Top anchors are still in demand
Recently, the e-commerce industry has attracted the most attention than the Dong Yuhui incident.
On December 17, with the removal of Sun Dongxu, the "little grandson of the East", as CEO, Dong Yuhui became the senior partner of Oriental Selection and served as the vice president of New Oriental Cultural Tourism Group, and this farce around the contradiction between Dong Yuhui and Oriental Selection came to an end.
This also means,Previously, the Dongfang selection plan to "de-Dong Yuhui" that circulated on the Internet failed
Around the Spring Festival this year, Dong Yuhui did not appear in the Dongfang Selection live broadcast room for 17 days, which is quite rare for the head anchor of a head account. At the same time, on the packaging of the Dongfang Selection brand steak brought by Dong Yuhui, the original Dong Yuhui's avatar was removed, which caused the outside world to have the conjecture that Dongfang Selection "de-Dong Yuhui".
In April this year, Dongfang Selection issued a recruitment order for "million anchors", recruiting anchors with millions of income, millions of fans, and millions of clicks, which further confirmed the statement of "going to Dong".
Source: Oriental Selection Official***
Of course, the reason why the outside world has such an inference is not groundless, but"De-heading" has gradually become the consensus of the industry。As several big anchors "overturned" one after another fell into the ** turmoil, people questioned the necessity of the existence of big anchors, and even some MCN institutions took action.
For example,Make a friend, the live broadcast room has always been regarded as a typical example of "de-heading". Since Luo Yonghao quit the management of Make a Friend and announced his entry into the AR industry, he has appeared less and less frequently in the Make a Friend live broadcast room. According to his own statement, the occasional appearance is to solve the problem of unfinished debts.
However, during the Dong Yuhui incident, Luo Yonghao posted more than a dozen Weibo posts concerned about this matter, and expressed his opinions in the live broadcast room of making friends, which attracted a lot of traffic. He shouted to Dong Yuhui: "If Mr. Dong Yuhui himself wants to start a business, I am willing to save a bureau with some friends who are doing investment and business to support him to start a business smoothly." ”
Source: Weibo.
MoreoverLooking back on the live broadcast record of making friends, you will find that at important time nodes such as double 11 and double 12, Luo Yonghao will sit in the live broadcast room to bring goods. On the cover, product and publicity of the live broadcast room, Luo Yonghao's shadow is also everywhere. It can be said thatThe "de-Luo Yonghao" of making a friend is only halfway through, and it has not yet gotten rid of the dependence on the head anchor.
Source: Douyin.
On the other side, the beauty oneLi Jiaqiis even more severe. Even if Li Jiaqi fell into a storm in September this year because of the eyebrow pencil incident, it was still Li Jiaqi who took the lead in Double 11, and the sales situation was not much different from before the "accident".
It can be seen through Li Jiaqi's official *** that Li Jiaqi is still the façade of the live broadcast room, which is the biggest gimmick of the live broadcast trailer, and the assistant broadcaster in the same scene did not even mention his name. Looking at the live broadcast records, it can also be seen that Li Jiaqi still maintains a high frequency of live broadcasts, and there is no sign of "retreat".
Source: Li Jiaqi official***
In addition,Crazy Brother Yang, Simbaand other head anchors, although they have established a company and entered the stage of matrix live broadcast, they still maintain a strong ability to bring goods. Simba even topped the monthly list of Kuaishou not long ago, with sales of more than 20 million.
Source: Three-eye check.
What's even more exaggerated is that when Dong Yuhui had a conflict with Dongfang Selection,Many companies have tried to invite Dong Yuhui to join, and some companies are even willing to pay 500 million liquidated damages to poach. Obviously, they have been shouting "de-heading" before, but when they really have the opportunity to have a head anchor, they are more positive than the other.
The live broadcast industry is de-headed, what has happened?
De-headification is a false proposition
The so-called de-heading is probably just a false proposition.
Just as a class must have students with good Xi performance and poor Xi performance, the live broadcast e-commerce industry must have anchors with strong and weak ability to bring goods, and it is impossible to be near a horizontal line. Under the Matthew effect, orders will gradually concentrate on the top anchors.
So,Even if there is no Li Jiaqi, Simba, and Brother Xiaoyang, there will still be another group of anchors who occupy the ecological niche of the "head".。As long as the free market exists, absolute "de-heading" will not be institutionally valid.
In the final analysis, in the live broadcast e-commerce industry, it is always "people" who play a decisive role. Goods can be substituted, ** can be discussed, only people are not copiable. There are countless ways to buy the same product, why do you have to place an order in the live broadcast room?In the final analysis, it is the role of the individual anchor.
What's more, many head anchors already have a fixed fan base, and the stickiness is quite highPurchasing power is strong and stable。Among them, Dong Yuhui is a typical example, when Dong Yuhui was treated unfairly by Dongfang Selection, the "mothers-in-law" ran to compete for consumption in the live broadcast room of "Gaotu Jiapin", which made its GMV soar to 10 million overnight, more than 100 times.
Source: Douyin.
In order to retain Dong Yuhui, Dongfang Selection not only removed the original CEO, but also promoted Dong Yuhui to a partner and entered the company's management. It can be said that the personal commercial value of the head anchor is clear here.
So, since absolute "de-heading" cannot be realized, why is it still so loud?Because the head anchor "offended" many people.
RightMerchantsFor example, some head anchors "coerce traffic to make merchants", relying on their own traffic advantages, asking merchants for high pit fees and pricing power. For example, the "lowest price on the whole network" incident that caused a stir some time ago originated here. In the eyes of merchants, the head anchor has become another monopoly force outside the platform, so I hope they will collapse.
RightConsumersThe head anchor is another form of "middleman", raising the commodity in order to "make the difference". Of course, there are also anchors who are lowering ** in order to sell **, or in ** and other ways**. Therefore, the consumer group has not reached a consensus on the attitude of the head anchor, which is also one of the reasons for the failure of "de-heading".
platformThe attitude towards the head anchor is also "love and hate". When the live broadcast e-commerce platform started, it was very much in need of the traffic entrance role of the head anchor, such as Wei Ya and Li Jiaqi of **live broadcast, Luo Yonghao of Douyin e-commerce, etc. When the platform matures, the existence of top anchors will occupy platform resources and affect the platform ecology.
So,What all parties need is not to make the top anchors disappear, but to make their monopoly disappear. It's like you can't do without champions in a sporting event, but if the champions are those few people every year, the game becomes a lot more boring.
In other words,The live broadcast e-commerce industry needs to form a flow mechanism, allowing different anchors to take turns to sit on the "throne" to form a balance, thereby weakening the individual's right to speak. This is the feasible "de-heading".
However, judging from the current situation, the live broadcast e-commerce industry is still strongly dependent on individual big anchors, and the progress of "matrixing" is relatively slow. Whether the relative "de-heading" can be achieved still needs to wait for time to test.
Author |The wind is clear.