article | Zinc Finance, author | Chen Yan, editor | Dafeng
The "yellow of the traffic light" that disappeared in the Douyin live broadcast room was reborn on the video account.
Traffic light's yellow is selling goods on the video account
Zinc Finance found that recently, Xiao Yang's big apprentice "traffic light's yellow" started a live broadcast on the video account for the first time, which is a cooperation with the beauty brand Jiaorunquan Special show. According to reports, one hour after the live broadcast started, the cumulative number of viewers reached 300,000 and the number of likes exceeded 3 million.
This also marks new progress in Three Sheep’s entry into the video account. The entry of
Three Sheep is not an isolated case. Since this year, more and more large-scale mcns and celebrities have come to the video account to start live broadcasts to bring goods. In February, Oriental Selection was broadcast for the first time, but it was recorded content; in April, Make a Friend officially launched its live broadcast debut; in June, Liti Zhong became the main anchor of video number 618.
To a certain extent, attracting more traffic experts and institutions is what the video account must do to lay out the live broadcast business.
Over the past few years, the live streaming of video accounts has given the outside world a feeling that is too Buddhist and has no memorable points. I don’t know who the head anchor is, and I can’t find where the big live broadcast room is. Compared with Dou Kuai Tao and even Xiaohongshu, its live streaming business has not caused much splash so far.
wants to get on the right track of live streaming and selling goods, but the video account is still waiting for a benchmark to appear.
The video account lacks a benchmark figure
Judging from various signs, the video account is also trying to create a "god".
In addition to Xiao Huang from Three Sheeps, during this year’s 618 period, the video account specially invited celebrity Zhong Liti to “train” in the live broadcast room. From 11 a.m. to 24:00 midnight, 9 brands participated, and the cumulative popularity of the live broadcast room reached 420 million, ranking first on the list of celebrity video accounts that day.
Liti Chung is promoting goods on the video account
Liti Chung has also become the first anchor to promote goods on the video account with more than one million views in a single game.
However, to a greater extent, this is the result of the video account traffic tilting too hard. The official video account did not disclose the final GMV of the live broadcast, but according to statistics from Xinshi, the sales were approximately 5.4293 million yuan. For comparison, Dong Jie’s first live broadcast on Xiaohongshu in January last year, the data service provider estimated that the GMV that night exceeded 20 million.
At present, although the video account has gradually increased the volume of the live broadcast room with goods, most people are still just "watching the fun".
But compared to the specific sales data, the top priority of the video account is to heat up the market first, and use the power of some traffic experts to implant the mentality of live streaming on the platform into the minds of users. After all, video account e-commerce has never had a sense of existence. The big reason is that the platform lacks representative figures.
I think back then, Taobao Live was able to open up awareness in the public circle because of the rapid rise of Li Jiaqi Weiya; Douyin's breakthrough from short video to content e-commerce was achieved by creating the first generation of "Douyin No. 1" Luo Yonghao; Not to mention Kuaishou, the GMV of Simba and his family’s live broadcast was once close to nearly one-third of Kuaishou’s e-commerce GMV.
Live broadcast delivery of the four kings
At present, video accounts are crossing the river by feeling the stones of their predecessors.
continues to bring in external traffic and cooperates with celebrities, anchors, and institutions. wants to find a benchmark anchor who is well-known to all ages, exposed, and influential, and becomes his own typical case.
In fact, video accounts have been trying to make traffic inclusive, which is to distribute traffic to more people without creating so-called headers. Zhang Xiaolong, the founder of WeChat, once said very forcefully that celebrities do not want to join the video account without signing fees. "We say, if you don't come, don't come. I believe that the creative power of ordinary people is huge."
The result is that the entire video account ecology is tepid, and the platform traffic cannot support sales, which is why the current change has occurred.
The product delivery ecology urgently needs to complement
. In the past two years, the video account has also grown some original delivery experts, such as Guo Yiyi, Song Yuxi, Yan Yi and his wife, Bao Ge Baosao and his wife, etc., which can be regarded as relatively popular on the platform. A group of amateur anchors.
