The picture and text come from the Internet
Text | Chen Xiaojiang
Source | Mantis Finance (ID:TanglangFin)
Luo Yonghao , Is no longer”Mr. Luo” at that time, he will soon become”anchor Luo”.
On March 19th, Luo Yonghao announced on Weibo that he decided to do live streaming of e-commerce, and was confident that he would be able to achieve”bringing a brother” in many product categories. Ambition.”
The market also gives Lao Luo face.
In the evening, Luo Yonghao sent Weibo to announce that he had received thousands of cooperation emails, and said that there was a lot of pressure in screening.
It is not only Luo Yonghao that is under pressure, but also the brands and even the live broadcast platforms.
As a halo of traffic and topic, there is also a magical influencer with cargo ambition. Luo Yonghao did not bring the goods. If he chooses to compete with the platform to bring the goods, it is undoubtedly a big bad for those platforms that have not been selected.
So after OPPO, vivo and many other brands lining up to announce their cooperation with Luo Yonghao, the major platforms have arranged (or been arranged) to”cooperate” with Luo Yonghao.
On March 23,”Tech Planet” stated that Luo Yonghao has reached a cooperation with Douyin, with a contract fee of 60 million yuan, plus support for traffic resources, and said that the official announcement will be shortly thereafter.
On the same day, Weibo Da V ’s “Internet thing” also broke the news that Luo Yonghao ’s exclusive contracted platform was Taobao Live, with a contract fee of 80 million yuan.
Immediately afterwards, the” E-commerce Daily”also posted a Weibo, saying that” the future Internet will bring goods to the elder brother”Luo Yonghao ended up fast, signing fee 60 million + resource package support .
This wave of breaking news has caused the eater to see the climax of the melons, and then they are aggressive.
Who will Luo Yonghao bring the goods for? It has also become an unsolved hot topic.
Actually, no matter whether the rumor is 80 million signing Taobao Live, or 60 million signing fast hand or vibrato. At present, neither Luo Yonghao nor the live broadcast platform has made an official response to this, and the authenticity is still open to question.
However, from these news, we can see that, whether intentionally or not, Luo Yonghao is”selling for price” and may be very valuable.
The platform is also flexing its muscles, trying to win Luo Yonghao exclusively.
So, who will eventually take the goods anchor Luo Yonghao? What impact will it bring?
I. Lao Luo fishing, wish to hook up
For the live broadcast platform, Luo Yonghao will bring the goods, there is no doubt that it is the live delivery market On a”big fish”.
But to Luo Yonghao, the major live broadcast platforms are more like”big fish”.
From the Weibo official’s announcement to enter the e-commerce live broadcast, and confident that he can achieve a variety of categories of”bringing a brother”, and then frequently interact with fans on Weibo on related topics.
These are all bait thrown by Luo Yonghao. Then we will wait for the live broadcast platform to”hook”.
The” big fish”that Luo Yonghao is following can be divided into two categories.
A category belongs to business platforms, such as e-commerce platforms such as Taobao, JD.com, and Pinduoduo.
This type of platform itself is a large consumer of traffic and does not lack a liquidation channel (selling goods). Compared with the ability to carry goods, they value Luo Yonghao’s ability to bring traffic and create topics. .
Of course, specific to each platform, they have different urgency to Luo Yonghao’s demand.
Mantis Finance believes that among the three major e-commerce platforms, Luo Yonghao is the one who needs the most. There are two reasons:
1 Compared to Taobao and JD.com, the development of Pinduoduo live streaming is the slowest. However, live streaming has become the trademark of the future electricity, and Pinduoduo also began testing the live streaming of water last year, indicating that it has the heart to force live streaming, but it has not yet found a way for the rapid growth of live streaming business.
How to make the live-carry business take over the curve? Luo Yonghao is an opportunity.
By creating live-streaming benchmarking figures, breaking the network and making large-scale copies, it is a viable path proven by Taobao Live Broadcast.
Luo Yonghao, who has both traffic and cargo carrying capabilities, has the potential to become a popular anchor with cargo on the entire network, and it is not impossible for Luo Yonghao to become a”pinduoduo version of Li Jiaqi”.
2. Pinduoduo urgently needs to break up. In 2019, Pinduoduo ’s annual GMV exceeded 1 trillion, with nearly 600 million users, and its weight increased greatly, but it still failed to get rid of outside doubts about it.
The rapid growth brought by the money-spending subsidy only proves that Pinduoduo can attract users by”money”, but it does not prove that Pinduoduo can occupy users’ minds by”goods”. But sometimes subsidies end up, once the subsidies are withdrawn, how do you fight to retain customers?
Large sums of money to win Luo Yonghao, and turn it into a star with a lot of goods that proves that”good and cheap”. Essentially, it is not much different from spending”ten billions of subsidies” on high-end products such as the iPhone 11, Dyson hair dryers, etc. to prove that they have”good quality and low price” to occupy users’ minds.
And it can also reflect each other, Luo Yonghao proves that Pinduoduo’s digital products are of high quality and trustworthy, and Pinduoduo allows them to carry the goods at the lowest price on the entire network.
