On November 10, open Douyin, you will find that Luo Yonghao's live broadcast room does not see Lao Luo, but Zhu Xiaomu sits in the seat. Lao Luo himself only stayed in front of the camera for a short time, and fans commented that this picture was "the leader Cha Gang is coming". Luo Yonghao's absence was for the live broadcast of the double 11 day. This week, the business frequency of Luo Yonghao's live broadcast room will hit a new high: 3 daily live broadcasts, 1 performance by Zhu Xiaomu and young vice broadcasters, and 1 additional broadcast on Wednesday's "Double 11 Ben 11".
According to the live broadcast calendar previously released by Luo Yonghao's official WeChat public account, from October 28 to November 11, the "Make a Friend" star matrix composed of Qi Wei, Li Shi, Ji Ke Junyi, Li Chennic and Qian Feng, plus Luo Yonghao and Zhu Xiaomu, two "Chuanchuan" anchors, made a friend and brought a total of 17 double 11 live broadcasts in 13 days.
Huang He, founder of Make a Friend Technology, revealed to CBNData (hereinafter referred to as C Station) that "at present, the whole company is participating in the double 11 promotion. ”
According to the official caliber of Douyin, Douyin does not have "Double 11", only "Pet Powder Festival". The pet fan festival is specially set up for live e-commerce, Douyin launched the official anchor list for the first time, the anchor ranking is judged according to the "heat value", and the heat value is composed according to the dimensions of live broadcast sales and online number. The pet fan festival is divided into two stages, the first stage is open to small and medium-sized anchors, and the second stage is the sprint time of all anchors.
The super long pet fan festival that lasts for 18 days is certainly not a battle for the anchor alone. Behind the pet fan carnival, there are head MCNs such as worry-free media, make a friend to "fight with all their might", and there are also niche vertical anchors who carefully manage and seek a breakthrough.
According to the official data disclosed, from January to August this year, the overall GMV of Douyin e-commerce increased by 6.5 times year-on-year. From these attacking MCNs, we may be able to find the secret of growth.
<h2>Who is "pet fan" in TikTok? Head MCN and star power live</h2>
Under the slogan of "national pet fans", douyin officials have repeatedly emphasized that the pet powder festival is a festival for all anchors. But no one can deny that the head player still attracts most of the attention.
In The Douyin search for "Pet Powder Festival", the topic has been played 1.98 billion times. The top short videos all belong to the head masters and stars, and the "Guangdong couple" big wolf dogs Zheng Jianpeng & Yan Zhen couple, Ou Ji'er, Zhang Ting, Luo Yonghao, and Qi Wei are all listed here.
The head players participating in this year's Douyin Pet Powder Festival, C Station is roughly divided into the following categories.
The first is the short video MCN that content and e-commerce grasp with both hands.
Taking Worry-free Media as an example, its three big wolf dogs Zheng Jianpeng & Yan Zhen, Spicy Dezi and Peng Sixteen elf fans all exceeded 34 million, ranking Top 10 in the number of Douyin fans, and Redundant and Mao Maojie ranked 11th with 33 million fans.
Among them, the face value of peng sixteen elf has never done any live broadcast with goods, the food master Spicy Dezi live broadcast with goods results are mediocre, only the big wolf dog Zheng Jianpeng & Yan Zhen couple, Redundant and Mao Maojie successfully transformed from a plot master to a cargo anchor, the former was also invited by the Douyin official to shoot a pet powder festival promotional film.
During the cycle from October 25 to November 9 of the Pet Powder Festival, the big wolf dog Zheng Jianpeng & Yan Zhen and his wife broadcast 2 live broadcasts, and released 20 short video content at the same time, of which 8 were video ads with goods. Coinciding with the big promotion, the frequency of "just meals" can be said to be quite high. For the sake of the overall look, the daily content is also released more, and the update frequency of the big wolf dog couple has reached a daily change or even two times a day.
According to xinji data, the big wolf dog couple on November 3 double eleven special session with more than 72 million goods, iPhone 11 became the hard currency on the spot, sales reached 24 million. In contrast, on November 8, the commemorative field of the "first anniversary of live broadcasting" only sold 2.148 million yuan, less than 1/10 of the previous one.
During the pet powder festival cycle, there were a total of 5 live broadcasts with goods and 8 short video content, and the highest single sales reached 18 million. It is not difficult to find that when the frequency of live broadcasting rises, the update of short video content is relatively not very high. The big wolf dog has up to 8 short video ads, and Mao Maojie "only" has 3 meals.
According to Feigua data, Worry-free Media has cooperated with more than 800 brands, and most of the brands will choose to launch multiple times. The larger the fan traffic pool, the richer the selection resources, and the transformation of talents to live streaming with goods is naturally more advantageous.
In addition to the short video MCN of the power e-commerce, stars have also become a major force in the pet fan festival.
