Wei Ya's assistant came back, and the vibrato live broadcast with goods was more lively.
Text | Xiao Han
| Shi Can
On the evening of May 9, a master who sold durians wrote in the circle of friends: "It is because she did not make it on the first list of live broadcasts." And with a picture - Wei Ya's assistant Qi'er's vibrato live broadcast room, the upper left corner reads "the first place with goods".
It has been half a year since Wei Ya's tax evasion and tax avoidance storm, and the live broadcast room has disappeared her tracks, and Qi Er no longer appears in the live broadcast room as an assistant, sitting in the position of the anchor, and the live broadcast platform has also changed from Taobao to Douyin. According to the new list of "New Shake", Qi'er's sales in the past 6 live broadcasts totaled 40 million, and the number of Douyin fans was 1 million, which was a certain gap with Wei Ya's performance.
What signals did Qi Er release in the "comeback" of Douyin? How does a live assistant become a streamer? What kind of "chemical reaction" is produced by the combination of the Weiya effect and the Douyin platform?
The Via effect continues
Qi Er, who is Wei Ya's assistant, assists in introducing product details in the live broadcast room, and the process of receiving coupons on the detail page and lottery in the live broadcast room is also within the scope. It can be said that in addition to Wei Ya, Qi Er has the most right to speak in the live broadcast room, and her personal IP image is also very obvious.
In 2021, Wei Ya was fined 1.341 billion yuan for tax evasion and tax evasion, which contrasted with a live broadcast with a turnover of hundreds of millions of dollars, pushing Wei Ya to the position of negative public opinion. For a time, problems such as commodity commissions, expensive prices, and after-sales inadequacies also poured out like a flood. The anchor with goods, who once ranked at the top of the Taobao live broadcast list, "fell off the altar" in a short period of time.
The live broadcast room was suspended, and the public account "Via Surprise Society" was also suspended on December 19, 2021. The "double 12" in 2021 became the last peak of Via, but the Via effect continued.
On February 12, 2022, the "Bee Surprise Society" was launched in the Taobao live broadcast room, and the anchors in the live broadcast room were not fixed, Hao Hao, Kaizi, Xiao Han, etc., most of them were assistants and models in the original Weiya live broadcast room.
"Bee Surprise Society" Taobao live broadcast room
Although it is emphasized as a "small team of six people working hard to start a business" and does not mention anything about Wei Ya, under the blessing of Wei Ya's aura, the cumulative viewing of the "Bee Surprise Society" reached 1.15 million views and gained 102,000 fans on the day of the premiere; on the fifth day, the cumulative number of views entered the level of tens of millions.
#Via live comeback # Topic quickly appeared on Weibo hot search, does the emergence of "Bee Surprise Club" mean that Via is about to make a comeback, or is it because she cannot come back and explore a new live broadcast path?
The official website of the Weiya Surprise Society, Weibo, gave the answer. Via's Weibo super talk is still in a state of silence, and Via does not appear in the live broadcast room.
The Via effect also has a negative effect, and the "Bee Surprise Society" encounters negative public opinion. Some netizens pointed out that some of the clothing without a clear brand in the live broadcast room came from Weiya's self-created clothing store "VIYANIYA brand store", which was sold in the name of the new model, but in fact, it cleared the inventory of the Weiya brand.
The quality of the anchor has also been questioned by netizens, who are questioned because there is no anchor, assistant broadcaster, and model in the live broadcast room, and the unclear role distribution brings a chaotic live broadcast rhythm. "Every time after the link, the live broadcast room will come out of the sound, can not add more" "when trying on the costume to elongate the special effect is too much, a certain anchor rushed to introduce the product, but the skill is not enough" "The anchor is dense, there is no sense of rhythm, many people talk together."
And Qi'er live broadcast room almost copied the mode of Wei Ya's live broadcast room, anchor + auxiliary broadcast, the camera cut to the side field when dressing, there are special models to try on.
