This time, Luo Yonghao wants to sell satellites on Taobao

"Space satellites are sold to the public for the first time through e-commerce platforms" "The minimum discount is 2 million yuan, the most expensive is 30 million yuan, you can place an order directly" live broadcast with the fame of Luo Yonghao, the founder of the thin red line, the popularity of the topic of selling satellites in the Taobao live broadcast room rose sharply on March 30. A friend related person told the Beijing Business Daily reporter that Luo Yonghao will sell commercial satellites in the Taobao live broadcast room tomorrow (March 31).

The head anchor and the traffic event achieved each other, and Luo Yonghao, who had long wanted to "retire", was still in front of the stage. According to his plan, in the future, he will focus more on entrepreneurship in the field of AR (augmented reality), and it is to prepare for this purpose by making a friend to sign Li Sheng and reducing the frequency of Luo Yonghao's goods. A similar story also happened in the live broadcast room of Oriental Selection and Li Jiaqi, MCN does not want the anchor to have a fault, the platform wants the anchor to be "decentralized", these wishes can not be realized for a while, and the head anchor also needs to "sell time" in the live broadcast room.

Discounts when bringing goods, including launch fees

"Tomorrow we will pick one of several satellites and give a discount during the live broadcast," a person related to Make a Friend told a reporter from Beijing Business Daily on March 30. These satellites have been listed on the Taobao store of "China Aerospace Space New", including a 1U cubed star with a price tag of 2 million yuan, and a space shuttle series - 200Kg class satellite with a deposit of 100,000 yuan.

According to the store introduction, 1U cubeSat, with a volume of 10cm×10cm×10cm, is a small satellite widely used in universities to carry out aerospace science research and education, and can realize the monitoring of oceans, atmospheric environment, ships, aviation aircraft, etc. It can be applied to space imaging, communications, atmospheric research, biological research, new technology test platform and other aspects.

"What else can't be sold on Taobao", "Support 7 days no reason to return, no", "You have to pay for launch, right?" As soon as the topic of "the first batch of domestic commercial satellites on Taobao" came out, netizens were full of curiosity.

The customer service of the "China Space New" Taobao store was also busy, and at noon on the same day, the reporter asked questions about the launch and received a reply "Due to the large number of consulting satellite content, the customer service processing progress is slow, and it may not be possible to reply to your questions in the first time, please forgive me." Half an hour later, the customer service replied, "Launch fee included."

In addition to package launches, the value-added services available for purchasing satellites include: satellite naming rights, inscription company logos or names on satellites, etc.

Selling satellites in the live broadcast room, "is a kind of marketing campaign, the purpose is to attract people's attention through special methods, increase brand awareness, and expand customer base," Hong Yong, an associate researcher at the e-commerce research institute of the Ministry of Commerce Research Institute, told Beijing Business Daily.

Chen Tao, senior analyst of the brand retail industry at Analysys, also believes that "Taobao is a toC e-commerce platform, not a supply chain-oriented platform, and if industrial-grade or higher-end goods are to be sold online, it should be connected to the toB e-commerce platform." Selling satellites on the toC platform is actually the pursuit of attention, and tall goods are easier to attract users."

The live broadcast room needs "Luo Yonghao"

High-hot topics are naturally matched with head anchors, but where important nodes, it is natural for major MCNs to come up with top configurations. For making friends, Luo Yonghao, who is starting a business on the AR track, is still the most influential anchor, and there is no one.

On the evening of April 1, 2020, Luo Yonghao's Make a Friend live broadcast room completed his live broadcast debut on Douyin. The former English teacher and founder of smartphones plunged headlong into the field of live streaming on April Fool's Day. In order to catch up with the startup window, Luo Yonghao announced on June 12, 2022 that he would "retire" from all social platforms, and also clarified the relationship with making a friend: he had withdrawn from management and would do several live broadcasts for them every month in the next few years.

From the first day of making a friend, the management knew that Luo Yonghao would leave after paying off his debt. "Quitting the network" is the first step for Luo Yonghao to leave, since then, Luo Yonghao's live broadcast room has been renamed "Make a Friend Live Broadcast Room", fans will make a friend to settle in Taobao Live, "Double 11", "Double 12", Li Sheng after signing a contract on such occasions, see Luo Yonghao, other times are mostly making friends Other anchors are supporting the scene.

"Whether it is turnover or profit, the revenue capacity of the e-commerce sector is still very strong, which will be a relatively important support for Luo Yonghao's entrepreneurial stage," retail expert Meng Qi told Beijing Business Daily. "Luo Yonghao appeared at a critical moment, making it clear that he was making a friend and helping the horse to give a ride," industry insiders generally believe.

Where are the next generation of streamers

From 6 a.m. to 2:30 a.m. the next day, whether Luo Yonghao comes to the live broadcast room or not, make a friend and the Douyin live broadcast room has anchors "on duty" every day. "The time on Taobao Live will be a little shorter, from 10 a.m. to 1 a.m. the next day. Make a friend has accumulated 57,000 hours of live broadcast, and there are 70 anchors", the relevant people of Make a friend shared the latest data with reporters.

Other live broadcast rooms are also expanding the anchor camp, in addition to the ace Dong Yuhui, Oriental Selection also has veteran anchor Ming Ming, etc., with a total of more than 20 anchors. The anchor Wang Wang who came out of Li Jiaqi's live broadcast room has come out of the circle, and Qianxun anchors Duoduo and Kaizi appear in front of the camera from time to time.

"MCN institutions will promote one anchor at the beginning, and with the development, relying on only one anchor is too risky, and the method of using the anchor matrix is a more popular practice of MCN, which is sustainable and can hedge risks," Chen Tao said.

The new generation of live broadcast samples has also changed again and again, who would have thought that Dong Jie would be popular with Xiaohongshu in 2023. According to the "Dianshubao" e-commerce big database, the scale of live e-commerce transactions in 2022 will be 3.5 trillion yuan, a year-on-year increase of 48.21%, and the industry penetration rate will be 25.3%.

The market scale continues to grow, new and old anchors iterate, and the platform finds a balance between head and waist anchors. "The concentration of resources to the top anchors is not conducive to both platforms and merchants, and if you rely too heavily on the head anchors, the space for small and medium-sized anchors and long-tail anchors will be compressed, and the right of merchants and platforms to cooperate will be reduced," said Li Jinqing, an analyst at Bida.

Chen Tao also believes that to find a balance, "MCN and the platform are pushing anchors and live broadcast rooms in vertical fields, so that the rules of platform fairness are not easy to be challenged, and there will be a win-win situation."

Beijing Business Daily reporter Wei Wei