15 days of ＂coming back from the dead＂ in Viya live broadcast room

Text | Xiaguang Society, Author | Guo Zhaochuan, Editor | Ma Ji

Since its comeback on February 12th, the new account "Bee Surprise Club", which is composed of the original Viya "Help Broadcast Group", has been broadcast live for 15 days. Until last night, the viewing traffic of the new account could still reach 6.5386 million.

Viya’s old fans know that the connection between this newly opened live account and the original Viya live room is inextricably linked:

Viya’s official subscription number is "Viya Surprise Club", while her husband Dong Haifeng’s fan base is called "Bees". Besides, all five people in the "Bee Surprise Club" are former Viya’s helpers and models, and the supply chain and product selection still continue the original idea of Viya’s live broadcast room.

The successful launch of "Bee Surprise Club" means that the live delivery team in Viya "came back from the dead" after it was suspended for tax evasion in December last year.

Although Viya didn’t appear in front of the camera, as the public speculated, the successful test of his broadcast team showed that the "depersonalization" of live broadcast with goods would become more and more distinct in the future.

The characteristics of relying on personal charm to bring goods will gradually weaken in the future, while the supply chain, product selection and business of the live broadcast company ….. are like a precision machine, supporting the live broadcast room to be lively again.

After Viya, perhaps no studio will be the only one, and more and more studios will have the shadow of the original live broadcast with goods.

Among the six members of the "Bee Family", Hao Hao, Kai Zi and Cai Fa used to help broadcast in the live studio in Viya, while two of the three girls, Xiao Han and Duo Duo, used to be models in the live studio in Viya.

On the social media account of Bee Surprise, the title of the first live broadcast notice list was labeled "We are back with the joy of live broadcast". The anchor Hao Hao’s testimony is even more straightforward: "These two days have returned to the previous rhythm of life."

Although they call themselves "small teams working hard to start businesses" in the live broadcast, there is no doubt that there was a shadow of Viya team behind them. After the broadcast, fans showed "You’re back" one after another, indicating that everyone knows the connection between this new account and Viya.

Not long ago, there were rumors that "Viya will return as soon as March this year". According to reports, Viya’s original Taobao account will be resumed, and its name and fans will not change. When the news came out, it was strongly opposed by public opinion.

Compared with the comeback of VIA herself, the fans’ attitude towards the "bee family" is relatively tolerant:

"She made a mistake and accepted the punishment herself. Can employees not work?"

"It’s just a migrant worker. Isn’t it still broadcast by changing the company name?"

Since the launch of the new team on February 12, the live data has also been quite eye-catching — — Within a few hours of broadcasting, 900,000 people poured into the studio. The first live broadcast of the new team received a cumulative broadcast volume of 1.186 million, and then the broadcast volume climbed all the way, breaking through 10 million on the fifth day. After February 20, the data can still be maintained at around 5 million to 7 million, which has surpassed the general traditional waist anchor.

The notice about the live broadcast of the "Bee Surprise Club" with goods, like the previous first-line anchor notice, has attracted much attention from consumers.

The same strategy is also used by the Sydney team.

After witnessing the re-emergence of the "bee family", the Sydney team also "awakened" one after another.

On February 16th, four days after the launch of "Bee Surprise Club", the original live broadcast room "Guangguang is coming" in Sydney was launched. The first live broadcast received 1.866 million broadcast data, and then climbed to the highest 4.975 million broadcast.

Soon after, "Guangguang is coming" was renamed as "Mushrooms are coming", which made many regular guests in the live broadcast feel that it was "following suit" with the Viya team. The name "Bee Surprise Club" comes from Viya’s husband Dong Haifeng, while Sydney’s husband is nicknamed "Aunt". The so-called "mushrooms" and "bees" actually come from the same routine.

However, in contrast, the water test here in Sydney is more "bold". At one time, Sydney’s husband appeared directly on his own, while Viya and the company were more cautious. The more familiar help-broadcast girl did not appear, and the anchors currently selected were not directly related to his family.

Some people take the current live broadcast preview list of Taobao to reveal the current Taobao head anchor situation:

The live broadcast room in Li Jiaqi stands out; Followed by "mushrooms come" with the shadow of the former Sydney team; The "Bee Surprise Club" bears the imprint of the former Viya team. Going around for a long time, the head anchor Jiangshan is still controlled by the same group of people.

No wonder many viewers speculated that the original head anchor was retreating behind the scenes. Relying on the old team to continue the delivery business is the real trend and effective strategy in the field of live delivery.

A team that used to be able to sell rockets live will not be devastated by someone’s fall.

At the end of last year, when Sydney and Viya stopped broadcasting one after another due to tax problems, everyone almost only paid attention to their personal and live conditions. But in fact,Whether it is Viya or Sydney, or even a head anchor with the ability to carry goods on any platform, there is a company machine with precise operation behind it.

Sydney once sent many employees severance letters and held a "clearance sale" in a park in Hangzhou. Viya’s team never actually disbanded. After Viya stopped broadcasting in December last year, it only gave the live broadcast team a week off, and then began to serve other anchors.

At first, Viya’s company showed the characteristics of a small family workshop. Viya’s husband and brother both hold important positions in the company. My younger brother, Huang Tao, has been the CEO of the company since he was a temporary product selection person in a small team. Viya’s original assistant, Qi Er, is her own sister-in-law.

