10 things to know about Tik Tok live streaming!

Accompanying entrepreneurs in the entertainment industry on a year-by-year basis. Believe in the market, believe in national trends, believe in the future, and be a glimmer of light.

01

On April 21, the 2022 Douyin Live Industry Ecosystem Conference was held, and Douyin Live launched two initiatives for the industry and guilds.

Before this initiative was released, there is one more thing worth noting in the live streaming industry. The two major ministries have once again increased their supervision of game live streaming.

Douyin's proactive action this time seems to mean "Don't do it, I'll do it myself."

02

The power of Tik Tok is really huge.

According to media reports, as of September 2021, the DAU of the Douyin system reached approximately 640 million, of which approximately 500 million were for the main site and approximately 140 million for the express version.

Judging from its scale and penetration rate, like another national product WeChat, Douyin is upgrading from a traffic harvester to an industry infrastructure that connects everything.

Short videos have affected every aspect of people’s lives and have become part of the national “lifestyle”.

From the perspective of product form , Douyin's video streaming and live streaming can better satisfy users' immersive viewing experience, and they can't help but scroll through the videos for an hour or two. It is a real time killer and also accelerates the cultivation of physiological laziness among the public.

From the perspective of commercial monetization efficiency , this sense of immersion can easily generate passionate consumption. Live streaming has become a standard feature of the closed business loop. Douyin's GMV exceeded 700 billion yuan in 2021, and may even exceed one trillion yuan this year.

Like a sharp acute triangle, one side has national-level coverage, one side has profound value influence, and the other side has huge commercial value.

03

Tao Te Ching says, a fish cannot escape from the deep, and a country's sharp weapon cannot be shown to others.

As a national infrastructure, we cannot say that we should tremble in fear about TikTok, but we should certainly be in awe of it at all times.

• Minors are prohibited from consuming, and the customer service hotline is staffed 24 hours a day;
• 8 anti-cyberbullying functions were launched, with an average of 250,000 risk warnings issued daily;
• Strictly manage induced consumption and strengthen functional standards for PK scenarios.

Douyin's self-"finding fault" this time is also a manifestation of its active assumption of social responsibility, and it deserves praise and encouragement.

Tik Tok’s self-discipline is not a whim.

Since 2018, Douyin has launched various protection measures for minors, including time lock, youth mode, parent-child platform, customer service hotline, parent manual, etc., and is continuously upgrading and optimizing its products.

In 2020, Douyin invested 160 million yuan to establish a consumer rights protection fund; and set up 30 million yuan of special funds to conduct multi-dimensional inspections of products.

Online, we adopt technical interception, manual investigation, special rectification and other means, and offline, we cooperate with law enforcement agencies to crack down on severe problems.

Let’s interpret the two specific details.

04

Douyin Live, together with the China Internet Society, the China Internet Audiovisual Program Services Association, and the China Performing Arts Industry Association, launched the "Industry Self-Discipline Initiative."

• Stricter protection for minors;
• Limit passion rewards, this part of GMV is not needed;
• Resist vulgar hype and fight against inducement fraud;
• Complaint feedback channel to protect consumer rights;
• The anchors are classified and managed more strictly;

In essence, it means: protecting consumer rights and interests from the consumer side and correcting the original value system.

05

Douyin Live has joined hands with representatives from thousands of live streaming industry associations across the country to jointly launch the "Guild Self-Discipline Initiative."

• Strengthen anchor management;
• Spreading positive value content;
• Crack down on false marketing;
• Take social responsibility;

The essence is: to prevent problems from occurring at the source of production from the supply side.

06

In fact, Douyin later issued the "Management Regulations for Live Streaming Organizations".

It is equivalent to the version of the implementation rules, which regulates live broadcast organizations such as MCN/guilds in more detail.

• Any behavior that harms the rights and interests of minors is strictly prohibited;
• Pornographic and vulgar behavior is strictly prohibited;
• Fraudulent behavior is strictly prohibited;
• Any behavior that induces users to over-consume is strictly prohibited;
• Any behavior involving illegal production is strictly prohibited;
• Data falsification is strictly prohibited;
• Any gambling activity is strictly prohibited;
• Bribery is strictly prohibited;

There are eight strict prohibitions in total, and penalties such as fines and deduction of health points are imposed for violations of varying degrees.

It can be said that having both face and substance is more than just showing determination.

07

Let us think about a fundamental question.

Where is the core contradiction? Brother Hua thinks there are three things that we must do.

• First, we have to crack down on counterfeit and shoddy products to protect consumers’ trust;
• Second, live streaming behavior has to be regulated to protect the health of the Douyin ecosystem;
• Third, we have to shape good values ​​to protect the legal security of Douyin.

Is it to make short-term money or long-term money? For a platform as large as Douyin, the answer is obvious. Some sores must be dug out, some tumors must be squeezed out.

TikTok can no longer be labeled as a company that poisons young people and broadcasts fake goods.

A healthy Douyin ecosystem is not only needed by Douyin, but also by the country.

08

Of course, it's not that easy to do.

For example, the platform’s management of anchors has become stricter. In fact, the management action is just a superficial appearance, which is to make the anchors more compliant, but in fact the purpose of management is to guide.

The composition of the anchor group is complex, and many of them have a strong "bandit spirit".

In addition to the strong management of anchors, what needs to be done is to define a new generation of anchors so that these anchors can make money in a civilized manner, conform to the business ecology, and satisfy the tricky habits of consumers.

The ecosystem of hundreds of thousands of anchors and the extremely complex interest distribution relationship cannot be completely clarified and resolved by just a few regulations, and requires continuous refinement.

For example, the root cause of counterfeits is also a complex proposition.

In fact, counterfeit goods are inevitable in the early stages of any e-commerce ecosystem, and forming a virtuous mechanism requires huge investments to manage.

Collecting taxes and acting as a referee at the same time poses a great challenge to the team's balancing game.

09

Live streaming is not evil, it is neutral.

With subjective intervention and guidance, live streaming should be benign.

Douyin has played an important role in connecting a better life, inheriting traditional culture, promoting rural revitalization, and helping to solve employment problems.

For example, Douyin provides popular science experiments, exhibitions in museums and art galleries, beautiful scenery from all over the country, and historical knowledge explanations.

But it will take time to find out what kind of TikTok minors need.

10

Live streaming has become a standard feature of every app.

From disorder to order, the standardization of live broadcast becomes the key.

From platforms to guilds to anchors, more participants in the construction of the live broadcast ecosystem are needed to join in.

In addition to Douyin live streaming, platforms such as Kuaishou, Bilibili, and Xiaohongshu are also managing the standardization of live streaming to promote the development of the live streaming industry.

Stricter supervision is a trend.

More importantly, you should be kind-hearted.

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Author: WX; Content structure: Hua Ge

Source: Feiyu Finance