Electricity Supplier: Why Can Wei Ya Become "The First Anchor?"

At 1 in the morning, the whole two floors of the office building are still bustling with excitement. Every team in the office is talking about almost everything. The heads of the brands are carrying out the samples in big bags and ready to go into a newly vacant conference room and wait for the selection after the sowing. This is Taobao's first anchor company, the company of movia, the humble office building.
This is the normal way of finding the whole company, starting at noon every day and leaving work in the morning on the second day. One young man joked that the "early commute" in their mouths was "off duty when someone was eating breakfast." At that time, Wei Ya was on the other floor of the studio, insisting on the product for "Wei Ya's Woman". Before the double 11, she almost sowed almost 1 o'clock every day.
2018, the cumulative turnover was 2 billion 700 million yuan in the whole year, and 330 million in double eleven and 24 hours. This is the result that Wei Ya is often mentioned by the outside world. To achieve this result, it took only three years for Wei Ya, but this is only three days a day of rest every day.
After 1 o'clock in the morning, weya took part in the double plate while taking oxygen.
There are so many hosts in Taobao's ecosystem. Why can Wei Ya become the "first anchor"? Will Wei Ya standing on the high side be replaced? Who will be replaced? What kind of team has cultivated her, how will her potential energy be extended? With all sorts of doubts, the power of the billion power and chairman Dong Haifeng and Wei Ya's agent, Gu Mo, carried out a deep dialogue, revealing the answer one by one.
　 01 why is it?
Billion power: Why did she become the first anchors of Taobao? Did it originate from her own character, team or some stage bonus?
Gu Mo: Heaven, earth, and harmony. Before Wei Ya, there were already some naughty girls entering the live broadcast of Taobao, while Wei Ya entered the second batch, but basically it was in 2016. At that time, Taobao's live broadcast had just started, and there was a natural traffic bonus in the absence of anchor. We can achieve such a result. Our analysis mainly comes from three points.
First, stick to it. At first, many anchor companies could not find the right businesses, because many businesses did not believe that Taobao's live broadcast would help themselves. No business cooperation means that the anchor has no revenue, or gains slowly, so some anchors leave. At that time, entertainment live broadcast prevailed, and many anchors chose to make faster entertainment anchors. Many industries are "leftover", and Taobao live is one of them. You will find the earlier Taobao anchors, and as long as they can keep up with today's results, they are not bad.
Second, user trust has been established. How does a sense of trust between users and anchors come into being? It is generated by users continuously buying products from live broadcast, finding products with good quality, good price and good experience. It's kind of like buying a cigarette. If you buy three times in the supermarket downstairs, it will be a real cigarette. Then you will basically buy it in this supermarket. This is a sense of trust brought about by transactions, and this trust will become deeper and deeper once it is reached. That's why she can become a full category anchor. Her fans over the past three years are not just fans but girlfriends. We have always emphasized that all products are tried by Wei Ya, and when this confidant is strong enough to tell you something is good, you will have no reason to believe it.
Third, the heart has not changed. With the continuous development of Taobao's live broadcast and the continuous influx of merchants, the anchors earn more and more easily. Too many anchors who have been bigger than Wei have to make quick money, or get some quick thoughts about the crisis, start selling some "three noes" products, and businesses are willing to give more profit products. And from the beginning of live broadcast, until now, she has been strictly selecting products that she thinks are good, and never once sold bad quality products for money. She is very smart. She knows that as a host, the core lies in the trust of fans. Once you have done something that disappointed the fans, the fans will never trust you again.
There is no stage bonus, and her fans are slowly accumulating. If we have to talk about the outbreak period, that is this year. On the one hand, the development of the direct seeding industry is very strong, and all enterprises are entering the Bureau. On the other hand, the live broadcast of the show is shrinking, and more and more anchor companies are starting to take the road of electricity supplier in order to cash in, so that more consumers can recognize the mode of live broadcast by the electricity supplier, and form a habit.
