Text | Kaiboluocaijing, author | Jiaoying Wu, Editor | Golden Dragon
The annual Double 11 battle kicked off, in addition to the double male dispute between Wei Ya and Li Jiaqi, the third place Sydney was also hotly discussed because of the GMV of 930 million.
This is a number that is more than the top and the bottom. According to the sales list of Taobao anchors in the Red Points, the sales of Li Jiaqi, the first pre-sale live broadcast of Double 11, reached 10.653 billion yuan and Wei Ya was 8.252 billion yuan, compared with the sales level of the third place Sydney, which can only reach 1/10 of the live broadcast of one brother and one sister.
But for Sydney, who officially entered the double 11 the following year, this is actually a good report card. After all, the fourth Place Lie'er Baby GMV is only 159 million, and throughout the network, the eggs that led the Kuaishou Double 11 list in the same period of live broadcasting were 720 million.
However, for Sydney, who intends to "benchmark Weiya Li Jiaqi", this achievement exposes the real gap between herself and Weiya Li Jiaqi.
In order to catch up with Wei Ya and Li Jiaqi, this time Sydney prepared several big moves: low single product prices, large spot ratio, bonded warehouse supply, Taobao official authentic endorsement. This really tempted a group of fans of Wei Ya and Li Jiaqi, and on the night of October 20, they repeatedly jumped across the three live broadcast rooms, "Li Jiaqi planted grass, Wei Ya selected products, and Sydney paid for it."
A practitioner summed up the three-person battle as: Wei Ya's Pan, Li Jiaqi's Specialty, Sydney went around the back of the "customs".
However, in the face of Wei and Li's comprehensive supply, strong trust endorsement, and stable fan ecology, Sydney has not been able to achieve the ambition of "benchmarking" in PK.
Since the beginning of this year, Sydney has refreshed its GMV record again and again with a large number of high-priced items and high-profit and high-priced special categories such as jewelry and medical beauty, and even surpassed Li Jiaqi and directly approached Wei Ya on the weekly list many times, and is considered to be the most threatening opponent of Wei and Li.
However, accompanied by the opportunity of "overtaking in curves", the outside world and consumers have long-term doubts about Sydney, such as the suspicion of brushing orders and the moisture of GMV, the danger of selling fake areas such as jewelry and gold, and the complaints and disputes of high-risk categories such as medical beauty.
Industry insiders also have different attitudes towards the future of anchor Sydney. Some people believe that if Sydney can't bring more new traffic to HandTao, it will never be possible to compete with Wei Ya and Li Jiaqi. Some people also believe that Sydney, which has its own women's clothing brand and supply chain, represents the complete body of self-broadcasting of merchants, and with the support of the platform, in the long run, it is likely to surpass Wei Ya, who represents a strong bargaining channel, rather than Li Jiaqi, who is a self-made IP.
<h2>In the first battle of double 11, Sydney was "hit by Wei Ya Li Jiaqi"</h2>
In order to warm up for this year's double 11, the head anchors have done their best.
Via and Li Jiaqi made an Excel document of the first pre-sale list, which detailed the price, features, links and order time of the product. Li Jiaqi even incarnated as a lecturer, gave fans a 10-day "beauty and skin care small class" in the live broadcast room, and also filmed the process of discounting with the brand into a blockbuster documentary variety show "All Girls' Offer", which can be described as full of fire.
The two super anchors are fighting like this, and the pressure on Sydney can be imagined.
Earlier than Via Li Jiaqi, from October 5, Sydney live broadcast room began double 11 spoilers. She also focused on publishing the grass planting strategy and must-buy list of beauty categories on Weibo, and played the label of "Sydney Live Double Eleven As Low as 1.5% Off". On October 20, the day of the first double 11 live broadcast, Sydney was also the first to start broadcasting, with a total live broadcast of more than 17 hours, during which there was almost no rest.
Double 11 first battle Taobao four major anchors viewer number comparison
Compared with Wei Ya and Li Jiaqi, Sydney also has several big moves this time.
The more than 400 goods on the shelves of Wei Ya and Li Jiaqi are all from the brand flagship store, and the deposit pre-sale mechanism is adopted. However, a considerable part of the more than 300 goods in sydney live broadcast room are spot direct shooting, and there is no need to wait for pre-sale, nor do they need to make orders.
This is quite friendly for consumers who don't have the patience to wait for pre-sales and don't bother to think about the offer mechanism. "When others are still waiting for the final payment, I have already received something to use, isn't it fragrant?" Live room regulars zhou zhou said.
