The top anchor of 2023
Looking back on live broadcast e-commerce in 2023, what happened to those well-known head anchors?
This year, Li Jiaqi, Crazy Brother Yang, Simba, Dong Yuhui, there are too many stories to tell. But overall,In 2023, these top anchors seem to be in trouble
In recent years, Li Jiaqi can be said to be firmly in the top spot in the live broadcast industry, and his live broadcast room has been liked and supported by many girls. However, for Li Jiaqi, his 2023 may not be smooth, and in the second half of the year,Li Jiaqi has repeatedly been caught in ** turmoil, causing controversy
In the "Huaxizi" eyebrow pencil incident in September this year, Li Jiaqi's remarks angered the workers and were scolded on the hot search. The matter is not over yet, the doubts surrounding Li Jiaqi have come one after another, double 11, Li Jiaqi has been accused of being suspected of "floor price agreement" by Jingdong Procurement and Sales, Crazy Xiao Yang, and then was reported by Wang Hai, a professional anti-counterfeiter, on suspicion of selling fake Hetian jade.
In the past, Li Jiaqi was the sweetheart of "all girls", but now, I am afraid that it will be difficult to reappear in the grand occasion of the past. After the Huaxizi eyebrow pencil incident, although Li Jiaqi quickly apologized with tears, his personality collapsed, and the lost public favor was difficult to recover. Similarly, since it became popular, "the lowest price on the whole network" seems to be the label of Li Jiaqi's live broadcast room, and the controversy over the "floor price agreement" on Double 11 has exposed the contradiction between the anchor and the brand on the one hand, and on the other hand, it has also made consumers realize that the "lowest price" is not so simple behind it, detonating a crisis of trust among consumers in the head anchor.
These things happened one after another, and there is no doubt that Li Jiaqi's personal image and reputation have been affected. Not long ago, Li Jiaqi responded in an interview that the live broadcast room had become boring, "Because I found that Li Jiaqi's live broadcast room has a lot of energy, and every word we say needs to be as rigorous as possible." As the attention grew, Li Jiaqi also realized that as a public figure, he must be responsible for his words and deeds.
Crazy Brother Yang, with more than 100 million fans, can be called the hottest Internet celebrity anchor in 2023. Looking back on the whole of 2023,Brother Xiao Yang has "overturned" many times, and there are a lot of negative public opinions related to him。In April this year, an organization released the "Public Opinion Analysis Report on Live Streaming Consumption Rights Protection", which pointed out that the false propaganda public opinion of Crazy Brother Yang is relatively prominent.
Analysis of public opinion of anchors Source: Consumer Network.
During the Double 11 period, Brother Xiao Yang was exposed to the existence of an "insurance agreement", and subsequently, his female apprentice "Yellow of the Traffic Light" was named by the China Consumers Association as a vulgar case of bringing goods. At the beginning of this year, Brother Xiao Yang launched the three sheep network independent brand Xiao Yang Zhen for the first time, but during the year, many of the top merchants cooperated with "Xiao Yang Zhen Selection" were ordered to rectify by the Market Supervision Bureau, and the quality control was worrying. It is worth mentioning that not long ago, a beef roll brought by Brother Xiao Yang was accused of "wrong goods", which once again aroused widespread attention.
With so many things happening, Brother Xiao Yang is also seeking transformation. At the end of the year, Brother Xiao Yang responded in the live broadcast that he had changed, "I also know that I have changed, because I have grown up." There are too many people staring at me, if the live broadcast room is still playing like it was back then, it will be a long time ago. ”
Brother KuaishouSimbaWhen Simba brought the Mousse mattress with the goods, he had a conflict with the dealer because of the ** reason, and launched a "scolding war" with the brand, and later Simba's Douyin account was also blocked, which showed that it violated the "Douyin Community Self-Discipline Convention". It is worth mentioning that in August this year, Simba publicly said that Douyin had a double standard and was engaged in cover-up, and he was also blocked for a day.
Recently, Dong Yuhui has been the focus of market attention. Not long ago, the popularity of Dongfang Selection's "small essay incident" soared, triggering how to balance the relationship between the head anchor and MCN institutions in the industry. Now, the board of directors has removed Sun Dongxu as CEO, and Dong Yuhui has been promoted to senior partner of Oriental Selection, cultural assistant to the chairman of New Oriental Education and Technology Group, and vice president of New Oriental Cultural Tourism Group, and will participate in New Oriental cultural tourism business in the form of an independent studio.
On December 26, Dong Yuhui's new Douyin account "Walking with Hui" was officially opened, and now, the number of fans of the account has reached 10740 thousand. At this point, the turmoil of Oriental Selection "Small Composition" has basically come to an end.