Qi'er Douyin live broadcast room
Compared with the "Bee Surprise Society", Qi Er and Wei Ya are more network-related, so regarding Qi Er's comeback, the public opinion field is also divided into two voices: support and opposition.
Opponents said that the live broadcast was noisy and the selection was poor, and the negative sentiment about Via's tax evasion and tax avoidance was also vented here. Supporters are mostly Weiya iron fans and Qi'er fans, and Qi'er's personal charm as an anchor attracts supporters to place orders.
Whether it is Qi Er or the "Bee Surprise Society", they quickly find a place in the live broadcast track under the Weiya effect, and at the same time inevitably have to accept the public opinion controversy under the "trial" of the public, and this controversy is also caused by the Weiya effect.
Douyin live broadcast with goods, began to "lively"
As the assistant of The Tao anchor Wei Ya, why is Qi'er's comeback douyin?
Since April 2022, Qi'er's Douyin account has begun to publish videos frequently, and the video content is mainly beauty and singing, increasing activity. Previously, she had not updated the dynamics of Douyin for 4 months, and netizens speculated in the comment area whether to start live broadcasting.
From short videos to live broadcasts, Qi Er made full use of the ecology within Douyin to create heat for herself. This is also one of the reasons why Douyin live broadcasting is becoming more and more "lively", that is, content and marketing can complement each other, and while obtaining sales, reshaping the image and improving the influence - people and products in the live broadcast field are applicable.
Star artists, business founders, and brand officials have opened accounts on Douyin, released short videos, participated in hot challenges, and created topic heat, which ultimately served live streaming with goods.
In August 2021, Jia Nailiang opened the douyin live broadcast debut, and the account name will write the time of the latest live broadcast. It has been listed no.1 on the Douyin live broadcast list for many times, and the total GMV of Double Eleven is as high as 540 million. According to Xinjiao, Jia Nailiang's sales of 6 live broadcasts in the past 30 days reached 124 million.
The live broadcast room products are all categories, and the brands that often appear in Li Jiaqi and Wei Ya's live broadcast rooms such as Winona, Book by Book, and Void Carving are also in Jia Nailiang's live broadcast room. The product is also integrated into the construction of IP content, and the public account "Jia Nailiang's Treasure House" takes the product as the core and releases live broadcast previews, beauty plants, product evaluations and other content.
With the launch of the popular drama, the popularity of Jia Nailiang's live broadcast room is also increasing. "People" in the vibrato live broadcast field is an important factor in attracting fans.
Wu Yating is a good example. Although she is not a star herself, the identity of the star's ex-wife, mother and so on, let her bring her own powder label in the live broadcast field. In the past 30 days, there have been 43 live broadcasts of Douyin, with sales of 20 million.
The live broadcast room is mainly in the direction of women, "we girls" and "give the baby" and other words often appear in the explanation, daily vibrato short videos are also the daily life of getting along with children, fans can see an independent and strong woman, this own experience allows her to have natural empathy with fans.
In addition to the stars with their own traffic, the founders of the company also joined the Douyin live broadcast to continue their personal influence. Unlike the full category of celebrities, business founders often combine the business of business owners and choose a certain category for vertical live broadcasting.
In 2021, Yu Minhong, the founder of New Oriental, began to broadcast books live, not so much as an anchor with goods, but more like a teacher changing the lecture scene. In the live broadcast, Yu Minhong will share the transformation plan of New Oriental Transformation and his own reading experience, books are not only linked commodities, but also more like the medium of Yu Minhong's dialogue with the world. Let the public understand what he is thinking under the various fluctuations of the education industry and how New Oriental responds, which is difficult to "open" in the live broadcast of the shopping platform.
Yu Minhong Vibrato Live Room
Merchants who cannot squeeze into the live broadcast room of the head anchor, under the trend of closed-loop development of Douyin e-commerce, open an official douyin account, open a douyin small shop, and open a brand self-broadcast.
In October 2020, Douyin does not allow Jingdong and Taobao third-party platforms to access goods, and Douyin Small Shop can place orders, including complete online shopping links such as product details, purchases, evaluations, and after-sales services. According to cicada mother data, in the second quarter of 2021, the sales of Douyin small shops accounted for 99% of Douyin.
