Author | Zhang Yi
Edit the | Tang Fei
"You guys will come to me for the New Year!"
As soon as Minmin exited the live broadcast room, he called his parents in his hometown, and kept sending invitations to his parents in his hometown. As a clothing store owner who broadcasts live on Douyin, she doesn't want to miss the traffic during the Spring Festival or the beauty of reuniting with her family.
"In 2022, my clothing offline store is tepid, there is not much improvement, and I began to do live broadcasts on Douyin in the second half of the year, which has always been organic traffic, although the number of people in each live broadcast room is not large, but the transaction volume is barely OK, and the live broadcast does provide a new idea."
Minmin said that in the process of communicating with a friend in the industry, he learned that last year a friend relied on natural traffic to sell a new number of fruits during the Spring Festival. "Everyone says that the Spring Festival is a good opportunity to overtake on curves. In recent years, I have already felt some enthusiasm for buying, and I am also looking forward to whether there will be a miracle during the Spring Festival. She said.
"Anchors who want to take a holiday during the Spring Festival are not good anchors." Minmin said with a smile: "I have successfully PUA myself, and now I hope to bring my parents to celebrate the New Year together, and this Spring Festival will be perfect." ”
The collision of e-commerce and holiday carnival always produces fierce chemical reactions, such as the outing of Double 11, and the Spring Festival, as a traditional festival, is also a must-compete highland for live e-commerce.
This Spring Festival, live streaming e-commerce is expected to do a big job.
The anchor does not close for the Spring Festival
On January 9, it was reported that the Spring Festival Gala of the Year of the Rabbit intends to cooperate exclusively with MCN agency Yaowang Technology to restart the Spring Festival Gala warm-up program "Spring Festival Gala GO Youth", which was first launched in 2021 and can support viewers to place orders to purchase New Year goods. In addition, it is also reported that Jia Nailiang and many other remote anchors may open a live broadcast in the backstage of the Spring Festival Gala on the day of the Chinese New Year's Eve Spring Festival Gala, and the guests of the Spring Festival Gala will take turns to be guests in the live broadcast room.
On January 10, Yaowang Technology replied to the media that the relevant business was indeed under negotiation. As soon as this news came out, the stock price of Yaowang Technology ushered in a limit increase, closing up nearly 10% on the day.
Looking back on 2021, live streaming has ushered in a highlight moment in the Spring Festival Gala. At that time, Wei Ya incarnated as the exclusive good thing recommendation officer of "Spring Festival Gala GO Youth", broadcast live in the background of the Spring Festival Gala, and provided the freshest information in front of and behind the scenes with CCTV hosts Kang Hui, Zhu Guangquan, Zhu Xun, Wang Bingbing, etc. before the start of the Spring Festival Gala.
Just like the "Little Zhu with Qi" live broadcast formed by Zhu Guangquan and Li Jiaqi in 2020, CCTV hosts plus head anchors, such a super combination can often earn enough eyeballs. In 2021, the Weibo topic #Spring Festival Gala GO Youth # reached 190 million views and 199,000 discussions.
This year's "Spring Festival Gala GO Youth" restarts, and there is no lack of Internet celebrities and star anchors under Yaowang Technology, or it will be another gimmicky live broadcast event.
In fact, in addition to bringing goods during the Spring Festival Gala, the impact of the Spring Festival on live streaming is continuous from the lunar month to the first month. Major platforms have already launched New Year Festival activities, and anchors have long played the new trick of bringing goods during the New Year Festival.
Taking the Douyin New Year Festival "Selling Crown" Guangdong couple as an example, the Guangdong couple once exceeded 300 million yuan in a single New Year Festival live broadcast in 2021, breaking the historical record of single product sales on the Douyin platform. This year, its New Year Festival delivery plan began to send video promotions from December 20.
In addition, Luo Yonghao began the "New Year Goods First Buy" live broadcast activity around December 19 last year.
