The Change Of E-Commerce Caused By Taobao'S Head Anchor Selling Shanzhai Has Been Brewing

When Taobao head anchor Recently, the news that attracted people's attention has turned to selling fake products and users questioning whether watches are fake, Head anchor It hasn't recovered from the negative news of sugar water, Shaking head anchor It has rarely appeared in the live broadcasting room. Instead, it has been replaced by new anchors who are constantly rotating. Perhaps the same conclusion can be drawn from different signals: the live e-commerce industry has undergone great changes. At least, it presents a completely different scene from that in 2019 when Gmv with goods is constantly rising.

The situation of the head anchor can almost reflect the ups and downs of the industry. According to the transaction list data released by e-commerce daily, in July 2021, the transaction amount of Weiya, Li Jiaqi and Sydney, the top three on the whole platform list, amounted to 4.69 billion yuan, which was 1.5 billion yuan higher than the total transaction amount of the anchors ranked from the fourth to the tenth. Viva's employees also talked about this point in an interview with people: what do you do and what the industry does.

From the early interviews with these anchors, it is not difficult to see their joy, busyness and hesitation in the face of the initial rise of the live e-commerce industry. The industrious individuals, the non-stop machines, the uninterrupted performances that try to excite the audience, fundamentally speaking, this almost endless life also reflects their anxiety about some possibility in the future: no one knows what kind of industry will develop and how long the function will last. Li Jiaqi said in an interview with GQ that he did not dare not hold a second round meeting. He was afraid that after a live broadcast, the traffic would be gone tomorrow.

But anxious moments will always come, just as people will not always be in the same live room without thinking about the underground order, payment, non-stop release of eager and anxious shopping desire.

01 the night before the change

2019 is a year of rapid industry explosion.

The live Gmv has been pushed higher and higher, and the head anchor began to accept frequent interviews with mainstream media, and their lives were pushed to the public. Fame came quickly, and Li Jiaqi just became famous by selling lipstick together with Ma Yun on the double 11 of 2018. Weiya's fame was slow, but she soon became an inspirational figure who struggled for many years and could be full of emotions in a few hours of live broadcast every day.

At the same time, a number of middle waist anchor began to enter. In August 2019, Sydney, a frequent visitor in the front row of Taobao's live delivery list, brought goods. One month later, Hongyu, a beauty net known as Li Jiaqi, began to bring goods. Another month later, Xin Youzhi, who was already popular, recruited the team's first clothing anchor, Dan Dan Dan. In the next two years, in the days when Xin Youzhi can't be broadcast for various reasons, Dan Dan will become an important person who will not completely forget the Simba family.

Mixed with mature and fresh blood of the live e-commerce industry, this year's attention shot to the top. Because of the outbreak of the epidemic, the fever has been extended to the beginning of 2020. No matter for the reasons of reality, responsibility and morality, CEOs have appeared in mobile phones to promote products directly. They, together with the live delivery of goods, have become the key words to interpret the homestead economy, and they all have a good reputation.

Change is already in the making. At first, it was in the form of conflict.

Those who bought the product just now returned all of them and gave them bad comments. My fans just listen to me. That's right. In the live broadcast on the evening of April 24, 2019, Li Jiaqi conveys the latest instructions to users with anger. The cause of the matter was that some users commented that for the same product, Weiya studio got an extra coupon.

Although there has never been a real confrontation, the secret war between the two continues to ferment on social media. Some netizens even judge who launched a secret public relations war against whom by what form and at what time they went on which microblog hot search. According to Haike financial observation, zhihushang supports Li Jiaqi more. Many netizens use various kinds of stories to illustrate that Li Jiaqi is sensible and polite, and passersby is better; In Douban, it's not the case. The supporters of both sides are evenly matched. When discussing the situation of one party's live broadcast, some netizens will choke back: why don't you say that XX also overturned the car? Some people sort out the two people's different practices in the face of public events, and come to the conclusion that Viva has a more "overall view".

The possible reason for this kind of tit for tat in performance is that the commercial value and influence of the anchor are changing at any time. These ambiguous things are watched by users of platforms, brands and live broadcasting rooms every day.

