Selling Live Broadcast Market Has Huge Import Market Of 100 Billion Increments.

The live broadcast of Taobao is far more than "TV shopping".

This is a 100 billion incremental market that ordinary users may not have found yet.

The sentence "oh my God" that takes out thousands of girl's purses is from here. "Lipstick one brother" Li Jiaqi was born out of the world, so that users who couldn't figure out what Taobao was broadcasting live directly opened the door to the new world.

At the beginning of this year, the live broadcast of Taobao's live broadcast in 2019 was released by the combination of the list and the live broadcast of Taobao. According to the report, last year, Taobao's live platform took more than 100 billion yuan, up nearly 400% year-on-year; the number of anchors joining Taobao live broadcast increased by 180% compared with the previous year, and the conversion rate of stores was over 65%, with 81 anchor years exceeding one hundred million yuan.

Net red and live broadcast of this big cake is not a new topic. But Li Jiaqi's appearance obviously added a vertical selling point to the big cake -- Taobao live broadcast.

According to the introduction of many shopkeepers, entertainment Sir briefly summarized the three main forms of Taobao's live broadcast at present: store up to standard, the owner has permission to open live broadcast, Taobao broadcasts live, no shops only carry goods, such as Li Jiaqi, and another is to do live broadcast columns, accept the Commission of goods, and receive commission.

At present, a large number of MCN are pouring into the battlefield of Taobao live broadcast, but is it really possible to copy Li Jiaqi?

Selling live rooms is much more complicated than you think.

Long skirts, short skirts, jeans, wide legged pants, shirts, sports shoes, slippers, accessories, bags, paved the aisle, stacked in other spaces outside the lens.

"Butter green dress, super white, waist waist is thin, there are lining inside, I really recommend, direct filming." Wang Xue is working hard to introduce his products to the camera. The hottest color of the season is less than 200 yuan.

Wang Xue's daily live broadcast is not very fast, focusing on display and presentation, while introducing the answer to the audience in live broadcast.

The staff sitting in the corner heard the instructions of "direct pat", and immediately put up links on the live page, and the merchandise was continuously displayed and sold. The lower right corner of the screen shows that over the past 2.5 hours, Wang Xue has more than 100 thousand visits to the live broadcast, and the number of people living in the upper left corner of the live broadcast interface exceeds 15000, and keeps rising, and the number of new powder is 20.

In 2015, Wang Xue, who was still at University, opened a Taobao women's wear shop. In 2017, it began to broadcast live with shop account numbers, and now it has more than 500 broadcasts. Basically, it broadcasts 15 to 20 games a month, averaging more than 6 hours per broadcast, displaying about 40 pieces of merchandise.

"Moreover, Taobao has a higher threshold for the audit of live broadcast, and the whole application procedure is very complicated." Because of the complexity of the procedure, numerous agencies have also been spawned.

According to Wang Xue's presentation, in addition to submitting live broadcast planning process, live broadcast material, introduction, copywriting, live announcement and material, when to start broadcasting, when to start broadcasting, whether to rush for prime time, recommend location and open screen and high-definition live permission, all of these need to communicate with the platform in advance.

Completing a live broadcast of Taobao is far more complicated than expected.

In June 21st last year, the platform changed the live broadcast conditions. All data were replaced by words such as certain sales volume, certain capabilities, and a certain number of commodities. This means that the power of audit is even greater.

"Small two words really have great power to speak. When they first started broadcasting, they didn't have much experience, and the platform traffic was not so large. They were basically lonely broadcast, and later learned the importance of recommendation."

To confirm the live broadcast date, after the official launch, the seemingly simple audience barrage interaction, commodity links, red envelopes, voting activities and so on, all need technical personnel to cooperate in the background. "After broadcasting, the second may want to ask you for data, in fact, the big anchor will need a very professional live broadcast operation team."

Head anchor year into ten million

Live broadcaster, seller provides merchandise, and anchor is sold in its own live room.

There are usually two ways of operation, one is special date, for example, 618, 11 11, invite a anchor to sell only one product that night, and businesses offer such benefits as coupons, discounts and so on. Two, sign 2 months contract with the anchor, the two month products appear in his live room, similar to advertising.

Liu Mei runs a live broadcast of a brand. According to her introduction, the cost of head Taobao anchors is usually charged according to the number of links sold every day. "As we all know, there is no need to mention such a case. Maybe a single link quoted 10 thousand ~2 million, but products similar to those that are not shown, may be cheaper, special selling and advertising price are different."

Under the introduction of Liu Mei, entertainment Sir watched the live broadcast of a lipstick anchor. He did notice that there was a long-standing brand of domestic products in his program. Sometimes it was only on hand, sometimes it was painted red, but it did not directly recommend to the audience. This function is similar to advertising.

Based on the premise that the anchor development becomes the KOL, they will naturally generate more advertising forms, such as Li Jiaqi's self portrait photos, the lower left corner of the mobile phone type logo.

Last year, Wang Xue also tried to find a head anchor for double 11 promotions, but for cost reasons, he failed to achieve it. "Anchors are charged according to different requirements, very flexible, but they are expensive on the whole."

