How hot is the live streaming track? Which is more popular e-commerce live broadcast or Douyin with goods? How should Taobao Live be laid out and where is the way out? The author of this article analyzes the trend and prospect of live streaming in detail, and walks you through the layout of live streaming goods by hand. Recommended children's shoes that are interested in live streaming, Douyin operation, and e-commerce live broadcasting.
On October 24, Luo Yonghao and a friend started a live broadcast on Taobao. During Double 11, Lao Luo will do three live broadcasts on Taobao, "managing men's Double 11 needs", mainly promoting mobile phones, 3C digital, home appliances and other products. Before that, Make a Friend officially announced the strategic cooperation with Taobao, and Lao Luo, who loves to make friends, is back.
This is not the first cooperation between Luo Yonghao and Taobao, in fact, as early as two years ago, a friend had already opened a live broadcast room on Taobao, but he finally chose to enter Taobao under the poaching of Douyin, which was eager to enter e-commerce. Because of this, Luo Yonghao's second entry into the Tao Tao is worth pondering.
At the same time, in this live broadcast, Luo Yonghao and Li Jiaqi's "competition on the same stage" is also full of gimmicks. In a promotional video, Luo Yonghao and Li Jiaqi will fight Double 11 with the text "'Old man Li who brings salt for the beautiful eyebrows' and 'Luo Fat who finds goods for his brothers' will fight Double 11 at 8 p.m. on October 24, which is a struggle for the dignity of men and women." "The head anchors of the two platforms are in the same frame this time, which makes people have an unrealistic sense of breaking the dimensional wall.
Not only Luo Yonghao came across the border, but also Yu Minhong, Luo Yonghao's former boss and founder of New Oriental: On October 31, Yu Minhong appeared in the Taobao live broadcast room of "New Oriental Xuncheng Education Franchise Store". According to New Oriental, doing educational live streaming on Taobao is a long-term plan with clear goals.
Previously, Luo Yonghao and Yu Minhong have said that they will continue to maintain a good relationship with Douyin, and a friend made by the two and Oriental Selection also said that the live broadcast operation of the two in Douyin will not change, but as the two head anchors before and after Douyin, Lao Luo and Yu Minhong Taobao started broadcasting, and it is generally believed that there is still a sense of "defection".
At the same time, behind this is the overall change in the ecology of the live broadcast industry: the era of live streaming 1.0, which is fragmented and has strict barriers, has completely ended, and instead of it, it is moving towards the era of live streaming 2.0 with omni-channel and cross-platform growth.
First, the multi-line layout of the head anchor
For anchors with goods, the biggest advantage of Douyin is undoubtedly the huge traffic pool, which allows anchors who are popular in Douyin to make a lot of money: on October 9, Paidai released the September Douyin anchor goods list, and Oriental Selection ranked first for the fourth consecutive month, with sales reaching 500 million ~ 750 million yuan.
However, the paradox is that someone can always eat the traffic dividend of Douyin, but no one can eat the traffic dividend of Douyin forever - this is due to the recommendation mechanism of Douyin. As early as the second half of 2017, Douyin began to strengthen its algorithms, adopting a "centralized" traffic distribution model. "Iron Douyin, flowing Internet celebrity", the fear of being abandoned by the platform and traffic at any time, make Douyin anchors not without a sense of crisis.
The most obvious meaning of "escape" is Yu Minhong and his oriental selection. In April this year, Oriental Selection launched an independent e-commerce app, covering 11 categories such as fresh fruits and vegetables, seafood and aquatic products, beauty and skin care, and household daily use, including self-operated and non-self-operated brand products of Oriental Selection, which has the intention of establishing itself as a portal.
Not long after, on August 8 this year, there were rumors of Douyin's restriction on the selection of the East. Although Oriental Selection responded at the time that it had not received relevant notices, and Douyin also denied this, the news still caused New Oriental Online's share price to fall by 10% on the same day.
On August 15, Yu Minhong wrote in his personal public account "Lao Yu Gossip": "The lively business model established based on external platforms has a strong vulnerability. It's easy to relate this judgment to rumors of a few days ago.
