China Net Finance, October 27 (Reporter Jia Yujing) On October 24, the first Double 11 pre-sale kicked off this year's shopping carnival and also brought new "fireworks" to many e-commerce platforms. According to media reports, that night, 460 million people flocked to Li Jiaqi's live broadcast room and bought a number of beauty products until they were sold out. At the same time, the Douyin No. 1 Luo Yonghao , which had previously "retired from the Internet", also opened the Taobao live debut with the theme of "Men's Demand".
public data shows that in Luo Yonghao's live broadcast room, the number of viewers exceeded 5.5 million in just one hour of broadcasting. Two hours later, the number of viewers in the live broadcast room easily exceeded 10 million; while Li Jiaqi's live broadcast room was even more popular, with only 40 minutes of broadcasting, and more than 10 million in viewers. According to data disclosed by Alibaba , on the night of October 24, within one hour of Tmall Double 11 pre-sale, the transaction volume of in more than 3,000 brands of doubled compared with the same period last year's pre-sale.
According to industry insiders, the sales on the first day of pre-sale will be the "barometer" of the entire Double 11 Shopping Festival. But unlike previous years, the sales anchors appear to be particularly low-key this year in promoting their transcripts. On October 25, some media revealed that Luo Yonghao's live broadcast room sales were 210 million yuan, but it was immediately denied by Luo Yonghao's side on the grounds that "the online rumor is inaccurate and the data is a commercial secret." Up to now, the relevant anchors have not yet made an "official announcement" on the exact sales figures.
Luo Yonghao makes a comeback to "solve men's needs"?
The reason why Luo Yonghao became the center of the topic of Double Eleven this year is that in addition to returning after "high-profile withdrawal from the Internet", the more concerned thing is that the "Tik Tok No. 1" enters Taobao live broadcast. After all, Huang He, the founder of "Make a Friend", promised not to consider cross-platform live broadcast for the time being.
, but the plan cannot keep up with the changes. On the eve of the pre-sale of Double 11, Luo Yonghao officially announced his comeback through the "Make a Friend Live Room". In the video, in order to highlight the memory points in communication, Luo Yonghao took a picture of "At this time of year, it is "all girls", "sisters", and "best friends". Should people also take care of men's Double Eleven needs?!", positioning his Taobao debut as a solution to "men's needs".
According to the trailer of "Make a Friend", during Double 11, Luo Yonghao himself will participate in 6 Taobao live broadcasts, and the other time will be completed by the "Make a Friend" live broadcast team. In response, "Make a Friend" said that the company is continuing to look for growth opportunities, and the company started live broadcasts with Luo Yonghao on Taobao for its own business development considerations.
and Taobao spared no effort to promote Luo Yonghao. According to reports, in addition to recommending Luo Yonghao on the live broadcast homepage, Taobao also took a look at the promotion and diversion of traffic in Barba Farm and other places.
Review the data of the live broadcast on the day. Luo Yonghao's live broadcast room was broadcasted at 12 noon. A total of 156 product links including mobile phones, 3C digital, home appliances, wine and sportswear were launched. During the period, the number of people online in real time reached 70,000 at one time, and the number of people watching the audience reached 26 million.
An industry insider revealed to reporters that during Double 11, the business cooperation costs of Luo Yonghao’s Taobao live broadcast room include: pit fee of 200,000 yuan, and the package fee for all rights packages (including pit fee, slice authorization and portrait use authorization for a certain period of time, and public account issuance) is 600,000 yuan, and the sales commission is about 25%.
"Even if calculated from the commission level only, according to the sales reported by the media of 210 million yuan, deducting about 10% of the return amount, the commission income of the Lao Luo live broadcast room is about 47 million."
live broadcast sales have gradually become the main force of the e-commerce shopping festival
How much money does live broadcast sales have to make? , founded by Luo Yonghao, was , and its debt was as high as 600 million yuan in 2018 due to an operating crisis. In order to repay the debt, Luo Yonghao officially entered the live streaming and selling goods. However, the live broadcast business, which originally only hoped to assist in repaying debts, not only provided Luo with a stable source of income, but also made him the most successful business venture.
In response to this, consumer industry researcher and investor Huang Hai said that people often joke about what kind of jobs can make you rich overnight. In his opinion, the job of getting rich overnight can be said to be an e-commerce anchor."But the premise is that you can do well enough. For example, Luo Yonghao, who started to take the goods to open the goods for 8 months and sold more than 2 billion yuan. At most, a live broadcast could sell 130 million yuan." Huang Hai gave an example.
Talking about the reasons behind this, Huang Hai analyzed that e-commerce shopping has now become a part of people's lives. Data shows that in 2021, my country's total social retail sales will be about 44 trillion yuan, of which the total retail sales of e-commerce will be about 13 trillion yuan. In other words, nearly one-third of shopping behaviors actually occur online, which shows that Internet e-commerce is greatly changing our lifestyle. "From 2014 to 2017, the entire e-commerce market has experienced a period of rapid growth. In recent years, the growth rate of the e-commerce market has declined, about 10%, gradually entering a mature and stable period. However, with the rise of live streaming goods, this new e-commerce model is developing rapidly with a growth rate of more than 50%, and has gradually become the core driving force for the continued development of China's e-commerce."
According to the "2022 China Live E-commerce Market Data Report", the transaction scale of my country's live e-commerce market reached 2.4 trillion yuan in 2021, an increase of nearly 120 times from 19.64 billion yuan in 2017. It is expected to achieve a growth of 47.7% this year, with a market size of 3.5 trillion yuan.
has experienced an explosive wild growth period. Now the live e-commerce industry is showing a trend of de-head and decentralization, and the content and form are constantly enriched and enriched. At the same time, entrants are coming one after another, including Taobao, , JD.com, , Pinduoduo and other old players "each displays their magical powers" to consolidate the market, and also rising stars such as Douyin and Kuaishou are catching up. More and more characters are joining in with new elements and new ways of playing, adding infinite vitality to the industry.
(Editor in charge: Tan Mengtong)
