This celebrity is too rich

Chapter 195 The Predicament of Game Live Streaming
The nickname "a piece of wood" has not been used by Li Chuan for a long time.

Previously, he created a trumpet in Kuaishou and named it "a piece of wood". Because he helped Li Kun defeat Tongtong, who was in full swing at the time, he was called "Shenhao" by many netizens.

The word "Shenhao" is a bit of a misnomer, because Li Chuan used the account "a piece of wood" to make money, and the sum did not exceed 30... Such a consumption level is obviously not enough for "Shenhao" levels.

The reason why many netizens agree is that he defeated Tongtong, and then he was hyped up by some gossip and news anchors. In addition, he is relatively mysterious, which led to this wave of rhythm.

However, the rhythm is only temporary.

When Li Kun just defeated Tongtong, the discussion about "a piece of wood" in Kuaishou was still very popular, but later, Li Chuan's number of times was too small, and as time went by, he was gradually forgotten up.

At first, the purpose of Li Chuan creating this account was just to support Li Kun, but after seeing Cheng Lulu's photo, he was attracted to it, and just now used it to pick up a girl.

Today, Li Kun has transferred to Douyin and has become the top anchor among Douyin entertainment anchors; Cheng Lulu has also hooked up and signed to the banner.

The account "A piece of wood" has completed its historical mission and it is time to retire.

However, Li Chuan took out the retired account and reactivated it today.

Why do you do this?

Because he didn't want to reveal his true identity in front of the audience.

He wanted to give Feng Timo a gift, and after the gift was sent out, he had to let Feng Timo know who gave it to him.

If he directly named it "Mr. Sen", Feng Timo would know that he gave it to him, but in this way, the audience in the live broadcast room would also know it, which is not in line with his original intention.

If he chooses a random name, and then privately sends a WeChat message to Feng Timo, Feng Timo will know that he sent it, but this kind of approach is too low, like asking for credit, he really can't afford to lose it this person.

As such, "A Piece of Wood" is a particularly good choice.

In this world, only three people know that "a piece of wood" belongs to Li Chuan: Li Chuan, Cheng Lulu, and Feng Timo.

Li Chuan himself, needless to say.

Cheng Lulu, Li Chuan used this account to hook up with her before, of course she is well aware of this.

Feng Timo also knew it very well, because when Li Chuan helped Li Kun defeat Tongtong, Feng Timo sat in his arms and witnessed all this with his own eyes.

Except for the above three people, everyone else knows the true identity of "a piece of wood", even Li Kun is no exception.

Hmm... I don't think I'm too prepared to say that. Kuaishou official side, if you check the account information, you can know his real identity. In addition, when Zheng Lingfang checks the company's funds, you can also come to the same conclusion... ...Looking at it this way, there are far more than three people who know.

But in any case, there are still relatively few people who know about it, at least ordinary netizens and audiences are kept in the dark.

After Li Chuan created his account, click on the search bar on Douyu's homepage, enter the three words "Feng Timo", and click "Search".

The search results show: Feng Timo has not started broadcasting yet.

'It's been 10 minutes. How long does it take to change clothes? '

Li Chuan secretly said, quite helpless.

Feng Timo didn't start the broadcast, and he had no choice but to pay attention first, and then wait for Feng Timo to start the broadcast.

In fact, the system mechanism of Douyu is different from short video platforms such as Douyin and Kuaishou. The anchor can enter the live broadcast room to collect gifts before the broadcast is started, but this kind of operation is too stupid. Such a silly thing.

While waiting for Feng Timo to start broadcasting, Li Chuan wandered around on Douyu.

Regardless of previous life or future life, he has never seen Douyu much, and he is more curious now, after all, Douyu is an old live broadcast platform, and its popularity in the society is still relatively high.

Li Chuan operated the mobile phone and returned to the Douyu homepage.

What is displayed on the homepage is basically the live broadcast of the game.

This is normal. Game live broadcasting is the main business of Douyu. Douyu started its business with game live broadcasting back then, and it has been persisting since then.

It's just that the result of persistence...is not very good.

As a major category of the live broadcasting industry, game live broadcasting can attract a lot of traffic. There is no doubt about it. However, the disadvantage of game live broadcasting is also obvious, that is, the ability to monetize is too poor.

The live broadcast industry can be roughly divided into three categories: game live broadcast, entertainment live broadcast, and e-commerce live broadcast.

How does entertainment live streaming make money?

The answer to this question, everyone knows, is to rely on gifts.

A gift of 100 yuan, half of the anchor, half of the platform, and at most a union... This profit model is simple, but its sustainability is particularly strong, because all three parties involved in it can make money.

