Murder Ali, the culprits are actually Weiya and Li Jiaqi

At the end of 2021, Weiya's live streaming was suspended and banned across the entire network due to taX arrears.Most people believe that the Weiya incident has dealt a great blow to Taobao and Tmall

At the end of 2021, Weiya's live streaming was suspended and banned across the entire network due to taX arrears.

Most people believe that the Weiya incident has dealt a great blow to Taobao and Tmall. From the data, there seems to be some truth.

During the 2021 Tmall Double 11 period, the total amount of goods brought by Weiya was 20 billion yuan, accounting for 4% of the total sales amount of Tmall Double 11. Just 25 VIAs are needed to support a double 11.

Everyone is discussing how to make up for the huge sales loss caused by Viya's suspension. If there are no new anchors to come up with, the performance of Taobao Tmall will be greatly affected.

According to the media "Zhu Simaji", "The unpublished performance data of Tmall Double 11 in 2022 shows that there may be rare negative growth, with a year-on-year decrease of about 20%.

Is this Weiya's "power"?

This is just an outsider's perspective. In fact, Weiya's suspension of broadcasting may have a negative impact on sales in the short term, but in the long run, it is a good thing: it provides Alibaba with an opportunity to re regulate the ecological environment of Taobao and Tmall.

Dry Ali

In the past few years, anchors like Weiya and Li Jiaqi have made the ecology of Taobao Tmall chaotic, like two leeches, sucking up the traffic of Taobao Tmall.

During a Double 11 event in recent years, a certain Alibaba bartender waited in Weiya's company all night in order to allow his responsible merchant to participate in Weiya's live streaming. In some ways, he finally succeeded in participating in Weiya's live streaming, and the effect was also very good. In the end, this merchant was very satisfied.

This matter was shared as a positive case at the Double 11 Review Meeting, but every Alibaba waiter has a bad feeling in their heart. When did Alibaba's bartender start, the only thing he could do was to take the merchant to kneel down and beg for Weiya or Li Jiaqi?

Even when faced with international giants such as Lancome or Mars, Alibaba's former bartender could guide them on how to operate, advertise, and even reposition their products, with a great influence and convincing merchants.

However, nowadays, Ali Xiao'er has no other choice but to find Weiya and Li Jiaqi. What if Weiya and Li Jiaqi cannot be found? Then take the second step and go find Chen Jiekiki and Lie'er Baobao, these top tier anchors.

Once upon a time, Alibaba's marketing plans sold to merchants were cost-effective, effective, and could bring in actual sales.

However, just after the rise of Weiya and Li Jiaqi, the traffic at the Double 11 venue began to plummet, and the products that were cost-effective were no longer available for sale. The sea view room advertising space, which was once enough to ignite sales, also lost its magic and was mocked by Alibaba's bartender as a "golden finger".

What does Golden Finger mean? Because the price of 'Ocean View Room' is still as eXpensive as before, but it has no longer had the same effect as before, bringing in very little traffic. For merchants who advertise, the average price per user click is outrageously high.

Of course, marketing methods are always evolving, and in iterations, the once effective Double 11 venues and seascape advertising spaces have been eliminated by the times, which is understandable. However, the problem is that they are replaced by live broadcasts by Weiya and Li Jiaqi.

Whether it's the Double 11 venue or the sea view room advertising space, they are all marketing resources completely controlled by Alibaba. Alibaba can sell to whoever it wants, and they can sell as they want.

And it is precisely with these resources that Alibaba is the "traffic financier" for merchants, and Alibaba's bartenders have the capital to compete with these merchants.

However, although both Weiya and Li Jiaqi do live streaming within the Taobao Tmall ecosystem, they are independent entities from Alibaba. If merchants want to access their live streaming, it cannot be said that it is useless to find Alibaba, but it is not very useful. The key is to find people from Weiya and Li Jiaqi companies.

This means that the most effective marketing resources are no longer in Alibaba's own hands, which is very terrifying because Alibaba is a platform based company. Essentially, it is not selling goods, but selling advertising and marketing resources.

Moreover, the live broadcasts of Weiya and Li Jiaqi have limited slots, only a few dozen at a time. Even if we take into account the pits of the second line anchors in snow pear, there are only hundreds of pits that can be sold to businesses every day. Hundreds of pits are too few for this huge ecosystem, and there are too many monks and too few porridge for a large number of businesses. So we all want to rush to grab these pits.

The marketing resources that businesses value the most are not controlled by Alibaba itself, and Alibaba can only earn more than nothing from these live streaming slots.

Murder Double 11

Why has the reputation of the Double 11 in the merchant community been getting worse in recent years? It is because with the rise of anchors such as Weiya and Li Jiaqi, the marketing resources Alibaba sells to merchants, such as the pit space at the Double 11 venue and the advertising space at Haijingfang, are becoming increasingly ineffective, without traffic, and unable to generate sales.

If these merchants want to do business in Alibaba, they must give Alibaba's mistresses face and buy these eXpensive and useless marketing resources.

Alibaba bartenders feel uncomfortable selling these eXpensive and useless marketing resources to their responsible merchants, but this is a KPI and Alibaba's way of making money. They can only do their best to sell these junk products no matter what.

