Since Wei Ya "disappeared", the supporters have been on top, and after returning to live streaming with goods, the position has now expanded from Taobao to Douyin.
On the evening of May 9, Wei Ya's original closest confidant, Qi Er (Qianxun CEO Ollie is also the girlfriend of Wei Ya's brother), began the second live broadcast on Douyin. "54321, link on!" After the start of the broadcast at 7 o'clock, fans brushed the "Qi" wonderful meeting gift in the bullet screen, which continuously pushed the popularity of the live broadcast room, and Qi'er's account rushed to the first place in the Douyin goods list that night.
In the face of the familiar team configuration, as long as the supply is guaranteed and there are enough discounts, there are still consumers who are willing to pay. On the day of Qi'er's premiere on May 7, the sales of goods reached 18.23 million. After the start of the broadcast on May 9, Qi Er's sales exceeded 5.25 million and the number of viewers exceeded 27 million in the previous one-hour and 47-minute live broadcast.
Since Wei Ya disappeared from the whole network, bee surprise society, Qi Er and other assistant broadcasters have been "positive", for such a mature super MCN institution as Qianxun, after losing a super anchor, the original supply chain, operation team and other resources can still be reused. The head anchor overturned, and the test for the e-commerce platform is also huge.
On the one hand, there is uncertainty in the development of head anchors, on the other hand, Taobao traffic is divided by major platforms, and brand merchants and talents have entered Douyin and Kuaishou to find new increments. Nowadays, Taobao, which has accelerated the "de-heading", has also more vigorously incubated more newcomer anchors and supported merchants to broadcast themselves.
The overnight broadcast brought more than 18 million goods
After the head anchors have flipped over, a clear trend is that the assistant broadcasters have successively taken the top to undertake the huge traffic of the original head anchors.
On May 7, Wei Ya's team's assistant broadcast Qi Er opened the first live broadcast with goods on Douyin. According to the data of the Red Man Points, in the two live broadcasts accumulating 5 hours, Qi'er's sales with goods reached 18.2303 million. A total of 85 items were listed that night, covering beauty and skin care, clothing, food and daily necessities, with more than 200,000 fans.
In the live broadcast on May 9, Qi'er's live broadcast room continued the rhythm of the previous day's cargo. First, a short video was released at 3 p.m. to warm up for the evening live broadcast. After the start of the broadcast at 7 p.m., the popularity of Qi'er's live broadcast room increased. After the broadcast at 8:50 p.m., Qi'er's live broadcast room reached 27.55 million viewers and sales were 5.2583 million.
As a former broadcaster, Qi'er's sales are obviously insignificant compared to Via, who hit 8.5 billion yuan of GMV on a single day last year. However, from the second position to the protagonist, such a performance with goods has been considered good, even higher than many stars and mid-waist masters in Douyin.
For example, Shu Chang, a star who has just entered the Douyin live broadcast, sold 9.71 million in the first live broadcast on May 5, and climbed to 21 million on May 8. Luo Yonghao, who has long occupied the position of the head of Douyin with goods, has averaged 3.45 million per game in 17 live broadcasts in the past seven days, and the average daily sales are close to 8.4 million, which is relatively stable. The newly admitted Qi Er, instead of using Wei Ya's past influence, successfully gained a wave of attention.
Unlike other broadcasters, Qi'er, as Wei Ya's close confidant (Wei Ya's brother's girlfriend), is also the assistant with the highest appearance rate around her, and is highly bound to Wei Ya, interacting with fans in the early days with "Wei Ya's Qi Er" on Weibo, accumulating the most fans in the broadcast team. In the creation of personal IP, Qi Er uses Douyin as the main field to create content and personality.
Compared with the "Bee Surprise Society" launched in February, Qi'er's personal IP showed competitiveness in Douyin. At present, Qi'er's Douyin account has more than 1.34 million fans, and in the latest Douyin live broadcast, it has gained more than 200,000 fans. The Bee Surprise Club has only 31,000 fans on Douyin, whether it is the content released or the number of likes, it is far inferior to Qi'er.
At present, Wei Ya's broadcasting team still adheres to Taobao Live broadcasting, standing on the second echelon of Taobao Live broadcasting as the Bee Surprise Society. Qi Er entered the vibrato, copying the fast-paced and familiar "Wei ya" style of carrying goods, and achieving rapid powder growth.
From the same team, whether it is the Red Bee Surprise Society or Qi'er, the operational methods adopted by the MCN agency behind it are similar. Since the opening of the public account "Qi'er Surprise Society" on May 6 to carry out live broadcast previews, the setting of the live broadcast room scene, the selection strategy and the live broadcast speech are the same, and this set of methods for incubating new anchors is not difficult for Qianxun.
However, entering the Douyin ecology, presenting different logics with goods, and the mode of accurate recommendation of goods by Douyin with interest requires anchors to invest more energy in daily content creation in addition to live broadcasting. Qianxun, which occupies the top 1 of Taobao Live Broadcasting for many years, used to mainly lay out Taobao Live Broadcasting, and now enters a new traffic pool, and also faces competition with more DP service providers.
The game of out-of-the-air and in-a-shopping
As the largest MCN agency in Taobao Live, Qianxun's reputation declined all the way in December last year due to Via's tax evasion incident. Before the assistant broadcast returned to live broadcasting with a new identity, Qianxun faced a traffic gap of more than two months.
