Title from: Oriental IC
268.4 billion yuan, with the sound of zero o’clock on November 12, the 2019 Tmall “Double Eleven” real-time turnover data rolled for 24 hours is finally fixed in this figure.
The same as the more than 260 billion turnover, this year Taobao lived for the first time as the protagonist of “Double Eleven”. The data shows that more than 100,000 merchants have opened live broadcasts during the “Double Eleven” period this year. Opening hours of 1 hour and 3 minutes, the turnover of Taobao live broadcast has surpassed last year’s record; the opening 8 hours and 55 minutes, the live broadcast guide has broken 10 billion yuan, more than 50% of the merchants have achieved new growth through live broadcast.
There is no doubt that e-commerce live broadcast and online red recommendation have become the standard for many brands and businesses. However, even if the live broadcast brings the wind and water, it is still difficult to hide the anxiety behind the brilliance of the net red anchors, whether it is the head net red, or the waist and tail groups have a difficult experience.
Head net red highlights after frequency rollover
The net red industry can’t escape the 28th theory, and less than 20% of net red earns 80% of industry revenue. According to industry judgment data, Taobao lived GMV, Wei Ya accounted for 30%, Li Jiaqi 20%. The double eleven, the two also handed over their hundreds of millions of transcripts.
As the two top streams of Taobao live broadcast, the two have been fighting for a long time. For the head net red that has already stood at the tip of the pyramid, “what is what is broadcast” is not the most important. The important thing is the “lowest price”. In front of these two top-level anchors, whoever has a lower price will have a better chance of winning.
A few months ago, a biscuit brand gave different discounts to Li Jiaqi and Wei Ya at the same time.Li Jiaqi’s live room price is 5 yuan higher than that of Wei Ya. At that time, Li Jiaqi immediately went away and called for fans to return.
In a report by GQ, Li Jiaqi was once described as follows: “Everyone knows that he has tens of millions of dollars every year, but Li Jiaqi is still sitting behind the desk, holding a handwritten calculation and setting himself up for the audience: this bottle The original price of shampoo is 1 ml for a few dollars, and now with gifts and coupons, a few dollars per ml.”
Li Jiaqi, who has entered tens of millions of years, seems to be transformed into a budget-conscious housewife at this moment, and the purpose is to make the audience feel that this is the lowest price in history.
As for the name of “Taobao’s first anchor”, Weiya has always been “like a thin ice”. It is broadcast 7 hours a day during the busy season(It is said that only sleep every day For 4 hours). In the live broadcast time, she has to talk constantly, recommend 70 products at most, try, try, try on… deal with various unexpected situations on the spot, such as the late arrival of the guests, the sudden replacement of demand by the brand.
Of course, even such a conscientious person will be questioned.
This time, Li Jiaqi repeatedly appeared in the process of bringing goods. After the previous recommendation of the “sticky pot” of the non-stick pan, the studio recently published a letter of apology – the hairy crab recommended in a live broadcast in September, suspected of false propaganda, was once again concerned by public opinion.
On the other hand, Weiya is not too good. Many fans who bought things in the Weiya live room questioned the mask’s expiration date, and there were netizens who said that the cosmetics sold by Weiya lived were suspected of fakes.
The selection process of the top stream anchors is actually very strict. Li Jiaqi’s little assistant, Fu Peng, will go to the company to open a selection meeting every day. They have to face a lot of samples, and most products will be rejected within a few seconds. A business of Li Jiaqi’s team once said, “You can choose among 20 products.It’s good to have one.”
But even in such a rigorous process, there will still be loopholes, such as the brand side deliberately concealing the part of the product, exaggerating the publicity, or after agreeing with the anchor to make a welfare gift, change the idea after delivery. And For the anchors who want to sell a large number of products every day, whether you can fully understand each product and whether you are responsible for the after-sales service is also a question mark.
Being the top stream in the red with the goods, Li Jiaqi and Wei Ya’s every move is even more under the eyes of everyone. The situation of overturning is much more, and it is difficult to ensure that the trust of fans will not be lost. In this way, it seems that the two are not easy.
waist net red is not easy to survive
In addition to the head net red anchors such as Li Jiaqi and Wei Ya, there are a lot of waist nets. They lived in two worlds with Li Jiaqi and Weiya. When the head nets relied on strong bargaining power and competing brands, they staged a sales myth. More fans ranged from 100,000 to hundreds. Between the million waist nets, they also silently adhere to (dead )) in their vertical field.
aoi.bhinn Weibo has 1.32 million followers and is a beauty blogger. For her, the double eleven as usual, selection, video, editing, video, live sweepstakes and forwarding microblogging lottery is the biggest fan benefit.
aoi.bhinn does not do live broadcast before the goods, for a long time, the income is basically promoted by Weibo. For the brand side, the waist fan red fan range is between tens of thousands and millions, although the influence is far less than the head net red, but their fan group has a distinct personality, and the goods are more adaptable – of course, The offer is also more intimate.
