The live e-commerce has successfully brought together the goods and the gods, but how much development space does the small and medium anchors have?
Editor’s note: This article is from WeChat public account “Internet Colosseum” (ID: internet-war ), author Tie Lin, Editor Liu Fat; is authorized to publish.
The live e-commerce has successfully brought together the goods and the gods.
On the evening of October 20, after 5 hours of live broadcast, Li Jiaqi once again became the focus of hot discussion. Taobao accounted for more than 810,000 powders a night, and continued to log on to Weibo. No accidents, he will appear. In the latest season of “Tucao Conference”, as an anchor, participate in the recording of a network variety.
The peak of the night’s anchor list shows that Li Jiaqi once surpassed “Taobao’s first anchor”, Wia, to become the top spot, and the number of fans also completed the first time. According to the rules, the volume of the guide, the attention of new fans, and the length of the user’s stay will affect the ranking of the anchor. However, the follow-up explanation of Weiya said that there was a delay in the transaction data, and there was a short ranking alternating.
At least one year before, Via steadily occupied the position of the first anchor. Although the final result of the pre-sale live broadcast is still WIA, this dramatic scene is enough to make Li Jiaqi become the first benchmark for live telecoms this year under the blessing of the ultra-high social platform.
But in Hangzhou, the bosses who are doing live e-commerce business talk more than Li Jiaqi. It is easier for everyone to accept that the live broadcast of the Big Three: Weiya, Li Jiaqi, Simba.
The back of Wei Ya is Taobao live, Li Jiaqi is the combination of Taobao live and vibrato flow, Simba is fast. The achievement he achieved was a wedding, with 130 million pieces of goods. Simba’s personal selection was a special one, and all the way from Thailand to South Korea.
There are not just the products that are sold out, but also the heads of the real estate business. However, these figures did not reassure other large number of e-commerce MCN institutions, and the total number of live e-commerce plates did not keep up with the growth of the head.
In the e-commerce circle of Hangzhou, the popular work system is not 996, but 007. Single breaks or large and small weeks are very common among e-commerce startups. The anchors responsible for selling goods and their teams work harder. They broadcast live to the early hours of the morning, resume after the end, prepare for the next day’s work, and after a short sleep. Go back to the company and start preparing for the nextLive broadcast.
This industry that has set a new record every year is actually far from imaginative. The technology has not brought much change to the industry. The office workers have participated more deeply in every aspect of the live e-commerce, with double the working hours and work intensity, in exchange for the next leap forward.
(HCN, an e-commerce company in Hangzhou)
One, the midfield battle of Taobao’s head anchor
“Taobao said that the pressure is on the pressure, double eleven came, can only say that the head has traffic, the flow of small and medium anchors is almost waist.” The founder of the match, Zhang Teng, once again felt the live broadcast of Taobao The Matthew effect, the small anchor of hundreds of thousands to hundreds of thousands of fans under the company’s contract, the double eleven pre-sales on the day can not compete with the weight of the big anchor.
In the Taobao live broadcast, the volume of the anchor’s guidance and the record of continuous live broadcasts will affect the recommended weight of the next day. Under this series of regulations, even the head of the big anchor must be kept at a high frequency. Weiya, the number of starts in a month is 20 or even more than 25. She is more diligent before the double eleven, and she is more than 6 hours a day.
(screenshot of the pre-sale day)
Li Jiaqi is the same. In addition to maintaining live broadcast frequency, his daily live broadcast time is also more than 3 hours. Regardless of the live broadcast skills, having an absolute physical strength is the biggest competitive advantage of the anchor.
As long as it is still in the live broadcast room, the anchor must remain in a state of excitement. The small anchors are even worse. It is very likely that after a long time, it is found that there is not much improvement in the transaction, the amount of viewing or the increase in powder.
In Zhang Teng’s company, if an anchor watches one or two thousand per month, a thousand yuan will be dismissed. For these amateur anchors starting from zero, “from zero to one, from one to ten”, each step is a flaw.
There is a judgment in the industry. Taobao broadcasts GMV every night, Wei Ya accounts for 30%, Li Jiaqi is 20%, and the remaining 50% is the market for small and medium-sized anchors.field.
