Produced by Radar Finance and Economics, | Meng Shuai, editor| Deep Sea
After the survival of the fittest and the industry reshuffle, the live broadcast has now entered a new stage.
Radar Finance noted that Li Jiaqi, who bears the aura of a top-stream anchor, even in Shanghai, where the epidemic prevention situation is severe, does not dare to stop his live broadcast career. Subject to the conditions of home isolation, Li Jiaqi moved the live broadcast room back to his home in Shanghai, and his assistant broadcast staff directly lived in his home to facilitate live broadcasting.
As a "live brother" of Douyin, Luo Yonghao will gradually fade out of the "make a friend" live broadcast room and return to the technology industry after paying off the debt.
At the end of last year, Sydney and Wei Ya successively "collapsed" due to the tax evasion scandal, and their live broadcast career was also ruined. Some netizens found that in recent times, the vice broadcasters who had previously appeared in the live broadcast room of Via and Sydney had provoked the beam and had a new live broadcast room.
Li Jiaqi was "trapped" in the mansion and still did not forget to broadcast live
"I also want to take a day off, but a voice tells me, rest, what are your fans and consumers doing, will they go to see others live broadcasting", in the fiercely competitive live broadcast industry, even if it is already a domestic head anchor, Li Jiaqi has also issued such an emotion.
On April 13, the topic of Li Jiaqi sending supplies to "neighbors" was on the hot search. Some bloggers broke the news that Li Jiaqi sent supplies to neighbors who also lived in Tomson Yipin, a well-known mansion area in Shanghai. Some netizens believe that Li Jiaqi's move is on the one hand to expand networks; on the other hand, it is to help products to be promoted.
As of now, Li Jiaqifang has not responded to this. However, some netizens clarified for Li Jiaqi that the materials displayed in the blogger's photo were not given to Tomson Yipin's neighbors by Li Jiaqi, but a package purchased by the owner of his own community at his own expense of 1760 yuan, which was not related to Li Jiaqi. Some netizens also said that Li Jiaqi did not live in Tomson Yipin, and he himself did donate 30 eggs, vegetables, fresh meat and other materials to the property, but the community is not Tomson Yipin, but Yunjin Oriental Phase II.
Previously, there were rumors on the Internet that Li Jiaqi spent 130 million yuan to buy a mansion in the second phase of Yunjin Oriental in Xuhui Riverside, Shanghai. It is reported that the mansion is a top-floor duplex, a total of three floors, an area of about 780 square meters, the lower two floors of each floor of 380 square meters, the top floor of the interior of 200 square meters plus a garden, the total area of more than 1000 square meters.
According to media reports, Li Jiaqi had broadcast live at home earlier, and the warehouse at home also stored a variety of product samples on weekdays, until August last year, Li Jiaqi moved the live broadcast room to the company. At the moment of severe epidemic situation, due to the need to comply with the regulations of home isolation, Li Jiaqi's live broadcast room has returned to the "old place" again. In addition to Li Jiaqi, several assistant broadcasters also lived directly in Li Jiaqi's home.
It is worth mentioning that in a live broadcast on April 9, because of the needs of epidemic prevention and control, Li Jiaqi was called to do nucleic acid testing in the middle of the live broadcast.
According to the live broadcast data displayed by Taobao, compared with before the epidemic was sealed, the live broadcast time of Li Jiaqi's live broadcast room has been significantly compressed, from the previous 6 to 7 hours to the latest 3 to 4 hours. At the same time, the number of goods on the shelves of Li Jiaqi's live broadcast has also decreased significantly, and the number of scenes has dropped from about 100 to 60 to 80 from about 100 before.
Although Li Jiaqi's live broadcast has not completely stopped due to the epidemic, from the perspective of various data, the recent live broadcast of "Taobao Brother" is still facing a lot of pressure. Although Li Jiaqi can move the live broadcast room from the company back to his home, the recent traffic of his live broadcast room has still declined significantly, even if it is not compared with the number of live broadcasts with the blessing of shopping festivals, the average number of views since April of 15 million to 20 million is still a certain gap with the previous daily average of about 30 million live broadcasts.
Practitioners pointed out that although online anchors can still broadcast live normally in the live broadcast room, live broadcasting is closely related to multiple links of the entire supply chain, involving the production, delivery, logistics and distribution of manufacturers in the epidemic area, and even the delivery of product samples to anchors, which will be more or less affected.
