The anchor has the cargo force: the professional is larger than the Yan value. The person is larger than the actor.
Editor’s note: This article is from WeChat public number “Short Video Staff” (ID: viiideo), author Gu Gu (gugu10101), please contact the original author.
The live e-commerce is the most expensive way to purchase conversions at this stage.
According to the “6.18 E-Commerce Report of 2019” released by QuestMobile, the per-use time and number of live online shopping users are higher than the mobile e-commerce data, and nearly 80% of them are broadcast. The spending power of online shopping users is at a medium high level.
It is an “online shopping channel” for countless individuals. Each individual is unique in terms of price system, selection and presentation. It contains the imprint of the past experience of the anchor team, including character, aesthetics, expression, Familiarity with the supply chain, game ability in the price system, grasp of the rhythm and control of the field.
Taobao live has 20 billion GMVs in 2018, and the total number of people who order is more than 100 million. The year-on-year growth rate was 400%. The Taobao live portal was promoted to the first level page and a separate app was developed. Encourage the anchor to broadcast the entire network is the Taobao live broadcast.
Live stream is also the main source of revenue for fast-handed players. The opening of fast-hand stores in the second half of 2018 has accelerated the realization of live e-commerce. The number of quick-touch business users exceeds 600,000, the number of newly added users exceeds 10,000, and the daily live broadcasts exceed 200,000.
The first quarter of the 2020 fiscal year (June 30, 2019) released by Mushroom Street showed that the live broadcast business GMV was 1.315 billion yuan, accounting for more than 30% of revenue. Active buyers from the live broadcast business reached 2.7 million, an increase of 90.4% year-on-year.
Byte hopping will make the vibrating, watermelon video and volcano video form a live broadcast in the middle of the platform, hoping to unify the underlying technology and operation management.
Weibo also announced in August that Weibo E-commerce Live will be launched with Taobao Live to achieve dual-platform distribution.
Up to hundreds of billions of live e-commerce markets are at the forefront. The platform has taken into account the stickiness and purchasing power of the accurate fans of the anchors, giving resources, manpower, goods and scenes together to help.
Live broadcast is also a battlefield to seize the anchor time. Unlike the multi-channel distribution of short video content, the time of the anchors is fierce due to limited competition. Under the feng shui is the input of countless waists and small anchors.
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Where are the anchors coming from? How is the e-commerce anchor developed?
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In the anchoring process, what role do the different nodes of the live e-commerce eco-chain play?
Based on the beauty fashion category, we visited the relevant live e-commerce industry chain and chatted with industry people about this topic.
Transformation of a graphic beauty artist
Liu Xuelong, 32, is a beauty painter with a solid beauty and skin care foundation. He was famous in the circle of blogging Weibo, and then he was responsible for content marketing at TP. People, starting in 2017, have been working full-time in the Tao Department, using pictures to bring goods, earning more than 100,000 during the double eleventh period in 2017. But after a year, the wind has changed. With the rise of short videos, the power of graphics and text has fallen sharply.
Liu Xuelian did not catch up with the short video. At the beginning of 2019, he tried live video broadcasts. He initially broadcasted two or three hours a day, and he did not take one of them for half a year. In August 2019, he signed a certain home. The organization ranked Taobao TOP15, the anchor as a profession to do. In order to keep the video live, she began to lose weight, live seven hours a day, and take a day off every week. This is not too hard. Some newcomers in the beauty industry still need to use a few hours to submit a manuscript, and they need to work for more than ten hours a day.
When she talked with the agency about the contract, the agency asked her how much deposit do you have? This is a very real problem. The live broadcast anchor takes time to develop, and how much deposit has a large economic burden, which determines how long she can at least persist. There is no basic salary for signing, commission income is divided with institutions, institutions provide support for operational selection, and others rely on anchors for self-reliance.
“In the past, when the bloggers were too comfortable, they could work tens of thousands of dollars every day for two hours. I want to re-mobilize the enthusiasm through the live broadcast. Although I am tired when I go uphill, I am accumulating potential energy. Consumption itself.” She used the live broadcast as a way of accumulating knowledge into the material. In this way, she understood the user’s psychology. Even if the road of the live broadcaster did not pass through, there was precipitation and accumulation during this period. Content will also crush people with traditional thinking. 
Liu Xuelong live live
At present, Liu Xueliang’s fans are more than a thousand. Fortunately, the conversion rate of the goods is good. There are hundreds of orders in a month, but the powder is toodifficult. Taobao officially said that an average of 18 months out of an anchor, the agency told her to maintain her current state, live broadcast for half a year can reach 30,000 to 50,000. She is determined to stick to 618 next year to see if there is any improvement.
There are a lot of people like Liu Xueliang, with the decline in the content of the graphic content, or choose to change the industry, or transform into short video / anchor. Some people would rather work harder, share income and institutions, and have their own account ownership. There are also some anchors who make anchors in a certain store, taking the company’s basic salary + commission, which is equivalent to returning to work in the workplace.
