Original link: https://www.latepost.com/news/dj_detail?id=1633
At the end of 2021, the e-commerce anchor with the strongest ability to bring goods in China was fined and suspended for tax evasion. In the following year, the scale of live broadcast e-commerce increased by 800 billion yuan, but the platform, environment and live broadcast companies did not open up similar spaces, allowing the third “super individual” to be born.
Li Jiaqi and Simba are still the only “human-shaped juhuasuan” that can sell tens of billions of dollars a year, and they are far ahead. “LatePost” exclusively learned that Li Jiaqi’s live broadcast organization, Meiwrist, had a GMV (total retail sales) of more than 65 billion yuan last year. Xinxuan Group, whose home game is Kuaishou, had a GMV of more than 60 billion yuan last year.
In the past year, many anchors have also risen, but the sales scale is still an order of magnitude lower than the two super anchors. The pattern of two superpowers and multiple powerhouses of live e-commerce has taken shape, which is difficult to cross.
In the second half of last year, Dong Yuhui, the anchor of Dongfang Selection, once attracted more than 600,000 people to watch online at the same time. But Douyin, like Taobao in Jack Ma’s time, has skillfully ensured that the platform does not grow towering trees.
In the second half of last year, the GMV of the entire Eastern Selection was 4.8 billion yuan. Even though it entered Taobao Live and launched its own shopping application, Dongfang Selection has no illusions about exponential growth. The goal is to reach 5 billion yuan in GMV in the first half of this year.
In the previous e-commerce structure, Wei Ya is the absolute number one, followed by Li Jiaqi and Simba. According to the third-party data monitoring platform Xinbiaochang, in 2021, Qianxun founded by Wei Ya and his wife will be the only live broadcast company with a GMV of more than 50 billion yuan. 10 billion.
In 2022, the GMV of Li Jiaqi and Simba’s live broadcast agencies will each increase by tens of billions, far away from other competitors. Qianxun launched three live broadcast rooms on Taobao Live, namely “Bee Surprise Club”, “Bee Joy Club” and “Bee Wish Club”. Live broadcast organizations make friends on roughly the same order of magnitude. Last year, Yuanwang Network live broadcasted e-commerce transactions of 15 billion yuan, which came from Jia Nailiang, Yu Dagongzi, Li Xuanzhuo and other anchors.
The emergence of class solidification in the live broadcast e-commerce industry is an inevitable result. Although super anchors have brought super sales, hundreds of millions of Chinese people have re-formed the habit of TV shopping on mobile phone screens. However, the platform hopes to allow many merchants and small anchors to compete with each other, buy exposure opportunities from the platform, and provide advertising revenue for the platform.
After the live broadcast e-commerce model matures, big platforms are no longer willing to support the next super anchor. The Simba family contributed 1/4 of the live e-commerce transaction volume to Kuaishou in 2019, which fell to less than 1/10 last year. In 2020, Li Jiaqi and Wei Ya accounted for about 13% of Taobao’s live broadcast transaction volume, which dropped to 9% last year.
The live broadcast organization no longer bets on one person, but has begun to become a company, making the anchor more professional and professional. Live broadcast organizations have begun to cultivate matrix live broadcast rooms, allowing more broadcast assistants to broadcast independently; in order to strengthen their control over products, they have also gone deep into the supply chain, directly cooperating with factories and even setting up their own production lines; live broadcasting is no longer limited to a certain platform. Go overseas.
In the past three years, live broadcast e-commerce has been a magical opportunity for wealth transition. The super head anchor has not only formed a personal brand, but also used huge traffic leverage to drive many products to become brands. As the growth rate of the entire industry slows down and the leverage effect weakens, the window for personal transition is also closing rapidly.
Super Anchor: Use more numbers and live broadcast on more platforms
In 2022, China’s e-commerce sales growth will stop. Driven by the epidemic, the live broadcast e-commerce industry is still expanding rapidly, but the growth rate has gradually slowed down. According to the calculation of Cinda Securities, the growth rate of the live e-commerce industry will be 197% in 2020, and will drop to 42% in 2022.
