World Net Business Reporter Ding Jie
"Tucao Conference" the fourth season will be broadcast. The main coffee in the first issue is not an actor, a singer, or a writer, but a Taobao anchor. His name is Li Jiaqi.
has been broadcast less than 48 hours ago. The episode has more than 61.45 million views. On the barrage, almost no one asks: "Who is this?" Indeed, is there anyone who doesn't know Li Jiaqi?
At the content seminar of Taobao live broadcast, Li Jiaqi expressed his gratitude to Taobao live broadcast. It is the times that made him who he is now. Wei Ya also said that because the live broadcast has gained a large number of fans, the business is a kind of companionship. She smiled and recalled that there was an iron fan who was watching the live broadcast before giving birth, and she told herself as soon as the child was born.
Li Jiaqi became the main celebrity of the first episode of the fourth quarter of "Tucao Conference"
In addition to them, more than 4 million people lit up themselves through live broadcast. They may be a big-size anchor, a decorator in the live broadcast room, or a village broadcaster and a field controller. In the live broadcast room of less than 20 square meters, they use their charm to light up the screen. Virtual night sky.
It is understood that in the past year, Taobao live broadcast has brought nearly 4 million jobs. In the previous 2019 Tmall Double 11, Taobao live broadcast drove close to 20 billion transactions in a single day.
Next, Taobao Live will launch a tens of billions support plan to help merchants and partners do better live broadcasts. Taobao Live stated that it will provide professional training and incentives for businesses, anchors, institutions and other ecological partners to jointly develop the live broadcast ecosystem. At the same time, it will increase the research and development of live broadcast technology to prepare for the innovation of the future 5G era.
field control, decorator...the new profession in the live broadcast room
As the e-commerce live broadcast industry matures day by day, in a live broadcast room of less than 20 square meters, everyone's division of labor has become more and more detailed.
Huang Yu is the founder of Ye Zi Entertainment, a live room decoration company. He specializes in helping the anchors do the "refinement" of the live room, ranging from background design and space planning to the voice of the anchor and the lines of the legs.
Now, Huang Yu has almost become a special decorator appointed by Wei Ya, a sister of the live broadcast.
It is said that the equipment in the Weiya live studio has reached the level of film and television, and even the lights can be used to shoot movies. The average price of a lamp is as high as 6000 yuan, and the cost of these equipment is 30,000-40,000.
Huang Yu has a list of computer HD live broadcasts: a computer (i5 8g 1050ti graphics card), always-on lights and diffuser accessories and special brackets, adjustable ring fill lights and brackets, photography equipment and spherical clouds Table and bracket, a professional external sound card, condenser microphone, etc.
, the first on the right is Huang Yu
Currently, the top 20 Taobao anchors have cooperated with him, and Huang Yu born in the 1980s has also become one of the helmsmen behind this beautiful battle.
In addition to the decorator of the live broadcast room, field control is also a new profession born with the live broadcast.
Xudong used to be the field controller at a live broadcast agency Nas in Hangzhou. The so-called field control is similar to the on-site director, but also has good communication with fans to ensure the normal operation of the live broadcast. When
was not on stage, Xudong stared at the screen, paying attention to the following data fluctuations. He must also always pay attention to the dynamics of the anchor. In the e-commerce live broadcast industry, an experienced field controller like him can make a high price of 30,000-50,000 monthly salary.
It is not difficult to find that around a small live broadcast room, a new professional division of labor is derived from professional anchors, broadcast assistants, field control to live broadcast fan operators. In addition, the selection of products behind the anchor, supply chain management, live broadcast room setting, and live broadcast equipment production... related industries have become important choices for young people's employment. Statistics show that 60% of post-90s professional anchors on Taobao live broadcast. The presidents in the
live broadcast room
On Tmall Double 11 this year, major brands sent their own presidents and executives to participate in the live broadcast of the goods. Zhang Hongliang, general manager of
Semir's e-commerce company, personally played live on Tmall Double 11 this year. In fact, this year, more than 100 executives of well-known brands around the world have participated in the ranks of live delivery. Zhang Hongliang, general manager of
Semir's e-commerce business, was an absolute "elite player" at
in the live broadcast room of the store on 11.11. After the presidents took the position of the anchors, the momentum to carry the goods instantly reduced many professional anchors.
