The over-the-top anchor fled the live broadcast to bring goods
Recently, the news that the overhead anchor faded out of the live broadcast to bring goods has once again sparked heated discussions. From Brother Yang, Simba, to Li Jiaqi and Luo Yonghao. Compared with previous years, the overhead anchors have significantly reduced the number of live broadcasts.
As for the reasons for quitting live broadcasting, these overhead anchors have the same reasons and their own ideas.
But when it comes to the feelings of these over-the-top anchors who have been live streaming for many years, perhaps the general conclusion they give is that they are already tired.
About a month ago, Simba announced that he planned to suspend bringing goods to learn AI, "I want to settle for two years and go out to learn how other people's artificial intelligence is done." After two years, he chose a new track and started again, and he believes that there is nothing to excite him in the live streaming industry.
Source: Whale Video
And the AI track may be his new interest and passion. Live streaming is his 5th venture, and if he enters AI, it will be his 6th venture.
is not only Simba, Dong Yuhui's "rejection" of live streaming is more obvious. At the end of December last year, the Dongfang selection "small composition" incident continued to ferment, and Yu Minhong and Dong Yuhui appeared in the live broadcast room at the same time.
In the live broadcast room, Dong Yuhui said: "I call myself a reader, there is no shortage of me in the world to sell goods, I don't want to take this opportunity to become an anchor with goods, this is not my intention." ”
Another example is that netizens once called Dong Yuhui and asked him to bring cosmetics. Although "Walking with Hui" began to test the beauty special at the end of January this year, Dong Yuhui was not so interested, and he once said that he couldn't overcome his heart.
Even at the end of February, Dong Yuhui emptied his Weibo because he didn't like hot searches. Dong Yuhui was tired of the "slander, humiliation, assault and sarcasm" from all directions.
Coincidentally, in September last year, the "Huaxizi Eyebrow Pencil Incident" exposed Li Jiaqi's "burnout". In the live broadcast room, Li Jiaqi once said when he scolded fans, "I really have a headache to death, I sit here every day" "I don't have to work anymore, I only work for the employees and you." ”
Source: Jinan Radio and Television Station
Li Jiaqi's angry behavior and remarks against fans aroused the dissatisfaction of netizens, #李佳琦带货怼网友#相关话题登上微博热搜, and even Li Jiaqi lost 600,000 fans overnight. After public opinion continued to ferment, Li Jiaqi immediately apologized to netizens.
There are also Brother Xiao Yang and Luo Yonghao who don't want to bring goods. Huang He, the founder of Make a Friend, once revealed to "Hedgehog Commune" that the core reason for Luo Yonghao's "withdrawal from the network" was that he didn't want to do it. Later, we can also see that Luo Yonghao, who has paid off his debts, has greatly reduced the number of live broadcasts and put more energy into AR entrepreneurship.
In contrast, Brother Xiao Yang hopes to give the opportunity to others, reduce live broadcasts, and focus on entertainment live broadcasts.
If you look at it as a whole, if you want to say that the reason why these over-the-top anchors don't like live broadcasting, on the one hand, is that they are facing a very high degree of attention, and a little carelessness may cause negative public opinion. For example, Brother Xiao Yang, Simba, Li Jiaqi, Wei Ya and other super-head anchors have all had negative news. Even Dong Yuhui could not escape the risk of overturning with goods.
Perhaps in order to reduce risks, these top anchors may choose to fade out of the live broadcast room to reduce exposure and attention.
Secondly, whether it is Brother Xiao Yang, Simba or Li Jiaqi, they are not only Internet celebrities, but also leaders of live broadcast agencies. They need to go behind the scenes and lead the company forward from a higher level.
Bringing goods is a last resort
For the over-the-top anchors, it is a last resort to continue to bring goods in the live broadcast room.
The main reason why this is said is that they are "tied".
First of all, this "bundling" is reflected in the close relationship with the platform. Super anchors have a huge fan base and strong influence, which can attract a large number of users to the platform and increase the traffic and activity of the platform.
Platforms need over-the-top anchors to maintain the activity and attractiveness of their live streaming ecosystem. At the same time, the overhead anchors have also brought considerable sales and advertising revenue to the platform.
Therefore, the platform will try its best to maintain the relationship with the super head anchor and provide various resources and support, which is especially frequent in the early days of the e-commerce platform.
Taking JD.com as an example, compared with other platforms such as Taobao, Douyin, and Kuaishou, JD.com's live broadcast business is obviously lagging behind. Taobao has Li Jiaqi, Douyin has Crazy Brother Yang, Luo Yonghao, Kuaishou has Simba, on the other hand, Jingdong Live can't find a super-head anchor who supports the scene.
