文 | 毒眸

zuijin，zhibojiehengkongchushiliangwei“daihuoyijie”，fangjianhaocheng“nancocobeiluyao”。

yiwei，shi“nanzhuangyijie”aomencocojie，lingyiwei，shixinjin“nvbaoyijie”luyao。aomencocojiejinlianggeyuedanyuexiaoshouecongpowuqianwandaopoyi，luyaozezai“luyaonvbao（buxieban）”he“linjingnvbao”lianggezhanghaolunliuzhibo，budaoyigeyue，xiaoshouepoyi。

zaizhibojian，tamenbanyanzhe“nvzongcai”“nvlaoban”dejiaose，zhangkoubikoujiushi“jiwodidianpaitaohaozhai”“qujicoachquanqiuzongcaidadianhua”beiwangyounuzan“yongyouaosikabandeyanji”。

yucitongshi，tamenzai“baqilingren”deqishixia，nachudequeshiyuzheifenqishijibupipeidedijiachanpin，yaomeshi8.8yuanliangtiaodeneiku，yaomeshi5kuaiqianyigedexiaokabao。

zheikanqilaifeichangxiangduanju，jitongguorenshefancha、juqingfanzhuandailaijudashuanggan。jizhizaochuchouxiangganlamandexiaodian，youjidachuozhongrenxing“jianbianyi”dexinli。yucitongshi，yonghuyesuizhichengweiduanjuzhujiao，beipingmuqianzhibojianlidezhubofuyujiaose，yuzhicanyuhudong。

yuguzaodejubenzhibojianbutong，zaizheizhongqingkuangxia，yonghuzhidaozhubozaiyanxi，yibianxiangkanzhuboyibenzhengjingdiyanxi，ruheyongyouchaojuexinnianganbuxiaochang，yibianwuyijianbeidairuzhubodejuqingsheding，bingbeipingmushangkuaisushanguodechanpinxiyinzhuyili，duiqidiliandejiagexindong。

zheizhong“rensheshi”zhibojianjiangxiuchangzhiboyuzhibodaihuojiehe，shuaxinlezhibodaihuohudongxinwanfa，dansuizhierlaikenengchuxiandezhongzhongwenti，zhuruxingshidanyi、xujiaxuanchuan、cabiandapaidengdeng，yezaiyingxiangzhezheiyiwanfadechijiuxing。

“人设式”带货

shechipinxiangbaodianbandezhuanghuangli，chuanzhepicaopifengdexiaomaisecocojiezhanzaizhongjian，daizheqiangyandedapailogoerhuan，bozishangguazhekoushao，beihouzhanzhesiwuweixizhuanggelvdenanmonvmo，shenzhihaiyouwaiguomiankong，mianqianzeshigaizheheiserongbudechanpin。

rucishengshihaodadezhenzhang，xiangjileshechipinpaimaihuichang。buguo，suizhetadechengmingju“jididianpaihaozhai”chuquande，shi8.8yuanliangtiaodechongcaoneiku、17yuansantiaoderencanneiku。

zuiyinrenzhuyideshi，tadezhibojianpingmudingbuyouyixing“woshinvwangchuanyuemaidikudixji”，xianeryijianshiyongleduanjumaidian。cocojie，yongdejiushinvwangzhongshengmaidikuderenshe。

zaitadeshangpinchuchuangli，fushineiyizhanbizuigao，qieyinanzhuangweizhu，junjiacai80yuan。qizhongbudao5yuanyitiaode“yemannanren”neiku，xiaoliangpaimingdier，shouhuojin75wanxiaoshoue。shoujia9.9yuan、jinguangshanshande“diandu”aoteman（shijicaizhishitaoci）gengshifuhuobushaonanxingyonghudexin。qitachanpinbaokuoriyongbaihuo、3cshuma、chuweijiadian，junjiadouzai10-30yuanzuoyou。

tadezhibojian，maidebushishechipin，ershirangyonghugoumaishechipindetiyan。shangyimiaogangshuo“bangwozhunbei50wan，wanbadade”，xiayimiaojiushi“gaosuyijiekoudaiyoumeiyouyiliangkuaiqian”，rangdajiayonggeweishuhuachubaiwanyuanjibiedeganjue。

