E-commerce platforms are moving closer to consumers
With the arrival of the new year, the live streaming industry is still surging, so will the scene of last year's Double 11 competition for the lowest price on the whole network be repeated?
Many consumers have reported that it is becoming less and less cost-effective to buy things in the live broadcast room of the head anchor. In the past, the things bought in the live broadcast room were much cheaper than other platforms, but now there is not much difference between the live broadcast room and the platform of the same productAlmost tied
The editor-in-chief observed that a certain product was discounted **399 in a live broadcast room on Douyin, but judging from its official ***, the same product ** is almost identical.
Source: Screenshot of the e-commerce platform.
Judging from the low price war of the whole network e-commerce last year, the relationship between e-commerce platforms, merchants, anchors, and consumers is slowly out of balance, and the industry is also undergoing subtle changes.
First of all, from the platform side, the platform is constantly narrowing the relationship with users. At the end of last month, ** issued a public notice of refund only, and JD.com also revised JD.com's after-sales and transaction dispute resolution policy, adding a new standard for users to refund only;Douyin e-commerce has also launched a fast refund service after delivery, and has formulated relevant specifications.
Source: Weibo hot search.
Specifically, if the seller has too many bad reviews or violations, once it is complained, it will be directly judged by the platform to return the product for refund or only refund;In the case of delayed delivery or forced delivery without the buyer's permission, the system supports the buyer's "refund only".
Judging from JD.com's rules, when the goods delivered by the merchant to the consumer are of serious inferior quality and the goods are not on the board, JD has reason to believe that the merchant has no intention of performing the contract, it will be deemed that the merchant refuses to perform the contract, and the transaction support only refunds or returns the goods for refund.
Today, when the Internet traffic dividend is gradually touching the ceiling, the platform is struggling to retain consumers.
Of course, this also reflects the fact that the Internet giants are falling into growth anxiety, and users are the next breakthrough for growth. Ma Yun once said at a small-scale communication meeting that Ali e-commerce should return to **, users and the Internet.
In addition, the platform no longer takes a fancy to the traffic advantage of the head anchor, and begins to cooperate with the brand side beyond the head anchor. Last year's Double 11, Jingdong procurement and sales successfully came out of the circle through the model of "no talent, no commission, no pit fee".
During the Double 11 period, its turnover, order volume, and number of users all hit new highs, and the total number of people in JD.com's live broadcast exceeded 3800 million;Within 5 hours of the live broadcast of Jingdong's procurement and sales live broadcast room, the overall number of ** people exceeded 100 million, and the order volume was nearly 400,000.
To put it simply, this model is equivalent to using the company's money to buy the goods first and sell their own goods, so there is no need to charge pit fees and talent commissions, and the platform will have more right to speak, and then have a certain pricing power to transfer profits to consumers.
This is equivalent to grabbing the microphone from the hands of the big anchors, holding the pricing power in their hands, and at the same time saving the sky-high pit fees, isn't it beautiful. Of course, merchants with pricing power can also be more flexible to adapt to market changes.
It is worth mentioning that Liu Qiangdong also announced that from January 1, 2024, the annual fixed salary of front-line business personnel such as JD procurement and sales will be significantly increased by nearly 100%, and at the beginning of 2024, the average salary of all JD retail employees will be increased by no less than 20%.
Not long ago, Jingdong also issued the "Jingdong Procurement and Marketing Convening Order", calling on former employees of Jingdong procurement and marketing to "raise their salaries when they go home". Judging from this situation, JD.com's procurement and sales live broadcast model is promising. At present, Jingdong has opened the matrix of procurement and sales live broadcast rooms for various categories, and the traffic is not small. The editor-in-chief observed in the live broadcast room of JD.com, which has about 130,000 people**.
The anchor is in a crisis of confidence
For top anchors, 2023 is a turbulent year. For example, Li Jiaqi's eyebrow pencil incident, as well as the much-discussed "low-price agreement", etc., have pushed big anchors to the forefront, and consumers continue to question the authenticity of low prices.
In fact, most live broadcast rooms can create seemingly large discounts by setting high prices and low ** to attract consumers to buy. However, the original price is often inflated, and it is the real price.