Screenshot of the video account head expert
But these people are still unable to take the lead in video account e-commerce.
On the one hand, video account e-commerce is still in the stage of rapid growth and has not yet been fully commercialized. The pattern of goods delivery has not yet been determined, and the ranking of top goods delivery experts is constantly changing. The gap between the amateur head anchors is not too big. They are all popular within the video account, but not many people know them on the entire Internet.
In this way, they will not be able to serve as a "facade" to help video accounts open up the upper limit of e-commerce business, attract more brands, merchants, and users to come in, and increase platform traffic and GMV.
More importantly, looking at it, these anchors have a lot in common. They are basically "post-90s second-child mothers", "post-85s entrepreneurial couples" and other down-to-earth characters. Their short videos usually talk about mothers-in-law, mothers, etc. The content of family ethics.
Take Guo Yiyi as an example. Her character profile is: she was studying for a graduate degree in mathematics at the age of 23 while having a baby. After graduation, she became a full-time housewife and suffered from postpartum depression. After becoming popular with a piece of content about "Baby Mom Returning to the Workplace", the following month, she started live streaming to sell goods.
Screenshot of Guo Yiyi’s video account
This also leads to the fact that the target audience of amateur anchors are almost all over 40 years old, relatively leisurely middle-aged and elderly people, mainly women. The popular categories that sells are also concentrated in areas preferred by the elderly, such as shoes, clothing and jewelry, daily necessities, Chinese nourishing products, etc. The
tag is too limited. If the
video account wants to further develop in the field of live streaming, must improve its platform ecology, cover various labels and various groups, and meet the needs of diverse users.
Therefore, celebrities from Three Sheep Xiao Huang, Make a Friend, Zhong Liti and other organizations came to the video account to test the water and bring goods. Essentially, they wanted to use the shortest link to open up the crowd market. These institutions and anchors have been having a smooth time on Douyin, and have accumulated a large number of fans and experience in bringing goods. The user structure of Douyin is generally relatively young, which is exactly what the current video account needs.
The outside world is waiting to see
. As a late entrant, the video account’s current live broadcast delivery level is not as good as that of veteran players like Dou Kuai Tao. But backed by WeChat, as Tencent’s “hope of the whole world”, the video account still has some inherent advantages.
As a national-level app, WeChat has more than 1 billion monthly active users, which creates a huge potential audience for the live broadcast of video accounts. With the help of WeChat's social relationship chain, video accounts have the opportunity to obtain free traffic from multiple channels such as public accounts, communities, and Moments, thereby achieving efficient growth.
In other words, the video account has had good basic traffic from the beginning.
In addition, as the Internet traffic dividend peaks, live broadcast e-commerce has not escaped the pressure of the "ceiling". According to data from the Internet Economic Society, the transaction growth rate of domestic live streaming e-commerce has declined year by year in the past three years, from 83.77% to 40.48%. Therefore, in recent years, major platforms have shifted from "traffic" to "retention", and private domain operations have become a core link. Compared with other platforms,
video accounts grow in the WeChat ecosystem based on acquaintance socialization, which can better open up the closed loop of public and private domains and keep users in their own pool.
Although the overall market of video account e-commerce is not large, its imagination has made the outside world stop and wait and see. No one wants to miss this potential trend.
According to city reports, in 2023, the Oriental Selection Team sent two vice presidents to visit WeChat to discuss setting up a video account. After the official launch in February this year, according to people familiar with the matter, there are currently no plans to live broadcast on the video account, but changes in future arrangements cannot be ruled out.
Make a Friend has not invested much resources in the video account for the time being, and Luo Yonghao has never appeared in the live broadcast room, but it has begun to explore regular live broadcasts.
video account e-commerce seems to be a "high-speed train" that is ready to go. Everyone is waiting for an opportunity and a breaking point to achieve a win-win situation.
The video account still has a lot of work to do when it comes to live streaming, but its future is still worth looking forward to.