Some responsible Alibaba waiters will try their best to get their products to be broadcasted by Weiya or Li Jiaqi, which can ensure that overall sales are still good.

Inside Alibaba, the bartenders mock themselves as having no grip eXcept for "kneeling anchors".

This kind of scene was uneXpected when Jiang Fan led the development of live streaming. At that time, Jiang Fan hoped to bring some additional traffic to Taobao Tmall through live streaming. This can be seen from the original intention of Zhang Dayi, the first anchor supported by Alibaba.

Before Ali supported her, Zhang Dayi was a internet celebrity, especially with great influence on Weibo. Jiang Fan supported Zhang Dayi in the hope that internet celebrities like Zhang Dayi could bring more additional traffic to Taobao and Tmall from places like Weibo.

Of course, Jiang Fan and Zhang Dayi finally started dating, which was indeed quite absurd, but that was something that happened later.

After the rise of Weiya and Li Jiaqi, everything changed. Weiya and Li Jiaqi, unlike Zhang Dayi, grew up from scratch in the Taobao Tmall ecosystem. They were not initially internet celebrities and could not bring any eXternal additional traffic.

On the contrary, they parasitize within the ecosystem, sucking up the entire flow of water like locusts.

They're just poisoned wine

In recent years, within Alibaba, there has been a reflection on the issue of top anchors damaging the platform ecosystem, and many Alibaba followers also have their own ideas on this matter.

However, as Weiya and Li Jiaqi drew more and more traffic, these top anchors began to become "too big to fail", and the annual Double 11 sales eXplosion also became increasingly dependent on these anchors.

Everyone knows that this is a poisoned wine, but for the sake of KPI and sales, we can only drink this poisoned wine.

If this continues, the ecology of Taobao Tmall will become hopeless. Taobao Tmall is the Political base of the whole Ali. If the Political base fails, the future of Ali will be bleak.

Fortunately, a turning point has finally arrived. Weiya has been banned due to taX arrears, and relevant departments have also begun to rectify the entire industry. Live streaming will definitely not be as eXplosive as in previous years.

Many people believe that this is another blow to Alibaba, but in fact, it is a big mistake. As I analyzed, this is an opportunity for Alibaba to revitalize itself and effectively manage the Taobao Tmall ecosystem.

Some people may say that if Ali did not vigorously develop live broadcasting, this cake would be taken away by Kwai and Tiktok. There is some truth in this statement, but I think that if Ali had not made great efforts to develop live broadcasting, it would not have been possible to develop it so quickly. Whether it is Simba from Kwai or Luo Yonghao from Tiktok, it could not be compared with Weiya and Li Jiaqi.

The products sold by Simba are generally of low quality and do not have any major brands. People who understand how Simba's sales can soar are actually aware that it relies on the WeChat business system, not the live streaming itself.

Although Luo Yonghao sells good brands, his sales are not of the same order of magnitude as Weiya and Li Jiaqi.

In fact, it's not just how powerful Wei Ya and Li Jiaqi are, but only the ecosystem of Taobao Tmall can cultivate such top anchors. Without the continuous supply of low-priced goods provided by Taobao Tmall, even if Wei Ya and Li Jiaqi burst their throats to sell, they wouldn't be able to sell anything.

So, if it weren't for Alibaba's quick success and rapid development of live streaming, the cake of live streaming wouldn't have been as big as it is now and would have remained in a very niche market for a long time.

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It's not too late to make up for the lost sheep

Now that Weiya has been banned, how Li Jiaqi handles it is a quite troublesome issue.

The competition between Wei Ya and Li Jiaqi is also considered a mutual check and balance, and Ali is still able to barely control these two top anchors. Currently, only one is banned, and Alibaba is indeed quite difficult to handle.

For Alibaba, it is actually necessary to take advantage of the trend of our country's regulation of the live streaming industry, gradually weakening the proportion of live streaming in the marketing system, and guiding businesses not to use low-priced high-quality products to feed those top anchors.

In addition, in the small ecosystem of live streaming, it is also urgent to suppress Li Jiaqi and let more new anchors rise. We must not let Li Jiaqi dominate alone.

As a result, Ali began to support the former second tier anchors Chen Jiekiki and Lie'er Baby, and launched a full-scale live broadcast cooperation with TVB. More importantly, it dug Luo Yonghao into the live broadcast on Taobao.

Luo Yonghao's debut on Taobao created a deal of nearly 210 million yuan, and the total number of viewers on that day was 26 million.

In that year, Luo Yonghao's premiere in Tiktok was 110 million yuan of transactions and 48 million views. The amount of transactions (efficiency ratio) created by a single user between the two was four times that of Tiktok.

Today's Taobao live streaming is still the most commercially valuable platform in China, and Taobao anchors still have sufficient appeal to customers. Customers' consumption desires are almost equal to the anchor's personal strong influence and skills, and the ecosystem of live streaming will not collapse due to the disappearance of one or several people.

Cheng Daofang, General Manager of Taobao Live Business Unit, said, "The proportion of GMV in my KPIs is already very small, and most of them are already user indicators

It's not too late to make up for the lost sheep

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