The proxy war between Weiya and Li Jiaqi

在直播和投递的世界里，这样的"暴徒"可能是评选团队、营销团队、公关团队，甚至是寻找主播的品牌方。围绕着巨大的利益，他们的底线在哪里？

In the world of live broadcasting and delivery, such "thugs" may be the selection team, marketing team, public relations team, or even the brand side who is seeking the anchor. Around the huge interests, where is their bottom line?

老伙计桂桂桂兄弟正将下沉的市场定位于降低老铁的价格。尽管存在许多争议，但粉丝们仍然希望在快车道生态系统中跟随。桂冠、中国广告协会、第一财经数据中心等平台发布的直播商业主播影响力4月排行榜显示，排名前十的主播在快跑中占据3席，其中大美女和蛋童好友属于辛巴一家。

Brother Kwai Kwai, old fellow, is positioning the sinking market to lower the price of the old iron. Despite many controversies, fans still want to follow in the fast track ecosystem. Kwai Kwai, the China Advertising Association, the first financial and business data center and other platforms released live broadcast business anchor influence April list shows that Top10 anchor in the fast runner takes up three seats, of which the big beautiful and the egg kid friends belong to Simba family.

只有李嘉琪和薇雅共用一个平台。尽管他们已经开辟了其他直播渠道，但最终的下单平台还是需要回到淘宝。两位主播的"威雅女"和"全女生"面对的是同一批用户。当他们一起喊出同样的洗脑口号时，观众的竞争就摆上了台面。在选秀层面，虽然李嘉琪从美女起家，薇雅以女装闻名，但如今行业竞争越来越激烈。它们都在将SKU扩展到整个品类，因此不可避免地会出现选择重叠。

Only Li Jiaqi and Weiya share the same platform. Even though they have opened up other channels for live delivery, the final platform for placing orders still needs to return to Taobao. The "Weiya women" and "all girls" of the two anchors are facing the same group of users. When they shout out the same brainwashing slogan together, the audience competition is put on the table. At the selection level, although Li Jiaqi started with beauty and Weiya is famous for her women's wear, the competition in the industry is becoming more and more fierce today. Both of them are expanding SKU to the whole category, so it is inevitable that the selection will overlap.

由于目标用户高度重叠，销售名单相似，直播场地也在同一个舞台上，表面上似乎赚了不少钱的李嘉琪和魏娅，其实有暗战。这个结论不难理解，几乎每个人都知道这个现象。

With highly overlapping target users, similar sales lists, and live broadcasting venues on the same stage, Li Jiaqi and Wei Ya, who seem to be making a lot of money on the surface, actually have secret wars. This conclusion is not difficult to understand, and almost everyone knows this phenomenon.

天涯搜索发现，伟雅的丈夫董海峰持有6家公司，而千寻文化作为法人，先后成立了三家子公司，分别是千喜（IP运营）、千宇（泛文化娱乐）和千博（综合服务）。2021年4月，乾迅文化赢得第二轮融资，云峰基金、君联资本入市，公司围绕威亚打造的版图初具规模。李嘉琪和他身后的公司也在推动扩张。自2016年成立以来，已获得三轮融资。投资方包括新浪微博基金、巨人文化、双龙航空软创投等，在不到三年的时间里，李嘉琪成立了多家公司，涉及电子商务、化妆品销售、广告设计等领域，有业内人士认为，这代表着电子商务直播与投递领域的发展已接近边界。要取得更大的突破，必须跳出行业的桎梏。

Tianyan search found that Weiya's husband Dong Haifeng holds six companies, and Qianxun culture, as the legal person, has successively established three subsidiaries, namely Qianxi (IP operation), Qianyu (Pan culture entertainment) and Qianbo (integrated services). In April 2021, Qianxun culture won the second round of financing, Yunfeng fund and Junlian capital entered the market, and the company's territory built around Weiya took shape. Li Jiaqi and the company behind him are also promoting expansion. Since its establishment in 2016, it has obtained three rounds of financing. The investors include Sina Weibo fund, giant culture, Shuanglong Airlines soft venture capital, etc. In less than three years, Li Jiaqi has established a number of companies, covering e-commerce, cosmetics sales, advertising design, etc. Some people in the industry believe that this represents that the development of the field of e-commerce live broadcasting and delivery is close to the border. In order to make a greater breakthrough, we must jump out of the shackles of the industry.

