The More Popular The Live Broadcast, The More Anxious The Content Providers Are.

At 1:30 in the morning of August 18th, the live newcomers walked out of the Hangzhou chen fan electronic commerce limited liability company (hereinafter referred to as "Chen Fan") in the office building of Changhe street, Binjiang District, Hangzhou.

There are few pedestrians on the wide roads, and only sporadic vehicles roar past. It's only ten minutes' drive from the company to the home, "said the dreamer." actually, the distance is not far away, but I'm too lazy to go. "

Get up at about 1 o'clock every day, and go to the company at 3 or 4 to get to know the style of clothes you need to recommend. At about 5 o'clock, Yu Meng is going to live on Taobao. Usually, the live time is 6-7 hours, and when the fans are large, it will be added to the dream for another hour. After the zero point, I can finish the live broadcast in dream, then I will collate the clothes and data with the brokers, and then I'll take a taxi home again at 1. Such a day has been repeated for more than 40 days since the beginning of July this year, and only 3 days in the middle.

It was not just dreams and her brokers, but dozens of red men and models under Chen Fan's condition. What's more, chen fan CMO and micro-blog fans over 7 million 500 thousand red people Lin Shanshan worked for about 16 hours a day, from 10 a.m. to second a.m. at 2 a.m. Once they go abroad to shoot or attend brand activities, Lin Shanshan's work will be heavier and the rest time will often be squeezed to less than 5 hours a day.

Since its establishment in October 2016, chen fan, less than three years old, has developed into micro-blog's ten largest institution of red men. It was also named Sina's ten influential Red Star institution in 2019, and its red star Sydney (formerly known as Zhu Chenhui) was also named "the most commercial value of the year 2019" in the 2019 year, and Lin Shanshan was rated as the "business man of the year 2019". Last year, "double eleven" opened for only 690 seconds, and the turnover of Chen Fan broke 100 million yuan, far exceeding a public net red incubator.

The ability of carrying goods on live broadcast is obvious to all. Not only is Taobao live broadcast, but even short video App will be running in this arena. At the beginning of this month, NetEase koala, which focuses on cross-border electricity business, formally launched the live broadcasting function and wanted to share a slice of it. In addition to live broadcasting, various forms of electricity and video, such as graphic information and short video, have sprung up like mushrooms. Everyone wants to harvest traffic and seek liquidity.

Rules of "star factory"

A room, a few clothes, a mobile phone, constitute all of the dream live broadcast. In less than 20 square meters, she has to wear dozens of clothes a day. When the time is too late, the clothes will be directly stacked on the ground to form a hill bag. But this is not the most challenging. According to her description, in order to maintain the high state of live broadcast, anchors generally speak up, so many people will have some symptoms when sowing their throat. Fortunately, she is in good voice at the moment.

A live broadcast, the number of dreams in the field can reach about 2000, when the high volume of goods can reach 40. For those who have just started Taobao live broadcasting, such data has been regarded as "small achievement", but obviously it can not be compared with "king of goods" such as "Wei Ya" and "Sydney". Yu Meng said that because there were fewer people in the field and sometimes there was no comment in the studio, she would laugh at it. "I know someone is watching, but I do not speak." If you do not speak, I will tell myself. " In her opinion, her "optimism and communication with people" is the quality that a live broadcast must have.

In fact, chen fan really pays much attention to these qualities when he chooses. Lin Shanshan said that some new ideas were needed before the election, but now the girls are excellent, very beautiful, singing and dancing are also very good, video and live broadcast are also professional, "the network has their natural perception of that age." So today, chen fan's selection focuses more on fans' acceptable faces and cheerful and optimistic character.

"If I hadn't been angry five years ago, it would have been impossible for me to put it off." Lin Shanshan jokes that he is just the product of the times. Now, "there is no absolute net red, everyone is net red."

Taobao's female anchor, Wei Ya, has spread widely in the live circle because of the story of "one night earning a suite in Hangzhou", which has attracted more young people to join the live broadcast industry. The dream is not taboo.

But unlike these gorgeous appearances, he disclosed that his salary in the first month was less than 5000 yuan, except that there were few left over in Hangzhou.

"Do Taobao live broadcast of people, in the early stage is not to think about making money, the first three months is to accumulate fans flow process." Yu seems to have no dissatisfaction with her salary, and in her opinion, since the anchor can be sold on its own in the late stage, it will not pay too much for the early stage of the organization.

