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There'S Not Much Time Left For Live Broadcasting Providers.

2020/5/18 12:18:00 0

Live Broadcast

The fire of live broadcasting business is burning fiercer. In April 24th, Dong Mingzhu watched the first show on the night of the first show. 4 million 310 thousand, in April 1st, the first live broadcast of Luo Yonghao, 23 goods in three hours, the total transaction volume was 110 million.

In some industry circles, the direct seeding business has become a subversive existence.

Taobao's general manager of content electric business, Xuan De, said at a business training seminar after the outbreak that the live business providers were shorter and more conversions than traditional electricity suppliers, and met the needs of all parties. "For businesses, the original form of e-commerce is unmanned shelves + customers, and live broadcast is interactive two-way interaction with the anchor; for users, by looking for goods on the shelf before becoming a recommended grass, the decision-making link becomes shorter. And net red is a new channel, bringing new customers to meet the needs of business sellers.

Li Hao, a direct seeding service provider and founder of Mars culture, said in an interview with tiger sniffer Pro that Taobao's number one opponent will be changed from a lot to a fast one. It can't be another Taobao to beat Taobao. " "Live broadcast is a scene that fits under the line, moving the offline experience to the line, completely different from the shelf experience now." He also speculated that the direct broadcast business in 2020 will break through the trillions of scale, of which Taobao's live broadcast has doubled from 200 billion last year to 500 billion, and the fastest speed has increased from 50 billion last year to 200 billion to 300 billion, while WeChat, jitter, and many other platforms can also scale to tens of billions to 100 billion.

Indeed, there is a successful live broadcast case. The brand is perfect. The diary relies on the anchor to bring the goods into full play. In 2019, the total channel sales exceeded 3 billion 500 million (growth box data). The anchors, like Simba, on the fast track, set the target of carrying 100 billion of the goods throughout the year. According to the figures monitored by the Mars culture, Simba averaged an over 220 million yuan trading volume, exceeding Vic to become the first person to carry the goods. 。

Under the support of platform and successful cases, all businesses are rushing to make CEO debut. Their purpose is clear, when the industry is not formed, the market has been awarded a share of the site. Just like more than a decade ago, the electricity supplier surged, bringing various mythologies of making rich.

But is it possible? Is the new round of transformation of online retail in China really brought by live providers?

The disclosure of a listed company in January this year showed another scene:

In January 9th, Yu Jia Hui, the parent company of Yu Ni Fang, received the inquiry letter from the Shenzhen Stock Exchange, asking if it exaggerated the influence of cooperation with net red. Yu Jia Hui replied that in 2019, he had worked with Li Jiaqi for 47 times, and had more than 30 cooperation with Victoria's live broadcast. In cooperation with more than 1500 webcast anchors such as Chen Jie, Kiki, and so on, the total number of live broadcaster was over 8000.

At that time, due to the annual report did not come out, royal family revealed that the first three quarters of 2019, the proportion of sales generated by live providers, accounting for 4.02% of the company's revenue.

From the annual report released in April 21st, the total revenue of royal family last year was 2 billion 400 million. If 4% is the year-round level of live broadcast, that is to say, the more than 8000 live broadcast of the royal family reunion will average 22 live days per day, with an average income of only 12 thousand yuan per day.

One cold and one hot presents two poles.

Therefore, under the excitement of all kinds of excitement and "one night" prosperity, the players who want to get in the field need to calm down and clear up a few questions.

First, why are live providers so hot? What is the core reason?

Second, what is its value?

Third, how can businessmen make good use of this model?

Fourthly, what will the future trend be?

Fifthly, what opportunities will this chain generate?

First, the second stage of direct seeding electricity supplier.

The heat of live broadcasting business was burned two years ago. What is unexpected is that in the last three months, the more the story is told, the more merchants, net, MCN and capital continue to flow.

There are epidemic factors. Affected by the epidemic, a large number of stores under the line of passenger traffic was once zero, businesses closed down the next store, idle shopping guide to fight online live. There are also a large number of stars, net red and capital nowhere to go.

More directly is the promotion of platforms.

60 million signed Luo Yonghao to let the vibrato live with the goods. Compared with the vibrant celebrity play, Taobao's live broadcast has entered the second stage.

Since mid February, Taobao has launched many training sessions for businesses, and Yu Feng, general manager of content business, has been supporting the series of supporting policies: reducing the threshold of business live broadcast, shopping guide can be anchors in 5 minutes registration, and businesses are bound to anchor their hosts in the background. Traffic support, the first live broadcast of businesses has the right to surf, if the effect is good, then support will be doubled in the case of Taobao. Prior to that, Taobao set a high threshold for the entry of live broadcast, and the certified anchor could be launched.

The released signal is obvious: Taobao's live broadcasting is changing from supporting the anchor to supporting businesses.

