Despite the repeated epidemics, a pair of strange combinations in the field of live broadcasting have been frequently sent to hot searches by netizens. "Watching Li Jiaqi live broadcast is to empty your wallet, cost money; watching Liu Qihong's live broadcast is to hollow out your physical strength and waste your life", some netizens jokingly called them a combination of "seeking wealth and killing people".
Nandu reporter learned that this pair of anchors in Shanghai have not suspended their live broadcast activities despite the impact of the epidemic. In particular, Li Jiaqi, the top anchor of Taobao, although Shanghai and other parts of the country still cannot deliver goods, he still maintains an almost daily frequency of carrying goods, and some of the staff of his team even lived in his home before sealing. On April 20, Nandu reporters learned from the Shanghai Charity Foundation that Li Jiaqi also donated nearly 30 tons of materials to provide living security during the epidemic prevention and control period for the elderly living alone and frontline medical workers in the fight against the epidemic.
"I also want to take a day off, but a voice tells me that when I take a break, your fans may go to watch someone else's live broadcast." Previously, behind Li Jiaqi's continuous breaking of sales records was the anxiety of the industry's top stream about traffic; now after the reshuffle of the head anchors, the competition faced by Li Jiaqi has not weakened.
During the lockdown period, the employees will be taken home to broadcast live, and the mother will be the assistant broadcaster
Nandu reporter learned that Li Jiaqi, who is in Shanghai, still maintains the live broadcast frequency of several days, although some areas, including Shanghai, are still unable to ship. In order to ensure the smooth progress of the live broadcast, before the Shanghai seal, some samples were moved from the company to Li Jiaqi's home, and some of the staff of Li Jiaqi's team also lived in his home. Since March 28, Li Jiaqi has not broadcast live for only three days.
Although the rhythm of daily broadcasting is still maintained, the impact of the epidemic on Li Jiaqi's live broadcast room is also obvious. From the perspective of live broadcast time, before March 27, Li Jiaqi's live broadcast room began to live at about six o'clock, and the live broadcast time reached more than seven hours, and many supporters would also fill the live broadcast time. After March 31, the live broadcast time of Li Jiaqi's live broadcast room was after 7:30, and the live broadcast time was reduced to 3 to 4 hours.
Live stream viewers also declined. Since March 28, the number of viewers in Li Jiaqi's live broadcast room has been around 20 million, but in early and mid-March, Li Jiaqi's live broadcast room has almost always been more than 30 million.
During the epidemic prevention and control period, the changes in Li Jiaqi's live broadcast are also reflected in many aspects.
On April 9, Li Jiaqi suddenly wanted to go for nucleic acid testing in the middle of the live broadcast, so Li Jiaqi's mother went to the battle halfway and began to continue to introduce sanitary napkins and other feminine products in the live broadcast room. In fact, since Li Jiaqi began to broadcast live at home in March, Li Jiaqi's mother has frequently appeared in the live broadcast room, acting as a supporter, and the products introduced are mainly women's products.
Li Jiaqi's mother (left)
On April 14, a consumer broke the news in Xiaohongshu that he was contacted by HP customer service, saying that due to the epidemic, there was no way to send a sample to Li Jiaqi, hoping to borrow the HP laptop that the consumer had previously purchased, and send it to Li Jiaqi through the errand brother as a live sample. The consumer initially thought it was a fraud, but borrowed a computer after confirming with HP customer service that it was not a fraud.
According to the information subsequently disclosed by the consumer, the brand party has to pay the consumer a sum. However, the laptop was originally planned to be sold live on April 16, but HP revealed that due to insufficient inventory allocation of epidemic goods, the live broadcast of the product was postponed.
In addition, in addition to subscribing to nearly 28 tons of "care packages" from the Shanghai Charity Foundation to provide egg noodles, pure milk, instant cereals and other foods for the elderly living alone, Li Jiaqi public welfare also urgently purchased nearly 1.8 tons of infant daily necessities and fast food, including children's masks, pull-up pants, baby hand and mouth wipes, etc., which were donated to Shanghai Children's Medical Center and the Children's Hospital Affiliated to Fudan University.
Anchor pattern shuffle The rise of non-standard anchors
"I also want to take a day off, but a voice tells me that when I take a break, your fans may go to watch someone else's live broadcast." Behind Li Jiaqi's dare not stop broadcasting during the epidemic prevention and control period, in addition to the anxiety about traffic from the top stream anchors, there is also the new competitive pattern that Li Jiaqi faces after the reshuffle of the head anchors.
"For the whole year of 2021, I personally sold less than 20% of the company's total GMV." Luo Yonghao's previously disclosed data shows that in the past few months, his personal sales of GMV is not even 5% of the company's total GMV, and the length of personal live broadcasting is less than 3% of the company's total live broadcast time. In addition to the "Luo Yonghao" Douyin account, Making a Friend has also launched more than ten vertical anchor accounts such as food, wine, and clothing. Luo Yonghao's personal proportion of making friends is decreasing.
