Times are changing, and influencers are changing.

Editor’s note: This article comes from WeChat public account “ Entertainment unicorns ” (ID: yuledujiaoshou), author Yixiu.

The sinking of stars, the rise of Internet celebrity, and the Internet celebrity economy have become the new air outlets of the current industry. In the past 2019, it has become the consensus of capital and the market.

Back to the so-called “fashion history” of the so-called “net celebrity”, in the “pre-net celebrity era” around 2004, the term “net celebrity” is more grass-rooted than a star, and it’s more of a cloak. Hunting strange colors. The early Internet celebrities, represented by Sister Feng and Sister Furong, were not recognized by the mass market in the early days.

By 2015, with the assistance of the e-commerce market, online celebrities have risen rapidly with another look. Many mouth-watering models such as Tongkou Chili, Zhang Dayi, Sydney, etc., quickly seized e-commerce opportunities during the transformation. In 2019, when “the first share of online celebrity e-commerce” Ruhan Holdings went public in the US, both the capital market and the public could no longer ignore the realizing potential of the online celebrity economy.

Net Red

Net Red

In the past two years, especially in 2019, with the growing maturity and dailyization of short videos and live e-commerce, “Taobao Yijie” Wei Ya, “Lipstick Yige” Li Jiaqi, and “Sanda Brother” “, And Li Zihuan and others set foot on the tide and made great efforts in the field of short videos and live broadcasts, which became an unavoidable force in the inventory of 2019.

Search on Weibo, hot topics, media topics, variety shows, and various festivals at the end of the year. In the change of traffic stars year after year, the Internet celebrities began to break the public’s cognitive barriers. At the same time as the storms in their respective fields, they are also immersed in other fields and gradually “starred”.

Thousands of billions of dollars with goods

201One of the keywords for 9 years: Live with goods .

Taobao Live was born in 2016. After three years of rapid development, it has occupied an inestimable weight in the traffic market. According to data from the “Taobao Live Broadcast Ecological Development Trend Report 2019”, the monthly live users of Taobao Live Platform in 2018 increased by 100% year-on-year, with shipments exceeding 100 billion yuan, a year-on-year growth rate of nearly 400%, and monthly shipments exceeding 1 million. There are more than 400 live broadcast rooms, which has created a 100 billion-level market.

Take Double Eleven this year as an example, as the “exclusive festival” that can best verify the strength of various parties in live broadcasts. 1 minute and 36 seconds broke 10 billion, 1 hour 03 minutes and 59 seconds total turnover exceeded 100 billion mark, 10: 4 minutes and 49 seconds broke the record of double-eleven full-day transactions in 2017 with 168.2 billion yuan, 12 hours exceeded 184.5 billion … While Tmall Double 11 continues to set new records and create new records, hundreds of thousands of live broadcast practitioners are too busy, especially the two anchors at the top of the pyramid, Wei Ya and Li Jiaqi, are the most striking. .

Looking at the two anchors who have the same traffic on Taobao, Li Jiaqi was online for 6 hours and 34 minutes and watched 36.835 million online users on the day of Double Eleven. Wei Ya was 8 hours and online watched 43.135 million online users. With regard to the record of cargo shipments, the data shows that Via and Li Jiaqi contributed nearly a quarter of Taobao ’s more than 20 billion GMV.

Net Red

Net Red

The relevant person in charge of Taobao Live has revealed that Wei Ya ’s sales during the Double Eleven this year have reached the full year 2018 sales. In 2018, Wei Ya ’s guided sales were 2.7 billion, based on this data. It is not difficult to imagine that Wei Ya ’s annual sales reached a new high; Li Jiaqi, before Double Eleven, he expressed his hope to achieve the goal of 1 billion sales during this period. According to conservative estimates, Li Jiaqi ’s personal sales this year has been Over 1 billion. Although the organizations behind the two sides, Meixun and Qianxun, do not have and will not publish complete and detailed Double Eleven sales data for their anchors, it is not difficult to pass the two-person Double Eleven ’s staged record.