First-hand live tragedy: Yang Kun with goods 1.22 million, the actual transaction of 40,000, the investment side said Yang Kun brush single
“I am mad, spend 100,000 pit fees to find Huang Shengyi live, only to sell 5 cups! “Su Lan said.
Su Lan is the deputy general manager of a live operation platform. From October 17, she has worked with Lisa Jiang, Huang Shengyi, Yang Kun, Sanjiang pot, Luo Yonghao five live broadcasts, for a well-known home appliance brand of new insulation cup with goods.
From a statistics provided by Su Lan, the company paid a total of 325,000 yuan pit fees for five live broadcasts, the actual sales of less than 100,000 yuan. Among them, Yang Kun, Huang Shengyi pit fee is the highest, are 100,000 yuan, but Yang Kun only sold 18,348 yuan sales, Huang Shengyi only sold 5 insulation cups, sales of 695 yuan.
Su Lan told reporters that the company and the brand side of the commitment of the ROI ratio is 1 to 3.9, can not reach the proportion of the refund of service fees. Now because of five live effect is not good, and the brand side of the deadlock, the other party is not willing to continue the contract, if Yang Kun, Huang Shengyi not refund, the company a case to pay close to 300,000, because it is a start-up company, it is likely to go out of business because of this single.
“Lisa Jiang, Luo Yonghao is my own find, according to the pit fee to see, sales, although not as expected, but I can also accept, the other party did not mislead us. Huang Shengyi, Yang Kun is the most exaggerated, the broadcast of the problem is frequent. After the broadcast we want to recover the loss, a taiji excuses not to refund the money, a bolder to simply ignore me. “Su Lan said.
The recruitment team’s big pie, had made this startup full of hope to do big
In fact, Su blue party is not strictly startups, and even ate the first batch of live with the dividends: they originally had a store in Taobao, according to Su blue, the goods are real, so SKU less, the category is not fixed, and so get what sells what, from 2019 began to go in the form of live with the goods.
“We were having our own anchor, recruiting anchors do not require very beautiful, but to have affinity, to be able to sell things to the camera. 2019 many people still do not pay attention to live, we a live room generally 5-6 hours to sell small hundreds of thousands of goods, more time to work overtime. A day broadcast 7-8 hours, selling millions of goods. “Su Lan said.
But the good times are not long, Su Lan said: “In 2020, everyone is concerned about the live wind, we are not good to do. At the beginning of this year, the company walked a lot of anchors, but also some co-anchors are taking the account away. Then the company also had some changes, so the company began to reorganize in April to do the business of e-commerce operations for businesses. “
According to Su Lan, the company began to advertise in April in Jitterbug, for national investment, to do live operation for enterprises, “generally charge 2000-3000 yuan service fee, we help enterprises to do a year of live. Almost every week will be broadcast, the anchor can be external cooperation anchor, but also our anchor, we will provide to the enterprise related list, plus data analysis, let the enterprise choose. The service fee is actually a symbolic charge, we mainly earn commission. ” Su Lan said.
By August, the business bottleneck began to show, there are some big brands to approach, the original small anchor is not enough, “like the double 11, Taobao will have traffic tilt to the head anchor, we sold in the double 11 is not as good as usual. “Su Lan said:” just in early October, we signed a full case of selling insulation cups, so we began to think about looking for stars and head anchors. “
Su blue told reporters that she originally looked forward to Huang Shengyi, because the investment side said Huang Shengyi itself comes with traffic, and just participated in the “sister of the ride”, the popularity effect is very good.
In addition, Su Lan showed the reporter a contract, which shows that Beijing Starfire Infinite Culture Development Co., Ltd. investment commitment to bring ROI ratio of 1 to 3, commission of 20%, if the completion of sales, in accordance with the proportion of actual sales, refunded within 7 working days.
“The promise of a refund was one of the important reasons that struck me at first. “Su Lan said.
Find Yang Kun, one is the circle of an institution recommended, the second is that Yang Kun flow is good.
From the screenshot of communication between Su Lan and the investment party, she actually had a little doubt about the star’s ability to bring goods at first, but the other party showed very confident and strong throughout the process, sending over the shake cha-cha data shows that Yang Kun’s live sales on September 24 dropped nearly 30 million sales, the data is very good.
“This actually has the component of gambling. Our cooperation with the insulation cup party is to charge 1 million service fee, the commitment to live sales off 3.9 million sales, such as failure to reach the agreed sales figures, according to the proportion of the service fee refund. Find a reliable anchor, may be once or twice to sell 3.9 million, then our earnings are high, if this 1 million are spent, still can not sell sales, then we have to lose money. “Su Lan said.
Dream broken live: “The biggest stars are the most unprofessional”
October 17, Su Lan began to cooperate with Lisa Jiang, officially opened five live tour. “Although only sold less than 20,000 goods, but considering that the pit fee is only charged 15,000 yuan, I think it is still acceptable. The opening is not bad, as long as then Huang Shengyi and Yang Kun side play normally, the result should not be too bad. “Su Lan recalled her state of mind on that day.
But by the time Huang Shengyi live on October 25, before the insulation cup link, Su Lan’s heart was cold.
