This article is shared by IT Factory. For more entrepreneurial stories, please pay attention to "IT Factory" Li Jiaqi, who became the most representative figure in e-commerce live broadcast in 2019. Li Jiaqi, a male anchor who became famous for selling lipsticks. Symbol catchphra

This article is shared by IT Factory. For more entrepreneurial stories, please pay attention to "IT Factory"

Li Jiaqi became the most representative figure in e-commerce live broadcast in 2019.

Li Jiaqi, a male anchor who became famous for selling lipsticks. Symbol catchphrases such as "my god", "omg", "buy it, buy it, buy it, buy it," are all original works by Li Jiaqi, and "imitating Li Jiaqi" is a storm that was popular on the Internet in 2019. Corresponding to Li Jiaqi's popularity, the hot cooking trend of live e-commerce.

The Double Eleven just passed. On that day, Li Jiaqi's live broadcast room had 43.1536 million fans, and Viya's live broadcast room had 36.835 million fans; and 5 days ago, at the Kuaishou E-commerce Shopping Festival on November 6, Simba won the first place, with a single-day live broadcast sales exceeding 400 million.

Obviously, the live broadcast room has become a new battlefield for selling goods on various platforms. The latest "Live Broadcast Ecological Development Trend Report" released in 2019 pointed out that live broadcast has developed into a new industry for e-commerce in the new era. E-commerce + live broadcast has shown strong explosiveness and is creating a new market of hundreds of billions of dollars.

live broadcast, a species that has existed in the show and games for more than ten years. In the past three years, it has undergone a chemical reaction with e-commerce, with amazing results. In 2018, Taobao live streaming boosted 100 billion GMV, and Kuaishou and Douyin live streaming combined 100 billion GMV.

This has enabled various e-commerce platforms, those who have entered the market and those who have not entered the market, to accelerate their layout in the live e-commerce field, and have cultivated and incubated internet celebrities; and the short video platform has huge traffic, and live e-commerce is also a natural result. At present, live e-commerce has become a powerful tool for short video platforms to monetize.

There is no doubt that "Internet celebrity sales" is an incremental increase for both e-commerce platforms and short video platforms.

But "Internet celebrities" were not developed out of thin air. Simba and Sanda Ge on Kuaishou platform; Uncle Seven of the Douyin platform; Li Jiaqi and Viaya from Taobao all grew up little by little.

These anchor celebrities, whether they are Li Jiaqi and Simba who are standing at the top of the tower; or Hou Wenliang and Yan Bo who are on the tower... Each individual is an entrepreneur; their joint efforts have gradually triggered the explosion of live e-commerce in 2019.

Opening a new battlefield for live broadcast

Yan Bo appeared in the Internet celebrity home store on Yiwu Gongren West Road, which is a three-story building. Yan Bo, who is of medium height, is from Yangling, Shaanxi. He is 33 years old this year, with slightly dark skin. He is shy and restrained. Yan Bo likes to play guitar. Five years ago, he left his hometown and came to Yiwu with 700,000 yuan in debt.

Yan Bo, who first arrived in Yiwu, did e-commerce during the day and set up stalls at night markets at night. In 2016, Yan Bo began to post some videos on Kuaishou to record his entrepreneurial journey, "I am packing, I am shipping, I am driving..." and so on.

Kuaishou was born in 2011 and was originally a mobile application used to create and share GIF pictures. In November 2012, Kuaishou began to transform into a short video community. After several years of development, Kuaishou ushered in explosive growth in 2016.

Kuaishou ushered in explosive growth in 2016. Doll and her husband Xiaoliang became pioneers of entrepreneurship in Jiangsu Province. They have clothing stores on Taobao, and the daily turnover of Taobao stores is about 500,000 yuan. There are 107 employees in the company. Xiaoliang's father is doing the daily operations of the company.

Doll and Xiaoliang both graduated from junior high school and have been operating women's clothing for many years. In 2011, Doll came to Guangzhou with 110,000 yuan from selling a wedding house and sold a Canon 5D2 SLR camera. They were the first online store owner in Guangzhou to take real photos.

In Xiaoliang's words, "The doll looks like a doll. Any T-shirt that is worn on her is a treasure. Fans actively buy it. At that time, there were no print orders for express delivery, but they were handwritten orders. We handwritten until five o'clock every day." In 2011, their store won the top 20 Taobao results.

