For Simba or Kuaishou’s ecology, it may not go back to the past. This article from the micro-channel public number: 20 Club (ID: quancaijing_20she) , Author: Lee careful Editor: Wang Xiaoling , Original title: “Quickly Shave the Fan, Simba Recruits Security”, the title picture comes from: Visual China
The man finally returned.
Although it was unblocked more than a month ago, as the first anchor of Kuaishou, Simba’s most concerned debut is always in the live broadcast room.
Simba’s appearance is always full of dramatic scenes. In the short video released on March 22, Simba took all the staff of Xin Xuan to kneel to users, shouting “slogan to take all users home”.
For this rebroadcast after a lapse of four months, Simba began to build momentum from the first day of his return. When you open Weibo, you can see Simba’s rebroadcast opening advertisement. Walking on the streets of Hangzhou, Shanghai, Beijing and other cities, you can see “Simba’s Heavy Return” projected on the landmark building as soon as you look up. On the bank of the Huangpu River, a million light show with the words “Meet 327 Xinxuan” and “Xinxuanxuan” words illuminates Lujiazui’s night.
Simba’s on-screen advertisement. Picture from Weibo screenshot
The luxurious bedding seems to have also received the expected drainage effect. In this live broadcast that started at 12 noon on March 27 and ended after midnight, Simba brought more than 2 billion goods, not only breaking his own record, but also becoming the champion of single-game sales on the Kuaishou platform.
Fans obviously feel that Simba is different from before. In addition to selling goods, he no longer stalked people in the live broadcast room, and became more cautious in his speech. In an exclusive interview with Yibang Power.com, talking about Kuaishou, Simba also reversed his previous arrogance and said that he would “help each other and grow with each other.”
For Simba, such a change is uncomfortable. In the live broadcast room, he and the fans who watched complained, “I can’t talk about anything, it’s more uncomfortable to drive.”
Obviously, Kuaishou was not comfortable either. During the months when Simba was blocked, he tried his best to get rid of the influence of the anchor’s familyization.
Before the broadcast, Sinbat leaned closer to the camera: “I can’t bear to turn it off, because I don’t know when it will be turned on next time, and I want to go back to the past.”
But neither for Simba nor Kuaishou, it is impossible to go back to the past.
1. Fan’s carnival
As soon as the news of the start of the broadcast on the 22nd was released, fans wrote “3.27, see or leave” in the super chat. The topic of #辛巴我们接你旅行# has been read over 25 million.
For them, they have been waiting for this day for a long time. During the four months that Simba was absent, they counted down the days when Simba returned in the super chat, reposted Simba’s charity and selling videos, expressed their miss, and spared no effort to chant for Simba’s apprentice Dandan and cat sister platform. .
On March 25th, the announcement of Simba’s upcoming broadcast was released. Sun Xi, who has been a Simba fan for three years, reposted this Weibo for the first time. Even when Simba was scolded the most by the outside world, Sun Xi never suspected that Simba would fall.
After the punishment results came out in early January, Simba was banned from broadcasting for 60 days. Sun Xi went to watch Simba’s apprentice Dandan and Cat sister live broadcasts to express his support for Simba. Seeing that the anchor Xin Xuan’s record of carrying goods is more popular than before, this makes Sun Xi firmly believe that there is really no impact, and Kuaishou still needs Simba the same. “Without Simba, Kuaishou’s orders are all brushed, and the actual sales may not even reach one-third of the announced.”
Ten days ago, Simba officially unblocked. Seeing that Simba was “nothing, I went out to spend money to increase fans”, Sun Xi felt that Simba should go out to bring goods soon.
“A lot of people are happy for nothing!” Sun Xi showed the record of Simba’s apprentice to bring goods to Quan now, and a jewelry and watch festival sold 700 million yuan. “Those media shout every day to block him, it’s useless to hack him.”
At 12 noon on the 27th, Simba started broadcasting on time. During the previous ban, Simba’s fans once fell to 69 million, but since the ban was released, it has risen all the way. Ten minutes before the broadcast, the number of fans has exceeded 80 million.
once enterWith the lens, Simba found the feeling of being at home. While introducing the product, he did not forget to remind users not to swipe gifts, “if you swipe it again, you will be kicked out.” Before the countdown to the car, he will call on the users watching to make a wave of attention, and the business is not unfamiliar at all.
