As early as the "Double 11" in 2015, the research and development of Taobao Live was put on the agenda; in April 2016, Taobao Live was officially launched, and its first batch of anchors were mainly from Tao girls, which started the rapid growth mode. It is precisely from the genes of e-commerce that Taoist anchors usually go out of the circle by selling goods such as "buy, buy, buy" and "lowest price". Country Email ListObviously, Taobao does not want to bet ALL in on the super head anchor.
According to data disclosed by Tmall, on Double 11 in 2021, more than 100,000 brands on Taobao live broadcast platform will interact with consumers in self-broadcasting rooms.
As the water ebbs and flows, consumers’ shopping desires become more rational; after the super-giant anchors, Taoist anchors come and go, and they are still exploring the traffic passwords for selling goods.
2. Douyin platform to create stars
In midsummer, do you still remember "Liu Genghong girl" and "Wang Xinling boy"?
"The iron-struck Douyin, the flowing Internet celebrity", a line of ridicule seems to make the sense of separation between the Douyin anchor's popularity and the fall.
The latest shining star to come out of the circle is Mr. Dong Yuhui from New Oriental. His explosive popularity has made a counterattack in the attention of the "Oriental Selection" live broadcast room. According to Cicada's data, the total attention of the "Oriental Selection" live broadcast room jumped from 1.108 million on June 9 to 17.975 million on June 21, an increase of more than 16 times in less than two weeks.
The sales of Dongfang Selection’s live broadcast room climbed from 3.978 million to 14.862 million, 21.004 million and 18.081 million, a sharp increase of dozens of times year-on-year.
"When bad luck comes, you don't choose to avoid it, but when good luck comes, you can collide with you." When the traffic opportunity came, Dong Yuhui collided with the explosion; his live broadcasts were often regarded as a spiritual journey; they became a model case for content e-commerce in a short period of time.
The second half of the live broadcast, making Dong Yuhui?
▲ Source: Oriental Selection Official
Perhaps, the New Oriental live broadcast room and Douyin not only need "N Dong Yuhui", but also need to think about the long-term proposition of becoming popular and continuing to become popular.