In the two years of 2017 and 2018, the strategy of Taobao's live broadcast was to pack the head anchor to attract MCN and the red men into the Bureau and push the live broadcast of Taobao. Over the past two years, under the support of the platform, there appeared super anchor of Li Jiaqi and Wei Ya. According to the data from Mars culture, Li Jiaqi carried nearly 20 billion of cargo in 2019 and more than 10 billion.

In November 2019, there was an adjustment in Taobao's live broadcast. In November, Yu Feng, a senior director of Alipay's user and platform business department, was transferred to Taobao by Xuan De, director of broadcasting, Taobao headlines, etc., reporting to Taobao Taobao President Jiang Fan. Three months later, Zhao Yuanyuan, director of Taobao's live broadcasting operation, left.

Insiders close to Taobao's live broadcast told tiger sniffer Pro that the direct reason for Zhao Yuanyuan's departure was not completing the annual KPI. "Taobao's live broadcast in 2019 was more than 200 billion GMV, but the original target was 400 billion."

The fundamental reason is that Zhao Yuanyuan 4A advertising is good at marketing, and can create phenomenal anchors, which is suitable for Taobao's live broadcast. After that, he failed in the big strategy of Ali.

"The final form of direct seeding business is goods, not people. Because there are so many anchors with strong cargo effect that ten fingers count over. And Ali's ambition on the live broadcast is very large, which can be said to be their first strategy this year, and only by relying on the anchor can not reach hundreds of billions or even billions of volume, so merchants must enter. The person said.

It is reasonable to speculate that Taobao needs to attract millions of merchants to enter the market if they want to make a big live broadcast of the electricity supplier's plate. Therefore, under the platform promotion and the amplification of the epidemic situation, the live broadcast business boom has been detonated two times.

Then why is Taobao going to make the dish of "live direct business" this year? This is related to competition, and also to the value of live selling.

With fast hands and jitter, the short video platform is threatening to sell. The fast business operator began testing water from 2018, and was proved to be running through it last year. Li Hao speculated that last year, the fast delivery of goods reached 50 billion, and this year it will skyrocket to 200 billion to 300 billion. The chattering started late, but by the third quarter of 2019, it was also broken by 1 billion yuan per month, and the figure has exceeded 3 billion in the last two months. Li Hao predicts that this year's live broadcast of the live sound is likely to reach 50 billion.

However, the slowdown in the whole online shopping industry is an indisputable fact. China's online retail sales growth rate for the first time was lower than the global average level from the 2019 annual report of the Chinese electricity supplier released last November by the Academy of social sciences.

When growth slows down to a stock market, competition between platforms becomes a contention between traffic flows. Therefore, there is a view that if the jitter and the fast hand become the first choice, Taobao's users will be intercepted upstream, resulting in a shelf. This is absolutely unacceptable to Ali.

The relationship between the electronic commerce platform and the live broadcasting platform has become more subtle.

According to the media, "new daybreak" reported that since December last year, the fast shop has been unable to add Taobao products. The reason is that Taobao is either quick or covertly quick to anchor the anchor. When the quick delivery page jumps to Taobao, a prompt appears to invite the anchor "one key to enter". Quick hand in a rage, decided to suspend the Taobao chain. In March of this year, Taobao was released from the "little black house" quickly, but the fast changing products also changed, and users could complete the transaction in the fast shop. There was no need to switch to Taobao.

In addition to competition factors, we must not lose sight of the fact that direct seeding can really improve sales efficiency.

Direct seeding electricity providers will push the flexible supply chain transformation to a certain extent. This occurs mainly in the head anchors, resulting in a short time to maximize the volume of transactions, factory production on demand, that is, reduce inventory and meet user needs.

Alibaba chief of staff Ceng Ming has expressed similar views on different occasions: the next ten years of industry trend is that a large number of brands directly use red, employees or anchor to guide purchases. The origin is directly oriented to the end users, publishing the content by means of text, short video, live broadcast and other means to facilitate purchase, thereby promoting the flexible supply chain in reverse direction.

Finally, we should return to users. Compared with pictures and texts, users are more receptivity to live broadcasting, and more likely to buy.

Businessmen with main clothing gave Pro a group of data to the tiger. Their daily live broadcast (live broadcast, no head anchorperson), the conversion rate between 7% and 10%, that is, 100 people entered the live room, 7 to 10 people would place the order. This is higher than 5% of the picture page.

User habits are also shifting. The business mentioned that the number of people living in live rooms was 6000 to 7000 hours a year ago. After February, the number doubled to 10 thousand and 3 to 10 thousand and 5 hours. It shows that users' habit of watching live broadcasting is constantly developing, and more and more people are entering.

QuestMobile data released in April can also be confirmed. In March, users spent less time on short videos and live broadcasts, an increase of 80% over the same period. The parties compete for the user time.

