Secret of emotional live broadcast routine: writing scripts, acting and speculating, selling miserable goods

  ● In the field of emotional live broadcast, there are many phenomena of finding actors, writing scripts and acting, and even a special industrial chain has been formed. There are anchors, actors and directors, and the actors who are connected with emotional anchors are called Mai Shou.

  ● With the increasingly accurate portraits of the audience, many emotional anchors set traps in the live broadcast, carry out false propaganda and emotional entanglement, and induce middle-aged and elderly people who lack the ability of network judgment and trust the anchor to buy fakes in the live broadcast, or even directly defraud their property.

  ● If the emotional anchor brings goods in the live broadcast, it becomes a commercial advertising activity, and the behavior of bringing goods is bound by the advertising law and other relevant laws.

  □ Our reporter Han Dandong

  □ Intern of this newspaper Wang Qi

  "The wife raised the children alone, but she was left out in the cold at home", "The husband died for six years and met again on the way to work" and "The husband cheated and the wife had an affair" … … On the short video platform, there are such a group of emotional anchors who help netizens solve emotional problems or family disputes. Under their mediation, all kinds of absurd emotional stories will eventually come to a perfect ending, and the middle-aged and elderly fans who watch the live broadcast will be satisfied and clap their hands.

  However, the so-called "emotional mediation" may just be the cover and chip for the anchors to attract money. According to a survey conducted by the reporter of the Rule of Law Daily, many emotional anchors will earn money by bringing goods live, including selling "three noes" products and fakes, and even directly defrauding property. Moreover, it is understood that many bizarre stories in emotional live broadcast are mostly performed according to scripts, and a complete industrial chain from screenwriters and actors to actor training services has been generated behind them.

  Live mediation of family disputes

  Fans are mostly middle-aged and elderly people.

  The rise of the live broadcast industry has brought fire to many anchors. In addition to cargo anchors and entertainment anchors, there is also an emotional anchor, and some wonderful emotional stories can always be heard in their live broadcasts. From the relationship between mother-in-law and daughter-in-law to partner’s infidelity, from the dispute over the support of the elderly to the abuse of the girl by her stepmother, they can handle many unclear and inseparable housework in life.

  There is such a case: my mother-in-law called and said that her ex-daughter-in-law would not come back to see her granddaughter; The son said that his ex-wife was lazy and didn’t work at home, and the relationship between mother-in-law and daughter-in-law was not good and they quarreled every day. The ex-wife said that her mother-in-law disliked giving birth to her daughter, so she didn’t want to go back to see the children because of various contradictions between her mother-in-law and her daughter-in-law.

  After receiving help, the anchor began to call her mother-in-law, who realized her mistake and was willing to apologize to her ex-daughter-in-law. The anchor called his son, and the son changed his mind and said that his ex-wife was very kind to him, but his mother’s approach was a little extreme, and persuaded her to apologize to her ex-wife. The ex-wife also changed her previous attitude of old age and death and accepted her mother-in-law’s apology. Finally, the anchor tried to persuade his ex-wife and son to remarry on the grounds that he wanted to give the child a happy family. A barrage was painted in the live broadcast room: "Go home."

  This kind of family trifles and emotional disputes are most likely to attract the attention of middle-aged and elderly people, and the tortuous story and happy ending can meet the psychological needs of middle-aged and elderly people.

  "My mother’s favorite anchor, to put it mildly, is a straightforward female man, but the offensive point is a village woman’s pungent. The words are very rude. If you don’t agree with a word, you will open your mouth, shout at your voice, criticize from a moral height, or threaten in other ways. " Bing Xu (pseudonym), a Beijing resident, spoke out.

  In fact, for the emotional problems between husband and wife, the so-called mediation of emotional anchors usually uses some gentle and considerate words to let the woman vent her emotions, get the man’s privacy from the woman, and then irritate the man with provocative and even insulting tone and words, and even scold him, making him lose his temper. However, they often scold the wrong person because of one-sided words. As a result, after listening to what the woman said, she began to scold the man; After listening to what the man said, he went on to scold the woman. If I make a mistake, I will prevaricate on the grounds that "the other party didn’t tell me about it, and I don’t know". In addition, there are anchors who directly pretend to be staff members of state organs to ask each other and act as "law enforcers" in the live broadcast room.

