In 2023, live streaming e-commerce in transition has undergone earth-shaking changes. The overhead era is over, the market is still expanding, and new dark horses are appearing frequently.
For example, in last year's "Double 11", the results of the two super anchors Li Jiaqi and Simba decreased slightly, while the head MCN and anchors are still growing. According to the battle report released by Make a Friend, the total GMV on the three platforms of Douyin, Taobao and Jingdong exceeded 2.483 billion, an increase of 178% compared with the same period in 2022.
At the same time, it has become an inevitable trend for anchors to seek the development of all platforms: in the past year or so, Luo Yonghao and Make a Friend have expanded from Douyin to Taobao, Jingdong and other platforms, and Dongfang Selection will also open an independent APP live broadcast and Taobao live broadcast in 2023.
This year, which new live broadcast rooms stand out? Which brands are out of the encirclement? Use this article to make an inventory, and summarize 5 trends in 2024 about live broadcast rooms with goods.
The new popular live broadcast room is dominant
In 2023, the newly emerging dark horse live broadcast rooms will show a unique combination model of "people, goods and yards", establishing the recognition and uniqueness of the anchor's IP, allowing users to have a strong sense of identity and trust in the anchor.
01 Liu Yiyi: Differentiated product selection + slow live broadcast, with monthly sales of more than 350 million
At the beginning of 2023, Douyin anchor @刘一一 sparked heated discussions in the industry, although the number of account fans is only 500,000, it can rush to the top of the Douyin daily list. According to statistics, in May 2023, the sales of the two accounts of @刘11生活号 and @liuyiyi will both exceed 100 million, ranking in the top 10 of the Douyin talent list.
Summarize Liu Yiyi's 5 factors for bringing goods.
First, it has a differentiated product selection strategy.
Liu Yiyi's selection is mostly composed of minimalist clothing such as black, white and gray, and the categories are mainly T-shirts, shirts, jackets, etc. The selection of high-end and durable products with strong durability has attracted a group of fans who are "rich and tasteful". The data shows that the fan portraits in Liu Yiyi's live broadcast room account for 90% of women, with the largest proportion of 31-40 years old, and the regions are mostly in Zhejiang, Jiangsu, Guangdong and other places.
Second, have the ability to produce high-quality content, and will use short videos to plant grass, measure money, and drain traffic.
@刘一一 posted works have an average of more than a few thousand likes, perhaps thanks to the "Little Red Book" style of their works. In the courtyard full of Zen or in the wilderness where no one is around, wearing a complete set of new clothes, walking or sitting, the characters and scenery are perfectly matched, presenting a quiet atmosphere of the years, giving people a strong sense of healing.
@刘一一@刘11生活号 Douyin screenshot
Third, the eloquent "slow live broadcast" style is unique in the platform.
Liu Yiyi's live broadcast rhythm is very different from the previously prevalent "shouting", "forcing orders" and "scripts", but a "gentle narrative style", facing the audience is like facing a friend, sitting on the sofa and telling the story, not like selling goods, more like Amway to friends.
Fourth, there is a strong team and supply chain.
Fifth, the layout matrix number has boosted the continuous expansion of business.
02 Dong Jie: Star halo + professional content planting, launching the "Dong Life" IP is similar to Liu Yiyi, and Dong Jie is also a leader in the "slow live broadcast" style. On January 13, Dong Jie started broadcasting on Xiaohongshu, with a GMV of about 3 million. On February 24, Dong Jie brought goods on Xiaohongshu's live broadcast for the second time, according to Xiaohongshu's official data, the live broadcast was watched by more than 2.2 million people, ranking first in the popularity list for 6 consecutive hours, with a cumulative GMV of more than 30 million; At that time, among the more than 200 product links in Dong Jie's live broadcast room, high-priced products abounded, such as cardigans of 5,200 yuan and ballet shoes of 4,932 yuan. After that, "being the manager of your own life" became Dong Jie's live broadcast slogan, and the IP of "Dong Life" was completely launched.
Screenshot of Dong Jie's second live broadcast with goods
In a live broadcast at the end of May, Dong Jie's single GMV exceeded 73 million, setting a new high in personal performance.
