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** 007 of the brand world
Author 007 of the brand world
Simba, who has been on the hot search repeatedly, once again spoke amazingly!
Not long ago, Simba said in a live broadcast: ".For some people, I can earn 200 million by bringing 1 billion goods, but I can't earn 10 billion 20 million. I don't make money myself, and I don't even have 1 10 of others
Source: Kuaishou.
After all, as we all know, the live broadcast e-commerce industry has always been famous for its high commissions, and various myths of getting rich have been constantly generated in the industry, so that there is the phrase "the end of the universe is to bring goods".
So, does Simba's move want to attract more heat or show that he has a better conscience than other streamers?
After Simba announced in the live broadcast room that he only earned 10% of the profits of other anchors and only earned 20 million with 10 billion goods, netizens on social media platforms quarreled.
Some people think that Simba is a long stream and speaks very truthfully, others believe that this is just another way to maintain the heatOf course, some netizens said that this is not something to consider with a monthly salary of 3000....
Let's not talk about whether Simba's remarks are true or falseIt is undeniable that the characteristics of "multi-gold" in the live streaming industry have long been a well-known secret, especially for the major head anchors
Taking ** first brother Li Jiaqi as an example, just after the end of Double 11 last year, there was news that Li Jiaqi earned more than 25 billion yuan during the Double 11 period, which shocked many people.
Source: Sina Weibo.
As a head anchor whose income is highly dependent on commissions, according to the commission ratio between 20% and 30%, even if it is speculated at the lowest ratio, the income of Li Jiaqi's live broadcast room is as high as 5 billion yuan. If according to rumors, Hua Xizi gave Li Jiaqi 80% of the commission, and the commission in Li Jiaqi's live broadcast room on Double 11 alone was as high as 20 billion.
According to industry insidersThe distribution ratio between live streaming platforms, MCN institutions, and anchors is usually 1:2:7, Li Jiaqi's income on the day of Double 11 can reach between 3.5 and 14 billion. It is no exaggeration to say that this figure is enough to beat the annual profits of more than 80% of the listed companies on the A** field.
In the entire live broadcast e-commerce industry, Li Jiaqi's high sales and high commission commission are just one of them, Wei Ya evaded taxes of more than 1.3 billion earlier, and now the crazy little Yang brother who is in full swing also pays hundreds of millions of yuan in taxes every year, not to mention various income channels such as brand pit fees.
In fact, not long ago, a platform announced the top 50 net income of anchors with goods in 2023, and Crazy Brother Yang, Simba and Li Jiaqi ranked in the top three, getting 3.2 billion and 30500 million and 22Annual net income of 700 million.
Source: Sina Weibo.
Think about it, if the commission ratio is low, how did such an amazing myth of wealth creation happen?
Moreover, Simba and his apprentices have no doubt about their ability to absorb gold.
Some data show that Xinxuan will once again achieve contrarian growth in 2023The annual GMV exceeded 50 billion yuan。While achieving impressive results, Simba also waved his hand to the fieldA star-studded concert with a cost of up to 75 million yuan, it can be said that it has earned enough eyeballs.
Although Simba is in the limelight at the moment, it is undeniable that he is the "first brother of Kuaishou", and the turmoil around Simba has never stopped.
The most recent case of a rollover,It is none other than Simba's remarks when he brought pre-made dishes in the live broadcast room not long ago。"Pre-made dishes can be eaten, and they are better for people, pre-made dishes should be given to children the most, so that children can eat good pre-made dishes to be healthier and more hygienic. ”
Source: Douyin.
After the scene of bringing the goods was edited and released by netizensInstantly caused a big ** turmoil。Many netizens are complaining one-sidedly, Simba can say anything in order to bring goods, etc. Although Simba also responded later that everyone should eat good food and some people took it out of context, the turmoil did not subside.
Looking at last year's Double 11, the big promotion activities were in full swingSimba's account, which has attracted more than 4 million followers on Douyin, was suddenly banned for posting false information and stomping on him. The day before the account was banned, Simba also complained about Douyin's double standard in the live broadcast room and openly fired at the latter.
Simba's most well-known rollover case occurred inFake bird's nest incident at the end of 2020。At that time, some consumers questioned that the bird's nest sold in Simba's apprentice's live broadcast room was actually sugar waterIn the end, Simba assumed the responsibility of refunding one and paying three, with a total compensation of more than 60 million yuan.
In addition to that,During the warm-up period of Double 11 last year, Simba set the original price of 20,000 yuan at 4,980 yuan, and the sales exceeded 1 billion that night, which made the Mousse brand terminate its cooperation; In May of the same year, a special live broadcast was opened in Thailand, and 1.5 million durians were sold in a few hours, which once led to a sharp rise in offline durians
Source: Douyin.
Some netizens have counted the number of times Simba has been on the hot searchIn the past year, Simba has appeared on Weibo hot searches at least 18 timesMost of them focus on negative rumors such as fakes, radical remarks, and out-of-character behavior.
In this regard, some industry insiders believe that although it is a head anchor, blindly overdrawing the trust of consumers can easily make itself backlashed.
The data shows thatFrom January to October 2023, the cumulative sales of domestic live broadcast e-commerce exceeded 22 trillion, a year-on-year increase of 589%, accounting for 181%
In addition, according to iiMedia Consulting, the market size of domestic live broadcast e-commerce is also in a stable upward channel. It is expected that by 2025, the market size will exceed 21 trillion
Speaking of this industry alone, the future is still promising. However, it should be noted that as live broadcast e-commerce bids farewell to the barbaric era and gradually enters the second half, the center of gravity has obviously shifted.
In the past, the head anchor had a greater right to speak, and many brands needed to rely on the influence of the head before they really got out of the circle. Now, with the increasing transparency of information and the increase of promotion channels, brands have the ability to get out of the circle on their own, whether it is promoting on major platforms or self-broadcasting, the effect is quite good.
The brand is gradually "weaning", and for the major head anchors, perhaps they should focus on the best chain and service.
Source: Xin Youzhi Weibo.
Luo Yonghao, who often ridicules himself as the fourth among the four head anchors, has said in public more than once that the core of live streaming is the ** chain.
How many products are selected, how good the quality and stock are, whether they can be guaranteed to be delivered to consumers quickly and well, and the final after-sales service, each step is crucial, and a slight difference will have a greater negative impact on the brand and the live broadcast room.
In fact, even including many top anchors, almost without exception have had rollover accidents. These include moldy and spoiled food, broken products, and even fakes.
After all, for more and more rational consumers, only on the basis of good quality and service will be considered, and the era of blindly pursuing cheapness has passed.
Source: Pexels
Of course, with the continuous involution in the industry, many head anchors have begun to make efforts overseas. Including Brother Xiao Yang and Simba, there have been a lot of moves in overseas live streaming, and Brother Xiaoyang's previous cooperation with Singapore's local talent has been on the TikTok local sales list No1。
But whether it is in the domestic market or the first chain and service in the domestic market or going to sea to explore the increment abroad, in the final analysis, live e-commerce is a retail business, so it cannot escape the essence of the retail industry: the maximum integration of people, goods and venues.
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