Because of this, in recent years, JD Live has increased its support for the live streaming business. In 2021, JD.com launched a series of resources to support the construction of JD.com's live broadcast industry belt base. In 2022, JD Live will launch the first live broadcast of the "New Species Lab" to create a scenario-based live broadcast venue.
Despite JD.com's continuous actions, its live e-commerce business is still tepid. It wasn't until Luo Yonghao was poached that the live broadcast e-commerce business achieved a new breakthrough.
On May 31 last year, on the first day of Jingdong 618, Luo Yonghao officially brought goods on Jingdong live broadcast. After the whole live broadcast, the sales of making a friend on the same day exceeded 150 million yuan, the cumulative number of visitors exceeded 17 million on the same day, and it also ranked first on the live broadcast popularity list.
It can be said that Luo Yonghao's entry into Jingdong Live is a win-win cooperation. Luo Yonghao has brought more popularity and traffic to the platform, and at the same time further expanded his influence.
At present, the e-commerce industry has an obvious trend of "de-heading", and due to the frequent overturning incidents of head anchors, the platform tends to support more middle-waist anchors to resolve the potential risks brought by a single head anchor. However, the status of the top anchor is still not negligible.
Secondly, the overhead anchor needs to be responsible for the live broadcast agency and the brand. Live streaming agencies need over-the-top anchors to attract users and increase platform traffic, and top anchors contribute the most to the GMV brought by live streaming agencies.
For example, Dongfang Selection first entered the live broadcast and brought goods, but was brought to fire by Dong Yuhui. Nowadays, in the entire live broadcast e-commerce industry, Dong Yuhui's ability to bring goods is even more difficult to surpass. On January 9 this year, the newly established Youhui Peer opened its premiere, and its monthly sales exceeded 889 million yuan, 150 million more than the second place.
Since its establishment, Walking with Hui has continuously ranked among the top three on the Douyin list. In March, with Hui peers, with sales of 602 million, won the first place on the Douyin list. In the same month, Dong Yuhui brought Huawei products and sold 100 million yuan in a live broadcast.
Brands need to leverage the influence and fan base of over-the-top anchors to promote products and increase sales. They are willing to pay high commissions and cooperation fees in exchange for the support and publicity effect of over-the-top anchors.
In addition, overhead anchors need to support employees. Li Jiaqi is the partner of Meifang, Brother Xiao Yang is the founder of Three Sheep, and Simba is the founder of Xinxuan Group. It means that these overhead anchors need to be responsible for the company's employees.
Source: Douyin
Last year, Brother Xiao Yang himself revealed in the live broadcast room that he paid 200 million yuan just for paying taxes, and he had to send out 50 million wages a month. Simba also publicly stated that the company currently has 4,860 employees, and it has to pay more than 1.1 billion yuan in employee wages every year, plus more than 200 million yuan in rent, utilities, and more than 2 billion yuan in money for the platform.
It can be said that the over-the-top anchors play a pivotal role in the e-commerce industry, and all parties need them to promote the development of the business.
Where are live streaming agencies headed?
Today, the live streaming industry is undergoing a new revolution. The top live broadcast institutions are firmly moving towards the transformation path of "de-heading", and increase the training of waist and potential anchors, so as to gradually get rid of the excessive dependence on the top anchors and improve the ability to resist risks.
For example, the beautiful wrist of Li Jiaqi, who single-handedly created the "first brother of lipstick", has set up a new broadcast group, and at the same time, two vertical live broadcast rooms of "All Girls" and "All Girls' Wardrobe" have been launched, and new anchors such as Want Want, Qingzi, and Huowa have been incubated, injecting fresh blood into the live broadcast territory of beautiful wrists.
图源:李佳琦Austin公众号
Qianxun, where Wei Ya is located, has also launched live broadcast room matrices such as "Bee Surprise Club" and "Dolphin Surprise Club".
The "Make a Friend" live broadcast room is now also actively innovating itself. Luo Yonghao's own time in the live broadcast room has gradually decreased, and has been replaced by more young and energetic new anchors.
Although major live broadcast institutions actively support new anchors and cultivate more middle-waist anchors. But it is undeniable that the traffic and fan base of these anchors are far less than those of super-head anchors. Decentralization is still a challenge for live streaming agencies.
But on the other hand, the development of new technologies such as digital humans and AI has brought new opportunities to live broadcast institutions. Take Simba as an example, according to the exclusive news of Blue Whale Finance, Xinxuan Group issued an internal official announcement in March, saying that it had established a short video live streaming company.
A person close to Xinxuan Group said that the slice distribution business is one of the key areas of Xinxuan Group in 2024. Simba also plans to pause live streaming to learn AI.
In short, the application of slicing and AI technology has brought new imagination to live broadcast institutions.
Author | Zhou Wenjun