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What happened to the live broadcast rooms that exploded in 2021?
From Hongxing Erke to Han Shu and his wife, from Coach An An to Yin Shihang, the live broadcast room in 2021 is full of stories, and tens of millions of anchors are bent on traffic and want to sell goods from time to time, but there are very few who can finally be called explosive.
Today, the editorial department of the new list traced back to the 6 explosive live broadcast rooms in 2021, where there are both explorations of content or right or wrong, and follow-up that many people have not chased. I hope that these experiences can find some reference directions for the live broadcasting industry in 2022.
Domestic live broadcast: from wild consumption to domestic products
On July 21, 2021, due to the announcement of the donation of 50 million yuan to Aid Henan, the domestic brand Hongxing Erke detonated the patriotic enthusiasm of netizens, from online to offline, setting off a wave of wild consumption with the participation of the whole people.
Taking the Douyin account "Hongxing Erke Official Flagship" as an example, according to the statistics of Xinjiao data, after the incident, the live broadcast room carried 22.85 million yuan of goods in 30 hours, with a cumulative field view of 24.93 million. Prior to this, the peak number of online users of the "Hongxing Erke Official Flagship" was only a few hundred, and the cumulative number of viewers and estimated sales were only about 50,000, equivalent to an increase of nearly 457 times in GMV30 hours.
After wild consumption, what changes have occurred in Hongxing Erke? We look at it from the inside and from the outside.
Internally, also taking Douyin as an example, according to the statistics of Xinjiao data, the average daily view of the "Hongxing Erke Official Flagship" in the past 90 days is 490,000 yuan, and the average daily GMV is 420,000 yuan, which is far lower than the peak period with goods.
In addition, the "Hongxing Erke Official Flagship" exceeded 15 million fans at its peak, and currently has 13.94 million fans, which is in a state of continuous powder loss. Hongxing Erke offline stores also experienced a significant decrease in traffic.
In the past 30 days, the fans of "Hongxing Erke Wu Rongzhao" have changed. Image source: New shake
In this regard, Wu Rongzhao, president of Hongxing Erke, has repeatedly said that "this is a return to normal", and Zhang Feng, brand director of Hongxing Erke, also said that the brand established a new live broadcast center in October last year, which will promote the live broadcast business in the form of matrix accounts, and it is expected that live broadcasting will account for 10% of the group's business in 2022.
After the popularity disappeared, Hongxing Erke's performance declined significantly, but the brand also tried to retain more traffic by improving its live broadcast capabilities.
Externally, since the explosion of Hongxing Erke, more and more brands have enjoyed domestic dividends, bee flowers are typical of them, on November 13, "in order for bees to not go out of business is also a fight" rushed to the hot search.
However, domestic products are not equal to reliable high quality, too many users of domestic products patriotic enthusiasm is not enough, with the intensification of "domestic products in the volume", most domestic brands have begun to play the domestic brand, the aura of domestic products has also begun to fade.
In this regard, a blogger complained: "Will domestic products only sell miserably and cry poorly?" The video received 81,000 likes. At the same time, some bloggers have criticized some of the "national characters" of national medicine.
In fact, the user's good feeling for domestic products is only an amplifier, and the quality of domestic products themselves is the key. During the period of wild consumption, the user's recognition of the low price and high quality of Hongxing Erke is an important reason for boosting the heat.
According to media reports, on January 3, 2022, Hongxing Erke put into operation a garment production base with 120 production lines in Yutian, Xinjiang. On January 14, Hongxing Erke announced that it has been officially authorized by The Glory of the King, and will launch a series of collaborations this year with the Design Inspiration of the Glory of the King skin.
Based on this, the following points of thinking can be extended:
First, the live broadcast room is becoming a super lever to amplify user emotions and needs, once it encounters the right public opinion, it is possible to let the brand think of heaven and hell in a very short period of time.
Second, just like the "brainless foreign goods" in those years, with the changes in the external environment, domestic products are becoming a new traffic password in the consumer market. Through live broadcasting, countless users began to complete the discipline and reward of the brand through their own comments and orders, and the brand also got a rare opportunity to rebrand.