Sydney's biggest trick is the price.
Big-name skin care and beauty products, as usual, are the highlight of this year's Double 11, and are also the categories with the highest overlap between Wei Ya, Li Jiaqi and Sydney. People who often shop in the live broadcast room know that the big-name beauty that Wei Ya and Li Jiaqi cooperate with will hardly adopt a price reduction strategy, but "increase the amount without reducing the price", and reflect the discount by giving away the same or small sample.
In fact, this kind of play has long been criticized by consumers. "We want to be straightforward and cheap, not to spend money on a bunch of samples that don't run out or don't work out." Zhou Zhou felt that, in contrast, this Sydney live broadcast room is much simpler, "the number of shots 1, direct discount, not so many bells and whistles." ”
According to the opening of pineapple financial observation, although Sydney is not as good as Wei Ya and Li Jiaqi in terms of product discounts, the price of a single product is indeed the lowest. For example, a can of HR Helena Black Bandage Cream, Via and Li Jiaqi are priced at 3580 yuan, and the total value of 2982 yuan is given 15ml and other samples of 30ml, which is equivalent to 5.5% off; and the price of the same commodity Sydney is 2289 yuan without gifts, equivalent to 6.3% off.
Price comparison of the same product in Sydney, Weiya and Li Jiaqi live broadcast
But many consumers are worried that these big-name cosmetics in the live broadcast room of Wei Ya and Li Jiaqi are linked to the brand flagship store, and the goods in the Sydney live broadcast room are cheap, but they are not shipped from the brand flagship store, can they guarantee the authenticity?
In this regard, Sydney said on Weibo that the discount is large because of the large number of collections and the avoidance of the cost of raising prices in the middle layers, and each product can be traced back to the source and has a genuine guarantee.
According to her, the source of goods in the live broadcast room is from bonded warehouses; the second is from overseas bulk procurement through Hong Kong customs clearance; the third is cooperation with Tmall supermarket, Miaoyan She and other platforms under Tmall, overseas direct mail or delivery from domestic warehouses and bonded warehouses; fourth, direct cooperation with overseas brands.
This dispelled some consumer concerns, who had previously only trusted Wei Ya and Li Jiaqi's Zhou Zhou, and this time placed an order for several beauty products in the Sydney live broadcast room. However, there are still many consumers who are not assured, "The price of Sydney is indeed very heartwarming, but tangled again and again, I still bought Li Jiaqi's, and the gift can be used without loss." Xiao Le, who placed an order in Li Jiaqi's live broadcast room, said.
Sydney Double 11 first live broadcast
"As far as I know, the Taobao official support for Sydney this time is very strong, plus her own subsidies, in order to rely on the price advantage to barely nibble a small piece of cake." Zhou Xun, a live e-commerce practitioner, told Kai Pineapple Finance.
As for why Taobao chose to cooperate with Sydney, he pointed out that The team of Wei Ya and Li Jiaqi is basically independent, and the possibility of cooperation is very low, but many small two categories need GMV, and there must be anchors to undertake, and the third place Sydney is naturally the best choice.
In fact, Sydney's side can only turn its back to Taobao and cut into the rear.
The main reason is that Li Jiaqi and Wei Ya divided up the supply of beauty international brands and explosive domestic products, in fact, they are working together to exclude him, "goods and prices are not available to other anchors." Zhou Xun said. Zhang Xin, a practitioner in the e-commerce industry, told Kai Pineapple Finance that in addition to joining hands with brands, Wei Ya and Li Jiaqi have also won a large number of cooperation with beauty generation operators.
"Look closely, many of Wei Ya and Li Jiaqi's goods come from brands operated by Baozun and Liren Makeup." Zhang Xin said that many international beauty brands' Tmall flagship stores are operated by these generation operating companies, and daily generation operators should control prices and will not give live broadcast discounts on a large scale, but the promotion is different.
<h2>Sydney Live Room "Three Treasures": iPhone, Gold Jewelry and Medical Beauty</h2>
Under such circumstances, Sydney is basically unlikely to "bite" Weiya Li Jiaqi, and can win 930 million GMV, which is also a good report card.
However, Sydney's self-positioning and expectations inside and outside the industry may not stop there.
Since the beginning of this year, Sydney has surpassed Li Jiaqi and approached Wei Ya on the GMV Weekly List five times, and even approached becoming the runner-up of the monthly list in June and August. This has made many people start to pay attention to whether the top three Taobao anchors should be shuffled?