After experiencing the boom in carrying goods in the first half of the year, there are fewer and fewer stars who want to rely on live broadcasting to "earn gold". The stars who appear in the live broadcast room either help the brand and do not back the sales KPI, or sign an e-commerce platform or MCN to carry out the live broadcast as a side business.
During the Pet Powder Festival, Maybelline invited spokesperson Hua Chenyu and professional anchor Bai Bei Rabbit to sit down. Pet powder, with goods are not wrong, the live broadcast sales of more than 3 million yuan, far more than The Pauline other live broadcasts.
Stars who want to ride on the live broadcast of the east wind naturally divide into a "chain of contempt".
Some stars, such as Zhu Zixiao and Yu Zhen, have long been out of the entertainment circle, but have found the second spring of their careers by live broadcasting, and they are naturally intensively engaged during the Pet Powder Festival. Zhu Zixiao has maintained a daily broadcast frequency since October, and even if he does not bring goods, he will chat with fans live, which is a model worker. According to the statistics of the new list of goods, Zhu Zixiao's daily performance in carrying goods is stable at about 5 million yuan, and occasionally breaks through ten million, which can already be called a professional cargo master.
Some celebrities are no longer satisfied with live broadcasting in front of the curtain and have begun to lay out the supply chain.
As the founder of the TST brand, Zhang Ting, backed by the TST distribution army, is a top anchor as soon as he enters. According to xinjiao data, as of November 10, Zhang Ting only started 6 broadcasts, of which 3 broke through 100 million, and the results with goods were very amazing. Zhang Ting's official public account revealed that Zhang Ting has co-founded the Tao Buting Live Broadcast Base with Tao Hong, another star founder of TST, to provide offline live broadcast training for TST agents.
Following the TST model, Mingdao recently launched beauty brand Eushner. According to the Taiwan media Zhongshi Electronic News, Mingdao's O'Shea brand turnover exceeded 200 million Taiwan dollars within 5 days of its establishment. Mingdao himself will also broadcast live in the name of "Tao Buting" in TST's Ting Mall Mini Program.
It can be said that Tao Buying is not only an MCN that provides live broadcast selection and training integration services, but also a brand incubator. Relying on Zhang Ting and Tao Hong's years of network accumulation in the entertainment industry, perhaps Tao Buting's star team will continue to expand.
Another hidden "MCN boss" is Hu Haiquan.
In addition to being a singer, Hu Haiquan's other well-known identity is that of an investor. According to China Investment Network, as early as 2017, Hu Haiquan's Haiquan Fund owned 7 funds with a total management scale of 1.3 billion yuan.
The Giant Master Cultural Industry Fund founded by Hu Haiquan has also made many moves in the field of pan-entertainment. Station C checked the data of Tianyan and found that li Jiaqi's beautiful wrist behind him had Hu Haiquan's investment pen.
As an anchor, Hu Haiquan's performance is very professional. Huang He, founder of Make a Friend Technology, told Station C that Making a Friend provides supply chain support for Hu Haiquan's live streaming. During the Pet Powder Festival, Hu Haiquan started 3 broadcasts, with an average of more than 10 million per game, and one with sales of 146 million.
However, as the boss, Hu Haiquan's attitude towards live e-commerce is more cautious. According to industry insiders revealed to Station C, the anchors currently signed by Hu Haiquan's giant entertainment include Lin Shengbin, Zhejiang TV host Chen Huan, etc., but the performance of its anchors has not surpassed that of the boss Hu Haiquan.
It is worth mentioning that most of the star anchors who can stir up the storm in the vibrato live broadcast have intersected with each other.
On November 2, Li Chennic started broadcasting on Douyin, Zhang Ting and Hu Haiquan once occupied the first and third positions in the sound wave list, Luo Yonghao and Li Shi also appeared to call for him, and Huang He was even more pro-self-help Li Chennic's live broadcast room.
Huang He will make a friend's current live broadcast support service as "'bag check-in' type live e-commerce and integrated marketing operation services", one option is "we provide a full set of live broadcast services such as marketing, promotion, live selection, and Douyin small shop operation", or separately carry out in-depth cooperation on live broadcast (front-end) and supply chain (back-end).
Huang He revealed to Station C that the business extension of making a friend stems from the "natural overflow of live broadcasting ability", in addition to serving luo Yonghao and other self-owned anchors, making a friend will continue to provide live broadcast services for other stars, celebrities, celebrities, celebrities and celebrities who want to engage in live broadcasting.
<h2>Vertical anchor breakout: uninterrupted live broadcast, only sprint single game</h2>
The head MCN, the stars with their own capital and attention actually occupy the traffic market of the Douyin Pet Fan Festival. For small and medium-sized players, if they want to get the distribution of the Douyin public domain traffic pool, or even a good performance with goods, they need to find another way.
