Many media have visited the offices of major anchors such as Simba, Luo Yonghao and Weiya, and there are samples everywhere. Simba even has a whole building to store these samples. Outsiders don’t know it and think they have entered the mall.
Nowadays, the “hidden rules” of non-return samples have been more and more studied by shippers, no matter whether they cooperate or not, they need to send a set of free samples first, which has become an unaffordable cost for small and medium-sized businesses.
What makes the merchants even more chilling is that the samples they hope will flow into the second-hand trading platform or into the fans group as a second-kill benefit, and even the packaging will not be unsealed, so they will fall into ash in the warehouse of the delivery company.
Sales of samples requested from small and medium-sized businesses can earn hundreds of thousands a month even if they do not broadcast live broadcasts, and the “capital-free transactions” of some MCN institutions are astonishingly profitable. In the face of this gradually mature ash production chain, many suppliers have asked whether they should return samples of small household appliances, digital products and other conditional returns.
If you want to “make a friend”, you must first send a “sample”
Tai long (a pseudonym), who distributes daily necessities on short video platforms such as Douyin and Kuaishou, accidentally found that the sample he sent to the anchor had become a welfare of fans in a WeChat group with a host of goods.
Surprised, a little angry. Tai long told Lu Jiu Finance that the unit price of its daily necessities is only more than 100 yuan, but due to different styles and colors, the cost of sending a set of samples to the carrier is about 800 yuan.
“for small and medium-sized businesses, each set of samples sent is a hope that the anchor can be selected, or can hang a link in their store.” Tai long said that in the live streaming industry, there is an unspoken rule that the default sample will not be returned.
Prior to this, Tai long also hoped to cooperate with Luo Yonghao’s “make a friend”. Many versions of the samples were carefully prepared and sent to the past. the final result was that there was no broadcast or link, and these samples could only be regarded as “making friends.”
With the surge in the number of broadcasters with goods, some people have made up their mind on these samples with the help of hidden rules.
Previously, there were fewer live broadcast delivery organizations, and compared with the headline, live broadcast delivery organizations would think about and position the selection criteria, and the selection rate of samples sent by merchants after communication was also high. now, with the influx of the host, they do not refuse to come to the merchants’ samples, and even take the initiative to ask for samples, saying that they are more interested in this product.
Tai long said with a wry smile that two days ago, an anchor contacted him, hoping to send some winter products. “it is summer now, and sending winter products is not consistent with either the consumption logic or the consumption scene.” Tai long complained that of the 100 people who asked for samples on their own initiative, it can be said that 50% and 60% of them were deceiving samples.
In Tai long’s view, these anchors have mastered the psychology of small and medium-sized businesses, that is, if they are selected, the benefits will certainly cover the cost of this set of samples.
On this matter, Lu Jiu Finance and Economics consulted several head MCN organizations, such as “make a friend”, “Xin Xuan” and “Qian Xun”, but did not respond. The relevant person in charge of a MCN institution in Henan said frankly that this phenomenon does exist in the industry, but it should also be divided into different situations.
The person in charge said that if it is agricultural and sideline products or food, once opened to taste or display, there is no return value. “in addition, there is an alternative mechanism for the selection. A professional anchor can broadcast dozens of products every day. If the live broadcast effect of a certain product is not good, it will also replace the alternative product. At this time, a spare sample is still needed.”
How does the sample ash work?
“this phenomenon is mainly concentrated in small household appliances, daily necessities, handicrafts and other fields, their unit price is high and there is no shelf life, there is a return value.” Mr. Jia, a cosmetics supplier, told Lu Jiu Finance that they used to send new products to the anchor, but now for unfamiliar anchors to ask for samples, they all send unsealed returned products or empty bottles for display.
Mr. Jia mentioned a detail to Lu Jiu Finance. Before that, he visited a well-connected live broadcast MCN agency in Hangzhou. The company has a floor space, all of which are filled with samples sent from all over the country, and many of them are not even unpacked, but are just placed in ashes. “they are not unpacked, which means they are not broadcast, and you can not pick up the samples or even send them back.”
Many media have visited the offices of major anchors such as Simba, Luo Yonghao and Weiya. Samples from suppliers from all over the country are placed in the office area of their MCN organization. Simba even has a building to store these samples. Outsiders don’t know about it and think they have entered the mall. Compared with the number of categories brought by these major VJs, most of these products may not have a chance to appear.
