When the streamer monthly entry 50,000 network female live streaming host
Daily Economic News reported on July 1 (every reporter, Zhou Chengcheng) Premier Li Keqiang revealed at the Summer Davos Forum this week that from January to May, the number of new jobs in cities and towns in our country reached 5.77 million, completing 58% of the annual target; in May, the surveyed unemployment rate in 31 large cities and towns was 5.02%.
Employment is inseparable from career choices, and occupations are the product of social division of labor. The changes in occupations reflect the pace of a country's economic development. Under the background of industrial innovation, there are also bright new occupations born, becoming a new sponge for absorbing employment.
After the Third Plenary Session of the Eleventh Central Committee, riding the wave of reform and opening up, people's view of career choices has undergone profound and thorough changes. Self-employment, going to sea for business, and competing for jobs have led to the emergence of various new occupational phenomena one after another, which not only brought about changes in people's professional psychology, professional identity and professional behavior patterns, but also promoted changes in social structure. The arrival of new occupations is accompanied by the gradual departure of old occupations. The renewal of old and new occupations reflects the development trajectory of society and economy at different stages, and also profoundly affects people's concept of career choices.
In the second quarter of this year, Michaels released the "2016 China College Student Employment Report", and the top ten majors such as financial management, computer science and technology, and software engineering ranked first in the employment rate of college students, which was called the most "profitable" career in the future.
In fact, in the period of rapid expansion of the new economy, there are more new occupations that may not have been heard of, such as pilots who operate drones, and VR artists who rely on virtual reality technology...
The "Daily Economic News" reporter was divided into several routes, which lasted for several months, looking for experts, finding clues, interviewing representatives of new professional groups such as network live streaming hosts and drone pilots, digging up the professional stories that are playing out on them, and also hoping to use this to spy on a glimpse of China's new economy.
In mid-June, when I first saw Wan Ni, the live streaming host of Sike Sports, she was wearing a dark blue T-shirt and a little fendai, which was a little different from the exquisite dress of some online female live streaming hosts.
"This is Barcelona's championship shirt." Che Wanni told the "Daily Economic News" reporter that he usually wears jerseys whether it is online live video or in life.
Based on her love for football, Che Wanni worked part-time as a live streaming host in football before graduating from college last year, and now she has a small reputation in the football live broadcast circle. "I hope the football career I like can be my job and support me all the time."
Similar to Che Wanni, some young and beautiful girls are now eager to enter the live video industry. However, unlike Che Wanni, who needs some professional football knowledge, many live streaming hosts do not have their own "core competitiveness". In more extreme cases, even some live streaming hosts that sleep and eat live have begun to appear, and some of these online live broadcasts are still watched by a large number of people.
This also makes the outside world quite puzzled - are they industry disruptors, or are they new things spawned by mass demand? It is also questionable that some platforms' live broadcast viewing volume and live streaming host fans' fake numbers seem to have become open secrets in the industry. Under the extremely low barrier to entry, more ordinary people also want to get a share.
Chen Yu, vice president of the China Employment Promotion Association, told the "Daily Economic News" reporter that providing services and products needed by society and obtaining the means of life on which one depends is a kind of occupation. However, how long can live streaming hosts without knowledge level and technical content such as live streaming, sleeping, eating, etc., last? There is still a question mark.
● Bright prospects: live streaming host income depends on fans to reward up to hundreds of thousands
"Stable live broadcast on the live broadcast platform designated by the company for more than 3 hours every day... Basic salary plus commission monthly income is more than 20,000." This is a live streaming host recruitment information on 58.com. According to the information displayed on the website page, more than 100 people have submitted resumes.
For ordinary people, the barrier to entry into the online live broadcast industry is indeed very low. They only need a computer and an account to broadcast live. Using mobile phone software, they can broadcast live anytime, anywhere.
Under the "temptation" of high income, some young people are also flocking to the online live broadcast industry. Is this a "sugar-coated cannonball" of high salary, or is it really the case?
