2 Who robbed in Tiktok Wenwan ？

source ： New entropy （ID:baoliaohui） author ： Cherry wood edit ： See you on the moon

today , Most people don't think , In less than two months , Wenwan e-commerce has experienced various ups and downs .

2022 year 5 month 25 Japan , Submit the prospectus to the Hong Kong stock exchange from the Wenwan e-commerce weibaitang, such as Tiktok , To be listed on the main board , CICC acts as the sole sponsor . Micro photography hall has won IDG Capital 1.5 Billion investment , The pre IPO valuation is approximately 61 One hundred million yuan . except IDG Beyond capital , Tencent's platform also makes the prospect of entertainment e-commerce look bright .

And then ,6 month 15 Japan , Tiktok officially announced that cultural celebrities , front 《 Lecture room 》 Lecturer Ma Weidu became the chief manager of Tiktok e-commerce entertainment . And then , Mr. Ma started his first live broadcast of Tiktok with goods , From China Cup , To 99 Just in case the tea set , Almost swept away by the audience , Live broadcast that night with goods GMV Reached 1088 Ten thousand yuan .

After the bustle , The crisis is also lurking .6 month 20 Japan , The head account of Wenwan e-commerce once invested by ByteDance “ Every day Jianbao ” Thunderstorm , A number of employees said that they were from 2022 year 5 Month begins , company App、 The applet and the company's internal software all stop running , remainder 10% Employees are not only in arrears with their wages 、 social security , And the management team has not been contacted . According to the report , Because the financing is not smooth , Tiantian Jianbao owed a total of more than 600 merchants and more than 300 employees 4000 More than ten thousand yuan . meanwhile , Tiantian Jianbao Beijing head office has been deserted , Founder Wang Yi seems to have vanished from the world , Complete loss of connection .

Unlike today's embarrassing situation , Two years ago , Tiantian Jianbao is still the target of capital chasing , In a financing detail about Tiantian Jianbao , You can still see things like ByteDance 、SIG Wait for the star investment company , And the financing scale once reached 4000 Million dollars .

On the one hand, the hot financing and listing , Live with the goods , On the one hand, the thunder runs away , A mess . What is the change , Let the lively entertainment e-commerce show the opposite song of ice and fire ？ On CCTV 315 After the party came to light , The rectification and change of Tiktok Wenwan e-commerce , Still can not stop the growing controversy .

The two paths of Tiktok Wenwan e-commerce

today , Then we talked about Tiktok Wenwan e-commerce , Jiang Ming still talks about the TV programs of that year 《 Gate to Henan 》《 Collect the world 》.“ In those days, teacher Wang Gang said, "please protect the hammer..." , The audience rating keeps rising ,《 Gate to Henan 》 In those days, it was the top three program of Henan satellite TV , Today it is also very influential . And look at the present Tiktok Wenwan , It is just a translation of the means of that year to the mobile phone .”

Jiang Ming is more than a 20 Cultural and entertainment industry practitioners in , There is not much surprise about the popularity of Tiktok Wenwan today . And according to him , Today, every day, I will appraise treasures 、 The mode of microphoto Hall , In fact, it is also imitating the TV program of that year .

“ Jianbao is just needed in this industry , The first batch of online celebrities in the entertainment industry in Tiktok , They are all guests from the previous program , For example, Mr. yangbaojie, member of the cultural relics appraisal committee of the Capital Museum ,《 Gate to Henan 》 Expert group teacher Yang Shi , Jinyunchang, a teacher from the Palace Museum, etc .” With that, Jiang Ming took out the relevant video , There are still thousands of likes .

The curious stories of the minority Wenwan have accumulated the first wave of traffic for the Tiktok Wenwan circle . Let the matter of Jianbao , Start breaking circles . today , Click the Tiktok account of weibaitang , The video authentication mode is enduring , In the video, people will always find the possibility of sudden wealth .

“ The sample currency of CCB , The present value is about 4000 element , It is suggested that you take an appraisal here , Look at the grade .” The staff of the micro photography hall in front of the camera said expertly . Look at the official accounts of most weibaitang Tiktok , Be similar to “ Get rich ”“ Pick up the baby ”“ Iron pimples become precious ” And so on frequently appear after their videos .

Curiosity + A rich man + Treasure assessment , It forms a huge flow pool of Tiktok Wenwan e-commerce , Love to play Wenwan is not exclusive to middle-aged people , According to the huge amount 2021 year 6 Monthly data shows , Tiktok live 95 Bring the goods back GMV top10 In the list , Cultural jewelry has ranked third , meanwhile 2021 year 618 Data games increased by 3000%.

at present , Based on the huge flow pool , Tiktok Wenwan has developed two completely different ecosystems . The first is the mainstream platform and the Kampo adopted by bloggers 、 The auction 、 A commission business model .

