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Today, the war of 618 has already started. Obviously, live e-commerce is still one of the most competitive battlefields. For Taobao, Aauto Quicker and Tik Tok, every e-commerce war is a hand-to-hand combat. Challengers want to snatch food from the tiger’s mouth, while leaders have to defend the city.
The head anchors of each platform are also waiting in battle. The success of 618 is the medal of the current live broadcast room and the bargaining chip in the future. They looked up at the spotlight and sang praises for GMV loudly.
We have selected dozens of anchors who are now at the head of the industry. Based on GMV, popularity, topicality and other factors, we have pick out the top ten most profitable anchors. By looking through their achievements, status and relationships with platforms and businesses, we try to figure out: How much did the hottest anchors earn from us?
Fire and ice of the first echelon
They are the heads in the head, which can be regarded as the anger of the live broadcast industry.
#first echelon ［referring to veteran leaders］#
#Richest anchor:Viya
#Platform: Taobao
#GMV in 2020: 38.688 billion yuan
Before the publication of the New Fortune 500 list in May this year, people who ate melons only knew that Viya was rich, but they didn’t know how rich she really was. Now, the answer is revealed-Viya and his wife’s wealth has reached 9 billion yuan, comparable to that of "Laoganma" Tao Huabi.
Compared with the entrepreneurial history of Laoganma for more than 20 years, the live broadcast history of Viya is only 5 years. In 2016, she sat in front of the camera of the mobile phone for the first time and began to broadcast live; In 2017, she brought 70 million goods overnight and spread the wealth story of "earning a suite overnight".
But the crisis began to come from all directions. Originally, as a big anchor, Viya had a considerable bargaining power over the brand, and he only needed to keep an eye on the situation of competitors with similar coffee spots, so he could make plans. But now, according to Time Weekly, some brands revealed that the Viya team was very concerned about the activities of brand self-broadcasting, and the latter began to encroach on Viya’s territory.
For Taobao, even with the biggest head in the live broadcast industry, there is no way to pin all their hopes on them, especially the more stable the ceiling at the top, the more wronged the situation of other anchors in Taobao. In this regard, the platform began to tilt resources to merchants. Different from the speculation that Taobao’s live broadcast resources gathered in the head anchor, some insiders revealed last year that more than 70% of Taobao’s live broadcast transactions came from shops and 30% came from Daren’s live broadcast.
Viya seems to be in a bit of a panic. From last year to this year, there have been many incidents. Recently, Viya apologized to consumers for "selling the products of Supreme". The subsidiary of Qianxun Holdings, the company behind it, was also fined 530,000 yuan by the relevant departments of Hangzhou for advertising violations.
530,000 is just a small amount for Qianxun now. You know, Viya’s GMV with goods last year was as high as 38.688 billion, and there were more and more endorsements and cooperation, and its appearance image became more and more positive. At the same time, Qianxun also attracted low-key capital injection from Junlian Capital and Yunfeng Fund, and Viya and his wife also quietly set up venture capital companies to set foot in the field of private equity investment.
In the view of Viya’s husband Dong Haifeng, Viya is a "stone", and Qian Xun is crossing the river by feeling the "stone". The accumulated methodology and resources can be empowered to the second echelon of the company. It seems that Viya, after embracing capital, has made plans for the future.
#first echelon ［referring to veteran leaders］#
#Highest volume anchor:Li Jiaqi
#Platform: Taobao
#GMV in 2020: 25.243 billion yuan
The outside world likes to describe the relationship between Viya and Li Jiaqi as "the king doesn’t see the king", but when Viya mentioned Li Jiaqi before, he was full of gratitude: Jia Qi was the first person to go out of Taobao Live, and no one knew himself at that time. It was Jia Qi who brought attention and traffic to Taobao Live and her.
But Li Jiaqi also took off with the help of the traffic of Taobao platform. At the beginning of 2017, Li Jiaqi became "the one who caught the platform traffic", and the number of live viewers soared tenfold a day.
Later, the story was like mutual achievement. Li Jiaqi was supported by the platform business system and the supply capacity of goods, and grew into a head anchor, with a loud voice and a loud voice, known as the world’s suona; The Taobao platform has also increased the order volume and GMV of the entire platform.
