谁来叫停头部主播的“样品霸权”?

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给带货主播寄送的样品,在默认不退还的“潜规则”下,正在形成一条灰色产业链。多名供应商向陆玖财经反映,包括“交个朋友”“辛选”“谦寻”“宸帆”等头部MCN机构,在收到供应商的样品后,即使不播、不挂店内链接的情况下,也不会退还。

谁来叫停头部主播的“样品霸权”?

曾经有多位媒体参观过辛巴、罗永浩、薇娅等大主播的办公地点,其中到处都是样品,辛巴甚至有一整栋楼存放这些样品,外人不知道,还以为自己进了商场。

如今,不退样品的“潜规则”被更多带货主播有样学样,无论合作与否,都需要先寄去一套免费样品,成为中小商家难以负担的成本。

更令商户寒心的是,寄托他们希望的样品,或流入二手交易平台、或转入粉丝群成为秒杀福利,甚至连包装都没启封,就在带货公司的仓库中落灰……

销售向中小商家索要的样品,即使不直播也能月入几十万,部分MCN机构的“无本买卖”利润惊人。面对这个逐步成熟的灰产链条,让不少供应商发出疑问,对于小家电、数码产品等有条件退还的样品,带货主播们是否应该退还?

要想“交个朋友”,先要送份“样品”

在抖音、快手等短视频平台经销日用品的大龙(化名),偶然发现自己给主播寄去的样品,居然成为了某个带货主播微信群里的粉丝秒杀福利。

惊讶之余,有些愤怒。大龙告诉陆玖财经,其经营的日用品单价只有100多元,但是由于款式和颜色不同,给带货主播寄一套样品的成本价在800元左右。

“对于中小商家来说,每寄出去一套样品都是一个希望,希望主播能够选上,或者能在其店里挂上链接。”大龙表示,在直播带货行业内,有个潜规则就是默认样品不会退还。

此前,大龙也希望与罗永浩的“交个朋友”合作,精心准备了不少版本的样品寄了过去,最终的结果是没有播、没有挂链接,这些样品也只能当“交个朋友”。

随着带货主播数量的激增,就有人借助潜规则,将主意打在了这些样品上面。

此前,直播带货机构较少且相对于头部化,直播带货机构会对选品标准有思考和定位,商家沟通后寄送样品的选中率也较高;如今,随着带货主播的蜂拥而入,他们对商家的样品来者不拒,甚至主动索要样品,称对这个产品比较感兴趣。

大龙苦笑表示,前两天有主播联系他,希望寄点冬季款的产品,“现在是夏天,寄冬季的产品,无论是消费逻辑还是消费场景都不符合。”大龙吐槽,现在100个带货主播主动索要样品的,可以说其中50%~60%都是骗样品的。

在大龙看来,这些主播就是掌握了中小商家的心理,那就是万一选中了,带来的收益必定能覆盖这套样品的成本。

就此事,陆玖财经咨询了“交个朋友”“辛选”“谦寻”等几家头部MCN机构,均未给予回应。河南一家MCN机构相关负责人坦言,业内确实存在这种现象,但也要分情况。

该负责人表示,如果是农副产品或者食品,一旦打开品尝或展示,就没有退还的价值。“另外就是选品都有备选机制,一个专业主播每天能播几十种产品,如果某类产品直播效果不好,也会替换备选产品,这时候仍需要备用样品。”

样品灰产如何运作?

“这种现象主要集中在小家电、日用品、工艺品等各领域,它们的单价高且没有保质期,有退还的价值。”某化妆品供应商贾先生告诉陆玖财经,以前他们是拿新品给带货主播寄过去,现在对于不熟悉的主播索要样品,都是寄送已经启封的退货产品或者展示用的空瓶子。

贾先生向陆玖财经提到一个细节,此前其去杭州一家关系好的直播带货MCN机构拜访,该公司有一层楼的空间,全部摆放着全国各地寄来的样品,甚至很多都没有拆开包装,只是摆放着落灰,“都没有开包装,也就意味着没有播,完全可以不接样品甚至给商家寄回去。”