After the industry stopped growing explosively, super leaders have deployed matrix accounts one after another in the past year, not only to capture the traffic of different groups of people in different time periods, but also to reduce the risk of operating a single account.
In the past, Beauty Wrist did not do anchor matrix, but focused on Li Jiaqi’s live broadcast room, which came from the judgment of the company’s founder Qi Zhenbo: Before the end of 2018, Beauty Wrist’s business will focus on beauty makeup. Beauty is a standard product, and the public is very sensitive to prices. In such a market, it is meaningless to cultivate multiple anchors. It should only be a big IP and “hit the price to the floor”.
After Li Jiaqi experienced suspension and re-broadcasting last year, during the “Double Eleven” and “Double Twelve” last year, the beauty wrist “All Girls” and “All Girls’ Wardrobe” were launched successively. Li Jiaqi’s live broadcast time also changed from the original 5 days a day. -6 hours was shortened to 3-4 hours, and the rest of the time was spent on introducing products by assistant broadcasters.
A beauty person said that the two newly opened anchor rooms are mainly to make up for the original category gap and occupy the afternoon show time. “All Girls” mainly focuses on cutting-edge domestic products and regular daily necessities. It is broadcast from 12:30 noon to 19:00 every day. “All Girls’ Wardrobe” mainly focuses on clothing and starts broadcasting every Tuesday, Thursday, and Saturday at 18:00.
In nearly half a year of operation, Meiwrist’s two live broadcast rooms have one or two million followers each, and the cumulative viewership of “All Girls” is about 2 million every afternoon, which can only be regarded as a mid-waist anchor in Taobao’s live broadcast.
“LatePost” learned that last year, Beauty Wrist recruited Li Ming (nickname: Xinchuan), the former head of Taobao Live MCN and anchor, to be in charge of the “All Girls” live broadcast room. He was in charge of PGC (professional production Content) and UGC (User Generated Content), created marketing activities such as Taobao Creation Festival.
An industry insider analyzed that more than half of the traffic of Taobao Live is concentrated in the evening, and it is difficult for “all girls” who focus on the afternoon show to have explosive growth in a short period of time; and clothing is a strong category of Taobao Live, and the competition is particularly fierce. “All Girls’ Wardrobe” has not found its own clear characteristics in the selection of products.
Qianxun launched “Bee Sanshe” last year, focusing on clothing and underwear, food and beverage, and personal care and cleaning products. It mainly sells affordable domestic brands. The difference lies in the main time slots, which are 8:00 am, 12:00 noon, and 18:30. broadcast.
“Bee Surprise Club” and “Bee Joy Club” are the first full-category live broadcast rooms to open live broadcasts in the morning and afternoon on Taobao Live. In the past, the live broadcast rooms would choose to broadcast at night when the traffic is more concentrated. A middle-level Qianxun said that there was hesitation internally before the broadcast, but in the end it was decided to do all categories to attract more people.
After losing the super anchor, Qian Xun formed a team of anchors who are good at different categories. After one year of operation, the “Bee Surprise Society” has 7.18 million followers, which is already considered the head of a new batch of Taobao live broadcast rooms.
According to Douyin’s internal calculations, the GMV ceiling of its live broadcast e-commerce business is about 2 trillion to 3 trillion yuan. “LatePost” learned that the turnover of Douyin e-commerce in 2022 is about 1.6 trillion yuan, which is rapidly approaching the ceiling. This means that it is more difficult for anchors to grow, and the cost of selling goods for merchants is also rising rapidly, so they have to open up more platforms.
Qianxun launched Qi’er Live Studio on Douyin. Qi’er was once Wei Ya’s assistant broadcaster. According to Guoji Feigua data, the turnover of Qi’er Live Room in March this year was between 2.5 million and 5 million yuan. Ranked fourth.
Make a friend, Yaowang Network also moved the leading anchor to Taobao Live. Xinxuan Group moved half of the company and a business team of more than 2,000 people to Hangzhou. An industry source said that Simba may also enter Taobao in the future live streaming.
