Written by / Helen
Editor / Lin Yumo
Title image / IC photo
Today (October 24) Luo Yonghao is on Taobao and will start his live debut on Taobao.
Since the end of “True Rebirth”, Luo Yonghao has announced his retirement from the Internet via Weibo and has dedicated himself to starting a business. However, after four months, Luo Yonghao announced his entry into Taobao Live.
This time Luo Yonghao double live broadcast will be from October 24 to November 11.He will personally participate in 5 live broadcasts and the other time will be completed by the live broadcast team to make friends.
Li Jiaqi’s discreet return, Wei Ya’s voice is also different from the past, and Taobao Live is also in urgent need of new traffic input. With the arguments and traffic of him, Lao Luo, who is the head of the station, can he reproduce the myth of Douyin on Taobao Live?
01. Amoy, multiple choices, not the only choice
On the first day of the Double Eleven presale last year, Taobao won nearly 20 billion yuan in sales with the two anchors Wei Ya and Li Jiaqi. However, after missing a traffic surge in the 618 promotion, it is urgent to acquire new traffic.
The internet’s anti-monopoly trend has provided more opportunities for anchors and has also enabled Luo Yonghao and Taobao to gain a win-win situation.
Earlier this year, the State Council’s Anti-Monopoly Committee officially released the “Anti-Monopoly Guidelines on the Platform Economy”, which is the first systematic anti-monopoly guide specific to the Internet platform economy in China. .
Since 2021, the term “antitrust” has entered the public eye frequently. The Internet is the “epicenter” of antitrust. On November 20, 2021, the State Administration for Market Regulation sanctioned 43 cases of non-declaration and illegal execution of the concentration of operators in the sector pursuant to the law. Ten Internet companies, including Tencent, Alibaba, Meituan, Baidu, JD.com and 58 Group, were all fined fines.
For this Taobao live broadcast, it is tantamount to eating the dividends of politics.
Luo Yonghao’s live broadcast room with a friend will not change Douyin’s live broadcast operation: “We will continue to maintain a good cooperative relationship with Douyin.”
In terms of making friends, “Luo Yonghao’s behavior in Taobao this time is not purely for the popularity of the double 11, but intends to carry out daily live broadcasts on Taobao. A more detailed plan has not been formed.”
Soochow Securities Wu Jingcao and Yang Jing analyzed that Luo Yonghao will broadcast live on Taobao and Douyin simultaneously in the future. After the implementation of the law against platform economy monopoly, there will be no so-called “choose one” situation. For Luo Yonghao, live streaming on both platforms at the same time will help reach more customers. The platform environment and customer mentality of Douyin and Taobao are very different, so it is believed that “make a friend” will open two different live broadcast rooms on the two platforms for live broadcast.
Not only Luo Yonghao, but also media reports, Yu Minhong, the founder of New Oriental, will appear in the Taobao live broadcast room of the “New Oriental Xuncheng Education Franchise Store” on the evening of October 31st. Broadcasting live instruction on Taobao is said to be New Oriental’s long-term plan with clear goals. Last year’s Double 11, Yu Minhong had already conducted a live broadcast on the Taobao platform, sharing college studies, career path planning, etc. “tens of thousands of users have purchased courses such as postgraduate English and university English CET 4 and 6”.
It’s just that Luo Yonghao ends up again. It is not yet known if he can save him and make friends. Since Luo Yonghao left, making a friend has not only fallen out of the top ten on Douyin’s monthly talent list, but the number of followers has also stagnated. After Luo Yonghao left, his main Douyin account only increased by 100,000 followers.
Luo Yonghao once appeared to the rescue as the host of the response show on the evening of August 23, and the content of the response still cannot circumvent the issue of carrying goods. Luo Yonghao’s “flash” brought short-lived popularity: the maximum number of online users in the live broadcast room that night exceeded 20,000, and the transaction volume was 1,036 million yuan. However, the popularity didn’t last long: after Luo Yonghao left, audiences who liked to watch the lively also followed.
In terms of Taobao Live, Li Jiaqi and Weiya have a solid position in Taobao Live, but they also need a new traffic injection. And if there wasn’t Luo Yonghao’s blessing, what would it be like to make a friend in the Tao Department? Luo Yonghao’s entry into Taobao Live, can you play his record on Douyin?
02. The myth of Douyin, can Taobao still afford it?
“I am stubborn, open-mouthed and aggressive. After becoming the manager of the company, I often couldn’t help myself. I caused a lot of unnecessary problems for the company. If the personal influence of the company is a plus or a minus for the company. company as a whole “.
