“The lowest price on the whole network” used to be the exclusive weapon of several leading anchors, but this year, the reporter of “Daily Business News” observed Li Jiaqi and Wei Ya’s live broadcast room and found that from beauty, snacks to daily necessities, all other platforms Can find the same authentic product at a lower price.
Even though the atmosphere of “Double 11” this year has cooled down a lot, “head anchors” do not have an “unprecedented” lowest price, but they are still the biggest beneficiaries of live e-commerce, and this “head effect” is more important. More and more gathered two people-“One Brother” Li Jiaqi and “One Sister” Wei Ya.
Judging from the situation on the first day of pre-sales, Li Jiaqi’s live broadcast room has a cumulative transaction volume of 11.5 billion yuan, and Wei Ya’s cumulative transaction volume in the live broadcast room is 8.533 billion yuan. The third place in Sydney’s live broadcast room sales plummeted to 930 million yuan.
“In every era and in every new economic form, there will always be one or two representatives. Why is this iconic figure (in the live e-commerce era)?” This is a question that the media person Lu Yu wants to ask Wei Ya , Is also the answer sought in the wave of live e-commerce.
Image source: video screenshot
Selling a house to pay off debts
36-year-old Wei Ya has had many lasting moments.
At the age of 17, he left his hometown in Anhui and went to Beijing to explore the world. He and Dong Haifeng, who was still a boyfriend at the time, opened a clothing store in the Beijing Zoo Wholesale Market. He became a model for himself and became the hottest stall in the wholesale market, saving the first place in his life. Tong Jin; 20 years old, she has always liked singing, participated in the draft competition, and later debuted as the lead singer of the women’s group; 23 years old, cut off all ties with the entertainment industry, regained the old fashion industry with Dong Haifeng, and opened seven An offline store, buying several properties in Xi’an and Guangzhou, and living a busy and prosperous life as a proprietress…
If it hadn’t been for the “back-to-back fight” in 2012, Wei Ya was just one of the millions of clothing businessmen in China, and would not have become the face of the times. That year, Wei Ya and Dong Haifeng and his wife felt the squeeze from e-commerce. Dong Haifeng decided to close the offline store and move to the front line. “The rapid rise of e-commerce, Xi’an store rents are getting more and more expensive, it is better to give it a go, do not leave yourself behind.” Dong Haifeng once recalled.
Operating an online shop, several losses. “Sold a house, and then sold a house. The savings in front are spent, and the life of the family is getting more and more tight.” In an interview with Lu Yu, Wei Ya said whether the e-commerce road is a choice. wrong? That was when Wei Ya was least confident.
The road to heaven is unparalleled, and the turning point came when Wei Ya started to be a live broadcast anchor for Taobao in 2016. At that time, the head of Ali’s live broadcast operation found that although the live broadcast did not make money, Wei Ya was the one who worked hardest.
Everyone knows the story later. In just a few years, Wei Ya grew plump wings in this “unprecedented” live e-commerce outlet, and flew to the sky that she had never imagined before. In 2020, Wei Ya’s annual turnover has exceeded 30 billion yuan, firmly occupying the throne of “carrying queen”.
The remarkable record ignited the MCN organization behind Via. In 2019, Wei Ya and his wife established Qianxun (Hangzhou) Culture Media Co., Ltd. Dong Haifeng is the major shareholder of the company. In 2020 and 2021, Legend Capital and Yunfeng Fund have invested in Qianxun. Qianxun has expanded its main business to include incubating internet celebrity anchors, short video content production and delivery, global content marketing, etc. Currently, Lin Yilun and Li have been signed Jing, Haiqing and other celebrities who moved to live streaming to bring goods.
Image source: Qixinbao
Qianxun’s business landscape is still expanding. In 2021, he established a venture capital company to get involved in the field of private equity investment. This is not an exception-Li Jiaqi, Li Ziqi, Sydney and other celebrities, the companies behind them are appearing more and more frequently in venture capital circles. Right now, a capital game around the anchor celebrities has just emerged.
Become the light in the eyes of others
When Lu Yu visited Qianxun’s company, he saw many anchors besides Wei Ya and Wei Ya. A girl took the initiative to take a photo with Lu Yu. Lu Yu asked: “Are you also an anchor?” She said, “Yes.” At that time, Lu Yu clearly felt the light in the little girl’s eyes.
“At that moment, I could feel her desire.” Lu Yu said, “Because of the existence of Wei Ya and the head anchors like Wei Ya, the new batch of anchors like that little girl will be full of longing in their hearts. At this point, I think the’Vias’ should be proud. In many cases, pride does not come from what you have done, but from what kind of possibilities you bring to other people.”
Image source: video screenshot
At one time, live streaming was low. withtelevisionWhat’s the difference between teleshopping and yelling “Don’t 1999, just 999, now pick up the phone and dial…”? However, the bridge of companionship and trust established between the head anchor and the consumer gives the live broadcast a human touch and warmth. When the live sales transcript with a turnover of 100 billion a year was released, the questioning was defeated by the data.
