Simba: Xinxuan users are the strongest consumers on the surface.
辛选2023年GMV超500亿
I don't know if you have noticed, the big Internet celebrity anchor seems to really like to hold concerts.
At the end of November last year, Crazy Brother Yang spent 30 million yuan to hold a star concert in Hefei, inviting star singers such as Zhang Xinzhe and Chopsticks Brothers to sing, and 30,000 tickets were given away for free. A month later, Simba, who has more than 100 million Kuaishou fans, also held a concert.
Recently, Simba held the "Xin Xuan 5th Anniversary Carnival" star concert in Hangzhou, 50,000 tickets are only given away but not sold, from the perspective of the guest lineup, including the "World Piano Godfather" Giovanni Marati, Tengger, Wilber Pan and other superstars, from the warm-up stage has earned enough eyeballs.
Simba's concert guests Source: Kuaishou
At the event, Simba made a "debriefing report" on Xinxuan for five years to online and offline users, and in the past five years, Simba 818 has created more than 3,000 videos with more than 300 billion views. Simba broadcast a total of 148 live broadcasts, with a single sales volume of more than 3.7 billion. Xinxuan has sold a total of 2.4 billion goods, with total sales of more than 200 billion yuan in five years. Simba said, "Xinxuan users are the strongest consumers on the surface. ”
Simba Source: Kuaishou
In the past five years, Xinxuan has completed cooperation with 13,000 domestic and international brands, helping 288 brands to exceed 100 million yuan in sales, of which 226 are domestic brands. In addition, from Simba to the head anchor matrix, Xinxuan has more than 600 million fans. Simba also revealed that Xinxuan will grow against the trend again in 2023, with a GMV of more than 50 billion yuan.
In 2024, Simba's concert has ended, and previously, Simba mentioned in the live broadcast room that the cost of each ticket is 1500-2000 yuan, and according to 50,000 tickets, the cost of this concert will reach 75 million yuan, which can be described as a big deal.
It is worth mentioning that since 2018, Simba has been holding annual concerts. In 2019, Simba spent 30 million to hold a concert in Beijing, inviting big-name stars such as Jackie Chan and Cecilia Cheung, with a luxurious lineup and a sensation on the whole network.
Inviting celebrities to hold concerts seems to have gradually become the new standard for top Internet celebrity anchors. So, why are Internet celebrity anchors keen on holding concerts, and they are still giving away tickets for free?
In the Internet era, traffic is paramount. With the development of the Internet to the present, the growth of users and traffic has reached the ceiling, in this context, concerts have become a marketing means, and Internet celebrity anchors can also attract some groups who do not pay attention to live broadcast with the influence of star singers to achieve circle-breaking marketing.
Now on the Kuaishou platform, Simba has more than 100 million fans, but he has little room for growth on the platform, and he is facing traffic anxiety, so he needs to seek new growth from the outside. Events such as celebrity concerts have a strong appeal to young people, and the various discussions caused by the event can also make Simba's popularity beyond Kuaishou even better. In addition, this kind of activity is able to strengthen the loyalty of fans and increase the emotional connection between Simba and fans.
According to market analysts, Simba's concert will be given away for free with 50,000 tickets, which also has some mysteries. There are two main official ways to get tickets for Simba's concert this time, one is to snap up designated goods in Simba and his apprentices' live broadcast room, and then contact customer service to redeem tickets, and the other is to do tasks in Kuaishou or Xinxuan's own "Xinxi" WeChat mini-program and have the opportunity to draw tickets.
In this way, in addition to Simba himself, this concert can also attract traffic to Simba's apprentices, and Xinxuan's anchors can gain a group of new fans. In addition, users can draw tickets through Xinxuan's own WeChat mini program, which can help the company precipitate private domain users.
There is no free lunch in the world, and although tickets are free of money, Simba's concert is definitely not a loss for the anchor and the entire company behind it.
In 2024, Xinxuan still faces challenges
In 2023, Xinxuan Group will achieve a GMV of more than 50 billion, which can be said to have delivered a brilliant report card. But the past is history, and by 2024, Simba and his Xinxuan group may still face many challenges.
In the future, Simba's Xinxuan will become stronger and bigger, and it is bound to become a market-oriented and institutionalized formal company. From this point of view, Xin Xuan still has a long way to go.
