The operating agency behind Luo Yonghao, “Make Friends”, said that it is continuing to look for growth opportunities. Not only Luo Yonghao, but also other contracted anchors will come to Taobao live broadcast room to meet consumers in the future. New Oriental also said that it will do business in Taobao.educateLive streaming is a long-term plan with clear goals.
At the same time, whether it is Luo Yonghao, Make a friend, Yu Minhong and New Oriental, they all emphasize that the live broadcast operation on Douyin will not change, and will continue to maintain a good relationship with Douyin.
This means that the monopoly of the live broadcast e-commerce platform on super-head anchors will be broken, and the cross-platform development of anchors will become a new trend.
Luo Yonghao and Yu Minhong enter Taobao
Luo Yonghao’s entry into live broadcast and delivery of goods can be said to be smooth sailing.
At 8 p.m. on April 1, 2020, Luo Yonghao started the live broadcast debut show on Douyin. In 3 hours, it recorded a total of 48 million viewers and a total sales of over 110 million yuan, becoming the first Douyin in one fell swoop. Big cargo anchor.
In the next two years, Luo Yonghao brought more than 100 live broadcasts, paid off his personal debt of more than 600 million, made a friend and developed into an industry-leading live broadcast organization, hatching Zhu Xiaomu, Li Zheng and others The anchor, in 2021, will win the title of Douyin live broadcast with actual payment sales of 5 billion yuan.
Until June 2022, Luo Yonghao announced his withdrawal from social networks and began to gradually fade out of the daily management of making friends and join the high-tech industry. The “Luo Yonghao” Douyin live broadcast room was also officially renamed as the “Make Friends” live broadcast room.
Although Huang He, the founder of Make a Friend, once said that Luo Yonghao’s departure would not have a great impact on the company’s GMV, according to Feigua data, Make a Friend has dropped to ninth in the July-September list of Douyin live streaming. The number of fans is also as high as 7.5 million compared with the new top spot.
From: Flying Gua Data
Therefore, in an interview in September, Huang Heyi changed his statement five months ago that he “doesn’t consider developing a cross-platform live broadcast business”, saying that “a qualified brand should bloom everywhere in every channel” and “the Douyin” It is a natural thing to understand one channel and then enter other channels.”
Entering Taobao Live this time, Make a Friend not only opened the account of “Make a Friend Yanxuan Store”, but also brought Luo Yonghao to take the lead. It is reported that the “Luo Yonghao” Taobao live broadcast room is positioned in all categories, and will be premiered by Luo Yonghao himself at 8 pm on October 24th. During this year’s Tmall Double Eleven, “taking care of the needs of men”, the main pushcell phone, 3C digital, home appliances, drinks and sportswear, etc.
A few days ago, at 4 pm on October 20th, Luo Yonghao Taobao live broadcast room has started a daily warm-up live broadcast, and other anchors under Make a Friend will explain the products that will be available on Double Eleven. After the warm-up, the “Luo Yonghao” account has rapidly gained followers, and it has exceeded 900,000.
From: Taobao Live
Coincidentally, just as Luo Yonghao and his friends officially announced their entry into Taobao, New Oriental founder Yu Minhong also confirmed that he will conduct a 1-hour live broadcast on Tmall “New Oriental Xuncheng Education Store” on October 31, mainly to share Contents about college students’ learning and growth planning.
However, according to people familiar with the matter, the New Oriental live broadcast team has two lines, one is the New Oriental live broadcast room, and the other is the Oriental selection live broadcast room. This live broadcast of the Oriental selection will not participate.
But Oriental Selection’s entry into Taobao is obviously not too far away. Earlier, New Oriental director and CFO Yin Qiang mentioned: “Since we started live streaming, we have positioned multi-platform, multi-channel, and multi-product delivery.” In early September, the official store of Oriental Selection stated that it was preparing for Taobao live streaming. At present, multiple accounts of Dongfang Selection have appeared on Taobao Live, and dozens of Dongfang Selection’s own brand agricultural products have been listed on the flagship store of Dongfang Selection.
The traffic dilemma of Taobao live broadcast
From the perspective of Taobao live broadcast, behind the two major anchors of Douyin “digging” is the traffic dilemma they are facing.
Although Taobao has faintly shown since 2021 that it is not particularly at ease with the head anchors who are powerful enough to decide to stay or stay at any time, and by giving traffic support to the mid-waist anchors and encouraging merchants to broadcast themselves, they have created the “decentralization” of the anchors. . However, during the period when Sydney and Wei Ya were successively banned for tax evasion and Li Jiaqi suspended the live broadcast due to “internal equipment failure”, Taobao’s live broadcast was hit hard, which can be seen from the performance of this year’s 618 live broadcast.
According to the data released by Taobao Live, this year’s 61.8 billion yuan live broadcast rooms have dropped from 43 in last year’s Double 11 to 32, and only 434 were shortlisted for the “ten-million-dollar club”, a drop of 17.51% compared to last year’s Double 11.