"Make a friend" will not create the next "Luo Yonghao"
After Luo Yonghao defeated Hammer Technology and saddled with 600 million debts, he plunged into the live broadcasting industry, and since then Luo Yonghao has quickly grown into a "brother with goods" on Douyin. However, Luo Yonghao, who has always been obsessed with the technology industry, has not given up his ideals. Previously, Luo Yonghao had said, "The spring of 2022 will return to the technology industry, and the day the debt is paid off, it will return." ”
In the first half of this year, topics such as #Luo Yonghao's name has no information on the executor#, #Hammer Digital Technology bankruptcy application has been withdrawn in its entirety,# Hammer Digital Technology equity freezing information clearance# has been on the hot search, and the outside world has speculated several times that Luo Yonghao has been "debt-free and light". Subsequently, Luo Yonghao and "Make a Friend" responded to the rumors of debt repayment many times, saying that Luo Yonghao was still working hard and repaying the remaining debts for the company as planned, and it would take some time to pay them all off, and it would definitely be announced at the first time.
With live broadcasting, Luo Yonghao's debt repayment schedule continues to speed up, and now "True Return" is about to usher in the finale. Although there are still many details of the new entrepreneurial project after Luo Yonghao's return to the technology industry in the future, the outside world is full of curiosity about whether Luo Yonghao will completely withdraw from live broadcasting at that time.
In March this year, according to 36Kr, Luo Yonghao will fade out of the daily management of the "Make a Friend" company around May, and "Make a Friend" will pay Luo Yonghao a huge fee to obtain the 3-year operation right of the "Luo Yonghao" account. According to the agreement signed by the two sides, In the next 3 years, Luo Yonghao still needs to complete dozens of live broadcasts every year in the "Make a Friend" live broadcast room. People familiar with the matter also revealed that the breakup fee is around hundreds of millions of yuan.
On April 11, Huang He, founder of the "Make a Friend" live broadcast room, said that the transfer fee with Luo Yonghao is still under discussion, and cannot be called a "break-up fee", and it will be a more reasonable fee until the specific decision is made.
In fact, at present, Luo Yonghao's appearance time in the "Make a Friend" live broadcast room is indeed getting shorter and shorter than before. "Make a friend" said that at present, Luo Yonghao's personal live broadcast time has continued to decrease to 3%, but the total sales of the live broadcast room have not been affected by this, but have maintained continuous growth. According to Luo Yonghao, his own live streaming sales of GMV in 2021 are less than 20% of the total GMV of "Make a Friend", and even less than 5% of the company's in the past few months.
For the rumors that Luo Yonghao gradually faded out of the live broadcast room, "Make a Friend" said that Luo Yonghao actually did not leave "make a friend", and he will continue to "make a friend" live broadcast. "Make a Friend" says it wants to discuss how to be a healthy live streaming company, not an influencer studio.
Recently, when Huang He was interviewed about whether he would create the next "Luo Yonghao" topic, he said that the logic of "making a friend" is to "do the number rather than be a person", there will be a lot of uncertainty about being a master, and the vertical class number has always relied on a certain anchor, and it is impossible to achieve 7 * 24 hours of live broadcasting.
Huang He also said that the follow-up to continue to do vertical class numbers will not focus on a certain person, the company is in the direction of creating an account. Huang He revealed that the follow-up will invite professional talents in the industry to come over, give the account a strong endorsement like Luo Yonghao, and also equip the vertical talents with some other young anchors to operate together to maximize efficiency.
According to the data previously released by the "Make a Friend" live broadcast room, last year, the "Make a Friend" live broadcast room ranked first in the list of Douyin live broadcast with goods with actual payment sales of 5 billion yuan. In the 2 years since its inception, the number of the team has grown from the initial 7 to more than 1400 people, the number of anchors has expanded from two or three to more than 40 people, and the live broadcast frequency has also evolved from 1 week to 1 week 7 * 20 hours of high-intensity live broadcast, and there are currently more than 10 vertical accounts under "Make a Friend".
It is worth mentioning that Luo Yonghao, who gradually diluted his own anchor symbol, also further "squeezed out" every link of the live broadcast industry, Luo Yonghao repeatedly appeared in the Vibrato live broadcast room as the honorary principal of the "Make a Friend E-commerce Academy", and also sold the online course of the "Anchor Nova Camp" to extend the tentacles to the field of anchor training.
Via and Sydney help broadcast "Upper Position"
In November and December last year, the news of tax evasion by "Taobao sister" Wei Ya and Wang Sicong's ex-girlfriend Sydney shocked the industry, and then the accounts of the two multiple platforms were blocked, and Wei Ya and Sydney also "disappeared" from their respective live broadcast rooms.