A large part of the reason behind it is that the anchor encountered conflicts when he wanted to expand the category. Weiya initially sold clothes and had many years of business experience. According to her, once she ate a snack in a live studio, fans asked where she bought it, so she had the idea of selling snacks. Li Jiaqi is a beauty anchor. She has been a cosmetics guide for many years before. With the increasing influence of both sides, it is almost inevitable to expand the categories to the fields known by each other.

In addition to the consideration of user needs, but also because, behind the head anchor stands, often is a huge operation team. To put it in an exaggerated way, you can think of them as an e-commerce promotion app with daily life of tens of millions and providing several hours of service every day. The presentation mode is linear video explanation.

Similar contradictions are more obvious in the express. Compared with the covert secret war of Taoxi anchorperson, fast anchor is more Ming war. In addition to personal personality, it is also due to different user characteristics. Fast hand has a large number of northeast anchor, the communication language is straightforward and pungent, users are also willing to accept. However, the express official couldn't support this kind of Ming war at any level. It can be said that the dispute of selling goods like shoumai did not bring any benefits to the head anchor.

The contradiction between the anchor in the head of the picture is often limited to the same platform, and the same group of users are competing. This also makes, in the later stage, this kind of contradiction in addition to let the netizens eat melon, for their respective career development, the positive value is not big. Gradually, Taoxi anchor began to mine the external flow.

Throughout 2019, Li Jiaqi is more popular than Weiya. His catchphrase "oh my God" and "all girls, buy it" is popular all over the Internet. It is well known that Li Jiaqi has found new traffic outside Taobao. At the end of 2017, he opened his twitter account. One year later, xiaohongshu and Kuaishou accounts have opened. Weiya once said that when she met Li Jiaqi earlier, the other party also suggested that she should do the tremolo. Primary school students every day, beauty blogger Xu teacher, assistant, Li Jiaqi's dogs, all contributed to Li Jiaqi's success in opening up new traffic.

The overused sentence of "traffic peaking" makes sense if it is applied to the head anchor. On the one hand, mining the new personal traffic of the anchor and planning the future from the company level have also become the main tasks of the head of the network red institutions after the industry is hot.

02 from individuals to institutions

The reason why Fu Peng left Li Jiaqi's live room is different. And Li Jiaqi's company, Mei one, has proved with practical actions that Mei one wants to create a net red with goods, which is one of the important reasons for his departure.

For a long time, Fu Peng has played a very good role in regulating the atmosphere in Li Jiaqi's live broadcasting room. Li Jiaqi's voice is high and his words are somewhat exaggerated when he sells goods. Because he always pays attention to the barrage, he also shows a tense mood. Fu Peng, on the contrary, has a low voice and speaks slowly, focusing on whether Li Jiaqi is wrong or not. He gradually became popular as Li Jiaqi's assistant. On May 6, 2020, Fu Peng announced that he would withdraw from Li Jiaqi's live broadcasting room and become one of the signing partners of the United States on Weibo.

As long as we consider that one has invested resources into Li Jiaqi for a long time, we can see that signing up for Fu Peng is a major decision. Also listed as development goals are five dogs raised by Li Jiaqi. At first, the Beagle named never became a star in the live room because he could kneel with both hands and was often touched and hugged by stars. In March 2020, the Neva family began to release videos in the little red book, brewing their way out. This is not a short-term whim. Eight months later, the Neva family tmall flagship store opened. So far, the product sold is a joint name bedding.

Weiya's Qianxun is also doing the same thing, but the direction is completely different.

In January 2020, participating in the "very quiet distance" not only let the public know more about Weiya's private life, but also let Qianxun company find a new anchor, host Li Jing. More than four months after the program was broadcast, Li Jing announced that she had signed with Weiya live broadcasting company. According to the 2021 618 star with goods list released by Taobao live broadcast, Li Jing ranked sixth. According to the latest description of the media by Dong Haifeng, chairman of Qianxun, who is also the husband of Weiya, Qianxun has more than 40 star anchors and talent anchors, including Lin Yilun, who ranks first in the list of star carrying goods mentioned above. Dong Haifeng said that everyone was feeling the stone across the river, and what Weiya played was the role of that stone.

