Luo Yonghao Shaking Sound Live With 100 Days Of Goods, Paste?

On July 10, Luo Yonghao started the live broadcast with goods for 100 days.

On the same day, it was also reported that he was going to enter the talk show, which was later confirmed by him. Corresponding to it is his performance of live delivery with goods, which has long since faded from the halo of his debut. In the "top 50 list of live e-commerce anchors in June" released by wemedia, anchor Luo Yonghao only ranked 47th.

For a few of gmhao's live broadcast departments, most of them are in the hands of the company.

In April this year, Luo Yonghao, the first generation of online celebrities, announced that he would settle down in tremor and start his career of carrying goods live. After that, star big V entrepreneurs came to the studio one after another. At the same time, Luo Yonghao released the battle report of the first live show of more than 100 million yuan, and the advertising marketing value of live broadcast with goods was also "misunderstood" enlarged.

Luo Yonghao also seems to have become a model for the big V, that is, the first show must have a great performance. However, if we do not regard live delivery as a marketing event, but pay attention to its long-term value and industry impact, the first show performance is not so important.

After the success of Luo Yonghao's water trial in the first battle, the live broadcasting with goods has become normalized. Luo Yonghao's live broadcasting room also has the problem of selling fresh products such as lobsters and flowers. Recently, Luo Yonghao's live Gmv has been declining all the way, which shows that the live e-commerce industry is returning to the rational and commercial nature.

"Down 90%" mantra

Luo Yonghao's 110 million in the past and Zhang Ting's 250 million in the latter. When the star big V comes to the shaking sound studio to bring goods, his first show performance is often the first to be concerned. Based on his "strong topic making attribute", Luo Yonghao, who constantly gets on the hot search through car rollovers, also refreshes his sense of being out of the circle as a anchor.

According to the statistics, Luo Yonghao, who has been leading the live broadcast of "Blue Star" for more than one time, has been leading the live broadcast of "blue goods" by Luo Yonghao only once.

In terms of transaction volume, Luo Yonghao's performance with goods began to decline after the first live broadcast. From the industry's point of view, there is a sense of "the first show is the peak". In addition to the popularity rate of the star and the fans, Wang Zuyin's constant attention to the value of the products brought by Chen zuhe is still worrying about how to get more exposure.

The first thing that's not important is that the first live broadcast is broadcast in the commercial area. It means that only when the anchor is broadcast to the 100th show, the tacit understanding, business model and style between the anchor and the fans will gradually take shape.

When the new anchor reaches the 100th show, we will have a more definite judgment on whether they can "get out" and whether they can carry the goods for a long time.

With 100 days (field) as the time node, combing the live broadcast with goods, there will be some new discoveries behind the brilliant "war report".

Take Luo Yonghao as an example. During 618, it was supposed to be the peak of traffic, but his performance dropped to about 10 million. Luo Yonghao live broadcast 100 days, live with goods performance dropped 97%.

After Luo Yonghao, Chen he, who settled in the tremolo, also showed a similar development track. Chen he launched his first live show with goods in Shuo Yin on May 30, with a score of more than 80 million. However, on July 11, the performance of the latest live broadcast of tremolo was only 8 million, which also dropped by more than 90%.

In contrast, professional anchor Weiya and Li Jiaqi had nothing to do with the product at the beginning of the live broadcast. Four years ago, in order to guide her own Taobao store, Weiya started her live broadcasting career. At first, Li Jiaqi was just a front-line sales person selling cosmetics. Through daily live broadcasting, she accumulated fans with real shopping intention, and the transaction amount also maintained a steady growth.

At the same time, their more important upgrade comes from the team. At present, both Weiya and Li Jiaqi have a selection team of more than 100 people.

From a longer-term perspective, the growth track of Taobao live one sister geweiya and Li Jiaqi verified the "100 field logic".

According to the statistics of its long-term growth, the number of TV presenters who have brought tens of thousands of products, including those of several million broadcasters, has gradually increased. In the long-term operation of fans, Li Jiaqi, who calls out "attention to all girls", has gradually matured into a girl friend who will give advice to you. The woman "Superman" Weiya also accumulated the trust and favor of fans of all ages. "She looks like someone who buys things for her family."

Where is it difficult to do live streaming on e-commerce platform?

"The first show is the peak", is it hard for the stars to get rid of the magic spell of carrying goods in the live broadcasting room? How many of the tens of millions of fans in the live room are watching the fun and how many really want to "buy and buy"? After the verification of the "100 show cycle", more naked truth about the live delivery with goods is gradually emerging.

There is an essential difference in whether users want to consume content or sell goods.

What kind of consumers are willing to spend 3 hours just to grab a box of 19.9 yuan of spirochete powder? Live broadcasting is the least efficient form of consumption. The influx of a large amount of traffic into the studio is called by the anchor "the lowest price of the whole network". With Luo Yonghao's first live show, what is worth buying will be put on the commercial topic of "lower than Lao Luo" on the night of April 1.