后阵营的扩大，给李嘉琪维雅带来了更大的盈利压力。凤凰电子商务研究院的《2020年电子商务行业直播白皮书》显示，在行业百强主播299亿元的总销售额中，伟亚、李嘉琪在双11期间创造的商品销售额占了近一半。胖球数据还显示，今年618预售首日，两人的直播房均超过1亿。

The expansion of the rear camp has put more pressure on Li jiaqiweiya to make profits. According to the "white paper on live e-commerce industry in 2020" of Phoenix E-Commerce Research Institute, the sales volume of goods created by Weiya and Li Jiaqi during the double 11 period accounted for nearly half of the total sales volume of 29.9 billion yuan of top 100 anchors in the industry. Fat ball data also shows that on the first day of this year's 618 pre-sale, the two people's live viewing rooms are more than 100 million.

网络上已经有文章开始预测今年谁将获得商品之王的称号，威亚和李嘉琪。不管他们愿不愿意，这场战斗中火药味已经改变。

There have been articles on the Internet that have begun to predict who will win the title of the king of goods this year, Weiya and Li Jiaqi. Whether they want to or not, the smell of gunpowder in this battle has changed.

二

two

面对面的两种玩法

Two ways of playing in face

李嘉琪和薇雅的关系很微妙。大多数人只有在同一个画面中才能看到和谐的画面，但他们不知道，他们可能只是为了共同利益而暂时停火。

The relationship between Li Jiaqi and Weiya is delicate. Most people only see the harmonious picture when they are in the same frame, but they don't know that they may only temporarily cease fire for a common interest.

商品直播的高速发展期已基本结束，两者之间的竞争日趋激烈。现在，"相互尊重"的面子工程已被部分放弃。今年4月，魏亚投诉和土草投诉的主题是"微博的"李亚佳齐。

The high-speed development period of live broadcasting with goods has basically ended, and the competition between the two has become increasingly fierce. Now the face project of "mutual respect" has been partially abandoned. In April, Wei Ya's complaints and Tucao make complaints about the theme of "micro-blog's" Li Ya Jia Qi.

水下的竞争更加激烈。自去年底以来，这两款产品的质量和真伪问题频频被曝光，并在微博上多次被热搜。这两位顶级主播所售商品的质量受到关注也就不足为奇了。不过，一位知情人向陆久才透露，每次热搜的数据都很奇怪。根据他的研究，有人可能是幕后黑手，使这个话题成为热点。

The competition under the water is more intense. Since the end of last year, the quality and authenticity problems of the two products have been frequently exposed, and they have been hot searched on Weibo for many times. It's not surprising that the quality of the things sold by the two top anchors has been concerned. However, an insider disclosed to Lu Jiucai that the data of each hot search is very strange. According to his research, someone may be behind the fire and make the topic hot.

业内甚至有传言。有时，为了消除自己的负面舆论，两队甚至互相传播对方的负面信息，并试图将对方送去热搜。不过，这一传闻并未得到双方球队的证实。然而，双方团队中公关人员的朋友圈和微博上却经常暗指对方的不良行为。

There are even rumors in the industry. Sometimes, in order to remove negative public opinion from themselves, the two teams even spread each other's negative information and try to send each other to hot search. However, this rumor has not been confirmed by the teams of both sides. However, the circle of friends and microblogs of PR personnel in the teams of both sides often allude to each other's bad behavior.