As it becomes more and more difficult to achieve low prices for products in the live broadcast room, it has long attracted customers through the huge false gap between the original price and **, and consumers' distrust of the anchor has gradually spread.
It can be seen from the frequent rollover incidents of the anchors on Double 11 that consumers have begun to resist the anchors. For example, during the Double 11 period, Jia Nailiang's Douyin live broadcast room brought goods under amiro's collagen cannon products, stored ** on the top and offline sales channels of the same goods at different prices, online than offline 1600 yuan more expensive;
Wang Hai, a professional anti-counterfeiter, came down and called Li Jiaqi's live broadcast room and Tian Yu fakes;When Douyin influencer "Yellow of Traffic Light" promoted the air cushion products of high-end beauty brand Yves Saint Laurent in the live broadcast room for its first anniversary, its exaggerated and funny warm-up form caused dissatisfaction among some consumers.
What can be known is that while the anchor and consumers are in a crisis of trust, the authority of the anchor is also disintegrating, of course, this also means that the bargaining power held by the anchor has also begun to waver.
It is worth noting that the frequency of the replacement of top anchors is getting faster and faster, and the number of anchors on Douyin exceeding 100 million has also doubled.
Judging from the list of anchors with goods released by Xindou in December 22, the anchors with sales exceeding 100 million in December 22 have exceeded48-bit；Dongfang Selection topped the list, and the sales volume of the live broadcast room exceeded 7500 million;Make a Friend has risen to the second place on the list, and the estimated sales of live broadcast are at 2500 million-500 million;The third place was won by a Guangdong couple.
is also the data of the new Douyin anchor with goods list, and the total number of anchors with sales exceeding 100 million in December 2384-bit, the number exceeded 78 in November, and there were 37 anchors with sales in the range of 7500w-100 million.
In December, the anchor brought goods to the list Source: New Shake.
Dongfang Selection is still at the top of the list, while @Xinjiang Hetian Yulao Zheng and @ Mr. Dong are in first place.
II. Third. At that time, making a friend had already ranked 21st, and the Guangdong couple was not on the listOn the list are more fresh faces
It can also be seen that in addition to the existence of two or three top-notch live broadcast rooms like Dongfang Selection, the proportion of middle-waist anchors on the platform has gradually increased, and the ecology of the platform has also developed for the better.
Merchants have learned well
As the head anchor continues to fall off the altar, many businesses no longer pin their hopes on the head anchor that the white label will become a hit.
You must know that most of the white label looking for head anchors to bring goods is a matter of losing money and making money. A merchant once revealed, "We have to give the anchor a pit fee of 200,000 yuan, and we have to pay 20% of the commission, plus samples, travel and other expenses, and spend almost 350,000 yuan on the anchor." ”
In addition, he also has to bear the costs of packaging, delivery, logistics and transportation, customer service, return and exchange. Even if the production cost has been compressed to the extreme, it still does not make money.
It's not that merchants don't know that there are risks in finding anchors to post money and bring goods, but they still want to start their brand voice through traffic with a fluke mentality, and spend money to buy popularity and do a good job in marketing. But now, the white cards will not be able to become Huaxizi.
Some merchants revealed that in the past, as long as small brands could accurately put them in the live broadcast room, they were quite hopeful that they would be able to turn the white label into a popular product, and they could achieve a 1:5 conversion two years ago, and now the 1:2 conversion in popular fields such as beauty is already a good result.
Merchants began to abandon the talent anchor and chose store broadcasting and brand self-broadcasting to precipitate private domains and reduce costs. During last year's Double 11, ** Dabo and store broadcast both broke out. As of 0:00 on November 11, 58 live broadcast rooms have exceeded 100 million yuan, of which 7 talent anchors and 7 brand store broadcasts have exceeded 100 million for the first time this year. Storecast has also become a new growth engine, with the turnover of 38 storecast live broadcast rooms exceeding 100 million yuan, and 451 turnover exceeding 10 million yuan.
In general, merchants no longer have the same awe of the head anchor as before, and they no longer hope that the head live broadcast room can bring a lot of ** and brand building effects. Instead, it is to precipitate in a down-to-earth manner, find the right direction of their own efforts, and tap the incremental market.
After all, in this era of consumers gradually returning to rationality, it is very necessary for merchants to pay attention to real profits and positive cash flow.
Author |Li Ying.