During the double 11 and double 12 periods, live streaming has become the standard configuration of the annual promotion of various brands. According to O'ratings statistics, on the day of Double 11, live streaming contributed 6.312 billion transactions across the platform, with 791 million views. The total number of anchors involved in carrying goods exceeded one million, compared with less than 40,000 last year.
Different from previous years, this year's Tmall Double 11 Carnival lasts from October 21 to November 11, Kuaishou's 116 Carnival runs from October 30 to November 11, and the Douyin Pet Fan Festival ranges from October 25 to November 11. In view of these three mainstream live broadcast platforms, the Nandu Retail Lab Research Group, together with the three major e-commerce live broadcast data platforms of Xiaohulu, Gecko Look and Xinbang, launched the "2020 Double 11 Hot Selling Category Head Anchor With Cargo Capacity Report" (hereinafter referred to as the "Report").
Since the promotional time of the above three major platforms during the double 11 period is not the same, the report selects the anchors of the five popular categories of digital 3C, food, clothing and bags, beauty and skin care, and home daily use on the three major platforms of Taobao, Douyin and Kuaishou, and selects their total GMV, customer unit price, and hottest selling goods from November 1, 2020 to November 11, 2020, analyzes and compares the weights, and then lists the comprehensive TOP50 list and the top 30 list of 5 single categories.
During the Double 11 promotion period, the proportion of stores in the top 50 list of turnover rose to 60%, while the proportion of talents fell to 40%, while the proportion of these two in the third quarter was 44% and 56%, which means that in the annual promotion, consumers' recognition of the brand flagship store is higher than that of the master. In addition, the unit price of anchors who entered the TOP50 list increased significantly, with the proportion of more than 3,000 yuan reaching 8%, the proportion of more than 1,000 yuan reaching 24%, and the proportion of more than 500 yuan reaching 42%. However, the largest proportion of the unit price of the most customers is still focused on about 100-300 yuan.
In addition, the compliance problem of live broadcasting with goods also broke out during the Double 11 period: Li Jiaqi, Wang Han, and Li Xueqin were named by the China Consumer Association, and the bird's nest in Xin Youzhi's live broadcast room was detected as sugar water by Wang Hai, the "counterfeiter"...
【Turnover TOP50 List】
Store anchors surpass talents, and anchors with a unit price of more than 1,000 yuan account for up to 24%
The "Report" shows that during the double 11 period, 60% of the anchors whose turnover entered the top 50 on the three major platforms of Taobao, Kuaishou and Douyin were self-broadcast in the store, and 40% were talent anchors, while the proportion of these two in the third quarter of this year was 44% and 56% respectively, which means that in the annual promotion, consumers' recognition of the brand flagship store is higher than that of the master.
The three anchors with the highest turnover are Wei Ya, Xin Youzhi and Li Jiaqi, and the turnover of these three anchors is between 2 billion and 3 billion, and the unit price of customers is between 100-200 yuan. Nandu reporter noted that among the top ten anchors in the turnover, there are 5 store anchors, namely Tmall Supermarket, Huawei Terminal, Suning Official Banner, Xiaomi Official Flagship Store, Suning Tesco Super Buyer, ranking 4th, 5th, 6th, 7th, 10th, and their customer unit prices far exceed the talents.
Most of the anchor turnover on the TOP50 is concentrated in the range below 1 billion. There are 6 anchors with transaction volume in the range of 500 million to 1 billion, 9 people in the range of 300 million to 500 million, 18 people in the range of 200 million to 300 million, and the anchors in this range account for 36%, becoming the range with the most anchors on the list; there are 11 anchors with a turnover of 130 million to 200 million.
From the perspective of customer unit price, the overall unit price of anchors who entered the TOP50 list increased significantly during the double 11 period, and the proportion of anchors above 3,000 yuan reached 8%, 24% of more than 1,000 yuan, and the proportion of more than 500 yuan was as high as 42%, and the data in the third quarter was only 12%. But what is interesting is that in the TOP50 list, the largest proportion of anchors and guests is still about 100-300 yuan, which is consistent with the usual performance.
