Text: Reliable A star
There was a paragraph before that said that Taobao is now most afraid of Li Jiaqi getting married, and Wei Ya has a second child. Judging from this year's double 11 pre-sale, this statement is not false.
According to the Tmall Taobao live broadcast room, Li Jiaqi live broadcast room 221 million viewers, Weiya live broadcast room viewer 218 million people, note that the number of viewers at the same time, Li Jiaqi sold 10 billion, Wei Ya 8 billion, the two transaction volume of more than 18 billion yuan (later I have my analysis of the data).
First of all, Li Jiaqi and Weiya's main fan groups are girls, Li Jiaqi's logo slogan from the beauty category is "all girls", and Weiya fans who start from the clothing category call themselves "Weiya's women", which is actually the basic plate of Taobao consumers.
Why are their fans mainly girls, the reason is easy to understand, because from the operation of the e-commerce platform, girls are more sensitive to price, and love to shop and shop around the characteristics of the three, resulting in a longer shopping link; this part of the group demand has been before, why can live e-commerce detonate it? In the period of the rise of the group model in recent years, it is reasonable to say that the advantage of Taobao's main cost performance should be weakening. But Li Jiaqi and Wei Ya have risen strongly at this time, what is the reason? Many people have not been seriously sorted out.
(1) Live e-commerce fire, is Li Jiaqi Weiya's "personal brand" play a role, right?
Regardless of the fact that Wei Ya and Li Jiaqi each have a live broadcast team of more than 500 people behind them, when talking about the two of them, we should not talk about two people alone, but should be the top cards of the two companies that occupy a monopoly position in the Tao live e-commerce, namely The United States ONE and Qianxun (these two e-commerce MCN companies also have many anchors).
The word "personal brand" is more confusing, in fact, only the head is qualified to talk, for example, there are very many stars in the entertainment industry, but they are qualified to talk about personal brands, that is, Wu Jing Huang Bo Wang Baoqiang and a few other people, the same reason in the internet red IP led live e-commerce circle, the real can talk about personal brands luo Yonghao Simba these people.
"Personal brand" is actually the result of the popularity, not the reason for the live e-commerce fire. To put it roughly, personal IP is called IP after the fire, and there is only a P if there is no fire.
This kind of "inverted effect as a cause" will make many people have a "I can also" illusion, in fact, only Taobao has more than 200,000 live e-commerce anchors, the vast majority of people have not heard of it. There is a more cruel "two-eight law" in the live e-commerce circle than other industries, that 2% of anchors occupy 98% of commercial resources.
Another sign of personal branding is that they can leave the platform and survive independently, because fans value personal charisma, and they have no loyalty to the platform, not the traffic of the platform. On the other hand, I think that Kuaishou Brother Simba has a personal brand, Simba has always emphasized his value to the platform and accused the platform of his suppression, and Simba's business model is to control the supply chain and "apprentice" Internet celebrity resources, and once it was rumored that Simba wanted to develop his own APP. However, Li Jiaqi and Wei Ya are inseparable from Taobao and Tmall.
CCTV Finance once interviewed two Internet marketers and asked the two a question: "If there are other platforms to pay a high transfer fee, are you two willing to leave the original platform?" Both of them simply refused.
Because they all know that the core of the success of live e-commerce has nothing to do with their personal brand; the core is to rely on the team to buy traffic on Tmall Taobao, as well as to cooperate with the platform to bring goods and enliven the atmosphere. In addition, only Taobao and Tmall have commodity categories and brands that gather female consumers, and the business income of both people actually comes from the sharing of pit fees (that is, business advertising costs) and Taobao alliance commissions (actually merchant sales rebates) for huge enterprises; they left Taobao Tmall, and soon other anchors quickly filled in.
Strictly speaking, head anchors such as Li Jiaqi and Wei Ya are themselves the result of the platform's intentional support.
Second, the two major MCN companies of the United States ONE and Qianxun have the investment of Alibaba
Not all anchors can become Li Jiaqi and Wei Ya, and not all e-commerce MCN companies are eligible to become Mei ONE and Qianxun.