Xin Youzhi is also one of those who started hatching earlier. Xin Youzhi first became popular because of his large reward in the webcast studio. This method seems to have been copied into the incubation process of his anchor. It seems that the flow of replacement play, very suitable for fast hand. As soon as Xin Youzhi's anchor training plan was started, it was carried out completely according to the category. Food, clothing and make-up are the key points. Supply chain base, anchor incubation, entertainment marketing, what Xin Youzhi is doing is similar to what Taoxi Da V is doing.

However, compared with the close contact between Taobao live broadcast platform and Li Jiaqi and Weiya, the relationship between the Simba family and fast hand has always been subtle. In February 2021, express will be on the market. Six express users will appear at the bell ringing ceremony. It is believed that the representative of the live delivery category is Guangzhou Mi Jie. She is famous for selling women's clothing live. In addition to her identity, more importantly, she had been running a Taobao store until 2018, and came to express in April of the same year. After sending out a lot of clothing videos, she officially began to sell goods. Compared with the so-called six big families who are more familiar with the fast hand users and are well known for their PK bickering, perhaps Mi Jie, who comes from Taobao and focuses on selling products in the factory area, is a KOL that the express official is more willing to boost.

Also accelerating the pace of anchor recruitment is the first brother, Luo Yonghao.

If you often visit the live room where you make friends, you will find that Luo Yonghao comes to live less and less times. Almost only on Friday and weekend will you see him. Luo Yonghao wants to recruit new talents, which is very obvious when he attends the third season of talk show conference in 2020. He carefully observed the eloquence of the contestants and guests in almost every game, and directly asked the other party if he wanted to bring goods from his own studio when he met the right one. With this purpose in mind, it is a good explanation why he chose to announce to the public in the final that the debt was nearly 400 million yuan.

On the poster of making a friend, there are their latest 9 anchors. It's not hard to know from a little observation that appearance should be an important assessment part of joining the team. In addition to expanding the team, the boundaries between virtual space and the real world are also expanding: making friends, there are two live chattering rooms, and the other focuses on snacks and drinks; The team has moved from Beijing to Hangzhou with goods in April 2021.

At the same time, the competition between platforms is also expanding.

The power of 03 platform

In the story of overnight fame, environmental factors are often ignored. In the top stream anchor's famous story, a large part of this factor is the platform. Weiya and Taobao live broadcast had a very close relationship in the early days, and the rise of Li Jiaqi followed the trend that Taobao wanted to tap new traffic.

Viva's fame benefited from a live broadcast of fur sales in October 2017. From the next year on, she took part in Ali's activities more and more. In September 2018, Weiya participated in the first harvest festival of Ali. Since then, live e-commerce can be applied to poverty alleviation and become a major keynote direction of Taobao's active live broadcast. In a live broadcast on the 12th of the same year, Weiya was named "top ten poverty alleviation anchor of Taobao". In January 2019, viva's live broadcasting room appeared on the scene of Ali's technology poverty alleviation conference. During the banquet, Ma Yun appeared to encourage him to sell goods for farmers.

Model public welfare, public welfare live broadcast, Ali since then, such activities can not do without the shadow of Weiya. In September 2019, the world's online merchants will set the tone for weia with the title of Taobao's first anchor.

At the end of 2017, Taobao launched the "super IP in Taobao plan", which can introduce traffic from outside the station, and will also get more internal traffic. For Taobao, which gradually began to face the traffic crisis at that time, this kind of anchor talent brought not only sales, but also users. At the same time, live e-commerce can also promote the transaction to complete the cycle within the Taoxi ecosystem.

According to GQ's report in 2019, a businessman said that he was satisfied with the investment of more than 200000 yuan for Li Jiaqi's 7-minute live broadcast. Because the search is Taobao live, Taobao shop is promoting, and the traffic generated is also rewarded by Taobao, and Taobao's recommendation position is finally kept. Huo Zhongyan, the founding partner of Hejing capital who invested in one in the United States, also told the media that the important reason for investing in meione is that meione has reached a heavy strategic cooperation relationship with Taobao live in the beauty field, and Taobao will have flow support. In addition, according to Alibaba financial report, more than 50% of tmall merchants interact with consumers through live broadcasting in fy2019.