The unit price of the top 50 anchors on the list. Data source: small gourd, gecko look, new list
Among them, the highest unit price of the anchors on the list is Hua Shao, which is 625 yuan, followed by Luo Yonghao, who has a unit price of 351 yuan. Among the listed store anchors, the highest unit price is the Siemens Tmall live broadcast room of 5717 yuan, followed by the Chivas live broadcast room of 3936 yuan and the Huawei live broadcast room of 3907 yuan.
The cat sister, who mainly sells snacks, has the lowest unit price of 31 yuan in the list of anchors, followed by three squirrels with 53 yuan. Compared with other categories, food anchors show the characteristics of low unit price and high single volume.
Compared with the third quarter report, the ranking of store self-broadcast turnover during the Double 11 period showed an upward trend, and the official live broadcast room ranking of Tmall supermarket, Huawei, Suning, Xiaomi, Haier, Huaxizi, Perfect Diary and other brands increased compared with the third quarter, of which the live broadcast room of Tmall International Import Supermarket had the largest amplitude, up 25 places.
In contrast, the rankings of the talents on the list showed a downward trend during the Double 11 period, and the turnover rankings of big anchors such as Sydney, Egg Egg, Cat Sister, and Lie'er Baby all decreased compared with the third quarter. It is worth mentioning that the top three anchors in the turnover are still unchanged, still Wei Ya, Xin Youzhi, and Li Jiaqi, and the top three in the third quarter are Wei Ya, Li Jiaqi, and Xin Youzhi.
In addition, there are xiao Shenlong, Hua Shao, Beibei rabbit, Bosideng flagship store, Philips flagship store and other live broadcast rooms, which did not rank in the top 50 sales in the third quarter, but became the anchor during the double 11 period.
Xin Youzhi, who had previously caused controversy over the "sugar water bird's nest", and his apprentice Shi Damei, Egg Egg and Cat Sister were all on the list. When selling Ming Zhi Bird's Nest in the live broadcast room, it was beautiful, and the sales in the range from November 1 to November 11 were 200 million to 300 million, ranking 24th. According to the war report released by Xin Youzhi's team, the total sales of Xin Xuan anchors during the entire Double 11 period exceeded 8.8 billion, of which Xin Youzhi's own sales were 3.293 billion.
2020 Double 11 (11.1-11.11) with goods anchor GMV list TOP50. Data source: small gourd, gecko look, new list
【3C Digital Turnover TOP30 List】
Half of the customers have a unit price of more than 3,000 yuan iPhone 11 is the best-selling item
Among all categories, 3C Digital became the category with the highest unit price during the Double 11 period. There are 7 anchors with a unit price of more than 5,000 yuan, accounting for 23.3%; there are 8 anchors with a unit price of 3,000 yuan to 5,000 yuan, accounting for 26.7%, and there are 9 anchors with a unit price of between 1,000 and 3,000 yuan, accounting for the largest proportion, reaching 30%. It is not difficult to see that half of the listed anchors have a unit price of more than 3,000 yuan, and more than 80% of the listed anchors have a unit price of more than 1,000 yuan.
Data source: small gourd, gecko look, new list
Among the anchors on the list, the live broadcast room accounted for 46.7% and the store accounted for 53.2%, which shows that the brand store still has an advantage in the 3C digital category and during the promotion period. Nandu reporter noted that among the listed anchors, Huawei's Tmall flagship store live broadcast room occupies an absolute advantage, with a turnover of between 1.3 billion and 1.4 billion, and it is also the only live broadcast room that rushes into this range. Anchors with turnover between 300 million and 600 million yuan accounted for 10%; while the proportion of anchors on the list in the range of 20 million to 100 million yuan was the largest, close to half.
