Source of this article: Times Finance
The “Double 11, the longest event in history” that kicked off in mid-October has reached the middle stage. Recently, sales data released by various parties have also been released.
star map data shows that as of October 30, the cumulative sales of the entire Double 11 network in 2024 reached 845 billion yuan. Among them, comprehensive e-commerce accounts for 80.3%, and live broadcast e-commerce accounts for 19.7%.
Although "removing head anchors" has become a consensus in the live broadcast e-commerce industry, in major promotion activities, head anchors still support most of the platform's GMV. In the fierce competition, the rankings of the top anchors are also rotating.
Peer with Hui to replace Brother Xiao Yang, Jia Nailiang can’t be sold?
During this year’s Double 11, Douyin e-commerce leader Xiao Yang was suspended due to false propaganda issues, but other top anchors also stepped up.
According to Daduoduo’s recently released October sales popularity list, the jewelry track vertical anchor “Xinjiang Hotan Jade Lao Zheng” topped the list of sales in October with 29 games and over 1 billion yuan in sales. Following closely behind is Hehui Peer, which entered the Double 11 promotion for the first time this year, with 45 live broadcasts, and the amount of goods sold also exceeded 1 billion yuan. Ranking third, fourth and fifth on the
list are the Guangdong couple, Mr. Dong and Jia Nailiang respectively. The sales of the above three anchors are 700 million yuan, 500 million yuan and 500 million yuan respectively. Make a Friend live broadcast room and Wei Ya's Qi'er ranked 8th and 9th respectively, with sales of 400 million yuan each.
Judging from the current situation, the sales ranking of Douyin’s top anchors may rotate during Double 11 this year, and Youhui Peer is expected to become the new sales king. According to data from Gray Dolphin, in the past 30 days, the Douyin live broadcast room of Youhui has gained 1.051 million fans, and the total sales volume of the live broadcast is between 25 million and 50 million, and the sales momentum is quite strong. During the same period, the total live broadcast sales of Xinjiang Hotan Lao Zheng, Guangdong couple, and Jia Nailiang were between 2.5 million and 7.5 million.
Jia Nailiang, who was Douyin’s No. 1 salesperson last year, has seen a decline in performance this year. On Double 11 in 2023, Jia Nailiang's total sales exceeded 1.36 billion yuan, setting a record for celebrity anchor sales. However, in October this year, the amount of goods Jia Nailiang brought was only 500 million yuan. In other words, this year’s Double 11 event is halfway through, but Jia Nailiang’s sales volume has not yet reached half of last year’s Double 11 event.
In addition, Jia Nailiang’s ability to carry goods has also been controversial. Recently, Metersbonwe founder Zhou Chengjian revealed in a live broadcast: "Meitasbonwe has worked with many Internet celebrities before, such as Jia Nailiang's team, which is now said to be the king of goods delivery. We spent a lot of money, at least a few years ago. Million Bar has cooperated to bring goods, but the subsequent results are really very mediocre. The gap between the results and expectations is very big, and the income is very small. "
Li Jiaqi and Simba's basic base is still there, and Three Sheep is going to resume. ?
The most outstanding performer in the Taobao live broadcast was Li Jiaqi.
On the day Tmall Double 11 was launched, the pre-sale GMV of Li Jiaqi's live broadcast room exceeded 100 million in an instant. On the first day of pre-sale, a total of 500 product links were launched in the live broadcast room, of which more than 200 were domestic products, and a total of more than 10 million domestic products were sold. On the night of Tmall’s Double 11 spot sales, the transaction volume in Li Jiaqi’s live broadcast room exceeded the 100 million yuan mark within 5 minutes.
Other Taobao anchors include “Bee Surprise Club” under Qianxun, “Shiitake Mushrooms” under Baijun Culture, “Chen Jie Kiki” under Ruiqi Culture, and “Lie’er Baby” under Junmeng New Media Waiting for the live broadcast room, they all announced that "sales exceeded 100 million in the first hour", and the speed of exceeding 100 million and the pre-sale transaction volume both exceeded last year.
