The most difficult 618 in history: Brother Xiao Yang and Dongfang Selection fell out of the top 10 in live broadcast sales, and some merchants said that they were selling a lot

Blue Whale Finance

2024-06-18 21:41Posted on the official account of Beijing Blue Whale Finance

Blue Whale News, June 18 (Reporter Tang Shiyun) The 618 promotion is coming to an end, and e-commerce live broadcast is still one of the focuses of the market. At present, the major anchors are still in the final battle, but the pattern and position have quietly changed. Some netizens ridiculed: The big promotion is weak, and even the overhead anchors are lying flat.

Dongfang Selection and Brother Xiao Yang did not enter the top ten on the list of goods, and Douyin threw money to praise people

Cicada mother data shows that as of 17 pm today, the top three on the list of 618 big promotions Douyin talents (May 24-June 18) are Guangdong couple, Jia Nailiang and Youhui. Make a Friend and Oriental Selection ranked 10th and 11th, and Crazy Brother Yang ranked 17th. At present, the 618 promotion is not completely over, but the list does reflect some trends and changes.

It is worth mentioning that 1/5 of the top 15 seats on the aforementioned list are jewelry live broadcast rooms. Taking "Xinjiang Hetian Jade Lao Zheng" as an example, his best-selling products in the past month are 300 yuan Hetian jade bracelet and 9 pieces of 9 gold silk jade Ping An buckle. However, there is a high probability that more than 100 million sales will not be fully accounted for - according to China News Weekly, the average return rate of jewelry is 80%-90%, of which 9 9 stones are relatively more popular, and the return rate is not so high.

618 is the first big promotion after the establishment of Hui Peer, and in the previous March and April, the live broadcast room was the first place on the Douyin talent list. It is worth mentioning that the goods brought by Hui are mainly food and beverages, and its customer unit price is only 56 yuan, which is the lowest in the top ten lists.

Dong Yuhui, who is the darling of traffic, seems to be deliberately staying away from the big promotion itself. Dong Yuhui's recent live broadcast time (4 hours) in Shenzhen received nearly 10,000 orders within 20 minutes of the broadcast, with 2263w viewers and sales of more than 120 million yuan. But during the entire 618 period, Dong Yuhui only participated in less than 10 live broadcasts, and was directly absent from many vertical special shows such as beauty.

Statistical sales chart during the 618 period in the live broadcast room with Hui / Cicada Mother

Dong Yuhui is not the only overhead anchor who intends to "retire". Luo Yonghao, the first brother of the first generation of Douyin, is basically only broadcast live twice a month, Cui Dongsheng, vice president of Make a Friend, said in an interview with The Paper that Luo Yonghao's revenue in the entire company has dropped to less than 3%, or even lower, and the company's income is mainly contributed by vertical matrix accounts.

Crazy Brother Yang, who did not enter the top ten on the list, did not do much warm-up for 618 this year. During the big promotion, there were less than 20 live broadcasts on Xiao Yang's personal account, of which the one with the highest sales sold 2500w~5000w. At the beginning of the year, he said that he would reduce the frequency of live broadcasts, and many times he appeared in the live broadcast room of his apprentices to promote it. However, in this round of 618, dozens of other anchors under Three Sheep did not appear in the top 50 list.

The Guangdong couple at the top of the list mainly bring beauty and skin care, and they have more than 6,300 followers on Douyin. In last year's 618 promotion, the Guangdong couple surpassed the head live broadcast rooms such as Make a Friend and Oriental Selection with 10,000 lottery mobile phones to become the most dazzling dark horses, and finally achieved a total of more than 1.3 billion sales. According to the data of Cicada Mother, the sales of the 618 special show (5.22) of the Guangdong couple on the first day of this year were about 3500-7500w, which is far from the 450 million harvested by the premiere last year.

The decline in sales seems to be an objective fact, and one of the measures taken by the platform is to "throw money at people".

Jia Nailiang, who is located in the second place on the 618 goods list, is the champion of the monthly list in May and is one of the stars who entered the live broadcast earlier. According to city reports, its premiere on May 21 was nearly 12 hours old, with a turnover of 380 million yuan, which is the largest single Douyin beauty sales of 618 so far this year. Behind this achievement, Douyin has provided a large subsidy mechanism for Jia Nailiang's live broadcast room with the power of the platform, including 500 million subsidies, large red envelope subsidies, Apple mobile phone benefits and 1 cent welfare products.