With this question, the "Daily Economic News" reporter consulted the person in charge of Qiqi interactive video operation who has many years of experience in video live broadcast. The person in charge said that the monthly income of live streaming hosts newly settled on the platform is not much problem. go LIVE two months later, the new live streaming host broadcasts 3 to 5 hours a day, and can reach 10,000 to 20,000 income per month; the number of general fans of medium live streaming host is about 300,000 to 500,000, and the monthly income can reach 100,000 to 200,000; and the high-quality live streaming host with 500,000 to 1 million fans can reach 300,000 to 500,000 monthly income.
For the source of high income, Yin Hong (pseudonym), a staff member of an online live video company, told the Daily Economic News that in addition to the basic salary, the vast majority of the income of a live streaming host comes from the virtual currency presented by fans.
According to Yin Hong, fans recharge cash in exchange for virtual currency, and then can buy gifts to reward their favorite live streaming hosts. After the platform receives the virtual currency, it will be divided with the live streaming host and the brokerage company. "The live streaming host share of different orders of magnitude in our family is the same, 32%, the brokerage company shares 18%, and the rest is owned by the platform."
Brokerage companies participate in profit sharing because larger live broadcast platforms often cooperate directly with brokerage companies, who are responsible for recruiting live streaming hosts or artists, and then provide suitable candidates to the live broadcast platform for cooperation.
"Our platform works with more than 600 brokerages to provide live streaming hosting," said Qiqi's head of interactive video operations.
Cruel reality: salary instability new live streaming host attrition rate up to 20%
In the recruitment of live streaming hosts, brokerage companies have also exhausted various methods.
A person in charge of a brokerage company, A Rong (a pseudonym), told the "Daily Economic News" reporter that the most basic thing is to post job postings on recruitment websites or local Internet forums to recruit artists, hosts, and live streaming hosts. In addition to websites, advertisements for live streaming hosts have also begun to appear on platforms such as bus stations, highways, and high-speed rail stations.
A photograph A Rong sent to reporters showed a billboard on a pillar next to the highway that read "Everyone can be a star" in bold black lettering, a picture of a beautiful woman on the right, and "As long as you have a dream, we will give you a platform" in bold lettering below.
"'High value', 'good talent', and'able to talk 'are the basic requirements for live streaming hosting." A Rong said that if you think you can, you will sign a one-year trial agreement. There are 6 hours of working hours every day, and the agency arranges live broadcasts. The basic salary for newcomers is 3,000 to 5,000 yuan, and the basic salary for mature live streaming hosts is very high. At present, the company has about 5,000 signed artists, and the monthly active live streaming host number is about 600 to 700.
He said that the brokerage company will arrange for a live streaming host to settle in multiple live broadcast platforms at the same time. This also means that the live streaming host can choose from a wide range of platforms and has strong liquidity. The person in charge of Qiqi Interactive Video operations said that the platform has about 500 to 800 new live streaming hosts every day, but some new live streaming hosts are not suitable for the platform situation, and there are few fans, and the salary will not be very high, so the attrition rate will be higher, accounting for about 20% of the total number of new arrivals. Generally, the attrition rate of live streaming hosts above medium is less than 5%.
"Although the live streaming platform has a special new live streaming host section, and will support new live streaming hosts, such as arranging new live streaming hosts to the front of the page, etc., the loss of new live streaming hosts is still very fast." The person in charge of the above operation said.
In addition, the characteristics of high liquidity are more obvious in live broadcast platforms that focus on a specific field. Che Wanni said that in the case of Sike, new football live streaming hosts enter every day, and some leave every day. "Football is niche than other types of platforms, and the professional requirements are also higher."
Despite the liquidity of live streaming host, the industry is still optimistic about this industry. In early June, at the "Vstar" strategic cooperation conference to open the video Internet celebrity · self-media IP era jointly created by Sina Weibo and IMS New Media Business Group, IMS New Media Business Group CEO Li Meng told the "Daily Economic News" reporter that the next 5 to 10 years will be the era of Internet celebrities, and the number of fans owned by many MCNs and these Internet celebrities can be described as unlimited. It is expected that the size of the Internet celebrity video IP market is expected to exceed 200 billion yuan in the next three years.