The head effect is related to the recommendation mechanism of the platform. The founder of a data service provider believes that the thousands of people used in today’s headlines really provide fresh information for more people and retain users. But in Taobao, the more important thing is efficiency. The purpose of traffic to the anchor is to promote the transaction. If too many small anchors are given, but the goods cannot be sold, it is not cost-effective for Taobao.
On the day of the pre-sale of Weiya, the chairman of the board of directors, Dong Haifeng, was also staring at the live broadcast room. “The data is too fierce.” At the end of the day, the number of views in the Wia live broadcast reached a terrible 38 million times. Prior to this, the highest watch record for the Wia live broadcast was the fan festival in May, with more than 10 million views.
One and a half months before the arrival of the double eleven pre-sales, the entire modesty began to prepare for the double eleven. In addition to knowing which are the main pushes, and how to cooperate with each other, before the goods are delivered to Weiya, Qianxun will have a team to verify the historical lowest price of the goods, to ensure that there will be no biggest gap in the live broadcast.
Li Jiaqi’s “Let the fans return the incident” during the live broadcast was also related to this. The same set of items, in the next live room, added a 5 yuan coupon. The live e-commerce business, talking about personal IP for a long time, finally found that it is still worth noting the goods and low prices.
However, the big anchor is not as strong as the outside world, and Dong Haifeng is more willing to use “cooperation” to describe the relationship between the two sides.
“We are more about discussing with the brand side, what is your appeal? Some appeals are that this activity can not make money, what I want is my brand day today, what kind of GMV is completed, I want How much more than last year, when you want to produce, then you have to make profits.” Dong Haifeng said, “From our perspective, we certainly hope (the lowest price in the whole network), it is definitely a good thing for us, right Fans are also good things. We at least ask the merchants not to sell 500 pieces here in Weiya today, and sell 480 in other live rooms tomorrow. The fans must come to us to marry me, right?”
Zhang Teng believes that the low-priced model in the live broadcast is not suitable for all brands. “The official website never has such a price, which will instead lead the traffic to the anchor, which is equivalent to their official recognition. This live room will be cheaper, so the brand is actually down the price, so now the new consumer brand can use the net red live room.”
There are similar ideas, and Parke, the founder of the short video industry chain service provider, “If there is an anchor today that will hit my price, my brand will work with him once, I will notCooperation for the second time. The power of the big anchor is even bigger. For example, if I am a bag of a certain brand today, what are the core competencies that I have been doing for so many years? It is the high end of the brand. But if today’s products are in your live broadcast, the price is down, and it is cheaper than Europe. What kind of impressions will be spread by everyone, and the long time will damage my brand value.
This logic is also consistent with the actual operation of the brand side this year, preferring to give more gifts, and is not willing to cut prices.
But you can buy more “cost-effective” merchandise in the live stream, and this logic has never changed. The brand side must also be prepared to temporarily lose money while affirming the ability to bring goods in the live broadcast. If it is just for shipping, the live room is a very suitable choice.
A friend of Parke has stored a batch of goods in his hand. If he can’t take it, he will lose at least 2 million. But after working with a major anchor, the loss has dropped from 2 million to 800,000.
In the case of lower pressure in the price space, the head anchor has begun to extend the range of products to overseas, such as Australia, South Korea and other places, in order to seek greater bargaining space.
Two, the ceiling of Taobao Live
In order to maintain transaction efficiency, the recommended mechanism of Taobao Live will not be easily modified. But this will also bring a problem, it is difficult to develop a rich live broadcast ecosystem.
The large MCN organization will maintain its advantage and continue to eat away the traffic of Taobao live broadcast.
Taking the humility of the company as an example, in 2017, Qianxun transformed the MCN organization and moved the company from Guangzhou to Hangzhou Jiubao, a place closer to the anchor and Ali. In the past two years, she has transformed into a full-category anchor, and her portfolio has surpassed almost all of Taobao’s anchors, and she has mature supply chain resources.
