Luo Yonghao Has Come To Taobao To Make New Friends

Luo Yonghao, a former "shaking voice brother", has come to Taobao live to make new friends.

This (October 20) morning, make a friend, official microblog and Luo Yonghao's circle of friends confirmed that they would be broadcast live on Taobao, and had a warm-up live broadcast at 4:00 p.m. Search for "make a friend" on Taobao, and the result will jump to the live broadcasting room named "Luo Yonghao".

"The world online business" learned from people familiar with the situation that during this year's double 11, making a friend will be broadcast under the account of "Luo Yonghao". Lao Luo himself will conduct at least three live broadcasts on Taobao live, namely, the day of pre-sale of double 11 (October 24), the first wave of selling night (October 31) and the night of double 11 (November 11). For the rest of the time, "Luo Yonghao" will be broadcast daily by other anchors under a friend.

The people familiar with the matter said that Luo Yonghao's broadcast on Taobao this time will get the traffic support of Taobao live broadcast and Diantao app. As the chief good thing recommendation officer who makes a friend, he is leading the way for the organization to settle down in Taobao live broadcast for a long time in the future. In addition, the "Luo Yonghao" live room will exist in the form of a full category of live broadcasting room, and there is no news of vertical account entering.

In recent two years, the pattern of live delivery industry has changed again and again.

In 2020, Shuo Yin, once unable to compete with Taobao's live broadcasting and express services, signed the agreement with Luo Yonghao after providing 300 million traffic support and 60 million yuan contract signing fee, and relying on this "fourth king" of live broadcasting with goods, to build the fast lane of live broadcasting with goods. Now, more and more new head anchors such as Oriental selection have been held.

After the situation of Taobao's live broadcast of "two super and many strong" has been broken, in recent months, there have been many twitter bloggers with tens of millions of fans, such as Zhu once, Yili xiaoshazi and so on. It is reported that in the near future, in addition to Luo Yonghao, Yu Minhong will also appear in the Taobao live broadcasting room on October 31.

If xiaoshazi and other neirongda people go to Taotao to live, it is more like an attempt to realize cash out of advertising. Then Luo Yonghao's entry into Taotao will draw a watershed for this wave of "Taotao tide" -- the multi platform layout of live broadcast organizations has become a trend. The anchor who integrates topics into one is taking the lead in paving the way for the organization on a "new" platform.

　　 Solving "men's double 11 needs"

Lao Luo, who claimed to quit the net four months ago, seems to have broken his promise.

At that time, after writing "zhenhuanzhuan" with live broadcast, Lao Luo announced that he would quit the management of "make a friend" and join the high-tech industry, and would reduce the frequency of "making a friend" live studio.

This time, Lao Luo's reason is to "manage men's double 11 needs". Luo Yonghao disclosed in his personal wechat video number and microblog preview that "a lot of good things are specially prepared for men who are not usually good at shopping", including mobile phones, video cards, computers, new and strange digital products, big brand sports shoes and clothes, and big brand drinks.

The consumption chain formula of "women > children > pets > men" has been circulating in the consumer sector. In the live broadcasting room, "all girls" are in the world. According to the data of Ali Research Institute, in 2020, women's clothing, luggage accessories, food, beauty and skin care are still the main categories of live e-commerce products. Taobao tmall's basic dish is also clothing and beauty. Luo Yonghao's participation, on the one hand, is to meet the growing consumer demand of men, on the other hand, it can also drive the sales of men's categories to a certain extent.

For brands, an advertised humanoid sign may also be re established.

In the past year or two, super anchors have needed each other with new consumer brands. Li Jiaqi has become popular with new beauty brands such as huaxizi and blankme. Several brands that have appeared in Luo Yonghao's studio have also gained more popularity. One is new consumer brands that have been established for about five years, such as dashidi and xinliangji; The other is the old brands such as Harbin meat Union, grassland Huixiang and so on.

Lao Luo, who is a collection of "the first brother of the former shaking tone" and "four kings of live broadcasting", is still a marketing and sales channel that can not be underestimated even if there is controversy.

Although some brands have said to "world online business", they are reducing their dependence on super anchors. For example, a certain head fragrance brand achieved 50 million sales by relying on super anchor last year, with an annual sales volume of 200 million yuan, The annual sales target is conservatively set at 200-300 million yuan - but there are still many brands that need to achieve rapid and effective explosion at the node of double 11.

In many live e-commerce communities, some brands are seeking business contacts with friends. According to sources, Lao Luo's live broadcast debut cost 200000 yuan, and the Commission for some commodities was 20%.

Business conditions of Luo Yonghao's Taobao live broadcasting room

　　 Multi platform layout, rational and inevitable step

It's no surprise that Lao Luo started broadcasting on Taobao.

In 2020, it is said that tremolo spent 60 million yuan in signing fee and 300 million traffic to sign the agreement with Luo Yonghao. But more than a month after the first live TV show, I made a friend and opened a Taobao store.

With the expiration of the agreement, Luo Yonghao also made new friends.

Since the beginning of this year, one Li xiaoshazi, Zhu once and other shaking voice bloggers have entered Taotao live. For this group of content experts, their realization path depends on advertising and taking goods.

