A fresh stream in the live broadcast industry, celebrities’ live broadcasts should be the transmitters of positive energy

When it comes to online live streaming, Internet giants are basically involved. Since the second half of 2015, huge capital has driven the rapid development of the live streaming industry. From YY, Douyu, to Huajiao Live, the red-robed leader Zhou Hongyi, Panda TV, the national husband Wang Sicong, and Baidu, Alibaba, and Xiaomi have all entered the market, making the live streaming industry bubble. The contradiction between low profits and high valuations, burning money in exchange for market share, poor platform profitability, and too single business model have plagued the development of live streaming platforms.

Although the live broadcast industry has been divided up by various giants, there are still people who want to enter this industry. So, apart from the cone-shaped face and the body show, are there any pure and honest people in the live broadcast industry?

What has live streaming become like now?

At present, the pan-entertainment plus fan effect promotes the live broadcast culture and the internet celebrity culture involved, bringing rich profits to the live broadcast platforms. The major live broadcast platforms are wrapped in capital and spare no effort for traffic. In order to attract attention, they also invited many celebrities from the entertainment industry to test the waters, such as Song Zhongji, Fan Bingbing, Liu Yan, Lin Chiling... The star live broadcast is not just a "testing the waters". The amazing data it brings makes it difficult for many platforms to ignore the appeal of their fans; subsequently, more and more platforms heard the news and came, and the battle became more and more confusing.

Looking at all these people competing to seize the market, looking back at the early live broadcast scenes, and comparing them with the current live broadcast content, one can't help but sigh.

In the early stages, online live streaming was mostly represented by games such as League of Legends and Dota, which formed a multi-person online competitive/strategy game mode. As a result, these people gradually developed social needs, the need to learn and improve their gaming skills/ranks during the game, and factors such as viewing, entertainment, and the watchability of the game video content themselves prompted the birth of game live streaming platforms.

Later, live broadcast evolved into "live broadcast +", and live broadcast entered more subdivided vertical industries. Its characteristics are that various industries can be combined with live broadcast, users can interact, and user stickiness is increased. Live broadcast has become more professional and systematic.

The live broadcasting situation has also gradually shifted from PC live broadcasting to mobile phones. The convenience of mobile live broadcasting has gradually made mobile live broadcasting become the mainstream. Recently, as Huajiao Live and Douyu Live gradually enter the ranks of panoramic live broadcasting, the immersiveness of VR live broadcasting has also attracted a large amount of traffic to China. Although the experience is not perfect due to technical limitations, the trend is clear, and the future may be the ultimate state of live broadcasting.

In terms of live streaming content, the current actual situation of live streaming is that due to the high income, more and more young users have turned from fans to live streaming, turning their hobbies into professions, resulting in uneven levels of the live streaming industry and increasingly fierce competition.

In order to attract more audience attention, these anchors racked their brains and various live broadcast contents emerged one after another.

Earlier, there were media reports that a netizen posted on Weibo that a certain YY female anchor actually broadcast the entire process of sex live, and netizens complained that she had lost her moral integrity and was blind. Overseas, a Korean teenager named Kim broadcast the process of himself eating a big meal every day to please passers-by, and could earn an average of 1,000 pounds (about 10,036 yuan) a month. Even worse, there are live broadcasts of exorcism, house burning, and spiritualism.

In order to gain popularity and income, the anchors will do anything, and their content is also shameful.

So, is this really the only type of live broadcast content that can attract attention and gain people’s attention?

Celebrities live stream as spokespersons for positive energy

Faced with so many live broadcast platforms on the market and a mix of good and bad content, the "Celebrity Live Broadcast" platform, which was established only half a year ago, has its own way of playing.

"We are a live streaming app that doesn't just focus on looks," said Zhao Ting, CEO of Hongren Live, in an interview, defining "Hongren Live" in this way. "We are different from other live streaming apps on the market that rely solely on the looks of Internet celebrities."

Why is it named "Celebrity Live"? "Masters are among the people." When a master among the people is known and loved by the public, he becomes a celebrity. Celebrity Live hopes to apply the model of passers-by turning into stars to Celebrity Live, so that ordinary people with extraordinary talents can become real stars. As the saying goes, there is a group of people like this in every industry. They are constantly struggling and have achieved certain achievements. Although they are not those rare top talents, they can also be called celebrities in their own positions.

In the words of Hongren Live CEO Zhao Ting, celebrities are more profound and have more background than stars. There will be stars in Hongren Live, but celebrities are never equal to stars.

"We want to convey a spirit of hard work, struggle and unremitting efforts through the brand of Hong and Hongren. Where are the Hongren? In fact, the Hongren are among the people, right next to us."

The so-called "celebrity" is closer to the definition of ordinary people. They are not Internet celebrities who rely on their looks in the traditional sense, but ordinary people in life. "Many people ask me whether celebrity live broadcasts will promote various celebrities in the future. I say that celebrities will, but I have to emphasize that celebrities are not equal to celebrities, and they will never be equal to them," Zhao Ting said frankly.

It is reported that Hongren Live is currently cooperating with "Culture China" to think about how to promote Chinese traditional culture through the platform. Earlier, it was learned that they had invited teacher Hu Xiaoqing (the singer of the theme songs of TV series such as "Romance of the West Chamber" and "Wang Zhaojun") to perform here, and also taught the audience and other anchors how to sing, thus forming a healthy ecology and making users' payment more meaningful.

Compared with other platforms, Douyu mainly broadcasts games, generating a lot of popularity and profits, and increasing the user stickiness between anchors and viewers through tasks; Huya, as a predecessor of YY game live broadcast, inherited YY's model of focusing on the interaction between anchors and viewers, and increased the communication between viewers and anchors through interactive models; Panda itself attracted a large number of fans to log on to the platform due to the star effect of Wang Sicong. Different from other live broadcast platforms, Hongren Live hopes that real old artists will show themselves on the live broadcast platform and show the unique skills of various industries to young people on the platform, and their platform review mechanism will also be very strict, which is also the difference between Hongren Live and traditional shows.

In the future, celebrity live streaming hopes to use live streaming as a cultural tool to create a platform for amateur anchors and truly build a green live streaming ecosystem.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.