Text | Radar Finance Meng Shuai

Edit | Deep Sea

With the longer and higher frequency of e-commerce promotion, consumers’ enthusiasm for e-commerce promotion is getting lower and lower. Referring to this year’s 618, some media even used the word "quiet" to describe it. While the platform is no longer as high-profile as in previous years, the influence of the head anchors of major platforms seems to be less than before.

According to Qingyan’s data, on the first day of the pre-sale of 618 this year, the GMV of Li Jiaqi’s beauty special live broadcast was about 2.7 billion yuan, but it was 46% lower than the nearly 5 billion yuan in the same period last year. Or have already felt the "chill" of live broadcast with goods in advance. Even Li Jiaqi, who is already a super-head anchor, went to Mango’s variety show "Cut Through the Thorns" and started singing and dancing, which seems to be intended to enhance his exposure.

Brother Xiao Yang, who has more than 100 million fans in Tik Tok, recently intends to reduce the frequency of live delivery. His career focus has shifted, and he has devoted part of his energy to the entertainment track including concerts, electronic syllables and short plays. However, Du Gang, CEO of Three Sheep, revealed that these attempts of the company are actually not the second curve, and the company does not expect to make profits from them at this stage.

Turning to the Aauto Quicker platform, Simba, regarded by the outside world as "a brother of Aauto Quicker", has repeatedly revealed his idea of retiring in public. In April this year, it was not the first time to "bombard" Simba in Aauto Quicker, and it was once blocked by the platform for several accounts. It was not until the opening of the 618 th National Congress that this drama ended with an apology for Xin Xuan and the unblocking of Simba account. But after returning to the live broadcast room again, Simba bluntly said that he could not broadcast.

Some analysts pointed out that the head anchor actively sought exposure, transformation and diversified development, and even retired, involving many considerations. For example, the decline in the appeal of the head anchor, the decline in consumer enthusiasm, the increasing market competition, the bottleneck of industry growth, the rise of new tracks, the game between the platform and the anchor and other factors have jointly created the current situation.

The record of 618 has declined, and Li Jiaqi is "doing nothing" to sing and dance?

Since Viya bid farewell to the live broadcast room for tax evasion, Li Jiaqi has become the only super-head anchor of Taobao Live. Although Li Jiaqi has not been affected by the tax storm, its live broadcast business has also experienced many ups and downs, such as the suspension of broadcasting, the incident of Hua Xizi’s eyebrow pencil, and the alleged "two choices" by JD.COM, and a series of storms have also made Li Jiaqi taste some "hardships".

On June 18th this year, Li Jiaqi, whose reputation has declined, has a much weaker sense of existence than in previous years. How much GMV was once broadcast live in Li Jiaqi is a topic of great concern to the outside world, but now the news that Li Jiaqi participated in the mango variety show "Cut Through the Thorns" seems to be more of a gimmick.

In May this year, when the "618 Great Promotion" was about to kick off, it was reported that Li Jiaqi would join the hit variety "Cutting Through the Thorns". Although Li Jiaqi has a huge fan base in the whole network, a cross-border participation of an anchor with goods in a music competition variety show still caused a lot of hot discussion among netizens, and some netizens questioned the authenticity of the news.

On the evening of May 21st, Li Jiaqi himself responded positively to this rumor in the live broadcast, and made it clear that he would indeed participate in the recording of the program "Cutting Through the Thorns". He admits that the reason why he decided to participate in this variety show is mainly to make money. "I am going to make money, and I will give you a red envelope when I make money." On May 22nd, the topic of "Li Jiaqi responded to participate in Pigou" immediately rushed to Weibo for hot search.

In fact, head anchors like Li Jiaqi and Viya are actually more capable of absorbing gold than many stars. In a program in 2020, Viya once joked, "I won’t be a star. When a star is an anchor, how can I make money?"

Back to November, 2021, according to the interface news report, on the first day of the pre-sale in double 11, the live broadcast rooms in Li Jiaqi and Viya achieved sales of 10.653 billion yuan and 8.252 billion yuan respectively.

After Viya was forced to leave, Li Jiaqi’s position in Taobao anchor became even more incomparable. During the period of double 11 last year, some media reported that according to the sales volume and selling price of live broadcast rooms in Li Jiaqi, the total income of double 11 in Li Jiaqi was conservatively estimated to exceed 25 billion yuan.

