If you want to check the most popular keywords in 2020, the popularity of live delivery with goods must be among the top. From stars to ordinary people, from CEOs of large groups to ordinary entrepreneurs, and even local government officials, it seems to be an important part of business ecology to “plant grass” for consumers through live broadcast, and then harvest from traffic. According to the live broadcast data released by the Ministry of Commerce on August 20, in the first half of 2020, there were more than 10 million live broadcasts, more than 400000 active anchors, more than 50 billion viewers and more than 20 million goods on the shelves. < / P > < p > “today’s live broadcast is not only a promotion, but also a consumer education.” Zhong Xiaoming, executive vice president of Clarissa Greater China, an old French cosmetics group, pointed out in an interview with first finance reporter. < p > < p > after 95, Zhang Yan (pseudonym) has entered the workplace, and she is still single. Her most frequent activities are watching Taobao live at home. “Once a week, sometimes several times a week, I will chop my hands in Li Jiaqi’s and Weiya’s live rooms. The cosmetics in our house can last three years, but I can’t help growing grass on the little red book.” Zhang Yan said in an interview with the first financial reporter, “the most popular lipstick last year is lipstick, and this year is all kinds of facial mask and essence.” According to Guotai Junan research paper, e-commerce has become the largest channel for cosmetics since 2018. This has brought about a turning point for the cosmetics consumer market while encountering the negative impact of the epidemic situation. In the first quarter of 2020, under the general pressure of optional consumption (cosmetics, clothing, jewelry, home appliances and automobiles), the retail sales of beauty cosmetics decreased by the smallest rate of 13%. < / P > < p > among them, the popularity of live delivery plays an indispensable role. Live delivery is not a new thing, but an epidemic in 2020 has pushed the fast forward button for the development of live delivery, especially in the field of cosmetics and cosmetics. There is even a saying that “no live broadcast is not commercial” in the industry. < p > < p > Ji Yun, general manager of Alibaba group tmall beauty care, pointed out that during the promotion period of June 18 this year, among the categories of tmall beauty, the traffic brought by live broadcast and search was almost one to one, and the conversion rate of live broadcast was higher than that of search. The volume of self-made broadcasting in 20 stores exceeded the turnover brought by the head broadcast celebrities Weiya and Li Jiaqi. < / P > < p > live broadcast talent “Auntie sun” told reporters that, as a live broadcast talent at the waist of the industry, although it is not as good as the head anchor in terms of flow, but because of the cost-effectiveness of the cooperative quotation and the high degree of cooperation, many waist anchors are more professional in the vertical field, so they can still win the favor of the brand.
although there are IP matrices in tiktok, Xiao Hong, micro-blog, WeChat and other platforms, “Sun aunt” said that the trembling is still the main battlefield of its transformation and implementation. B Whether it is the middle waist anchor or the head anchor, they all have their own main positions. After all, different platforms have different styles and different audience groups. < p > < p > King Annie, who focuses on the beauty assessment, agrees with “aunt sun”. She told reporters that Xiao Hong has advantages in short videos and pictures. B stations are more suitable for long videos and need to be more tiktok. “King Annie”, who came into the bureau at the end of 2019 to live broadcast and carry goods, decided to set its position on the xiaohongshu platform after studying different platform styles. < / P > < p > after more than ten months of operation, the number of fans in xiaohongshu has reached nearly 400000. Yu Morbo, the “King” and “Wang Fan”, are the beneficiaries of “1280000 fans” on the platform of “Wang Xiangbo”, who has more fans than “Auntie Zhang”. Different from “Auntie sun” and “King Annie”, Zhang mainly serves brand merchants. Zhang morfan has established her own skin care brand for many years. Zhang morfan told the first finance and economics reporter: “consumers need to make an impression, plant grass, place an order, transform, share and other steps in the live broadcast. However, at present, many brands only focus on conversion, and the live broadcast is an amplifier, which can rapidly expand the exposure of products, quickly achieve a large number of sales, and also can expose the defects of products to the greatest extent. ” < / P > < p > sort out the three most important basic elements in a live broadcast with goods, which are brand side, anchor and platform. The MCN mechanism is the bridge connecting the three parties. In other words, MCN is a platform for online celebrities, which not only connects with brands, but also controls a certain number of online celebrities. < p > < p > according to the introduction, MCN organizations usually have a full set of screenwriters, photography, business, and public relations publicity, which can turn an ordinary person from scratch into an online celebrity, help the online celebrity receive advertising, launch live broadcast, and realize its influence. MCN not only plays the role of broker and intermediary, but also plays an important role in live content distribution. According to AI media consulting data, the market size of MCN will reach 24.5 billion yuan in 2020, and the number of institutions will reach 28000, with an average year-on-year growth rate of more than 100%. However, under the catalysis of the epidemic situation, stars, entrepreneurs and even government officials were involved in this wave. But who are the beneficiaries of live delivery? Who harvested the flow and realized the conversion of benefits? < p > < p > Run Baiyan, a leading hyaluronic acid company, is one of the skin care brands growing up in the live dividend. < / P > < p > in the Zhongbao disclosed by Huaxi biology, the reporter noticed that the functional skin care products brands including runbaiyan and kuadi were the main engine of its performance growth. In the first half of the year, Huaxi biological realized the operating income of 947 million yuan, with a year-on-year increase of 17.05%; the net profit attributable to the owner of the parent company was 267 million yuan, with a year-on-year increase of 0.75%. In novel coronavirus pneumonia,