According to Guotai Junan's Research Report on micro photography Hall ,2019 - 2021 year , The income of the micro auction hall is 4.73 One hundred million yuan 、10.7 One hundred million yuan, 9.78 One hundred million yuan ; Commission income is the main source of income for the company ,2019-21 The annual commission income accounts for 57.1/64.0/63.2%;

This Commission , The Commission is mainly charged according to the final trading volume of both sides of the trader , Usually it's in 2%-6%, Under special circumstances, it will be higher than 6%. Therefore, the larger the transaction volume between users and merchants , The higher the Commission micro auction hall gets from the middle .

And under this business model , In order to get a higher commission , Bid up the price 、 Making fake goods and other behaviors have become a common routine of Tiktok Wenwan bloggers . According to the report , On a complaint platform , Search for “ Micro studio ”, You can find more than 2000 related complaints ,“ It's hard to return ”、“ The real object is inconsistent with the picture ”、“ Deduct money indiscriminately ” And so on .

On the other hand , The success of micro photography Hall , It has driven a large number of Tiktok Wenwan bloggers to imitate each other , Hong she Cui Kai 、 Taibai talks about porcelain 、 Big Meng ye and other head bloggers , Get involved , They picked up the leak 、 Treasure assessment 、 Popular science gets traffic for video content , meanwhile , Through identification , And the main profit model is to collect commissions from the auction in the live broadcasting room .

Tiktok Blogger “ Hong she Cui Kai ” For example , He is the president of Hong ancient art society ,《 Gate to Henan 》 Identification team members , In Tiktok fans reach 82 ten thousand , The live broadcast content includes product introduction , Fidelity service, etc , stay 6 month 26 In a live auction on the th , The number of live broadcasting rooms exceeds 2000 people , A qingguangxu blue and white bottle , After several rounds of bidding , I got it 45 Ten thousand yuan , meanwhile , With the Commission, the final transaction price of this auction is 52 Ten thousand yuan .

The reason why this mode can run through , The underlying logic is that the cultural jewelry naturally has a strong financial game attribute , The story of the sharp rise and fall , It stimulates people's sight , It also aroused everyone's desire to become rich . Tiktok Wenwan e-commerce blogger , More like a shovel seller in the industry , Provide corresponding supporting services , In case of traffic explosion , Through Commission, service fee, etc , Gain more stable benefits .

besides , The reason why Tiktok Wenwan e-commerce companies generally choose this mode , In its larger imagination space . Tiantian Jianbao tried to bring goods live on Tiktok . near 30 Live broadcast within days with goods 38 site , The total amount of the goods is 2461.1 ten thousand , Average per game only 65 Ten thousand yuan of income , Compared with the head of other categories, e-commerce lags far behind .

And Jianbao 、 The auction 、 The mainstream Tiktok Wenwan platform that collects commissions as the business model is different , Live video of cultural games with goods is the realization path chosen by most small and medium-sized Cultural Games businesses .

Because small and medium-sized entertainment practitioners , The capital chain is relatively limited , It's not appropriate to judge treasure by 、 Auction based business model , But develop strengths and avoid weaknesses , Professional accumulation , Provide them with early initial traffic . Among them, Chi Rui 、 Bloggers such as big cat Jianbao office are typical representatives . Take chi Rui, the blogger of Tiktok, for example , He used to be the founder of the famous WenWan World Forum , In the tiktok possession 238 Thousands of fans , In the early days, the video of building a cup in the Song Dynasty accumulated a large number of fans , Later, it caused controversy and attention with anti-counterfeiting videos on Tiktok , As a head anchor and a veteran lover of stationery and entertainment , He chose to live broadcast the goods to become the main way to realize the cash .

Of course , This approach is not a smooth path , There are many kinds of cultural jewelry , Industry concentration is extremely scattered , Even popular bloggers in the head , The categories sold are often very limited , Even as a head anchor ,SKU Also very limited . And the decentralized industry structure , And lower entry threshold , Let the live broadcast of Cultural Games and jewelry bring fake goods , On CCTV 315 After the party came to light , It also casts a shadow on the overall credit of Tiktok Wenwan .

meanwhile , Because the categories are numerous and diverse , It also makes it difficult to improve the overall influence of the stationery with goods , After investigating many bloggers of Tiktok Wenwan with goods ,「 New entropy 」 It is found that the current trend is that multiple bloggers form a loose alliance , Mutual platform , Endorsing each other's credit , So as to improve people's overall credibility of stationery with goods .

On the other hand , Ma Weidu opened the back of the live broadcast with goods , It can also be seen that , Tiktok officials are optimistic about this track , meanwhile , It can also be interpreted as the decentralization of goods for Tiktok Wenwan , Response to industry conditions without celebrity endorsement . A few days before Ma Weidu brought the goods , Many Tiktok Wenwan bloggers interact with Ma Weidu in the space , You can see that , A large number of bloggers are eager to get traffic and trust endorsement similar to maweidu .