In the 3C digital list, the top five live broadcast rooms in terms of turnover are still Huawei, Xiaomi, Glory, Suning's Tmall live broadcast room and Suning Tesco Douyin live broadcast room, in the third quarter of this year, in this category, the first three are Xiaomi, Glory and Huawei, Suning Tesco Douyin live broadcast room, the double 11 period 3C digital sales of the top five specific live broadcast rooms have not changed, but the ranking has changed slightly.
Nandu reporter noted that the ranking of Xiaomi live broadcast room during the double 11 period fell to the top of the single category list, and the ranking dropped by 16 places, mainly because there was no blessing from Lei Jun, and the turnover was 5 million to 10 million.
From the perspective of customer unit price, the highest unit price of digital 3C guests in the anchor is Zhang Erjie of Kuaishou, the unit price of the guest is 7039 yuan, and the explosive product in her live broadcast room is also the iPhone 11 with high unit price; the highest unit price in the live broadcast of the store is Sony's Tmall live broadcast room, which is 9408 yuan, and the explosion in the live broadcast room is a full-frame micro-single. In addition, the unit price of Luo Yonghaoke, which has attracted much attention, is 3221 yuan.
3C Digital TOP30 listed anchor guest unit price. Data source: small gourd, gecko look, new list
It is worth mentioning that in the live broadcast room on the list, the lowest unit price of customers is a store that sells mobile phone membranes, the flagship store of Flash Magic, the unit price of customers is 21 yuan, but the turnover of this store during the double 11 period reached 5 million to 10 million, ranking 30th, becoming the only store in the live broadcast room that sells digital 3C peripheral products.
Judging from the best-selling products, during the Double 11 period, Apple's mobile phone is still the hottest item in the 3C digital live broadcast room. Among the 30 live broadcast rooms on the list, 6 of the highest sales items in the live broadcast rooms were iPhone 11, the highest sales items in the three live broadcast rooms were iPhone 12, followed by the huawei Mate 40 that has been on the list three times.
【Top 30 List of Food Turnover】
70% of the listed anchors have a unit price of less than 100 yuan, and plum lotus powder has become a blockbuster single product
From the perspective of the food category, the advantage of talent with goods is still obvious, and the number of talent anchors on the list is still far more than the store, and the ratio between the two sides is 7:3.
Tmall supermarket as the food list of the highest turnover of the live broadcast room, the turnover of 700-800 million, a leap over Li Jiaqi, cat sister, Wei Ya, to become the first food turnover of the anchor, its turnover and other anchors also formed a fault, the second ranked Wei Ya turnover in 100 million -400 million, a difference of more than 300 million yuan in Tmall supermarket. However, most of the turnover of the anchors on the list is still concentrated in the range of 10 million to 30 million, and the proportion is close to 50%.
During the double 11 period, the "sugar water bird's nest" became a hot spot, and the professional counterfeiter Wang Hai also pointed the spearhead at the head instant bird's nest brand Xiaoxian Stew. According to the list of single categories, the turnover ranking of Xiaoxian Stew Tmall Live During the Double 11 period still rose by 12 places, and the turnover was between 30 million and 50 million yuan. According to the data disclosed by Xiaoxian Stew, its total sales during the Double 11 period exceeded 465 million. Perhaps it is precisely because of this that the "sugar water bird's nest" incident has aroused widespread concern among consumers and continues to ferment.
From the perspective of the unit price of the guest, the Xiaoxian stew live broadcast room "rides the dust", and the unit price of the guest is as high as 2526 yuan, which is far from "dumping" other opponents. The second is Liu Xuanhao, the anchor of the wine category with a unit price of 717 yuan. Among the top 10 anchors in terms of turnover, only Tmall supermarket customers have a unit price of more than 100 yuan, which is 114 yuan. Wang Xiao chef of Kuaishou is the anchor with the lowest unit price in the list, only 25 yuan. Analyzing cashback, 70% of the anchors on the food category are below 100 yuan, and 20% are between 100 yuan and 300 yuan.
