Will Zhang Daxian become Douyin Li Jiaqi?
Image source@Visual China
Text | Reliable Game Game, Author | Sygas
On December 2, Zhang Daxian premiered on Douyin, and the former Huya King and the first brother, with the will of the former Douyu DNF first brother, refilled the Douyin game live broadcast area. At half past seven o'clock that night, as soon as Zhang Daxian started broadcasting, it directly detonated the entire game section of Douyin, and the carnival gifts flew all over the sky, topping the hourly list + popularity list within five minutes, and millions of live fans participated in the lottery online.
In addition to countless anchors and fans giving gifts and blessings, the platforms of a large number of domestic brands have also given Zhang Daxian a different commercial value from Huya in addition to the live broadcast of the game. And Zhang Daxian, a Qingliu anchor who has always been known for his high quality and almost does not swear in live broadcasts, may be a better choice to choose to bring goods.
"The anchor can't bring you with you, but still bring the goods?" Although Zhang Daxian on the night of the premiere still made such bold statements, the expectations of the brand market for him and the expectations of the game live broadcast industry for bringing goods to save the market have increased unabated.
Game anchors have transferred goods, and they have done it before
More than 10 years ago, the first esports vloggers were the first to make a small success in bringing goods. At that time, when Xiaozhi, Xiaomo, Miss and other League of Legends anchors made videos on the video platform, they would carry some computer peripherals and snacks before and after the video, and at the same time opened Taobao stores to earn the first pot of gold, which was also an effective means for game anchors to make money back then. Under the recommendation of these anchors, brands and products that gamers are familiar with have also developed, including meat muffins, pork jerky, gaming mice and keyboards and other categories.
Later, e-commerce platforms such as Taobao began to increase restrictions on the qualifications of stores, and it became more difficult for anchors to sell goods through online stores. Meat muffins are not easy to sell, Taobao stores are difficult to open, and while game anchors have been weakened in their ability to bring goods, the audience no longer has the habit of following game anchors to consume. Fortunately, the competition between platforms has intensified, so that anchors no longer need to sell goods to get huge profits. Exaggerated to the point that the signing fee of millions and tens of millions has attracted many professional players to retire as anchors, and also let many high-level games join them, for a while, the game live broadcast platform ushered in a large number of anchors and audiences to join, but they don't care about the hidden dangers brought by relying only on capital blood transfusion.
After 2019, the live broadcast platforms closed down one after another, and the remaining game live broadcast platforms began to pay attention to the income of live broadcasts. However, for today's game anchors, the ability to bring goods is missing, and the effect of bringing goods on the game anchor platform is also very average, and most of the audience can no longer accept products such as snacks and peripherals. Although many anchors will hang some links to A-trend shoes, account boosting, and playing in the live broadcast room in order to increase their income, the effect is also average, and compared with the complete commission system and small store system of the short video platform, it is a big deal.
In short, it's not that the anchor doesn't want to bring it, but that users don't want to buy it on these platforms at all. As a result, many big anchors with guild support have opened accounts on short video platforms, and while sharing their live slices, they also try to advertise some products and earn some small commissions. However, live broadcast platforms often restrict the diversion of third-party anchors, and it is difficult to form a large-scale delivery effect without anchors to guide them in the main traffic pool of the live broadcast room.
Game streamers need new stars to bring goods
However, Zhang Daxian's entry into Douyin live broadcast still made many brands see new opportunities. After a 109-day hiatus, Daesian's fans have accumulated a lot of expectations and budgets to hit the charts. Considering that Douyin's e-commerce mechanism and user consumption habits are very mature, although Zhang Daxian has not announced a brand cooperation plan based on Douyin and a plan to bring goods on Douyin live broadcast, some brands have begun to find ways to carve up a little traffic during Zhang Daxian's premiere.
Since the official announcement that it will be broadcast on Douyin, Zhang Daxian's e-sports team XYG has begun to interact with this year's "Internet celebrity" domestic brands, including Bee Flower, Huiyuan, Man Ting, Baiyu, Qingshi and other brands have established contact with XYG and provided their own star products for the XYG team. Zhang Daxian also expressed his gratitude to the domestic brand at the premiere, and promoted that fans could support their younger brothers who brought goods to their own team.
The Douyin window of the XYG team also hung a series of promotional products with "XYG fans exclusive", such as Shanghai sulfur soap, Huiyuan juice, white jade toothpaste, Weilong spicy strips, calcium milk biscuits, etc. From November 27th, the XYG team began to make a first attempt to bring domestic products while warming up for Zhang Daxian's premiere on Douyin live broadcast.
Judging from the current brands that XYG cooperates with, the unit price of these products is mostly 10-30 yuan, which is very suitable for game live broadcast viewers to test the water consumption on Douyin, coupled with Douyin's recent official subsidies in the field of e-commerce and payment, water friends can obtain the benefits brought by Zhang Daxian with the experience of wool, and regenerate the consumption habits brought by game anchors.