In this regard, Li Jiaqi’s US ONE team responded to the media that the data is purely fabricated and seriously untrue. The double eleven receiving and data statistics are far from over, and the GMV data has never been released in the live broadcast room in Li Jiaqi. The so-called 25 billion revenue is sheer nonsense.

Behind Li Jiaqi’s participation in variety shows to seek more exposure this time is actually the anxiety that his live broadcast career is facing a certain bottleneck. As early as before the official opening of this year’s 618 National Congress, Li Jiaqi said earnestly at the kick-off meeting, "Is it difficult to promote this year’s 618 National Congress? I think it is difficult. "

According to "Youth Intelligence" data, on the first day of the pre-sale of "618" this year, the beauty category GMV of the live broadcast room in Li Jiaqi was 2.675 billion yuan, which was as high as 46% lower than the nearly 5 billion in the same period last year. Among the major brands, although Polaiya beat L ‘Oré al to win the first GMV, its GMV data also fell by about 31% year-on-year. However, the response of US ONE is still as usual, saying that the data is inaccurate and the company does not disclose GMV.

Some Internet observers pointed out that the real purpose of Li Jiaqi’s variety show this time may be more to drain his live broadcast career and reverse his image in the public’s mind than to get the notice fee. Variety shows usually focus on entertainment and interactivity, and in recent years, there are not a few stars who have been "washed white" because of variety shows. In this variety show, Li Jiaqi has the opportunity to have more direct and in-depth communication with the audience, so as to enhance the emotional connection with the audience and make his public image more intimate and grounded.

The aforementioned people further added that for the sake of crisis public relations, after the incident of Hua Xizi’s eyebrow pencil, Li Jiaqi needs to keep a low profile as much as possible to slow down the further fermentation of the incident. As the public opinion influence of this storm gradually fades, Li Jiaqi, as the anchor with goods, needs to find more traffic portals for his live broadcast career, thus promoting the growth of sales between live broadcasts. In addition, this cross-border marketing strategy can not only help Li Jiaqi to further consolidate his fan base, but also bring him more business cooperation opportunities and advertising endorsement opportunities.

Intentionally reducing the frequency of live delivery, Brother Xiao Yang entered the entertainment track.

As a fan of Tik Tok, online celebrity, crazy Xiao Yang Ge has already become one of the top head anchors on the platform. However, many netizens found that the frequency of crazy Xiao Yang’s recent live broadcast of goods seems to be getting lower and lower.

According to the list of Tik Tok’s goods in April released by Whip Niu Shi’s integrated three-eye survey data, after falling out of the top 20 of the list for two consecutive months in February and March, Crazy Xiao Yang once again missed the top 20 of the list. However, Xiao Yang’s apprentice, Boss Seven, has been in the top 20 of the list for two consecutive months.

According to the statistics of radar finance, in the last 30 days, Brother Crazy Xiaoyang’s account has been broadcast live for 6 days (some of which were broadcast several times a day).

According to the data of the gray dolphin, in the last 30 days, the six-day live broadcast of Crazy Xiao Yang Ge has GMV output, with a total sales of 100 million+. Among them, the maximum sales per day is 25 million to 50 million on May 25th. What’s even worse is that during this period, crazy Xiao Yang Ge also dropped 463,000 powder.

Judging from the above data, it seems that the energy of crazy Xiao Yang Ge is less and less on live delivery. In fact, crazy Xiao Yang Ge also revealed in the live broadcast that this year, the number of live broadcasts with goods will be reduced, compared with more live entertainment. If there is a special event, Crazy Xiao Yang Ge will also consider giving his account of over 100 million fans directly to his disciples for use.

Due to the reduction of the frequency of crazy Xiao Yang Ge’s live broadcast, there are even voices outside speculating that Xiao Yang Ge will retreat behind the scenes. Du Gang, CEO of Three Sheep, responded to the rumors of quitting the Internet, "It’s just that his energy (crazy Xiao Yang Ge) is not enough to support the high-frequency live broadcast as before, and there are more things to do."

So what on earth does crazy Xiao Yang have to do? Radar Finance found that the "ambition" of crazy Xiao Yang Ge not only stays in the field of live delivery, but also wants to share a piece of the entertainment track by "debuting" with funny videos.