What kind of anchors are needed in 2024
On the whole, in 2023, the head anchors will "overturn" one after another and fall into the first turmoil, and people have questioned the necessity of the existence of super anchors.
The head anchor has a fever, and the store broadcast on the other side has begun to rise, judging from the data of the double 11 platform battle report, we can feel the potential of the store broadcast. This year's Double 11, the closing report of Tmall's Double 11** live broadcast shows that among the 89 live broadcast rooms that exceeded 100 million yuan, 25 were Dabo live broadcast rooms and 64 were store broadcast live broadcast rooms. Among the 834 live broadcast rooms that exceeded 10 million yuan, 159 were Dabo live broadcast rooms and 675 were store broadcast live broadcast rooms.
Tmall Double 11 Closing Report Source: Tmall.
At the same time, "de-heading" has gradually become an industry consensus. Taking Li Jiaqi's MCN agency Beauty Wrist as an example, Beauty Wrist launched the "All Girls' Anchors" program to select more new anchors, and in addition to the live broadcast room, Beauty Wrist is also accelerating the construction of an anchor matrix. At the same time, Li Jiaqi also reduced the time and frequency of live broadcasts to make newcomers active. But the industry has not yet gotten rid of its dependence on top anchors. With the end of the "farce" of Dong Yuhui and Dongfang Selection, it also means that the "de-Dong Yuhui" of Dongfang Selection, which was hotly discussed on the Internet, was not successful. This ending tells us that live broadcast e-commerce is still a certain distance away from the real de-heading, and the live broadcast industry still needs head anchors.
So, what kind of anchors do we need in 2024?According to market analysts, the birth of a super anchor needs to be in the right place at the right time, and there are various factors that affect it, among which the audience will tell us the answer.
In 2023,Zhang Xiaohui's explosion made the market see another possibility
In June this year, Zhang Xiaohui came out of the circle with a live broadcast with a popularity of more than 600 million, and Zhang Xiaohui created a unique live broadcast room with content by sharing her exquisite lifestyle and understanding of beauty. On October 15, Zhang Xiaohui completed the second live broadcast on Xiaohongshu and became the first buyer on Xiaohongshu to break 100 million yuan in live broadcast. Before Zhang Xiaohui, Dong Jie also successfully got out of the circle through the eloquent live broadcast style, and their live broadcast room did not shout for 9 yuan and 9 free shipping, but explained the product slowly, output opinions, and left consumers with high-quality content.
Zhang Xiaohui's sales exceeded 100 million Source: Xiaohongshu.
From Dong Yuhui to Zhang Xiaohui, we can feel that low prices are no longer the only means to win customersDifferentiated live content is becoming the core competitiveness of anchors。Live e-commerce is transforming to content-based, and the anchors in 2024 should not just be simple salespeople, but should establish a deeper connection with consumers by providing valuable content to attract and retain users. It is foreseeable that the top streamers in 2024 will bring more high-quality content out of the circle and bring diversified value to consumers.
Live e-commerce ushered in a new trend
2023 is about to pass, and live streaming e-commerce in 2024 has ushered in a new development trend.
Live broadcast e-commerce industrySupervision is becoming stricter, and the chaos of live streaming is being rectified。In November, a large number of artists and stars withdrew from the live broadcast room, which caused a lot of discussions, and first-line stars such as Liu Tao, Chen He, and Li Xiang announced that they would suspend live broadcast work and withdraw from the live broadcast industry. According to market analysts, supervision at the national level continues to upgrade, and now the industry has put forward higher requirements for live broadcast content and anchor qualifications. Live e-commerce came to the second half, bidding farewell to barbaric growth and becoming more professional.
In 2024,The "lowest price on the whole network" will no longer exist。During this year's Double 11, the dispute over the "floor price agreement" of the head anchor broke out, and it is difficult to say whether this agreement exists, but it is certain that the existence of the "floor price agreement" is not a good thing for consumers and brands, and it is also a means of vicious competition in the industry.
Hangzhou and Shanghai issued announcements one after another, rejecting the reserve price agreement. Among them, Article 6(1) of the Shanghai Municipal Administration for Market Regulation's newly revised Guidelines for Compliance with Online Live Streaming Marketing Activities in Shanghai states that operators on the platform should not be required to sign a "lowest price agreement" or other unreasonably exclusive mandatory terms.
As a result, the way to attract users with the gimmick of "lowest price" is no longer working. But for some time to come, the major platforms will still bePursue low prices to leverage growth。This year, Pinduoduo's performance soared, and its market value skyrocketed, which proved the success of Pinduoduo's e-commerce model, coupled with the huge potential of the sinking market. In this context, businesses in the industrial belt that go straight to the source and omit intermediate links have become a must for e-commerce in 2024.
In general, we can expect a more mature and standardized market environment for live broadcast e-commerce in 2024.
Author |Li Ying.