In the "online celebrity" incubator base of an e-commerce company in Taiyuan, Shanxi, the female anchor shows the products live for e-commerce companies. China News Service reporter Wei Liang photo
Xinhua News Agency, Beijing, November 18th Title: online celebrity Anchor: How many people know the bitterness behind it?
Xinhua News Agency "China Net" reporter Jun Chen Tang Yang
A few days ago, a 20-year-old online celebrity game anchor died suddenly at work, which was regrettable and sad. This also makes people turn their attention to the practitioners of this new profession again. What is their living condition? How much do you know about this group besides the high salary as reported in some reports?
Sun Xiaoting, a 20-year-old junior, began to try to be a network anchor in March this year, and now she can be said to be a "online celebrity" in the standard sense. Cangyan photo
Overload work is the norm.
In 2015, 27-year-old Zhang Jun (pseudonym) founded a women’s game team in Hefei, Anhui Province with her personal interest. At the peak, there were 11 players in the team, mainly relying on sponsorship, participating in Shang Yan, live broadcasts and competitions to earn bonuses to achieve profit.
"The players are basically post-95 s. When recruiting, they are required to have the game foundation of League of Legends and play training matches every day. The basic salary for one month is around 4,000 yuan. " Zhang Jun said.
Although the idea is good, it is not ideal in practice. "In terms of traffic, the women’s team is not as good as the men’s team and cannot generate stable cash profits." Zhang Jun calculated the account for the reporter. "Coupled with rent, water and electricity, internet fees, personnel salaries, travel expenses, etc., the monthly operating cost is about 50,000 yuan. Even if it is profitable, it is often impossible to guarantee personnel salaries." He said helplessly.
Wu Wenjie, the anchor of Betta online celebrity, said that at present, the mainstream live broadcast platforms are divided into three categories: entertainment, video games and vertical. All the anchors you see have gained fans after working for a long time and accumulating popularity. "On average, they broadcast live for more than 15 hours a day, and the live content has to be constantly innovated. Some outdoor anchors have to go to different cities, do different experiences, and have good physical strength." She said.
Some senior players said that some game anchors, although playing games every day, basically put the live broadcast time in the evening, upside down day and night. If they want to be concerned by more people, they need to make a breakthrough in technology.
It is understood that the sudden death of the network anchor "Lonely King", from July this year, almost every night from 12 o’clock to 9 o’clock the next morning. The day and night life has been reversed for several months, and the body has been overdrawn for a long time, which led to this tragedy.
At present, the live broadcast platform where "Lone King" is located has issued a notice. In order to ensure the health of the anchor, the platform has rectified the entire anchor mechanism, giving manual reminders to the overloaded anchor, and planning to download the seriously overloaded anchor.
On the evening of November 10th, at the "online celebrity" incubator base of an e-commerce company in Taiyuan, Shanxi Province, the female anchor gave a live product presentation for the e-commerce company. China News Service reporter Wei Liang photo
There are high and low incomes, and live broadcast is just a job.
Due to the unsatisfactory income situation, after less than two years of persistence, Zhang Jun finally made up its mind to transform. This time, he chose the entertainment live broadcast with relatively stable profit. "Unlike the live broadcast of the game, the income from live entertainment is more from the interactive rewards of online platform tourists." Zhang Jun said.
Then, for the well-known rewards for anchors such as "brushing rockets" and "sending shark fins", can they get rich overnight? In fact, the gift income of the anchor and the platform are divided, and the anchor who cooperates with the platform will get the corresponding salary and recommended resources on the assessment criteria. In addition, factors such as live broadcast duration and popularity will also become the assessment criteria for the anchor by operators.
"Entertainment anchors must work at least 4 hours a day, and adopt a salary method of basic salary plus rewards and commissions, of which 30% to 50% of rewards will be used as management expenses and divided into companies." Zhang Jun said.
With the company gradually stepping into the right track, Zhang Jun has signed more and more anchors, so far he has signed nearly 20 people. "In addition to the basic salary, their monthly income is five or six thousand yuan, and tens of thousands of yuan a month, which mainly depends on how many rewards the anchors get." He said.
Huang Shengjun, a betta anchor who graduated from Shanghai International Studies University, said that when she graduated from college, she also found a job from nine to five. She usually worked part-time at night to broadcast live broadcasts. After several years, her fans reached more than three million, and finally decided to broadcast live broadcasts full-time. "The income is not as high as everyone thinks. For me, live broadcast is also a job." She said.
The reporter’s investigation found that although full-time anchors may be able to meet the expected requirements in income, the income of most part-time anchors is not high. Many people want to share and exchange their lives through the live broadcast platform, or introduce their products through the platform, etc. Different anchors have different demands.
It’s even harder to be online celebrity.
During the interview, many online celebrity anchors were confused and anxious about how to maintain the popularity flow. They said that this was also the reason why some people took risks, skirted the ball and used their brains.
"Being an entertainment anchor is very stressful, and people who haven’t done it can’t actually understand it. Because it is a live broadcast, the anchor should always be in a state under the fill light and in front of the camera, and the outdoor anchor has to interact with tourists. " Zhang Jun said.
In his view, although the income from signing an entertainment anchor is acceptable, this profession is not suitable for many people. "After the dissolution of my game team, the players either chose to jump ship to other game teams, or simply switched to other occupations. No one chose to be an entertainment anchor." Zhang Jun told reporters.
Wu Wenjie, on the other hand, thinks that as long as the female anchor looks good, singing and dancing can attract people’s attention. "After all, the same face, the same talent, if you watch more, you will have aesthetic fatigue. Only by constantly innovating in live content and expression can you give people a refreshing feeling, which will be stressful." She said.
"In everyone’s eyes, the anchor just sings and chats. In fact, it is broadcast live for three hours, and it takes six hours to prepare behind it, and it is necessary to keep learning new skills." Huang Shengjun said that he was also very anxious. As new people kept joining, the old people were under pressure and would be eliminated at any time.
The reporter noted that compared with the uneven state of the anchor industry in the past, the Internet live broadcast platform is gradually becoming standardized in recent years. For example, DouYu adopted the method of technical defense and civil air defense, screened out unqualified live broadcast rooms through keyword screening technology, yellow identification software and voice recognition software, and began to go offline and hold "Carnival" and other activities.
In addition, some platforms have also begun to transform into diversified integrated live broadcast platforms, and subdivision directions such as education, finance, e-commerce, sports, socialization and food have emerged one after another.
"The audience of the live broadcast is mainly young people, so the anchors can only be popular for a long time if they create products that young people like." Wu Wenjie said.
