Viya’s forces made a comeback, helping broadcast Qier to become a full member, and 6 million people watched the sales less than 1／10 of Viya.
Source: vision china
In 2000, 10,000, 50,000 … In just five minutes, more than 50,000 people flooded into Qier’s live broadcast room, and the number of online users continued to grow. The anchor Qier also has a louder identity, which is Viya’s assistant. She sits on the left side of Viya all the year round and is an old face in the live broadcast room of Viya.
In fact, as early as April 13th, Qier held three live broadcasts in Tik Tok one after another. "Don’t even think about it, it must be warming up for the goods," said Mumu (a pseudonym), an old powder in the live broadcast room in Viya, to Time Finance. Since the tax turmoil in Viya, Qier’s personal account in Tik Tok has been cut off for more than 160 days.
To a certain extent, Qier’s comeback borrowed the popularity of Viya, and the number of online people in the live broadcast room peaked at more than 90,000 that night, and the first broadcast was the first on the list. However, the collapse of trust caused by tax evasion is difficult to recover. At the end of the live broadcast, she said: "It will be broadcast for a long time, and I hope fans can trust the team."
Another familiar face came, and a live broadcast rose by 200,000 yuan.
After Viya disappeared for half a year, her "cronies" gradually returned to the live broadcast room.
Qier’s comeback had a clue. When Viya helped broadcast a six-member group to form the Bee Welfare Society, only Qier, the second person in the live broadcast room, was missing. At the beginning, fans asked about Qier’s whereabouts.
After this comeback, Qier’s "configuration" is much higher than that of Bee Welfare Society. She is the only protagonist in the live broadcast room, sitting in the C position of the live broadcast screen, and playing the IP of the personal live broadcast room of "Qi Miao Meeting Ceremony".
Undoubtedly, Qier’s live broadcast room gathered the common expectation of Viya fans, "Waiting for your live broadcast", "A part of my life is back" and "More maternity products" they commented in Qier’s updated short video.
"Pay attention to the live broadcast room, first draw the prize" and "I’m back" were accompanied by shouts, and Mu Mu opened the live broadcast room at the first time. "It’s the same formula as Viya’s team, and many of the selected products are explosions from the previous live broadcast room".
Time Finance found that the rhythm and style of Qier’s live broadcast are in the same strain as Viya’s, and the selection still consists of four categories: beauty and skin care, life, clothing and food, which is in line with the positioning of Viya’s live broadcast room as a large-scale lifestyle supermarket. In addition, Qier also established the official WeChat official account of Qier Surprise Club, which was used to announce live broadcast products and build a personal fan base.
A total of 85 products were put on the live broadcast that night, but the inventory of products was not too much. Most products were stocked with less than 10,000 copies, and the single product with the highest sales volume sold 15,400 pieces that night.
From Taobao to Tik Tok, the live broadcast also changed with the rules. Viya’s former home was Taobao, which meant that it was difficult for some fans to migrate, and it also made Qier, who became the protagonist in the live broadcast room for the first time, feel a little pressure.
During the five-hour live broadcast, the staff of the live broadcast room repeatedly asked the fans for the purchase steps of the popular science live broadcast room, and Qier said no less than 10 forbidden words, including "whitening special certificate" and "seconds kill". During the halftime, Qi ‘er’s voice began to hoarse. After she changed from assisting broadcasting to becoming a regular member, she was faced with a heavier workload and more intensive oral broadcasting.
"You can’t put eggs in one basket. Qianxun also has the idea of building a talent on the whole platform, which can form a more complete live broadcast matrix. For the newcomer anchor, the short video of vibrato will have better drainage effect and attract fans outside the original traffic in Viya. " An insider of an MCN organization told Time Finance.
According to the data of red people’s point set, the total sales of Qier’s live broadcast room that night was 18.2303 million yuan, the total viewing volume reached 6.0567 million, and a live broadcast rose more than 200,000. As a new anchor, this achievement is undoubtedly beyond expectations, but compared with Viya’s sales of hundreds of millions of yuan, Qier is a big gap.
The assistant turned positive, and the "body double" in the Viya live broadcast room
Qier’s bold comeback may draw lessons from the success of Bee Welfare Society.
After 85 days of debut, Bee Welfare Society has formed a stable live broadcast rhythm and audience. Time Finance found that in the past two months, the number of viewers in its live broadcast room has stabilized at 7-8 million, and it has squeezed into the top three positions in Taobao’s live broadcast room.
It is understood that the registered addresses of Viya’s husband Dong Haifeng’s Hangzhou Lanhai Enterprise Management Consulting Company and Hangzhou Fenghan Enterprise Management Co., Ltd. are on different floors in Jiangjin International Building, Binjiang District, Hangzhou, as well as the registered address of Hangzhou Baifeng Culture Media Co., Ltd., a certification company of Bee Surprise Society.
Compared with the composition of the bee welfare society, Qier’s identity is more special. During the three years that Viya was active in the live broadcast room, Qier’s schedule almost completely coincided with Viya’s, and they were inseparable. Viya once said, "I spend more time with Qier than with my husband". Another important identity of Qier is the girlfriend of Viya’s younger brother and fourth brother, and also Viya’s best friend for nearly ten years.
It can be seen that both Bee Surprise Club, which was the first to test the water, and Qier’s personal live broadcast room are inextricably linked with Viya and Qianxun Company behind it. The "women" in Viya firmly believe that Viya is responsible for their live selection and supply chain.
It is not Viya’s initiative to help broadcast hold up half the sky. The Simba family has hatched a number of popular anchors in the form of mentoring, including balls and cat sisters. Now, Simba has retired from the live broadcast of rivers and lakes, and undertaken behind-the-scenes work such as supply chain construction and anchor incubation. Simba’s apprentice Dan Zi won the baton, became the number one anchor of the family, and repeatedly topped the list of people with goods in Aauto Quicker.
With the anchor tax investigation, a cruel fact is in front of us. The relationship between the head anchor and MCN company is "one glory and one loss". If we don’t train successors, MCN company is likely to face the embarrassing situation that no one is available.
As another big traffic pool, Li Jiaqi, the first brother of Taobao, is also laying out his own help matrix.
As early as two years ago, the United States one had the consideration of righting the broadcast. At that time, Fu Peng, a little assistant with a strong sense of existence in the live broadcast room in Li Jiaqi, chose to fly solo, relying on the popularity of Li Jiaqi to quickly accumulate the first fans, and started the live broadcast with goods on the platform of Little Red Book. However, one year later, Fu Peng’s live broadcast with goods came to an end. At this time, US ONE urgently needed another IP to continue the traffic in Li Jiaqi.
Since the second half of last year, Li Jiaqi’s broadcasting assistance team has continuously expanded its enrollment, and now it has formed a 7-member broadcasting assistance group, and its influence scope is also constantly expanding. "Li Jiaqi Fashion Broadcasting Group" has its own accounts in Weibo, Tik Tok, bilibili and other platforms. At present, its little red book account has 98,000 fans and 132,000 likes.
It has become a trend in the live broadcast industry to help broadcast to become an anchor. The logic behind it is still based on the big IP effect of the head anchor, holding and expanding the original traffic disk.
But it’s also a hard road. "Viya’s red burst is the result of multiple factors, and now the combined traffic of the two teams is hard to exceed her." Mu Mu sighed to Time Finance.