On e-commerce platforms, well-known anchors say “Buy it quickly” to drive consumers crazy to buy. Some leading anchors can even drive sales of hundreds of millions of yuan a day. What is the economy behind the live broadcast of goods? Account?
Crazy live streaming: driving hundreds of millions of sales in one day
Wendy is a plus-size women’s clothing anchor who has been engaged in the live broadcast e-commerce industry for three years. She told reporters that there is a lot of work that needs to be completed before the live broadcast, such as choosing clothing styles. After selecting products, you must also familiarize yourself with price and other preferential information to plan the live broadcast content. Wendy’s, which now has 120,000 fans, sells at least 800 pieces of clothing every day. She said that the minimum amount was about 70,000 to 80,000 to 100,000 yuan, and the one with the highest conversion rate was about 50 models. The live broadcast lasted for more than six hours, and that one sold about 500,000 yuan.
Image source: CCTV Finance
When the reporter visited the live broadcast room of another anchor, she was live broadcasting. After the live broadcast, she had to analyze the live broadcast effect of the day with the operation staff.
Image source: CCTV Finance
Anchor Sherry Baby said that she live broadcasts for 6-8 hours a day and currently has 220,000 fans. Under normal circumstances, daily sales are 20,000-30,000 yuan, with a conversion rate of 5%-10%.
The live broadcast sold tens of thousands of lipsticks in 5 minutes and led to sales of hundreds of millions of yuan in one day. This is the myth of live streaming to bring goods. Breaking records again and again.
Image source: CCTV Finance
This year’s “Double Eleven” has made the power of live streaming explode, and the number of viewers in the live broadcast room of the leading anchor can reach 30 million. Public data shows that in 2018, the Taobao live broadcast platform brought more than 100 billion yuan of goods to Taobao, with a year-on-year growth rate of nearly 400%.
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Xuan De, general manager of Taobao’s content e-commerce division, said that this year’s “Double Eleven” live broadcast has achieved explosive growth, accounting for more than 6% of total sales. Last year it was about 2.6 billion yuan, accounting for only a little more than 1%, an increase of more than five times.
The fan effect is significant and the reshuffle of the live broadcast e-commerce industry is accelerating
Anchors who deliver live broadcasts are often not the only ones to complete the work of connecting merchants. There are also organizations responsible for operations behind them. There are currently more than 1,200 such organizations. What is the reason for their influx? And why are consumers willing to pay for broadcasters?
Image source: CCTV Finance
Consumers interviewed by reporters said , willingness to place orders in the live broadcast room is affected by product price advantages and own needs, as well as the personal influence of the anchor. Xia Jun, Internet analyst of the overseas market team of Guosheng Securities, said that the economic effect of fans of top anchors is very significant. Factors such as the anchor’s personality, appeal, and reputation for bringing goods will all determine the amount of goods they bring. Behind the anchors, there are often operating agencies that provide services such as connecting with merchants and training. “Post-95s” Chen Yalun opened such a live broadcast operation agency after graduating from college, connecting more than 20 anchors and hundreds of businesses. He told reporters that different institutions and products charge different commission rates for merchant promotions, depending on the product. Some may be 20 to 30%, some may be around 40%. Some merchants do it for brand promotion, not pure sales, so they may be charged some service fees.
The ability to attract money from the live streaming e-commerce industry is attracting a large amount of capital. Ruhan, an Internet celebrity incubation marketing agency, officially landed on Nasdaq in April 2019 and became an “Internet celebrity e-commerce company”. “First Share”, but it plummeted 37% on the first day of listing, and the current share price is still lower than the issue price. From the first year of live streaming e-commerce in 2016, to now more than three years ago, a large number of institutions and anchors have poured into the live streaming e-commerce market, and the trend of accelerating clearing has become increasingly obvious amid fierce competition.
Image source: CCTV Finance
Xu Jianhong, the person in charge of a live broadcast operation agency: At the beginning, there were only three Forty institutions, to about 1,200 institutions now. In this process of reshuffling, many institutions may close after opening for two or three months, and this frequency will become increasingly high.
Live e-commerce is unstoppable
It is expected that in the next three years, e-commerce live broadcast will drive 500 billion transactions, a traffic war It’s very ruthless. If you don’t develop your traffic, others will snatch up all your traffic. Whether you are active or passive, you have to make a choice! Such a big cake,Aren’t you ready for a spoonful? </p
