[ad_1]
It also changed the dynamics between influencers and brands. First, if brands are making deals with live streamers with fewer followers, the big discounts customers get through big influencers are likely not going to continue. And many brands are now creating their own live streaming channels instead of relying on the broad reach of influencers. “This can be good news for brands, as customers can go to their own-run live sessions,” says Jialu Shan, a research associate at the Global Center for Digital Business Transformation, “but definitely bad news for customers because of the cheap deals that only live broadcasters like Li and Viya can bring.” They can’t take advantage of it.”
The fate of top influencers is also a clear sign that live-streaming e-commerce cannot escape government scrutiny. “Big name famous KOLs (Key Opinion Leaders) have grown into a big business and are now very important in e-commerce. But with multimillion-dollar paydays and high visibility come the risks of microscopic scrutiny and backlash on social media,” said Franklin Chu, US general manager of marketing firm Azoya International, who has worked with Austin Li in the past.
Alongside tax liability and content censorship, live-streaming e-commerce influencers are also dealing with increasing regulations that hold them accountable for things like product quality control, proper reporting of sales numbers, and minors’ participation in livestreams. Since 2020, the government has been closely monitoring the industry, issuing numerous regulatory documents that address different aspects of the industry.
As influencers like Huang and Zhu disappear from the internet, their marketing and business teams struggle to stay in the industry. Both Huang and Zhu’s assistants became their influencers. They claim they are now dealing with Chinese media, not companies that support their famous ex-bosses. reported behind them is almost the same teams.
If this tank-shaped ice cream look ends Li’s career, it’s likely that his company Meione will too. But no announcement has yet been made by his team, tech platforms or the regulator, leaving millions of fans with anxious waiting game. Fans won’t be the only ones rejoicing if he can return to his daily livestreams: Sellers and marketing agencies who capitalize on his popularity will join them. “Azoya has worked with him successfully in the past, and assuming there hasn’t been a dramatic drop in marketing effectiveness, he would probably do it again,” says Franklin Chu.
[ad_2]
Source link