The product mix is the core competency of the anchor. Even the small anchors of hundreds of thousands of fans spend a lot of energy on the combination of goods every day. Who can provide more comprehensive products and meet the needs of fans, who can retain fans.
This is also the biggest difference between e-commerce anchorsand show anchors.
In order to take advantage of the supply chain, Qianxun moved from Jiubao to Alijiangjiang Park this year and rented a whole building. Two of them, with a total area of 10,000 square meters, will be used for the construction of the supply chain base. .
“We have invited the food brands, beauty brands and lifestyle department stores that have been working with Via for years to come in. In fact, this is to help businesses to improve efficiency, because the original business is to do activities, If you want to push a certain item, you can find various anchors, then contact them and send samples to the past.According to Dong Haifeng’s idea, the problem with the original model is that there will be poor information between the anchor and the merchant.
“Some new anchors, in fact, her supply chain is a headache. The anchor may be a little girl, it is difficult to talk face to face with a factory or a friend, customer service is difficult to manage after sale, because she does not This experience and ability, but sometimes the volume of the anchor is there, she has to manage so many people, it is necessary to dock so many products and things.” From the perspective of the anchor, humble to build the supply chain The purpose of the base is to solve all back-end problems.
Small MCN institutions are another way to survive, while concatenating anchors, working with large supply chains.
(A supply chain site in Hangzhou, clothing anchors are trying on new products)
Zhang Teng originally worked as an e-commerce company in Beijing, but after searching all over Beijing, he could not find decent goods. No way, I can only come to Hangzhou in the end, where the supply chain is developed far beyond his imagination.
If the MCN organization wants to find out the e-commerce, it will eventually go to Hangzhou. The original fast-track anchor, Simba, who was stationed in Guangzhou, recently opened a new office in Hangzhou. MMA, the head of the vibrato, has no worries and has recently migrated to Hangzhou.
“Almost every building has a supply chain.” Hangzhou’s supply chain is very mature. MCN organizations like Zhang Teng can bring the anchor and the anchor to find the right supply chain. Start broadcasting at any time.
The supply chain in Hangzhou not only solves the problem of the goods, but also solves the live broadcast site together. This is unimaginable in any place.
In Hangzhou, the supply chain and anchors are mutually successful. AndThe live e-commerce or online red e-commerce is pushing the supply chain reform.
The anchor serves the user and the supply chain serves the anchor. If a supply chain cannot meet the requirements of the anchor in the selection, it will immediately lose its competitiveness. “Previously, the right to speak is in the brand. Now women’s clothing is definitely gone, except for luxury goods.” Zhang Teng, the company will also interview newcomers every month, and then train, and within a month, they will know that this person is not suitable for anchors.
“She needs a bit of personality and autonomy, she must take the initiative to do it. The desire to anchor them must be stronger than ours.” He said that desire is a desire to serve fans, and must collect fan preferences and design The style is handed over to the factory for production.
The live e-commerce driveThe effect of the chain reform has exceeded the effect brought by the previous red store. The net red shop usually takes another two weeks, one time 15-20 models, the live supply chain is different, the anchor will come every day, and it needs to be updated every day to meet the needs of the anchor. In Hangzhou, the most common method used by an anchor is to broadcast in more than a dozen supply chain bases.
But the entire Taobao live dish is still too small.
Integrated with multiple industry data and industry estimates, the daily livelihood of Taobao Live does not exceed 20 million (8-10 million in 2018). The biggest difference between e-commerce and content platforms is the lack of traffic sources.
Parke believes that Taobao head anchors account for the bulk of the entire Taobao live GMV. In the case of excessive head effects, the pressure on the growth of small anchors is great.
Under the small and medium anchors have not yet established a foothold, the traditional net red and stars have begun to join the Taobao live broadcast harvest. After the opening of the double eleven pre-sales, Zhang Dazhao also changed the style and opened the Taobao live broadcast for four days.
Zhang Teng has a similar feeling. “It’s really on the ceiling. In the anchor industry, it’s almost that we are robbing people. The traffic has not increased too much, the star has come in.”
