Text | 20 Society, author | Ma Cheng, Li Beware, Editor | Jia Yang
Wei Ya and Li Jiaqi once again set their own records on Singles' Day.
In the live broadcast on the pre-sale day, the cumulative transaction volume of Li Jiaqi's live broadcast room reached 10.6 billion yuan. The cumulative transaction volume of Via's live broadcast room reached 8.252 billion yuan.
Weiya Li Jiaqi pre-sale data Image source/official website
On the same day last year, Wei Ya's live broadcast room turnover was 3.5 billion, and Li Jiaqi's was 3.3 billion. Li Jiaqi released "Offer for All Girls" on the eve of pre-sale, and talked about the ability to choose the way of replacing ban and reconstructing the pattern of domestic products in the live broadcast. It seems to be the head anchor who has reached the peak of the carnival, but people have found in the wave of goods on the shelves of "321 link" that the "lowest price" that once made Wei Ya and Li Jiaqi proud has gradually disappeared, and some consumers even complained that "there is not much discount than usual". Behind this layer of phenomenon, something is different.
Yu ze's escape, Hua Xizi's alternative multi-channel layout, is not an isolated case. 20 agencies found that in this pre-sale war, many brands have "left a hand", and their live broadcast rooms are more preferential. If we pull the timeline back further, we find that there are brands that rely on the amount of live broadcasting of large anchors, and are strategically "downgrading" the big anchors.
On the one hand, the brand side of self-broadcasting is becoming more and more mature, and only by leaving traffic and users in their own live broadcast rooms is the long-term way.
On the other hand, Douyin and Kuaishou are close behind, and the anchors are rolling inward, trying to attract brands by reducing pit fees, doing special sessions and other forms.
As the providers of the silly solution of the rise of brands and the sales of goods, the reason why Li Jiaqi and Wei Ya have become their market environment is changing.
<h2>01 Escape from Via Li Jiaqi</h2>
At 7:30 p.m. on October 20, the number of online users in the Taobao live broadcast room of the big skin care brand Xiu Like has exceeded 1.5 million, which is higher than the number of live broadcast onlines of many Taobao head anchors.
A skincare expert in a white coat explained the skincare ingredients in different color essences while emphasizing the red envelopes and raffles in the live broadcast room. Some of the "knowledgeable" XiuLike old users calculated that the price concession of the link in the live broadcast room was the same as that of Wei Ya and Li Jiaqi.
When 8 o'clock came, there were users in the live broadcast room who kept leaving messages, "The deposit has been paid." ”
20 Agency observed that the best discount for some well-known beauty brands this year is not in the live broadcast room of the big anchor, but in their own live broadcast room. The live broadcast rooms, including big names such as Fulex, Nature Hall, and Polaria, also gained more than one million popularity during the pre-sale period.
The popularity of the big-name Taobao live broadcast room is hot Image source/Taobao official website
Since the beginning of this year, various platforms have provided many preferential policies for brand store broadcasting. In the Taobao live broadcast plate, the proportion of store broadcasting has already exceeded 60%. Douyin has been encouraging brands and head anchors to open a change of production, according to the latest data in October, the number of Douyin brand service providers is 294, the service providers provide services of high-quality brand GMV accounted for 50%, service providers to provide services of high-quality brands to sell GMV accounted for 57%; Kuaishou directly took the "big brand" as one of the "three big deals" of the overall e-commerce planning, through super product days, subsidies and other means to encourage brand live broadcast or in-depth cooperation.
When the platform directly gives traffic and accurate users to the brand's self-operated stores, the brands gradually grasp the autonomy of part of the traffic, and the brand's dependence on large anchors has a tendency to decrease.
According to Xiaohulu data statistics, on the 20th, a total of 19 live broadcast sales on the whole platform exceeded 100 million, in addition to Weiya Li Jiaqi, the brand live broadcast of "Estée Lauder Flagship Store" also ranked among them.
Some domestic brands have also gained new growth points and more sticky fans because of store broadcasting. For example, this year, because Han Shu, who first terminated his contract with Wu Yifan, quickly harvested a wave of high attention, the store broadcast quickly went from dozens of views to the top of the current domestic self-broadcast rankings.
According to industry insiders, another brand, Nature Hall, now the sales of Douyin live broadcasting have accounted for 40% of the total sales of e-commerce channels.
There is also a domestic skin care brand Xue Lingfei, which is clearly reducing its dependence on head anchors. This affordable skin care product sought after by white-collar workers in students was widely released in the live broadcast room of the big anchor last year, and it is a regular customer of Wei Ya's live broadcast room.
"This year, Xue Lingfei reduced the number of times she entered the big-name live broadcast room, and the main purpose of entering was to promote new products." More offers will be available in-store. An insider of Xue Lingfei said.