Su Lan recalls: “live is in the evening of October 25, 7:00 pm to start, should have Huang Shengyi broadcast, the results of her 8:00 pm to arrive. Before that, it was the assistant who broadcasted. And Huang Shengyi arrived, feel not interested, normally the anchor should use the product, but she basically do not touch the product, like a wine, she simply sniffed, not to mention the introduction of product ingredients. “
And by the time Su blue party insulation cup, Huang Shengyi has withdrawn, and eventually sold only 5 insulation cup.
Su blue said: “We do not know Huang Shengyi came half an hour, in the end is not in advance and the organizers said, and then I went over the contract with the organizers, I feel they played a word game, which wrote Huang Shengyi is tentative anchor, indeed did not directly say Huang Shengyi will always The actual fact is that it does not directly say that Huang Shengyi will always be live. “
After Huang Shengyi’s live car, Su Lan began to be doubly careful, because the next game can not afford to lose. Before Yang Kun live, Su Lan repeatedly and the other side to confirm the broadcast script, but less than 20,000 sales let her lose hope.
Su blue analysis: “Our insulation cup is actually not bad, and there is a national level male star endorsement. But Yang Kun in the live two problems, one is in accordance with the pit fee we give, live time should be forward, the results are very back, the day 17:30 broadcast, broadcast to the product is already 22:17 pm; second is not long enough, we agreed to broadcast time is 5 minutes, the product only sold less than 3 minutes 44 seconds; third is Yang Kun introduction is not attentive, basically the assistant read according to the script, live At the end of the 3 minutes and 44 seconds, Yang Kun was lying on the stool with his hands on his bladder, not speaking at all. We gave a detailed script before the broadcast, instructing each other to be sure to introduce our removable cup lid, but there is no such link. “
Another also in October 30 to find Yang Kun live a hot pot base brand related to the person in charge of Li Li also found reporters, spit Yang Kun live particularly unprofessional.
Li Li told reporters, although the company used to rely on offline channels, but in recent years, the first short video grass, after the trend of live with goods, the company’s e-commerce sector is also trying, from October to find some net red, V do live with goods, has done a few sessions in pure commission mode, sales in 1-2 million, considering the unit price of hot pot base is not high, feel the results are good.
We saw Yang Kun’s live data through Shake Cha Cha, and started to cooperate, the expectation was ROI 1 to 3, that is, invest 100,000 pit fees, commission 20%, get 300,000 sales. But in the end, only 30,000 sales were sold. “Li Li told reporters.
Li Li believes that his hot pot base will not be too much of a problem, because of the cooperation with some other big anchors, such as Luo Yonghao, Wang Zulan’s effect is not bad, a vertical food expert who does not charge pit fees also brought 80,000 goods. “Yang Kun’s main problem is unprofessional, the deputy anchor is to read according to the script, Yang Kun himself followed a few sentences, it is reasonable to say that this hot pot base should cook something to eat, but he also did not cook. “Li Li said.
Li Li said that before the start of the live broadcast, his boss made a special trip to Beijing and Yang Kun live investment party George Jinhan communication, said he hoped that Yang Kun in the live broadcast on the heart, at least cook to eat, “then see is George Jinhan boss Qiao Jingwu, he promised, later may be the boss busy forget The other side of the operation said they didn’t know when we were accountable afterwards. “
The direct broadcast with goods is very close to the consumer? In fact, there are many intermediate links
October 31 and November 6, Su blue company respectively and three river pot, Luo Yonghao cooperation, completed the remaining two live.
“Sanjiang pot himself arrived for only a few minutes and did not sell our products at all. Luo Yonghao 70,000 pit fees sold 60,000 out. The brand side saw the sales figures of these five games and terminated the cooperation in advance. At this time we have received 400,000 each other, according to sales then most of the service fee to be returned, so if the pit fee can not be returned, the need to return more than 300,000 service fees can only be our own paste. “Su Lan said.
From Su Lan’s statement, the live broadcast looks as if it is very close to the consumer: the business through the star to the consumer to sell goods directly, very high-tech and very Internet, but the institutions behind, sales model, benefit distribution model primitive and complex, it is no wonder that even live veterans will continuously step in the pit.
Su Lan’s review of the whole event is as follows.
Around September, Su blue company in Zhengzhou, Henan Province, the investment agent docked a southern advertising company, the other party responsible for service brand new insulation cup sales.
“Now is not popular first short video grass, then live with goods? Originally we had hope to take the short video piece also, but did not compete with another company. The advertising company negotiated with the brand for 1.3 million service fee, 20% commission (to the anchor), with 3.9 million goods. We took the 1 million service fee, which equates to the advertising company earning the 300,000. “
After negotiating the full case, Su blue company began to find the head anchor through the resources of the circle. A company called Beijing Chen Lizhang Technology Co., Ltd. of the relevant person in charge of Chen Lizhang to Su blue recommended Yang Kun live, and then Su blue contacted Yang Kun investment team “have so-called”, and then and Yang Kun live organizer George. Then, Su Lan contacted Yang Kun’s investment team “There is something”, and then docked with George Jinhan, the organizer of Yang Kun’s live broadcast, who is a wine company.