Last year, Taobao released a list of taobs income. In this list, in 2017, Taobao's sister viya received 30 million of its annual revenue and 7 hundred million of its turnover, ranking the first. The top four anchors earned more than ten million, and the tenth ranked anchor had an annual income of 6 million 800 thousand.

This year, Li Jiaqi's "lipstick" brother is 15 million. The annual income of Mr. Li Jiaqi is third in 2017. It is hard to imagine what kind of income the income will reach in 2018.

In addition to the live broadcast rooms between people and shops, the live broadcast of Taobao live in column form, which is like a variant of TV shopping in the live broadcast era.

In the live broadcast era, a large number of shopping shows are located in the live broadcast channel of Taobao. In Beijing, there are shopping centers in Hubei, the home of the American Red Palace Museum, the Hubei Jia Wei shopping mall, and the Taiwanese TV station. I am a big beauty, I am a big beauty LIVE, and so on. Nowadays, they are also the best people in Taobao live broadcasting.

To wake up the live broadcast of the shopping channel, tell sir, "in the past, Hubei satellite TV also made a special business, when a 20 thousand was already a very cheap price. The treasure of Hunan Tai Zhen Dian, I am a beauty, this is very expensive. "

"At the beginning, many businesses are also testing water, so no one knows the price performance ratio, for example, I pay 60 thousand to do a special session, but I don't know if it's worth it, so after that, Xiao 2 will help them to make a platter for a few businesses that they want to do, for example, 6 businessmen make up one phase, and one family gets ten thousand, so the pressure is small."

Zhang Xing bluntly said that if a particular period invited Li Jiaqi to do the special job may be expensive, so there may be a lot of businesses in the first live broadcast, we share the cost equally.

In August last year, mango mutual entertainment and Taobao content ecology reached a cooperation, released a super IP entry cooperation plan, Hunan TV's "Chinese restaurant" and other trump card programs, derived from Taobao live program with goods; this year, during the annual cargo Festival, the live broadcast of "scour brush annual goods wonderful view" launched by Taobao live "Tao Live" has been sold for only 1 hours, so that the sales of brand goods will exceed 11 million.

Taobao live is constantly expanding the border with goods, from goods to columns customization transformation.

But is it really all right to copy Li Jiaqi?

No matter what form of live broadcast, it is undeniable that head anchor is the lifeblood of all live platforms, and so is Taobao.

Fighting fish, Feng Ti Mo, Miss goddess of tiger tooth, as for the fast hand, that is the Northeast People's world...... And Li Jiaqi, now live in Taobao, even has the function of propaganda. The star who appears in his live broadcast, from supermodel Xi Meng Yao to the topic of floret Guan Xiaotong, and Qi Wei, who can also carry goods, goes to the top of the line.

According to the relevant introduction, this year Taobao broadcast increased efforts to introduce stars, Wang Yuan's Taobao live broadcast, two hours to reach the audience of over 11 million 200 thousand. Data show that the live broadcast of Taobao live more than 60 thousand times daily, live longer than 150 thousand hours.

This is the power of the head.

Li Jiaqi once said in his interview that he had 389 live experiences in 365 days a year. However, it is biased to analyze Li Jiaqi and focus on his efforts.

Being a live anchor is essentially the same as being an entertainer. Self discipline, hard work, network sense and expression can go to the head. These are just the foundation, not even the threshold.

A live broadcast agency staff introduction, Taobao live will have a data check on the activity of the anchor, if the anchor does not update for several days, fans will not receive the reminder of the anchor update, and the anchor will lose the most important traffic entry. Successful people are not just hard workers.

Can Li Jiaqi be copied?

"Absolutely!" Zhao Yuanyuan, the head of Taobao's live broadcast, made no hesitation in making a statement to the media.

Zhao Yuanyuan thinks that Li Jiaqi has the red property of the public network. When entering the bottleneck of fans growth, the test is very successful from the outside. The Taobao broadcast will train a batch of such global goods net red this year, "conservatively speaking 5 to 10, are all routine, not particularly difficult."

This is just like a fashion blogger who praises the supermodel. But Liu Wen looks good and looks like it is copied. Who knows for sure? All successes can be summarized, but copying is far more difficult than imagination.

According to the report on the development trend of Taobao's live broadcast in 2019, the Taobao PGC system has attracted more than 200 organizations with professional content production background.

A large number of professional agencies are pouring in, and young and fresh faces are advancing. On the Taobao production line, live agencies are like "anchor factories". Their most important product is making anchor.

Not long ago, Nash, Taobao's live broadcasting agency, announced that it had completed tens of thousands of angel financing from Sai Fu fund. On the authentication page of Ali V, the number of signings reached by Nash has reached 147, so far the largest number of people signed up in the live broadcasting institutions.

But so far, Li Jiaqi still has only one. For the waist and even the newcomers, one day a suite is just an advertisement.

The first wave to the head of the anchors and agencies, whether or Taobao, to achieve daily progress, how much is a fast traffic bonus. At this stage, the MCN team is growing and moving towards professional development. All kinds of business models and gameplay are almost thrown away for half a month, and the east of the river turns to Hexi perhaps more than three months.

Attention economy, everyone has the opportunity to see, how to not be forgotten, is the real skill.