In other words, without the support of the supply chain, the flow platform does not have the price advantage, but there are weaknesses in the quality of goods.

For the MCN institutions that enter the Bureau and carry goods live, it has almost become an open secret in the industry to accept orders, swipe orders and falsify data.

According to the feedback from the data detection platform, it is not uncommon that hundreds of thousands of advertising expenses are sold out in the live broadcasting room in the end. In order to make a good-looking war report, the anchor places an order and returns it again, which results in the return amount close to the transaction amount, which has become a certain routine operation. This situation is common on traffic platforms, which also means that the e-commerce capabilities of these platforms are still very primary, and they lack the ability to effectively identify and crack down on scalping and counterfeiting.

Although many start-up MCN organizations say that the return rate of live delivery within 40% is normal, and even 70% of products with low cost performance ratio. But more and more brands are beginning to realize that if the return rate exceeds 30%, maybe there is something wrong with the live room.

In fact, according to Taobao's data, the return rate of Taobao live broadcast is only about 4 points higher than that of Taobao tmall as a whole, which means that problems such as return rate can be completely controlled on the platform with perfect regulatory measures.

When the topic heat wave recedes, the flow and turnover show a downward trend, which will become an inevitable thing. Brands will think more rationally about whether the budget is really cost-effective in the end. The staff of the undertaking team from a top star said to tech planet (wechat ID: tech618), "the ROI of live broadcast of tremolo is very low. We invested 2 million in traffic and bought 1 million prizes. In addition to the full amount of resources provided by the platform, the conversion cost is 24 yuan per unit. "

In addition, the store's service ability can't keep up, and many brands participating in the live broadcast are transferred to Taobao. "Many functions of the small store can't meet the needs of normal e-commerce transactions. Before, I didn't know where to look at the orders, and there was no evaluation. Customer service can't meet the needs of customers. Customer service is our customer service. "

It can be said that shaking tone has the common fault of doing e-commerce on the flow platform. Due to the lack of service ability such as trading and after-sales, the small store of shaking sound in the early stage of development also gives the brand owners the impression that "it is not like the products made by e-commerce people".

On the one hand, it is the growth strategy of Shuo Yin to attract more traffic and big V to settle in and open live broadcasting with goods; on the other hand, even if the facilities are not perfect at the supply end, it is still trying to push its own stores. According to Mu Sheng's calculation, on the whole, the commission rate of Taobao guided by shuoyin express is more than 12%, while the commission rate of its own small shop is 5%. Tuiyin express is still quietly supporting its "small shop".

In the early stage, shaking sound can achieve live content innovation through star big V, attracting the attention of fans and brands. However, in the long run, to retain fans and improve conversion rate, it is facing the practical problem of enhancing the service ability of e-commerce.

What is the essence of live e-commerce?

Public data show that China's total online retail sales exceed 10 trillion. And the total Gmv of live broadcast with goods in 2019 is nearly 300 billion. That is to say, the penetration rate of live delivery with goods is less than 3% of the overall online retail, and the market space is huge.

If we say that the traffic platforms such as Shuo Yin are using the logic of advertising to do live delivery with goods, e-commerce platforms such as Taobao are using live broadcast to help businesses operate private traffic.

In a healthy live e-commerce ecosystem, the proportion of shop self broadcast will be more than half. Taobao live broadcast made such a prediction in 2019. An e-commerce industry analyst analyzed to tech planet (wechat ID: tech618) that if we only study the commercial value of live e-commerce through the big anchor of the traffic platform, I'm afraid that we will be confused. If we put the live e-commerce into the e-commerce operation system, we may see the overall situation.

Depending on the anchor or star individual, the life cycle of traffic can be as short as a few months or as long as a few years, and it is hard to escape the fate of decline. It is necessary to combine the operation of new stores with commercial ones. In the future, Li Qiya and Nikkei Group will become more and more mature in terms of the capacity of the anchor and the group to restructure their own brands.

From the perspective of the brand side, the mature businesses integrate the live delivery with goods into the overall operation scheme of brand stores, so as to maximize the benefits.

The brand side will also have a longer-term plan for the utilization of traffic. They will often obtain a large number of new customers and fans through live broadcast of talent. After new customers and fans enter the store, they will operate these fans through store self broadcast. Therefore, in Taobao live broadcast of all the times, business self broadcast accounted for 90%, Gmv accounted for 70%.

In the view of the above-mentioned e-commerce industry analysts, through such a combination scheme, brands and businesses can form the basic model of private domain traffic operation, thus forming a sustainable business model. In other words, the brand private traffic operation that many traffic platforms dream of has been realized through the combination of live broadcast and daily operation on the e-commerce platform.

Because of the underlying logic of pure traffic distribution of the products, the serious "oligopoly effect" has been formed. For example, Gmv of Simba accounts for nearly a quarter of the whole express. This situation is unimaginable in the e-commerce platform, because it is difficult to adapt to the overall operation scheme of the merchants, and it is difficult to form a benign live e-commerce ecology.