The era of super anchors ended: without Wei Ya, Li Jiaqi could not become "undefeated in the East"

With the end of the final night, the 3.8 promotion came to an end.

On the evening of March 8, on the Taobao live broadcast APP Diantao, Li Jiaqi's live broadcast room watched more than 45 million people, which is a lot different from more than 70 million on the first day of the 3.8 festival promotion pre-sale, but still left other anchors far behind.

Many people still remember that on the evening of February 23 last year, Via issued tens of millions of subsidy red envelopes to fans in the live broadcast room, as a 3.8 promotion benefit for "Via's women".

This year, Wei Ya missed the 3.8 promotion, and the super anchor only Li Jiaqi was thriving.

Live streaming has changed not only in the head pattern, but also in new players and new ways to play. The rapid rise of Douyin and Kuaishou, and the digital virtual anchors with the slogan of more real live broadcast experience, are all impacting the original ecology of live broadcasting with goods.

After Via's "invisibility", the gradual voice in the market is that the era of super big anchors is coming to an end. This year's 3.8 promotion seems to be a time to confirm.

01

Red Sea Fight

As the first big promotion after the Spring Festival, each platform has riveted enough efforts in the early stage of the 3.8 festival promotion.

At 8:00 p.m. on February 27, the tmall 3.8 Queen's Day pre-sale opened. This year's Tmall pre-sale venue setting is not much different from previous years, with selected venues, tens of billions of subsidies, digital home appliances, international direct sales, etc.

All products in the Tmall venue can participate in the corresponding cross-store full reduction activity, and the intensity of the activity is 20 yuan for every 200 yuan. The intensity of Taobao's activities is different, 10 yuan is reduced for every 150 or 50 yuan for each 1000.

Earlier than Tmall's pre-sale day (February 27), Kuaishou played the concept of "3·8 Self-Pleasing Season" and officially opened on February 9. Kuaishou also prepared a tiered incentive mechanism for merchants, including providing traffic, cash vermicelli, platform subsidies, and first-screen display.

It is worth noting that Kuaishou's "ginseng fruit plan" provides rewards for anchors to pull new customers, and each new customer can get a cash reward of 5 yuan. This move has a strong meaning of grabbing traffic with other platforms.

The activity time of Douyin's "3.8 Queen's Day" is from February 26 to March 8, and eligible small shop merchants, talents, cross-border merchants, etc. can participate, and have the opportunity to receive traffic support and goods subsidies, as well as the main venue display of the "Douyin 3.8 Queen's Day" event.

Jingdong also launched the 3.8 "Her Festival" activity early, and the beauty and clothing sub-venues also launched the "Super Category Day" and "Early Spring New Ideas" activities respectively. At the beauty sub-venue, the beauty virtual anchor "Xiaomei" was launched for the first time. It is said that virtual anchors can achieve 7× 24 hours of uninterrupted online live broadcasting.

Live streaming with goods is already a red sea, and the fight is fierce. Behind this is the peak of the e-commerce dividend and the arrival of the stock era.

Li Chengdong, an e-commerce strategist and founder of Dolphin Think Tank, mentioned in public in January this year that in November 2021, the monthly growth rate of online retail sales of physical goods in China was -4.1%, which was the first monthly negative growth in the history of the e-commerce industry.

In the environment of the lack of staying power in the growth of the industry, the marketing activities of merchants with a variety of tricks and exhaustion can still draw a big question mark on how much substantial growth can be promoted.

02

After Via's absence

After Via's absence, the traffic was quietly diverted to the live broadcast red sea.

On the first day of the Tmall 3.8 Goddess Festival pre-sale, Li Jiaqi's live broadcast room was viewed by more than 70 million people, and it took more than 7 hours to achieve sales of 2.825 billion yuan. Compared with the same period in 2021, Li Jiaqi live broadcast for 6 and a half hours, with a GMV of 343 million yuan, an increase of nearly 2.5 billion yuan.

Li Jiaqi couldn't eat all of Wei Ya's traffic.

On the night that Wei Ya's live broadcast room was blocked, Li Jiaqi's live broadcast room was viewed by more than 38 million people, and then rose to 50 million, but it quickly fell back to the average.