  Some netizens questioned the practice of this kind of emotional anchor: "If he is really an enthusiastic person who likes to solve emotional disputes, he can be a professional emotional counselor or lawyer, not an anchor. It is better to tear down ten temples than ruin a marriage. The anchors are in harmony, and they go up to add fire to people and incite emotions. Will what people say and make decisions when they are out of control be rational? "

  Fabricate stories to attract traffic

  The story is absurd and bizarre

  In June, 2020, in order to improve the effect of the program, Wang, a man in Daqing City, Heilongjiang Province, fabricated the plot that the woman was personally assaulted in Aauto Quicker live broadcast, and fabricated the plot that the woman spent more than 400,000 yuan to buy a car for the man (in fact, the woman only paid the down payment and the rest was repaid by the man’s loan). In the subsequent telephone connection, deliberately created a more intense scene of verbal conflict.

  After the broadcast of the program, it aroused strong resentment and anger among netizens, and a large number of netizens reported to the Aauto Quicker platform and network police one after another. After Wang’s account was blocked by the platform, he changed another nickname to continue the live broadcast. On June 23, 2020, Daqing police stopped Wang’s live program according to law and summoned Wang to the public security organ for investigation.

  With the continuous expansion of the scale of emotional anchors in the live broadcast platform, the stories in the live broadcast room become more and more outrageous. For example, a young girl marries a fool and is bullied by her stepmother and mother-in-law; The vicious mother married her daughter to a 46-year-old uncle regardless of her paralyzed husband; One year after his son died, his daughter-in-law suddenly became pregnant. Some of the stories are still "series", in which the anchor first helps the girl get paid, then helps her get rid of her marriage, and then helps her find her biological mother.

  Some anchors changed from simple voice connection to live video tracking to solve problems on the spot.

  In a live broadcast, a woman was in pain and wanted to jump into the river to die. However, eagle-eyed netizens found that at the moment of despair, the woman did not forget to wear a mask, a hat and armed to the teeth, as if she knew someone was going to shoot. Some netizens found that the same story was staged in several live broadcast rooms, and the emotional anchors of the whole network were all broadcast live.

  In fact, most of these stories have complete scripts behind them. The "Rule of Law Daily" reporter learned that in the field of emotional live broadcast, there are many phenomena of finding actors, writing scripts and acting, and even a special industrial chain has been formed. There are anchors, actors and directors, and actors who are connected with emotional anchors are called wheat hands.

  In an article entitled "Mai Shou Lian Manual", the reporter of "Rule of Law Daily" learned that Mai Shou can be divided into single wheat and multi-wheat. Single wheat means that one person tells a story and the anchor is connected with a single line, and multi-wheat means that many people are connected with wheat, and two or more people communicate with the anchor. Duomai team needs to find a suitable partner from around or online, which can be temporary or long-term cooperation. The necessary qualities of wheat hand include: knowing the rules of live broadcast and avoiding violations; On-site adaptability; Ability to express language and quickly understand each other’s meaning; Innovation and performance ability; Have professional quality. The most popular plots are cheating, liking cousins, country plots, bitterness, domestic violence and so on.

  These actors have brought huge traffic to the live broadcast room. Among the emotional anchors, the number of fans is more than 10 million, and there are tens of thousands of fans. Just click on an anchor with 2 million fans, and the number of live broadcasts will reach more than 200,000.

  Live broadcast hidden cargo routine

  Acting, selling badly, inducing orders

  With the increasingly accurate portraits of the audience, many emotional anchors set traps in the live broadcast, carry out false propaganda and emotional entanglement, and induce middle-aged and elderly people who lack the ability of network judgment and trust the anchor to buy fakes in the live broadcast, and even directly defraud their property.

  Under the emotional entanglement of the anchor, some middle-aged and elderly people who never shop on the e-commerce platform have also begun to place orders in the emotional live broadcast room. Some netizens accidentally saw an anchor collecting money for a leukemia child while brushing Tik Tok. Out of sympathy, they placed an order for 35 items including wool quilts, which cost nearly 10,000 yuan. When I received the goods, I found that the filler in the wool quilt was not wool at all, and it smelled bad.

  On March 18th this year, Tik Tok Security Center released the "Public Notice of Punishment for Violation of Selling Miserable Goods and Performing Speculation", which revealed that emotional anchors would take various ways to bring goods. Some anchors make up stories about mother-in-law conflicts, infidelity, bankruptcy, minors looking for their mothers, etc. in the live broadcast room, and deduce exaggerated plots such as mediating family conflicts, emotional disputes and personal changes, so as to gain the sympathy of users and induce them to buy goods sold in the live broadcast room. For example, "Let’s lend a helping hand to reunite the mother and daughter who have been separated for 20 years. Every time you buy a bracelet, you are doing your part for their reunion."

  There are also anchors who stage plots such as team conflicts and debt disputes in the live broadcast room, and increase the drama of price reduction, thus exaggerating the price advantage of goods. There are often excessive performances such as shouting, quarreling, throwing things and even physical conflicts. For example, "I can’t afford to pay my child’s tuition. I helped him collect debts today. I have blocked the owner of the indebted factory in the warehouse. The original price of the ring of 3,999 yuan is now reduced to 99 yuan, first come first served!"

