There is no need for Luo Yonghao for the current vibrato.
Editor’s note: This article from the micro-channel public number “One observation entertainment” (ID: yiyuguancha), of: Xiong Cai Cai.
On April 2nd, Luo Yonghao ended the first-anniversary live broadcast of Douyin. According to the official report, the live broadcast sales reached 230 million, and the cumulative number of viewers exceeded 10.97 million, setting a new record for previous shipments.
Weibo netizens joked, “Finally it’s not the industry’s dark lights.” Luo Yonghao also reposted this Weibo in response to the ridicule, “Xiao Jingteng’s concerts do not rain most of the time… The truth is not important, xx is happy, and Banlangen sells well. Just fine.”
Comparing the live broadcast debut on April 1, 2020 and the one-year special on April 2, 2021, Luo Yonghao’s single-game sales rose from 110 million to 230 million, while the number of viewers increased from 48 million. Dropped to 10.97 million. The first anniversary has passed, and Luo Yonghao’s live broadcast of bringing goods is a bit less meaning to watch the show, and there is more persistence in bringing goods seriously.
Looking back at last year’s Douyin’s big money, invited Luo Yonghao into the broadcast, creating a precedent for celebrities to bring goods. Subsequently, Wang Zulan, Chen He, Angelababy and other stars have all carried out live broadcasts on Douyin, but in less than a year, there are very few active star live broadcasts on Douyin, and many stars even just started broadcasting once and there is no movement. .
Screenshot of Luo Yonghao’s live room
As one of the few long-time celebrity anchors, Luo Yonghao has adjusted the lineup in the live broadcast room. In the special live broadcast on the first anniversary of April 2nd, Luo Yonghao played only half of the time, and the rest of the time was introduced by the young anchor team who had made friends. Commodities, in the preview of the 6 live broadcasts next week, Luo Yonghao will only attend 3 games, and it seems that Lao Luo is no longer a necessity in the live broadcast of “Luo Yonghao”.
Whether it is the closing of most celebrities’ debuts, or the declining frequency of Luo Yonghao’s appearance in the live broadcast, the aura of Douyin stars carrying goods is gradually fading.
For Douyin e-commerce, withWith the rise of brand self-broadcasting, it seems that “Luo Yonghaos” are no longer needed.
From “Lao Luo” to “Go to Lao Luo”
In March last year, Luo Yonghao saw a research report on live e-commerce and decided to devote himself to it. Prior to this, Luo Yonghao’s entrepreneurial path from hammer mobile phones, bullet text messages, to Ono e-cigarettes was not smooth. Part of the reason for joining the live e-commerce business this time was to repay debts.
At the “Talk Show Conference” last September, Luo Yonghao announced that the company’s 600 million yuan debt had been paid off 400 million yuan, and the rest is expected to be paid off in one year. He teased that he wanted to make a documentary about the debt repayment process. , The title of the film is “True Huan Biography”. Although the 400 million debt is not all money made by live streaming e-commerce, live streaming with the goods has accelerated Luo Yonghao’s debt repayment progress.
“Talk Show Conference”
From the first Friday night, to the frequency of broadcasting on Wednesdays and four times a week, to the goal of broadcasting once a day, Luo Yonghao’s live broadcast frequency has gradually increased. According to data released by Douyin, Luo Yonghao’s live broadcast will last 846 hours in 2020, with a total annual GMV of 2.7 billion goods, 142 live broadcasts with goods, and a total number of purchases of more than 10 million.
However, within a year, Luo Yonghao’s live broadcast has experienced a V-shaped course of a month-by-month decline to bottoming out.
According to public data, in April the first broadcast, the number of viewers in the live broadcast of Luo Yonghao reached 78.937 million; in May, it dropped by more than half to 33.398 million. In June, it decreased by more than half to 14.915 million. People; In July, Luo Yonghao started five shows, but the number of people in the live broadcast once again hit the bottom, only 14.736 million people. In addition to the 520 “Flower Incident”, a large number of user complaints have been received.
The turning point occurred in August. Luo Yonghao and Suning Tesco and Yangquan Dock reached a cooperation. The live broadcast data finally began to bottom out. The number of viewers reached 49.447 million, second only to the first broadcast in April. GMV also started in July. Of 66.18 million to 350 million.
Data source: Feigua data
Starting from August 28th, Luo Yonghao’s live broadcast room started a week of double-broadcasting, and then the monthly number of viewers and GMV have basically stabilized.
