Without Wei Ya Li Jiaqi, is this 618 of the brands okay?

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Text / Crab Crab

Source: Parity (ID: jioupai)

This year 618 seems to be a little different.

In 2021, Wei Ya was “silenced” by the entire network due to tax evasion. Li Jiaqi, who thought she could become a super giant of the live broadcast platform, was suddenly interrupted on June 3 this year, and her Weibo also stayed on the “internal” that night. Equipment failure cannot live broadcast” explanation. 618 has passed, no one knows when Li Jiaqi will be able to rebroadcast. Almost at the same time, Simba and Luo Yonghao also announced their withdrawal from the live broadcast industry one after another and will turn to other battlefields.

So far, the “four kings” of the live broadcast industry have disappeared.

In 2022, 618 will also become the first “silent carnival” in which the four super-caring anchors of Taobao, Douyin and Kuaishou are collectively absent.

Looking at the data of the whole network, the total transaction volume of the whole network during the 618 period this year was 695.9 billion yuan, compared with 578.48 billion yuan in the 618 last year, a year-on-year increase of about 20.3%. The total transaction volume of integrated e-commerce platforms Tmall, JD.com and Pinduoduo was 582.6 billion yuan, an increase of only 0.7% over the same period last year. Among them, Tmall still ranks first.

Let’s take a look at the data of the anchor’s delivery. Xin Xuan’s head Huadan “Dandan” ranked first on the 618 delivery list with a total delivery of 1.596 billion yuan. However, compared with the 5.9 billion yuan of Wei Ya and Li Jiaqi’s 5.4 billion yuan during the 618 period in 2021, there is still a huge difference.

Source: Star Map Data

this article meanly focus on:

1. In this 618 where the super-head anchors are “collectively absent”, how are the brands doing?

2. The super-head anchors who used to be famous for new brands are gone. Are they really hurt?

3. Without Wei Ya Li Jiaqi, what new ways do brands have?

1

Without Wei Ya Li Jiaqi, beauty products are very hurt

How much will the departure of super-head anchors such as Li Jiaqi and Wei Ya have an impact on the overall management of 618 brands this year?

According to the sales category ranking of the whole network given by Star Map data, household appliances topped the list with a record of 87.9 billion yuan, followed by beauty and skin care products with sales of 30.7 billion yuan, and sports outdoor products with sales of 24.9 billion yuan.

In addition to the two major categories of beauty and skin care products and fragranced cosmetics, the sales of other major categories have increased to varying degrees compared with the same period last year, and the highest growth category, cleaning, has even increased by 33.7%.

Beauty, skin care and fragrance makeup were the most popular categories during the promotion period in previous years. During the 618 period this year, the sales of the whole network fell to 30.7 billion yuan and 10.3 billion yuan respectively, down 18.9% and 22.1% year-on-year respectively.

The decline in this major category is, on the one hand, affected by the fact that, in the current epidemic, beauty and skin care and perfumed water makeup are non-daily necessities, consumers actively reduce purchases; on the other hand, it is also greatly affected by this year’s 618 Weiya and Li Jiaqi The effect of absence.

As the former “first brother” and “first sister” of live-streaming goods, makeup and skin care products have always accounted for a large proportion of Li Jiaqi and Wei Ya’s goods.

The introduction of Li Jiaqi’s Douyin account is “Keeping the world record for lipstick application, defeating Ma Yun’s first lipstick brother”, and Taobao directly displays “beauty anchor”. During 618 last year, a total of more than 100 beauty products entered Li Jiaqi’s live broadcast room. In Li Jiaqi’s first 618 beauty event on May 26 this year, it was also an overwhelming number of beauty brands.

However, although there is no help from Wei Ya and Li Jiaqi, compared with the same period of 618 last year, the ranking of the brands has not changed much.

Specific to the brands in the beauty and skin care category, the big foreign brands firmly occupy the top five positions in terms of absolute market share. Only last year’s fifth-place SK-II was replaced by Shiseido, and the top three are still L’Oreal, Estee Lauder, and Lancome.

Among them, L’Oreal, which had a conflict with Wei Ya Li Jiaqi last year on Double Eleven, continued to rank first with the “buy one get one free” half-off promotion. According to relevant media reports, as of June 20, L’Oreal has achieved sales of over 1.3 billion yuan on Tmall, and Estee Lauder and Lancome have also entered the “1 billion yuan club”, while domestic brands Proya and Winona are respectively It ranks fifth and eighth with 549 million yuan and 452 million yuan.

