Last summer, a large number HE Tuber of live broadcast slicing accounts and content appeared on Douyin and Kuaishou. Douyin's top master "Crazy Little Yang" takes the initiative to provide authorization for live broadcast slicing. The slice account can hang the link of the master's live broadcast with goods on his own product display window. The commission generated from the sales is divided between the master and the slice account. .

 and can obtain commissions through IP authorization without increasing the number of live broadcasts. For top experts, the GMV of the sliced ​​part after the live broadcast is almost the same as that in the live broadcast room.

 and some even earn hundreds of thousands to one million yuan per year. Sanyang Network, where "Crazy Little Brother Yang" works, has a monthly income of 16 million yuan from live slicing alone.

At present, live broadcast slicing is mainly dominated by MCN organizations and third-party service providers. For example, Zhongxiaoer and Chanxuan can connect with multiple anchors. MCN organizations such as Wuyou Media and Vision Entertainment mainly target their artists.

 under Three Sheep Network. It has an operation team of nearly 20 people and the upper limit of authorized accounts for a single anchor is 5,000. In addition to "Crazy Little Brother Yang", the team is also responsible for making a friend, Hao Shaowen, Zhu Zixiao, Xin Jifei Waiting for the slicing authorization from Douyin’s head anchor/live broadcast room.

Zhu Tiantian, an expert under Wuyou Media, has 5 million fans on Douyin and is active in the field of beauty and skin care. Several authorized accounts of Zhu Tiantian Live Slice are posting videos, and the product display window also has the words "Tianzong Exclusive" " product link.

 The prosperity of live slicing and its business is based on the influence of super internet celebrities. Currently, most of the experts who authorize live broadcasts on Douyin have more than tens of millions of fans.

told Yibang Power that the continuous output of good content is the key to making money from live slicing. Since June 2022, many MCN organizations and anchors have approached Chanxuan, but due to the lack of interesting content and the inability to continuously update, some of them later gave up. Typical examples include celebrity actors, who have fewer live broadcasts and cannot provide editing materials stably and continuously; another example is exciting hawking-style live broadcasts, which are actually not suitable.

 experts with obvious personal content styles. In addition to bringing goods, their live broadcasts also have many attractive contents. For example, Crazy Little Yang, his live broadcast is very expressive and infectious, making the audience feel relaxed and happy. Another example is Hao Shaowen, who explains the products carefully and tenderly during the live broadcast, making people have the patience to listen.

This content attribute fits well with the traffic characteristics of the Douyin platform, that is, the traffic mechanism that relies on content to win.

In June 2022, "Oriental Selection" shifted from the education and training industry to live broadcast e-commerce. The entire live broadcast team has a very distinctive content style and quickly broke through the circle and became popular.

Since then, many live broadcasts of wise sayings sliced ​​by anchors such as Dong Yuhui and Dundun have appeared on major video platforms. Some accounts use sliced ​​short videos to sell goods under the banner of Oriental Selection, and even sell fake ones. These accounts are floating in the gray area between the management of the experts and the platform, which is a potential risk for the entire Douyin platform and the experts.

Yibang Power learned that many organizations have approached Dongfang Selection, hoping to cooperate in live broadcast slicing, but the negotiations have not been successful. "Dongfang Selection believes that live broadcast slicing will interrupt their plans and affect the traffic of their main account." Hou Zongming, the person in charge of the Cicada Project, told Yibang Power, "There are many accounts that edit Dongfang Selection in the market, and they cannot be managed, but In fact, the correct strategy should be open and authorized to professional organizations. Since it cannot be governed, it is better to use it for me."

Yibang Power learned that Chanxuan has recently cooperated with Fan Deng Reading. Hou Zongming said: "I think Fan Deng can surpass Xiao Yang if he returns to the top."