After Wei Ya's live broadcast room was blocked, whether it was Li Jiaqi, or Qianxun signed a contract with Lin Yilun, Dazuo and other stars and other mid-waist masters, the traffic in the major live broadcast rooms did not appear to soar as imagined. This means that in the huge and decentralized Taobao live broadcasting ecology, no one undertakes the huge traffic of the super head anchor.
After nearly three months of silence, starting in February, Via's team reappeared in front of the camera, with the five assistants taking turns. In May, another anchor, Qi Er, went to Douyin to bring goods. From the perspective of sales and the speed of fan growth, new anchors who have entered different platforms have achieved good results.
On February 12 this year, Via's broadcast was operated by the account of "Bee Surprise Club", and a large number of old fans poured into the new account, which quickly pushed the Bee Surprise Club back to the position of the relative head, and the number of viewers on the night of the premiere reached 1.22 million, and the current store fans reached 3.6 million.
After just three months of operation, the number of single-time viewers of Bee Surprise Society has stabilized at 7-8 million, and the number of single live broadcast viewers has exceeded 12.5 million under the impetus of marketing promotions such as platform festivals. Whether it is the number of spectators or sales, the Bee Surprise Club has caught up with a group of Taobao anchors who started earlier, such as Lie'er Baby and Chen Jie Kiki.
After Via's disappearance, Qianxun successfully packaged the Bee Surprise Society and Qi'er, which also proved its ability to hatch and cultivate new anchors. Dong Haifeng, the founder of Qianxun, said to the outside world, "Wait until what day, if Wei Ya can't live broadcast for various reasons, Qianxun is still a sustainable development enterprise." ”
At present, most of the anchors under Qianxun are still distributed in the Tao e-commerce. In Douyin, in addition to Qi'er, the anchor matrix of Qianxun also has previously signed stars Qi Wei, Lin Dan, Shu Chang, and a number of fans in the million level, and the layout is relatively thin.
After experiencing the tax evasion incident of the head anchor, the new transformation in the industry has not only focused on the anchor level, but also the game between the anchor and the platform.
Previously, the head live broadcast Li Jiaqi came out with the news of "out of Tao". In February this year, Li Jiaqi launched a market promotion in the WeChat Mini Program "All Girls Member Service Center", and the goods were from Jingdong Haowu Street. Subsequently, ONE responded that the "All Girls" Mini Program is mainly a pure tool application for consumer convenience, but it is only a function of the live broadcast room, and there is no other business plan.
Li Jiaqi has been questioned about "leaving", essentially due to the current dry traffic in the Taobao live broadcast station, while the major platforms test the water e-commerce, accelerating the division of Taobao traffic. Among the two head anchors, Wei Ya has disappeared from the whole network, and the only remaining Li Jiaqi is difficult to fill the growth gap of Taobao live broadcasting.
Taobao, which accelerated the "de-heading", began to support merchants to broadcast themselves through traffic rewards, trying to make vertical merchants achieve curve overtaking. On the other hand, Taobao Live tilts resources to mid-waist anchors, supports internal newcomer anchors, and attracts more off-site celebrities to "Tao", including people from outside the station such as Weibo, Xiaohongshu, and Douyin.
These off-site masters first have stable content output in their respective fields and have a certain fan base. For these off-site talents with the potential to bring goods, Taobao uses Taobao live broadcasting, dot-and-click tao and shopping to divert new anchors and expand the anchor matrix at different levels.
For example, the blogger "Mochi Mom", who has 10.4 million fans on Douyin, joined Taobao's maternal and infant industry live broadcast in March this year, and the highest number of viewers of a single live broadcast reached 4.5 million. Douyin Internet celebrity "Yili Xiaoshazi", which also has tens of millions of fans, premiered on Taobao on April 14, with cosmetics, clothing, food and home furnishing, and the number of viewers reached 2.55 million.
Behind attracting new anchors to Taotao, it is not only to tap new traffic sources, but also to enrich Taobao's vertical content field. On April 14 this year, Taobao Live held Taobao Live MCN Institutional Quarterly Meeting, Taobao Live said that it has more than 100,000 fans on the single platform of the outer station, and has a certain private domain operation capability, which is the characteristic of the new ecological anchor.
For example, Douyin blogger Chen Shi'an, after half a year of shopping on Taobao, has accumulated 4.1 million fans, mainly planting grass on a daily basis, diverting traffic for stores and new brands. A series of fashion bloggers who originally had hundreds of thousands of fans in Xiaohongshu also tried to enter Taobao to open stores and try to live stream goods.
Behind the head anchor's scramble to go out and enter the Tao, what is in front of the MCN agency is still the problem of the peak of the traffic dividend. With the head anchor aggregating traffic, constantly building a supply chain, diversifying business expansion, and reducing dependence on a single anchor, MCN institutions are trying to explore a long-term healthy development model.
Take Qianxun, for example, successively packaging the Bee Surprise Society and Qi'er, Qianxun on the one hand is to use Wei Ya's past influence to save some old fans. On the other hand, although the possibility of recreating a head anchor is slim, it borrows the supply chain and live broadcast system established in the past to continue the incubator, even the incubation store, and finally to achieve the iron shop flow, or the most feasible way for these MCN institutions in the future.