Cross-platform horizontal comparison, the third-party agency Star Map data shows that Diantao (Taobao Live Independent App) only ranked third in sales during the 618 period this year, after Douyin and Kuaishou. In terms of the results of anchor delivery, the Huaxi Securities Research Report shows that this year’s 618 Top 5 anchors are divided between Kuaishou and Douyin, each occupying three and two seats, while last year’s 618 Top 4 anchors were all from Taobao Live, and opened with the fifth place some distance.
Source: Star Map Data
Taobao live broadcast did not sit still, and under pressure, it moved frequently.
On the one hand, bet again on content. At the Taobao Live Broadcasting Ceremony held on September 1, Taobao launched the concept of “new content era” as a response to platforms such as Doukuai. In Ali’s words, it is to fully open the Taobao live broadcast 2.0 era. For the e-commerce anchors on the platform, the most critical change is that the traffic distribution mechanism of Taobao Live has changed, from the previous “transaction-based” to “transaction + content” dual indicators.
On the other hand, it is intensively expanding its own anchor team: hosting the “China New Anchor Contest”, creating a new anchor group of 11 people; supporting waist anchors, launching the new pilot plan, the League of Lighters, and the super new anchor. There are four anchor policies such as the Coffee Plan and the Yuanli Plan; as well as the introduction of anchors from outside stations, “Xu Luo”, the head of Taobao Live’s new ecological business line, said in an interview with the media, “What you can think of (all short videos on the entire network) or live broadcasters), we basically talked about it.”
However, judging from the current situation, new anchors have not been able to fill the traffic gap of Taobao live broadcast. Just taking the tens of millions of Douyin’s “Yili Xiaoshazi” as an example, since it entered Taotao in mid-April this year, a total of 36 live broadcasts have been broadcast, and the highest viewing data is 4.136 million people, which happened on April 29. In the 4 live broadcasts since October, the viewing data has not exceeded one million. The account fans are only 672,000.
From: Taobao Live
In addition, the live broadcast e-commerce outlet has passed, and it is almost impossible to bring forward enough anchors to carry the traffic of “Weiya”. With its advantages in category coverage and merchant resources, the introduction of anchors with their own traffic has become the best choice for Taobao live broadcast.
Specifically, this time, the joining of Luo Yonghao and his friends will significantly enhance the overall strength of the platform’s anchor matrix, bring new traffic and increase diversity – Taobao’s mainstream customer base tends to be young women, taking “first brother” Li Jiaqi as an example. Lipstick and other beauty products run through its history, and Luo Yonghao is mainly in 3C and other categories and male consumer groups.
In addition, at the key point of Double 11, Luo Yonghao and making friends are likely to bring a certain demonstration effect and cause other anchors to follow suit.
However, because Luo Yonghao’s live broadcast style on Douyin has a certain gap with the previous Taobao super-head anchor, it is still uncertain how much energy he can finally exert. Soochow Securities analysis believes that if Luo Yonghao wants to become a super host of Taoism, he must sell more big-brand products and get bigger discounts.
Cross-platform delivery of goods has become a new trend
In fact, over the past year, streamers have shown a tendency to cross-platform. Not only Douyin’s anchor Cheng Shi’an, Rice Cake Mom, etc. participated in Taobao’s live broadcast, Taobao’s Qi’er also switched to Douyin, Li Jiaqi also began to operate on WeChat mini-programs, Xiaohongshu and other platforms, and Dongfang Selection even established its own APP channel.
Behind this is the post-anti-monopoly environment of the platform economy, and there will no longer be a so-called “choose one of two” situation. There are more and more live e-commerce entrants, not only Taobao,Jingdong, Pinduoduo, the three major e-commerce companies, as well as content platforms such as Douyin, Kuaishou, Xiaohongshu, Bilibili, and Video Accounts, and even teaching and auxiliary institutions such as New Oriental, Doushen Education, TAL, and Gaotu have “going to sea”.
However, there are naturally differences in the operating environment and customer mentality of different platforms. Take Douyin and Taobao as examples. The former adopts a decentralized traffic distribution mechanism to reach purchasers through content, which is conducive to the rapid growth of new anchors; the latter It is to start from e-commerce and then strengthen the content, and the ceiling of bringing goods is higher.
The anchor can achieve comprehensive growth by bringing goods through multiple platforms. Conversely, once the anchor’s cross-platform delivery of goods takes place, the platform can also gain reverse growth by attracting fellow anchors to live in their own homes. Anchors bringing goods across platforms has become a new trend in the industry.
However, the cross-platform development of anchors is not an easy task. The first problem before them is how to adapt to the new platform. After all, all the traffic and popularity they have gained before are based on the adaptation of the platform and the attributes of talents. For platforms and brands, both opportunities and challenges coexist.
As a result, under the trend of cross-platform anchors, it is very likely that another reshuffle will be ushered in whether the anchors or the platforms.