Yuan Guobao

INERI senior researcher, founder of NewMedia New Media Alliance, mobile Internet trend observer, senior media person, well-known commentator, new media marketing and brand communication expert.

Exceeded 200 million...

Yesterday (7th) night, Luo Yonghao opened the first livestreaming in August, which was also the first Suning special livestreaming as the "Quality Experience Officer" of Suning.com. The livestreaming was last 90 minutes, breaking the record of 120 million for the first show in April. At 12 o'clock in the morning, sales peaked and exceeded 200 million. Luo Yonghao, this time the top spot of "Tik Tok Brother No 1" is really stable.

What is the industry on the tuyere in 2020? There is no doubt that it is a "livestream e-commerce".

In the first quarter of this year, more than 4 million livestream of e-commerce nationwide. The total scale of the livestream market has risen to 100 billion yuan. The three major camps in the field of livestream e-commerce, Douyin, Kuaishou, and Taobao, have pushed the livestream e-commerce industry to new heights.

Among Kuaishou,Douyin and Taobao, Douyin's actions are the biggest. Invest 1.5 billion yuan in stream to support corporate accounts, upgrade livestreaming privileges, and launch the official app of “Douyin Store”... This wave of operations has undoubtedly become a carnival for major anchors to show their true professional strength.

01 E-commerce: not a one-shot deal

Last night, Luo Yonghao said during livestreaming, "It's not a one-off sale, but a lot of hammers." When the sales volume broke through 200 million, Luo Yonghao's livestreaming room looked like celebrating the Chinese New Year!. However, recently, the opinion that talking down Luo Yonghao has been constant.

Some media often quote unconfirmed data from third-party organizations, and frequently "talk down". The Internet even appeared once "Luo Yonghao's 100-day reform failed to start his own business". The voice of a 90% drop in cargo volume in 3 months has never stopped. However, Luo Yonghao and his team have deeply cultivated their own "one-acre three-point land", making the beautiful image in the hearts of the brand and fans sing all the way, and the more they sing, the louder. Last night, he once again proved himself with strength, like Luo Yonghao's usual behavior style. Slapping on the face must be "buzz", but this time it is someone else's face.

Before this, Luo Yonghao was not the only one who was questioned. Someone followed this momentum and suggested that "livestreaming marketing is really going to be weaken."

At least for now, that cannot be said. First of all, the appeal of the head anchor is still there. The words "good things recommended by Luo Yonghao" and "Weiya's same style" are still eye-catching.

Secondly, there is a concept in economics called the "law of diminishing marginal utility", which is a process by which consumers gradually return to rationality and normalcy after fresh attempts. That's why, the leading anchor will experience a decline in GMV. But the main reason why brands and consumers still choose to trust them is that these anchors do not intend to do business only once and then leave.

Take Luo Yonghao, who is "the harder you screw up, the more stable the character setting" as a case. He once said, "You also know that once you screw up, it is a good thing for you, and we will do our best to remedy it."

Take the case of complaints about roses that were saled by livestreaming on 20 May. The quality of the roses withered requires the brand supplier to take some time to deal with it. If this happened to other anchors, most of them chose to remain silent. But Luo Yonghao was very sincere. Not only did he post an apology in time that night, he also refunded the original price and doubled the compensation, even if the "confession day" became the "apology day." From the Internet, consumers have no condemnation, and more trust. Since then, Luo Yonghao has a "conscience anchor" label on him.

Usually star livestreaming are difficult to achieve. Xue Zhiqian's second livestreaming, with a total of more than 34 million viewers, only sold 80,0007 yuan. As for Zeng Zhiwei's livestreaming marketing of wine, the same controversy continues.

But no matter what, consumers cannot wait to respond. However, Luo Yonghao, who screw up frequently, slammed his face every time like a moving picture. He will not only say to consumers: "The overall experience is still relatively bad", but also apologize to customers: "The timing and technical problems caused some products not to be introduced in time, and there will be compensation in the future."

The ultimate reason is that stars can leave after only a livestreaming marketing, but these professional anchors need to "eat" with livestreaming marketing. Luo Yonghao himself also said on Weibo: "I'm trying to make money to pay off debts. The money earned as an anchor is not dirty money." And Douyin e-commerce does not need celebrities, but these professional anchors.

In order to increase the influence of their livestreaming rooms, Wei Ya and Luo Yonghao frequently walked out of their own livestreaming rooms. Wei Ya walked into "Back to field" and Luo Yonghao stepped into the door of "ROCK & ROAST 3", all shouting vigorously, constantly increasing the popularity of their livestreaming room.

To become the most successful livestreaming e-commerce anchor, you must get out of the livestreaming room. This is beyond doubt. And entering the variety show world is the best way to get out of livestreaming room. Like talk show, as one of the most popular variety shows in the market at present, helped Luo Yonghao get out of livestreaming room, gave him a steady increase in stream, and created a lot of topics for him. Naturally, its influence has risen, and it has received more and more attention.