Today, Li Jiaqi, the head anchor, can still contribute pretty good-looking data. Last year, he brought goods of 25.243 billion yuan. According to the statistics of the third party, on the first day of the pre-sale of Tmall 618 on May 24th, the live broadcast room in Li Jiaqi captured 2.565 billion yuan in sales, pushing Viya’s 2.379 billion yuan to the top.
So how much money can Li Jiaqi make? In 2019, he revealed that his monthly income exceeded 7 figures. By the Double Eleven in 2020, according to the data of turnover, pit fees, commission rate and so on, the commission for a single live broadcast in Li Jiaqi reached tens of millions, with an annual income of 3 billion yuan. -a set of old houses a day seems to have a chance.
But Li Jiaqi also had to start paving the way for himself. The establishment of eight companies in three years is just an outpost, and advertising, variety shows and recording programs for pets are all tests. He has his own anxiety: "Li Jiaqi will disappear one day, and the live broadcast will disappear one day. What I am thinking now is not what to do if the traffic is gone, but what posture I stand in front of everyone on the day when I disappear. "
Whether he admits it or not, now he is more and more like a star, at least according to some data-his fans in Weibo have reached 29.29 million, compared with 29.22 million in Xiao Zhan Weibo and 18 million in YCY.
#first echelon ［referring to veteran leaders］#
#The anchor who knows the pink circle best:– Simba
#Platform: Aauto Quicker
#GMV in 2020: 8.667 billion yuan
Aauto Quicker should be decentralized, especially Simba. This article is almost interpreted as the primary policy of Aauto Quicker e-commerce in the past two years.
In 2019, the sales of Simba live broadcast goods reached 13.3 billion, and in 2020 it was 8.667 billion, which was the absolute head. This kind of achievement has made Simba, who is famous for his true temperament, repeatedly argue with the platform. Recently, he settled accounts with Aauto Quicker in front of the camera and said that he spent 25 million yuan to buy traffic, but the number of viewers after one hour was only 800,000. "Where did I spend 20 to 30 million yuan?"
But for Simba, tens of millions are just "sprinkling water". Last year, because of the bird’s nest incident, he lost 60 million yuan and was awarded the title for 60 days. Two months later, Simba came back and led the anchors of the family to bow and shout slogans. I even knelt down on one knee and "take all users home". I have to say that although Simba only hangs out in the live broadcast world, the thinking of pink circle is much stronger than that of many people in the entertainment circle. Everyone knows the means of abusing and fixing powder, but it is still greatly shocked.
During the title period, in order not to be forgotten, Simba repeatedly brushed his sense of existence in the live broadcast of his disciples, or flashed by in the live broadcast room; Or let the apprentice help him abuse powder. His favorite pupil, Dan Zi, once burst into tears in the live broadcast: "I am just worried that I didn’t take good care of my family when Master was away."
Simba was sober. After noticing Aauto Quicker’s firm determination to "go to Simba", he proposed that he would shift his personal focus to the field of enterprise management and supply chain research without affecting the dream of the whole company.
Now he brings goods only once or twice a month, but his sales can reach 258 million per game. In order to calculate Simba’s income, it is far from enough to only calculate the number of his live broadcasts, because Simba’s disciples occupy several seats on the popular anchor list, and each of these anchors means hundreds of millions of yuan in income and share.
Billions of dollars a year may not be difficult for Simba now. I still remember that when Simba first made her debut, she had to make a list to get in touch with the red people. Today, the audience of e-commerce live broadcast can even be divided into women in Viya, all the girls in Li Jiaqi and Simba’s family.
#first echelon ［referring to veteran leaders］#
# The most progressive anchor:Luo Yonghao
# Platform: Tik Tok
# GMV in 2020: 2.037 billion yuan
The audience of e-commerce live broadcast is of course friends in Luo Yonghao.
On April Fool’s Day last year, Luo Yonghao brought goods in Tik Tok for the first time. There were many small mistakes and big mistakes. Putting the charge of calling the brand name wrong on other anchors had long been scolded for being unprofessional, but Luo Yonghao Road was popular, and the sparse head bowed to apologize aroused the love of fans.
