2 Who still remember? 「 Classmate Zhang 」？

source ： Sina science and technology （ID:techsina） author / Bayberry   edit /  Han Dapeng

Iron platform 、 Running water anchor .

Iron platform 、 Running water anchor , In the past six months , The live broadcast industry is unpredictable . Although lijiaqi 、 Several super head anchors of Luo Yonghao left the stage one after another , But there is no shortage of rookies in the Jianghu , The hustle and bustle remains .

For nearly half a month , Oriental selection 、 Dongyuhui has become a new cargo flow ;6 month 25 Japan , The fire broke out at the end of last year “ Classmate Zhang ” Also opened the first live broadcast with goods .

Classmate Zhang is the creator of the phenomenal celebrity of Tiktok , once 2 It's been a month 1600 More than ten thousand . however , a 3 The first show with goods is over , As a 1900 Head anchor with more than 10000 fans , Zhang's grades are relatively flat ： A total of more than... Agricultural products were sold 9 Thousands of single , total GMV super 342 Ten thousand yuan . Besides , Many people don't even know that classmate Zhang has started to bring goods .

Compared with dongyuhui , Mr. Zhang brings his own traffic , More basic , But why is the response flat ？ Behind the phenomenon of Zhang and dongyuhui bringing goods , What's more worth thinking about is , Facing the exit of the first generation super head anchor , What changes will take place in the live broadcasting industry ？ Will there be a new generation of super head anchors ？

01 Powder drop 10 After all , Have you chosen the right time to take the goods into the game ？

2021 year 12 month , After Tiktok became popular, classmate Zhang broke the circle quickly , It has also attracted a lot of attention and discussion outside the platform , With the video style of high-frequency fast cutting , He sucked powder quickly in two months 1600 More than ten thousand .

As a content anchor , Classmate Zhang once refused MCN It's offered 2000 10000 contract price , He said he would not bring the goods for the time being . But the end of the net red is to bring goods , Mr. Zhang is not immune from vulgarity . however , Compared with most of the popular websites , As the leading creator in the field of agriculture, rural areas and farmers , Not surprisingly, Mr. Zhang chose to bring agricultural products , And mainly promote local specialties , Including rice 、 Sea cucumber 、 Wakame etc. . This is more in line with its content style .

however , Compared with the peak traffic six months ago , Now, Mr. Zhang's popularity has obviously subsided , There is also a downward trend in the likes of short video content . According to the statistics of grey dolphin, a third-party data platform , Last month , Classmate Zhang lost 100000 powder , Almost every day, thousands of fans check out , among ,6 month 25 Added during daily live broadcast 4.4 Thousands of fans , Offset some of the negative growth .

Although Zhang started preparing for the live broadcast a few months ago , Personally inspect the scale of the selected manufacturers 、 production 、 Storage ; This live broadcast also found the characters that often appear in short videos 、 The familiar faces of the fans . But on the whole , Several anchors are unfamiliar with live broadcasting skills 、 It doesn't have its own characteristics . It seems that classmate Zhang missed the best time .

In an interview with Sina Technology , Hongyong, an associate researcher of the Research Institute of the Ministry of Commerce, believes that , Mr. Zhang brought the goods for the premiere GMV There are three reasons for the lower ：

First of all , It is related to the frequency and duration of live broadcasting . Classmate Zhang has just started live broadcasting and bringing goods , The frequency and duration of live broadcasting are not stable . In some live broadcasting rooms, such as Dongfang selection, the situation of live broadcasting with goods in the early stage is not ideal ;

second , It is related to the attributes of agricultural products . Agricultural products and clothing 、3C Wait for product comparison , Price 、 Gross profit margin and other indicators are relatively low ;

Third , It is related to the brand of agricultural products . Yingkou agricultural products with goods broadcast by Mr. Zhang , The brand influence is not high , Unlike northeast rice 、 Yangcheng Lake hairy crabs and other products familiar to consumers .

Tangshuyuan, chief researcher of comprehend Times Digital Research Institute, also said , Strong personal brand （IP） It doesn't mean that you have to take the goods . That is to say, it is not only IP Size , There is also the technique of carrying goods 、 Live broadcast technology 、 Fan positioning, etc . Some anchors have few fans , But the carrying capacity is very high , This shows that the positioning of fans is more clear , It is more suitable to sell goods .

