After Via, traffic, pricing and self-broadcasting, who will define the new ecology of live broadcasting?

The live broadcast that was ripened by the epidemic was alarmed by the tax reimbursement, and it was the tax bureau that shot it, and the live broadcast circle was in an uproar.

In the second half of 2021, Jiangsu, Shanghai and other places issued articles requiring Internet celebrities to self-examine and self-correct, and the top anchors Sydney and Wei Ya were successively banned, setting off a wave of Internet celebrities to supplement taxes at the end of the year.

Huge fines and supplementary taxes lifted the veil of the anchor's daily entry into the gold, and then, the phenomenon of the head anchor controlling the price and disrupting the market pricing was exposed one after another, and the discussion of "the world's bitter live broadcast for a long time" was on the hot search.

After this shock, where will the live streaming industry go? Collapsed head flow, fat who? Is live streaming still the most cost-effective consumer channel? Get rid of anchor dependence, brand self-broadcast into the next stop?

After the investigation and interview, the Beijing News shell financial reporter found that although the industry has not undergone great changes due to the defeat of the head anchor, the pattern of the industry has quietly changed. Via's traffic did not flow to the middle waist as expected, but was still divided by the remaining heads; under the anchor "kidnapping", the brand no longer paid for the lowest price, the brand self-broadcast took advantage of the momentum, the brand live broadcast position flowed from the Tao system to Douyin, Kuaishou, and the brand self-broadcast + talent with goods double line developed into a new direction.

Via's traffic, fattened up who?

"There is no flow to the middle waist anchor, and it is still divided up by some big anchors"

The collapse of some head Internet celebrities, as well as the huge tax subsidy, is it an opportunity for live e-commerce to break the two-eight rule?

For a long time, the head anchor has a huge sales, traffic and brand advantage, while a large number of low and middle anchors are difficult to become popular and have limited ability to carry goods for a long time. Taking the 2020 Double Eleven record in the red hot period as an example, the top 50 of the live streaming list of Taobao, Douyin and Kuaishou with fat ball data statistics have a total of 31.798 billion goods, of which Wei Ya, Li Jiaqi, Xin Youzhi and Sydney are ranked in the top 4, with a total cargo volume of 20.98 billion, accounting for 66%.

At the end of 2021, the two head anchors of the Tao department, Sydney and Wei Ya, were publicly punished for tax evasion, account numbers, stores offline, after that, Sydney offline clearance and sale, Wei Ya gave all employees paid leave, so far has not been able to come back, thus setting off a tide of tax reimbursement in the whole industry.

In fact, the changes occurred earlier, and the Via and Sydney incidents were not the "fuse" but the "booster" of industry reform.

More than one MCN insider said that the tide of tax reimbursement has actually helped the industry to be more standardized, which is conducive to getting rid of the situation of controlling the head anchor, which has a greater impact on the few head anchors, but has no impact on the middle and tail anchors.

An MCN agency member who has cultivated head internet celebrities said, "The tax payment of the mid-tail anchor is not so high, so it is within the affordable range." However, the tax burden of the head anchor is high, and the hundreds of millions of yuan of taxes that have escaped are likely to have been invested, and the temporary tax reimbursement is facing the dilemma of insufficient cash flow. ”

After Via fell, where did the huge traffic flow?

The head of the above-mentioned MCN agency said that it is not obvious to see Thatvia's traffic flows to the mid-waist anchor, which may be divided by some big anchors, and some will flow to the brand self-broadcast.

This kind of traffic division is more obvious in the shopping festival, a consumer who often squats in the live broadcast room told reporters that she usually only looks at the live broadcast room when she is idle, but when she encounters the shopping festival, she will specifically search for the anchor who often pays attention to it to do the raiders in advance. "Before, I mainly compared Wei Ya and Li Jiaqi, and now that Wei Ya is gone, it is also convenient, just look at Li Jiaqi's trailer." She said.

This change is not only reflected in consumers, but also the head of the food brand you shang, who has cooperated with Weiya many times, also said that after Weiya was banned, his other choice was Li Jiaqi. At the same time, he noticed that the traffic of head anchors like Lie'er Baby and Lin Yilun increased significantly, but the change in the middle waist was not obvious.

Shell financial reporter to the recent New Year goods festival and last year's double twelve comparison found that several of the more head of the Tao series anchors have a certain degree of growth, Li Jiaqi on January 10, the annual goods festival snack special viewing volume of 59.448 million, more than the highest number of views during the double twelve, but also more than 20 million views of the double eleven snack special. "Lie'er Baby" is the top 5 Amoy anchors, with the highest number of views during the Double Twelve period being 10.48 million, while before the Official Start of the New Year Festival, the highest traffic has reached 14.6 million.

