An 11-word summary of the major events of live streaming e-commerce in 2022 | Annual review

Looking back at 2022, some people fell this year, but newcomers continued to rise one after another. More and more live broadcast rooms with different styles and methods emerged, and new live broadcast methods are also constantly being developed. How would a live broadcast e-commerce person who has worked hard for a year summarize his 2022? What is your memory of the live broadcast e-commerce industry? Let's take a look.

Looking back on this year, many new ways of playing have emerged in the live streaming e-commerce industry, and many new top influencers have appeared: the explosively popular Dongfang Zhenxuan, Li Jiaqi who returned after disappearing for more than 100 days, Zhang Lan who took advantage of the national melon-eating trend to sell goods, the crazy Xiao Yangge with over 100 million fans, Maomao Jie who runs a live streaming room by himself, and Luo Yonghao who left Douyin and joined Taobao...

In terms of platforms, Douyin, Kuaishou, and Taobao are operating meticulously and making rapid progress, while platforms such as Video Account and Bilibili are catching up frantically.

In the industry, regulatory efforts have been intensified, but in response, live streaming failures continue to occur one after another.

As we bid farewell to the old and usher in the new, Xinbochang has compiled a "one-word summary of the annual live streaming e-commerce" to connect the major events that the entire live streaming e-commerce industry has experienced in 2022, and hopes to be able to see the development and changing trends of the entire industry from it.

1. Explosion: Oriental Selection became popular due to its "bilingual sales" and innovated a new model of live streaming sales

In June 2022, Dongfang Zhenxuan became popular for its "bilingual sales" and created a new model for live streaming sales. On June 9, 2022, many live clips of Dongfang Zhenxuan #雙語卖牛肉# began to appear on the Internet, attracting everyone's attention and discussion. Subsequently, Dongfang Zhenxuan's popular case quickly spread in the e-commerce live streaming circle, and major official media and self-media reported it one after another.

According to statistics from Xinbochang, as of June 15, 2022, Dongfang Zhenxuan, which had less than 1 million fans before becoming popular, increased its fans to 7.9 million in less than a week. At the same time, the GMV of Dongfang Zhenxuan's live broadcast room reached 64.01 million on June 16, setting a new record for live broadcast sales on its account. Not only that, there are reports that New Oriental, the company behind Dongfang Zhenxuan, has seen its stock price rise by more than 500% in the month, which can be said to have completely achieved popularity.

Unlike other live streaming studios, Dongfang Zhenxuan has adopted the "knowledge-based sales" model from the beginning, which is rarely seen in the noisy and exaggerated hawking live streaming studios. "Bilingual sales" is also one of the characteristics of Dongfang Zhenxuan. This sales method is not only novel and unique, but also more meaningful, and has innovated a new model of live streaming sales.

In addition, the popularity of Oriental Selection's live broadcast room is also inseparable from Dong Yuhui's personal influence. The content output in the live broadcast room and the fan recognition brought by his character creation are the key to Oriental Selection's popularity.

2. Withdrawal: Luo Min of Qudian was caught up in the "campus loan" storm and had no choice but to announce his withdrawal from the website

On July 17, 2022, @趣店罗老板, who has more than 1 million followers on Douyin, started his 37th live broadcast to sell goods. This live broadcast quickly became popular in and outside the industry because of its "inhumane" style of play. It is rumored that the investment in this live broadcast was as high as 100 million. That night, it created nearly 100 million views, 640 million likes, and nearly 10 million sales...

However, for Qudian, which was caught up in the "campus loan" scandal, its attempt to sell goods through live streaming was only short-lived.

On August 2, 2022, Qudian Luo Min's Douyin account was renamed from "Qudian Luo Boss" to "Qudian Pre-made Food", and the profile picture was changed from the original Luo Min's photo to a cartoon image of Qudian, and all information about Luo Min was deleted from the profile. In addition, Luo Min's Weibo also hid all the content.

On August 1, Luo Min posted a message in the fan group, saying that he "may not be live-streaming in front of the camera for some time" and that his future work will focus on supply chain, dish development, food quality, etc.

Later, the campus loan business that Luo Min did in the early stage of his business was exposed by the media, which triggered heated discussions on the Internet. Luo Min once appeared in the live broadcast room of Dongfang Zhenxuan and gave Dong Yuhui a lot of gifts, but was ruthlessly blocked by Dong Yuhui. Dong Yuhui explained in the live broadcast room: "Dongfang Zhenxuan is the company's account and has nothing to do with me personally. The director just graduated from college and sometimes has some personal grudges. He wanted to block me. After listening to me, I think it is reasonable."