Source: Weibo @LiJiaqiAustin
Li Jiaqi's team announced the New Year Festival strategy on December 25 last year, with a total of ten days of live broadcast, covering almost all categories, and sub-categories set up a special live broadcast agenda.
"Li Jiaqi's horror story is true! After Double 11, Double 12, New Year's Festival, buying and buying is addictive, and you can't stop at all. Wang Jia did not miss every live broadcast of Li Jiaqi's New Year goods.
Anchors and service providers are making every effort to bring dividends to this year's Spring Festival live broadcast, and merchants are also sparing no effort to "cast a wide net".
Many big brands have increased the composite model of self-broadcasting + inviting big anchors to bring goods, taking three squirrels as an example, in addition to the overwhelming merchant self-broadcasting, on January 9, the company said that the company established live broadcast cooperation with Guangdong couples, crazy little Yang Ge, Jia Nailiang, Chen Sanzhu and other head talents during the New Year Festival.
The Spring Festival live broadcast is lively, and the anchors are not closed.
Why is the "Spring Festival file" being looked at?
Platforms, merchants, anchors and MCN institutions are all on the move, and relevant reports predict that this year's Spring Festival live broadcast performance has the opportunity to reach a new high.
Many platforms have already announced the results of the first round of the New Year Festival. In terms of Kuaishou, data from the "2023 Kuaishou E-commerce New Year Goods Consumption Insight Report" shows that during Kuaishou's 10-day New Year Festival, active buyers increased by more than 20% year-on-year, short video trailer orders increased by 390% year-on-year, search payment orders increased by 68% year-on-year, and brand & fast brand GMV increased by 100% year-on-year.
Not to be outdone, Douyin has 5.3 billion views on its New Year's Good Things Festival Big Day; The total exposure of Douyin Mall products was 5.5 billion; The number of product searches increased by 98% compared with the same period of the previous New Year Festival; GMV payments increased by 67% compared to the same period of the previous festival.
The growth of various data of the New Year Festival may be a preview of the "Spring Festival file" live broadcast goods.
First of all, from the perspective of industry popularity, iMedia has predicted that the scale of China's online live broadcast users will reach 660 million in 2022. Such a large audience is the basis for the growth of live streaming goods.
According to data from the Ministry of Commerce, in the first half of 2022, the national online retail sales increased by 3.1% year-on-year, of which live streaming goods increased by 58.2%. From the specific e-commerce carnival festival, it can also be seen that live streaming is in a growth trend: on Singles' Day in 2022, the transaction volume of the whole network will be 557.1 billion yuan (as of 8 am on the 11th), an increase of 8.45% year-on-year.
"In the past, many people's impression of e-commerce live streaming was 'hawking', and we have clarified the new value proposition of Taobao content, that is, 'professional and interesting people take you to buy'." Cheng Daofang, general manager of Taobao Live Business Group, once pointed out the market changes in live streaming in 2022.
This year, English teacher Dong Yuhui let the Oriental selection fire, Liu Genghong set off a national fitness boom, and live streaming e-commerce began to develop towards "specialization, content, and refinement". Behind this is the change in consumer demand, and it is also the product of the iteration of live involution.
Different from traditional e-commerce, live streaming e-commerce can meet the uncertain needs of users' shopping, and users can complete planting and conversion by watching short videos or live broadcasts, so when the content in the live broadcast room becomes "interesting", it will stimulate greater user purchase potential.
"This year's New Year gift packages for relatives were all bought on Douyin, and many live broadcast rooms can't leave if they are brushed off." Chen Chen said that he was "pinched" by Douyin's big data. "There is no escaping temptation." He said with a smile.
New Year's taste and live streaming goods?
"Anchors who want to take a holiday during the Spring Festival are not good anchors." Minmin's words reflect to a certain extent the degree of "involution" of the anchors.
According to the 2021 online (performance) live broadcast industry development report, the cumulative number of anchor accounts in 2021 was nearly 140 million, 8.26 million new broadcast accounts were added in the first half of 2022, and the number of online performance agencies exceeded 24,000. Although the corresponding live audience user group is also huge, with the continuous entry of players in the live broadcast industry, the traffic and GMV of many anchors with goods have begun to sound the alarm.
