Will Luo Yonghao Sign Up Exclusively For Taobao'S Live Broadcast Platform?

On March 23rd, Emihiro Hiroshi's main Internet news broke the news that Luo Yonghao would exclusively sign the Taobao live platform and said the signing fee was 80 million yuan.

But there are also reports that Luo Yonghao will cooperate with the jitter. According to the Tech star report, according to people familiar with the matter, in addition to traffic support, the amount of cooperation between the two sides is 60 million yuan, and Luo Yonghao will soon open the "take the goods road" in the jitter.

In March 19th, Luo Yonghao announced the transformation in the social networking platform to do live broadcast of the business. He revealed that the initial team selection will focus on innovative digital technology products, excellent creative products, books, design groceries and practical groceries. In addition, there will also be some high priced daily necessities and snacks.

Luo Yonghao is confident that he will bring goods to live directly. He said: "although it is not suitable for selling lipstick, but I believe I can do a lot of goods in the category of goods to bring a brother......" By the way, I would like to remind you to save money in advance to wait for a surprise. "

Luo Yonghao said that if you have never bought a product in live broadcast, it is because you do not see his live broadcast, even if you do not buy goods, simply watching the live broadcast will not be disappointed.

It is understood that after the announcement of the news, Luo Yonghao team received thousands of cooperative mail.

　　 Old Luo's way to repay debts

There is a saying that Luo Yonghao entered the live broadcast in order to repay debts.

Luo Yonghao had previously said that since the second half of 2018, the hammer technology has the largest number of banks, partners and suppliers about 6 hundred million, as of 2019, has already paid 3 hundred million. Statistics show that Luo Yonghao only had 49 pledged hammer technology and related companies' equity in 2019 alone.

Although Luo Yonghao has nothing to do with hammer phone business, the development and development of hammer technology is quite unsuccessful. After spending a lot of money, he has left many debts.

Hammer technology improved in 2017. In August of that year, hammer technology gained 1 billion yuan of financing from the Chengdu municipal government. The newly released nuts Pro, Pro 2 word of mouth responded well, and the annual sales volume exceeded 1 million units. In the first half of 2018, Luo Yonghao announced that the hammer had been turned into a deficit and made a target of 3 million 500 thousand units in the year. However, it was from May of this year that hammer technology began to spread the news of "capital chain rupture".

As a result of strategic errors and miscalculations, nut 3 and the TNT workstation market are in a moderate response. Nut 3 is being chopped up urgently, resulting in backlog of stock and TNT workstation is also unable to deliver. Since then, about hammer technology Chengdu company bankruptcy, layoffs, arrears of wages, suppliers of debt, one after another, hammer technology seems to have been caught in the "capital chain rupture" of the mire.

Data show that hammer technology was established in six years, a total of 2 billion 200 million financing amount. Its losses in the first half of 2015, 2016 and 2017 were 462 million, 428 million and 300 million respectively. According to the finance and economics report, in May 2018, the cash available for hammer technology books was only 50 million. NetEase science and technology in the "hammer life and death robbery," a paper said that the hammer appeared in the capital chain crisis in 2018, and Jingdong structure adjustment after the lack of repayment.

Following the mobile phone, Luo Yonghao put his hopes into the field of electronic cigarette. However, at that time, there was news that Luo Yonghao would not personally run the electronic cigarette project, but instead changed to support the original hammer technology President Peng Jinzhou, playing the role of guiding behind the scenes.

However, although electronic cigarette is a profiteering industry, it has been affected by regulatory policies, and the outlet has shifted.

A year after the live broadcast of the electricity supplier, Luo Yonghao took another look.

Insiders said that the current live broadcast of electronic commerce is the fastest way to repay Luo Yonghao's debts. Luo Yonghao himself is a traffic net. He has many loyal fans and has a certain spending power. With the encouragement of 20% of the goods returned to the merchant, 1 hundred million of the goods will be accounted for by 20 million.

　　 Can he bring the goods?

According to the survey report from China Merchants Securities, according to research and measurement, the total GMV of the direct seeding electricity supplier in 2019 is about 300 billion yuan, which is expected to affect the volume of trillions in the future. At the same time, the MCN organization is developing rapidly, and the current market size is over 10 billion yuan, and the future is expected to accelerate the growth of volume.

From the two major platforms, Taobao's live broadcast led to nearly 4 million employment in the past year. The 2019 Tmall double 11 and Taobao's live broadcast led to close to 20 billion. However, more than 90% of the daily live Taobao live is business, brand live, mainly in women's clothing, jewelry, mother and baby, beauty and skin care and other fields.

Alibaba 2019 data show that as of the end of 2019, Taobao mobile monthly active users exceeded 800 million for the first time. In addition, in December 2019, the monthly active users who watched Taobao's live broadcast and the GMV driven by Taobao grew by more than doubled compared to the same period last year. Taobao live has become one of the fastest and effective sales modes of Taobao Tmall business.

The 2019 trembling data report released by trembling shows that in 2020 January, the number of diurnal activities has reached 400 million, and the number of days in the second half has increased by 80 million. By the end of 2019, chattering officially opened the shopping cart function self-help application. Data show that last year, double 11 of the opening of the trunking shopping cart sharing function accounts sold 100 thousand items a day, directly transforming sales exceeded 200 million, and orders grew 1000%.

According to the current volume, Taobao's live broadcast is still the first phalanx of the head, but the development ability of the live broadcast can not be underestimated. In contrast, Taobao's 10% live broadcaster is a daring person, and in these 10% people there are Li Jiaqi, Wei Ya and other head anchors. They have long been entrenched at the top of the traffic volume, selling products are mostly cosmetics, women's clothing and other categories, more in line with the needs of Taobao audiences. Luo Yonghao focused digital products in the category of live broadcast business is less permeable, in comparison, he does not have much advantage in Taobao live broadcast.

Perhaps, under the comparison, Luo Yonghao may see the trembling in the acceleration period of the electricity supplier's realisation. Traffic burst capacity, the red man effect is obvious, and the associated weakness of goods will also make Luo Yonghao's e-commerce live broadcast business more "up" some.

As for whether Luo Yonghao will succeed in "coming out of the circle", major general Jiang, in an interview with Beijing Commercial Daily, said Luo Yonghao could not become the next Li Jiaqi or Wei Ya. Luo Yonghao has the heat of public opinion, but the ability to carry cargo is not particularly prominent. Therefore, compared with ordinary people, Luo Yonghao has certain strength to carry goods, but it is difficult to rise to heights like Li Jiaqi and Victoria. Luo Yonghao's fans are mostly accumulated on the basis of spiritual resonance, and are not accumulated under direct marketing scenes, so it is probably more difficult to conduct large-scale transformation like Li Jiaqi. "

For Luo Yonghao's fancy category, insiders say that although the live broadcast business is a good business, not all categories are suitable to be displayed through the form of live broadcast. The purchase frequency of some categories is relatively low and difficult to translate. These are all issues to consider.

However, there are also industry observers who believe that the anchors generally bring the volume of transactions and the volume of transactions, but there is a certain supply chain risk.

First of all, on the choice of goods, the anchor cannot endorse the quality of the goods, so that the authenticity of the source of the supply chain can not be guaranteed, which is also one of the chaos of the anchors. Secondly, anchors bring goods to supply chain turnover and inventory control capacity requirements, how to ensure stocking and maximize efficiency, we need to think carefully. Thirdly, the commodities that are carried with the fire may not be replicable. The net red product life cycle is short, how to hatch explosive products, shorten the supply chain links, respond to the market demand quickly, and test the reaction ability of the supply chain behind them.