In Mr. Jia’s understanding, if you choose to take the goods or hang the link, you still have to leave the sample so that you can compare the quality with the sample in case of dispute. “but if the choice is not up, you can let the merchant pay the freight and return the product to the merchant.”
One supplier joked: “at that time, I told several friends that we could not register a MCN agency ourselves and asked other merchants to send us samples, which was more profitable than selling goods.”
The supplier said that the revenue from the samples is not to be underestimated and is evolving towards mature ash production. Even a waist anchorman receives hundreds of thousands of samples a month. What if it is a MCN organization with many major anchors?
The final destination of the samples received by the anchor is probably in the following three directions.
One is to become a fan welfare that attracts traffic.Many VJs will try to convert users who have purchased products into private domain traffic by pulling them into WeChat groups at work. At this time, many samples become their sharp tools to liven up the atmosphere, such as one yuan second kill, red packet best second kill and so on, not only complete the fan precipitation, but also get a certain amount of income.
Second, it flows directly to Xianyu and other second-hand platforms.When second-hand goods are sold, this is the most direct way to cash in after some MCN institutions and owners ask for a large number of samples. On Xianyu, many products are marked with unopened and 100% new labels by sellers. According to the analysis of people in the industry, if they are products purchased by e-commerce, they can be returned for seven days without reason. “when a store sells all kinds of new goods that are not duplicated, chances are that they are samples.” The industry insiders say that even selling at a 70 per cent discount makes money because there is no cost.
Third, as an enterprise asset, it is packaged to some tail dealers.If there are too many samples deposited by some enterprises, they will be packed regularly to some tail dealers. For tail dealers, merchants carefully selected samples, better quality and packaging, but there will be higher profit margins.
However, the ash production earns the hard-earned money of small and medium-sized businesses. Tai long made an account and sent out a total of 100 samples in May. In the end, the revenue of Tazen broadcast was about 400000 yuan, excluding the series costs of commissions, scenes, samples, etc., and finally lost 20, 000 yuan. “calculate, if the samples can be used to the best use, or if there is no broadcast, there is no link with the host can return, there may be less compensation.”
Pierce the ash-producing “poisonous furuncle”The head VJ needs to set an example.
If you do not cooperate with live broadcast to bring goods, you may miss the opportunity; if you do not cooperate with live broadcast, you may become leeks. Industry insiders believe that direct broadcast with goods was originally a shortcut to solve the weak potential of small and medium-sized businesses, but now the prevalence of pit fees and sample ash production is blocking the illusion of businesses taking advantage of live broadcast to bring goods.
A number of suppliers believe that the essence of “samples will not be returned” is a microcosm of the weak discourse power of small and medium-sized suppliers. How to solve the stubborn disease, we should let the head anchors set an example.
Take “make a friend” and “Xinxuan” as an example. They have a sound company operation and management mechanism. For goods that fail to be selected with goods or links, they only need an employee to inform the merchant to take it back at his own expense. The door-to-door couriers do not add much return process and burden to the enterprise at all.
Can’t or won’t? Dalong and Mr. Jia think the MCN organization with the goods knows it.
Mr. Jia believes that the essence of non-return samples is the weakness of small and medium-sized businesses in the face of MCN institutions, but also a kind of overlord clause. For small and medium-sized businesses who want to sell their products with the help of anchors, they can only be silent, not by default.
“based on the requirements of the e-commerce platform or the carrier, there is nothing wrong with the delivery of samples for quality control. The delivery of the samples shall be agreed upon by both parties, and the samples shall be properly disposed of regardless of whether the cooperation is successful or not.” Tong Le, a lawyer at Beijing Capital (Zhengzhou) Law firm, believes that e-commerce platforms or individual anchors cannot take advantage of the dominant position of the market at will, through the sentence “the samples sent will not be returned.” what’s more, the samples sent by merchants should not be sold privately or at a low price, which may be suspected of disturbing the market order.
“the profits of small and medium-sized businesses are all ‘stingy’, and the cost of samples has now swallowed up most of the profits.” As one of the participants in the live broadcast, Tai long hopes that this mess can attract the attention of the head MCN organization and set an example for the healthy development of the industry.
“Big water and big fish”, if the industry wants to cultivate more head MCN institutions, it needs to pay attention to the living conditions of merchants in the bottom ecology. Perhaps the “grain of ash” that the big anchors inadvertently left behind is the “mountain of cost” on small and medium-sized businesses.
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