The battle of the "stand-ins" of via Sydney

Image source @ Visual China

Text | Photon Planet, author | Furong He, Editor, | Wu Xianzhi

The live e-commerce industry is in a period of transformation.

Since last year, the head net red live broadcast circle has experienced several consecutive shocks. Before Li Ziqi and Wei Nian broke up, they have not returned, and then Lang Weixian fell out with the original MCN company, and the phenomenon of head master escape was frequently staged.

In the field of live streaming with goods, the head anchors of the Tao department, Wei Ya and Sydney, were banned overnight by the whole network for tax evasion. Kuaishou Simba was repeatedly slapped by the wave of platform de-heading, and the momentum of the past was no longer there. Recently, the news that Luo Yonghao is about to pay off his debts and gradually fade out of the live broadcast circle has also been heard.

Among the several head anchors, it seems that only Li Jiaqi is still frequently active in front of the camera, but if you pay close attention to his recent live broadcast, you will find that Li Jiaqi and the beauty behind him have obviously accelerated the pace of "going to Li Jiaqi" in Jiaqi's live broadcast room, and intentionally directed attention to his assistant broadcasters.

Under the cumulative effect, the correlation between the head master, the anchor and the word "risk" seems to be getting bigger and bigger, of course, this is also directly proportional to the resources they have.

In order to avoid risks, super anchors began to actively release traffic and resources, and a head anchor cloning war began.

Replicate the path of "stand-ins"

Due to the excessive concentration of resources and traffic in the live e-commerce industry, the risk factors attached to the head anchor while creating the GMV myth are also increasing.

The case of Via and Sydney is enough to prove the strong connection relationship between MCN and the head anchor, and the fragility of MCN and the head anchor is infinitely magnified in the contrast of overnight collapse.

At present, the de-heading of the industry is evolving from a passive model of platform intervention to the active choice of anchors and institutions, and the degree of decentralization of dependence on head forces has become a common choice for all parties.

Looking back at the operating style of each platform, Kuaishou's family model and master-apprentice system seem to be regarded as the originator of this replica battle. Several major families control most of the traffic of the platform, in order to continuously strengthen the family power, the head anchor will continue to collect apprentices and disperse their traffic to the apprentices, leading the apprentices to grow rapidly.

Nowadays, Simba's traffic is not as good as before, but other anchors in the family are strong, according to the latest February list of Feigua data, Simba's apprentice "Egg Egg" is firmly at the top of the list of fast hand with goods, and was even once called "female Simba". Simba gradually dispersed his energy to supply chain construction and the incubation of its anchors, and its "live broadcast empire" began to take shape.

Simba's super anchor status was subverted in the process of de-heading the Kuaishou platform, but with the replacement of the apprentice egg, the banner of the Xinxuan family did not fall. Undoubtedly, it was the other anchors of the Simba family who spread the risk for them.

At present, this cloning model of Kuaishou seems to be transmitted to other platforms and head anchors.

In the middle of last month, Taobao Live's two new accounts "Bee Surprise Society" and "Light came" were launched one after the other, which aroused the attention of the industry on the day of the broadcast, because the anchors of the two live broadcast rooms were basically the original members of the original Weiya and Sydney broadcasting teams. Therefore, this is speculated to be an alternative comeback after Via and Sydney were banned by the whole network.

This claim is not without merit. "Bee Surprise Society" has a total of six anchors, namely Kaizi, Haohao, Facai, Xiaoying, Xiaohan, Duoduo, in addition to Xiaoying, the other five are once Weiya's live broadcast assistants and models. The same is true of "The Light is Coming", five of the six anchors are from the live broadcast room of the original Sydney.

In addition to undertaking the original anchor team, the cooperative brand is also undertaken in this process. Like Lancome, Yuze, Procter & Gamble, Three Squirrels, Rice, Ubras, ITIB, Runbaiyan, etc. are all brands that Weiya has deeply cooperated with, and after the launch of the "Bee Surprise Club", most of them have appeared in the live broadcast room of the "Bee Surprise Club", such as Yuze, ubras, ITIB, etc.

Yuze was once a resident guest of Li Jiaqi's live broadcast room, and in 2020, Yuze abandoned Li Jiaqi and defected to Wei ya, and Yuze was once in an embarrassing situation after Wei Ya was sealed, because it was almost impossible to return to Jiaqi's live broadcast room.

On the first day of the broadcast of "Bee Surprise Society", Yuze's products were listed, and Centella asiatica repair mask was 208 yuan for 3 boxes, which was 80 yuan cheaper than Yuze's self-broadcast room. This product is also the highest-selling product on the first day of The 2021 Singles' Day pre-sale.

The data shows that the number of viewers of the "Bee Surprise Society" on February 16, 18 and 19 once exceeded 10 million, and then fell back to about 5 million, but this is much higher than most new numbers. Based on the remaining traffic of Via and Sydney, coupled with the advantages of the company behind the supply chain, "Bee Surprise Society" and "Light is Coming" start broadcasting with the shadow of the former head, and seem to have won at the starting line.

However, when the trust of Via and Sydney collapses, the new account finds its own person to set the position is the main thing.

