Li Jiaqi sells coffee, Xiao Yangge opens a supermarket, and the anchors who can’t broadcast anymore start looking for other ways out
2024-08-16
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As the live streaming e-commerce industry becomes more mature and competition intensifies, the era of super anchors may become a thing of the past.
At present, the live streaming e-commerce industry is ushering in a new transformation, and the trend is gradually pointing to diversified development directions such as small and medium-sized anchors, mid-level anchors, vertical anchors, and brand store broadcasts.
In the context of this industry transformation,More and more top live-streaming anchors are starting to look for new ways out, and switching to physical stores has become their new choice.
In recent years, many well-known live-streaming anchors have extended their tentacles into the offline market, attempting to expand their business territory through physical stores.
However, how much power can the offline physical stores, which originally rose by relying on the online traffic conversion of top anchors, exert after the voice of the top anchors weakens?
Online traffic to offline conversion
The offline physical stores opened by top anchors can be roughly divided into three categories: IP, branding, and supply chain.
In addition to his well-known name, the top anchor Li Jiaqi's "Naiwa Family" consisting of five pet dogs is also very popular.
On April 18 this year,Li Jiaqi cleverly used the "Naiwa Family" IP to reach a cooperation with Bear Claw Coffee and officially launched the first co-branded coffee shop NEVER MIND CAFE in Shanghai, and the Naiwa Family Coffee Shop mini program was launched simultaneously.
△Photo source: Naiwa Family Coffee Shop.
Regarding future store opening plans, Li Jiaqi said: "We hope that Naiwa Family Coffee Shop will be popular all over China and we can open 100 stores."
At the same time, top anchors such as "Crazy Little Brother Yang" and Simba have also joined the ranks of physical store layout.
As early as last year, "Crazy Little Yang" revealed his plan to deploy offline retail in a live broadcast., and with the gradual increase in SKUs (stock keeping units) of self-operated products,Finally, the first "Xiao Yang's Selection" supermarket was opened in Anhui.
△Picture source: Three Sheep Network.
This supermarket not only sells its own products, but also plans to expand its scale through franchising, integrate online and offline resources, provide live broadcast training for store owners, and create a new retail model.
In addition, Maoqiqi, which has a huge fan base on Kuaishou, opened offline counters for its brand in the First Department Store on the Bund and Nanjing East Road in Shanghai;Mr. Midong, a home furnishing UP host who has achieved remarkable results on Bilibili, has also opened an offline home furnishing experience store in Hangzhou;The top anchors on Video Account, Brother Bao and Sister Bao, and the top anchor on Kuaishou, Tao Zijia, have also opened different types of offline stores.
Physical stores are gradually becoming the new favorite of anchors who sell goods.
Industry insiders believe that the top anchors who rely on topic popularity and traffic to sell goods have stepped out of the live broadcast room and gone offline. This is not only a survival requirement for the e-commerce live broadcast industry, but also an inevitable choice for expanding traffic business.
The top anchors can no longer broadcast
Why are those who once relied on live streaming to secure their leading position now eyeing offline stores?
Experts said that this is closely related to the changes in the status of current top anchors in the field of live e-commerce.The current live e-commerce industry is undergoing changes, and the voice of top anchors is declining.
It is worth noting thatDuring this year's "6.18" promotion, sales of top anchors generally declined.
On the Kuaishou platform, according to statistics from Xinxuan, Simba’s total sales from his first live broadcast on “6.18” this year was 1.427 billion yuan, while last year’s first live broadcast on “6.18” brought in sales of over 1.6 billion yuan.
According to the data from Cicada Mom,During this year’s “6.18” promotion, Douyin’s top anchor “Crazy Little Brother Yang” ranked only 17th on the list of influencers who sold goods.
On the Douyin platform, Feigua data shows that in this year's "6.18" first live broadcast, the Guangdong couple, Qi'er and Pan Yurun, who are the top anchors, had transaction volumes of 61.14 million yuan, 12.923 million yuan and 6.748 million yuan respectively, down 86.4%, 88.46% and 77% respectively from the same period in 2023.
According to Qingyan Intelligence, this year, Li Jiaqi's first live broadcast of the "6.18" pre-sale had a total of 500 products on sale, of which 371 were beauty products, involving 141 brands, and the GMV (gross merchandise volume) of the beauty category in the first live broadcast exceeded 2.675 billion yuan. On the first day of the "6.18" pre-sale last year, Li Jiaqi's live broadcast room had a total of 324 beauty products on sale, involving 137 brands, and the GMV of Li Jiaqi's live broadcast room on the first day of the "6.18" pre-sale was about 4.977 billion yuan.
With the decline in the ability of top anchors to bring goods, the relationship between most brands and top anchors is not as close as before. Considering factors such as cost, brands have focused on self-broadcasting.
The 2023 China Live E-commerce Industry Research Report shows thatIn 2023, the proportion of brand store live broadcasts was 51.8%, exceeding the proportion of expert live broadcasts for the first time.Public data from Taobao Live and Xiaohongshu e-commerce show that during this year's "6.18", a total of 50 Tmall store live broadcast rooms had transaction volumes exceeding 100 million yuan, and the number of Xiaohongshu's "6.18" store live broadcast orders was 9.4 times that of the same period last year.
Can offline physical stores continue to shine?
The online sales ability of top anchors has declined.What about offline stores that rely on anchor traffic conversion?
Initially, the top anchors had good reasons to set up offline stores. From the macro data, in the total retail sales of society,Currently, offline retail still accounts for about 70% of the market share, and offline physical business has huge room for development.
In addition, although online shopping is becoming more and more popular, many consumers still prefer to experience products offline before buying them when they are high-value, decision-making, and experience-oriented. People are also increasingly demanding consumption scenarios and are willing to pay for service experience.
With the continuous expansion and upgrading of the domestic consumer market, the market growth potential of offline physical stores remains large.
What cannot be ignored is that the traffic of these offline stores opened by top anchors comes from online.
As we all know, the power of fan economy is the key to the success of anchors opening offline stores.
Experts say,The biggest advantage for a top anchor to open a store is that he can convert the original fan traffic in the live broadcast room into offline "retention", opening up a second growth curve.Relying on natural signs and traffic codes, it can attract a lot of attention as soon as it opens. At the same time, online and offline efforts work together to promote each other. Offline stores can provide fans with a real scene for close communication with anchors and brands, which is conducive to enhancing consumers' recognition of anchors, thereby increasing online consumption.
Nowadays, the power of top anchors is not as strong as before, and the attention to their offline physical stores is gradually decreasing.
For example, Li Jiaqi's Naiwa Coffee Shop was popular for a while before and after its opening, but was soon forgotten by the public. The reporter noticed that there is little news about Naiwa Coffee Shop on social media, and there is no latest plan for its opening of stores on the market. Crazy Xiao Yangge's Xiao Yang Select offline supermarket also did not create any sparks. (Jiang Yongxia)
China Business News is compiled from Xiaoxiang Morning News, Upstream News, etc.
