On June 17, the "first lesson of entrepreneurship" of Zhejiang's platform economy was officially launched. At the meeting, Wei Ya, who had faded out of the live broadcast room for a long time, served as a guest and commented on the event cases. Wei Ya returned to the stage, which track is she aiming at this time?
Produced by Net Economic Society
Author|Wu Xiaxue
Reviewer|Yunma
1. Live streaming has changed
In the past three years since Wei Ya faded out of the live broadcast room, the live broadcast e-commerce industry has undergone earth-shaking changes, especially the fading of the halo of over-the-top anchors.
Take this year's 618 record as an example, the overhead anchors Li Jiaqi, Dong Yuhui, and Crazy Brother Yang have not released data war reports, but the middle-waist anchors are showing their talents, such as the 5-hour GMV of the 5-hour live broadcast of the "Brother Zui" 618 drink under the Three Sheep, the GMV of the first live broadcast of the star anchor Jia Nailiang of Yuanwang Technology exceeded 425 million yuan, and the GMV of the first live broadcast of Yang Zi and Huang Shengyi reached 10.96 million yuan.
Cao Lei, vice president of the Live Broadcast E-commerce Working Committee of the China Federation of Commerce and director of the E-commerce Research Center of the Network Economic Society, analyzed this phenomenon that the first generation of head anchors gradually faded out of the live broadcast room, which is the inevitable development of live broadcast e-commerce. Behind the high sales of top anchors, it reflects the huge resource concentration effect, as well as the compression of the space available to small and medium-sized anchors and long-tail anchors.
In fact, since last year, Li Jiaqi, Crazy Brother Yang, Dong Yuhui and Simba and other super-head anchors have shown their tiredness of live broadcasting. Dong Yuhui once said frankly on the show, "I am very resistant to selling things, seek truth from facts, I don't enjoy this job to this day"; Simba has had emotional breakdowns during live broadcasts many times, and is full of fire on certain behaviors on the platform; Crazy Brother Yang said that he would greatly reduce the live broadcast with goods; Li Jiaqi is difficult to save his reputation because of the turmoil of "where is it expensive".
However, this does not mean that they have retired and "lie flat", on the contrary, super-head anchors are opening up new tracks. Dongfang Selection behind Dong Yuhui has released the "New Oriental Cultural Tourism" brand in addition to live broadcasting, providing cultural travel, parent-child travel, domestic research, international study tours and camp education and other cultural tourism products, Dong Yuhui is also the vice president of New Oriental Cultural Tourism Group. The beauty wrist behind Li Jiaqi has been launched on the Tmall flagship store, and several products with the "Beauty ONE Preferred" logo have been launched in Li Jiaqi's live broadcast room through the flagship store. In addition, Xin Xuan established a slicing company, and the Three Sheep Network made short dramas...... Under the torrent of the times, the "first brother" and "first sister" are looking for a new direction.
Wei Ya, as the former "first sister with goods", experienced that "bottoming out", which may be regarded as a "foresight" of the live broadcast e-commerce industry, which brought an opportunity for its "transformation" and laid the groundwork for Qianxun's diversified operation.
Second, the "hexagonal warrior" is trained
After bidding farewell to the live broadcast, Wei Ya became a "hexagonal warrior". Won the honorary title of "Fuding White Tea Helps Rural Revitalization Recommendation Officer"; Attended the Hangzhou Time-honored Brand Carnival to impart the experience of live broadcast e-commerce; Listing of Delmar, an investment company; Donated to the Beijing-Tianjin-Hebei flood-stricken areas...... This is the action that Wei Ya has done in the past year, including but not limited to entrepreneur training, time-honored brand revival, rural revitalization, love and public welfare, etc. Wei Ya has also evolved from a "bridge" to a "translator" in repeated attempts.
For example, the live broadcast room is not only a channel for traffic, but also connects production and consumption, and has become an important link between agricultural products and markets, villages and cities. The honorary title of "Fuding White Tea Helps Rural Revitalization Recommendation Officer" is the best certification of "bridge", and the "Rural Revitalization Industry Belt Support Plan" launched by Wei Ya hopes to further promote the rise of warehousing and logistics, color printing and packaging and other related industries in rural areas by teaching e-commerce experience to rural areas.
As early as 2019, Wei Ya started her "Wei Ya Charm China Tour" project, leading the team to go deep into the poverty-stricken areas of various provinces and help farmers in in-depth live broadcasts. From 2016 to 2021, Wei Ya carried out hundreds of live broadcasts to help farmers, and the cumulative turnover of public welfare reached 800 million yuan.
As the inheritor of the "Wei Ya Charm China Tour", in 2023, the traceability live broadcast version 2.0 "Bee Charm China Tour", which focuses on origin, place and original characteristics, will travel through Yunnan, Shandong, Guangxi and other places, and the featured products selected locally will be popular among consumers in the live broadcast room. In January this year, Bee Surprise Club was awarded the title of "Pioneer of Helping Farmers".