After the name of the live broadcast room, Luo Yonghao’s appearance in the live broadcast room gradually decreased, and when he made friends, he began to develop more anchors, from the single anchor Luo Yonghao to the incubation of Huang He, Zhu Xiaomu, Li Zheng, etc. Familiar anchors, and then signed contracts with star artists such as Li Dan, Qi Wei, Jike Junyi, Li Chen, Qian Feng, etc., making friends in the live broadcast room is no longer only Lao Dumei.
In an interview with the media, Luo Yonghao said that live streaming is not his ideal and passion, just to make “quick money” to pay off debts.
When the live broadcast matrix began to take shape, Luo Yonghao began to try more areas.
April 1 this year is the first anniversary of Luo Yonghao’s official broadcast. That night, he did not live broadcast the goods, but on the new account “Lao Luo and his friends” with Cai Kangyong, Li Dan, Yang Li, and Hulan. Lian Mai answers the emotional questions of netizens online.
At the same time, the live broadcast of “Luo Yonghao” is also starting, but the task of bringing the goods is handed over to the young anchor team.
Last year, Luo Yonghao and the musician Zuo Xiaocurse formed a band “Zuo Luo Orchestra”, and on December 31, they released the first song “Mortals Have Light”. By the end of March, three songs have been released, and a music program of its own will be released this year.
Weibo screenshot
From “Lao Luo” to “Go to Lao Luo”, the audience no longer just stared at Luo Yonghao’s star halo to buy orders, and its young anchors such as Huang He, Zhu Xiaomu, and Li Zheng have gradually accumulated A group of live broadcast fans, they have also carried out live broadcasts on their Douyin accounts. Although GMV is not as popular as Luo Yonghao’s live broadcast room, it is conducive to promoting the idea of making friends.Brand image.
Make a friend, founder and anchor Huang He, said that making a friend does not want to be a mentoring model like Kuaishou Simba. Instead, he plans to cultivate N multi-vertical matrix numbers and cultivate a brand-centric “live streaming mall”. “. In addition to strengthening the training of own anchors, making friends is also planning to recruit a group of store anchors. These new anchors will prepare for the development of self-broadcasting in live studios and corporate vibrato broadcasting services.
It can be seen that Luo Yonghao and the friends behind them are becoming more and more like MCNs of a live e-commerce company. They not only incubate and sign contracts to bring goods anchors, but also integrate the resources of celebrity talents, connect with brand enterprises, and realize more monetization methods.
The brand tests the water and the self-broadcast of Douyin, some people are happy and some are worried
When celebrity anchors such as Luo Yonghao reduce the frequency of carrying goods and choose to build an anchor matrix on Douyin, it shows to a certain extent that Douyin’s star live broadcast craze is gradually dissipating. Instead, the brand self-broadcast is gradually emerging.
According to Cicada’s data, among the top 10 Tik Tok goods accounts in Q1 in 2021, brand self-broadcasting occupies 3 seats. They are Suning Tesco’s Super Live Room, TeenWeenie Flagship Store, and Xiaomi Live Room, each with a single account. The cumulative sales of Q1 exceeded 350 million yuan. Among the top 50 Douyin products, brand self-broadcasting accounted for 9 seats, and the number was the same as that of the TOP50 celebrity products.
According to Feigua data, since February this year, Douyin brand store broadcast sales accounted for 50% of total sales. As live broadcasts continue to mature, more and more brands and businesses have begun to build Promoted by the operation team, the Douyin brand self-broadcast account currently accounts for about 20% of the total number of shipments.
Data source: Feigua data
In June last year, Douyin launched the brand name “Top 100 Growth Plan”, recruiting high-quality top brands in fast-moving consumer goods, luxury goods, automobiles, 3C home appliances, and local industries to settle in. Later, in order to increase the exposure of brand stores on Douyin, the proportion of Douyin opening “brand special sessions” gradually increased. According to Feigua’s data, in August 2020, more than half of the popular live streaming rooms with goods will be brand-only shows. According to data from the “2020 Douyin Enterprise Management White Paper” released by the giant engine, as of October 2020, the total number of enterprise registrations for Douyin has exceeded 5 million.
Thanks to the official support, many brands have developed rapidly in Douyin self-broadcasting. Women’s brand TeenieWEeenie’s 30-day self-broadcast GMV on Douyin recently exceeded 180 million. The three squirrels that were broadcast live on Douyin in October last year, the sales of Douyin’s self-broadcast exceeded 65 million in January this year, and the highest single-day sales exceeded 25 million.