In 2021, Xue Lingfei's Kuaishou and Douyin store broadcasts have developed rapidly. Princess Xue Lingfei became a special sponsor of Kuaishou Night during the 618 period and was also selected for the 1116 Super Product Day. According to the data disclosed by Kuaishou, the sales of Xuelingfei mask exceeded 5.4 million yuan on Kuaishou Night, achieving an 86% increase.
Not long ago, Yuze, a domestic skin care brand under Shanghai Jahwa, terminated his contract with Li Jiaqi, which once caused an uproar. The outside world has speculated that Yuze broke up with Li Jiaqi because the promotional price for Wei Ya was cheaper. However, an industry insider revealed that the dispute between Yuze and Li Jiaqi is actually because the price sold by Yuze himself in the store is lower than the price in Li Jiaqi's live broadcast room. This statement has not yet been confirmed by Yuzawa.
In the past, the brands that cooperated with Li Jiaqi and Wei Ya needed to ensure that the live broadcast room had to be the lowest price. Another brand founder revealed that there is usually a minimum insurance period of two months.
Yu ze's approach was obviously a violation of this regulation. In other words, brands like Yuze, which once relied on anchors to rise, now also want to keep sales traffic in themselves.
Li Jiaqi live broadcast room "teasing" Yuze Image source / live broadcast screenshot
Sensitive consumers have long felt this. "Last year I fought a lot of things with others, and this year I opened the preview of Li Jiaqi's live broadcast room without any desire to buy, and I didn't feel much more preferential than usual."
This spitting post-00 user, in the Via live broadcast room saw her commonly used and first remover makeup oil, if you buy two, you can get a discount of 79 yuan a piece. But in some Taobao beauty C stores every day, she can buy the same or even lower prices, and she doesn't have to make orders for preferential treatment.
An MCN e-commerce live broadcast practitioner also revealed: "In order to develop store broadcasting, brands will launch relevant offers in the C store channel every day, thereby diluting the peak of the shopping festival." ”
This delicate game between brands and anchors is also directly reflected in the external caliber of the two major anchors: Wei Ya and Li Jiaqi no longer emphasize the concept of "lowest price" this year, and many big brands give the same price between the two live broadcasts, but they are different in product combination and number/style.
<h2>02 Siege of the big anchor</h2>
While the brand wants to take back more initiative from the big anchors, the big anchors of other platforms such as Douyin and Kuaishou, and even the anchors such as Sydney, who are second only to Wei Ya and Li Jiaqi on Taobao, are also trying to find ways to level the discounts between the live broadcast rooms and these two.
In the first round of the double eleven pre-sale war, Sydney, Lieer Baby, Chen Jie and other Taobao top 20 anchors also competed head-on with big-name beauty and skin care products, but the source of products was not the official flagship store, but self-operated and overseas warehouses, or Tmall International.
The price of this channel is significantly lower than that of flagship stores, vibrato, Kuaishou big anchors, beauty is mostly from third-party tax-free warehouses, or koalas, yang wharf and other sea amoy platforms.
"Because the resources are too concentrated, the stocking of Wei Ya and Li Jiaqi's live broadcast room can already clear the warehouse for the brand direct store." An industry insider said. Previously, in the "Offer to All Girls", Li Jiaqi had announced the stocking of some brands, and only one product of L'Oréal Essence had 200,000 pieces of stock.
"Offer to All Girls" shows Li Jiaqi bargaining with the brand side Image source/official Weibo
A user "passionately placed an order" in the Sydney live broadcast room, bought a set of boxes, three big-name water milk, essence, costing nearly 3,000 yuan. "If you don't consider all kinds of gift samples, it is the most cost-effective to buy overseas warehouses, and many of the gift samples bought on Double Eleven last year are placed in the cabinet and do not want to use." However, there are also users who are worried about the quality of overseas warehouse products.
20 news agencies learned from the beauty industry insiders that the price of beauty products with a complete licensing link cannot be suppressed, because international brands will control and balance the prices of various channels. Generally speaking, the products of the bonded warehouse need to show the authorization certificate, but the authorization certificate presented by the major anchors is also different, "It is difficult to let the user really rest assured." ”
Some practitioners even summarized the battle of these three big anchors on Taobao as: Wei Ya's Pan, Li Jiaqi's Specialty, and Sydney's "Customs" after circling.
At the same time, in order to attract brands and avoid the dispute over the situation of "collecting pit fees but not converting", some well-known anchors prefer to reduce or even waive pit fees in exchange for low prices and longer-term cooperation provided by brands.
