"My ideal price is xxx dollars." "We haven't done such a low price across all channels, and this price is really too low."
With the arrival of the Double 11 Shopping Festival, the game between anchors and brand owners continues to be staged.
According to The data of Tianyancha, there are currently 58,000 live e-commerce companies in the country, of which 55,000 have been established in the past 5 years, of which the number of registrations has soared in 2020, with more than 19,000 new registrations and an annual registration growth rate of more than 200%. From the perspective of regional distribution, the largest number of live e-commerce related enterprises is Guangdong Province, with 9420, followed by Zhejiang Province, with 9089.
However, only a very small minority of the huge gold panning crowd can eat "big meat".
At 8 p.m. on October 20, the double 11 pre-sale officially began. According to the Taobao anchor sales list, Li Jiaqi's final sales of live broadcast yesterday reached 10.653 billion yuan, Weiya live sales were 8.252 billion yuan, and the third place Sydney live broadcast sales were 930 million yuan.
More than "I recommend, you place an order"
"This year's double 11, the team has been preparing for half a year, selected 400 links, twice as many as the 618 shopping festival, and it is more difficult for girls to choose." Li Jiaqi told the first financial reporter that in order to help consumers buy suitable products with less money, the company will launch 9 small classes according to vertical categories such as essence, mask, water milk, lipstick, makeup, base makeup, etc., and each item will have 5 to 6 minutes of explanation time.
Different from previous years, this year Li Jiaqi recorded the process of her game with brand owners into a variety show "ALL GIRLS' OFFER". "On the basis of the price of the direct (preferential) coupon, it is best to add a giveaway." If the price can't come down, add more giveaways, I won't think it's cheap. In the process of negotiating with a head brand, Internet celebrity anchor Li Jiaqi said.
As for why "All Girls' OFFER" was produced, Li Jiaqi said: "I often say in the live broadcast room, 'Girls, you know, it's really not easy for me to talk about this offer', but they don't seem to have that feeling of empathy, so I had a meeting with my colleagues before the double 11 start this year, and I said that I must let everyone see the offer thing and let them see what preparations we have made before the live broadcast. ”
In recent years, whether it is celebrities bringing goods or ordinary people live streaming goods, the core of which is to build content that can attract users and guide users to place orders.
The e-commerce live streaming industry is developing rapidly, but it is still in the stage of lack of sophisticated content production. The traffic adsorbed by the low price advantage in the early stage was almost monopolized by several major head Internet celebrities. For the general Internet celebrity, selling goods at low prices, coupled with the simple slogan of "buy it, buy it, buy it", the content appeal has gradually lost its competitive advantage, which increasingly causes the audience's aesthetic fatigue.
High-quality content requires anchors to be familiar with the basic selling points and application scenarios of the product, so as to drive consumer experience and cognition; products should match the anchor's personality and fan base, and select goods around their fan portraits and purchasing power; they need to be pre-positioned during operation, and optimize the screening of goods, and also do a good job of publicity and speech optimization in the early stage, and review and summarize after the end of the live broadcast.
For the head anchors, after relying on the sales model of parity and impulse to grow rapidly, they are no longer satisfied with establishing a "I recommend, you place an order" relationship with consumers.
In the "ALL GIRLS' OFFER" program, consumers can follow Li Jiaqi to the brand owner's interior, see the R & D personnel behind the brand, beauty ingredient iteration, corporate culture, etc., and consumers' usage feelings and appeals will also be reflected in the interaction between live broadcasts.
Unlike in previous years, when she has been immersed in live streaming, in the past one or two years, Wei Ya has begun to appear frequently in variety shows.
"After the number of fans reaches a certain level, it is difficult to grow, and this time it is necessary to break the circle." This is also what I have been doing since last year that I usually don't dare to do, such as variety shows. For me, breaking the circle is also a way to drain. Wei Ya told the first financial reporter that in order to let people feel their own in addition to live streaming goods, the "Wei Ya Fan Festival" has been held for 5 consecutive years, and the date is set on May 21 every year, which means "love you a little more".
Wei Ya said that at that time, she mainly wanted to do some interesting interactions that were different from the usual live broadcast, and find a different way of live broadcasting and live broadcast experience. "The content of the usual live broadcast is generally to sell goods and chat, and the fan festival does not recommend products, that is, pure chat and send gifts."
In the past 5 years since the live broadcast, Wei Ya's biggest feeling is to cherish her feathers, cherish the trust of fans in her, and select good products for fans, which is a relationship of mutual achievement.
Competing for live streaming just to compare with each other?
The main reason why brand owners are willing to cooperate with the head anchor is: first, the amount of goods is large; second, brand promotion.
"This year is the fifth double 11 in Li Jiaqi's live broadcast room, and we hope to review the original intention of doing live broadcasting at this time node, and also convey a new signal to the outside world, that is, we can help brands and consumers establish a deeper connection." Xu Shuxiong, deputy general manager of the MCN agency MEI ONE, to which Li Jiaqi belongs, told the first financial reporter that what the company wants to pursue is never how well a live broadcast sells, but in every live broadcast in the future, consumers can buy the products they want, and the brand side can also convey its own value.
In this regard, Winona brand director Huang Ziheng agreed. "We are not just selling goods, the live broadcast room is a platform for the transmission of brand ideas and content production, such as Winona is a skin care brand focusing on sensitive skin, and the product has medical expertise and plant technology behind the product." Huang Ziheng said that with the help of live broadcast rooms, small classes and other forms, the professionalism of medicine can be better passed on to consumers, so that they can not only buy products, but also be able to use more scientific and professional skin care methods.
The brands that appear in the live broadcast room include domestic brands, niche treasure brands, international brands, etc., and many categories make it difficult for consumers to choose for a while. Xu Shuxiong said that Li Jiaqi's live broadcast room, whether it is live broadcast time or the number of links on it, is less than the industry average, because the explanation time of a single product is extended.
However, there are always some brands that don't "buy" into this.
"Now looking for external anchors to bring goods, no one talks to you about ROI (input-output ratio), they know that doing live broadcasting will suffer losses, but everyone does it, and the income from live broadcast sales cannot offset the cost, so it is time to spend money on advertising." Thinking like this, I will feel better in my heart. If you just pursue ROI, there are very few projects with positive returns. Li Dong, the head of a home furnishing brand, told the first financial reporter that some head anchors can bring some fans to brand merchants, but most brands lack the ability to operate private domain traffic.
Li Dong believes: "The reason why brand merchants can compete for live broadcasting is that they are compared with each other, for example, the C brand that ranks third in the industry has invited Li Jiaqi, Wei Ya and other head anchors to bring goods, which is more fashionable and stronger than the A brand ranked first in similar brands, and has more face when promoting externally." ”
At present, the cost of cooperation with external anchors mainly includes pit fees and commissions. Li Dong said: "For stronger anchors, they usually require a guarantee, such as requiring a commission based on the turnover of 5 million yuan, even if only 3 million yuan is traded in the live broadcast, the anchor team will also settle the commission with 5 million yuan." ”
He said: The pit fee of the anchor within the Tao system is not high, the top 10 anchor pit fee needs 30,000 to 50,000 yuan, but the price is pressed too hard, such as a pillow price of 200 yuan, he will require 60 yuan, 70 yuan to sell, requiring the lowest price of the whole network; Douyin and other platforms will have some stars with goods, the pit fee is relatively high, generally 150,000 yuan to start, there is no commitment to output, and some will even require merchants to do digital cooperation such as brushing.
(Li Dong is a pseudonym in the text)