  According to the above publicity, Tik Tok Platform handled 446 illegal live broadcast rooms and banned 33 illegal accounts, including 10 anchors with more than one million fans.

Weilai’s first 150-degree battery pack went offline: the battery life broke thousands of kilometers.

Weilai's first 150-degree battery pack went offline: the battery life broke thousands of kilometers.

Weilai announced that the first 150-degree mass-produced battery pack was officially launched, and it is expected to be loaded in the second quarter. The battery pack has a battery life of 1,055 kilometers, but its price is relatively high. It is revealed that the price equivalent to an ET5 is about 300,000 yuan.

Qin Lihong, president of Weilai, has publicly stated that the cost of a 150-degree battery pack is very high, which is equivalent to an ET5. Considering the starting price of ET5 is 298,000 yuan, it can be predicted that the price of 150-degree battery pack will far exceed other ordinary battery packs on the market at present.

Nevertheless, this large-capacity battery pack provides users with more choices. At present, Weilai has launched 75-degree and 100-degree versions of battery packs, and there are obvious differences in prices. If the price of 150-degree battery pack is too high, it may limit its market prospect.

It is worth noting that although the 150-degree battery pack has a large capacity advantage, it is still a question whether the average user really needs such a large capacity battery. Therefore, it is difficult to make an accurate evaluation of its subsequent market performance before determining the price.

LI’s financial report in the first quarter of 2013 did not consider the coming of pure electricity at a reduced price.

Financial report for the first quarter of 2023: Without considering price reduction, pure electric vehicles are coming soon.

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  • At present, the price reduction is not considered, and the pure electric vehicle will be released in the fourth quarter of 2013.
  • The performance in the first quarter reached a new high, hitting 30,000 deliveries in June.
  • Marketing management fee rate dropped to 9.8%.
  • The company will develop "intelligence" and "electric energy" in the next stage-"dual-energy strategy"

LI’s performance in the first quarter hit a new high, hitting 30,000 deliveries in June.

May 10th, LI (Nasdaq:LI;; 02015.HK) released the financial report for the first quarter of 2023. The financial report shows that LI achieved revenue of 18.79 billion yuan in the first quarter, a year-on-year increase of 96.5%, a record high, slightly higher than the market estimate of 18.68 billion yuan; The net profit was 934 million yuan, and the net loss in the first quarter of 2022 was 10.9 million yuan, up 252% from 265 million yuan in the fourth quarter of 2022.

LI’s outstanding financial performance in the first quarter was supported by the substantial increase in sales. In terms of delivery volume, in the first quarter of this year, LI delivered a total of 52,600 vehicles, up 65.8% year-on-year, achieving the best single-season delivery result.

For the second quarter of this year, LI gave delivery guidelines of up to 76,000 to 81,000 vehicles, up 164.9% to 182.4% year-on-year; It is estimated that the revenue will reach 24.22 billion yuan to 25.86 billion yuan, a year-on-year increase of 177.4%-196.1%.

At the conference call, Li Xiang, CEO of LI, said that the delivery volume of LI will continue to climb in the second quarter, and we should strive to achieve the goal of delivering 30,000 vehicles in a single month in June this year. The pure electric vehicles in LI will be released in the fourth quarter of this year. After the release, they will start the test drive in the store and gradually start the delivery, which will keep the same pace of release and delivery as the L9, L8 and L7 models.

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Sales in management fee rate fell to 9.8%.

At present, the annual gross profit rate target is 20%, and the sales management fee rate is reduced to 9.8%. As far as gross profit rate is concerned, the overall gross profit rate and automobile gross profit rate in LI are both down year-on-year and up month-on-month. The gross profit margin was 20.4% in the first quarter, 22.6% in the same period last year and 20.2% in the fourth quarter of 2022. The gross profit margin of automobiles was 19.8%, compared with 22.4% in the same period last year and 20% in the fourth quarter of 2022.

Li Tie, CFO of LI, said that in the first quarter of this year, the overall gross profit margin of vehicles decreased, and it is expected that all sales in Li ONE will be completed in the first half of this year. At the same time, there is still room for improvement in the profit margin of the Air version. However, considering other potential factors, we still maintain the goal of 20% gross profit margin for the whole year.

LI’s R&D expenditure is also rising. In the first quarter, it invested a total of 1.85 billion yuan in R&D, up 34.8% year-on-year, and the R&D expenditure rate remained at around 10%, which was in line with LI’s previous expectations. Li Tie said that the R&D expenditure will remain the original annual plan, at around 10 billion to 12 billion yuan. Sales management expenses depend on the profit level and will be further optimized.

