Author 丨 Dawei
E-commerce live streaming is becoming more and more like a real department store. Anything that can be sold in reality is put on the live broadcast room.
Since Luo Yonghao's MCN company "made a friend" last year's mid-year layout of vertical category e-commerce, Wei Ya, who was recently rumored to be "coming back", is also related to the vertical e-commerce model.
It is revealed that Wei Ya's comeback this time is not her own comeback, but the establishment of a live broadcast channel brand, similar to Suning Tesco, Gome and other brand stores.
The so-called vertical live broadcast is the next form of live broadcast that is optimistic about Luo Yonghao and other practitioners: the platform wants to use vertical live broadcasting to improve the matching efficiency of people and goods, and break the monopoly of the head anchor; the middle waist anchors intend to rise through the vertical live broadcast.
In 2022, vertical live broadcast take-off?
Luo Yonghao set up an SKP on Douyin
The MCN company behind Luo Yonghao", "Make a Friend", began to lay out vertical e-commerce as early as mid-2021.
In July 2021, Luo Yonghao said in an interview with Sohu Technology that the next stage of live e-commerce will definitely have a group of vertical anchors, "so we are also actively cultivating talents in this area."
In the second half of 2021, vertical numbers such as wine and food to make a friend, beauty and daily makeup to make a friend, and clothing and jewelry to make a friend have been established.
As of December 18, a total of 9 vertical numbers have been opened, of which the wine and food of making friends managed by Zhu Xiaomu has repeatedly rushed to the first place in the list of wine categories.
Tong Wei, co-founder of "Make a Friend", said that at the end of 2021, Teacher Luo is still the core, he specializes in doing big scenes, and then the students of other anchor matrix will support the daily number of scenes.
"We've always been committed to making friends a real business, not a star studio that relies solely on a big influencer to survive." Huang He revealed in an interview that Luo Yonghao's personal live broadcast in the company's total sales GMV has now dropped to 30%, and in the future ideal plan, the proportion can be reduced to 10%.
He said that the "Make a Friend" sub-account system will be like a comprehensive supermarket in the future, with a duration from one week to seven days a week, and then to 7X24 hours.
"To make a friend is to open an SKP on TikTok." A person close to making a friend revealed that each live broadcast room will constantly change the anchor, creating uncertainty, allowing users to remember the live broadcast room, rather than the anchor himself.
Go to the stars, go to the internet celebrities, go to the employees, these are the few things to do this year to make a friend.
Not only Luo Yonghao, but also Wei Ya, who was recently rumored to be back, is also in the layout.
An industry insider told the whip that Wei Ya's comeback this time is not her own comeback, but the establishment of a live broadcast room channel brand, similar to Suning Tesco, Gome and other brand stores, will use a unified live broadcast room brand, such as the food and beverage of The Wei Ya live broadcast room, the clothing of the Wei Ya live broadcast room, and the daily chemical of the home of the Wei Ya live broadcast room.
"Via may output her previous supply chain capabilities to N vertical live broadcast rooms, such as food and drink live broadcast rooms, clothing live broadcast rooms, and home daily chemical live broadcast rooms."
The person revealed that the advantages of this are: 1, it is to avoid the excessive concentration of resources in the head, resulting in single income, poor anti-risk ability and other issues. 2, go to the head, go to the Internet celebrity, and replace Wei Ya's brand power with the brand power of the channel. "From the previous people who believed in Via personally, to believe in channel brands."
In addition, Simba's MCN company, Simxuan, is also similar to making a friend. According to the official website, Xin Xuan has a total of 10 anchors with tens of millions of fans, who are good at different categories such as clothing, beauty, and food.
As Huang He revealed, making a friend is laid out on Douyin, which is 3 months faster than other MCN companies. The transformation of making a friend coincides with the direction that Vibrato wants to support.
Vertical live, live 3.0?
For a long time, Douyin has been known as a paradise for "non-standard white brand products", such as jewelry, wigs, tea sets, etc.
"Only such non-standard products with high gross margins can pay for the high cost of information flow." Live broadcast practitioner Puli introduced that 20% of gross profit products, ROI (input-output ratio) at least until 1:7 to return the cost. For example, 100 yuan was invested, 700 yuan was sold, the gross profit was 140 yuan, the information flow fee was 100 yuan, and the 40 yuan was the cost of personnel and equipment.
On Douyin, the ROI of many pushed products is between 1 and 2, and in the field of beauty and skin care, ROI reaches 3 is already excellent data. The cost of these streams is passed on directly or indirectly to consumers.
"Audiences who watch live streams care most about price." In the competition of major e-commerce platforms, the price determines the loyalty of users, which is also the reason why the major radio platforms have launched "tens of billions of subsidies" activities after the launch.
Whether people are looking for goods or goods are looking for people, it is necessary to shorten the distance between goods and people. Vertical live broadcast shortens the judgment distance and decision-making process of users and goods.
Douyin will also label user accounts, and an account will be labeled with a variety of labels, such as the pet field, in addition to small labels under large labels, such as pet dogs, pet cats, etc.
