article｜Wu Lingwei
edit｜Sen asked
521, 826, 818, 717... these numbers that seem to have nothing to do with ordinary people are already the business codes for anchors to increase their industry influence and expand their fandom.
In 2017, after Wei Ya opened the Fan Festival, the format has changed from a simple lottery turntable to a large-scale evening party with magic drama, brand exposure, and anchors breaking the circle. This year, her 521 "Thanksgiving Day" invited nearly 30 celebrity artists to sing, dance, cross talk, and magic. The performance lasted 7 hours and the number of people watched exceeded 100 million. The lineup was more luxurious than the average local TV party.
Performed by artists, the anchor expresses gratitude to the fans for their support, and the fans spend 1 cent to kill or grab red envelopes, which is what a "typical" fan festival looks like.
It can be called the anchors’ personal double 11. Establish your own right to speak in the industry. With the ambition of using the influence of celebrities to get out of the circle, the anchors will also show their support for public welfare undertakings, or set up other personalities.
However, when the vastness is not enough to attract attention, and the fan festival becomes a contest between stage lighting, director team, number of artists, and even the anchors themselves "ethics, intelligence, physicality, labor and beauty", the homogenized gala fan festival is no longer possible. Meet the anchor's festival needs.
form innovation has become a breakthrough,Recently, the popular big IP talk show has been spotted.
The former "live-broadcast and live-streaming" Sydney pears, please come to from Xiaoguo Culture Wang Jianguo, Yang Li, Cheng Lu, , etc. He Guangzhi and Doudou, etc. Artists such as Ouyang Nana, Wang Sulong, Xia Zhiguang opened the second Fan Festival in the form of talk show + live broadcast. Last year, she was an imitator of the evening party.
This talk show centered on Sydney's outlook on sentiment and career has proved to be a plan that combines "quality and effect".
fat ball data shows that in the past 9 hours of live broadcast, the GMV with cargo exceeded 1 billion yuan, far surpassing Li Jiaqi (105 million yuan) and Wei Ya (91.07 million yuan). 420,000. In the last 7 and 30 days of the anchor sales rankings, Sydney, which once hovered in third and fourth places, ranked first and second respectively.
A talk show fan festival not only helped Sydney climb to the top of the list. The jokes she talked about were also posted on the Weibo and Douyin hot search that day, with over 3.2 billion impressions on the entire network.
To explore the origin and form of the fan festival, it can be found that it has changed from the early "enclosure spontaneous" to the theoretical support of commercial ambitions and dissemination. Content marketing events.
No more heads?
The seemingly unbreakable live broadcast e-commerce landscape was broken by a fan festival.
What should I do after the seats sink? Wei Ya and Li Jiaqi have been answering such questions for several years when they became the "first brother" and "first sister" of Taobao live broadcast. The position of the traffic center is constantly changing, and Internet celebrity anchors always have the anxiety of being surpassed. In June of this year, Sydney has already brought goods with 2.078 billion yuan, slightly higher than Li Jiaqi, who brought goods with 1.927 billion yuan.
An endless stream of Internet celebrities are also taking away the attention of users. The game anchor Qiao Biluo relied on the original popularity to change the number to come back. Mr. Guo became popular on Douyin by "not speaking well", with more than 8 million fans. "Human high-quality male" Xu Qingen took advantage of the popularity and started broadcasting in Huya. I used the advertisement of Harbin Beer, and the vibrato anchor Tie Shankao with a strong Shandong accent, with the phrase "Wonen father" (Shandong Dongfang dialect: I am your father), he exploded in the live broadcast of Lianmai PK. The number of fans rose by 9 million within the month.
Compared with the "Appreciation of Ugliness" Internet celebrities, the anchors with goods have a longer heat cycle because of the blessing of "goods", but their status is not stable. Taobao, Kuaishou, and Douyin live on the top of the sales charts, with frequent seat changes.
Counting from the birth of Taobao Live in 2016, live e-commerce has only been 5 years, it has grown rapidly, but it has not yet become a universal shopping channel. The most influential Wei Ya and Li Jiaqi have only 83 million and 50 million fans.Compared with 1 billion e-commerce consumers across the country, this means that there is still a lot of room for penetration of live e-commerce, and the personal anchor may continue to break the circle.
On the basis of keeping existing fans, attracting new fans is the proposition of every anchor. They struggled out of the horse racing mechanism, and their names were still compared on the daily, weekly, and monthly lists of various platforms after their voices gradually increased. The status of work as life and daily broadcast has become a kind of response to the anchor’s fear of being abandoned by traffic.
