After Weiya disappeared in the live studio due to tax evasion, Qianxun holdings lost its "top card". At the height of her career, she was suddenly presented with a red card. Weiya's exit not only ushered in a major reshuffle for the live e-commerce, but also forced Qianxun holdings, where Weiya is located, to break her arm to survive As the landlady and housewife, Weiya is Qianxun's absolute traffic password, but the eggs can't be put in the same basket. When the public's attention is too focused on Weiya, it may not be a good thing for Qianxun. "Going to Weiya" is what Qianxun has to do.
In the post Weiya era, Qianxun tried to fill the traffic gap by creating a star and head anchor matrix to realize Weiya's disguised "comeback". Just the idea of breaking up the whole into parts, the effect is not satisfactory.
Viya's "women" are back
As the top stream in the live broadcast industry, Weiya's ban is undoubtedly a fatal blow to Qianxun holdings. How to fill the traffic vacancy in the "post Weiya era" has become an urgent task for Qianxun.
In February this year, a live studio called "bee surprise society" appeared in the public view, hoping to hold the basic disc of Weiya's live broadcast on Taobao. On the first day of broadcasting, the number of people watching a single show exceeded 1 million, and on the fifth day, the number of people watching a single show reached 10 million. Without the support of a mature team, it is difficult for a newly established live studio to achieve such brilliant data in a short time.
Many clues show that the bee surprise club has countless connections with Weiya: five of the six anchors were once the anchor or model of Weiya's live studio, the same live background picture, the main company of the live studio is registered in the same building as Weiya's husband Dong Haifeng and the other two companies
Not only the bee surprise club, but also Weiya's help to sow Qi'er returned for Weiya.
Weiya once said in an interview, "no one understands me, maybe except Qi'er". Qi'er, formerly known as sun Qi, is Weiya's hometown. She is from Lujiang, Anhui Province. She is also Weiya's younger brother's junior high school girlfriend and girlfriend. She has been in love for more than ten years.
On the evening of May 7, Qi'er's Tiktok premiere officially began with the sound of "I'm back" and "first come to draw the wave Award". Many users left messages on social media saying that many products on the shelves are popular in Weiya's live studio, and Weiya's "taste" is very sufficient.
On the day of the premiere, Qi'er put more than 80 items on the shelves, mainly composed of clothing, food, beauty and other categories, which is consistent with the tone of the large life supermarket in Weiya live studio. Qianxun's supply chain capability undoubtedly plays a role behind it.
According to the statistics of cicada mother, there were nearly 100000 people at the peak of the day, and the Gmv exceeded 11 million yuan. For a "new" anchor, it has been a good achievement. But it still can't fill the gap in Viva's live studio. Previously, it was not difficult for Weiya's live studio to reach 45 million Gmv. As Weiya's number one "opponent", Li Jiaqi has been broadcasting live at home due to the epidemic recently, and Gmv can also reach about 30 million yuan.
Previously, Qi'er didn't speak intensively as Weiya's assistant broadcaster. This time, she sat in position C of the live studio alone, and there was no assistant broadcaster nearby. The five-hour live broadcast made her voice hoarse. When switching from Taobao to Tiktok live broadcast, the different rhythms of the two platforms inevitably lead to some verbal mistakes.
A dubbing video anchor with nearly 6million fans told Bao Bian that the selling rhythm of Taobao live broadcast is more compact. The anchor usually only introduces products and does not chat, while the fan effect in the Tiktok live broadcast room is more obvious. The anchor often chats with fans and makes friends. When she broadcasts live on different platforms, she often adapts to it for a period of time before she can find the state of live broadcasting.
Compared with viya's almost non-stop broadcasting every day, Qi'er has been broadcast live every other day since it started broadcasting on May 7. Even with the blessing of Weiya halo, Qi'er still couldn't maintain the "heat". The Gmv of the first three live broadcasts decreased one by one, from more than 11 million to 6.9 million and 4.88 million.