From 2012 to 2013, their Taobao store shipped 10,000 to 20,000 orders per day. In 2013, the two made 100 million yuan. They bought a villa in Guangzhou for 18 million yuan, and later bought two Ferraris.

In 2016, the baby came into contact with Kuaishou. The photos she posted on Taobao were posted on Kuaishou, and inadvertently, she saved 5 million fans. The dolls at that time didn't know that when their Taobao store encountered a crisis later, Kuaishou's live streaming sales could bring them back to life.

In December 2016, Kuaishou began to try live broadcasts. When live broadcast first emerged in China, it was a show model. The so-called "show" model is to move offline nightclubs and KTVs online to operate. In 2005, Internet veteran Fu Zhengjun founded a stranger video dating community - "Long-lasting Love", which was later renamed 9158.

9158 focuses on the "show mode". In addition, another important player in the show mode is "Liujianfang" Liu Yan . For a long time, the "show model" has been inferior to the perspective of mainstream society because its content is too vulgar. Until 2014, the parent company of 9158, Tiange Interactive Entertainment, was listed on the Hong Kong Stock Exchange.

In 2013, 9158's revenue reached 548 million yuan and net profit of 206 million yuan, and it has doubled in the past three consecutive years. The launch of Tiange Interactive Entertainment has announced the end of the era of making a fortune in silence.

On September 26, 2015, Wang Sicong put a screenshot of a mobile phone with "17" written on his Sina Weibo and a 17 ID. This 17 is a live broadcast app under Taiwan's MachiPoPo company. Its founder is Huang Licheng , and the brother of Huang Lixing .

2015 National Day, Jinshajiang founder Zhu Xiaohu told his investment manager that he would meet all the mobile live broadcast teams and keep up with this wave of trends. In November 2015, Yingke completed a Series A financing of 70 million yuan, led by Jinshajiang. In December, Yingke completed another A+ round of financing led by Kunlun Wanwei.

At the end of 2015, with the popularity of 17, keen Chinese Internet entrepreneurs smelled the business opportunities of live broadcasts. According to relevant media statistics, at its peak in early 2016, there were more than 300 mobile live broadcast apps available for users to download in the App Store, which was later called the "Thousand Broadcast War" by the media.

Yan Bo Kuaishou Trial Waters Kuaishou Live was also during that period. In March 2016, Taobao Live was trial operation. Taobao official has obtained a small number of merchants trial operation through targeted invitations and traffic rewards. In May 2016, Taobao Live took advantage of Papi Jiang's live broadcast auction on the platform and was officially launched.

And "Taobao No. 1" Li Jiaqi also started his Taobao live broadcast career that year.

Initially, Li Jiaqi was a counter employee of the beauty brand L'Oreal, with a monthly salary of more than 4,000 yuan. At the end of 2016, L'Oreal arranged for Li Jiaqi to do a live broadcast, and later he joined Taobao Live.

In September 2016, JD entered the live broadcast field. Subsequently, Mogujie, Vipshop, Jumei Youpin, NetEase Koala, and Suning.com also joined the live broadcast army.

Young people who are eager to succeed

Spring river water warms duck prophet. What is sensitive to live streaming is not only e-commerce platforms and short video platforms, but also young people who are eager to succeed.

Li Jiaqi was the first to join Taobao live broadcast. Before, he was a salesperson at the Nanchang L'Oreal counter. A boy's contrast of selling lipsticks on live broadcasts did not bring many fans to Li Jiaqi, but instead received a lot of ridicule. He needed to explain it over and over again. Li Jiaqi's live broadcast has been on for a long time and has not improved. He wants to leave.

The boss advised him to persist for three days. At that time, Taobao was popular with female anchors. In order to enrich the ecology, Taobao gave male anchors a three-day traffic recommendation. Li Jiaqi was one of the male anchors who received this traffic recommendation. In the first game, the number of viewers increased from 2000 to 20000, and the next day, from 20000 to 50000...

This rocket-like rise was not only felt by Li Jiaqi. Wei Ya, the first female anchor on Taobao, also felt that she, like Li Jiaqi, belonged to the first batch of anchors on Taobao. At that time, Wei Ya and her husband were starting a business in , Tmall, and , and lost a lot of money.