Food TOP30 listed anchor guest unit price. Data source: small gourd, gecko look, new list
Similar to the third quarter category, Moutai and nut packages have still become the explosive products of multiple live broadcast rooms. Among them, the highest turnover of Li Xuanzhuo and Suning Tesco Super Buyers in the live broadcast room is Maotai, and the nut gift package of three squirrels, herbs and good shops has become the highest turnover of 4, 2 and 2 live broadcast rooms respectively.
In addition, the best-selling items also include plum seven osmanthus nut lotus powder, including Wei Ya, the highest turnover of the four listed anchors in the live broadcast room are plum seven osmanthus nut lotus powder. However, unlike other snack brands, the live broadcast room of Li Ziqi's official flagship store is not on the list, which shows that in the explosion of this single product, the live broadcast effect of third-party anchors is greater than that of self-broadcast.
【Clothing luggage turnover TOP30 list】
Listed store anchors increased to 40% The advantage of talent anchors was replaced
In the list of clothing and bags TOP30 anchors, the number of stores and celebrities on the list accounted for 60% and 40% respectively, while the stores and talents accounted for 16.7% and 83.3% respectively in the third quarter, which can be seen that the self-broadcast effect of stores during the double 11 period is remarkable, and consumers have higher awareness of the brand during the promotion.
From the perspective of turnover, there are 2 anchors on the list with a turnover of 400 million to 600 million, accounting for 6.7%, 300 million to 400 million anchors account for 13.3%, anchors with a turnover of 100 million to 200 million account for 33.3%, and the number of anchors with a turnover of 60 million to 100 million is the largest, with 14, accounting for 46.7%.
Compared with the third quarter, Wei Ya is still the anchor of the first turnover of the clothing and luggage category, Chen Jie's turnover ranking has dropped from 3rd place by 12 places to 15th, Xin Youzhi has risen 19 places to 2nd place, and Lie'er Baby has dropped from 6th place by 22 to 28th, and Lie'er Baby and Xin Youzhi are the anchors with the largest growth and decline in the list of anchors in the clothing and luggage category.
Different from the third quarter, there are many new anchors in the clothing and luggage category, including Internet celebrity women's clothing stores such as Zhang Dayi and Golden Mushroom Mushroom, as well as Tmall live broadcast rooms of sportswear brand stores such as ANTA, Nike, Skechers, FILA, and PUMA.
From the perspective of the unit price of the guest, during the double 11 period, the unit price of the anchor guest on the top 30 list is much larger than that in the third quarter, and the only live broadcast room with a unit price of less than 100 yuan is Kuaishou's sister, which is 75 yuan. Anchors with a unit price of more than 500 yuan accounted for 16.4%, and anchors with a unit price of between 100 yuan and 300 yuan accounted for 37%, but the unit price of anchors on the list was more concentrated in 300 yuan to 500 yuan, accounting for 43.3%. This means that the purchase of clothing bags by Double 11 consumers is more concentrated, and it is also because the overall unit price of clothes in winter is higher.
Clothing bags TOP30 on the list of anchor guest unit price. Data source: small gourd, gecko look, new list
Among the anchors on the list, the highest unit price of customers is the Bosideng Tmall live broadcast room of 1115 yuan, which is also the only live broadcast room with a unit price of more than 1,000 yuan in the live broadcast room of the clothing and luggage category. Among the talent anchors, the highest unit price is Li Jiaqi, reaching 488 yuan.
The most popular items in the live broadcast room of the list are mainly the corresponding customized clothing of the talent, such as the "Mrs. Qian's heavy big hairy faction to overcome" in the Sydney live broadcast room, the "K sister homemade 280 grams of wool undershirt" in the live broadcast room of Chen Jie, the "Zhang Dayi noodle box bag buckle short skirt & shorts" in the live broadcast room of Zhang Dayi, etc. In this kind of live broadcast room, the Internet red women's clothing has become a hit, and the Internet celebrity himself is the brand.
