A Group Of "Celebrities" Gathered In Taobao For Live Broadcast

The annual double 11 is about to open. Under the "broken halberd" of Weiya and Sydney, the live broadcast of the lake will usher in new changes - Yu Minhong and Luo Yonghao may "fill the position".

Yu Minhong and Luo Yonghao are going to Taobao

On October 20, he made a friend to build momentum for Luo Yonghao. It is reported that Luo Yonghao has confirmed that he will live on Taobao and participate in tmall double 11.

It is understood that the name of Taobao live broadcasting room is determined to be "Luo Yonghao", and the warm-up live broadcast will be carried out at 4:00 p.m. on October 20. Meanwhile, Luo Yonghao himself will make the first show of Taobao live broadcast at 8:00 p.m. on October 24, the pre-sale day of tmall double 11. The specific products will involve digital home appliances, sports shoes and clothing, drinks, fresh food, etc.

In response to this, make a friend said, and Luo Yonghao in Taobao open live is out of their own business development considerations. In the future, including Luo Yonghao, his signed anchor will also come to "Luo Yonghao" live room to meet with consumers.

Meanwhile, on the evening of October 31, Yu Minhong will appear in the Taobao live broadcasting room of "New Oriental Express Education exclusive store". No more information has been disclosed. However, New Oriental said that it is a long-term plan with clear goals to do educational live broadcasting on Taobao.

It is worth noting that this is not Yu Minhong's first live broadcast on Taobao. Last year, Yu Minhong started Taobao's "live teaching" road.

It is no surprise that Luo Yonghao and Yu Minhong switched to Taobao. No matter for "business development" or "long-term planning", Taobao live broadcast is obviously a big cake that they do not want to miss, and the joining of the two will rewrite the Taobao live broadcasting pattern under "one super" Li Jiaqi.

Under the fame, the pressure is heavy

Wood shows in the forest, while Luo Yonghao and Yu Minhong become in Shuo Yin. However, one is the official heavy money packaging, the other is the "unexpected" rise of ordinary people after struggling.

Luo Yonghao signed a contract with Shuo Yin, and Shuo Yin is also constantly promoting. At 20 o'clock on April 1, 2020, Luo Yonghao carried out live broadcasting with goods in Shuo Yin. He ranked first in the hour list of live broadcast of shaking sound less than 4 minutes after the opening.

According to the data released by Douyin, Luo Yonghao's first live broadcast lasted three hours, the total amount of payment transactions exceeded 110 million yuan, and the cumulative number of viewers exceeded 48 million people, setting a record of high carrying goods known by the platform at that time.

Previously, for Luo Yonghao's live broadcasting, some people in the industry said that the strong ability of traffic explosion, the obvious red man effect, and the weak correlation between goods and goods would make Luo Yonghao's e-commerce live broadcast business more "hands-on".

On April 8, 2021, Luo Yonghao said at the 2021 trilogy e-commerce conference held by Shuo Yin, Luo Yonghao said that the target revenue in 2021 would reach at least 10 billion. It is reported that since the first live broadcast with goods started on April 1, 2020, Luo Yonghao's team has completed the achievement of carrying goods for 3 billion yuan in 2020.

From the data, Luo Yonghao's live broadcast performance has been relatively good in the past two years, and he has gradually become the "first brother" of dubbing tape goods. In 2021, Luo Yonghao made 5 billion actual paid sales in the annual sales list of "make a friend live room". In April this year, Luo Yonghao once again dominated the list of monthly sales of tremolo.

In 2018, due to the bankruptcy of hammer technology, Luo Yonghao owed a debt of 600 million yuan. When the debt was nearly paid off, Luo Yonghao gradually reduced the frequency of live broadcasting and quit the management of his live broadcasting company to "make a friend".

In an internal speech in June this year, Luo Yonghao announced that he had officially quit the "make a friend" management, but would still participate in the live broadcast as an anchor. At the same time, "Luo Yonghao" shaking tone account changed to "make a friend live room.". Later, Luo Yonghao announced that he would be immersed in his own business again and quit all social platforms. And its entrepreneurial direction is mainly in the field of science and technology, mainly involving VR, AR, Mr.

Some people in the industry said that Luo Yonghao's involvement in the field of live broadcasting is mainly for the sake of making quick money. On the one hand, he is to pay off debts, on the other hand, he can also borrow live broadcast with goods to raise funds for entrepreneurship.

Compared with Luo Yonghao, Yu Minhong started live broadcasting with goods later, and entered the field of live e-commerce through shaking tone on December 28, 2021. However, Yu Minhong, who cut into the live broadcast with a plain human posture, had not been well received before June this year.

According to the data, since it was launched in December last year, by the end of May this year, the revenue of Dongfang selection was 24.6 million yuan, the gross profit was 9.3 million yuan, and the gross profit rate was 37.8%, which was relatively bleak.

However, with the explosion of Dong Yuhui, the Oriental selection live broadcast has entered the fast lane. According to the data of New Oriental, the Gmv from June to August is about 2 billion yuan, and the profit margin is much higher than that of pure live broadcasting or MCN companies.

Yu Minhong once said in a live broadcast in June this year that Dongfang selection had never bought traffic since it started broadcasting, and believed that "it is unnecessary to hang tens of thousands of machine powder in the live broadcasting room.". In his view, content is the key to attract users to watch.

In fact, Yu Minhong completed the "dimension reduction attack" of live broadcast with goods through the content.