As a "coming person", Lin Shanshan believes that anchors can meet a reliable net red hatching company, which is really important. "They will give you the resources accumulated over the years, which is equivalent to standing on the shoulders of giants, you can reach the moon with one hand."

According to Lin Shanshan, at present, there are more than fifty red man shops in Chen fan, and the ability of carrying goods is different among the red people. Among them, her Taobao women's clothing store "Shan Shan Sunny Superman" sales in 2018 exceeded 600 million yuan. In the past two years, chen fan's sales rose by 100 million yuan, and GMV reached 2 billion yuan last year.

　　 Hot live track

As a new product of the electricity supplier era, live broadcasting is continuing to boom with the influx of platforms, businesses, institutions and consumers.

Taobao's live broadcast of Taobao's 2019 ecological development trend report shows that in 2018, the live platform reached 100 billion yuan, up nearly 400% over the same period last year, and consumers could watch more than 150 thousand hours of live content every day, and the number of purchases could exceed 600 thousand.

Zhao Yuanyuan, director of Taobao live broadcasting, revealed that in fact, when we first started to do live broadcast, we didn't have much expectation. "For businesses, it is very tired to run shops, watch data, participate in new platforms and participate in platform activities every day, and if they want him to put a full-time anchor on the day, they will not be willing to do so. Businesses are more willing to hide behind products, so that consumers can see them first, and then introduce them to them; they do not feel that consumers have nothing to see, to give consumers a good model.

Therefore, the Taobao shop is the main source of live broadcasting, and the mainstream merchants' intention is not strong. In order to promote the project, Taobao brought Zhang Dayi to live broadcast through the way of directional invitation. Since its launch in March 2017, Taobao's live broadcast has maintained two major camps of live broadcast and live broadcast.

2017 is a huge turning point for Taobao's live broadcast. Via a live broadcast selling 6 or 70 million fur, the real estate industry has made a big splash. In 2018, Zhao Yuanyuan intensified publicity efforts on live broadcasting, and let more people know that "live broadcast is a business that can be done for a long time" through "beating chicken blood". It is also a big development direction for future electricity providers.

In order to attract more businesses and people to join, Taobao has optimized two ports for people and goods. At the ports of the people, the anchors qualifying match is launched to enhance the sense of competition between the anchors. On the port of the goods, the live broadcasting is encouraged to go out of the live room and enter the factory to promote from the source. At the same time, at the same time, Taobao's live broadcast also changed from the 2.5 screen to the first screen. In the second half of 2018, it entered Taobao's "six diamond Kong" in the second half of the year App. Such adjustment brings a very intuitive effect: in 2018, Taobao's live GMV has exceeded one hundred billion yuan.

In 2019, Li Jiaqi, a lipstick brother, was born in Taobao. The live broadcast of Taobao from the past "the single core" mode of the fashion clothes with goods has been extended to the dual core mode of Wei Ya + Li Jiaqi. "Because the flow of beauty is less than that of clothes, Li Jiaqi was stuck and could not break through. At this time, he said he could walk outside. We made a plan for him, saying that we could go out and get some content to flow in. In Zhao Yuanyuan's view, like a supermarket, the live broadcasting platform such as jobao is like a theater and concert site. The two styles are different. Therefore, Li Jiaqi's powder in other live platform circles is its private domain traffic, which can follow the anchor and go to the Amoy.

Li Jiaqi thoroughly understood the characteristics of Pan entertainment ecology. Correspondingly, his carrying capacity is also rising rapidly, and he is getting closer to Wei Ya. The two of them also became the two "gold lettered signboard" of Taobao's live broadcast.

However, for Taobao's live broadcast, the current value is not GMV data. "We are not shopping guide, but content providers," Zhao Yuanyuan said. "Our assessment is not the number, but the length of stay, the rate of interaction, the rate of review and the rate of addition."

Among them, the length of stay of the platform has an astonishing growth rate. Zhao Yuanyuan introduced: "the App live broadcast" Taobao live broadcast "is launched at the beginning of this year. Now the downloads are very high, rising every day, and the average length of stay per person in June has exceeded one hour. The 2019 Q2 mobile Internet industry data research report released by Aurora data shows that in the two quarter, China Mobile's app per capita was 4.7 hours a day. According to the above two sets of data, nearly 1/5 of mobile Internet users use App live in Taobao daily.

With the example of Taobao live broadcasting, more and more platforms are competing for the "fat" live broadcast.

In 2018, both the quick hands and the trembling sound announced the commercialization path -- e-commerce marketing. But the two are different. The old fellow is the core of the "social business". Through the "old iron culture", the fans are relatively more involved. The latter is more "Buddhist", aiming at the blue V users, and cash in through advertisements.