Mei ONE is actually the first wave of dividend recipients that accompanied the migration of Internet celebrity e-commerce from Weibo to Taobao, and Qi Enqiao, the founder of Meijian Network Technology Co., Ltd., has been committed to fashion models and artists to become stars with goods in 2014; due to the lack of corresponding sales capabilities of model artists, in fact, only Zhang Dayi of Ruhan ran out of this model. By 2105, when Taobao officially transformed into an internet celebrity economy, the UNITED ONE adjusted its thinking to the second place, and selected the beautiful packaging as live streaming personnel from some offline counter salesmen (BA) with eloquence and sales skills, and the model was gradually verified, followed by the acceleration of capital entry.
In 2016, ONE obtained Alibaba's capital Lakeside Shannan Angel Investment (note that it is an angel round investment); of course, more important than the funds is Alibaba's continuous output of resources.
(Picture from Qi cha cha)
As a strategic partner of Taobao e-commerce to implement "BA net red", One of the United States selects objects that can be packaged from the tens of thousands of counter salesmen of cosmetics giant L'Oréal, which has received strong support from L'Oréal's e-commerce business line.
One promises to package an inexperienced teller into a well-known anchor with sales of more than 10 million in 6 months, and Li Jiaqi has transformed from L'Oréal lipstick sales brother to Taobao e-commerce anchor; this proves from the side that Li Jiaqi himself is also one of the L'Oréal tellers, of course, there are no other tellers to be "lipstick brothers".
Let's talk about MCN, which is on par with the United States ONE - Humble Search.
Dong Haifeng, the major shareholder of Qianxun Holdings, is also the husband of Huang Wei (Wei Ya), before the rise of internet red e-commerce, he mainly operated a clothing business in Guangzhou to do Taobao, and also did internet celebrities with goods in 2016, and also received Ali capital investment after the establishment of Humble Holdings in 2017; The industrial and commercial change data on the surface shows that Hainan Yunfeng Tuohai Fund Center is a shareholder of Qianxun.
(Image from Qichacha)
Regarding the relationship between Yunfeng Fund and Lakeside Shannan Capital and Ali System, people who understand it should understand it.
What is more interesting is that Dong Haifeng revealed in an interview with the daily economic news that Qianxun Holdings is located in the Alibaba Industrial Park in Hangzhou; Qianxun Holdings occupies 10 floors, the supply chain occupies two floors, there are nearly 10,000 square meters of shelves, and the SKUs supplied to Qianxun in a year are as high as more than 50,000, and the so-called live selection team is equivalent to the selection activities of Ali e-commerce supplier products.
It is not difficult to see that the bipolar competition between the United States ONE and Qianxun belongs to the horse racing mechanism of the Tao e-commerce ecosystem. The alliance of interests between the head MCN and the platform has long been formed, and the platform has imported a large amount of traffic into the live broadcast room of the top brand Internet celebrities, and the Internet celebrities have then used their own influence to attract business and sell. Due to the tendency of the platform to support MCN, it also leads to platform merchants to do live streaming with goods, and the most effective way is to find head Internet celebrities to recommend. Does seeing this give people a feeling of being both a referee and an athlete?
Of course, the platform investment internet celebrity brother and sister is not a special case, from the perspective of the platform, since the traffic to anyone can let who bring more goods, why not give it to their own people?
3. Regarding whether the sales of live broadcast rooms can really reach end consumers?
Many brands have to find the head of the internet celebrity to guide traffic under the live e-commerce outlet, it can be seen that the live internet celebrity is actually the role of the online salesman of the platform, the essence is the platform's to B profit model, the platform is of course motivated to do it, but this live e-commerce model can not benefit the enterprise?
Last year, I wrote an article "Live e-commerce can not always go to the low-price model" article pointed out that the anchor must have a low price of the product to give the user the reason to buy, indicating that the user in the end is looking at the price, especially the head anchor for the enterprise bargaining ability is very strong, low-price sale must be to let the enterprise bleed, this model is not a win-win model, but at the expense of the enterprise to make profits, the final wool is on the sheep.