Billion power: Taobao head anchor is playing the concept of the lowest price of the whole network. Some people describe it as "human flesh Juhuasuan" and "online outlets". What do you think of this evaluation? In addition to the "lowest price of the whole network", what other labels or people have opportunities?
Gu Mo: the reason why we remember the most profound label is "the lowest price of the whole network" because it is the most direct interest point, and the user perception is the strongest. But I would like to clarify a few points.
There is an old Chinese saying that "selling is always better than buying essence". Businessmen will not do business at a loss. Whether it is "human flesh Juhuasuan" or other metaphors, it is more often used by a common people to understand the word (analogy), in fact, it is wholesale mode. We will tell businesses, as long as you put the price down, I have a huge purchase crowd, you can sell 10 thousand, 20 thousand or even 100 thousand pieces at a time, and your marketing costs will also be saved. Secondly, many people in the industry only saw the low price and did not see many details we did.
First, how to cut the price? It's not like meeting half in the market. All of our investment teams are sub categories, such as beauty makeup, mother and baby, etc., they are working in an industry for more than ten years, very experienced people. Their experience can be achieved, as long as we see the product and its formula, manufacturers, we can roughly know its cost, and then tell us the price we want when we bargain, but we must not let businesses lose. We are deeply aware of the proper practice of maintaining ecology, which is in line with the interests of all parties.
Businesses may be "uncomfortable". It is a pity that they do not participate. They seem to have not made much money, but when they are entangled, they often agree. Taobao has search weight, sales volume is an important factor. Businesses understand that if they sell the sales volume through live broadcast, they may become a burst, and the sales volume generated by natural traffic can still make money.
Many of the hosts are very smart now, and they can see what kind of products they have at the price, and they will go to the same business on the same terms. It is not necessary to compete with Vic, but they know that the price is approaching the limit of merchants.
Second, how to control in sales? Businesses always want to sell more, and 100 thousand of them want to sell them all. However, we will assess the ultimate delivery capability and the extreme service ability of merchants in the light of experience, so as to avoid a pile of after-sale problems. We will clearly tell the merchant how much the goods can be delivered. It's not about selling, but about selling. We once stepped on the pits, and the merchants told us that there were 50 thousand spot stocks. When we really sold 50 thousand orders, the merchant said I was out of stock and asked if I could refund your fans. There are many strange problems.
Third, how to do after sales? After sales ability actually has the greatest effect on sticky fans. There are no one hundred percent enterprises that do not make mistakes, and any big brands may have after-sale problems. We sold a big lipstick. After receiving the product, the user showed a scratch. The seller looked for a long time because the design was unreasonable, and lipstick would be scratched when lipstick was opened. Most hosts encounter more powerful multinational enterprises, and the result of communication may be a few dollars, symbolically appeasing the users. However, the practice of Wei Ya's after-sale team is that many rounds of communication with the merchants have finally reached agreement.
Last year, double 11, a well-known international brand played by Wei Ya played a word game, saying that the first 15000 users could add the product, and the people who saw it naturally thought it was calculated according to the order of payment, but in the end, the merchant said that the top 15000 paid users only gave the gift, but the user did not know it at all. In the end, the way that Wei handles is to pay for the gift and pay for everyone.
In addition to the "lowest price of the whole network", another important label is "strict selection". Wei Ya is essentially "Taobao live direct election", the role is to help users find the best products in the same category. If users want to buy Juicers, we will let all brands send samples to us, try our own functions, evaluate the price, and select a product that is most suitable for fans. The needs of users and viat are: I want a fridge, I want a... But they will not tell which refrigerator to tell, and feel that Wei can help me pick it.
After the end of the live broadcast, Wei Ya's team will resume the discussion to discuss the contents of the next live broadcast.
Billion power: in addition to sales, what are the values that Wei brings to businesses?
Gu Mo: brand value.