juchanmamashuju，cocojiedezhibofensiqunti，nanxingfensizhanbi60%，qizhong30suiyishangnanxingzhanbijuduo，31-40suizhanbigengshichao40%。cocojiejingzhundingweizhongniannanxingqunti，pingshiliwenjudouyinnanzhuangdaihuobangyi。

xinjinxiangbaodaihuoyijieluyao，yepingjieleiside“rensheshi”daihuozouhong。“18suilaiguangzhou，congyigeyizhenyixiandenvgongzuodaorujindelaobanniang”shitadedingwei。

tazai“luyaonvbao（buxieban）”he“linjingnvbao”lianggezhanghaolunliuzhibo，shibushishuoziji600wanzhanghaobeifeng，dianbulekaibojian。zheishitazuishanzhangde“xukongsuodi”juqingdeyibufen，yejiushizhizaomouweitongxing“jiaxiangdi”yutaexingjingzheng，baokuodanbuxianyujubao、chaoxidengxingwei。

diankailuyaozhibojian，gongpingshangyichuan“fashengshenmele？zhirendingluyao！”rangrenyunliwuli。shijishang，zheishitazaizhibojianshezhidechoufudaikoulinghongbao。yonghutongguofasongkouling，xiangdangyujianjiecanyudaoleluyao“xukongsuodi”dejuqing。dansheiyebuzhidaodaodifashengleshenme，zhikandaoyilianbuxiedeluyao，zhengjingdishuozhe“wobureshi，danyebupashi”“buzhengmantouzhengkouqi”。

lingyitiaojuqingxian，zeshiluyaoyu“zhuli”yezidechangwaihudong。buchujingzhichushengdeyeziyifulaoshidagongrenxingxiang，zuichangshuodetaicishi“haodejie”。erzuowei“laoban”deluyao，zechangchanghuiyinweiyezishangcuochanpindafaleiting，shenzhihanzhe“xiabo”，eryezizehuinachujingdianchanpin“kapibalabeibao”ranglaobanxiaoqi。dangran，kapibalayeshunlichengzhangchengweizuidaihuodechanpinzhiyi。

chulezaorenshe，luyaoyucocojiedexiangsizhichu，haiyoudaihuodefanchagan。“ziseweizun，ziseweigui”“caiyongfaguoyinianzhikaiyijidexunyicaozuodingsedingran”“jishigefaguogongjiangzuoleyigeyue”，zhongzhonggaodangcihui，dazaochudiantangjichanpinqizhi。raner，dengdaochanpinlianjieyishang，jiagezhishiyibeinaichaqian。lidanyebudebufu，yibianxiaodeqianyanghouhe，yibiannuzantiancaicehua。

剧情直播带货的变化

zheizhongjuqingshizhibodaihuo，ciqianyeyoubushaopinpaishiyong，zuirangrenyinxiangshenkedeshimeizhuangguohuopinpaibaicaoji。2021nian10yuedi，baicaojizaiyuanyouguanfangzhibojianzhiwai，kaishe“baicaojiyanxigongzhengchuan”zhanghao，zhubohuashen“mama”“guifei”zai“gongtingdaxi”zhongkaiqizhibodaihuo，dangjijiubeiyeneichengweizhibodaihuode“changjingtianhuaban”。

baicaojicengyu《yanxigonglve》hezuo，jiezhujuzhongjiaosetuiguangmeibaichanpin，yinciyouleyu“yanxi”ipdehezuojichu。kaolvdaopinpaimubiaoshouzhongyuqinggongxidenvxingshouzhongyouzhejiaogaoqihedu，yi“yanxi”ipdazaozhibojian，tongguojiaosebanyanhejuqingbiaoyanpeihedaihuo，jinenggourangyonghutiyankanjushigouwu，younenggouyouxiaoyanzhangyonghutingliushijian，kansidequeshixinyiqieyouxiaodechangshi。

