Shulou(Shulou.com)11/24 Report--

After a short withdrawal from the Internet, Luo Yonghao, the former "chattering brother," will return to the direct broadcast room, but this time it is to Taobao live broadcast to make new friends.

On October 20, make a friend official micro and Luo Yonghao himself confirmed that will be broadcast live on Taobao, and at 4 p.m. for warm-up live broadcast. On October 24, Luo Yonghao will open Taobao live broadcast debut. It is reported that Luo Yonghao this time is the first, make a friend in the future will settle in Taobao live broadcast for a long time.

In addition to Luo Yonghao, Yu Minhong will also appear in Taobao broadcast room on October 31. Double eleven approaching, chatter platform two head anchor has settled in Taobao live broadcast caused heated discussion. Internet watcher Ding Daoshi told TechWeb,"This kind of high-level cooperation must be that both sides can reach the point of interest appeal. Luo Yonghao and Taobao live broadcast need each other. "

He also pointed out that breaking monopoly, breaking one out of two and encouraging Internet enterprise interconnection are the trends of the past two years. Head anchor multi-platform development phenomenon will be more and more, Luo Yonghao and Taobao live broadcast friends, Li Jiaqi to shake sound with goods will be far away?

After 618 defeat, Taobao live broadcast "dig" Luo Yonghao prepares for Double Eleven as a domestic e-commerce giant, Taobao is the first e-commerce live broadcast to eat crab players, in the chatter e-commerce and fast hand e-commerce is still in the embryonic period, Taobao live broadcast ecosystem has been quite mature. However, with the prosperity and development of e-commerce live broadcasting industry, as well as the in-depth layout of chattering and fast hands, the industry pattern of Live streaming eCommerce has changed in the past two years, and Taobao live broadcasting is no longer unique.

"Taobao Live New Economic Report 2020" shows that the turnover of Taobao live broadcast in 2020 exceeds 400 billion yuan. According to Late Post, the GMV (total commodity turnover) of chatter e-commerce in 2020 exceeds 500 billion yuan, more than three times that of 2019. The GMV of fast-hand e-commerce will reach 381.2 billion yuan in 2020, less than the former two.

In 2021, Taobao live broadcast GMV exceeded 500 billion yuan, surpassed by fast-hand e-commerce, the latter GMV increased by 78.4% year-on-year to 680 billion yuan. The official of chattering e-commerce did not disclose the GMV data of 2021, but according to Guangfa Securities, Guojin Securities, Huachuang Securities, etc., it is estimated that the GMV of chattering e-commerce in 2021 will be between CNY 700 billion and CNY 880 billion.

Entering 2022, the first-mover advantage of Taobao live broadcast gradually collapses. Via, Sydney and other head anchors have had accidents successively, and the platform enters into a period of transformation pain. Star map data shows that in 618 this year, the sales ranking of Diantao is not as good as chattering, and the fast hand ranks third; there is no Taobao anchor in TOP 5 with goods.

During the period when Via and Li Jiaqi disappeared, new anchors such as Oriental Selection and Crazy Little Yang became popular. Making friends and Bee Surprise Society also began to do "24-hour live broadcast" in chatter, making the competition in the industry more intense. For the upcoming Double Eleven, Taobao live broadcast pressure is not small, after all, the past few years Double Eleven is Taobao anchor

At this time, Luo Yonghao announced his presence, which is of great significance to Taobao live broadcast. Luo Yonghao live broadcast with goods such as mobile phones, 3C digital, home appliances, drinks and sportswear·and other "hard core" commodities, mainly male users, is an effective supplement to Taobao live broadcast. In addition to the comeback of Li Jiaqi, rookie old will gather together, Taobao live broadcast double eleven has not yet begun to earn enough eyeballs.

"After several big anchor accidents, Taobao live broadcast needs more updates and a larger number of anchors to enter its platform, and together with it to make the live broadcast plate with goods bigger. "Ding Daoshi said.

Not putting eggs in the same basket anchor multi-platform layout is inevitable Luo Yonghao into Taobao live broadcast, and not surprising.

In 2020, market news said that chatter with 60 million signing fees and 300 million traffic, exclusive contract Luo Yonghao. Luo Yonghao also said that he was "optimistic about the live broadcast with goods," and hoped to become the "live brother" of the chatter. But more than a month after its live debut, a friend opened a Taobao shop. With the expiration of the exclusive agreement, Luo Yonghao and Taobao officially made friends.

Ding Daoshi said,"For Luo Yonghao, a big anchor, Taobao with deep pallet structure can give full play to their value. With the same payment, more orders, more revenue and greater influence can be obtained. "

Since the beginning of this year, a chestnut small Shazi, Zhu once and other chatter bloggers have settled in Taobao live broadcast, Via, Li Jiaqi two Taobao anchor with goods Short Video also frequently appear in the chatter. Avoiding risks and not putting eggs in the same basket has become the consensus of anchors. For head anchors, multi-platform layouts have also become a way to find business growth.

Data show, January to August this year, Make a friend direct broadcast room continuously dominate the list with goods TOP 10, But since June sales continue to shrink, By the East selection counter-super, Now the East selection has occupied the top for four consecutive months, Make a friend ranking fell. However, there is no shortage of tens of millions of fans on the chatter platform, and it is hard to say that Oriental Selection can always maintain its current popularity. Yu Minhong entered Taobao live broadcast this time, also has the meaning of playing the front station.

Earlier, New Oriental online earnings call meeting, New Oriental executive director and CFO Yin Qiang said, From do live broadcast with goods,(Oriental selection) positioning multi-platform, Multi-channel, Multi-product goods. At that time, Oriental Selection Independent App had just been launched, Taobao live broadcast was also rumored to be in preparation, and the mall was opened in Weixin Mini Programs (Mini).

Ding Daoshi believes that from the perspective of the general environment, it is a general trend to break monopoly, break one out of two and encourage Internet enterprises to interconnect in the past two years. The anchor can be commercialized on Zhang San platform or Li Si platform. The situation that an anchor can only stick to one platform will no longer exist.

Today Luo Yonghao, Yu Minhong can make friends with Taobao live broadcast, Li Jiaqi to shake sound belt goods must not be far away.

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