A live broadcast slice has sold over one million goods. Is the secretive and profitable matrix model back?
Live slicing is a new model that edits HE Tuber anchor live content and uploads it to short video platforms for dissemination and sales. This article analyzes the formation and development of the live slicing model from four aspects: the leaders, participants, platform attitudes and future development of live slicing. Let’s take a look.
Live slicing, a secretive and niche profit-making business,
finally sparked a small climax this year after a year of fermentation. Under the noise and commotion, this place not only exudes a charming atmosphere of wealth, but also gives birth to new operational logic.
Ebrun Power exclusively learned that in 2022, Sanyang Network’s revenue from live slicing and delivery will reach 170 million yuan. In 2023, authorized accounts and per capita income will double, and revenue from delivery may reach 680 million yuan; while Chanxuan’s live broadcast For the slicing business, the plan for 2023 is to reach about 1 billion yuan.
Now, tens of thousands of people are pouring into this track.
With authorization, they edit and process the live broadcast content of top Internet celebrities and super anchors, and upload it to short video platforms in the form of short videos + product links. Through dissemination And benefit from bringing goods. Open any short video platform, and you will see more and more highlight clips and clips of top anchors’ live broadcasts, and even some training courses on slice editing and operations.
This is very similar to the store group routine that was previously
popular in the e-commerce circle. In 2017, many Taobao customers switched to Pinduoduo, which was just emerging. One person opened hundreds of stores. A single store can receive 7-10 orders in a single day based on natural traffic. Each order earns a price difference of 3-5 yuan, which is an easy income. Several thousand yuan or even over ten thousand yuan.
However, live slicing is different from store groups. First, it is the secondary creation and operation of content. Second, major platforms have successively introduced corresponding policies and systems for management and control.
For example, not long ago, Ebrun Dynamics exclusively
learned that the video account official is developing and testing functions related to the live broadcast slice authorization of video accounts. The new function is expected to be officially launched in July this year. At that time, the number of authorized lists will be limited. Unauthorized Accounts and content will be removed.
AIGC technology is being used for live slicing. Some brands
are also planning to invest in live slicing, and some live slicing studios are also preparing to take a share of the pie. The question now is whether live slicing will disappear from the short video platform like a store group, or will it give rise to new operational logic? And what new methods are currently available in this field?