As Oxford Professor Douglas Holt argues in Cultural Strategy: The chances of great brands rising lie in making innovative cultural representations of new ideologies.
Third, the domestic dividend can only bring about a phased flow, and quality is the biggest weapon of domestic products. If the domestic product is caught in a vicious inner volume, it may hurt the newly formed domestic product aura.
Hot live broadcast: from "Han Shu couple" to "one whale and one explosion"
On July 18, 2021, due to the rapid termination of the contract after the outbreak of the Wu Yifan scandal, the favorability of the Han Shu brand increased significantly, and the topic #Han Shu and Wu Yifan's termination successfully appeared on Weibo's hot search, and the reading volume exceeded 1 billion. The anchor of the Taobao account "Han Shu Tmall Official" was also quickly out of the circle because of Geng Zhi's speech, and was named "Han Shu Couple" by netizens.
According to the data, compared with the previous 100-person online viewing, there were 3.698 million people watching the live broadcast on the same day, and the cumulative sales exceeded 5 million yuan.
It can be said that in the Wu Yifan scandal, "Han Shu Tmall Official" and "Han Shu Couple" completed a rather circle-breaking live broadcast.
So, after the heat, what are the changes in "Han Shu couple" and "Han Shu Tmall official"?
The first is the "Han Shu couple". It is understood that the "Han Shu couple" has left their jobs at present, and reorganized into "one whale and one explosion" and began to transform into Internet celebrities. On the one hand, it conducts live broadcasts on platforms such as Douyin, continues to form CP to absorb powder, and on the other hand, publishes videos of unboxing and planting grass on platforms such as Weibo to explore monetization paths. Previously, the male anchor "fried ohy" also revealed that there was an invitation to a love variety show.
However, at present, whether it is the female anchor "whale cccc" or the male anchor "fried katy", the fans on the two major platforms of Douyin and Weibo are about 200,000, and the maximum viewing of the live broadcast field of the two in Douyin is not more than 100,000, and more than 20,000.
Obviously, the road of "Han Shu and his wife" is still in its infancy, neither developing into ace anchors, nor has it yet transformed into a well-known Internet celebrity.
Then there's Han Shu. Looking at the Baidu index found that July 18 to July 20 was the hottest period for Han Shu in the second half of last year, but with the decline in popularity, the current "Han Shu Tmall Official" single-day view dropped to 2-10 million.
It is worth noting that "Han Shu Tmall Official" has tried to undertake hot traffic, and has conducted a number of "Han Shu couple" theme live broadcasts when the heat is high, and the Han Shu brand has also tried to apply for the "Han Shu couple" trademark, but with the "Han Shu couple" flying alone, everything returns to the original point.
At present, "Han Shu Tmall Official" adopts the form of alternating live broadcast and virtual live broadcast, and the live anchor in the live broadcast room is no longer as obvious as the "Han Shu couple", and the positioning is more inclined to sales and customer service.
In this regard, the Hanshu brand side revealed that the "Hanshu Tmall official" was operated by the agent, but the response at that time was not completely in line with the brand tone of The Hanshu, and at present, "the Hanshu couple is no longer the focus of the brand's publicity."
It is understood that as early as 2019, Shangmei (Han Shu's company) opened live broadcasting on multiple platforms such as Tmall, Douyin, and Kuaishou, and began to adjust the organizational structure in the first half of 2021, establishing a Douyin live broadcast department and a Kuaishou live broadcast department, etc., to cultivate anchors on a large scale and create anchor IP.
Taking Douyin as an example, in September 2021, Han Shu successfully created the "Han Shu Heartbeat Day", achieving a total GMV of more than 62 million yuan, and summarized the methodologies of employee self-broadcasting, reaching inhouse, and establishing an independent selection and streaming mechanism.
Celebrities parachuted into the Korean beam live broadcast room
Obviously, although the hot spots are good, Han Shu prefers a controlled live broadcast.
First, the live broadcast room gives users a huge sense of participation and power. The brand live broadcast room is becoming a window for communicating with users that is not inferior to Weibo, because it involves bringing goods, and even the effect is more direct. Humanized anchors have great advantages in undertaking traffic and amplifying traffic, and have become an important bridge for brands to communicate with users.