Jia Nailiang and Fu Shouer, who previously promoted Qudian, also issued apologies, saying they did not conduct background checks on the brand's predecessor, apologized to everyone, and said they had terminated their subsequent cooperation with Qudian. Since then, Luo Min has not appeared in the public eye.

3. New: Taobao Live announces 2.0 strategy, entering the "new content era"

On September 1, 2022, the 2022 Taobao Live Ceremony was held in Hangzhou. Taobao announced at the live broadcast ceremony that Taobao Live will enter the "new content era" of 2.0. The biggest change from the past is that live broadcast connects all the consumption scenarios of the Taobao system. An industry insider said, "(Taobao Live) 2.0 actually adds a new point for Taobao short video drainage." This means that the logic of the platform's traffic distribution mechanism will be transformed from transactions as the main indicator to transactions and content dual indicators. It can be seen that last year Taobao introduced a number of off-site anchors, held anchor selection programs, and successively issued a series of anchor support plans to expand its anchor team in full swing.

Faced with the situation of Wei Ya's account being blocked and Li Jiaqi's broadcasting being suspended, Taobao Live needed to generate revenue, support new top anchors, and also grab and accumulate more traffic under the attack of Douyin and Kuaishou. Today, the dual drive of transactions and content has helped Taobao Live 2.0 to usher in the "new content era".

4. Group: Group play is popular, and institutional live broadcast rooms are on the rise

On September 19, 2022, the official Douyin live broadcast room of Yaowang, "Yaowang Future Station", was officially launched. With the support of celebrity anchors and the generous investment, it brought in more than 100 million yuan in sales in 5 days and the number of fans in the live broadcast room exceeded 2 million. As a new account, the main reason why Yaowang Future Station has achieved such amazing results lies in the powerful team of anchors behind it. Yaowang has formed an anchor matrix of "celebrity + talent", and has signed more than 40 artists, including Jia Nailiang, Wang Zulan, Huang Shengyi and his wife, and talents include Master Yu and others. Some industry insiders believe that the launch of Yaowang's official live broadcast room this time shows that the single-handed live broadcast mode is no longer reliable. Compared with the "super-head anchor", the matrix-style group play is the kingly way.

Whether it is the explosively popular Oriental Selection, the always-popular "Make Friends", or Viya's assistant team "Bee Surprise Club", it can be seen that for institutions, the "group live broadcast" strategy is becoming the mainstream; on the other hand, the anchors have also driven the rise of institutional live broadcast rooms.

5. Resumption: Li Jiaqi resumed broadcasting after 109 days of suspension, with 66.1 million views in two hours

On June 3, 2022, Li Jiaqi suddenly stopped broadcasting for some reason. Li Jiaqi, who had agreed to resume live broadcasting in a few days, inexplicably "disappeared" for a full 109 days, and during this period, there were countless speculations and rumors about the suspension. On September 20, without any publicity and announcement, Li Jiaqi quietly returned to Taobao Live after more than three months of suspension. He is still a top streamer after his return. After Li Jiaqi started broadcasting, the number of viewers in his live broadcast room instantly exceeded 10,000, and exceeded 100,000 in about 10 minutes. Until the end of the live broadcast, the number of viewers of Li Jiaqi's return live broadcast reached 61.147 million.

Li Jiaqi's return has made the entire industry and millions of "Jiaqi girls" excited. Although the pattern of the live broadcast industry has changed, the "rising star" Dongfang Zhenxuan has made crazy efforts and Liu Genghong has become popular with his "aerobics". However, judging from the live broadcast data of Li Jiaqi's return and user feedback, his position as the "number one in bringing goods" is still not easily shaken.

6. Cross-platform: Luo Yonghao "left Douyin and joined Taobao", and cross-platform development of top anchors has become a trend

On October 24, 2022, Taobao's Double 11 pre-sale card was launched. In addition to Li Jiaqi, Luo Yonghao, who came to Taobao from Douyin, also became the focus. Luo Yonghao chose this day for his Taobao debut, and his direct PK with Li Jiaqi attracted a lot of attention. Data shows that the total number of viewers of Luo Yonghao's live broadcast reached 23.22 million, and the number of likes reached 3.75 million.

