Li Jiaqi is back.
On the night of September 20th, the gossip that had been circulating for many days was confirmed, and Li Jiaqi suddenly resumed the broadcast and became the focus of public opinion in a very short time. That night, according to Taobao live broadcast official data, Li Jiaqi's live broadcast room reached a total of 63.528 million views, far exceeding the average data of about 40 million before his suspension.
Li Jiaqi's return is also quite low-key. Not only did Mei ONE not release any news in advance to warm up, but Taobao Live did not give Li Jiaqi any homepage recommendation. Users need to check the watch list or search by themselves to be able to break through the obstacles and arrive Li Jiaqi's live broadcast room.
Li Jiaqi returns to the live broadcast room
Even in this situation, the live broadcast still exploded. Fans announced this great news by word of mouth. On Weibo or Moments, users can easily find information about Li Jiaqi in the information flow on the homepage, and finally transfer it to Li Jiaqi's live broadcast room. The enthusiasm of users has also turned into purchasing power. Almost all of the 27 products on the shelves that day were sold out in seconds, and even 50,000 garbage bags were sold. It has been a long time since
's live broadcast and delivery of goods have been as lively as the Chinese New Year. You must know that compared with many industries, "live broadcast delivery of goods" is still regarded by many as a rising industry in the land of milk and honey. But the last thing that could mobilize the public's enthusiasm for discussion and generate real purchasing power was the selection of the East in early June and Dong Yuhui's poems and distances. The return of
Li Jiaqi once again proves that live streaming is still an industry with strong personal IP attributes. Super anchors are not only irreplaceable, but also extremely difficult to be created again. The trend of traffic and the change of the times have always been closely attached to the so-called "four kings".
, but it is not contradictory that, with the withdrawal of Luo Yonghao and the "capture" of Wei Ya , the four kings have long been misnamed. The return of Li Jiaqi briefly pushed the glory of the "King of Heaven" to a high point, but everyone knows that the era of the King of Heaven has passed.
The disappearance of the last "King of Heaven"
live broadcast brought goods "Four Heavenly Kings", this concept was later widely used in "Weiya, Li Jiaqi, Simba , Luo Yonghao" four people. But the first three hardly use this term, and the most eager to mention is Luo Yonghao, who is "the fourth oldest".
Luo Yonghao's live broadcast room
Although the total GMV of goods with goods is far less than the first three, and even not comparable to Simba's apprentice, but with superb bundling marketing technology, Luo Yonghao still confirmed his "King of Heaven" status, and also let the live broadcast bring goods The concept of the Four Heavenly Kings has since been finalized. The relatively exciting life experiences of these four people and the platform strategy behind them have also allowed their stories to be told repeatedly.
is just that the era of the Four Heavenly Kings did not last long. The unsafe factors hidden in the King of Heaven then exploded for various reasons. Wei Ya’s account was banned for tax evasion, Luo Yonghao decided to withdraw from the network, and Li Jiaqi stopped the broadcast after the Zhejiang Consumer Protection Commission issued a notice that “a batch of product labeling problems were found in Li Jiaqi’s live broadcast room on Taobao platform”. 109 days.
Zhejiang Consumer Protection Committee investigated Li Jiaqi
The disappearance of the last king has put the industry into a traffic vacuum in an instant.
was directly hurt by the Taobao live broadcast platform. In fact, as early as a period of time after Wei Ya was banned, there was a view that Wei Ya's suspension would have a huge impact on Taobao Live. At the same time, there are also opposing views that the vacuum of traffic will inevitably usher in the rise of new anchors, and the disappearance of Weiya just saves Taobao Live the effort of "cutting the fan". These two views of
are based on the complicated attitude of Taobao Live official towards super anchors. On Double Eleven last year, Chui Xue, vice president of Ali and , was asked by the media about "Weiya Li Jiaqi". At that time, the official attitude has changed from the previous "approval" to "difficult to intervene". An Ali employee commented privately after Wei Ya was blocked: "You can neither say we are happy, nor can you say we are not happy."
Before Li Jiaqi stopped broadcasting, this complex attitude was still established. According to official data, in 2020, Taobao live e-commerce GMV will reach 400 billion. Among them, Wei Ya’s personal GMV is about 20 billion, accounting for about5%. The disappearance of this share will certainly damage Taobao Live, and it seems acceptable.
However, at that time, a premise of "acceptable" was that there was also Li Jiaqi. In other words, when the two absolute top anchors are absent for some reason, it is impossible for Taobao Live to not be hurt.
On the one hand, more than half a year after Wei Ya fell, Taobao Live failed to find a perfect replacement. The Bee Surprise Club, which was rebuilt by Wei Ya's old team, finally recovered only 5 million fans on Taobao, accounting for only 5% of the 92.27 million fans before Wei Ya was banned. The new anchors introduced by Taobao officials through a series of traffic incentive programs have not been able to make up for the traffic vacancy after Wei Ya disappeared. The new "Viya" obviously failed to appear as scheduled.