02 Yell selling is invalid , The content-based live broadcast will be more popular ？

From Dongfang to zhangtongxue , Two new stars in the live broadcasting industry , Agricultural products are selected , Perhaps agricultural products are more suitable for their content style 、 Tell the story in combination with background factors 、 Talk about feelings . The live broadcast of Mr. Zhang mainly involves rural daily life , Some people call it “ Men's version of Li Ziqi ”, From live broadcast to live broadcast , The field has not changed much .

But because of the particularity of agricultural products , There is also a certain threshold . Hong Yong believes that , The threshold of live broadcast of agricultural products lies in the brand of agricultural products 、 Agricultural product logistics and agricultural product standards . First, agricultural product brands , There are many kinds of agricultural products in China , However, there are few commodities with regional or even national brands ; Second, agricultural products logistics , Some head anchors , Including Luo Yonghao 、 Dongfang selection and so on all lead to product deterioration due to logistics and distribution problems ; Third, agricultural product standards , Agricultural products are less standardized than industrial products , Standardization is difficult .

Zhang also mentioned in the media interview , It may be difficult to control agricultural products . Then you may choose , Make it into deep-processing standardized agricultural products , To increase the value of primary agricultural products .

However, in the category of agricultural products with goods , Has not yet formed an absolute super head anchor . The agricultural products track is a blue ocean with live broadcast and goods , Compared with clothes 、 Beauty makeup 、3C etc. ,  There are still great opportunities in the future .

Compared with Weiya 、 Li Jiaqi and other super head anchor's pure selling live broadcast , At this stage , Content based 、 The featured anchor is emerging for the time being .

“ In the future, the live broadcast may become more and more professional , Each vertical class will grow into a head anchor .” An insider analyzed Sina Technology .

So will there be new super head anchors ？ Hong Yong believes that , It is expected that —— In the field of Internet , There is “ This rule ”, The top 20% Anchor sales for 80% Products . Due to strict supervision and changes in consumer habits , The new generation of super head anchors will appear for a long time .

Tangshuyuan also believes that , There is bound to be a new generation of super head anchors , The Internet is like this , The update frequency is extremely fast , People tend to easily “ be fond of the new and tired of the old ”, No anchor can go on like this , Following typical events and packaging operations , A new head anchor will be created . But the total flow is limited , The inherent anchor will inevitably lose its competitive advantage .

03 Low prices still have advantages , But not the only option

Past year , The live broadcast industry has experienced a new round of adjustment and planning . The epidemic has expanded rapidly since , Chaos is frequent , The tuyere industry that has been vigorously rectified , It is moving towards calm and normal operation .

Hong Yong believes that , There are three new trends in the future live broadcast and delivery . First, the live broadcast industry pays more attention to compliance . In recent years , General Administration of market supervision 、 The State Administration of radio and television and other departments have issued a series of documents regulating live broadcasting . The industry has entered the era of standardized development .

Two is , Consumers pay more attention to brand and quality . The live broadcast is taking goods from “ Price competition ” towards “ Brand and quality ” High quality development stage of .

actually , Previously, in an exclusive interview with Sina Technology , New Oriental Online CEO Sundongxu also mentioned , If the business develops to the rear , Who is the lowest price in the whole network , In fact, it is not a good phenomenon , It will force many brands to launch some low-cost products . Most of the time, consumers buy the lowest price products , Will also fall into a kind of irrational consumption , It doesn't depend on the quality but on the price .

“ I think everybody go to the back , Shopping in a live studio should be done by the way , Just like traveling and shopping .” Sun Dongxu said .

Hong Yong pointed out , Besides , Consumers will pay more attention to content output . The attractiveness of live broadcast content determines whether consumers enter the live broadcast room 、 Whether to stay in the live studio and whether to purchase products .

Tangshuyuan also pointed out , The live broadcast industry pays more attention to content construction 、 Establishment of compliance ecology 、 Focus on long-term ism , And more rational and healthy trading rules . Instead of selling things , It is better to say that the person who sells things is loved by everyone 、 Objects supported . By shouting 、 No meaning 、 Impulsive delivery is no longer possible , Therefore, the comprehensive ability and characteristic highlights of the anchor with goods will become more important in the future .

Of course , Low prices still have advantages , It can meet the needs of some people . But overall , The overall quality of the live broadcast industry is on the rise , In the past, it may have been purely about selling goods , Attract consumption through competitive prices , But with the content 、 There are more requirements and pursuits for professionalism , Specialized in vertical fields 、 Content anchors may have more opportunities .