Edit | You Yong

The head anchor is also facing polarization.

Not long ago, the 31-year-old “Kaishou Brother” Simba made headlines in the media for reproducing amazing words in the live broadcast. He angrily denounced the unfairness of the platform, and revealed that a live broadcast had lost 20 million yuan, and he was squeezed to the point that he could not breathe. At this time, it has only been more than two months since his comeback-Simba had been banned for 60 days due to the fake bird’s nest incident.

On the other side, 36-year-old Wei Ya also encountered the embarrassment of “selling fakes.” Because the “Supreme brand co-branded products” sold in the live broadcast room were accused of copycats, Wei Ya and Qianxun Culture both apologized to consumers on Weibo. Immediately, Qianxun Culture, whose husband is the major shareholder of Wei Ya, was fined 530,000 yuan by the relevant authorities for advertising illegal activities.

But Wei Ya’s net worth is still growing. In May 2021, Wei Ya and her husband Dong Haifeng successfully entered the “2021 New Fortune 500 Rich List” with a wealth of 9 billion yuan. This 36-year-old “Taobao First Sister” has reached the height of wealth comparable to Tao Huabi, the founder of the 74-year-old Laoganma.

Even the former anchor brother and sister are inevitably plagued by the chaos of the live broadcast industry, as well as anxiety about traffic and popularity. They were fighting in the traffic dividends of live e-commerce, and they used to show off in their own prosperity, but when the public’s attention turned to more and more other Internet celebrities, with the continuous strengthening of supervision and the change of platform rules , Their “top stream” value is also being weakened.

It is increasingly difficult for the top anchors to make money. But they still held the “bargaining chips” and embarked on a different business path.

Simba and Kuaishou drift away Simba, who is not worrying, is causing trouble again for Kuaishou.

At the beginning of June, Simba suddenly lost control during a live broadcast of a mid-year big promotion. He fought against Kuaishou platform. He said that Kuaishou was short of money and crazy. He spent more than 2 billion to buy 86 million fans, and he had to pay for a live broadcast. More than 20 million yuan, and the flow was restricted by Kuaishou… Simba even let all the anchors under his own stand behind him to challenge Kuaishou.

Simba who offended Kuaishou also offended Douyin by the way. He believes that Douyin was the first to sell bird’s nests. Douyin used capital to manipulate public opinion, resulting in more than 50 negative hot searches after the bird’s nest sale incident.

Provoking two platforms in public at the same time. It is estimated that only Simba can do this kind of thing. “Everyone shouts and beats” has become a norm for him: In April 2020, Simba will live with another fast player. Big V Sanda brothers were banned from each other for three months; in October, he was criticized negatively during an event to protect the fans by scolding security.

But what really got him into trouble was the outbreak of the fake bird’s nest incident. In November last year, some consumers questioned that the bird’s nest sold in Simba’s apprentice live studio was sugar water. Although Simba insisted at the beginning that it was not a fake, Simba issued an apology in front of the real test report, and was subsequently banned from Kuaishou for 60 days and fined 900,000 yuan by the relevant authorities.

The image of Simba’s personal IP plummeted. In particular, Xin Xuan, which he created, emphasized that he had mastered a “new supply chain” and said that he would choose “good products with high cost performance” for users. However, at the early stage of the incident, Simba firmly denied that it was selling ” Fake bird’s nest”.

“Kai Shou made Simba, but it also made him a big tail.” Li Hao, the founder of Mars Culture & Cass Academy, told AI Finance and Economics. “Simba quickly became a super influencer by Kuaishou, but he did not pursue and The platform’s win-win situation, on the contrary, puts too much luck and the platform to support various factors, and understands that for personal efforts, I deserve it.”

But Ni Shu, a self-media person, has a different view on this, “the two sides are a cooperative relationship.”

The data shows that the Simba family is the top stream of Kuaishou live streaming. In 2019, Kuaishou live broadcast GMV was 40 billion to 45 billion yuan, while the GMV announced by the Simba team reached 13.3 billion yuan, contributing nearly 30%. According to data from the 618’s top talent list in 2020, Simba, Chu Ruixue, and Dandan Xiaopenyou in the Simba family dominate the top three, and family members occupy 6 seats in the top 10.

Simba’s live broadcast debut also proved his strength. On the night of his return, his unprecedented sales of 2 billion yuan set a new record. In just 7 hours, Simba’s social platform fans also exceeded 84 million from 64 million, which is close to a quarter of Kuaishou monthly active users based on data alone (the average daily active life of Kuaishou is 379.2 million in the first quarter of 2021).

Simba was completely immersed in his own honors, which became his arrogant capital in the past. “Kaishou, I hope you keep your eyes brighter. I am interested in most of the categories. I can mobilize the resources of the whole country. Please make good use of my skills and resources…” Last year with Sanda brothers After scolding each other and retiring from the Internet, Simba said so.

