This article was published in sanlian life weekly, No. 25, 2020, the original title of the "beauty live broadcast: from the rise of domestic products to no one is absent", it is strictly forbidden to reprint privately, infringement must be investigated
As the largest category in live streaming, anchors, brands and even upstream manufacturers related to the beauty industry are changing due to the rise of the new channel of live broadcasting.
Reporter/Wang Zihui
As an anchor who became famous for her live beauty products, Li Jiaqi's identity is becoming diversified with the expansion of influence (Courtesy of Visual China)
The advancement of the anchor
Actor Zeng Hongchang's first attempt at live beauty was at the end of 2018. He remembers that day in the company's live broadcast room, there were many people watching him, all of whom came to see his live broadcast, "Taobao also promoted me as a star at that time." The task given to him was to sell some skin care products of overseas niche brands, and behind the lens was a blackboard, and a lot of product data was written on the blackboard, which he could not understand. After two or three hours of live broadcasting, he was very excited and a little confused, said a lot of words, and the result was that tens of thousands of views did not bring a sales conversion.
"At the time, I still thought of myself as a star, but I just felt like I had received an announcement." Before that, because he had starred in "Flowers and Bones" and "The Legend of Mi Yue", Zeng Hongchang was a young actor with a small reputation, and he could search for several entertainment news about him on Baidu. According to his words, the acting situation at that time was "not good nor bad", and there were still plays in his hands, but they were not important roles. In this state, he signed a contract with this new cultural institution at the end of 2018, became one of the first professional actors to test the waters of Taobao live broadcasting, and gave up his acting work other than live broadcasting after seeing the possibility of live broadcasting.
Now, it is very common for bigger star artists to do live broadcasts, and actor Liu Tao was even invited by Ali to serve as the official preferred officer of Juhuasuan. But there are still not many people like Zeng Hongchang who have really become professional contract anchors. This year, starting from the "6.18" activity cycle on May 20, Zeng Hongchang only rested for one day on June 5, and his voice was somewhat hoarse during the interview.
His main livestream now is beauty products, which he says are his interests. Every night, he will use and recommend various beauty products in the live broadcast room like other beauty anchors, so that he can rank in the 20 or 30th place in the Taobao anchor popularity list and enter the top 3 ranks in the beauty list. For a new anchor who has changed careers for more than a year, this result is actually good, and he himself is quite satisfied. "In fact, I think the current live broadcast platform is top of a CCTV and a Hunan TV." Zeng Hongchang told this magazine, "Actors just need to have a platform output, and then transform their popularity into social and commercial value." ”
From the perspective of commercial value, Zeng Hongchang is not very good compared with his previous self, but there is still a significant gap between Li Jiaqi, a direct competitor and a male anchor of beauty Taobao. As of now, Li Jiaqi's Taonei fans are as high as 27.2 million, and no one except him and Wei Ya can reach the order of ten million. The value beyond the numbers is more reflected in the live broadcast. On the evening of June 10, Li Jiaqi was invited to conduct a public welfare live broadcast in Ninglang County, Yunnan Province; a day later, he flew to Beijing, and on the evening of the 13th, he would cooperate with CCTV on a live broadcast on the theme of "intangible cultural heritage".
Preparing for a live broadcast requires not only the anchor himself, but also the cooperation of investment, operation and technical teams (Photo by Feng Haiyong / Courtesy of Pixel Notes)
But in addition to these two special live broadcasts, Li Jiaqi's regular live broadcast every night has not been affected in any way. On the evening of June 12, I met Li Jiaqi and his travel team of more than 10 people in an office building in Sanlitun, Beijing. Some of the staff followed Li Jiaqi to Yunnan, where they set up a temporary live broadcast venue for Li Jiaqi the day before, while others went directly to Beijing to prepare for the live broadcast. The local escort team in Beijing told me that although Li Jiaqi's team only had a dozen people, they helped book a 30-person passenger car because there was still a lot of live broadcast equipment and live broadcast goods to carry. That night, Li Jiaqi will do a three-hour live broadcast in Beijing's temporary live broadcast room as usual, with 27 products waiting to go from his live broadcast room to the consumer market.
