As soon as the holiday ended, Dongfang Selection had an accident.
Some consumers said that the ingredient list of Ecuadorian white shrimp operated by Dongfang Selection was fake, and according to the inspection report, the sulfur dioxide residue of this white shrimp in the live broadcast room of Dongfang Selection reached 0155 grams of kilograms, food additives exceeded.
Source: Internet.
South American white shrimp products are one of the best-selling products of Oriental Selection, Wang Hai estimates that according to the South American white shrimp** and sales volume, Oriental Selection will refund more than 69500 million yuan.
In this regard, Dongfang Selection quickly responded that its self-operated South American white shrimp is sampled every month, and the relevant results meet the national standard. At the same time, the product is imported in original packaging and has been strictly inspected and quarantined by the customs. According to reports, Dongfang Selection has collected evidence and chose to report to the police.
The overhead anchor withdrew from the "Spring Festival file".
During this year's Spring Festival, the overhead anchors invariably withdrew from the Spring Festival file, and Dongfang Selection also stopped broadcasting from February 9th to February 11th.
Although the Dongfang Selection Douyin live broadcast room was launched again as early as the third day of the Lunar New Year, judging from the performance of the live broadcast room, the demand for audiences to stay in the live broadcast room to shop during the Chinese New Year is not large.
According to archaeological data, the average daily sales of Dongfang Selection during the Spring Festival holiday are only about 1 3 of normal working days.
Source: Archaeology plus data - talent details page.
Due to the fact that most of the anchors who dominated the monthly list of goods in the past did not start broadcasting, the rankings of the "Spring Festival file" are very different, and the following is the ranking of the top 20 live broadcast talents during the Spring Festival:
From the list, we observed that @永劫无间官方 has sprung up, achieving sales of more than 100 million with 1 live broadcast with goods. @刘一一, @魏老板私服, @洛哥, and @胖虎奢侈品甄选 continued to be broadcast, with sales of more than 50 million.
Among them, @永劫无间官方 is the official account of a game, which mainly sells a 258 yuan game gift package, which is limited to one per person, and 25-500,000 copies were sold during the Spring Festival.
Source: Archaeology plus data - talent details page.
Naraka: Bladepoint is a buyout game, with strong spending power and a high degree of brand stickiness. At the same time, game packs are virtual items and are not affected by the logistics fulfillment timeliness.
Therefore, during the Spring Festival, in addition to the cliff-like leading popularity value, the GMV of the live broadcast was as high as 100 million in a single day.
Source: Archaeology plus data - talent details page.
Overall, the number of fans of these accounts is not high, and the number of fans of the two anchors is not even less than 500,000, but the sales during the Spring Festival exceeded 50 million.
Judging from the overall list of goods, the categories that sold well during the Spring Festival were concentratedClothing, luxury, jewelryWait a minute.
These categories can achieve good results during the Spring Festival when capacity is tight, and some of them can be pre-sold and shipped because of weak immediate demand; There are also some because of the higher value, which is shipped directly by air through SF Express, which is not affected by ground transportation.
The opportunity for small and medium-sized anchors has come
This year's top anchors seem to have reached a consensus and chose to stop broadcasting from Chinese New Year's Eve to the eighth day of the new year. For top anchors and live broadcast agencies, there are many sales windows throughout the year, and the impact of a short break during the Spring Festival is not great.
The big anchor rested,The "fixed" traffic that originally belonged to them has returned to ** to redistribute the traffic attribution。At the same time, the long holiday period is also the time when ordinary users have the most leisure time, and the traffic does not decrease but increases compared with usual.
Archaeology plus data-live broadcast** shows that the live broadcast popularity index during the Spring Festival is much lower than that of the previous year, which also means that the traffic competition in the live broadcast room has decreased.
Source: Archaeology plus data - live broadcast**.
No matter how many fans there are, the Spring Festival may be the only opportunity in a year, giving many small and medium-sized anchors the opportunity to come out of the "shadow" of the head anchor and strive for a high traffic and high sales.
At the same time, as the first consumption peak of the year, people have a sense of consumption during the Spring Festival that "the New Year is to spend money". If you can grasp this period of the Chinese New Year, the Spring Festival is a good opportunity to overtake in corners. Therefore, many small and medium-sized model worker anchors stick to their front-line posts and want to seize this opportunity.
The live broadcast consumer market during the Spring Festival is still worth looking forward to.