This year, Semir tried more content-level live broadcast upgrades. In September and October, they broadcast live shots at Milan Fashion Week and Shanghai Fashion Week, allowing fans to feel the style of an international show. At the same time, Semir's children's clothing brand Balabala conducted a live broadcast of the logistics system in the warehouse in Pinghu, directly revealing the brand's transportation links. Cai Yifan, vice president of
Semir, said that in the future, they will also plan to broadcast live in the factory to disclose key details such as broken needle detection on children's down jackets to fans.
This year, on Tmall Double 11, Barabara’s live broadcast room was watched by more than 10 million people. The sales of live broadcasts increased by 138% year-on-year. Because of the real-time response of live broadcasts, Semir’s consultation volume during Double 11 dropped by nearly 70%. With the help of new outlets brought by Taobao live broadcast,
has achieved rapid growth with many new domestic brands. For example, the perfect diary of a domestic beauty brand, this year is the first time that it has sold more than 100 million yuan on Double 11. Its secret lies in the live broadcast: In 2019, the live broadcast transaction of Perfect Diary increased by 90% year-on-year.
perfect diary base makeup spokesperson Lai Guanlin
was born in 2017 perfect diary, in the 800 days of brand growth, completed more than 6000 live broadcasts, an average of 7 live broadcasts per day, during the Tmall double 11 they conducted 100 store live broadcasts , Won the first place in the cosmetics category, surpassing many international brands.
"More than 90% of the daily Taobao live broadcasts are broadcast by merchants and brands, and the number of merchants in women's clothing, jewelry, mother and baby, beauty and skin care industries continues to increase." Taobao content e-commerce business general manager Xuan De said.
More professional anchors will appear
in the Taobao live content seminar, there are also a few familiar faces, that is, the anchors who emptied everyone's wallet: Wei Ya and Li Jiaqi.
Why is Li Jiaqi so hot? He concluded that first, insist on making makeup recommendations every day; second, make lipstick test colors as a column. He shared a detail. Customers who buy lipsticks at offline counters are unwilling to try the color, and they feel unhygienic. Then he helps the customer to try it. When everyone was still trying the color 2-3 years ago, Li Jiaqi I started to test the color of my lips and became a "lipstick brother".
Compared with individual clothing anchors selling cosmetics and beauty anchors selling food part-time, Via is the anchor with the most cross-categories, and it is not vertical at all. Within the Qianxun organization, there is a customer service group of 100 people serving Wei Ya. The customer service team collects fans' needs in various channels every day.
Taobao anchor Wei Ya
"Everyone's needs must be met, we must find, this is the biggest difference between us and others." Wei Ya said.
understands the buying psychology of fans and insists on interacting with fans every day for 365 days. Taobao live broadcast has achieved Li Jiaqi and Wei Ya, and has also allowed more ordinary people to find more suitable positions for them.
weighs 160 pounds of pork belly Xiaoying joined Taobao live broadcast in June last year. She was a nurse before becoming a "big size anchor". In her opinion, the live broadcast allowed her to find another side of herself.
In her live studio, snacks are the least-selling products. On the contrary, weight-loss products sell the best, especially those that reduce fat and oil. In the live broadcast room, the most interactive topic is the case of weight loss failure. Everyone is chatting in the group like having a tea party.
In the past two years, more and more people have joined the live broadcast and found a suitable way of employment. For example, the anchor of children's clothing, the little sister Yanzi, and the deaf anchor Ziwei Silent.
According to statistics, Taobao live broadcast this year has driven 4 million people to find employment. More and more anchors with regional and personal characteristics have emerged from it. More and more professional anchors have sprung up, and the live broadcast ecology is becoming more and more. Diversification.