However, with the expansion of the company’s scale, Qianxun (the company behind Viya) has also realized the transformation from a small family workshop to a large Internet company. The company introduced the flower name system of Internet companies, such as Viya’s younger brother Huang Tao, whose more widely known name is actually his flower name "Ollie".

Before the tax problem broke out,The work intensity of Hangzhou Qianxun employees is no less than that of any Internet company.. It is normal to get off work after 10 o’clock every night, and the business departments are all on a weekly rest system. It is relatively relaxed for the financial and administrative employees to implement "big and small weeks". In addition to the anchor, assistant broadcaster and model in front of the camera, the company also has various support departments such as China Merchants Selection Department. In the heyday of Viya Company, there were more than 40 people in the investment team alone, and the product selection work was subdivided into more than a dozen vertical lines, which were completed by more than 300 people.

To put it bluntly, the reason why Viya can become a "live broadcast sister with goods" is not only because of her own fan appeal, but because she can get lower discounts on goods by virtue of intensive advantages such as supply chain and quality control. Her team even mentioned in an earlier interview that "personal charm comes last".

Even if "Viya is gone", as long as you can get the same discount from merchants with goods, practice has proved that you can really attract some fans who simply pay attention to the cost performance of goods.The popularity of "Bee Surprise Club" is proof of this point. As a new account with no fan base, it exploded as soon as it was launched, which is closely related to the operation and accumulation of the whole company in the past six years.

From the perspective of social values, it seems that Viya’s team-led live broadcast with goods should not be advocated. Whether in front of the stage or behind the scenes, public figures with moral defects such as "tax evasion" should not be acquiesced to "make a fortune in silence". But from another point of view, Viya and Li Jiaqi are just the first people to eat crabs in the business model of live broadcast with goods.

Their team has thoroughly understood the internal logic of algorithm, flow, supply chain, product selection, communication and pricing, and made it more and more professional.Although there are many problems in the industry due to lack of supervision and other factors in the early stage, as the development of the whole track matures, the industry dividend will be more even.

Li Jiaqi once said frankly in an interview: "Next year is the peak of the whole industry", and then the peak passed.However, "after the peak period of the industry" does not mean that the live broadcast has turned off..

In fact, the competition of the whole live broadcast track is even more fierce. Judging from the live broadcast platform, not only Taobao and other e-commerce platforms, but also the interest e-commerce live broadcast of short video platforms and the live broadcast of second-hand trading platforms have no intention of "turning off".

The considerable user scale also proves this point. According to the data of the 48th Statistical Report on the Development of Internet in China, as of June 2021, the number of users of e-commerce live broadcast in China has reached 384 million, up 75.24 million year-on-year, accounting for 38.0% of the total number of Internet users, and this number is still rising. In other words, consumers’ demand and interest in live delivery is actually not low.

From the perspective of the anchor with goods, although the industry has become more standardized, the profit of live broadcast is still considerable. The commission of head anchor food department store products is basically above 10%, and the commission of beauty products can reach 5% to 8%. But the difference is that the super-high profit and bargaining power are no longer only gathered in the hands of the head anchor. Some insiders said, "Taobao will no longer support new head anchors."

Since January of this year, Taobao has issued a series of regulations to strengthen the support and traffic inclination of mid-waist anchors, and more anchors will receive live broadcast bonus. In the past, the situation of "one family is the only one" or "several families are the only ones" in the live broadcast of the anchor with goods on the head changed. Coupled with the popularity of self-broadcast live broadcast rooms of commodity brands, it will be difficult to reproduce the dilemma of ultra-high commission and product selection, and the market will enter a stage of benign competition.

At the same time, the live broadcast track with goods will become more professional. This means that anchors lacking complete team planning and product categories will be quickly iterated."Anyone can bring goods live" and "Star Part-time Bring Goods" will get very limited bonuses.

Take Yu Minhong, who was recently exposed as a "failed studio", as an example.

On December 28th last year, New Oriental announced the establishment of "Oriental Selection" and entered the live broadcast with goods. After the live broadcast of the transformation of New Oriental, the sales in two months was only 4.5 million yuan, and the average single-game sales was only 170,000 yuan. Compared with Luo Yonghao’s live broadcast with sales of hundreds of millions a night, the data of New Oriental’s transformation with goods is really bad.

Is it because Yu Minhong’s personal appeal is not as good as that of several small promoters and models in Viya and Sydney?

Simply from the anchor quality, the anchor with goods in New Oriental really lacks the professionalism nurtured by Viya and Sydney for a long time, not to mention the professional experience in product selection and supply chain cooperation.

The selection of live broadcast anchor in the East is the former teacher selected by New Oriental through internal recruitment. Although the teachers in New Oriental are really "eloquent", the fact that they can adjust the classroom atmosphere does not mean that they have a set of products to introduce. Many netizens say that "after watching the live broadcast, they feel not very interesting".

In fact, even a few anchors from Viya’s team in Bee Surprise Club are inevitably criticized by netizens: "You criticize me, and a group of people explain it too messy", "The professional degree of commodity explanation is not as good as that of Viya" and so on, not to mention the non-professional anchors who have become monks halfway.

Moreover, although the maximum audience of "Bee Surprise Club" is considerable, it is still less than one tenth of the audience that Viya had earlier, which was more than 90 million. Although the live broadcast of the cargo track is still far from the flameout, it is even more difficult to enhance the influence of the live broadcast room even with the team foundation of the former head anchor.