The Tmall store live broadcast room on the list also appeared its corresponding explosive products during the Double 11 period, such as Belle's women's boots, Bosideng's down jacket, Li Ning's basketball shoes, FILA's daddy shoes and so on.
【Beauty and skin care turnover TOP30 list】
Xin Youzhi surpassed Li Jiaqi and Wei Ya in the ranking of high-priced beauty instruments into a hit
During the double 11 period, Xin Youzhi has surpassed Li Jiaqi and Wei Ya to become the anchor with the highest turnover, but it is interesting that Xin Youzhi's guest unit price is 127 yuan, far lower than Li Jiaqi and Wei Ya's 212 yuan and 240 yuan.
From the ranking point of view, the biggest increase was the Perfect Diary Live Room, which rose 14 places from 19th in the third quarter to 5th place, while shi damei, who ranked third in turnover in the third quarter, fell 14 places during the double 11 period to 17th. What is more interesting is that similar to clothing bags, the skin care category with the advantage of carrying goods in the past was also reversed during the double 11 period, and the proportion of store anchors and talent anchors on the list was 56.7% and 43.3% respectively.
From the perspective of turnover, the highest GMV is in the range of 500 million to 900 million yuan, and there are 3 anchors on the list, accounting for 10%; the turnover of 300 million to 500 million, 3.2 billion to 300 million, 100 million to 200 million is 13.3%, 23.3% and 20% respectively; more anchors are concentrated in the range of 80 million to 100 million, with 10 people, accounting for 33.3%.
Among the 17 store live broadcast rooms on the list, 7 are domestic beauty brands and 10 are overseas import brands. Among them, Hanashiko and Perfect Diary are the highest-turnover store live broadcast rooms. According to the "Report", the anchor with the highest unit price in the beauty and skin care list is Miss Koala II, which is 790 yuan; the live broadcast room of the store with the highest unit price is the polarogeno flagship store, which is 7572 yuan, which is mainly based on the sale of beauty equipment; the live broadcast room of the store with the lowest unit price is the 57 yuan colorkey flagship store and the 72 yuan perfect diary flagship store, both of which are domestic beauty brands.
Beauty and skin care TOP30 on the list of anchor guest unit price. Data source: small gourd, gecko look, new list
From the perspective of the unit price of the guest, the anchors on the list of more than 1,000 yuan are still a minority, only 3 account for 10%, the anchor with a unit price of more than 500 yuan, the proportion is 26.7%, the proportion of 300 yuan -500 yuan is 16.7%, and the most concentrated customer unit price range of the listed anchors is between 100-300 yuan, accounting for 40%. It can be seen that this year's double 11, consumers in the beauty and skin care category of the overall customer unit price upgrade, the trend of hoarding goods is obvious.
The most popular live room hit in the third quarter was the Korean brand Whoo Post Weather Danhua Radiance Tight Face Milk Gift Box, and during the Double 11 period, the most frequently listed was also a Korean brand, and the Snowflake Show Nourishing Skin Care Gift Box became the highest GMV item in the live broadcast room of the three listed anchors. Estée Lauder's Little Brown Bottle Serum and Small Brown Bottle Eye Cream are also the best-selling items in the two live rooms.
The "Report" shows that in addition to masks, essences, makeup and other items, the beauty instruments with high unit prices are also frequently becoming popular products in the live broadcast room. The most popular items in the live broadcast room of the Shida Pretty and Polologengeneo flagship stores are all beauty instruments.
【Home daily turnover TOP30 list】
Vertical category talent anchors are fewer Smart toilets are selling well on Double 11
In the home daily list, the proportion of stores and talents has reached a balance, and both sides have their own advantages, and the proportion of anchors on the list accounts for 50% each. In the third quarter, the proportion of talent anchors on the list was only 33.3%. Under this category, Xin Youzhi also surpassed Wei Ya again and became the anchor with the first turnover.
