65 billion, Li Jiaqi killed crazy

It is said that the situation of live broadcasts is very variable, but in fact, it is not the case that several top anchors just take turns to sit back and forth.

On May 4, there was new news in the live streaming industry circle. The GMV of Meiwa, the live broadcasting agency where Li Jiaqi is located, exceeded 65 billion yuan last year, while Xinxuan Group, which is home to Kuaishou, had a GMV of more than 60 billion yuan last year.

01. 65 billion, beautiful

The year with the most chance to sell goods in live streaming in 2022, because by the end of 2021, several e-commerce anchors with high-ranking ability to sell goods were fined and suspended for tax evasion.

There have indeed been many anchors in the past year, such as the "Oriental Selection" which became popular in June last year. Dong Yuhui once attracted more than 600,000 people to watch online at the same time. In the second half of last year, the GMV of the entire Oriental Selection reached 4.8 billion yuan.

Despite the emergence of newcomers, the entire live broadcast circle is still occupied by "old people". Meiji surpasses Qunfang with a GMV of more than 65 billion yuan, and Xinxuan Group follows closely with a GMV of more than 60 billion yuan.

Compared with 2021, the GMV of live broadcast institutions affiliated by Li Jiaqi and Simba each increased by over 10 billion yuan. It has to be said that the pattern of live e-commerce is difficult to shake.

Some media believe that the class of live e-commerce has been solidified, and this is an inevitable result.

This is true. After experiencing the stage of wild growth, the current live e-commerce model has matured, and the platform will no longer allow any anchor or institution to grow into towering trees and become a super anchor. Live broadcast agencies no longer focus on one person, but have begun to become corporate, making anchors more professional and professional.

最明显的变化是直播机构开始打造矩阵直播间，更多让助播独立直播。同时，为了加强对商品的掌控力，机构们也深入了供应链，直接与工厂合作甚至组建自己的生产线。

This is well reflected in Viya's Qianxun, Li Jiaqi's beauty, making friends and other institutions .

Qianxun launched three live broadcast rooms, "Bee Surprise Club", "Bee Happy Club" and "Bee Wish Club" on Taobao Live. Meibu also launched two live broadcast rooms, "All Girls" and "All Girls' Wardrobe", and created the variety show "All Girls' Offer", and also made anchors such as Wangwang and Qingzi popular.

02. Create a matrix and cultivate a group of people

Although today's Meijie's matrix layout is not the earliest, its dimensions are relatively comprehensive. From anchors to live broadcast rooms to variety shows, they can bring new traffic and GMV to them.

This is completely contrary to the layout of the early Beautiful Wrist. Once Beautiful Wrist did not work as an anchor matrix, but only focused on Li Jiaqi's live broadcast room. Because Qi Zhenbo, the founder of Meiwa, believes that by the end of 2018, Meiwa's business will focus on beauty and makeup, and beauty is a standard product. Consumers are sensitive to prices and it is meaningless to cultivate multiple anchors, so they only make one big IP.

However, after experiencing Li Jiaqi's suspension and resumption of broadcasts, Meiji's strategic layout has changed. During last year's Double 11 and Double 12, Meiwa's two new live broadcast rooms - "All Girls" and "All Girls' Wardrobe" were launched one after another. Li Jiaqi's live broadcast time was shortened from 5-6 hours a day to 3-4 hours, and the rest of the time was used to introduce the product.

"All girls" are a full-category daily broadcast room, mainly new domestic products and regular daily necessities. The original intention of this live broadcast room is to expand the categories of live broadcast rooms and extend the business hours of the live broadcast room. All girls broadcast from 12:30 noon to 19:00 every day.

Of course, the results on the first day of the broadcast were also quite good, with more than 7 million views in the live broadcast room and all links were sold out. To date, 2.552 million users have followed the live broadcast room of "All Girls".

"The wardrobe of all girls" is mainly dominated by fashion categories, including life, beauty, snacks and many other categories. This live broadcast room focuses on nighttime live broadcasts, and the broadcast time is from 20:00 to 24:00 every night.

To date, the live broadcast room of "All Girls' Wardrobe" has 1.392 million users followed.

In order to make the matrix live broadcast room well, Meiwa has also equipped the new live broadcast room with a complete investment, operation and compliance team, because they understand the operation of e-commerce live broadcasts, are familiar with user needs, and can fully control the quality of the product, thereby ensuring the efficient operation of the live broadcast room.

At the same time, Meibian is also cultivating a new anchor group, and the two "old acquaintances" in Li Jiaqi's live broadcast room - Wangwang and Qingzi . These two anchors used to appear in Li Jiaqi's live broadcast room, and they are among the best in terms of qualifications, duration of appearance, and number of live broadcasts.

Qingzi and Wangwang

These two anchors are also very personal. Wangwang is humorous and can catch jokes, Qingzi is intellectual and friendly, and the two cooperate to ensure the performance of the live broadcast room of the premiere.

In addition, Meiwa also pays special attention to the matching of anchor's specialties with the content of the live broadcast room. Each field has one or two anchors who are particularly good at, which weakens the individual's influence on the live broadcast room, enhances the brand building of the live broadcast room, and forms a brand effect of the live broadcast room.

03. The head is no longer, the national matrix

The way of playing matrix is ​​not only the trend of the times, but also the inevitable result of industry development.

In order not to put all the eggs in one basket and gradually weaken the development model centered on personal big anchors, Meiwa has increased and expanded the number of anchors and strived to build an anchor traffic matrix.

Beautiful wrists are not an isolated case. This is like choosing the East, making friends, and humble hope.

If the institutions are all matrixed, can merchants also matrixize and give up creating heads?

Some professionals analyzed that the creation of the live broadcast room matrix can enable MCN institutions and brand merchants to minimize the risks of a single live broadcast room and the problems of traffic loss and mismatch between people and goods, and achieve continuous sales growth.

In this way, what merchants need to solve is to improve the anchor's capabilities, retain excellent anchors, and form a complete anchor tapping, training mechanism and incentive mechanism; secondly, the supply chain, fulfillment capabilities and after-sales service must be optimized and adjusted.

I hope that foresighted merchants can keep up with this wave of trends, make their own matrix well, and achieve performance growth.