Today, Luo Yonghao is considered an insurmountable person in the Internet celebrity world. Not only has he gained a place in the variety show industry, he has also become an "industry benchmark" in livestreaming, and has secured his position as the "Brother No 1 of Douyin".

As the user's mind continues to mature, the user's concept of livestreaming will become more mature, and product quality and experience will replace price as the focus. And this is difficult for a part-time anchor to achieve.

02 livestreaming internet celebrities: from gimmick to professional

The current livestreaming e-commerce is half flame and half sea water. Celebrity anchors are gradually abandoned, but professional anchors are always sought after.

Li Jiaqi settled in Shanghai as a special talent, causing a lot of waves. The throwing of this "olive branch" is an important signal for Shanghai to keep up with the tuyere of livestreaming marketing and create an "e-commerce livestreaming capital". Under this year’s "home economy" trend, many cities including Jinan, Yiwu, Hangzhou and other places have introduced generous policies with real money to introduce e-commerce anchor talents, and many MCN agencies are also cultivate contracted top anchors. The head anchos have become the "delicious bun" which livestreaming e-commerces competite for.

Unlike Li Jiaqi's "special talent", Luo Yonghao chose another path. On 30 July, at the "New Domestic Products·Made in Jinhua—Made in Jinhua Entering livestreaming room" and the first Luo Yonghao livestreaming product selection meeting held in Jinhua Development Zone, Zhejiang. The products selected by Beijing Jiagepengyou Digital Technology Co., Ltd. officially landed in Zhejiang E-commerce livestreaming base. This incident has injected new impetus into Zhejiang livestreaming e-commerce.

Competing for the top anchor competing the high-quality stream and super professionalism of the head anchor in livestreaming field. When all the girls burst into buying lipsticks because of Li Jiaqi's "OMG", countless straight men will also grab ice cream because of Luo Yonghao's jokes, post photos in the circle of friends, and then fission and repurchase. However, for the technology digital circle, the large number of straight men who have poured into livestreaming room are the high-quality stream pool brought by the head anchor, which is the precise customer group that the brand dreams of.

The livestreaming room of professional anchords is like a stream window that accurately reaches users, forcing the brand to do a good job of user experience, product after-sales and other details, to better serve users, and then achieve multi-dimensional incremental premiums.

Under the dual positioning of livestreaming and variety show scenes, high-quality content is delivered to users, which improves users' participation, stimulates consumer desire, and ultimately achieves a good sales conversion.

In the 618 shopping festival, Wei Ya and Li Jiaqi ranked first in the top ten livestreaming with nearly 300 million sales of goods. In the ranking of anchors saling goods in July, Wei Ya Li Jiaqi ranked first and second with sales of 2.1 billion yuan and 1.4 billion yuan respectively.

And Luo Yonghao, who always hopes to "make friends", is still valued by the brand because of his comprehensive strength. These products, including Zhong Xuegao, Xiaomi, and YEATION, have all become widely knowne through Luo Yonghao. This may be more important for the brand.

03 Future: After the hustle and bustle is the real opportunity

Under the tuyere of the Internet, we will always experience an industry's rise, fanaticism, and return to rationality. The livestreaming e-commerce is on the way to return to rationality. But this industry will still be a tuyere.

According to the 45th "Statistical Report on China's Internet Development Status", as of March this year, the number of livestreaming e-commerce users reached 560 million yuan, with an increase of 163 million yuan from 2018, accounting for 62% of the total online users.

In 2020, the big year of livestreaming e-commerce, the total size of the industry will double from the 433.8 billion yuan in 2019, and the number of online livestreaming users will reach 524 million yuan. Only vertical professional anchors will usher in a real opportunity, showing an unprecedented exponential growth in saling goods through livestreaming.

There are currently more than 200 livestreaming platforms in China, of which more than 100 have received financing. More than a dozen large companies, such as Tencent, Momo, Xiaomi, and 360, have consecutively entered the livestreaming field with high profile.

With the advent of the 5G era, livestreaming will become more and more diversified in content and format. "Everything can be broadcast" is not just a slogan. Taking the financial sector as an example, livestreaming with themes including insurance, funds, investment and financing and many other sub-fields have appeared in the livestreaming market.

The strong interactivity and high transformability of livestreaming has become a marketing method that integrates products and sales. Relying on technologies such as video interaction, big data, and AI, it creates a scene-based interactive experience of "people-goods-field" mode to realize business expansion and digital transformation of the enterprise.

In the future, the trend of live streaming will be decentralization. Professional anchors will be more sought after. The stars will gradually be eliminated by the market. Wei Ya and Li Jiaqi and Luo Yonghao is recognized by the market because of her strong professional ability, and they will become "hotcakes" by virtue of their professionalism and drilling.

At least, last night (7th), Luo Yonghao once again proved his strength.