The live broadcast time is constantly being lengthened. The original broadcast from 8 am to 12 pm in prime time stretched to 12 noon. Luo Yonghao 's Make Friends Live Room has become a "three shifts" for anchors and a 24-hour non-closing "sun never sets live room" from 0:00 on September 2nd. Some netizens ridiculed that Lao Luo "adjusted the repayment efficiency to MAX."
Create a personal double 11 for the host
Traffic whips, newcomers catch up, and the way for the anchors to relieve anxiety is to stretch the duration of the live broadcast, but also from Weibo, Douyin, and Xiaohongshu Wait for the external platform to drain the stream for itself, do a lot of warm-up before the live broadcast, and make the wonderful live clips into short video slices and other routine actions.
But these are far from enough. The e-commerce industry is constantly making festivals, and the live broadcast as part of the e-commerce is also experiencing a "festival expansion period."
originally belonged to the fan festival of the super-head anchor, "sinking" to the TOP5 anchor Lie'er Babe and Chen Jie KiKi who hovered around the TOP10, and the host's clothing vertical anchor Hu Hu Mei Hu was also there In July, there was a fan festival with a stage play as the theme.
For a platform like Kuaishou that started from a private domain, the Fan Festival is even more indispensable. The anchor of Kuaishou Jewelry, Qi Ye, set a monthly fan festival less than half a year after the broadcast, and also launched a lifetime fan system-this is a process of screening high-end fans, those who are most interested in themselves and also have Groups with high spending power have higher repurchase rates and customer unit prices than ordinary consumers, "sometimes it can reach two or three times," Qi Ye said.
In addition, the anchors gathered the same category of goods together, and launched the Life Festival, Beauty Festival, Drinks and Snacks Festival every few days... and e-commerce festival The logic is similar. The anchor needs not only daily traffic intake, but also needs to find a node where the traffic volume is concentrated, and use promotions and low prices to stimulate consumers to place orders.
In the increasingly frequent festival-making movement, the annual Fan Festival is regarded as the anchor "personal double 11". It is the most important and the preparation cycle is longer. Sydney’s previous live broadcast projects usually only have a one-month or a half-month preparation cycle. However, the fan festival on August 26 was planned in May and then implemented in August. During this period, the team watched a lot of variety shows at home and abroad, and talked with different director teams.
Iteration of the fan festival
Large-scale singing and dancing party is now a common template for the fan festival in the live broadcast industry.
The format is relatively simple. The main thing the anchor team needs to pay is the economic cost: hiring a professional team of directors, inviting a large number of celebrities and guests to participate, and the anchor C will be able to make a huge fan festival. ,The way out of the circle is also due to a few fan festivals: a "century wedding" with stars such as Jackie Chan, Cecilia Cheung, Deng Ziqi, etc.; large-screen advertisements were placed in major buildings across the country, including thousands of frames. The man-machine lights up the Bund in Shanghai, and the first broadcast of the ban after the war was banned and lifted, making a "return home" announcement; last year, he even moved the Fan Festival to , a venue commonly used for large-scale concerts. Shanghai Mercedes-Benz Arena.
He is well versed in the psychology of the old irons, and can always make the Fan Festival an event with extravagance and simplicity.
Wei Ya sets her fan festival on May 21 every year. She mentioned in her autobiography that choosing this day means "love you more" and hopes to give fans more surprises. Since the Fan Festival was held in 2017, the number of fans of Wei Ya has increased from more than 2 million in the first edition to more than 78 million after the end of 521 this year, a cumulative increase of more than 70 million.
Last year's Sydney was also a follower of the party fan festival. Although in Chenfan’s marketing director Jianan’s opinion, "This is just a small party, not a party." Nearly 300 KOLs participated in it, and they also invited the "Sister Lang" Wang Feifei, Li Sidan Ni and Wu Xin, as well as Yang Tianzhen, who has now cooperated with Sydney's large-size women's clothing brand.
This fan festival has more than 200 million goods and more than 10 million live views, which is not bad for the anchors whose live broadcast is only one year old. However, the team has ambitions and wants to "upgrade Sydney's position in the live broadcast industry."
"If we use exactly the same model,I'm sure I can't be a sister. Regardless of the traffic or the funds invested in it, the Wei Ya team must be more than us," said the head of public relations in Chenfan Market.
It is difficult to meet this demand by following or imitating. Live in a national attention outlet. Although Wei Ya and Li Jiaqi have been on the stage of "Tucao Conference", but no one has ever done so with the talk show stringing up the entire fan festival.
" " Talk Show Conference" has been in its fourth quarter and has gained national popularity and influence. The promoter behind the show, Xiaoguo Culture, is also actively seeking connections with social issues. In recent episodes, the workplace, Marriage, love, and mental health are all topics that young people pay attention to.