Last November, Crazy Xiao Yang spent 30 million yuan to hold a concert of stars in Hefei Olympic Sports Center, and invited many famous artists including Jeff Chang Shin-Che, Silence Wang, Pu Shu, Faye Chan, Vitas, Twins, Paul Wong and Chopsticks Brothers.

Although the tickets for this concert are only for sale, if you want to get the tickets by participating in the lucky draw in Xiao Yang’s live selection room, you need to place an order for any product first, and the winner can get two consecutive tickets. Another way is to store the value through members, and you can get tickets directly when you reach a certain amount.

In May of this year, Crazy Xiao Yang Ge held another electronic syllable named DXYG-VAC in Luogang Park, Hefei. Like the previous concert, Brother Xiao Yang didn’t bring the goods live during the electronic syllable, but on the side of the electronic syllable stage, Brother Xiao Yang set up an exhibition hall selected by Xiao Yang Zhen, a self-operated brand of Three Sheep, which provided food, drinks and clothing products for consumers to buy.

It is worth noting that because the price of some goods in this electronic syllable field is too high, crazy Xiao Yang Ge was once involved in the controversy whirlpool. For example, a bottle of pure water was sold to 20 yuan, and a bottle of Red Bull with an off-site price of less than 10 yuan was sold to 28 yuan, so there was a voice questioning the electronic syllable "Cheating".

In addition to concerts and electronic syllables, Crazy Xiao Yang Ge also extended his tentacles to the current hot short drama track. In mid-April this year, the latest short play "Fu Ye, Your Bride is Big Brother" of Three Sheep Network officially started shooting, and the launching ceremony was started at Fumao Hotel in Hefei. In addition, Sanyang has opened a new account "Sanyang Theater" in Tik Tok, which is dedicated to publishing short plays.

However, Du Gang revealed that these attempts of the company are actually not the second curve, and at this stage the company does not expect to make profits from them. For example, take the short play as an example. At present, the three sheep have set up a special short play team, but the positioning is to expand the content form for the three sheep, not to lay out the short play production market. As for activities such as electronic syllables, it is more a marketing exposure than a money-making business.

And the platform "challenge" was blocked again, and Simba bluntly said that it could not be broadcast.

Gradually fading out of the head anchor in the live broadcast room, in fact, it is not just crazy Xiao Yang. Simba, who is known as "the elder brother of Aauto Quicker" by the outside world, has even revealed his idea of quitting the network in public for many times.

In April this year, Simba gradually lost control of her emotions due to some negative comments in a live broadcast. During the live broadcast, Simba not only pointed the finger at other anchors, but even openly fired at the Aauto Quicker platform. Subsequently, Aauto Quicker Platform banned Simba’s account on the grounds of inappropriate words and deeds, speculation of private disputes, conveying negative emotions, etc.

However, the title did not stop Simba from continuing to "get mad". After that, Simba started broadcasting with the accounts of several of his disciples respectively, and released excessive remarks, but these accounts were soon banned by Aauto Quicker. In desperation, Simba even said, "You dare to block all my anchors, and I dare to tell you that there is no cash flow on your platform! I dare to stand in front of the Hong Kong Securities Regulatory Commission and report my real name. "

In fact, this is countless times that Simba has "challenged" the platform. In December 2020, Aauto Quicker banned Simba for 60 days after it was exposed that Simba sold fake bird’s nest. In October, 2021, Simba accused Aauto Quicker of giving traffic to the performers instead of himself during the live broadcast, and was once again banned by the platform. In March last year, Simba was banned by Aauto Quicker for 48 hours for accusing Aauto Quicker of conniving at emotional anchors to create false popularity and false data and cheat the elderly.

And this "farce" ended in an apology. On May 19th, Xinxuan Official issued an apology statement in Aauto Quicker, claiming that its anchor Simba made inappropriate remarks that damaged Aauto Quicker’s image during the live broadcast on April 20th. Xinxuan Group deeply apologized for this.

On May 20th, when the curtain of 618 was opened, Simba’s account was finally unsealed. After returning to the live broadcast room, Simba bluntly said that he couldn’t broadcast. "There will be fewer and fewer live broadcasts in the future, and it is probably planned to make Xinxuan accustomed to Simba through ten live broadcasts."

