Live and cargo, usher in an inflection point?

The head anchor withdrew from the live broadcast room and the east selection. In June, the two major incidents that attracted attention became a turning point in the live broadcast industry. Is it usual?

Is the "oligopoly era" ending?

Since June, the head anchors Li Jiaqi and Luo Yonghao have suddenly faded out. At this point, the four major super -anchors have disappeared from the public vision. The model of the live e -commerce platform relying on head anchors to attract traffic is quietly changing.

From the perspective of the industry, the platform has from head to the present support. Who has always been able to sell more resource support for which anchors can sell the goods best. And these anchors can get strong bargaining power at brand suppliers, get lower prices and then help sell goods again, and continue to grow their own volume. The end result is that the stronger the strong, the more the Matthew effect is formed. For the "Double 11" in 2020, the total amount of Taobao live broadcast and cargo was 72.9 billion yuan, of which two super anchors were 22.1 billion yuan, accounting for over 30%.

It is said that eggs cannot be placed in the same basket, too much dependence on head anchors, and undoubtedly aggravated risks, and the facts have also proved this.

"Because the platform has more accurate traffic support for small and medium -sized businesses, the store sales during this year's" 618 "increased by 15%year -on -year." The content is optimized, so only by doing a good brand can more people realize the diversification of real silk and Xiangyun Sa. "Our store is based on design, inheritance, and quality. From the custom production of fabric color to the designer repeatedly to improve the version, the old master of more than 20 years of experience is hand -made, rolled, buckled, and finally made a garment clothes. , There are a lot of returning guests. "

"The current live broadcast platform is different from the past. The right to speak on the head anchor is slowly disappearing and concentrate on the anchor of the waist." A shop who made leather women's shoes told reporters that with the decline of the fan effect, the live broadcast With goods will slowly develop towards standardization, professionalization, and branding. In addition, buying traffic and data injection will be greatly reduced, which is a considerable opportunity for small and medium -sized businesses.

Super anchor is the product of the barbaric growth of live broadcasting vendors. The head -of -header is to maintain the virtuous circle of the entire ecology to seek more stable and long -term development. The live e -commerce industry is ushered in a new round of strategic adjustment. The platforms began to launch a new de -heading policy to push small and medium anchors to the stage. In May of this year, Douyin e -commerce launched the first new star anchor support plan "anchor to be in place." According to Douyin's algorithm distribution mechanism, the live broadcast list is in a state of real -time competition. The platform will push traffic to the corresponding anchor according to the interaction and transaction volume of the live broadcast room. Therefore, unknown small anchors often appear at the top of the live broadcast list, which hinders the long -term dominance of head anchors and gives small and medium anchors more opportunities. The Taobao Live Platform promoted the new anchor in the "618" promotion this year. The platform reduced the threshold for traffic collection. The new anchor can receive the traffic voucher as long as the new anchor completed the broadcast video for 30 seconds.

So, can the cultivated small and medium anchors catch the overflow of the super anchors? At present, it is still a question mark.

The end of the live broadcast is knowledge payment?

Recently, Douyin's Douyin's Live Live East selection suddenly burst into fire. "The end of the live broadcast is knowledge payment." Netizens were so emotional.

For a long time, the impression of live broadcast to consumers is: the pits paid by the enterprise's gritted teeth, the screaming of thesing, and the countdown of the "54321" are linked ... and Oriental selection is changing the business model that is changing the traditional live broadcast of goods.

There is no pit fee and do not buy traffic. Yu Minhong confirmed this again when Douyin live broadcast on June 19. "If you don't collect the pits, you don't want to be subject to others, nor do you want to increase the burden on SMEs," he said.

The anchors of English teachers and physics teachers used their own knowledge and bilingual live broadcasts. At the same time, they explained literature, history, geography, and even physics knowledge.

Netizens responded enthusiastically-

"I spent 100 yuan for 3 hours of lessons, and I gave me 7 boxes of lobster tails. What am I dissatisfied with it?"

"A 40 -year -old man, who has never watched the live broadcast and brought the goods, actually followed him to cry and laugh."

"Selling corn, from Chinese to English, from the midsummer's sunshine to Shakespeare, from the mother's teachings to the dream of teenagers, from history to philosophy ..."

