High-quality content is the core advantage of the small elephant live broadcast, and the trade union training system behind it is the key to guarantee the quality of the content.
The Southeast Asian live broadcast market is still full of smoke. Among the more than 20 live broadcast platforms, big and small, there are head players like Bigo Live and Uplive, but there are also new incoming players who want to occupy a place in the live market. “Little Elephant Live” is undoubtedly one of the new students worthy of attention in the Southeast Asian live broadcast market.
“Little Elephant Live” was established in 2018. Within one year, the platform has achieved profitability. It has 120,000 registered users, 30,000 months of live, 18% daily living rate, and 35% retention rate the next day. At the beginning of the establishment, due to the large number of Southeast Asian countries and many languages, in order to quickly enter the market, Xiaoxiang Live chose the Chinese market in Malaysia and Singapore as its main position. CEO Zeng Xiangyu believes that there are more middle-to-high net worth users in Southeast Asia, and the ability to pay is strong, and there is no live broadcast product for Chinese in the market. At the same time, considering the Chinese background of the founding team itself, it will be more convenient to expand the Chinese market.
Top 20 Southeast Asia Live Platform revenue
Zeng Xiangyu admits that when he first entered Southeast Asia, the competition was much more intense than he imagined, but he found that the live show platform on the market was mainly targeted at the live broadcast of the whole people. The core of the operation of such platforms is to rapidly expand the scale of users, spend a lot of money to sign a large network red, and do marketing. However, due to the large number of live broadcast platforms, the big net red bargaining power is strong, and the live broadcast platform is difficult to to constrain the live broadcast time of the big anchor. This makes it difficult for the platform to continuously output high-quality content. Although the short-term traffic is large, the user retention rate and the payment rate are not good. In response to this problem, the elephant live broadcast chose a different operational path – cooperation with the offline trade union to cultivate a prime anchor.
High quality content is the core strength of the small elephant live broadcast, and the trade union training system behind it is the key to guarantee the quality of the content. Some members of the team have a successful domestic union operation experience, and will give guidance to the union in the selection of the anchor and the training. In the early stage, the small elephant live broadcast team assisted the trade union in selecting the appropriate anchor candidates by studying the psychological, cultural and aesthetic aspects of local users. For the selected anchor, the elephant team will be trained with the union. The specific training items include content to chat with the audience, interactive methods, lightingFestival and so on.
The elephant live broadcast has already cooperated with more than 40 local unions in Malaysia and Singapore. About 90% of the 700 anchors owned by the platform are amateur anchors trained in cooperation with trade unions. Zeng Xiangyu said that the amateur anchors trained with the trade unions are more loyal to the platform and more convenient to manage. The broadcast time of these amateur anchors is guaranteed and the quality content can be continuously output. Users are more sticky to the anchor and have a stronger willingness to pay.
Little Elephant Live App
Talking about competition with large-scale live broadcast platforms, Zeng Xiangyu believes that Xiaoxiang Live has a competitive advantage in content targeting the Chinese market. The large-scale live broadcast platform has more anchors in different languages. Chinese people can easily see non-Chinese anchors during use, resulting in poor user experience. At the same time, the quality of a large number of independent anchor output content on the platform is uneven, and many of the contents of the anchor output are not attractive. The amateur training mode of the small elephant live broadcast is more controllable and guaranteed in terms of content quality.
At the beginning of 2019, Xiaoxiang Live hosted an annual ceremony, inviting traffic stars and net red to become famous for the platform. In a fiercely competitive environment, the small elephant live broadcast hopes to increase the speed of promotion and attract more anchors and viewers. It is worth mentioning that there is already a big net red initiative to enter the small elephant live broadcast.
Little Elephant Live 2019 Annual Ceremony
The Southeast Asian live broadcast market seems to be a red sea, but Zeng Xiangyu believes that there is still a lot of room in the live broadcast market. The early development of the live broadcast market in Southeast Asia experienced a period of barbaric growth: the content is vulgar and the irregularity is very common. This has led to widespread misunderstandings about live broadcasts. In recent years, the relevant live content supervision has begun to follow up, and the quality of live broadcast platforms has gradually improved, and more and more peopleBeginning to regard the live broadcast as a normal entertainment, social way, watching more and more viewers. The importance of video live broadcast to the quality of the video is the core element of the platform to attract the audience.
The next stage, the small elephant live broadcast will be around the Chinese live broadcast market, on the one hand continue to deepen the two countries of Malaysia and Singapore, on the other hand, began to expand Australia, Canada, the United States and other Chinese market. The team is also considering opening an English live channel to expand the audience outside the Chinese. The small elephant live broadcast through the market survey found that most Chinese users can also accept English anchors.
It is reported that Xiaoxiang Live is undergoing a new round of financing, and the expected financing amount is 9 million US dollars, which is planned to be used for new market expansion.
“Little Elephant Live” is the shortlist for the financing partner to plan the consumption track. If you are an institutional investor and interested in the project, you can add WeChat “Coco@36Kr(day1_36Kr)” to get in touch with the project party. .