In September 2021, Douyin launched the "Creator Label" function, which is divided into entertainment, secondary yuan, technology, travel, parent-child, fitness and other labels.
Pully said that what Douyin has to do is how to use labels to match fans, bloggers and goods. After experiencing the live broadcast of the head big man and the brand, the douyin e-commerce live broadcast now emphasizes more interest in e-commerce and the goods themselves. At the Douyin E-commerce Ecological Conference in April 2021, Kang Zeyu, president of Douyin E-commerce, said that Douyin e-commerce is not content e-commerce, nor is it live e-commerce, but interest e-commerce.
"Interest in e-commerce is to shorten the distance between people and goods." Puli revealed that interested e-commerce focused on solving the conversion rate and repurchase rate, and Douyin Live broadcast found that vertical live broadcasting was the most efficient after several attempts.
For the platform, in order to get rid of the influence of the head anchor, vertical live broadcasting is the best way. Avoid relying on head KOLs. Turned the anchor into a salesman. "Iron hit the live broadcast room, the salesman of the flowing water."
Open the Douyin Mall, today's menu bar is divided into selection, food and beverages, fresh food, digital office, home appliances, shoes and boots, makeup, men's clothing, accessories, women's clothing, mother and baby, department stores, skin care, washing, kitchenware, books, sports, home textiles, jewelry play, home decoration, green plant agricultural materials, car products, etc., under each column is composed of live channels and goods "double waterfall".
In the second half of 2021, Puli found that more and more full-category live broadcasts have developed in a vertical direction, and high-margin wine live streaming has become the first choice.
Vertical live broadcasting is considered by many industry insiders to be the live broadcast 3.0 form after the head talent and brand live broadcast, and is increasingly accepted by more platforms.
Douyin supports the official live broadcast number "Douyin Mall Official Live Broadcast Room", which mainly sells beauty, personal care, food and beverages, etc. According to Feigua data, the "Douyin Mall Official Live Broadcast Room" ranks 55th in the monthly list of beauty goods. In the field of personal care, JD.com's Jingdong Supermarket ranked 20th in the monthly list.
According to the deep fire report, Ren Xiyan, marketing director of Jitao, believes that Kuaishou and Douyin, which have short video content accumulation, are more conducive to the development of vertical anchors, because the anchors of Douyin and Kuaishou can establish a professional image or deepen their personal image through short video works.
New opportunities and challenges
The changes in Douyin have also brought new challenges and opportunities to MCN.
On the one hand, live streamers are limited by categories and have limited audience coverage. With the precision of traffic, big brands no longer give the lowest price, and after the platform is no longer supported, some head anchors have to transform and adapt to the new positioning.
A vertical anchor said: "Our positioning is super shopping guide. ”
The incubation of vertical anchors is not so "easy", on the one hand, vertical fans are relatively scattered, and it is difficult to gather fans in the early stage, on the other hand, brand investment is relatively limited, challenging the new speed of live broadcasting.
With the rise of vertical live broadcasting, not everyone can seize the opportunity. For example, New Oriental, which announced the transformation of live broadcasting of agricultural products, has not improved.
On December 28, 2021, New Oriental announced the transformation to live broadcast of agricultural products, announcing that hundreds of New Oriental teachers had set up an anchor union to create a hanging account with goods.
Since its inception, the main agricultural category of oriental selection, in the past two months of 26 live broadcasts, oriental selection with a total of 335 pieces of goods, sales of 4.5476 million yuan, is not as good as a live broadcast of the head anchor.
"Vertical live broadcasting has very high requirements for the supply chain behind it." Pulley said.
Luo Yonghao also said in the interview: "In fact, out of the live broadcast, perhaps 1/3 of the importance is the anchor itself, 2/3 of the importance is to fight the backstage supply chain capabilities, you have to continuously find good things, and good things to have a good price, this thing is the core competitiveness." ”
According to public information, Wei Yaqian's self-built full-category SKUs have exceeded 10,000. "Super supply chain base, the current overall 10,000 square meters." According to the manager of Qianxun Supply Chain Base, Qianxun Supply Chain Base will be completed in 2020.
In addition to cooperating with major brand stores, "Make a Friend" is also incubating and launching its own brand products, such as not long ago, the Make a Friend investment company "reloaded" released the first "BK1 casual shoes", "replica" Nike's Air Force One put into production in 1982.
In addition to reloading, make a friend also launched the furniture brand "What Horse", accessories brand "Joshua Tree", and the brands that were not launched were Hangzhou Special Journey, Hangzhou Needle Lead, Hangzhou Rongsheng Xiangli and so on.
At present, categories such as mother and baby, alcohol and jewelry are relatively well done.
"As long as there is a certain study of the matching of algorithms and goods, the anchor will eventually return to the position of shopping guide, and the live broadcast room with a monthly flow of hundreds of thousands of people does not need the anchor with too high monthly salary." A Douyin e-commerce live broadcast service provider said. Perhaps, the end of the anchor is the shopping guide, and the end of the live e-commerce may be the department store.
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