From the perspective of consumers, the once live broadcast and cargo were just choosing an anchor you like in tens of millions of live broadcast rooms, and buying products you think are reliable. It is cheap and affordable. However, New Oriental has inadvertently changed this traditional sales logic. Deng Jingyu, a consumer who has always been keen to promote in the live broadcast room or marketing nodes, told reporters that "what should not be bought before it should really stock up, because the discounts in the live broadcast room are indeed very powerful. The selected live broadcast room is not too important to think that the price is cheaper. More often, I just want to listen to the anchors and buy a few orders. "

Industry insiders have pointed out that since the launch of New Oriental, it has explored the model of multiple transformed teachers live broadcast. In the case of the comprehensive blessing of the New Oriental brand and the generally have relatively deep knowledge reserves and different lecture styles, it is easy to incubate the live broadcast of multiple matrix live broadcasts. In order to further expand the flow of traffic and enrich the vertical layout.

In the future, where are the live broadcast? In the future, where are the live broadcast? People in the industry also have disputes.

One point of view is that the success of the East selection is more like the success of an anchor's personal charm. Wang Lei, Captain CEO, who is in entrepreneurship, believes, "We are not lacking in sales channels. What we lack in excellent teachers, excellent entrepreneurs, and entrepreneurs who are courageous to be hard technology and new materials. But at the moment , Pursuing my ideals and dreams is to be achieved by live broadcast rooms, entertainment, and selling department stores. I think it is a kind of sorrow. At the same time, I hope that I do n’t look down on the live broadcast and bring the goods. The phenomenon happened. "

Industry insiders pointed out that from the perspective of development trends, New Oriental will still maintain fans to grow at a high speed in the short term, but it remains to be observed whether it can continue for a long time. On the one hand, the live broadcast and cargo compete for traffic, and the competition is the personal brand of anchors and live broadcasts; on the other hand, it is also a refined operation behind the live broadcast, including the accumulation or resources behind the supply chain behind the live broadcast. key.

As Yu Minhong said in the live broadcast room, on the one hand, the anchors will ask the anchors to strengthen cultural learning, because if they always output a lot of output, they will slowly become thin and empty, and finally become a live broadcast tool. It is not how big the selection of the East can be done. What I care about is whether the oriental selection is right and how far can I go. "It also said in the public account on June 8th," I call the live broadcast economy the third of the business third. This revolution. The first time is the hypermarket, the second time is e -commerce, and the third time is live broadcast. With the continuous improvement of New Oriental education products, how to make these educational products reach millions of households, which is a question that New Oriental needs to think about . I found that the most effective sales channels except looking for an agent, it is live broadcast. "

Another trend is that store broadcasting is the standard of some brands. Currently on Taobao, almost every head brand has opened store broadcasts, and some brands have directly set up live broadcast teams. The store's self -broadcasting has cut off the pits and deduction fees. The brand's control is stronger, and it is more likely to form a closed loop in the business model. It is reported that during the "618" period, Taobao live broadcast a total of nearly 200,000 "original ecological live broadcasts", an increase of nearly 100%year -on -year. Taobao farmers anchors from Tiannanhai North not only sell their own agricultural products, but also become "hope in the village." From the perspective of the turnover, this year, "618", Taobao has 11 farmers anchors with a turnover of one million yuan.

Honghe Culture is a live e -commerce supply chain enterprise in Changshu Costume City. The general manager Lin Jie is a "post -90s". After returning from studying abroad, he picks up his father. "At present, the company has trained 6 professional anchors and adopted a three -class inverted form. From 9 am to 1 am the next day. The new model is on the shelves. At present, there are more than a thousand online sales styles, and the average daily sales volume reaches 5,000 orders. "In addition to the anchor team of his company, Lin Jie extends the live broadcast chain to the whole country and reached cooperation with anchor across the country to ensure that it can ensure that to ensure that to ensure that it is to ensure that to ensure that At least one live broadcast every day.

"Xinshijing E -commerce" is a new concept proposed by Kuai E -commerce Xiaogu at the Quick E -commerce Gravity Conference. Xinshijing e -commerce is to create a stronger trust relationship between the two ends of supply and demand, which brings a better consumer experience. "Because in the traditional industrial belt, everyone may gather too much on the level of goods. The particularly important thing is the communication and content itself, so we want to gather the highest quality capacity of our industry. The emerging brands take it out and let them do well. When they do well, the goods and content are together to become some emerging brands. "

Obviously, the live broadcast economy has already become a trend. No matter how much the quantity of quarrels and entanglement, live broadcasting e -commerce is still developing rapidly. Ai Media Consulting Analysts believe that with the gradual disappearance of the Internet demographic dividend, the diverse live broadcast content ecosystem is the key to retaining users. If traditional e -commerce wants to get longer development, it must strengthen content output and increase the sociality and sociality of the platform Fun. How to further integrate content with live broadcast will become the current bitter brigade of many e -commerce anchors.

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