The transaction volume has shrunk 10 times, and the live broadcaster failed to "job-hop"

How are those anchors who switched from Douyin to Taobao doing now? How are the anchors who chose to "change jobs" doing now? Is choosing live streaming to sell goods really the right choice for anchors? This article analyzes several popular anchors on the Internet, and I believe it will be able to solve your confusion.

At 20:00 on the evening of November 9, Liu Genghong’s wife Wang Wanfei (vivi) appeared again in the Taobao live broadcast room @ViVi肥油咔咔掉. Contrary to previous reports, Liu Genghong did not appear with his wife. However, a few minutes later, Liu Genghong stood in front of the camera through a live broadcast.

The entire live broadcast process lasted less than 10 minutes. Liu Genghong himself did not participate in the sales process. He only expressed encouragement and comfort to his wife. It seemed that he still had no intention of returning to the sales field.

Image source: @ViVi肥油咔咔下点淘 screenshot

@ViVi肥油咔咔掉's first broadcast was on October 31st. During the 7-hour live broadcast, a total of 34 products were put on the shelves, and the total number of viewers exceeded 2 million. During this period, Vivi only appeared for two hours, and the entire live broadcast was basically controlled by the members of the "Gengliantuan". Moreover, after the first broadcast, the account was also permanently broadcast by amateur anchors from the "Gengliantuan".

During Double Eleven, many experts and anchors familiar to the public "dropped in" on Taobao Live. How were their performance? In addition to Taobao, in the past two years, many experts and anchors have "migrated" from their original platforms to other platforms . Have they achieved satisfactory results? ‍

1. The influencers that Douyin “failed to retain”

Liu Genghong and his wife's appearance on Taobao during Double Eleven was more like a homecoming.

Long before Liu Genghong became well-known to mainland audiences through the variety show "Where Are We Going, Dad?", he tried to sell goods on Taobao's live broadcast room, but the results were not ideal.

Before becoming an internet sensation as “fitness coaches” in April this year, the couple also sold goods through live streaming on Douyin. But at that time, the highest sales data for a single game never exceeded one million, and the number of people online in the live broadcast room at the same time was only a few thousand.

Observing the results of this "return to Taobao" event, multiple media reported that 34 products were put on the shelves in the account's first broadcast. According to the sales figures shown in the link within the live broadcast room, the GMV of the first broadcast of Vivi's live broadcast room was less than one million, far less than the live broadcast sales data of the couple after they became famous on Douyin through fitness (third-party data showed that Liu Genghong and his wife conducted two live broadcasts on their official Douyin account @刘耕宏肥油咔咔掉 in July, with cumulative sales exceeding 20 million, a figure that is almost at the level of Douyin's top sales influencers).

It is worth noting that most of the products put on the shelves in this live broadcast are from the three brands "MODU", "Ai Chi Xian Mo Ren" and "VIVICYCLE", and these three brands belong to "Superstar Legend", an affiliated company of Jay Chou and Liu Genghong.

Image source: @ViVi肥油咔咔下点淘 screenshot

In addition to the products, the atmosphere of the live broadcast is also very unique. Unlike simply selling goods, the live broadcast room still maintains a strong fitness atmosphere . For example, at the beginning of the live broadcast, Vivi led everyone to dance a section of "Compendium of Materia Medica", and often integrated fitness knowledge into the subsequent product introductions, maintaining a high level of interaction with fans in the live broadcast room.

In addition to Liu Genghong and his wife, there are many other experts who flock to Taobao on the eve of Double Eleven.

On October 20, the official Weibo account of Jiao Ge Pengyou confirmed the news that Luo Yonghao had joined Taobao. Up to now, the @罗永浩 account has maintained a stable daily broadcast, but most of the time it was the company's anchor who appeared on the show, and Luo Yonghao himself appeared in less than 10 shows. Even so, the account has attracted 10.13W fans.

The official did not announce the specific figures of its Double Eleven live broadcast transaction, but confirmed that the transaction volume in its live broadcast room exceeded 100 million yuan and ranked first among Taobao's new anchors.

On October 31, New Oriental founder Yu Minhong appeared in the Taobao live broadcast room of @New Oriental Xuncheng Education Store. During the one and a half hours in the live broadcast room, the number of viewers exceeded 1 million, and the number of account fans also increased from 93,000 to 111,000.

There is also @刘思瑶nice, a beauty expert on Tik Tok who has 20 million followers. On the evening of November 1st, Liu Siyao officially started her career of live streaming and selling goods on Taobao. That night, it attracted a total of 1.08 million viewers, and the products on the shelves included daily necessities, clothing, food and snacks, beauty and cosmetics, and other categories.

Image source: @刘思瑶nice screenshot from DianTao

From November 1st to date, Liu Siyao has conducted 18 live broadcasts to sell goods, basically one every two or three days, and the number of viewers has remained stable at over one million. Although the official has not released specific sales data, judging from the broadcast rate and live broadcast room data, it should have achieved good results.

Even earlier, in March this year, maternal and infant knowledge KOL @年糕妈妈 announced its entry into Taobao; in April, Douyin’s top influencer @一栗小莎子 also started her first live streaming show on Taobao. It seems that Douyin has not been able to “hold on” to the influencers on the platform very well.

2. Anchors who have "jumped ship"

Of course, entering Taobao is not a must for influencers to promote products.

With the expansion and extension of the boundaries of major Internet platforms, the content boundaries between platforms have also become blurred, showing a trend of more integrated development. Under such circumstances, influencers have also begun to "jump ship".

