（Picture Source:Sogou）
The competition among the main players is very simple and fair from one point of view: no matter who is unknown, or the star of the big red and purple, so long as the energy can be taken, it can stand out. Vanya, before he became famous, made a wholesale dress for women, took part in the contest, signed a record company, and opened a Taobao store. Before he became famous, Li Jiqi was a Beauty Advisor of Oleaya, and the KOL selection program, which was co-operating with Oleaya, became a cargo-owner. As one of the first to eat the crab, Vanya and Li Jiqi ate the biggest dividends on the live broadcast of Taobao; and by virtue of the characteristics of the people, the professional degree is extremely high. The solution, team's excellent and diligent operation, Vera and Li Jiqi became the first sister and a brother of the live broadcast of Taobao, each set a record of the "$2.7 billion in 2018", the "The number of live TV fans in Taobao is 10 million.", and so on. In addition to KOL, another more and more dazzling band is the star. On June 30,2019, the host, Liu Yan, held a great "Rock value pop-up table" live in the fast hands. More than 3 hours of live broadcast, covering 18 items of food, small household appliances, personal protection, and other items, sales have been estimated to be about 15 million, with a good record. if Liu Yan's live broadcast is a test water, and more stars have begun to settle in the live-live platform. The host, li xiang, started the first taobao live broadcast on april 22, and then maintained a weekly or even multi-field live frequency. By virtue of the host's control field advantage, Li Xiang's introduction to the product is a good hand, and it is estimated that the current sales volume of Li Xiang in the current month is about ten million. Wang Zu-blue is another active star. In April, Wang Zu-blue and Li-a-man, Chen Xiaochun, and so on hold a live show in the fast hand, a mask for 12 minutes to sell 100,000 pieces. After the start-up of Taobao, Wang Zu Blue sold more than one thousand pieces of jewelry in the live broadcast of 618, with a single-field turnover of over 3 million. As of July 2019, the star of the live star in Taobao has more than 100 stars. In 2019, the cat has two and ten stars, and more stars are added to the live ceremony.
In this wave of live broadcast tide, in addition to the emergence of many new MCN institutions and new categories, there is also a kind of new business type: live broadcast base. On the one hand, anchors promote a number of goods every time they broadcast live, the update rate of goods is very fast, anchors need to have a sustainable source of goods; on the other hand, after the store joins the live broadcast, there is a need to find the right anchor. Under the condition that the anchor wants to find the goods and the goods want to find the anchor, the industrial base, which can accommodate the direct broadcast room and the sufficient supply of goods at the same time, has become a very good live broadcast scene. Hangzhou Tun and Direct broadcast Base was put into use in November 2018 because it is located in Xiasha, Hangzhou. In 2005, the surrounding anchors were rich in resources, so after the establishment of a large number of live broadcast organizations. Tuanhe base strictly screen the supply chain, carry out the final elimination every month, strictly ensure the quality and tonality of goods. According to the Amoy list, Tun Wo Base currently has 110 live broadcast rooms and more than 80 merchants, with monthly sales of hundreds of millions, ranking among the top three clothing bases in Taobao Live broadcast in June 2019. The existence of direct broadcast base has greatly solved the problems of less style, slow update speed and trouble in returning samples, and thus greatly improved the carrying efficiency of some categories. For example, jewelry and emerald, anchors are directly in Yunnan and other places. The wholesale market of jewelry producing area is broadcast live, the live goods are rich in reserve, the anchors bargain and pick up the goods in bulk, and the fans in front of the camera can place orders on the spot if they are satisfied. For example, clothing and shoes bags, anchors live directly in the clothing market, many styles for fans to choose from; if there are styles popular but out of stock, directly notify the factory to replenish the goods. At the same time, due to a certain degree of reduction of intermediate trade links, profit space has also been expanded.
Now that the boom of live ecommerce is unstoppable, are you ready for a new business culture?
Of course, the head network celebrities and stars in the large cargo army is only a very low proportion of people. Only Taobao broadcast a platform, tens of thousands of live broadcast every day behind thousands of anchor organizations and tens of thousands of individual anchors, each organization is a few, more than a few hundred anchors. Tens of thousands of anchors compete for limited traffic location and brand favor, must be few, the vast majority in the ranks of long tail.
At present, Taobao live broadcast is the first among the major platforms, with a cargo scale of hundreds of billions in 2018. Kuaishou gives full play to the fans' economic effect of the old iron, with the number of goods carried by the platform in 2018, which may reach tens of billions of dollars. The bytecode beat and WeChat have also joined in one after another. Nowadays, more and more content platforms are beginning to cash out e-commerce, including Kuaishou, Douyin and bilibili. We also see more and more e-commerce carrying out domestication strategies, such as Taobao, JD and koala. In the future, live e-commerce and even content e-commerce will continue to play.
Viya and Li Jiaqi can copy? It's hard. The shaping of a head KOL needs the right place and the right place: in each platform and each category anchorman competition is still in the blue sea time, obtains a big platform recognition and the flow support, has a very excellent and diligent team to help build the characteristic person to set up and carry on the outstanding operation, continuously obtains the brand merchant's approval and the supply chain guarantee. At present Taobao live broadcast and fast hand KOL competition has been close to the Red Sea. Of course, as some new platforms continue to join the battlefield, there are still some categories of anchors with absolute monopoly power, but the competition is also more intense.
Compared with the operator's network MCN organization, live broadcast base is operating goods. MCN institutions have always faced the problem of head traffic network celebrities difficult to cultivate out of difficult to retain the problem. In contrast, the format of the live broadcast base focuses on the supply chain end, similar to the role of the direct broadcast of goods on behalf of the operation, in the operation of standardization, control of the supply chain, and so on more handy. In this wave of live tide, the major platforms to benefit from the competition also including the likes of the micro-mall channels. As more and more brands choose to open stores on WeChat and other social content platforms, there are likes. Aas service providers provide an online mall, marketing and payment tools, systematic customer management and other channel functions.
Today's live broadcast e-commerce, in addition to as an important channel of sales, also has the function of marketing. In July this year, Guo Fucheng opened the "Guo Fucheng exclusive store" in the cat, and the main group of the shampoo brand created by its individual. On the same day, Guo Fucheng, together with the fast-hand and old-iron "Xin Youzhi", held a live-live sharing meeting of the brand, and promoted the brand while sharing hair-care and skin-care experience. Under the influence of Guo Fu-cheng and Xin-zhi, the shampoo sold 55,000 yuan in five seconds and reached millions of sales. From the effect, it can be a new product in the form of live broadcast combined with the function of Xuanfa and Sales The effective channel for the first time. In the future, more and more new brands can be launched and sold through live broadcast.
