Top anchors are gradually fading out of the live broadcast room. This year, both consumers and businesses have a real feeling, that is-618 has become deserted. This feeling is not only reflected in the change in consumers' thinking from "If you don't buy during a big sale, you wi

Top anchors gradually fade out of the live broadcast room

This year, both consumers and businesses have a real feeling, that is - 618 has become deserted.

This feeling is not only reflected in the change in consumers' thinking from "If you don't buy during a big sale, you will lose" to "If you don't buy, you won't spend money", it is also reflected in the gradual weakening of the live broadcast atmosphere. Although Douyin's live broadcast sales have continued, some of Douyin's top anchors have gradually turned away from live broadcasts.

Crazy Little Brother Yang rarely goes online. He only launched a special session on his personal Douyin account on May 25, and never broadcast it again like in previous years. Luo Yonghao doesn't show his face much anymore. He only appeared in the "Make a Friend" Douyin live broadcast room on May 24 and did a live broadcast briefly. Even Dong Yuhui, who is responsible for the "Oriental Selection Market Value", recently expressed directly that "I am tired." The frequency of live broadcasts by

top anchors has become lower, so where does the traffic go? Waist anchors?

The real situation is that most of the waist anchors cannot handle this wave of traffic, and Douyin’s gmv has also been affected to some extent.

waist blogger took "Guangdong couples" as an example. Data shows that in 2023, Guangdong couples' main types of beauty and skin care will account for more than 60%. The main brands include whoo queen, sk-ii, Helena, La Mer, Estee Lauder, etc. Among domestic brands, Ji Meng and Ke Fu Mei are also high-end products priced around 1,000 yuan. On June 18 this year, the product composition and positioning of the Guangdong couple were similar, and their transaction volume fell by 86.4% year-on-year.

Let’s take a look at other waist bloggers from Douyin’s more representative beauty section. According to data, "Pan Yurun" sold for 29.529 million yuan in the same period last year and 6.748 million yuan this year, down 77%. "Qier" sold 111 million yuan in the same period last year and 12.923 million yuan this year, down 88.46%.

Changes in the market environment and the retirement of top anchors have had a significant impact on Douyin’s sales volume.

The uncertainty of the economic situation, the trend of consumption downgrade, and consumers’ aesthetic fatigue towards live streaming products also jointly affect the live streaming e-commerce ecology .

Consumers are increasingly inclined to shop rationally across multiple platforms, and their requirements for price and quality are also more stringent.

Douyin is crazy about low prices, praising Jia Nailiang

Under the background that the top anchors are gradually fading out of the live broadcast room and the waist anchors cannot catch the traffic, the Douyin platform has stirred up the live broadcast e-commerce pattern with a brand-new strategy, That is large subsidies and low price competition . The

Douyin platform has launched a series of promotion strategies for low-price products this year, including setting labels such as "low price across the entire network" and "low price for the same style", and attracting consumers by increasing the traffic exposure of these products. The platform also specially launched some products with prices as low as 1 yuan or even lower.

On the homepage of Douyin Mall, users can see that there is a good price area at the top. It offers a wide variety of products at low prices, and some also adopt a group-buying model. The slogan of this special area is "Platform selection, real price comparison." The editor-in-chief found that if you are a new user of Douyin Mall, the products in it can even be as low as 0.01 yuan.

On the top of the homepage, slide to the far right and there is a "Low Price Goods" section. There are also many products priced at 0.01 yuan after a new member's coupon.

Douyin believes that as traffic dividends fade away, only through low prices can we win the hearts of consumers and stand out from the competition.

In addition to vigorously promoting one-yuan subsidies, Douyin also uses its huge user base and precise algorithms to accurately direct subsidies to potential anchors and products to boost sales.

Jia Nailiang's success is the product of this strategy.

He relied on Douyin’s traffic support and price advantage to successfully make a name for himself on the stage of live streaming.

In the 618 live broadcast event that Jia Nailiang participated in, many products received high subsidies from the Douyin platform, especially products from some well-known brands.Some consumers shared their shopping experience on social media and said that it was very cheap in Jia Nailiang’s live broadcast room. Some consumers said it was cheaper than Li Jiaqi’s live broadcast room.

In the early stages of the e-commerce industry, despite fierce competition, Douyin, with its more than 700 million daily active users and powerful algorithm recommendation capabilities, was able to rapidly increase GMV even without providing large subsidies.

