After Wei Ya Sydney was banned, Li Jiaqi became the only bearer of Taobao Live, just past the 3.8 Goddess Festival pre-sale night, Li Jiaqi with more than 2.8 billion yuan of GMV, easily achieved cross-platform hanging for all head anchors, even Simba and Luo Yonghao are beyond reach, there is a monopoly on the live broadcast of the jianghu!
Just when Li Jiaqi and the US ONE team are marching forward, there are rumors about the comeback of a sister Via's "shell change", and combined with the latest clues, there is reason to suspect that the curve comeback of this former live broadcast "Big Devil" is by no means empty, an air opponent play, or a touch...
01, Li Jiaqi "a night dream"?
Before the "tax evasion gate", Wei Ya has won the overall championship of the whole network live broadcast GMV for 3 consecutive years, her ability to carry goods, can be called the ceiling of the head anchor, at that time Li Jiaqi, was pressed by the strong momentum of "one sister", helplessly became the "millennium old two" of the Taobao platform, and even occasionally squeezed by Sydney, and now, Wei Ya completely fell, Li Jiaqi indeed ushered in a big outbreak
On the evening of the 27th, Tmall 3.8 Goddess Festival pre-sale began, Li Jiaqi's live broadcast room broke the sky into 77 million people to watch, this data, is its usual live broadcast nearly 7 times, and set a total sales of 2.825 billion yuan, ranking first in the 2022 live streaming champion list, this achievement, compared with the sum of 790 million GMV jointly created by Li Jiaqi and Wei Ya, it is also 3.5 times more than that, conservative estimates, only this one, the net income after the deduction point, on the scale of hundreds of millions of yuan, the ability to absorb gold to beat a first-line star.
According to Feigua data, on the evening of February 26, Kuaishou Brother Simba's total sales of goods were 358 million, and according to new data, from January 1 to February 28, 2022, Luo Yonghao conducted a total of 50 live broadcasts, with total sales of 854 million yuan and average sales of 17.0864 million yuan, that is to say, li Jiaqi today not only left Simba far behind, but also luo Yonghao could not even see the taillights.
Feigua data/graph
In addition to the GMV to create a record, Li Jiaqi's fans, since Wei Ya was sealed, is also soaring at a rocket-like speed, only 27 nights of a single game soared 320,000, as of now, Li Jiaqi live broadcast room has nearly 62 million fans, although there is still a distance from Wei Ya's more than 80 million, but compared with the 40 million when fighting with Wei Ya on the track, there has been a qualitative change.
Sales, traffic, fans brushed up and soared, Li Jiaqi is not only "full", it can be described as "eating support".
If the traffic pool is described as a big cake, on the Taobao live broadcast platform, it used to be Weiya Li Jiaqi and Sydney who divided up more than 90% of the share, and now, only Li Jiaqi is left as the number one anchor, and the fans of Weiya and Sydney will not be attracted by the "female killer" Li Jiaqi, otherwise, there will be a dilemma of "fans don't know where to buy".
Considering that Li Jiaqi and Wei Ya are mainly focusing on the female track, at this time, Li Jiaqi's beauty ONE team professionalism is highlighted again, and their selection of categories is actively moving closer to Wei Ya, such as they are strong first, and have won a large number of "Wei Ya exclusive" brands, and some even appear in the future and in the Wei Ya live broadcast room, such as Ulike sapphire hair removal device, surface tablet pc, etc. Under such a premise, as long as the normal start rate is guaranteed, Wei Ya's fan consumer group is converted to Li Jiaqi's camp, It's just a matter of time.
In the three elements of the live broadcast of "people, fields, and goods", people have played a leading role, and wei ya, who has lost the camp, and the team behind it do not understand the reason? Li Jiaqi has already made himself into a golden signboard, and his influence is still expanding, at this time, if he does not take the initiative to attack, there may not even be soup residue left behind.
In the middle of February, an account called "Bee Surprise Society" suddenly started broadcasting, and the frying pan was instantaneous, because both industry insiders and sharp-eyed netizens, especially Wei Ya's old iron fans, recognized it at a glance.
Most of this live broadcast room is the assistant broadcast of Wei Ya's live broadcast room, is Wei Ya going to curve resurrection?
02, give a chance? Does Via deserve it?