Among the top five in the fragrance makeup list, domestic brands performed well. Huaxizi, Kolaqi and Perfect Diary ranked second, third and fifth respectively. Compared with last year, Perfect Diary dropped four places, Huaxizi remained unchanged, and Ke Laqi became a “new flower” as a cutting-edge brand.

On the whole, the lack of super-head anchors during this year’s 618 period has an impact on beauty, skin care and fragrance makeup. At the same time, emerging brands have missed the opportunity to “get ahead”, but it does not seem to have brought substantial benefits to the overall e-commerce live broadcast and all categories. Injury or greater impact, major e-commerce platforms still maintained a year-on-year increase in sales data, and many necessities of life even harvested a bumper 618.

We can’t help thinking, is a super head anchor like Wei Ya Li Jiaqi really that important to brand owners and platforms?

2

Do new brands miss the opportunity to “get ahead”?

Although on the whole, the collective absence of super-head anchors did not have a great impact on the platform, and even for some big names, it did not hurt the bones. However, this year’s 618 is no longer the grand occasion of the swarms of cutting-edge brands in previous years.

Did the absence of super-head anchors such as Li Jiaqi and Wei Ya make many cutting-edge brands lose the opportunity to “voice”?

There is a saying in the industry: 5,000 KOC trials + 2,000 KOL Q&As + Li Jiaqi, Wei Ya = new brand explosion. This formula makes sense.

If it is said that the head anchor is the “icing on the cake” for a mature and well-known brand, then for a newly born brand, it is the most powerful way for it to gain voice and recognition among a wide range of consumers. Especially under the trend that online channels have become the mainstream, new and cutting-edge brands are inferior to some old international and domestic brands that have offline department stores and other channels at the same time, and online is all they have.

For example, Huaxizi is known as a brand that relies on Li Jiaqi’s “milk”, and relying on Li Jiaqi’s traffic blessing, it quickly stands out among domestic brands.

In 2020 alone, Huaxizi appeared 77 times in Li Jiaqi’s live broadcast room, and the sales data of its products that appeared in Li Jiaqi’s live broadcast room and those that had never appeared in the live broadcast room were also very different. It is understood that Huaxizi has achieved sales of 3 billion yuan in the three years since its establishment.

In 2020, Quadi’s omni-channel GMV was 160 million yuan, but on the day of the Double Eleven pre-sale last year, among the 439 kinds of products that Li Jiaqi put on the shelves, Quadi topped the brand list with sales of 334 million yuan. Therefore, there are also many people who say that Quady’s success started from Li Jiaqi’s live broadcast room.

From this point of view, the collective absence of super-head anchors such as Wei Ya Li Jiaqi is indeed a sap for new and cutting-edge brands that want to show their strength in this year’s 618.

However, if you want to rely solely on Weiya Li Jiaqi to bring goods out of the circle, for some cutting-edge brands, it may just be drinking poison to quench thirst.

First, the retention of users and traffic can effectively enter the brand private domain traffic pool.

Entering the live broadcast room of big anchors with concentrated traffic is a good opportunity for product promotion and product promotion for new brands that are still in the early stage of development. Generally, it can bring a large number of user purchases and influx of traffic at one time.

However, brands must also understand that consumers’ single-time brand purchases from super-head anchor channels are more dependent on the anchor channel, and it is difficult for consumers to form product dependence on products. How many users can effectively convert into loyal users of the new brand itself and achieve repurchase depends more on the brand’s own product strength, service strength and operational strength. Therefore, emerging brands need to pay attention to how to truly improve the core of the product, so that consumers can form brand awareness in the live broadcast room of the anchor, deepen their penetration rate among users, and achieve effective drainage and repurchase.

Second, what is the brand profit and loss value of the “lowest price on the entire network” of the super head anchor?

The reason why consumers choose a third-party host live broadcast room is that on the one hand, the core of the host is the excellent selection of the host, and on the other hand, it is a strong “discount”. Therefore, in order to squeeze into Wei Ya Li Jiaqi’s live broadcast room, many brands continue to lower prices and give up bargaining power, and some brands even directly “lost money and made a profit”.

We learned that a new brand established in 2020 spent 50 million yuan in sales for a whole year in live broadcasts, but it also lost 30 million yuan. In 2021, the brand will continue to spend money on live broadcasts. By the end of the year, the inventory will not increase, but it will lose more.

The anchor’s price reduction on the brand has even appeared on some well-known big brands.

On Double Eleven in 2019, Li Jiaqi suddenly canceled the Pechoin product that was originally scheduled to be broadcast live. The reason Li Jiaqi gave at the time was, “If we want to do it, we will do it at the lowest price. If we don’t do it, don’t participate. If you don’t have a credit brand, it’s fine if you don’t come. In the future, cooperation depends on fate.”

