Talk About Things In The Studio

　　 1、 Seeking culture with humility finally ascends the throne

Last year, a 1.341 billion anchor in the history of the biggest ticket, let Weiya tax evasion news, shocked the whole network gourd eating people at the same time, her own also like a meteor like a meteor, disappeared in the live room with goods.

In one day, Qianxun culture lost its main IP.

After more than 100 days of struggle and reorganization, Qianxun culture seems to have recovered its vitality and become the head MCN again. According to reports, Qianxun culture ranked first among the competitors in the monthly list of Taobao live broadcasting institutions in March.

In 2017, Qianxun (Hangzhou) Cultural Media Co., Ltd. was officially established. In 2019, Qianxun (Hangzhou) holding company wholly owned Qianxun culture. Dong Haifeng, Weiya's husband, is the major shareholder of Qianxun (Hangzhou) holding company. Weiya also holds shares indirectly through other institutions. With the rapid development, Qianxun culture has formed a live broadcasting matrix centered on Weiya, and has become one of the top MCN institutions.

Although unlike meione, which heavily relies on lijiaqi, after Weiya fell, only a handful of anchormans under Qianxun culture were able to make daily changes. After losing the "stone" that can cross the river, Qianxun culture is in danger.

However, Qianxun culture did not collapse, which is the result of its forward-looking vision of e-commerce live broadcasting in the early stage and the positive transformation of policy in the later stage.

The Qianxun culture, which was founded with Weiya as its original intention, is not limited to Weiya alone. Relying on Weiya's continuous exploration in the front line, Qianxun culture has rapidly accumulated a large number of live broadcast operation experience and formed a business logic with "product selection and supply chain advantages" as the core.

As early as 2019, after the company took shape, Qianxun culture began to build its own supply chain base. The role of this supply chain base is to gather the high-quality resources of weia team, so as to facilitate the direct replication and use of other anchors of Qianxun culture.

Qianxun culture attaches great importance to this supply chain. Therefore, qianpin Supply Chain Management Co., Ltd. is specially established to help Qianxun culture's anchors strictly control the quality of products in the studio, and empower more than 40 members of the "Qianxun family" including celebrity anchors and talent anchors.

In 2021, Qianxun culture launched e-commerce anchor training camp and shop broadcast service to further expand its business territory. The live broadcast experience and selection experience accumulated by Weiya team are textbook Level in the industry, which can help small and medium-sized anchors achieve rapid growth. The store broadcast service aims at b-end businesses and helps brand self broadcast with "trusteeship" mode.

Before Weiya's accident, Qianxun culture has been trying to hatch its own brand. But all of this came to an abrupt end with a fine notice. Qianxun culture has to slow down and seek further transformation.

For a long time, the head MCN organization uses the head anchor as its signboard to pry the organic cycle of the whole revenue structure. However, the head anchor has great risk, which is easy to cause word-of-mouth collapse.

A single income structure can not bear the weight of an enterprise's ups and downs in the business world. Qianxun culture has set out the goal of "going to Weiya" and starting to rescue itself in the direction of cultivating anchor in vertical field.

The broadcasting team of Weiya, a cultural organization, launched the live broadcasting room of "bee surprise club". With the help of Weiya's influence, in only five days, "bee surprise club" has been ranked in top 3 of Taobao live broadcast. By the time of publication, the Taobao live account of bee surprise had accumulated 3.246 million fans, with a peak of more than 10 million viewers.

It can be seen that, although due to the current policies and laws, Weiya can't continue to appear in the live room, her own influence and live mode are still giving out residual warmth, enabling other anchors of the company. On February 24, relevant departments released the list of 37 Unicorn companies in Hangzhou, among which Qianxun culture was listed.

The wind direction has changed, MCN organization is walking on thin ice, and is it not a rebirth?

　 Second, the spring is coming for small and medium-sized anchors

In November 2021, the tax evasion incident of Xueli, the webcast anchor, started the first shot of de Touhua in the live broadcasting industry. After the tax inspection, live delivery with goods entered the regulatory mode, and decentralization became the market consensus.

Friends who often pay close attention to the live broadcast will find that Li Jiaqi's time in the live broadcasting room is getting shorter and shorter, instead, the time spent helping the broadcasting team host is getting longer and longer. Some time ago, lijiaqi launched "Taobao" and the news of launching wechat apps seems to indicate that meione is also gradually sharing risks.

(assisted by Li Jiaqi)

On the second anniversary of the launch of the studio, Luo Yonghao's personal live broadcast duration has been reduced to 3%, and his live Gmv has also decreased from 20% of the company's total Gmv in 2021 to 5% today.

The head anchor gave way, the huge traffic was released, and the small and medium-sized anchor ushered in the spring of vigorous development.

According to reports, among the top 50 live broadcast stars in March, 16 anchors have successfully exceeded 100 million. Among them, many new faces appeared on the list, and the anchor from the waist began to make efforts.

In addition to the small and medium-sized anchor, the brand self broadcast also has wings gradually abundant, ate this wave of development dividend. In March, there were two brand self broadcast merchants in the platform, and the top 50 brand self broadcast accounts all achieved more than 24 million sales.

Not only tremolo, but also video numbers and Taobao live broadcasting are also making efforts to promote the prosperity of self broadcast by businesses under the large layout of private domain operation.

At the beginning of the downfall of the head anchor, many brand businesses were in disorder. Brand can quickly open consumer's cognition by using the celebrity effect of anchor. Cooperation with anchor is an indispensable channel for brand promotion.

But last year, the L'Oreal incident hit the hearts of brand merchants like a face-to-face. "Anchor dependence" is becoming more and more serious. At the same time, businesses lose not only the profits that they give to the anchors, but also the more valuable pricing power and flow dominance.

Businesses can choose excellent anchors to endorse their products, but they can't let them dominate. At this time, the small and medium-sized anchor who has no monopoly of market discourse power will undoubtedly become a better choice for business brand.

The small and medium-sized anchor is in the top position, and the brand self broadcast has built a long river. The live e-commerce has ushered in a turning point of development.

　　 3、 Live e-commerce advances in standardization

No industry can continue to grow savagely, and the east wind of policy supervision finally blows to the head of live e-commerce.

At the end of March, the state network information office, the State Administration of Taxation and the State Administration of market supervision jointly issued a document, requiring the live broadcast platform and MCN institutions not to plan to help anchors evade taxes. The regulations issued this time clearly define the responsibilities of the anchor and the platforms and institutions, and the platforms and institutions must strengthen the supervision of the anchor.

After this time, the host's tax governance will usher in all aspects of regulation, and the false boom bubble will eventually burst.

On the professional quality of the anchor, the relevant departments have also made provisions according to the requirements of the market and industry. In 2020, the anchor with goods will become a formal type of work as a "live salesman". In 2021, the Ministry of human resources and social security, the office of network information technology and the State Administration of radio and television released the relevant vocational skills assessment standards.

In mid March, Taobao organized a new test. In the live room of Taobao live broadcast platform, a group of anchors conducted an Internet Marketer live broadcast salesperson level 4 / intermediate worker certification test. Taobao live is the first platform to organize anchor registration and certification, and I believe it is not the last one.

In addition, Taobao has also been heard to establish MCN business news, once completed, Taobao platform on the anchor control will be a step up. The determination and action of Taobao live also shows the change of wind direction.

With the end of the big anchor era, the anchors, businesses, platforms and MCN organizations involved should actively embrace new changes. Future consumers will also welcome mature and professional live broadcast teams.