Merchant sales business model = number of exposures * conversion rate * price * gross margin * number of repurchases.
Traffic for the business live broadcast means the amount of exposure, the number of exposures can not be separated from the personal influence of the anchor, so the business will also invite the star to appear briefly when it is self-broadcasting, and use the star group to create momentum for self-broadcasting. A person in charge of a shopping platform operation group said that the selection of stars in the live broadcast room has higher requirements, not only limited to talent display, but also has professional interpretation ability with goods.
Conversion and repurchase are the key, and the influencing factors include short video marketing content. The rise of traditional domestic brands is a good example, such as Hongxing Erke, who donated money in the rainstorm in Henan, and bee flower conditioner, which was rumored to bee flower. Topical events create heat for the brand inside and outside of Douyin, and finally realize the conversion in the live broadcast room, and accumulate the brand's own private domain.
Therefore, more and more brands come to Douyin to cultivate user minds from content, improve popularity through brand self-broadcasting, and meet the dual demands of publicity and profit.
The main products in the brand self-broadcast are clear, because unlike the anchor's full category with goods, the number of goods is limited, the category is single, and the main products are often explained repeatedly, even if the bullet screen message asks the link, the anchor answers like a robot "Baby, here is still recommended to shoot we have activity money (main push), more gifts." The giveaway is indeed a weapon for the brand to broadcast itself on Douyin, a piece of underwear that costs 139 on the shopping platform, 139 yuan in the Douyin live broadcast room "buy one get one free" to get two underwear, and then give two underwear and two pairs of socks, it is difficult not to be heartwarming.
The quantitative advantage supported by the giveaways at the same price is also the content highlight of the merchant's self-broadcast in the information flow advertisement, which is used to expand the user group and attract old customers to repurchase. "100 yuan can get a few pieces", said the anchor quickly counting the cosmetics on the table, counting to 10 pieces, the user has chosen to click into the live broadcast room.
The brand's information flow not only has a live broadcast room, but also a short video released by the brand's official account, and the content is mostly a clip of the live broadcast room. The information flow video of a well-known clothing brand is mainly worn in the live broadcast room, and you can directly enter the live broadcast room after clicking. However, many netizens reflected in the comment area that "the style in the video can never be found in the live broadcast room".
Short video and live broadcasting, content and marketing, and the e-commerce closed loop of Douyin construction attract stars and brands to enter the game. For the former big anchor assistant, if you want to cut off the umbilical cord that connects with the big anchor, you may wish to absorb new nutrition from the vibrato live broadcast to continue your life.
Big Anchor Assistant "Metamorphosis"
The assistant next to the big anchor became the protagonist of the live broadcast room, and the same thing happened to Li Jiaqi and assistant Fu Peng.
In 2020, Fu Peng quit Li Jiaqi's team, the person who appeared next to Li Jiaqi in almost every live broadcast, and disappeared into Li Jiaqi's live broadcast room and became a behind-the-scenes partner. It was also at this time that people noticed another responsibility of the assistant - selection.
Li Jiaqi won the title of "Lipstick Brother", which is also inseparable from Fu Peng's early selection. According to the media, before Li Jiaqi's live broadcast was not popular, Fu Peng would use his savings to select various big-name lipsticks and let Li Jiaqi choose to try colors. Even after Li Jiaqi became famous, Fu Peng managed a warehouse full of goods and could quickly find any lipstick number. Li Jiaqi said in an interview that Fu Peng has not traveled because he wants to stay in Shanghai, and all the selections must be personally checked.
Selection is a link that users cannot see before the start of live broadcasting, and it is necessary to contact with the brand side to understand the market consumption trends, gain insight into user habits, and most importantly, take the low price while ensuring the profit of the live broadcast room.
Perennial appearance in the live broadcast room, participate in the selection of products, Fu Peng left hand traffic, right hand resources, become the United States ONE signing master, and li Jiaqi together to set up a consulting management company. Open up the Internet vision with a beauty blogger, from "Li Jiaqi's little assistant" to "Fu Peng".
