Entrepreneurs poured into the live broadcast room, and the head anchor had an opponent

E-commerce newspaper Pro

2024-06-21 14:22Posted on the official account of Guangdong E-commerce News

The advantages of the top anchors are no longer there, and they are seeking change

This year's 618 is still hot, but the faces of the anchors with goods are a little unbearable.

The annual 618 should have been the time point for the anchors to sell and sell, but this year's performance is a little poor.

Needless to say, in the pre-sale live broadcast on May 19, the total turnover of Li Jiaqi's beauty category was 2.675 billion yuan.

Looking at this data alone, it is still very impressive, but compared with previous years, the decline is as high as 46%. Such a decline can't help but make people wonder whether Li Jiaqi's ability to carry goods is declining, or this year's market is not good.

The turnover of super-head anchors like Li Jiaqi has declined like this, and the turnover of the following anchors is even more miserable.

According to Feigua data, in the live broadcast with goods on June 16, the turnover of several head anchors of Douyin, such as Guangdong couple, Qi'er, and Pan Yurun, was 61.14 million yuan, 12.923 million yuan, and 6.748 million yuan respectively, down 86.4%, 88.46%, and 77% respectively from the same period in 2023.

Source: Feigua Data

The decline in the turnover of goods shows that the attractiveness of the top anchors to consumers is indeed declining. Now the competition in e-commerce live broadcast is becoming more and more fierce, not only the increase in the number of anchors with goods, but also the division of traffic between platforms, low-price competition, and so on.

Of course, the head anchor also knows that the road of bringing goods anchors is becoming more and more difficult, and the original advantage has been exhausted. The old Ben can't eat anymore, and if you want to continue to survive, you must find new growth points.

Therefore, many top anchors are looking for new growth points. The one who made the noise louder was Brother Xiao Yang, with a strong fan base on Douyin, he changed from an anchor with goods to a family member of the Three Sheep Group.

Now, Brother Xiaoyang's vision is no longer limited to live broadcasting, but has expanded to the direction of entertainment and content operation.

held a concert to hold a music festival, and this year he specially stopped broadcasting for a period of time to concentrate on short dramas, and the short drama "Master Fu, Your Substitute Bride is a Big Guy" has been launched on Douyin and has achieved more than 90 million views.

Source: Douyin

Not only that, Brother Xiao Yang also led the team to enter the cultural tourism industry, and even started live streaming to bring goods to earn money from foreigners. Brother Xiaoyang's career can be said to be in full bloom, looking for more possibilities for development.

On May 20, the account of "Kuaishou First Brother" Simba was unblocked and he was able to participate in the 618 promotion. The total sales of Simba 618's first live broadcast were 1.427 billion yuan, while the sales of the first half of last year's Double 11 were 2.6 billion yuan.

In the face of such a gap, Simba also bluntly said that he can't broadcast anymore, and there will be fewer and fewer live broadcasts in the future, and he probably plans to make Xin Xuan get used to not having Simba through ten live broadcasts.

Although Dong Yuhui is now popular, during the entire 618 period, Dong Yuhui only participated in less than 10 live broadcasts, and was absent from popular special events such as beauty. Dong Yuhui himself also said that he did not enjoy bringing goods until now when he participated in the talk show, and he was disgusted with the title of Internet celebrity.

Li Jiaqi also revealed in the live broadcast room that if it weren't for the fans, he wouldn't broadcast live again. Now, Li Jiaqi is also trying new things, opening an offline coffee shop, and participating in the variety show "Brother Who Overcomes Difficulties".

Source: Video Account

It can be seen that the head anchor intends to slowly fade out of the live broadcast room and is trying new business development. E-commerce live broadcast has been developing for so long, and while the head anchor is facing market changes, he also has a sense of professional burnout. If you are not willing to continue to struggle in the quagmire, you can only jump out of the quagmire and find new development points.

The same is true for consumers, when faced with dazzling choices in e-commerce live broadcasts, they used to be able to stay in the live broadcast room of a certain head anchor because of their freshness. However, now the novelty is gradually disappearing, and the advantages of the live broadcast room of the head anchor are no longer obvious.

At this time, the more innovative the live broadcast room, the more attractive it can attract consumers. Therefore, the entrepreneur's live broadcast room has become a new favorite of consumers.

Real and fake entrepreneurs poured into the live broadcast room, did consumers pay?

While the head anchors are gradually withdrawing, entrepreneurs entering the live broadcast room has become a new wave.

This year, Lei Jun's explosion and the big sales of Xiaomi SU7 have made entrepreneurs see the possibility of entrepreneurs standing up for their own products. If the marketing is good, the ability to bring goods is no less than the shouting of celebrity spokespersons and head anchors.

In fact, as early as two years ago, Dong Mingzhu, chairman of Gree, had set a record of 13 live broadcasts with a total of 47.6 billion yuan. It's just that entrepreneurs haven't paid attention to e-commerce live broadcast before, but now, entrepreneurs have seen the dividends of e-commerce live broadcast, and they have come out to endorse their products.

On the evening of June 5th, Shi Zhancheng, the "third generation of the enterprise" Jieliya "Towel Master", who became popular with online short dramas, made his live broadcast debut on Douyin, and the current president of Jieliya "Second Uncle" helped play for 30 minutes, and the sales volume won the first place in the total list of Douyin goods.

