The Change Of Live Broadcasting Industry Is Not The Only Choice

Today (September 20), after more than three months, Li Jiaqi returned to Taobao live room.

"All the girls, I'm back." At 7 p.m., a familiar opening line opened the curtain of the live broadcast. Data show that, in the end, the number of live viewers reached 63 million.

In the past two years, the live e-commerce field has had high-light achievements, but also with some ups and downs. In the past three months, changes have also been taking place: in taonei, the middle waist anchor and the head of the new coffee have been constantly emerging, and the main index of "transaction" has been changed into the double index of "transaction and content"; In taowai, Dongfang has sold 2 billion yuan in three months, constantly expanding its own boundaries; More and more brands are speeding up the layout of self broadcasting rooms to turn live broadcasting into daily life.

Li Jiaqi's return, will there be a new story in the live broadcast of the lake?

　　 Return of Li Jiaqi

Unlike usual, this live broadcast did not warm up in advance. But that afternoon, the news of rebroadcast spread rapidly, and many consumers gathered in various social platforms to discuss.
"Here we are. Hello, all the girls." At 7:02 p.m., Li Jiaqi and Zhubo Wangwang appeared in the studio. Still familiar with the live station and setting, Li Jiaqi first introduced the live broadcast products of the day at a speed of more than 300 words per minute.

Up to the time of publication, Li Jiaqi had been broadcasting for more than 120 minutes. In more than two hours, the studio introduced nearly 30 kinds of products, mainly focusing on cosmetics, life and other categories, including VELUX disinfectant, banana underwear, and hushubao cotton towel. Many products were empty as soon as they were put on the shelves.

In addition to greetings and coupons, each product is allowed no more than 3 minutes during live broadcast. They will continue to add a few minutes to "buy" and "Mei Mei" as the focus of the demonstration.

During this period, Li Jiaqi constantly appealed to fans not to consume impulsively in the live broadcasting room because of their support for Li Jiaqi. "You don't need to buy something you already have at home."

　　 Private domain operation and short video

In addition to live broadcasting, Li Jiaqi also operates private domain. According to media reports, Li Jiaqi's community and app have more than 240000 private domain traffic fans. At the same time, the small program "whale election" before us one has also undertaken some functions of e-commerce.

Previously, GQ reported an article entitled "survivor Li Jiaqi", which was screened in the circle of friends. Li Jiaqi told such a story: "a person becomes an algorithm and wants to return to a person."

Li Jiaqi, who has been out of public view for three months, is also rumored in the world. Since the beginning of September, there have been reports of Li Jiaqi's return in wechat group. With the comeback signs, many brands revealed that their live broadcasting team began to contact businesses, which was regarded as a sign of impending broadcast by some industry insiders.

Recently, Li Jiaqi appeared passively in the short video platform. For example, many platforms have a large number of accounts that rely on Li Jiaqi's slicing video for drainage. Live slicing is a short video edited after its live broadcast is intercepted. When the number of fans reaches a certain size, the product link will be hung up. Many fans who can't tell the true from the false will place an order conveniently.

Some people in the industry disclosed that these live slice drainage effect is better, as long as it is not too bad, the income will not be less.

　　 Live broadcast has changed

Li Jiaqi's live broadcast has changed. Anchors and businesses are aware that traffic can come and go. Some leading MCN agencies in the industry say they need to rethink the law of survival. So where does the tide flow?

Industry insiders have disclosed that next, Li Jiaqi team or launched three vertical class accounts. Many people in the industry believe that "it is very likely that we should take a long-term view".

From the perspective of "live broadcasting", the industry is also developing in the direction of "going to the center".

First, the brand's self broadcast has accelerated its rise and no longer relies solely on the super head anchor. The brand is gradually losing its filter to the super head anchor. Over reliance on the head anchor has been a problem in the industry. At present, many brands have switched to self broadcasting, extending the duration of live broadcasting and making efforts in this sales channel. For the brand, only self broadcast can hold the flow tightly in the hand.

Second, the mid waist anchor came on stage, and the live broadcast of the popular middle waist celebrity is expected to break out. No matter in Taobao, shuoyin, or fasthand, the platform is supporting new anchors, hoping to inject more fresh blood. Taking Taobao live broadcast as an example, one Li xiaoshazi, Zhu Danhao, etc. have successively started broadcasting; The instantaneous flow of Shuo Yin has also produced some phenomenal accounts such as Liu Fuhong and Dongfang selection.

For businesses, the new anchor matrix has high revenue and cost performance. A beauty brand also revealed that super head anchor is not the only choice. In this period of time, on the basis of shop broadcast, the brand cooperated with the beauty talents of vertical track, and the transformation was also good.

This year, taoshukuai platforms will inevitably launch more weights to compete for the market share of live e-commerce, and the anchor and business operators are also constantly consolidating their core competitiveness.

The change of live broadcasting industry will continue.