Sold 2.8 billion yuan overnight, Li Jiaqi smiled?
After 73 days of Wei Ya's "disappearance", the pattern of live e-commerce is quietly changing dramatically. First of all, the sudden rise of the "Bee Surprise Society" live broadcast room, only relying on 19 live broadcasts, has won 2 million fans, and the highest popularity of the live broadcast room is even close to Li Jiaqi. Behind its short burst of fire, it is inextricably linked to Via.
In addition, Li Jiaqi also ate this wave of dividends. Tmall's "3.8 Goddess Festival" is the first festival promotion after Wei Ya's fall, and on the first day of the pre-sale event, the number of viewers in Li Jiaqi's live broadcast reached 77 million, the number of fans increased by more than 320,000, and the total sales reached 2.825 billion yuan.
Li Jiaqi has become the absolute head, which may not be something that the platform side is willing to see, so the platform side urgently needs to cultivate new head anchors, which has become the dividend of the rapid rise of the "Bee Surprise Society".
73 days after Via "disappeared"
Wei Ya is not in the "jianghu", but the "jianghu" has always had the legend of Wei ya.
On the eve of the first shopping festival in 2022, the "3.8 Goddess Festival", a live broadcast room called "Bee Surprise Society" suddenly became popular, and in just a few days, the number of fans in the live broadcast room soared to 2.001 million, which was very explosive.
Founded in August last year, the live broadcast room has only 19 live broadcasts, and the highest number of views has exceeded 11.66 million, ranking second in the popular live broadcast of Taobao, ranking second.
Behind its short-term sudden explosion, there is an inextricable connection with Via, who has just fallen.
Of the 6 anchors in the live broadcast room of the "Bee Surprise Society", 5 of them are the "familiar faces" in the live broadcast room of Wei Ya, who have frequently appeared next to Wei Ya as assistant broadcasters and models, including Wei Ya's niece.
Moreover, the background picture, live broadcast style and selection of the live broadcast room are also similar to Via's previous live broadcast. The most frequent comments in the live broadcast room are: "You are back" and "The more you look at it, the more familiar it is".
In addition, the name of "Bee Surprise Society" seems to be derived from the name of Wei Ya's public account: "Wei Ya Surprise Society".
What is even more interesting is that the main operator behind the live broadcast room of Bee Surprise Society: the registered address of Hangzhou Baifeng Culture Media Co., Ltd. is Jiangjin International Building in Binjiang District, Hangzhou, which is only 5 floors away from the registered address of The company owned by Weiya's husband Dong Haifeng.
Tianyan's investigation showed that the company's legal representative, He Weihua, held 99.5% of the company's shares, and the remaining 0.5% was held by Qian Senliang.
Many of the above connections can't help but make the outside world feel that Wei Ya, who "fell", seems to be returning to the live selling industry with the vest of "Bee Surprise Society".
For this view from the outside world, the "Bee Surprise Society" and Wei Ya are very tacitly silent.
Wei Ya's "live broadcast empire" fell on December 20, 2021, after the Hangzhou Municipal Tax Department disclosed a sky-high fine of 1.341 billion, Wei Ya suffered a network ban, Taobao, Weibo, Douyin, Xiaohongshu and other platforms can not search her account.
Today, Via has disappeared from public view for 73 days.
With the approaching of the "3.8 Goddess Festival", the popularity of the live streaming industry has gradually risen, and the topic of "Wei Ya falls, who can eat enough" is also noisy.
Who's full?
Obviously, the "Bee Surprise Society" mentioned above is one of the winners after Via's fall, and the support of the platform is naturally inseparable from the short-term explosion.
After losing the head anchor of Via, the waist anchor in the platform is difficult to undertake the traffic of Via, and the platform urgently needs to support the live broadcast room with the strength of the goods, to retain the user group of Via, "Bee Surprise Club" obviously has such potential, and its selection and live broadcast style are similar to Via, which is popular with the platform.
Another winner after Via's fall may be Li Jiaqi, the "Taobao brother".