With the rapid increase in popularity in more than a year, the live broadcast party that now looks for Li Jiaqi to cooperate is no longer limited to the "beauty" section. But when it comes to Li Jiaqi, the first impression of the outside world is still closely related to beauty products such as lipstick. The staff around him told this magazine that 60% of Li Jiaqi's current live broadcast products are still beauty products.
The interview on the 12th was originally scheduled for 6:30 p.m., but Li Jiaqi temporarily received a beauty company head who flew from Guangzhou to visit him. When I entered the conference room, the person in charge of the company was introducing Li Jiaqi to several new products that they had not yet introduced to the market, hoping that Li Jiaqi could help provide advice.
"I think the surface is more natural and good-looking." Li Jiaqi held a similar product of another brand in his hand, pointed to the bottle cap of the canned product and said to the head of the beauty company sitting next to him, in a serious tone and speaking almost as fast as when he was broadcasting live. "If it's a angular slice like the one you just did, it's very rigid, like a building." The head of the beauty company asked the assistant standing next to him to write down these points, and then continued to come up with the next product for Li Jiaqi to give advice.
After more than half an hour, the head of the beauty company completed the consultation on five or six products, said "thank you Jiaqi" and left the conference room, leaving some trial products, leaving me less than an hour for the interview. Before the broadcast starts at 8:15 p.m., Li Jiaqi still has to finish the work of dinner. The staff member in charge of the docking was embarrassed to tell me that this was the only time he could be interviewed in a few days.
The trend of live streaming has blown offline, especially in the field of beauty because of the highly demonstratable product characteristics
After sitting down again, talking about the scene just now, Li Jiaqi quickly explained that he and the company were purely mutual help and mutual assistance. "Because we don't have any fees to pay between us, I'm completely out of a state of free help." Li Jiaqi said. And his identity seems to be changing in the process, "I am no longer a simple anchor, I am a free product manager, a marketing manager, and a public relations manager. ”
This change in identity has been around since last year, and the pandemic has accelerated it. Li Jiaqi said that in the period since the resumption of work, brand owners have asked him for meetings almost every day. The content of the consultation is also varied, from efficacy to packaging to price, "Li Jiaqi" can play an increasingly influential role. And this kind of role similar to that of "senior consultant" is not up to the task of few anchors. A person in charge of a domestic beauty brand said that they rarely take the initiative to ask the anchor for advice on the product, but Li Jiaqi is different, "his understanding of beauty products and live broadcasting is very deep, and the impact of the content of his live broadcast on the product is very large."
Influence is reflected in live streaming that can bring the most fundamental product and price advantages. "I started communicating this '6.18' collaboration with brands almost two months ago." Li Jiaqi told this magazine, "That is, what is the minimum price I want to do for fans, how much the goods need to be sent, what form of presentation the goods need, etc., we began to discuss two months in advance." Then I can sell as many groups as I need, and I have to ask the merchants to help me prepare the goods in advance. ”
There is no doubt that Li Jiaqi is special, and even the relevant person in charge of the US ONE company where he is located also said to this magazine: "We believe that Jiaqi is not replicable. Therefore, more than 100 people in the entire company of one in the United States all serve Li Jiaqi alone, while most of the anchors do not have this kind of capital, even if their accumulation before this is more than Li Jiaqi.
Wang Anning is the founder of the new domestic cosmetics brand "Gu Yu", and he also set up a live MCN agency, which has embarked on a development path of his own
The "awakening" of the brand
Individuals cannot be copied, and whether the business model of live streaming with goods is universal in the beauty industry has also undergone a verification process of more than two years. At the beginning of 2016, Wang Anning, who had previously operated a cosmetics OEM business in Guangzhou, judged that the domestic cosmetics market would rise in the next few years and decided to create his own new domestic cosmetics brand "Gu Yu".