From one chaos to another ？

“ If you think it is true , Just ask if the auction will accept it , And whether they are willing to buy... At the price you said .” Yangbaojie, a teacher of the capital museum, said in the video to the fans who came to identify . Even if there are members of the appraisal committee of the Capital Museum , And the titles of guests in CCTV's many entertainment programs , Mr. yangbaojie is in the daily treasure appraisal , Still often questioned by fans .

Why do fans have the confidence to question experts , The reason lies in the entertainment industry and its inconsistent standards , And there is no such thing as absolute “ authority ”, In the eyes of the public , Whether experts or industries kol, Whether it is a professional institution or an auction , Almost all of them have been misjudged as true or false . And on the tiktok , This phenomenon is magnified infinitely .

Among the videos of many Tiktok Wenwan bloggers , All of them have had the experience of checking treasures and cracking down on counterfeits every day , Many bloggers even argue from online to offline , The most famous incident is that a blogger questioned the fraud of Tiantian Jianbao video , Later, it was exposed by Xinhua news agency and other state-owned media , They rely on cracking down on counterfeits to attract attention and traffic .

Not only bloggers and kol, Even the auction and Appraisal Center , On the true and false of the Cultural Games , There is no absolute certainty , stay 2010 year 6 month , A painting named Xu Beihong 《 Human body Ms. jiangbiwei 》 In the spring auction of Beijing Jiuge International Auction Co., Ltd 7280 Million RMB transaction . But later 2011 year 9 month 15 Japan , Some students of the first seminar of the Central Academy of fine arts jointly issued an open letter , Call this “ Xu Beihong's oil painting 《 Human body Ms. jiangbiwei 》” It was their work of the year , The model is a young girl from rural Jiangsu who came to work in Beijing L.

And such industry characteristics , It is infinitely amplified under the flow blessing of Tiktok , Will lead to greater controversy . In the field of Tiktok Wenwan , From the past “ Academic school ” And “ National treasure sect ” The battle of , Later, many popular science bloggers made anti-counterfeiting videos on online platforms such as Tiantian Jianbao , Today, the bloggers in the Wenwan segment are very interested in the industry kol The price argument of the products with goods . Such disputes almost never stop .

Based on the fact that there is no absolute standard and no industry authority , The financial game has further boosted from another dimension , The chaos of the industry , For example, after several rounds of hype , There are hundreds of thousands of heavenly pearls , After that , Tiantie, which is constantly praised by some bloggers , And after the development of walnut planting , The plummeting prices of Wenwan walnuts , Capital boost , It not only makes people in front of the video experience ups and downs , And the emerging myth of sudden wealth also makes this industry more and more attractive .

It was predicted in the Research Report of CITIC Securities that , The size of the stationery market is expected to reach 2026 It will reach RMB in 2010 12,831 One hundred million yuan . The scale of China's stationery and entertainment market has grown from 2017 RMB in 6,870 Billion yuan to 2021 RMB in 9,634 One hundred million yuan , The compound annual growth rate is 8.8%.

meanwhile , The overall online penetration rate of China's stationery and entertainment market is expected 2026 Nian Da Zhi 33.8%. Just GMV for , The market scale of the e-commerce market for entertainment has grown from 2017 RMB in 233 Billion yuan to 2021 RMB in 1,662 One hundred million yuan , The compound annual growth rate is 63.4%, And expect from 2022 Year of 1,925 One hundred million yuan to upgrade 2026 Year of 4,341 One hundred million yuan , The compound annual growth rate is 22.5%.

The rapid development of the entertainment industry , And fast online , It has become an important feature of industry development . But on the other side , There is no industry characteristic of absolute authority , And let this barbaric development , Only from a mess , Transition to another chaos .

After the thunderstorm of daily treasure evaluation , People have seen the Cultural Games, e-commerce and treasure verification 、 The auction 、 The drawback of charging commissions , But then came ima Weidu 、 The group with goods represented by Chi Rui , But it is not plain sailing .

Just a few days after Ma Weidu brought the goods , In the past, the entertainment industry brought goods , Fans over 237 Wan's blogger Chi Rui , Tiktok was questioned by another blogger , This blogger claimed that Chi Rui brought the goods as “ Marketing number ” The act of cutting leeks , Then the secret was revealed in the live broadcast , How to cut leeks is the path of Wenwan world founded by Chi Rui . In the video , The blogger explained Chi Rui's behavior with reason , It caused a lot of controversy for a time .

The doubter because of his bold remarks , And their claimed professional background , stay 20 Harvest in days 6 Thousands of fans . But on the other side , Chi Ruifang , A number of blogger platforms are displayed , He has also made a speech at the United Nations 、 He has published many professional books and other contents to endorse them .

And such disputes , It seems that in the Tiktok cultural and entertainment circles , It happens every day , And in the end , Identification and evaluation of Cultural Games , It seems that only when the hammer drops , Will really fix the tone .