Taobao live TOP10 live broadcast agency Nas have done statistics, the anchor survival rate is only 50%, most anchors can not persist for one month, stay up late, work hard… Uncertainty about the future, I don’t know when To be able to realize the suffering.
Where are the anchors coming from? There are several types of incomplete statistics:
1) Occupation anchor: e-commerce operation, moderator
2) Industry practitioners from offline to online: business owners, proprietors, BA, supply chain
3) Career transition: Yan value anchor transformation, talent, star, teacher, model
In short, the properties of the anchor are divided into office workers and freelancers/business owners.
Hosting with cargo: Professional>Yan valued person>Actor
A complete live broadcast includes: anchor product experience, content dry goods, display product advantages, activity benefits, user interaction, purchase method guidance and so on.
A big factory live room
It is difficult for ordinary people to enter the shooting machine. Live newcomers need to learn from greetings, interactions, and how to explain the goods. How to control the rhythm and when to throw out the benefits are all very particular.
The rhythm mainly depends on the host of the control field, and the interest points test the sales professionalism of the anchor.
The value of the face is not the core competitiveness of the anchor. It is the key to the professionalism, emotional intelligence and hard work of the field.Sometimes the shortcomings in the eyes of others may become competitive. For example, the girls are slightly popular in the women’s clothing, but they have an advantage in the large-size women’s classification.
If the culture of Han is also starting to try live broadcast, among the more than 100 net reds that they have successfully hatched, three or four of them will be selected for live broadcast on different platforms. In the incubation, you need to know the clothing and go to the textile factory. The cowboy factory is familiar with how to make the assembly line, how many processes are needed for each piece of clothing… Let the net red become a professional.
The Ali V mission shows that Taobao Live has thousands of service organizations, 500 organizations with more than ten anchors, and only 278 organizations with 10 cargo v missions. The entire live e-commerce industry is less than four years old, and many anchors are newly entered. It still takes a lot of time to work hard.
The fast-acting gene has a lot of native genes. Many native people started their live broadcasts, accumulated loyal iron powder, spent the barbaric growth period, and began to sell goods. The type of anchor is also rich and varied. He Yulong, CEO of Weiye, the official service provider of hundreds of fast-track anchors, said, “The ability to bring goods quickly is a prime anchor. Many online reds are developed from the earliest couples.”
Fashionist is small. Foye spent more than a year in the fast video + live broadcast, put the shooting scene in the store, and used the case to help the old irons solve the match. demand. Today, six hours of live broadcast time can bring in sales of 50,000 units. She used to be a secondary wholesaler in the clothing market, and the entity can also achieve the top three results of the wholesaler.
In the fast-handed, there are 150,000 fans of Ruirui, and the offline store business with her husband has turned to a short video platform, and named “Attracting Li Ruirui” to update the daily wear content. Stable to maintain a daily shipment of 1500-2000, the monthly transaction volume in the fast hand has been stabilized at about 3 million yuan.
The “Drunk Goose”, which is also excellent in fast hands and vibrato, was originally the KOL in the field of wine. It has a total of 3.2 million fans in the vibrato and fast hands, through the grounded and professional wine topic, the network A group of loyal fans sold 1,878 pieces of compass red wine in the fast-hand shop, which also drove the sales growth of Taobao stores.
Live anchor keywords: people, goods, field
People, goods, and farms are the core of e-commerce. There are many details in each section that can be polished.
People are traffic, attractive, and they are endorsed by trust. They need to verify the purchase behavior several times. Once the word of mouth is established, the explosive power of purchasing power is extremely shocking.people. This kind of trust is fragile, just as fans who come from the value of the face will collapse due to the value of the anchor, and people who come from the price-performance ratio will not hesitate to leave because of the price advantage.
The live team is one or two people, and three or four people. In addition to the anchor, there will be other roles to participate in operations, field control, and broadcast. In addition to the on-site staff, members of the selection, customer service, etc. are required.
The big anchors use the standard to provide cost-effectiveness to build the user’s mind, with non-standard profits. The new anchor, it is necessary to cost-effective good goods or exclusive goods to popular, the initial search for goods is a difficult thing, the new anchor of the first line by the sale of goods may not even return to the live base of the taxi fare. The space base of the live broadcast base is limited, and it is necessary to negotiate the game one by one if the input cost is to bring the new anchor. If the anchor does not have the support of the goods, it will have a strong dependence on the MCN.
In the case of clothing anchors, a live broadcast requires about 100 items, which is 3,000 pieces a month. It is difficult for a supply chain to meet the demand. MCN needs to be bundled with the supply chain. “A MCN has dozens of anchors, and there are thousands of clothing in a supply chain. Roughly, an MCN needs at least dozens of supply chains to support, and a supply chain cooperates with ten MCNs to form a master pool and a pool of goods.” A former Taobao live MCN practitioner said this.
A boss with a supply chain and a live broadcast base is working with MCN. The agency has a mid-waist anchor with three or five anchors. He uses this as an input and incubates new people with the organization.
Live anchor development: Half a month to see the skill can be developed in a year
Different anchor channels, each with its own location.