Unlike @刘一一 , Dong Jie's live broadcast frequency is less, once a month, and she will spend a lot of time selecting products and showing the selection process. Before the official live broadcast, a magazine-like fashion street shot video will be released, showing the upcoming clothing items and matching possibilities.
The reasons for Dong Jie's praise include: unique live broadcast style, professional explanation ability, active live broadcast participation, and high-quality supply chain and after-sales service capabilities.
Looking at the problems that arise in celebrity live broadcasts, there are no more than two main minefields: first, the celebrity team did not carefully select the products and directly handed them over to the outsourcing company, resulting in product quality and after-sales dissatisfaction with consumers; Judging from the current live broadcast, Dong Jie's team has obviously avoided these problems, and the lower frequency of bringing goods has not excessively consumed the enthusiasm of the original fans.
In addition, Dong Jie's team's efforts on the content side are also a highlight that distinguishes it from many star anchors. Before the live broadcast, Dong Jie had been updating the "Dong Life" series of videos on Xiaohongshu for two years, and began to pave and warm up a month before the live broadcast, so that fans were psychologically prepared and increased their trust.
It is worth noting that Dong Jie's Xiaohongshu page shows that she signed a contract with MCN "Haining One Plus One", which belongs to the company of Yixin Entertainment founded by Yang Tianzhen.
03 Zhang Xiaohui: High "quality-price ratio" selection + emotional value, high potential energy live broadcast room exceeded 100 million After Dong Jie's outstanding delivery and results were out of the circle, Xiaohongshu brought out a new star with goods.
On May 22, 2023, Hong Kong socialite Zhang Xiaohui opened the debut of Xiaohongshu with her "Rose Live Room". The data shows that the live broadcast lasted for nearly 6 hours, during which the live broadcast room has been dominating the TOP1 of Xiaohongshu's goods list, with a total of nearly one million viewers, more than 1.3 million likes in the live broadcast room, and sales exceeding 50 million.
At 1 a.m. on October 16, 2023, Zhang Xiaohui completed her second live broadcast on Xiaohongshu. According to the battle report released by the platform, the sales of this live broadcast exceeded 100 million, and she became the first anchor in Xiaohongshu to break 100 million in a single game.
Screenshot of Zhang Xiaohui's second Xiaohongshu live broadcast
After the two live broadcasts, the style of the rose live broadcast room has been laid, that is, the "niche brand + relatively high price" route. For example, a set of high cranial roof shampoo set and two bottles of rejuvenating hair mask have a unit price of more than 600 yuan. In its second live broadcast, the sales of 5 brands exceeded 5 million, including aroseisarose, MY. ORANICS, HAIRMAX, Augustinus Bader, and Sudtana are all international brands, taking the mid-to-high-end route.
In addition to the data myth of high sales and high popularity, Zhang Xiaohui's excellent language skills and elegant and calm temperament have become the highlights that have been repeatedly spread by users after the live broadcast. For example, in the early morning of October 16, before the live broadcast was about to end, Zhang Xiaohui put on a green dress and recited a dialogue from Shakespeare's book "The Merchant of Venice", which was full of emotion and soft in tone, which infected many people.
According to Karth, Zhang Xiaohui has also tried to bring goods live on platforms such as Douyin before, but it did not cause much splash, but this year she was able to stand out from Xiaohongshu for multiple reasons, but the core factor is the stability of personal IP.
Zhang Xiaohui's appearance, temperament, life experience, and explanation style are all in line with the tonality of Xiaohongshu, and in addition to the "quality-price ratio" of the product, it also provides users with emotional value and aesthetic experience, which is the core competitiveness of its live broadcast room. A Xiaohongshu user commented, "The most powerful sales is to not only output values, but also to turn the trend of the topic, she did not solve the problem of whether it is expensive or not, she said that you are worth it." ”
04 Zheng Xiangxiang: 9.9 low price + high-speed products, manufacturing visual hammer During the National Day in 2023, Douyin anchor @郑香香 has a large number of fans due to low-price live broadcasts. The data shows that during the National Day holiday, the cumulative number of live broadcasts of "Zheng Xiangxiang" exceeded 120 million, and the estimated sales exceeded 50 million yuan, mainly selling clothing, underwear and daily necessities, and the unit price was mainly between 10-30 yuan.
studied Zheng Xiangxiang's live broadcast room, which has three advantages.
