Which live e-commerce company is better? Liu Genghong "killed" into Taobao and competed for business with Li Jiaqi

Editor's note:

Who do you know about Taobao’s live-streaming anchors besides Li Jiaqi?

Watching the increasing rise of Douyin e-commerce, Taobao, the former leader of e-commerce, finally couldn't sit still. On Double Eleven this year, I directly "dig" internet celebrity experts from Douyin to come to the platform to sell goods.

Douyin experts come to Taobao to sell goods. Is it a picture of traffic or a picture of the platform?

I recommend you read this article to see why Douyin experts are willing to come to Taobao to sell goods.

October 31st is the last day of the pre-sale on Double Eleven, and it is also the day when the "final payer" goes online to pay. On this day, Taobao finally collected new products from "Four Heavenly Kings": Li Jiaqi of all girls, Luo Yonghao of men, Oriental Selection of sentiment, and Liu Genghong and his wife who finally entered the game. No one knows how much Taobao gave this Double Eleven this time, but anchors from all walks of life rushed to Taobao, and it can be seen that Taobao is "not old" and has made a lot of money this time. How effective is Liu Genghong’s Taobao premiere? Why do experts go to Taobao to sell goods? What impact will this Double Eleven have on the future pattern of e-commerce sales?

Liu Genghong's Taobao live debut

ViVi explores the way first

Shortly after Luo Yonghao appeared on Taobao live broadcast, there were rumors that Liu Genghong was going to Taobao live broadcast. On October 31, the rumor was implemented, and Liu Genghong’s wife Vivi and Wang Wanfei took the lead in starting live broadcast on Taobao to explore the way.

The name of the live broadcast room that Vivi started is @ViVi. The name of this live broadcast room comes from a slogan that Liu Genghong and his wife often shouted during fitness live broadcasts, "The fatty oil on their waists is gone, I want the mermaid line and vest line."

The live broadcast room officially started at 17 pm, with the title "Genghong Girl, Here We Are" being published, and the preview that Vivi will appear at 19 pm.

After the live broadcast room first played a Vlog of Vivi's field trip, the broadcaster started to broadcast live on warm-up goods.

At 19 o'clock in the evening, Vivi Wang Wanfei landed on time on the live broadcast room, bringing the audience a classic aerobics "Compendium of Materia Medica" and selling its own fitness clothing brand VIVI CYCLE, which is its exclusive brand's limited edition debut on Tmall.

After a spontaneous recommendation from Genghong Girls on the entire network, the number of views in the live broadcast room exceeded one million in half an hour.