Viya started her business in 2013 and opened a clothing store at the Beijing Zoo Wholesale Market. Because the clothing styles are good, the business is very good.In 2008, she went to Xi'an and opened seven more clothing stores in Xi'an, each of which made a profit.

In 2012, Weiya and her husband decided to close the offline store and open an online store. She and her husband also went from Xi'an to Guangzhou. Starting working in Tmall, two people built an operation team of 30 people and paid a lot of tuition fees. It improved in 2014. After selling 10 million yuan on Double Eleven, they lost 6 million yuan. They sold two houses in Guangzhou to make up for the shortfall.

traffic is expensive, and Weiya cherishes the free traffic of Taobao live broadcasts very much. She sold all kinds of things, chairs, cups, cakes... It was difficult to invest in the investment at the beginning, and it started slowly. The sales volume increased from 10 million to 30 million. By the "Double Eleven" in 2017, Viya sold 70 million.

In 2017, Taobao Live is still not a big section in the Taobao system and is affiliated to the Content E-commerce Department. It was also that year that the anchor MCN organization showed that they incubated anchors and operated fans. At the same time, Taobao Live launched a support policy. Li Jiaqi belongs to Mei ONE, and Weiya belongs to Qianxun.

The "Double Eleven" in 2017 was a great harvest not only Viya, but also Doll and Xiaoliang.

On Double 11, 2017, Doll diverted fans from Kuaishou to Taobao store, "I remember very clearly that I directed traffic for half an hour that day, and the turnover reached 5 million. That was the second year I had contacted Kuaishou. At that time, there was no small yellow car on Kuaishou, but it was just verbally diverted."

The same as Via, Doll and Xiaoliang also encountered a low point in their careers.

In 2016, Xiaoliang's father suffered a cerebral hemorrhage. He was treated for a period of time but was not rescued. During that period, it was very painful for the baby's husband Xiaoliang. "For a long time, my father has been my backer. After his father left, I no longer had the heart to work. I think everything is not important, the body is what matters."

After Xiaoliang's father passed away, his business with the baby also suffered a Waterloo. The orders were reduced from 10,000 orders to 1,000 orders, and later to 600 orders. The company's 107 employees became 60 employees, and there was no business at all. Kuaishou's traffic diversion has brought their Taobao store back to life.

It is not only the baby who enjoyed the bonus of Kuaishou live broadcast traffic, but also Yan Bo. He set up a stall in the night market and started Kuaishou live broadcast, recording the process of setting up a stall and selling goods throughout the process. After a period of live broadcast, Yan Bo set a record of selling 350,000 wool sweaters in one month.

Yan Bo has become famous among the small businessmen in Yiwu. Some factories have come here to hope that Yan Bo will help sell goods. Sometimes Yan Bo would take his friends to the factory, such a large warehouse and intensive items. At this time, the warehouse will become a live broadcast room, and Yan Bo will sell the goods while chatting.

While Viya, Doll and Yan Bo enjoyed the joy of live streaming bringing them traffic, the entire live streaming industry began to reshuffle in 2017.

After the "Thousand Broadcast War" in 2016, the media used the two worlds of ice and fire to describe the live broadcast industry in 2017. Because no industry at that time, it quickly became a hot spot and fell rapidly, and the live broadcast industry ushered in a reshuffle. Dozens of live broadcast platforms, including Aperture Live, announced their bankruptcy.

fans will win the world

42-year-old Hou Wenliang is slim and has a goatee, like a small version of Lu Liangwei. He has been evaluating cars on Kuaishou for 4 years. His ID number is "Second Brother Reviews Cars, Second Brother Speaking of Cars," and he has 2.91 million fans. Now he starts live broadcasting at 9 o'clock every night. His fans basically want to buy cars, but are afraid of being tricked by the 4S store.

Second brother is not eager for quick success or instant benefits. When my second brother was young, he ran a factory to manufacture batteries for BP machine manufacturers. This was a roller coaster-style entrepreneurship. When the BP machine was prosperous, my second brother made a lot of money. When the BP machine was eliminated, my second brother's factory went bankrupt and owed more than 100,000 foreign debts.

