Small and medium-sized anchors usher in new opportunities to break through
On the evening of January 24, Ms. Liu, who stayed in Beijing for the Chinese New Year, wandered around the four live broadcast rooms of Taobao, and finally placed an order for six or seven kinds of New Year's goods: cured meat, cookies, Northeast mushrooms, semi-finished New Year's Eve dinner..." It feels good." She, who used to be a loyal fan of Weiya, has now learned to shop more rationally.
The biggest fine in the history of the anchor's tax inspection made Wei Ya, the first sister of the live broadcast, disappear from the live broadcast room from December 20, 2021.
Where is the huge traffic released after the super anchor left the venue for more than a month?
The reporter found that small and medium-sized anchors are ushering in new opportunities for development.
Interest, interaction or professionalism are the reasons why small and medium-sized anchors impress consumers, and they are also working hard to enrich the live broadcast gameplay and want to receive more traffic.
Turning to regular anchors to reduce impulse shopping
"Before, I followed the grass to 'buy, buy, buy', and I had to snatch the live broadcast all night. Now I go shopping directly in the brand's own live broadcast room, the price is favorable, and impulse purchases are much less." During these 30 days, Ms. Liu had more cold thoughts.
According to industry data, in the past month, the traffic of Taobao waist anchors has increased by a small amount.
An anchor with nearly 340,000 followers on Douyin said that he mainly brings snacks and daily necessities. In the same time period, similar products have nearly doubled the overall data in the background in the past month, and some new brands have come to sign cooperation. , "Many fans place orders out of interest and my live-streaming style."
The reporter learned that the fact that they are tired of following the rhythm of big anchors and eager to obtain more direct prices and more effective communication are important reasons why many consumers choose to watch ordinary anchors.
"It's too noisy." Ms. Chen, who regularly buys tea sets and tea sets, is more inclined to go to a tea set live broadcast room for short videos.
The anchor will explain the brewing methods and culture of various types of tea when bringing the goods, and seriously reply to every comment she sends.
"This kind of 'slow live broadcast' and professionalism is an experience that I can't have in a super anchor."
In the short video live broadcast room, the "buffet" form is also quietly becoming popular.
Entering the live broadcast room, there is no noisy explanation, only a simple background board with the classification of the shopping cart serial number, such as "1-20 hot pot restaurant package".
If the audience can't find the product they want or have questions about the use, they can ask the host, and the host will reply.
"When you have clear shopping needs, this type of live broadcast room saves time and effort, and you can directly place an order for whatever you want," said Ms. Hu, who often visits such live broadcast rooms.
Small and medium-sized anchors have more opportunities to be seen
As the New Year is approaching, the anchors are still working hard to start broadcasting, and they don't dare to slack off.
Industry insiders said that small and medium-sized anchors on various platforms are increasing the duration of live broadcasts and enriching live broadcast gameplay. The core purpose is to take on this part of the vacated traffic and make a wave of sales before the end of the year.
For such a change, Wang Li, head of a short video KOL trading platform, called it "a breakthrough opportunity for small and medium-sized anchors."
"Weiya and Li Jiaqi are like Walmart, the daily live broadcast operation of brand stores is like a specialty store, and small and medium-sized anchors are like convenience stores in the community." Wang Li told reporters that the ecology of the anchor platform was unbalanced before, and all channels, resources and traffic were tilted towards super anchors. "The outside world sees how dazzling the aura of super anchors is, and how depressed the days of small and medium-sized anchors are behind them."
The data shows that in 2021, the number of registered companies related to live broadcast e-commerce in China will be 21,791, a year-on-year increase of 228.1%.
Consumers have developed the habit of watching live broadcasts, and the top streamer camps have been reshuffled due to industry regulations, giving small and medium-sized streamers more opportunities to be seen.
"The new trend in the industry recently is the combination of brand self-broadcasting and the matrix of small and medium-sized anchors." Wang Li said that small and medium-sized anchors basically have no pit fees, and their income depends entirely on commissions from merchants. How to sell it depends on your ability.
At the same time, more and more small and medium-sized anchors choose to go from Taobao live broadcast to other short video platforms.
"Either do e-commerce live broadcasts with content full of trust and warmth, or do interest e-commerce live broadcasts that meet consumers' interests and recommendations. This is a possible breakthrough for small and medium-sized anchors." An industry insider said.
Create a healthier live broadcast ecosystem
"Only our live broadcast room has this price." The "lowest price on the entire network" pursued by super anchors has attracted a large number of consumers, but it has also become a chronic "poison" for new brand merchants.
"As long as we cooperate with Wei Ya and Li Jiaqi, we need to sign the lowest price guarantee agreement with them, and write the commitment to guarantee the price for at least 6 months into the contract." The founder of a new Shanghai pet food brand said that this makes the super anchor's The price of bringing goods is much lower than the daily price of the store. If things go on like this, consumers will become accustomed to buying at low prices, and the brand premium will be directly destroyed in the later period, and the price will be difficult to go up.
The departure of the super anchor has made some brands relieved, but the new problem of limited traffic has also followed.
"If you don't pay the traffic fee, you can't even enter the threshold." Mr. Chen, the founder of a porcelain e-commerce company in Chaozhou, reluctantly said that after a year, although the store's sales have increased, because the traffic fee has become more and more expensive, the marketing expenses Soaring, not only did not make money, but also lost a lot.
有阿里前员工形象地将直播流量比作水，认为目前淘宝孵化中小主播的手段，只是在其他的小水盆里面舀来舀去，“根本没有动薇娅和李佳琦这两个大水缸。”
王历也坦言，目前部分短视频平台对流量分配并不公平，甚至推出视频加热工具等付费引流系统，“这样的结果，就是劣币驱逐良币。毕竟只有暴利商品才能支撑得起目前畸高的流量费。”
“长尾而多元的主播生态，才是最有利于平台和品牌商家发展的。”业内人士表示，平台也应反思此前流量分发规则，提升对主播流量分发的公平性、均衡性，降低平台对个别主播的依赖程度，尽可能地培养更多中小主播，营造更健康的直播生态。
记者 袁璐 实习生 胡晨曦