Kuaishou's Xin Youzhi company Xin Xuan was the first to adopt the matrix model to continue the life cycle. In addition to Xin Youzhi, Xin Xuan has also cultivated other head anchors. In 2021, Xinxuan's egg, cat sister and other anchors have repeatedly climbed the high level of the live broadcast sales list of third-party data platforms. Even Via and Sydney, whose accounts were shut down for tax evasion, and the supporting broadcast team of their companies have hatched a new live broadcast room.
Compared with its peers, Meijian still has only one live broadcast room for Li Jiaqi. Although Li Jiaqi is also increasing the length of the live broadcast - since 2022, before the outbreak of the epidemic in Shanghai, Li Jiaqi's broadcast time has been reduced from 5 hours a day to 3 hours a day, from 7:30 pm to 6 pm, and most of the time after that is from the main broadcast of the broadcast. But Li Jiaqi is undoubtedly still the biggest IP of Meijian, and the trust relationship between the anchor and the fans has not shifted to the assistant broadcast, and the supporters have been supporting roles in Li Jiaqi's live broadcast room from beginning to end. Li Jiaqi's personal GMV is said to be very close to 100% in the beautiful wrist.
In addition to the pressure from the head anchor's live broadcast room, the advantages of small and medium-sized anchors in the field of non-standard products are also diverting the focus of Li Jiaqi. In the Taobao point into the live menu, parallel to the "brand good goods", is the "direct supply of origin" column, the direct supply of the place of origin of the live broadcast room to clothing, handmade products, jewelry and other categories. Such live broadcast rooms are often in third- and fourth-tier cities, and the sales are mainly the dominant industries in the city. For example, the snow boot live broadcast room in Sangpo, Henan, the crystal live broadcast room in Donghai County, Lianyungang City, the pearl live broadcast room in Guangxi Beihai, etc., although the number of viewers cannot be compared with the live broadcast room of the talents, every consumer can directly interact with the anchor and get exclusive explanations. Its customer stickiness and repeat customer ratio can not be underestimated.
Virtual anchors are popular and divert market attention
Not only that, virtual digital people who can broadcast more than Li Jiaqi have also begun to appear in the live broadcast room, and they can broadcast live 24 hours a day, without interruption, which is the live broadcast time that Li Jiaqi cannot achieve with all his efforts.
At the end of March this year, star Hu Bing first used a virtual character image on the Douyin live broadcast platform to live stream with goods; in December 2021, the virtual anchor "Guan Xiaofang" launched by Kuaishou E-commerce also greatly improved the interaction effect between live broadcasts. In April this year, Han Xizhen invited Guan Xiaofang and Han Xizhen brand founder Nijie to join the wheat for the first time at the Kuaishou Super Brand Day event. In the end, the total sales of a single live broadcast reached 56.84 million, the brand's self-broadcast sales exceeded 27 million, and the total exposure of the whole network was 190 million.
Many brands are also launching their own virtual anchor images and lengthening the live broadcast time through virtual anchors. In 2020, Perfect Diary introduced virtual anchor Stella, and Nature Hall, L'Oréal, and Hua Xizi introduced virtual anchors Tang Xiaomei, Ou Xiaomi, and Hua Xiaoxi respectively; in 2021, brands such as Ximuyuan and Winona also began to apply virtual anchors.
Nandu reporter learned that BlueFocus and Alibaba Dharma Academy jointly developed the virtual live broadcast technology application, but also began to empower the e-commerce trading field, the two sides jointly created the virtual live broadcast room, intelligent auxiliary broadcast products have signed a contract to sell 34 rooms, the price of 99,000 yuan / room, the purchase of brands covering mother and baby, beauty, health care, home cleaning, 3C and other categories of head enterprises. Some data show that after two years of testing and running-in, platforms and merchants have adapted to and accepted the new model between virtual anchors and 3D live broadcasts. Taobao now has more than 1,000 merchants using live 3D green screen.
Also in Station B, virtual anchors have also grown rapidly. At the 12th anniversary of Station B, Station B CEO Chen Rui mentioned that in the past year, more than 32,000 virtual anchors have started broadcasting on Station B, an increase of 40% year-on-year, and virtual anchors have become the fastest growing category in the field of live broadcasting of Station B.
Although the virtual anchor technology is not yet mature, compared with the instability and limitations of real people, the risk of "collapse" of virtual anchors is more controllable, and the market has given a positive signal. This is also a new pattern and challenge for the original head anchors.
Written by: Wang Chenchen, reporter of Nandu Bay Finance Agency