Vivi calls this Taobao live broadcast "return": "We are not here to dance today. Coach Liu and I have broadcast live on Taobao before, but this return is different. We brought our own brand and good goods back!" It is reported that before Liu Genghong and his wife became popular in Douyin, they had two months of experience in selling goods on Taobao, and their account fans accumulated nearly 670,000, but this return did not use this former account to do live broadcast. Unlike other big anchors who are dedicated to selling goods, this time he returned to Taobao for the first time, Vivi stayed in the live broadcast room to sell goods for a short time, and most of the time he was sold by the training team and the small assistant. It can be said that the current live broadcast room is mainly called "Vivi". Liu Genghong himself did not show up this time. According to @ Sina Technology, Liu Genghong and his wife will broadcast live on the same stage on November 9. They are still engaged in investment, mainly focusing on 6 categories, namely health food, health care, personal care, 3C digital, clothing and accessories, and daily necessities, which are more in line with the positioning of their account fitness expert. In terms of supporting traffic, Taobao also seems to be very sincere. Last night was the night when the pre-sale of Double Eleven was over, and it was also the night with very high traffic on Taobao. Taobao also gave the top three popular positions of the channel to three foreign anchors, Luo Yonghao, Vivi and Yu Minhong, using half-screen display to display the entrance to the live broadcast room, and its own native anchors were still at the back. This live broadcast of goods, a total of 34 products were launched in the Vivi live broadcast room, andIt is mainly owned by its own brands, mainly from the three major brands who love to eat fresh Mo Ren, Mo Du and VIVI CYCLE fitness clothing. All three brands are products of Jay Chou's affiliated company Superstar Legend. Liu Genghong is Jay Chou's friend and is also an artist under Superstar Legend. The labels of products that sell goods in Vivi live broadcast rooms are also constantly appearing in the labels of "Jay Chou" and "Class Zhou". In general, the unit price of these products is relatively high, a short-sleeved T-shirt costs 429 yuan and a sports jacket costs 835 yuan. When the operation company was shopping in the live broadcast room, news that "thinking the price was too high" appeared on the public screen from time to time. After 7 hours of live broadcast, the number of views in the live broadcast room was fixed at 2.22 million, and the number of fans in the account increased to 12,700. The highest-selling model is a matcha powder with 1,000 pieces sold. The most popular single-model VIVI CYCLE fitness clothing is a sports underwear, which only has 58 pieces. In general, this time the live broadcast was not satisfactory in sales and sales. In fact, before coming to Taobao, Liu Genghong and his wife had conducted many live broadcasts on Douyin. New Douyin data showed that the live broadcast with the highest sales volume exceeded 5 million people, and the estimated sales volume was approaching 9 million yuan. According to data from @日 Finance, after September, the total transaction volume of Liu Genghong and his wife's live streaming on Douyin continued to decline. In the live streaming on September 23, the number of viewers was 1.6217 million, and the estimated sales were 2.5 million to 5 million yuan. On October 28, the number of viewers was less than one million. From this perspective, Liu Genghong and his wife returned to Taobao to sell goods, perhaps because they had a plan. Before it returned to the live broadcast, the three brands Aiqian Moren, VIVICYCLE and Modou each opened Tmall flagship stores and were ready to sell on Double Eleven. Since the popularity of "cloud fitness" in April, Liu Genghong has embarked on various platforms to attract fans. The number of Douyin fans reached 72.63 million, Weibo fans reached 4.05 million, Xiaohongshu fans 6.53 million, and B station fans 3.6 million. With such a large fan base, how to achieve commercial monetization has become a link of its continuous exploration. This return to Taobao can be regarded as an upgrade of its commercialization. It will take time to test whether 80 million Liu Genghong's girl can be comparable to Li Jiaqi's girl. In addition to increasing content and making money by selling goods, Liu Genghong's development has not left the entertainment industry. In the prospectus submitted on October 5, Superstar Legend mentioned that it plans to create a variety show with Liu Genghong as the main one in the first half of 2023, and Liu Genghong will serve as the host. In addition, a fitness-related concert attended by Liu Genghong, Wang Wanfei and other stars are also being planned. Why do experts choose to sell goods on Taobao? This time, Taobao Double Ten live broadcast, Luo Yonghao, Liu Genghong, Yu Minhong and other non-native anchors have attracted the attention of the public. The operation company also noticed a trend. Before Liu Genghong and his wife entered, a large number of experts from other platforms had chosen to "enter Taobao" to sell goods. @Taobao Live. After the 38th big promotion this year, a "New Coffee Anchor Joint Battle Report" was released, including @Li Nuanxing, an expert who had a monthly transaction of tens of millions on Douyin, as well as a million-dollar fan news expert in Kuaishou, a beauty expert in Weibo, a beauty evaluation expert in Xiaohongshu, etc. ▶ Source: Taobao Live Official Account There are many experts like Liu Genghong and his wife, who have gained their fans on the original platform and then went to Taobao to sell goods. It is not difficult to find that these anchors have a new trend in platform strategy selection: they have gained fans on Douyin and sold goods on Taobao. This makes people wonder why these experts, especially Douyin experts like Liu Genghong, Yili Xiaoshazi, and Oriental Selection, who already have good voices, want to "abandon" the fans who have worked hard on other platforms and choose to come to Taobao Live to start selling goods from 0? The operation agency speculates that in addition to Taobao's vigorous "poaching", it may also be based on the following two considerations: First, doing a good job in Douyin does not necessarily mean selling well. The operation company found that many experts who "enter Taobao" to sell goods are actually content experts. Like Liu Genghong, he became famous by teaching everyone to dance aerobics, and he became famous by making a Li Xiaoshazi and dance. Zhu Yi once filmed "Zhu Yi's Boring Life"》 and other humorous and funny videos became popular. The advantage of Oriental Selection is to "talk about knowledge and life" to the audience. For these content experts, if you want to monetize by selling goods, you must consider a realistic issue: fans are willing to like your content, but it does not mean that they will pay for your products. A Douyin 300w fans @Lukewen Studio posted a comment: "I tried to do live streaming and sold goods, and I sold 600 yuan in one hour." It can be said that it is not very harmful and extremely insulting. In fact, even the current Douyin "top streamer" Oriental Selection has faced the question of "low-efficiency in selling goods". Feigua data shows that in the past three months, the average conversion rate of @Oriental Selection was only 2.5%, which is not as good as @分类版生版版版版版版版版版版版版版版版版版版版版版版版版版� Although the GMV and average stay time selected by Oriental are "suppressing" and making friends in all aspects, more people come to the live broadcast room to "listen to lectures" and fewer people actually place orders.

