Weiya and Sydney are smashed, who will feed the New Year live broadcast?

　　China News Service, Beijing, December 21 (Zuo Yuqing) On the 20th, after Wei Ya was exposed to tax evasion, she was banned from the entire network on the same day, and the "Weiya New Year Festival" that she had vigorously promoted fell through.

　　The head anchors Wei Ya, Sydney and others have broken down one after another, leaving a huge gap in the live broadcast industry. Who will be better with this year's New Year's live broadcast?

The anchor "counterattack" has not yet been realized

　　Taobao data shows that on the day of the pre-sale on October 20 of this year's "Double Eleven", Wei Ya's live broadcast room once exceeded 200 million viewers, and set a cumulative transaction volume of 8.25 billion in the 14-hour live broadcast.

Before the Taobao store was closed, its live broadcast room had a total of 92.27 million fans.

Before being banned, Wei Ya's Taobao live broadcast room had 92.27 million fans.

　　The number of tens of millions of fans, the traffic matrix of hundreds of millions, who will ultimately divide it?

　　Chinanews found that within one day after Wei Ya was blocked, Li Jiaqi's Taobao live broadcast room had 38 million viewers, close to 45.55 million during the "Double Twelve" pre-sale period.

Although it was only a special show for "Mother and Baby Day", the number of viewers was significantly higher than the live show on weekdays, and even surpassed the hot snack special show.

　　The live broadcast rooms of other anchors did not usher in the expected "counter-attack".

The number of viewers in the Taobao live broadcast of Lie'er Baby, Lin Yilun, and Chen Jie kiki was 5.08 million, 4.47 million and 3.95 million respectively, accounting for only 40-60% of the "Double Twelve" period, and not significantly higher than usual.

　　Cargo anchors still have a strong head effect, which to Li Jiaqi seems a bit "extremely cold".

　　"Now that Wei Ya has just been banned, consumers and brands should still be on the sidelines." An insider told Chinanews.com that fans who bring the goods to the anchor are not only "in line with the price", but some are "in line with the anchor." , "Some relatively stable fans buy products out of recognition of the anchor’s reputation, and it is difficult for this part of fans to convert in a short period of time."

The

rapid rise of

　　In fact, for consumers, bringing goods anchors is not the only choice.

In recent years, brand self-broadcasting has risen rapidly, and there is a faint trend of catching up with the former.

　　During this year's "Double Eleven" period, the number of viewers in the self-broadcasting rooms of Estee Lauder stores exceeded 10 million, and the number of self-broadcasting rooms of Lancome and L'Oreal reached more than 5 million.

During the "Double Twelve" period, both Estee Lauder and Lancome had more than one million viewers.

　　The development of brand self-broadcasting has also made the contradiction between the brand and the anchor appear.

This year's "Double Eleven" L'Oreal "Ampoule Mask Price Difference Incident" brought the "great grievances" between the two to the front of the stage.

　　Although many netizens believe that L'Oréal’s promotion of "the greatest effort on the entire network" has broken its promise, some netizens have pointed out the fundamentals behind the contradiction: under the bargaining pressure of the top anchor, it is difficult for the brand to give more discounts in other channels.

During the "Double Eleven" pre-sale period, the number of viewers in the self-broadcasting rooms of some brand stores.

　　"Long-term low-price strategy may affect the brand image." Chen Tao, senior analyst of Analysys circulation industry, said that the so-called "lowest price on the whole network" is only suitable for attracting consumers in the early stage of live broadcast. At this stage, the advantage of the head host Let it have more "right to speak" in terms of product selection and bargaining.

　　However, as the brand's self-broadcasting has matured, its clearer target audience and simpler and more intuitive live broadcast methods have also given the brand the capital to challenge the head anchors.

　　So, after the top anchor breaks down, will brand self-broadcasting become the biggest winner?

Polarization in

　　Among the consumer groups, the views on goods-carrying anchors and brand self-broadcasting are still polarized.

Some consumers told Chinanews.com that, compared with anchors who need to wait for a long time, branded self-broadcasts can "cut the mess" more quickly, and the products and offers are clear at a glance.

　　There are also consumers who believe that the brand self-broadcast lacks "interestingness": "The products are all hung there, and you can basically know the price when you click it in and take a look. There is no need to watch and listen." In contrast, anchors with goods are more interesting. : "There are many types, and occasionally there are surprises. It feels a little like shopping in the mall."

　　However, for e-commerce companies, it is still the well-known big brands that have become large-scale self-broadcasting that can contend with the "right to speak" of the top anchors.

However, e-commerce companies with low brand awareness and immature self-broadcasting still need to rely on the traffic of top anchors for promotion.

　　A fruit shop that appeared in the preview of "Via New Year's Day" said: "The New Year's Day is cancelled, and there are no more promotions." Chinanews noted that the store’s self-broadcasting room usually only has three digits. Of views.

Brand and anchor linkage into the future trend?

　　According to the "Special Research Report on the Development of China's Online Live Broadcasting Industry in the First Half of 2021" released by iiMedia Consulting, the scale of China's live broadcast e-commerce market is expected to reach 11.12 billion yuan in 2021.

Data map: Wei Ya (right) and Li Jiaqi (left) attended an event.

Photo by China News Agency reporter Hou Yu

　　The "Report" pointed out that at present, the e-commerce live broadcast industry is still dominated by top talents, and the popularity of top anchors on various platforms is still relatively high.

However, with the entry of branded merchants, the influence of branded live broadcast rooms has gradually increased. In the future, the linkage between branded live broadcast rooms and anchors will become a new growth point for the development of e-commerce live broadcasts.

　　"Anchor + self-broadcast" is the method adopted by many brands now.

"Chen Tao also said that in the future, brands will be more flexible in the choice of live broadcast methods. "In terms of product promotion, brands will still choose to bring goods anchors; but in daily sales and clearing inventory, the low cost of self broadcasting and waist anchors will be Even more advantageous.

"(Finish)