Wei Ya was punished: the business is open to help, the big anchor is silent, the small anchor is excited
How many brands are willing to pay for next year?
Text / Bajin
On December 20, Monday, a normal day. If there is no such thing happens: Viria’s tax evasion tax payment is more than 1.341 billion yuan. This day may be easily forgotten by people.
On December 20th, the Taxation Bureau notified the tax evasion incident of Vaja’s tax evasion
And this thing, countless people are deep Remember this day. Zhang Pengbo from Shenzhen to Hangzhou live e-commerce entrepreneurship, \”(this) proves to the whole Chinese people, and the agency anchor is already more powerful than the star.\”
With most of the Internet accounts such as Wei Ya live, Yi Zihan can only put the decent, and ask for help with your WeChat public account \”to help me!\” Viria suddenly can’t broadcast! 120,000 bottles of goods backlog warehouse! Loss of money today. \” This is the first public help in Vaia cooperation.
At present, the public account has been removed by the publisher
01. \”Viya’s image is really good\” – one Sudden event
The practitioners of Hangzhou live electric business circle regard \”Sydney, Lin Shanshan incident\” and \”Viya incident\” as an emergency.
\”You said that its company is going to market, the finance should be very good.\” Sydney, Lin Shanshan signed an anchor of Sydi’s sail and e-commerce, and Yu Fail and e-commerce completed in 2021 Multi-round financing, and passed the listing of the listing.
Compared to \”Sydney, Lin Shanshan incident\”, \”Viya incident\” is more social impact.
Zhang Pengbo’s company opened in the country’s live e-commerce center – Hangzhou Xiki Technology Park. At 5 o’clock on the same day after the \”Viya incident\”, he ran to the road position of Viya, the Sydney company building, took a short video, coupled with Vaia’s topic label, after the release of 2.2 W, the browser reaches millions. And beforeTwo short video about \”Snow Pear Event\”, the number of points is only about 2,600.
Yi Zihan said: \”Viya’s image is really good.\” Yi Zihan did not have a chance to come into contact with Viya himself. However, in her opinion, Viria is a person full of positive energy. For example, Viria will sell agricultural products in the poor mountains every month.
Yi Zihan’s first choice of cooperation anchor is Sydney, signed a half-year cooperation framework, a total of 6 live broadcasts. However, the first live broadcast of February 27 was delayed to May 9, and because the product was arranged in late night, the sales were only 50,000 yuan. Since then, both parties have burst contradictions in the cooperation process, and is still in the process of fighting lawsuits.
In the case of cooperation with Sydney live, Yi Si has paid 100,000 yuan to a anchor agency, entrusting the other party to help the channels with Vaia live broadcast, but have not succeeded. Later, through Taobao Xiao Er and a friend circle relationship, it took a lot of effort to establish a partnership with the Villa team.
The product pricing requirements for the cooperative brand of cooperative brands are: the lowest price in the whole network. The price given by Yi Zihan is about half of other sales channels. In addition, she also needs to pay 50,000 yuan of pit level fees and 20% of sales as a commission in each live broadcast.
Overall, \”The price is flat, no loss, no loss or loss\”, Yi Zihan said. If the broadcast period is not good, there will be a loss. Therefore, the main purpose is to publicize the brand.
It is understood that the sales of her cooperation in the past seven times is stable, maintaining 1 million to 2.0 million yuan. After comparing other e-commerce anchors of cooperation, \”Vish is already very conscience.\” Yi Sihan emphasized.
According to her, there are many friends around. Viria reached a cooperation, some have been prepared for 5 million yuan, and it is ready to board the Vaia live broadcast without days.
After surprised, the universal reaction of Hangzhou e-commerce live circle practitioners is silent. A person in charge of MCN institution with Vaia, \”Everyday in a drink\”, said in this \”sensitive period\” inconvenience. \”If you say the tax, I think everyone should be almost.\” He rushed to the next sentence and interrupted his chat. It is understood that some of his head anchors have chosen silence.
Zhang dry analysis in Hangzhou’s work of live e-commerce communities believes that there is a large number of brush behavior in the early stage of the head, in fact, in the loss. \”Normal pay taxes may die directly.\” He said.