Previously, Qi'er was asked whether she would consider flying alone. She said that a TV play needs a heroine and supporting actress to be good-looking. She is willing to be the best supporting actress for Weiya. As long as Weiya broadcasts for one day, she will always help Weiya broadcast. She won't consider live broadcasting until one day when viya doesn't live anymore. This day has come after all. Without Weiya, Qianxun is still running, but it is different from the past.
How's Qian Xun in the post vivia era
It has been five months since December 20 last year when Weiya was exposed to tax evasion. During this period, Weiya not only disappeared in the live studio, but also almost disappeared in the online world.
Although she can't continue to engage in the familiar anchor career, Weiya doesn't seem to be idle. As Qianxun's landlady, it's reasonable to participate in anchor incubation, resource integration and company management behind the scenes.
In the post Weiya era, Qianxun urgently needs to fill the traffic gap of Weiya. The loss of traffic advantage means that the ability of supply chain integration and channel bargaining will be greatly reduced.
Star anchor is a good choice. On Qianxun's official website, more than 20 leading anchors were displayed, including star artists such as Lin Yilun, Li Jing and Li Xiang. In her early years, Weiya once wandered through the entertainment industry and became the "first sister" of the live broadcast. With the continuous improvement of her popularity, Weiya frequently participated in variety shows, attended satellite TV parties, invited stars to visit the live broadcast room, and always maintained high-frequency interaction with the entertainment industry.
Dong Haifeng, chairman of Qianxun, once said that all the "out of circle" behaviors of Weiya are to bring more traffic to the live broadcast. After the accident, Weiya still kept in touch with the entertainment industry. On April 29, Han Hong announced the list of star artists donating anti epidemic materials to Shanghai through her microblog, including Weiya's name.
Keeping in touch with the entertainment industry and tapping stars with potential to bring goods should be the focus of Qian's next step.
In March this year, Beijing Xingye Business Service Co., Ltd. was established. According to industrial and commercial data, Cheng Hanqing, the major shareholder holding 95%, is also the shareholder of Beijing Qianxun cultural and entertainment business service Co., Ltd., which is the controlling shareholder of Qianxun.
In the poster pushed by Beijing Xingye wechat official account, the star anchors include Lin Yilun, Li Jing, Li Xiang, etc., which are highly consistent with the anchor matrix published on Qianxun's official website. It is not difficult to speculate that Beijing Xingye should be the operation organization set up by Qianxun in Beijing to be responsible for the live broadcast of stars and the delivery of goods.
However, there is still a big gap between the conversion efficiency of "star + online Red anchor" and Weiya. According to the statistics of "Qianxun" Taobao and Tiktok anchor's delivery data, Bao Bian found that the number of 24 anchor fans was about 46million, and the average Gmv sum of the last three live broadcasts was about 26million yuan, which was not as good as the delivery data of lijiaqi alone in the same period, nor as Weiya's live broadcast performance at the beginning. It can be seen that the "disappearance" of Weiya made Qianxun's blood loss effect significant.
As of May 11, the average Gmv of nearly three live broadcasts of Qianxun's anchor (data source: Taobao and cicada mother)
The head of MCN told leopard transformation that Qianxun used to focus on Weiya, and she must have a great impact after she retired all of a sudden. After all, Weiya is a super head anchor. It's difficult for an anchor to completely copy her traffic and influence in a short time.
In January this year, "leopard change" actually visited Qianxun's headquarters building in Hangzhou. That afternoon, there seemed to be no difference on the faces of the employees entering and leaving the lobby on the first floor of the company, but the on-site staff said that there were a lot less people visiting the company after Weiya's accident, and there were few people in the lobby negotiation area, which was often full before.
Head anchor difficult to copy
With its own supply chain capability, Qianxun tries to become the "hydropower coal" of the live broadcasting industry to increase the viscosity of the anchor.