Some voices believe that Li Jiaqi and Wei Ya, as the "one brother" and "one sister" of live broadcasts that Taobao has previously praised, the traffic that disappeared from Wei Ya's live broadcast room will most likely be transferred to Li Jiaqi's live broadcast room.
On the first day of the double 11 pre-sale last year, Li Jiaqi and Wei Ya won the proud results of sales of 10.653 billion yuan and 8.252 billion yuan respectively. Time jumped to the first day of the Tmall "3.8 Goddess Festival" pre-sale this year, Li Jiaqi's live broadcast room achieved sales of 2.825 billion yuan, while in the same period last year, Li Jiaqi and Wei Ya's total sales were only 780 million yuan. Without the competition with Via, the sales of Li Jiaqi's live broadcast room did increase significantly.
Radar Finance noted that on the day that Wei Ya was blocked, li Jiaqi's live broadcast room reached 38.194 million views, and the next day it reached a staggering 49.448 million, slightly inferior to the 85.201 million and 51.578 million views on the eve of Double Eleven and the day of Double Eleven, but it was still higher than the weekday live broadcast data without the blessing of shopping festivals.
However, a large part of the reason for the above situation is that after the negative incident of Wei Ya, the effect of attracting many "melon-eating masses" for a time, after Wei Ya was blocked for 5 days, the number of views in Li Jiaqi's live broadcast room dropped to about 20 million. Judging from the number of viewers, the traffic lost between Wei Ya's live broadcast rooms has not been completely converted by Li Jiaqi.
So who else is dividing up Via's traffic? Some netizens found that a few months after Wei Ya was blocked, Wei Ya and Sydney's assistant broadcasters appeared in the new live broadcast room, and the two live broadcast rooms basically maintained the daily broadcast frequency.
In February this year, the "Bee Surprise Society" was launched online in the Taobao live broadcast room. Although the anchors of the "Bee Surprise Society" did not mention Wei Ya at all, and emphasized that they were a small team of six people working hard to start a business, Radar Finance found that the live broadcast room called "Bee Surprise Society" was inextricably linked to Wei Ya.
It is understood that the official subscription number before Wei Ya was sealed was named "Wei Ya Surprise Society", and the fans of Wei Ya's husband Dong Haifeng were called "Bees"; and the anchors who appeared in the "Bee Surprise Club" were also some familiar faces, they were mostly assistants or models who had appeared in Wei Ya's live broadcast room before; even the background picture of the "Bee Surprise Society" live broadcast room also used the same city night view as wei ya live broadcast room.
In addition, the registered addresses of Hangzhou Lanhai Enterprise Management Consulting Company and Hangzhou Fenghan Enterprise Management Co., Ltd., a subsidiary of Dong Haifeng, and Hangzhou Baifeng Culture Media Co., Ltd., a certification company of "Bee Surprise Society", are on different floors of Jiangjin International Building in Binjiang District, Hangzhou.
A situation similar to "shell repayment" also appeared in the live broadcast room of the original Sydney light. On February 16, the "Light is Coming" live broadcast room was officially launched, and the account was renamed "Shiitake Mushrooms Are Coming". Another reason why the outside world thinks that there are many connections between the live broadcast room and Sydney is that Sydney's husband frequently appears in this live broadcast room.
According to Taobao data, as of press time, the number of fans in the live broadcast room of "Bee Surprise Society" exceeded 3.35 million, and the number of views in the live broadcast room was basically more than 6 million recently, and the maximum number of views exceeded 10 million; the "Shiitake Mushrooms Coming" live broadcast room has 1.815 million fans, and the number of views of its live broadcast in the near future is about 3 million to 5 million. According to Taobao insiders, "for the new team, this achievement is very rare." However, there is still a big gap between the previous two and the popularity of Li Jiaqi, Wei Ya and Sydney before the live broadcast.
In April this year, the Department of Online Audio-visual Program Management of the State Administration of Radio, Film and Television and the Publication Bureau of the Central Propaganda Department issued a notice, which mentioned that it is necessary to strengthen the management of live game broadcasting on online audio-visual program platforms, and strictly prohibit illegal and immoral personnel from using live broadcasts to appear on camera. Some analysts believe that under this "heavy punch", Wei Ya and Sydney basically have no chance to appear again.
With the continuous increase of industry and tax supervision, the live broadcasting industry has entered a new stage, who will become the next top anchor to stand out, and what kind of reshuffle will the industry experience? Radar Finance will continue to pay attention.
Note: This article is the original of Radar Finance (ID: leidacj). Unauthorized reproduction is prohibited.