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Author | Ye Xiaodan, Zhang Xiaoyin, Shen Ye

Edit | Wenduo

How far is the distance from the realization of the product to the realization of the investment? The answer is maybe only one “Li Jiaqi”.

The popularity of online live streaming has continued from the end of 2019 to the beginning of 2020. It is like a mountain fire, burning from the inside to the outside, and from the industry to the secondary market.

A reporter from “Daily Economic News” inquired about Wind and found that since the first popular triple board appeared on Saturday, October 23, 2019 (002291, SZ), until February 17, 2020, Shanghai and Shenzhen announced The number of announcements involving “net red” keywords reached 86.

Whether the speculation in the capital market is reasonable, the reporter conducted multiple interviews with the live broadcast industry and found that the anchor in front of the camera was just an elephant leg that was blindly touched. This article will show the whole picture of the industry from multiple perspectives, but first, let ’s try to start with these issues and learn more about the “Li Jiaqi” people:

• If you are a merchant, how do you choose a host like Taobao and how to cooperate with it?

• How did the anchor come into being, and how do you build a good anchor?

• The MCN organization behind the anchor (MCN means multi-channel network, which aims to achieve stable content output and stable commercial realization), to what extent do they intend to expand?

• Why does the live broadcast business show a negative correlation with the film and television industry to some extent?
  

  Industry ecology A: Anchor in the window

  Choosing the anchor is like choosing the goods and watching the price than the fans

  Treasure Ming once invited Wei Ya and Li Jiaqi to do live-streaming “carrying goods”. The head of its e-commerce department revealed to the reporter of “Daily Economic News” the process of finding anchors.

  Choose anchor: find platforms such as Ali V missions. This platform will show the MCN institutions, anchors and contact information of Taobao Live. Each anchor will have a quote in that month, and the prices of different anchors and traffic will be different.

  

  Choosing the anchor is like visiting Taobao. Image source: Screenshot of Ali V mission platform

  Ask your colleagues: What anchors broadcast their own products to bring good results, you can also ask your colleagues about one or two, you can get a general understanding.

  Introduction of merchandise: After the merchant selects the favorite anchor, he communicates with the person in charge of the category corresponding to the anchor. After that, the merchant needs to fill in another form, stating the product name, price, specifications, purpose, selling point, characteristics and so on.

  Anchor trial: If the anchor thinks the product is ok, the merchant will send a sample to the anchor team, the anchor will conduct a sample trial, and then comprehensively evaluate online consumers and other third-party evaluations.

  Live schedule: If the quality and quality of the product are relatively good, then determine the live schedule with the merchant.

  “Review”: After the live broadcast, merchants need to log in to the Ali V task platform, similar to the Taobao buyer’s confirmation of receipt, confirm the order of the anchor live broadcast service, and evaluate the live broadcast service.

  The merchant chooses the anchor, and the anchor can also pick the merchant. The person in charge of the e-commerce department at Treasure Ming said that the anchors on Taobao’s head and super head will also have a greater choice for the brand side, but the price is relatively transparent.

  Behind the price transparency, the data of the anchor is also very transparent.

  According to the data of Ali’s list published by Ali, in February 2020, Wei Ya and Li Jiaqi were ranked first and second respectively in the live broadcast business, and their data are very detailed.

  Via ’s February V quest offer is based on different categories. Even if they are all beauty products, the service prices of international and domestic beauty live broadcast packages are different, which are 80,000 yuan and 65,000 yuan, respectively.

  From the portraits of fans, 13.33% of fans ’consumer preferences are concentrated in women ’s / women ’s boutique categories, and 20.02% are concentrated in beauty and skincare categories. Among the fans of Li Jiaqi, 72.03% are women, and the age of fans is 54.91%.

  

  Via’s quotation varies by category. Image source: Screenshot of Ali V mission platform

  At the same time, every consumer who is attracted by e-commerce live video, browsing and purchasing behavior will be precipitated as data, and the carrying capacity and business value of the anchor are also quantified by various data dimensions. Reference standard.