Second, the era of live broadcasting has put forward higher requirements for brands. Hot events leave brands with less and less time, and without a rapid response mechanism to connect brands and live teams (especially the agency operation team), it may bring risks to brands.
Third, the undertaking of hot spot traffic has not yet formed a mature methodology. How do I convert hotspot traffic to my own traffic? How to bind a hotspot streamer? These are all questions that remain to be resolved. At the same time, from the perspective of certainty, brands may also prefer more controlled live broadcasts, rather than insisting on hot live broadcasts.
Live drama: From word-of-mouth court drama to an average daily GMV of 25,000 yuan
On October 27, 2021, the "Herborist Collection Yanxi Palace Zheng biography" was launched. Because of the exquisite costumes, immersive acting, and the clever combination of plot and products, this form of live broadcasting quickly attracted attention in the industry.
According to the new jitter data, the account was only 8 days old, the live broadcast view reached 1.02 million, and the single scene carried 300,000 yuan. On November 10, half a month after the start of the broadcast, the number of account fans exceeded 200,000.
Image source: New shake
Many people in the industry believe that Herborist has found the correct way to open live e-commerce, which can solve the pain point of "strong with goods and weak content" with live broadcasts.
So, after more than 2 months, has the "Herborist Collection Yanxi Palace Orthodox Biography" grown rapidly as expected? We look at it from both the aspects of quality and efficacy.
The first is branding. Through content co-creation and other forms, "Herborist Collection Yanxi Palace True Biography" not only forms a "Yanxi Palace Universe" with rich plots, but also interacts well with users. The relevant person in charge of Shanghai Jahwa (the company to which Herborist Sets belongs) once said that "Herborist Set Yanxi Palace Zhengchuan" is a new attempt by Shanghai Jahwa to establish links with young consumers, "which has far exceeded the original plan".
"We are live streaming with content, not with live streaming," said the relevant person in charge of Shanghai Jahwa.
In fact, the concept of live drama and immersive cargo has long existed, but most live broadcast rooms only change the background, and the sense of violation is strong. Herborist is the first branded live room to explore this in depth. Many peers believe that "Herborist Collection Yanxi Palace Zhengchuan" has broken the ceiling of brand self-broadcasting, and Douyin officials also believe that this case is an excellent demonstration of interest in e-commerce, and has been reported many times.
Huge Engine Visits "Herborist Collection Yanxi Palace Canon"
Obviously, at least in the industry, the court live broadcast of Herborist Set is a research case of many peers, and the reputation is good.
Then there's the effect. According to the statistics of xindun data, in terms of fans, the account fans are 225,000, and the number of fans in 2 months is less than 30,000; in terms of videos, the account has released 56 videos, only 1 video has broken through 10,000 likes, and most videos have been liked by 1,000 or so; in terms of goods, the average daily view of the live broadcast in the past 90 days is 120,000, the average daily cargo is 25,000 yuan, and the single GMV in the past 30 days is hovering at 10,000 yuan.
Considering the cost behind the top-of-the-line costume, the exquisitely designed plot, and the superb acting anchor, the current dissemination and monetization effect of "Herborist Collection Yanxi Palace" is not optimistic.
"Young consumers have a period of aesthetic fatigue, and their expectation cycle for innovation is getting shorter and shorter", the relevant person in charge of Shanghai Jahwa revealed that the follow-up will be based on the fan base, more effective fan operations, improve interactive experience, in order to achieve more conversions.
First, heavy sales, light content, and live broadcasting as another drainage channel other than Tmall Jingdong is a significant problem in many live broadcasts, and it is also the reason why the industry has great expectations for "Herborist Collection Yanxi Palace Zhengchuan".
Second, live e-commerce has both e-commerce attributes and content attributes, in the "content -interest-purchase" chain, using content to stimulate user interest and leverage more traffic is the key to enhancing the attractiveness of merchants, especially businesses who aspire to be brands.
Third, the content is not equal to the plot, superb acting skills may not necessarily translate into real sales, at present, the integration of live broadcasting still has a long way to go.
