Will Gigi Leung always have trouble adapting to Taobao?

This article details Zhang Xiaohui's first Taobao live broadcast, which created a record of selling 300 million yuan worth of goods in three hours on Xiaohongshu. It is recommended for friends who are interested in live streaming sales to read and learn.

Zhang Xiaohui, who once created a live broadcast record of selling 300 million yuan worth of goods in three hours on Xiaohongshu, made her Taobao live broadcast debut on May 26 and officially participated in Taobao's 618 event.

However, the data from Zhang Xiaohui's live broadcast did not seem to replicate the sales miracle she created on Xiaohongshu. According to the data on the live broadcast page, although the number of viewers at the end of the live broadcast had exceeded 10 million, the number of fans remained at only 197,000.

This year's 618 event started "quietly". Even Li Jiaqi called 618 "too difficult". Expert anchors and e-commerce platforms had to rethink the future of live streaming with goods which has entered the second half.

01 Little Red Book legend Zhang Xiaohui officially launches Taobao

In order to impact the 618 marketing node, Gigi Lai's team took a lot of actions.

As early as May 9, Gigi Lai launched the micro-variety show "Gigi Lai's Rose Editorial Department" on Xiaohongshu and Douyin simultaneously. As a special feature of the 618 Mid-Year Show, the micro-variety show showed the whole process of Gigi Lai's selection of product selection teams in the whole company, and invited editors of different age groups to report on their work, which sparked sparks in the collision of ideas.

Previously, Li Jiaqi, the number one lipstick seller on Taobao, has launched a micro-variety show "All Girls' OFFER" before the start of Double 11 for three consecutive years, with the theme of dialogue with brand owners to emphasize event discounts. In 2023 and the first half of this year, Li Jiaqi also released "All Girls' Anchors" and "Assistant Anchors' Job Report Vlog", showing the work content of anchors and assistants, etc.

It is not difficult to see that there are some similarities between Zhang Xiaohui's micro variety show and Li Jiaqi's video content. Both convey promotional information to consumers through the host's behind-the-scenes stories.

But what is quite different is that the feedback given by consumers after watching "The Rose Editorial Department of Zhang Xiaohui" is mostly inclined to understand Zhang Xiaohui's IP. As the netizen @飘过熊猫 said, "The big difference in age, thinking mode, and previous professional experience is not a disadvantage in Rose is Rose, but an advantage of the sea of ​​​​embracing all rivers."

Following the launch of the micro-variety show, "Rose is Rose_Zhang Xiaohui" also joined Weibo on May 13 and released relevant information about the 618 Taobao live broadcast event.

On May 20, the beauty care store "Rose is Rose" founded by Gigi Leung entered Tmall International. In addition to her first show on the 26th, there will be three live broadcasts between the 20th and the 25th.

It can be said that this series of actions all mean Gigi Leung’s determination to move towards Taobao .

Since Zhang Xiaohui's first live broadcast in May 2023, she has only conducted four live broadcasts on the Xiaohongshu platform so far, and many people call her "Zhang Xiaohui who only broadcasts twice a year."

Looking at the live broadcast results of Zhang Xiaohui that have been published by Xiaohongshu so far (excluding 318 broadcasts), it shows that the live broadcast frequency is low but the results are quite fruitful. However, the main problem Zhang Xiaohui faces on Xiaohongshu is the slow growth of fans.

Therefore, it is not difficult for us to find out the purpose of Zhang Xiaohui's joining Taobao - to expand the customer pool.

However, according to TOP's observation of the products in the Taobao live broadcast room and the compilation of comments on Xiaohongshu, the selection of products in this Taobao live broadcast is far different from Zhang Xiaohui's previous live broadcast selection style. They are no longer based on niche and taste, but have become affordable and common. For consumers, the more market-oriented selection of products and the Taobao platform mechanism have lowered the original intention of "Rose".

Compared with her record of breaking 100 million views on Xiaohongshu, although the number of views of 10 million+ is much higher than Xiaohongshu, the sales volume is not ideal. Is Taobao, an e-commerce platform, suitable for Zhang Xiaohui? The answer is no for the time being.

02 The anchor is always having trouble adapting to the local environment when he crosses platforms?

Of course, there are many anchors like Gigi Leung who try cross-platform after achieving excellent results.

For example, big anchors such as New Oriental's Oriental Selection, the "Make Friends" live broadcast room that is de-Luo Yonghao-ized, as well as experts such as Liu Genghong's wife Wang Wanfei vivi, Douyin internet celebrity Yili Xiaoshazi, and funny expert Zhu Yici, have all tried to sell goods through cross-platform live broadcasts.

However, according to subsequent data, it is difficult for small anchors to survive on Taobao for a long time across platforms. Vivi, who originally focused on sports content on Douyin, has not been able to attract strong sales, as have Ichiri Xiaoshazi and Zhu Yici.