Sydney herself, did not hide her ambition to compete with Weiya Li Jiaqi. In July this year, Chenfan's internal employees said bluntly in an interview with today's Internet celebrities, "We are now benchmarking Wei ya and Li Jiaqi." On the August fan festival talk show, Sydney bluntly said that when the third place was praised, she was scolding, "So I didn't take the first place in the future, and everyone shouldn't praise me." ”
Sydney said, "Don't praise me if you don't take the first place."
In the industry, Sydney is indeed recognized as the "Desperate Sanlang". Since last year, Sydney's live broadcast frequency has been adjusted to daily broadcasting, even in WeiYa and Li Jiaqi have rested for three to four days of the National Day holiday, she has not rested.
However, from the data point of view, what really makes Sydney directly refresh the GMV and sit firmly in the third place is the high-priced unit price commodities such as iPhone and gold, as well as the two popular categories of gold jewelry and medical beauty.
The iPhone has always been a popular item in sydney live broadcast rooms. During this year's 618 promotion, according to the statistics of Kai Pineapple Finance, one-third of the sales of Sydney live broadcast room were contributed by the iPhone.
Zhigua data shows that from May 24 to June 20, Apple products such as iPhone 12 were broadcast 8 times in the Sydney live broadcast room, with a total GMV of 893 million, accounting for 30% of the total GMV, compared with the contribution of women's clothing and beauty products accounted for only about 7%. According to Xiaohulu big data, on August 26, the Sydney Fan Festival, Apple products such as the iPhone 12 created nearly 120 million yuan in sales, accounting for 23% of total sales.
Medical beauty, mobile phones, gold, contributed to the main GMV source of Sydney Fan Festival live broadcast / Xiaohulu big data
"The anchor brings goods iPhone, Moutai and other popular standards, although the commission ratio is basically only about 1%, but it can drain the live broadcast room, and it can be listed if it meets the platform conditions." Zhang Xin told Open Pineapple Finance that the more important reason is that such products are used to make high GMV, which is an open secret in the industry. "In order to make the data look good, publicize it to the outside world."
Jewelry and medical beauty are another major source of Sydney GMV, and they are also the main categories of her "festival making". In the first half of this year, the jewelry category became the top five hot categories in the Sydney live broadcast room, and the Sydney Jewelry Festival live broadcast on September 2, creating 110 million GMV in a single session.
"Jewelry profits are very high, the return rate of the conventional live jewelry broadcast in the early years was as high as 90%, and there are still many people rushing to do it, which shows how high the profit is." Coupled with the contribution of high unit prices to GMV, Zhang Xin said that it is not difficult to explain why Sydney will focus on jewelry.
"Jewelry is also similar to products with fixed market value, plus a little processing design, it becomes jewelry, so there is a premium." If you purchase raw materials and do the supply chain, the risk is also small. Zhou Xun also believes that Sydney's choice of jewelry may indeed be able to find a differentiated path.
Sydney Jewelry Festival with goods
In Zhou Xun's view, the medical beauty category is also the best choice for Sydney to enter the competition after the homogenization of other tracks is serious and the head is firmly controlled by Wei Ya and Li Jiaqi. According to his understanding, most of the medical beauty products brought by Sydney come from Tmall medical beauty.
Although the unit price of medical beauty is not as good as that of jewelry gold, the sales volume is large, and it can also create nearly 100 million GMV in a single field. In the first pre-sale live broadcast of Double 11, Sydney also highlighted two light medical beauty packages with unit prices of 2888 yuan and 6999 yuan, saying that it was the most explosive mechanism of the year specially provided by the platform, and the final sales were 17.46 million yuan and 15 million yuan, respectively.
The biggest commonality of the above categories is that the unit price of customers is high, and the GMV that can be created is high. Open Pineapple Finance found that the new high-priced product in sydney live broadcast room is fur. The fur single piece of its own women's clothing brand sold for up to 13,000 yuan, and it sold 610 million yuan on October 10.
However, in the big promotion of the whole category PK of one to double 11, a few medical beauty, jewelry and iPhone items cannot support Sydney's ambition to challenge Wei Ya and Li Jiaqi.
Moreover, Zhang Xin pointed out that Sydney's strong categories of women's clothing and jewelry have a higher return rate than that of general categories. But this is not aimed at Sydney, he stressed, most of the anchor's GMV, in fact, is inflated.
