Short Video Breakthrough Live E-Commerce: Sister Mao Mao Vs. Li Jiaqi Vs. Taobao

For tremolo, if it forms its own closed-loop, it will directly cut into the trillion level retail market, and the corresponding service fees will be increased in terms of revenue. However, it is difficult to cut into live e-commerce for short videos.

When the film and television industry is in the predicament of survival, the Internet Celebrities conceive of infinite possibilities in the prosperity. The chain of disdain turns faster than expected.

Hangzhou was a bit chilly in early October, but this did not affect the enthusiasm of the participants. Dress, suit, red carpet, toasting, Xiangyi Temple shadow. This is not so much an annual meeting as an award ceremony. In fact, it's really an award ceremony, but it belongs to carefree media employees. However, many awards ceremonies are not as grand as this one. The company has contracted the balcony of Hangzhou's landmark city. The nighttime and CBD high-rise lighting show are carefree. A bit of Internet celebrity has boarded the big screen, smiling and teeth are very neat. This is the first time that the city balcony is open to the public for business activities.

Worry free media is an online Red economy company. According to its latest information, more than 50000 people have signed contracts, and the total number of fans on the whole platform has exceeded 900 million. In the tremolo annual MCN list, ranked first.

The prosperity of carefree is synchronous with the shaking sound of its host platform. According to media reports, the company's revenue in the first quarter of 2020 will be about 40 billion yuan (about 5.64 billion US dollars), an increase of 130% year-on-year. According to the news, the byte beat revenue target exceeded 220 billion yuan, which is more than twice of Baidu's revenue in the previous fiscal year. Jitter is the source of the maximum flow of byte jitter.

Now, carefree and tremolo are targeting e-commerce live broadcasting. Before that, Shuo Yin set up a first-class e-commerce department and launched "Shuo Dian". Since October 9, the live broadcast of Shuo Yin has cut off the links of the third-party platform, and it is clear that he has the heart to expand its own e-commerce system.

"At present, our main sources of income are reward, advertising and live delivery. The largest proportion of future revenue should be live e-commerce. " Lei binyi, founder and CEO of worry free media, told reporters of the 21st century economic report. In order to develop e-commerce, he even moved the headquarters of worry free live to Hangzhou, with more than one-third of its employees.

"Tremolo cuts off third parties, and it also affects us. But if we do closed-loop, the conversion rate will be higher. " Lei binyi said.

But whether it's tremor or worry free, it's not so easy to do e-commerce.

The annual meeting of worry free media. Materials and pictures

New increment

"Well, I feel that life has reached its climax, and that life has reached its peak." This is the most popular catchphrase in 2018. Behind it is "Yu Zhaohe", who is out of the circle.

In October of that year, Yu Zhaohe released a short video "the difference between city people and our disco dance", which showed the cultural differences between urban people and rural people with an extremely exaggerated performance. After that, he became popular and became the first group of creators to play cross-talk and play multiple roles with one person.

At the end of October, Yu Zhaohe signed with worry free media. Lei binyi equipped Yu Zhaohe with a short video production team, arranged Performance classes, and suggested that he change his shaking tone account "redundant" to "superfluous and Maomao". In less than two months, the number of fans of "Yuyu and Maomao" has increased from 600000 to more than 20 million. Up to now, the worry free media team has expanded to about 1800 people.

The common blowout with worry free is tremolo. At the beginning, tremolo is not the core project of byte skipping, but it has been running in a straight line since 2018 and has become the shortest Internet app for Mau to break 400 million.

At present, the biggest revenue source of tremolo is advertising. According to Tencent News, Twitter's advertising revenue target this year is more than 90 billion yuan. According to the analysis of people familiar with the situation, the agency said that the domestic revenue of tremor in 2020 may reach about 130-150 billion yuan.

The situation is so good that e-commerce is regarded as an indispensable new increment, which was in the plan of Zhang Yiming, founder of byte beat. In June 2018, Shuo Yin online shopping cart was launched, and the application for shopping cart function was officially opened in December; in April of the next year, there was a small program called "Shuo Yin shop" In July, 2019, all products were classified into the selection alliance; in August, the "shuoyin shopping cart commodity sharing community specification" was released.

In the first ten days of June 2020, byte skipping officially established a first-class business department named "e-commerce". In order to coordinate the e-commerce business operations of its twitter, today's headlines, watermelon video and other content platforms, it means that "e-commerce" has clearly become a strategic business with byte skipping. In August, the "shuoyin wonderful good things Festival" was opened, and the platform promotion activities reached 8 billion Gmv for the first time.

Since October, the live broadcasting room no longer supports third-party product links such as Taobao and Jingdong. At the same time, byte skipping has obtained the payment license of unizhong e-commerce, which connects users (600 million people a day), commodities (traditional manufacturing industry belt which starts from Taobao and pinduoduo, cooperates with local e-commerce associations), payment and other links, and forms a closed-loop of chattering e-commerce.

Worry free media live e-commerce business is also growing rapidly in this wave. According to the information provided by him, in the latest live broadcast, the transaction volume guided by "Yu Yu He Mao Jie" exceeded 11.83 million, and the number of viewers in the live broadcasting room exceeded 3.5 million; the Gmv of single product of "Zheng Jianpeng & Yanzhen couple" exceeded 100 million.

But this is not at the same level as Taobao. Xuande, general manager of Taobao live broadcast, revealed at the Taobao live broadcast ceremony in 2020 that more than 1 million anchors joined Taobao live broadcast in 2019, of which 177 anchors had an annual Gmv of over 100 million; more than 40 million commodities participated in the live broadcast, and businesses increased by 268% year-on-year. In that year, Taobao's live Gmv exceeded 200 billion yuan, and the live Gmv (transaction volume) on the day of "double 11" exceeded 20 billion yuan.

