The Double 11 pre-sale has set off a boom in recent days, and when consumers are immersed in the live broadcast room, some people may also find something different:
In the past, the most eye-catching "lowest price on the whole network" seems to have disappeared in the major live broadcast rooms.
1
Where did the "lowest price on the whole network" go?
In this year's double 11 pre-sale, there are many careful consumers have noticed that not only is the "lowest price on the whole network" gone, the cheap and low price that the live broadcast room has always flaunted, in fact, it is almost the same as the price played by the brand flagship store, and some people complain: watch the live broadcast purely as the atmosphere group, because there is no cheaper at all.
In fact, since this year's 618 promotion, the "lowest price of the whole network" has gradually begun to disappear from the major live broadcast rooms, when some consumers said that the head anchors Wei Ya and Li Jiaqi's live broadcast room shelves of multiple brands, in terms of price discounts, product combinations and gifts are basically the same.
In the daily live broadcast, compared with the brand's official self-broadcast, the commodity price advantage of the big anchor is no longer obvious.
With the maturity of the live streaming industry, the game between the brand side and the anchor has also entered a new stage. Previously, because of too much reliance on the big anchor's cargo and drainage, many brands would make certain concessions in bargaining, and the anchor who got the "lowest price" would use this as a gimmick to further attract consumers to place orders.
However, in the past two years, it has become increasingly difficult for brands to give in on the "lowest price". The reason is very simple, one is to make too much profit, the brand's own loss of profits is not small, and the other is to blindly play low-cost cards, which is not conducive to brand image and upgrading iteration.
Previously, Li Jiaqi had quarreled with the cooperative brands Bai que ling and Yu Ze, and the specific reason was probably that the brand side was unwilling to accept too much bargaining.
In order to no longer rely too much on large anchors, many brands began to broadcast themselves, wanting to get back the initiative, and the "lowest price on the whole network" also began to return to the brand's own live broadcast room.
Brand self-broadcast trend rises, for a time all official flagship stores have their own live broadcast room, there are public data show that during the double 11 period in 2020, Taobao live broadcast GMV, 60% from the brand self-broadcast, the number of live broadcast business coverage increased by 220%.
Compared with big anchors, brands have absolute control over prices, although they are far from the fan base, but they are also easier to personalize and refine marketing for accurate customers.
With the rise of brand self-broadcasting, the disappearance of the "lowest price on the whole network", coupled with the support of major e-commerce platforms for mid-waist anchors, head anchors like Li Jiaqi, Wei Ya, Simba, and Luo Yonghao have felt the pressure.
Without the "lowest price in the whole network", can the big anchor still bring the goods?
2
Buy-and-give, discounts and giveaways were replaced, and forms were on fire
In less than a day after the double 11 pre-sale began, Li Jiaqi and Wei Ya's cumulative live broadcast views reached 233 million and 240 million respectively, breaking the record; Li Jiaqi sold 11.539 billion in 12 hours, and Wei Ya sold 8.533 billion in 14 hours, these two exaggerated figures also quickly caused heated discussion on the Internet.
It seems that even if the advantage of "the lowest price in the whole network" is lost, the combat effectiveness of the head anchor with goods is still very strong. The results of Li Jiaqi and Wei Ya actually show that when the "lowest price" flows back to the brand's own live broadcast room, the anchors can still use other advantages to win back a city.
Compared with small anchors, big anchors already have a large fan base, and after long-term interaction with anchors, anchors have personally formed an IP, and established a certain emotional foundation with fans, so they have a stable customer base. So even if the lowest price is gone, the personal charm and style of the anchor can still retain a large part of the fans.
In addition, at the consumer level, the dimension of considering the choice of goods is not only low price. Under the trend of consumption upgrading, most consumers will not blindly pursue cheapness when shopping, but pay more attention to cost performance, in addition to taking into account personality and spiritual pursuits. The disappearance of the "lowest price on the whole network" will certainly lose a part of the customer base, but when the price of the same product in the major live broadcast rooms is "a bowl of water", the gap is not so large.
In the live broadcast room of this year's Double 11 pre-sale, instead of the "lowest price", the price is "lower than the duty-free shop", buy and delivery, discounts, giveaways, and constantly emphasized cost performance.
Although after the price comparison, the same product has about the same cost performance in different live broadcast rooms, but the careful anchor will still make different products and gifts for the same product, and this differentiated "added value" will also attract the favor of consumers.
In addition to the offers, the anchors of this year's big promotion have thought more and more carefully for consumers.
Along with the double 11 pre-sale amount soaring on the hot search, there is also an Excel form. In order to let consumers more intuitively understand the various discounts and pre-sale product information in a short period of time, Li Jiaqi made an Excel table and wrote all this information into it.
How to reduce, explosive categories, product details, etc., are clearly listed in a Tencent document. After its launch, the shopping guide document quickly spread on the Internet, becoming a walking lawn grower, and the number of readers on Weibo about the topic of #Want to learn Excel with Li Jiaqi has exceeded 200 million.
Via has also developed a shopping guide form for fans and users, and her intentions have also been well received.
In addition to the well-crafted raiders form to bring word of mouth, Li Jiaqi's variety marketing is also very colorful. Before double 11, Li Jiaqi also produced a micro-variety show "All Girls' Offer", so that consumers could see how the low price of the live broadcast room was born, and then added a fixed column "Li Jiaqi Small Classroom" in the live broadcast room.
Compared with the resources and teams of large anchors, mid-waist anchors have received more support from platforms and brands, and there is a great potential for rise. It is conceivable that after the disappearance of the "lowest price on the whole network", the competition for live streaming with goods will become more intense.
3
Live streaming will focus on service and personal charm of the anchor
After careful warm-up, Li Jiaqi and Wei Ya have made a good start at the beginning of the pre-sale, which is amazing at the same time, in fact, it also reflects that after losing the low-price advantage, the anchors need to pay more attention to service quality and show personal charm, in general, it is a sentence: more for the sake of consumers, show your sincerity.
Selection, collocation, discounts, recommendation methods, use skills, etc., are all points that professional anchors can exert their strength, and they also have higher requirements for the ability and intention of anchors.
Like Li Jiaqi's forms, micro-variety shows and small classrooms, consumers can obviously feel its service attitude, and naturally can also gain higher word of mouth, thus winning more than 10 billion sales.
This is a reference for other anchors.
Similarly, for brands, with the anchor + self-broadcast this more flexible marketing method, in the product quality and service is more transparent, to retain consumers, continue to compete with the anchor, but also need to continue to work in these two aspects.
Author: Uncle Hang