Jinqi finds that she is more and more fond of ordering and shopping in the live broadcasting room. "This thing is the lowest price in the whole network in my live broadcasting room." the link just on has been robbed and will be replenished later. Don't worry. "The voice of the anchor in the live broadcasting room is like the song of the siren, enticing Jinqi to keep ordering and buy some goods that she didn't need.
Like Jinqi, there are not a few consumers attracted by live broadcasting. According to the 48th report released by China Internet Information Center in September 2021, as of June 2021, the number of live users of e-commerce in China had reached 384 million, accounting for 38.0% of the total Internet users.
In fact, the seemingly hot live rush buying scene often has tens of millions of trading volume and empty goods in 10 seconds. There are many traces of manual operation behind these bright transcripts. In the live broadcasting room, not only the number of fans, views and likes can be brushed, but also the sales volume can be injected.
"The brush sales volume can enable the anchor to show a high Gmv, which is convenient to improve the pit fee in the later stage. On the surface, the brand side has good sales data, which makes it easier to talk about cooperation. The brush intermediary can earn a commission." An employee of MCN organization told leopard change that although the risk of bill brushing is increasing with the tightening of platform and supervision, it is still the "hidden rule" of e-commerce industry.
The punishment for bill swiping is increasing. If the live broadcasting platform finds out that there is a bill swiping behavior, the store will be closed immediately. The measures for the supervision and administration of online transactions implemented by the State Administration of market supervision in may clearly stipulates that online transaction operators shall not make up transactions or user evaluations.
Although no one in the industry recognizes it, it is an open secret.
1、 The brand brushes the list for the anchor: without millions of sales, you can't go to the live studio next time
"If you are selected by the big anchor, the brand awareness will be further improved". As the market leader of a beverage brand, Xiao Yuan felt very lucky when she knew that her products might board the big anchor live room. She immediately sent all products to the anchor company to participate in the selection, and only one product was selected.
After paying the fee, Xiao Yuan found that his product was only on the anchor's alternative list, "the anchor has key products to promote, while my product is only on the alternative list. If a product can't be broadcast and the time slot is vacant, the business will temporarily notify me to prepare immediately." Xiao Yuan told "leopard change" that the cooperation procedure of big anchor is cumbersome, and the lowest price control is necessary.
The big anchor put forward the requirement of controlling the price. The product in his own live broadcasting room is the lowest price, and the price of offline stores and brand members can not be lower than that in the live broadcasting room. In order to successfully participate in the live broadcasting, Xiao Yuan raised the price of this product through all channels.
Facing the big anchor, Xiao Yuan, as the brand side, was also hinted to brush the order and ensure the quantity (ensure sales).
Before the broadcast, the anchor company asked Xiao Yuan to provide a new product link, and there needs to be a lot of praise messages in the link. For the brand side, the quickest way is to buy (brush the list) manually.
Hiring the Navy system to brush comments will bring risks to the store. The buyer's network IP address is centralized and easy to be found by the platform. Xiao Yuan revealed that in order to meet the requirements of the anchor, the company's employees will go home and place an order to buy goods, leaving high praise after receiving the goods.
During the live broadcast, there are many routines. When the product is delivered for the first time, the inventory will be required to be controlled to 1000-3000 copies, creating a hot scene that it will be sold out in a few seconds. The staff of the brand side began to brush and comment on "why is this product gone" and "I have to buy it". After receiving the information, the anchor began a dramatic "performance": I want to seek benefits for fans and ask the brand side to replenish positions for many times. In fact, the stock of the brand side is much higher than the link inventory during the live broadcast.
The big anchor team is very cautious. In the whole process of communication with the brand, it will not directly mention the bill brushing or put forward the requirements for bill brushing and quantity assurance, but the docking business will give some hints. The business tactfully told Xiao Yuan: "if the product does not complete the sales of 1 million, your brand will have no chance to go to our live studio next time."
Although the big anchor has a strong delivery capacity, there is still uncertainty whether it can achieve the final sales performance goal. In order to continue cooperation, Xiao Yuan can only carry out some operations silently.
Manual brushing has become the most direct method.
In 2020, China consumer daily reported that from September 2019 to July 2020, an e-commerce company in Changshu, Jiangsu Province brushed 135000 orders, with a total principal and commission of more than 4.2 million yuan, including 6201 orders on several live broadcasting platforms.
The Douban Xiaoxiang paradise group had previously disclosed that a female anchor still asked the brand to brush the order and ensure the quantity in the case of high pit fee due to her own sales problem.