Second, Douyin's traffic is unstable and it faces a growth bottleneck.

A e-commerce practitioner told @Shenran:

There is no real long-term "top stream" on Douyin, and the right to distribute traffic is in the hands of the platform. Anyone may become popular overnight, but if they lose the support of the platform or stop buying traffic, they will immediately become silent. Just like Iriji Xiaoshazi, the "Blue Battle Clothes" video released in April last year has a total of 340w+ likes, but more than a year has passed, and the public has long returned to calm. Now the average likes of Yili Xiaoshazi video are stable at 20-30w. Although it is not bad, it cannot be compared with the "record" of that year. It is not easy to maintain a large amount of exposure on Douyin, let alone live streaming and selling goods. A practitioner revealed to @Daily People that the live broadcast room of Oriental Selection has reached the traffic ceiling;Look at the Douyin sales account @Liu Genghong and his wife previously deployed. Feigua data shows that the estimated sales have dropped from 1000-2500w per game in the previous game to 250-500w per game in the current game. Therefore, due to the problems of "it is difficult to transform from content to selling goods on Douyin" and "there are traffic anxiety on Douyin", content experts urgently need to find another platform with higher efficiency and more stable sales, even starting from 0. Taobao is their choice. Yili Xiaoshazi mentioned when explaining why she "goes to Taobao": Taobao live broadcast is a mature platform that has accumulated a lot of goods; Douyin is more about entertainment-oriented and more about displaying its own platform.

Because Taobao is more like a "trading ground", its users' trading links and platform infrastructure systems are very different from those of Douyin.

First look at the differences in trading minds between Taobao users and Douyin users.

@Internet monster thieves pointed out the difference between the two incisively: "Users walked into Li Jiaqi's live broadcast room to save money, and went into Dong Yuhui's live broadcast room to spend money."

On Taobao, users often go for "goods" - I come here just to buy high-quality and cost-effective good things. If not, then leave (you should know that Li Jiaqi can attract countless fans, which is inseparable from his strong supply chain capabilities and low-price advantages);

On Douyin, users have another attitude towards the live broadcast room where content experts bring goods - I like you very much. Although I don’t need what you sell, I am willing to spend a little money to buy it once or twice to pay for "like", but it is unlikely if I keep paying.

This is one of the reasons why many content experts cannot bring goods on Douyin and have a poor repurchase rate.

So, when content experts come to Taobao, they can attract more users who are targeting "goods". This group of users is the one who can truly maintain stickiness and repurchase for a long time (of course, the premise is that the masters' goods must pass the quality level), and shift users' attention to "people" to "goods".

Secondly, Taobao’s platform infrastructure system is more mature and perfect. For example, Taobao emphasizes the construction of private domains, and users will receive new reminders on products after paying attention to the store, etc.

In short, Douyin content experts come to Taobao to sell goods in order to improve monetization efficiency.

Conclusion However, Taobao "digs" so many Douyin Internet celebrities does not mean "stable". @新官网 It was observed that in fact, many Taobao anchors chose to layout Douyin, such as @Qier Leo, who was once the assistant broadcaster of Weiya, and Taobao anchor @小官网. Nowadays, the development of multiple platforms among anchors has become the norm. Experts have increased their fans on Douyin and brought goods on Taobao in order to "make money more steadily"; there are also other anchors who have promoted goods on Taobao and continue to increase their fans on Douyin to "expand their voice and make more money." Experts and anchors get their needs, while Taobao and Douyin have notThere will be a battle in the future.