Rumor has it that Kuaishou founder and CEO Su Hua threatened to block it permanently at an internal meeting. To some extent, Simba kidnapped Kuaishou. He is subtly affecting users’ perceptions of Kuaishou e-commerce. When Kuaishou wants to do brand upgrades, supply chain upgrades and other actions, he will find a lot of resistance. , Because the super influencers on the platform are going in another direction to cultivate the habits and cognition of users.

“If Simba was just an anchor, there would be no difficulty.” Uncle Ni said, but the public underestimated the power of Xin Youzhi’s rigorous selection. “Simba’s wife Chu Ruixue used to be one of the top ten domestic micro merchants, and she has a lot of private domain traffic and WeChat resources.”

“It’s inevitable to’de-Simba’. No platform wants to be kidnapped by its own anchor.” Li Hao believes that if Kuaishou really wants to do it, it must be in an absolute dominant position. “Kaishou is still Kuaishou when he leaves Simba. It’s not necessarily Simba if you leave Kuaishou.”

In order to solve this headache problem, Kuaishou moves constantly. In July last year, Kuaishou invited Jay Chou to “break the circle”, and the highest number of simultaneous online people in a live broadcast reached 6.1 million. This year’s Spring Festival, Feigua data shows that Kuaishou will lead the goods list for seven days in 2021. The top five in the list are Grand Master Yu, Li Xuanzhuo (Jiu Xian), Kwai Er Yan Xuan, Wah, and Li Haizhen, without Simba.

At the same time, Kuaishou released a signal to support mid-waist anchors to the outside world. Zhang Yipeng, the person in charge of its e-commerce marketing center, once clearly stated to the media, “I may not be able to sell Simba, Li Jiaqi and Wei Ya with a mid-waist anchor. I will come with 10 anchors. With, the amount will definitely be larger than in the past.”

Even if he was not banned, Simba could no longer keep up with the evolution of the live broadcast. While the platform supports more vertical anchors and brand self-broadcasts, no one will want the next “Simba”.

The latest “Live E-commerce List” in May showed that a large number of fast-handed anchors represented by He Dongdong, Grand Young Master Yu, and Mr. Chen became the backbone of the May list. As for the Simba team, even Dandan earned 701 million yuan. His results won the first place in the fast hand, but compared to the previous pomp of the Simba team’s collective dominance of the list, the results are still slightly “dismal”.

The image of Simba is falling all the way, and Kuaishou is gradually completing the cut with Simba.

Wei Ya signs the anchor to be the boss When Simba was in constant trouble, another super anchor, Wei Ya, also fluctuated in the trust of users. But unlike Simba, Xin Xuan emphasizes the creation of a supply chain, highlighting Simba’s personal IP and strong personality, but the Wei Ya team has created more for her the role of a “professional woman” rather than a “female internet celebrity” .

“I never felt how popular I was.” This is the case with this strong woman who appeared in “Creation Camp 2020”, “Crossover Singer”, “CCTV Year of the Ox Spring Festival Gala”, “Tucao Conference” and other variety shows, as well as CCTV and local satellite TV. Say.

Compared with another head anchor Li Jiaqi, Wei Ya is better at using resources. This year’s “618” is a good example. A warm-up for the “Viya Carnival” invited Stefanie Sun, Junjie Lin, Huimei Zhang, etc. The top singer, Wei Ya only introduced the spike products and the “618” pre-sale list between the performances. That night, the Weibo topic #521薇娅欢乐节# had a reading volume of 1.22 billion and a discussion of 1.345 million.

Wei Ya also established a company, Qianxun (Hangzhou) Holding Co., Ltd., and her husband Dong Haifeng serves as the chairman of the board. In addition to the “top brand” Wei Ya under Qianxun Culture, there are also celebrity anchors Baibaitu, Teng Yujia, and celebrity anchors Lin Yilun, Li Jing, Haiqing, etc., covering all categories of beauty, life, clothing, etc., and the number of Taobao fans Ten million.

Dong Haifeng once revealed that in addition to more than 60 own anchors, Qianxun Culture also incubates anchors and brands, and builds its own supply chain system. At present, Qianxun Culture has quietly established Hangzhou anchor incubation base, Beijing star live broadcast base, Hangzhou super supply chain base, and Guangzhou supply chain base.

“At present, several major MCNs on the market want to do academy training. Qianxun is the first to recruit and train a bunch of anchors, sign them, and then sign the brand after finishing, let his anchor go to store broadcasting.” A Qianxun has no worries. The media staff told the AI ​​Finance and Economics Agency. In Dong Haifeng’s words, “Qianxun crossed the river by touching the stone Weiya.”

After the freedom of wealth, the news that Wei Ya and his wife entered the venture capital circle was also reported. Tianyancha APP shows that on January 28 this year, Qingdao Qianmiao Private Equity Fund Management Co., Ltd. was established with a registered capital of 10 million yuan. Its business scope includes private equity investment fund management and venture capital fund management services.

