在很长一段时间里，综艺编导向晚的生活只剩下三件事，为虚无缥缈的客户和项目熬夜、回家睡觉、和同事吐槽录制"耍大牌"的艺人。真正的节目录制时 间只占一年中的半个月。 这是她这几年的常态。今年她离开了综艺行业，入职了一家头部直播公司做直播综艺的策划。刚刚转行时，很多同行劝她不要去，觉得"综艺更有内容价 值"，以及"直播肯定比综艺更累"。 "我现在才敢说，做直播哪儿是降维啊，明明是找对了路，有种打了全世界的脸的感觉。"即使与河豚君隔着电话，她的音调依旧是上扬的。此时她正在休 年假，这也是原来在综艺公司没有的待遇，"虽然现在也时常因为固定的直播安排加班，但好歹不会因为艺人迟到加班。" 这一年，向晚感受最明显的，是在综艺行业里缺失很久的秩序感和价值感。 秩序感来源于直播节奏紧密。放在以前，每年一个项目就能保住一个综艺团队，提案期占一年的3/4。录制期永远在等艺人降临现场；结束录制还要面临 连轴转的后期剪辑，找素材到天亮是日常。 在新行业里，她每个月完成一个节目策划是基础，前半个月用来策划，后半个月分成4～6场直播。每场直播2～4小时，播完收工，绝不拖泥带水。 价值感则很直观，娱播实现了以往综艺实现不了的梦——从烧钱到赚钱 ...

Core Insights - Pinduoduo has launched an entertainment live streaming section featuring "singing and dancing," allowing for various interactive features like tipping and PK competitions, currently accessible only through the WeChat mini-program [2] - The tipping system utilizes "gold beans" instead of cash, which can be earned through daily tasks or by making purchases through the platform, integrating its core e-commerce model with the live streaming tipping system [7] - A "viewer consumption level system" has been introduced, where viewers can unlock different privileges based on their accumulated tipping, with higher levels offering exclusive gifts and entry effects [10] Market Context - The entertainment live streaming sector is dominated by established platforms like Douyin and Kuaishou, which have developed robust host incubation systems and content ecosystems, making it challenging for new entrants like Pinduoduo to attract users [13] - Although Pinduoduo's integration of its core "group buying" feature with tipping may offer a unique approach, its effectiveness in creating a competitive edge remains to be seen [13] Compliance and Consumer Perception - The "gold bean" model lowers the barrier for tipping but may lead to impulsive spending behaviors, particularly among price-sensitive users in lower-tier cities, raising concerns about potential consumer traps [13] - Pinduoduo's established reputation as a low-cost shopping platform may conflict with the emotional value associated with entertainment live streaming, leading to skepticism among users regarding tipping for performances [12][14] - Industry experts suggest that Pinduoduo's move is a necessary attempt to adapt to a plateau in user growth, but success in retaining users and monetizing through entertainment will require overcoming challenges related to competition, compliance, and consumer perception [14]

Core Insights - Xiaohongshu has entered the entertainment live streaming sector, attracting attention from numerous guilds with a high revenue-sharing model of up to 81% [1][9] - The platform is experiencing a surge in group broadcasts, indicating a strategic move to enhance its entertainment live streaming offerings [2][4] - The first batch of guilds has already begun to explore the platform's potential, although challenges remain in user tipping habits and content adaptation [1][11] Group 1: Market Entry and Guild Participation - Xiaohongshu has onboarded over ten guilds in its initial phase, with plans for a second batch of guilds to enter testing soon [1][6] - The platform's focus on entertainment live streaming is evident, with a prominent placement of the "live" feature on the discovery page [6][8] - Guilds are actively recruiting and establishing their presence on Xiaohongshu, indicating a competitive landscape for content creation [6][11] Group 2: User Engagement and Content Strategy - Users have reported a noticeable increase in group broadcasts since May, suggesting a shift in content dynamics on the platform [2][4] - Xiaohongshu emphasizes a unique content approach, requiring guilds to produce relatable and authentic content rather than solely focusing on aesthetics [12][14] - The platform's user base is significant, with 300 million monthly active users and a high-value demographic, particularly among women [11] Group 3: Revenue Model and Feedback - The revenue-sharing structure for guilds includes a base share of 50%, with additional incentives based on performance metrics, potentially reaching up to 81% [9][10] - Feedback from guilds indicates mixed experiences, with some expressing concerns over user tipping capabilities and adapting to Xiaohongshu's unique content style [9][11] - The platform's early stage presents opportunities for guilds to capitalize on potential growth, especially as competition intensifies in the broader live streaming market [14]