Report released this week
Comments on Weiya event: Taobao super head anchor’s goods are actually “discount e-commerce”, and the trend of “decentralization” of live broadcasting
Zhejiang Natural Outdoor Goods Inc(605080) depth: riding the wind of outdoor industry and welcoming the growth of vertical integration TPU leader
Depth: twelve questions on cultivating diamonds – deep disassembly of core issues this week’s industry perspective (this week refers to December 20 to December 24, 2021, the same below)
Conclusion: most of Weiya’s original traffic may still stay in Taobao live broadcasting system. Kwai Kwai tiktok is the main reason for Taobao’s live broadcasting tiktok, live broadcast and live broadcast. It is three different commercial entities. There are great differences in user mentality. So most of the original traffic and turnover are not easy to transfer to the external platforms such as jitter and fast hand in the short term.
Event review: on December 20, 2021, Xinhua News Agency reported that Wei Ya, the head anchor of Taobao live broadcast, was punished by Zhejiang provincial taxation bureau for tax recovery, surcharge and fine of 1.341 billion yuan for tax evasion of 643 million yuan and other underpayment of 60 million yuan from 2019 to 2020. On the evening of December 20, Weiya’s live content and studio were taken off the shelves on Diantao and Taobao live platforms, but they had not been restored by the evening of December 25.
After the suspension of the world’s Broadcasting Company, there was no significant increase in the turnover of live broadcast on tiktok on 20-25 December. According to the gecko look at the statistical sample, December 1-19 Tiktok tiktok tiktok (excluding two shopping days on 8 and 12 days), the average daily GMV of the tremble is about 1 billion 600 million yuan, and the 1 billion 200 million day December is about 20-25. This figure only includes house lizard’s sample, which does not represent the actual turnover of the tremble. But according to its changing trend, we can see that the overall turnover of the trembling has not increased significantly after the suspension of Kwai ya. The larger gap, the flow of Kwai Ya is unlikely to flow to fast hands, so we can judge that the flow of Victoria is still in the Taobao live broadcast system.
First, tiktok users of Taobao have a much higher shopping purpose than users of content platforms such as jitter, Kwai, and so on. We believe that the essence of Taobao super anchor carrying goods is “discount e-commerce”, not “content e-commerce”. The core reason for their gathering a large amount of traffic and turnover is “strong commodity discount”. The label of super head anchor is usually “the lowest price in the whole network”. It is for this reason that some of their users come and have a strong “shopping purpose”. Tiktok and Kwai are a content platform. Users will consider the content of live broadcast more or less when placing orders.
Second, the three forms of “head anchor with goods”, “factory broadcast” and “self broadcast” under live e-commerce represent different commercial essence and are difficult to transform each other. Weiya belongs to the head anchor with goods. In essence, it is a “product promotion channel”. She publicizes the brand with the help of the anchor’s traffic, but the discount and commission rate are high, so it is difficult for the brand to make direct profits; The essence of factory broadcasting is that “non brand businesses ship goods through anchor”, and brand businesses generally do not participate; Taobao store broadcasting is a kind of customer service, whose function is to promote transformation rather than drainage; Tiktok is “product publicity + profit”, attracting consumers to order through content that matches the brand style.
Looking forward to the future: looking forward to the improvement of business environment. We believe that after the end of the era of “super anchor”, participants such as the live broadcasting platform may pay more attention to the control of the industry ecology. We look forward to forming a more balanced and diversified live broadcasting ecology in the future to attract consumers through content (rather than discounts). For brand merchants, the link of “super head anchor” phenomenon will help to improve the business and competitive environment, reduce the sales cost rate and contribute to long-term healthy development.
Risk tips: industry regulatory risks, live broadcast supply and product quality problems, consumption is less than expected, etc.
