The game between the head anchor and the Aauto fast-moving platform has intensified.
After Simba Ge, who is faster than Aauto, challenged the platform several times from a distance, another head anchor Sanda also began to shout to the platform in the circle of friends.
Hello, everyone, I'm brother Sanda. I was a fan of 50 million three years ago, and I am still a fan of 50 million now.
According to several slots listed by Sanda Brother, first, the traffic peaked, and the number of fans has not increased in the past three years. Secondly, there used to be traffic without spending money. At present, most of the platform traffic is inclined to high-profit categories such as e-commerce and cosmetics; Third, the platform takes back the rights of the Sanda brother live assistant, and the multi-person live broadcast is not open.
Insiders of Sanda Brother told the Science and Technology Planet that the live broadcast popularity of several tens of millions of anchors has declined, and the account loss of Sanda Brother this year is nearly 3 million.
The fast-paced head anchor, starting from 202 1, seems to have a hard time. On the other hand, the abbot of Aauto Quicker's head entertainment anchor released a video at the beginning of the month to clarify that he had not been banned, but in order to save his life, he announced that he would officially withdraw from the live entertainment and transform into an agricultural product with goods in the future. In a recent live broadcast, he spoke out that it is illegal to broadcast live on the platform.
The first batch of family anchors who rose faster with Aauto: Simba repeatedly stopped the platform to limit the flow, the growth of Sanda fans stagnated, and the abbot gave up the entertainment live broadcast and transformed the live broadcast to bring goods. The head anchor door, which used to be so red in Aauto, is gone forever.
Behind the game between the head anchor and the platform, it reflects that the whole industry is facing the dilemma of peak traffic.
Friends, don't be obsessed with water, it will control you, and you will resent its lack. In the wilderness film Mad Max, because of the exhaustion of water resources, it became a war for water resources. In reality, behind the rise of head anchors, it is essentially a battle for traffic distribution and a battle for traffic.
1. The head anchor lost 3 million yuan, and the popularity of the live broadcast decreased 10 times.
There are 50.335 million fans, and the number of online users in the live broadcast room is less than 65.438+0.5 million. The live broadcast room is out of the list of live broadcast duration of 65.438+0.000. This is the real live data of Sanda Brother, the former head anchor of Aauto Quicker, on a recent Sunday night.
On that day, in the live broadcast room, the third brother said that without traffic, the average person in the live broadcast room stayed for 2 minutes, and there were very few big anchors that more than 65,438+100000 people watched online. His live broadcast room is one of the head anchors with a large number of online people at the same time.
A few days ago, Sanda brother spoke in a circle of friends, saying that he was 50 million fans three years ago and is still 50 million fans now. In fact, the problem of fan growth of Sanda brother is more serious than stagnation.
At the peak of popularity, Sanda's fans in Aauto Quicker once reached 53 million. However, as of press time, the data on Sanda Brother's homepage shows that the number of fans has dropped to 50.335 million, and nearly 3 million fans have lost their powder, which is the most serious time point in Sanda Brother's history.
The situation of dropping anchor powder is widespread. As long as the speed of powder dropping is faster than that of powder dropping, the final data will still increase, but maintaining the growth of fans requires spending money to buy traffic. Simba has more than 90 million fans and spent at least 1 100 million. If other anchors are not doing e-commerce, they have no ability to spend money at all.
Insiders of Sanda Brother's team told Science and Technology Planet that Sanda Brother's spit in the circle of friends was mainly a complaint about the recent drop in traffic. A year ago, their live broadcast popularity was 8- 10 times that of now, and the number of online viewers in the live broadcast room easily reached 65,438+10,000. There is no money now, and there is no traffic at all. In his view, the live broadcast popularity of tens of millions of big anchors has declined, and the adjustment of the platform's head anchor traffic mainly needs to make way for the commercialization of the platform.
The logic behind the decline of private domain traffic of head anchor is that the platform uses traffic for its own commercialization, and private domain traffic is transformed into public domain traffic, and public domain traffic generates revenue. Aauto's faster product revision, although there is no head anchor on the platform, the head anchor is the most affected group. Attention gave way to choice, and a simple product interface change increased the difficulty of anchor private domain traffic precipitation. Because users need to take one more step, the entrance becomes more hidden. The platform has completed the transformation from social logic to algorithm recommendation, and the realization of the commercial value of the platform will affect the private domain traffic of the head anchor.
