Stars and anchors are two identities, different fields and different business abilities. It must be very blunt and funny for an anchor who is eloquent and has professional field control to let him act. Similarly, let a professionally trained actor bring the goods, his talent is useless here, so the performance is very bleak. The reason why stars bring goods is because now live e-commerce is at the forefront, and everyone wants to share a piece of it. Among them, the stars with their own aura have greater advantages than others because of their fan base, giving people the feeling that stars and live broadcasts are a perfect match.

The strong exposure of stars, coupled with live webcasts, can easily attract a large audience. Compared with ordinary anchors, this is more like an endorsement, which invisibly creates a gimmick. But just when both sides thought they could reap a wave of fan economy, the audience stopped paying the bill. Why is this happening?

First of all, I think the work of bringing goods makes the stars fade out gradually, and people pay more attention to the product itself. Because the essence of carrying goods is a kind of sales, live broadcast is a one-to-many sales, and people generally dislike sales. Then the process of star bringing goods is to let you accept the sale in front of the screen. When we realize that we have to pay the bill, we will naturally start to pay attention to the goods themselves instead of staying on the stars. At this time, the star has become an ordinary salesman, and we have stricter requirements for his work, including service, product advantages and affinity. If movie tickets, autographed photos, or books published by stars are sold now, because they are all related to stars, the fan effect will play a role in making the audience pay the bill, because sales have become an idol process.

Moreover, stars bring goods for two purposes, one is to earn extra money, and the other is to give benefits to fans. The latter doesn't know, but making money is definitely true, because everyone is profit-seeking, and no one will be too rich. The stars who rushed in thought it was a handy job, but they didn't know that it was as difficult as acting. You should understand the psychology of the audience, be good at activating the atmosphere in the live broadcast room, be very clear about the characteristics and advantages of the products, and bargain accurately. You used to ask all the salespeople, and now you have to do the same in the live broadcast room.

Viya once said that the night before each live broadcast with goods, he had to prepare himself until the early morning. Pay and gain are in direct proportion. Without careful preparation, how can a star get good results with goods? After all, fans are not stupid these days. Money didn't fall from the sky. Do I have to pay for your casual chat? It tastes ugly.