Produced | the retail department of the network economic and social network
The author | Wu Xiaxue Shushu
Caption map| network economic and social gallery
Introduction: Only half an hour after the start of the broadcast, it rushed to the first place in the list of goods, which is the performance of Wei Ya's former assistant Qi'er on the evening of May 9 on Douyin Live. Although it is still far from the former Wei Ya, its sales and fans on Douyin are already strong for newcomer anchors. (For more information, please refer to the special topic of the network economic and social society: https://www.100ec.cn/zt/qxzzdy/)
First, Wei Ya's assistant exploded with more than 18 million goods in the first broadcast
On May 7, Qi Er officially opened the live broadcast on Douyin, and on the night of the premiere, the total sales of the live broadcast room were 18.2303 million yuan, the total number of views reached 6.0567 million, and the number of live broadcast fans exceeded 200,000. At present, Qi'er's Douyin fans have exceeded 1.35 million, and it is still growing.
In the live broadcast on May 9, Qi'er's live broadcast room continued the previous rhythm of carrying goods. 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.
(Note: Pictures collected from the Internet)
As Wei Ya's assistant broadcaster, Qi Er can be regarded as the second person in Wei Ya's live broadcast room, she sits on The left side of Wei Ya for many years, and the fans in the live broadcast room are very familiar with her.
Second, the anchor "out of tao" turned to douyin
In 2021, a tax evasion penalty of 1.341 billion yuan made Wei Ya disappear in the field of vision of everyone, since Wei Ya "disappeared", Bee Surprise Club, Qi Er and other auxiliary broadcasters have been "corrected", 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.
As a close confidant of Wei Ya (the girlfriend of Wei Ya's brother), Qi Er is also the assistant broadcast with the highest appearance rate around her, and is highly bound to Wei Ya, and interacts with fans in the early days with "Wei Ya's Qi Er" super words 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.
This time, Qi Er entered the vibrato, copying the fast-paced and familiar "Weiya" style of carrying goods to achieve rapid powder growth. 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.
It is worth noting that the live broadcast position chosen by Qi Er this time is Douyin, not the Taobao live broadcast of Taobao, an old friend of Humble Culture. 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.
Third, Li Jiaqi and others were suspected of "running away" and seeking multi-platform development
In fact, after Weiya's live broadcast room was blocked, whether it was Li Jiaqi, or Lin Yilun, Dazuo and other stars and other mid-waist masters who were signed by Qianxun, 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.
It can be seen that the head anchor overturned the car, 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.
In this case, a number of Taobao anchors have "gone out" and shifted their positions. 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. In addition, a series of actions have been questioned one after another about "running away": producing short videos on Douyin, publishing grass in Xiaohongshu, and having super talk on Weibo. This is essentially due to the current dry traffic in the Taobao live broadcast station, while the major platforms test the water e-commerce, accelerate the division of Taobao traffic, Li Jiaqi is also to adapt to the multi-platform e-commerce trend.
At present, in addition to Qi'er, the anchors of Qianxun's transfer to Douyin also have previously signed stars Qi Wei, Lin Dan, Shu Chang, as well as a number of fans with millions of fans, and the layout is relatively thin.
Behind the head anchor's scramble to go out, 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.
The initiative of Qianxun to launch Qi'er is, on the one hand, to use Wei Ya's past influence to save some old fans. On the other hand, borrowing the supply chain and live broadcast system established in the past to continue incubators, even incubation stores. In the end, whether Qian can restore the glory of the past in Douyin still needs time to verify.