Li Jiaqi's team responded to the "Double 11 revenue of 25 billion yuan": never releasing data, economists: the development trend of live streaming e-commerce has begun to shift from "top anchor" to "store anchor"

On November 13th in the financial industry, according to media reports today, according to Li Jiaqi's team's statistics, based on the sales and selling prices of Li Jiaqi's live streaming room, during the Double Eleven period this year, Li Jiaqi's total revenue is conservatively estimated to exceed 25 billion yuan. According to media reports, the US ONE side responded by stating that it never released the Double Eleven data

On November 13th in the financial industry, according to media reports today, according to Li Jiaqi's team's statistics, based on the sales and selling prices of Li Jiaqi's live streaming room, during the Double Eleven period this year, Li Jiaqi's total revenue is conservatively estimated to exceed 25 billion yuan. According to media reports, the US ONE side responded by stating that it never released the Double Eleven data.

It is worth noting that not long ago, Li Jiaqi was deeply involved in a bottom price agreement, a choice between two, and repeatedly appeared on hot searches, and was repeatedly questioned by various parties about suspected monopolies. Previously engaged in a verbal battle with Li Jiaqi's team, JD.com's live streaming on the Double Eleven this year achieved impressive results. As of 23:59 pm on November 11th, the total number of viewers on JD.com's live streaming has exceeded 380 million.

On the 2023 JD 11 Media Open Day, JD Retail CEO Xin Lijun mentioned the current high commission situation in the live streaming industry, stating that some top anchors have surprisingly high commissions of over 20%, while many companies have profits of around 5%. Xin Lijun stated that there is a strange phenomenon in the industry. Originally, one factory raised 10000 people, but now 10000 factories raise one top anchor.

Renowned economist Ren Zeping wrote that the development trend of live streaming e-commerce has begun to shift from "top anchors" to "store anchors", with a penetration rate of nearly 40%. Ren Zeping believes that,2023 seems to be the first year of the outbreak of brand self broadcasting, with private domain transformation and operation being the core competitiveness, particularly crucial.

Live e-commerce is still an important part of the Double Eleven Festival and has a huge impact on promoting consumption. According to star chart data, from 20:00 on November 10, 2023 to 24:00 on November 11, 2023, the comprehensive e-commerce sales amounted to 277.7 billion yuan, with live streaming e-commerce accounting for 77%.In the past, the main focus was on top anchors, but this year, top anchors have become less popular. On the first day of this year's Double 11 pre-sale, the transaction volume of Li Jiaqi's live streaming room was about 9.5 billion yuan, a decrease of 56% compared to the same period last year. The head anchors of other platforms, such as Zhang Xiaohui (Little Red Book), had a record of more than 100 million yuan on Double 11, and Crazy Young Brother (Tiktok) had a sales volume of only about 100 million yuan on the first day of the live broadcast of Double 11.

A new trend presented by live streaming e-commerce is the "de headedness", where store self broadcasting has started to take off, and store broadcasting has become an accelerator for this year's Double 11 brand business explosion.According to the Tmall performance report, based on brand data, 402 brands sold over 100 million yuan on the Double Eleven in 2023, of which 243 were domestic brands. 38000 brand transactions increased by over 100% year-on-year. From the data distribution of store anchors and influencers, 58 live streaming rooms have sold over 100 million yuan, of which 38 are brand store anchors. 451 store broadcasts sold over ten million yuan,The penetration rate of store broadcasting has increased from 5% a year ago to 38.9%.The rise of live streaming stores represents the prosperity of the entire ecosystem and contributes to the long-term development of the live streaming e-commerce industry. Data shows that over the past year, over 300000 brands and merchants have opened live broadcasts on Taobao, with over 27000 stores having transactions exceeding one million yuan and nearly 4000 stores having transactions exceeding one million yuan. In the future, brand self broadcasting and influencer live streaming will complement each other and achieve diversified development.

The explosive growth of Double 11 member users and significant private domain dividend effect.The ability to transform and operate private domains will become the core competitiveness of businesses. Brand private domain traffic usually has a high repurchase rate and high stickiness, which is the core driving force for sales growth. According to the Tmall Double Eleven Performance Report, Taobao Tmall has accumulated over 100 million new merchant members for merchants, with a year-on-year increase of nearly 30% in the scale of merchant members across the entire platform. The continuous growth of private domain members has brought about a large number of transaction conversions, with merchant member orders increasing by over 100% for several consecutive days. Member groups in various industries such as clothing have contributed nearly 30%, and orders have recorded double-digit year-on-year growth for multiple days. Among them, industries such as clothing, fast moving consumer goods, sports and outdoor, and food have seen year-on-year growth of over 45% for multiple days.

This article originates from the financial industry

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