China News Service, October 26th (Zhongxin Finance and Economics Zuo Yuqing) At 8 pm on the 24th, Taobao's "Double Eleven" pre-sale event was officially launched, and then many brands rushed to the Weibo hot search list.

Before the start of the pre-sale, this war without gunpowder has already started in major live broadcast rooms.

　　How much change will Luo Yonghao's debut show bring to Taobao's live broadcast room?

Are consumers this year willing to pay for the live broadcast room?

The popularity of the head anchor has not decreased

　　"I feel that this year's live broadcast rooms are all very hard, and some anchors are still talking when their voices are hoarse." Consumer Xiao Cen sighed after visiting the live broadcast rooms of several anchors.

　　Tmall data shows that in just 4 hours from 20:00 to 24:00 on October 24, this year's Tmall "Double Eleven" pre-sale Taobao live broadcast generated 130 live broadcast rooms with pre-sale amounts exceeding 10 million.

　　It is worth mentioning that Luo Yonghao's debut in the first show has undoubtedly "added" a fire to the Taobao live broadcast room, which made many people feel "interesting".

　　Zhongxin Finance noticed that at 24:00 on the 24th, the number of viewers in Li Jiaqi's live broadcast room once reached 450 million, and Luo Yonghao's live broadcast room also reached 26 million people.

In addition, Cecilia Cheung, Hu Ke, Ye Yiqian and other stars also joined the Taobao live broadcast room that night.

On the evening of the 24th, Luo Yonghao was broadcasting live on Taobao.

Screenshot from Luo Yonghao Taobao live broadcast room.

　　According to media reports, on the first day of the pre-sale, Luo Yonghao's live broadcast room had sales of about 210 million yuan, while Li Jiaqi's live broadcast room GMV was as high as 21.5 billion yuan.

However, the teams of Luo Yonghao and Li Jiaqi later refuted the rumors.

　　The staff of Make Friends, where Luo Yonghao works, told the media, "The data spread on the Internet is inaccurate, and the data is a commercial secret." The staff of Meiwiao (Shanghai) Network Technology Co., Ltd., where Li Jiaqi works, responded to the media, "The data is not true. , without any relevant basis, we have sent a lawyer's letter to the relevant media."

　　For the first time across the platform, Luo Yonghao also appeared "unacceptable".

During the live broadcast, Luo Yonghao's team passed the products faster, and there were also small episodes such as wrong prices, PPT playback errors, and inability to distinguish coupons.

　　Judging from Luo Yonghao's entry, Taobao has not given up on the training of head anchors.

"For the platform itself, having a certain proportion of head anchors is conducive to attracting more consumers, brands, and service providers to participate in the platform's live broadcast ecological construction, and is conducive to the long-term development of the platform." Analysys analyzes the brand retail industry Analyst Wei Jianhui told Zhongxin Finance and Economics that the more top anchors entering the platform will form healthy competition and avoid the platform from relying too much on a few top anchors.

The rise of waist anchors

　　The live broadcast room of the head anchor was fierce, and the live broadcast room of the waist anchor was also in full swing.

　　Taobao live page data shows that new anchors represented by Luo Yonghao, Yaowang Dream Station, Bee Surprise Club, Shiitake Lailai, and core waist anchors such as Lieer Baby, Chen Jiekiki, Timor Little Crazy have emerged suddenly, and the pre-sale will not start. By 1 hour, the audience averaged more than 10 million people.

　　Taobao Live's director Dao Fang said that four hours after the pre-sale opened on the evening of the 24th, Taobao Live's waist anchors and new anchors achieved explosive growth, and the pre-sale guidance amount increased by 365% and 684% year-on-year respectively, becoming 10 million live broadcast rooms. main force.

At the same time, live broadcast agencies also achieved a year-on-year growth of 165%.

On the evening of the 24th, Cecilia Cheung conducted a live broadcast in the Taobao live broadcast room of "Wang Wang Dream Station".

Screenshot from the Taobao live broadcast room of "Dream Station".

　　It is worth mentioning that this year's "Double Eleven" Taobao live broadcast room data display rules have been adjusted. The live broadcast room view data has been changed from displaying real-time data to a maximum of 10 million+.

　　Wei Jianhui, an analyst in the brand retail industry of Analysys, believes that this move confirms Taobao's support for mid-waist anchors.

"The main purpose is to promote the development of the platform's anchor structure to a more balanced situation, encourage the development of more mid-waist anchors, and prevent more traffic resources from flooding to head anchors, which is not conducive to the long-term healthy development of the platform."

Did you buy it?

　　How about the pre-sale results of "Double Eleven"?

　　Taobao data shows that within one hour of Tmall's "Double Eleven" pre-sale on the evening of the 24th, the turnover of more than 3,000 brands doubled compared with the same period last year.

Among the top ten popular models in the first hour of pre-sale, beauty brands contributed 9 seats. Shiseido, L'Oreal, Guerlain and other brands were on the list, and the performance of domestic beauty products was also very bright.

　　It is reported that Taobao's "Double Eleven" pre-sale will continue until 6 pm on October 31st, and Jingdong, which has started pre-sale as early as the 20th, will also fully open the "Double Eleven" at 8 pm on October 31st. ” activity, the pre-sale time of Douyin e-commerce will be from 0:00 on October 24th to 18:00 on the 30th.

In addition, many platforms have implemented extended price insurance policies for "Double Eleven" commodities, and the longest price insurance period can reach about 30 days.

　　The anchors shouted hard, and the pre-sale data also performed well. However, some consumers said that this year's "Double Eleven" should be "reasonable".

　　"In general, there are not many discounts compared to other shopping festivals such as 618." A consumer told Zhongxin Finance, although this year's mainstream promotions on the platform have changed from "30 discounts for every 300 purchases" in previous years to "50 discounts for every 300 purchases." ”, but it’s actually no better than previous years.

"Some brands are more expensive than last year."

　　Zhongxin Finance noticed that in the past, the pre-sale of "Double Eleven" was often disputed over which of the live broadcasts and brand live broadcasts are more favorable, but this year's "Double Eleven" live broadcasts and brand live broadcasts, despite discounts on most products The rules are different, but the price after the discount is not much different.

　　This year's "Double Eleven", have you bought it?

(Finish)

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