Of course, the low price is low, if you can go to inventory, it is also good. The problem is that low prices can attract consumers to stop, but they will also attract professional wool parties to squat on the wool.
Li Jiaqi and Wei Ya are actually doing private domain traffic, in addition to the public account in advance to send live broadcast notices, but also operated about 10,000 communities in WeChat, and MCN employees respectively as assistants to open private micro-accounts to suck powder, some live orders from the community volume and the platform real consumers "double insurance".
And some of the orders are from the wool party and micro-business, because the live products sold at low prices and a variety of coupons, red envelope rain can be xue, some will be distributed within 7 days gradually placed in the various agents, if within 7 days can not be distributed directly to initiate unconditional returns, manufacturers have publicized live sales, Internet celebrities got advertising fees, agents took the goods at low prices and then sold at high prices or flowed into other online stores, forming a cycle. The wool party is a god assist for live e-commerce and cannot be banned.
At present, the real sales volume of live streaming goods still depends on the volume of returns and quarterly goods delivered by the merchant after seven days; whether it really reaches the hands of end consumers, and whether it will disrupt channels and string goods because of low prices is worthy of careful investigation by the enterprise market department.
This year's double 11 pre-sale, Li Jiaqi and Wei Ya live broadcast room viewers are more than 200 million people, of course, can not understand that there are 400 million people in China watching live broadcast, because the number of people watching live broadcast room is PV (visits, click once +1) instead of UV (independent visitors). The number of UV in Li Jiaqi's live broadcast room is 3531.19w, which is the visitor data, but it has not become a publicity point, and it may not be as good as 200 million viewings. What is the concept of the 200 million field view, that is, the heat of the whole people's attention when Meng Wanzhou returns to China and gets off the plane, which is also the ceiling of the live broadcast activity.
(A third-party data platform shows that the full amount of Li Jiaqi's orders is 3.9 billion instead of 10.6 billion; compared with the total sales of Li Jiaqi and Wei Ya on the 2020 Double 11 pre-sale day in the same period last year, Li Jiaqi and Wei Ya were 3.327 billion and 3.521 billion yuan, respectively, adding up to less than 7 billion yuan, and last year was the peak of the whole enterprise's live e-commerce.) ）
In the same period last year, October 21 was also the Ali Double 11 pre-sale, Li Jiaqi's live broadcast room popularity reached 150 million, which triggered more than 800 answers on Zhihu, and this year everyone seems to be strange.
I did a small survey in two WeChat circle of friends, asking if anyone had bought something in Li Jiaqi and Wei Ya's live broadcast room? I did not ask whether there was a purchase on the day, but the previous purchase experience, most of the answers obtained have never been, and even some people do not know these two big men with goods at all.
The circle of friends can still receive real feedback, and the essence of the current live e-commerce is to create a herd effect and a wool party.
From another point of view, buying things and watching live broadcasts are originally two groups of people, just like the performances in the mall, some people watch, but do people watch every day and every time? Does someone not buy it without watching the onlookers shouting? Buy something at a glance, the price is clear at a glance, why stare at the phone all the time, the eyes can not stand it? Those who think that live e-commerce is hotter than the show, it seems that they have not noticed that now live e-commerce has been shown, from fishing to reward big brothers to fishing for real consumers.
【Conclusion】:
In view of the fact that the current live e-commerce water is too deep, and the e-commerce platform internet celebrity live broadcast with high pit fees and high commissions, I personally do not recommend that there are small and medium-sized enterprises who do not understand the tuition fees and do leeks.
The live e-commerce model is mainly to make money from enterprises, and the real weighing of whether live e-commerce is effective or not should be the same amount of the company's reinvestment rate (this can be another topic left to friends with time to do); after all, whether live e-commerce is really effective, the only right to speak should be the enterprise that has paid money.
▼About the Author
Reliable A Xing (Li Xing), public account: Reliable A Xing, author of the book "Media Strategy"