At the anchor level, a good anchor can leverage the natural flow.
During the National Day, Zheng Xiangxiang herself wore the same skirt as Jin Chen, the heroine of the summer movie box office champion "All or Nothing", and she was an eye-catching presence in the live broadcast room;
@郑香香 Screenshot of Douyin video
The norm in Zheng Xiangxiang's live broadcast room is: the female anchor with exquisite makeup opens an orange box, picks up a bath towel to display, "bath towels that can be worn after taking a bath, 10 pieces", and after quoting the price, the box is "thrown" to the side, and then the next box is replaced, and the next product is picked up, and the quotation is mostly in the range of 9.9-29.9. The way of fast passing + repetition makes people dizzy, and they want to continue watching. Many users mentioned, "The ears haven't heard clearly, and the link has been snatched up." ”
At the supply chain level, Zheng Xiangxiang's goods are mainly from the selected alliance, and the clothing comes from the manufacturer's tail goods, plus she has entered the live broadcast e-commerce industry since 2017 and has been immersed in it for many years.
At the scene level, the live broadcast room uses a large area of "Hermes Orange" as the background, coupled with professional lighting, to avoid the cheapness brought by low-priced products, coupled with the display of the anchor taking out the goods from the exquisitely packaged box, giving the product an invisible halo. At the same time, Zheng Xiangxiang's way of quickly passing the product has also created a visual hammer in the hearts of users who have watched the live broadcast, forming a differentiation from other live broadcast rooms.
The above three points do not seem to have particularly strong barriers, but the combination of them can really make a live broadcast room run well and get the results of a short-term outbreak.
However, Karth has also analyzed and compared live broadcast rooms similar to Zheng Xiangxiang, there is no shortage of users who are willing to pay for the visual "new and strange" experience, but how long this freshness can last depends on whether the anchor can attract them to stay with multiple layers of charm.
In 2024, 5 trends in live streaming
1. The brand self-broadcast involution has intensified, and feelings have become the winning rule
2023 is a year for the brand's live broadcast room to show its powers.
On the one hand, we see that brands represented by Zara and Luckin have chosen the "high-end" route and moved their products to the show stage to create eye-catching scenes for users, while Coconut Tree has rolled up another wave of men's marketing with "macho fitness", both of which are by creating visual spectacles to increase topics and discussions.
On the other hand, more brands with insufficient budgets and insufficient effort choose to "keep up with current events".
For example, after the "79 yuan eyebrow pencil" incident caused public opinion controversy, the Huaxizi brand was besieged, and the old domestic brand represented by Bee Flower keenly rubbed the hot spots, relying on stalks and crazy literature, and took over the splashing wealth created by Huaxizi's "fall".
Another brand, Vitality 28, has become popular again, which belongs to "traffic falling from the sky" and "raining after a long drought".
On September 13th, three days after the "Huaxizi 79 Yuan Eyebrow Pencil Incident", @活力28衣物清洁旗舰 broadcast live as usual, many fans who wanted to support old domestic products poured into the live broadcast room, and the operating company behind the account urgently arrested old employees to join the live broadcast room, which also pushed the 3 elderly anchors out of the circle.
@活力28衣物清洁旗舰店 Screenshot of the TikTok video
The heat brought by the sentiment continues, and the cloud shareholders are still paying attention to the operation of the factory of Vitality 28, and the brand is also very dedicated to choosing to report regularly. It seems that the brand and fans still maintain a good interaction.
2. The game between big anchors and platforms continues
Due to the algorithmic distribution of Douyin traffic, the scattered traffic, the unestablished private domain traffic, the horse racing mechanism that is cleared at any time and the rising traffic price have never diminished the insecurity of the top anchors. Under the consideration of many parties, the top anchors may choose to have a common layout on multiple platforms.