The silence of Wei Ya and Li Jiaqi has broken down the traffic pool of some giant anchors, and many small and medium-sized anchors have risen in response to the situation, and the battle for traffic and GMV has become more and more intense. With the self-broadcasting of merchants and the involution of anchors, the low-price strategy can no longer support the barbaric growth, and live streaming needs a new flashpoint.
In addition to endless live content innovation, festivals are also a growth gimmick for many businesses or anchors.
However, for normal live broadcasts, festivals are always in short supply, so drawing on the success of e-commerce to create festivals on Double 11 to form large-scale sales, many anchors have tried to "create festivals", such as in 2021, Sydney once completed a live broadcast in the form of a fusion talk show in the name of "Sydney Fan Festival". According to data, the GMV of this live broadcast is finally estimated to exceed 1 billion yuan.
However, their own "festival making" needs to bear a lot of planning and publicity work and pay a certain amount of drainage costs, and the Spring Festival is a natural festival traffic dividend pool.
First of all, from the demand side, the Spring Festival is a traditional Chinese festival, with the habit of leaving the old to welcome the new and visiting relatives, the user flow is large, the desire to buy is strong, and all categories have rich rigid demand.
According to the Ministry of Commerce, from February 11 to 17, 2021, key retail and catering enterprises nationwide achieved sales of about 821 billion yuan, an increase of 28.7% over the Spring Festival Golden Week of the previous year. According to data from the State Post Bureau, during the Spring Festival in 2021, the cumulative collection and delivery of express parcels in the national postal express industry increased by 260% year-on-year. This year, Douyin's data shows that sales of recent customary-related products have increased by 616% year-on-year.
"Last year's Spring Festival, the performance of some anchors in my company increased dozens of times. I don't think it's how much their ability has improved all of a sudden, but the consumption dividend of the Spring Festival. Because during the Spring Festival, people have a sense of consumption, and I should spend my money on the New Year. The head of an MCN agency said in a video shared that traditional customs and thinking habits make the Spring Festival a huge "consumption carnival".
Source: "2023 Kuaishou E-commerce New Year Goods Consumption Insight Report"
Coupled with the "post-90s", "post-00s" and other groups have become mainstream consumers, the e-commerce channels they are accustomed to have also become the main battlefield for the purchase of New Year goods. "I bought some basic New Year nut gift boxes in the brand live broadcast room, and it was more cost-effective to buy a large amount, and it was convenient to send them directly to relatives' houses by courier." Chen Chen revealed that all the six New Year gift boxes prepared for relatives at home this year were sent directly back to their hometowns, "The gifts arrived before the people." She said with a smile.
In addition, during the Spring Festival, user purchase demand has also undergone greater changes in the category richness level, and there are abundant needs in all categories such as home appliances, clothing, snacks, and cosmetics. "When I was a child, my parents used to buy us clothes for the New Year, and now I give them some smart furniture and appliances for the New Year to improve the happiness of life." Chen Chen shared.
The data also verifies Chen Chen's words, in the Spring Festival of 2021, Suning.com smart kitchen appliance sales increased by 170%.
Industry insiders believe that in the peak consumption season of New Year goods, the star New Year goods live broadcast room will become a New Year custom in the hearts of many young people, which is the result of the combination of the standard development of the entire industry and the professional operation of the MCN team behind it.
The rapidly developing live streaming e-commerce industry has become a new increment in online consumption in the context of the slowdown in the overall e-commerce market, and under the "consumption scenario" of the Spring Festival, live streaming has created a stronger atmosphere and more diversified consumer demand. In the future, live streaming e-commerce and celebrity goods formats will still expand, and how to seize this changing trend at key nodes is a common proposition for platforms, merchants, MCN institutions, anchors and users.
*The names in this article are pseudonyms.
*This article is based on publicly available information and is for informational purposes only and does not constitute any investment advice