The purpose of Taobao or live broadcast is "product, marketing and efficiency". The new brand needs an introduction to get more cognition. After all, it hasn't invested much money to advertise. Now, through the live broadcast of Taobao, the brand can not only make more people know about it at a very low price, but also have intuitive changes in sales. What is the effect? "Wei Ya recommendation" has formed a brand effect, can be recognized by Wei Ya, enter the product of Victoria's live broadcast, at least nearly 9 million fans of Wei Ya will feel this product is good. More and more outdoor advertisements, Taobao search terms are also good, many brands will play the "four recommendation".
Many businesses are even willing to start the new product to Wei Ya, because "Wei Ya first" has also formed a IP. No matter big brand or small brand, what the new product wants most is consumer feedback. Traditional consumer feedback needs to collect a lot of consumer opinions through research institutions, which may be questionable regardless of efficiency or authenticity. After the start of "Wei Ya", the commentary on the live broadcast began to roll up. Some would say "too expensive". Some would say "packaging is ugly". This evaluation seems to be very naked, but the quality brand will feel that it is great to find these problems quickly. The fans of Wei Ya have a special feature. They will play the product of "Wei Ya first". They will evaluate it when they buy it back. They will say that they bought it from the broadcast studio of Wei Ya. The product evaluation will be written in super detail.
Billion state power: put aside the rules of the platform restrictions, will future Asia consider the development of platforms outside the Amoy system?
Gu Mo: it can not be said that to go outside the Amoy development, but will try to make more people know that. Jitter, micro-blog, we are also doing, and let Wei Ya on the variety show, but live broadcast will also be in Taobao. There are still differences between the users or consumers and other platforms in Taobao's live broadcast. Taobao's live broadcast is closer to consumers.
　 2 second "Wei Ya"
Billion power: in today's Taobao's live broadcast ecosystem, are there second "Wei Ya"?
Gu Mo: not so much that there may be second "Wei Ya", it is more likely that there will be more excellent business anchors. Perhaps the volume may not be the same as that of Wei Ya, but with the emergence of more and more people in the field of live broadcast, celebrities, celebrities, and even many experts in vertical industries, such as doctor of medicine, will surely emerge more and more excellent droid anchors and even whole category anchors. We are MCN institutions. What we often say is that it is not very likely to train another one, but it is still very likely that three people will be able to support one of them.
Billion power: who is the more likely Taobao Top anchor to grow up? Is it the anchors who grew up in the Amoy department, or outsiders, including celebrities, micro-blog red men and so on? Whose chances are bigger?
Gu Mo: the real willing to deep plough in the live broadcast of the electricity business, with a certain degree of professionalism will be more likely. But regardless of the volume of the transaction or the long-term consideration, I think it must be in Taobao live, because people who really buy things are in Taobao, other platforms may have a lot of traffic, but there may be more "sightseeing powder".
The power of the billion power: the world has already doubled its distance from the second tier anchors in the live broadcast of Taobao. Do you think that Wei and Qian have run into the safe zone? If not, where is the point of insecurity?
Gu Mo: of course not. The point of insecurity is whether it can effectively meet the increasing needs of users. Some fans even need to buy feather duster, and many fans want to buy a car. After communicating with Tmall automobile, we have made excellent Chinese products, but fans are not satisfied with it. If we want Audi, BMW and Mercedes Benz, then we will be more difficult. It is too difficult for these brands to talk about group buying price. The greatest sense of crisis in service industry always comes from how to serve good users.
In the live room, Wei Ya and her team.
Billion power: will there be such a crisis that the platform may no longer accept the Matthew effect of head anchoring one day?
Gu Mo: that's why I have a great chance to talk about anchors. Many head anchors are developed from vertical classes, and platform providers are also trying to support vertical class anchors. The platform side is also encouraging everyone now. Don't compare everything with Li Jiaqi and Wei Ya. You can achieve the top ten in a vertical class, and then strive for multifaceted development. In an ad recently photographed by Wei Ya, there was a phrase describing herself. "Overnight success story happened after one thousand nights".
Billion power: outside the industry, Taobao's live broadcast ecosystem is very fierce. There are even rumors that the head anchor has appeared in the "two election one" phenomenon. What is the real situation?