As a new brand, the most important and most headache is how to promote the brand. At the beginning, Wang Anning also thought about placing on weibo and other mass social media, but the effect was very poor. Wang Anning later concluded that for a startup like them, the initial funds are not rich, less than 10 million yuan of funds, there is no way to carry out large-scale investment, and there is no superposition effect. In the second half of 2016, coinciding with the opening of Taobao's live broadcast business, Wang Anning looked at it and found that to do a live broadcast, a good anchor can bring tens of thousands of visitors to the product store, and the service fee charged by the anchor is only a few thousand yuan, which is very cost-effective; in contrast, the competition for the "diamond booth" in Tmall's conspicuous position at that time was already very fierce, and it took two or three yuan to bring a visitor.
In this case, they began an attempt to broadcast live on Taobao in October of that year. On the one hand, he will find suitable anchors to cooperate with externally; on the other hand, he has also registered his own MCN organization "Ben New Culture" to cultivate his own anchors with goods. Wang Anning remembers very clearly, soon after testing the waters, in February 2017, they had an anchor who grew up, and each one could sell 30,000 yuan of goods, of which their own Guyu brand could sell more than 10,000 yuan, which made their monthly sales exceed 500,000 yuan. After tasting the sweetness, they began to cooperate with a large number of external anchors, and the volume of 500,000 soon became 10 million.
At that time, 80% of their sales revenue came from live streaming channels. Even in 2018, that percentage is still more than half. "Until now, I also feel that for a new brand, it is still the best channel to quickly increase its volume through live broadcasting, and there is no one." Wang Anning said.
Young domestic brands that have a similar growth path to Gu Yu cannot be counted on both hands, and the most popular of them is the "Perfect Diary". Founded in March 2017, this domestic beauty brand won the first place in the "Double 11" makeup brand of Tmall for the first time as a domestic brand during the "Double 11" period last year. The adoption of a new approach to marketing is considered to be the most important factor in its rise. Feng Qiyao, president of the new retail division of its parent company Yixian E-commerce, told the media: "At the beginning of 2018, the team found that some users posted the brand's color test and grass content on the Little Red Book, which triggered heat and discussion. Realizing that makeup is particularly suitable for the promotion of content forms, the team identified a strategic approach to channeling with high-quality content. By the end of 2018, the number of user conversions from Taobao Live had exceeded that of graphic platforms such as Xiaohongshu.
Ma Lan, former Chief Retail Officer of L'Oréal China, is now the General Manager of L'Oréal's STYLENANDA 3CE brand China
"Almost all of these newly emerging domestic brands have adopted non-traditional communication channels." A person in the cosmetics industry told the magazine. These brands will now focus on content platforms such as Xiaohongshu, Douyin, and Station B, and Gu Yu has reduced its placement on traditional big search platforms. "Users now search for brands will definitely go to Xiaohongshu and B station to search, and the minds of a new generation of consumers have grown up on the new platform."
Compared with domestic brands, the response speed of international first-line brands is slower. Ma Lan, former chief retail officer of L'Oréal China, who is now general manager of L'Oréal's STYLENANDA 3CE brand China, said that as the world's largest cosmetics company, L'Oréal has long noticed the possibilities that live broadcasting can bring to commercial operations. She recalled to the magazine that on the evening of April 14, 2016, Angelababy, the actress who went to the new product launch of L'Oréal Group's brand Maybelline New York, was stuck in the road, and during the traffic jam, the accompanying staff used their mobile phones to broadcast to the audience the real-time situation of Angelababy's rush to the scene and how she put on lipstick. Within two hours, without any publicity, the lipstick sold 10,000 on Tmall, and during the "Double 11" period in 2015, all the lipstick categories in the Tmall flagship store added up to only 90,000 in one day.
However, Ma Lan told this magazine that the L'Oréal Group as a whole began to consciously enter the field of live streaming on a large scale at the end of 2018. It's been more than two years since Taobao launched its live streaming business in March 2016. In the past two years, the domestic cosmetics market has undergone great changes, and the rate at which local brands have replaced foreign brands in sub-categories such as makeup, skin care products, and personal cleaning products ranks among the top of all FMCG products.
