The authoritative list of live delivery is coming! Weiya is the top of the list, but the star's ability to carry goods is questionable. Taobao is the least on the list, but the sales volume is the largest
Loufan portal 2020-11-25 19:33:13
Xinhua news agency Beijing 11 month 19 (Reuters) ( Reporter Li Baojin ) At the just concluded China International Advertising Festival , China Advertising Association and professional organizations jointly produced the new list , The xinhua news agency 《 Economic reference 》 First release 《2020 year 7-9 Monthly live broadcast with goods TOP50 The list 》. List display ,TOP50 In the anchor of , Taobao is the least anchor on the list , But it brought the most sales . In terms of the anchor ,TOP50 In the anchor , Most of them are net red KOL Anchor and original anchor with goods , For example, via 、 Li Jiaqi 、 Simba 、 Baibai rabbit, etc , And the film and television stars who are often active in the live delivery are few on the list , It also shows that live marketing has its specialty .

The rank of running water First place in the iron fight Viya is at the top of the list

 The authoritative list of live delivery is coming ! Mia is at the top of the list , Star's ability to carry goods is questionable , Taobao is the least on the list, but has the most sales

 The authoritative list of live delivery is coming ! Mia is at the top of the list , Star's ability to carry goods is questionable , Taobao is the least on the list, but has the most sales

 The authoritative list of live delivery is coming ! Mia is at the top of the list , Star's ability to carry goods is questionable , Taobao is the least on the list, but has the most sales


According to the report , comprehensive 7、8、9 From the monthly list , There has been a big change in the position of each anchor . But no matter how other people's rankings change , Viya is at the top of the list .2020 Third quarter of 2007 , Weia has a total of 58.66 Billion , Is worthy of the name “ Taobao first sister ”.

Li Jiaqi's carrying amount is also very stable , Three month average TOP3.2020 Third quarter of 2007 , Li Jiaqi brings goods in total 34.83 Billion , Is worthy of the name “ Taobao first brother ”.

It is worth mentioning that , Well known in the industry “ Weiya 、 Li Jiaqi 、 Simba: who is the king of goods ”, But from 2020 year Q3 From the data of , Amount of goods carried by via (58.66 Billion ) Super Li Jiaqi (34.83 Billion ) And Simba (18.47 Billion ) The sum of the .

Net red KOL Anchor and original anchor with goods Star's ability to carry goods is questionable

7、8、9 In the monthly list , Net red KOL Anchor and original anchor with goods , For example, via 、 Li Jiaqi 、 Simba et al .

According to the report , since this year on , Star live broadcasting with goods is becoming a trend . But you can see from the list ,3 For months ,TOP50 In the anchor of , Only 6 Stars on the list . Star in “ Brand ” Maybe better than a lot of anchors , But when it comes to carrying goods , Still defeated by wanghong KOL Anchor and original anchor with goods , It also shows that live marketing has its specialty .

meanwhile , More and more official accounts have been added to the trend of live delivery . But for now , In terms of live delivery , There are not many accounts that can run out ,TOP50 The list of , Only Suning flag 、 Huaxizi and a few other accounts have been listed .

In terms of business , Brand owners try to be broadcast marketing by employees , Such as Xiaomi Lei Jun's live show with goods , Two hour sales exceed 100 million , The final sales are locked in 2.1 One hundred million yuan , A sample for the live broadcast of the store .

TOP50 The anchor didn't “ curing ” There is still a possibility of growth for small and medium-sized hosts

According to the report , Except for via 、 Li Jiaqi 、 Simba , And there are some hosts 3 All of them were on the list for months . among , Including Taobao anchor Sydney _Cherie、 Lie baby 、 Chen Jie kiki、 Small, small BABY、 Aizuma ; Tiktok 、 Chen sanfei gg、 Zheng Jianpeng, a wolf dog & Yan Zhen and his wife 、 Baibei rabbit 、 Mr Luo 、 Lazy cat nono; Kwai Simba 、 Little pot friend 、 Cat sister who loves delicious food 、 Sister Mi opens a garment factory in Guangzhou 、 Shijiazhuang Ruijie .

however ,TOP50 The anchor didn't “ curing ”, Every month there are new faces . According to the report , Some middle back hosts still have detours overtaking , Opportunity to be a head anchor .