As before, in the first episode of the broadcast, Simba resorted to his own customary practice: to send benefits to Xinxuan users. In the first two hours of the broadcast, he prepared 4.5 million orders of laundry detergent + toilet cleaning kit, which is still the same as before, and one order only costs 9.9 yuan.
In front of the live camera, Simba yelled that the users were preparing for the countdown while watching the data on the number of viewers. He told the old trainers that he had prepared 50,000 Redmi phones today, at 181.8 yuan each, and he wanted to To be 6 million people, it is still 1.5 million short. “First get 10,000 units. The previous record was 4.6 million people. I want to be personal. If I have popularity, my mentality is fine.”
But after waiting for a few minutes, the popularity of the live broadcast room only increased by about 100,000. Simba immediately changed his caliber. He raised the red rice phone in his hand and said, “Then it will rise to 5 million, and I will get another 5 million. Gift, I will change the price, 81.8 yuan, can not be lower.”
As he counted down, he emphasized the price over and over again, and kept looking at the data. Before the “1” was spoken, the page redirected by the little yellow car was instantly stuck, and 10,000 Redmi phones were swept away.
Such a stimulating rhythm was broadcast for a full 12 hours in Simba’s live broadcast room that day. Simba’s live broadcast did not end until after midnight. At the live broadcast of Xin Xuan, an electronic screen was placed to count the sales record.
At 11:30 in the evening, the number on the screen finally exceeded 2 billion yuan, breaking the record of 1.454 billion personal GMV he set on November 1, 2020. CompanionWith rising sales, Simba’s fan base has also risen by three or four million. In one day, the number of fans of a fast-hand waist anchor has increased, and the fan base has also increased from 3.78 million to 5.42 million.
Although the sales are already quite amazing, Sun Xi feels that this is not Simba’s normal level. “The Kuaishou official gave him a lesson, and he was not allowed to say a lot of things. The style is much different from his previous style, and his speech is unnatural.”
Before the broadcast, Simba also specially brought all the staff and bowed to the viewers. “As you know, Simba can’t say too much in the live broadcast room. I hope everyone understands. The live broadcast just can’t come out.”
In Sun Xi’s mind, if Simba is not so restrained, it won’t be a problem for the sales to exceed 3 billion yuan. But in any case, Simba finally returned. Fans intercepted Simba singing in the live broadcast room, and the apprentice’s weird planting video was posted in the super chat, and a crowd of iron fans scribbled “Long-lost”, “I haven’t been so happy in a long time” and “The atmosphere is really good”, as if Back to the time before Simba’s accident.
2. The silence of Kuaishou
Fans are caring, but Kuaishou as a platform is very quiet.
Just the day before Simba started broadcasting, on March 26, Kuaishou held the first e-commerce gravitation conference in Hangzhou.
In the media group interview after the conference, a reporter asked about Simba’s rebroadcasting and defamilyization. The person in charge of the group interview said that the GMV of the first family accounted for only 6% of the GMV of the entire platform last year. , Has been able to explain the problem very well, and the event time of the e-commerce conference has been fixed long ago, and has nothing to do with the time the anchor starts. As for the attitude of other things, it does not respond.
For the brother Simba, Kuaishou is still very cautious.
Although there was no positive response, at the e-commerce Gravity Conference that day, Kuaishou constantly emphasized private domain traffic, clearly telling merchants and service providers that Kuaishou’s business logic is driven by content and relationships, so anchors should pay attention to themselves When creating personal settings, brands should also do self-broadcasting rather than store broadcasting.
To some extent, Simba, who started selling goods in Kuaishou in 2018, is the forerunner of this logic. However, many family anchors, including Simba, were not mentioned at the conference at all.
The positive growth cases that Kuaishou hopes to mention are the new e-commerce anchors who have transformed from MCN, offline stores and traditional e-commerce companies in the past year, such as Grand Master Yu, San Ye, Mi Sister, etc. . Take Sam Ye, who was invited by Kuaishou as an example. He came from a family of tonic products and has been in a traditional e-commerce business for 10 years. He only started selling goods in Kuaishou in September last year.