Behind Pinduoduo is JD.
Jingdong’s live broadcast development was earlier than Pinduoduo and later than Taobao, but the overall feeling was tepid.
One reason is the same as Pinduoduo, which failed to create a popular live broadcast star.
The second reason is related to the product category.
As we all know, compared to Taobao Tmall, JD.com is mainly in the 3C digital category, and it is inferior to Taobao Tmall in the categories of clothing, beauty and daily necessities.
But suitable for live streaming, it is still mainly for high-frequency demand products such as clothing, beauty, food, daily necessities, and relatively low-frequency 3C digital products have not been”developed” well.
Ignore category attributes. From the perspective of the anchor alone, if you want to build a celebrity in the 3C digital category, Luo Yonghao is undoubtedly one of the best choices. After all, one of its fan characteristics is high interest in digital products.
On the contrary, Luo Yonghao is the one who does not need Taobao live broadcast. The reasons are as follows:
First of all, Taobao Live Broadcast is the most mature. Not only have created well-known network anchors such as Wei Ya, Li Jiaqi, but also have typical cases of star-to-stream anchors such as Li Xiang. The urgency of creating benchmarking characters is not as good as JD.com and Pinduoduo.
Second, the focus of Taobao live broadcast has changed from online live broadcast to store live broadcast. In the past few years, by creating a network anchor with cargo, Taobao has verified the feasibility of live streaming, and cultivated the user’s habit of watching live broadcasts and merchants opening live broadcasts.
Next, what Taobao has to do is make the store copy the”live streaming capability” and make the live broadcast of the goods become the electric trademark distribution. This is evident from the first live broadcast festival of Taobao, which started on March 21 this year. Store live streaming will be the protagonist, and Luo Yonghao’s contribution to this is limited.
Of course, Taobao Live definitely needs Luo Yonghao.
On the one hand, such as Luo Yonghao, who brings traffic and topics, naturally, the better, the better; on the other hand, like Jingdong, if you want to create a well-known phenomenon in the 3C digital field With cargo anchor, Luo Yonghao is worth a try.
In addition to business-oriented platforms, there is also a type of traffic-based platforms, such as Kuaishou, Douyin, B Station, Xiaohongshu, and so on.
This type of platform itself is a large traffic user (advertiser). There is no shortage of traffic, but it lacks the means to monetize traffic. So they value Luo Yonghao’s potential cargo carrying capacity more than Luo Yonghao’s ability to bring traffic.
Take Douyin as an example. As a super platform with 400 million daily life, it is mainly realized through advertising. There is still great development potential in the field of live e-commerce.
According to data from China Everbright Securities, the total scale of live e-commerce is expected to be 440 billion in 2019, including Taobao accounting for 250 billion, fast-handed wide-caliber statistics accounting for 150 billion, and Douyin live broadcasting accounting for 40 billion.
This shows that there is great potential for the development of Douyin Live Cargo business.
In addition, compared with the competition fast players, Douyin has not yet produced a red celebrity like Simba and Sanda, and Luo Yonghao may be a good choice.
For fast hands, whether it is e-commerce business or live broadcast business, it is an important realization of fast hands channel.
According to the forecast of Dolphin Think Tank, among the estimated 54 billion revenues of Fast Hand in 2019, live broadcast and e-commerce account for 36 billion and 6 billion, respectively. Even with live broadcasts, Qiaoshou has become the top 5 e-commerce platform of Vipshop. It can be seen that e-commerce live broadcast is the next focus.
Furthermore, as with Pinduoduo, the fast live broadcast of goods with goods is on the low side, the users are sinking, and the fast hands also need to break the circle upward.
Luo Yonghao can not only broadcast live talks, but also live-streamed goods, and he can also be a half spokesperson. It can be said that Luo Yonghao can win a lot with one hand.
Second, Guangsha net or deep cultivation, how does Lao Luo choose?
Like all major platforms craving Luo Yonghao, Luo Yonghao also needs a suitable platform, so how will he choose?
Objectively speaking, there are currently two modes for Lao Luo to enter the e-commerce live broadcast.
One is the deep cultivation mode, that is, Lao Luo chooses to sign an exclusive contract with a platform, and then will in live e-commerce business All in on this platform, and deep binding with the platform.
The benefits of this model are obvious. Not only can it get a valuable signing fee, but it can also compete with the platform for more inclined resources, which is conducive to Lao Luo’s rapid outbreak.
The disadvantages are high cost of trial and error and poor flexibility. In case the development of this platform is not as good as expected, if you want to change the platform in a short time, I am afraid it will take a lot of trouble.
The other is the Guangsha network model, that is, Lao Luo will not sign an exclusive contract with any platform, but will settle on major platforms. As for which platform to choose to broadcast live, it depends on the specific situation of the goods brought.
This model has the advantages of lower trial and error costs and strong business flexibility.
For example, if the live broadcast on Douyin is not good, Lao Luo can immediately switch to fast hand; if the development on the traffic-based live broadcast platform is not good, you can switch to the business live broadcast platform; You can choose to broadcast live on different platforms according to different categories and different price products.