曾经有多位媒体参观过辛巴、罗永浩、薇娅等大主播的办公地点,他们MCN机构的办公区域放置着来自全国的供应商样品,辛巴甚至有一栋楼存放这些样品,外人不知道,还以为自己进了商场。相对于这些大主播带货的品类数量,可能这其中的大部分产品都无缘出镜。

在贾先生的理解中,如果选中带货或者挂上链接,还是要留下样品,以便出现纠纷可以和样品比对质量,“但如果选择不上,可以让商家出运费,将产品还给商家。”

一名供应商开玩笑道:“当时我和几个朋友说,不行我们自己也注册个MCN机构,让其他商家给我们寄样品,比卖货挣钱。”

该供应商表示,样品带来的收益不可小觑,正在向成熟的灰产演进。哪怕是一个腰部的主播,一个月收到的样品价值就在几十万左右,那如果是拥有众多大主播的MCN机构呢?

主播收到的样品,最终归宿大概是以下三个方向。

一是成为吸引流量的粉丝福利。不少带货主播会将购买过产品的用户,通过拉入企业微信群等方式,试图转化为私域流量。此时,不少样品就成为他们活跃气氛的利器,例如一元秒杀、红包最佳者秒杀等,不仅完成了粉丝沉淀,还能获得一定的收益。

二是直接流向闲鱼等二手平台。当二手商品卖,这是部分MCN机构和带货主播大量索要样品后,最直接变现途径。在闲鱼上,不少产品被卖家打着未拆封、十成新的标签。业内人士分析,如果是电商购买的产品,可以七天无理由退货,“当一个店铺卖各种不重样的新商品,大概率就是样品。”上述业内人士表示,即使按照三折卖也赚钱,因为没有成本。

三是作为企业资产,打包给一些尾货经销商。部分企业沉淀的样品过多,就会定期打包给一些尾货经销商。对于尾货经销商来说,商家精挑细选的样品,品质和包装更过硬,反而会有更高的利润空间。

不过,灰产挣的都是中小商家的血汗钱。大龙算了一笔账,5月份共寄出去100份样品,最终达人播的营收是40万左右,除去佣金、场景、样品等系列成本,最终赔了2万元,“算了算,如果样品能够物尽其用,或者没有播没有挂链接的带货主播能退还,可能还会少赔一些。”

刺破灰产“毒疖”,头部主播需要做表率

不合作直播带货,可能会错失机会;合作直播带货,可能会沦为韭菜——业内人士认为,直播带货原本是解决中小商家势能不强的捷径,如今坑位费、样品灰产的盛行,正在堵住商家借势直播带货的幻想。

多名供应商认为,“样品寄出概不退货”的本质,是中小供应商话语权弱势的一个缩影。如何破解顽疾,应该让头部大主播们做出榜样。

以“交个朋友”“辛选”为例,他们拥有健全的公司运营、管理机制,对于未能选中带货或挂链接的商品,只需要一个员工通知商家自费收回即可。而上门的快递员,根本没有给企业增加多少退货流程和负担。

是不能,还是不为?大龙和贾先生认为带货的MCN机构心知肚明。

贾先生认为,样品概不退货的本质,是中小商家面对MCN机构的弱势,也是一种霸王条款。对于希望借助主播进行产品销售的中小商家来说,只能沉默,而并非默认。

“基于电商平台或者带货主播的要求,交付样品进行质量把控并无不妥,所涉样品交付应当由双方进行约定,无论合作成功与否,针对样品应当妥善处理。”北京市京师(郑州)律师事务所律师仝乐认为,电商平台或个别主播不能随意利用市场主导地位,通过一句“所寄样品概不退回”了之,更不应该将商家所寄样品私自进行销售或低价销售,这种行为或涉嫌扰乱市场秩序。

“中小商家的利润,都是‘抠’出来的,样品费用现在已经吞噬了大部分利润。”作为直播带货的参与者之一,大龙希望这个乱象能够引起头部MCN机构的重视,为行业的健康发展做出表率。

“水大鱼大”,行业想要培育出更多的头部MCN机构,就需要关注底层生态中,商户们的生存状态。也许大主播们无意中落下的“一粒灰”,落在中小商家身上就是“成本的大山”。

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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版权声明:陆玖财经 发表于 2022-07-04 11:15。
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