It'S Not Easy For E-Commerce Anchor To Survive

After another year of hustle and bustle, "double 11" has finally passed. Record breaking remains the same.

The biggest difference between this year and last year, in addition to the longer time period, is the unprecedented strength of the anchor. This is the head anchor.

On the first day of the "double 11" pre-sale, the cumulative viewing volume of Weiya and Li Jiaqi's live broadcasting rooms were 162 million and 148 million respectively, and the total Gmv was nearly 8 billion yuan.

But under the head anchor, the tail anchor survives difficultly. In the previous grass-roots research, a number of buffeting anchors expressed their pressure, and with more and more people entering the industry, the pressure is increasing. Even a million level tremolo network red said, very unsafe, often in the conflict of career change.

So what makes this situation? E-commerce anchors are more and more like stars. Winners take all. In other words, head anchors and stars are a species, with traffic focus. The platform needs a well-known anchor to open the live broadcast business popularity, the brand business seeks insurance, or close to the head anchor, which itself is an advertisement.

As a result, both sides have the motivation to put resources on the head anchor, and the anchor can also expand their team and voice. This is a virtuous circle for the anchor and a vicious circle for the industry.

Why? The essence of e-commerce live broadcasting is the marketing field, which puts the marketing link in front. What the retail industry needs is a professional anchor to expand the influence and sales of subdivision products one by one. Differentiation and specialization are the most efficient ways.

However, when the anchor is too star like, what it carries is the sales volume, which can only be the sales volume. Because of the limited energy of the anchor, it is impossible to have a deep understanding of each subdivided industry. Can this really achieve professional delivery? Excessive focus will bring too many benefits, the cost of failure is too large, and the goal will be to avoid failure rather than to bring goods professionally.

Of course, the industry also needs the head anchors, who bring the live broadcast into the public view, but this is like a historical stage. More need professional anchor, this will really promote the process of the industry.

Leibinyi, founder of worry free media, once told reporters that in the future, it will march into the retail and film and television industry, among which the retail industry has the largest imagination space. Worry free media is a company that makes shaking sound network red, which temporarily ranks first in the shaking tone MCN list. There are "Yuyu and maomaojie" under the banner, which is the male role-playing artist who sings "good hi Yo". According to the Research Report of Founder Securities in March, the value of worry free media reached 1.93 billion yuan, ranking first among online celebrities.

For worry free, having a head online red is more sustainable than having a network red building system. Too much reliance on one person will increase the company's operational risk. The same is true for platforms. The risk of a hundred flowers blooming is smaller. For normal work, it's better to work online and offline.

According to the 21st century economic report, Jiang Tao, founder of Xingmeng factory, a network of MCN institutions, revealed that the cost of acquiring a user in the live broadcasting room on the microblog platform is as high as 45 yuan, compared with only one or two yuan in the past two years.

The industry is already moving from the blue ocean to the Red Sea, and the head anchor is also under pressure. At this time, if a truly complete and fair traffic allocation mechanism can be established, it will be a good thing for MCN institutions, platforms and brand owners.