Source: Douyin

During the 618 period, Zhang Jindong, president of Suning Tesco, also carried out an efficient live broadcast activity. According to the data, Suning's GMV (turnover) increased by more than 50% compared with usual days during Zhang Jindong's live broadcast, and the turnover directly exceeded billions of yuan.

It can be seen that the live broadcast of entrepreneurs can be recognized by consumers, and the data has proved it.

This is because entrepreneurs have their own halo effect, and their identity and status make them able to effectively attract the attention and trust of consumers in live broadcasts, which is fundamentally different from those Internet celebrity anchors who may collapse at any time.

Moreover, entrepreneurs generally feel that they are out of reach and difficult to reach. Now, entrepreneurs can communicate with consumers without any sense of distance when they enter the live broadcast room, and consumers can also feel sincerity, and the goodwill of the most live broadcast room will naturally be there.

It's just that entrepreneurs are not professional anchors, and it is impossible to spend too much effort on live streaming. After all, it is the management of enterprises and the production of products that are the focus of entrepreneurs.

To this end, Taobao Live Room has launched a live broadcast fully managed service for entrepreneurs, codenamed "Courageous CEO", aiming to provide a live broadcast platform without barriers for CEOs of major enterprises.

Source: Taobao

Taobao Live will provide a full range of one-stop services for the president anchor from the preparation of the supply to the operation of the live broadcast room, which was previously used by Lin Sheng, the founder of Xue Zhonggao, in Taobao's live broadcast.

In the face of this situation, JD.com uses technical means to solve it, using the AI digital human model.

On April 16, Liu Qiangdong's AI digital human "Procurement and Sales Dongge" was launched in the Jingdong procurement and sales live broadcast room. Follow-up Jingdong said: The cumulative turnover of the whole live broadcast exceeded 50 million yuan, and in the Jingdong supermarket procurement and sales live broadcast room, within 40 minutes, the overall order volume of the live broadcast room exceeded 100,000, and created the highest peak of viewers since the opening of the Jingdong supermarket procurement and sales live broadcast room.

The launch of Liu Qiangdong's digital human also allowed entrepreneurs to see another possibility of bringing goods. Jingdong has also developed this advantage of its own, and in this year's 618 promotion, it has been more in-depth in the president's live broadcast layout.

According to JD.com's official data, more than 100 corporate presidents personally participated in JD.com's 618 live broadcast this year. In addition, it was announced that 18 AI digital humans of brand presidents will appear in the JD live broadcast room as "JD 618 Welfare Officers" to deliver benefits to consumers.

Source: JD.com

JD.com's president AI digital human digital human live broadcast room, with the blessing of many benefits, has also attracted a lot of consumers to come shopping, and has achieved relatively good results.

It can be seen that it has become a general trend for entrepreneurs to enter the live broadcast room to bring goods. In the face of such a live broadcast room, consumers are also very receptive and willing to pay.

Diversified live streaming methods

From the head anchor of Internet celebrities to the anchors of entrepreneurs, it can be seen that the way of live streaming has changed from simplification to diversification.

In the past, the profession of anchor with goods had a relatively high threshold, and there were very few anchors who could do it. But the market demand is very large, which also gives Li Jiaqi, Xing Simba and other professional anchors the opportunity to become popular.

After the accumulation in the early stage, there is the emergence of the head anchor. Relying on its own strong traffic to win advantages such as low prices, the head anchor has its own audience. Therefore, merchants generally also find head anchors to broadcast live, and the way to bring goods is relatively simple.

However, now that there are more and more anchors, the threshold for bringing goods is getting lower and lower, and many businesses will train their own anchors and no longer rely solely on the head anchors.

Because of the limited appeal of the business's own anchors, there is a practice of entrepreneurs personally marketing to bring heat to the live broadcast room, or even live broadcasts by entrepreneurs themselves.

Now, Taobao's live broadcast full hosting service, as well as JD.com's president AI digital human live broadcast, etc., provide convenience for entrepreneurs to enter the live broadcast room, so that entrepreneurs can better participate in the live broadcast to bring goods.

In addition, there is also a way to bring goods in short dramas, which is also being tried by many platforms or anchors.

In this year's 618, Taobao launched a number of brand dramas such as "Daddy Alliance" titled by L'Oreal Paris, and links to L'Oreal-related products were launched in the lower left corner of the video playback page, and users can purchase them with one click. Unfortunately, the number of broadcasts is not very optimistic.

JD.com also launched several short dramas on Douyin, "Wu Zhitian: I am the president of JD.com" and "I am an agent in the AI world", and the promotional activities of JD.com in the form of short dramas are not very good.

Source: JD.com

In fact, at present, it is still mainly based on the live broadcast of head anchors. Entrepreneurs' live streaming brings more attributes of marketing, and there are many immature places, and how to continue to develop after a short explosion is something that enterprises need to consider. Although short dramas are also trying, the effect is generally not good, and it needs to be improved, and consumer acceptance needs to be improved.

However, the diversification of delivery models is still a good trend, indicating that consumers have more choices. Under such fierce competition, e-commerce live broadcast will also develop better and better, and consumers will benefit in the end.

At the beginning, it was not easy for the head anchor of Internet celebrities to develop. Now, there is a new way to live stream, and it also takes time to develop and find the right location.

Author | Li Ying

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