Bee Surprise Club
On the other hand, although from the perspective of a one-year time span, the contribution of super anchors to the platform is not as important as ordinary people think. But in big promotion nodes like Double 11 or 618, there is no doubt about the importance of super anchors. On October 20, 2021, Li Jiaqi and Wei Ya jointly contributed nearly 20 billion total sales on the first day of Double Eleven. But after the two disappeared, the pomp apparently ceased to exist. The immediate data feedback of
is reflected in the time node of 618 this year. According to the statistics of third-party data agencies, this year's 618, Taobao Live's GMV ranked third, lower than , Douyin, and Kuaishou. At the same time, in the ranking list of big anchors, there are no Taobao anchors. figure. Li Jiaqi stopped broadcasting after Wei Ya, which made Taobao lose face in the big promotion node. In addition to
, domestic brands such as Huaxizi, , and , which are famous for relying on Li Jiaqi, have also lost important channels for exposure and conversion. Not only that, the marketing community previously claimed that "5,000 Xiaohongshu reviews, 2,000 Zhihu Q&A plus Li Jiaqi Wei Ya's live broadcast" can create a new brand strategy, and it was temporarily invalid due to Li Jiaqi's exit. Find a new way to find your way out.
The disappearance of the last heavenly king, and the secondary disaster, is the silence of the topic and public opinion. Anyone who pays some attention to live streaming will be surprised to find out after Li Jiaqi's return that for more than three months, there seems to be no new live streaming news for discussion, and the industry has entered a taciturn situation. stage.
Xin Youzhi , wants to be a "lone hero"
In fact, in the 109 days since Li Jiaqi disappeared, it is not without new incidents. In addition to the sudden emergence of Dongfang Selection, which took over Luo Yonghao's class (at least in official status) on Douyin, the one who has been working on making big news is another forgotten king, Simba.
On the day of Li Jiaqi's return, Simba apologized again in the Kuaishou live broadcast. This time, the object of the apology was Douyin. "What I said may be right, but the way is not right. It's because I'm too small. I'm sorry for this company. When I'm immersed in hatred every day, I can't do my own thing. Here, I bow to everyone and apologize, I'm sorry, it takes up public resources." Simba said in the live broadcast. The cause of this incident of
is that Simba bombarded the Douyin head net red "Dong Yuhui" and " Liu Genghong " twice in a row not long ago. What
targeted against Liu Genghong was the sugar water bird's nest incident that had long been forgotten by most netizens. Simba said that not only Simba himself, but also Liu Genghong and a large number of Douyin internet celebrities were involved in the sale of bird's nests in sugar water. However, according to Simba's "complaint", Douyin hid the sales records of its own platform for its own interests, and instead amplified Simba's popularity of "selling fakes" through the operation of hotspots, "send me dozens of hot searches" .
Sugar water bird's nest incident
aimed at Dong Yuhui, it was the "6 yuan corn" incident that had been quelled by the sentence "cheap grains hurt farmers". In fact, the doubts against Dong Yuhui were not completely terminated at that time. Many people suspect that Dong Yuhui's high-priced corn did not benefit farmers in the end. The end of Simba will start the public opinion war against Dongfang Selection and Douyin again.
Simba was committed to inciting public opinion, but the result did not develop in the direction he imagined. After Liu Genghong apologized in tears in the live broadcast room, the incident quickly subsided. And Dong Yuhui's well-founded reply did not allow Simba to get too much benefit. On the contrary, this timeThe incident seems to have further reduced Simba's popularity, and many people questioned his "heat". Some big V even characterized the incident of Simba in this way, "A person with no bottom line, by slandering others to create topics, gain traffic for himself, and turn helping farmers into harming farmers." Ba's actions set the tone for justice or not, but there is no doubt that Simba lost another battle in the mainstream public opinion war, and finally ushered in the ending of another apology. Although
and Li Jiaqi, Wei Ya, Luo Yonghao and others are also known as the Four Heavenly Kings, the field where Simba exists is obviously distinct from the other three. A point that is not an argument but can be a little reference is that in Weibo, which is considered to have more urban users, Li Jiaqi, Wei Ya, and Luo Yonghao have fans of more than 10 million levels, while Simba has only 1.49 million fans.
is rarely recognized in mainstream positions other than Kuaishou such as Weibo, Douyin or Station B. Looking at the comment areas of these platforms, the name Simba is almost equated with "liar". The comment section is full of hatred for Simba. Although these people may not be Kuaishou users, their lives have not had any intersection with Simba. In contrast to
, in Kuaishou, a relatively circled place, Simba has more than 90 million fans, which is already a quarter of the total daily active users of the platform. His fan stickiness is also very strong. The Simba family radiating from him has nearly 300 million fans. His apprentices, Shi Damei, Dandan, etc., are almost all very important head anchors on the platform. At its peak, Simba’s personal GMV accounted for one-third of Kuaishou e-commerce. To a certain extent, it is not an exaggeration to say that Simba created Kuaishou live broadcast e-commerce. The extreme contrast of
Simba Kuaishou account
is even a microcosm of the platform it is on. This place, which has more than 300 million users but is often overlooked, is often consumed and alienated by the outside world as if it were a curious material. The fit between Simba and Kuaishou users contributed to his birth as an absolute head. It also makes Simba and Kuaishou inseparable from each other.
