Over the past year, live slicing HE Tuber has grown wildly and has shown very tenacious vitality; whether it can continue to grow in the future depends largely on the attitude and policies of the platform.

Yibang Power has learned that since this year, the attitudes of major platforms towards live broadcast slicing have quietly changed, from official and restrictive in the past to rule-based constraints and supervision. In addition, the platform may also see its business value from the growing transaction volume.

 "it doesn't encourage you to do anything particularly big, but it doesn't object to you doing it" and "just don't over-develop it." In addition, Douyin has opened up the revenue sharing system of live broadcast slicing. MCN can set the sharing ratio, and the backend automatically divides the commission. Slicing accounts can withdraw cash in the Douyin backend every month.

Now, every time a slice account is sold, there is a profit, and settlement and withdrawal take place 15 days after the order is paid. “This kind of timely feedback is very stimulating.” A service provider told Yibang Power, “After the official opens this link through the backend, at least some interest disputes such as debts in commission distribution will be completely avoided. , this is also an important reason why the scale of live slicing can be quickly expanded.”

 “Short Video Store Linking”, saying that the updated function is suitable for “live broadcast slicing hot returns”, and experts can earn commissions by linking other people’s stores. This means that Kuaishou has opened up the system of live broadcast slicing business from the product level.

Yibang Power exclusively learned that the video account official is developing and testing functions related to the live broadcast slice authorization of the video account. The new function is expected to be officially launched in July this year. In order to prevent a large amount of homogeneous content from destroying the platform ecology, the video account official will also limit the number of authorized lists; it said that starting from July 1, the platform will control unauthorized accounts and content, including live broadcast slicing and secondary creation. content.

 of experts from Three Sheep Network, many of which show official authorization. The sales of many accounts are very considerable. It is not yet clear whether these contents are actually authorized by Three Sheep Network.

 of the platform for the live broadcast slicing authorization of video accounts. As for the development potential of goods delivery, further observation is needed. The video account has not yet given birth to a super anchor, which may restrict the development of slicing and selling goods. However, the control of content from other platforms may speed up the pace of other anchors who are willing to authorize to enter the live broadcast of video accounts. After all, it is not difficult to provide water for the whole country from one source. In addition, the current proportion of short videos in video accounts is generally low, and most transactions are completed through live broadcast rooms. If you want to bring goods through short videos, you may need more products and improved functions.

Hou Zongming said that Chanxuan and Sanyang Network are currently mainly engaged in live broadcast slicing business on Douyin. Chanxuan has made some attempts and layouts in the video account, but due to different algorithms and recommendation mechanisms, the current progress is not very good. smoothly.

The new increase in live slicing may come from the participation of brand merchants. Theoretically, brand merchants have great incentives to do matrix distribution, thereby spreading the brand's voice and IP, and at the same time achieving GMV growth.

Since 2023, organizations such as Chanxuan have begun to try to explore brand live broadcast slicing, and brands such as Anta are also looking for service providers in this field on the market. Especially after the emergence of new technologies such as AIGC, the threshold and cost for brands to distribute live broadcast slices have been significantly reduced, and the prospects for this field look even brighter.

At the end of March this year, Kuaishou men's clothing merchant Jinhui Men's Wear used the AIGC live slicing technology provided by Ji Rui Technology to produce 540 slices. The average daily number of short video releases increased by 4 times, and many slices were selected as the account's selected videos. It is said that this time it was mainly distributed through the two accounts of Jinhui Men's Wear, without authorization for matrix distribution, and the impact of live slicing on sales has not been announced.

Brand merchants are still exploring and experimenting with live broadcast slicing. "Once this model is implemented, it will be of great value to the entire ecosystem. I personally look forward to this direction." Hou Zongming said.