Before 20 19, Sanda brother lived mainly by entertainment live broadcast and by the reward income of live broadcast. Since 20 19, Sanda brother has also joined the tide of live broadcast, but at that time, the frequency of live broadcast was relatively low, mainly short-sighted delivery. The effect of goods in myopia frequency band is weak. Since last year, the frequency of Sanda brother's live broadcast has increased, and it can be broadcast almost every two days.
According to the insiders of Sanda Brother's team, their live ROI can sometimes reach 1: 1 above, and sometimes it is only1:1,which hardly makes money. In order to raise fans, there is no commission and publicity fee for their recent live broadcast, and GMV reaches 654.38+0.8 million to 2 million yuan a day.
Anchor traffic is also related to platform market traffic to some extent. At the beginning of 2020, Aauto Quicker's daily life was as high as 300 million, and then it fell to 264.6 million. A Auto Quick 2021The third quarter financial report shows that the latest daily income is 320.4 million, nearly 60 million a year. Compared with the same industry, Tik Tok's daily life grows by about 200 million per year.
2. The balance between love and killing each other
The platform needs the head anchor to contribute GMV, and at the same time, it needs the head anchor to stay within the controllable range.
In the game with the head anchor, the platform finally failed to escape the noise distribution. After Sanda brother voiced, Aauto approached him faster and granted him the right to broadcast live by many people. This right means that other anchors of Sanda Brother can broadcast live in the live broadcast room of Sanda Brother.
Brother Sanda is not the first anchor to openly challenge the platform, and naturally he will not be the last one. In the context of the general peak of traffic, the anchor hopes to get the attention of the platform and then get the traffic tilt.
According to Tech Planet's incomplete statistics, in 20021year, Simba publicly visited Aauto at least twice because of traffic problems.
During the promotion of 6 18, Simba said that he spent 25 million yuan to buy live traffic, but he suspected that the platform was limited.
The basis of questioning comes from the mismatch between the number of viewers and the number of fans in the live broadcast room. Simba bluntly said, I have put up with the platform for a long time, and it took me 2 billion to get more than 80 million fans. Now, as long as I don't spend money to buy traffic, the broadcast volume is 654.38+0 million, and the money is not so bad. At this rate, no one can do it. I burned more than 20 million yuan in this live broadcast, and the broadcast volume of my anchor 30 million fans is 200,000 to 300,000.
The other time was the live broadcast in June of 5438+ 10. Simba called Thomas, the head of the faster entertainment section of Aauto. In these two games, Simba was banned on different days.
The relationship between the platform and the head anchor is quite subtle because of the mutual needs of interests and the balance of community ecology. However, it seems easier for the platform to take the initiative and seize the traffic to be a vassal.
Previously, Simba said in a live broadcast that it had signed an exclusive agreement with Aauto Quicker, and if it switched platforms, it would have to pay 5 billion yuan in compensation. Insiders of the Simba team told Science Planet that it is true to sign an exclusive agreement, but the specific amount is not clear.
This can also be seen from the address that Simba gave to Aauto faster. In 2020, Simba defined the relationship with Aauto quickless as a company that hopes to become a brother company with Aauto quickless and truly fight side by side with Aauto quickless. A year later, the brother company was renamed as the owner and boss.
In an exclusive interview with 36Kr, Simba commented that the relationship with Aauto Quicker is mutual love and mutual killing. In addition to the e-commerce department of Aauto quickey, Aauto quickey also has a Simba department in Aauto quickey, which is responsible for all the problems of Simba and directly receives the boss.
Insiders of the Simba team told Tech Planet that they fell in love with Aauto faster and belonged to a community of interests. Every time Simba broadcasts Aauto faster, people will go; Simba attended the Aauto Aauto Quicker E-commerce Conference a few days ago, saying that Aauto Quicker is the boss. In addition, Aauto Quicker is also giving Simba anchor traffic support and actively casting the stream for the anchor. On the birthday of Simba anchor Danzi, the official of Aauto Quicker also sent a cake.
Aauto will even take the lead in promoting the handshake of the head anchor faster. Now the whole internet industry environment is not very good, and the head anchor of Aauto Quicker is holding a group to warm up. The abbot, the second donkey and Simba all shook hands, and everyone tacitly stopped talking about GMV.
3. The new head anchor is in the upper position, and the brand broadcasts itself.
Whether it is Simba, Sanda brother or abbot, the dissatisfaction of the head anchor actually points to the traffic dilemma. So, where did the faster car traffic go?
The basic traffic of Aauto Quicker is changing, the traffic of entertainment live broadcast is declining, and the proportion of reward income of live broadcast continues to decline.