In 2019, Weiya will bring nearly 20 billion goods, and Li Jiaqi will bring more than 10 billion. According to melon data, on October 21, this year, the pre-sale of "double 11" was launched, with 150 million and 130 million people watching Li Jiaqi's and Weiya's live broadcasting rooms, respectively, with 126 and 149 pre-sale commodities, and the transaction volume reached 3.3 billion and 3.5 billion respectively. From October 21 to 22, the total sales volume of Li Jiaqi and Weiya reached 4.3 billion yuan and 4.8 billion yuan respectively. The total sales volume of two people in two days reached 9.1 billion yuan.

Old problems

For e-commerce live broadcasting, Taobao has historical advantages.

In 2015, Taobao e-commerce live broadcast has been set up. 2019 is the first year for the development of the industry. According to Founder Securities Research Report, the Gmv of that year was about 390 billion yuan, with a year-on-year growth of 114%. All companies are entering the board. It is estimated that Gmv of live e-commerce will reach 600 billion yuan in 2020.

There are inevitable factors for the rise of live e-commerce last year. On the one hand, mobile Internet penetration rate is high, at the same time, e-commerce has accelerated the domestic commodity supply chain, and short video has become an important source of traffic. On the other hand, the outbreak has become a powerful catalyst. With the economic downturn, advertising budget structure adjustment, business owners reduce brand advertising, live with goods become an alternative. In addition, under the pressure of export, distributors and manufacturers have great inventory pressure, so low price discount + live e-commerce becomes the way out. According to the above research report, in the first quarter of 2020, the daily Gmv of express e-commerce will exceed 500 million yuan, and the chattering sound will approach 200 million yuan.

The status change of live e-commerce is also reflected in the products. When Taobao was first put on the live broadcast for 5 times in 2016, it could only be found on the end of the mobile phone. Now the home page has gradually risen to the top of screen 3.5.

The current situation is that both sides are eroding each other's territory. For Taobao, if there is no defense, businesses are likely to shift their focus from Taobao to short video platform, and Taobao will lose important advertising revenue.

For tremolo, if it forms its own closed-loop, it will directly cut into the trillion level retail market, and the corresponding service fees will be increased in terms of revenue, which is an attractive second curve. According to Guohai Securities Research Report, if the current non jump to Taobao system undertaken by shuoyin e-commerce, the commission that can be charged by chattering is estimated to be 2-10 billion yuan. If the self built e-commerce is successful, the ceiling will be higher.

In this case, Shuo Yin is ambiguous with Taobao. In 2019, Shuo Yin and Ali signed an advertising year frame of 7 billion. After the "June 18" this year, there have been rumors in the market about the termination of cooperation between Shuo Yin and Ali. In August, Shuo Yin and Taobao announced the renewal of the advertising year box, with a cooperation scale of 20 billion yuan.

For worry free media, the problem is more direct and realistic. Lei binyi confesses that the ceiling of the advertising business is too low.

Behind his logic is the fragile sustainability of the short video network. Reward and advertising revenue depend on users' preference for online celebrities, which in fact consumes fans; live delivery involves product selection, supply chain, price negotiation and other professional links, which is essentially a win-win situation with fans (high cost performance). In addition, cutting into the long chain requires a professional team, which can also enhance the company's control over the head online red. Most agencies can't master the head, which is the trouble that artists face.

However, it is also difficult to cut into live e-commerce for short videos. Yu Shuo Yin, the supply chain defects are obvious. After tracking 430000 commodity information from the third-party monitoring data platform Cass data, it is found that 74% of the goods on twitter come from Taobao, 21% from taoyin stores, and 5% from Jingdong, koala, Suning, vipshop and other e-commerce platforms.

Incomplete SKU will directly affect the sustainability of tremolo e-commerce. Logistics is also a problem. With ALI gradually becoming a shareholder and even holding a controlling stake in Tongda system, all appliance manufacturers feel insecure. Therefore, pinduoduo began to support the rabbit.

For worry free, it is difficult to avoid the ebb tide of a single online celebrity. Strong, such as "superfluous and maomaojie", also began to encounter a decline in key data such as praise. The first 20 million fan node took him only two months, but ten months later, his number of fans was less than 34 million. "I've been anxious about traffic." "Superfluous and sister Maomao" confessed to the 21st century economic reporter. In addition, another worry free signing network red said that the dubbing unpredictable push algorithm, so that he has no sense of security.

"Unlike actors, online celebrities have classic roles to rely on for traffic. The short video is so fragmented that it's hard to build a really important impression. It's easier to get up, easier to be forgotten. " There is an analysis of senior executives of film and television listed companies. Lei binyi is indifferent to this. In his opinion, it's just the quality of the work.

Lei binyi has made a plan for the future of worry free media. "The company is divided into three major business directions: People's IP, content IP and commodity IP. People's IP is more people-oriented; content IP will do short-term video dramas, including participating in and participating in movies, TV dramas, online dramas, and Internet universities; commodity IP involves retailing, including making its own brand and co branding brand. "

In order to achieve this goal, Lei binyi has always relied on its own funds to find financing. "People always have dreams. I think these three areas can be linked. At present, more than dozens of investment institutions have been contacted. In addition to tremolo, they are also cooperating with multiple platforms. People always have dreams. I think these three areas can be linked together. " He said.