For Simba, the platform is like ice, but for Lao Luo, the platform is fire. In his growing history of live broadcast, Tik Tok played the role of knowing each other from childhood. At that time, Tik Tok needed the stunt of "paying off debts", and Lao Luo needed Tik Tok’s user base, echo each other, which made his first live broadcast pit fee reach the peak figure of 600,000.
Although the peak is difficult to break, the technology flow Lao Luo has realized the feasibility of live broadcast debt repayment. In the next few live broadcasts, he constantly updated his equipment and practiced his mouth. On weekdays, he also recorded a small video with a preview, which seemed to be a professional-level anchor.
Analyzing the development process of making friends in the live broadcast room, it took only a few months to change from a small room to a large-scale production. Up to now, there are more than seven camera positions. At the end of April this year, Luo Yonghao also moved its base from Beijing to Hangzhou, the e-commerce base camp.
How much is the income, so that Luo Yonghao can pay off his debts from giving it a try to studying live broadcast with peace of mind? According to the data, in 2020, the sales of Luo Yonghao will be 2.037 billion since it started broadcasting in April. At an event, Luo Yonghao also responded that "the profit is more than 10%". In this year, it is not a problem to earn hundreds of millions of dollars, and it is by no means bragging to pay off debts in 2021.
On June 11th, Luo Yonghao went to the hot search again because he was executed over 18 million yuan. He made a friend and the live broadcast room responded that this is also a legacy, and "Luo Yonghao is trying to make money". 18 million, which is probably more than half a month’s live broadcast income. It was also executed, and this time he didn’t look so miserable.
Tik Tok is also developing well. According to the late LatePost report, the GMV of e-commerce in Tik Tok exceeded 500 billion in 2020, more than three times that of 2019, and its GMV target for 2021 is 1,000 billion, doubling again.
Such a high GMV is reflected in the revenue of the platform, which really makes a lot of money. According to 36Kr, the actual income of ByteDance Company in 2020 is 236.6 billion yuan. But perhaps because of Byte’s ambition, its operating loss reached 14.7 billion yuan due to the development of various new businesses and the replenishment of various old and new dishes.
The song of "dream catcher" of the second echelon
The eyebrows and eyes in the head are outstanding in temperament.The data is good, but it seems that the sword goes sideways.
#second echelon#
#Forever third anchor:snow pear
#Platform: Taobao
#GMV in 2020: 6.68 billion yuan
Just as there are about 10 universities ranked third in China, there are at least 10 candidates for the title of the third largest anchor in the industry. But if we just compete in the Amoy Department, Sydney is well deserved.
It’s not easy to keep the third place. The average live broadcast in Viya is 28 days a month, and 30 days from June 14th, Sydney has 30 live broadcasts, with a total sales of 2.18 billion yuan.
Earlier, Sydney was not the third, she was the first. In 2017, Alibaba released the Internet Consumption Impact List of online celebrity, and Sydney ranked first with a comprehensive impact score of 97.9, followed by Zhang Dayi (94.8) who later went public with Ruhan, and Grace Chow (73.0) who tore Show Lo.
As the first generation of online celebrity, Zhang Dayi and Sydney took different paths in the live broadcast. In 2016, double 11, Zhang Dayi created a sales record of 20 million yuan in two hours, but after she brought the goods, she bluntly said that the live broadcast mode of competing for a long time was "a little tired" and "would make everyone feel aesthetic fatigue".
Sydney has long realized the truth that "where there is free traffic, go there". While making a lot of money with the help of clothing stores, she seized the live broadcast outlet and made the number of fans in her own store more than 25 million all the way, ranking first in Taobao women’s wear category.
Recently, she stepped into the medical beauty project again, from photon rejuvenation and hot Maggie to super plastic lip augmentation and super picosecond. In a new field that Li Jiaqi and Viya have not stepped into for the time being, Sydney, a veteran from online celebrity, rushed ahead. According to the data of Zhigua, in a live broadcast of "3 7 Sydney First Medical Beauty Festival" featuring medical beauty products and various medical beauty project cards, the sales of Sydney were fixed at 182 million. Since the unit price and profit rate of such products are not low, her income will naturally rise.