Wei Ya and his wife are committed to creating a “capital map”. But the process of capital expansion will not be smooth sailing. At the end of last year, Guangzhou Vimics Apparel Co., Ltd., where Wei Ya was a shareholder, was included in the list of business abnormalities, which once caused external discussion; Wei Yafang had to respond that this was due to the company’s relocation and failed to handle the address in time. Caused by the change procedures.

When Qianxun “crossed the river by touching Wei Ya”, Wei Ya herself must also face various questions about quality control audits and false propaganda. When there was a question about the “Supreme co-branded product”, Wei Ya first gave the e-commerce platform Xiaoer, and although she apologized to the public, she still did not explain the reason for the choice.

Unlike Wei Ya’s series of operations, Li Jiaqi does not have such big ambitions in business. He focuses more on the mining of personal IP. Even if he becomes a partner of his institution, it is not intentional. “Because Li Jiaqi can’t copy, our company can’t make another Li Jiaqi, so I became one of the company’s bosses.” Li Jiaqi once revealed in a live broadcast.

Simba has also continued to expand his business territory. He established “Xinxuan Investment” with a 95% shareholding ratio. But because of the collapse of his personal image, the companies associated with him are often implicated. For example, the starting shares of a listed company invested by Xin Xuan, because of the Simba “road closure” incident, the company’s stock price fell to the limit for two consecutive trading days, and the market value evaporated by nearly 1 billion yuan.

Take the goods and the anchor also eat youth rice Li Jiaqi once laughed at himself in an event: “Even if he speaks again, there will be a day when his voice is muted, and even if he is on fire now, there will be a day when he disappears.” He has a clear understanding of his industry. An iron platform, streamlined internet celebrities, and anchors are also a career that eats youthful meals.

In fact, the role played by the Internet celebrity economy in the live broadcast industry is also experiencing more contradictions. For example, anchors want to channel traffic to their own personal IP traffic pools through the platform, but for brands, they are increasingly not sure whether consumers place orders for people or for goods? The concessions offered by the brand owners to the real money and silver of the products have also become the credit for the anchor to win for the fans.

According to the data of the Wei Hotspot Big Data Research Institute, in the first quarter of 2021, in the total GMV list of live e-commerce anchors, Wei Ya personally contributed 7.15 billion yuan, Li Jiaqi contributed 4.5 billion yuan, Simba contributed 2.15 billion yuan, and the total GMV of three people Up to 13.8 billion yuan.

The head effect is significant, but data fraud and chaos emerge endlessly. Some media have reported that it only costs about 899 yuan to make a video with a million views in Kuaishou. In other words, the millions of popular anchors you see may have been bought.

Since the National Day last year, the supervision of live delivery of goods began to become stricter. In May of this year, the “strictest in industry history” laws and regulations were implemented, and all types of entities “before and behind the stage” and “online and offline” elements of live webcast marketing were all included in the scope of supervision.

At the same time, the cargo anchors are also facing the reality of reshaping the pattern and increasing competition in the industry. From 2017 to 2019, the market size of live broadcast e-commerce in my country increased by more than 20 times from 19 billion yuan to 433.8 billion yuan, and the penetration rate of live broadcast e-commerce increased from 0.3% to 4.1%. However, after the outbreak of the new crown epidemic, consumers watched live broadcasts to buy things. Enthusiasm began to fade.

“Being a live broadcast celebrity is not a long-term solution. Transformation is a matter of time. People only see the successful Via, but they don’t see the tens of thousands of Vias who have not rushed out and fell. There are so many amateur internet celebrities. The cycle is only one week or even several days.” An MCN operator told AI Finance and Economics.

This article was originally produced by AI Finance and Economics, an account of “Finance World” Weekly. Please do not reprint it on any channel or platform without permission. Offenders must be investigated.

Edit | You Yong

The head anchor is also facing polarization.

Not long ago, the 31-year-old “Kaishou Brother” Simba made headlines in the media for reproducing amazing words in the live broadcast. He angrily denounced the unfairness of the platform, and revealed that a live broadcast had lost 20 million yuan, and he was squeezed to the point that he “cannot breathe.” At this time, it has only been more than two months since his comeback-Simba had been banned for 60 days due to the fake bird’s nest incident.

On the other side, 36-year-old Wei Ya also encountered the embarrassment of “selling fakes.” Because the “Supreme brand co-branded products” sold in the live broadcast room were accused of copycats, Wei Ya and Qianxun Culture both apologized to consumers on Weibo. Immediately, Qianxun Culture, whose husband is the major shareholder of Wei Ya, was fined 530,000 yuan by the relevant authorities for advertising illegal activities.

But Wei Ya’s net worth is still growing. In May 2021, Wei Ya and her husband Dong Haifeng successfully entered the “2021 New Fortune 500 Rich List” with a wealth of 9 billion yuan. This 36-year-old “Taobao First Sister” has reached the height of wealth comparable to Tao Huabi, the founder of the 74-year-old Laoganma.