For example, @丫头baby, who has been performing strongly on Douyin recently, was a host of Taobao Live in the past. In April last year, she also spoke as a representative of Taobao Live's new anchors. In the Douyin influencer sales ranking in March this year, @丫头baby showed her potential and ranked second, only behind Luo Yonghao. Since then, his career in Douyin live streaming has been on the rise, and he has been on the Douyin live streaming anchor list many times.

Third-party data shows that in the past 30 days, @丫头baby has conducted a total of 14 live broadcasts on Douyin, with cumulative sales exceeding 500,000 orders and total sales reaching 100-250 million yuan.

Different from other top anchors, @丫头baby is not only an explainer but also an experiencer. In the live broadcast room, she is both an anchor and a model. Her tall figure and pretty face make her a perfect clothes hanger. All kinds of clothes can look good on her. Through this, she has also established her own professional personality and enhanced the stickiness of her fans.

Image source: @丫头baby TikTok screenshot

Other anchors such as Wei Ya's assistant @Qi Er Leo and early Taobao celebrity @lovemimius You Lulu have all chosen to "leave Taobao and join Douyin".

There are also many examples on other platforms. For example, Kas once wrote about the "mutual abandonment" of Zhu Yici and Bilibili (Bilibili could not keep Zhu Yici). In addition, Kas also noticed that another influencer also chose to leave Bilibili and turn to Douyin.

Food blogger @张喜喜 first posted his daily diet videos on Bilibili, and the background of most of the videos was taken in front of the sofa at home. Because of his cheerful personality and the two major characteristics of "being able to eat spicy food" and "being in Xinjiang", he has accumulated 1.88W fans on Bilibili. During his peak period, the average daily playback volume of his videos reached millions.

Image source: @张喜喜TikTok screenshot

At the beginning of last year, @张喜喜's video style suddenly changed, and he started a journey to visit stores and check in all parts of the country. The focus of his videos also obviously began to shift. Names like "Friends of Bilibili" began to disappear, and his videos were simultaneously released to Douyin.

This year, @张喜喜 began to transform from a content creator to a live-streaming host. According to observations, @张喜喜’s Douyin account currently has 10.05W followers, with 43 live broadcasts in the past 30 days. The total sales are estimated to reach 10-25 million, which is at the level of a top influencer.

Kas observed that most of the products she sold were food and snacks, and she would sometimes do live broadcasts of clothing. Regarding her changes, she once said in an interview , "It's a natural thing. The demands of fans are constantly being raised. When they find something that interests them in you, they want to know more. For example, they want to know where the food you eat is from, and they also want links to the clothes you wear."

3. Should we choose “content field” or “consumption field”?

A more obvious phenomenon is that although the anchors "jump across" various platforms, when it comes to live streaming and selling goods, they almost overwhelmingly choose to enter Douyin or Taobao, and fewer influencers consider entering other platforms.

At present, the advantage of Taobao Live lies in its relatively complete system, such as stores, word-of-mouth reviews, after-sales service, etc., which can enable users to have a high-quality shopping experience; while the outstanding advantage of Douyin lies in its traffic, with nearly 700 million daily active data, which has helped its rapid growth in e-commerce.

However, there are always big differences in the algorithm logic of Taobao and Douyin, and their field natures also have their own advantages.

On Douyin, although the traffic pool is large enough, the recommended traffic of pure content and the recommended traffic of content with goods are separate. The difference between the two is huge. Users attracted by content do not necessarily have demand for the products sold by the creator.

For example, @一栗小莎子, who joined Taobao, looked through her Douyin content and found that under her videos designed to promote products and advertisements, there are many fans’ doubts. This is not only not conducive to the creator’s monetization, but will also affect his or her personality in the long run.

Image source: @一栗小莎子TikTok screenshot

On the other hand, the distribution logic of Douyin traffic may not be ideal for influencers who aim for "long-term monetization."

Li Hao, founder of Kas Academy, once said: Douyin’s algorithm logic does not allow the birth of so-called super heads. In order to ensure the continued vitality of the content field, the platform must constantly introduce new talents to the audience, which means that the long-term connection between merchants and users is very weak . Douyin can intercept the shopping needs of some users by using high-frequency to beat low-frequency, but it cannot change the fact that the long-term customer acquisition cost for merchants on the platform is high.

For example, Liu Genghong mentioned above, after September, the couple’s sales data on Douyin has shrunk significantly. The most recent Douyin live broadcast was on December 9th, with less than one million viewers and final sales of only around 1-2.5 million yuan.

On Taobao Live, traffic recommendations are mainly based on users' existing "transaction behaviors" and "transaction habits", and are based on the platform's long-term observation of consumers. The interaction between merchants and users is sustainable . Many businesses have also established strong trust with users through their long-term operations, and finally exploded in live streaming. Although Taobao has also been focusing on content recently, it is clear that it will be difficult to compete with traditional short video platforms such as Douyin in the short term.

Short videos and live broadcasts are developing in full swing, and competition is becoming increasingly fierce. Both individual creators and various platforms are seeking new growth points and looking for other more certain and broader ways to make profits. In this case, it is understandable that creators try to enter other platforms to provide more options for the future.

However, when considering changing platforms, anchors also need to think more about whether their content attributes, creative style, and personal characteristics can be accepted by the new platform, and whether their development on the platform can truly meet their future expectations. Only in this way can we gain greater benefits from the "migration" activities.

Author: Jiangbei

WeChat public account: Kas Data