Entertainment live broadcast: from 3.31 million yuan in a single month, to 21.63 million yuan in 90 days
In the first half of 2021, a dark horse account called "Beautiful Girl Snack Shop" attracted the attention of the industry. The four beautiful girls of "Hot Wenxiang" are happy to jump while selling goods in the Buddhist system, and in a live broadcast room of "crazy shouting and scheming", it seems to be a clear stream.
According to xinjiao data statistics, in April 2021, the "beautiful girl snack shop" rose from less than 10,000 to nearly 180,000 fans in 30 days, the sales of a single live broadcast rose from less than 1,000 yuan to more than 500,000 yuan, and the cumulative estimated sales of 30 days were 3.3193 million yuan.
No need to work hard to find goods, internet celebrity snacks on the line? Don't need a professional anchor, will jump on the line? The seemingly extremely low threshold has attracted a large number of live broadcast rooms to follow the trend.
So, more than half a year has passed, what happened to this form of live broadcasting?
Among the similar accounts, at present, only the "Huamei Male Grocery Store" has achieved good results, and the accounts such as "Beautiful Girl's Life Good Things", "Sunset Vending Machine", "Old Boy Hi Buy Go" and so on are in a state of suspension.
As for the "Beautiful Girl Snack Shop", after becoming popular, the anchor "Hot Wenxiang" signed a contract with the Remote Look network and reopened the account "Beautiful Girl Hi Buy Go".
At the same time, unlike the more personal style of the "Beautiful Girl Snack Shop" period, "Beautiful Girl Hi Buy Go" has undergone a lot of professional transformations.
"The planning ability of content activities, the theme and gameplay of live broadcasting, the detailed design of each link, how to mobilize fans, and how to undertake arrangements are all very important," said the head of the operation team of "Beautiful Girl Hi Buy Go".
It is understood that before the start of the broadcast, there will be professional makeup and hair design for the anchor, and "Hot Wenxiang" has also been dressed as a white lady, moon goddess and other images. In the view of the "Beautiful Girl Hi Buy Go" team, fans will feel that bungee live broadcasting is more curious at first, but in the end, it is the real character of "Hot Wenxiang" that can attract fans to stay.
In addition, the supply chain of "Beautiful Girl Hi Buy Go" has also been upgraded. "More than 100 products are constantly tested and adjusted in the live broadcast." According to the statistics of Xinjiao, unlike the focus on Internet celebrity snacks during the "Beautiful Girl Snack Shop" period, "Beautiful Girl Hi Buy Go" began to dabble in 3C digital, toy musical instruments and other categories.
At the same time, in addition to "Fiery Wenxiang", a female anchor "Zhenzhen" was added to the live broadcast room, and several male assistants were added.
So, what about live data?
According to the statistics of Xinjiao data, the current "Beautiful Girl Hi Buy Go" fans have 1.76 million, the average daily view of the live broadcast room in the past 90 days is 580,000, and the average daily GMV is 240,000 yuan, which is a stable growth compared with the "Beautiful Girl Snack Shop" period.
Of course, the pressure remains. "The old fans are fine, but passers-by won't stay too long."
In fact, as the head MCN agency, The Remote Vision Network also hopes to do more exploration in the innovation of the live broadcast room and find more incremental space. According to reports, in the future, "Beautiful Girl Hi Buy Go" will continue to increase the number of live broadcasts during the day, create a "sun does not set" live broadcast room, expand more product categories such as e-sports, beauty home, maternal and infant products, and constantly try new personalities and positioning.
"Walking into the brand live broadcast room, participating in offline LiveHouse and commercial performances, as well as linking up with star artists and co-productions, there may be many."
Obviously, only by constantly creating differentiation can we build competitive barriers between live broadcasts. In this regard, the "Beautiful Girl Hi Buy go" team said: "The original intention is to do an atmosphere that can bring happiness to everyone e-commerce, and do differentiated live broadcast content." ”
First, in the product tracks such as snacks and small department stores, where the degree of differentiation is not obvious and the brand value is not obvious, a new and attractive form of live broadcasting can often play a surprising value. The success of "Beautiful Girl Hi Buy Go" is more due to the creation of a new live broadcast form in a large homogeneous live broadcast room, attracting user attention with a unique sense of freshness.