Tmall's "3.8 Goddess Festival" was the first festival promotion after Wei Ya's fall, and on the first day of the pre-sale event, Li Jiaqi's live broadcast room exploded: the number of viewers on the day reached 77 million, the number of fans increased by more than 320,000, and the total sales reached 2.825 billion yuan. On the first day of the 2021 "Goddess Day" pre-sale event, the total sales of Li Jiaqi and Wei Ya's live broadcast room were only 790 million yuan.
In fact, after Wei Ya was sealed, the selection strategy of Li Jiaqi's live broadcast room has changed significantly, and it seems to consciously move closer to Wei Ya's live broadcast room.
The surface tablet and Ulike sapphire hair removal device that frequently appear on Li Jiaqi's "shelf" are the "exclusive" of Wei Ya's live broadcast room before.
Some brands revealed that after the closure of the Via live broadcast room, the pressure on online sales channels was greater, and the 2021 year-end promotion KPI could not be completed, and even affected last year's year-end award. In the face of the first shopping festival in the Year of the Tiger, in order to ensure the completion of the sales KPI in the first quarter, you can only choose to cooperate with head anchors such as Li Jiaqi.
With the adjustment of the selection and the blessing of the brand side, Li Jiaqi's live broadcast room may become one of the biggest winners of Tmall's "3.8 Goddess Festival".
The latest number of fans in Li Jiaqi's live broadcast room is 61.917 million, which is still lower than the more than 80 million on the eve of Wei Ya's sealing, but from the perspective of the entire pattern of live streaming with goods, Li Jiaqi is already a well-deserved "oligarch", and has naturally become the preferred online channel for many big brands.
Some marketers on the brand side even sighed that whether the KPI in 2022 can be completed depends on whether it can be on Li Jiaqi's live broadcast room, the pit in Li Jiaqi's live broadcast room is too difficult to grab, and the pit fee has risen a lot compared with last year.
Live streaming of the upheaval
Wei Ya and Li Jiaqi have always been the backbone of Taobao live e-commerce and the super head of Taobao live broadcast.
In 2020, the amount of goods carried by Via's live broadcast room reached 31.09 billion yuan; while the GMV of Taobao live broadcast exceeded 400 billion yuan in the same period. Roughly calculated, the amount of goods carried by Wei Ya accounted for about 8% of the total GMV of Taobao Live, and the sum of Wei Ya and Li Jiaqi contributed about 13% of the GMV to Taobao Live last year.
Wei Ya's fall has made great changes in the jianghu pattern of Taobao live broadcasting, Li Jiaqi has become the absolute head, and the right to speak on the brand side has been further enhanced, and even directly determines the market share of the platform side in the field of live e-commerce.
This is obviously not something that the Taobao platform is willing to see, so Taobao Live urgently needs to cultivate new head anchors, which has also become a dividend for the rapid rise of the "Bee Surprise Society".
Another background is that since last year, the anti-monopoly signals continuously released by the regulatory level have naturally become a potential risk once the head concentration in the field of live e-commerce is too high.
Some analysts said that Taobao will most likely refer to Douyin and Kuaishou to do more content-based marketing, Alibaba's algorithm is more partial to people, and may support anchors with more content in the future, and will not bet traffic and resources on super head anchors.
In addition to the platform, major brand merchants have also begun to reflect on the risks and costs of relying heavily on the marketing model of the head anchor, and it may be a perfect time for a change.
It is undeniable that the current Chinese live e-commerce is still one of the hottest tracks. According to data from third-party institutions, from 2018 to 2020, the scale of China's live e-commerce transactions increased from 140 billion to 1.06 trillion, with an annual growth rate of 183% and 161% respectively; in the first half of 2021, the scale of live e-commerce transactions has exceeded one trillion, and it is expected that the scale of live e-commerce will exceed 4.9 trillion yuan in 2023.
Under the background of increasingly high online traffic costs, the two major advantages of live streaming with goods: low customer acquisition costs and high conversion rates are more obvious. Pinduoduo, B station, Xiaohongshu and other Internet platforms have successively entered the live e-commerce, becoming an inevitable choice.