Tech Planet (WeChat ID: tech618)
Wen | Yang Xiaohe
Cover source | Visual China
Recently, the "Make a Friend" company behind Luo Yonghao released its Record of Carrying Goods in November, ranking first on Douyin with a flow of 600 million. But Luo Yonghao also has an affiliated company, and the new business of Douyin is more eye-catching, with nearly 1 billion yuan in goods in November.
This company is called Hangzhou Guwei, and it is a company that often wins the championship on the douyin ability to carry goods. From the background data, the turnover in the past 30 days reached 910 million. Compared with the "make a friend" company that mainly broadcasts with goods, the main business of this new company is actually to be the "leader of the alliance".
The top 4 institutions in the douyin ability list
This is an emerging live e-commerce supply chain business, the popular explanation is to find good goods for more than 2 million anchors on Douyin, find suitable anchors for tens of millions of goods, and solve the problems of low matching efficiency and complex business cooperation of "people, goods and fields".
For Douyin and Kuaishou, which are eager to expand the GMV of live e-commerce, this type of new business is also very concerned. Douyin's "alliance leader" and Kuaishou's "fast distribution" are targeted business names. Although there are also "Taoke" in the Taobao era, many people think that this business is not novel, but in the era of short video live broadcasting, the leader is not a simple traffic broker, and even the key to the next GMV growth of the Douyin Kuaishou e-commerce business.
"Jitter has basically started to exert efforts since April this year, and Guangzhou and Hangzhou have held several conferences to attract investment." Li Qiang, CEO of a live broadcasting company in Hangzhou, told Tech Planet that his company is also a supply chain service company that has transformed from MCN. In his view, he is not a big winner in the industry, but just follows Luo Yonghao's weather vane to make money, and some regiment leaders are making a fuss.
"Brothers who are the leaders of the vibrato group, we have done 10 million in 7 days, and Christmas goods have cooperated." Zhang Wu, the leader of the Douyin regiment who prefers to do goods, shows off his own achievements and attracts merchants to cooperate with him. In his view, there is nothing more exciting than the two words of making money, Zhang Wu himself made a poster with a screenshot of the backstage transaction amount, attached his contact information, and released it in various live streams with goods to attract everyone to come to him.
The role of the leader of the group is to play with resources, whether there are anchor resources that can be shipped upstream, whether there are a large number of commodity supply chain channels downstream, whether the middle can link the platform to put operations, and joint merchants to provide operational efficiency services after-sales, are the keys to whether they can establish industry influence.
At present, almost in addition to the head anchor and MCN company on the Jitter Fast platform, they all rely on supply chain service providers to strengthen their capabilities, which is the spring of the leaders.
Do MCN lost tens of millions of dollars, transforming supply chain service providers to dig gold
The anchor with goods company founded by Li Qiang is one of the earliest batch of MCN companies in Hangzhou, which began to make some money, but finally cried.
At that time, he also came to Hangzhou Jiubao Live Broadcast Base with the live broadcast boom and opened a live broadcast company in it. At the beginning, I recruited and trained many anchors, and opened more than a dozen live broadcast rooms in succession. At that time, there was a traffic dividend, and everyone wanted to become the head MCN agency, but they didn't want some things to change without effort.
The current head anchor and institution of Douyin is Luo Yonghao's "make a friend" and Worry-free Media, the former is the main support object of the Douyin platform, and the latter was previously an entertainment guild with strong resources and strength.
Li Qiang said that he can only find some small white anchors to train, "the company's 10,000 basic salary (or 300 + an hour), 2 months to change a batch." "It's hard for these people to cultivate big anchors, and they jump jobs with each other very often." And the low cost of vibrato traffic in the early stage is good to say, in the later stage, if you don't buy traffic in the live broadcast room, no one will watch, and the shortcomings of your company's lack of head anchors will be exposed.
"In 2020, I finally lost tens of millions of dollars, and finally realized that the traffic business is not easy to do." Li Qiang began to reduce the company's business scale at that time, when Douyin's supply chain business began to show signs, fortunately noticed by Li Qiang.
