Start the battle for anchors

The competition among major platforms for anchors is escalating visibly.

A few days ago, Taobao released the 618 live broadcast calendar, revealing that during this year's mid-year promotion, more than a hundred celebrities will come to Taobao's live broadcast room. According to its official Weibo  celebrities such as Zhu Yilong, Charlene Choi, Li Xian, Yang Zi, Wang Ziwen and other celebrities will all be present and enter the corresponding brand live broadcast rooms one after another.

In addition, on the night of May 31st, TVB set up a live broadcast room directly at the site where the Hong Kong sister talent show was once held, and invited four Hong Kong sisters including Gao Haining, Zhu Chenli, He Yiting and HE Tuber Tang Luowen to compete on the spot. It not only recreates the famous scene of the Miss Hong Kong beauty pageant, but also brings a variety of good products from Hong Kong to consumers, including jewelry, gourmet food and various daily necessities.

In fact, in March this year, veteran TVB actors Chen Hao and Chen Minzhi entered the Taobao live broadcast room to bring goods. Official data shows that the two live broadcasts lasted for more than 6 hours, with 3.2 million viewers, and finally handed over a GMV of 23.5 million yuan in the first live broadcast event.

In addition to the Taobao platform, JD is also not idle. For JD, the biggest trump card in 618’s hands this year is undoubtedly Luo Yonghao and the team behind him.

Also at 8 pm on May 31, Luo Yonghao and his right-hand assistant Zhu Xiaomu appeared in the JD live broadcast room on time, kicking off his debut on the JD platform.

In addition to the low-priced welfare products that consumers love to see, Luo Yonghao has sold a house this time after selling satellites in his last live broadcast room. A Hangzhou real estate worth more than 3 million yuan was sold at a 612% discount in Luo Yonghao's live broadcast room and was snatched away within two minutes.

Not only that, JD’s support for Luo Yonghao continues unabated, and various home appliances and digital products are even lower than JD’s own subsidized prices. During the more than 4 hours of live broadcast, Luo Yonghao also mentioned many times that "only on JD can you enjoy such benefits and prices."

If benefits are paid in place and prices are controlled, people will naturally pay the bill.

Data shows that Luo Yonghao’s JD Live debut received a total of 17 million visitors and a transaction volume of 150 million yuan. Although it is slightly less than its previous debuts on Douyin and Taobao, considering that JD has just begun to make efforts in the field of live broadcasting, such results are impressive enough.

The fierce competition among major e-commerce platforms is in full swing, and Xiaohongshu has also achieved a sudden rise this year. Among these, the one that has attracted the most attention is the live broadcast room of Zhang Xiaohui, the “originator of the first generation of goods delivery”.

Not long ago, Zhang Xiaohui achieved sales of more than 50 million yuan in a single game through the artistic sales model. During the live broadcast, many items were sold out quickly after being put on the shelves, including hair salons priced at nearly 7,000 yuan. In this regard, some fans said bluntly: "No girl can walk out of Miss Zhang's beauty salon empty-handed."

Different from the hawking style of selling goods in many live broadcast rooms, the style of selling goods in Xiaohongshu’s live broadcast rooms is more literary and artistic. The products are introduced through eloquent explanations to meet the consumption needs of different groups of people.

The competition between platforms for anchors is in full swing, and during the melee, consumers do get some benefits. After all, as long as platforms and anchors start to get involved, price, subsidies and various services will always be the focus of competition.

The two-way rush between shelf e-commerce and content e-commerce

On June 18 this year, with all parties competing for territory, the boundaries between shelf e-commerce and content e-commerce have become increasingly blurred.

The reason behind Taobao's vigorous promotion of live broadcast content is that the platform is facing anxiety about traffic and user growth, and Taobao has to continue to upgrade around content. What Taotian Group has long emphasized the most is content.

At the previous 618 Merchant Conference, comprehensive content was mentioned repeatedly. Dai Shan, CEO of Taotian Group, put forward the view that "the future e-commerce platform is the best content platform." Taobao also focuses on supporting content merchants this year, and has launched four major columns including the New Encyclopedia of Life.

Earlier, in April, Taobao also released a store upgrade announcement, adding content sections such as live broadcasts to the dynamic homepage. Both consumers and businesses can view the content and data they need in real time.

Of course, not only Taobao, JD is also facing the same anxiety, but for JD, the development of live broadcast business is not so smooth.

In fact, even when JD Live is mentioned now, most people are not very impressed by it. For example, Taobao has Li Jiaqi, Douyin has Luo Yonghao, and Kuaishou has Simba. JD Live has never had someone who can carry the banner.

What cannot be ignored is the internal positioning that is not focused on. Xu Lei, the former CEO of JD, once said: "Live streaming is not retail, but more like a marketing behavior." This sentence defined the live streaming e-commerce within the group, and JD has also fallen behind step by step. .

Facing the increasingly powerful external competitors, JD can no longer ignore the huge influence brought by live broadcasting. This time joining hands with Luo Yonghao is strong evidence.

On the one hand, Luo Yonghao, as the former head anchor of the Douyin platform, can bring positive improvements to JD with his own influence; on the other hand, because Luo Yonghao has a large proportion of men in his fan base, he is also a perfect fit for JD, which started out as a 3C company. platform. The products listed in Luo Yonghao's JD live broadcast debut, such as game consoles, Moutai, etc., are the favorites of many male users.

But the cooperation has just begun, and Luo Yonghao’s live broadcast position is not the only one on JD. For JD, if it wants to achieve success in the field of content e-commerce, it cannot rely solely on Luo Yonghao.

Looking back at Douyin, it started with content and then entered the e-commerce field. At first, many brands were skeptical because the content was too strong. However, they were initially attracted to join by various preferential policies such as commission-free. , coupled with Luo Yonghao’s entry, Douyin’s live broadcast e-commerce and content e-commerce have begun to enter the fast lane.

Douyin, which is famous for its content, still has the idea of ​​​​shelf e-commerce after it has established a scale. According to the president of Douyin e-commerce, the shelf scene accounted for 30% of Douyin e-commerce's total GMV in the past year, not to mention that Douyin has also entered supermarkets and other formats before.

It is not difficult to see from here that shelf e-commerce companies are now continuously developing content, while content e-commerce companies are actively deploying shelves. So why is there such a change? One thing that cannot be ignored is the competition between platforms for users, merchants and traffic. Everyone wants to form a complete e-commerce closed loop within their own ecosystem.

But the ultimate result of this two-way rush is that the major platforms gradually converge, and the competition between them becomes increasingly fierce.