This is not the first time that a similar "TikTok throttling big V" rumor is here. Douyin merchant Wei Tao still remembers the first half of 2020, Douyin is suspected of Li Jiaqi's flow restriction incident:
At that time, Li Jiaqi, who had tens of millions of fans on Douyin, had an average of about one million playbacks, but almost overnight, its playback volume fell off a cliff and plummeted to tens of thousands.
From the perspective of the platform, the flow restriction is justified, after all, it has always maintained a "check and balance" relationship with the big V, in order to ensure that the situation is controllable, the right to speak must be held in the hand, and it is unwilling to let the head account override the platform - Kuaishou and Simba are bloody "imbalance" cases.
However, merchants do not understand the position of the platform. In Wei Tao's eyes, the unstable flow of Douyin made it difficult for him to feel secure.
"The uncertainty of Douyin is too strong, he can give you a huge amount of traffic overnight, let you experience the feeling of 'getting rich quickly', and can also quickly suck away your traffic, leaving no piece of armor." Wei Tao said that several rumors of Douyin's restrictions have made more famous anchors begin to carry out multi-line layouts, and he himself opened a video account to share risks after the video account launched the product window.
Therefore, it is not difficult to regard Luo Yonghao and Yu Minhong's entry into Taobao as a move of the "three caves of cunning rabbits". On the one hand, multiple channels and multiple roads, once Douyin encounters a flow restriction crisis, leaving a way back can still make a comeback, and can also form a balance on Douyin;
On the other hand, Taobao, as an established e-commerce giant, has a complete supply chain, huge user volume and solid chassis, so that it still has unparalleled advantages of Douyin. In addition, Taobao's efforts in the live broadcast ecology in the past two years have made it a step further in the unification of "people and goods yards". Douyin anchors who bring their own traffic can monetize their traffic faster.
For Taobao, the introduction of top anchors from other platforms such as Luo Yonghao and Yu Minhong also has the meaning of "driving tigers and swallowing wolves".
Second, Taobao under the Matthew effect: the head eats meat, and the waist and tail drink soup
In the business of bringing goods, the "Matthew effect" is an eternal pain in the hearts of waist and tail anchors and platforms. I have to admit that the development of goods to this day, its powerful explosive power largely comes from the personal charm of the anchor and the team's trading ability.
Take Luo Yonghao, for example, in June this year, the old Luo Gongcheng, who had repaid all his debts, retired from social networks, and began to gradually fade out of the daily management of making friends, and the "Luo Yonghao" Douyin live broadcast room was officially renamed as the "Make a Friend" live broadcast room. At that time, Make a Friend founder Huang He said with confidence that Luo Yonghao's departure would not have a great impact on the company's GMV.
It doesn't matter how you say it, because the facts don't lie, and fans may prefer to make friends with Lao Luo personally - after Lao Luo left the market, the number of followers and transaction volume soon fell into a trough. According to data from Feigua, in the July-September list of Douyin live broadcast goods, Make a Friend has fallen to the ninth position, and the number of fans is also as high as 7.5 million compared with the new top of the list.
According to the data of the celebrity dot set, in the past two months, making a friend has even fallen out of the top ten of the Douyin talent monthly list, and the anchors in front of it include Dongfang Selection, Mr. Dong, Crazy Little Yang Brother and so on. Replacing Lao Luo's head anchor is Dong Yuhui, who also has personal charm - Lao Luo retired for a few months, chatted from poetry and song to life philosophy in the live broadcast room, and from time to time came to sell goods in English, Dong Yuhui successfully led the oriental selection behind the fire.
Taobao is also trapped by the Matthew effect. Put your hopes on one or two super head streamers, and when the wind blows, you will lose. After Weiya stopped broadcasting, Taobao suffered the pain of breaking her wrist - there were media reports that after "618" in 2021, the overall broadcast volume of Taobao Live has almost zero growth, traffic and marketing have been downhill, and the GMV growth rate of Taobao Live has been lower than that of Douyin and Kuaishou.
