Blue Whale News November 11 (Reporter Tang Shiyun) The longest double eleven in history is close to the end.Major anchors are still in the final battle, but their rankings and trends are basically clear.Some people were absent from Double Eleven for some reason, and some people "rolled" the scale of the red envelope in the live broadcast room to 100 million.
Put a friend, the Oriental selection has not entered the top ten, Cai Leis live broadcast room sold nearly 400 million
Third-party data shows that as of this afternoon, The top five of the Douyin Double Eleven Promotion List (October 18th-November 10th) this year are Xinjiang Hetian Yu Lao Zheng Zheng ZhengWalk with Hui, Guangdong couple, Jia Nailiang, and Xiaobei jewelry.The first four of them exceeded 700 million yuan, forming a leading advantage of faults .The Double Eleven Promotion has not been fully ended, and the 10th place in the list is fierce. For example, the current sales of Liu Yuanyuan, Mr. Dong, Qier, etc. are around 300 million yuan, which is closer.
According to the current cumulative sales, Pay a friend and select the top ten in the top ten of the Oriental selection .However, they also have other sales channels other than Douyin, and they all have multiple matrix accounts.
Compared with the Double Eleven promotion last year, the same list of "break in" with Hui Hui, which was established in January this year.Third -party data shows that during the promotion period with Hui, a total of over 780 million sales (data as of November 10) were temporarily ranked second.However, the reporter responded to the reporter with Hui that they did not specially participate in the platforms double eleven activities, and there was nothing much changed on the cargo tray .According to the schedule plan form, Dong Yuhui himself did not participate in the live broadcast of the Double Eleven on the day of Double Eleven.
On July 25 this year, Dong Yuhui and his accompanying with Hui officially selected single flying from the East.By early November, walking with Hui has been operating independently for 100 days. In these 100 days, the account with Hui Hui has increased by nearly 3 million, and the number of viewers of the live broadcast room exceeds 1.2 billion, and the total sales of live broadcasts exceed 2.5 billion yuan (Note: This data does not contain texts.Travel products and window).Different from the Old Dongjias East, the selection of self -employment is strongly put into self -operated products. All those who bring goods with Hui are all third -party external chain products. It is mainly food, beverages, fresh, special products, etc. The unit price is only 56.65 yuan.
The Guangdong couples who have ranked in the top three in the double eleven cargo list for two consecutive years, are the signature anchors under the head MCN Wuyou Media.The Guangdong couples are mainly based on beauty skin care, and they have more than 71.90 million fans in Douyin.At the beginning of this years Double Eleven event, the Guangdong couples had promoted the discount of "800 million subsidies, 100 million cash red envelopes".
It is worth noting that The first ten of the aforementioned list of the goods list are all jewelry live rooms .Among them, the record of "Cai Lei Break the Bingbing Station" this years Double Eleven is quite eye -catching. This is also the first time that the account ranks among the top ten on the list.Third -party data shows that nearly 90 % of the jewelry game categories in the live -broadcast rooms, and the cumulative sales of nearly 400 million yuan during the Double Eleven period.Among them, one of the best sales products is jade bracelets with a price of 14-15,000, and a total of 1,000-25 million was sold during the promotion period.
In September 2022, the former vice president of JD Group, Cai Lei, who confirmed the diagnosis of Xilu, opened the live show on the live broadcast of the live broadcast on Douyin.At the beginning of Cai Lei, the goods were mainly based on daily necessities. He hoped to bring some good commodity services to consumers. At the same time, he could also earn some money to continue to support the cause of overcoming frozen disease.Affected by physical conditions, Cai Lei himself has never appeared in the live room for a long time.
Xiaomi official flagship store is the only store broadcast in the top 15 of the list .On the evening of October 29, Xiaomi held a new product launch conference.That night, Douyin Xiaomi ’s official flagship store live sales exceeded 100 million, which was over 20 times compared to the previous day.Among them, the new mobile phone Xiaomi 15 and Xiaomi 15Pro sold 50-75 million yuan and 250 million yuan, respectively.
The anchor rummags over succession, quality live broadcast or new trend of the industry
This yearOne of the changes may be the absence of some super -headed anchors, such as the crazy Xiao Yang brother who flipped through the incidents of Mercy Moon Cake.
Since this year, the head anchors such as Luo Wangyu, Crazy Xiao Yang, and Sister Northeast Yuri have rushed over due to the controversy of cargo products, and some of them tried to make a comeback.On the evening of October 14th, Luo Wangyu, a "Douyin Beauty Brother", started the first live broadcast after the resurrection.According to Times Finance and Economics, inside people believe that: " Platform also hopes that Luo Wangyu will come back. This years business is difficult to do, the head anchor is frequently flip, and the platform must also grab the traffic of Double 11 If you come back or fill a certain gap for the platform, he can also obtain the platforms better support mechanism from the weakness of the platform.
But third-party data shows that Luo Wangyu Double Elevens cumulative total sales during the promotion period of about 25 million yuan, which is significantly declining from the same period last year. If the anchor wants to come back, it may still face a greater crisis of trust.
The "new" face in the front of the Douyin Double Eleven list may be Muson.Moson is an entertainment anchor with a fast -moving home. He currently has more than 26 million fans in Douyin.Its live broadcast is mainly based on the talent performances of people and horses, which is equivalent to moving the offline stage to the live broadcast room.During the Double Eleven Promotion, Musen sold 393 million, averaging more than 18 million viewers per game.
Mu Sens popularity logic is similar to Sister Coco and K in Macau, and the emotional value can still attract the audience.
There are also something that has not changed.Compared with the achievements of the Double Eleven and the recent major promotion last year, it is not difficult to find that the categories of goods in the front live rooms are mostly jewelry and beauty.Xinjiang Hetian Yu Lao Zheng Zheng, Xiaobei Jewelry, Cloud Jewelry, etc. are the head players on the track. However, the sales of hundreds of millions of sales may not be fully accountable-according to China News Weekly, the average jewelry return rate is 80%-90%.
In terms of beauty, the live broadcast rooms such as Guangdong couples, Jia Nailiang, Liu Yuanyuan and other live broadcast rooms have been in the first echelon for a long time.However, compared to last years Double Eleven Promotion, their sales during Double Eleven this year have declined to varying degrees.
The reason may be from many aspects.On the one hand, the influence of the super -head anchor is weakening.Industry analysts told the Blue Whale journalist that in the context of consumers increasing nature, the influence of channels and anchors themselves collapsed in index.Correspondingly, the enthusiasm for the merchant to pay for the head anchor is also fading.
At the same time, the live broadcast platform is increasing the support for merchants self -a broadcasting, and the anchor of mid -waist anchors and long -tail anchors.Some people in the industry analyzed the Blue Whale reporter that Many domestic products have completed the transformation from the broadcast to the self -a broadcast, and the proportion of self -a broadcasting ratios is nearly 70 %.Therefore, the ranking of live broadcast rooms such as friends and Dongfang selection on the list is normal.
But in general, the head anchor can still be played, and the platform also needs to send an anchor to promote the influence at the promotion node. However, with the live broadcast industry, the brand may pay more attention to the professionalism of the super -headed live broadcast room .According to the economic observation newspaper quoted people in the industry, the Double 11 this year is a clear watershed. Compared with the online celebrity live broadcast and cargo model, the quality live broadcast model of professional anchors and brands is expected to become the mainstream of the industry.