"International brands like ours, at that time, were more concerned about whether our brand image was suitable to be there." Ma Lan told this journal. Li Jiaqi, who used to be a shopping guide of L'Oréal's Maybelline brand counter, can certainly feel this difference. When he was not "out of the circle" in 2018, Li Jiaqi recalled that he was already a top anchor in the vertical category of beauty on Taobao, but he had almost no say in the industry at that time. "No first-line brand wants to find a anchor to bring goods, they will feel that they don't need it, as if they will think that our identity is very low or how."
But after the baptism in 2018 and the explosion of the Spring Festival holiday in 2019, Ma Lan felt that international brands began to have a new understanding. "That is to say, we began to find that the little brother in the live broadcast is also quite handsome, and the little sister is also quite beautiful, in fact, there is no so-called thing that will damage the brand image, and it can definitely bring new users and new user cognition."
Guerlain of France is one of the first international brands to establish cooperation with Li Jiaqi. At the end of 2018, the two sides made their first cooperation attempt, and the effect was amazing - the sales volume of the current product after cooperation was nearly 30 times that of the previous one. Later, on Valentine's Day 2019, the new product they collaborated on, True Color Gemstone Lipstick, was also out of stock. To this end, Guerlain also invited Li Jiaqi to visit the French headquarters at the beginning of last year. With such a successful interactive case, almost all the first-line cosmetics groups have entered the track of live broadcasting.
During the "Double 11" period last year, more than 50% of the brand merchants on Taobao opened live broadcasts, and the live broadcast room drove transactions of nearly 20 billion yuan throughout the day. However, among many categories, beauty has become the largest category of "Double 11" Taobao live broadcast last year with the performance of the first total turnover, and it still presents a strong explosive force.
As the head of an MCN agency, Chen Lei is considering making their own cosmetics brand (Photo by Feng Haiyong/Courtesy of Pixel Notes)
Refactoring of marketing
It seems that beauty seems to be the most suitable category for the new marketing method of "live broadcasting", and there must be a reason behind it. On the one hand, this is of course related to the highly demonstrative properties of beauty products. In addition to the "lipstick color test" link on which Li Jiaqi is famous, Ma Lan remembers that in the first half of last year, one of their competitors made a new product demonstration in Li Jiaqi's live broadcast room, showing the ethereal characteristics of the powdery product in the air, as a woman, she was instantly moved, which also became one of the nodes that pushed her determination to quickly enter the live broadcast track.
"In addition to the identity of the consumer, as a marketer, I do have a deep thinking, that is, how to make consumers perceive the superiority of this product." Ma Lan told this magazine, "Words are never as good as pictures, and pictures are never as good as videos." If there is another anchor you are familiar with showing this product, you are actually easily impressed. ”
On the other hand, this is also inseparable from the characteristics of the cosmetics industry that relies heavily on marketing. Hao Yu, an expert in the cosmetics industry, worked for L'Oréal Group for 11 years and now runs his own communications agency independently. He told this magazine that many people will have a very stereotypical impression that the gross profit of the cosmetics industry is more than 80%, which is a profiteering industry. But he explained to the magazine that because cosmetics are non-essential, it requires every brand in the industry to pay a huge cost to tell consumers that you need to use it, "which is why the industry looks like the gross profit is very high, and their net profit is actually not high, because they have to pay close to 60% of the marketing and operating costs."
The traditional way of marketing is of course to invite big stars to advertise on TV and traditional media, but the market and consumers have changed dramatically. As the world's largest cosmetics company, L'Oréal China's sales increased by 35% in 2019, of which the proportion of e-commerce channels rose to 50%, and annual e-commerce sales also surged by 2.5 times. This is true of international first-line brands, and a large number of new domestic brands such as Gu Yu, Huaxizi, and HomeFacialPro do not even have offline physical stores. Needless to say, the marketing focus of the cosmetics industry has completely shifted online.
Ma Lan said that from watching TV in the past to watching tablets to watching live broadcasts on Douyin, the rapid rise of new media has changed the form of communication. Therefore, the biggest marketing investment of the 3CE brand she is responsible for now is all kinds of online "grass planting" platforms, such as working with a large number of KOLs (Key Opinion Leaders), and live broadcasting can be seen as an extension of this "grass planting" culture.