Gu Mo: the real situation is very simple. We hope to give the best discount to my fans, so we stand on the side of the fans to negotiate with the merchants. Of course, we do not want to have better benefits such as lower prices or better gifts from others or other platforms, which is a harm to my fans. But this does not impose restrictions on businesses.
3, beyond ya, the next step of modesty.
Billion power: modest search is a very stable institution in the outside world. How does it maintain and host healthy and long-lasting cooperation? Many institutions have experienced the situation of head anchors escaping. How to avoid them?
Gu Mo: the relationship between institutions and anchors is just the same as that of entertainment industry brokers and stars. The institution starts to cultivate stars from the prime people. After the stars are fired, they do not sign contracts, depending on whether the stars think the brokerage companies are sufficiently helpful to themselves. The same is true for anchor. Some organizations are just broadcasting the wool, transporting 100 anchors to the platform, and feeling that there will always be one or two fires. When the anchor really fires through his own efforts, he will definitely feel that everything has not been done by the organization. He has helped me to make a number, but I want to divide so much money into the organization, and I will not accept it in my heart.
What is the value and orientation of an organization? Institutions are not bosses, they serve the anchors. Only by serving good anchors, making the anchor earn more money, can the organization earn more money instead of squeezing, which many agencies can not do. Some institutions do not earn money is not a problem of ecological rules. In an industry, they will always do well and badly. Qian Xu's contract with all anchors is ladder like. When the size of the anchors increases, the proportion of the agencies will decrease, but as the base becomes larger, the profits of the institutions will also increase.
Billion power: how does modest search balance the interests of businessmen, institutions, celebrities and fans?
Haifeng: we have done various roles, knowing the needs and pain points of each character. At first, we did business in Guangzhou. We had business identity. All the clothes were produced by ourselves. We had the manufacturing role of supply chain. Later, as a anchor, she had an organic idea to sign her. Therefore, when we have the humility and the cooperation between humility and anchors, we also understand the needs of anchors.
There is a probationary period of three months in the contract between the anchor and the anchor. In the three months, both parties have the right to terminate the cooperation immediately. Three months is enough to let them know whether an institution can help them. The contract rule is also that the higher the anchor's income, the more the anchor will be divided. Because when the anchor maturity is higher, the work that the organization needs to complete will also be reduced, which is in line with the value output of both sides.
For businesses, there are sales demand, then we let businesses make profits, to achieve the highest sex ratio, through direct broadcast group buying way to create sales volume.
We understand the advantages of each role, where the demand is, where the pain is, and help the parties reach a critical point. Therefore, the suppliers and merchants who cooperate with qian can basically settle down for a long time.
Billion power: what are the new plans in the near future?
Hai Feng: modest search has accumulated a lot of quality businesses and quality supply chains and suppliers. Next, modest search will integrate these resources together to build a "super supply chain base". This base will be used to meet domestic demand in the early stage, and will be open to the whole Taobao live ecosystem after the internal operation is smooth.
Billion power: 6~7 hours of high-intensity live broadcast every day, will it make Wei Ya very tired? If one day, viya does not broadcast, will it bring great influence to modesty?
Haifeng: we will prepare for this matter early. Why do we have to be humble when we are very influential? Why are we going to share the quality supply chain of Victoria to help other anchors? In order to make sure that one day, she was tired and did not want to broadcast. Other anchors were mature. We have been building the anchor echelons, and now we have signed more than 30 hosts, including vertical class, high school, low volume and so on. At present, snacks, fitness and Top1 purchased worldwide are our anchor. Zhang Mofan and micro-blog are also working together to ensure that there are all kinds of high-quality anchors.
Billion power: from the perspective of industry development, what are your main problems now?
Haifeng: the live broadcast industry is getting better and better, but many organizations and anchors should consider their real value: how should the agencies consider how to serve good anchors? How to serve good fans? Businesses should consider how to develop better products. Only if these three problems can be solved in a positive direction, can the industry develop in a long-term and healthy way, and consumers will recognize you. Qian search will keep working in this direction.