There are only a few reasons why they choose to sell goods in Taotao live broadcasting: there is no lack of tens of millions of fan bloggers and the differentiation advantage is not obvious; Compared with live selling, relying on short video advertising mode requires more energy and creativity for content creation and lower ceiling; Without commodity resources and selection experience, we need to choose a platform with deeper pallet structure.

The above up-to-date anchor, in shaking sound suction powder, in Taobao cash. Different from them, as a live broadcasting organization, making friends will win 5 billion of actual paid sales in 2021. The foundation and ability of having goods are also in the layout of live ecological business such as generation operation and training. It moves from one platform to another, which is not only a means to avoid single channel, but also a way to find business increment.

Making a friend is no longer the first place to bring goods with you. According to its annual sales of 5 billion yuan, it accounts for less than 1% of the total dishes of the tremolo e-commerce. It is also impossible for the Oriental selection to keep up with the others, and can continue to be the top one.

Compared with Lao Luo's "desperate and desperate" attitude when taking goods, the Oriental selection set a multi platform cargo carrying plan from the very beginning. In September this year, Yin Qiang, executive director and CFO of New Oriental online conference, said: "we have been positioning multi platform, multi-channel and multi-product delivery since we have been doing live delivery."

After the fire broke out in June, Dongfang selection absorbed more than 20 million fans in one month. However, in the following two months, the speed of powder increase slowed down, and the number of online viewers in the live broadcasting room also declined compared with the peak period.

After the news that "shaking tone is targeting at the streaming of Oriental selection studio", the share price of its parent company, New Oriental online, fell more than 10% in response to the news.

On October 19, Yu Minhong will appear in Taobao live broadcasting room. As soon as the news came out, the share price of New Oriental online rose from 32.05 Hong Kong dollars / share at the opening of the market to 34.05 Hong Kong dollars / share within half an hour, up 7.6% on the same day.

The capital market will always amplify the factors of instability, but the rise and fall of stock prices also reflect the judgment of shareholders from the side - Oriental selection has become an important business of New Oriental online, and it is likely to become the main source of anti-corruption, and it is impossible to put all the eggs in one basket.

The first way for these institutions to evade the trend is to reduce their dependence on individual anchors and incubate new anchors in a matrix way. Luo Yonghao reduced the frequency of making friends in a live studio, and Dong Yuhui was not the only one in the Oriental selection. In addition, both Qianxun's Bee surprise club and Yuanwang's future station are all attempts by the head organizations of live e-commerce to differentiate their influence.

Second, multi-channel layout. In addition to selecting and launching its own app, Dongfang also precipitated a private community in wechat and opened a mall in wechat app. The main battlefield of the live broadcast was put in the head of Kuaiwei. Recently, it was broadcast in shaking tone with the account of "Yuanwang future station". Recently, it has been reported that Yuanwang will be stationed in Taobao live broadcasting.

When sustainable and stable business becomes the pursuit of institutions, a platform based on transaction and closer to transaction will naturally become the next choice.

　　 Timely rain on both sides

It happened to be when Taobao broadcast "looking for people all over the network".

After the "double super and multi strong" pattern was broken, Taobao live needed highly concerned anchors - they were exactly the objects that the live broadcasting platforms pulled each other when they wrestled. Previously, Xu Luo, the person in charge of Taobao's new ecological business line, revealed in an interview with "the most talks," that we have basically talked about (all the short videos or live broadcast talents of the whole network)

Luo Yonghao takes the lead in making friends. Yu Minhong will appear in the Taobao live broadcast room of "New Oriental Express Education exclusive store" in his personal name to discuss the university career planning with college students. Previously, Oriental selection also refuted rumors and temporarily stayed out of Taobao live broadcast. But in terms of its planning direction and the current relationship with Taobao live, the probability of entering Taobao in the future is not low. Moreover, New Oriental has responded to the move, saying that it is a long-term plan with clear goals to do educational live broadcasting in Taobao.

A more healthy ecology requires shops and talents, a head and a waist. Since the beginning of this year, Taobao has launched "super new cafe" and "going home plan". The former refers directly to the middle waist and head of Taobao, while the latter provides flow pool support and incentive for the anchor and business operators of back Taobao.

In other platforms encounter growth bottlenecks or seek greater stability of the anchor, after obtaining traffic support, there is growth. According to cctv.com, from May to September 2022, the monthly turnover (Gmv) of Taobao waist anchor will maintain a year-on-year growth of more than 50%. Between October 1 and 9, the turnover of waist anchor even achieved a 3-digit growth.

At the same time, Taobao has changed the previous traffic allocation mechanism. On September 1, Taobao live broadcast announced that it would enter a new content era. In the future, the logic of the platform traffic allocation mechanism will be transformed from transaction to transaction and content double indicators. The broadcast room with better content or better conversion can obtain more public domain traffic.

Pluralism, difference and growing new elements are always the signs to judge whether an industry is healthy or not. 2016 is regarded as the first year of live e-commerce, and now it has been in its sixth year. Although the competition pattern of live e-commerce platforms is not what it used to be, and the final situation has not yet emerged, the choice of the anchors is a reflection of a platform.