Recently, a news about “a pastry brand signed an exclusive cooperation with Li Jiaqi” triggered a heated discussion on the social platform. On March 4, a microblog blogger who shares commodity coupons daily apologized to his “fans” and said that “xuanma tmall signed an exclusive contract with Li Jiaqi”, so there is no coupon for the pastry brand at present.
At the same time, the blogger also posted a screenshot of chat records. Records show that bloggers take the initiative to “do not take the Taobao channel, take the microblog cooperation” and hope to get a preferential price. But the other party said no, because “I don’t want this price all over the network”.
In fact, since the “L’Oreal incident” of the “double 11” Shopping Festival last year, the competition for pricing power between the anchor and the brand has been in the “sensitive zone” of the live broadcasting industry. “The nature of exclusive cooperation is completely different.” A senior business of a live broadcasting organization who asked not to be named told the Securities Daily that in the past, the head anchor often used to sell at the “lowest price in the whole network”, and other anchors who could get a little discount also had good performance. Exclusive cooperation directly means that there is no opportunity to talk about discounts in other channels.
On March 7, when the reporter of Securities Daily checked the content of the blogger’s main account again, it was found that the above content was no longer visible.
Li Jiaqi trapped in the storm of “exclusive cooperation”
The staff of xuanma tmall flagship store told reporters, “xuanma has a cooperative relationship with Li Jiaqi, but it is not the only cooperation, nor does it mean that the price is the best.”
After browsing the whole network, the reporter found that in the past three months, the above pastry brands have no other anchor / celebrity marketing except for the cooperation with Li Jiaqi. The reporter of Securities Daily asked the relevant staff of Li Jiaqi for confirmation on this matter. As of press time, the company had not made any positive response.
On March 7, after being reported as “exclusive cooperation”, the above-mentioned pastry brands appeared in the preview of Li Jiaqi’s live broadcast room as scheduled. In the notice, the price of the classic version of the pastry brand is 37.9 yuan / 6 pieces, which is nearly 4 yuan lower than that of the official flagship store after receiving coupons.
Xuanma egg yolk pastry was dominated by its own channels in the early stage. Its founder revealed in a media interview that before Li Jiaqi’s live broadcast, xuanma egg yolk pastry accounted for about 18% of the local sales in Guangxi, with the highest share. However, on the day of live broadcast, new customers in Shanghai, Zhejiang, Jiangsu and other places increased significantly, and finally a live broadcast brought sales of more than 5 million yuan. “According to the current trend, the voice of head anchor and celebrity is still relatively high.” A well-known consumer brand told reporters.
The “exclusive cooperation” of Li Jiaqi is also regarded by some practitioners as another upgrade of the voice of the head anchor. The senior business of the above-mentioned live broadcasting organization said that this should be related to the brand’s ability to take goods with Li Jiaqi. But in his opinion, there are still a few brands that can accept “exclusive cooperation”, unless the sales of other channels account for a very small proportion.
Some brands are also cautious about this cooperation mode of investing too much resources into a single anchor.
A Three Squirrels Inc(300783) insider told the reporter of Securities Daily that in addition to making efforts through its own channels, it is still cooperating with other anchors, such as Guangdong couple, Chen sanwaste, etc. Some celebrities who take the non cargo anchor route have become potential partners targeted by the brand side. He also said, “the brand side should comprehensively consider more factors when discussing the discount strength with the celebrity, such as the product mechanism selected by the anchor and the celebrity, the overall gross profit of the product and the final price of the product.”
Wu Gang, a partner of Beijing Yunting law firm, believes that it is difficult to define the monopoly of head anchor at present. One of the main criteria is: how to prove that the head anchor has a market monopoly? How much market share can his sales ability occupy? Only from the perspective of commercial value, the individual anchor is still far from the top stars.
take off the “head anchor” filter and have a long way to go
The resource concentration effect behind the head anchor still exists.
Previously, the higher voice was often reflected in the head anchor’s frequent access to the “lowest price in the whole network”, but this equal sign has been broken. During the “double 11” last year, some consumers found that the price of the so-called “maximum strength of the whole year” in the live broadcast room between Li Jiaqi and Weiya was more than 170 yuan higher than that in the flagship store of L’Oreal tmall. Then the two head anchors issued a statement before and after, asking L’Oreal to provide solutions within 24 hours. The topic of “pricing power” of the head anchor reached a climax later.
A person in charge of brand business department admitted in an interview with the reporter of Securities Daily that as a brand, the price of its own channels can be guaranteed, but in fact, the lowest price of the whole network cannot be guaranteed. “Because the activity mechanism and price of each channel are different, but try to coordinate the price of each channel.”
However, after the “tax investigation storm”, the whole live broadcasting industry has grown from barbaric to rational and standardized. However, we have to admit that the performance of live e-commerce is still the “mainstay” of the e-commerce industry.
According to the data of the National Bureau of statistics, the retail sales of online goods and services in July September 2021 were 1 trillion yuan, 1.01 trillion yuan and 1.06 trillion yuan respectively, with year-on-year growth of 7.4%, 6.1% and 9.3% respectively. The growth rate slowed down compared with the same period last year.
Northeast Securities Co.Ltd(000686) research report shows that in the first half of 2021, the transaction volume of live e-commerce has exceeded 1.09 trillion yuan. According to the data of ecosoc.com, the transaction scale of live e-commerce is expected to reach 2.35 trillion yuan in 2021, with a year-on-year increase of 82.87%.
To a large extent, the increment of many consumer brands still comes from the live channel. This also makes these brands still need to continuously throw resources into the live broadcast goods.
Many brands also began to gradually develop their own anchor room. According to the official data of tmall, the Gmv broadcast in the double 11 stores in 2021 increased significantly by 91.5% year-on-year, and the proportion increased to 22%. Blowing snow, vice president of tmall, said that 90% of the live broadcasting rooms with more than 10 million people during the double 11 Festival came from stores.
According to a researcher in the field of e-commerce of a third-party consulting organization, the trend of store broadcasting is becoming more and more obvious.
In the middle of last year, Hongxing Erke quickly extended the topic heat to the live broadcasting room after its popularity due to donations. Grey dolphin data show that in the past 7 days after the search for donations tiktok, the fans of the Hongxing Erke brand flagship account added 14 million 631 thousand fans, and the live sales exceeded 110 million yuan.
“Relying on the head anchor is actually not worth it in the long run.” The above researchers believe that after the L’Oreal storm, some brands have paid great attention to the pricing power and the maintenance of various channels. The consensus in the industry is that there is still a long way to go to remove the filter of “head anchor”.
