does not skirt the line. The small room has vulgar skirting, verbal skirting, and telling dirty jokes. But most of the small rooms on the market are small rooms. By the end of 2023, Douyin Jiugongge formed a head team, and the guests and the live broadcast room were from the same company.

However, the bonus window of Jiugongge live broadcast is very short. The overall background of the entire industry is that the live broadcast traffic is declining. This year's 618, the live broadcast sales of top anchors collectively shrank, and the anchors either retired or crossed over to play side jobs.

Jiugongge’s traffic on Douyin has also gradually fallen out of favor. Faced with a series of internal conflicts such as “failure to recruit new anchors”, “existing anchors leaving”, and “disorganized team spirit”, Zhang Chi’s team finally decided to disband the team and quit Jiugongge’s live broadcast business. “Jiugongge is still making money now, but it’s probably 50% of its peak revenue. Only the top team is left, and 80% of the halls and guests have left the industry.”

Video account live streaming has also entered a stable period after the industry's initial strong support and no longer enjoys traffic privileges. Operations Xiao Jiang said that their guild switched from Douyin to Video Account because they valued the initial support of Video Account. Now that it has entered a stable period and no longer has the previous traffic tilt, if it continues to deteriorate in the future, they may continue to consider changing platforms.

In comparison, Tik Tok, the overseas version of Douyin, is gaining momentum. A Tik Tok live streamer said that he could earn 2,400 yuan by participating in a live broadcast of a nine-square grid part-time. Tik Tok's big streamers have strong ability to attract money. Some earn nearly 10,000 yuan a day, and some have a small goal every day. Overseas "big brothers" have stronger rewards, and their aesthetic standards are different from the traditional domestic standards.

Overall, the nine-grid live broadcast format is still creating a wealth myth for the industry, with some people withdrawing and others pouring in.

Some people are using information to harvest leeks. Many newcomers who try to enter the Jiugongge live broadcasting market have found that many people are using the banner of knowledge payment to harvest newcomers. Some people specialize in teaching Jiugongge live broadcasting experience and skills, charging 298-498 yuan. These people who teach people how to make money don’t even do Jiugongge live broadcasting themselves.

Author: Cui Yuanyuan;

WeChat public account: Tech Planet;