And Li Jiaqi's suspension and comeback undoubtedly sounded the alarm for Taobao again. It can be seen from the policies it has successively launched such as the New Pilot Program, the Light-Seeker Alliance, the Super New Coffee Program, and the Yuanli Program, Taobao is vigorously supporting waist anchors, aiming to double the transaction volume of 2,000 accounts, exceed 10 million annual transactions of 5,000 stores, and cultivate 100 content accounts with more than one million fans.
However, it is always a few people who can really respond in the live broadcast room. Even in the months since Li Jiaqi left the scene, the rising stars who are eyeing the tiger cannot share Li Jiaqi's huge traffic, and the head anchor is educating the platform in practice: even if the temple collapses, the god is still a god.
Taobao has gradually understood this truth, so while cultivating waist and tail anchors, it is also vigorously introducing the head anchors of other platforms, with the intention of sharing risks, and also the meaning of driving away tigers and swallowing wolves and letting anchors check and balance each other: "Kuaishou, I hope you will polish your eyes a little, I Simba in most categories, can mobilize the resources of the entire country, please make good use of my skills and resources." "Simba's farce of angry Kuaishou is still in front of us, which platform would want this to happen to them?
I have to admit that whether it is a anchor who does not want to put eggs in the same basket, or a platform that does not want to bet on a anchor, the underlying logic behind it points to one: the general environment of the entire live broadcast industry has changed.
Third, the vertical and horizontal of the live broadcast track
Data at the end of 2020 showed that at that time, the domestic live streaming e-commerce market pattern presented a situation of "three parts of the world", of which the market shares of Douyin, Taobao and Kuaishou were 38.9%, 31.1% and 29.7% respectively.
At that time, the advantages and disadvantages of the three were also very obvious: Taobao seriously lacked external traffic, the Matthew effect was more serious than now, in addition to Li Jiaqivia, the store's self-broadcast was bleak, a large number of people were in a state of no one caring, many times the store entertained itself, occasionally entered an audience, and could chat one-on-one with the anchor for an afternoon.
Kuaishou and Douyin e-commerce have insufficient infrastructure, and lack of infrastructure capabilities in supply chain and logistics. According to Douyin anchor Li Qing, at that time in the Douyin Kuaishou small store, the anchor had to do his own customer service and after-sales, which led to many anchors complaining, more willing to hang Taobao links, and only do diversion.
Now, two years have passed, and the general environment has changed dramatically: in terms of the platform, first of all, with the entry of players such as WeChat Channels and Jingdong Live, the situation of "Three Kingdoms Killing" has gradually been subverted. Players who enter later are involved in market competition by copying the former's playing style.
Secondly, Douyin has also been making up for its shortcomings in the past two years - Taobao brand self-broadcasting has reached a certain scale, and Douyin is catching up on the road to make up for its own lack of e-commerce infrastructure, making efforts in logistics, and proposing the concept of global interest e-commerce to connect content and e-commerce.
Recently, there have been rumors that Kuaishou will restore the external links of Taobao alliance products, if true, then Kuaishou, which lacks e-commerce "infrastructure", may complement Taobao, which has weakened its ability to drain content.
Obviously, the current live broadcast track is no longer the reckless era of two years ago, compared with the previous move to build barriers to survive, now platforms with certain capitals are breaking down barriers, communicating with each other, and killing to the next stage. The "vertical and horizontal" between platforms also invisibly changes the perspective of the anchor.
Simba once regretted calling Kuaishou, saying, "I regard Kuaishou as Liu Bei and his opponent as Sun Quan, no matter how tempting it is, I cannot take my soldiers to Sun Quan to fight Liu Bei, this is a moral problem in my life." At present, with Luo Yonghao, Yu Minhong and other head anchors "untied" from the platform one after another, the live broadcast track may also move from the logic of "platform exclusive" in the past to omni-channel.
Author: Wen Yehao; Editor: Wu Xianzhi
Source public number: Photon Planet (ID: TMTweb), subtleties, see the future!
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