When Smartisan Technology CEO Luo Yonghao "retired" in June, the outside world was speculating about who the next celebrity anchor would be after making friends. Now there is an answer: talk show actor Li Dan.
On December 8, a person related to making a friend told the Beijing Business Daily reporter, "I have recently signed Li Dan and opened a live broadcast room for Li Dan. At 8 pm on December 10, he will make his live broadcast debut on Taobao. Live broadcast with goods."
From holding hands with Luo Yonghao to signing Li Dan, the little-known live broadcast MCN made friends and became an industry representative. Not only did it expand from Douyin to Taobao, but its business also expanded from domestic to overseas. The entire live broadcast e-commerce track has completed disorderly development. orderly transition.
Looking back, behind the strategic shift of making friends is the change of the entire industry. Relevant data show that from January to September 2022, the GMV (gross merchandise volume) market shares of Taobao, Douyin, and Kuaishou live broadcast e-commerce were 27.5%, 40.5%, 32.0%, and Taobao, which is in the third place, is promoting live streaming through a series of content-based strategies to stimulate live delivery. It is estimated that the scale of China’s cross-border live streaming e-commerce market will exceed 100 billion yuan in 2022, a year-on-year increase of 210%.
Countdown to Li Dan's Taobao debut
As a guest of Luo Yonghao's live broadcast to help out, Li Dan's "guest appearance" in August 2020 once made "Li Dan and Luo Yonghao's talk show live broadcast" appear on the Douyin hot list of the day, and it was on Luo Yonghao's again a month later Accompanied by Li Dan, he completed his first live show with goods.
Now it seems that this seems to be the foreshadowing of the cooperation between Li Dan and making friends.
On December 8, a reporter from Beijing Business Daily discovered that a live broadcast room named "Li Dan" appeared on Taobao Live, and belonged to the MCN: Hangzhou Make a Friends Wisdom Technology Company.
In this regard, a person related to making a friend confirmed to the reporter of Beijing Business Daily, "This is the second Taobao live broadcast room of making a friend. There will be a warm-up live broadcast at 10 a.m. on December 10, and Li Dan will do it at 8 p.m. Taobao’s first live show, our cooperation has just been signed.”
The person further revealed, "In the past, Li Dan participated in the live broadcast of making friends as a guest, and he will come to the broadcast frequently in the future. The specific frequency has not yet been determined."
A reporter from the Beijing Business Daily found that making a friend has pre-heated the live broadcast in Li Dan's live broadcast room on October 7, and the page of the live broadcast room scrolled to remind the audience of "Li Dan's special special on December 10".
The homepage of the live broadcast room also announced the live broadcast time of Li Dan's first Taobao live show "Let's have a colorful 'birth'". The products include beauty and personal care, trendy clothing, food and health care, 3C digital, and home cleaning.
Opening a live broadcast room and warming up before the first show is consistent with Luo Yonghao's Taobao live broadcast debut. As for whether Luo Yonghao and Li Dan will be arranged to cooperate with the live broadcast of "Let's have a colorful birthday", the answer of the relevant person who made a friend is " Won't".
"It's not a new thing for actors to bring goods in cross-border live broadcasts. In addition, Li Dan and made a friend have cooperated before. A non-grassroots anchor is worthy of scrutiny," said Li Jinqing, an analyst at Bida, to a reporter from Beijing Business Daily.
Lao Luo is busy interspersed
The reason why third-party observers focus on Luo Yonghao is that they have to mention the "retire from the Internet" statement half a year ago. In the first half of 2022, Luo Yonghao said that he has withdrawn from the management of "Make Friends", although he will still participate in the live broadcast as an anchor , but will devote more energy to start a business in the field of AR (Augmented Reality).
Since then, the second time Luo Yonghao was bound to the keyword of live broadcast was in late October when Luo Yonghao made his debut on Taobao live broadcast.
During the "Double 11" period, Luo Yonghao was not idle, shuttling between Douyin and Taobao platforms.
A reporter from the Beijing Business Daily learned from a related person who made a friend, "During the 'Double 12' period, Luo Yonghao has a Taobao live broadcast plan, and the arrangement for the Douyin live broadcast is temporarily uncertain."
Although Luo Yonghao is still present in the live streaming track, he himself has stated many times that he will leave after paying off his debts. On the other hand, his start-up company Thin Red Line has completed an angel round of financing of about 50 million US dollars, and the metaverse industry is in the ascendant.
Based on the above situation, Zhang Yi, CEO of iiMedia Consulting, told the reporter of Beijing Business Daily, "The cooperation between Li Dan and Make a friend is a reflection and exploration of Make a friend in terms of diversification of anchors, such as the needs for different styles of anchors, Assessing the richness of the variety of goods and who the next anchor to rely on are all aspects of thinking about making friends."
In fact, signing a new anchor is just one of the operations of making friends after Luo Yonghao "leaves". The more strategic move is to develop from the exclusive cooperation with Douyin to the dual platforms of Douyin and Taobao.
According to the previous announcement of Century Sage Scientific (the exclusive operator of Make a Friend), there is currently no exclusive clause in the annual frame agreement between Century Sage Scientific and Douyin.
Taobao is just one of the bonuses
According to related reports from Tianfeng Securities, Taobao took the lead in laying out the live broadcast track in 2016, and Douyin and Kuaishou e-commerce came from behind. They took advantage of the short video platform to lead in terms of per capita usage time and quickly occupied market share.
From January to September 2022, the GMV market shares of Taobao, Douyin, and Kuaishou live broadcast e-commerce are 27.5%, 40.5%, and 32.0%, respectively, and the market structure is in a tripartite state.
In September 2022, Taobao and Tmall carried out a series of traffic distribution and expert operation reforms. By improving the content quality of the live broadcast room, they realized the transformation from content planting to consumer transactions.
Make a friend cross-platform operation is considered to be to take advantage of the strategic dividend of Taobao live broadcast content.
In fact, in addition to Taobao, making friends also wants to make more new friends. A related person once revealed to a reporter from Beijing Business Daily that "the company will consider independent apps, Kuaishou, and video accounts in the future."
However, when the reporter asked about the progress of the multi-platform layout, the person did not respond yet.
In addition to the domestic market, Make a Friend will also make efforts in overseas markets in 2022.
According to the latest report released by iiMedia Consulting, 2022 is the first year of China's cross-border live broadcast e-commerce. It is estimated that the scale of China's cross-border live broadcast e-commerce market will exceed 100 billion yuan in 2022, a year-on-year increase of 210%.
"Currently, the monthly income of a friend's overseas business has increased by 50%-70% month-on-month, and some months have reached 100%, and it is expected to reach the highest growth rate next year." Hao Xijie, head of the overseas business department of a friend, accepted Beijing Business Daily The reporter revealed in an interview that the overall revenue next year is expected to reach 100 million yuan.
Beijing Business Daily reporter Wei Wei