In June 2019, Xiao Hong was exposed to the live broadcast function and invited some people to participate in the experience. In July, Jingdong confirmed that it would invest at least 1 billion resources jointly MCN agencies to promote the red man hatching scheme. From the station's carrying capacity, live content broadcast volume, single live broadcast sales explosive force, fan activity and other dimensions, no more than 5 super red men were selected as the "Beijing product recommendation officer" of Jingdong platform.

A week later, mogujie.com also released the "2019 mogujie.com live double hundred program", and plans to incubate 100 high-quality anchor hosts in the 2019 year. It is understood that as the core means of mogujie.com growth, the direct broadcast business has maintained GMV digit growth for several consecutive quarters. In the second half of 2019, mogujie.com will continue to use the "anchor" as the core of its business operation and maintain its core competitiveness.

At the beginning of August, NetEase koala formally launched live broadcasting function. The core of the platform was beauty, mother and infant, and then guided by the beauty makeup and KOL. According to Li Wei, vice president of NetEase koala, the move is to help users reduce the cost of decision-making by direct broadcasting, while helping the world's new brands and new products open up popularity and hatch new potential explosions.

In addition to the new snatch battle, the live broadcast circuit in 2019 is also undergoing a major shuffle. On the one hand, the dilemma of reorganization, merger and bankruptcy is deeply rooted in the content of the live broadcast platform. On the other hand, the live broadcasting platform, which is mainly based on the electricity providers, has gone all the way, and the scene is really lively.

Layout outside the live broadcast

There are people in the industry who believe that the essence of the live broadcast of electronic commerce is from traditional "goods to people" to "people to people", from the logic of "supermarket" of traditional electric business to "shopping guide shopping" logic, and live broadcast acts as a way of accumulating trust between content promoters and consumers.

But as far as the live broadcast of e-commerce is concerned, no one knows which day the draught will disappear, and anxiety always lingers in this industry. Even Li Jiaqi, the head anchor, though he has entered 6 digits, he said he had no time to rest, no friends, and to live alone. In Li Jiaqi's view, his income is due to the existing fans, and the anchor must maintain high output to maintain the number of fans, so he dare not have a single slack.

In addition to human competition, e-commerce platform in order to remain invincible in the competition, but also by expanding the "moat" way to enhance strength. It can be seen that over the past two years, e-commerce platforms are actively exploring the business model combining content with e-commerce. For example, increasing home page modular content display, creating platform content ecology, trying to produce diversified content to change the shopping habits of consumers, not just limited to live broadcast of this mode, similar models have pictures and text, short video and so on.

Take Taobao as an example, in addition to the live broadcast, the platform went online in 2013 to locate the micro consumer and content based community. Now it has become the most important fan position for people and businesses. In 2015, Taobao also launched a content oriented platform called Taobao headline. Short video shows Taobao has provided a way for merchants to maintain the activity of old customers and attract new customers through wow videos.

Jingdong and Taobao have many similarities in the layout of content providers. In 2016, Jingdong took the lead in the online media platform "Jingdong" which focuses on making single product recommendation, and then released the "Beijing strip plan" jointly with today's headlines, aiming to reduce user purchase decision time by increasing the content of shopping guide, and enhance the efficiency of conversion. In 2017, the Jingdong shopping circle also launched the community function. Users can join different groups of interest groups, communicate with each circle, share dry goods and grow grass. However, in the field of short video, the way adopted by Jingdong is relatively light, it is through the investment of short video platform to layout.

After widening the "moat", deepening the "moat" has become the next stage of the platform. In a special analysis of "China's content business market", Analysys pointed out that the continuous output and accurate touch of high value content is the core competitiveness of future content providers. This requires the platform to enhance the ability to control content and integrate resources, strengthen content scene, create value for users, empower businesses, and help content efficiently realize. In addition to content, we also need to enhance the precise touch capability of high value content in terms of channels so as to achieve precise and efficient matching of people, goods and content.

However, Lin Shanshan believes that in the past year or two, it should still be more profitable to live with goods. As for the red people, "they would want to have a shop of their own, but it is risky, just like I have a lot of stock risk with Sydney." In her view, the way of direct delivery can greatly reduce this risk. "Red people only help shops to sell, promote, do what a red man should do, enhance their influence, instead of being a professional shopkeeper and money collector. At the same time, the red people can also talk about their cooperation according to their influence and brand, and bring their fans to their fans.