As early as March of this year, in a live broadcast, Simba once said, "Now there is nothing exciting for me in the live broadcast industry. Next, I have to suspend the live broadcast, precipitate for two years, learn artificial intelligence, and then choose a new track two years later to start again."

However, the statement that Simba gradually faded out of the live broadcast does not mean that Xinxuan gave up the business of live broadcast with goods. Radar Finance has noticed that the symplectic selection with obvious family characteristics has already hatched a number of talented anchors, and the carrying capacity of these anchors is also in a relatively high position among the anchors in Aauto Quicker.

According to the data released in the new list, in 2023, the estimated sales of live broadcast in Aauto Quicker ranked in the top 10 accounts, and 6 seats were won by newly selected anchors. The top three players in the list are all taken over by the newly selected anchors. They are Eggs, Simba and Shida Beauty.

However, the relationship between Simba and Aauto Quicker is quite subtle. On the one hand, the anchor of Xinxuan has contributed considerable sales to the Aauto Quicker platform, which may be one of the reasons why Simba has been blocked for many times but has not completely withdrawn from the live broadcast in Aauto Quicker. On the other hand, in order to avoid Simba’s dominance, Aauto Quicker has also intended to "cut back" in recent years. After all, for a platform, if it relies too much on one company, there is obviously a great risk, which is not conducive to the long-term development of the platform.

Some analysts believe that as the e-commerce promotion activities become more normal, consumers’ expectations and enthusiasm for the promotion gradually decrease, resulting in weak overall sales growth. Although head anchors occupy a place in the market with their huge fan base and strong influence, they are also facing the challenge of weak sales growth in the environment where consumer enthusiasm fades, and it is difficult to maintain their past glory.

In the context of increasing competition in the live broadcast industry, in order to maintain its leading position, the head anchor needs to constantly find new exposure points to drain the company’s live broadcast business, thus driving sales growth. With the growth of live broadcast e-commerce business facing bottlenecks, head anchors need to make plans early to adapt to market changes and help the company find new growth points as soon as possible, so as to achieve diversified development and get rid of dependence on a single business.

　　Finishing | Wu Xue

　　I am a courier and a "organizer".

　　At 5: 00 a.m. on February 13th, I woke up in a bunk bed in the express warehouse outside the Second Ring Road in Wuhan. This warehouse was a little special, and it happened to be built at the sewer crossing. It was damp and cold. I picked up the thermometer and took my temperature, which was no more than 36 degrees. I looked at my mobile phone calendar before going out. It turns out that I haven’t been home for 22 days.

　　Yong Wang has been living in the company warehouse these days.

　　I’m Yong Wang, born and raised in Wuhan, and I’m an ordinary post-80s courier brother. From morning till night, I work hard day after day to deliver, pack, deliver and move goods, which is enough for a family of three. I throw myself into the battle every day when I wake up, like a "top" wound up. At the beginning of February, reporters came to me one after another to follow up the interview. I never thought that I would become a news figure in this epidemic.

　　Seeing the nurse home, she cried all the way

　　Things should start from the New Year’s Eve. Because of the epidemic, the courier company had a holiday. In the evening, I closed the warehouse and returned home to have a reunion dinner with my relatives. At 10 o’clock in the evening, when I was going to coax my daughter to rest, I suddenly brushed into a circle of friends from a nurse in Wuhan Jinyintan Hospital. The other party wrote: "Help, we are restricted here. There are no buses and subways, and we can’t go home. It takes four hours to walk back." The demand was released at 6 o’clock, and no one took the order.

　　Yong Wang in protective clothing.

　　"Go or not" at that time, I was struggling, but I really wanted to do it. I didn’t dare to tell my family that I spent an hour alone in psychological struggle. Finally made up my mind to "go". My wife is a psychologically fragile person and has never experienced any major events; Parents are getting old again, so we can’t let them worry. So, I decided to take this matter alone — — Keep it from them with white lies.

　　The first question is how to get out. The nurse who issued the bill was on the night shift at six o’clock the next morning. I told my wife that there was a temporary need for the staff on duty at the outlet, and I was sent to be on duty, so I managed to hide it smoothly. At that time, I didn’t have any protective equipment in my hand, so I went to the supermarket to buy two N95 masks and arrived at Jinyintan Hospital on time at six o’clock. The nurse paused when she saw me. "I didn’t expect anyone to take this bill." Then, she got on the bus, said nothing all the way, sobbed silently until she got off the bus.