Comparison of the same product Sydney, Wei Ya and Li Jiaqi live broadcast Image source/official
According to statistics, head anchors such as Li Jiaqi and Wei Ya will charge a pit fee of 100,000 to 500,000 yuan and a commission of about 20%. If it is an international beauty brand, the product cost accounts for about 30%, plus 4% of the Tmall channel fee, 1% of the logistics cost, about 10% of the labor cost, some brands to 6.5% off the basic no profit to earn, domestic commission is more than 30%. For a long time, more brands have entered the head live broadcast room at prices below this level, more as a product promotion and welfare.
This year, in addition to the tug-of-war between the two head anchors, more anchors are trying to reduce the cost of the pit.
According to the 20 news agency, during the Double Eleven period, the well-known MCN Remote Look, Worry-free Media has reduced the pit fee of some of its star anchors, such as Jia Nailiang, Qi Wei and others, but they actively cooperate with the brand to open a special session; Kuaishou MCN Xin chose to say that they insist on low pit fees, in addition to the live broadcast room of the big anchor Simba, other anchors mainly rely on commission income; another MCN "make a friend" Although it continues to charge pit fees, but because of full-time live broadcasting, it will provide more live broadcast services for the product.
"We are more looking forward to establishing longer-term cooperation with brands, such as opening special sessions, which can enhance the influence of anchors, and for fans, it also means more favorable prices." The head of the market of worry-free media said. Previously, The "Big Wolf Dog Zheng Jianpeng and Yan Zhen Couple" under Wuyou completed a special session with well-known big names including Weather Dan, Fulex, and Unilever.
Guangdong couple's Fu Leishi special session, sales exceeded 120 million. Image source/official
During the double eleven pre-sale, Super Dan, the head anchor of Kuaishou, directly led the team to the headquarters of Heilan Home to open two special live broadcasts.
"We never charge a pit fee, but this year we set up a team to connect brand cooperation and special sessions." The person in charge of Super Dan said that in order to cooperate deeply with the down jacket brand Yalu, they also planned two new product releases for Yalu, and the show + live broadcast was carried out simultaneously.
<h2>03 The game of new brands, escape or stay? </h2>
For new brands, this is a dilemma. Because, not every brand has enough chips and funds in hand.
After asking a number of newly established domestic brands, the 20 news agency found that these brands have basically been on the market, or are waiting in line for Li Jiaqi and Wei Ya's live broadcast room.
Because Li Jiaqi's live broadcast room can still "decide" the fate of some new brands. For example, in the explosion of this pre-sale, Kwadi, Rock Zoo, Youshiyan, etc. all broke through the sales of last year's pre-sale all day in one hour. These brands are regular customers of Li Jiaqi's live broadcast room.
Before entering Li Jiaqi's live broadcast room, they can be said to be nameless, and they were only caught on fire through Li Jiaqi's push.
Taking Kwadi as an example, as the high-end line of Bloomage Biology, the GMV of Kwadi omni-channel was 160 million last year, and the first pre-sale of GMV in Li Jiaqi's live broadcast room this year broke 200 million. Looking back at last year's Double Eleven, this brand, which has only been established for two years, first became popular from Li Jiaqi's live broadcast room.
Overnight popularity, for the new consumer brands with serious internal rolls, it is quite tempting. An industry insider complained to the 20 society, now the competition is fierce, the product homogenization is serious, no marketing, not on the big anchor live broadcast room, it is really difficult to be seen by users.
Especially now for some new brands, the sales of Double Eleven and 618 can basically account for 20-30% of the whole year, and the results of the two big promotions will directly determine this year's performance.
However, if you want to go to the live broadcast room of the big anchor, the cost to be paid is also not easy for many new brands to bear.
A person in charge of domestic skin care products helplessly said to the 20 society that they can only choose to appear after 0 o'clock, at this time the number of spectators has declined. But there is no way, because the previous period is "too expensive".
For the current record of this year's Singles Day, his response is: "It's okay, it's not too good." ”
Moreover, once the brand relies on the anchor to sit up, it is not easy to find the right to speak from the anchor. After Yuze broke up with Li Jiaqi, he was spat on and raised in price, and was rushed by fans on the Little Red Book, and his reputation was affected.
Now you can only save the situation by binding with Via, and overall the loss is greater than the gain.
In this complex game, there will also be some brands that have changed their past strategies.
For example, the regular customer of the live broadcast room, The furniture brand Lin's Wood Industry of the Tao Department, told the 20th Agency that this year's double eleven only launched a new product in the Weiya live broadcast room, but 5 products were listed at one time in the Sydney live broadcast room.
"The head effect of the two anchors is too obvious, overly biased towards beauty and skin care and home appliances, and it is difficult for other categories to have an advantage in the broadcast time and effect." It is not as good as fighting for attention on other anchors on ROI. ”
Obviously, today's brands still want traffic and higher GMV, but it is not only Li Jiaqi who can provide a fast and successful channel.