The former "Four Kings of Live Broadcasting" are walking out of the live broadcast room one by one.
According to 36kr, Luo Yonghao will fade out of the daily management of the company to make friends around May this year and start a new entrepreneurial project. As for the direction of entrepreneurship, Luo Yonghao had made a prediction a few months ago, "Our next entrepreneurial project is a so-called meta-universe company."
On the evening of March 18, Luo Yonghao confirmed the news on Weibo, "Well, the finale of the second part of the entrepreneurial trilogy of "The Biography of Zhen Huan" has not yet been officially released... The third part of the entrepreneurial trilogy has already been established... Although the name is not raised. ”
"Isn't it nice to do live streaming?" In a conversation this spring, Liu Zuohu, the founder of OnePlus Mobile Phone, raised his doubts to Luo Yonghao, "I like to do the technology industry." Luo Yonghao said that doing live e-commerce is only to repay debts, "Now the debt is still seven seven eight eight, so I am ready to go back." ”
In September 2020, Luo Yonghao revised the live broadcast frequency of the live broadcast room to be broadcast three times a week, "hoping to achieve daily broadcasting around the New Year". Although his live broadcast room now maintains the rhythm of daily broadcasting, Luo Yonghao will only appear in the live broadcast room on weekends. In other words, the "Luo Content" in Luo Yonghao's live broadcast room has been greatly reduced.
In the prime time of 7 o'clock yesterday evening, even if Luo Yonghao did not appear in the live broadcast room, and what was being sold was a product that did not seem to match Luo Yonghao's fan group, Luo Yonghao's live broadcast room still ranked 11th in the Douyin goods list, and luo Yonghao's conditions for fading out of the live broadcast room were becoming mature.
According to 36kr, in the next 3 years, Luo Yonghao will complete dozens of live broadcasts every year in the live broadcast room of making a friend.
Removing Luo Yonghao's personal reasons for loving the technology industry, after Sydney and Wei Ya were investigated one after another due to tax problems and had no chance to return to the live broadcast room, the label of the head anchor has become extremely dangerous, and the life and death of a live broadcast room has been bet on a super anchor, which has been proved to be too risky.
In December last year, after Wei Ya was investigated, someone asked, "Will the anchor industry be the only one (Li Jiaqi) in the future?" "If he were the only one left, he would be more afraid."
Reducing his sense of presence in the live broadcast room now seems to be a smart choice for the head anchors, which is Luo Yonghao's choice, and it is also Li Jiaqi's choice.
This year, the start time of Li Jiaqi's live broadcast room has been advanced from 7:30 pm to 6 pm. It is only from 6:00 to 7:30, and the two time periods after 11:00, which are the live broadcast time of Li Jiaqi's broadcasting team, such as fashion support, life support, and snack support.
This kind of live broadcast time ratio is half due to the need to expand the scope of business, Li Jiaqi live broadcast room category advantage in beauty, skin care products, in terms of clothing, daily necessities is not as rich as Weiya live broadcast room products, Weiya left a market gap, Beautiful wrist will not turn a blind eye, and Li Jiaqi's personal energy does not support him to continue to extend the live broadcast time, increase the number of live products.
However, objectively speaking, the increase in the length of live broadcasting also means that Li Jiaqi's concentration in the live broadcast room has declined, and the name of the big anchor has gradually been labeled and branded, and now Li Jiaqi is quietly groping for the platform.
After two or three years of prosperity and growth in the live streaming industry, the big anchor himself, who once stood at the outlet, has stepped out of the live broadcast room under the public's attention.
A
In 2021, the most prosperous year in the live streaming industry, every month the data agency will make a list of the top 100 anchors ranked by sales. Usually, at the top of the list is Via, with monthly sales of two or three billion, followed by Li Jiaqi, Simba, Sydney and Luo Yonghao.
However, in a few months, similar anchor list lists have been difficult to find; Sydney, Via have been unable to appear in the live broadcast room publicly due to tax problems, retreating behind the scenes; Simba rarely started broadcasting himself, so far in March this year, his live broadcast room has only been broadcast once, if you search for the keyword "Simba" in the information section, you will get "public welfare", "education", "charity" and other search results.
The lessons of the past have made the still active anchors have to be more careful, and Mingzhe's self-preservation has become particularly important. On the one hand, the tax investigation storm has not completely dissipated; the head anchor standing on the cusp of the storm is more likely to fall into false publicity and disputes with the brand side; after the fall of Via, Sydney, and Lin Shanshan, the only remaining head anchor has become the focus of public attention, and they need a protective film.