02. Will there be\” a whale fall, all things \”?
Two full network TOP3 level belt main broadcast Ya, Sydney Live Career is abundant, and their ruling power in the live e-commerce industry is also completely tawned. How much ripples are in the uniwrapping e-commerce rivers and lakes? This is the problem of many people concerned.
For brand parties with Weai, Sydney has a relationship, service providers, this is destined to be a difficult time.
Yi Zihan revealed the \”powerful\”:
[123 ◎ Second, due to brand partners supply to the product price of Weia live broadcast must be \”the lowest price\” in the whole network \”, in order to prevent the price system of chaos, the products supplied by the brand, such as The product specifications are different from other sales channels. Such products are difficult to distribute.
◎ Second, inventory backlog and cash flows are tight, the brand partner and the cooperation sales target between the live broadcast of Vaia live is millions. \” For us a very large stock backlog, and our cash flow itself is very tight. \”Yi Sihan said.
Qiegang company parking garage stacking carton and Viaya poster
surrounded in Vish, The secret intermediary service provider of Sydney can only \”make birds and beasts\”, lost a lot of revenue.
Zhang Pengbo knows a boss with Ali background, business is mainly for Sydney doctrine and supply The chain factory, there are more than a person. If there is a brand to let your product mount the Sydney live broadcast, it is generally difficult to find the Sydney team, and find the boss is relatively easy, by paying the intermediary fee to help him help Cooperation with Sydney is a choice for many brands. \”For example, it is six times a year and gives a hundred thousand. \”Zhang Pengbo has played a bit.
There are many\” mediation \”companies around the head big, and it is often the same as the brand side of the Wea, which is often the live broadcast of Vaia. This payment of more than 100,000 yuan, even 500,000 yuan \”intermediary fees\”, the reason is to turn a number of \”mediation\” companies.
Of course, all this may be a good for small and medium-sized anchors. \”She (finger Viya) is a huge thing. When it is, the small anchor is actually not too much survival. \”A practitioner said so.
Specifically, a Hangzhou clothing e-commerce boss believes that Viria’s influence is a certain extent, the traffic tilt, variety, media speculation, and official title The result of shaping. Future, e-commerce, short video platform is inclined to Vaia, Sydney and other heads of the big anchor will be re-distributed.
\”In fact, the quality of the waist anchor and the understanding of live broadcast are not bad , Just lack of trafficHave a blessing. \”He believes that the brand will reduce the requirements for searching for cooperation with the waist.
Long-term, those products that are millions or even thousands of-level value, they want to distribute them through small and medium-sized anchors, is not easy. For example, the head is large The anchor may only take only 1-3 minutes to complete the sales target. How long does the small and medium-sized anchor do you take within a month, within two months? Or for half a year? This is the risk of dealing with the brand.
The distribution capability of small and medium-sized anchor is unknown for branding
Yi Sihan believes that in addition to head belt anchor The sales score is relatively stable, and other small and small belts, including idol stars lack reliability. Once, she cooperated with a star, and the other party had 30,000 yuan for pit, and the two parties agreed to obtain at least 30,000 yuan. Amount, only more than 1,000 yuan.
According to her personal experience, some MCN institutions have established a number of so-called anchors \”team\” in order to make a sense of the agency, to show the strength of the goods, but in fact Most of the anchor lacks the capacity of the goods, more tells the brand publicity value. In other words, for the brand, the service gap between the small and medium-sized anchor and the header anchor is quite a very disadvantage. Head is large The value of the aquatic goods in the belt, the value of brand propaganda is not available.
Another trend of this event is: Wei Ya, Sydney brand partners flow to other heads The universal cooperation, leading to the strong, the weakness of the weak.
Hangzhou or live e-commerce fertile land?
Assume a problem, live electricity With the weakening of Weia, Sydney and other possible heads, then \”Whale\”, it is impossible to have \”all things\”.
Zhang Pengbo believes that Wei Ya, Li Jiaqi, etc. The head big anchor has greatly improved the status of this industry in people’s hearts. \”Before (people) only looked at those stars, and I still feel very low as I listen to the net red. He said.
When the head big anchor is inverted, the problem worth paying attention is that the future development prospects and potential of live e-commerce.
The core value of live e-commerce is: for merchants For more competitiveness, traffic costs are more competitive. Yi Sihan spent 1.3 million yuan in the beginning of the year to buy Ali mother’s traffic package, plan ROI at 0.8-1 (80% -100% of the target sales amount).ROI is less than 0.1 (10% of the target sales amount). To this end, Ali mother’s executives personally went to her company to negotiate solve, hoping to compensate in other ways, have not progressed so far.