The representative of the star is Li Xiang, the former host of Hunan Satellite TV. She may be the first star to put down the star bag and concentrate on the live broadcast. Although her data on the goods can’t keep up with the general head and waist net, there are still people in the industry who are optimistic about Li Xiang’s potential in bringing goods. They think that all the stars can put down the shelves and bring the quantity of goods.
So Taobao live broadcast is also very popular with the host’s own traffic, such as the red hand on the fast or vibrato, entering the Taobao live broadcast, in theory, can bring some off-site traffic, and it will be easier to rise than the prime anchor. powder. However, the flow to the outside of the station is a taboo between the platform and the platform, especially the big anchor hopping with certain influence, which can refer to the fluctuation caused by the game anchor.
In addition, live e-commerce requires the same long-term stable output as the other live broadcast categories. Behind an anchor is often supported by a large number of teams.
Most of the anchors are actually eating youthful food, at least in Parke’s opinion. “The anchor is really hard. I don’t have the brilliance of the net red anchor, such as Li Jiaqi, Weiya, at least 25 live broadcasts a month. Above the field, it is really not easy, and Li Xiang, Mango Taiwan still has so many work arrangements, and will broadcast more than 15 games a month. This is a test of the toughness and professionalism of an anchor and team.”
In addition to the stars and net red, another competition comes from the store. Now the live broadcast has become the standard for all major stores, and the search will be very beneficial to the store. The assistant to the president of the agency, Nass, feels that these live broadcasts from the beginning of 2019 will cut off a large part of the flow of small and medium anchors.
But this statement, not everyoneIdentity. On the one hand, some brands have not fully recognized the sales situation of live broadcasting. On the other hand, there is no strong personal attribute in the live broadcast of the store, and there is no way to bring the goods like the anchor.
Three, a mature fast-handed phone business
The MCN organization in Hangzhou is not just a dish that Taobao broadcasts live.
The data on the fast-handed goods was transmitted to Hangzhou very early. Last year, there was a 160 million Sanda brother, and this year there was another 130 million Simba. These platforms are natively red, and they have long been exploring ways to monetize outside of rewards.
But it’s too quick to realize, it will also save some problems.
Paker mentioned a bit, “A net red can really go far, the reason is that she is an entrepreneur. She has the qualities of an entrepreneur. She has to find a way to realize her own, and she has the ability to manage the organization. There is a commercial sense of smell. Like Ruhan, Zhang Dazhao is the boss himself. Net red must fight against aging and seize the window of time. If you are only responsible for the front desk, do not control the back end, it is difficult to really do user operations.” p>
The legend of Sanda in fast hands has not continued, although his account still has more than 40 million fans. However, because the quality control is not done well, the fun of the live broadcast is not too competitive. The popularity of the Sanda live broadcast does not rise and fall in 2019.
This is a very typical fast hand ecology. Quick-hand fans have a strong trust in Dawanghong. As long as they resonate with fans, they can be realized through fan operations. However, the e-commerce live broadcast is different from the live show. The sense of trust is a stepping stone to the purchasing power. In the end, whether it can continue to sell goods, it depends on whether there is a sense of trust.
But from the purchasing power and the user’s mind, the fast hand and Taobao live face a completely different set of people. The main consumers of Taobao Live are from first- and second-tier cities, and fast-handers have a greater advantage in low-tier cities.
Comparatively, Taobao live broadcast is a combination of both people and goods, but more emphasis on the importance of goods, such as cost-effective, lowest price. The goods must be placed in the most important position, and the anchor will be able to continue the business of the live e-commerce.
In the middle, a group of e-commerce service providers came into being. Net red often does not have the ability to solve the back-end realization, some specialized organizations began to appear, and provide professional services for the network red, such as the network red cat, this company mainly serves to shake the sound and fast hand net red, in the founder Zhang Shuai It seems that “(fast hand) some anchors are not doing well, this person will come down, on the other hand, now the user has become smarter, not as easy to harvest as the previous two years.”
The platform is clearly aware of these issues. Since the beginning of this year, the official of the fast-handed business has focused on the layout of at least three directions: the development of an evaluation system (including shop ratings, labeling, etc.), opening up sources of supply (establishing apparel, jade industry belts, etc.)