Big anchors have a high voice in the live broadcast market. Anchors and e-commerce giant platforms are bound together. If the brand does not participate in the game, there will be no large traffic and considerable trading volume.
Small and medium-sized anchor live broadcast with goods, the brand side will not take the initiative to brush the bill, "they have already paid the pit fee, and they have to brush the bill to flush the sales volume. The brand side is too stupid." A brand told "leopard change". Generally, the brand will contact MCN company. MCN has a live broadcast matrix of small and medium-sized anchors, and its small and medium-sized anchors broadcast live for 6-8 hours to help recommend products.
MCN company will sign a warranty agreement with the brand party to promise how much sales it can achieve. In order to prevent MCN company from swiping orders in the anchor live broadcast room, some brands will directly write the requirements in the contract. For example, in order to prevent Party A from using malicious swiping orders to complete the total guaranteed transaction sales, Party A and Party B shall, after deducting the sales of return orders within 15 days after the live broadcast (excluding the bad evaluation return orders due to Party B's commodity quality problems or logistics problems), settle the final total sales volume during the project period of this agreement again.
2、 The star live broadcast debut must be wonderful. Is it a consensus to brush the bill?
In 2020, the live broadcast with goods accelerated madly under the catalysis of the epidemic, not only the end of large and small anchors, but also all kinds of stars joined the cargo camp to seize this wave of traffic and wealth password.
In this "feast", sales volume is an important wind vane. Anchors and stars need to rely on this data to prove their delivery strength and improve the asking ability of commission and pit fee; MCN institutions should be famous and popular; Businesses hope to increase product exposure, prove product strength and make more money through live broadcast channels.
However, various rollover cases also tore off the "false prosperity" of the live studio and exposed the chaos behind it to the public. According to the public opinion analysis report on Consumer Rights Protection released by the China Consumer Association on November 11, 2020, one of the "slot points" of live broadcasting with goods focuses on the star with goods, suspected of fraud.
On November 11, 2020, popular talk show actor Li Xueqin and others conducted a live broadcast on a platform and brought goods for some digital products. The data of the live broadcast room showed that 3.11 million people were watching. However, since then, the staff participating in the live broadcast broke the news that there were less than 110000 viewers in the live broadcast room on that day, and the other viewers paid for it.
Finally, Li Xueqin studio said that Li Xueqin himself and his team did not participate in any live broadcasting operation and had no knowledge of the statistical process of live broadcasting data.
Almost at the same time, the live delivery of singer Yang Kun also fell into the suspicion of "brushing the bill". Previously, Yang Kun's first war sales of goods reached tens of millions of yuan, and his super ability to bring goods attracted some merchants. After a live broadcast in early November, some merchants revealed that the return rate was very high, with a live broadcast sales of 1.22 million. After the refund the next day, the real sales were only 40000 to 50000.
Due to false transactions, businesses began to play games and protect their rights with MCN institutions and Yang Kun's team. Whether Yang Kun's team or MCN institutions were brushing the bill became a luoshengmen.
Although there are many star live water injection and rollover cases, the game continues. Brands have demand and stars have the will to become a bridge for operators to communicate with each other. Xu Bai is engaged in e-commerce agent operation. While connecting with the merchant and the anchor, he defines himself as the role of public relations and coordinates nearly 1000 live broadcasts. In his eyes, brushing the bill has nothing to do with profits and income, but just making a show and giving an explanation to the boss of Party a.
"If the brand brushes the list for the anchor, it can brush millions at most. In some live tapes I handle, there are tens of millions of sales." Xu Bai said. Xu Bai once worked for a brand and found some stars, some of whom were old stars. He showdown with one of them: as a star, it needs high sales and bright data to bring goods on the first show. I am willing to cooperate to complete the sales data.
The first show of star live broadcast must be wonderful, and it has become a consensus to brush the list. He took the initiative to brush the bill for a star to create false sales data.
The document brushing process is relatively simple, and the delivery is carried out with empty bags or gift bags. For the operation of bill brushing, we will find special channel providers to cooperate, so as not to leave a trace of bill brushing. After the live broadcast, the star will send war reports. The single pit sold 20 million yuan of goods. The brand will also send war reports to show that the performance is true and reliable.
In return, the star's affiliated organization will give several live broadcasts of pure Commission (live broadcast of 0 pit fee) signed by other small anchors. The brand's sales war report of 20 million will also attract the attention of other anchor businesses and reduce the commission fee.
