1,000 yuan can’t recruit anchors for an hour, and sellers are going to stop

The salary has increased by 5 times, and the anchors with goods are too popular

Double 11 has turned into another kind of competition.

Courier companies recruit couriers with a monthly salary of over 10,000 to deliver goods to their homes, e-commerce sellers offer a monthly salary of 30,000 to operate operations, and even the salary of some packagers has also risen.

Similarly, this craze for people grabbing has also come to the live broadcast e-commerce industry.

Some organizations said that recently, the salary of part-time anchors has been fired to more than 1,000 yuan per hour. Compared with normal, their salary has doubled by 5 times.

It is reported that even with high prices, merchants and operating agencies still cannot recruit a sufficient number of anchors.

Double 11 is the most competitive promotion event of the year, and live broadcast e-commerce is also one of the most popular marketing models. The demand for live broadcast talents can be imagined by businesses.

In fact, not only in Double 11, the talent gap of anchors has shown a growing trend.

Relevant reports show that the talent gap of Internet marketers in 2020 is about 10 million, and it is expected that the gap will expand to 40 million by 2025.

On July 6, 2020, national departments such as the Ministry of Human Resources and Social Security released 9 new occupations to the society, including Internet marketers, and live broadcast salesmen were included in one of the four major job types of Internet marketers.

According to the “2021 China Short Video and Live E-commerce Industry Talent Development Report”, from 2021 to 2023, there will be 1.81 million, 3.78 million, and 5.74 million employees in the short video and live e-commerce fields, respectively, and the demand is gradually increasing. increase. Among them, the demand for network anchors accounted for more than 45%.

The rise of live broadcast e-commerce is too fast, and the speed of talent training cannot keep up with the needs of the industry.

Especially since the beginning of this year, live broadcast e-commerce has developed in a more standardized and professional direction, and professional e-commerce anchors have become more scarce.

In this case, it is not easy at all to find an anchor that matches the brand and product tonality.

Relatively speaking, spending more money for anchor recruitment is not an unacceptable thing. But for businesses, it is easier to motivate their employees to become anchors.

In fact, in the battle of store broadcast, merchants have no choice but to win.

First of all, under the competition of stock, the business operation of the business is faced with a lot of uncertainty. In an uncertain market environment, how to ensure user growth is a major challenge.

As Ali Blow Snow said, “User loyalty is the greatest certainty. The longer the user life cycle, the better the certainty of the enterprise’s business.”

Head anchors bring more instant traffic and conversions to merchants. Self-broadcasting is essentially a private domain operation method, which is the basis for merchants to accumulate users and achieve steady growth.

Secondly, as live-streaming e-commerce has entered a new stage, self-broadcasting has become more and more standard for e-commerce businesses. If you don’t have what others have, it means you are behind. No one wants business to end badly.

On the whole, no matter which angle you stand in, self-broadcasting has become a road that businesses and brands must take. but

When businesses and brands were about to start, they realized that self-broadcasting was not as simple as they thought.

Self-broadcasting by merchants, not as easy as imagined

On October 25th, #Laoganma fell out of the top 10 private enterprises in Guizhou# and entered the hot search list on Weibo. Over the years, Laoganma has become a household name in China with its unique hot sauce. But with the continuous encroachment of emerging brands, Laoganma has gradually become lonely.

During the period, Laoganma also wanted to save the decline by bringing goods through live broadcast and embark on the road of transformation. Even Tao Huabi, the founder of Laoganma, appeared in the live broadcast room to divert traffic in the form of screen recording, but the goods delivered in 30 days were less than 1 million.

(Source: Data excerpt from the data of Lao Ganma’s daily delivery of goods from the grey dolphin data)

As an industry leader, it is still so difficult for Laoganma to do live broadcasts, so what about ordinary brands and ordinary sellers? It has to be said that the difficulty of self-broadcasting by merchants needs to be re-evaluated.