First, super long live broadcast.
This is the mainstream approach adopted by small and medium-sized businesses. Taking November 10 as an example, in the jade vertical category of the popular anchor C of the Douyin Pet Fan Festival, the start time of Shilipai Jade is 9:00-24:00, and Huican Jewelry has opened a continuous 24-hour live broadcast from November 4, which has not been interrupted as of press time.
According to the calculation rules of the pet fan festival heat list, the start time, popularity value, and cargo data have become the measurement dimensions.
In addition to the super long time, jewelry anchors also have a lot of "routines". For example, the strength of the jadeite, the anchor "Niangniang" first introduced the color and market value of the jewelry one by one, the user must first join the fan group, and then listen to the slogan of "Niangniang", deduct a number, and the fans who first appeared on the public screen are eligible to buy. If fans have jewelry at a glance, they can also send a koi "cut beard" worth 399 yuan to directly qualify for purchase.
Because jewelry is not a standard, and there is only one piece of jade per piece, these jewelry merchants often stipulate that the audience in the live broadcast room pay attention to the account to become a fan, and then have the opportunity to snap it up. The setting of such rules leaves accurate traffic for merchants and higher user value. According to Shilipai's customer service reply to station C, "there is no one who grabs (purchase qualifications) and does not buy." ”
These small and medium-sized businesses work hard, and are naturally tacitly acquiesced and even encouraged by the official Douyin.
Niche categories such as medieval, jade, and liquor are all listed as sub-categories of the pet powder festival, and Douyin also sets up a "rookie attack track" for novice anchors registered within 3 months, which has a very obvious purpose of attracting small and medium-sized businesses. In particular, non-standard categories, such as jade, cultural play, medieval, etc., are often in a marginal position in traditional e-commerce channels, which has advantages for the vibrato e-commerce that is halfway out of the house.
This year, Douyin e-commerce has attacked all over the country, setting up a Panjiayuan Wen play live broadcast base in Beijing, a Ruili jade live broadcast base in Yunnan, and equipping major jade live broadcast bases with quality inspection centers, with the intention of making efforts to non-standard categories. According to DoNews, since the beginning of this year, the GMV of the Douyin e-commerce jewelry and jade category has increased by 200% year-on-month.
Before the pet powder festival opened, the Douyin small shop launched the "word-of-mouth score with goods"; for the small and medium-sized anchors who lacked selection resources, Douyin also opened the official selection pool to support anchors to add windows with one click. Relying on the platform's policies and traffic tilt, these vertical merchants, small and medium-sized anchors, also showed a very bright performance in this pet fan festival.
Second, selectively give up and concentrate on doing 1-2 games well.
From the perspective of merchants, all in live broadcasting, using their own anchors, bringing their own goods, and diverting the flow of their own stores is a business that is still worth doing, but for some small and beautiful team of talents, this practice is completely unrepeatable.
Beauty top talent Luo Wangyu has more than 6.5 million followers on Douyin. During the Pet Powder Festival, Luo Wangyu made a live broadcast on November 2, and the war report released by the team showed that the sales of this field exceeded 12.45 million yuan, and the total list of popular anchors C and beauty sub-lists updated in real time on the day of Douyin ranked first.
Luo Wangyu's team responded to Station C, saying, "At this frequency, we are already very busy. According to the C station, Luo Wangyu's team is limited in size, with about 15 people, and needs to be responsible for daily content, business cooperation, selection and all administrative matters.
In the past 3 months, Luo Wangyu's monthly update frequency has remained at about 15, almost every 2 days. From October 25 to November 9, Luo Wangyu released a total of 5 short video with goods ads, in addition to 4 daily content, and the update frequency was comparable to before.
That is to say, the "production capacity" of the small and beautiful team is limited, and under the premise of ensuring the frequency and quality of short video updates, it is already "overloaded" to do live broadcasting. In contrast, backed by Worry-free Media, the big wolf dog couple maintained the rhythm of the video day in September, and continued to "self-transcendence" and did 11 live broadcasts with goods.
In Douyin, which has a daily active 600 million, live broadcast competition is becoming more and more fierce, and it has become almost impossible to fight alone. From this pet fan festival, it can be seen that the head effect of douyin e-commerce has gradually emerged: the head anchor relies on MCN, the star at the top of the "contempt chain" relies on capital, and the majority of small and medium-sized anchors can only invest unlimited energy and time.
However, compared with the solid foundation of the e-commerce platform, relying only on a few head MCNs and star companies, it is obviously impossible to tell the story of Douyin e-commerce completely. Next, how to improve the e-commerce ecology and absorb small and medium-sized anchors and MCN will be the challenges faced by Douyin.
Author: Gu Lafeng, Zhang Chenxi
Edit: Zhong Rui