Even the former anchor brother and sister are inevitably plagued by the chaos of the live broadcast industry, as well as anxiety about traffic and popularity. They were fighting in the traffic dividends of live e-commerce, and they used to show off in their own prosperity, but when the public’s attention turned to more and more other Internet celebrities, with the continuous strengthening of supervision and the change of platform rules , Their “top stream” value is also being weakened.

It is increasingly difficult for the top anchors to make money. But they still held the “bargaining chips” and embarked on a different business path.

Simba and Kuaishou drift away Simba, who is not worrying, is causing trouble again for Kuaishou.

At the beginning of June, Simba suddenly lost control during a live broadcast of a mid-year big promotion. He fought against Kuaishou platform. He said that Kuaishou was short of money and crazy. He spent more than 2 billion to buy 86 million fans, and he had to pay for a live broadcast. More than 20 million yuan, and the flow was restricted by Kuaishou… Simba even let all the anchors under his own stand behind him to challenge Kuaishou.

Simba who offended Kuaishou also offended Douyin by the way. He believes that Douyin was the first to sell bird’s nests. Douyin used capital to manipulate public opinion, resulting in more than 50 negative hot searches after the bird’s nest sale incident.

Provoking two platforms in public at the same time. It is estimated that only Simba can do this kind of thing. “Everyone shouts and beats” has become a norm for him: In April 2020, Simba will live with another fast player. Big V Sanda brothers were banned from each other for three months; in October, he was criticized negatively during an event to protect the fans by scolding security.

But what really got him into trouble was the outbreak of the fake bird’s nest incident. In November last year, some consumers questioned that the bird’s nest sold in Simba’s apprentice live studio was sugar water. Although Simba insisted at the beginning that it was not a fake, Simba issued an apology in front of the real test report, and was subsequently banned from Kuaishou for 60 days and fined 900,000 yuan by the relevant authorities.

The image of Simba’s personal IP plummeted. In particular, Xin Xuan, which he created, emphasized that he had mastered a “new supply chain” and said that he would choose “good products with high cost performance” for users. However, at the early stage of the incident, Simba firmly denied that it was selling ” Fake bird’s nest”.

“Kai Shou made Simba, but it also made him a big tail.” Li Hao, the founder of Mars Culture & Cass Academy, told AI Finance and Economics. “Simba quickly became a super influencer by Kuaishou, but he did not pursue and The platform’s win-win situation, on the contrary, puts too much luck and the platform to support various factors, and understands that for personal efforts, I deserve it.”

But Ni Shu, a self-media person, has a different view on this, “the two sides are a cooperative relationship.”

The data shows that the Simba family is the top stream of Kuaishou live streaming. In 2019, Kuaishou live broadcast GMV was 40 billion to 45 billion yuan, while the GMV announced by the Simba team reached 13.3 billion yuan, contributing nearly 30%. According to data from the 618’s top talent list in 2020, Simba, Chu Ruixue, and Dandan Xiaopenyou in the Simba family dominate the top three, and family members occupy 6 seats in the top 10.

Simba’s live broadcast debut also proved his strength. On the night of his return, his unprecedented sales of 2 billion yuan set a new record. In just 7 hours, Simba’s social platform fans also exceeded 84 million from 64 million, which is close to a quarter of Kuaishou monthly active users based on data alone (the average daily active life of Kuaishou is 379.2 million in the first quarter of 2021).

Simba was completely immersed in his own honors, which became his arrogant capital in the past. “Kaishou, I hope you keep your eyes brighter. I am interested in most of the categories. I can mobilize the resources of the whole country. Please make good use of my skills and resources…” Last year with Sanda brothers After scolding each other and retiring from the Internet, Simba said so.

Rumor has it that Kuaishou founder and CEO Su Hua threatened to block it permanently at an internal meeting. To some extent, Simba kidnapped Kuaishou. He is subtly affecting users’ perceptions of Kuaishou e-commerce. When Kuaishou wants to do brand upgrades, supply chain upgrades and other actions, he will find a lot of resistance. , Because the super influencers on the platform are going in another direction to cultivate the habits and cognition of users.

“If Simba was just an anchor, there would be no difficulty.” Uncle Ni said, but the public underestimated the power of Xin Youzhi’s rigorous selection. “Simba’s wife Chu Ruixue used to be one of the top ten domestic micro merchants, and she has a lot of private domain traffic and WeChat resources.”

“It’s inevitable to’de-Simba’. No platform wants to be kidnapped by its own anchor.” Li Hao believes that if Kuaishou really wants to do it, it must be in an absolute dominant position. “Kaishou is still Kuaishou when he leaves Simba. It’s not necessarily Simba if you leave Kuaishou.”

In order to solve this headache problem, Kuaishou moves constantly. In July last year, Kuaishou invited Jay Chou to “break the circle”, and the highest number of simultaneous online people in a live broadcast reached 6.1 million. This year’s Spring Festival, Feigua data shows that Kuaishou will lead the goods list for seven days in 2021. The top five in the list are Grand Master Yu, Li Xuanzhuo (Jiu Xian), Kwai Er Yan Xuan, Wah, and Li Haizhen, without Simba.

