This article is from WeChat public account:Internet Colosseum (ID: internet-war)< span class = "text-remarks">, author: Tie Lin, editor: Liu fat, title figure from the visual China
The live e-commerce has successfully brought together the goods and the gods.
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 broadcast, Li Jiaqi is the combination of Taobao live broadcast 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.
The number behind the digital is not only the goods that are sold out, but also the heads of several people in the circle of live e-commerce. 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 next live broadcast.
This industry that has set a new record for transactions every year is actually far from imaginary. 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 in Hangzhou)
First, the midfield battle of Taobao head anchor
“Taobao said that 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 waisted.” The founder of the match, Zhang Teng, once again felt the Matthew effect of Taobao live broadcast The company’s contracted small anchors of hundreds of thousands to hundreds of thousands of fans, the double eleven pre-sales on the day can not compete with the weight of the big anchor.
In Taobao live broadcast, the volume of the anchor’s guidance, the record of continuous live broadcast, etc., 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.
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.
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. However, in Taobao, more important 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, the number of views in the Wia live broadcast reached a terrible38 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 the personal IP for a long time, finally found that the goods and low prices can not be avoided.
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 that The lowest price in the whole network), it is definitely a good thing for us. It is also a good thing for fans. We at least ask the merchants not to sell 500 pieces here in Weiya today, and sell 480 in other live rooms tomorrow. 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 there is a short video industry chain service provider Parke. “If there is an anchor today that will hit my price, my brand will work with him once, I will not cooperate 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 is the core ability of my brand for so many years? It is the high end of the brand. But if the product is in your live room today, the price It’s cheaper than selling it in Europe. What kind of impressions will be spread by everyone, and it will hurt my brand value after a long time.”
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.
Second, Taobao Live Ceiling
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 anchors and show-class 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 friends, customer service after salesIt’s hard to manage by myself, because she doesn’t have the experience and ability in this area, 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, the purpose of humbly building a supply chain 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. The 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 anchors must have stronger desires than we do. “The desire he said is the desire to serve fans. You must collect the fans’ preferences, and then design the styles and hand them over to the factory for production.
The effect of real-time e-commerce to drive supply chain reform exceeded the effect of 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)< /span>. 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 “eat is actually a youth meal”, toLess in Parke’s view, “The anchor is really hard. I don’t have the brilliance of the net red anchor, such as Li Jiaqi, Weiya, it is really not easy to broadcast at least 25 games a month, and Li Xiang, Mango Taiwan. There are so many work arrangements, and more than 15 live broadcasts a month. This is a test of the resilience 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.
But this statement is not shared by everyone. 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.
At the same time, in Taobao live broadcast, merchants do not occupy a dominant position because the cost is too expensive. In addition to charging a single-chain fee, the big anchor will also draw the price according to the original price of the product. That is to say, 50 yuan of goods sold to customers in the live broadcast room is 30 yuan, but 20% commission is calculated according to 50 dollars.
Third, fast-growing e-commerce provider
The MCN organization in Hangzhou is not just a dish that Taobao broadcasts live.
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>
For example, Sanda is still a player with 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.