This entrepreneurial experience made the second brother see the path of new media entrepreneurship clearly. He wanted to become an IP. He said, "With fans, you have everything. As long as you serve your fans well, no one is afraid." In the second brother's words, he does not take the kickbacks from the 4S store. What he wants is the maximum trust and interests of fans.

In October 2018, the second brother brought a fan to buy a Nissan car. Since then, fans have come to the door one after another, and the second brother is too busy. In May this year, my second brother announced that he would do car group purchases. In one month, he collected 288 valid information on real car buying, including users in Heilongjiang, Inner Mongolia, and users in , Sanya, .

Fans who participated in the group purchase basically gave me gifts of more than 60 yuan to my second brother in the live broadcast room. As long as I spend 60 yuan, I can add my second brother’s WeChat. He has 9 WeChat, all of which have been filled up. Fans who add my second brother’s WeChat can ask my second brother questions at any time. In my second brother’s opinion, this 60 yuan is just fans who enjoy his upgraded service.

watch live broadcast and want to participate in the group buying car fans, after adding second brother’s WeChat, they only need to pay a “sincerity fund” of 500 yuan to have a group purchase quota. Second brother said that this “sincerity fund” is just a registration threshold to determine that fans have the real willingness to buy a car.

From group buying to picking up the car, the second brother is questioned by fans in almost every link. A person only charges 500 yuan of sincerity money because he is afraid of collecting more deposits, and fans will worry about whether the second brother will abscond with the money. When picking up the car, fans asked the second brother how much commission he received? If someone in the live broadcast room of

questioned his second brother, he would explain that some fans could not trust him, and the second brother would tell him, "No matter whether I take the money or not, see if the car is cheap?" After several group purchases, the second brother set a boundary for himself: "Don't charge rebates from 4S stores. If it cannot be pushed off, return the rebates to the price of the car."

The second brother is determined to become an IP, he must serve fans well and maximize the interests of fans. There is no doubt that this is what the number one sister of Taobao anchors Weiya did.

"No matter whether it is 1 million fans or 10 million fans, the meaning of my existence is to help everyone choose good goods, be fair and just, provide services to everyone, with a service provider mentality, tell you that this is useful, you can try it," Weiya said in an interview with the media.

Qianxun’s investment team has a dedicated person to select products, including four categories: beauty, life, home appliances and snacks. From passing the preliminary screening to sending samples for merchants, 50% of the products will usually be eliminated in this round. Next is Viya's personal selection. After she gets live broadcast every day, she has to spend at least five hours to choose the goods for the next day.

is different from Viya's steady and steady game. Li Jiaqi suddenly became popular. Although Li Jiaqi is a Taobao anchor, she became famous on Douyin.

In December 2017, Li Jiaqi joined Douyin. In two months, Li Jiaqi's fans increased by 1,300,000. On Douyin, Li Jiaqi subdivided the lipstick videos and labeled each video with a conspicuous prompt box. In terms of content, Li Jiaqi only recommended lipsticks.

. One of the most important reasons why Li Jiaqi is so magical that fans can buy and buy is that he has a very high probability of getting the lowest price on the entire network. If he can't get the lowest price on the entire network, he will encourage his fans to return the goods. To a certain extent, such behavior by the anchor is also to protect the interests of fans. The Matthew effect of

anchors was formed.

Why is Li Jiaqi and Weiya

There is no doubt that "Internet celebrity sales" is an incremental growth for both e-commerce platforms and short video platforms. But "Internet celebrities" were not developed out of thin air. Sanda Ge on Kuaishou platform, Uncle Seven from Douyin platform, Li Jiaqi and Weiya from Taobao all grew up little by little.

The fundamental reason is that e-commerce platforms are anxious and eager for traffic, while short video platforms need to be a realistic demand for user interests. "Internet celebrity bringing goods" can help e-commerce platforms attract new products at a lower cost. To a certain extent, "Internet celebrity bringing goods" is a social e-commerce for short video platforms, which increases user stickiness.

"Kuaishou mode focuses on participation. Pay attention to user participation opportunities, video recommendations are scattered and sinking, and strive to make ordinary users' videos visible; Douyin mode focuses on user viewing experience, video recommendations are concentrated, focusing on several top broadcasters with a large number of fans." Ma Xiaobo, founder of MCN agency Cheying Factory, told "Deep Net".