One month after leaving Li Jiaqi's live broadcast room, Fu Peng appeared in the Xiaohongshu live broadcast room as an anchor, and climbed to the top of the popularity list and the no. 1 position in the Xiaohongshu live broadcast room and the list of goods. However, the live broadcast lasted only two months, and the live broadcast preview of "Fu Peng's official little assistant" was discontinued until December 2020.
Fu Peng's Little Red Book Live Room
At present, the number of Fans of Fu Peng Xiaohongshu is 1.55 million, and the content includes an unboxed evaluation diary and a daily Vlog. Whether it is to evaluate the goods or participate in fashion activities, the brands that Fu Peng cooperates with are mostly first-line luxury brands. The new list shows that The price of Fu Peng's Xiaohongshu account is 20,000, more than 99.58% of the same level of talents.
After Fu Peng left Li Jiaqi's live broadcast room, the assistant became Wang Wang. Funny, inspirational, strong business ability, is the label on want want, these characteristics are also valued by female fans, many netizens sorted out want want to "become beautiful road". Nowadays, Li Jiaqi's live broadcast room will have a "support broadcast" link, Wang Wang and other colleagues become anchors to explain the goods, and Li Jiaqi completely withdrew from this link.
Wang Wang's assistant broadcasting, Qi Er and Fu Peng's independent live broadcast, all represent the growth path of the assistant of the big anchor. As far as independent live broadcasting is concerned, there is a small difference between the live broadcast of the brand with goods and the big anchor, and the stickiness of the fans is more linked to the "people", or the personal charm of the Qi'er, or the influence of the big anchors, such as the message of Wei Ya's fans in the Qi'er live broadcast room "Please tell her, I miss her" .
From the hedgehog commune (ID: ciweigongshe) observation of the live e-commerce industry, different live broadcast MCN institutions, the understanding of the human goods yard is also different, the goods and the field has been difficult to make new changes and highlights, either to fight the price war, or to change the live broadcast scene. Now, many live MCNs will continue to make a fuss in the human dimension when seeking growth.
The common practice is to strengthen personal color and weaken the influence of the account, but to some extent, the personal brand power is equal to the account influence, and the name of the live broadcast room is directly linked to the personal anchor. The strengths and weaknesses are clear, and the two are a state of coexistence of life and death.
But for another live MCN agency, "Make a Friend", they chose to be an account instead of emphasizing too much on the personal ability of the anchor. This is a business exploration guided by the concept of standardization.
Luo Yonghao's original assistants were Zhu Xiaomu and Huang He, and now, they have opened their own brand category live broadcast room, and the liquor live broadcast room led by Zhu Xiaomu has reached a very high position in the liquor category of the Douyin platform.
After Luo Yonghao personally faded out of the live broadcast room, Luo Yonghao's live broadcast room became a "public place", and any anchor who made a friend could enter the live broadcast with goods. They do not fully seek the trust of users in Luo Yonghao, but the trust of users in the brand power of "Luo Yonghao".
In April, Huang He, the founder of Make a Friend, admitted in an interview with the hedgehog commune and other media: "The positioning of our live broadcast room has always been the 'official flagship store' of the Douyin platform, this flagship store is in quotation marks, many goods you can buy in the official flagship store with strong endorsement, but the products here are easier for you to trust." ”
Under the concept that the corporate brand is greater than the personal brand, the make a friend team has grown from the initial 7 people to more than 1400 people, and more than 40 anchors serve 15 categories of live broadcast rooms.
From this point of view, to understand the metamorphosis of the big anchor assistant, what answer will be drawn?
The illustrations in this article are all derived from the Internet.
Bibliography:
1. After 480 days of leaving Li Jiaqi, the little assistant Fu Peng became like this: People's hearts are far more complicated than you think
2. Douyin era: explaining the business logic of brand merchants to accelerate the layout of Douyin: "honey and arsenic" of live e-commerce