Qianxun also established an overseas live broadcast team, which is led by Wang Si (flower name: Gu Mo). Before becoming Wei Ya’s agent in 2019, Wang Si was in charge of Taobao live broadcast.
Last year, Qianxun briefly tried to sell goods live on the YouTube platform in North America, but neither the North American Internet users nor the YouTube platform had the habit of following the live broadcast to buy things. Next, Qianxun will try to broadcast live in many countries in Southeast Asia, and mainly sell brand products with more mature overseas logistics through platforms such as YouTube and TikTok.
Platforms and merchants: I hope to support self-broadcasting by stores
In the early days of the live broadcast e-commerce industry, most of the transaction volume came from the live broadcast of talents. An early person in Douyin e-commerce said that by 2020, Daren’s live broadcast and merchant store broadcasts will each account for about 50% of the turnover. Self broadcast.
A friend executive said that at the end of 2020, he learned from inside Douyin that the next Douyin’s traffic distribution rules are 60% to merchants, 30% to vertical experts, and traffic to head experts Only 10%. This also promoted making a friend to start the layout of business agent operation business and vertical live broadcast room.
Several super anchors have made users of Douyin, Kuaishou, and Taobao develop the habit of watching live shopping, but the live broadcast platform wants to promote self-broadcasting in stores. Stores operate their own live broadcasts, and can operate with a more long-term and stable mentality, instead of selling fake and shoddy goods and leaving after making quick money; a large number of stores broadcast their own live broadcasts, and they need to buy more traffic, which means that the platform will have more advertising revenue.
Brands want to control the pricing of their products. Daren live broadcasts often require merchants to give minimum discounts, which may even affect the sales of self-operated stores such as Tmall and JD.com. If it is a self-broadcast by a merchant, the price can be 10%-30% higher than that of a talent live broadcast.
In addition, merchants often need to pay pit fees, product commissions, and brand fees for talent live broadcasts. Talents use this part of the fee to buy traffic to increase the popularity of live broadcasts, but in the end, talent continues to accumulate attention. pay.
Laojinmofang ranked first in the Nourishing Health Pill category on the Douyin platform during the “Double Eleven” last year. This company has been doing corporate self-broadcasting on Douyin since 2021. It sold 200,000 yuan of goods in the first 5 minutes of the first Douyin live broadcast. Xie Yijie, director of its channel business department, said that last year, about 40% of the company’s live broadcast sales came from store broadcasts, and this year it will further increase.
Merchants’ self-broadcasting also faces obvious problems, and the traffic is far inferior to the head live broadcasting. Although this problem will not be resolved in the short term, more merchants still hope to do their own live broadcasts instead of being subject to the strict conditions and high fees imposed on brands by super anchors. The platform is also willing to support merchants’ self-broadcasting with more traffic.
There are two main ways for head anchors to deal with this challenge: one is to continue to strengthen their status as a super head, such as Beauty Wrist, deploy more categories of live broadcast rooms, and not get involved in too many supply chain businesses. The other is to become a brand by yourself, such as HOLAX under Xinxuan Group, Fengweipai under Qianxun, and Dongfangxuan’s self-operated brand.
The advantage of a live broadcast organization’s self-created brand lies in channels and traffic, but to make a brand well requires not only traffic management capabilities, e-commerce operation capabilities, but also supply chain management capabilities.
Qianxun’s approach is to set up a special team to be responsible for the research and development, design and promotion of new Fengweipai products, and participate in the production and quality inspection of the products. Last year’s “Double Eleven” sales of Fengweipai’s omni-channel sales exceeded 80 million yuan , an increase of 60% year-on-year. Dongfang Selection’s approach is not to participate in the production process of the products, but only to OEM products of mature merchants. The premium rate is higher and the quality control is more difficult, but the new speed is faster. A – 3 to more than 10 now.
Super top anchors hope to prove that they are not only an anchor, but also a new channel and brand. The live broadcast organization also hopes that this business will no longer depend on a certain person or a certain platform. As long as they can still maintain their status safely, they still have a chance to try, but for the small and medium-sized anchors outside the pattern of “two super and many strong”, there is not much room for improvement.
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