At the same time, Kuaishou released a signal to support mid-waist anchors to the outside world. Zhang Yipeng, the person in charge of its e-commerce marketing center, once clearly stated to the media, “I may not be able to sell Simba, Li Jiaqi and Wei Ya with a mid-waist anchor. I will come with 10 anchors. With, the amount will definitely be larger than in the past.”

Even if he was not banned, Simba could no longer keep up with the evolution of the live broadcast. While the platform supports more vertical anchors and brand self-broadcasts, no one will want the next “Simba”.

The latest “Live E-commerce List” in May showed that a large number of fast-handed anchors represented by He Dongdong, Grand Young Master Yu, and Mr. Chen became the backbone of the May list. As for the Simba team, even Dandan earned 701 million yuan. His results won the first place in the fast hand, but compared to the previous pomp of the Simba team’s collective dominance of the list, the results are still slightly “dismal”.

The image of Simba is falling all the way, and Kuaishou is gradually completing the cut with Simba.

Wei Ya signs the anchor to be the boss When Simba was in constant trouble, another super anchor, Wei Ya, also fluctuated in the trust of users. But unlike Simba, Xin Xuan emphasizes the creation of a supply chain, highlighting Simba’s personal IP and strong personality, but the Wei Ya team has created more for her the role of a “professional woman” rather than a “female internet celebrity” .

“I never felt how popular I was.” This is the case with this strong woman who appeared in “Creation Camp 2020”, “Crossover Singer”, “CCTV Year of the Ox Spring Festival Gala”, “Tucao Conference” and other variety shows, as well as CCTV and local satellite TV. Say.

Compared with another head anchor Li Jiaqi, Wei Ya is better at using resources. This year’s “618” is a good example. A warm-up for the “Viya Carnival” invited Stefanie Sun, Junjie Lin, Huimei Zhang, etc. The top singer, Wei Ya only introduced the spike products and the “618” pre-sale list between the performances. That night, the Weibo topic #521薇娅欢乐节# had a reading volume of 1.22 billion and a discussion of 1.345 million.

Wei Ya also established a company, Qianxun (Hangzhou) Holding Co., Ltd., and her husband Dong Haifeng serves as the chairman of the board. In addition to the “top brand” Wei Ya under Qianxun Culture, there are celebrity anchors Baibaitu and Teng Yujia, and celebrity anchors Lin Yilun, Li Jing, Haiqing, etc., covering all categories such as beauty, life, clothing, and Taobao fans. Ten million.

Dong Haifeng once revealed that in addition to more than 60 own anchors, Qianxun Culture also incubates anchors and brands, and builds its own supply chain system. At present, Qianxun Culture has quietly established Hangzhou anchor incubation base, Beijing star live broadcast base, Hangzhou super supply chain base, and Guangzhou supply chain base.

“At present, several major MCNs on the market want to do academy training. Qianxun is the first to recruit and train a bunch of anchors, sign them, and then sign the brand after finishing, let his anchor go to store broadcasting.” A Qianxun has no worries. The media staff told the AI ​​Finance and Economics Agency. In Dong Haifeng’s words, “Qianxun crossed the river by touching the stone Weiya.”

After the freedom of wealth, the news that Wei Ya and his wife entered the venture capital circle was also reported. Tianyancha APP shows that on January 28 this year, Qingdao Qianmiao Private Equity Fund Management Co., Ltd. was established with a registered capital of 10 million yuan. Its business scope includes private equity investment fund management and venture capital fund management services.

Wei Ya and his wife are committed to creating a “capital map”. But the process of capital expansion will not be smooth sailing. At the end of last year, Guangzhou Vimics Apparel Co., Ltd., where Wei Ya was a shareholder, was included in the list of business abnormalities, which once caused external discussion; Wei Yafang had to respond that this was due to the company’s relocation and failed to handle the address in time. Caused by the change procedures.

When Qianxun “crossed the river by touching Wei Ya”, Wei Ya herself must also face various questions about quality control audits and false propaganda. When there was a question about the “Supreme co-branded product”, Wei Ya first gave the e-commerce platform Xiaoer, and although she apologized to the public, she still did not explain the reason for the choice.

Unlike Wei Ya’s series of operations, Li Jiaqi does not have such big ambitions in business. He focuses more on the mining of personal IP. Even if he becomes a partner of his institution, it is not intentional. “Because Li Jiaqi can’t copy, our company can’t make another Li Jiaqi, so I became one of the company’s bosses.” Li Jiaqi once revealed in a live broadcast.

Simba has also continued to expand his business territory. He established “Xinxuan Investment” with a 95% shareholding ratio. But because of the collapse of his personal image, the companies associated with him are often implicated. For example, the starting shares of a listed company invested by Xin Xuan, because of the Simba “road closure” incident, the company’s stock price fell to the limit for two consecutive trading days, and the market value evaporated by nearly 1 billion yuan.