danbudaoyinian，“baicaojiyanxigongzhengchuan”zhanghaotinggeng。yifangmian，youyuzhubodebianhuadaozhizhanghaocuoshirenshedazaohuangjinqi，renwuguanxiyemeinengyanxu；lingyifangmian，juqingbiaoyanyousunchanpinxinxidechongfenzhanshi，erbaicaojichanpinjunjiaguobai，yonghuhennanqingyixiadan，yingxianglexiaoshouzhuanhualv。

chulezhubodeguzhuangzaoxingyousuobaoliu，“baicaojiyanxigongzhengchuan”zhibojianhouqijibenhuiguizhengchangdedaihuomoshi。yihanzhiwai，liuxiaxiuchangzhiboyuzhibodaihuoruhejiehedenantidaijie。

rujin，pinpaizaizaoqimeinengzuohaodejuqingshidaihuo，yifangmian，fazhanweipinpaiduanjudexingshi，lingyifangmian，zaibushaoneirongxingzhibojiandanshengchuxindekeneng。

shangbannian，guohuopinpaijieliyajiebanren“maojinshaoye”shizhancheng，pingjiezaidouyinfabudeduanju《maojindiguo》baohuo。jijufanchagandeqisandai“feichaishaoye”yu“congyingguohuilaideershu”zhengjiachan，shangyan“haomenneidou”，yinghelewangwenxushiyudangxiaduanjushichangdeyonghuxihao。bujindazaochu“maojinshaoye”ip，gengrangjieliyahuodelejudapuguang。

“maojinshaoye”chenredatie，kaiqizhiboshouxiu，bianjiangduanjuyuzhibodaihuojiehe。zaizhibojian，xianbofangleyiduanduanju《maojinshaoyeshangweiji》，qizhongbushitidaojieliyaxiangguanchanpin，jitongguojuqingjiangyonghuyindaozhibojian，youzirandirangchanpindedaopuguang，suihoushunshikaiqidaihuomoshi，tuidongyonghuzhuyilijinyibubianxian。

zheizhongchuangxinxingshiyedailailekeguandeshuju，gaichangzhibodanchanggmvpo500wan，rang“maojinshaoye”naxiadangwandouyindaihuozongbangdiyiming。tongshi，zhibojianzongguankanrenshupo150wan，zhanghaozhangfen4wan。

chuleyongduanjuweizhibodaihuozuoyingxiao，zaijuqingshidaihuofangmian，haichuxianleleisibaicaojikaiqidejiaosebanyanmoshidezhanghao。biru，“ciyuangedaoqixiantuan”yi《xiyouji》lidepantaoshenghuiweizhuti，duoweizhubozebanyanqi《xiyouji》lideshenhuarenwu，yibianyouchange、nazhadengbutong“xianjia”lunfandengchangbiaoyan，yibianyouyudihanzhe“xianpinxianxuan”kaiqidaihuo，yandeyoumoyouyang。butongyubaicaojidepinpaizhibojian，tamenbushoudanyipinpaixianzhi，keyiyuduopinpaijianlilianxi，yougengdadefahuikongjian。

yicocojie、luyaoweidaibiaoderensheshizhubo，zeyiduanjushirenshezaicichuangxinjuqingzhibodaihuo。zheizhongfangshizhiyongsuzaoxianmingdezhuborenshe，qitaxugoudepeijiaojunketongguozhubodetaicirangyonghu“naobu”，bujindadajianshaorenlichengben，haikeyidiaozuyonghuweikou，xiyinyonghucanyuhudong，rangdanxiangjuqingyanyibianchenghudongyanyi，tongguoshuangjumoshiyufanchaxiaoguojifayonghugoumaiyu。

“短剧式”带货能玩多久？

zhibodaihuodehexin，raobukaidehaishiren、huo、chang。“baicaojiyanxigongzhengchuan”cengjingyiyouxiyinlide“chang”yu“ren”chuquan，danmeiyoujiejue“huo”dezhuanhuawenti。zuihouyouyin“ren”debianhua、“chang”debuzaixinyingeryihantuichang。

xiangbichuantongdezhibodaihuo，juqingshidaihuoquweixinggengqiang，danduicehuadeyaoqiuhetourudoudadatigao。biru，“ciyuangedaoqixiantuan”youzhegaozhiliangdecaiyizhanshi，danzhiboshujubiaoxianpingping，“huo”dezhuanhuayebulixiang。youyuqisuodaichanpinduoweishipinyinliao、riyongbaihuo，jibianrijunguankan7.5wan，rijunxiaoshouequehaibuzuyiwan。