The disadvantages are also obvious. The exclusive signing fee is gone, or it becomes a cheaper platform entry fee. And the resources available from the platform will definitely be reduced accordingly.
The most important thing is that based on the performance of the past big coffees, there are almost no cases of cross-platform development and success on multiple platforms. Li Jiaqi, Wei Ya, and Simba all chose to cultivate One platform.
In addition, Lao Luo now bears a lot of debts. This expensive signing fee is also needed now. Therefore,”Mantis Finance” believes that Luo Luo will most likely sign an exclusive live broadcast platform.
If you only sign one, what will Lao Luo choose?
Before answering this question, there are some prerequisites to understand:
1, Luo is now a debt entrepreneur, so he chooses The Association strives to reduce risks and increase returns. That is to say, money is urgently needed, and success is not allowed to fail.
2, Lao Luo’s entry into the field of e-commerce live broadcast, on the surface is fighting traffic, in fact, fighting the supply chain. To put it plainly, on the basis of ensuring quality, low prices, low prices, and then low prices.
3. Lao Luo ’s planned categories are:innovative digital technology products, excellent cultural and creative products, books, household groceries with both design and practicality, and cost-effective daily necessities. And snacks;
4, Lao Luo plans to broadcast weekly, and then slowly increase the frequency of live broadcast, and strive to achieve daily broadcast (estimated a bit difficult). Because live broadcast is individual energy and endurance work, live Luo daily, Luo may not be able to afford it.
5. Lao Luo ’s fans are mainly otakus and IT men who are interested in 3C products. The fans appreciate Lao Luo ’s craftsmanship, maverick personal style, and the knowledge of learning and singing. The system has the taste of Lao Luo as a mentor.
After clarifying the above five points, from the three aspects of profitability, risk and growth, the advantages and disadvantages of choosing different platforms are as follows:
First, the risk of choosing vibrato and fast hand is lower, and the risk of choosing the three major e-commerce platforms is higher.
The reason is that in the fast hand and the vibrato, in addition to the goods brought by the old Luo live, you can also have fan rewards, advertising orders and knowledge payment. On pure e-commerce platforms, Lao Luo basically can only make money by bringing goods.
Because the ability of Lao Luo to broadcast gold has been proven, whether it was to monetize live on Momo, or to stand for other brands is a good example.
However, Luo Luo’s ability to take goods has yet to be proven. Although Luo Luo has successful cases of selling books and selling out of stock, there are also direct evidence that the hammer products are not sold well.
In addition, if the worst situation occurs-the old Luo live delivery is not ideal, then in the vibrato and fast hands, through the proceeds other than the delivery, it is enough for Lao Luo to start the business Continue without annihilating the entire army.
Secondly, from the perspective of profitability, there are advantages and disadvantages to live streaming on different platforms.
First of all, in Douyin and Kuaishou, although there is other income outside the goods, but now that Douyin and Kuaishou are mainly used e-commerce, anchors are selling Taobao, Jingdong When you fight for a lot of goods, the commission for picking up the goods will be divided by Douyin and Kuaishou, which will reduce your income.
Secondly, with different types of goods, there are also differences in revenue between different e-commerce platforms. Taken together, Taobao Tmall has more categories, brands, and selectable merchants for Lao Luo to choose; JD Logistics is good, direct sales are excellent, and it has advantages in the digital category; and Pinduoduo is under a long-term”ten billion subsidy”. Many products may have the lowest price in the entire network, such as the iPhone 11.
Finally, it depends on the frequency of Luo Luo’s live broadcast. Since pure e-commerce platforms are selling goods, if the frequency of live broadcasts is not enough, income will also be significantly affected, and it is easy for fans to run elsewhere. This is also the reason why Wei Ya and Li Jiaqi did not dare to stop broadcasting easily after they became top anchors.
Finally, in terms of growth, we need to look at it in two.
If Lao Luo is taking the road of pure live streaming, then the e-commerce platform will undoubtedly be better.
The reason is that e-commerce platforms are born to sell goods, whether it is the choice of product categories, quality assurance, various promotional activities, subsidies, and user willingness to buy, transaction management, and shopping experience. And so on all have advantages.
Simply speaking, Lao Luo only needs to sell goods, and there are professional sellers and trading systems behind him.
And if you bring the goods in Douyin and Kuaishou, you may have to face more problems than bringing in goods, such as Douyin and Kuaishou ’s self-operated e-commerce. It is definitely not as good as the entire trading experience. Mature e-commerce platform.
Furthermore, there is no need to worry about vibrato and quick commission sharing when bringing goods on the e-commerce platform.
And if Lao Luo wants to”live show” in addition to live sales, then Douyin and Kuaishou have more liquidation possibilities.
In short, after Luo Yonghao decided to broadcast the live product, the first sensational transaction may be to” sell yourself”a good” price”.
But the final result is not only the”highest price”, but also depends on whether Luo Yonghao only wants to sell goods or sell goods and art.
And this will inadvertently lay the most important foreshadowing for Luo Yonghao’s live streaming career …
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