According to the introduction, the number of fans is in oneOne million up and down bloggers, one promotion is about 10,000 yuan. If it is a blogger with a relatively high microblog interaction rate, one or two hundred and thirty thousand is possible, but aoi.bhinn is obviously not listed here.
Understand the notes and understand that grassroots bloggers like Aoi.bhinn who have not signed an MCN organization often feel confused after having a certain amount of fans. “I don’t know how to go next, I don’t know how to do it.” Realize the flow.” In the end, she chose to open her own Taobao store. Currently, she has four crowns and more than 80,000 fans. She mainly sells beauty products.
Of course, compared to “Li Jiaqi” who sold thousands of bottles of facial cleanser in a few seconds, aoi.bhinn’s store sales can only be considered moderate, and sales are flat.
Although it is not comparable to the traffic of the top-loaded anchors, the MCN organization is keeping a close eye on this group of waist nets to discover their ability to cash in.
The reason is also very simple: For most MCN organizations, the industry is fiercely competitive and the head resources are difficult to grab. It is not realistic to compete with the top MCN institutions, and the hatching head is red. The cycle is too long and requires a lot of resources. It is obviously unwise for the startup company to bet on the artist.
Selecting a waist net red hatch is obviously safer (also more cost-effective). Net reds are eliminated between the two, such as the same high-speed machine, which parts are not working, and immediately replaced with new ones. The waist net red market, the next layer is less, the next layer (tail) is happening every day, the competition is so cruel.
Tail net red self-selling pockets to buy “popularity”
Compared with the net red of the head of the company and the stable net waist red, the tail net of less than 100,000 fans is a group of people struggling in the “Matthew effect”: 寥寥 Few clicks, unstable income, competitors selected by brands, constantly emerging competitors, etc., will be eliminated by the industry with a little carelessness.
The tail net has poor red goods, and the liquidity is weak. Only small manufacturers will choose them when considering the budget. In contrast, the tail net red selection will not be too much, and the brand will pay enough. Just pick up. Most of the promotion methods are microblogging or short video, and the content is nothing more than the product.How easy to use brand products, how great discounts, etc., to attract them to buy a small number of fans.
A small fan of 56,000 fans to understand the notes revealed that the promotion price of this kind of online red is about 300 yuan to 500 yuan, if the number of interactions of the advertisement is not very good, often Also brush your own data and make sure your next promotion won’t be down.
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Institutional “brushing” quotes provided by Net Red
But similar brand promotion is not always there. Many tail small net reds have to pick up some small and medium-sized micro-businesses in order to earn advertising fees. Fast-handed net red “some dragon” has encountered such a thing, the fans added the micro-business micro-signal below the video to buy the goods, the micro-business received the money is sent after the fake. The account comment of “A Dragon” was bombarded by angry fans. He had to turn off the comment function. “No way, I can’t afford to pay for it.”
Currently, e-commerce festivals like the Double Eleven are almost out of touch with the tail net. Taobao officially gave Xiaowanghong a double 11 preferential policy, certainly no more than the big anchor, then who will come to the small net red live room to buy things? Therefore, the tail net red can only rely on some small brands that do not flow into the business to survive.
Conclusion
It is certain that after the tide has receded, the heat of the net red goods will also drop rapidly. Those MCNs and personal live broadcasts that have not been successfully commercialized will be eliminated in silence. Only when the positioning is clear, the content has a threshold, and the advantage cannot be easily copied, it is possible to cross a shorter and shorter life cycle.
The head net red earned a lot of money, but it was stared at by countless pairs of eyes, and it would fall to the altar with a little carelessness; the waist net red competition was fierce, but it was not going forward, but also looking for clear development. The road; the tail net red relies on the promotion of the inflow, and even the self-sufficient brush to brush the flow, buy popularity, it is indeed a variety of troubles.
Even if this is the case, there are still many people who want to enter this industry full of rosy bubbles. In the emerging career rankings that graduates are most eager in recent years, 54% of them have chosen anchors or nets.