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Due to LI CEO Li Xiang’s speech at the Weibo a few days ago, LI’s expenses have further become the focus of economic industry analysts.

Li Xiang released Weibo and said: "The market expense rate of LI brand is 0.6%, including all public relations, activities, advertisements, auto shows, press conferences, car owners’ operations, etc. I have to approve the expenses of tens of thousands of yuan to avoid wasting money." At the same time, he also mentioned that the market expense ratio of mainstream brands is 2%-3%, which is 4-5 times that of LI.

It has always been called the ideal of "picking factories", and many economic analysts have commented that the expense rate is properly controlled. The financial report for the first quarter shows that in the first quarter of 2023, LI’s sales, general and management expenses were RMB 1.65 billion, up 36.8% year-on-year and 0.9% quarter-on-quarter, accounting for 9.8% of revenue, further decreasing compared with 2022. In 2022, LI’s sales, general and management expenses will be 5.665 billion yuan, accounting for 12.5% of the total revenue, and both of them will exceed 20%.

At present, price reduction is not considered.

At present, the price of lithium carbonate, the raw material for batteries, has dropped sharply. Some analysts asked LI if there was any plan to reduce the price. Li wanted to reply, "There is no consideration of reducing the price at present, because when we made detailed long-term planning and pricing, we have already set the price at the most competitive price in the corresponding price range according to the level and size of each vehicle, and both upward and downward fluctuations will be problematic. This is the fundamental reason why we have been very cautious in pricing and insist on long-term consideration. "

The ideal pure electric vehicle was released in the fourth quarter of 2003.

There are market rumors that LI pure electric vehicles will be postponed until next year. At the earnings conference call, Li Xiang revealed that the pure electric vehicles in LI will be released in the fourth quarter of this year. After the release, they will start the test drive in the store and gradually start the delivery, which will keep the same release and delivery rhythm as the L9, L8 and L7 models. By 2025, the product layout of "1 super flagship model +5 extended-range electric vehicles +5 high-voltage pure electric vehicles" will be formed, which will face more than 200,000 markets and fully meet the needs of home users.

The ideal pure electric vehicle will use Kirin battery from Contemporary Amperex Technology Co., Limited, and the Kirin battery has been mass-produced. According to the technical parameters provided by Contemporary Amperex Technology Co., Limited, the volume utilization rate of Kirin battery can reach 72% at the highest. The new battery pack can increase the energy density of ternary battery system to 255Wh/kg, and the energy density of lithium iron phosphate battery system to 160Wh/kg. Kirin battery will be suitable for two battery types, which means that the ideal pure electric vehicle will have two battery versions.

At the same time, ideally, it is estimated that more than 3,000 charging stations will be built by 2025.

Changzhou factory has two production lines, and Beijing factory produces pure electric vehicles, with an annual production capacity of 100,000 units in the first phase.

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In terms of production capacity, Ma Donghui, President and Chief Engineer of LI, introduced.

Changzhou factory has two production lines, one is double-shift production, which can produce 20,000-25,000 vehicles per month; Another single-shift production line produces ideal L7 and ideal L8, which can produce 10,000-12,000 vehicles per month. If both production lines are produced in double shifts, the monthly output can reach 50,000 vehicles, which can completely match the current ideal delivery volume.

For pure electric vehicles, the LI factory will plan to design a production capacity of 100,000 vehicles per year. At present, the current production capacity of Changzhou factory in LI can fully meet the delivery volume of ideal L-series vehicles. For example, the surge in orders can be solved by scheduling and recruitment functions.

The company will develop "intelligence" and "electric energy" in the next stage-"dual-energy strategy"

At the auto show on April 18th, Ideality released its next stage of development, "Double Energy Strategy".

"Intelligence" and "Electric Energy" —— "Dual Energy Strategy"

"intelligence": the era of intelligent driving 3.0 represented by urban NOA,

"Electric Energy": Opening a new chapter of keeping pace with extended-range electric and high-voltage pure electric.

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It is more convenient to go to the overcharge station than to the gas station.

In terms of urban NOA, Ma Donghui introduced that at the end of this year, the urban NOA function will be pushed to 100 cities across the country, and the order of pushing is related to the logic and the number of local LI models. The technical architecture of an ideal city NOA does not depend on high-precision maps, so theoretically speaking, our city NOA function can be used wherever there is a navigation map. If the number of ideal L9, ideal L8 Max and ideal L7 Max in the city where the user lives is higher, and the number of driving miles is higher, the data packet in this city will be larger, and there will be an opportunity to release the NOA function of the local city earlier.

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