This protective film is the supporting team.
The earlier and more similar model in the industry is the family system established by Kuaishou's early broadcasters, although super anchors and other mid-waist anchors are commensurate with mentors and apprentices, but in essence they are a huge MCN agency.
In October last year, Simba was banned by the platform for complaining about a series of disputes caused by Kuaishou in a live broadcast with furs. Two days later, his apprentice Egg Egg opened the second anniversary live broadcast with goods, the slogan is "Broken Price Simba Live Room", the master-apprentice duel at first glance looks full of gunpowder, but soon after the start of broadcasting, Simba appeared in the egg live broadcast room. The wide collection of disciples has become a key part of Simba's risk control.
After Simba, whether it is Wei Ya, Luo Yonghao or Li Jiaqi, they are accelerating the expansion of their anchor network.
In March 2021, Wei Ya's company Qianxun launched the Qianxun Academy and launched the Qianxun Academy, an internet celebrity training camp, which was taught by the core team of its star anchors, and outstanding students had the opportunity to sign a contract with Qianxun. Earlier, Qianxun had signed several star anchors, including Lin Yilun, who had previously ranked at the top of the sales of the whole network with goods.
According to the story of Mangzhong, Lin Yilun first appeared on Taobao live broadcast, that is, in Weiya's live broadcast room, in September 2019, Dong Haifeng, chairman of Qianxun, issued a signing invitation to Lin Yilun, and Lin Yilun became the first batch of star anchors signed by Qianxun. Lin Yilun guan Haifeng called master, Guan Weiya called shiniang, and Haifeng and Weiya also called Lin Yilun the eldest brother.
Similar to Qianxun's business, Luo Yonghao said in April last year that Make Friends Company would open a live training school, and the business was officially launched at the end of the year. Luo Yonghao has appeared many times in the live broadcast room of the E-commerce Academy to make a friend, teaching live streaming skills.
Making a friend to do e-commerce training to expand business and revenue is on the one hand, and finding live broadcast talents for Luo Yonghao's live broadcast room is also one of the reasons, "we also lack talents ourselves", Luo Yonghao explained in the first training live broadcast.
Although Li Jiaqi's Meijian has not started the training business, and the company only has one super anchor, after the little assistant Fu Peng left the live broadcast room, Li Jiaqi's broadcasting team is gradually growing. In the preview of the live broadcast on March 19, at 6 o'clock fashion support special, there will be 8 anchors online live broadcast.
B
The maturity of the broadcasting team has also made it possible for the big anchor to fade out of the live broadcast room, and the "Bee Surprise Society" that Wei Ya's team restarted for a month, and the data was stable in the forefront of Taobao live broadcasting, which is proof.
On February 12, the bee surprise club premiered, 1.2 million plays have far exceeded the ordinary new number, as the account is more and more old fans are well known, in a week, its playback volume reached 10 million per show, in the non-promotional node, each play can also be maintained at about six or seven million, has surpassed the previous Taobao anchor top 5 Lie'er Baby and Chen Jie.
The Sydney team's comeback approach is similar. In addition to Sydney and Lin Shanshan running several clothing stores on Taobao, Sydney's original assistant Guangguang also opened a new live broadcast room called "Guangguang Is Coming" in mid-February this year, which was later renamed "Shiitake Mushroom Coming".
Although there is no certification, many fans of Sydney are well aware that Sydney's new Weibo name is "Shiitake Sister", and recently, Sydney's husband also appeared in the "Shiitake Mushroom Coming" live broadcast room, and the number of shiitake mushrooms coming to the live broadcast room has recently stabilized at the level of three or four million.
Via and Sydney cannot appear directly in the live broadcast room, and the company of Via and Sydney has never made it clear that this is a new live broadcast room set up by their team, but this does not affect the fans who once gathered in the new field to set off a new shopping carnival through clues.
On the one hand, this situation is caused by the anchor and fans have established a solid sense of trust in the past few years, in the eyes of many fans, and even ordinary consumers, Weiya's synonym is the lowest price in the whole network, as for who is selling, it seems to become no longer important.
Many viewers who have followed the anchor for many years have even produced an emotional bonding relationship between stars and fans. The fixed anchor of Wei Ya's live broadcast room is Wei Ya and her relative Qi Er, in the days when Wei Ya stopped broadcasting and Weibo super talk was blocked, many fans also asked in Qi Er's Weibo super talk when it could be restarted.