According to a deep web report, a brand revealed that “In order to encourage brand owners to broadcast, Douyin stipulates that after the GMV of the self-broadcast brand reaches 30 million, there will be not only a basic rebate for the annual contract, but also an additional 20% rebate. In addition. , The withdrawal cycle has also changed from the previous T+7 to T+1″.
But not all brands are like a fish in the water on Douyin.
Compared with the peak usage period of Taobao users during the prime time of the evening after get off work, Douyin users tend to use content consumption. The peak usage period is relatively scattered and concentrated in multiple time periods. The live broadcast room will appear on the homepage from time to time. In the recommended information stream.
Take the Douyin account of the official flagship store of Peacebird Women’s Wear as an example. It basically keeps the live broadcast status every day, and the live broadcast time is relatively fixed. There are three games in the morning, afternoon and evening, and the single live broadcast lasts 4-6 hours. Even during the Spring Festival holiday, Still maintaining the state of high-frequency broadcasting.
A screenshot of the live broadcast of Peacebird Women’s Official Flagship Store on Douyin
This means that if brands want to seize the opportunity of Douyin’s self-broadcasting, they need to recruit additional anchors and build live broadcast rooms, which will be a very expensive expense. Paid traffic is also an entrance fee that brand merchants cannot bypass.
Erfan, the Douyin operator of a certain brand, told Yiyu Observation (ID: yiyuguancha) that he was in charge of Tmall’s operation before, and had already been exhausted by the internal traffic gameplay such as live car diamond exhibit sales and other Taobao internal traffic games. The TikTok of “Content e-commerce” can breathe a sigh of relief, but as soon as he took over the leadership, he told him to study DOU+ live streaming methods as soon as possible. “Other brands are buying, we have to keep up, but we are still exploring how much to buy and how to buy.”
In addition, the return rate is the knot of almost all brands.
According to the person in charge of a clothing brand Douyin Store Broadcasting, customers’ impulsive consumption is obvious, and the current return rate of Douyin live broadcast rooms is around 60%-70%. In contrast, Taobao Live’s return rate is around 40%. The high return rate of Douyin live broadcast will increase warehousing and logistics costs.
All of the above may become factors for brand entry considerations. How to transfer water between Douyin and Taobao Jingdong and other established e-commerce platforms to maintain the business and platformRelationship is also a very real issue.
Can Douyin e-commerce tell a new story?
From last year’s celebrity sales to this year’s brand self-broadcasting, Douyin’s e-commerce path has not been firm and clear.
According to “LatePost” report, Douyin platform’s GMV in 2020 has exceeded 500 billion yuan (including short videos, live broadcasts, etc.), which is more than three times that of 2019. In 2021, Douyin will raise its e-commerce business turnover target to 100 billion yuan, which is close to the annual GMV of Pinduoduo, the second-largest e-commerce company in China by market value. It is understood that among the 100 billion yuan target, Douyin’s own e-commerce is expected to account for close to 40%.
If we describe the stage of star-carrying goods, Douyin’s goal is to attract more traffic stars and stimulate consumers’ freshness and desire to buy. The development of brand self-broadcasting requires grasping the upstream supply chain.
In October last year, Douyin Live cut off the external chain and only supports small-store products, which means that it has to draw a clear line with Taobao and create its own closed loop of e-commerce. Now that brands are invited to settle in, on the premise that the overall online consumption does not increase significantly, it is undoubtedly moving the cake of other e-commerce platforms.
Vibrato announcement
On the side of the couch, how can you allow others to sleep soundly.
Taobao, JD.com, and Pinduoduo one-echelon e-commerce platforms have also developed content attributes, from upstream supply chains to downstream content. Although the path is opposite to Douyin, they also pursue the same closed-loop consumption.
In addition, from the beginning of Douyin, which relied on novel and interesting videos to attract users to linger, to now the videos recommended by a large number of users are homogenized. At the same time as Douyin e-commerce is on the highway, The barriers of the content ecology are gradually being weakened. Short video users entering the mature stage are more rational, and the traffic bottleneck of Douyin becomes more and more obvious.
Behind the traffic dilemma, the KPI of 100 billion yuan in e-commerce, Douyin will sacrifice what to change. Facing this high-pitched road, from the celebrities leading the goods, the short video experts in the station have successively made moves, and then to the “one step for posterity” brand self-broadcast and become the C position. After constant trial and error, Douyin Dian Can Shang tell a whole new story?