　　On the first day, I sent more than a dozen medical staff to and from Jinyintan Hospital. At the end of the day, my legs kept shaking. To tell you the truth, I’m scared in my heart. What if I get infected? I began to retreat and persuade myself, "Forget it." But when I saw a nurse sending a bill at night, the destination was dozens of kilometers away from the hospital, and no one answered it. Suddenly changed his mind.

　　I made up a second "lie" and told my wife that I was in contact with a suspected patient and was afraid of being infected. I could only sleep in the express warehouse for 7 days and go home without any problem. At first, my wife didn’t listen to my explanation and cried bitterly. Later, when her mood was stable, she agreed. And slowly, with more contact with medical staff, I began to understand why they would rather walk than go home when they take a break.

　　In fact, in the week before the national medical rescue team came, all the medical staff in Jinyintan fought all night, 10% of them could sleep in bed, and the rest were armchairs; The groans of patients and the 24-hour call on walkie-talkies are unbearable for anyone, let alone have a good rest. Therefore, even if they walk for four hours on the road, it is a short rest for them.

　　The medical staff took a short nap in the armchair.

　　The medical staff took a short nap in the armchair.

　　On the fourth day of the Lunar New Year, more and more medical teams supported Wuhan, as if giving them a "shot in the arm". That day, I was supposed to pick up a doctor to go to work, when I suddenly received a phone call from her: "Master, you don’t have to pick me up. I can take a day off today." At that time, I was very happy. I built a medical service group and more and more people entered. I began to find that even if I tried my best, I could only meet the demand of 300 kilometers.

　　Recruit volunteers to transport medical staff together.

　　So, I began to post news in my circle of friends to recruit volunteers, insisting that I must live alone and wear protective equipment. If the answer is no, I will refuse them. Next, twenty or thirty people followed me in turn, and we broke three cars in the middle. Later, six cars basically met the demand. But it is still not a long-term solution, and some people suggest that we can find resources.

　　We first contacted mobike, and their delivery efficiency was very fast. All points in hospitals and hotels and vehicle personnel were in place in one day, which solved the travel demand of about 2 kilometers; Then docking Didi, because the process of big companies is cumbersome and takes a long time, and it takes a week to get it done. In order to meet the travel needs of medical staff in Jinyintan Hospital outside the Third Ring Road, Didi directly changed the number of kilometers received from less than 3.5 kilometers to less than 15 kilometers.

　　Green orange bicycles set up service points on Panlong Bridge.

　　The docking of green orange bicycles was also completed within three days, and 400 bicycles were put into use. From the aspects of operation and maintenance, cost and delivery, there was a special team management, which completely solved the travel problem at once. In those days, every night, I had to take an hour to play video with my family. I was afraid to disclose the recruitment and help information to my family in my circle of friends, but with the increase of the number of trips abroad, the task became more and more busy, and this matter could no longer be concealed. My wife was very flustered when she knew it. I did ideological work and finally expressed my support and understanding.

　　It’s just that my two-year-old daughter is very attached to me. At night, she clamors to sleep with her father. If she can’t find it, she just sits in the corner and cries. On the Lantern Festival, I watched the video of her kissing and kissing on my photo, and I felt particularly guilty and missed my family.

　　But I know that I can’t stop. The medical team that rushed to Wuhan is our "lifesaver". The government has arranged for them to have food and a place to live, but the details may not be taken care of. We can check and fill the gaps and try our best not to mistreat them.

　　Wang Yong’s family

　　Yong Wang’s daughter saw her father’s photo and kissed her.

　　Want to eat rice, we settled a restaurant.

　　At the beginning, we raised 22,000 yuan to provide instant noodles and water for night shift medical care. Later, a nurse sent a circle of friends saying that she really wanted to eat rice. After seeing it, I was so sad that I made up my mind to let them eat white rice the next day. Soon, a restaurant owner docked, 16 yuan a copy, more than 100 copies a day. The next day, the owner of a restaurant in Wuhan came to me and said that 1500 lunches a day could be provided free of charge to Jinyintan Hospital, Xinhua Hospital and Union Medical College Hospital respectively.