In the view of associated business columnist mustard seed, the essence of live e-commerce should not be e-commerce, but content. Fundamentally speaking, the audience watching live broadcast is watching the video with goods, and watching the video means the need for content led. In the long run, since the live broadcast itself is the display of content, we should consider what kind of high-quality content the viewers behind the lens need from the perspective of content.

However, Eastern selection, which relies on content, has also encountered a growth bottleneck. It is understood that in recent months, the growth rate of Gmv and users in Dongfang selection has slowed down.

According to the data from multiple third-party monitoring platforms, the monthly sales of Dongfang selection from June to September hovered at 600-700 million yuan, while the fans were still growing, the sales remained stagnant.

It is worth mentioning that in early August, there was a market rumor that the Eastern selection was limited by the shaking tone. On the other hand, buffeting responded that there was no current restriction on the Eastern selection. Dongfang also said that it had not received any notice in this regard.

Under multiple pressures, Yu Minhong has gradually opened the road of diversification. Previously, Yu Minhong has said that in addition to tremolo, other places will also be considered, and the product system will be built at a faster speed.

New Oriental also said in the financial report that it will continue to actively develop new business lines, expand customer base and products, and develop live e-commerce business into the main growth force of New Oriental. For the live broadcast business, New Oriental will continue to explore different innovative live broadcasting modes, such as bilingual live broadcast, indoor and outdoor live broadcast, and constantly broaden and enrich the selection range of products and SKUs through cooperation with third parties and self owned products.

In August this year, Dongfang selected independent apps on major application platforms. Some people in the industry said that for Oriental selection, tremor played a more important role as a sales channel. The launch of app is also conducive to the profit maximization of Oriental selection and to a certain extent, resist market risks.

However, at a time when traffic acquisition is very expensive, independent app needs to invest a lot of capital and labor cost, and whether the effect can be shown as soon as possible is still unknown. For Oriental selection, we still need to create more excellent IP and do a good job in supply chain construction.

Can you do Taobao live?

From the perspective of the two major live broadcast platforms, Taobao has a higher degree of centralization, and the targeted consumption of users is more clear. The live broadcast of tremolo is a decentralized mode, focusing on interests, and the content and style of live broadcast are more important. In fact, Luo Yonghao and Yu Minhong shake sound studio style personalized color is more obvious.

Some people in the industry said that due to the content-based and algorithm based distribution of twitter traffic, the red traffic of the head network is scattered, and the private domain traffic is weak, which is not conducive to the private domain traffic operation, and the effect of e-commerce MCN penetration is not good.

According to third-party data, most of the traffic selected by Dongfang comes from the public domain of tremolo. According to feigua data, as of October 11, only 21% of the audience in the Oriental selection studio came from attention, that is, private traffic deposition; 67% of the audience came from live Plaza recommendation and 12% from video recommendation.

Taking Luo Yonghao as an example, major general Ding, a producer and economic observer, believes that Luo Yonghao's fans are more based on spiritual resonance, rather than accumulated in direct marketing scenarios. Therefore, it may be difficult to carry out large-scale transformation like Li Jiaqi.

For Yu Minhong and Luo Yonghao, it is also a realistic path to realize the maximization of interests to break the chattering sound of individual combat and diversify the layout. The advantage of joining hands with Taobao is that it can reach more traffic and improve the conversion efficiency of live broadcasting room.

According to the current volume, Taobao live is still the first square array in the head.

In a comprehensive comparison, 10% of Taobao's live broadcast groups are talented people, and among them are Li Jiaqi and other head and waist anchors. They have been in the front of the flow for a long time. Most of the products sold are cosmetics and women's wear, which are more in line with the needs of Taobao's audience.

Luo Yonghao focuses on the selection of digital products, clothing, personal protection, etc., and the unit price per customer is lower than that of Li Jiaqi's live room. If you want to impact the first brother of Taobao, you still need to adjust the category and layout.

However, Luo Yonghao and Yu Minhong are already familiar with topic points and content presentation, which may lead to a dimension reduction attack. Content with goods is more inclusive than traditional carrying goods, and the greater significance is that the live broadcast people of Taobao platform do not have to play zero sum game with Li Jiaqi, but look for a new way out in the subdivision field.

From the perspective of Taobao, Luo Yonghao and Yu Minhong's entry into Taobao can further enrich its live broadcast ecology. Luo Yonghao and Yu Minhong, who are more content-based, are exactly what Taobao is eager for. They can help Taobao to carry out new ecological changes.

Previously, Taobao live broadcast announced 2.0 upgrade, content-based change. In terms of traffic allocation mechanism, the main indicator of transaction is changed to double indicators of transaction and content. The live broadcasting room with good content and high conversion will get more traffic distribution.

In fact, during the suspension of Li Jiaqi, Taobao live broadcast has also undergone subtle changes. For example, Taobao will leave the scene in person and train new anchors through anchor competition, official support and introduction outside the station. Brands are also increasing self broadcasting efforts.

It is understood that Taobao's new anchor, middle waist anchor, ushered in sustained high-speed growth this year. In the first nine months of this year, Taobao has produced nearly 200 live broadcasting rooms with a turnover of more than 100 million yuan, covering the core waist anchor, new generation anchor and other live broadcast stations.

With the return of Li Jiaqi, Yu Minhong and Luo Yonghao turn to Taobao. The double 11 will also be noisy.