Xiaoguo is also aware of its ability to monetize. People familiar with the matter said that Xiaoguo established a special commercial team last year to undertake external cooperation projects. Last year On 11.11, Ali made a hot search through , Li Xueqin and other talk show actors' jokes. Jingdong specially looked for Xiaoguo and customized a "Jingdong Talk Show Conference." A few days ago, Kuaishou and Xiaoguo again A pan-knowledge program was launched to express opinions on current hot topics in the form of debate.
Since then, the talk show has changed from a form of performance to a popular IP that can carry everything. For the Sydney team
This year’s fan festival in Wei Ya and Sydney is only available on Taobao’s live broadcast channel. Over 62 million and 64 million views.
traffic even brought additional business opportunities. On May 17, the official announcement of Wei Ya's Thanksgiving Day Weibo,The comment area is a brand's interactive marketing advertising space. In addition to Ali-based apps such as Huabei, Zhima Credit, and Hema, there are also brands such as yunifang and filojia , which give themselves exposure opportunities through gifts and other methods. In the talk show in Sydney this time, there were also oral broadcasts of cosmetic contact brand Moody, etc., and the oral broadcast format also had a strong "smelling fruity flavor".
Because it involves the investment of external brands, the project team , which never needed to deal with business in the past, is like an axis, which has to be rotated with all departments of the company to maximize exposure and maximize brand exposure. The balance of program effects.
Really design or sell goods?
The goods are the basic disk of the anchor. The stability of commodity supply and quality, as well as the anchor's understanding of the goods, can make him a qualified or excellent anchor. But what really makes the anchor stand out from the peers is his personal charm and halo.
"If the goods in the live broadcast room are no longer the cheapest, will users still buy it from you?" This question that the live broadcast industry has been discussing and pursuing has so far no one has an answer.
The Sydney team is also trying to answer this question. In her talk show part, there is no direct content of goods, but the "selling" is all set by people."
Compared with other anchors for the purpose of doing fan festival "favoring fans" or selling goods, the Sydney team has more One goal: hope that the people in Sydney will be understood by passers-by,I also hope to use this to promote Sydney's personal brand.
In the past, people often met Sydney through " Wang Sicong ex-girlfriend", but she is now quite proactive in strengthening two new labels: entrepreneur and anchor. Sydney's Weibo certification is "Chairman of Hangzhou Chenfan E-commerce Company".
The form of the talk show is determined by a divergence and screening of more than 2 months. The content that is implemented in the talk show paragraphs is a reversal of communication: the team hopes to help Sydney gain greater influence through the talk show, and it has to know what content users are interested in. "If there is splash when something falls, I'll just talk about it."
They set the theme of the manuscript: Sydney's outlook on career and love.
The story of a little girl who took the script of the big heroine and became an entrepreneur from an internet celebrity has formed a career perspective. And the self-deprecating "want to have a close love, but found out that it was not" has become the most widely spread paragraph in the whole talk show.
But this fan festival did not satisfy everyone. During the live broadcast, some comments drifted by, "Stop talking, just go to the link".
This is a common problem faced by content creators today: a fan festival that wants everything, how to balance users and consumers with different expectations?
This fan festival in Sydney was also broadcast live on Taobao, Tencent video , and elevator screens. Consumers on Taobao Live are coming for cheap goods and benefits, while viewers or passers-by who are interested in social entertainment topics will inevitably criticize too dense product information.
"The main battlefield of the Fan Festival is Taobao Live",The team deliberately put the talk show part from 6 to 7:30 in the evening, avoiding the prime time of live broadcast after 8 o'clock. The timeliness of talk show content is not strong, and it can be viewed repeatedly on video sites like Tencent.
Weiya, who was born in a girl group, is good at singing and dancing, suitable for singing and dancing party. Li Jiaqi, whose variety shows are more colorful and has a more distinctive personal image, took advantage of the birthday of "old CP" Jin Jing, and organized a micro variety show form of Girls' Day. And 10 years ago, Sydney, which started to bring goods through Weibo graphics and other content, is suitable for language programs such as talk shows.
It is difficult to say which form is the ultimate fan festival. But what is certain is that as the live broadcast e-commerce gradually matures, the status of the host and the scene of the live broadcast room continue to expand, and there will be new forms that are more suitable for the personal characteristics of the host.
This form falls on the anchor, and the obvious value it brings is not only the growth of GMV, but also its own position in the industry. In order to make the personal IP of the festival, not only has the atmosphere of "festival", but also the ability of "making".
The project leader of the Sydney Fan Festival, Jianan, has not yet begun to consider what form the fan festival will take next year. "But it will definitely not be a talk show again, and I don't know what will be popular next year."
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