It can be seen from this that in the early days, Taobao live broadcast and the two major anchors of the platform can be described as a kind of mutual growth and common prosperity relationship. This kind of success story originated from the application of live broadcast technology in the field of e-commerce, which realized Taobao's need for more external traffic, and rewarded professionals who have accumulated experience in the field of carrying goods.

In July 2019, Taobao live changed the competition system of the top two fixed anchor ranking competition, and renamed it as the challenge competition. The ranking of Weiya and Li Jiaqi was not included in the list, but was changed to other anchors to challenge the two. This means that the competition pattern of Taobao live broadcasting has been finalized. Many people are keen to discuss whether Li Jiaqi and Weiya will go to other platforms, but in fact, as a traditional e-commerce platform, Taobao users will default to shopping behavior, and the entire ecological environment of Ali, including all kinds of products and marketing in the system, has formed a joint force, and the development of the anchor and Pingtai is mutually influenced. For example, Ali participated in the film "beneficiary" and realized the industry's live broadcasting promotion and ticket sales in November 2019 in Weiya live studio.

The threat comes from the outside.

The live broadcast of shaking sound took the lead in the publicity level. From a practical point of view, the announcement of Luo Yonghao's participation in the live broadcast in March 2020 is more like a reminder that the public has sounded the clarion call to enter the live e-commerce market, rather than opening the door for all kinds of celebrities to settle in the live broadcast. The development direction after the live broadcast of shaking tone e-commerce is not to create online celebrities at all.

Shuo Yin soon changed the idea of live with goods to support the brand side's self broadcast. In June 2020, after the establishment of e-commerce first-class department, Shuo Yin started the brand number growth plan and announced that it would recruit high-quality brands to settle in. In 2021, the brand's self broadcast mode has been put into operation. According to the data disclosed by Maybelline to the media, 10% of the brand's revenue comes from the self broadcast before the support of the brand. After changing the support rules, it is estimated that 80% of the revenue of the brand will come from the live broadcast of the brand in the future.

This change is also reflected in the recent live with goods sales list. Hongxingerke, Huiyuan and Adidas are all ranked in the top 15 in the shuoyin list released by cicada's mother in July 2021.

There are also quick hands who adhere to this idea. In 2021, during the promotion in the middle of 616, fast e-commerce launched a brand partner plan to support brand self broadcast with traffic. In July, fast e-commerce launched three "big businesses": trust e-commerce, brand and service providers.

A battle for brand side is playing out between two short video platforms. In terms of the Internet, the direct link brand also belongs to the intermediate link of the anchor in the chain of carrying goods.

As you can imagine from the picture, with the further development of the industry, the mode of brand side and factory side carrying goods directly without paying pit Commission for the anchor can obviously achieve higher trust and have more advantages in price. In fact, this mode is in line with the content consumption habit of short video users who are interested in brushing: after staying at a certain anchor for a few hours, they finally find that there is nothing they want to buy. Unlike the traditional experience of watching live broadcast with goods, users swipe the live room, stay in the interested brand side, quickly grab the order, and then row away to see something else, which seems to be more efficient. The problem is, what kind of content will be popular with the brand side, and how the content can reach the target users accurately.

Luo Yonghao is adapting to the change.

Since June, the live broadcasting room began to transform into daily broadcasting, and the development goal was to emphasize the 24-hour continuous broadcast of the live room, rather than a single online celebrity anchor. In addition, according to a friend, the development and design of private brand is also in the process of brewing.

The competition between platforms will also have a profound impact on these anchors. Relying on a single anchor can not achieve sustained success. After the industry is booming, who can stand more stable and test their endurance. And the short video platform of this brand self broadcast battle, the result will also have a profound impact on the current pattern of live with goods industry changes. Brand self broadcasting is not the second choice. It may be the evolution of the industry. It is a more efficient way to carry goods after the Internet celebrities are IP based.

But it's not easy to change. It's a constant battle between user needs, cost and efficiency.