When it comes to Xin Xuan, the first person who comes to mind will inevitably be Simba, whose words and deeds represent the image of the company. But in 2023, Simba has been caught in a storm of public opinion many times. In the past year, Simba has been banned by Kuaishou Douyin because of speech problems.
In March, Simba was banned for 48 hours by Kuaishou for "violating community rules." In November, Simba's Douyin account was blocked, violating the relevant provisions of the Douyin Community Self-Discipline Convention. Today's Simba is no longer a simple Internet celebrity anchor, but also needs to consider the operation and development of a company, and has been repeatedly blocked, which will not only affect his personal image, but also have a negative impact on the company's image to a greater or lesser extent.
From influencers to entrepreneurs, managing a company well is not an easy task. In December last year, Xinxuan Group issued a notice of appointment and dismissal, appointing Song Tieniu (Blue Mountain) as the group's CEO, and Guan Qian no longer served as the group's CEO. Subsequently, Guan Qian's discord with Xin Xuan's anchor team also went viral on the Internet.
Personnel appointment and dismissal of Xinxuan Group Source: Xinxuan
According to public information, Guan Qian has served as the head of functional departments such as operation and planning since 2009, and has served as a senior executive in Tencent, LeTV and Alibaba. In April 2023, Simba revealed in the live broadcast that he had stepped down as CEO of Xinxuan Group and handed over to the newly hired CEO to take care of the company's daily affairs.
At the beginning of the establishment of the company, Simba adopted a partnership system, including: Simba, Flai, Zhang Xiaoshuang, and Blue Mountain. Among them, Blue Mountain is responsible for corporate image, publicity and some project cooperation and investment affairs. In March this year, Simba announced in the live broadcast room that F4 would break up and develop separately. At that time, there was a view that Guan Qian's joining was a major symbol of the formalization of Xinxuan's management. In less than a year, the CEO of the group was quickly replaced, and the return of Blue Mountain seems to mean that the organizational management of Xinxuan has not kept up with the pace of the company's development and growth.
Behind the conflict on the table, what was exposed was the management problem of Xinxuan Company. In addition, several big anchors under Xinxuan also frequently have emotional disputes, affecting the live broadcast work. This also shows that in 2024, Xin Xuan will have to work management.
A new trend emerges in live streaming
In the past five years, Xinxuan's total sales have exceeded 200 billion yuan, and GMV has exceeded 50 billion in the past year.
2024 has just begun, what happened to other head companies?Oriental Selection, the "small composition" turmoil has come to an end, Dong Yuhui's new account "Walking with Hui" will premiere on Douyin on January 9, and as of now, the Douyin account of Walking with Hui has 3.735 million followers. Crazy Brother Yang's three sheep, some data show that it is expected that the output value of the three sheep network in 2023 will exceed 30 billion yuan, and the tax payment is expected to exceed 450 million yuan, with a rapid development momentum. Make a friend, CEO Li Liang mentioned that in 2023, Make a Friend will successfully explore the matrix live broadcast mode, complete the multi-platform layout, and achieve substantial growth in annual performance.
"Walking with Hui" account Source: Douyin
With the arrival of the new year, new development trends have emerged in live broadcast e-commerce. The industry bid farewell to the lowest price on the whole network, and Hangzhou and Shanghai issued announcements one after another, rejecting the "reserve price agreement". By 2024, the slogan of "lowest price" and using it as a gimmick to attract users will no longer work. Last year's Double 11, Simba brought a mattress, and the price in the live broadcast room was nearly halved, which caused dissatisfaction among dealers and many offline consumers, which also shows that blindly "breaking the price" in the live broadcast room is no longer the best way to win customers.
Content is always king, and high-quality content will become the moat of the live broadcast room. In the past, from the explosion of Dong Yuhui to Zhang Xiaohui, we can feel that live broadcast e-commerce is transforming to content-based, and in addition to products, anchors in the live broadcast room also need to provide users with other valuable content. In 2024, streamers need to create differentiated live content to attract users.
At the same time, the supervision of the live broadcast e-commerce industry is becoming stricter, and the state and platforms are vigorously rectifying the chaos of live streaming. With the continuous introduction and improvement of relevant policies and new platform regulations, the live broadcast e-commerce industry in the future will bid farewell to barbaric growth and become more and more standardized and professional.
In general, there is a new trend in live broadcast e-commerce, and Simba and the Xin Xuan he established must also adapt to the development of the times, innovate and change, and only in this way can they go further in the live broadcast e-commerce industry.