The accumulation of fans on Kuaishou is a long flow of water.

In 2015, the second brother knew about the Kuaishou platform and he started his new media entrepreneurship. The second brother positioned his content as an ordinary person's car, which was mainly new. Test drives around new cars that are launched or with high attention are the two most important content forms that Erge said in the car.

The second brother, who is 42 years old this year, came into contact with a car for the first time at the age of 16, and then bought a Harfei variety show to run a wholesale business. In 2006, my second brother spent 130,000 yuan to buy his first car. In my second brother's opinion, it is necessary to say that the anchor of the car needs to be older, so that it can be convincing.

says that the anchor of the car needs systematic car knowledge. My second brother must understand a series of contents such as car maintenance, bargaining in 4S stores, how to make loans, insurance, and select configurations. Especially during live broadcasts, there is no time to think, and it is even more impossible to check information. It depends on daily knowledge about cars.

By 2016, the second brother was very famous. In addition to short videos, my second brother also started live broadcasting. "Fans on other platforms never see the anchor. This person's content may be very good, but he has never answered my questions. Kuaishou said that car anchors broadcast live every day and can reply to one or two hundred old iron's questions every day, which can really solve the problem for fans."

In the 4S store, second brother's fans came to pick up the car. She has been following her second brother for more than three years, and she looks at this person every day and listens to him talking about the car. Sometimes she drives even when she is sleepy. When her family said she wanted to change the car, she thought of coming to Shenyang to find her second brother. Although she rarely gave her second brother a reward, she trusted her second brother very much in more than three years.

There is a strong sense of trust between celebrities and fans who come to find him. This has also been confirmed by Kuaishou's second brother. Since last year, my second brother has sold more than 1,000 cars on Kuaishou. At a time when the car sales market is sluggish, this data exceeds the sales of many 4S stores in Shenyang in one month.

Fan economy has been interpreted among Kuaishou’s anchors and fans. According to Bai Jiale, director of Kuaishou's e-commerce operations, a stall anchor with 50,000 fans can earn 50,000 yuan per day for 2 hours a month. An anchor who produces and sells honey has more than 300,000 fans and can sell 1.5 million yuan of honey a year.

"To do Kuaishou, you need to first have high-quality content, build a character through high-quality content, then socialize it, and finally monetize it through e-commerce. It should be noted that the character must be consistent with the products sold by e-commerce, and the content and publicity methods can be adjusted for different target users." Bai Jiale explained.

Taobao and Douyin are different from Kuaishou, and present another scenario.

Currently, the fan economy of Taobao anchors is not obvious, the anchor’s character is weak and the fan base is small. Taobao anchors have low fans and are slow to increase their fans. Li Jiaqi has soared from less than 1 million Taobao fans last year on Double Eleven to 10.763 million today, and Viya has 9.6739 million fans.

Viya now has five stores on Taobao, including women's clothing, customized women's shoes, accessories, watches, and men's clothing. In addition to marketing to her own store, she gradually found that fans also had demand for other products, so she cooperated with retail, beauty and other merchants to jointly engage in marketing.

Taobao Live Zhao Yuanyuan told the media that a considerable number of Taobao's current top 200 anchors began to rise in 2016, and the youngest anchor is 19 years old and the oldest is 110 years old.

As we all know, after Li Jiaqi's live broadcast on Taobao for three years, his fans only increased to more than 5 million. He became famous on Douyin. Now Li Jiaqi has 33 million Douyin fans.

Because of Douyin's strong operating rules, it is not uncommon to become famous overnight on Douyin. Two flowers bloom, each with one branch. Whether the internet celebrities become famous overnight or accumulate over time, no matter which platform the internet celebrities are, Kuaishou, Douyin, or Taobao or Mogujie, their ability to sell goods is unquestionable.

The wild growth of live e-commerce

"Taobao's No. 1 female anchor" Weiya, the highest guided sales in a single game (2 hours), exceeded 267 million yuan, and the total guided transaction volume in 2018 reached about 2.7 billion yuan; on the "Double Eleven" day in 2018, Li Jiaqi, the number one lipstick, sold 15,000 lipsticks in 5 minutes through live broadcast.

Corresponding to this is the wild growth of live broadcast business on e-commerce platforms in 2018.