In fact, although there have been many disagreements with Kuaishou, the protagonist of the "Kaihougong" that Kuaishou advertised as a positive event in the financial report not long ago is Simba. And even if there are rumors like " Suhua wants to block Simba", Simba is still the undisputed first brother of Kuaishou.
Many years ago, Simba was able to start his career in Kuaishou by swiping gifts to list in the live broadcast rooms of major anchors. Now, Simba has transformed the way he once made the list into "tear people". Simba, who acts in extreme ways, relies on this kind of person who is not afraid of the sky and the earth, and becomes the "lonely brave man" in the world he imagines, and he also becomes the hero who fights against capital in the hearts of fans, but he also traps himself in this world. among.
In the 109 days that Li Jiaqi was away, a head vacuum was briefly formed in the public opinion field, and Simba, who was once forgotten by the mainstream, returned to the public's attention in this not decent way.
re-examines the "super anchor"
, whether it is Li Jiaqi's return or Simba's "demonstration" over the past few years, once again proves the irreplaceable value of "super anchor" in live streaming.
"Oriental Clearance" Figure source Weibo
The value of this is not only reflected in the fact that the super anchor's words will often cause a public uproar; it is also reflected in the fact that users who are influenced by the super anchor will eventually use money to vote in the live broadcast room, transforming into Real purchasing power.
One point here that needs to be repeatedly mentioned is that in the post- traffic economy era, traffic and conversions are not proportional. Getting someone to follow you is relatively easy, getting people who follow you to share a certain trait in common is harder, and getting people who follow you to follow your advice to buy something is even harder.
And this is precisely the layer that must be reached in the underlying logic of live streaming. From this point of view, super anchors are undoubtedly the absolute head of the Internet celebrity economy and the most influential people. As long as their personal IP can be established, all the problems that follow will be easily solved. .
It is not difficult to understand, why did Wei Ya Li Jiaqi appear first, and then there will be Qian Xun and Mei ONE? Because the so-called supply chain system is often established by relying on super anchors, the role of "personal IP" is not only underestimated, but underestimated. Why is
gone without , Li Ziqi and , but Li Ziqi can stop at will for more than a year? Because the so-called ability of MCN to empower and create new anchors does not exist at all, and it is difficult for super anchors to replicate through a certain methodology; why does
have such a bad reputation, but still remains firmly in the top of Kuaishou? Because the value of the head is too scarce, the birth of the super anchor also has great chance. Killing one head makes it difficult to safely build another head.
Why did Dong Yuhui and Dongfang Selection still have some questions about logistics and customer service when they became popular, but these criticisms were quickly handled properly? Because as long as the super anchor is established, the following problems are only supporting services, and there is a complete set of methodology that can be used for reference. There is no doubt about the value of
super anchors. They have mastered a large number of fans who are willing to invest with real money. The influence of super anchors far exceeds that of celebrities, idols or actors who seem to be quite decent in the entertainment industry.
But a problem arose immediately, the super anchor is so important, the risk of losing the super anchor is even more unbearable.
If we say that the first stage of live broadcast delivery is that each platform supports its own super anchors, and then builds the industrial value of the entire platform; then the second stage of live broadcast delivery is that the platforms have respectively weakened the value of super anchors. The head needs to be there, but the head can't be that important. In this regard,
, Douyin is relatively successful. Even Luo Yonghao, who was at his peak, has never been firmly seated as the first person to bring goods on Douyin. The change in Douyin's traffic distribution method and the promotion of Douyin's live broadcast policies have always forced "Make Friends" to always follow Douyin's policies to transform its own operation mode.
Luo Yonghao's own choice is also in line with Douyin's strategy to some extent. Before quitting the network, Luo Yonghao gradually reduced the length of his live broadcast, and supported many of his assistant broadcasters with different styles and genders, which weakened the risk. Therefore, although Luo Yonghao's total GMV for making friends declined after Luo Yonghao's withdrawal from the network, it did not cause any essential damage to making friends.
Kuaishou and Taobao live broadcast, by making the plate bigger, weakened the share of super anchors to a certain extent. However, relatively speaking, the big anchors of Taobao Live have more influence. After Li Jiaqi stopped broadcasting, Taobao Live no longer has big anchors, but it is not surprising that it has to face Douyin, who has both Dongfang selection and making friends, and Kuaishou, who has six major families. .
For MCN, the super anchor is the lifeblood that cannot be lost. An obvious result is that the Qianxun who lost Wei Ya can no longer find his former glory. And the beauty ONE that has kept Li Jiaqi, as long as it can be replayed, it can be regarded as the last laugh in this dark battle.
super anchor was once a key member of the platform to win the live broadcast e-commerce industry, and left the stage for various reasons after the platform completed the task. Substitutable and difficult to replicate. Whether it is Luo Yonghao or Li Jiaqi, whether it is Douyin, Kuaishou or Taobao Live, they have already realized this. The return of
Li Jiaqi will not change this essential attribute in the macro industry. "Li Jiaqi's women" are still immersed in the joy of the New Year, but Taobao live broadcasters can only wait for the arrival of the next Li Jiaqi after the back of an era.