Luo Yonghao has quit the Internet, but not completely. You know, in mid-June, Luo Yonghao posted a message late at night to officially quit social networks and start his own business again, which means he will also quit live streaming. However, in October, Luo Yonghao went to Taobao Live, which was somewhat embarrassing.

In fact, Luo Yonghao is not the first cross-platform anchor. In 2022, in addition to Luo Yonghao, Douyin celebrities such as Liu Genghong, Yili Xiaoshazi, Cheng Shian, etc. have settled in Taobao Live; while Taobao celebrities such as Wei Ya's assistant Qi'er and Yatoubaby have flocked to Douyin.

The departure of top anchors from major platforms shows that cross-platform development is becoming a mainstream trend. Faced with increasingly fierce industry competition, anchors often have no choice but to choose cross-platform monetization to seek new breakthroughs.

7. Strength: Opening up the rights to sell goods and launching an independent entrance, Bilibili is making efforts to sell goods through live streaming

In 2022, major platforms such as Douyin, Kuaishou, Taobao, and Video Accounts have continued to focus on live e-commerce, and as a new player, Bilibili will inevitably want to get a piece of the pie. In October 2022, Bilibili launched a "Shopping" section in its live broadcast section, and opened up the right to live broadcast and sell goods to almost all UP hosts. Users enter any live broadcast room in the shopping area, and can see a "little yellow car" in the lower right corner of the live broadcast room. Click in to buy goods. As early as August 2022, industry insiders revealed to Xinbochang that Bilibili will launch a product selection plaza; in order to cooperate with the full opening of the live broadcast and selling function, Bilibili launched the "Live E-commerce UP Host Recruitment Incentive Plan" activity.

Not only that, Bilibili also joined the 2022 Double Eleven and launched a series of related activities. However, as a new player, Bilibili's overall voice in last year's Double Eleven battle was still relatively small.

8. Behind the "300 million" of Crazy Brother Yang: Glory and controversy

Speaking of the most popular person in 2022, it must be Crazy Little Yang. As the first Internet celebrity to have over 100 million fans on a single platform, Crazy Little Yang is worthy of being called the "No. 1 Internet Celebrity". However, behind the glory comes negative controversy, which is called the "300 million" incident in the industry.

The first "100 million", fans exceeded 100 million. On November 3, 2022, Crazy Xiao Yangge's Douyin fans exceeded 100 million, becoming the first anchor on the Douyin platform to have fans exceeding 100 million. As of now, Xiao Yangge's fans have reached 107 million, and he is still maintaining a relatively fast trend of increasing fans.

The second "100 million" was spent on real estate. After his fans exceeded 100 million, Brother Yang was still "crazy". He spent over 100 million yuan to buy a property in Hefei to build a live broadcast base for the MCN agency Three Sheep.

The third "100 million" is that he was at risk of hundreds of millions of compensation due to Wang Hai's anti-counterfeiting. On November 12, Wang Hai, a well-known anti-counterfeiter, posted a Weibo post accusing Xiao Yangge of falsely labeling the power of the wall-breaking machine sold in his live broadcast room. Xiao Yangge was once faced with a huge compensation of hundreds of millions. Although the incident ended peacefully, many netizens believed that Xiao Yangge did not assume the responsibility and commitment of a big anchor, which was questioned.

Since entering the industry in 2015, Xiao Yangge has grown from a pure amateur to a top anchor. His unique "reverse sales" model has great reference significance and value. At the same time, Xiao Yangge's story of fame is a story of an ordinary person's fortune in the era of live short videos, and it also witnesses the changes in Douyin and even the entire short video industry.

9. Volume: New live broadcast rooms emerge, and e-commerce anchors are in the process of involution

In November 2022, Zhang Lan used the popularity of the "fight" between Wang Xiaofei and Big S to sell goods on Douyin. Not only did the GMV of the goods sold in a single day exceed 10 million, but the Ma Liuji hot and sour noodles under her brand became popular. Tens of thousands of people ran to Zhang Lan's live broadcast room, "eating melons" while not forgetting to support Zhang Lan and her son with practical actions. Zhang Lan and her live broadcast room became an instant hit. Another person who took advantage of Zhang Lan's traffic was Xiang Tai Chen Lan, who started live streaming on Douyin on December 19. With the halo of a star, sales exceeded 100 million in one hour and the number of fans increased by 5 million in 2 days. However, Xiang Tai played the "mattress stalk" of Zhang Lan and her son in the live broadcast room, and was controversial because of her unprofessional performance in the live broadcast, which led to her debut overturning.