You Shang told Shell Financial Reporter that before it did a live broadcast in the Lie'er Baby Live Broadcast Room, the sales were about 100,000 yuan, and the sales of a live broadcast recently increased by 60%.

In addition, some fans who rely on Via's selection flow to other anchors of Via's same company, and in Via's related topics, many fans guide anchor Lin Yilun and say, "This is a company with Via, and the selection is similar." "From the data point of view, Lin Yilun's previous 2 million-5 million views, the recent peak of the annual goods festival reached 13 million.

Traffic is still hovering in the head, the situation of Tao's anchors has changed from two tigers to a monopoly, many netizens said, "Li Jiaqi's live broadcast room is more difficult to grab." ”

In terms of brand cooperation, You Shang said, "Wei Ya and Li Jiaqi themselves are fans back and forth, so there will be no impact on the original cooperative businesses, but some new brands may be more difficult to go to Li Jiaqi's live broadcast room." ”

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Head anchor control price, disrupt market pricing?

The agent claimed that "everyone is losing money, only the anchor is making a steady profit"

The main lawsuit of this round of rectification is the tax evasion of internet celebrity anchors, and the complaints that have been turned over are also the head anchors' price control and market pricing.

The right to speak is determined by the relationship between supply and demand, and there are only a few anchors who occupy the absolute head, but the brands are innumerable. In this case, the head anchor has a higher right to speak on the selection and price, and the "lowest price in the whole network" is the basic requirement, and at the same time, it is necessary to cooperate with the quality of the pass.

During the Double Eleven period before Wei Ya was sealed, Li Jiaqi and Wei Ya, the two anchors, had a dispute with L'Oréal over pricing issues, and some people found that the price of the products purchased in Li Jiaqi's live broadcast room was higher than the price purchased in the store, and L'Oréal's explanation was that this was due to the use of cross-store coupons.

You Shang said that there is not much of a problem with both parties in this matter, but this kind of mistake can be avoided, and finally made such a oolong, on the one hand, because big brands do not completely rely on the head anchor, and relying on their own channels can also ensure sales. On the other hand, in addition to online and offline channels, big brands cannot be tied to the head anchor in terms of pricing.

Afterwards, Li Jiaqi and Wei Ya issued statements one after another, asking L'Oréal to give a reasonable solution. As soon as this matter came out, public opinion was also divided into two waves, and the anchor of the station believed that the maximum strength promised by L'Oréal throughout the year was not done, and there was no integrity; but some people thought that the head anchor's requirement for the lowest price of the whole network was itself an unreasonable behavior, and the entry of "the world has been suffering for a long time" appeared on the hot search, "If you don't squat in the live broadcast room, you are not worthy of buying a low price?" A netizen asked.

Live streaming seems to be the most cost-effective consumer channel, but is the claimed lowest price on the whole network really the lowest price?

After Via was blocked, some netizens found that the original price of the clothing purchased in via's live broadcast room was lower than the price of the live broadcast room in the store. The reporter opened the store comment area and found that many netizens postulated their rights protection, "Wei Ya live broadcast room card point to buy 399 yuan, now the original price is only 369 yuan? The reporter searched for Wei ya's related cargo records and found that the brand had been on The wei ya live broadcast room many times.

You Shang said that the brand initially chose 0 profits to go online to the head anchor live broadcast room in order to pull new through live broadcasting and earn money for user repurchase, and his new rate in Li Jiaqi's live broadcast can be as high as 80%. At the same time, he also said that this is not a long-term solution, "the long-term will disrupt the pricing rules, the brand is not willing to do a loss-making business, and in the end it will have to be paid by consumers." ”

Youshang said that in the future, many brands will upgrade their brands by changing the outer packaging, etc., so as to increase the price and make up for this part of the commission.

Live streaming with goods on the contrary to make the brand pricing higher, the fermentation of the event let many brand agents join the discussion, some netizens posted on Douban that because the brand side to meet the anchor's lowest price of the whole network, during the online live broadcast room, all agents can not be sold below the price of the live broadcast room, while the goods are given priority to the big anchor.

From time to time to make way for live broadcasting, which makes many agents feel difficult to do, "everyone is losing money, only the anchor is making a steady profit." One agent commented.

Get rid of the dependence of talent anchors, and make the brand self-broadcast the next stop?

Store: "In the future, I hope that the ratio of brand self-broadcasting and talent with goods can reach 7:3"

With the gradual clarification of the live broadcast operation rules, the anchor ecology is also changing, from Internet celebrities to celebrities to professional anchors, but in the end, the influence revolves around personal IP, which means an increase in uncertainties. As a result, brand self-broadcasting around brand building and weakening the attributes of anchors has become a new trend, and many brands have begun to try store self-broadcasting, hoping to get rid of the dependence on talent anchors.