A Taobao e-commerce seller in the down jacket industry said: \”The traffic of the entire Taobao is getting worse, and the natural traffic is getting less and less, the merchants of the waist are very torment.\”
He found that there are many costume e-commerce anchors above the waist to do \”get more serious\”. For example, relying on the supply chain of Zhejiang, design styles or combined with the factory, so exclusively in the product. In other words, they seem to be more energetic.
Today, the Taobao e-commerce seller is increasingly increasingly interested in hanging e-commerce. The bigger it. According to him, Shaoxing Keqia has a small catering store selling pork belly chickens. It is usually available in 2000-3,000 yuan. Recently due to epidemics, it is unable to provide a tangible food, so the boss lives on the shake, first issue discounts first The voucher promotes the takeaway business, and then completes the performance through the \”errands\” of the public bag, and the rickets are very supported by his behavior, and the traffic around the store is free to send it free of charge. The daily flow of the store is about 20 times.
Among the number of registered enterprises related to live e-commerce, Hangzhou is weak in Shenzhen, Guangzhou. However, Hangzhou is the main aggregation city of the national head anchor. For example, Guangzhou’s shake head anchor \”Da Wolf Dog Zheng Jianpeng \u0026 Word Couple\” facilitated 2020 to move to Hangzhou. Therefore, Hangzhou is deemed to be a core city in the live e-commerce industry.
With the influence of Viya and Sydney gradually disappeared, the \”soil\” of Hangzhou live e-commerce industry is more concerned. Yi Zihan, Li Jian’s experience can reflect the quality of this soil.
After the products developed by Yi Sihan, they quickly attracted many competitors. She spent 6 years of research and developed by a copy in two or three months.
To this end, Yi Sihan moved the company from Suzhou to Hangzhou. The company has expanded from more than 50 people, and recruited supply chain, e-commerce, procurement, product managers. The backbone talents hopes to quickly play the industry influence with live bands, and get rid of the inner volume. \”Suzhou can’t recruited, I can’t get it in the root.\” She repeatedly said.
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One year, her Hangzhou experience is half-way. According to the data released by Zhejiang People’s Government June 2020, more than 60% of the MCN institutions in China gathered in Hangzhou.
But Yi Sihan often appears in cooperation with some MCN institutions, and the other party failed to fulfill the contract commitment, or only partial performance. The reason is that the aestThe negotiations are mainly responsible for the MCNs and intermediaries with its partnerships, but the latter is often lacking on the head. In this case, Yi Zihan even believes that \”many (MCN institutions) are deceived to deceive them.\”
She has participated in a Hangzhou e-commerce circle, and there will be hundreds of brands, and many brands have a similar stepper experience. When they talked about the solution, they even thought of rude approach: \”Party an old man, then go to the door of their company (MCN), at the door every day, then until the money is returned.\”
\”How many brands are willing to do payment next year?\” She questioned. Because I have stepped on a lot of pits, I am difficult to find \”reliable\” anchor like Wei Ya, Yi Sihan has decided to only accept the live cooperation of the purity, and prepare to strengthen brand self-broadcast. In addition, increase the promotion of the underline channels. Currently, there are already more than 2,000 lines of physical stores.
In 2022, it will be that Zhang Pengbo’s third year in Hangzhou, but he is still in \”honeymoon period\” with Hangzhou. After coming to Hangzhou, he quickly integrated into the local live e-commerce circle, and met many head anchors and e-commerce live broadcasts. He believes that this is because most of the practitioners have e-commerce background, and this group of people is: grounding, willing to communicate and learn from each other, and pursue cooperation and win-win.
In Shenzhen, office and living costs are too high, it is 2 times that of Hangzhou, \”Pressing each company in racing brain. Or in this way, he often encounters many people who are white, or even empty gloves.
\”With the live broadcast of e-commerce, Hangzhou can hit ordinary people to create wealth dreams.\” Zhang Pengbo felt. He probably estimates that one year can earn hundreds of thousands of yuan in the film and television industry. His wife and children have a Shenzhen account, but he is ready to persuade the two people to work, study and live in Hangzhou next year.
* Zhang Ying is a new name.