Huaxi said in its earnings report, the consumption of the cosmetics market has shrunk and has shifted to online consumption, and the live platform business has broken out. In this regard, Huaxi biological’s functional brands such as runbaiyan, kuadi, mibeier and BM Jihuo actively embrace the live broadcast, and reach the vast fan group behind the anchor through the live broadcast, so as to expand the brand’s popularity and influence. At the same time, brands such as miebel and kuadi have adjusted their marketing models rapidly, increased investment in online operation, and made efforts through different channels such as tmall and wechat mall to achieve rapid growth in performance. In an interview with first finance reporter, Yang Jun, general manager of runbaiyan skin care products, pointed out that since entering the mass market, runbaiyan has focused on online channels, and has not yet deployed offline. From a strategic point of view, runbaiyan is the first strategic brand of Huaxi biology. Facing a wider range of consumers is an important goal of its development this year. Therefore, in terms of marketing investment, the cost is relatively high. According to the financial report, in the first half of 2020, the sales expenses of Huaxi biological increased by 88.65% compared with the same period of the previous year. Yang Jun said that the marketing investment of embellish Yan mainly covered the anchor including Vic, and the KOL on tiktok and Xiaohong book. In the traditional marketing channels such as hard broadcasting or naming variety show, runbaiyan hardly makes investment. < p > < p > interestingly, Yuze, a functional skin care product of Shanghai Jiahua, cooperated with Li Jiaqi in 28 live broadcasts from January to June this year, and the daily real-time trading volume (Gmv) of the live broadcast day accounted for about 70% of the total brand turnover. During the period of June 18, Yuze was the studio of Li Jiaqi. In the performance of Shanghai Jiahua, Yuze’s contribution to Shanghai Jiahua’s performance has been mentioned by the management for many times. < / P > < p > sorting out the brands that benefit from the live broadcast benefits, the reporter found that not only the functional skin care brands such as runbaiyan and Yuze, but also yujiahui (300740. SZ), which is built on the “net red direct broadcast economy”, has doubled its market value since April 2020. < p > < p > in May this year, when replying to the inquiry letter of Shenzhen Stock Exchange, yujiahui said that in 2019, the company’s revenue from the promotion mode of webcast and short video business accounted for about 10% of the company’s annual operating revenue, that is, 241 million yuan. And the first mock exam in 2019 was 63 million yuan in the first three quarters. < / P > < p > while domestic brands have gained a firm foothold in the wave of live broadcasting, there are also some top international brands in the wave of live broadcasting. Ma Lan, vice president of L’Oreal China and general manager of active health cosmetics, said in an interview with first finance reporter that as the world’s largest cosmetics company, L’Oreal has long noticed the possibility that live broadcasting can bring to commercial operation. In March 2016, one month after Taobao launched its live broadcasting business, L’Oreal tried the live broadcast at a new product launch of Maybelline in New York. < p > < p > “at that time, Yang Ying, who was on her way to the launch of new products of L’Oreal Group’s brand Maybelline in New York, was blocked on the road. During the traffic jam, the accompanying staff broadcast the real-time situation of Yang Ying to the scene and how she applied lipstick to the audience. Within two hours, without any publicity, the lipstick sold 10000 in tmall Ma Lan said. < / P > < p > after tasting the sweetness of live delivery, L’Oreal Group as a whole began to enter the field of live delivery on a large scale in 2018. In addition to actively cooperating with the head of the network red anchor, L’Oreal also carries out IP based live broadcasting according to its brand positioning and audience. < / P > < p > during the series of activities of this year’s “May 25 skin care day”, lifespring will hold a one hour special live broadcast of “national question experts” by dermatologists in the official live broadcast room of tmall flagship store every night, inviting dermatologists and dermatologists to answer questions about skin problems for consumers. In an interview with the media, Li Fuquan’s brand director, Mary he, pointed out that the official live broadcasting room is an excellent window for shaping the brand image and providing good services for consumers. The existence of the official live broadcasting room is for the sake of quality promotion and promotion of vitality, and “bringing goods” is only a natural result after the two. < / P > < p > up to now, the most distinctive label is low price, and the bargaining power is publicized by the head anchor as the core competitiveness. Thus also extended the “whole network lowest price” competition. Zhang morfan told reporters that the essence of live broadcasting is marketing. Brands should be clear about their specific needs before doing live broadcasting, and consumers should be allowed to buy based on the value of the brand and the product itself, rather than stimulate one-off impulse consumption by discount promotion. < / P > < p > “if the brand regards the anchor as a cash cow, consumers only buy it for the sake of low price, not the product itself. Such a vicious circle will ultimately hurt the brand.” Zhang said. < / P > < p > in fact, the disorderly price of products is the tip of the iceberg in the chaos of live delivery. Due to the lack of clear industry standards and regulatory mechanism, live delivery with goods is frequently criticized for its many routines and data fraud. The importance of standardization will also be highlighted. < p > < p > taking data fraud as an example, the brand measures the cost of an anchor’s cooperation, which is mainly determined by the relevant data, including the number of fans, viewing volume, sales volume, conversion rate and other indicators. When the anchor wants to reach the data standard expected by the brand, the data supplier should be optimized