Domestic and foreign luxury brands have also tried live streaming. In 2020, LV became the first luxury brand to broadcast live on China’s short video social platform. Top luxury watch brands Cartier, Vacheron Constantin, etc. also participated in the live broadcast through the “Cloud Watch Exhibition”.
As the absolute heads in the live broadcast field, Wei Ya and Li Jiaqi are no longer just “anchors.” They have co-branded products with big names and become product spokespersons. They are the “main coffee” invited by variety shows. Celebrities from all walks of life line up to their live broadcast rooms, and the treatment is no less than that of popular big stars. Wei Ya once joked in “Tucao Conference”: “What’s good about being a star, the star’s destination is to bring the goods, I just want to skip the step of being a star.”
“In my opinion, live broadcast is my job. Just like everyone else going to work, it is a job I have to work hard to do well. Later I thought, what value can my job be realized?” Wei Ya said, as a host Since then, the thing she is most proud of is that she won the “2020 National Poverty Alleviation Award”, “This is the highlight moment in my life. At the moment of the evaluation, I feel that all my incomprehension and controversy are clouds. (All the effort) is worth it.”
From Internet celebrities to public figures, from non-mainstream to mainstream, to a large extent, these head anchors have torn off the “low” label of live broadcasts and put it on the table like all other self-reliant industries. The greater the power, the greater the responsibility. These top anchors now need to think about more than just commercial figures.
The disappearing “net-wide lowest price”
This year’s “Double 11”, the pre-sale came very early. On October 20th, almost all the live broadcast rooms of major broadcasters were equipped with display screens to start the countdown. At 8 o’clock in the evening, Assistant Li Jiaqi raised the banner of “It’s a great saving, save you money and worry”, and also moved out a refreshing gong. Not to be outdone, Wei Ya gave out 10,000 red envelopes of 100 yuan for the entire live broadcast, and also threw 5 million yuan for drainage in the live broadcast room.
Judging from the situation on the first day of pre-sales, Li Jiaqi’s live broadcast room has a cumulative transaction volume of 11.5 billion yuan, and Wei Ya’s cumulative transaction volume in the live broadcast room is 8.533 billion yuan. The third place in Sydney’s live broadcast room sales plummeted to 930 million yuan.
However, to the surprise of some buyers, top streamers no longer shouted the slogan of “the lowest price on the whole network” on “Double 11” this year, and more chants have become “Use gifts to enjoy super value.” Not only that, many flagship stores chose not to enter other live broadcast rooms during the “Double 11” period, but instead took out low prices to open their own live broadcasts, forming direct competition with the products sold by the top anchors.
Taking Wei Ya as an example, every reporter found that the prices of different products in the Wei Ya live studio and the flagship store are quite different, and some products in the flagship store have lower prices than the Wei Ya live studio. Such as Nestlé ready-to-drinkcoffeeThe full box of silky smooth latte is priced at 59.2 yuan in the flagship store for reference, but 59.9 yuan in the Weiya live broadcast room; Gaozi shake milk sunscreen, after the event coupon at the flagship store, the price is 119 yuan, But the price in the Weiya live studio is 129 yuan, but it comes with 4 15ml samples of the same sunscreen.
Image source: APP and live screenshot
Therefore, some users pointed out dissatisfiedly that “Double 11” lost the lowest price and entered the routine of “sending samples”, not only did not consider the problem from the perspective of consumers, but also cleared inventory for the merchants. The slogan “You must shoot three pieces together, and you can get a 25% discount” is flooded with live broadcast rooms from time to time.
According to data, on October 29, the number of merchants on Tmall’s “Double 11” launch increased by more than 200% year-on-year. In the midst of the excitement, even if some users have doubts, the desire to consume still prevails.
IiMedia Consulting CEO Zhang Yi predicts in every interview with reporters that live e-commerce will continue to rise this year, and consumers’ shopping methods for live e-commerce are becoming clearer. In other words, this year’s “Double 11” will be another record-breaking year.
Analyzing the reasons behind this, Zhang Yi believes that the products sold by live broadcast e-commerce are still relatively cost-effective in general, even if the low price is no longer comparable to the previous two years. In addition, the product quality is endorsed by the head anchor, which also makes users feel at ease.
Therefore, even if Wei Ya and Li Jiaqi lose the so-called “lowest price”, their live broadcast room can still win tens of billions of sales. “‘Double 11’ has discounts, but there are too many routines. Live e-commerce can directly give consumers a price and simple ordering mode through the mouth of the anchor. Now the pace of life is getting faster and faster, and consumers are not so. Time to study the price and performance of products slowly, so whether video or live broadcast, it is the way young people are keen to consume.” Zhang Yi said frankly.
Reporter | Ding Zhouyang and Bi Yuanyuan
Editor|Dong Xingsheng He Xiaotao Du Hengfeng Wang Jiaqi