The above-mentioned anchors may not be able to obtain high viewing and transaction volumes due to the singleness of the product categories and the content being limited to a certain circle , but it must be admitted that there are also anchor teams with better adaptability who are able to operate with ease on major live e-commerce platforms.

For example, the permanent live broadcast rooms of Oriental Selection and Make Friends have achieved good and stable results on Taobao.

According to Yu Minhong, the GMV of Oriental Selection exceeded 100 million yuan within 10 hours of its launch on Taobao. Compared with the GMV of 10 billion yuan for Oriental Selection in fiscal year 2023, it is not difficult to see that the conversion rate of Oriental Selection's live broadcast room has shown a significant improvement since its entry into Taobao. Although the traffic and sales have become flat after the initial support of Taobao, it still chooses to stay on Taobao.

In the past year, the live broadcast room of "Jia Ge Peng You" has been deployed on three major platforms, namely JD.com, Taobao and Douyin, with more than 30 matrix live broadcast rooms. In addition to gimmicks such as Luo Yonghao, the products promoted by "Jia Ge Peng You" are mainly daily necessities, and it has a wider audience base both in terms of audience and product selection.

However, the results of "Jiao Ge Pengyou" live streaming on the video account platform in the first half of the year were dismal. This is the second reason why anchors are easily unable to adapt to the local environment - the platform mechanism and style have a great impact on the performance of the anchor.

The reason why the "Make Friends" app has a poor effect on the video account is inseparable from the lack of top anchors on the video account. The reason why Zhang Xiaohui chose to join Taobao is closely related to Taobao's newly added full hosting service.

In February this year, Taobao announced the establishment of a live broadcast e-commerce company to provide "nanny-style" full-hosting operation services for celebrities, KOLs, and MCN agencies who are interested in broadcasting on Taobao. The significance of this move is to bear the early operational risks for "newbie" anchors and MCN agencies who have just entered Taobao, in order to cultivate more outstanding anchors.

Therefore, cross-platform live broadcasts by anchors do not always have problems, but if you want to overcome this phenomenon, the anchors need to adjust their product selection themselves, and the platform needs to provide favorable mechanisms, so that a win-win situation can be achieved.

03 With the rise of AI and store broadcasting, what are the advantages of top anchors?

Broadcasters are dependent on familiar platforms, but platforms may not be completely confident in broadcasters. Broadcasters such as Li Jiaqi, Dong Yuhui, and Xiao Yangge have been involved in numerous controversial incidents in recent years, adding a lot of uncertainty to the live broadcast industry.

In order to avoid this uncertainty for top anchors, and with the development of the live streaming e-commerce industry itself in recent years, major platforms currently have two major improvement measures.

One is the much more stable AI digital human live broadcast technology.

24-hour uninterrupted live broadcast technology, coupled with high computing power supported by big data, can better meet consumers' needs in terms of discounts , product explanations , etc.

In addition, in terms of large models, in addition to Alibaba's Tongyi Qianwen, Tencent Hunyuan, Huawei Pangu and Byte Yunlark large models, which have been formed and put into widespread use, Xiaohongshu also began to prepare an independent large model team as early as March 2023, which is more conducive to the overall coordination of the e-commerce industry.

The second is to de-centralize the hosting of anchors and vigorously develop store broadcasts.

In the article "TOP Jun's in-store broadcast and self-broadcast become the focus, will the anchor's sales be in decline?", the characteristics of the battle reports of major platforms on Double 11 were summarized, one of which is that the platform's focus is more on store broadcast and self-broadcast data.

According to a news release from 36Kr, "Recently, Xiaohongshu's e-commerce buyer operation business has been merged with its merchant operation business to form an e-commerce operation department...forming a state of parallel development of buyer live broadcasts and store live broadcasts." Based on this year's personnel and organizational structure adjustments, Xiaohongshu, which has just had top anchors for more than a year, will also focus on store live broadcasts.

However, with the parallel development of AI technology and store broadcasting, TOP believes that real-life anchors such as Veronica Yip still have value.

AI technology provides technical convenience for live streaming e-commerce, while store broadcasts and self-broadcasts make merchants' sales more stable . However, the rise of anchors such as Zhang Xiaohui and Dong Yuhui is not based on price advantages or time advantages, but on their cultural heritage and personal characteristics.

The host with her own unique style sitting there is the best signboard. Zhang Xiaohui can integrate the origin of the product, the history of the brand and her life experience into one, and build a high-end and artistic image for the brand in the minds of consumers, which is an added value for the brand beyond sales.

Therefore, the poor results of Zhang Xiaohui's entry into Taobao are only temporary. She still has the opportunity to achieve greater success in future marketing events such as Double 11.

References:

Luo Yonghao rarely showed up, and only 93,000 people came to this important live broadcast after nearly 6 hours

Video accounts cannot just focus on "Dong Yuhui"

36Kr Exclusive | Xiaohongshu e-commerce promotes store broadcasting, buyer operation and merchant operation are merged

Author: TOP Jun;

Source: TopMarketing (ID: 1082248)