For Douyin, it is a logical thing to open up the market of young male users for consumption through Zhang Daxian. Previously, Luo Yonghao settled in Douyin, and successfully converted some male users who are interested in digital products into consumers and completed the shopping process on Douyin. And if Zhang Daxian completes the process of bringing goods, it may produce better results than Luo Yonghao, on the one hand, because Luo Yonghao's appearance time is shorter, and he can't appear in front of the audience every day like Zhang Daxian; on the other hand, Zhang Daxian's popularity is better than Luo Yonghao, there are few black spots inside and outside the industry, and he is one of the highest-quality anchors in the field of game live broadcasting.
Just like when Li Jiaqi brought out the infinite popularity of Taobao e-commerce live broadcast, all live broadcast platforms with e-commerce attributes dream of letting a well-known anchor who stays in the live broadcast inside the platform for a long time and with high frequency to bring goods. At present, the brand's pursuit of Zhang Daxian has reached the preconditions for becoming Douyin Li Jiaqi.
Zhang Daxian once said in a live broadcast in 2020 that "I sell art, not goods", and the question of whether to sell goods has been discussed in his previous live broadcasts, but the Huya platform at that time did not have the conditions to bring goods. In order to feed the team and survive in the KPL, Zhang Daxian spent a lot of money and energy, and even worked hard to lose weight and become a good-looking anchor to make money to supplement the team.
Now that he has jumped to Douyin, his XYG team has also changed from a civilian team that works hard to play a seat to a shopping mall delivery team that suddenly fell into wealth, but at present, it seems that it is still difficult for the XYG team to be self-sufficient in terms of income in terms of goods.
Zhang Daxian has been adrift for 109 days, but the game live broadcast circle is in turmoil
In the 109 days that Zhang Daxian has been off the air, some live broadcast platforms have had a lot of turmoil and turmoil.
After CEO Chen Shaojie was arrested for gambling, a large number of Douyu head anchors and head anchors who had been broadcast in Douyu began to stop broadcasting.
Huya's life is not easy, although during the Asian Games, with the support of Tencent, it got the broadcast rights and obtained some traffic of sports events, but Huya, which is overstretched, has little follow-up support for sports events. Even the anchors on the platform have "downgraded" in advertising, the legendary advertisements that began to hang in the live broadcast room of the well-known e-sports player Uzi, and the live broadcast room of the former LOL professional player and now the Valorant anchor rhythm hung advertisements for boosting, selling accounts, and playing with them. Such an embarrassing situation is enough to show that the signing fee, salary and live broadcast share given by the platform to the anchors are no longer enough, and full-time anchors must be self-sufficient if they want to support themselves.
Many Douyu and Huya anchors also complained during this time: "It's better to tie up your braids and go to the show area to stand and broadcast." In this way, they express their dissatisfaction with the live broadcast salary, which is decreasing every year, and they also have a longing for a collision model and a zoning with better income.
For many king anchors, the traffic and benefits of Zhang Daxian's suspension of broadcasting have not been shared in their own hands. Dehua, the anchor of the king of Huya, who has always been pressed by Zhang Daxian, watched the sailors send a barrage of congratulations to the "new Huya brother" after getting the news of Zhang Daxian's job hopping, but he didn't seem happy at all, after all, for anchors such as Dehua, without Zhang Daxian during this time, their reputation, fans, and income have not increased significantly, so they don't have much emotional inclination for Zhang Daxian's return.
Staying on traditional game live broadcast platforms such as Douyu and Huya, seeing anchors such as Zhang Daxian and Xu Xu Baobao starting broadcasts on short video platforms, the psychological changes should be complicated. Only the extremely head anchors,Only have the strength and content power to carry traffic into the live broadcast of games on the short video platform,Previously, when Xu Xu Bao came to Douyin,Through the support of other games and the way of playing PK, fans successfully stayed on Douyin,And harvested no less than the live broadcast flow in Douyu。 Zhang Daxian's entry this time has been supported by the official public opinion of Honor of Kings, and may be able to further surpass the success of Huya, the former platform.
However, for other anchors, whether it is playing PK or bringing goods, it is not in their comfort zone, and the recommendation mechanism of the short video platform makes it difficult for the anchor to gain traffic and rewards through traditional game live broadcast on the short video platform. In the past, anchors entered Kuaishou and Douyin because they were rejected by game live broadcast platforms and had to do so, but now Zhang Daxian may have given these anchors an example, and we may see more and more familiar game anchors on short video platforms such as Douyin and Kuaishou in the future.
When they no longer sign a contract with a game live broadcast platform, but choose to start broadcasting on multiple platforms, playing games on game live broadcast platforms, and PK on short video platforms to bring goods, it is a new trend of game live broadcasting.
Douyin and brands are looking forward to Zhang Daxian becoming Li Jiaqi, bringing a new twist and spark to the e-commerce live broadcast; fans in the live broadcast room enthusiastically asked Daxian if he brought the goods, while brushing the carnival and 666;The game anchors who are in the same track as Zhang Daxian also hope that he can become the first brother with goods for them to imitate, so that everyone can return to the golden age of waving the flag for meat muffins ten years ago.
But Zhang Daxian still refused, and at the same time thanked the domestic products for entering the live broadcast room of the XYG team. Perhaps on the way to become Li Jiaqi, Zhang Daxian is still waiting, and first became the boss of the incubation anchor Mei ONE.