Network Marketing: After The Head Anchor "Disappeared", Who Is The New King Of Carrying Goods

In recent days, news about Li Jiaqi's return to China in August has spread rapidly. Since "tuiqi" has been on the social platform of "tuiyue", it has not been known where all the girls of "tuiyue" have been stopped on the social platform. It's not hard to see that Li Jiaqi's disappearance is hard for fans.

However, as weia, Li Jiaqi, Sydney, Luo Yonghao and other head anchors have gradually withdrawn from the studio, the former and the new ones have begun to try to share the flow of food. In the rapid changes of the situation, the once assisted broadcasting started anew, the platform experts tried the water in many ways, and the knowledge-based live broadcasting became popular. It seems that the world shaking changes have taken place overnight.

In fact, consumers' shopping needs still exist, but the traffic is not siphoned by the head anchors as before. As the anchor at the back grows up in this empty window period, the advantages and barriers of each platform are also reorganized. Even if Li Jiaqi returns successfully, the battlefield of live broadcasting with goods may have changed.

　　 Have all the girls changed their minds?

"I Miss Li Jiaqi very much. Since he stopped broadcasting, I don't know how to get into Taobao. When can I return?" Liang Ying fell in love with Li Jiaqi's live broadcasting room during her pregnancy. At that time, she took a vacation at home and almost received 3 or 4 express delivery services every day. "Every day, I habitually enter the live broadcasting room and then I can't help but follow the order."

From trivial daily necessities to household appliances and furniture, Liang Ying has been in Li Jiaqi's studio one by one. But since Li Jiaqi stopped broadcasting, Liang Ying did not know what to follow. "In other live rooms, either the selection is not so comprehensive, or the live broadcast style makes me feel less comfortable, so naturally there is no desire to place an order."

Like Liang Ying, there are still a lot of fans waiting for Li Jiaqi to broadcast again, such as xiaohongshu, Weibo On Douban and other platforms, we can see their voices: "if he doesn't come back, I don't know what to do with double 11." "Lao Li Tou seldom buys anything after the air stops broadcasting. Please give me Amway's live room." "when you run out of skin care products and cosmetics, you will miss Jiaqi especially"

In recent days, news about Li Jiaqi's impending rebroadcasting has spread among "all girls" groups. Some people say that Li Jiaqi's company has resumed work on July 18. Jiaqi's small program is being updated and its advanced members have also been upgraded. In addition, there are relevant news reports in these days. The true or false of this news is unknown, but some fans do take Li Jiaqi as an option.

But of course, there are also "all girls" who have changed their minds. Lu Shiyu, who was once a member of "all girls", has not only moved to other live studios in the past two months, but also fell in love with other shopping platforms. "In fact, it's never important that the host is set up here. I don't look at people when I buy things. I just look at where the product is good and where the price is low." Lu Shiyu told the zinc scale that although some products were more cost-effective in Li Jiaqi's live room, they used to sell them with a lot of products that were of little use to her. Although the unit price dropped, the sundry room at home was always full.

Now, when there is a shopping demand, Lu Shiyu often goes shopping with purpose. He either chooses the live studio of the official flagship store or looks for a discount strategy on the social platform. Maybe the price he finally gets is not comparable to the previous preferential price, but the process and result become simpler, and there will be no excessive hoarding at home.

There are also "all girls" who have come to live studios such as Oriental selection, Qi Wei and Chai Biyun. Different from other theatrical live rooms that need to be scrambled and scripted, this kind of quiet explanation and no routine way of selling goods is becoming a new force in the live broadcasting industry.

In other words, no matter whether Li Jiaqi returns in August or not, great changes have quietly taken place in the river and lake with goods.

　　 "Enough momentum" to change

Dong Yuhui, the new top player in the world of goods, is also the "Jay Chou of ZhongGuanCun" in the mouth of fans. His popularity dates back to June 9. On that day, he carried out bilingual live broadcast with goods in the live room as usual. He could also quote from other sources with steak and rice, and calmly narrated the feelings and ideals of a scholar.

From then on, Dong Yuhui and Dongfang selection were finally seen and selected by traffic. According to media reports, it took half a year to accumulate the first million followers of Dongfang's account selection. However, it took only three days for the breakthrough from one million to three million. Then it took three days to break through ten million. By the end of June, the number of fans broke through 20 million. From June 1 to June 16, the stock price of New Oriental rose nearly 70%.

Zinc scale from the grey porpoise data search found that since June, the Oriental selection studio has taken away the title of the chattering sound live broadcast monthly list from the hands of making friends. In addition, the Oriental selection also brought the data such as live broadcast sales, live broadcast sales, and number of viewers per field to a new level, realizing a cliff like gap.

