What is the income gap between broadcasters? Someone earns 5 million yuan per month, with nine adults less than 5000 yuan

Tech 2023-10-10 22:46:16 Source: Network

Recently, the top anchor Li Jiaqi sparked controversy during her live broadcast due to her statement "Where is 79 yuan expensive?", which caused many netizens to be disappointed and questioned.For a moment, there were many voices on the internet, with some netizens reporting that "Hua Xizi's rebates to Li Jiaqi reached as high as 60% -80%, or even more than 100%

Recently, the top anchor Li Jiaqi sparked controversy during her live broadcast due to her statement "Where is 79 yuan expensive?", which caused many netizens to be disappointed and questioned.

For a moment, there were many voices on the internet, with some netizens reporting that "Hua Xizi's rebates to Li Jiaqi reached as high as 60% -80%, or even more than 100%." Although Hua Xizi denied this, it also aroused many consumers' curiosity about the income of live streaming industry anchors.

How much can a live broadcast by a top anchor earn?

Recently, Chinese shampoo brand Fengsi posted on Weibo, saying, "Li Jiaqi is right. Chinese products are indeed quite difficult, but the difficulty is not Huaxizi, but those hardworking and pragmatic Chinese brands who invest all their coins in research and development and production. Because such brands really don't have the budget to pay for the marketing fees of internet celebrities, the pit fees of broadcasters, and high commission fees

At the same time, Fengsi also revealed the rules for the top anchor's commission. Domestic products require a commission starting at 40%, while foreign products require a commission starting at 20%, which is just a starting point. A top anchor's business contact personally told me that if you want to achieve cooperation, it is generally recommended to offer 80% commission for the beauty category. If the commission is low, the position will be given to someone else

Fengsi Official Weibo

Fengsi also stated that if the brand wants to cooperate with major broadcasters, they also need to sign a "minimum price agreement", requiring all other channels (including but not limited to other live streaming rooms, physical stores, and online stores) to have higher selling prices than live streaming rooms.

The reporter learned that during major e-commerce festivals in previous years, Li Jiaqi's live streaming has repeatedly used the "lowest price on the internet" as a promotional gimmick.

It is understood that in the "2021 China (Mainland China) Network Broadcasters Annual Net Income Top 100 List", Li Jiaqi ranked first with an annual net income of 1.8553 billion yuan, of which 14 broadcasters had an income of over 100 million yuan, making her "financial attraction" impressive.

In this era of popular live streaming, high income online anchors are not uncommon. Previously, online celebrity anchor Ling Dale (Lu Ha), who became famous for imitating Lu Han, revealed during live streaming that he earned "5 million yuan per month and 35 million yuan in 7 months of sales".

In the live broadcast, 23-year-old Ling Dale also revealed that he had purchased a house worth 11 million yuan, an office building worth over 6 million yuan, and a sports car worth 2.77 million yuan.

Ling Dale bluntly said, "Some people say that when I get angry, I start to float. I am constantly suppressing my heart. When you stand in my position, you will find that you are actually floating even more powerful than me. At the age of 23, I give you 5 million yuan a month, but you are not floating

Many high-income cases have led many people to flock to the live streaming industry. According to the "Development Report on China's Online Performance (Live and Short Video) Industry (2022-2023)" jointly prepared by the Online Performance (Live) Branch of the China Performance Industry Association, Southern Metropolis Daily, and Nandu Big Data Research Institute, as of the end of 2022, China's online performance (live) industry has opened over 150 million anchor accounts, with 10.32 million new broadcast accounts added in 2022.

But in such a large live streaming audience, not all anchors have high incomes, and the income difference between "top" and "tail" anchors is very far.

According to the report, China's online performance (live streaming) industry has opened over 150 million anchor accounts. Among anchors whose main source of income is live streaming, 95.2% have a monthly income of less than 5000 yuan, and top anchors with a monthly income of over 100000 yuan account for 0.4%.

A former e-commerce live streamer told reporters that her income ranges from 5000 yuan to 8000 yuan, consisting of a base salary and commission (i.e. commission). During the e-commerce festival, her income will be slightly higher. She stated that the income gap in the live streaming industry is very large, ranging from as high as one million to just enough to eat and drink.

Especially live streaming with goods, it fully applies the 28 laws. A few top anchors account for the vast majority of traffic in the market, while the majority of the remaining anchors can only compete for 20% of consumers. "She bluntly stated that for most anchors, live streaming is just" work ", not" entrepreneurship ".

Interviewer: Lin Sisi from Aoyi News

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