Su blue company and George Jinhan contract terms are: 100,000 pit fees, 20% commission, after the end of the live George Jinhan to Su blue company 4% of sales rebate.
From the whole process, the insulation cup to be sold to consumers through live, during the period to go through the advertising company – electric business agency Merchants (Su blue company Zhengzhou Merchants) – electric business agency (Su blue company) – intermediary (big chapter) – star Merchants team (there is so-called) – operating agencies (George Jinhan) – star (Yang Kun) seven links, although there are contracts signed, but the whole process and communication is relatively complex and primitive, the flow of information is extremely inefficient, not only the live effect is easy to go wrong, after the situation, to distinguish the rights and responsibilities and losses, is also a problem.
For example, Li Li, mentioned in the previous article, actually signed a contract with George Jinhan through an MCN agency called Tonggan Technology after attracting investment. After the live broadcast flopped, the docking party of Tonggan Technology said that they were only attracting investment and that they had to communicate with George Jinhan on specific issues.
“and that investment communication soon after he left, he used his personal relationship to help me find a few small anchors within the Tao to make up for the broadcast, the effect is not too good. This person is actually not bad, you remember to give people’s names to code. “Li Li said.
Disconnection and blame shifting
At the end of Yang Kun’s live insulation cup session on October 30, Su Lan first found the introducer of the big chapter media, pointing out that the effect is very poor, while Yang Kun’s party also has a breach of contract, but the other party let Su Lan to contact Yang Kun’s investment to solve the matter. “Originally did not want to find Yang Kun, is that they strongly and I said that Yang Kun is good, took the money and do not care. “Su Lan said.
“Do you have evidence that Grand Chapter Media took the money? “Detective case asked.
“Say it did not take, but in fact he is to open this company, do not take the rebate is unreasonable. “Su Lan replied.
From the chat records provided by Su blue, at about 10:30, Su blue began to question Yang Kun investment in the group of various unreasonable places, at this time the live broadcast is not over, Su blue asked in the lottery link to solve the problem of the introduction of the characteristics of the product, but the other party did not reply, at 12:00 am, Su blue again tried to communicate with each other, but did not get a reply, had to be embarrassed in the group greeting.
At 3:41 pm on October 31, Su Lan was again in the group to review the live broadcast. The other side officially responded on November 3, the two sides produced a conflict. Su blue call voice phone, the other party did not answer, “I tried to voice contact after they not only did not answer, but also all withdraw from the group, the group is only our company people. Especially ho cross, in fact, I have not asked for a refund, just ask to make up the broadcast. “Su Lan said.
“Since then it has not been possible to contact each other, including George Jinhan, promised 4% rebate also did not give us. The samples were sent back with cash on delivery, another loss. “Su blue said:” which Yang Kun investment team Bo, after the end of the live broadcast, I kept playing his phone, but never played through. “
Su Lan provided two call records to the probe, from which it can be seen that the call frequency is very intensive, but the other party did not pay attention.
According to Su Lan, Huang Shengyi party because there is a contract agreement, the effect is not good will be proportional to the refund, but the whole process, the other party has also been passing the buck. “This is actually a live broadcast co-organized by People’s Cultural Tourism and Starfire Unlimited, of which People’s Cultural Tourism invited Huang Shengyi, we are contracted with Starfire Unlimited. At the end of the refund, Starfire Unlimited said the money to the People’s Travel, let me wait for him to get back after the refund to us. “Su Lan said.
Su Lan told the detective, this month, she asked Starfire Infinite from time to time to press a payment, no results, once the other party’s boss told him he was blocking the door of the People’s Travel, but one of their own “inside” in Starfire Infinite, said the boss is sitting in the office at the moment.
On November 13, Starfire sent a letter of commitment to Su Lan, saying that he would refund the money before December 2.
November 26, the probe released “live tragedy: Yang Kun with goods 1.22 million only 40,000, the investment side insisted that Yang Kun brush single” the day after the release of the article, Su blue to the probe background message: “Hello, I am October 30, let Yang Kun broadcast XXX brand of insulation cup, has been I can’t find the organization to discuss, besides, their attitude is so arrogant ah! Your side has any way to help me to get my money back? “
December 2, find the case of the probe Su Lan put the probe editor, Starfire unlimited finance, Starfire boss pull group, the other side said that day there is a live, and so the next day to respond, but so far the other side did not respond. Su blue analysis at the time: “He is delaying time, just want to broadcast Chen He’s live tonight smoothly, but even if the broadcast, the money from the proceeds will not give us directly. “
On December 3, Su Lan left a message to the probe: “Starfire Unlimited also does not return my message, even if they have the money, but also did not refund us in a timely manner. “
For the future, Su Lan said he is still running. Despite the contractual constraints, but to get the money back is not easy, “this kind of bad debt is actually quite a lot of things, one by one to fight the lawsuit, we can not afford to fight. “
As of press time, Su Lan to the probe again sent three chat records, said he was Yang Kun Merchants have the so-called Bo black.
(Note: in order to protect the privacy of the parties, the text Su Lan, Li Li are pseudonyms)
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