In Sydney's Weibo comment area, some fans have been asking, "When will it start?" "Where to sell now", naturally, there are also people who are more familiar with the recent situation of Sydney Company, replying to the name of the store that Sydney is operating.
The assistant broadcasters who have been showing their faces in the super anchor live broadcast room for many years have become familiar to fans, and when they appear in the live broadcast room, the sense of trust they get is naturally much higher than that of grassroots small anchors.
Another reason why the Bee Surprise Society and Shiitake Mushrooms came to these shell rebirth live broadcast rooms can quickly start in a week or two is the supply chain.
The live broadcast room was banned, but the company's contact and cooperation with the brand side did not end, as analyzed above, such as Qianxun and Chenfan not only have super anchors such as Weiya, Sydney, and Lin Shanshan, but also other anchors who are still starting normally, and the supply chain advantages of Weiya and Sydney teams are still there.
According to the alphabet list, in the early stage of the bee surprise club, the live broadcast room did not charge a pit fee, and the pure commission mode was taken. A live broadcast room that has gathered a lot of popularity, and even ranks in the forefront of Tao, but does not charge pit fees, is obviously quite tempting for merchants. Once the popularity is greater, the bargaining power will return to the bee surprise society.
When the east wind on the traffic side and the supply chain side arrives, it will not be a problem for the popularity of the new live broadcast room to re-enter the high position of Taobao live broadcast.
C
Of course, compared with the traffic of Via and Sydney's previous live broadcast room, today's Bee Surprise Club and Shiitake Mushroom are undoubtedly the result of a major injury, and the anchors who have not yet been involved in the storm are all grasping for the precautions.
In the past few years, an important reason for the fire of anchors with goods is that the platform sales channels have gradually given way to personalized and IP sales channels, but the fate of several anchors being blocked also shows that this model of putting eggs in one basket is too risky.
As a result, anchors and brands are moving in the opposite direction, merchants are trying to make brands more personal, and anchors are changing from the original traffic gathering place to a brand, and trying to dilute the personal color of the brand named after them.
From this point of view, there are already pioneers in the industry. Although Li Ziqi brand products are named after him, when Plum Ziqi snail powder, chili sauce and other products have established their minds on the consumer side through quality, even if Li Ziqi breaks up with Wei Nian, it will not affect Li Ziqi's brand-related products to maintain a lot of sales.
The name of the store registered by Li Jiaqi's team on Taobao in the early days has obvious Li Jiaqi color, but its newly established position on the WeChat Mini Program is named "All Girls Member Service Center", although this name still has Li Jiaqi's personal color, but it does not carry Li Jiaqi's personal IP.
Li Jiaqi, who built a new shopping mall in WeChat, is also going further and further down the road of branding. In the Taobao live broadcast system, the platform will divide fans into new fans, iron fans, beloved fans and other levels according to the dimensions of the length of time fans watch live broadcasts, the amount of goods purchased, etc., and membership services are often exclusive to brands.
Li Jiaqi, who is moving toward branding, now has a membership center for fans. The center has set up check-in, Taobao order conversion and other services, members can convert the goods purchased in Li Jiaqi's live broadcast room into points, and exchange points for corresponding gifts, just like the practice of brand merchants.
In addition to Luo Yonghao's main account, the company has also registered a matrix account such as making friends of wine and food, making friends digital electrical appliances, making friends sports outdoors and so on.
At a time when the anchor industry is advancing rapidly and has to slow down due to various changes, the once active big anchors are actively transforming into brands and even platforms from the past individuals, but whether they can succeed or not has no answer.
Resources:
1. "Luo Yonghao's anchor training course, really dry goods or cutting leeks?" " , March 2022
2. "Simba is banned again, and the apprentice egg carries 1.15 billion goods in a single field the next day, the next "Simba"? Chopped Pepper Entertainment, October 2021
3. "Interview with Lin Yilun: Not with Wei Ya, Happy First Place", Mangzhong Story, June 2021
4. "Li Liang, former principal of Beijing New Oriental School, made a friend as the principal of the E-commerce Academy, and Luo Yonghao was the honorary principal", Duozhi.com, March 2022
5. "36Kr Exclusive | Luo Yonghao took the "sky-high" breakup fee from making a friend and will enter the AR industry," 36kr, March 2022