Take the goods and the anchor also eat youth rice Li Jiaqi once laughed at himself in an event: “Even if he speaks again, there will be a day when his voice is muted, and even if he is on fire now, there will be a day when he disappears.” He has a clear understanding of his industry. An iron platform, streamlined internet celebrities, and anchors are also a career that eats youthful meals.

In fact, the role played by the Internet celebrity economy in the live broadcast industry is also experiencing more contradictions. For example, anchors want to channel traffic to their own personal IP traffic pools through the platform, but for brands, they are increasingly not sure whether consumers place orders for people or for goods? The concessions offered by the brand owners to the real money and silver of the products have also become the credit for the anchor to win for the fans.

According to the data of the Wei Hotspot Big Data Research Institute, in the first quarter of 2021, in the total GMV list of live e-commerce anchors, Wei Ya personally contributed 7.15 billion yuan, Li Jiaqi contributed 4.5 billion yuan, Simba contributed 2.15 billion yuan, and the total GMV of three people Up to 13.8 billion yuan.

The head effect is significant, but data fraud and chaos emerge endlessly. Some media have reported that it only costs about 899 yuan to make a video with a million views in Kuaishou. In other words, the millions of popular anchors you see may have been bought.

Since the National Day last year, the supervision of live delivery of goods began to become stricter. In May of this year, the “strictest in industry history” laws and regulations were implemented, and all types of entities “before and behind the stage” and “online and offline” elements of live webcast marketing were all included in the scope of supervision.

At the same time, the cargo anchors are also facing the reality of reshaping the pattern and increasing competition in the industry. From 2017 to 2019, the market size of live broadcast e-commerce in my country increased more than 20 times from 19 billion yuan to 433.8 billion yuan, and the penetration rate of live broadcast e-commerce increased from 0.3% to 4.1%. However, after the outbreak of the new crown epidemic, consumers watched live broadcasts to buy things. Enthusiasm began to fade.

“Being a live broadcast celebrity is not a long-term solution. Transformation is a matter of time. People only see the successful Via, but they don’t see the tens of thousands of Vias who have not rushed out and fell. There are so many amateur internet celebrities. The cycle is only one week or even several days.” An MCN operator told AI Finance and Economics.

This article was originally produced by AI Finance and Economics, an account of “Finance World” Weekly. Please do not reprint it on any channel or platform without permission. Offenders must be investigated.

It is understood that since 2016, Wei Ya has carried out hundreds of live broadcasts to help farmers, and the total amount of charity guidance has exceeded 700 million yuan. Wei Ya and her husband, Qianxun Chairman Dong Haifeng “Rocket Project” empowers the brand It is understood that in addition to incubating anchors, Qianxun has also laid out store broadcasting, brand operation and other businesses. Dong Haifeng told Nandu reporters that the development history of Qianxun is divided into two stages. From 2017 to 2019, Qianxun is mainly to build a professional operation team, broker team, supply chain, etc. for the anchor. After 2019, after contacting a large number of brand owners, Qianxun hopes to empower the brand owners. “So we have a lot of new subsidiaries in 20 to 21 years, and these subsidiaries are actually helping the brand to provide services. I hope that through Qianxun’s overall capabilities, we can help brands reduce operational pressure and improve efficiency.” Qianxun also launched the “Rocket Project” this year, which is mainly to innovate in the marketing model to help brands achieve efficient matching of products and customers, as well as marketing co-creation and channel launch. “When the original traditional brand was launched, They care more about the amount of exposure, and it is difficult for them to get the real ROI and conversion rate. But in fact, through our live broadcast room, a lot of data can be traced back. So we just made a “Rocket Project”, the purpose is to let us The live broadcast room and the brand jointly do promotion and marketing, so that more brands can know what the effect of the money they spend in the end, how many consumers are reached, and how many transactions are generated.” Dong Haifeng revealed that Qianxun has now created a new model, that is, through the live broadcast room of the anchor and the opportunity of the brand’s new product launch to jointly invest in advertising. “For consumers, if they really like this product, they will know that there must be a discount for the first release of a new product in the live broadcast room of a certain anchor; because there are discounts, consumers will pay attention to this live broadcast; we are driven by interests; First direct the traffic to a live broadcast room of an anchor, and then after the first release of the new product through the live broadcast room, the real and accurate users are sold to the brand’s Tmall flagship store; the Tmall flagship store can then follow the information of the user’s order. Do the secondary management of users.” In Dong Haifeng’s view, this type of combination can bring new effects to the advertisements of the host and the brand. “The anchor has to advertise, and the brand has to advertise. It originally cost two money, but now it’s superimposed and only spends one. Money. But it turns out that consumers may not know what the anchor will broadcast and will not come; brand new products are launched, and consumers can find them on Tmall every day, and there is no sense of urgency. Combining these two information, with time, there is With the location and the temptation of interest, then the advertisement may have new effects.” Start the rural industry support plan At the scene of the Via Carnival, the “Country Industry Support Plan” was officially launched. It is understood that since 2016, Wei Ya has carried out hundreds of live broadcasts to help farmers, and the total amount of charity guidance has exceeded 700 million yuan. Wei Ya told Nandu reporters that at present Qianxun has a department dedicated to docking agricultural products from all over the country. “I think agricultural products are real domestic products. Through live webcast, more people can understand agricultural products, and rural revitalization can be realized in the form of purchase instead of donations. .” Wei Ya also said that live broadcast to help farmers is not a simple transaction. The most important thing is to let local people understand what standardization is and how to turn agricultural products into commodities, and then into explosive products. “It really comes to the market. In addition to being able to sell well in the Weiya live studio (in other places), I think this is the biggest advantage.” Dong Haifeng revealed that Qianxun is currently building a professional team to communicate more with the locals, hoping to transform some seasonal agricultural products into commodities that can be sold throughout the year. “For example, our Dangshan pears, pears are In a certain season, it was a special product in Dangshan, Anhui, but how did we finally turn pears into pear paste, and finally became a hot product in the live broadcast room after it was put on the shelves in the live broadcast room. Pear paste can actually be sold all year round. It really drives the local farmers to change. Planting their specialty pears in more places can also drive local employment for secondary processing companies. From this case, we will upgrade.” That night, Wei Ya also donated 2 million yuan to the China Youth Development Foundation for training of rural teachers in 18 Wei Ya Hope Primary Schools and surrounding rural primary schools in Yunnan, Anhui, Gansu, Guangxi, Shaanxi and other places. Written by: Southern Metropolis reporter Wang Chenchen

