news

Within a month, the live streaming industry has changed dramatically. On July 25, the news that Dong Yuhui resigned from Dongfang Zhenxuan was all over the screen, and he has since transformed from a live streamer to a "boss". At the same time, Li Jiaqi and his assistant Zhu Wangwang frequently appeared in variety shows, and his statement that "Wangwang will not be retained after resigning" caused heated discussions. In August, the offline class of "Three People's Live Streaming Classroom" under Three Sheep will start, and Xiao Yangge's business territory will increase by 1......

What is the end of live streaming sales? The top anchors standing at the top of the industry pyramid are trying to find the answer.

Li Jiaqi: The "eyebrow pencil" and foundation that cannot be avoided

Li Jiaqi and his assistant Wangwang are known as the "big brother" and "big sister" of beauty shows, but they seem to be trying to step out of the live broadcast room.

On August 2, Li Jiaqi appeared in "Brothers Who Make Waves 4", but the audience's attention was not on his singing and dancing skills, but repeatedly mentioned the "79 yuan eyebrow pencil" incident. Despite this, from Reuters to the first stage, Li Jiaqi's sliced ​​videos still created higher traffic than celebrities.

Not long ago, in the variety show "My Daughter", Zhu Wangwang said, "My sense of crisis lies in the fact that I feel I can be replaced at any time." When talking about if she was unhappy and wanted to resign one day, Li Jiaqi said that he would definitely let her go.

In the past, in order to retain traffic, Li Jiaqi could live broadcast 389 times in a year. Since last year, he began to consciously reduce the length and frequency of live broadcasts, giving more time to assistant broadcasters. In April this year, he even gave himself a long vacation of more than ten days. This was hard to imagine for Li Jiaqi in the past. He once said, "Even if I only take a day off, I feel that all my fans will go to other people's live broadcast rooms."

Li Jiaqi’s “partial withdrawal” is by no means a decision made simply based on “too hard work”.

In fact, in recent years, Meiwan has been laying a larger safety net for the company to deal with the risks that may arise after the popularity of live streaming decreases. One of them is the variety show centered on Li Jiaqi's live broadcast room. At present, Meiwan has successively launched variety shows such as "Naiwa Family's School Diary", "All Girls' Offers" and "All Girls' Anchors".

How is Li Jiaqi's transformation? At least from the perspective of "Brothers Who Make Waves 4", in addition to the "eyebrow pencil incident", the most frequently asked question in the comments is "Why is his base makeup so strong after singing and dancing for so long?"

The anchor becomes a "boss", and his goal is poetry and distant places?

Neither Li Jiaqi nor Dong Yuhui wants to be an internet celebrity anymore.

On July 25, an announcement of "Dong Yuhui's resignation" released by Oriental Selection on the Hong Kong Stock Exchange pushed Oriental Selection, Yuhui Tongxing, as well as Yu Minhong and Dong Yuhui to the center of public opinion.

Although it seemed like a sudden incident, there were already clues. After the "Little Composition Incident" last year, there were many debates on social networks, such as "Who made whom, Dong Yuhui or Dongfang Zhenxuan?" It was not until the two parties officially announced their "breakup" that the deep-seated contradictions surfaced.

According to the observation of the Dute News reporter, from July 25 to August 6, the Yuhuixing account gained 763,000 followers, with the number of followers reaching 22.252 million. Dong Yuhui's personal account gained 527,000 followers, with the number of followers reaching 26.909 million.

Dong Yuhui's ability to "make money" has always attracted much attention and recognition. In January this year, on the night of the debut of the live broadcast of "Yi Hui Xing Tong", the sales of the live broadcast room exceeded 150 million yuan, and the account also gained nearly 3 million followers overnight. Although Dong Yuhui has not officially broadcast and sold goods after "going solo", within 6 days after the announcement, according to statistics from a third-party data platform, the cumulative estimated sales of "Yi Hui Xing Tong" have exceeded 130 million yuan.

However, this does not seem to be what Dong Yuhui wants. He once said that he hopes to have more time to interview writers, recommend books, appreciate scenic spots across the country, and give full play to the advantages of being a cultural knowledge dissemination anchor to explore more possibilities for Hui Xing Xing.

Dong Yuhui seems to be practicing his ideal. This year, he has traveled through Hubei, Henan, Shenzhen, Shanxi, Chongqing and other places. Not long ago, he started a special live broadcast of Huawei's full-scenario products and talked with Yu Chengdong. In addition, Dong Yuhui's team also launched a new program "Walking with Hui: Athletes Talk", in which he talked with Lang Ping, the former head coach of the Chinese women's volleyball team, Deng Yaping, the world champion of table tennis, and many Olympic champions.

Transformation for survival, where is the future of live streaming?

"Leaving the port's protection, I will sail alone to the vast sea with Hui. The future is unpredictable, so I have to go all out." Dong Yuhui wrote in his essay after "going solo". His exploration and transformation seem to reflect the changing situation of the current live broadcast market.

Zhang Yi, founder and chief analyst of iMedia Consulting, said in an interview with reporters that consumers are gradually returning to rationality from low-price impulsive consumption, and the live streaming e-commerce market has therefore returned to calm.

In addition to Li Jiaqi, other "head anchors" such as Xiao Yangge and Simba have reduced the number of live broadcasts and adjusted their strategies. Take Xiao Yangge as an example. Since this year, he has focused more on entertainment live broadcasts, electronic music festivals, cultural and tourism live broadcasts, film and television projects, etc., and actively developed offline physical stores and explored overseas markets.

Is live streaming e-commerce in decline?

Star Chart data shows that during the 618 period this year, the sales of Douyin, Kuaishou and Diantao live e-commerce reached 206.8 billion yuan, an increase of 12%. According to the "2023 China Live E-commerce Industry Research Report", the transaction volume of China's live e-commerce in 2023 will be 4.9 trillion yuan, a growth rate of 35.2%, which has not yet reached the ceiling.

Not only that, on July 31, according to the General Office of the Ministry of Human Resources and Social Security, online anchor officially became a new national profession.

The industry is still hot, why are the “top anchors” starting to transform?

"'Top anchors' play a key role in the development of the entire live broadcast market. Especially after the rise of 'live broadcast fever', a large number of practitioners and products have poured in, forming a 'live broadcast for all' scene." Zhang Yi believes that, in a sense, top anchors have not only become role models for many small and medium-sized anchors, but also promoted the vigorous development of the live broadcast market.

However, he also mentioned that, from the current perspective, top anchors face many problems, such as high traffic costs and strong bargaining power with platforms. At the same time, the relationship between anchors and merchants is also changing. In the past, some merchants relied on top anchors to bring goods. But now, they regard top anchors more as advertising means, and their own stores are the real way to sell and make profits.

With the bonus period coming to an end, where will the live streaming e-commerce industry go? "Product innovation and business transformation are imminent," said Zhang Yi, adding that the overseas live streaming market may be a new opportunity. In addition, technological innovations such as virtual digital human live streaming may bring new development opportunities to the live streaming industry.

(Source: Dute News)