Simba is still in charge of Kuaishou. Although they had been blocked for nearly a month, Simba and Kuaishou still "reconciled" before the Double 11 promotion began.
In the first live broadcast of Double 11, Simba showed strong fighting power. The day before the live broadcast, the number of reservations for this live broadcast exceeded 33 million. The entire live broadcast lasted for 13 hours, and finally GMV stopped at 6.41086 billion yuan. In addition, on the evening of October 28, Simba showed Xinxuan’s Double 11 battle report in his apprentice Dandan’s live broadcast room. The sales volume has reached 12.05 billion yuan.
It is worth mentioning that the Three Sheep Company, which was suspended due to false propaganda issues, has recently been reported to have resumed broadcasting.
According to reports, some anchors under Sanyang Company have begun to resume broadcasting one after another. Previously, "Chaoge Digital" and "Xiaoyu Women's Wear" resumed live broadcasts one and a half months after they were suspended. Both of them concealed the "mcn three sheep" logo. "Zui Ge" made an appointment for a live broadcast at 9pm on November 3. There is a "mcn three sheep" logo in his account information, but the broadcast has not actually started.
It is reported that the reason why the "Zui Ge" account has an interface that allows live broadcast reservations on November 3 is because the account has automatically set live broadcast applications on March, May, and July every week, and it is not a human-set live broadcast reservation. According to reports, although the fine has been paid, Sanyang is still undergoing internal rectification, and it still needs to wait for notification whether it will resume broadcasting and resume operations.
On November 2, in response to the recent question about whether Hefei Sanyang Network Technology Co., Ltd. paid the fine, the 12315 hotline operator of the Hefei Municipal Administration for Market Regulation responded that Sanyang Company had paid in full after the penalty decision was delivered. Fines and forfeitures.
Source of this article: Times Finance
The “Double 11, the longest event in history” that kicked off in mid-October has reached the middle stage. Recently, sales data released by various parties have also been released.
star map data shows that as of October 30, the cumulative sales of the entire Double 11 network in 2024 reached 845 billion yuan. Among them, comprehensive e-commerce accounts for 80.3%, and live broadcast e-commerce accounts for 19.7%.
Although "removing head anchors" has become a consensus in the live broadcast e-commerce industry, in major promotion activities, head anchors still support most of the platform's GMV. In the fierce competition, the rankings of the top anchors are also rotating.
Peer with Hui to replace Brother Xiao Yang, Jia Nailiang can’t be sold?
During this year’s Double 11, Douyin e-commerce leader Xiao Yang was suspended due to false propaganda issues, but other top anchors also stepped up.
According to Daduoduo’s recently released October sales popularity list, the jewelry track vertical anchor “Xinjiang Hotan Jade Lao Zheng” topped the list of sales in October with 29 games and over 1 billion yuan in sales. Following closely behind is Hehui Peer, which entered the Double 11 promotion for the first time this year, with 45 live broadcasts, and the amount of goods sold also exceeded 1 billion yuan. Ranking third, fourth and fifth on the
list are the Guangdong couple, Mr. Dong and Jia Nailiang respectively. The sales of the above three anchors are 700 million yuan, 500 million yuan and 500 million yuan respectively. Make a Friend live broadcast room and Wei Ya's Qi'er ranked 8th and 9th respectively, with sales of 400 million yuan each.
Judging from the current situation, the sales ranking of Douyin’s top anchors may rotate during Double 11 this year, and Youhui Peer is expected to become the new sales king. According to data from Gray Dolphin, in the past 30 days, the Douyin live broadcast room of Youhui has gained 1.051 million fans, and the total sales volume of the live broadcast is between 25 million and 50 million, and the sales momentum is quite strong. During the same period, the total live broadcast sales of Xinjiang Hotan Lao Zheng, Guangdong couple, and Jia Nailiang were between 2.5 million and 7.5 million.