  The commercial value of the anchor includes popularity, popularity and content creation ability. Of course, the number of fans is the most intuitive standard. This is a comparison table of the number of anchor followers given by an MCN organization:

  Under 100,000 followers, amateur anchors

  100,000 to 500,000 followers, tail anchors

  1 million followers, leg anchors

  1 million to 3 million followers, mid-waist anchors

  3 to 5 million followers, shoulder anchors

  8 million or even more than 10 million fans, head anchor.

  Even an amateur anchor has its commercial value. What maximizes the commercial value of these anchors is the operators behind them-most of them are MCN institutions.

  Industry ecology B: Anchor cultivation plan

  Is there a negative correlation between e-commerce live broadcasting and the film and television industry?

  Wu Fan, as one of the MCN organizations, introduced Feng Fan, the company’s head of advertising and commercialization: Amateur anchors can enter the core commercialization matrix after 3 months of incubation. In the Douyin platform, content creators with 100,000 followers have commercial value and can enter the star map of their advertising platform.

  In order to dig out better talents for anchors, many MCN institutions have begun to expand their recruitment teams to cover offline channels such as social platforms and universities to capture anchors suitable for live broadcast.

  The person in charge of Mushroom Street Anchor & Institutional Business introduced that in the second half of 2019, Mushroom Street launched the “Double Hundred” plan to acquire some high-quality anchors for the entire network.

  However, it is not easy to become a commercial anchor.

  Feng Fan believes that the anchor and the master are very important to the pattern they plan. They must sort out their pattern and then work with the company’s team to deepen and cooperate.

  Nanshan, the commercial leader of May Beauty, another MCN agency, told “The Daily Economic News reporter introduces the success factors of talents or anchors in more detail:

  The first is the professional level of the person, whether they have beauty or live broadcast experience, which can reflect their basic commercialization ability;

  Second, is the stability of the anchor, whether to treat the talent or anchor as a profession;

  Third, it depends on the collaboration ability of the entire team. Behind the image of the anchor, there are directors, editors, and talents. It is a small team. The collaboration between the anchor and the director and the editor is very important.

  When discussing the professional ecology of the anchor, we have to mention the earlier star business model. Nowadays, it is becoming more and more common for celebrities to join live broadcast studios, and live broadcasters have begun to participate in variety shows and film and television programs across borders.

  The boundary between the anchor and the star is starting to blur in business, but it’s just appearance. Behind them is the profit-seeking of the companies behind them.

  The person in charge of Mushroom Street anchor & agency business said that the film and television industry has been in a relatively sluggish state in the past two years. Some artists or celebrities have some inclination towards the live broadcast business. The reason why they choose to live broadcast is to hope that the talent and commercial value of the artist can be reflected in the live broadcast.

  In addition, some MCN institutions have also been affected by the film and television industry and have begun to transform. The person in charge of the digital retail market business of the digital marketing service provider Pistachio Network revealed that in the past few years, the business focus of many MCN institutions has been on the distribution of film and television dramas, but in recent years, some MCN institutions have begun to transform and try to live broadcast online.

  Whether the artist enters the live broadcast room or the professionalization of the anchor, it reflects the maturity of the live broadcast business ecosystem. This new model can be seen even in the wholesale clothing market.

  

  On January 16, 2020, a live broadcast area in Mushroom Street. These are products that need to be broadcast live.

  Image source: Every reporter Ye Xiaodan takes

  Industrial Ecology C: Anchor of Dialogue Talent

  The survival rate in this line is 1%, but professionalism is not enough.

  Skirt sister, Taobao live broadcast jewellery category rare talent anchor, currently has more than 620,000 fans, in the same category of talent anchor group, the number of fans is already top.

  She has 12 years of TV shopping anchor experience, has done anchor training, worked in planning, and officially entered the network anchor circle on Double Eleven in 2018, just over a yearHowever, in her words, she had suffered from the past ten years.

  “None of the same group persisted. It can be said that the survival rate of 100 anchors will not exceed 1%.” The skirt sister said that network anchors must survive and be large, except for professional teams. One’s own professionalism, luck, and mentality are indispensable.

