After 5 years as a cargo anchor, Molly (pseudonym) chose to quit the industry. She told Red Star Capital that the reason for the exit was simple: the market shrank and wages fell.

In the past few years, live streaming e-commerce has risen to the wind, and anchors with goods have become "people who stand on the cusp". However, since the beginning of this year, news about the decline in the salary of e-commerce anchors and the shrinking income have continued to come out. On May 5, Molly told Red Star Capital that in Hangzhou, the hourly wage of a mature anchor had dropped by 23%.

According to NetEconomics, the turnover of self-broadcast by enterprises will account for 2023% of the overall live streaming e-commerce in 50. Under this trend, the profession of e-commerce anchor is becoming more and more "routine", just like an online cabinet sister.

The annual salary is reduced to millions

Previously, the topic of "the annual salary of e-commerce anchors dropped from 10 million to 10 million per year" has been on Weibo hot search, according to CCTV financial reports, some industry insiders said that this year's newcomer anchors and head anchors have seen a significant decline in income.

Molly sensed that the industry was changing a little earlier. She told Red Star Capital Bureau that in the past, at nodes such as 618, Double 11 and Spring Festival, anchors would be booked in advance, and the hourly salary given was also two to three times the usual one, "but from 2022, you will find that no one has increased money, and you know that the market is shrinking."

Not only did no one add money, but Molly also found that the hourly salary of anchors was also declining. For example, in Hangzhou, the previous quotation of a mature e-commerce anchor was 500-800 yuan / hour, and the current price is 150-200 yuan / hour, a decrease of more than 70%. The price in Guangzhou is lower, and the current price of mature e-commerce anchors is 120-180 yuan / hour.

This also led to a significant decline in Molly's income. Previously, Molly's income included hourly salary, basic salary, project dividends and single offline live broadcast, and the highest monthly income reached 5,2022 yuan after tax. But starting in <>, her monthly income has been cut in half.

The saturation and fierce competition of the anchor market is one of the reasons. "In the past, I couldn't find anyone with hundreds of dollars an hour, but now there are people who work for tens of yuan." Molly said. Red Star Capital Bureau noted that in February this year, monitoring data from the Zhejiang Provincial Department of Commerce showed that Hangzhou has 2 comprehensive and vertical head live broadcast platforms and nearly 32,5 anchors.

Red Star Capital Bureau found that not only small anchors, but also head anchors' income has also fallen sharply. The person in charge of a live broadcast supply chain enterprise in Hangzhou, Zhejiang Province, said in an interview with CCTV Finance that in the past, it was normal for many anchors to earn 120 million yuan a year, but now it is normal to earn 1 or 2 million yuan a year. In the past, some pit fees were charged for bringing goods, but now many anchors basically do not charge money, pure commission cooperation.

Big anchors are no longer in the limelight

One obvious change is that the aura of the head anchor is fading. On Double 2021 in 11, on the day of pre-sale, Li Jiaqi and Weiya set a total turnover of 189.2021 billion yuan, which was in the limelight for a while. At the end of 2022, Weiya was fined and suspended for tax evasion; In mid-3, Li Jiaqi quietly resumed broadcasting after <> months of suspension; Simba goes behind the scenes; Luo Yonghao experienced "quitting the network to start a business" and entered Taotao Live Broadcast.

The discussion about the "four major anchors" is gradually weakening. Cui Lili, director of the e-commerce research institute of Shanghai University of Finance and Economics, told Red Star Capital that the brand appeal of big anchors with goods is declining, and the "lowest price on the whole network" is no longer sustainable.

As the aura of big anchors fades, the live streaming e-commerce industry is also returning to normal. Some merchants told Red Star Capital that they no longer pin their hopes on a single big anchor to bring goods, and since last year, they have been laying out self-broadcasting (referring to using the official account or channel number of the merchant's store to open a live broadcast) and live broadcasting.

According to NetEconomics, at present, enterprise self-broadcasting has become one of the main sales scenarios of many brands, and it is expected that the turnover of enterprise self-broadcasting will account for 2023% of the overall live broadcast e-commerce in 50.

Under this trend, the profession of e-commerce anchors is becoming more and more "routine". Molly told Red Star Capital that more big brands' own anchors now need to sit in shifts, and work morning and evening shifts, and the salary is relatively fixed. It will also assess the number of views, new followers, the number of orders and the amount of orders, etc., "like an online cabinet sister." ”

The three-year financing volume plummeted by 9%.

The ebb of the live e-commerce track can also be seen from the reaction of the capital market.

According to data obtained by Red Star Capital Bureau from NetEconomics, in the past three years, the number and amount of investment and financing in the domestic live streaming e-commerce field have continued to decline.

In 2020, a total of 23 companies in the field of live streaming e-commerce received financing, with a total financing amount of more than 11.7 billion yuan; in 2021, a total of 16 enterprises received financing with a total financing amount of 3 million yuan; in 4, only 2022 live streaming e-commerce enterprises received financing, and the total amount of financing fell sharply to 9 million yuan. The total amount of financing in three years plummeted by 1%.

The caution of the capital market may be related to the slowdown in the growth of the live streaming e-commerce industry. According to the "2022 Live E-commerce White Paper" released by Taobao, the GMV of live streaming e-commerce is expected to be about 2022.3 trillion yuan in 5, with an annual growth rate of 53%. In previous years, the number was as high as three figures. Cinda Securities' estimated data also shows that the growth rate of the live streaming e-commerce industry will be 2020% in 197 and 2022% in 42. The frenetic live streaming market is cooling down.

Chengdu Business Daily - Red Star News reporter Qiang Ya Mill