To sum up, live broadcasting business is indeed a trend. It caters to users' preferences and improves the efficiency of supply chain. But there is suspicion that the epidemic and the platform will be magnified.

Two, how to choose a wandering business?

There are only a handful of those who seize the opportunity. Most businesses are busy outside, they want to catch up with the train, but they can not start. After all, such as Yu mud Fang, one of the first crabs to eat crabs, the effect is not satisfactory. Last year, the 8000 live broadcast of the Royal restaurant was 22 times a day, with only 4% of live sales.

Similarly, there are complaints about the direct seeding electricity supplier and the electricity supplier of Pu Xi. According to the first financial report, the person in charge of the electric power of Pu Xi revealed that the link fee of Li Jiaqi's "double 11" was 150 thousand, and the proportion was 20%. They worked with Li Jiaqi for 5 times and lost 3 times.

Wan Xucheng, the founder of SEE, a business service provider, organized more than 50 public numbers on WeChat to make a live grass planting Festival on 618 last year. "At that time watching Taobao, fast hand are doing live broadcast, want to test whether it can run through WeChat."

The conclusion of the test is: in the public domain traffic platform, live broadcast is still dominated by head anchors; in private domain traffic, such as WeChat live broadcast, Taobao live broadcast, more is a day sales scenario. The latter's overall explosive force is not so strong, but it can last.

This is actually divided into two types of live selling: one is the live broadcast of the head net represented by Wei Ya and Li Jiaqi; the other is that the merchants themselves find the anchor, and live in the live room of the shop.

In Wan Xucheng's opinion, the key to choose which way is to find out what is to be achieved. Head anchors are mainly for a large number of shipments and create momentum. Store sowing is a daily operation means. Both new and promotions can be used and can continue to be done, which can be regarded as a more attractive product detail page than picture and text.

For the role of head anchors, Li Hao elaborated more detailed, "at present most businesses for the use of red head nets are wrong, only three cases available."

First, new products need new users. "Every new product must have a batch of seed users to do word of mouth fermentation. Now it is passed to you by Li Jiaqi, and it feels good to have word-of-mouth fermentation after use."

Second, rush ahead, stage impulse. "For example, double eleven is coming. I need to think of a way to rush to the top of the list. At this time, ranking can be more preferable. I can cooperate with the head anchors without cost, and rush out the volume and suppress the competing products.

Third, clear inventory and sell goods. "Inventory backlog, I can not finish the channel, need to dump goods."

Li Hao doesn't think that live selling is for brands. "You go to see how ya and Simba live. They are all price playing. Discount is the core. The logic is that the anchors' ability of huff and puff is large enough to get the lowest discount in the whole network, and users follow him to buy cheap ones. What is the advantage of this brand? This is not the way to play the brand. "And the anchors are selling a lot of products in a live broadcast, with limited time for each product. How can we make brand tonality?"

However, with the trend of star anchors changing, the judgment is no longer absolute.

In April 18th, Taiping bird's men wore a strawberry bear T-shirt with toy story IP to enter Li Jiaqi's live room. Stock 10 thousand, sold out in 30 seconds. Taiping bird men's clothing electricity supplier responsible person told tiger sniffing Pro, this time and Li Jiaqi cooperation main purpose is marketing exposure, do marketing and topic voice, sell second. This T-shirt is neutral, while Li Jiaqi's fans are predominantly fashionable young women who are just the target users of this product. And after the event, Li Jiaqi fans will be in micro-blog, Xiao Hong book for the two time.

This is solely based on the star's thinking to consider the anchor value, that is, the value of its fans. Of course, there is only one Li Jiaqi on the market now.

Whether it's a head anchor or a daily store, it will eventually become a brand / business fan.

More than one live television operator believes that the fault of Yu's Square lies in the fact that users who have not brought net red have precipitated their own customers. There are more than 1500 anchors of Yu Ni Fang cooperation, covering the head and waist, too dispersed. The anchor will sell the mud shop today, but it will sell L'OREAL tomorrow, and it may sell Biotherm the day after tomorrow. Users do not precipitate to the brand itself.

The perfect diary is the positive case. The perfect diary also uses a lot of red people to grow grass, but the difference lies in the perfect diary, which combines head anchors with exclusive net red. In addition to the head net infrared, many waist anchors are bound with them, and shops are frequently connected with goods, and directly convert fans to flagship stores.

It seems that the more effective way of Yu Mu Fang is to use head anchors to bring goods at key time points, such as anniversary and promotion, and to tap and cultivate potential net red in daily life.

Women's wear brand Taiping bird dress, once in the 3.8 goddess Festival this year, rushed to the first place in the women's live broadcast. Unlike the color make-up brand, a lot of red people take the goods with them. Taiping bird's clothing is mainly broadcast on the shop, employing anchor or their employees live in the flagship store.