To this day, Li Jiaqi has more than 60 million fans in Diantao, which is still not comparable to Wei Ya's previous 80 million fans.

Other anchors are even harder to match.

Tmall 3.8 festival, the first place in the peak anchor is the Bee Surprise Society, which has a close relationship with Wei Ya, and its live broadcast room has more than 8.6 million viewers, only about one-fifth of Li Jiaqi's live broadcast room

And Lie'er Baby, which ranks first in the overall list of peak anchors, has less than 8 million viewers in the 3.8 live broadcast room.

It is foreseeable that The huge traffic of Via cannot be taken over by anyone, but can only be slowly digested by the market.

03

Go to "Super Anchor"

According to the data of Ai Media Consulting, as of the first half of 2021, from the perspective of anchor structure, head anchors accounted for 2.16%, shoulder anchors accounted for 5.93%, while waist and tail anchors were 53.53% and 38.8%, respectively, and long-tail anchors accounted for the majority.

Although platforms and institutions are still vigorously supporting the growth of anchors, it is difficult for the next "Wei Ya" and "Li Jiaqi" to appear again.

At the beginning of this year, Taobao Live released the 2022 live broadcast incentive plan, adding new cash incentives. After the new anchor settles in and completes the relevant retention tasks, he will receive a one-time cash reward issued by the platform. For MCN institutions, institutions with a high number and quality of new anchors introduced each year can superimpose the annual box incentive.

Taobao will also increase the support of Taobao's traffic for live broadcasting from the product level. Taobao Live has focused on testing and opening up more resources to live broadcasting services in Taobao. On this basis, Taobao plans to provide a series of traffic support policies for mid-waist and new talents in 2022.

Similar to the logic of explosive products, the creation of explosive anchors is the result of favorable times and places, and it is difficult to copy in a short period of time. In order to reduce the risk, e-commerce live broadcast players are reducing their dependence on a single anchor and going to "super anchorization".

The new live broadcast room of the Sydney broadcasting team is named after one of the "light and light" of the broadcasting assistant, and there are actually 5 anchors who appear in the live broadcast room, including "Flash", who often sits next to Sydney before. With the help of the new live broadcast room, on the basis of the original popularity, team resources, cooperation, and platform support, the former broadcaster may be switched to a new business carrier.

During the Double Eleven and Double Twelve periods last year, Luo Yonghao's average daily sales in the live broadcast room exceeded 10 million, ranking at the forefront of the douyin anchor with goods list. Huang He, co-founder of The Make a Friend Live Broadcasting Company, said that Luo Yonghao's overall live broadcast time in "Making a Friend" has accounted for less than 7%.

In the second half of 2021, make a friend and successively create a number of vertical accounts to expand MCN's business. Huang He once said that what to make a friend is not an Internet celebrity studio, but a shopping mall that can be layered, establish sub-accounts of multiple categories, and form a stable live broadcast model that does not rely on anchors.

Li Jiaqi, who has become a super anchor, develops around his own IP.

Previously, ONE launched programs such as "Li Jiaqi New Show", "Li Jiaqi Small Classroom", "Offer for All Girls" and other programs, with live marketing warm-up interaction.

In addition to Li Jiaqi himself, Li Jiaqi's dog "Never" has also become a resource available. After Never became popular in the live broadcast room, the United States ONE established the "Neva Family" to output the Ip image of the Internet celebrity with five puppies.

Brands are also weighing the needs and dependence on head anchors.

Last year's double eleven, L'Oréal incident, Li Jiaqiweiya live broadcast room pre-sale L'Oréal ampoule mask, L'Oréal official blog played the "biggest effort of the year" promotional copy, but afterwards many netizens found that L'Oréal's own platform ampoule mask price is lower. Since then, Via and Li Jiaqi have announced the suspension of cooperation with L'Oréal Paris.

On the Diantao platform, L'Oréal's flagship store has more than 20 million fans. On the night of March 8, L'Oréal flagship store, L'Oréal Paris makeup and other live broadcast rooms also opened a strong discount, and after 0 o'clock, the smart small anchor connected to the live broadcast.

With Via's absence, the era of super anchors seems to be heading towards dusk.