"The anchor is eager to see the free brush list. He won't expose these brush list behaviors at all." Xu Bai said that when he saw some anchor or star premieres claiming to have sold more than 10 million, he would also doubt whether there is water.
The most direct impact of bill swiping is the income of the operator. After a round of live broadcasting with goods, the e-commerce agent can earn 30000-50000 yuan. Some middlemen who master star resources will earn more. Middlemen increase prices layer by layer, and finally to the brand side, the price increase is not small.
For start-up brands with limited funds, the road of live broadcasting with goods is quite tortuous. "In the selection stage, no anchor is willing to take orders." A founder of a start-up skin care brand told "leopard change". The anchor of small and medium-sized live broadcasting with goods asked the brand to have 30000-50000 sales on Taobao. The live broadcasting organization suggested brushing the bill first and then talking about live broadcasting cooperation, "but the cost of brushing the bill is too high, I can't afford it, and the risk of brushing sales is also very high".
However, Xu Bai admitted that many small start-ups will brush their own orders and make better sales reports. "Many small brands use this method to deceive Koc pure Commission trailers (0 pit fee)".
3、 Grass roots brush one hand, one can only earn 50 cents
The upstream of the order brushing operation is the company responsible for the execution of the order brushing.
In order to avoid punishment, the billing company will package itself, "e-commerce resource service" and "optimization of live broadcasting room". The pleasant and professional name makes people never think that this is the most "simple" billing business.
The customer service of a billing company provided a price list to "leopard change" with detailed service content. For e-commerce live broadcasting platforms such as buffeting, we can provide live transaction orders, live refund orders and other services.
According to the different customer unit prices sold by brands, the prices of bill brushing services are also different. Among them, if the live broadcast refund service is selected, it means that a refund will be made within a period of time after placing an order in the live broadcast room. The customer unit price of the goods is 0-200 yuan, and the brushing party has to pay 4 yuan per order. For every 200 yuan increase in the unit price of commodity customers, the service price will rise by 2 yuan.
In addition, if you choose to live broadcast, the transaction order is 2 yuan more expensive than the refund order. The so-called transaction order will eventually buy and send empty packages or packages with small items, because it will bear additional logistics costs, so the cost is higher.
This means that if a commodity with a price of 100 yuan chooses to brush the bill in the live broadcasting room, the brush intermediary can earn 40000 yuan under 1 million basic Gmv.
Most of the single brush hands are recruited by the company. According to the insider's report on leopard change, each single brush hand has its own superior. The superior is divided into 1 yuan and then 2 yuan. The single brush hand at the bottom may only earn 50 cents.
A customer service of the order brushing executor told "leopard change" that order brushing is a conventional practice in the e-commerce circle. No matter how many orders are placed, the company can arrange hand brushing execution. If the hand brushing runs the order, the company will return the corresponding amount, "the supplement does not necessarily die, but the supplement does not necessarily die".
However, the bill brushing company does not bear the risk of bill brushing failure. If the bill brushing behavior is found by the platform, the consequences can only be borne by the merchant.
There is a risk of closing the store, so other alternative ways of brush sales are also quietly breeding.
A person familiar with the matter disclosed to the "leopard change" that he once added a group. The group owners will send links every day. The product price is about 70% off in the live room. There is a limit on the amount. Clap your hands and sign up first. Shoot according to the price of the live room on the day of broadcasting, pay high praise, and refund the difference one month later. According to the screenshots provided by this person, the latest product is Nie and a blemish essence with an internal price of 55% off.
As the audit details of various platforms become more and more, the supervision is becoming more and more strict. "Once the platform finds out the excessively high chargeback rate, it will take measures to close the store," a person familiar with the matter told leopard change. The newly revised anti unfair competition law adds Internet terms and increases the maximum penalty for false publicity such as Bill brushing to 2 million yuan.
In the changing process of e-commerce, live broadcasting with goods has created more brilliant achievements, but what the bill brushing brings is only "false prosperity" and meaningless competition.
Like the theater effect, everyone in the theater sat and enjoyed the performance. Suddenly, someone chose to stand up and watch, blocking the sight of the people around, and more people were forced to stand up and watch the performance. In the live broadcast, brands, MCN organizations and anchors spend a lot of money in brushing and injecting water, but the competition returns to the initial starting point, erodes consumers' trust, and will only brew bitter fruit in the end.
