Anchor With Goods: Looking At The Accumulation Of Fans And User Stickiness

E-commerce online confirmed that Luo Yonghao will officially open the first live show of Taobao on October 24, the same day as double 11 pre-sale.

Luo Yonghao will take the lead as a landmark figure, "make a friend" and other anchors will also be incorporated into Taotao.

With the development of the Internet "breaking down the wall", the response speed of the anchors between the platforms should be faster than that between the platforms. In the past year, Dongfang has selected online independent app and twitter anchor Yili xiaoshazi to fight Taobao, Qier, Weiya's sister-in-law, Qier, to settle in, and Li Jiaqi's wechat app has opened up the function of a snack bar... Under the turbulent water bottom, the head anchors who used to live on a single platform are struggling to explore diversified channels.

But comparatively speaking, Luo Yonghao's direct cross platform appearance has more important industry turning significance.

Some people in the industry told e-commerce online that "on the one hand, the exclusive agreement signed by Lao Luo and Shuo Yin has expired, and it is normal for mature teams to explore new layout; on the other hand, since this year, the entire market environment has changed, and compared with individual combat style personal live broadcasting, institutional live broadcasting rooms are rapidly rising."

As a former "shaking voice brother", Luo Yonghao's personal influence is beyond doubt. But two years later, Lao Luo, who had paid off his debts, returned to start his own business, and the MCN organization behind him also began to learn to walk independently. How to smoothly transfer this influence to the whole team? Whether it is to reach more consumers, or to link more abundant goods, "make a friend" needs a broader display field.

Appear in Taobao live room, take the lead in dismantling barriers. In 2020, Luo Yonghao is the first entrepreneur who specializes in live broadcasting with goods. In 2022, Luo Yonghao is the first head anchor to put "multi platform habitat" on the stage. Luo Yonghao once again took the lead, but this time, it was to open up territory for the "make a friend" behind him. With the changes of the market, channels are no longer a one or two choice question. Behind the choice of adults, another meaning of Lao Luo's entry into Taotao may be that the head MCN institutions will usher in collective multi habitat.

　　 Opening of the first show with a pit fee of 200000 yuan

Luo Yonghao's new account on Taobao is called "make a friend Luo Yonghao".

Industry insiders told reporters that during the whole double 11 cycle this year, there will be three live broadcast sessions of Lao Luo, which are scheduled to be held on October 24, October 31 and November 11, respectively corresponding to the pre-sale night, the opening night and the double eleven day. But this account will be broadcast every day. In addition to Lao Luo, the anchor of "make a friend" will come to broadcast, and the official will give traffic support.

Since October 17, some brands and businesses have received investment promotion news. A brand side told reporters that Lao Luo currently charges 200000 yuan for pit space. "Give a lot of traffic support, but the cost is not low, the Commission is also around 20%, we are still more cautious, many brands are still waiting, the investment pit should not be full." with goods, Luo Yonghao chose his better field, initially to mobile phones, home appliances, 3C digital and new energy vehicles. However, the vertical number of "make a friend" has not yet settled in the multi matrix numbers of the tremolo layout, such as wine and food, cosmetics and skin care, clothing and jewelry.

"Lao Luo is more like an ace anchor who makes friends. It will not be limited to double 11, but will be broadcast later. In fact, it is equivalent to" make a friend "and settle in Taobao." industry insiders told e-commerce online that Luo Yonghao's team's goal is to be the first in a certain field. During the whole double 11 period, the Gmv with goods is expected to reach several billion yuan. "The first show of shaking sound started with 110 million goods. Two years later, the first show of Taobao live broadcast on the 24th will not be lower than this number."

According to the judgment of the industry, compared with the original live broadcast ecology of Taoxi, the impact of the arrival of Luo Yonghao and "make a friend" on the original pattern is limited in the short term. In Taobao live broadcast, the number of presenters of clothing and beauty is the largest, accounting for 14% and 12.9% in 2019. In the same year, women's wear, jewelry and beauty make-up account for a high proportion of live broadcasting rooms. By 2020, the proportion of high customer price goods such as home furnishings, 3C digital and household appliances will increase significantly. However, these vertical fields have scattered goods and have not yet produced strong anchor with goods.

Based on this, this attempt is more like "new increment" mining for the platform and the team of making friends.

On April 11, this year, jiaogeyouyou Technology Co., Ltd. released a wechat article, saying that the total Gmv of the live broadcasting room in two years has reached 10 billion, the total duration of broadcasting has exceeded 10000 hours, and the number of transaction orders has exceeded 55.51 million. The centralized algorithm of tremolo makes the head's throne turn in turn. Even the head anchor, the turnover is very limited, and the penetration rate of 10 billion platform Gmv in two years is not high. In 2020, Shuo Yin e-commerce will complete 500 billion Gmv, and in 2021, it is estimated to be about 800-900 billion. On the other hand, the two major anchors of Taoxi carried more than 16 billion goods on one night of the pre-sale night of last year's double 11. The platform gene closer to the transaction can make Lao Luo's coefficient of carrying goods higher.