As long as money is made by all parties, the business can go on and on and have a chance to grow.

How does e-commerce live streaming make money?

The answer is also very simple, which is to buy goods at low prices and sell goods at high prices, and earn the difference.

This profit model is relatively complicated, but it can also make money for all parties involved, such as manufacturers, brand owners, anchors, labor unions, platforms, etc., and it involves a wide range of activities and a high upper limit, which will stimulate the social economy. The role is also very obvious, not only sustainable, but also highly explosive, that is: rapid development and growth in a short period of time.

How does game live streaming make money?

The answer to this question is rather vague.

Although game anchors can also receive gifts, their desire for gifts is generally not high because they have a fixed salary.

Because of the lack of guidance, most of the game live viewers are "white prostitute fans"... The gift turnover of a game anchor with [-] people may not be as good as that of an entertainment anchor with [-] people (free gifts are not counted), this is not an exaggeration, but a fact. Very common fact.

The platform cannot afford to support these game anchors just by relying on the flow of gifts.

Some people may say that game anchors will often receive some advertisements or game promotions, and earn part of the business fees, which will be divided among the anchors, platforms, and trade unions. This is also a profit model.

Indeed, this is a profit model, but not a stable profit model.

Entertainment anchors can broadcast and receive gifts every day, and e-commerce anchors can also broadcast and sell goods every day, but can game anchors receive advertisements and promote every day?
Even if they want to do it, there are not so many advertisements and promotions for them to accept, they can only come once in a while, and it is limited to some big anchors, and small anchors are not qualified at all.

Therefore, this profit model can allow some anchors to earn some money, but it is not sustainable and inclusive, and there is no way to support the entire game live broadcast ecosystem.

Moreover, accepting advertisements and doing promotion is not the monopoly of game anchors. Entertainment anchors can also do it, and e-commerce anchors can also do it (less). Many short video bloggers may do more than game anchors.

In addition to gifts and advertisements, how can game anchors monetize?

It is really difficult to find a stable, sustainable and inclusive profit model for game live broadcasting. If you can find it, platforms such as Huya and Douyu will not be reduced to the fields of later generations.

The situation of Huya and Douyu in 2022 is extremely precarious. A large number of users and anchors are lost. The stock price has fallen to the center of the earth. It is basically on the verge of death. The reason why they can still breathe is because of their behind-the-scenes boss Tencent is still insisting that it has not opened the live broadcast rights of ace games such as King of Glory and League of Legends to Douyin.

However, before Li Chuan was reborn, rumors had spread in the market that the live broadcast rights of games such as King of Glory and League of Legends would be opened to TikTok... Whether the news is true or not, it can be seen that the mastermind behind the scenes I can't hold on any longer.

If things really come to that point, Huya and Douyu will basically enter the countdown to death. At that time, we can only count on a certain hero to stand up and save them... From a realistic point of view, this kind of Possibilities are almost nonexistent.

The live broadcast of the game, the chaotic battle for several years, in the end, all of them are cheaper than Douyin. Speaking of it, it is really sad and deplorable.

There are two main reasons for Huya and Douyu to be reduced to such a state in later generations.

One is that Douyin is too strong.

Ordinary people can't resist Douyin's recommendation algorithm at all, and most of them can only sink in and become their loyal users.

In this regard, competitors have no way to compete. Douyin has come a long way, gods block and kill gods, and Buddhas block and kill Buddhas. No one will work well, even if it is as powerful as Tencent, it is no exception.

The second is the "game live broadcast" track, which is not very good.

Game live streaming is just high traffic, but it is very difficult to realize it. This is a track that does not make much money.

However, the entrepreneurs and investors at that time didn’t think so. They simply thought that “with traffic, there will be money”, and they threw themselves into this tiankeng one after another, which also triggered a platform war.

The platform wars that year were very fierce, and all platforms were desperately vying for anchors and users. As a result, the value of game anchors was inflated, and even such freaks as "time-long contracts" were born.

The so-called "time contract" is to set the number of hours for the anchor to broadcast every month, and if he broadcasts enough, he can get the corresponding salary.

As soon as this kind of contract appears, a large number of mixed hosts will inevitably be cultivated. When there are more mixed hosts, the quality of the content of the platform will decline, and the loss of users will follow.

Of course, I don’t blame those platforms, they didn’t want to do this either, the main reason was that the competitive environment at that time was too fierce, if you didn’t give good conditions, the anchors wouldn’t come; Two words - "out".

Excessive competition has planted many hidden dangers for the game live broadcast platform. "Time contract" is only one of them, but it is not the most important one.

