Presale Skyrocketing Let Taobao Small And Medium-Sized Anchor Finally Get Out Of The Way

1、 Tmall double 11 ushers in a good start

Double 11 is an important part of the consumer market every year.

In the expectation of the public, tmall double 11 made a good start and achieved a big outbreak on the first day of pre-sale. With the morale of businesses and brands soaring, the venue of double 11 has become hot.

On October 25, Taobao handed in the first report card of this year's double 11. Official data show that the pre-sale is only one hour, and the turnover of more than 3000 brands on the platform has doubled year-on-year.

Among them, Taobao's superior categories, beauty and clothing are still popular.

In the clothing category, men's wear has become the black horse this year. It is reported that there are more than 100 men's clothing brands pre-sale for 4 hours, surpassing last year's whole year.

The performance of beauty category is more eye-catching. In the first hour of pre-sale, beauty brands occupy 9 of the top 10 popular models.

Taobao is the main position of double 11, many brands choose to put top-notch goods here. Facts have proved that with the joint efforts of the platform and businesses, this opening is very hot.

It is worth noting that Taobao's business focus has changed significantly this year. The evaluation index of Taobao has changed from the annual number of active buyers to the number of daily active users.

Around the "content-based" task, live broadcasting has become one of the focuses of Taobao in this year's double 11.

For example, there are more than 100 clothing brand stores on the first day of trading, with an increase of more than 500%. Shop broadcasting has become one of the main means for double 11 businesses to achieve the outbreak.

In fact, on the eve of double 11, Taobao's horn has been sounded in the live room.

A few days ago, Li Jiaqi returned, Luo Yonghao and Yu Minhong successively announced his entry into Taotao. The inflow of super anchors is like a shot in the arm for the industry.

On that night, Luo Yonghao's Taobao studio had 26 million viewers, second only to Li Jiaqi. Li Jiaqi's number of spectators also set a new record, reaching 460 million.

"Double 11 is the engine to win the growth of users", Luo Yonghao's fan growth exceeded 1 million.

Under the Matthew effect, it is not surprising that super anchor can achieve such a result. What really deserves our attention is the small and medium-sized anchors who also broke out in double-11.

Official data show that four hours after the opening of the pre-sale, Taobao live broadcast produced 130 live rooms with pre-sale amount of more than 10 million yuan.

It is reported that since this year, Taobao waist anchor and new anchor have grown rapidly, becoming the main source of these 10 million live broadcasting rooms.

Specifically, the pre-sale guidance amount of Taobao waist anchor increased by 365% year-on-year, and the new anchor increased 684% year-on-year. Among them, live broadcasting institutions also achieved a significant growth of 165% year-on-year.

In fact, with the rise of live broadcast e-commerce, the emerging e-commerce forces gradually put pressure on the traditional e-commerce. Under the stock competition, neither Taobao, the big brother, nor the latecomer like Shuo Yin can afford to lose.

After Taobao launched the flow counter offensive war, this year's double 11 has become more popular.

2、 Behind the rich anchors, small and medium-sized anchors finally rise

The continuous change of live broadcast ecology is the support of Taobao in this flow counter offensive war. Since this year, the ecology of Taobao live has become more and more perfect.

Previously, the gap between anchors has been a hidden danger of Taobao live broadcast.

This point has been exposed when Sydney and weia leave the arena. In June, when Li Jiaqi announced the suspension of live broadcasting, the contradiction reached its peak. Relevant data shows that Taobao, shuoyin and Kuaishou 618 are top 5 anchors, none of which comes from Taobao.

(source: star map data)

With the deepening of content strategy, we can find that while Taobao keeps the influence of the head anchor, the small and medium-sized anchor finally grows up.

Last year, there was a widely circulated article in the industry, "the struggle history of e-commerce anchor is the struggle history of small and medium-sized anchor". When the big anchor enjoyed the meat, it was very difficult for the small and medium-sized anchor to drink soup.

The industry has roughly estimated that the Gmv broadcast every night by Weiya and Li Jiaqi almost occupies half of the market. In the small market space left, a large number of small and medium-sized anchors struggle.

This situation has gradually changed, Taobao live broadcast anchor structure has become more reasonable and perfect.

For example, the head anchor is Li Jiaqi, and the core waist anchor is lieer baby, Chen Jie Kiki, Timor xiaocrazy, etc. among the new anchors, Yuanwang dream station, bee surprise club, Lentinus edodes are coming, Luo Yonghao and others have successively settled in.

In addition, Taobao itself is also constantly increasing the training and support for small and medium-sized anchors.

According to the latest news, the "talent incubator base of college students anchor" under Taobao live broadcasting line has landed in Hubei University of science and technology, and more than 30 students have signed up to live on Taobao.

In terms of flow, cash, organization, etc., more and more professional content will emerge.

In the past, we thought that only the tremolo and fast hand under the decentralizing algorithm were the most suitable platform for the development of small and medium-sized anchors, while the discourse power of Taobao live broadcast was concentrated in the hands of a few people.

Now, Taobao live broadcast has become an important business position for small and medium-sized anchors. With the detailed information of the birthplace of live e-commerce and the tracking support along the way, Taobao live has become a firm choice for small and medium-sized anchors. This point has also been verified in the war report data of double 11 pre-sale.

"In addition to the head anchors with strong market appeal, more and more middle and low back anchors stand out in Taobao live broadcasting, and their number of users and business are growing at a very high speed," Ali said.

3、 Waist anchor is the future of live E-commerce

Under the opportunity of double 11, the number of anchorperson in the waist has increased greatly.

Not only a certain platform, the whole live e-commerce industry with the rise of the waist anchor to ecological prosperity, with more deterministic development.

Generally speaking, if any industry wants to achieve a virtuous circle, it is necessary to avoid oligopoly competition and strengthen the "waist" with a large number. Balanced ecology will make the whole industry more and more healthy.

However, it is worth noting that when brands no longer "put eggs in one basket," they began to look for suitable partners among emerging anchors in the waist, and only some anchors with advantages in vertical track stood out.

Among them, most of the anchors still have not established their own core competitiveness.

Behind this, the professional supply chain team and selection team become the competition barrier between the waist anchor.

The reason why a super head anchor is a super head anchor is that it can provide consumers with unimaginable discounts from other channels. Accumulated over time, only then has the super head anchor strong bargaining power.

Furthermore, it depends on the team's vision and negotiation ability whether they can get enough discount but the merchants can barely accept the price.

Bee surprise club can quickly rise, largely because of its mature supply chain team. After the head anchor fell down, a large number of team resources spilled out and were accepted by the bee surprise club.

However, it is difficult for most ordinary anchors to have such high-quality resources.

Therefore, it can be predicted that the future of the live broadcast industry in the solo anchor will gradually sink.

On the contrary, institutionalization and specialization will become a major trend. This is another big clean-up for the whole live broadcasting industry.

Overall, the backbone of e-commerce live broadcasting is growing, and the industry is developing in a good direction.