With the outbreak of the new crown epidemic, offline business is becoming more and more difficult to develop, so many people have turned to online platforms to sell goods in the form of live broadcasting.
During this period, many well-known anchors appeared. Among them, there are four in the perennial battle list: Luo Yonghao, Li Jiaqi, Wei Ya and Simba.
However, on June 12, Luo Yonghao posted on Weibo that he would quit the live broadcasting platform and switch to AR in entrepreneurship.
In 2020, Simba was banned by the platform for selling fake bird's nest; Via was also banned by the platform at the end of 2021 for tax evasion; Li Jiaqi has not been broadcast again for a long time since the beginning of June 2022.
The "four kings" of live broadcasting with goods are gradually withdrawing, so will the Internet live broadcasting industry continue to prevail? Who is the top stream of the future? First of all, let's understand the history of the four heavenly kings.
The Four Heavenly Kings marched into live broadcasting
The first is Via, who started out as a clothing business. The two of them worked hard with their husbands, although it was more difficult, but fortunately the business was OK. Later, because she liked to sing, Wei Ya wanted to try it out in the entertainment industry.
So he signed a record company through her husband, but instead of assigning her to record songs, he did chores.
Via thought it wouldn't work, so she dragged her husband to introduce herself to another company, forming a team with two other people, and she was responsible for the lead singer.
Doing nothing every day is just practicing. However, when it was almost time to record the song, the other two team members could not participate for various reasons, and Via had to sing and record the song alone, but after a long time, there was still no improvement.
After some thought, Wei Ya and her husband decided to go to Xi'an to do the clothing business, and because both of them were very good at business, they sold well and accumulated a small fortune.
Later, when the epidemic came in 2019, many offline businesses were affected. Via began to think about changing the line and doing live broadcasts to change herself.
At the beginning, she was live broadcasting on Taobao, because she also summed up a lot of experience when selling clothes offline, so she slowly learned to apply it to the live broadcast industry, and often learned and summarized, and soon became popular in the live broadcast industry.
The second Simba to enter the live broadcast platform. He began to be active in Kuaishou, often releasing works to attract fans, and after a long time his ability to reach a higher level of fans also grew to a higher level.
Although he is an e-commerce novice, he will carefully study the characteristics of the product before doing each live broadcast, strictly select products, and pay his own efforts for each live broadcast.
As his team grew larger, he gradually became a well-known big anchor. He actively does live broadcasting to help farmers, and will also bring some other products live broadcasting. With his down-to-earth efforts, he has also gradually moved towards the peak of the live broadcasting industry.
The third is Li Jiaqi. When li jiaqi was not yet live, Li Jiaqi was just a salesman at the L'Oréal counter, and her daily job was to explain the products to customers and test colors with her mouth.
Later, by chance, he realized about the live broadcast and went to the interview. With his own efforts and professional knowledge reserves, Li Jiaqi was successfully selected as the first candidate for live broadcasting.
At the beginning, the live broadcast was relatively difficult, the popularity was low, the number of viewers was small, and Li Jiaqi was nervous about the first live broadcast, and the effect was naturally poor.
At that time, many people felt that there was no hope and gave up early, but Li Jiaqi believed that since he decided to do this line, he could not easily say that he gave up, so every day he would summarize his experience and prepare for the next live broadcast.
Later, at the insistence of Li Jiaqi, the number of live broadcast viewers increased, and his advantages were gradually excavated, attracting more and more fans.
The last one is our Luo Yonghao. He is the CEO founder of Hammer Mobile and the first generation of Internet celebrities in China.
April 1, 2020 is the day when Luo Yonghao first entered the live broadcast room as an anchor to carry goods. On that day, he broadcast live from 8 p.m. to 11 p.m., bringing a total of 23 pieces of goods, all of which were various daily necessities and household items.
The first live broadcast was viewed by 48 million people, and 3.6 million were gifts received by Soundwave alone, with a total transaction value of 110 million yuan.
This is also the highest transaction record reached by Douyin after opening the live stream with goods. Since then, it has appeared on the live broadcast platform from time to time to carry goods.
Successively withdrew from the live broadcast platform
No flower can bloom all the time, and the same is true for live streaming.
The reason why live streaming can catch fire is because the epidemic in 2019 has brought a fatal blow to offline stores. Second, due to the rising period of Taobao live broadcasting, the platform has given great support. Therefore, this period of time has attracted a lot of people.
However, with the rapid development of the live broadcasting industry, many contradictions and problems are gradually expanding. The live broadcast platform hopes to cultivate more anchors with goods, and the internal volume of the platform is serious, and the contradiction between the anchor and the brand is gradually rising.
For example, simba's selection of bird's nest is actually fake, made of sugar water.
After being reported by consumers, he was quickly banned by the platform. Wei Ya was also exposed to the problem of tax evasion at the end of 2021, and later gradually faded out of the live broadcasting industry.
The founder of the company that signed a contract with Luo Yonghao also said that he would get rid of his dependence on Luo Yonghao and gradually disperse his focus to the more than 40 anchors he cultivated.
As Luo Yonghao's live broadcast sales accounted for less and less within the company, on June 12, 2022, Luo Yonghao released the news of retiring from the network, saying that he would carry out AR entrepreneurship.
As the other three live broadcast kings gradually withdrew from the live broadcast platform, Li Jiaqi also appeared in the live broadcast room less and less. It is also gradually withdrawing from the live broadcasting industry.
Who will be the new top stream
With the retreat of the four major kings with goods, will there be a new top stream in the live broadcasting industry?
Judging from the current phenomenon of live streaming with goods, although there is no monopoly on the market by a single top stream, there is a phenomenon of a hundred flowers blooming. More and more anchors with goods appear in people's field of vision.
The rules of the live broadcasting industry are becoming more and more clear, and the institutional guarantees are constantly improving. It can be said that with the withdrawal of the four major kings of goods, the future traffic will be distributed by more anchors with goods.
Coupled with the fact that the live broadcasting industry is becoming more and more mature, various rules and regulations have been rectified and standardized, and it is more difficult to have a top stream in the future.
Simba transferred all of his live streaming business to his apprentices, while he struggled in other industries.
Luo Yonghao quit the Internet and told netizens that he did not like live broadcasting. Wei Ya seems to have no signs of returning to live broadcasting, and Li Jiaqi has slowly faded out of the live broadcasting industry.
The four major kings with goods withdrew from the live broadcast platform, but it does not mean the collapse of the live broadcast industry.
From this incident we need to realize that opportunities are left to those who are prepared, no one can always succeed, but some people can seize the opportunity to seize the opportunity and change their situation.