Goodbye, Via

After the storm, Via disappeared in front of the crowd...

Now, a new anchor from Hangzhou has won the championship in the competition and is generous and brilliant in the live broadcast world.

It was her rise of a new force that brought Via back to everyone's sight.

01. "Via" never disappears

The top anchors have retired one after another, and the next live broadcast star is rising.

On the evening of August 10, the final of "China's New Anchor 2023" hosted by Taobao Live was held in Hangzhou. After fierce competition, the rookie from Hangzhou, Jia Fei, a anchor from Hangzhou, reached the top and won the championship.

Maybe you don’t know who Jiafei is, and it feels ordinary, but you may be familiar with the “Bee Surprise Club”.

Because Bee Surprise Club is a anchor team created by "live broadcast queen" Weiya, Jiafei is one of them. Now it seems that becoming Weiya's "successor" is just around the corner.

After the storm, Viya has never appeared in the live broadcast room, but she has never left the live e-commerce industry.

Retreat behind the scenes, give guidance to the country, and live broadcasting in the world, Viya's figure never disappeared.

For example, Via has successively incubated live broadcast rooms such as "Bee Surprise Club", "Dolphin Surprise Club", and "Bee Wish Club", focusing on work related to product selection.

As one of the "two mountains" in the live broadcast industry, although it has not appeared, the brand resources accumulated by Viya are still very large, and her product selection ability is highly recognized by most consumers.

Most of the live broadcast rooms she incubated follow the model of Viya's previous live broadcast , achieving a GMV of live broadcasts that exceeded 100 million yuan per month, occupying a place in Taobao live broadcast.

Via, not only the event is behind the live broadcast room, but also appears offline from time to time. As an entrepreneur, she shares her experience in the live broadcast e-commerce industry over the years.

For example, in May this year, Weiya attended the opening ceremony of the 2023 time-honored brand carnival and the "Wulin National Trend Consumption Season" and explained the live broadcast transformation methods of domestic brands as the "chief mentor" .

Speaking of Jiafei, who reached the top of the competition, she turned out to be an ordinary fashion designer. She came to Hangzhou alone to be a fashion anchor three years ago. At the beginning, there were only a few people online every day, working on the central control, operating, and customer service. She worked hard in the live broadcast industry.

Later, after Viya's systematic training, she seized the opportunity and had the ability that a first-line anchor should have in a short period of time.

In the end, he passed five passes and defeated six generals, and was unanimously recognized by judges such as Li Jiaqi and Lin Gengxin. He successfully became famous and shined.

The rise of live streaming rookies reflects the quiet changes in Taobao live streaming.

02. Live e-commerce has changed

In the second half of live e-commerce, do ordinary people still have a chance?

Taobao, JD.com, Douyin and others have given answers to this question with practical actions, and ordinary people still have a great chance.

As mentioned above, most of the contestants are not "professional" but live broadcasts from 0-1 based on their interests and specialties.

For example, the authentic Xinjiang farmer "fruit farmers and wheat", Shandong native Li Dongji, who was over 50 years old, "Ximeier and sister" who were driven to the shelves, etc....

There are no stars among them, they are all ordinary people, but they also shine with unique light.

From these cases, it is not difficult to see that the focus of Taobao live streaming has changed, "taking a step from transaction to consumption and then to life", constantly increasing content and creating a healthy content ecosystem.

The peak of traffic is a big killer for the platform and promotes change.

Change has also released more new opportunities, and it is a spring for ordinary people and small and medium-sized businesses.

In June this year, the number of experts and anchors broadcast on Taobao increased by 139% year-on-year, and more than 10,000 small and medium-sized merchants from the industrial belt started broadcasting.

In the past year, Taobao has added 5.12 million new merchants, most of which are small and medium-sized merchants.

Cheng Daofang, general manager of Taobao Live, said:

"Taobao live streaming has changed a lot this year. In the past, when talking about GMV, more than half of the energy is now focused on the length of users' stay."

Taobao has increased its content-oriented approach, JD.com has opened up self-operated and POP, and Meituan has helped merchants to start broadcasting, which all reveal the importance of content-oriented and sinking markets.

Therefore, in the platform's strategic adjustment, there are many new opportunities for ordinary people to enter the market.

03. Looking for a "successor" has become the main theme of the top anchor

The changes in the industry's weather vane have accelerated the process of top anchors looking for "successors".

Take Simba as an example. In recent years, he has been fading out of the live broadcast field and retreating behind the scenes. He has focused more on company management and pushed female apprentice Dandan and eldest disciple Zhao Mengche into the front.

As of now, Dandan has 86.572 million fans and annual sales of nearly 30 billion, becoming one of Kuaishou’s top sales anchors.

During a live broadcast in March this year, Dandan bluntly stated that she would officially take over .

For example, Li Jiaqi , in his broadcasting team, there is a "candidate" successor - Zhu Wangwang . She is the assistant broadcaster who has been with Li Jiaqi for the longest time, and she has a very tacit cooperation.

It is also quite popular on other mainstream platforms, even surpassing many mid-level anchors and has won endorsements from the brand.

There is also the current popular Douyin top anchor "Crazy Little Brother Yang" . Although he has not retired yet, he is also looking for his successor.

Currently, four apprentices have been accepted, each of which can stand on its own, such as Huang, the "Lottery Douluo" traffic light that has obtained the essence of his live broadcast, the "Pingwang" beauty blogger Qi, Qiao Mei and the brother of the slightest .

Yellow, Mouth Brother, Qiao Mei at Traffic Light

The retirement of top-level anchors gives mid-level anchors room for upward development.

By checking the sales rankings of various platforms in the past few months, you will find that many new anchors within the TOP 50 have emerged, and some have been in the industry for less than 2 years.

They only earn money within their ability, seize the sub-categories they are good at, such as jewelry, women's clothing, etc., and continue to deepen their cultivation and plant grass.

In short, with the change of anchors and the adjustment of platform strategies, the live e-commerce industry will usher in more new opportunities.

In the future, live e-commerce may enter a new era of blooming flowers.