In fact, in recent years, the changes faced by the auto industry are not only the tide of smart electrification, but also changes in the automobile consumption structure-the younger car buyers and the increase in the proportion of women buying cars. As early as 2019, the Travel Association stated that people born in the 80s and 90s have gradually become the main car-buying group. And with the improvement of women’s social status, the proportion of female users in car purchases is gradually increasing. According to big survey data, in 2020, women’s car purchase consumption will reach 22.28%, which has exceeded that of men (22.00%). This is the first time in the past ten years that women spend more on buying cars than men, and women buying cars tend to be younger, with the largest number of women aged 26-35. Great Wall Motors has already targeted this market that few car companies pay attention to. On August 20, 2018, Great Wall Motors officially released the Euler brand. Euler is positioned as a car brand that prefers women. The first model, the Euler iQ, was officially launched at the Chengdu Auto Show that year. At this Shanghai Auto Show, Oula Motors held a special press conference with a cute style. There were also traffic actor Zhang Binbin and popular actress Mao Xiaotong to help out. Source: Euler Motors At this Shanghai Auto Show, Euler Motors launched a variety of new cars, but the most concerned is the Euler Lightning Cat and the Euler Punk Cat. Euler Lightning Cat accelerates from zero to 100 kilometers in less than 4 seconds, has frameless doors, hidden door handles, automatic lifting tail, equipped with L3+ level automatic driving assistance, full-scenario intelligent automatic parking, ORA multi-mode integrated supercomputing platform, ORA exclusive Omnidirectional super-sensing system, Qualcomm’s third-generation intelligent platform, V2X Internet of Everything, etc. It is understood that the Euler Lightning Cat released by Euler Motors this time is its first pure electric super sports car model, which will be sold globally and is expected to be priced at 30,000 US dollars and less than 200,000 yuan. Another brand-new Eulerpunk cat continues the retro aesthetic design idea. Its appearance is similar to the original Volkswagen Beetle. The front face part adopts a design style similar to the Euler Goodcat. The round headlights are very eye-catching. Yu Fei, general manager of Great Wall Motor’s Euler brand marketing, said that among the models that have been released and are already on sale, the price of the punk cat is the highest, which stretches the brand’s tone and overall brand positioning. It will be listed in the first half of this year. Judging from the on-site reaction of the press conference on the 19th, many senior media professionals believe that the two new products launched by Euler are very outstanding in appearance and have the most basic conditions to attract female consumers, or can help Euler Motors to further its sales. On the probe. Source: Euler Motors It is understood that the sales volume of Euler Automobile reached 17,634 in the first two months of 2021, second only to Wuling and Tesla, ranking third. At the beginning of April, Wei Jianjun, chairman of Great Wall Motors, said when attending the event that Great Wall Motors’ electric vehicle brand Euler is expected to surpass Tesla in sales in 2023. But it is worth noting that Euler’s models are mainly concentrated in the low-end car market of 60,000 to 150,000 yuan, and high cost performance is its main competitive advantage. In the mainstream price range of 150,000 to 250,000, Euler Motors has no products before. The launch of Euler Lightning Cat and Euler Punk Cat will help Euler Motors cover this price range. But whether consumers will buy it depends on the market response.