At the beginning of 2021, the relevant person in charge of Douyin e-commerce came to Hangzhou Europe and the United States Financial City, convened more than 10 service provider bosses, held a small closed-door meeting, and now the head of the head service provider "Heat Star Selection" Lao Ma is also among the participants. Although Li Qiang was not invited, he was fortunate to know the participants and revealed the movement of the platform with him.
Li Qiang, who has been thinking about the company's way out, originally planned to transform the anchor training business, and after seeing that the service provider business was valued in the closed-door meeting, he felt that doing a good job as a vibrato service provider first could make the company smoothly transform.
"There is a saying in Jiubao that those who do live broadcasting have lost money, and only those who do decoration have made money." After transforming into a service provider, Li Qiang retired several live broadcast rooms, and then recruited a group leader to do services. For companies such as Hangzhou Guwei, it is a specially established distribution service company. "What is worth buying" under the "Star Luo" is now also in Douyin, and has previously done Taoke business.
Everyone's collective transformation to do the distribution of the group leader is not without reason, the vibrato fast hand traffic anchors, but the sales business is not enough, the group leader distribution can help the platform fully tap the sales business, that is, increase the water sales service on the nugget road, which can also promote business development.
Luo Yonghao took a step back, but the results with goods were better?
Compared with the "Make a Friend" company, although the popularity of "Hangzhou Minimal" is not high, the transaction volume promoted is higher.
"Similar to making a friend, Luo Yonghao is also a partner of Hangzhou Micro, and the big boss behind Hangzhou Micro is Li Jun." Zhang San, an employee of Hangzhou Micro, told Tech Planet that Li Jun was previously a shareholder of "Ono E-cigarette". After the decline of the e-cigarette business, he entered the vibrato business with goods.
The two companies associated with Luo Yonghao, one similar to the front office, one similar to the back office.
The front desk is using Luo Yonghao's popularity to "make a friend" company to copy more anchors. According to the official data released by "Make a Friend", it was 600 million yuan in November. And "Make a Friend" completed the first round of fission and now has 1+9 live rooms. "1" is the main live broadcast room where Luo Yonghao often appears to make a friend, and "9" is the vertical live broadcast room that has been the deputy anchor who has lived with Luo Yonghao and made after independence.
At present, Luo Yonghao has greatly reduced the number of live broadcasts, but Luo Yonghao wants to "take a step back" and use the ability to carry goods in the background.
The backstage rule is to use supply chain capabilities to empower the creation of more mid-waist "Luo Yonghao". Previously, there were many second-class e-commerce business models in the industry, which relied on the explosive model, and the defect was that many goods could not be found after-sales. The role of the leader of the group is to find the right anchor for those explosive models, better recommend them to consumers through the anchors, and closely link the three parties to become a regular "three types of e-commerce".
In the ecology of Douyin Kuaishou, most of the anchors are out of stock. Because many anchors do not have a strong supply of goods, the leader of the group can help them match more products. For Hangzhou, it is slightly different, and what they lack most is the anchor. "Luo Yonghao has more than 2,000 SKUs with his own goods, and there are more live broadcast rooms for making a friend." Zhang San mentioned that there are many business brands that cooperate with Hangzhou As micro, how to find more anchors, sell more goods is the key, they are currently looking for the leader who can recruit anchors.
Compared with the data of service talents, Hangzhou Micro does have a lot of room to catch up. At present, the number of super leader "Hot Star Selection" has reached more than 18,000, while the number of "Shake Boss" service holders who rank third in monthly turnover has reached 21,000. There are only more than 600 talents in Hangzhou, and there are not more than a thousand.
Of course, most of the people in Hangzhou belong to the middle waist, so in the case of a small number of service talents, the sales ability is still in the head. However, the lack of reach, the future there is also a possibility of being surpassed, so Hangzhou Gewei also began to vigorously recruit anchors, and even began to carry out the "regiment leader 2.0" business, that is, to recruit intermediary leaders with a lot of regimental leaders resources.
For small and medium-sized player Li Qiang, his recruitment ability is not as good as the head company. Therefore, Li Qiang thought of using the experience accumulated in the past to do anchor training courses. Training and talent recruitment tasks can also be directly coupled to send more anchors who can bring goods to merchants.
