"Via" suddenly opened a new account!

Via has disappeared in the live broadcast room for a whole year.

After the incident, this former live streaming sales ceiling only left a letter of apology and the endless number of 1.341 billion.

Now, although Via is not on the front line, her broadcasting group still exudes the original smell of Via...

01. New account, average GMV of 7.5 million

Some media discovered that a live broadcast room called "Dolphin Surprise Club" was quietly launched on Douyin.

As of press time, the number of fans of this account is exactly 80,000 yuan.

The account will be broadcast at 18:00 every day, and the product selection mainly includes affordable domestic products such as clothing, food and beverage, home appliances and home decoration, and personal care.

The introduction mentioned the "live broadcast family" , which should refer to the anchors of "Dolphin Surprise Club", Haohao and Azu, both of whom came from another live broadcast room of the Weiya broadcast group, "Bee Surprise Club". As a live broadcast room under Viya, it is indeed an exaggeration to be called the "live broadcast family".

According to Douchacha data, the average number of viewers per game of "Dolphin Surprise Club" is 957,000, and the average sales per game is 5 million to 7.5 million.

In terms of live broadcast style, "Dolphin Surprise Club" is not limited to selling goods, but will also start live broadcasts and chat with fans. At present, "Dolphin Surprise Club" has conducted three pure chat live broadcasts.

In this regard, some industry insiders said that compared with Taobao's live broadcast style that emphasizes "production", Douyin anchors are more willing to interact with fans and do not pay so much attention to the efficiency of overproduction.

Obviously, the "Dolphin Surprise Club" is adapting to local customs and deliberately cater to the preferences of Douyin audiences.

It is worth mentioning that the "Dolphin Surprise Society" and Via's former assistant broadcaster Qier Leo belong to the same MCN organization - Chuxing Media .

At present, the fans in Qier Leo live broadcast room have reached 4630, with an average viewing of 383.30, which is about 4 times that of the "Dolphin Surprise Club"; the average GMV of the game is 1000w-2500w, which is more than 1 times that of the "Dolphin Surprise Club".

02. "Deviya"

The birth of the "Dolphin Surprise Society" reveals Viya (Qianxun Holdings)'s determination to make live broadcasts full.

2021年12月，因偷逃税淡出公众视野的薇娅，仍放不下对直播的执著。

Two months later, the Viya broadcast group "Bee Surprise Club" re-started on Taobao, with the premiere viewing reaching about 10 million.

In the same year, Qier Leo was broadcast on Douyin, with a live broadcast GMV of 18 million, and won the first place in the sales list.

Since then, Qianxun Holdings has successively incubated the " Bee Wish Club" and "Bee Happy Club" and formed an account matrix of all-weather live broadcasts with "Bee Surprise Club".

Unlike in the past, the live broadcast rooms of the Bee series adopt a pure commission-drawing model, and the revenue of the live broadcast room is linked to sales. This move undoubtedly attracted more merchants and brands.

While incubating the live broadcast room, signing experts and celebrities have also become a part of Qianxun Holdings' overall layout.

According to Qianxun’s official website, there are currently more than ten experts and stars, including well-known anchors such as Lin Yilun, Li Jing, Colonel, Xie Mengxm, and Miss Koala II.

According to information, on the two platforms of Taobao and Douyin, Qianxun has a total of 24 accounts, and more than half of them have a fan base of one million.

It is obvious that in the two months since Via disappeared , Qianxun Holdings has found a future direction - de-Viaya , cater to the development of the times, and put eggs in different baskets to balance risks.

After all, the tax evasion incidents of Viya and Sydney have sounded the alarm for the entire live streaming and promoted the market's de-head and multi-platform matrix layout.

In addition, Weiya and her husband Dong Haifeng were even more quick on the road to making money, spending 150 million yuan to sprint for IPO with a small home appliance brand "Delma", which is worth 5 billion yuan.

At present, the China Securities Regulatory Commission has agreed to register Delma's IPO on the Shenzhen Stock Exchange GEM. It is expected that Delma will publish the prospectus and start the stock issuance work soon.

03. Even if it is short-lived, it is better than "warm water"

"A whale falls into all things"

The huge traffic caused by Via's disappearance has diverged, nurturing various live broadcast rooms.

But this did not make the market regain another "Viya", and even Li Jiaqi next door was deliberately reducing the broadcast time.

Li Jiaqi's "All Girls" live room

Traffic is no longer focused on the head. This seems to have become the market's default unspoken rule.

This is just as Dong Haifeng, chairman of Qianxun, said at the "2022 World Live E-commerce Conference" last year:

Live e-commerce has the characteristics of "everyone can broadcast, everyone can broadcast", and whether it is an entrepreneur, celebrity artist, college student, or fellow villagers, you can pick up your mobile phone to do live broadcast. In the face of live e-commerce, everyone has equal opportunities.

This means that from a certain perspective, the threshold for live broadcasts has been infinitely lowered, and anchors only need to have a expressed desire and a moving look to build their own IP in the live broadcast field.

Since "everyone can broadcast and everyone can broadcast", the standard for becoming popular is live broadcast content.

Just like live broadcast rooms such as Oriental Selection, Crazy Little Brother Yang, and even T97, Beautiful Girl Hi Go, only outstanding content expression can shine in the industry. Even if it is a flash in the pan, it will be better than the "warm water" in countless live broadcast rooms.

The super head is disappearing, the industry is changing, and the only thing that remains unchanged is the essence of live broadcast - content.