Double Eleven has just started. I didn't expect the "commercial war" to start from the live broadcast room instead of JD.COM, Taobao, Pinduoduo and other platforms.

On October 25th, the topic # Big Yang Ge angrily criticized Li Jiaqi for holding merchants hostage # to reach the top of the hot search. Big Brother Yang, "Tik Tok One Brother", has the connotation of Li Jiaqi in the live broadcast room: "If you sell more, you have the right to hold the merchants hostage".

Picture

Picture

Xiao Yangge is angry with Li Jiaqi

Related videos show that in the live broadcast room of "Crazy Xiao Yang Ge", the anchor seven bosses resentfully asked "How much lower are we than Li Jiaqi?" , and spit out "we don't have to sell anything" and "the mind's eye is smaller than a needle".

The cause of the incident, according to Yang Ge's statement, was that the price of goods in his live broadcast room was lower than that in Li Jiaqi, which led to the link being removed from the shelf.

Xiao Yangge said that he "broke the price" and could not sell if he sold lower than the other party.

For example, Da Yangge said that there are 100 stocks and 70 or 80 in Li Jiaqi, so the merchants must cooperate with him.If you sell more, you have the right to hold the merchants hostage, said the platform official is also very helpless.

Picture

He also said that we wanted some big names that were out of stock, and all of them were priced by one person.

Yesterday, some employees in JD.COM also issued a document saying that they were complained by the brand. Because the price of a certain Hayes oven in JD.COM was lower than the price of Li Jiaqi live broadcast, it violated the so-called "reserve price agreement" signed by them, and they had to compensate huge liquidated damages and spit out the "two choices" in the live broadcast room.

In response, Hai issued a statement saying that he had not signed any "reserve price agreement" with the channels involved in JD.COM's production and sales.

The relevant person in charge of US ONE also responded that the Li Jiaqi live broadcast room and Haishi brand did not sign the so-called "reserve price agreement"; The Li Jiaqi live broadcast room never asked the brand to make any two choices; The pricing power of goods in Li Jiaqi live broadcast room lies in brand.

Picture

The two live broadcast organizations behind it: US ONE& Three sheep network

Xiao Yangge's words of "exposing" the industry once again sent Li Jiaqi to the forefront.

In fact, as the live anchors of Vibrato and Taobao, both of them exist at the level of "one brother". This "dry battle" has attracted more attention than the "Double Eleven".

In the live broadcast industry, their influence is neck and neck.

After the "Flower Xizi Controversy", the number of fans in the live broadcast room in Li Jiaqi still reached 79.23 million. Four hours before the pre-sale of Taotian Double Eleven live broadcast last night, it was also one of the head live broadcast rooms with the first transaction volume exceeding 100 million yuan. Today's live broadcast has more than 10 million people online.

Picture

The number of fans of Crazy Xiao Yangge's Douyin account is as high as 121 million. According to the data of Feigua, the average number of people watching the field is 23.358 million, and the average stay time is 5 minutes, which is considerable. Its single-day live broadcast sales exceeded 100 million yuan.

In this way, the institutional companies behind the two earned a lot of money.

According to media reports, Meiwrist (Shanghai) Network Technology Co., Ltd. behind Li Jiaqi, commonly known as "MeiONE", has a total transaction volume of over 65 billion yuan in 2022, ranking first in the live broadcast industry.

Qi Zhenbo, the founder of American ONE, won the reputation of "MCN's Richest Man" and was listed on the rich list with a wealth of 17 billion for two consecutive years.

According to the enterprise survey, ONE also completed two rounds of financing in 2016 and 2017. Angel Round comes from Lakeside Shannan Capital of Alibaba Department, while Round A financing is well-known capital such as Weibo, Detong Capital and Qifeng Capital.

Picture

After the core IP of Li Jiaqi exploded, American ONE expanded several matrix accounts, such as "All Girls" and "All Girls' Wardrobe".

Behind Xiao Yangge is Hefei Sanzhiyang Network Technology Co., Ltd., which he founded himself. The output value of the company's live broadcast will exceed 10 billion yuan in 2022 and will exceed 30 billion yuan in 2023.

Today, Three Sheep Network CapitalThe territory is quite large, with more than 30 enterprises, spanning science and technology, media, e-commerce, investment, education and other fields.

In terms of live broadcast, it aimed at the Daren Matrix, with over 300 contracted anchors, and its Qiao Mei eve, "Three Wolves" and Yu Tianqi all achieved outstanding live broadcast results.

Picture

Behind it is the war of Tik Tok and "Amoy"

Coincided with the Double Eleven, Xiao Yangge's face was torn apart, which made people think of the "Tik Tok" he represented and the e-commerce war with Taobao Tmall behind Li Jiaqi.

The influence of the anchor itself has always been the key factor for the success of live streaming. In recent years, Taobao's "live top stream" collapsed houses one after another, such as Viya, Sydney and Lin Shanshan, which made them feel uncomfortable.

However, it was reported last year that Taobao invited Luo Yonghao to settle in across platforms, and Yu Minhong and Liu Genghong joined in one after another, which brought new traffic to it.

Data show that Taobao Live has added 500,000 new anchors within one year, most of which migrated from platforms such as Vibrato and Aauto Quicker.

In addition to the traffic crisis, the fierce growth of Tik Tok also brings pressure to Amoy.

According to the "Dianshubao" e-commerce database, it is estimated that the total transaction volume of e-commerce in Tik Tok will reach 2.6 trillion yuan in 2023, with a growth rate of 73.33%.

The total annual transaction volume of Taobao Live Broadcasting is about 980 billion yuan, with a growth rate of 27.27%, which is obviously in a weak position.

In September this year, the president of Tik Tok E-commerce revealed that the turnover of Tik Tok E-commerce products showed a high growth, and the total turnover increased by 80% year-on-year. Among them, the total turnover of goods in shelf scenes increased by more than 140% year-on-year, and the number of goods sold increased by more than 44% year-on-year.

Nowadays, the transaction scale of domestic live broadcast e-commerce market has increased to 3.5 trillion yuan in 2022, but the growth rate has dropped sharply year by year, only 48% in 2022. At the same time, the growth rate of user scale also reached its peak in 2020, and gradually slowed down in recent two years.

Facing the rapid changes in the e-commerce environment, seizing traffic has become a top priority. This time, Xiao Yangge tore his face and shouted, or there was a challenge to the live broadcast of Amoy Department.

The story brought by the conflict between the first brother will attract more traffic to the two platforms. This game may get worse and worse on the Double Eleven.