In terms of specific data, in May, the live broadcasting room made friends with each other in May. The live broadcast room had a total of 65 live broadcasts with a sales volume of 410 million yuan and a live broadcast sales volume of 2.839 million yuan, with an average of 1.977 million people watching. In June, there were 34 live broadcasts in June, with a sales volume of RMB 770 million and a live broadcast sales volume of 11.011 million, with an average audience number of 22.195 million. The Eastern selection of this black horse is fast and strong enough.

Oriental selection studio becomes the new top stream

In addition, Dongfang selection's beautiful life studio also won the title of the black horse anchor list in July. The products mainly include daily life cosmetics, cosmetics and skin care. Oriental selection is gradually building a matrix type carrier group.

In addition to the emergence of the Eastern selection, there are many waist anchor in the head of the collective "give up" situation.

Qi'er, who used to be the assistant of Weiya's live broadcasting room, changed her position. Instead of sticking to Taobao's flow pool like the honeybee surprise club, she started again at shuoyin. In May, Qi'er's live broadcasting room was only 30 minutes after it started broadcasting, and then ranked No.9 and No.10 in the live broadcast monthly list in June and July, respectively, with a sales volume of about 170 million yuan.

According to the zinc scale, Qi'er has only 2.825 million fans, but the scores in this area often surpass those of some ten million level anchors on the platform. Some industry insiders said, "although Qi'er has changed the platform, the number of fans still overlaps with that of weia. It also retains the activities of" snack Festival "and" Life Festival "in the previous live broadcast room of weia. However, the operation of changing the platform can continue to leave the fans accumulated before, and can slowly absorb the traffic outside Taobao."

Liu Fuhong, who has not yet appeared in the list of goods, is actually a potential heavyweight player. Liu Fuhong, who has become popular throughout the network through aerobics, now has 73.43 million fans on the shaking tone platform. Although at present, Liu's focus is still on the live fitness, but only occasionally wearing sports equipment showing the brand logo and hanging two or three products in the yellow car are almost sold out.

"I really will buy the products promoted by Professor Liu. It is said that many people ask him to bring them with them. However, he is very strict in the examination of the ingredient list and refuses many people. Therefore, for me, he is not the anchor with the goods, but a coach I trust to help me check, so that I can choose products at ease." Liu Shuhong's "three months" scale is right.

Whether it's Oriental selection, Qi'er or Liu Luohong, they have broken the circle in recent months. It's hard to say who will be the future head anchor.

　　 No one wants to be a temporary phenomenon in the ups and downs of the lake

After Dongfang screening studio became popular, some people once proposed the topic that "the end of live broadcasting is the New Oriental". However, Yu Minhong described the current popularity as a temporary phenomenon.

It has to be said that Yu Minhong's view is very clear. Looking back at the great events in the live delivery industry in the past, the most prominent head anchors confirm the law of 28. It seems that it is difficult for the anchor at the waist and tail to rise to the top. But in a flash, the whole live broadcast with goods in the lake has completely changed. The head anchor changes owners, and the relationship between the brand and the anchor becomes delicate.

As early as before the industry changed, the brands had been working hard for a long time. Therefore, there was an incident that Li Jiaqi and L'Oreal were competing for the whole network. The brands are dissatisfied with the high pit fees and commission of the head anchor, but they have to yield profits when they look at the actual traffic and sales volume. It's just that after a long time, brands have also begun to try self broadcasting in stores. The mechanism given to the anchor can be directly used in their own live broadcasting room. With the same welfare, they can save a lot of expenses.

As far as Taobao live broadcast is concerned, the data shows that shop broadcasting contributes 70% of Gmv to Taobao live broadcast. In the future, Taobao plans to continue to support shop broadcasting by means of 3D live room + virtual anchor. This way can not only break the centralized live broadcasting system of Taobao in the past, but also support more powerful brands.

　　 In addition to such changes in platform ecology, changes in consumer preferences are also imperceptibly changing the live with goods industry. As the live broadcasting with goods has gone through the stage of savage growth, consumers have begun to escape from the noisy Hawking type live broadcasting room and pay for a "sense of atmosphere" that is not forced and impatient.

But as cosmetic watch points out, "Oriental selection is more representative of a new way of live broadcasting. Once upon a time, baicaoji created a phenomenon level live broadcasting room through a novel way of ancient costume live broadcasting. However, the live broadcasting data of baicaoji is not as good as before. Various forms of live broadcast content are constantly competing, and the live broadcast form of Oriental selection may be replaced by other forms."

According to the data, the market scale of live broadcast e-commerce has reached 961 billion yuan, an increase of 121.5% over the same period of last year. Meanwhile, the industry will continue to maintain growth in 2022, and the growth rate is expected to be around 25%. According to this growth rate, the market scale of live broadcast e-commerce will reach about 1.2 trillion in 2022.

This means that the ceiling of the live e-commerce industry has not yet arrived, but the market is floating and sinking. It will take time to answer who can be the last one.