　　 Internet "break down the wall", anchor first

From offline to online, the decentralized layout of consumers is the first to be seen in the industry. In the past two years, it has become normal for the brand to live on multiple platforms. But for a long time, the anchor and MCN are relatively stable resources. The most important reason is that the precipitation of its fans is closely related to the portrait of the platform users, and also closely related to the development stage of the platform.

"Make a friend" plus Taobao friends is not only a meeting of the demands of both sides, but also because of the change of the relationship with the original platform.

Two years ago, on March 19, Luo Yonghao announced that he would march into live broadcasting with goods on his microblog. Many platforms, such as shuoyin, Kuaishou and Taobao, had thrown olive branches to him. According to media reports, despite the fierce competition, the main competitors at that time were still Shuo Yin and fast hand. Since then, it was reported that shaking tone signed up with Lao Luo for 60 million yuan, but in fact, the quotation of fast hand was higher. Jin yechen, a partner in gaochuangfu, once disclosed on social media that Cheng Yixiao, the founder of fast hand, personally led the team to communicate with Lao Luo, "the offer is no less than 100 million yuan.".

But in the commercial market, sometimes it's not the one with the highest price. At that time, Shuo Yin and Luo Yonghao were more compatible in their demands. It was hoped that Luo Yonghao's participation would set a benchmark for the platform, and Luo Yonghao would get great support in tremolo; However, there is Simba in Kuaishou, so it is more like a quick hand's defensive action against shaking tone. Moreover, Luo Yonghao's live delivery focuses on 3C numbers with high customer price, so the user portrait of fast hand is not suitable for it.

However, two years later, Luo Yonghao is no longer the only tremolo. Since the beginning of this year, from Dai Gula K and Qiu Yong to Zhang Xuetong, Liu Fuhong and Wang Xinling, they have become the favorite children of tremolo. In June, the "Oriental selection" which became popular in June brought 2 billion goods in three months with the help of Dong Yuhui's screen traffic. However, during the same period, he made a friend with less than 1 billion goods in the live broadcasting room. The first throne was replaced quietly. For Luo Yonghao and "make a friend", the risk of making only tremolo has been raised in the process.

The anchors and MCN organizations that had been highly bound to the platform began to look out and consider "multi habitat" -- not only for new increments, but also to combat risks. In September this year, Xu Luo, head of Taobao's new ecological business line, said in an interview with funtalk that Taobao live was negotiating with more anchors, "we basically talked about everything you can think of." e-commerce online also learned that in addition to Luo Yonghao and "make a friend" on double 11 this year, the MCN organization of quick head will also enter Taobao live broadcast.

　　 The rise of live broadcasting room

Since the beginning of this year, the phenomenon that once an anchor supported the whole company is decreasing. More and more head anchors are turning to the background, layout matrix and focusing on vertical categories, giving their influence to channel brands and institutional live broadcasting rooms.

As long as the brand power is strong enough, it can operate independently across platforms.

On this point, Yu Minhong and Luo Yonghao have the same idea. They are determined to focus their flow and influence on the gold lettered signboards such as "Oriental selection" and "making a friend". By integrating the upstream industry chain, they can dig deep into the moat with high-quality product selection ability. The essence of this logic is similar to that of super anchor, but the brand operated by the anchor is "people", Now the brand is "Live Room".

The representative case comes from Simba, which established its own company Xinxuan group after accumulating the first wave of flow capital. Among the three elements of "people, goods and fields", live e-commerce has infinitely magnified the sense of existence of "people". However, when the live e-commerce enters the second half, the competition still returns to the level of "goods and field", "supply chain and flow operation".

Super anchor with goods, to see the accumulation of fans, user stickiness, platform portraits, but channel brand constraints are not so much.

An important part of strengthening brand power is to occupy a higher market share and let more consumers have stronger brand awareness. The strategy of New Oriental, which is determined to strengthen the channel brand, is to further increase the exposure through multi-channel layout and develop independent app. Besides, it has not only opened accounts on twitter, but also settled in wechat video number, Taobao tmall and other platforms.

It has been another three years since the blowout in 2019.

From the era of rashness to the era of brilliant outbreak, new ways of commodity presentation, live broadcast and short video have fostered new consumption habits, but consumption will eventually tend to be rational. More professional anchors are pouring in, and more diversified supply chains provide goods. For the brand side, the discourse power that has been seized by big anchors begins to return, and the business can return to a more healthy operation mode; For consumers, it also means more scientific consumption, more differentiated anchor will bring better shopping experience.