"Only pit 200,000 yuan, pack 600,000 yuan"! Taobao Live brings together the "Three Musketeers", is traffic anxiety saved?

With 4 days left before the pre-sale of Double Eleven, two heavyweights in the live streaming and sales industry - Yu Minhong and Luo Yonghao , suddenly announced that they would broadcast live on Taobao one after another.

Among them, Luo Yonghao's account on Taobao live broadcast is called "Luo Yonghao". As of press time, the account has 561,500 fans.

Yu Minhong's account is called "New Oriental Good Teacher" , which is affiliated to the New Oriental Xuncheng Education Store and has 90,800 fans .

1. "Only pit 200,000 yuan, packaged rights and interests 600,000 yuan"

It is reported that Luo Yonghao will have three live broadcasts throughout the Double 11 cycle.

It is expected to correspond to pre-sale night, opening night and Double Eleven on October 24, October 31 and November 11 respectively.

On the 17th, many brands and merchants said they had received news of investment promotion.

"Only pit 200,000 yuan, packaged rights and interests 600,000 yuan"

“The commission is about 20%”

"It is said that Taobao will give 50 million UV that day"

...

In addition to the pit fee, the packaging rights also include authorization for slices and portrait use for a certain period of time, as well as publication of public accounts.

Some merchants believe that although the traffic is given a lot, the cost is not low. Now everyone is more cautious and many brands are still waiting and watching.

On the other hand, the "Oriental Selection" which has repeatedly won the top 1 of Douyin's sales rankings, and the founder Yu Minhong also chose to enter Taobao Live.

According to reports, Yu Minhong himself will appear in the Taobao live broadcast room on the evening of October 31.

Unlike "Oriental Selection" who sells vertical agricultural products on Douyin, the live broadcast content in Taobao live broadcast room mainly shares university study, career path planning, and selling books and training courses.

As for cross-platform behavior, we can use a sentence Yu Minhong once said to understand:

"In the future, I will focus more on education and education products related fields. Now I have also built a platform for selling agricultural products - Oriental Selection. If education is not done well or cannot continue, there is a way out."

However, as soon as the news of New Oriental cross-platforms came out, the Hong Kong stock market New Oriental Online rose sharply, with a closing increase of 8.15% on the 19th, with a closing price of HK$34.5 per share, and a market value of HK$34.6 billion.

2. Taobao Live Collects the "Three Musketeers"

In the first half of this year, Li Jiaqi's "sudden" disappearance caused a certain decline in Taobao live streaming.

In the second half of the year, Li Jiaqi's return rekindled the consumption desire of some users. In addition, Luo Yonghao and Yu Minhong's official announcement of joining, it is not difficult to imagine that these three live broadcasters will shoulder the banner of Taobao live broadcast Double 11.

First, Li Jiaqi , who carried the banner , launched the second season of "All Girls' Offer" in order to warm up Double 11.

Put the preparations before Double 11 on the screen one by one, while strengthening the lowest price tag in the live broadcast room, it can also show the brand's strength and give the brand the opportunity to become popular.

During the pre-sale day of Double 11 last year, the GMV of many brands in Li Jiaqi's live broadcast room exceeded 100 million, of which Shiseido exceeded 500 million, and L'Oreal even reached 726 million.

If Li Jiaqi's audience is women, then Luo Yonghao contracted the "men's needs" in Double 11.

It is reported that during Double 11, a number of live broadcasts will be held with Luo Yonghao, mainly hard-core products such as mobile phone 3C digital and home appliances.

Game consoles, 3C digital, razors... It seems that Taobao Live wants to mobilize the consumption power of male users with Luo Yonghao.

At the same time, Luo Yonghao can also serve as a "pioneer army" to help "make friends" live broadcast room to test the waters on the Taobao platform.

Some industry insiders said:

The first game on Douyin was broadcasted by Lao Luo for 110 million yuan. Two years have passed. The first game of Taobao live broadcast on the 24th is at least not lower than this number.

Compared with Li Jiaqi and Luo Yonghao bringing more material experiences to users, Yu Minhong's live broadcast theme is more in line with the ideological level.

Career path planning, university study, books, etc. are all old businesses of New Oriental.

This not only conforms to New Oriental's original development intention, but also adds more diversified content to the Taobao platform.

These anchors who were once highly bound to the platform now choose to develop in multiple ways, which is not only to seek new growth, but also to fight against risks.

For Taobao platform, introducing top anchors is a new driving force for consolidation of traffic, which may slow down current traffic anxiety...

3. Solve traffic anxiety "The increment is no longer, the stock is coming"

This is a sentence that e-commerce people can deeply feel today.

Nowadays, measuring the value standards of a platform or a company is no longer as simple as watching GMV.

Instead, focus on data such as user retention, online regularity and repurchase rates behind it.

Just like Alibaba has not announced AAC (annual number of active sellers) since June 2021, but has changed it to DAU (daily active users).

To revitalize the existing stock and explore incremental volume is the top priority of the platform now.

Just as the media recently revealed that Alipay will add the function of "transfer to WeChat friends", this is also a way to increase traffic.

And for merchants, why don’t they want to?

Traffic anxiety is no longer exclusive to the platform, and merchants are also struggling to explore traffic.

Just like Luo Yonghao and Yu Minhong, in an environment where traffic is becoming more and more expensive, merchants will not "hold" a tree.

Multi-platform, or even full-platform layout is no longer a common thing.

Moreover, many new businesses will regard Douyin as their first stop to enter the business world, and even many members will come to us spontaneously to learn Douyin courses.

This is precisely because the interest in "finding goods" e-commerce has become the mainstream at present, and the traditional concept of "field" has been weakened by live e-commerce.

Taobao, which is purely e-commerce, does not naturally have such content and social attributes.

Just like when Double 11 approaching, many businesses no longer expect as much as they did in previous years, and it seems that they are already aware of the results of the big promotion.

This is actually the result of the flow being diluted and the eggs are placed in one basket.

But the layout still needs to be laid out. If you don’t plan, then when your opponent is laying out, there will be differences in the rise and fall between you.

Never let traffic anxiety escalate into survival anxiety!

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