　　The dining problem has been solved, but I have found another new situation: the load of docking restaurants is too great and the production capacity has reached its peak. I began to imagine whether we could have a special restaurant for meals under the condition that many existing resources are tilted. I soon began to implement it. I went to more than 20 restaurants a day to talk about cooperation, and asked one by one if we could use the venue and staff for free or at a low price. Soon, the owner of Jinjiushan Restaurant agreed with our goal and hit it off.

　　Jinjiaoshan restaurant began to serve meals free of charge.

　　On February 3rd, Jinjiaoshan Restaurant began to provide meals, with two meats and one vegetarian, which quickly satisfied the dining problem of Jinyintan Hospital. The rest of the production is supplied to Didi drivers for 240 copies every day. Since others are here to help us, we should not graft the risks to others. Unfortunately, on February 7, the local food safety department in Wuhan closed the restaurant and demanded to stop business.

　　The reason is that during the critical period of the epidemic, only a few designated units are allowed to produce meals, and this qualification cannot be applied for at present. After a day of unsuccessful communication, in desperation, we contacted several designated catering units and found that the other party said that the cost of a box lunch was 40 yuan, and the funds we raised could not afford it at all.

　　I was very frustrated at that time, but then things began to turn around. Today Convenience Store, a local enterprise in Wuhan, has solved the dining problem: providing all the support teams in Jinyintan Hospital with meals every day, and supporting Didi owners with 300 free lunches every day. I finally breathed a sigh of relief that day.

　　Materials provided by Today convenience store to medical staff

　　Free box lunch provided by Today convenience store

　　I don’t have any resources, but I am ready to respond.

　　I am a person without any resources, but along the way, I am especially grateful to the volunteers and big companies for their help. Everyone is working hard for this matter. I am just a person who organizes the bureau. Travel, dining — — Each group has a bureau, and I will give it to one person to manage it, and then I will free my hands to do other things. Because I have much contact with medical staff on weekdays, I know their current situation best, and life support is also essential.

　　For example, if the glasses are broken and the screen of the mobile phone is broken, you need to buy slippers, nail clippers, chargers and even autumn clothes and trousers, and shout through the solitaire in the group, and someone will soon purchase them to help them get it. I remember one time, two doctors of Shanghai Medical Team celebrated their birthdays. We bought them cakes and had an unforgettable birthday. Another time, because the air conditioner in the hospital couldn’t be turned on, the medical care lacked sleeveless down jackets for warmth. We spent 100,000 yuan to buy all the down jackets of Shangchao, and ordered 1,000 pieces of Uniqlo in Guangzhou.

　　Master Gan, a volunteer hairdresser, has been on duty for 5 times and received rave reviews.

　　Yong Wang docking service in the group Anhui assistance Wuhan intensive care unit.

　　Yong Wang organized volunteers to buy birthday cakes for the Shanghai medical team.

　　One thing that impressed me the most was that the medical staff needed a batch of protective shoe covers, and the whole city of Wuhan was out of stock. Later, a merchant was found on Taobao, but in gedian, Ezhou, 55 kilometers away from Wuhan, because the merchant was also a confirmed patient in COVID-19, the express delivery could not be made. I drove to get it overnight and brought back 2000 pairs.

　　I keep doing things and solving problems every day. I don’t know when I will stop, but as long as the medical staff calls me, I am always there. Up to now, we have docked a total of 1,000 medical staff, and then we will dock 3,000 medical teams that rushed to Wuhan.

　　On February 2, Yong Wang released a circle of friends and wrote: I have lived for so many days, but the nurse’s concern made me cry.

　　People can’t touch such a big thing in their lives. No matter what they do, they do their best and have no regrets. Actually, when I think about it, my original intention to do this is very simple. One day, picking up and dropping off a medical staff can save four hours, and picking up and dropping off 100 people is 400 hours, 400 hours. I earn money no matter how many people the medical staff can save.

　　On the evening of February 13th, my mother’s friend saw my video and told my mother by phone, expressing great support to me. In the eyes of relatives and friends, I have never been a worry-free child since I was a child. Until now, my parents are still worrying about me, helping me take care of my children and subsidizing my family. Fortunately, what I have done this time has not humiliated you.