GMV 13 million! After disappearing for 3 months, e-commerce anchor "Li Jiaqi" is about to make a comeback?

A business is becoming popular quietly! It's live slicing.

Searching for Xiao Yang Ge, Wei Ya, Li Jiaqi, Hao Shaowen on Douyin will show many short videos for selling goods. These videos edited live broadcasts and recorded on the anchors, and the revenue generated by selling goods is very considerable. Some anchors can make tens of millions without showing up.

1. Content porters, innovate the sales model

Live slicing is a promotional model for selling goods. The operation is very simple. Through editing, the anchor’s exciting clips from one or several live broadcasts are merged together, and then hang on a small yellow car to sell goods.

This form is essentially a content porter, breaking the model of short videos selling goods.

This model has been popular for a while, but it has been a trend of gradually becoming popular recently. Some people have predicted that live streaming will become a new trend in selling goods.

The reason why it gradually became popular is because of Li Jiaqi.

Since being "disappeared" on June 3, Li Jiaqi has been "no news". Suddenly, many videos of Li Jiaqi explaining the product appeared on the short video platform, and netizens once thought that it was Li Jiaqi's return.

Li Jiaqi's live streaming content

Taking Douyin as an example, more than 40 accounts on its platform have used keywords such as "Li Jiaqi Recommended" and "Li Jiaqi Live Good Things", and the number of fans ranges from hundreds to tens of thousands.

All the videos posted by these accounts are Li Jiaqi's previous live broadcasts. When you click on the homepage, you will find that "Li Jiaqi" is mentioned in the account description. Basically, every account has a small yellow car.

It is said that some people used Li Jiaqi's live streaming to slice the product, and the sales volume in three months reached 233,000, with a total GMV of 12.995 million yuan.

In addition to Li Jiaqi, there is also a live streaming slice with the top stream that has also been moved in large quantities, that is, "Crazy Little Brother Yang".

Searching for "Crazy Brother Yang" on TikTok will lead to a series of accounts with similar names that cannot be pulled out, with a total of as many as 1,000.

Many of the fans of the account are even more than 100,000, and it only took one or two months to accumulate this number of fans, relying on the funny and fun clips of Brother Xiao Yang during the live broadcast.

On Douyin, an account named "Crazy Little Yang Living Broadcast Welfare" has more than 600,000 fans. The first slice video was released in July, and a total of 44 works were released, with 115,000 likes. There are nearly 200 products from Brother Yang Li’s goods in the window. In the past month, a total of 159 items were brought, with a total of 841,000 sales.

According to Chanma Ma data, the commissions for products in this account range from 1% to 20%, and the commission ratio for products with lower unit prices is usually higher. Even with the lowest 1% commission, the account earns nearly 10,000 yuan a month by just editing and distributing live streaming and slicing content of big internet celebrities.

2. What is the profit model of live streaming slicing?

No need to show up, no need to think about copywriting, no need to shoot videos, or even live broadcasts. Just use the live broadcast slices of large-scale anchors, edit them and publish them, making money easily.

Is the profit model of this business really so strong?

In fact, the threshold for this business is indeed very low because it has no authorization. You can edit videos of celebrities and top anchors privately. To solve the problems you paid attention to in the first three seconds, just hang up the product link.

Live slicing can save a lot of investment in the early stage, with low trial and error costs, and it is indeed faster to start the number, and it can also generate some GMV in the short term.

But in the long run, it will involve infringement. The live streaming slicing business involves three parties - live streaming anchors, live streaming KOCs, and third-party institutions. They each have different divisions of labor.

"Li Jiaqi" live streaming content intercepted

The host of goods is responsible for providing the anchor's portrait rights, the authentic authorization of live broadcast room slices, and the corresponding product links. After the KOC on sale is authorized, it can edit and publish videos independently without worrying about infringement. The KOC on sale is mainly through commissions, and different commodities have different commission rates.

There is a regulation in the live streaming slicing business that the share of KOCs selling goods and the anchors generally ranges from 37 to 46. Only when the sales reach more than 100,000, can the share of KOCs selling goods be obtained from 55.

Taking Hao Shaowen as an example, the authorization conditions he issued include:

He has its own equipment and Douyin account, and has worked as a mixed-cut and matrix for KOL anchors;

Meet 1,000 fans and open shopping carts;

There is a need for continuous video output, otherwise the authorization will be released, etc.

In terms of commission sharing, Hao Shaowen gave a commission sharing ratio of "55" and after the successful delivery of goods, MCN and the authorized party will share the income equally.

It is said that the crazy brother Yang started with the "Three Seven" start and completed the lower GMV. The three sheep networks will receive a 70% commission. If the monthly GMV is more than 100,000, it will be a 50% share.

3. Is the live streaming slicing business sustainable?

Because the threshold is low, more and more people are joining the market to do live streaming and slicing. It makes people want to ask, is this business really sustainable?

Maybe it's not as beautiful as I imagined, because live slicing is not business logic, but fan logic.

Whether it is Li Jiaqi, Crazy Little Brother Yang, Weiya, or Hao Shaowen, these people have their own traffic and are even top stars. Their years of accumulation in the industry have formed a reputation. The slice account relies on the public's trust in the anchor to endorse the purchase.

This business is popular because of the anchor. If the anchor is unstable, if there are variables, it may be successful and defeated.

Even without these uncertainties, there may be big hits and great developments in live streaming . Even if you make a matrix account, the development will still have a ceiling because it does not produce content, but is just moving.

If the number of slice handlers of the same anchor surges, the content is seriously homogenized and the traffic will be scarce. In this case, high returns will definitely be difficult to maintain for a long time.

The essence of business is products and services. Live streaming and slicing is not produced, nor does it provide services. Even if it is popular, it is just a sales channel. Time will give the answer to the future development.