At the "Zhejiang Platform Economy 'Entrepreneurship First Lesson'", Wei Ya shared her experience about entrepreneurship and commented on some "good projects". Regarding the intangible cultural heritage project "Wang's Hand Creation", Wei Ya said, "Intangible cultural heritage is the essence of traditional culture in the mainland, through the sale and circulation, into everyone's life, I think this is the best way to inherit, they use the combination of intangible cultural heritage + cultural creativity, to make products that young people like." ”
Not only intangible cultural heritage, but also in terms of time-honored brand inheritance and innovation, Wei Ya has long been put into action.
In October 2022, Zhejiang Centennial Time-honored Brand Research Institute, Guochao Digital Industrial Park and Qianxun Holdings cooperated to open the Qianxun Branch of Time-honored Guochao College, and hired Wei Ya as the "chief tutor" of Guochao College. In the first lecture, Wei Ya introduced the role of live broadcast in sharing user experience, cross-border transformation of enterprises, cultural exchanges and other aspects with the multi-faceted case of e-commerce live broadcast.
In April 2023, Wei Ya attended the 2023 Time-honored Brand Carnival and shared her experience from the perspective of "how to use live broadcast e-commerce to empower time-honored brands". Engaged in live streaming for many years, Wei Ya is the most loyal supporter of domestic products, and is committed to recommending more high-quality domestic products to more consumers.
Under his leadership, Bee Surprise Club also arranged a special live broadcast of "Honey Detective Time-honored Brand" to help the time-honored brand rejuvenate and was hired as the "designated brand promotion ambassador of China's time-honored brand".
"With the help of Wei Ya and Qianxun, time-honored enterprises have actively embraced the Internet and digitalization, and rejuvenated themselves through live e-commerce. Weiya not only provides e-commerce experience for time-honored enterprises, but also interprets market trends from multiple perspectives, helps time-honored enterprises understand consumer needs, and promotes brand innovation and reconstruction. Mo Daiqing, director and senior analyst of the online retail department of the E-commerce Research Center of the Network Economic Society, thinks so.
3. Digital-real integration "translator"
Last year, "whether live e-commerce suppresses the development of the real economy" sparked heated discussions. In fact, most real economy enterprises are still unable to get rid of the traditional model, and the lack of talents, channels and methods is a common problem. In this regard, Bao Yuezhong, a special researcher at the E-commerce Research Center of the Network Economic Society and chairman of Baum Consulting Co., Ltd., said that live streaming is only beneficial to the real economy, because it is only a channel for selling goods. Opening up sales channels through live streaming is of great help to the real economy.
Regarding this question, Qianxun has given the answer. On May 18, 2023, Delmar, a leading small household appliance company invested by Qianxun, was successfully listed on the GEM. This company from Foshan, Guangdong, an important manufacturing city, has deeply integrated with Qianxun, and with the help of live broadcast e-commerce, it has improved the common problems of traditional manufacturing industries such as unclear market prospects and low level of informatization. In addition, many brands under the "first collagen stock" Giant Bio, such as Kefumei and Kelijin, have also developed and grown with the help of Weiya's live broadcast room.
Over the years, Qianxun has come into contact with a large number of supply-side processing and manufacturing enterprises, and has a deeper understanding of their pain points. "We want to be the translator between the consumer and the brand." Dong Haifeng, chairman of Qianxun Holdings, said.
In this context, Qianxun launched the industry's first full-process live broadcast service platform digital SaaS system, Lingke platform. The Lingke system uses AI technology to build a high-quality commodity marking model. The model comprehensively considers multiple dimensions such as merchants' operating conditions, historical sales data, word-of-mouth index, and praise rate to quickly screen a massive selection list to ensure that the most potential products can be quickly tapped in the live broadcast room. Using the Lingke platform, Qianxun has injected digital technology into the real economy step by step.
On April 26, the Ministry of Commerce issued the "Three-Year Action Plan for Digital Commerce (2024-2026)", which aims to further accelerate the cultivation of new quality productivity, empower economic and social development, and serve the construction of a new development pattern. Among them, it mentions "digital commerce and production", which aims to rely on the e-commerce industry agglomeration area to create a number of characteristic digital and intelligent industrial belts and drive the transformation and upgrading of traditional industries.
Mo Daiqing said, "As a former head anchor, Wei Ya has accumulated rich experience in live broadcasting, and has a strong traffic foundation and data support, laying the foundation for Qianxun's diversified layout. Indeed, Wei Ya's experience and experience in the field of live broadcast e-commerce have vivid teaching significance, and it is easier to help traditional private enterprises and growing private enterprises solve development difficulties.
Dong Haifeng once said, "In recent years, the traffic dividend of the live broadcast e-commerce industry has gradually faded, and we continue to think about the path of high-quality development of enterprises, so we continue to invest in the digital field." "Through the industry cycle when the traffic dividend bottoms out, we humbly and firmly embrace the new quality of productivity. The road is long, and Wei Ya is also looking up and down.