At the event of the day, Xiaogu, the person in charge of Kuaishou e-commerce, said three times in his speech “Don’t lie to the old iron!”. This statement was repeatedly emphasized in reports by many media.
In fact, during the ban on Simba, Kuaishou continued to vocalize and support the platform, releasing signals of familyization. During the IPO roadshow, Kuaishou executives stated that the GMV accumulated by the Simba family throughout the year may only account for about 10% of the entire e-commerce sales. In the first three quarters of 2020, the Simba family accounted for only 6% of GMV in Kuaishou, which is regarded as the strongest evidence of the gradual separation of Kuaishou and Tou families.
At the same time, Kuaishou is also vigorously supporting small and medium-sized businesses, “officially pushing” the new head anchor at official events, and the intention to “cut the domination” is very obvious. At the Gravity Conference, Rokuro, the head of Kuaishou e-commerce products, announced that he would invite celebrities to interact in the anchor room, use official account diversion and other forms to support anchors, and promote influential anchors through official media to build better Human image.
According to the report of “LatePost”, Kuaishou’s main traffic and main conversions are concentrated on 100,000 to 1 million fan anchors. In an interview with “LatePost”, Zhang Yipeng, the person in charge of its e-commerce marketing center, said more directly: “I may not be able to sell Simba, Li Jiaqi and Wei Ya with a mid-waist anchor. I will bring 10 anchors together, and the amount will definitely be more than in the past. Big.”
3. It is difficult to cut the faculty, but it is impossible to go back to the past
Compared with just starting in 2019,The e-commerce volume of Kuaishou cannot be summed up by a single 818 family, but as a platform brother, Simba’s huge influence is still difficult to completely ignore. One hour after the start of the broadcast that day, Simba’s popularity has rushed to the top of the selling list, far higher than the second place. The official new head anchor Yu Da Gongzi has the most high hopes.
In the Kuaishou platform ecosystem, it is still difficult to have a second head anchor that can be compared with Simba in a short period of time. Simba’s cumulative GMV reached 8.727 billion last year, ranking first on the fast-hand platform, but Simba only broadcasted 23 games last year. Simba’s 818 family members are still eye-catching. According to the data of Feigua Kuaishou, in January 2021, Dandan Xiaopenyou’s live broadcast of goods ranked first, and the cat sister ranked second, with total sales reaching 456 million and 453 million respectively. Both of them are anchors of Xinxuan. .
According to a report from Kuaitong News Agency, Kuaishou has opened a green channel for Simba’s rebroadcast, and a small survey on the shopping experience has also been done for him.
It can be seen that Kai Shou still doesn’t want to pick up Simba, and it’s difficult to put it down completely. The cautious seesaw between the two sides will continue to exist.
Before coming back, Simba accepted an exclusive interview with Yibang Power Network. Said that in the future, Xin Xuan will “de-Simba”, and the frequency of live broadcast will also drop to once a month or once every two months, because he “does not want to affect the dreams of thousands of people because of himself.”
In terms of his attitude towards Kuaishou, Simba showed unprecedented friendliness. He said in the interview that the entire Kuaishou development is benign. In the end, Xinxuan accounted for 1% of Kuaishou’s GMV. In the future, Kuaishou and Xinxuan will help each other and grow together. Xinxuan will also go all out to help Kuaishou build a brand. Shop broadcast.
This is completely different from the Simba who shouted “I hope you can keep your eyes brighter, I can mobilize all the resources in the country” a year ago.
After going public, Kuaishou is constantly upgrading the extensive e-commerce ecosystem in the past. At the Gravity Conference a few days ago, Kuaishou also released a bonus plan for brands, anchors, and service providers, including favorable policies, product tools, and traffic support. It is hoped that this series of e-commerce infrastructure upgrades will be built this year. Produce 100 ecological partners with one billion GMV.
Even if Simba sighed in the live studio, “I still want to go back to the past”, no matter whether it is Kuaishou or Xin Xuan, it is only possible to keep going.
This article is from WeChat official account:20 Club (ID: quancaijing_20she)< span class = "text-remarks">, author: Lee Beware