Some channels are “poly cost-effective”, which breaks the viewer’s mind with a limited price limit;
Some channel styles are the sales of handheld speakers in the town market, playing some routines to attract more onlookers;
Some channels also hold exclusive sources of goods, presenting the quality of the shipments in front of the camera, real people don’t even need to appear, just need to be a video online sales + customer service;
Some channels have strong people. It is better to say that they are fans. They use the purchase as one of the rewards for the anchor and provide support for their anchors.
As with the logic of any business, live delivery is the essence of goods. If there is traffic import, there is a good supply chain support, and the main anchor is less than half a month to realize, and more than one year to develop.
According to the data of Mushroom Street, “If you can realize it, it can be as fast as 15 days. The excellent newcomer anchor can sell the sales of other anchors for one year.
The technology CEO He Yulong also judged this way, “I will have a clear understanding of myself after half a month of quick hands. Generally, sales can be seen in more than a month, and it is possible to sell more than a dozen singles a day. There will be.”
“E-commerce clothing live broadcast is suitable for physical store owners or wholesalers to do, anyway, it takes time, there is not much cost. To do business hard, people who sell 20 years of clothing will be more likely to sell than the pretty lady. .”
He Yulong’s company has served hundreds of quick-handed merchants, and he summed up some quick-handed methodology:
1) Use big data monitoring to derive the content of the platform in the support category and what categories are restricted.
2) The content of the goods is better than the good ones. The good-looking content may not bring the goods, and the products are originally displayed in a simple and simple way. With professional content, accurate delivery optimization brings effective powder.
3) Short video powder, live delivery. Some 100,000-level accounts are more capable than one million fans.
In the initial stage of the development of the anchor, there will be some burning money, and the interest points will attract more fans to watch the live broadcast. After that, the income and expenditure will be basically balanced. Selling certain goods at a certain stage can make money, but truly cultivates vitality. E-commerce anchors need to be calculated on an annual basis.
The head of the live broadcast business of Mushroom Street, Yu Yu said,
There are four seasons in a year, and you can truly know the life cycle of all goods after you have finished the four seasons. Commodities have obvious off-season seasons, such as clothing. In June and August, it is the off-season of the whole industry. There is also a low season, which is the beginning of the year. The first half of the year is the off-season, the second half is the peak season, and the off-season season is different. An anchor may rise in the peak season, and will not play after the return of the New Year, so it is only after the end of the peak season that the growth of this person can be seen.
The live e-commerce anchor bonus for different platforms
It seems to be the slogan of live e-commerce, with a superposition of multiple factors, including:
Changes in the way the two sides of the transaction move from one-way output to interactive instant communication;
The way the video is broadcast quickly closes the distance between people and goods;
The strategic shift of small-scale small business owners to the online market in the sinking market;
The path from the source to the user is greatly shortened, helping users reduce the cost of the intermediate link, resulting in the ultimate price/performance ratio;
The anchor, source, store, and platform collaborate in the live broadcast scene to form a complete ecosystem. The platform is willing to push the waves and use the traffic to import and implement the horse racing mechanism.
We have counted some of the platform’s bonus policies:
1. Taobao live broadcast – full network traffic, Taobao cash in
In Taobao live, net red and stars still have dividends.
Taobao launched the “Stars Program” in the first half of the year to recruit 100W+ fans outside the station and have influential stars, KOL, media or self-media in the professional field. They can use the amount of external fans and visibility to shake exposure opportunities within the platform. You can see the live broadcast of the stars in the Taobao Live App by entering the “Stars” program. You can see how much traffic support Taobao gives by playing the live broadcast far more than the number of fans.
In addition, Taobao’s “Taobao Shenren”, which was launched at the end of August, announced that it will invest 500 million yuan for three years to build Taobao’s IP. Taobao Live not only pushes goods, but also begins to shape people with content, so that the trading market is contentized, and more people and people communicate with each other to enhance visibility and temperature.
Taobao is building the ecosystem of the live e-commerce industry. While giving support to the base store resources, it has docked the anchor and high-quality goods, and the people, goods and fields are matched.
2. Quick hand – short video to make powder announcement, live to do liquidation
After the original people, e-commerce service providers, MCN institutions and stars have become the latest participating power of fast-handed e-commerce. For fast hands, selling goods is one of the rich ecological paths.
The fast-handed old iron spontaneously formed a reward for the hanging list culture. The merchants will be rewarded with the opportunity to be listed in the big anchor live broadcast. The anchor will be given to the list when the broadcast is broadcast. Although the fan loyalty in the list is not necessarily high, the seller’s sales are beginning to bear fruit, which is equivalent to the private version of the auction ranking.
Institutional masters play steadily and steadily, bringing original fan growth through the short video content of the vertical class. By streaming live, the people of the same organization will form a matrix and interact.
Short video is a kind of notice, and it is the most common way to play with the live game.
Two hands-on live broadcasters at the press conference,
The fast hand is also recruiting agents through the EBARA program, and gives incentives to the merchants to operate, flow subsidies, and traffic incentives.