Xinchuan (Flower Name), head of Taobao Live MCN, revealed to this magazine that a beauty FMCG brand spent 110,000 yuan on the content e-commerce channel in 2017; by 2018, the investment in this channel became 20 million yuan. In one year, it went from almost no investment to 20% of the annual marketing investment, and rose to 40% in 2019.
In this change, the trend of stratification is emerging. The sales guarantee provided by the big anchor is the income guarantee of this live streaming mode at this stage. "Since last year's '6·18', in fact, we have tried from the big anchor to the waist anchor to the bottom small anchor, and indeed from the cost performance point of view, the effect of the head anchor is still the best." Ma Lan said. Ma Junxiao, head of 3CE live broadcasting, also told this magazine that more than half of their live broadcast funds were invested in Wei Ya and Li Jiaqi, the two head anchors.
"In fact, it is equivalent to redistributing the marketing expenses of the traditional market." As one of the biggest beneficiaries of this change, Li Jiaqi must find rationality for this change. "This is a triangular relationship, for example, a product was originally sold for 100 yuan, but only 50 yuan was needed to buy in my live broadcast room, and consumers saved 50% of the investment; and I helped the company to bring the goods, I got the corresponding service fee or commission, which is my income." For merchants, they can use the original advertising fees and endorsement fees to do consumer subsidies, thereby enhancing product popularity, traffic and sales data, so that products and enterprises have more visibility, which is the benefit of enterprises. ”
Due to the difference in revenue and the different stages of development of the company, the delivery strategy for live broadcasting has also diverged. "No head anchor can break through the shackles of striving for the lowest price of the whole network, whether it is Wei Ya, Li Jiaqi, or those anchors who are in the top 100 or the top 200 of the whole network, they must fight for the lowest price of the whole network for themselves." A person in charge of a domestic beauty brand told this magazine, "Of course, this is a good thing for consumers, but for the long-term development of the brand, there is still to be discussed, if you can do some really good product sharing from a more professional point of view, it may be better, rather than a simple price war." ”
As one of the earliest MCN institutions to participate in Taobao live broadcasting, Chen Lei, general manager of the southern headquarters of Nass Agency, told this magazine that the current charging model of beauty live broadcasting is basically "pit fee + commission", an anchor with about one million fans, and the pit fee for each product to enter is about five or six thousand yuan. "This cost domestic brand is more willing to come out, and the first-line international brand is not very willing." Chen Lei said, "The reason is that the anchor wants to reduce the price and draw commissions, and the profit margin is very small." And many new domestic brands are willing to participate in the idea of making money, they just want to do the data, in order to enhance the brand influence and introduce capital. ”
Both Wang Anning and Ma Lan confirmed this statement from their respective perspectives. Wang Anning feels that simply evaluating the live broadcast effect from the perspective of ROI (return on investment) is short-sighted behavior, as a young brand, he has always emphasized that the brand exposure that live broadcasting can bring is irreplaceable at this stage. However, Ma Lan, as the person in charge of an international big brand, is more concerned about the direct benefits brought, so she has some opinions on the model of "pit fee + commission" for a large number of waist anchors, and believes that if the pure commission model is used, it will be more appropriate. "Because the waist anchor cannot guarantee the effect like the head anchor, the pure commission model also guarantees the merchant, at least it will not lose money."
Although not a professional anchor, Sun Shumei's live broadcast style is very suitable for platforms such as Kuaishou, and she is also the best spokesperson for her own brand (photo by Wang Zhilian)
Live stream for yourself
At the end of the day, the purpose of working with anchors is sales. As for considerations such as brand building and consumer communication outside of sales, first-line big brands have begun to focus on "brand store broadcasting". Ma Lan remembers that before last year's "6.18" preparation conference, Taobao people came to give them a meeting, saying that some local brands accounted for 10% of the live broadcast of stores, "I can have 10% as soon as I hear it, I don't have to buy traffic, I don't have to give money to the anchor, we started to do this from then on." At the time of March 8th this year, our store sales accounted for 15%."