In addition to the talent gap mentioned above, businesses have to face problems such as cost, operation, and traffic.

First of all, building a live broadcast room is equivalent to rebuilding a channel, which is a considerable investment. It is reported that a low-profile version of the live broadcast room costs between 50,000 and 100,000 per month.

Generally speaking, if a live broadcast studio wants to truly achieve an ideal return on investment, unless it has an excellent team, it can only continue to invest and accumulate enough influence a little bit.

But as we mentioned earlier, excellent live e-commerce talents are very rare, and this is a false proposition.

Secondly, most of the live broadcast rooms of merchants are facing traffic problems.

Often live broadcasts all day long, with very few viewings. This will test the ability of businesses and brands to make content, whether they can keep users or attract more users to watch.

In addition, self-broadcasting also has implicit requirements for the private domain operation capabilities of merchants and brands.

With traffic, the next step to think about is how to undertake it. A successful live broadcast can turn the attracted users into loyal customers, thereby realizing long-tail value.

However, major e-commerce platforms have launched relevant support measures for merchants’ self-broadcasting. For example, Taobao’s “Going Home Plan” and Douyin’s “New Merchant Escort Plan”, etc.

Provide corresponding traffic support and operation guidance for new and old business anchors, e-commerce platforms and e-commerce merchants will usher in a win-win situation on Double 11.

(Source: Red Funnel)

In fact, brand self-broadcasting has always been the direction of various platforms. Having experienced the monopoly of over-the-top anchors over the right to speak, the platform gradually realized that the dividend should be in the hands of the platform and the merchants themselves.

As of September 30, 2021, merchants’ self-broadcasted GMV accounted for about 60% of the overall GMV of Taobao Live. During 818 last year, the Douyin e-commerce live broadcast market reached 23.54 million hours, of which the self-broadcasting time of merchants was 11.85 million hours, accounting for 50% of the total time.

However, on the day of the double 11 pre-sale, Taobao brand self-broadcasting has not yet had more than 10 million live broadcast rooms. Compared with other dazzling achievements, brand self-broadcasting still has a long way to go.

The next stop, no one wants to miss this bonus

The future of self-broadcasting by merchants is worth looking forward to.

The “2022 China Live E-commerce Market Data Report” shows that the transaction scale of my country’s live e-commerce market will reach 2.4 trillion in 2021, an increase of nearly 120 times compared with 2017. The market size is expected to reach 3.5 trillion this year, achieving a growth of 47.7%.

(Source: NetEconomy)

Under the premise that the overall growth rate of e-commerce has slowed down, live broadcast e-commerce still maintains a rapid growth of nearly 50%. As live e-commerce gradually penetrates our lives, it has become an important growth force for e-commerce shopping.

What’s more, the next outlet of live e-commerce is the brand’s self-broadcasting. Seizing the dividends under the tuyere, some businesses have already achieved ideal results.

For example, Hongxing Erke, which became popular overnight due to donations, set a record of 210 million goods in a single month. But behind this, 9 matrix numbers under Hongxing Erke started broadcasting at the same time, which perfectly inherited this wave of traffic.

(Image source: new jitter data)

Similarly, Dong Mingzhu also achieved excellent results in bringing goods in the Gree live broadcast room. Relevant data shows that in 2021, Dong Mingzhu will broadcast live broadcasts across the country, and the final sales will exceed 50 billion yuan.

The feasibility of brand self-broadcasting has already been fully demonstrated.

What merchants and brands need to do is to grasp the trend of many platform strategies and matrixing, find the most suitable channel for them, and then slowly develop in depth.

In fact, what self-broadcasting is essentially doing is not to attract traffic, but to filter out its own high-value user customer base from the complex and diverse Internet groups, thereby leading to the realization of business explosion.

Under the high pit fees and commissions of big anchors, the stable and continuous and more cost-effective output of merchants’ self-broadcasting is obviously more attractive.

This is the reason why businessmen keep going.

Author | Moon End