In just two weeks, the "Bee Surprise Society" has absorbed up to 2 million fans, the average number of viewers has reached 6 million, and the highest one has reached 10.92 million. At the same time, since the first broadcast of the Bee Surprise Club, there have been a number of natural persons and companies in the preemptive registration of the trademark of the "Bee Surprise Club", what is the origin of this "Bee Surprise Club"? Is it really about Via?
First to popularize a common sense of the Internet, some of the influential top V, fan stickiness is extremely strong, when these big V accidentally banned, will think of the party to inquire about the "reincarnation number", once inquired, and immediately re-paid attention to, to via 80 million live powder volume, a small number associated with her, even if it can suck 1 million to 2 million, have been able to feed a new team.
Connections, supply chains... Wei Ya is not lacking, everything is ready, only owes Dongfeng, that is, a live broadcast room that can not show its face but is an invisible personal brand endorsement, which is actually not uncommon in the industry, such as Luo Yonghao's live broadcast room of making friends, which is the young people of Luo Yonghao's team in the broadcast, and Luo Yonghao's old fans also know it.
If you want to understand this layer, you can also understand the simple motive of Via's "shell" comeback.
Therefore, when the "Bee Surprise Club" a total of 6 anchors, 5 of them are The assistant broadcasters and models in the Viya live broadcast room, Via's fans, naturally related the two, on the day of the launch of February 12, the staff of the company behind Via actively warmed up the live broadcast in the circle of friends, combined with "Hello everyone, we are back", "The happiness of the live broadcast is back" and other obvious hints of big character newspapers, it is not broken.
In addition, according to e-commerce online reports, the relevant brand party of the bee surprise society live streaming with goods said that "and (they) are still the previous cooperation model, the other is not convenient to talk about now", "the figurines of each category remain unchanged", to this point, basically it has been clearly stated, the close connection between the bee surprise club and Wei Ya.
Combing through this step, do you understand why the "Bee Surprise Society" can soar in popularity?
Through public data retrieval, we learned that the "Bee Surprise Society" affiliated company is Hangzhou Baifeng Culture Media Co., Ltd., but in the enterprise cha tianyancha and other platforms, in terms of equity structure, it has not found out its relationship with the company behind Wei Ya, in fact, it is also expected, Wei Ya really intends to "change the shell" to come back, and it will be easy for people to find the clue that she is the actual controller or related person behind the scenes?
After all, Via has been banned, and there is currently no positive signal that she can restore her account and directly start showing her face to live, so before her own risk is lifted, she still has to cut from the legal level with the new team in everyone's mind.
We also noticed that Hangzhou Baifeng, an affiliate of "Bee Surprise Society", has applied for 45 international classifications of "Bee Surprise Society" trademarks in one go, and most of them are clothing, shoes and hats and advertising sales, which does not rule out the rhythm of doing a big job.
Quoting the 21st Century Business Herald, Hu Gang, deputy secretary-general of the Legislative Affairs Commission of the Internet Society of China and lawyer of the China Consumer Association, said that "even if the company behind the Bee Surprise Society is not within the scope of The Tax-related Entity Company of Weiya, even if it belongs to a separate legal subject and has no direct connection with Weiya, the company to which the Bee Surprise Society belongs should also take the initiative and comprehensively disclose whether it is related to Weiya, which is their obligation as a merchant of the Taobao live broadcast platform, and the platform should also urge its company to take the initiative to disclose."
As of this writing, the Bee Surprise Society has not publicly responded to the relevant questions.
To what extent the "Bee Surprise Society" will eventually go, it will take time to observe, but in view of the reputation of its Weiya broadcasting group and the bottom card of the humble supply chain, in time, it may become the head account that cannot be ignored on the Taobao live broadcast platform, at that time, even if it cannot shake the status of a brother Li Jiaqi, at least, there is one more possibility.
Wei Ya herself made a serious mistake, did not have to wash, do not blame netizens for not giving her a chance, but the new team that she and Qianxun (Wei Ya's husband actually controls) indirectly incubated, if they are getting bigger and bigger, can also be regarded as a deep excavation of their "surplus value", after all, the top card has fallen, and the team still has to eat.
Live broadcast the second half, come to Japan for a long time!
Resources:
1, Wei Ya stopped broadcasting, help broadcasting on the position - e-commerce online
2, Wei Ya disappeared for 70 days, Li Jiaqi's family was dominant, and sold 2.8 billion yuan into oligarchs overnight - Zinc Finance
3, Via curve comeback? Live streaming may have a "depersonalization" trait - 21st Century Business Herald
4, New jitter, feigua and other platform data
5, Figure source network