Now open Taobao or Tmall to search the stores of major beauty brands, regardless of the size of the domestic and foreign, you will find that these stores are live almost all day long. Ma Junxiao told this magazine that during the "6·18" period, the 3CE Tmall store had at least 18 hours of live broadcast every day, and the content was changed every three hours.
"I think this may not be the same as external anchors, that is, we use store live broadcasting more as a window to show the strength of the brand's products." Ma Junxiao told this magazine, "So we are doing store broadcasting with the idea of doing social media, we pay attention to the grass planting function it brings, and then do the harvesting action at the big promotion node, so we pay more attention to the design of the atmosphere and content of the live broadcast room." She gave an example, they will set a theme and decorate their live room every month, this month's theme is "new retroism", so their live room has become a red, yellow and blue primary color decoration style.
But the bigger change happened outside the Amoy system. "Since this year, Douyin has also attached great importance to live streaming with goods." Chen Lei told the magazine that they are planning a plan to enter Douyin. The Kuaishou side has ushered in the outbreak of live e-commerce since last year, and beauty is the fastest growing category. According to the "2019 Kuaishou Beauty Industry White Paper" released by them, the number of Kuaishou beauty merchants with 1W+ fans increased by 45 times in 2019, and the number of 10W+ fan merchants increased by 36 times.
Liu Rui, head of Kuaishou beauty e-commerce, said that unlike other e-commerce live broadcast platforms, the value of e-commerce brands in the past was mainly in the brand itself; and on Kuaishou, the value of the brand will be more bound to the founder of live broadcasting, and a number of domestic beauty brands can grow rapidly in the community through their own personality and content.
The 53-year-old Sun Shumei and her daughter jointly run an account called "Cat Seven Seven Girls" on Kuaishou, the daughter is the cat Seven Seven Girls themselves, and Sun Shumei is the "aunt". They registered a beauty brand called "Dai Lai" at the beginning of last year, and in November last year, they began to promote sales through the "Cat Seven Seven Girls" account, and completed sales of 360 million yuan in the first half of this year. And they don't have their own official Taobao store until now.
Sun Shumei told this magazine that they did not choose to broadcast live in Taobao, one is that the overall calculation feels that the cost is relatively high, and the other is that they think that in Taobao, they cooperate with big anchors or purchase live broadcast promotion services, and the overall "out of the circle" speed of the brand will be slower. So they are eyeing the fast hand with more dispersed traffic. "Lianmai" is an important function of Kuaishou that is different from Taobao Live, and they have quickly accumulated more than 3 million fans through live broadcasting with big anchors Lianmai. After the number of fans stabilized, they hardly need to spend any more promotion costs, the anchor of the live broadcast every night is the daughter, Sun Shumei will also broadcast live several times a week, and the sales of each live broadcast range from hundreds of thousands to millions.
The live broadcast content of Sun Shumei and her daughter is far from that of professional shopping guide anchors such as Li Jiaqi. The content related to cosmetics is only a part, many times, Sun Shumei will talk about her previous struggle experience and life experience in the live broadcast room, and talk about her experience of taking three children alone when she was divorced. However, it seems that this kind of content can attract fans on Kuaishou's platform. "We rely entirely on the personal charm of the anchor to attract fans." Its CEO Yin Haibo told this magazine.
However, because Kuaishou's users are mostly from third-, fourth- and fifth-tier cities and even rural areas, they are extremely sensitive to the price of products. This brings us to another of their strengths – the supply chain, which many people may not have anticipated. "In fact, product quality is our most important advantage." Yin Haibo told this magazine. In this regard, he claimed that although their unit price of 180 yuan is not high in the industry, the repurchase rate of their user group is more than 80%, which is a very surprising number in the retail industry.
Sun Shumei said that she had been engaged in cosmetics OEM sales before starting her business, so she had established a good relationship with Cosmethe, the world's largest cosmetics OEM manufacturer. After creating their own brand, Cosmex became their foundry, which became a source of confidence in the quality of their products. As a company that has only been around for more than a year, they currently rank in the top 20 of Cosmex's global supply system in terms of shipments.
