Last night, Luo Yonghao talked about the recent Dong Yuhui incident in the live broadcast room, and analyzed the six leading institutions in the field of live broadcast e-commerce in China, including three family businesses and three non-family businesses.
What are the six institutions? Let's take stock.
Sixth: Make a friend.
Core anchor: Luo Yonghao.
In 2020, Luo Yonghao, who failed to start a business with Hammer Mobile and owed a lot of debt, announced that he would enter the live broadcast and set up a "Make a Friend Live Room".
This move was ridiculed by netizens as "Lao Luo selling himself to pay off debts".
The strategy at the beginning of the live broadcast room is to hold high, aim at digital, 3C, major appliances and other categories, and introduce high-quality upstream sources such as Xiaomi and Vipshop, aiming to control the core chain system.
With the help of the Douyin platform, coupled with Lao Luo's personal IP influence and sentimental economy, the Make a Friend Live Room has quickly risen to become a leading delivery agency.
In just two years, Lao Luo paid off his huge personal debts, and was nicknamed Zhen Huan's biography (real repayment).
Now, in addition to the main account with more than 22 million fans on the Douyin platform, Make a Friend also has 20 vertical sub-accounts, fully covering digital 3C, home appliances, beauty, wine, outdoor and other sub-categories, and firmly sits on the six leading lineups of live broadcast e-commerce.
However, since the beginning of this year, Make a Friend has been promoting the Luo Yonghao project, aiming to reduce the company's high dependence on personal IP and strong **.
On the one hand, the company is reducing the number of live broadcasts of Lao Luo, and on the other hand, it is also using Lao Luo's "aftermath" to continue to expand its business territory, such as establishing a business school for making friends and developing live broadcast e-commerce training business.
In the past two days, Dong Yuhui's small composition turmoil, Luo Yonghao, who once came out of New Oriental, frequently shouted in the live broadcast room, calling on Dong Yuhui to come out and start a business, and also said that "part-time work is a waste of life", which caused controversy.
is worthy of being the first generation of Internet celebrities, playing with good traffic.
Fifth: Three sheep.
Representative anchors: Brother Xiao Yang, Sister Qiao, Brother Zui.
The first person on Douyin to have more than 100 million followers, Crazy Brother Yang. Brother Xiao Yang settled on Douyin in 2015 and registered a "Crazy Brother Yang" account.
From a little-known short ** blogger to the number one anchor with the most fans on the whole network, it only took five years for Brother Xiao Yang to become the most popular anchor on the whole network.
Brother Xiao Yang began to test the waters of live streaming in 2019, but the initial effect was not good, and then he tried the unique live broadcast style of "reverse delivery", which was a great success.
In 2022, Brother Xiao Yang will establish Three Sheep Network in Hefei, Anhui Province, and lay out three major business segments: live broadcast operation, entertainment live broadcast, and short content commercialization.
At present, the Three Sheep Network has more than 300 million fans (the whole network), and it is firmly in the first camp of live broadcast e-commerce.
In 2022, Three Sheep tried the live slicing business and built an open ecology around Brother Xiaoyang's live broadcast room, and now has more than 10,000 slicers and delivery accounts, and created 1700 million yuan in revenue.
In November last year, Brother Xiao Yang spent more than 100 million yuan to purchase a building in Hefei as the global headquarters of Three Sheep, which caused heated discussions on the Internet.
Since the beginning of this year, Crazy Brother Yang has been on a total of 33 hot searches, and it seems that Brother Douyin is not in vain.
Fourth: Oriental Selection.
Representative anchor: Dong Yuhui.
Oriental Selection is an e-commerce platform under the Hong Kong-listed company New Oriental**, and it is currently in deep turmoil.
In 2021, due to the policy adjustment of the domestic education and training industry, New Oriental Education tried to transform and began to deploy live streaming in the field of agriculture, agriculture and agriculture to help rural revitalization, and officially launched Oriental Selection on December 18 of that year.
However, New Oriental's strong brand endorsement did not bring much help to Oriental Selection. The early Dongfang selection was tepid, and the traffic password was never touched.
Until the "national son-in-law" Dong Yuhui appeared.
Dong Yuhui is an English teacher at New Oriental, with his eloquence and eloquence, he has become a clear stream in the Douyin live broadcast industry with his unique temperament and talent, and has quickly attracted thousands of mothers-in-law.
