On the first day of the Double Eleven event, Li Jiaqi single-handedly challenged ten SKPs in Taobao with a live broadcast of 12 hours, 26 minutes and 42 seconds, with a cumulative transaction volume of 10.653 billion, which made countless A-share listed companies look red and topped the list of Taobao with goods.
In the live broadcast room of Douyin, the major Internet celebrity bloggers do not stop from morning to night, and the words "insured double eleven" and "cheaper than double eleven" can be seen everywhere, and each of them is riveted enough to empty the pockets of consumers.
Previous online shopping consumers can have a choice, browse the page, add to the shopping cart, there is a buffer period at the end of the checkout, now it is different, after paying the deposit also want to cancel to tell you that the deposit can not be refunded, in addition, everyone goes to the live broadcast room, the anchors' hunger marketing can not allow you to think half a point, from entry to purchase as long as 3 seconds.
The "actors" of Douyin surrounded and suppressed the Three Musketeers of the Tao family
It is said that celebrities make more money, but I don't know that today's Internet celebrity bloggers are making a lot of money in a high profile, if Li Jiaqi's "baby" and "crush" make countless young girls consume, then the vibrato head anchors' voice "Bao Ma" is a poke in the hearts of countless women in second- and third-tier cities.
In the face of a huge traffic pool of 900 million users, the commercial model of short video is becoming more and more mature, advertising, e-commerce has become the mainstream monetization model, since Douyin launched the live streaming business, all the way to the top, now easily surpass Taobao live broadcast and Kuaishou, ranking first.
Different from the three musketeers of the Tao family: Li Jiaqi, Wei Ya, and Sydney continue to output successful personal IP by creating a successful personal IP, Douyin has risen a series of family husband and wife file masters: Rainbow Couple, Chen Sanquan, Big Wolf Dog Couple, etc., relying on life to attract the audience, either "grassroots born all the way back", or "not eating human fireworks", but without exception, the goods in their live broadcast rooms are mainly household necessities, not chai rice oil salt sauce vinegar tea, or cheap and easy to use cosmetics.
When the three musketeers of the Tao system are selling international big-name skin care products, the anchors in the Douyin belt list are selling 399 to buy a set of "Gaozi", "Han Shu" and "Water Code" that have sent countless sets. Different from the "high cold" sales of the three musketeers of the Tao system, the anchor door of the vibrato live broadcast room seems to understand people's hearts more and has a more human touch, to make an inappropriate analogy: the Tao anchor is like the cabinet brother and cabinet sister of the luxury store, and the vibrato anchor is more like the enthusiastic mother in the underground shopping mall.
Douyin anchors are good at capturing people's hearts with various routines, and a bunch of simbas are followed by simba:
The first: live bargaining. Tomorrow morning set the price, have to face and the brand side staged a fish dead net broken bargaining drama, do not know that the backstage operation often put the link on the shelves in advance, just watch how the anchors step by step to interpret the proposition essay.
The second kind: the wrong price. The little assistants of the bloggers are tacitly often on the wrong price, the anchor stages the responsibility and assumes the plot, swings a big hand, in order not to disappoint the fans, he posts money to sell goods, and stages a charity drama.
The third kind: all kinds of benefits. In the mouth of the anchor, none of them are profitable, all of them are 0 commissions and stickers to everyone, the field is to give back to gratitude, and never forget to set up a "return to the heart with sincerity" persona.
The fourth type: a one-dollar spike. "1 yuan 6 bottles of small Coke" everyone grabbed a lot of fun, 10 minutes of lottery lucky bags sent non-stop, the anchors one by one "must pay attention to the fan group can be Oh" "the winner of the lottery leaves the live broadcast room automatically as a give up" "anchor atmosphere, comment brushing up to help improve the odds of winning the lottery Oh" so that countless fantasy "overnight rich" viewers to bring activity to the live broadcast room, attract more viewers, improve their own popularity.
The fifth kind: something out of nothing. Anchors often always stage one "no physical performance" after another, "I see that there is a baby who wants to ××, let's come to a wave", "there are baby comments that it is cheap, of course, the sister's live broadcast room is exclusive price" "Some people say that they did not grab it, and the operation will go to the last wave", but in the face of the real comments, those "sold as 0" and "the ×× bought before your home are not easy to use, the customer service is still ignoring people, how to solve" and other practical problems are turned a blind eye and turned a deaf ear.
"Watching their live broadcast, it is difficult for you not to consume" Online shopping master Bing Bing told the new consumption, the anchor seems to be magical, so that you are willing to pay for them and can not say a bad, and Li Jiaqi, all anchors are providing a high emotional value, coupled with the team around the side of the foil, the whole atmosphere reached a climax: no longer buy a loss of one hundred million.
It is worth noting that now in the period of barbaric growth of live streaming with goods, anchor cheating is not uncommon, according to statistics, as of August 2021, in the live broadcast room of more than 100,000 bloggers, 85.4% have falsely increased the number of online viewers, gifts and other control behaviors, 93.1% have control and evaluation behaviors, and 90.3% have brushing single behaviors, resulting in an illusion of "short supply".
If the routine of the blogger will fail after a long time, then the audience is infinitely tolerant of the stars to bring goods. Before there was a micro-business queen "Zhang Ting" a live broadcast easily broke 100 million, and then there were well-known actors "Lou Yixiao", "Shu Chang", "Li Jinming" and "Jia Nailiang" to follow.