I’m very busy with goods, but on the Weibo in Sydney, there are serious essays, casual and exquisite nine squares, rich life and VLOG. She is a money-making online celebrity, an idol of young girls, and a force to be reckoned with in the live broadcast field.
However, there seems to be an insurmountable barrier between her and Viya and Li Jiaqi. In 2020, Viya’s sales reached 38.688 billion yuan, Li Jiaqi’s 25.243 billion yuan, and Sydney’s only 6.68 billion yuan. It is conservatively estimated that her commission this year is less than 700 million yuan.
#second echelon#
#The fastest retrogressive anchor:Sanda ge
#Platform: Aauto Quicker
#GMV in 2020: 3.473 billion yuan
The same person who started the platform, if the rapid progress of Luo Yonghao proves that live broadcast is the outlet, then the swift retreat of Aauto Quicker Sanda Brother proves that this bowl of rice for e-commerce is not so easy to eat.
In 2018, at the first 618 Cargo Festival held in Aauto Quicker, Sanda Brother, who had the largest number of fans on the whole platform at that time, topped the list with a record of 160 million live broadcast sales, and successfully helped Aauto Quicker e-commerce break the circle. In the second half of the double eleven, Sanda brother also achieved outstanding results, without any introduction. A sentence of "Brothers, give me a second" can make 20,000 down jackets sold out.
This is the strength of the clans in Aauto Quicker Jianghu.
At first, Aauto Quicker live broadcast did not have the product logic of e-commerce with goods, but it had a strong guild style. Anchors often made profits by playing lists, and then six families including Simba family, Sanda family and donkey family class were produced, which became the big V of the platform to be reckoned with.
In essence, the family leaders headed by Sanda Brother belong to entertainment anchors. Although they have tens of millions of fans, they are not professional in the business of bringing goods. Sanda Brother and Simba were banned by Aauto Quicker at the same time because of the dispute of Aauto Quicker Brother. When Sanda brother comes back, he obviously can’t adapt to the life of a standardized and professional e-commerce anchor. In December last year, Sanda brother even announced that the birthday live broadcast was without goods after realizing his embarrassing situation that "every live broadcast must drop powder".
On the one hand, the rise of Simba, the "old enemy", and on the other hand, the Aauto Quicker platform, after its rapid rise, is keeping away from the six families, and the Sanda brother with rhythm can’t be found, and the cargo data is getting worse and worse. From last year’s annual GMV of 3.473 billion, the conservative annual revenue was more than 300 million, and the latest sales volume was only 92,000. It is difficult to find the trace of Sanda brother in the list of red people.
But even this retrogression did not stop Sanda brother from continuing to bring goods, and 50 million fans gave him the last confidence. In the live broadcast room, Sanda brother responded: "I don’t brag, I have 100 million deposits now! I can retire at any time, but I can’t! Just broadcast it, and there are more than 50,000 incomes … "
#second echelon#
#mostAnchor who doesn’t care about money:Big wolf dog couple
#Platform: Tik Tok
#GMV in 2020: 636 million yuan
These days, some anchors are loud, and some anchors have many plots.
Like elder brother Sanda and Simba, who shouted wheat to the old irons, Zheng Jianpeng and Yan Zhen, the "big German shepherd couple", conquered the sinking market, but their staff was not your second uncle in the village, but a charterer and a charterer who had too much inheritance at home and could only live by collecting rent.
In countless videos, the couple first wore shabby clothes and spoke authentic Cantonese. Soon, the picture turned into a scene where they were carrying snakeskin bags and holding dozens of keys, and married with children went to collect rent. Sometimes, the couple will shout the slogan "If you don’t work hard at ordinary times, you can only collect rent when you grow up" to the daughter who appears in the camera.
Yanzhen mentioned in an interview that their creative inspiration comes from real experience. According to her memory, she took people to see the house for her parents with a keychain since she was a child, and "this is the life that local villagers are used to." Similar plots are continuously exported, and there are fans’ comments below: "As a Cantonese, I feel very cordial."