On Double Eleven in 2021, Li Jiaqi also shouted in the live broadcast room: “If brands want to cooperate for a long time, they must set the lowest price on October 20 (pre-sale period), and don’t increase the amount on Double 11 because the KPI has not been completed. Coupons don’t help your GMV, and they cause us a lot of customer complaints.”

Also during the Double Eleven last year, a L’Oreal bottle mask that was pre-priced at 429 yuan in the anchor’s live broadcast room was only 257 yuan in the brand’s official live broadcast room, which eventually attracted Li Jiaqi and Wei Ya to issue a statement, saying that because of L’Oreal Paris The price discount of the mask in its live broadcast room is not in line with the previous commitment, and all cooperation with the official flagship store of L’Oreal Paris will be suspended.

A professional in the beauty industry told us, “Many brands have no choice and are forced to ‘roll up’ the price. Abandon the brand value and sell it as an industrial product.”

Therefore, when cutting-edge brands choose to enter the super-head anchor to gain popularity, they must also consider the thickness of their own financial strength and whether they can support such “preferential” efforts.

3

The effect of “taking the flow to make the princes” fails

Now, looking back at this 618 without super-head anchors like Wei Ya Li Jiaqi, we can look at the relationship between the current brand and the anchors who bring goods more rationally. In terms of brands, the effect of anchors “taking traffic to make princes” is gradually failing.

During the Double Eleven last year, the L’Oreal discount event in the live broadcast room of Wei Ya and Li Jiaqi may have been a good warning and reminder for brands. It makes the brand realize that the price of the brand should come from the brand itself that has been working on the product for a long time, rather than the anchor who sells it at one time.

For consumers, the continuous failure of the super-head anchor effect also means that consumers no longer have to go to the third-party anchor live broadcast room, and can also enjoy the “lowest price on the whole network” in the brand’s own live broadcast room and official flagship store. “.

In the context of the frequent overturning of Internet celebrities who bring goods and anchors, and brands are no longer willing to pay high pits, commission fees and price concessions, many brands and platforms are mainly promoting brand-owned live broadcasts and mid-tail anchors.

According to the data jointly provided by Jumei Hexieshu Consulting, the top ten brands in the Tmall beauty category during the 618 period this year have basically achieved growth compared with last year.

This trend also shows to a large extent that without the help of super-head anchors, brands can still live well by relying on their own voice and marketing models.

According to our observation and understanding, this year, many brands in 618 have taken up important sales channels for their products, increasing discounts, increasing the duration of live broadcasts, IP projects and talent planting videos to undertake jump settings, etc., to reduce the need for The dependence of the head anchors, expanding the brand’s own private domain traffic pool, and increasing user stickiness.

Song Mingzhe, head of Douyin Kuaishou e-commerce company Lin Qingxuan believes that the era of people bringing goods has transformed into the era of brand self-broadcasting. Since the second half of 2021, many brands have started self-broadcasting.

In order to keep up with the rhythm of the 618 promotion, as early as April this year, Lin Qingxuan had already prepared the pallets, anchor structure, and event reporting. Entering May, the live broadcast team consisting of 19 people has been equipped with a full set of live broadcast equipment to ensure that the live broadcast on Tmall and Douyin can be successfully completed. At present, the proportion of brand self-broadcasting has gradually reached 60%, and the remaining 40% is the product brought by experts.

In the current “de-head” environment, when the network traffic and consumer audience remain unchanged, other live broadcast rooms will naturally be injected with traffic, plus their pit fees, commissions and other costs are lower, and brands will also be based on their own. Positioning and features are more to choose a matching mid-waist anchor for cooperation. Avoiding “putting your eggs in one basket”, spreading risks and spreading them widely is another strategy.

4

write at the end

This is the first 618 without super-head anchors such as Wei Ya, Li Jiaqi, Luo Yonghao, and Simba. From our observations and objective data, the sales data of major e-commerce platforms and all categories have not been greatly affected.

However, from the perspective of specific single categories, the beauty and skin care and fragrance makeup categories that have always relied on Wei Ya Li Jiaqi are still affected by the collective absence of super head anchors, and sales have fallen sharply.

Between the small overall impact and the large impact of a single category, new and cutting-edge brands lost the opportunity to take advantage of the super-head anchor in 618 this year.

From a rational long-term perspective, perhaps this absence and ordinaryness will be the daily routine of live streaming in the future. After all, we buy things to live, not to create divine miracles.

(Disclaimer: This article only represents the author’s point of view and does not represent the position of Sina.com.)

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