In March 2018, Amazon also began to try online live broadcast services, pushing its overseas products, and the transaction scale increased by 5 times. In 2018, Taobao’s live broadcast channel was independent and an independent business unit was established. In August 2018, the financial report released by Alibaba was included in Taobao live broadcast for the first time.

Of course, it is not only the e-commerce platform that is growing wildly, but also the short video platform. At first, it was not only the dolls who verbally diverted traffic on Kuaishou, but also Yan Bo. At first, advertising and transactions were not allowed on Kuaishou.

But such a huge demand has made Kuaishou official begin to face up to the needs of users. In April 2018, Kuaishou began testing and launching the "My Shop" function internally. Two months later, Kuaishou launched the "Kuaishou Store", embedding third-party e-commerce platforms such as Taobao, Youzan , and Mojiu in the video and live broadcast.

Then, Kuaishou launched a more convenient Kuaishou self-built store, and began to focus on supporting e-commerce. There is no doubt that Doll and Xiaoliang have accurately grasped the development pace of Kuaishou e-commerce.

In the eyes of Doll and Xiaoliang, Kuaishou is their second entrepreneurship, and they have tasted the sweetness brought by traffic. On June 1, 2018, Doll and Xiaoliang moved the company from Guangzhou to Xuzhou, Jiangsu, and half of the company's employees left.

"After I came into contact with Kuaishou, what impressed me most was that I had a live broadcast of 1.47 million in less than an hour, with nearly 110,000 orders. I can't believe it is true. The one and a half years we have been in contact with Kuaishou is equivalent to three years of crazy startups in Guangzhou. Kuaishou e-commerce saved me." Xiaoliang explained.

On November 6, 2018, Kuaishou's first sales champion competition, Doll and Xiaoliang's store sales were 43 million, and its turnover on the same day ranked first in Kuaishou women's clothing category. Sanda Ge, who has more than 40 million fans, had sales on the day of the event reaching 160 million yuan. Simba won the first place in the 2019 sales king.

Xin Youzhi , Simba, a Kuaishou anchor who shows his image as "the son of a farmer", "simple businessman", and "the model of young people", spent 50 million to invite 42 stars - Jackie Chan, Wang Leehom , Cecilia Cheung, Hu Haiquan and others to attend his wedding, and then became popular after being on the hot search.

. On another short video platform, Douyin, in 2018, Douyin celebrity , Qijiu Naoye , joined hands with 108 brands to make a live broadcast sales debut on Douyin. The number of people online in 6 hours reached 330,000, and the total transaction volume exceeded 10 million.

has become an increase in the decline of the Internet population dividend for live streaming, short videos and e-commerce platforms. But for the live broadcast platform itself, the glory of the past is no longer there.

Wang Sicong's Panda Live is second only to Huya and Douyu 's game live broadcast industry. In 2018, he had no income in financing, becoming the most realistic portrayal of "the boss eats meat, the second brother drinks soup, and the third brother has no bones" in the Chinese Internet field.

By 2019, live e-commerce has grown wildly. Only a few thousand merchants participated in the 2018 Kuaishou Sales Festival, and celebrities are the mainstream of selling goods. This year, the number of anchors of Kuaishou e-commerce exceeded 1 million, and professional e-commerce anchors and industrial merchants became the mainstream.

Tmall and Taobao President Jiang Fan revealed, "Taobao live streaming has become a new growth point for Double 11 this year. More than 50% of merchants participating in Tmall Double 11 have achieved growth through live streaming. Data shows that throughout the day of Tmall Double 11, Taobao live streaming brought nearly 20 billion yuan, and more than 10 live streaming rooms led to transactions of over 10 million yuan."

"If you watch Taobao live streaming, it is not shopping at all, but an entertainment. The anchor interacts with you, which is itself an entertainment method. This is because, one is a technological improvement, the second is an upgrade of consumer experience, and these two are the most important." Jiang Fan told Tencent "Deep Net" and other media.

