Since last December, Sydney, Via, Donkey sister-in-law and other head anchors have fallen one after another. Many people are full of joy and think that the era of small and medium-sized anchors is coming.
However, after four months, the survival of small and medium-sized anchors does not seem to have improved, and they are still struggling in the mud of the live broadcast market.
The head anchor, the strength is still the same
People who hope to eat the "legacy" of the head anchor obviously do not have a clear understanding of the game rules of the live e-commerce circle.
Those brands that cooperate with the head anchor are either the top two head brands in various fields, or the cutting-edge brands that have grown by leaps and bounds, with sufficient budgets, will inevitably find anchors corresponding to their own tone and fame, and the choice of small and medium-sized anchors who are unknown will only make themselves lose the price, and the gain is not worth the loss.
For consumers, the risk of buying goods from the head anchor is smaller, even if they overturn the car, in order to maintain the wind rating can also give consumers a certain compensation. For small and medium-sized anchors, most people often have a sense of distrust and will not easily place orders.
For example, just like a person who is accustomed to using Apple's mobile phone, even if he changes Android, he will prefer oppo and VIVO flagship machines instead of other domestic machines of about 1,000 yuan.
Therefore, the customers of the head anchor will only continue to "digest internally" in the head anchor and will not share a piece of the pie to the small and medium-sized anchors, and Li Jiaqi's data surge is a typical example.
At the beginning of the pre-sale of this year's 3.8 Goddess Festival, li Jiaqi's live broadcast room viewers soared to 77 million, nearly 7 times that of the usual live broadcast. In the end, it set a sales volume of 2.825 billion yuan, more than any live broadcast other than double 11 and 618.
What's more, the "Vias" did not really disappear, but continued to exist in another way.
In February this year, an account called "Bee Surprise Society" became the dark horse of Taobao Live, absorbing 2 million fans in two weeks and an average of 6 million viewers per game, second only to Li Jiaqi in overall data.
After observation, it was found that the cooperation brand of the Bee Surprise Society was the same as that of Wei Ya before; 5 of the 6 anchors were Wei Ya's assistant broadcasters, and the live broadcast style was also very similar; even the name of the live broadcast room was "Wei Ya Surprise Society", which can be said to be Wei Ya's "reincarnation" number.
Let me ask, small and medium-sized anchors, what do they compete with these "stand-ins" who debut with golden keys?
Small and medium-sized anchors accelerate the inner volume
While the head anchor is still strong, the competition of small and medium-sized anchors is increasing.
Taobao Live's 2021 annual report shows that the growth rate of the number of Taobao live streaming anchors in the previous year was as high as 661%, and even if the growth slows down later, there are still a large number of "newcomers" pouring into the live streaming industry every year.
The growth rate of the number of practitioners far exceeds the growth rate of the market size. Faced with the situation of "more monks and less porridge", anchors have gradually entered the "inner volume" mode, which can be divided into three main aspects.
First, the contents of the volume.
With the development of the e-commerce industry, the audience is not satisfied with the simple "shopping guide" type of goods, the requirements for content are getting higher and higher, it can be said that the industry has entered the era of content e-commerce, who has more attractive content, who can occupy the traffic highland.
Therefore, small and medium-sized anchors always try their best to enrich the content of live broadcasts. Taking the track of life directions such as beauty and clothing as an example, anchors can not only talk about the use of goods from their own perspective, but also prepare dry goods, understand the needs of the public, and recommend products suitable for different user groups, and the workload is greatly increased.
Even, some anchors are not satisfied with live broadcasting on a single platform, and spare no effort to "Amway" themselves on other platforms. For example, in Taobao live broadcast, it will also open a small red book and B station account, even if it cannot sell goods, at least it can play a role in drainage.
Second, the length of the volume live broadcast.
Of course, not all anchors have enough talent and knowledge to do content. Those anchors who are not good at doing content can only "fly first with half a bird" and rely on a large number of live broadcasts to make up for the gap.
You know, the attention of the audience is limited, a person can not stop in a live broadcast room for too long, generally can watch for an hour continuously is not easy. But if the live broadcast is long enough, it can attract more people into the live broadcast room. Therefore, small and medium-sized anchors often get up early and greedily, and invest a lot of energy in uninterrupted live broadcasting.
Many people think that it is enough to move their mouths with goods, but in my opinion, carrying goods is not only a huge physical exertion, but also very hurtful. At least none of the anchors I know have a normal voice.
Third, volume prices.
Due to the lack of resources and channels for newcomer anchors, some of them joined the MCN agency and became contracted anchors. At the cost, their income will be greatly reduced.
Generally speaking, after a product is sold, the commission distributed to the anchor side accounts for 15%-25% of the GMV. In the commission, the e-commerce platform side charges about 10% of the technical service fee, the content platform side then draws 20%-30%, and the remaining money is divided by MCN and the anchor, generally 6:4 or 5:5.
Originally the income has been less than enough, some anchors in order to get more display opportunities, but also take the initiative to lower the price to get more orders, vowing to roll with peers to the end.
Because of this, some anchors who can't stand MCN have chosen to go it alone.
There is a difficult scripture to recite
The ideal is very full, the reality is very bone, and those anchors who stand on their own portals often encounter more difficult problems.
For example, the supply chain is a problem that all small and medium-sized anchors will encounter. Small and medium-sized anchors who work alone lack contacts and channels, cannot get high-quality supplies, and can only sell some miscellaneous brands. Just as the so-called smart women are difficult to cook without rice, the most eloquent anchors will also be sealed by the quality of the goods.
Even with the supply of goods, small and medium-sized anchors who are weak and weak are at a disadvantage in various negotiations. A brand leader revealed that when they attract business to small and medium-sized anchors, they usually go through multiple rounds of communication, "even if it is 1 piece of 2 pieces, a gift of two gifts, we must talk again and again, so that the product reaches the level of a burst order." "For the requirements of the brand, even if the anchor feels too harsh, it can only be accepted."
After all, there is not a single organization behind them to "bottom up" them.
Some people may ask, since it is so difficult to be an anchor, why do you have to scramble to join?
The answer is simple, in the current situation, almost no industry dares to say that it is promising and thriving. Looking at the current hot industries, anchors have a better prospect. Moreover, the market size of the entire live e-commerce is growing continuously, even if it is not enough to eat, it will not be "starved".
It is said that every family has a difficult scripture, and all walks of life also have their own bitterness and bitterness.
Author : Feng Qing