Stars use their own popularity to endorse their own live broadcast room products, because its past silly white sweet role attracted countless viewers, unlike the previous viewing experience without any interaction, in the live broadcast room feel that the next second the previous film and television drama goddess male god will reply to their comments.
After the first battle of Double Eleven started on the evening of October 20th, according to official data, on this day, Li Jiaqi's cumulative transaction volume was about 10.653 billion, the second place Wei Ya was 8.252 billion, and the third place Sydney was 930 million, which was obviously a crushing level compared with the Douyin master who barely broke 100 million in a day of live broadcasting, but does it really mean that the status of the Tao family is still the same?
How long can Singles' Day last?
"The times are changing too fast, Taobao traffic has dropped significantly this year, if nothing else, this autumn and winter traffic has begun to decline since August," Taobao e-commerce Alice told Zhongxin Consumption, Taobao was sucked away too much traffic by Douyin.
In addition, Alice revealed that Taobao's internal volume is also extremely serious, take the delivery: it used to be shipped within 3 days, and if the loss of money is based on buyer complaints, it must now be shipped within 2 days, and the money is directly deducted without the logistics platform.
In the face of the impact of short videos, Taobao seems to be powerless, neither the corresponding subsidy mechanism for merchants, nor the practical optimization of the user's shopping experience. The most criticized is still Taobao's own messy activities, not Alipay to Taobao to visit the main venue, or Taobao to Alipay to see the chickens, this year's double eleven is directly from October 20, a full half a month in advance.
At the same time, what annoys consumers even more this year is the pre-sale. Paid the deposit to wait, paid the balance to wait, wait a week to wait, some merchants shipping time is directly after a month, informed sources revealed: in order to reduce the cost burden, the merchant according to the pre-sale situation and then contact the factory to open goods, in order to avoid the backlog of inventory. However, merchants earn consumers' money, but they cannot provide any necessary services, and Taobao as a platform has nothing to do, what is the explanation?
"Leaving the center for too long" is a true portrayal of Ali in the industry today. Taobao's hypermarket e-commerce is now gradually failing, replaced by the rise of interested e-commerce such as Douyin. The relevant person in charge of Douyin e-commerce once said that the 818 New Wave Good Things Festival is an important node in the development of "interest e-commerce". According to the data, the total live broadcast of the Douyin 818 New Wave Good Things Festival this year was as long as 23.54 million hours. Among them, the total length of self-broadcast by merchants is 11.85 million hours, the total cumulative number of viewers is 30.4 billion, and the amount of single payment exceeds 10 million (including 100 million) and reaches 177 live broadcast rooms.
Almost everyone is live streaming this year, and live streaming is sought after by the public at all because of the price.
In the live broadcast room, the public can grab cheaper than the double eleven activity price and the same quality goods, even if it is not the live broadcast room of the Three Musketeers of the Tao family, the daily live broadcast room will also send some gifts that cannot be purchased in the Taobao store, and the public of course loves the live broadcast room.
Looking back, the essence of Double Eleven is promotion, and after cultivating the user's mind through concise and clear price reduction in the early stage, it opened the era of harvesting traffic. Therefore, "how long can Double Eleven last" is another way to say", "where else is cheaper than Double Eleven".
The reason why Douyin is better than Taobao is self-evident, the audience group of live e-commerce is more favored by users with low academic qualifications, the penetration rate of users below the college is more than 80%, the public is and will be in a state of pursuing good quality and low price for a long time, although the goods of Douyin sink in a secular sense, but practical and will be cheap to the extreme, breaking through the reserve price.
For e-commerce, price advantage is the most core advantage. For Douyin users, there are also international big names in the Douyin live broadcast room, the price is much lower than Wei Ya and Li Jiaqi, although there are not as many gifts as them, but spending less money is king.
The live broadcast room is double eleven every day, plus Douyin has cultivated the habit of users brushing short videos, users can directly brush videos on Douyin, rush to buy in the live broadcast room, after-sales and a series of behaviors, completely unmotivated to go to Taobao to squat.
However, the status of the Three Musketeers of the Tao Clan is still unshakable.
First of all, the Three Musketeers will also save themselves. Taking Li Jiaqi as an example, a month ago, he warmed up early, and the average playback of a "offer to all girls" exceeded 300,000 plays on the B station, showing fans how he bargained with the brand side and created enough momentum.
Secondly, the live broadcast room of the Three Musketeers is like a gilding factory for new consumer brands. Many brands do not make money or even post money into their live broadcast room, the purpose is to tell their own stories, marketing products to land in the capital market. In recent years, the rise of domestic products on the road to three sets: star background + KOL, KOC crazy marketing + Li Jiaqi Weiya live broadcast room gilded, a set of operations, it is difficult to think of fire.
Finally, according to Alice's words, the crowd is not right, vibrato is too sinking, our goods in vibrato can not buy up at all, the summer silk cost is three or four hundred, vibrato some stores steal our picture video, the same dozens of pieces, we only see the same video photos, do not know that there is a lot of dry inside. Although Douyin is in the sky, it still can't escape the fate of Kuaishou, and the 9.9 goods in the live broadcast room are snatched up, and the goods of 999 are not moving.
For now, the internal volume of these platforms is undoubtedly to make profits to consumers, double eleven arrived, I hope that everyone can consume rationally, after all, "the deposit paid is not refunded, the money in the pocket can not pay the final payment, the double eleven goods double twelve to" is now the norm.
![Why is Nadal sung? The encirclement and suppression of the "four husbands" is the key[fig]](data:image/gif;base64,R0lGODlhAQABAIAAAP///wAAACwAAAAAAQABAAACAkQBADs=)