Four months ago, Luo Yonghao announced his retirement from the Internet in a high profile fashion. In an exclusive media interview, he described himself like this, and stated that at least in the next few years he will no longer make any public expression on social media platforms.
Four months later, Lao Luo shouted a slogan in the Taobao Live promotional video.: “Take care of the needs of the male double 11”.
Right now, Luo Yonghao, whether he completed an angel funding round of nearly 400 million yuan or entered Taobao Live, is enough to make him the hub of the internet again.
During Double Eleven, Luo Yonghao will personally perform three live broadcasts on October 24, October 31, and Double Eleven Day, which is also the presale and launch of the Tmall Double Eleven event. , and the key knot for paying the balance. In addition to Luo Yonghao himself, make friends will broadcast uninterrupted daily routine live on Taobao.
It is understood that Luo Yonghao’s Taobao live broadcast hall is positioned in all categories and is stepping up efforts to attract investment and select products.Many media reported that the current pit fee charged by Taobao live broadcast to make itself a friend is about 200,000.
This time, the “Entering Taobao” and “Make a Friend” team even set the goal of being the first in a certain field and the GMV to bring goods during the Double Eleven period to reach several billion.
In April 2020, Luo Yonghao gradually became the “first brother” of Douyin live broadcast with a total turnover of more than 110 million yuan and a cumulative record of 48 million viewers, and “make a friend” also became the head of the country. Live streaming brands.
This time I entered the Taobao live broadcast room. The name of the live broadcast room is not make friends, but “Luo Yonghao”. Taobao and Taobao’s Diantao live streaming app will provide traffic support for this.
However, for the past couple of years, live e-commerce has suffered the pain of “grabbing a hair and moving your whole body”. With subsequent incidents of major conductors, Taobao Live, Douyin and Kuaishou are all de-heading Brands, top anchors Get out of your comfort zone.
Traffic on Taobao will not be “favored” by one person, and an internal factor that cannot be ignored is that in recent years, amid wave after wave of “lowest price” and shouts of “shopping party”, consumers return to rationality, the willingness to buy has been significantly reduced.
Although Luo Yonghao started Taobao’s live debut with his own traffic, it is not yet known whether he can outdo his performance in Douyin’s live debut.
03. It is a trend to bring goods to multiple platforms
Led by Luo Yonghao and Dongfang Selection, more anchors will start carrying goods across more platforms and even the best anchors boundaries will be weakened.
Since June of this year, the main anchors Li Jiaqi and Luo Yonghao have suddenly vanished and the way live broadcast e-commerce platforms rely on the best anchors to attract traffic is quietly changing. The live e-commerce industry is ushering in a new round of strategic adjustments. The platforms have begun to introduce new de-heading policies, pushing small and medium-sized anchors to the fore.
On August 8, it was reported that Dongfang’s selection was limited by Douyin. In response to this, Douyin’s e-commerce manager replied that there is no current limit to Dongfang’s selection. New Oriental also said it had not received a notification of Douyin’s current limit.
Although both sides have denied the current limit, the fan growth rate in the Oriental Selection Live Room has slowed significantly since the total number of fans in the live broadcast room hit 20 million on June 29. Sales of GMV with goods also decreased compared to the warm period.
Some industry insiders have pointed out that the platform has begun to support average life from the head to the present day. Traditionally, anyone who can sell more goods can get more resource support. And these anchors can get strong bargaining power from brand suppliers, get lower prices, and then increase sales again and keep growing their size. The end result is that the stronger the stronger, the Matthew effect is formed.
Under the national anti-monopoly Internet policy, anchors will no longer be restricted from “choosing each other”. Anchors can further get rid of platform restrictions, improve their voice and give themselves more choice. However, cross-platform live broadcasts will inevitably require higher team operating costs.
Mid-life anchors, while facing more room for development, also have more pressures and challenges.
As Yu Minhong said in the live broadcast room, on the one hand, anchors will be needed to reinforce cultural learning, because if there is always a lot of output but no input, it will gradually become thinner and hollow, and eventually it will will make it a live broadcast tool. “What interests me is not how much Dongfang Selection can do, but whether Dongfang Selection did the right thing and how far it can go.”
On the one hand, live streaming is about traffic and competition is the personal brand of the host and the live broadcast room; on the other, it is the refined operation behind the live broadcast, including the supply chain accumulation and the resources behind the live broadcast key to growth.