On the evening of February 12, a live broadcast room called "Bee Surprise Society" quietly opened the first live broadcast on Taobao. Some fans found that among the anchors who appeared in the live broadcast room, 5 people had been resident assistants in the Weiya live broadcast room, and the live broadcast room "offer (preferential information) is similar to the previous Weiya live broadcast room".
Three days later, a new number called "Light is Coming" also started broadcasting on Taobao Live. Fans familiar with Sydney's live broadcast room immediately recognized that the anchor of this new account was Sydney's original broadcast light.
For a time, two anchors who were banned for tax evasion seemed to open a "communication" channel with fans in another way, and their actions to help broadcast were also considered to be a signal of comeback. However, some insiders said that the possibility of Via's comeback is extremely small. Regardless of whether Via can come back or not, at least from the launch of the "Bee Surprise Society", you can see the anxiety of Humble.
But can the Bee Surprise Society take on Via's super traffic? After losing via IP, can Qianxun return to the original scenery?
The assistant broadcast is "in danger", but it is not equal to Via
The original team of people, only missing the protagonist Via.
In the 5 live broadcasts on Taobao, the fans of the Bee Surprise Club have continued to rise, reaching nearly 930,000, and the cumulative number of viewers in the live broadcast room has increased to 10.699 million for the fifth show. Compared with the cumulative number of viewers in the live broadcast room after the first live broadcast, the cumulative number of viewers and the number of fans are 102,000, which has already increased significantly.
"Although the anchor was changed, the team was still the original recipe." Some Weiya fans said that there are some new brands among the anchors of the Bee Surprise Club, and there are also some original brands, such as Yuze and Baijieling, which have cooperated with Weiya Live for many times before, but the prices of some commodities do not have a great advantage.
Whether the Bee Surprise Society is related to Via's comeback remains to be examined, but it can be determined that this will be an important IP for Humble Incubation, which may be to undertake Via's traffic - careful netizens found that the coupon that popped up in the live broadcast room of the Bee Surprise Club even had the words of Via's live broadcast room on it.
However, Via's help is not equal to Via, if Via turns behind the scenes, can Qianxun still be as beautiful as before?
Humble looking for less "stone", is an ordinary MCN
For the Bee Surprise Society, some people say that Via is doing the "queen bee" behind the scenes, directing the little bee to broadcast live. On the surface, after not doing live broadcasting, Via seems to have more things to do behind the scenes. Dong Haifeng, chairman of Qianxun Holdings and Wei Ya's husband, once mentioned that Qian Xun will do the water, electricity and coal of the live broadcasting industry, and when the day comes, if Wei Ya cannot broadcast live for various reasons, Qian Xun is still a sustainable development enterprise.
Now Via has really disappeared into the live broadcast room, but Qianxun does not seem to be ready.
First of all, Via plays an important role in humility. Dong Haifeng once mentioned in an interview that the idea of Qianxun is to let Wei Ya go to the water first, test which links can be done, which are pits, and then empower these good methodologies to the anchors of the second echelon. On the surface, the team and resources of humble search are placed on Via, but in fact, she is crossing the river by feeling the stone, and Viya is the role of this stone.
Today, the stone is suddenly gone, and Qianxun still mainly relies on Via, and the systematic operation mode that breaks away from Via has not formed. Humble is not ready to be tested.
Although the remaining anchors of Qianxun are not greatly affected by Weiya, they can still carry goods, but compared with Weiya's traffic and volume, they are faulted, and no one can undertake its super traffic, which is almost a heavy blow to Qianxun.
According to the information on the official website of Qianxun, at present, Qianxun has signed star anchors such as Lin Yilun, Li Jing, Li Xiang, Li Ai, and Dazuo.
There are dozens of red anchors such as Xiaoqiao Jofay, Beibei Rabbit, An Ananan, and Shengtai Global Shopping. In November last year, qianxun culture WeChat public account posted a post announcing that Qi Wei officially joined qianxun. Qianxun's anchors are distributed on Taobao and Douyin platforms, and in addition to Wei Ya, the best performing anchors on these two platforms are Lin Yilun (Taobao live fans 5.99 million) and Qi Wei (18.93 million Douyin fans).