TaoBao 、 Kwai Chao appeared super anchor.

 The authoritative list of live delivery is coming ! Mia is at the top of the list , Star's ability to carry goods is questionable , Taobao is the least on the list, but has the most sales

 The authoritative list of live delivery is coming ! Mia is at the top of the list , Star's ability to carry goods is questionable , Taobao is the least on the list, but has the most sales

 The authoritative list of live delivery is coming ! Mia is at the top of the list , Star's ability to carry goods is questionable , Taobao is the least on the list, but has the most sales


In terms of platform ,TOP50 The list of , Number of Taobao anchors on the list , from 7 Of the month 23 people , Down to 8 Of the month 13 and 9 Of the month 14 people . Taobao is the least anchor on the list , But it brought the most sales , This is related to “ Taobao first brother ” Li Jiaqi and “ Taobao first sister ” Viva's contribution is inseparable .

Benefit from the super hosts like Simba on the platform ,7-9 month , The total sales volume of Kwai Chung's list hosts is second of the three platforms .

And the tiktok has not yet appeared. 10 Billion + Super anchor , The number of tiktok hits is higher. , But the main reason for the low total sales . however , On the other hand , The echelon of the voice anchor is still tiktok. , New entrants still have a big space for development .

Besides , The report also pays special attention to the social development of live marketing activities and its own norms , Such as 9 month 10 The Forbidden City completed a game of 8 Hours of live online , Take the lead in making people realize “ Travel around ” Palace Museum and Exhibition ; Jiangsu Book Fair opens “ See you in the clouds ” A new model , Short 5 Days time , Integrate the data of each platform , The total number of views on the whole network exceeded 100 million ; The financial program center of CCTV launched a large-scale media financing activities 《 Watching poverty alleviation through village live broadcasting 》, By 2020 year 9 month 19 Japan , The total number of hits in the whole network exceeds 2.6 Billion , Show the value of live marketing .

however , Merchants at the present stage 、 The platform has various adverse phenomena that can not be ignored ,6 month , Police receive tip off clues : There is a female anchorperson “ silently mo7” Selling fake brand clothing . Police investigation found , Of the hundreds of businesses that have worked with Liao , There are close to those suspected of selling fake luxury goods 30 home ;3 A year old girl was fed by her parents 70 Make money by eating and sowing . On a live broadcast platform , One is called “ Send to jiuoutdoor ” Hundreds of thousands of water flowed through the studio every day 、 Millions, even millions , Suspected gambling , By the Central Committee of the Communist Youth League . CCTV calls tiger teeth 、 Fighting fish : Promoting online games to students through free online classes ; Live traffic counterfeiting service industry chain , Illegal profit in one year 272.6 Ten thousand yuan ; The host operation company aims at enterprise fraud “ Pit location fee ” wait , It needs to be regulated .

Zhang Guohua, President of the China Advertising Association, said , As an industry organization covering all fields of advertising and marketing , China Advertising Association will continue to play a full role in the development and specification of live e-commerce activities , China advertising association cooperates with several authoritative monitoring agencies in China , Through scientific modeling , With Xinhua News Agency 《 Economic reference 》、 People's network cooperation , Strengthen the public opinion monitoring of live broadcast , Strengthen industry self-discipline development monitoring and evaluation , Issue industry reports regularly , Publication of problem phenomena and cases , to cast out the wicked and cherish the virtuous , Guide the healthy development of online video marketing business forms, including online broadcast marketing and short video marketing .

according to the understanding of ,6 month 24 Japan , China Advertising Association has released the first self-discipline regulation on online video marketing activities in China 《 Marketing behavior standard of network live broadcast 》, since 7 month 1 Daily implementation , It aims to be a business engaged in online live marketing activities 、 The host 、 platform 、 Anchor service organization ( Such as MCN) Provide behavior guide with users and other subjects involved in marketing interaction , Guide and serve the healthy development of business forms .( End )
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