Jia Nailiang, who was Douyin’s No. 1 salesperson last year, has seen a decline in performance this year. On Double 11 in 2023, Jia Nailiang's total sales exceeded 1.36 billion yuan, setting a record for celebrity anchor sales. However, in October this year, the amount of goods Jia Nailiang brought was only 500 million yuan. In other words, this year’s Double 11 event is halfway through, but Jia Nailiang’s sales volume has not yet reached half of last year’s Double 11 event.
In addition, Jia Nailiang’s ability to carry goods has also been controversial. Recently, Metersbonwe founder Zhou Chengjian revealed in a live broadcast: "Meitasbonwe has worked with many Internet celebrities before, such as Jia Nailiang's team, which is now said to be the king of goods delivery. We spent a lot of money, at least a few years ago. Million Bar has cooperated to bring goods, but the subsequent results are really very mediocre. The gap between the results and expectations is very big, and the income is very small. "
Li Jiaqi and Simba's basic base is still there, and Three Sheep is going to resume. ?
The most outstanding performer in the Taobao live broadcast was Li Jiaqi.
On the day Tmall Double 11 was launched, the pre-sale GMV of Li Jiaqi's live broadcast room exceeded 100 million in an instant. On the first day of pre-sale, a total of 500 product links were launched in the live broadcast room, of which more than 200 were domestic products, and a total of more than 10 million domestic products were sold. On the night of Tmall’s Double 11 spot sales, the transaction volume in Li Jiaqi’s live broadcast room exceeded the 100 million yuan mark within 5 minutes.
Other Taobao anchors include “Bee Surprise Club” under Qianxun, “Shiitake Mushrooms” under Baijun Culture, “Chen Jie Kiki” under Ruiqi Culture, and “Lie’er Baby” under Junmeng New Media Waiting for the live broadcast room, they all announced that "sales exceeded 100 million in the first hour", and the speed of exceeding 100 million and the pre-sale transaction volume both exceeded last year.
Simba is still in charge of Kuaishou. Although they had been blocked for nearly a month, Simba and Kuaishou still "reconciled" before the Double 11 promotion began.
In the first live broadcast of Double 11, Simba showed strong fighting power. The day before the live broadcast, the number of reservations for this live broadcast exceeded 33 million. The entire live broadcast lasted for 13 hours, and finally GMV stopped at 6.41086 billion yuan. In addition, on the evening of October 28, Simba showed Xinxuan’s Double 11 battle report in his apprentice Dandan’s live broadcast room. The sales volume has reached 12.05 billion yuan.
It is worth mentioning that the Three Sheep Company, which was suspended due to false propaganda issues, has recently been reported to have resumed broadcasting.
According to reports, some anchors under Sanyang Company have begun to resume broadcasting one after another. Previously, "Chaoge Digital" and "Xiaoyu Women's Wear" resumed live broadcasts one and a half months after they were suspended. Both of them concealed the "mcn three sheep" logo. "Zui Ge" made an appointment for a live broadcast at 9pm on November 3. There is a "mcn three sheep" logo in his account information, but the broadcast has not actually started.
It is reported that the reason why the "Zui Ge" account has an interface that allows live broadcast reservations on November 3 is because the account has automatically set live broadcast applications on March, May, and July every week, and it is not a human-set live broadcast reservation. According to reports, although the fine has been paid, Sanyang is still undergoing internal rectification, and it still needs to wait for notification whether it will resume broadcasting and resume operations.
On November 2, in response to the recent question about whether Hefei Sanyang Network Technology Co., Ltd. paid the fine, the 12315 hotline operator of the Hefei Municipal Administration for Market Regulation responded that Sanyang Company had paid in full after the penalty decision was delivered. Fines and forfeitures.
(Times Finance and Economics Li Xinting comprehensively collected data from Gray Dolphin, E-commerce News Pro, Red Star News, Yangtze Evening News, Securities Times)
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