news

recently, simba and xiao yangge exposed each other's shortcomings during a live broadcast, which quickly became a hot topic.

in the back and forth between the two sides, neither side was polite. simba criticized xiao yangge's quality inspection, after-sales and compensation issues, while xiao yangge's team fought back, insisting that its preferential mechanism was legal and questioning simba's traffic operation.

as the platform's top anchors, the famous scenes of the "top anchors" fighting each other are nothing new.

from taobao's "super-heads" li jiaqi and simba being embroiled in a price-control scandal, which sparked dissatisfaction from other sales channels and as well as regulatory attention and warnings, to the love-hate relationship between dong yuhui and oriental selection, even the capital market has been in turmoil.

no matter who the super head is, on the surface it looks like a shouting match between simba and xiao yangge, but behind it is a microcosm of the stock battle in the live streaming world. the confrontation is not limited to between douyin and kuaishou, but there are also undercurrents between taobao, jd.com, and xiaohongshu.

live broadcast e-commerce is on the rise, and big anchors have become the frontier of commodity sales and traffic entrance. after a honeymoon period of three to five years, the competition between super-heads, platforms, brands, channels, and mcn agencies has become more and more obvious in the new round of competition.

the obvious line is the fierce competition between different platforms. the "number one" has personally taken part in the competition. keywords such as verbal battles, short essays, and counterfeit goods are talked about by the onlookers and have repeatedly triggered public opinion. however, in reality, they still cannot escape the battle for traffic and gmv.

the stock war is stalemate and difficult to win. even if the big anchors intend to retire and give up traffic, they have to appear in person at the critical moment. just like simba who slowed down the pace of live broadcasting at the beginning of the year and li jiaqi who went to overcome difficulties in the middle of the year, they still have to appear on time at important nodes.

the platform's reliance on big anchors is lingering in the competition for existing users. big anchors always have a sense of crisis about losing fans, which makes it difficult for them to leave the platform completely. they have to sell goods and engage in verbal battles.

it is visible to the naked eye that on the three major live streaming platforms, taobao, douyin and kuaishou, the switching between offense and defense is becoming more and more frequent, and breakthroughs and infiltrations into each other are happening almost every day.

jd.com and xiaohongshu are also gearing up to take action, and no one is willing to stay out of it.

although the scale of xiaohongshu's buyer e-commerce is still small, the "buyers" who have multiple roles are authors engaged in content creation on the one hand, and bloggers with the ability to sell goods on the other hand. they are completely out of position with xiao yangge and simba, and have become strong "hawking-style" competitors.

another hidden line is that in today's consumer market where it is difficult to increase growth and the existing stock is involuted, even the big anchors who have the traffic advantage on various platforms are facing drastic adjustments in the business model and their lives are not easy.

the "lowest price on the entire network" that everyone is competing for is nothing more than a game between traffic and brands, channel dealers and other parties. naturally, it faces pressure from multiple parties, and conflicts in publicity, quality inspection, after-sales service, compensation and other issues are becoming increasingly intense and obvious.

the low price does not just stay at the price level, it will further test the operation and management of the live broadcast room. whether it is a family-owned enterprise or an institution similar to mcn, the rapid expansion of the market scale in a short period of time and the serious lag in the company's management capabilities are the root causes of the frequent problems in the live broadcast room.

the market has entered the era of inventory, not only traditional e-commerce, but also live streaming. people, goods, and the environment have all undergone tremendous changes. the fight between the top players is a summary of the first half and a preview of the second half.

beijing business daily commentator zhou kejing