The "Report" shows that under the home daily list, there are 4 anchors with turnover of 100 million to 400 million, accounting for 13.3%; anchors with 70 million to 100 million account for 16.7%; anchors with 20 million to 40 million account for 13.3%; 15 million to 20 million anchors with the largest number of anchors, with 11 people, accounting for 36.7%; and 10 million to 15 million anchors accounting for 20%.
Most of the anchor turnover rankings on the list have improved compared with the third quarter, and the rankings of live broadcast rooms in Stores such as Luolai Home Textiles, Mercury Home Textiles, and Tmall Supermarket have risen, and the largest increase is the Tmall live broadcast room of OPPLE Lighting, which rose from 28th in the third quarter to 10th in the double 11 period.
In addition, there are many anchors in all categories who did not make the list in the third quarter, such as Lie'er Baby, Mr. Mango Tai Pippi, Suning Official Banner, etc. Liu Tao and Ye Yiqian, as star anchors, are also on the list.
The "Report" shows that compared with other categories, the home daily use category on the list of talent anchors to the whole category anchor, there are few vertical category anchors focusing on home daily use, the only vertical anchor of this category is Kuaishou's "Zhu Ge decoration materials", its fans are only 777,000, but focus on home improvement home products, double 11 turnover of 15 million -20 million.
From the perspective of customer unit price, the highest unit price of customers in the live broadcast room of the store is "please the small section master", which is the Tmall live broadcast room of Kohler Bathroom, and the unit price of the customer is 4027 yuan. The highest unit price among the talents is Mr. Mango Tai Pippi, which is 935 yuan. The lowest guest unit price on the list of live broadcast room is Kuaishou's Xu Xiaomijiao collocation, the guest unit price is 37 yuan, and the highest turnover in its live broadcast room is the crystal velvet blanket.
Home daily use TOP30 on the list of anchor guest unit price. Data source: small gourd, gecko look, new list
From the perspective of the overall customer unit price, there are only 6 anchors above 1,000 yuan, accounting for 20%, 5 anchors with a unit price of 500 yuan to 1000 yuan and 100 yuan to 300 yuan, and the anchors with 300 yuan to 500 yuan are the most, but only 8 account for 27%. Overall, the unit price distribution of anchors of household daily necessities is relatively average.
Similar to the third quarter, the bed remained the highest-turnover item in multiple live streams. But in addition, smart toilet-related products have also become hot items in three live broadcast rooms, namely Panasonic smart toilet cover in Suning Guanqi live broadcast room, Hengjie sanitary ware automatic intelligent toilet in Liu Tao live broadcast room, and Kohler Xinglang integrated intelligent toilet in Kohler live broadcast room.
【Industry Insight】
Multiple categories appear head anchor "fault"
Comprehensive five categories, compared with the third quarter, the anchors with the highest turnover in each category during the Double 11 period have rarely changed, and they are still the top stream anchors and anchors of big brand stores such as Li Jiaqi, Wei Ya, Xin Youzhi, Tmall Supermarket, huawei, etc., and only the ranking order is slightly adjusted.
Anchors outside the 20 categories have changed greatly, and many anchors who have not been on the list in the third quarter are on the list during the double 11 period, which shows that the top position of the anchors in this range is not stable and volatile.
In addition, the "Report" shows that in the total GMV, 3C digital, food, beauty and skin care lists, there is a "fault" phenomenon, that is, in the total turnover ranking, the gap between the turnover of the first range and the second range is too large, and there is a fault. It can be seen that compared with usual, the effect of the head anchor during the double 11 period is more obvious.
Compared with the third quarter, the number of live broadcasts of stores during the double 11 period is more, and under the categories of clothing and bags, beauty and skin care, which are the two categories that originally had more advantages in live broadcasting, the number of live broadcasts of stores during the double 11 period has a tendency to exceed, which shows that during the promotion period, on the one hand, the promotion of stores is large, on the other hand, consumers' recognition of the brand is also higher than that of the talents.
Producer: Nandu Commercial Data Department Retail Lab Research Group
Written by: Nandu reporter Wang Chenchen Tian Aili
Coordinator: Zhen Qin Tian Aili