Second, is singing bungee or the anchor itself important? Judging from the "beautiful girl hi buy go" that continues to lead in the same kind of live broadcast, the real attraction may be a few beautiful girls in the "hot Wenxiang". Direct copying is not an easy task.
Third, professional transformation can improve the cargo data of live broadcast rooms, but there will be no explosive growth. This also verifies the essence of "interest e-commerce": the abundance of goods, the professionalization of goods determines the lower limit of the live broadcast room, and the content and the interest of fans determine the upper limit of the live broadcast room. Piling up resources, fighting professionally, than the picture, can not solve all the problems of live broadcasting.
Obviously, not to create a cookie-cutter live broadcast factory, but to create a live broadcast room that fits the anchor and brand tone, is the correct way to open live broadcasting.
"Edge Ball" live broadcast: from a weekly increase of 3 million fans, to the field view fell by 25 times
Because he wears black silk, often wears tight clothing, and from time to time raises his feet to take off high heels to interact with fans, in June 2021, a driving test coach named An An quickly became popular on Douyin, and at the peak, he rose 3 million fans a week and watched a live broadcast as high as 7.4 million.
Perhaps because the content was judged to be a side ball, An An's Douyin account was blocked 3 times in succession. One night, Ann had to change from black silk to jeans and then wrapped in blue overalls, while broadcasting live on the trumpet, crying "Am I trying to be wrong?"
So, what is the follow-up effect of this form of live broadcasting? We look at it from the inside and from the outside.
First of all, after the limelight, An An's account "An An Coach Network Technology" was unsealed and now renamed "An An Network Technology".
Unlike the previous black silk + tights + shoes, black silk still appears frequently, but An An's actions are more convergent, the lecture atmosphere is stronger, and the comments in the live broadcast room have changed from rows of "shoes off" and "black wire" to "choose A" and "gesture topic to talk about it".
In addition, the live broadcast room is no longer on the shelves of "An An stockings" and other products, basically to teach driving test knowledge, for offline drainage. For new fans, this is a very ordinary driving test live account.
According to the statistics of Xinjiao data, in terms of rising fans, An'an has only risen by 770,000 fans after 6 months since the first week of last year, and the current fans are 3.77 million; in terms of field view, the average field view of An'an at its peak is 5 million-7 million, the highest record is 7.4 million, and it is currently broadcast live twice a day, with a cumulative field view of 200,000-400,000, down about 25 times.
Obviously, after "sealing" the weapon that relied on it to become popular, An An's live broadcast data was rapidly declining.
Secondly, after An An became popular, the "edge ball" live broadcast quickly became the traffic password of the major live broadcast rooms. Taking the car sales live broadcast room as an example, unlike the car bloggers who are mostly men, the per capita beauty + black silk + hip skirt in the live broadcast room has attracted a large number of "old drivers".
As An An became popular, a "class schedule" began to go viral on the Internet
However, just like An An, many accounts are also stuck in the bottleneck of rising fans. According to the statistics of Xinjiao data, in the past 30 days, "Home Little Blue" and "I am Jingbao" have dropped about 10,000 powders. Since the Qinglang action, major platforms have banned many "edge ball" accounts.
The number of "Home Little Blue Blue" fans has changed. Image source: New shake
However, just like the repeated prohibition of brushing orders, the "edge ball" live broadcast is also a trick renovation, constantly "upgrading" the content form.
Whether intentional or unintentional, many anchors have embarked on the road of "wiping the edge ball", and eventually formed the inner volume of the "edge ball", with higher appearance, better figure, larger scale, and newer form... It's not like rubbing edges.
First, some anchors slid to vulgarity and were banned miserably; some anchors ran out of moves and obscured everyone; some anchors upgraded and blurred the boundaries of "wiping the edge ball"; some anchors went ashore to "wash white" and successfully screened out real users from the "old drivers". Here are the 4 basic paths of the "edge ball".
