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