Since September, Li Qiang's company has begun to be on the right track. I don't have to worry about losing money all the time. "In the past, live streaming and selling goods was an asset-heavy model, but now the anchor and the source of goods belong to resources, we do not have to sign anchors, do not need to stock goods, and the matching transactions are asset-light models."
It is understood that the head of the group's business is to draw commissions according to the transaction amount, most of which are between 5% and 10%, and the beauty and other categories are higher. Therefore, surviving in this battlefield is the real profitable business in the Douyin Kuaishou traffic cultivation field.
Jitter fast e-commerce broke trillions, the leader of the group into a key role?
The competition in the business of live e-commerce has become a red sea, but the e-commerce business of Douyin Kuaishou is far from the ceiling.
"This year's volume of Douyin e-commerce is estimated to be around 700 billion, and in my personal judgment, it is difficult to say that Douyin e-commerce has peaked before the market runs to 3 trillion." Li Hao, founder of Mars Bull Culture, a douyin service provider, expects that although everyone shouts that growth is difficult and does not make money, the ceiling of live e-commerce is still very high.
After the start of 2021, a large number of live broadcasting bases have closed. This kind of purely rely on the way of piling up anchors to grow, it is likely that the ROI can not be positive. Brand self-broadcasting is an opportunity for the head enterprises, more small and medium-sized anchors and mass brands, need a large number of DB (generation broadcasting) and DP (generation operation) institutions to do services, their cooperation will be smooth. This may also be the key to douyin e-commerce towards trillions.
In Li Qiang's eyes, the current situation is also the transformation of "people, goods, and fields" to "goods, fields, and people". In the past, everyone felt that the important thing for the anchor was traffic thinking, but now the leader of the group is the key role and the sales-oriented thinking. The live broadcast room does not have to be crowded, and even short video sales have picked up.
At present, the distribution products of the leader of Douyin and Kuaishou are also advancing rapidly, "before helping the anchor to dock the brand, the next time they cooperated with each other", now the goods link is shared with the anchor, which can achieve automatic settlement. Li Qiang told Tech Planet that now the entire ecology has taken shape, and after a month of selling the goods, the era of tripartite reconciliation has passed.
Compared with Douyin, Kuaishou E-commerce, which started from Simba's master-apprentice system, pays more attention to the role of the leader of the group. Kuaishou's Good Things Alliance was launched in October 2020 and held an investment conference in September 2021, when the preferential strategy was that the platform would not draw commissions for 90 days. As recently as November 30, the Alliance of Good Things was upgraded to "Fast Distribution". These measures are in the service of strengthening the group of regimental leaders.
At present, there are more than 1,000 leaders of Kuaishou investment promotion, and 10 leaders of 100 million yuan. Judging from the results of kuaishou's head agency "Looking From Afar", the GMV of matching external talent distribution in 2020 is close to 200 million yuan, and more than 300 million yuan in 2021. Compared with the monthly GMV of nearly 1 billion yuan in Hangzhou And the heat star selection of the head of vibrato, there is indeed a big gap. Mainly from afar, the external cooperative anchors are only more than 300, and the heat star selection has tens of thousands of talents.
But Kuaishou attaches more importance to this business than Douyin, which is not that Kuaishou sees 1,000% of the annual growth rate of this business, but also because Kuaishou has a large number of white-label (no brand products) goods on Kuaishou, and they need to find the right anchor to sell. This is also the meaning behind the mention of Gai Shi, head of the Kuaishou Distribution Division, "using the ecological way to do white cards", the distribution model to do white cards, and the direct sales model to do brands.
The platform attaches great importance to the distribution business of the head of the group, but Zhang San, who works in the head agency, told Tech Planet that although this business only rose in the second half of the year, now the head agency has quickly completed the card slot, and it is more difficult for the individual head to get ahead. The head agency at least in the vibrato Qianchuan to buy the amount of greater discounts, the individual leader wants to tie a line to make money, or not very easy.
But compared to everyone's brain to do the anchor with goods, Zhang San believes that the leader of the group has a future for business. Asset-light business is "lying and making money", depending on your control of resources, and you can also make money as a small and medium-sized leader. And many head institutions will be able to break through 10 billion next year with goods, which is also a small era of big opportunities brought by jitter.
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