Compared with the thriving live e-commerce, in 2019, the live broadcast industry is still sunrise in the east and rain in the west. On July 17, Huya was launched. In the previous four months, on March 7, 2019, Zhang Juyuan, a member of the founding team of Panda Live, issued an internal letter confirming that Panda Live would be closed.

batch manufacturing "Li Jiaqi and others"

In 2018, the "handmade Geng" on Kuaishou, a left-behind young man in rural Baoding, Hebei, became popular on the entire Internet through "useless inventions". He became the Washington Post; and the "most beautiful smile" generation Gula K has firmly sat firmly on the throne of the queen of Douyin, and she once gained 10 million fans in a month.

overnight fame has become so easy. iResearch Consulting shows that in 2018, the number of internet celebrities with more than 100,000 fans increased by 51%, the number of top internet celebrities with more than 1 million increased by more than 23%, and the total number of internet celebrity fans increased by 25%.

Another set of numbers corresponding to this is: According to the "2019 Taobao Live Ecological Development Trend Report", two hours after the 2018 Double Eleven started, Weiya Live's guided sales were 267 million yuan, and the guided sales for the entire Double Eleven were 330 million yuan. This year, the sales led by more than 100 million were exceeded on June 18 this year.

. As the number one live broadcaster on Taobao, Li Jiaqi tried 380 lipsticks and sold 15,000 lipsticks in 15 minutes this year. Li Jiaqi set a small goal to sell 1 billion in goods this year. According to insiders of Alibaba, this sales problem is not big.

and other numbers may give e-commerce platforms confidence, and a new round of star-making frenzy is emerging in e-commerce platforms.

In the first three days of Taobao’s release of its plan, JD.com invested 1 billion yuan to promote the celebrity incubation plan. Even Taobao live broadcast agency "Nas" has just announced that it has received 10 million yuan in financing; and Mogujie, a vertical fashion e-commerce company featuring live broadcast, said it will incubate 100 e-commerce anchors of ten million yuan...

e-commerce platform mass-produces internet celebrities in 2019, game live broadcast company Douyu landed on the New York Stock Exchange on July 17. In the Chinese live broadcast industry, Douyu is the last heavyweight company to be unlisted yet. YY, 9158, Yingke, Huya, and Momo, which have been transformed, have already entered the capital market.

Douyu is listed, and China's live broadcast industry will also embark on a new journey. The new journey of e-commerce live streaming has also been started by incubating internet celebrities in batches. Why batch?

How long is the life cycle of an internet celebrity involved? Liu Fei of Beike Video told Tencent "Deep Net" that the iteration of Internet celebrities is very fast now, and it may be out of date in two or three months. Nie Yangde of Onion Video also agrees that internet celebrities have life cycles.

After the onion hatched Daigula K became popular, Onion began to create an emotional IP "Qijiu Naoye". It is positioned as a "perfect lover" and became famous in one shot, with more than 20 million fans in 45 days. The popularity logic of "Qijiu Naoye" once again verified the possibility of onion copying Internet celebrities in batches. At present, onions have hatched more than 100 IPs.

Shell Video and Onion Video are both MCN agencies. According to the "2019 China MCN Industry Development White Paper" previously released by Crowrui, domestic MCN experienced explosive growth in 2017, and the number increased from 150 in 2015 to more than 5,000 in 2018, and 90% of the top celebrities have been acquired by MCN.

For MCN institutions, multiple IPs can resist risks. But for e-commerce platforms, by incubating Internet celebrities in batches and driving traffic, this has become a trend for e-commerce traffic monetization at a time when the demographic dividend is declining.

Take Ruhan, an MCN institution that successfully listed in the United States as an example. Its 2019 fiscal year performance report, as of March 31, 2019, the number of Internet celebrities signed by Ruhan was 128. Among them, there are only 3 top internet celebrities who create GMVs of over 100 million yuan in a year, 8 growth internet celebrities who create GMVs of over 30 million to 100 million yuan in a year, and 117 emerging internet celebrities who create GMVs of less than 30 million yuan in a year.

e-commerce platform hopes to achieve traffic monetization by incubating celebrities in batches and celebrities bringing goods. For short video platforms, internet celebrities are their native achievements and only need to be e-commerce services in live broadcasts. However, for short video platforms and live broadcast platforms, they bring real cash flow.

But the problem is that since the birth of Taobao Live, there has been only one Li Jiaqi and Viya, and Kuaishou has not produced a second Simba.Fame is a complex state of right time, place, and people. They have caught up with the trend of live e-commerce.