In the video, Zhao Wei’s black mid-length hair shawl is generous and elegant, her face is exquisitely made-up, her red lips are full of spirit, and her skin care is also in place. Wearing a blue casual jacket, a pair of presbyopic shorts, and a pair of black hollow high boots, the whole person is standing on the stage eccentric and cute, his state and temperament are still young and energetic.

Some netizens commented that “Years are never defeated beauty, still elegant and majestic!”, and some netizens praised the “temperament beauty Zhao Wei”.

Zhao Wei can be said to be an actor who accompanies the 80s, 90s, and even 00s who have grown up. The representative works “Returning the Pearl” and “Deep Love in the Rain” have been deeply rooted in the hearts of the people. Whether it is “Little Swallow” or “Yiping”, the images in the play are very beautiful, especially the two big watery, talking eyes, which are especially pitiful.

Zhao Wei’s charm has been released since she was in school. According to people familiar with the matter, Zhao Wei was liked by many boys because she was so good-looking when she was a student, and she even cried because of it.

Huang Xiaoming, who has always had the image of an overbearing president, also became soft when facing Zhao Wei. The friendship between the two of them has been more than 20 years. Huang Xiaoming has never concealed his love and appreciation for Zhao Wei.

Today, 45-year-old Zhao Wei is back on the screen and starred in a 28-year-old woman in the new drama. In the still picture below, Zhao Wei is still full of collagen and full of vitality, and her image is praised by netizens.

Zhao Wei’s superb appearance was also very fortunately passed on to her daughter Xiao Siyue, especially her big watery eyes. Xiao Siyue’s appearance is simply a copy of “Little Swallow”, cute and weird.

Finally, I look forward to Zhao Wei bringing us more wonderful works in the performing arts circle, and I also wish Xiao Siyue a healthy and happy growth.

It is understood that the meaning of “two skins” generally refers to the separation of two things that originally have a necessary or dependent relationship with each other, and they exist separately. It is often used to compare things that are originally closely related but are separated from each other and are not related. situation.

However, Wei Leping said that the “two skins” of the current status of the cloud and network are mainly reflected in the following four aspects: First, the low efficiency of cloud network service provision, the lack of unified and flexible capability provision and scheduling of cloud network resources, and the slow opening and adjustment of cloud network products and services ; The second is the high development cost of cloud and network services, the independent construction of the cloud and the network, the information is not open to each other, the mutual calling interface is not standard, and it is difficult to form an overall view of the cloud; Management, relying on work orders, poor coordination, low level of data sharing, and difficult end-to-end management; fourth, cloud network security is a big challenge, cloud and network each have many systems, large scale, complex technology, and end-to-end cloud network security assurance The challenge is big.

Wei Leping believes that cloud-network integration will be divided into three stages of development: the first stage is the collaboration phase (2021-2022), the cloud-network infrastructure layer is “connected”, business automation is opened and loaded, and one-stop cloud-network ordering ; The second stage is the integration stage (2023-2027), the logical architecture and common components are converged, resources and capabilities have a “physical response”, cloud network capabilities are issued and dispatched uniformly; the third stage is the integrated stage (2028-2030 Years), breaking the technical boundaries of cloud and network, the physical and logical layers produce “chemical reactions”, cloud network resources and services have become standard parts of the digital platform. Among them, each stage has four dimensions of measurement (resources and data, operation management, business services, capability opening).

“The development principle of cloud-network integration is: the network is the foundation, the cloud is the core, the network moves with the cloud, and the cloud-network is integrated.” Wei Leping said: Cloud-network integration will eventually move towards cloud-network edge-end integration. The goal of cloud-network integration is to fully realize the cloudification of the network, cloud-network integrated operation and maintenance, and process integration. The difference and isolation of the three major resources of computing, storage and network are no longer visible; the ultimate goal of cloud-network integration must be reflected in the user experience To this end, the end-to-end cloud network edge-related resources must be manageable, visible and controllable; the three major resources of bandwidth, storage and computing should also be intelligently, efficiently and reasonably allocated and deployed on the cloud network edge. , To achieve the best end-to-end resource configuration, not just the best configuration between cloud and network. Of course, this evolutionary path is long and may last for more than ten years, but it is also an inevitable development trend.

At the same time, cloud-network integration also requires an open environment. Wei Leping said that the use of open source technology is an important measure to achieve an open environment; to break through manufacturer-specific hardware restrictions, promote competition, and reduce costs; provide a standardized basis for differentiated manufacturer solutions; the huge potential advantages of open source technology include the open source environment Under the circumstances, it is possible to use lightweight containerized open source software. The most popular one is Kubernetes, which can run multiple applications on a single server. Because Kubernetes is decoupled from the underlying infrastructure, it may span DC, core networks, and networks. It is easier to generate and deploy services on the edge, and Kubernetes is conducive to enabling and catalyzing the realization of cloud-native architecture. The goal is to gradually form a multi-vendor open cloud network environment based on open source. C114 Communication Network Li Ming