The top funny people on Douyin @多余和毛毛姐 had a perfect ending for 2022. In late December, "the chosen worker" Maomao Jie became popular because she partnered with her own cleaning lady to sell goods. Within 10 minutes of the start of the broadcast, there were 260,000 people online in the live broadcast room, and the sales of goods exceeded 10 million for many consecutive days.

This is the second time that Maomao Sister has become popular since her post "I'm so excited, I feel like my life has reached its peak" in 2018. Currently, Maomao Sister has officially signed a contract with the cleaning lady to be the anchor of her own team, continuing their previous live broadcast with partners.

10. Overturn: The year of live streaming hosts’ overturn: more than 10 cases of live streaming hosts’ overturn

In 2022, there were many live broadcast room failures. In November, Xinbochang counted some failure cases in 2022, as high as 9, and at the end of the year, there were several more. Failures occur frequently, and even celebrity anchors are no exception. On August 16, 2022, a netizen posted on Douyin that a facial mask he bought from Qi Wei's studio was judged by an appraiser as "not in line with genuine craftsmanship". Later, although the consumer received compensation, the seller refused to apologize, and Qi Wei did not respond positively to the matter.

On October 11, 2022, @Yu Da Gong Zi, a broadcaster with tens of millions of fans under Yaowang, was exposed by the famous Korean brand "Whooh". The Cheongidan products sold in his live broadcast room were not officially authorized, but Yu Da Gong Zi claimed to guarantee the authenticity in the live broadcast room and showed the "Authenticity Certificate" to the audience. However, the brand said that it did not issue any official authorization documents to Yu Da Gong Zi, and its behavior was suspected of misleading consumers and was false advertising.

In addition, the blogger "Xiao Bei Hungry" with 20 million fans was exposed to have food safety issues, the Pan couple was arrested by the police for selling counterfeit goods, the "Hailey Sister" with 4 million fans was exposed to sell cosmetics with illegal additives, and "Dad's Choice" was fined 300,000 for false advertising...

Each and every incident has sounded a wake-up call for all anchors. Only by maintaining a responsible attitude towards consumers can they go further.

11. Management: Multiple departments jointly issued a document to tighten supervision of live streaming

In 2022, various departments put forward requirements for the live broadcast industry and issued a number of special rectification activities, opinions and regulations. On March 30, the "Opinions on Further Regulating the Profit-making Behavior of Online Live Broadcasting and Promoting the Healthy Development of the Industry" jointly formulated by the State Internet Office, the State Administration of Taxation, and the State Administration for Market Regulation swept the industry. This opinion proposed 10 regulatory contents for the live broadcast industry from four directions, including that the platform or institution must pay the anchor's personal income tax on behalf of the anchor, and the platform must submit the anchor's profit information every six months.

Coincidentally, in November, the State Administration for Market Regulation, the Central Cyberspace Affairs Commission and seven other departments jointly issued the "Guiding Opinions on Further Regulating Celebrity Advertising Endorsement Activities", which defined "celebrity" at the beginning as well-known artists, entertainment stars, Internet celebrities, etc. In other words, the major anchors who sell goods through live broadcasts also fall into the category of "celebrity" and are subject to official constraints and supervision.

The "Opinion" specifically emphasizes that if a "celebrity" shows subjective behaviors such as "recommendation" and "proof" when promoting products, they will be listed as endorsements, and for false propaganda and illegal endorsements, the main body of the responsibility will be pursued in accordance with the law.

Under the gradually increasing official supervision, the entire live broadcast industry is developing in a rational and standardized direction.

Conclusion

Looking back at 2022, we can see that some people fell this year, but newcomers continued to rise. Unlike the past when the "Four Heavenly Kings" dominated the market, more and more live broadcast rooms with different styles and methods have emerged, and new live broadcast methods are constantly being developed.

This year, live streaming e-commerce remains popular and can almost be called the most watched business model in the e-commerce industry. According to the 2022 Live Streaming E-commerce White Paper, as of June 2022, the number of live streaming e-commerce users in my country was 469 million, an increase of 204 million from March 2020.

At the same time, with increasingly strict official supervision, the live broadcast industry has bid farewell to its wild growth and is developing in a more ideal and rational direction.

2023 has already begun. What new stories will there be in the live e-commerce industry? What opportunities do you think the industry will have? Feel free to chat with us in the comments section.

Author: Xiaolongguo

Source: New Broadcasting Station (ID: New_bc)