"There are several reasons for this, one is because the merchant's listing method, the platform's preferential mechanism, etc. are different, some links show the actual price, some are not, the platform calculates the GMV generally grabs the SKU price of the current page link, which is definitely higher than the price in hand; the second is that basically all goods are returned, the general return rate is 20%, like women's clothing, jewelry, the return rate is higher; the third is not to rule out the appropriate amount of brushing, the real GMV will be lower." Zhang Xin analyzed.
<h2>Shock list two, sydney still has a play? </h2>
However, Sydney, who is sitting in the third place, is indeed placed on the same competition field as Weiya Li Jiaqi.
Zhou Xun described Li Jiaqi as a "super beauty shopping guide", Wei Ya as a "Sam's member supermarket", and Sydney represents a women's clothing brand, corresponding to the logic of people, goods and brands respectively. According to his observation, among the products brought by Sydney, private brands account for 30-40%, and the profit of daily flat sales is higher than that of Wei Ya and Li Jiaqi, as well as brand premiums. "Sydney may become a model for Amoy brand merchants."
In his view, the second echelon anchors such as Sydney, Lie'er Baby, Chen Jie Kiki, etc., are the most motivated to cultivate Taobao, "there are brands, factories, goods, and it is the complete body of the merchant's self-broadcast, which is the original model of Taobao." ”
Zhou Xun predicted that in the future, Li Jiaqi will continue to exist and strengthen in the form of IP, and Wei Ya represents a strong bargaining channel. On Via's path, he believes that "Sydney's model and route have more potential, although it is difficult to match in terms of professionalism other than women's clothing, but the price and channel can be spelled out and fed." If the time period is stretched long enough, he is optimistic that Sydney will surpass Via.
Chen Sheng, head of the e-commerce platform, has the opposite opinion.
"I don't think sydney can surpass Wei ya Li Jiaqi unless Sydney can bring more new traffic to HandTao like Wei Li, or create another traffic entrance outside the station." Chen Sheng believes that if Sydney only relies on the current live broadcast traffic and the traffic as a Weibo celebrity, it is no play.
Wei Ya, Li Jiaqi and Sydney shared the stage
While catching up with Via Li Jiaqi, there is much controversy surrounding the anchor Sydney. Sydney must take greater risks if it overtakes with jewelry and medical beauty curves, the former involving disputes over the sale of counterfeits, and the latter easily falling into complaint disputes.
Zhang Xin and Zhou Xun both believe that judging from Sydney's current location and volume, she and her team will not sell fakes on subjective will. However, the jewelry and gold jewelry categories themselves are the hardest hit areas of "overturning", "unless the supply chain is self-operated, gold, silver, pearls, diamonds and other materials have corresponding suppliers." ”
"Jewelry products and certificates are generally sampled and sent for inspection and batch issuance, so there is also the possibility of 'proof of authenticity', which involves bugs in the identification industry, if the merchant 'ghost', the anchor has no rut." Zhang Xin said.
Zhou Xun feels that compared with jewelry, the risk of bringing goods to medical beauty will be greater. "Although the basic medical beauty projects brought by Sydney are relatively low medical risks, the model adopted is regional sales, multi-hospital linkage, and consumers can choose their own medical institutions, which tests the team's ability to control."
On the black cat complaint platform, there are many complaints related to medical beauty products for the Sydney live broadcast room.
One complainant said that it purchased an anti-aging project of 15,999 yuan in the Sydney live broadcast room, but its query on the official website of the partner hospital found that the hospital and the doctor did not have the qualifications for related projects, and the hospital did not have such projects on other regular platforms. "This kind of behavior is equivalent to selling fake goods." The complainant said.
Consumer complaints about the sale of medical aesthetic items in Sydney Live Broadcast Room Source / Black Cat Complaint Platform
Another complainant said that the merchant did not have one of the contents of the medical aesthetic products he purchased, and could not refund it, nor could he replace other products he requested, but could only choose the content they changed. There are many similar complaints that say "it is completely inconsistent with live streaming products".
Zhou Xun's point of view is that at present, Sydney is made into the head of the two categories of jewelry and medical beauty, and she is ambitious enough, but she does need to be very vigilant about "overturning".
"Whether it is Sydney, who is an Internet celebrity, or Li Jiaqi, who has a lot of people, or Wei Ya, who takes the positive energy route, everyone has the risk of overturning." In Zhou Xun's view, this is another level of competition.
*At the request of the interviewees, Zhou Zhou, Xiao Le, Zhou Xun, Zhang Xin, and Chen Sheng were pseudonyms.