  The place where the skirt sister was interviewed by the reporter of “Daily Economic News” was her live broadcast venue-a building in Qianjiang Century City, Xiaoshan, Hangzhou. On January 10 this year, from 2 pm, more reporters came to the company, and around 6 pm, the sister of the skirt opened a review and preparation meeting with the team and received the supplier. She was wearing makeup and eating on her mouth. Fan, also have to be interviewed by reporters.

  

  Before the broadcast, the skirt sister (first right) team is checking the product. Picture source: Every reporter by Shen Shen

  “Our equipment and personnel composition are considered to be a very professional category in the industry. A set of live broadcast equipment is worth about 200,000 yuan. The live broadcast room is equipped with a director, assistant and two back-office personnel, all of whom have long-term television. Shopping live experience. “The skirt sister said,” For the anchors who carry goods, especially the anchors of specialized categories, in addition to being able to speak, professional knowledge is also indispensable. Take the jewelry category as an example, all kinds of professional knowledge of jewelry must be You teach your fans to watch them, and you really need to be professional in order to gain trust and increase fan stickiness. ”

  Although they have professional knowledge and experience, they were also very distressed when they first joined the industry. I kept talking for a few hours every day to the camera that only a few people watched, and I kept asking for attention. Except for “Way of the Door”, she used all the methods of live broadcasting to suck powder, but despite this, the slowly growing fan base and the Internet violence from time to time have caused the skirt sister to have many times of emotional collapse.

  In the reporter’s interview, the skirt sister told the reporter that the most difficult thing for her current work status is not enough time.

  “If there is no arrangement for going out to check the goods or running the ground every day, basically it is to get up at 9 or 10 in the morning, rush to the company before 12 noon, start various meeting preparations and receptions, and start broadcasting at 8 pm and 12 o’clock. Broadcast, postpone for a while to summarize the problems of the live broadcast that day, arrive home at 2 or 3 in the middle of the night, read a book, wash, go to bed after 4 o’clock, and then start again and again. “For more than a year, I basically sleep for no more than 3 hours, so she I also learned the fragmented sleep time, and every time I have a break, I can take time out on the sofaGo to bed for an hour.

  “There is no rest time for the anchor industry. If you do not broadcast for three days, fans will go to the new live channel, and the fan traffic is directly related to the survival of the team.” The reporter noticed that even during the Spring Festival, skirt sister live broadcast room except The year 30 and the New Year’s Day were closed, and the New Year’s Day started normal broadcasting again. “Darman’s anchor is based on the individual and sells personal IP. Our entire company has its own shop and own inventory. The real anchor of the team of dozens of people is only me, and all operations are centered around I’m alone, even if the head net anchor Li Jiaqi and Wei Ya are the same. “She said.

  Industry Ecology D: Reconstruction of “Human Freight Yard”

  The rise of “live studios” with tens of thousands of square meters

  The e-commerce industry continues to iterate, but the retail model at each stage can be found in Hangzhou.

  For example, when e-commerce was flourishing in the early years, many C-end sellers on Taobao purchased from stalls in Hangzhou Sijiqing Clothing Wholesale Market. In the period when photo street photography was popular, the apartment buildings where Binjiang Net Red gathered also became its major symbol.

  In the outlet of live e-commerce, the spotlight began to shine on Jiubao. There are a large number of MCN institutions gathered here, and there are also many young male and female anchors.

  Today, these different stages are still connected today.

  Early in January of this year, the owner of a women’s clothing stall in the Sijiqing clothing wholesale market told the Daily Economic News reporter that there are some live anchors who will come to the stall to get goods.

  “They (anchor) first take a sample of clothing to go live broadcast, and then come to our wholesale to get goods according to the live broadcast effect.” The owner said that they have a factory, in addition to the wholesale supply to the stall , Will also supply some shopping mall brands, although they have not yet set up a live broadcast business, but will also work with some Internet anchors.

  

  Early January 2020