Is brand self-broadcast a good choice? Some people even proposed that in order to avoid the loss of users at the end of live broadcasting, it is necessary to achieve a closed loop of corporate live broadcast marketing.

In this regard, Tian Xuan, deputy dean and professor of Tsinghua University's Wudaokou School of Finance, told Shell Financial Reporter, "Having a special anchor and live broadcast platform actually reflects the division of labor and cooperation in this industrial chain, which is conducive to all parties to exert their comparative advantages." Everything is done by the company itself, not necessarily efficiently. ”

"The responsibility of the talent with the goods can only be distribution or product promotion, and it is a long-term solution for the brand to precipitate the product to its own private domain traffic." Sun Jie, who was transformed into a brand service provider business by mcn agencies, said.

Brand service provider is a service agency bred by online brand operation, which specializes in providing a series of services such as account operation, live broadcast construction, and event marketing for brand live broadcasting. In Sun Jie's view, brand self-broadcasting is something that brands must do if they want to develop in the future, and live broadcasting is a very complicated thing, at this time, it is necessary to be familiar with the gameplay of the live broadcast platform, and the service provider that masters the traffic operation rules is its agent project.

Sun Jie used Douyin as an example to explain the role of brand service providers, "Some people do products, some people do account content, some people do live broadcasting, and then someone does e-commerce operations, so that it is possible to eat the traffic and dividends on the platform. If you just do a brand, you will certainly not make money, nor can you do the influence that the brand wants, and you can't do the integration of products and effects. ”

The reporter learned that the cooperation model between brand service providers and brands is similar to the cooperation model between anchors and brands in the past, which is a commission + commission method. Sun Jie said that at present, there are also some small service providers in order to compete for the endorsement of large brands, choosing a 0 commission model, but this form of making future money may not have time to see the future on the road.

Zhang Ze, who is engaged in the operation of a women's clothing brand self-broadcast, said that whether to choose a service provider to help build a self-broadcast still depends on the brand appeal. For large brands with their own traffic, brand service providers usually have better services, but if they are small brands, they may not be able to get better services.

In Zhang Ze's view, as long as the decision-maker can keep the goal clear and have a certain degree of professionalism, the live broadcast room can be built quickly. Once the live broadcast room is complete, it will save a lot of selection costs.

Therefore, many merchants are also constantly trying to establish their own live broadcast teams. YouShang began to build his own brand self-broadcast room on Douyin this year, but it is also true that as Sun Jie said, he encountered some troubles, such as it is difficult to find the traffic rules of the platform, and it is difficult to find mature and professional anchors.

Nowadays, brand self-broadcasting is no longer limited to Taobao, douyin, Kuaishou and other short video platforms have become a new territory, "maybe now Douyin or Kuaishou, sales do not account for much on the market, but from the perspective of young users on the platform and the overall comprehensive exposure of this platform, for brands, if they do not do it on this, what may be lost is not a small channel, but a very important channel to expand new users and obtain young users." Sun Jie said.

In this regard, YouShang also has a deep understanding, he only began to create an account in Douyin this year to build a brand self-broadcast channel, "I used to think that this kind of social software short video platform monetization should be very difficult, did not expect that after the short video marketing came out, I found that this way makes the function recognition of the product higher, and the conversion rate is relatively high, so I want to spend more energy in this regard." ”

The growth of brand self-broadcast does not represent the disappearance of the anchor, many industry insiders have said that in the future, brand self-broadcasting and talent with goods must be common development, Zhang Ze to advertising as an example, "just like advertising, I in addition to advertising on the official platform, I will also advertise on some media platforms with large traffic, which is not in conflict." ”

At present, Youshang is still mainly based on talents with goods, but it is also consciously weakening the dependence of anchors, "In the future, I hope that the ratio of brand self-broadcast and talents with goods can reach 7:3." ”

In the field of brand service providers, Sun Jie said that at present in a stage of reshuffling, many rushed into the stage will be eliminated, in the future, if there are platform players with their own resources, traffic to enter, it will crush a large number of service providers, "can only say that now take advantage of the big players did not enter, first and the brand to establish a long-term stable cooperative relationship, in the professionalism continues to improve, after all, for the brand to replace the service provider is also risky and costly." ”

(At the request of the interviewee, Zhang Ze and You Shang are pseudonyms)

Beijing News shell financial reporter Song Meilu Editor Chen Li Proofreader Wei Zhuo