The plot is just paving the way, and the live broadcast with goods is the serious matter. Some people described the couple as Phoenix Legend in the live broadcast circle, but they did circle a large wave of fans who were willing to pay the bill. At the beginning of this year, the couple’s weekly sales reached 306 million yuan, setting a new record for e-commerce in Tik Tok.
In the data list, they have relatively few deliveries, but their average sales can reach 20 million. Last year, their GMV was 636 million yuan, and it is conservatively estimated that their revenue was more than 60 million yuan. However, there is a well-known live broadcaster in Tik Tok, Worry-Free Media. According to GMV data, Worry-Free Media is the second largest live broadcaster in Tik Tok in 2020, second only to Make Friends in Luo Yonghao. In addition to the Big Wolf Dog couple, Tik Tok online celebrity, a well-known artist in, such as Wuyou and Sister Mao Mao and Wen Elf, is also a member of Worry-Free Media, and they are all famous for their dramas.
I’m addicted to tricks again, and I’ve made money again. No one can read it without saying a word. I don’t know which is more profitable for the big wolf dog couple, rent collection or live broadcast.
The song of "loser" of the third echelon
The mouth and nose in the head are pitiful, weak and helpless, but they can eat and blow.
#the third echelon#
# The anchor with the most scenes:Ting Zhang
# Platform: Tik Tok
# GMV in 2020: 735 million yuan
Zhang Ting, a star who will not be too surprised when he appears in Hot Search.
Recently, in the live broadcast room, she said, "Do you know how hard I work? 365 days a year, I worked for 356 days without rest, and tears pattered off, complaining bitterly about how tired I was at work and how hard it was to earn money. Zhang Ting probably didn’t expect that the masses really couldn’t empathize with themselves who bought a building by the Huangpu River with a stroke of 1.7 billion yuan.
Before becoming the leader of Tik Tok’s live star list, Zhang Ting’s most worthy commercial achievement was the secret of TST Court, a Wechat business brand founded with her husband Lin Ruiyang. With their connections accumulated in their early years, the couple recruited Tao Hong, Xú Zhēng, Lin Chi-ling, Ming Dow and others to speak for them, and soon became the top stream in Wechat business.
How much money does a Wechat business brand make? The tax payment of Shanghai Darway Trading Co., Ltd. behind the secret of the court reached an astonishing 1.26 billion yuan in 2018, becoming the tax champion of Qingpu District in Shanghai that year. With this aura, Zhang Ting seized the opportunity to enter the live broadcast circle.
On June 10th, 2020, Zhang Ting held her first live show with goods in Tik Tok. The products covered skin care and beauty, 3C digital, food and beverage, daily necessities and small household appliances. Five of the 30 models were her own products. In the end, she took 256 million goods in five hours. From June to the end of the year, Zhang Ting brought 735 million yuan in goods, and the live broadcast revenue was over 70 million yuan.
Despite his wealth, Zhang Ting often stressed that he was living an ordinary life, spending only 10 yuan a day and giving her husband only 1,500 yuan in pocket money every month.
In the live broadcast of the 612th anniversary this year, there were 10 kinds of Zhang Ting’s own products, among which one mask contributed the largest sales except Apple’s mobile phone, reaching 8.47 million. This figure brings Zhang Ting not only the share of the anchor commission, but also its profits as a brand, both of which are good.
In his own live broadcast room, selling his own goods, isn’t entrepreneur Zhang Ting just opening a whole supply chain by himself?
#the third echelon#
#The most prone to rollover anchor:Two donkey couples
#Platform: Aauto Quicker
#GMV in 2020: 1.65 billion yuan
In the past month, the two donkey couples went out of the circle. Frequent hot searches in Weibo make the couple’s names firmly tied to the fake mobile phone.
In May, the two donkeys were caught by professionals selling knockoff Dowell mobile phones, which directly promoted the comprehensive management of the mobile phone industry by Aauto Quicker platform, and payout ratio achieved the goal of buying one and losing nine. Since then, buying fakes is like winning a prize, which is very valuable.