In addition, Li Jiaqi also began to weaken his attention and direct traffic to the broadcasting team. According to the division of commodity categories, the broadcasting group is composed of fashion broadcasting, snack broadcasting, life broadcasting and beauty broadcasting, which take turns to assist the broadcast according to the changes in the broadcast products, and share part of Li Jiaqi's work.

Li Jiaqi's broadcasting group also opened its own social account, sharing content on platforms such as Xiaohongshu, Douyin, Weibo, and Station B, and linking up with Li Jiaqi to increase fans out of the circle.

It can be seen that Li Jiaqi is creating "Li Jiaqi Super IP" based on his own broadcasting group.

Compared with the previous year-round dare not rest, now fans often can't find Li Jiaqi in the Jiaqi live broadcast room, but this does not affect the user's order.

Compared with Li Jiaqi's living in peace and thinking of danger-style training and supporting broadcast group, Luo Yonghao's jointly created a live broadcast room to make friends has been planning to reproduce the road from the beginning of its establishment. Luo Yonghao belongs to the latecomers of the live streaming industry, and he seems to have no intention of monopolizing resources and traffic from the beginning without going through the big waves.

Luo Yonghao has always opened with "Welcome to make a friend live room", emphasizing the IP of "making a friend" rather than his own. In November 2021, Huang He, co-founder of Make a Friend Technology, said that Luo Yonghao's live broadcast time accounted for less than 7% of the live broadcast room of Making a Friend.

Nowadays, making a friend has already formed its own live broadcast matrix, including making a friend for alcohol and food, making a friend for sports outdoors, making a friend for mother and baby life and other accounts.

In summary, the head anchors have launched a battle of reproduction, and the highly head-headed lone battle will become a thing of the past. The original head anchor and its new account are also mainly cooperative, becoming a complementary community of interests.

Clone anchors can directly pick up the bag and move in

"Live e-commerce can not grow the next Li Jiaqi" This has long been the consensus of the industry, but this does not seem to prevent Li Jiaqi from copying himself again.

It can be seen from the replica mode of each anchor that the new account and the new anchor are obviously connected with the super anchor in terms of resources and traffic, which can be described as the birth with the golden key, and the start of broadcasting directly kills most ordinary accounts.

An MCN industry insider said that although the platform is interested in supporting mid-waist anchors, the head of the industry has always existed. In the past few years, the head agencies and talents have mastered most of the resources and traffic of the industry, and it is easier for them to cultivate a new anchor than many new players. Live streaming with goods is ultimately to fall on the "goods", and the accumulation of large institutions and anchors in the supply chain, traffic and other aspects has a first-mover advantage.

In short, head anchors and institutions will reuse the original resources to these new accounts, which is much easier to cross the river than to cross the river by stepping on the stone.

According to the cloning mode of each head anchor, the most obvious point is the advantage in traffic, driving fan growth in the way of large to small trumpets.

Luo Yonghao not only brought other anchors of the team to show their faces in the live broadcast room during the live broadcast, but also diverted the flow for other matrix numbers on his home page.

Li Jiaqi is the same way, while reducing the length of his live broadcast, he increases the interaction with the broadcaster and then highlights the personality and personality of the broadcast group to increase the memory point of the broadcast group.

In Li Jiaqi's fan base, there are many fans who help broadcast and bump cp, and in this process, the original tool people who play auxiliary began to establish a vivid personal image and gained the love of fans.

In addition, the most important point is the support of basic core resources such as goods and live broadcast services.

Make a friend initially took luo Yonghao's "traffic" as the entry point to enter the field of live streaming with goods, and in the process continuously improved supply chain resources and supporting facilities such as live broadcast services.

The co-founders of Make a Friend, Huang He, Zhu Xiaomu and others have all been product managers of Hammer Technology, and they are all laymen with live streaming at the beginning of the preparation of making a friend, but their experience in the technology circle seems to be particularly sensitive to terms such as standardization, replicability, and scale at the beginning.

This is different from the native live broadcast with goods at that time, in the early stage of live broadcast with goods, the industry is like a enclosure movement, and all the anchors who have some achievements seem to only want to firmly grasp the resources and traffic in their personal hands, which is related to the self-media attributes of its platform.

Huang He once told the media that making a friend in the live broadcast room in the product explanation, selection and other links are trying to achieve standardization. "(Celebrities and other anchors) can move in with their bags."

When the live broadcast mode is standardized, this set of logic is then copied to other anchors, and the account scale is realized.

The investment industry often pays attention to whether the model can be copied, and then achieve a scale effect, which is the reason.

"Why are Qi Wei and Li Shi looking for us?" The core is that we have a strong supply chain capability (provided by Hoshino Future) and live broadcast service (provided by making a friend), which are all achieved by continuously improving our ability in the process of serving Teacher Luo (Luo Yonghao). Hoshino Future CHIEF Operating Officer Xiang once said.

It can be seen that the resources accumulated behind the head anchor provide a guarantee for the growth of new accounts, and the more mature an institution is, the more powerful its professional and standardized replication capabilities will be.

In a sense, although Via and Sydney were banned for tax evasion, they have actually quietly completed their comeback through the team behind the scenes.