And some live broadcast platforms, brokerage companies, network live streaming hosts, etc. in the market have indeed put on a shiny coat.
"This industry is very profitable." Yin Hong revealed that there is a brokerage company that has raised over 100 million yuan, and often pulls live streaming hosts to shoot online dramas. Many of the live streaming hosts' go LIVE locations are located in villas, which are very luxuriously decorated, with special restaurants and oxygen bars.
● Industry concerns: There are platforms hanging robots to fake the live broadcast volume
In a live streaming platform, the deciding factor for a live streaming host to stay and leave is often the number of fans, because it is directly linked to income, which also makes maintaining fan relationships an important daily task for a live streaming host.
Che Wanni said that fans have a sense of demand for live streaming hosts, and maintaining relationships can certainly bring economic benefits to live streaming hosts. At the same time, it will also bring inner satisfaction to live streaming hosts, and want to stay on this platform for this reason.
In Che Wanni's opinion, in order to maintain fans, the most important thing is to improve the quality of live streaming host programs. For example, on the Sike football live broadcast platform, there is a Northeast boy who speaks with a very characteristic Northeast accent, so the platform also specially curates live broadcast "Northeast flavor" football live broadcast reports for him.
Recently, iResearch Consulting Group and Weibo data center conducted an analysis of 36,000 typical Internet celebrities on Weibo. According to data analytics, as of May this year, these "amateurs" who are completely popular on the Internet have accumulated 385 million fans, and their fan size has increased by nearly 3 times in the past two years. The huge fan base has made the content published by Internet celebrities more effective.
"In fact, the platform prefers to recruit live streaming hosts with a fan base, such as small Internet celebrities in football," Che Wanni said.
The head of Qiqi Interactive Video Operations also admitted that bringing fans is conducive to the expansion of the platform's brand influence.
The pursuit of the number of fans also makes some live streaming hosts want to find some ways to quickly increase fans. The Daily Economic News reporter noticed that on some online shopping websites, there are also transactions for buying and selling fans.
For example, a Taobao store sells "WeSing" fans. The information shows that there are 800 high-quality fans for 10 yuan, 800 comments for 10 yuan, and 800 flowers for 10 yuan. In addition, "Yingke fans 1 yuan 2000 fans, 10 yuan 20,000 fans, safe speed", "The number of live broadcasts is 2 yuan per time = 1000" and other buying and selling information is also endless.
"There are indeed live streaming hosts who give themselves gifts in order to be on the hot list." A live streaming host who did not want to be named told the Daily Economic News reporter.
Yin Hong told reporters that not only can live streaming hosts buy fans on online shopping websites, but in fact, many live streaming platforms themselves also fake the number of online viewers.
The above-mentioned live streaming host also said that many platforms have means to increase the number of virtual people. On the surface, there are a lot of people, but in fact how many of them are real and how many are "robots", and neither the live streaming host nor fans know. "I once entered a live streaming platform, and the system hung the robot and came in. There may not be so many people watching me in the live stream."
"There are a lot of people watching the live stream online, but a lot of the information is the same, and there are not many comments. In this case, most of them are falsified." She said.
Yin Hong said, "When some platforms recruit live streaming hosts, they will clearly say that the more interaction, the more robots we will hang for you. Hang robots at a ratio of 1:5 or 1:10. This is already an open secret in the industry. The platform is also to increase the retention of live streaming hosts. A live streaming host is only watched by one or two people here, and it will definitely leave soon."
Wang Haibin, CEO of Jufan Live, told the "Daily Economic News" reporter that fans booster may indeed bring the illusion of short-term "popularity", but in the long run, it will do great harm to both the live streaming host and the platform itself. "False popularity will inevitably bring unfair competition. More high-quality live broadcast content is buried by false popularity. Users cannot see high-quality content and will gradually lose from the platform. Moreover, such a loss is irreversible and fatal to the brand."