Second, although the amount of "edge ball" is easy to start, it is difficult to last, and it is difficult to ensure the quality of the "old drivers" attracted.
Third, under the general trend of tightening supervision + "edge ball" internal volume, the drainage effect of this kind of live broadcast is getting weaker and weaker.
Catch the Horse Live: From the Little Prince of Tissues, to the 630th?
Starting in 2020, because of the extreme ability to catch horses, he became the "little prince who sells tissues", and staged a dog blood drama of breaking up and recombining with his girlfriend again and again, proposing marriage and proposing again, at its peak, the Internet celebrity Yin Shihang Kuaishou fans were 8.09 million, and the Douyin fans were 5.9 million. According to Xinkuai data, on May 15, 2021, Yin Shihang carried 31.85 million yuan in a single game of Kuaishou.
Image source: New Fast
Recently.
On May 17, Kuaishou officially banned The Yin Shihang account, and it was revealed that The Yin Shihang yellow car would be banned for 230,000 days, about 630 years. On the same day, Yin Shihang's Douyin account was permanently banned, and the Douyin accounts of the two female protagonists of the marriage proposal live broadcast, Tao Lulu and He Jingjing, also showed that they did not exist. At this point, Yin Shihang's marriage proposal drama ended in a "rotten end".
What happened to Yin Shihang now? Observations have found that even if it has been blocked for 8 months, Yin Shihang still has a lot of heat in Kuaishou and Douyin, not only a bunch of accounts rub the heat of Yin Shihang from various angles, but after the related topics were cleaned up, the number of plays of the douyin topic "Yin Shihang" also accumulated to 730 million.
Yin Shihang's Weibo account "Yin Shihang 77" is still being updated from time to time, with 2.2 million fans and 6 thousand fan groups.
Image source: Weibo
Yin Shihang appears from time to time in the video of the Douyin account "Yin Shiyang i", and one of the videos received 164,000 likes. In addition, the account "not Hangzi" is suspected to be Yin Shihang's trumpet, with 162,000 fans at one time, and has now been blocked.
It seems that although it has been sealed, the heat of Yin Shihang has not disappeared.
First, Yin Shihang was banned because he had done too much, but the public's consumer demand for horse grabbing and entertainment was real. This is evidenced by the endless "Yin Shihang".
Second, although Yin Shihang was banned, the endless legal café made him look a little "harmless", regardless of the self-deprecating spirit has also brought some netizens the joy of playing or identifying, which is the reason why he can still maintain a certain degree of heat.
Third, Yin Shihang is certainly not a good object to learn, but his effective use of human nature is a good case study. After all, whether it is the art of forcing orders and acting, or the CREATION OF IP such as professional selection and interesting people, it is essentially rooted in the insight into human nature.
It can be said that as long as the entertainment needs of the public remain unchanged, "Yin Shihang" will never disappear, but it is necessary to restrain the scale and do content within the scope of compliance.
epilogue
A slightly harsher reality is that the era of live e-commerce "lying down to make money" is slowly disappearing. In order to make money, countless merchants and talents have to rack their brains and sweat, and strive to win even one aspect of products, prices, services, and content in order to gain a competitive advantage.
Looking back at 2021, it is the year when the dividend of live e-commerce fades and competition intensifies, which is also the core driving force for many live broadcasts to constantly test the boundaries of content: simply selling goods is no longer used, and it must be revitalized.
Looking back at the explosive live broadcast room in 2021, although not every exploration is successful and worth learning, it is all based on the experience of practice: deeply rooted in human nature, good content, leveraging traffic, driving goods, and compliance throughout the process.
Whether it is the patriotic enthusiasm set off by domestic products, the enthusiasm for participation triggered by hot events, or the curiosity about plot, gossip, entertainment, etc., it may become the food for live broadcast content.
Overall, at present, the competition between major live broadcasts has not exceeded the products, prices and other dimensions of traditional e-commerce, and it is obvious that the value of live e-commerce with dual attributes of e-commerce and content is far from being played.
How to give full play to the value of content and rely on content to give live broadcasting a stronger impetus needs to continue to be explored in 2022.