A live broadcast of 800 million yuan in wealth creation ends

I don’t know how long it has been since I heard the news of a big sale in a live broadcast room.

Last time, it seemed that it was a Guangdong couple who sold 100 million pieces of green juice. To count further, Simba, who sold durian in Thailand for 800 million yuan.

Compared with the past situation where these frequencies have become hot searches every now and then, these frequencies are like "light of fireflies".

The most representative one is that on Double 11 in 2022, the Guangdong couple's live broadcast GMV exceeded 700 million; Luo Yonghao's first JD live broadcast GMV exceeded 150 million; Li Jiaqi won 12.3 billion GMV on the day of pre-sale...

With the end of Double Eleven, the sound of live streaming GMV selling goods seemed to have come to an abrupt end. After that, there are no record-breaking new stories in live streaming sales.

Instead, the institutions behind the top anchors began to show their business statements one by one - Oriental Selection sold 10 billion in fiscal year 2023; made friends with a GMV exceeding 5 billion in half a year; Yaowang Technology's GMV in the first half of the year was about 6 billion; the beautiful wrist behind Li Jiaqi sold 65 billion in a year.

Although the impressive data has quietly moved from the anchor to the live broadcasting agency, this cannot conceal the fact that there is no personal benefit to live broadcasting.

01

The "rich-making myth" is shattered, and the professional team is in power

Any feast will eventually return to peace.

From the birth of live streaming and sales, industry celebrities emerged, to Viya's tax evasion, small and medium-sized anchors' salary cuts, and top anchors' departure. The entire industry has grown from its initial vitality to its maturity and stability today.

Just like those top anchors who once "responded to one call" and are deliberately or unintentionally reducing the frequency of appearances as the dividends of the times disappear.

Even Li Jiaqi, who once kicked off the huge profits of live e-commerce with Viya, gradually became low-key due to the "79 yuan incident".

The disappearance of big anchors means that the industry is entering a regularization and rationalization. Whether it is a merchant, consumer, anchor or institution, you will not be too impulsive after you are used to the wildly growing live broadcast market.

For example, this year's 315, live streaming sales became the protagonist of the evening party. This is a "treatment" that the industry has not experienced when it grew rapidly in previous years. This means that the market has begun to be alert, the industry has reached its peak and needs to clear the slightest disease.

When an industry takes off the filter of rapid development, then the next thing to compete for is hard strength.

So this is why those big anchors are gradually disappearing, and the MCN institutions behind them will gradually emerge.

As an important participant in the development of the industry, MCN will inevitably help those brand merchants solve the requirements of product selection, supply chain, content operation, team management, etc. with a professional attitude.

The live e-commerce industry has a unique supply-driven method, which requires both the supply of goods and the supply of anchors. This model determines that the industry needs more service providers to help merchants and anchors provide better services to consumers.

It is not difficult to see that the standard configuration of live e-commerce in the future will definitely be MCN institutions. Because brands joining live e-commerce will create a situation where they are "unfamiliar with life", putting aside the live broadcast room that needs to start from broadcasting, the only thing left is to choose the path of cooperation with MCN institutions.

This is also one of the reasons why Brother Yang, who has over 100 million fans of Douyin, founded three sheep. As a big IP, Xiao Yang has high value influence. He and his team will pay more attention to the vitality of the brand, so professional teams are needed to help him select and operate products to maintain the word-of-mouth effect.

As the industry develops, the era of "321 link" has long been gone. Whether it is a consumer or a platform, there will be different standards for the content requirements of the live broadcast room from the past.

And this is the key factor in the ability of live broadcast institutions to stand out.

02

Who will subvert the future of live e-commerce?

Ren Zhengfei once said: Subversion is often done by laymen.

Just as merchants, institutions, and anchors are busy trying to sharpen their speeches, research operations, and set scenes, perhaps the industry will be subverted by laymen.

In April this year, Tencent Cloud released a smart small sample digital human production platform, claiming that modeling will be completed in three minutes and the cost will be reduced to thousands of yuan.

At the same time, Yaowang Technology, which has just transformed into the "first stock of live e-commerce", said that the company plans to focus on virtual live broadcast and other businesses in 2023.

The concept of "digital people" is no longer a new topic. In 2023, the operating cost of a virtual anchor may only require a three-digit price.

This type of AI anchor with low risk, low cost and high stability is completely the "dream broadcast" of merchants.

Is this really the case?

In fact, due to the development of technology, virtual anchors are still defeated by not being "smart".

In media testing, many basic versions of virtual anchors are full of "machine flavor", which is too different from real people. Not to mention what conversions the merchants or institutions can rely on.

For a long time, the reason why those "rich-making myths" can create various live broadcast sales miracles is inseparable from the trust and reality they exuded in front of the camera.

And this sense of trust and reality have become a trough for virtual anchors before they come to the stage.

In the final analysis, the personal charm of the anchors and the high-quality content in the live broadcast room are the fundamentals of promoting the transformation.

This requires a "battle-standing" team to slowly settle down by talent and experience, rather than a virtual AI that comes out halfway can be implemented at will.

You should know that the essence of live e-commerce is "content". Virtual AI presents a surface of content, which can be used as an auxiliary option to sell goods, rather than standing in the C position of the live broadcast room.

Perhaps in the long-term future, AI and live e-commerce will be fully connected, and virtual anchors will be "smart" like real people. But now, virtual AI is just a flash in the pan after dinner in an industry.

Even so, no matter who subverts the future of the industry, the past "rich-making myths" are gone forever.