cocojie、luyaoyirenshesuzaochuquan，shechifengzhibojianchangjingyudijiachanpindefancha，haituidongle“huo”dezhuanhua，dankechixuxingyelingrendanyou。

yifangmian，tongleizhanghaozaixishiguanzhongdezhuyili。biru，zainvbaodaihuojie，yisiluyao“duijia”deluoluo、ziqidengmaibaozhubo，youzheleisidekuaisuguobao、gekonghanhuafengge。

butongyusuishibaozoudeluyao，luoluozoudeshi“cuiruozhongniannvlaoban”renshe，zaiwenqingdebgmli，shangyan“diertianhaiyaosongerzishangxue”“kaijiazhanghui”dengjiangujiatingyushiyedenvlaobanjuqing。

danwangyouduibifaxian，tamenyouzhexiangtongdehuashu，shenzhitongkuanshangpinfengmian，biancaicetamendoulaizitongyijiagongsi，cheng“yigewanban，yigezaoban”“yijiagongsiyanxideduijia”。ruguofuzhizhantiedezhanghaoyuelaiyueduo，wufazaineirongshangchuxin，guanzhongyehuikanni。

lingyifangmian，tamensuoshoumaidechanpindabufenshibaipaichanpin，gaoduandejiashi，fukuadehuashu，diliandejiage，bukebimianlingrenduichanpinzhiliangchanshenghuaiyi。biru，cocojiedaihuodeneikushang“liukecishi”deshuofarongyirangrenlianxiangchanpinyouteshugongxiao，cabiandapaideqingkuanggengshilvjianbuxian，luyaojiujingchangshuozijishoushangdebaoxingshi“neverfull”“on the go”，youwangyouxichengtamenshi“shengshihaodadimaipolan”。

buguo，bushaoyonghuyezhishiweizhibojiandeqingxujiazhimaidan，“fanzhengyejiubudaoyibeinaichaqian，haiyaoshazixingche”，gengyouyizhenjianxuedepinglunchengzheizhongqingkuangwei“maipiaokanxisongdongxi”。

baipaichanpinmeiyoudapaixiaoying，benshennanyichuquan。tongguo“shuangju”bandaihuofangshi，baipaichanpinyoujihuizaixiachenshichangdedaogengduopuguang，danjuqingyurenshejiangliuliangyinjinmen，haixuyaoguoyingdechanpinzhiliangjiangyonghuliuzhu，zheiyangcainengjigongguzhibojiandekoubei，youtishengbaipaichanpindeshichangrenzhidu。

zhibojiancengjinghaicunzai“banqiong”“maican”renshe，yikuqingxiboliuliang，rangrennanbianzhenjia，bushaozhonglaonianyonghujiuchenjinzaizheixiejubenzhibojianlishangdangshoupian。

biru，zuijinmaochubushao“wodelaogongshidibaixiaowangzi”xushi，yi“yaochuguoshenghuo，yihoubuzuozhibo”weixuetoukaishi“dashuaimai”，danbolehaoduotianyeyizhimeitingbo，jiuxiangyongyuanhanzhe“zuihousantian，kuibenshuaimai”queyizhimeidaobidedian。

suiranxianzaibufenzheizhongdazaorenshedezhanghao，huizaigerenjianjieligaozhiyonghu“jiatingjubenyanyi”，zhibojianyehuichuxian“xugoujuqing”detishi，dansuizhepingtaijianguanlidujiaqiang，toujixintaizhudingwufazhangjiu。

“duanjushi”daihuotongguoxijuxingqingjingxiyinyonghuguanzhu，shixiuchangzhiboyuzhibodaihuodeyoujijiehe，danzhiyouzaibaozhengchanpinzhiliangdeqingkuangxia，rangjuqingdaihuoyushangpinjieshaogenghaodironghe，huoquyonghudexinlai，shixianren、huo、changdepingheng，caiyougenghaodefazhankongjian。