The most difficult 618 in history, the overhead anchor stealth promotion

This may be the most difficult 618 in history, and all participants have shown a "sense of effort".

In order to win consumers, various platforms have gritted their teeth and launched a series of big promotion rules, such as mandatory freight insurance, cancellation of pre-sale, use now, pay later, automatic price follow-up, etc. On June 13, the founder of a women's clothing brand published an article entitled "Calling on Relevant Departments to Intervene in the Crackdown on "Compulsory Freight Insurance"". It is mentioned that the current return rate of e-commerce platforms is generally about 60%, and the sales arrival rate is only about 30%. "It's a huge contrast with the 60% arrival three or four years ago, and it's really lonely."

The rules of e-commerce platforms may not be the key reason for the pressure on merchants. Some furniture merchants told the Blue Whale News reporter that the core problem may lie in low-price competition and sluggish consumption. The merchant added that consumers are now more sensible, they don't buy unless necessary, and they compare prices between platforms. "If in the past, 5 out of 10 customers could be traded, now only 1/10 of the orders may be placed. If there are fewer customers, the platform will let everyone spend more advertising investment to grab, and the profit will be lower. ”

The above-mentioned merchants also said that now the preferential strength of 618 is basically normalized, and the promotion has a limited effect on boosting sales, and the profit is lower than before. In the past, the sales of 618 could basically double on the same day, but today it has only increased by about 40%, and the sales in the previous days were even worse than on weekdays. "I don't know about some big merchants and big brands, and now like our small and medium-sized sellers, they have basically given up the big promotion."

In addition to the withdrawal of some merchants from 618, as mentioned above, Luo Yonghao, Dong Yuhui, Xiao Yang Ge and other super head anchors are also deliberately "invisible" in the big promotion activities.

Cui Lili, director of the Institute of E-Commerce of Shanghai University of Finance and Economics, pointed out that from the perspective of the structure of the live broadcast industry, the excess value distribution of head anchors in the past is difficult for many brands to bear under the current market conditions. Industry analysts told the Blue Whale News reporter that under the logic of low prices across the board this year, the influence of the channel and the anchor itself has collapsed exponentially. Correspondingly, the enthusiasm of merchants to pay for the top anchors is also fading.

Live e-commerce cools down, what do big anchors do?

The first generation of Kuaishou said in March this year that there is nothing to excite him in the live streaming industry, and he will suspend live broadcast precipitation for two years to learn artificial intelligence. After that, choose a new track and start again.

Brother Xiao Yang seems to have found a new track, and since this year, he has actively participated in concerts, electronic music festivals, short dramas and other entertainment directions. According to Jiemian News, Du Gang, CEO of Three Sheep, believes that these attempts are "not yet the second curve", and they are not expected to be profitable at this stage. Events like the electronic music festival are more of a marketing exposure than a money-making business.

In terms of short dramas, "Master Fu, Your Substitute Bride is a Big Guy" produced by Three Sheep was launched at the beginning of the month. According to the new wrist of vertical media, the quality of this drama is worrying, although the number of views of the entire series exceeds 80 million, the popularity value displayed by the third party is very poor. "I haven't even entered the Top 20 list, so I can say that I have completely hit the street."

Among all the first-generation super-head anchors, Li Jiaqi may be the most "actively prepared". According to Qingyan intelligence data, on the first day of 618 pre-sale this year, Li Jiaqi's beauty special live broadcast achieved a GMV of about 2.7 billion yuan, a decrease of 46% from nearly 5 billion yuan in the same period last year. According to Jiemian News, the United States ONE responded that the rhythm of this year's promotion is inconsistent with the past, and the statistical method of the data is inaccurate, as of May 20, the cumulative GMV of 618 schedules in Li Jiaqi's live broadcast room has exceeded the same period last year.

However, compared with the data in the live broadcast room, this year, people may be more discussing the gossip about Li Jiaqi's participation in "Overcoming Thorns". As Li Jiaqi publicly said before the start of the big promotion, this year's 618 promotion is obviously difficult.

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