However, in the past few days, due to the impact of the small composition incident, Dongfang Selection has fallen into a turmoil, losing 2 million fans in a week, the stock price has suffered a heavy fall, and it has also sent more than 1 million fans to the friendly Gaotu Jiapin (Gaotu boss Chen Xiangdong is the former president of New Oriental), which is a sky-high wealth.
In order to calm down**, Dongfang Selection announced the removal of CEO Sun Dongxu, and Yu Minhong, who was tearful and slashed Ma Ji, also appeared in the live broadcast room to apologize, but Dong Yuhui's whereabouts became a mystery.
As Luo Yonghao said, a listed company is highly bound to a big anchor, the boss is not at ease, and the shareholders are not at ease.
But it's also a huge paradox.
In today's era of short live broadcast e-commerce and fan economy, personal IP is actually an important productivity of the enterprise, and even the core competitiveness, although this strong association will have huge risks and uncertainties for the enterprise in the future, but if you forcibly strip it, what about the risks that appear now? No, the small essay incident is a living case.
In fact, this is also a problem in front of all live broadcast e-commerce head institutions, and it needs to be cautious.
Third: Xin Xuan.
Representative anchor: Simba and a group of apprentices.
There are many rights and wrongs in the live broadcast industry.
In addition to Dong Yuhui's small essay incident, a few days ago, Xin Xuan also exposed the big news internally, and his beautiful CEO Guan Qian, who was poached from Ali with a lot of money, was scolded by his anchors in the group, and then quickly resigned, causing heated discussions.
Among the six leading live broadcast e-commerce institutions, Xin Xuan can be said to be an outlier. Starting from Simba's husband and wife (Simba and Chu Ruixue) in 2017, they have won the world with a unique master-apprentice model, full of strong reckless temperament and personal heroism.
Xinxuan Group's personal IP attributes are extremely strong, Simba and its ** are the core competitiveness of the group, and Simba is the "leader" type of existence.
Simba and Chu Ruixue couple.
Although after several years of layout, the first-class chain system built by Xinxuan has been very perfect, but the background of its "grass platform team" has always been mentioned and amplified, and it has been interpreted as the root cause of the difficulty of the CEO of the airborne factory.
In fact, this is also a common dilemma faced by most family businesses in China, and there are few successful cases.
Second: beautiful wrists.
Core anchor: Li Jiaqi.
As the head of the live broadcast e-commerce field, Meifang is an MCN that highly relies on and ** Li Jiaqi's personal IP. The beautiful wrist is Li Jiaqi, and Li Jiaqi is the beautiful wrist, which is basically the industry's impression of this giant.
At present, the core business of Meifang includes Li Jiaqi's live broadcast room, Naiva family, Li Jiaqi's new product show and Li Jiaqi's small class, all of which are highly bound to Li Jiaqi, and the entire company's business also revolves around Li Jiaqi.
The beautiful wrist is more like a machine and a backstage support system tailored around Li Jiaqi.
According to incomplete statistics, there are more than 1 fans on the whole network of American wrists700 million, but most of them are Li Jiaqi's fans.
Some time ago, Li Jiaqi's live broadcast room was overturned, and the beautiful wrist behind him became no longer bright.
In the subsequent Double Eleven, Li Jiaqi only sold 9.5 billion live broadcast performance on the first day of pre-sale, although the performance was acceptable, but compared with last year's record of 21.5 billion, it fell by 56% year-on-year, and it is not an exaggeration to say that it is Waterloo.
For the United States, how to dilute Li Jiaqi's personal influence in the process of rapid expansion is a core issue to be faced after all.
But stripping Li Jiaqi's beautiful wrist, is it still a beautiful wrist?
First: Humility.
Representative Streamer: None.
In February 2017, Wei Ya and Dong Haifeng founded Qianxun Culture in Hangzhou. In the following years, Qianxun quickly became the largest MCN institution in China to guide transactions, and it was in the limelight for a while.
Wei Ya has become the first sister of the star-studded live broadcast.
At present, Qianxun has nearly 50 star anchors and talent anchors, including hosts Li Xiang, Li Jing, veteran star Lin Yilun, etc. In addition, the talent anchors Xiaoqiao Jofay, Chu Fei Churan Twins, Late Night Teacher Xu, and Beibei Rabbit are also Qianxun's talents.
In December 2021, Wei Ya withdrew from the live broadcast industry due to tax evasion, casting a shadow on Qianxun, who was rushing forward and aiming to impact the capital market.
However, after two years of adjustment, today's Qianxun has basically recovered his vitality and has found a successful path in the post-Wei Ya era.
Without Wei Ya's humility, it may be the answer.