ZTE’s mobile phone, which once appeared in the live broadcast room of the couple, was also taken off the shelf as a cottage machine for rectification. Unexpectedly, in order to punish Gui Li for accidentally injuring likui jy, ZTE Mobile announced that the mobile phone sold in Erlu Live Room was not produced by itself, and the products involved had nothing to do with ZTE. A few days later, Aauto Quicker forwarded it, saying that it would resume ZTE’s brand investment, much like the embarrassing situation that Tencent sued Laodopted Mother last year.
With so many anchors, it is the first time that the platform can be so shameful.
As another soul figure of Aauto Quicker’s six families, the owner of Aauto Quicker Donkey’s family, who is a businessman, is good at "blowing". Although he is not in the scientific and technological circle, he can also sell mobile phones with the classic TV shopping speech of "the original price is 4,999 and only 899".
The data shows that Er Donkey and Sister-in-law Ping Rong have put on eight smart phones in the last five live broadcasts, with sales reaching 79.01 million, which is the largest part of their total sales. Several mobile phones sold by the couple are brands such as Tianyu and Duowei, which have almost disappeared in the mobile phone market. The low price also caters to the needs of the audience in the live broadcast room of the couple.
Although it was also transformed from an entertainment anchor, Er Lv’s delivery performance today is much better than that of Sanda Brother. Together with Simba, He is the only Aauto Quicker family power that can make monthly sales exceed 50 million. In 2020, the sales of the couple’s live broadcast room added up to 1.65 billion, and it is conservatively estimated that the revenue is more than 160 million.
The good results ended in June this year. According to the requirements of buying one and losing three, the two donkeys just lost more than 50 million yuan for the 12PRO mobile phone. But this figure is still lower than that boasted by the second donkey-the second donkey couple once said in the live broadcast room that if there are fakes, he will pay a hundred times, not 899, but 89999. According to the second donkey’s cottage goods rate, this new "financial management method" is no more profitable than a green fund?
#the third echelon#
#Anchor banned for 630 years:Yin shihang
#Platform: Aauto Quicker
#GMV in 2020: No such person has been found.
Since Simba held a wedding attended by 42 stars, a demon wind of live wedding and bringing goods by the way swept through the fast flashlight business circle.
Yin Shihang has sprung up by this routine. On May 15th, his engagement ceremony made his popularity reach the top in Aauto Quicker, and even rushed to the top of the hot search list in Weibo, and he was successful. Of course, in addition to the heat, he also harvested more than 230,000 reports. According to Aauto Quicker employees, according to the logic of "sentencing", Yin Shihang will be banned by Aauto Quicker for 230,000 days-630 years, which is longer than the Monkey King’s time under Wuzhishan.
Prior to this, holding a wedding has even become the wealth password of Aauto Quicker online celebrity. Even after Aauto Quicker announced that "live selling of goods in the form of acting and speculation will be severely cracked down", dramas such as "engagement, divorce and breakup" clearly marked in the ban are still emerging one after another.
Yin Shihang proposed marriage four times in half a year, and he is likely to run away after fishing. Last year, he did not find this person in the list of the top 100 live sales. Through frequent hype, Yin Shihang rose rapidly this year, and the single sales even caught up with Taobao TOP3 Sydney and Xin Xuan’s female cat and sister, exceeding 40 million.
In order to create momentum for the engagement of the century, Yin Shihang took great pains to propose marriage, ride a white horse and send a bride price. But the plot is just a gimmick, and bringing goods is the purpose. For example, he spent 10 minutes introducing the gift he prepared for Taolu, and when the conversation turned, he found a manufacturer to make 1,001 copies. "But I only sent Taolu one person, and the remaining 1,000 copies were wasted." There was no way, so I had to make a 10% discount to the fans.
The effect of this move is really good. With this engagement, Yin Shihang completed sales of 46.3 million yuan, which can be credited to millions in one night. However, people who come to see the engagement will be miserable. In the five and a half hours of live broadcast, there are five hours of goods, and some people really can’t hold on to the heroine’s hijab and go to sleep with resentment.
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