Unlike Lin Yilun, who has transformed into a professional anchor, can achieve daily broadcasting, the cumulative number of viewers remains at about 5 million to 6 million, and the frequency of live broadcasting and the number of fans of Other anchors in Taobao are not high, of which Li Jing is 2.243 million, and the number of other fans is less than 2 million. Among other anchors, the Shengtai global shopping account introduced by Qianxun's official website as "Taobao Global Purchase Top 1", with 918,000 fans, will be broadcast live on Taobao almost every day, and the cumulative viewing fluctuates around 400,000.
On the Douyin platform, although Qi Wei's data is relatively high, the frequency of live broadcast is small, and it has been broadcast 3-5 times a month in the recent past. According to the data of the third-party platform Gecko, Qi Wei's Douyin account has only had one live broadcast in the past month, with 6 hours and 39 minutes of goods, the cumulative number of viewers is 9.7798 million, the highest number of online users is 76,800, 88 products are on the shelves, and the sales are 19.1498 million. Luo Yonghao's Douyin live broadcast number has done 28 live broadcasts in the past month. Compared with professional anchors, the frequency of star anchor anchors is not stable.
Secondly, without Via, she left Ali's traffic supply. In Taobao, Wei Ya and Li Jiaqi have high hopes and have also received a large amount of traffic support as a traffic entrance to compete with other e-commerce platforms, as well as Douyin and Kuaishou. During the Double 11 period last year, Wei Ya and Li Jiaqi reached sales of 18.9 billion yuan on the first day of pre-sale alone, and the two anchors accounted for most of Taobao's traffic.
To a certain extent, Taobao's traffic is inclined to Wei Ya, not humble. At the same time, Via's previous resources are running to Via's live broadcast room, qianxun lost via's live broadcast room, the original resources may not necessarily have, in this case, although qianxun has a supply chain, but the front-end traffic can not keep up, may be an ordinary MCN, the advantage is not large.
Can Via make a comeback?
"Incubating a new live broadcast number that assists the broadcast may also be a humble search for the remaining traffic of Via to save and utilize as much as possible, as to how big it can be, it is unknown, but it is certainly impossible to become the next Via." An industry insider said.
But can Via really make a comeback?
Judging from the direction of public opinion, some fans believe that they should not be killed with a shot, and should be given the opportunity to change; but many people believe that If Via's comeback will lack fairness - a simple logic is that if Via can be rebroadcast, then fan Bingbing, Zheng Shuang and other stars who have also been heavily fined for tax-related issues, as well as Sydney, who is also the anchor, also have a chance? But before that, the relevant departments clearly pointed out that it is forbidden for bad artists to shift their positions and come back.
Of course, some fans are still looking forward to Via's return, but these fans do not represent all via live room consumers. The core strength of the head anchor lies in the degree of trust, and the high fan stickiness and traffic aggregation ability are also based on trust, which is the key to the relationship between the human goods yard shaped by live broadcasting with goods.
Although Qianxun has sought group development in the past few years, in addition to Qianxun culture, Qianyu Entertainment and Qianxi Culture have been established successively, on the one hand, to open up the channels of traditional entertainment and live e-commerce to achieve content monetization; on the other hand, as a channel and intermediary, to expand IP licensing business; and even try their own brand.
But this series of businesses is inextricably linked to Via's live broadcast. The question facing Qianxun is, will the consumer credit accumulated by Wei Ya be transferred to other anchors under the institution? Will the low price given by the brand because of Via also give to other anchors? Separated from the Via IP, where is the value of humble search?
Live e-commerce has gone through the stage of barbaric growth, after the Via and Sydney incidents, the industry competition is fierce, the supervision is becoming stricter, and the profiteering will also end, and the humble search needs to reshape the trust system, and also needs to seek more diversified layout and innovation, no longer relying on via for development, which may also be a new opportunity.
Source: Sina Technology Author: Yang Xuemei