In order to prove that the relationship with Cosmes is good, Sun Shumei specially took me to visit Cosmex's factory and R&D center in Fengxian District, Shanghai, where he took two videos and sent them to Kuaishou. The relevant staff of Cosmex said that new brands like Delis may not be well-known among the public, but they are already very important partners, because more than 80% of their production capacity now comes from such domestic brands, and in 2015 and 2016, international first-line brands such as L'Oréal accounted for the majority. "Like 'Perfect Diary', it already produces more than L'Oréal a year at our place."
Upstream production lines are also changing due to live streaming. A person in charge of the production workshop of Cosmes told this magazine that unlike traditional sales methods, the sales of products brought about by live broadcasting fluctuate greatly, so the flexibility of production is very demanding. "Before 2017, each of our production lines was fixed, manufacturers generally stocked three months in advance, and manufacturers would also send people to their own production lines to stare." The person in charge told this journal. However, with the emergence of new marketing methods, manufacturers' requirements for production have also changed, often 10 to 20 days in advance suddenly give them a production demand of hundreds of thousands, so they specially carried out flexible production transformation after the completion of the new plant in 2017. "Now each of our production lines can be adjusted in half an hour, and an order for 100,000 bottles of serum can be completed in two days."
From production to sales, all aspects of the beauty industry have been more or less involved in the transformation brought about by live broadcasting, and even offline department stores such as Yintai have also joined the live broadcasting industry. During the epidemic, Yintai began to organize in-store shopping guides to conduct online live broadcasts, and at present, they have more than 5,000 shopping guides participating in online live broadcasts, with more than 200 shows every day, more than half of which are from the beauty category. Their first full-time anchor, He Wenyu, who was previously a shopping guide at Hangzhou Wulin Yintai, told the magazine that almost all of their more than 40 beauty counters on the first floor had participated in live broadcast activities.
And big anchors like Li Jiaqi and MCN institutions like Nas are also planning to create their own beauty brands. Chen Lei said that in fact, for them, each anchor is a distributor, whether they do it or not, if a large beauty brand wants to rely entirely on their sales channels, they can also completely digest it, "because our number of anchors is enough."
<h1 class="pgc-h-arrow-right" > more wonderful reports are detailed in this issue of the new issue "Who is on the live air outlet", click on the product card below to buy</h1>
#pgc-card .pgc-card-href { text-decoration: none; outline: none; display: block; width: 100%; height: 100%; } #pgc-card .pgc-card-href:hover { text-decoration: none; } /*pc 样式*/ .pgc-card { box-sizing: border-box; height: 164px; border: 1px solid #e8e8e8; position: relative; padding: 20px 94px 12px 180px; overflow: hidden; } .pgc-card::after { content: " "; display: block; border-left: 1px solid #e8e8e8; height: 120px; position: absolute; right: 76px; top: 20px; } .pgc-cover { position: absolute; width: 162px; height: 162px; top: 0; left: 0; background-size: cover; } .pgc-content { overflow: hidden; position: relative; top: 50%; -webkit-transform: translateY(-50%); transform: translateY(-50%); } .pgc-content-title { font-size: 18px; color: #222; line-height: 1; font-weight: bold; overflow: hidden; text-overflow: ellipsis; white-space: nowrap; } .pgc-content-desc { font-size: 14px; color: #444; overflow: hidden; text-overflow: ellipsis; padding-top: 9px; overflow: hidden; line-height: 1.2em; display: -webkit-inline-box; -webkit-line-clamp: 2; -webkit-box-orient: vertical; } .pgc-content-price { font-size: 22px; color: #f85959; padding-top: 18px; line-height: 1em; } .pgc-card-buy { width: 75px; position: absolute; right: 0; top: 50px; color: #406599; font-size: 14px; text-align: center; } .pgc-buy-text { padding-top: 10px; } .pgc-icon-buy { height: 23px; width: 20px; display: inline-block; background: url(https://lf3-cdn-tos.bytescm.com/obj/cdn-static-resource/pgc/v2/pgc_tpl/static/image/commodity_buy_f2b4d1a.png); }
【Sanlian Life Weekly】2020 No. 25 1092 Live Broadcast Who ¥15 To Buy