Who took away Xiao Yangge's huge traffic?

As the Double 11 Shopping Festival approaches, the live streaming e-commerce sector has ushered in a new round of changes. This article takes a deep look at the absence of new anchors Xiao Yangge and Dongbei Yujie during Double 11, and how this change has affected the landscape of live streaming e-commerce.

This is the last honeymoon between the brand and the internet celebrities, so it is particularly "sweet".

With the reputation of new anchors such as Brother Xiao Yang and Sister Dongbei Yu rising on the eve of Double 11, the landscape of live e-commerce has undergone a new round of subtle changes.

Brother Xiao Yang's once huge traffic has been quickly divided up across the entire network during this Double 11.

According to media statistics, on this year's Double 11, the sales contributed by "Dabo" in the beauty field accounted for about 70% of the brand.

Among them, Xiao Yangge’s Dabo is no longer available, so the traffic has been given to many latecomers.

The leaders are still those.

On Double 11 in 2024, Li Jiaqi continued to stand out and successfully won the Taobao Double 11 first-day sales championship.

Previously, Xin Youzhi’s live broadcast room was blocked until it resumed broadcasting on October 19.

On that day, Xin Youzhi live-streamed two shows for a total of nearly 14 hours. According to the screenshots he disclosed himself, the total sales exceeded 6.4 billion yuan.

In addition, there are also new top stars.

On the 18th, during the nearly 3-hour live broadcast, Tingquan Shangbao attracted more than 20 million viewers and achieved sales of more than 7.5 million yuan. The cooperating brands included Lengshenling, L'Oreal, Blue Moon, Seventh Generation, etc.

But car failures have become the norm this year.

As for Dong Yuhui, since Douyin took the lead in launching the "Douyin Mall Double 11 First Enjoy Good Products Festival" on October 8, he has not appeared in the live broadcast room many times.

In addition, the company was recently involved in an anti-counterfeiting storm due to its promotion of organic potatoes, which added some uncertainty to its performance in this year's Double 11.

However, on this year's Double 11, the Yuhuixing live broadcast room rose to the 4th place on Douyin's sales list, while Dongfangzhenxuan has dropped to the 20th place.

The Guangdong couple, who have more than 70 million followers on Douyin, were questioned by Simba and accused of false publicity about the "800 million subsidies".

Afterwards, the Guangdong couple quickly removed the relevant slogans.

At the same time, Liu Yuanyuan, a Douyin anchor with 20 million fans, was also caught up in the whirlpool of public opinion about "false price cuts" when she was promoting a training machine during a live broadcast.

This year, Brother Xiao Yang and Sister Yu from Northeast China were absent from Double 11. Who took their shares?

Also, this year is the longest Double 11 in history. What challenges does it bring to the top anchors?

Why have top anchors become a battleground for all brands this year?

In this regard, Southern Metropolis Daily reporter Wang Chenchen and Shu Le had a discussion. I think:

This is the last honeymoon period between brands and internet celebrities, so it is particularly "sweet".

The overall camp of top anchors remains the same as before, except that some people are absent and others are taking a share.

But currently, whether it is Double 11 or other time periods, the market influence of top anchors is declining, and the halo of live streaming as a channel is decreasing.

In particular, the absolute advantages of internet celebrity anchors are being divided by corporate self-broadcasting.

In addition, the pan-entertainment approach of internet celebrity anchors is also shifting towards a more professional and vertical word-of-mouth internet celebrity.

The longest Double 11 only extends the pre-sale time, which in turn reduces the possibility of impulse consumption.

Top anchors drive impulse consumption of fast-moving consumer goods through live streaming, but this will inevitably be diluted during such a long Double 11.

Although brands’ love for top anchors is no longer as strong as before, the Double 11 sales game is still a stage for showing presence and flexing muscles.

At the same time, high-quality top anchors with few failures have become a scarce resource and a guarantee of brand sales.

This makes the top anchors during this special period very valuable.