The same is true from the financial report data. Since the first quarter of 20021,Aauto Quicker's live broadcast revenue has declined for three consecutive quarters. In the first quarter of 20021,Aauto Quicker's online marketing service revenue was 8.6 billion yuan, a year-on-year increase of 16 1.5%, accounting for more than 50% of the total revenue for the first time. In this quarter, the number of platform advertisers was twice that of the same period in 2020, and the revenue of live broadcast business was 7.3 billion yuan, a year-on-year decrease of 19.5%. This part of the decline is mainly due to the decline in the average monthly paying users of anchors.
In the second quarter of 20021,the online marketing service revenue of Aauto Quicker was 1000 billion yuan, a year-on-year increase of 156.2%. The revenue from e-commerce and other services was 2 billion yuan, up 265,438+02.9% year-on-year. In contrast, the live broadcast business revenue was 7.2 billion yuan, a year-on-year decrease of 13.7%.
In the financial report of the third quarter of 20021,the statistical dimension of Aauto Quicker's other income increased year-on-year, and only the live broadcast was mentioned as a chain-on-chain increase, as if to downplay the latter's slowdown. The financial report shows that Aauto Quicker's online marketing service revenue reached 654.38+009 billion yuan, a year-on-year increase of 76.5%; The revenue of live broadcast service reached 7.7 billion yuan, an increase of 7.4% from the previous month. The average monthly paid users of live broadcast increased to 4,665,438+million, an increase of 3.6% from the previous month. The average monthly income of paying users increased to 55.9 yuan, up 8.8% year-on-year and 3.7% quarter-on-quarter.
Orient securities released the forecast of Aauto Quicker's fourth quarter financial report, predicting that the year-on-year growth rate of live broadcast reward revenue will turn from negative to flat, achieving a revenue of 7.9 billion yuan.
Judging from the transformation of anchors, almost all the major head anchors who used to live entertainment in the past escaped from live entertainment, and the speed of powder increase stagnated. Combined with the point of view of Sanda team insiders, advertising and live rewards are changing. When the growth rate of public domain traffic on the platform is greater than the value of private domain traffic, entertainment live broadcast can only be defeated.
The anchor of entertainment live broadcast fell, the anchor of live broadcast with goods was full, and another Simba rose-Simba's apprentice Maruko.
Simba gradually retreated behind the scenes, and the company behind Simba began to lift the power of the whole company to win the ball of Simba's apprentice. The strategy of going to Simba was effective.
According to public information, in three months, Dandan's products exceeded 6 billion, and soon became the new head anchor of Aauto. According to the data of Feigua, Dandan's latest live broadcast GMV reached 260 million yuan, ranking first in Aauto Quicker's weekly list of talented products. The second place on the monthly list is Simba, and the third place is Yu, the eldest son. The second place in the weekly list is Erliang, with a small number of fans and never been out of the circle before. The highest GMV of the anchor is only over 49 million yuan.
In June 5438+10 last year, Simba even created a live broadcast called challenging Simba to change eggs. The final live broadcast result is100000000000 GMV, and Egg has successfully become a single anchor club, with goods1000000000.
In addition to the new head anchor, brand self-broadcasting is also on the rise. Although some brands are not as good as the head anchor data in a single game, some previously unknown brands have begun to appear in the top five of the live broadcast list, including Hendricks official fur flagship store, KKN, Dailai Xi, cotton password and so on.
From super anchor to mid-waist anchor and brand self-broadcasting to support GMV traffic market, the ecology of Aauto Quicker gradually tends to be healthy.
But both the head anchor and Aauto Quicker are facing the challenge of peak traffic. At the conference call of 200212 quarterly report, Cheng, co-founder of Aauto Quicker, said: We still maintain strong confidence in the medium-term goal of 400 million yuan. Judging from the results, this goal has not been achieved.
According to the first financial report, the latest research report of Northeast Securities shows that the growth rate of Aauto Quicker's Q-4 has declined. At the same time, the commercialization of advertising business of Aauto Quicker is also accelerating.
On the one hand, the source of water is decreasing, and the traffic weight corresponding to the number of anchor fans is getting lower and lower; On the one hand, it is necessary to commercialize the limited water irrigation business and maximize the flow.
Rapid development is still the only way out. Industry insiders predict that the Spring Festival will become an important node. Last Spring Festival, the short video platform overtook the corner with a red envelope, and Aauto Quicker won the exclusive interactive partner in the Spring Festival Evening of 2020, with a daily life of 300 million. After the Spring Festival this year, the pattern will become clearer.