Only 4 months after the establishment of Dongfang Selection, the company launched its own products, launched its own App in less than half a year, and in July 2023, Dongfang Selection's own App opened a live broadcast business. Sun Dongxu once explained during the live broadcast that the Oriental Selection APP has three positions, one is to be a platform for the selection of good things, the second is to continue to provide users with differentiated services through independent APP, and in the future, the Oriental Selection will establish a member service system to provide paid members with value-added goods; The third is to be a cultural platform to provide users with good content that has something to say, read thousands of books, and travel thousands of miles.
On the afternoon of July 26, the Douyin live broadcast room @Oriental Selection of self-operated products announced the suspension of business for three days, and its self-operated product stores were suspended during the same period. The explanation given by Dongfang Selection is, "If you accidentally trigger the rules, you will actively rectify them." ”
On August 29, Yu Minhong, founder of New Oriental, and Sun Xudong (Dongfang Xiaosun), CEO of Oriental Selection, led many anchors of Oriental Selection to start a full-day live broadcast on Taobao.
3. The vertical live broadcast room is growing rapidly
Karth noticed that the vertical live broadcast room will grow rapidly in 2023, and the performance of some accounts will outperform the comprehensive live broadcast room.
For example, on May 27, 2023, @东方甄选美丽生活 single-day GMV exceeded 80 million. This result surpassed the former "Douyin First Brother" - on the same day, Luo Yonghao himself made a friend in the live broadcast, and the estimated GMV was 10 million-25 million, which also exceeded the main number Dongfang Selection. At present, @东方甄选美丽生活's daily broadcast sales can still be maintained at about 10 million, and according to "Whip Bull", the total GMV of the account will reach 238 million in December 2023, ranking 16th on Douyin's list of anchors with goods that month.
In addition, the battle report published on Tmall Double 11 shows that the live broadcast transaction of Azhuo Tavern exceeded 460 million, and the live broadcast transaction of Jiuxian Liangge exceeded 480 million, of which Jiuxian Liangge became the first wine anchor on Taobao to exceed 1 billion transactions.
"Blue Whale Finance" visited the Jingdezhen ceramic industry belt, a brand called "Yuanzi loves tea" has sales of more than 60 million in 2023, of which more than 70% of the revenue comes from Taobao store live broadcasts.
4. The celebrity live broadcast room tends to be professional and vertical
In 2020, more than 500 celebrities and artists walked into the live broadcast room to bring goods, and now the celebrities bring goods have cooled down significantly. "Li Xiang", the first sister who used to be a star, posted a post saying: "I am retired", and Liu Tao, who was once known as "humanoid gathering cost-effective", has also completely stopped broadcasting.
As of the end of 2023, the stars who are still in the live broadcast industry have their own characteristics and highlight their own specialties in a certain aspect, such as Yi Nengjing's focus on skin care and home furnishing, Wu Xin's character is a fashion buyer who only tells the truth, and Chai Biyun has won the favor of many passers-by with his unhurried explanation style.
5. Jingdong and Xiaohongshu enlarge their moves: The tug-of-war between platforms has a new point to watch
In 2023, the live broadcast e-commerce industry ushered in the strong entry of platforms such as Xiaohongshu, Bilibili, and JD.com.
Xiaohongshu has become a rising star, launching benchmark anchors such as Dong Jie, Zhang Xiaohui, a KK, and Yi Nengjing, while Station B has made a name for itself in fashion, beauty and other categories in addition to home furnishings.
Station B UP main @Parrot pear live broadcast
On the one hand, Jingdong invited a head live broadcast MCN organization like Make a Friend to join, and on the other hand, it opened a "Jingdong Procurement and Sales" live broadcast room during the Double 11 period, shouting the slogan of "lowest price", and Li Jiaqi faced off in the air, according to the data released by the platform, the total number of viewers of Jingdong's procurement and sales live broadcast exceeded 380 million. On January 3 this year, JD.com announced that it had officially settled in Xiaohongshu, obviously to continue to operate this IP.
In 2024, e-commerce platforms and short video platforms will still be in close proximity to each other in the field of live streaming, who will succeed in breaking through and improving their rankings?