However, from the actual effect, the cooperation between the anchor and the platform depends more on the delivery effect. If Gmv is general, it may be difficult to last even with the support of the supply chain.
All along, Qianxun wants to copy the supply chain capability to other anchors. Dong Haifeng, chairman of Qianxun, has mentioned more than once that he hopes that Qianxun's supply chain can be high-quality enough so that users can not care which platform the anchor is on. If one day Weiya can't live broadcast, Qianxun is still a sustainable enterprise.
From the perspective of "goods", copying the supply chain capability to other live broadcasting rooms seems to be a feasible scheme. During the live broadcast of Weiya, users often listen to her talk about "the lowest price in the whole network" and "the price only in my live broadcast room". This is because the head anchor has the advantage of traffic and can often get a more favorable supply price in the negotiation.
In the "post Weiya era", Qianxun hopes to attract other anchors and stars with such advantageous products, improve the bargaining power with suppliers, and in turn promote commodity sales. Especially in beauty, food and other fields, because of standardization and high user acceptance, once there is a price advantage, it is easier to copy to other live broadcasting rooms.
The person in charge of a head MCN organization in Hangzhou believes that the supply chain is still the core competitiveness of live broadcasting. In the upcoming 618 promotion, the anchor ratio must be the goods, price and storage volume.
However, from the actual effect, "supply chain + good anchor" may not be able to help Qianxun hold the basic plate of traffic, and I'm afraid it's also difficult to avoid the "shutdown" of anchor.
Food is a regular guest of Weiya and Qi'er's live broadcasting room. On Qianxun official website, "huasang food" is listed in the anchor matrix as a food blogger. However, Taobao data show that from mid December last year to May 12 this year, the taste of huasang has been suspended, and the average Gmv of the last three live broadcasts is only 17200 yuan. The poor live broadcast may be an important reason for the suspension.
In addition, the incubation of new anchors is also a "worry free" problem.
The above anchor with 6 million fans told leopard change that the company is basically operating behind the accounts with more than one million fans. The operation and promotion of the account and the warm-up of the live broadcast all require investment. When choosing an anchor, MCN usually selects people who have a certain fan base, have good cooperation prospects, or have a strong relationship with the company. For example, Li Jiaqi is a partner of meione company, and Qi'er is Weiya's assistant, best friend and "brother and daughter-in-law" for many years.
Xie long, founder of Hangzhou clothing express, told leopard change that many e-commerce anchors are like actresses in Hengdian. They all want to be heroines, and few stick to it until the end. The salary of the new anchor is not high. He wants to change jobs and get a raise when he gets a little better. If you have worked in a large live broadcasting organization, it is generally easier to find a job. It is easy for small companies to trust them and offer them a high salary. However, once the live broadcast cannot be done, it is easy to jointly operate and cut leeks for the next company. The anchor has also gradually changed from a vulnerable group to a "perpetrator".
Qianxun, founded with the establishment of Taobao live broadcast, is dominated by Taobao anchor. Among the 22 anchors displayed on Qianxun's official website, 21 are Taotie anchors. In order to avoid getting caught up in the "Amoy system" traffic, Qian Xun is also brewing "Amoy" and goes to Tiktok to find the traffic increment. According to the statistics of leopard change, as of May 11, the average Gmv of nearly three live broadcasts of Qianxun's anchorperson was about 610000 yuan, of which 21 Taoshi anchorperson had an average Gmv of about 610000 yuan, and two Tiktok anchorperson had an average Gmv of nearly 6million yuan.
From the perspective of the industry, the multi platform layout is the standard configuration of MCN institutions. However, Qianxun still obviously focuses on Taobao live broadcast. Eggs can't be put in one basket. After Weiya's "accident", it may be equally urgent for Qianxun to build a multi platform matrix.
Five months after Weiya's "retirement", the whole network has not copied a new Weiya, but Qianxun tries to copy more head anchors by relying on the supply chain. But this road is more bumpy than expected.