However, with the development of the live broadcast e-commerce industry, it has now entered a more mature and competitive stage, and both platforms and anchors are looking for new breakthrough points.

The cooperation between Douyin and Jia Nailiang during the 618 promotion was precisely based on the price sensitivity of consumers.

By implementing a high subsidy policy in Jia Nailiang’s live broadcast room and taking advantage of the good reputation and high traffic of his live broadcast room, Douyin e-commerce has successfully created its own price advantage and strengthened consumers’ recognition of the platform’s low-price products. Know.

Douyin’s low-price competition strategy, on the one hand, reduces product prices through subsidies and stimulates consumers’ desire to buy; on the other hand, it uses price wars to encourage anchors to improve efficiency and optimize services.

For consumers, this means more choices and lower prices; for anchors, this is both an opportunity and a challenge. They must provide more competitive products while ensuring quality. price to retain consumers.

However, the market disruption caused by crazy low prices is not without hidden worries.

First of all, the wool comes from the sheep. These subsidies are actually money saved by the platform from merchants. The platform continues to charge low prices, and the survival conditions of merchants will only become more and more difficult. In the end, merchants may use low-cost raw materials to manufacture goods, which consumers cannot buy. Suitable products will be returned, exacerbating conflicts between buyers and sellers.

Secondly, excessively low prices will inevitably lead to a decline in product quality and damage to the platform's reputation.

In addition, the low-price strategy may also aggravate market chaos and lead to vicious competition within the industry, which is not conducive to the healthy development of the industry. Nowadays, the low-price policy in the e-commerce industry is indeed becoming more and more serious.

Despite this, Douyin’s low-price strategy has always worked. It made Jia Nailiang a new giant when all the top anchors faded out of live broadcasts.

Douyin cannot live without celebrity anchors

On the stage of live e-commerce, the influence of stars cannot be ignored. Jia Nailiang’s success is a vivid example of the power of star effect in this field.

Jia Nailiang is not only an actor, but also a public figure with 40 million fans on Douyin, which makes him naturally attractive when promoting goods through live broadcasts. His appearance not only brought huge traffic to Douyin, but also established a unique brand image for the platform through his star aura.

The business logic behind the Jia Nailiang phenomenon is that celebrities’ fan base and public awareness can quickly attract a large number of viewers and form an instant traffic explosion. This is an advantage that ordinary anchors cannot match.

Douyin has created a new marketing model through precise positioning and combining celebrities with a broad audience base like Jia Nailiang with the platform's low-price strategy.

In the field of e-commerce, price war is the cornerstone of competition between platforms, and people are the key variable in this competition.

In the early days of live streaming, the participation of celebrities was a mutual choice between the platform and the celebrities.

Platforms such as Douyin, Kuaishou and Taobao use the appeal of celebrities to attract traffic and complete the initial accumulation of live broadcast e-commerce, while celebrities earn income through live broadcasts and maintain their popularity during the epidemic.

Celebrity sales once became an important part of Douyin e-commerce.

According to media reports on August 11, 2021, 3 of the top 10 Douyin masters in terms of sales are celebrities. If the scope is expanded to the top 50, the proportion of celebrities is close to 50%. However, with the recovery of the film and television industry after the epidemic, the popularity of celebrities bringing goods has begun to decline, and many once-popular celebrity anchors have gradually stopped live broadcast activities.

With the withdrawal of celebrity anchors, the only celebrity anchor who can continue to lead the trend in Douyin is Jia Nailiang.

Jia Nailiang’s importance to Douyin is similar to Dong Jie and Zhang Xiaohui’s influence on Xiaohongshu. After a large number of celebrity anchors have withdrawn from the live broadcast market, and now the top anchors have faded out of the live broadcast room, Douyin needs people who can take turns to become the top anchors, especially to establish multiple celebrity images who are good at bringing goods, which will bring Unique competitive advantage.

Therefore, Douyin cannot live without celebrity anchors.

However, celebrity sales are not without limitations. First of all, although the aura of a star can bring about a short-term burst of traffic, in the long term, stable product quality and excellent after-sales service are the keys to attracting consumers. Secondly, fans’ loyalty to celebrities cannot be completely transformed into loyalty to products.

Finally, although the craze for celebrities to bring goods has subsided, celebrities still play a key role in the ecology of e-commerce platform anchors.

In the current stock era of fierce market competition and slowing user growth, star anchors have unique influence and value for the platform to find new growth points and expand market share, which is difficult for ordinary anchors to match.

author | Zhou Wenjun