15 million GMV cut in half! The reason for this live broadcast room was officially announced to be disbanded because of the unclear job responsibilities?

In August last year, the live broadcast of the Yaya down jacket of Snow Mountain became a hot search.

Then, the extremely exquisite Herborist palace live broadcast followed one after another, with the youthful beautiful girl dancing live broadcast followed closely.

As time goes by, these novel live broadcast rooms have gradually been forgotten by netizens.

In April this year, the popular live broadcast room "Beautiful Girl Hi Go" officially announced the disbandment...

Although the account was re-operated in June this year, the live broadcast room is no longer as popular as before.

The early "Beautiful Girl Hi Go" won 1500w+GMV in mid-August last year with four beautiful anchors, with an average GMV of 36w per game.

August 2021

The number of online people in the live broadcast room is stable at 50,000 to 60,000. In just 4 months, fans have accumulated more than 1.8 million.

It is a very good result for a live broadcast room without a super head.

However, facing the two major problems of unclear target users and the form is far greater than the substantive content, the live broadcast room will soon enter a bottleneck period. Once the user's freshness passes, the traffic will no longer exist.

In September last year, the GMV of the "Beautiful Girl Hi Go" live broadcast room was almost halved, only 833w , and the average average was less than half of last month.

September 2021

In fact, the biggest impact on it is the formation of a team.

In September, "Beautiful Girl Hi Go" suddenly replaced the original anchor with a newcomer due to the substitution storm, resulting in the loss of fans. Then the group changed from 4 to 5, and then forced 2 male anchors to attract female fans.

After all the results of the attempts were not satisfactory, the team changed from the original anchor to the two pairs of people appearing together to test the anchor's conversion effect.

But after these waves of operations, it means "scratching through the shoe".

It is obvious that the operating strategy of "Beautiful Girl Hi Go" is incorrect, the staffing ratio is uneven, the job responsibilities are unclear, and the positioning of the live broadcast room is unclear.

These are also the reasons why talent live broadcast rooms can bring temporary heat but are difficult to realize long-term value.

We often say that products and services are core competitiveness, but in fact, what is more powerful than them is the talents that support them.

Talent is the primary productivity of an enterprise.

We have seen too many merchants who have entered Douyin, with clear strategies, able to attack and defend, but they are dead due to team layout.