Its practice is more useful. Because commercial store broadcasting has become the mainstream of live broadcasting, according to the data released by Taobao, 90% of live broadcast live on Taobao live, and 10% of live broadcast comes from anchor / net red. 70% of the turnover is contributed by the direct broadcast of the business, and the 30% is the anchor / net red belt.

Three, how will the parties on the live selling chain evolve?

For ordinary small and medium-sized businesses, how to compare, the first thing to consider is whether it is necessary or not.

In the first part of the article, I mentioned that the live broadcasting business has its value. If you use the head anchor to bring goods, the sales volume will be large enough to force the supply chain. If the shops do the day sowing, cater to the users' habits, users will buy and transform higher.

Wan Xu said whether or not to use the head anchors to see their respective purposes, and daily shop sowing suggested that he should try: "live broadcast can be seen as an introduction to the introduction of pages, but its role is not only a form of content presentation, but also a service. You can interact with users in real time, communicate with you, what colors, sizes and questions you need to see. From this level, the live broadcast is to show the content in the form of service, which is more viscous than picture and text.

More practical is cost considerations.

The cost of head anchoring is made up of pit fee plus pumping. Taking Li Jiaqi as an example, a price quote at the end of last year showed that the snack fee of snack food was 40 thousand, and it was 20%, and the beauty and lipstick life class pit fee was 8-10, and it was 30%.

The cost of head anchors is not high, but the lowest discount of the whole network, plus 20%, 30% or even 40% of the anchors' chanting, can only be weighed by the business's profits.

For daily shop slots, there is a view that the biggest threshold is the lack of suitable anchors, and the high cost of training and hiring their own anchors. Wan Xucheng did not agree: "the biggest occupation of China is sales. Now it's just to move these sales to the online industry, but to develop their lens sense and the ability to interact with users in the lens. Direct broadcast has bred a large net red industry. In recent years, there are various training bases and anchor bases, which can be broadcast by hundreds of thousands of people. This threshold is much lower than expected.

Wan Xucheng believes that the polarization of anchors will become more and more clear. The head anchor is the star that brings traffic to the brand. And the waist tail anchor is sales, "can not take the waist tail anchor as a channel to see, they are in fact the essence of sales. The cost settlement for non head anchors is also very simple, and sales are sold out. Sell more and earn more. "

At present, with the influx of a large number of employees, the price of the ordinary anchor has been lowered, and there is a price of 200 hours per hour for the direct broadcast operation to tiger sniffing Pro. If it is broadcast 5 hours a day and 20 days a month, the cost will be 20 thousand. Most medium-sized businesses can accept it.

From the category, not only the commodity with low price is suitable for direct seeding, but all online categories that cannot be completely displayed are suitable for live broadcast. The top products of Taobao are jewellery, make-up and costumes, and the best sellers in clothing category are pants.

Based on the consideration of live value and unlimited category, tiger sniffer Pro believes that after the head anchor sale will become a marketing / marketing channel, the daily shop will be popularized and become a standard for medium-sized businesses, but it will act as a supplement to graphics and text, and will not replace or subvert the existing mode.

On the choice of platform, Taobao is suitable for branding, quick hands are suitable for factories, white cards, WeChat is suitable for players who have accumulated fans.

Ali has built up a complete business system in twenty years, and live broadcasting is also used as a tool for business services on Taobao. The same as the rise of the electricity supplier in the past, in Taobao / Tmall, live broadcast sells well eventually is the mature brand.

And the fast hand is based on its content entertainment and anchors' dependence, so that users can downplay the brand's fastidious when ordering. Li Hao once visited a Huizhou enterprise. The shoe market in Huizhou rented several floors. The whole space was in disorder, with all kinds of shoe racks behind. Every day, dozens of live sales are sold on the fast hand. This scene caters to users' psychology of grabbing goods.

Live broadcast on WeChat is still private domain traffic, the original fans activated, fans have accumulated offline stores can try.

From the present point of view, there is no possibility of developing a separate live broadcast business platform in the existing e-commerce, live broadcast players (Taobao, fast hand, shaking, spelling, B stations, micro-blog, WeChat, etc.), because the cost of acquiring businesses, users, and Internet is too high.

For businesses and anchors, with the support of platforms, there will be opportunities for businesses and anchors to rise. A businessman who started selling live goods two years ago told tiger sniffer Pro that in early 2019, when Taobao's live promotion tool was super recommended, just a few cents would cost a customer. A year later, this is unthinkable.

But with the influx of a large number of businesses and anchors, the dividends of Taobao live, fast, and jitter have basically disappeared, and the cost of traffic has risen. Eventually, businessmen are embarking on a way of buying huge sums of money to buy traffic, which is unbearable. And there are still opportunities for B stations to start just now.

In short, there is little time left for businesses and anchors.

Source: Tiger sniffing network writer: Wu Qiannan

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