The most important thing is the high-priced contracts of game anchors.

Game anchors obviously can't create so much value, but they all get a very high salary. The platform can't make it back. If they want to survive, they can only try their best to attract investment.

However, the money of capital is also limited. When all the capitals saw something wrong, they all ran away, and finally only the powerful Tencent was left.

The game live broadcast track, the last three remaining: Huya, Douyu, and Penguin E-sports, all of which are Tencent’s genes.

Tencent originally wanted to merge Huya, Douyu, and Penguin E-sports to avoid competition and internal friction.

Without competition, their family dominates, and they can take advantage of the trend to lower the wages of the anchors, bring the game live broadcasting industry back to the normal track, and then turn around and squeeze the anchors.

However, the idea is beautiful, but the reality is cruel.

Due to the promulgation of national policies, the proposal of "merger of Huya, Douyu, and Penguin E-sports" was aborted. Since then, the stock prices of Huya and Douyu have begun to fall all the way, and they have completely become abandoned by capital.

Later, Penguin E-sports was eliminated, Douyu lay flat, and only Huya persisted, but many scandals were also exposed.

During this period, station B felt that it had seen an opportunity, and rushed into the "game live broadcast" track, and launched a new round of competition with Douyu and Huya. However, they tossed for several years, although there were some results , but not ideally.

By 2022 in later generations, the situation of the live broadcast industry has become more and more clear-Douyin will become the final winner.

Note that it is the live broadcast industry, not game live broadcast.

From the perspective of 2022, whether it is e-commerce live broadcast, entertainment live broadcast, or game live broadcast, Douyin will become the final winner.

The data says it all.

Douyin is smarter than any platform in the layout of the live broadcast industry. They generally do not sign anchors unless it is for extreme strategic needs.

Li Chuan is an example.

The three words "Mr. Sen" are the pillars of Douyin's live broadcast e-commerce business, and their influence is not trivial. Even so, Douyin has never thought of signing a contract with him... Well, so to speak Inaccurate, whether Douyin has thought about it, he doesn't know, but Fan Han never mentioned it to him.

Douyin does not work hard on signing anchors. If an anchor wants to take the initiative to sign a contract with them and express their sincerity, they will accept it, but they will not pay a signing fee or provide additional care. They put all their energy on building themselves. In terms of content ecology, I tried every means to get traffic.

They have only one strategic choice: as long as their own traffic is large, the anchor will come uninvited.

The fact is just as they imagined that the anchors of many platforms have defected to Douyin after the contract expires; For all the actions, Douyin didn't spend a penny.

This is the charm of flow!

Think about it, Douyin has already done this, how can other platforms compete with it?

Other platforms have spent money, but the anchors can't keep it. Douyin didn't spend a penny, and the anchors came rushing... What a competition!Just lie down and wait for death!

For the "game live broadcast" business, Douyin's policy is the same. They do not sign contracts or pay wages. They only provide two conversion tools-"small windmill" and "small handle".

What are "small windmills" and "small handles"?
Simple understanding, it is the game download link.

When the game anchor starts broadcasting, he hangs the "small windmill" or "small handle" under his live broadcast room, and then guides the audience to download during the live broadcast.

If it is a "small windmill", if someone downloads and registers, the anchor can get money; if it is a "small controller", not only downloading and registration, but also recharging in the game is required, so that the anchor can get money.

This is the way Douyin provides game anchors to make money.

Some relatively large anchors will be favored by game manufacturers and become full-time anchors of a certain game... Such anchors can get a salary, the amount is variable, it may be hundreds of thousands a year, or it may be several thousand a year Ten thousand, or even hundreds of millions... However, this is a cooperation between the anchor and the game manufacturer, and has little to do with Douyin. Douyin does not need to pay any cost, and can even make some money from it.

This mode of operation of Douyin is its patent, and other platforms cannot imitate it at all.

Douyin can do it because it has a lot of traffic and is attractive to anchors. If other platforms dare to imitate it, they will definitely die on the spot.

Traffic conquers everything, the world of the Internet is so cruel.

Douyin has minimized its operating pressure by virtue of its traffic advantage.

For the "game live streaming" business, it may develop slowly, but it will definitely not follow the old path of platforms such as Huya and Douyu.

After a few more years, platforms such as Huya and Douyu can no longer hold on, and Douyin will have a bumper harvest.

At that time, Douyin's profit model may become the end of the "game live broadcast" track.

Of course, these are all things to follow.

For now, Li Chuan still can't see the end of the "game live broadcast" track, which is one of the reasons why he has never set foot in it.

(End of this chapter)