"Pit position fee" is not unfamiliar to many people in the e-commerce circle, but for those who have not been exposed to e-commerce in depth and do not know much about live streaming, they may not know what "pit position fee" means.

As the name suggests, literally speaking, the pit position fee refers to the fee you need to pay to occupy a pit. Most public toilets in the past required payment. I wonder if the original creative inspiration for the term "pit position fee" came from the allusion of paying to squat in the pit?

So, as live streaming e-commerce is in full swing, what does the pit position fee mean? Before understanding the pit position fee in live streaming sales, we first need to be clear that there is no free lunch in the world. Don't think that your product is so good that you can be a celebrity anchor. Helping you to bring goods for free means, of course, helping you to sell goods for a fee. Generally speaking, there are two ways of paid cooperation. One is in the form of "commission", that is, the commission is a percentage of the goods sold for you. If 1 million goods are sold and the commission is agreed to be 30%, then the anchor will take a commission of 300,000 yuan. The commission ratio varies depending on the anchor's level and product. The commissions of anchors and celebrities on the market are mostly concentrated between 20% and 40%.

However, if you only want to cooperate with online celebrity anchors by paying "pure commission", most anchors will not do it, unless your product is very good, the brand is very strong, and the price is very attractive, and the anchor thinks it is cost-effective. Otherwise, pure commission is just the wishful thinking of the merchant. < /p>

Therefore, most live broadcast hosts need to pay a "slot fee", that is, if you want an internet celebrity to help you sell goods, you must pay a product listing fee, which can also be called a service fee or a publishing fee. After paying the slot fee, your product is eligible to appear in the host's live broadcast room. As for whether it can be sold or how well your product sells, that is something the host will not promise or guarantee. It's like you pay a fee and buy a ticket to a public toilet, which will give you the qualification to squat in the toilet, but whether you can poop or not, and how much you can poop, that is your own business.

You need to queue up to use public toilets in popular areas, and big hosts in the live broadcast e-commerce field also need to schedule their sales. It doesn't mean that you can put your products on the shelves and start selling immediately after paying the slot fee. . After all, many products want to be sold through big anchors.

On the Double 11 day of big anchor Li Jiaqi, the pit fee for snacks was 60,000 yuan, and the commission rate started at 20%; the pit fees for beauty and daily products were different according to the commission rate, starting at 150,000 yuan. In other words, many Internet celebrity anchors charge both pit fees and commissions.

Although the cost of finding a big anchor to bring goods is very high, the effect is also very good. For example, the product of the author's brother company, an instant hot pot, was brought by "Viya", known as the first female anchor of Taobao, the night before yesterday. It was sold out in a few minutes, and a total of 50,000 products were sold out in seconds. The price of the live broadcast room is not low, the unit price is 29.8 yuan, which means that nearly 1.5 million yuan of goods were sold! Brothers sighed, or there is not enough stock. If more inventory can be prepared, 100,000+ is also easy!

The pit fees of Taobao anchors basically start from tens of thousands of yuan, and the price of Kuaishou celebrities is also very high. It is rumored that the pit fees of first-line Kuaishou internet celebrities are: about 600,000 yuan for the first pit, about 500,000 yuan for the second pit, and about 400,000 yuan for the third pit. After an event, the pit fee is about 4 million yuan. Zhang Ersao’s first pit is 1.3 million yuan. Why is the price so high? Because he guarantees 100,000 orders. At present, the three best-selling internet celebrity events are one first-hand, one second-lu, and one second-sao!