5月14日，维雅工作室出售了一款名为"supreme x GuZi联名耳扇"，一位时尚博主指出，这款耳扇是假冒联名产品，而不是美国时尚品牌。

On May 14, Weiya's studio sold an ear fan called "supreme x GuZi co branded", which was pointed out by a fashion blogger as a fake co branded product rather than an American fashion brand.

威亚的团队很快删除了现场回放，并表示该产品"是天猫国际官方新秀向我推荐的。这不是我的理想。希望商家能给所有买家全额退款而不退换货"，结果，伟雅立刻激起消费者的愤怒，赶往火爆搜索。5月29日，伟雅和乾迅文化不得不再次道歉，称"这一事件是我和我的团队永远记住的教训"

Weiya's team quickly deleted the live playback, and said that the product "was recommended to me by tmall International's official rookie. It's not my ideal supreme. I hope the merchant can give a full refund to all buyers without return." As a result, Weiya immediately aroused the anger of consumers and rushed to the hot search. On May 29, Weiya and Qianxun culture had to apologize again, stating that "this incident is a lesson that my team and I will always remember."

无独有偶，就在这一事件开始发酵之际，"李嘉琪销售假冒至尊联名气垫"的消息突然蹿红搜索，转移了一些人的注意力。李嘉琪团队迅速发表声明，称"李嘉琪出售的山寨至尊气垫和至尊燕窝多肽牛奶面膜"是"假新闻"。李嘉琪团队的一些成员在4天内派出了3个朋友圈。据知情人士透露，"同行"和"隔壁"都指向威亚的团队。

Coincidentally, just as this incident began to ferment, the news of "Li Jiaqi selling counterfeit supreme co branded air cushion" suddenly rushed to the hot search, diverting some attention. Li Jiaqi team quickly issued a statement, saying that "Li Jiaqi sold the copycat Supreme air cushion and Supreme bird's nest polypeptide Milk Mask" is "false news". Some members of Li Jiaqi's team sent three circles of friends in four days. According to people familiar with the situation, the "peers" and "next door" all pointed to Weiya's team.

外行看到的只是冰山一角。恐怕只有这两家公司知道威亚和李嘉琪之间的竞争有多激烈。

What laymen see is the tip of the iceberg. I'm afraid only the two companies know how fierce the contest between Weiya and Li Jiaqi is.

"立子"竞赛不仅是利用民意这么简单，而且是销售、数据等方面的竞赛。

"Lizi" competition is not only the use of public opinion so simple, but also sales, data and other contests.

同样的平台，同样的客户群，你有我不能缺，你没有我就尽量多，这样我们才能拥有竞争优势；在销售方面，如果你在对方少卖，你就有机会多卖。简单的逻辑导致清晰的结果。两党之间的竞争是不可避免的。在供应链、直播时长、产品选择等方面存在不同程度的竞争。

The same platform, the same group of customers, you have I can not lack, you do not have I have as much as possible, so that we can have a competitive advantage; In terms of sales, if you sell less on the opposite side, you will have a chance to sell more. Simple logic leads to clear results. Competition between the two parties is inevitable. There are different levels of competition in the supply chain, live broadcast duration, product selection, etc.

自比赛以来，双方几乎每一个直播SKU都进行了对标，而面对同一平台上的两个顶级主播和同时出现在两个直播间的品牌，双方都不能得罪，给双方的利润也几乎一样。

Since the competition, almost every live SKU of both sides has been benchmarked against each other, while in the face of two top stream anchors on the same platform and brands appearing in two live broadcasting rooms at the same time, neither side can offend, and the profits given to both sides are almost the same.

它叫"双11"。李嘉琪、威雅、观电、日商最全的比价！在"不买不输"的帖子中，网友总结了去年"双11"期间两人选秀的直播价格、天猫价格和海外淘宝价格，发现在相同的正品和礼品条件下，两人选秀的直播价格是一样的。

It's called "double 11". The most complete price comparison among Li Jiaqi, Weiya, Guandian and RISHANG! In the post "don't buy and lose", netizens summarized the live broadcast price, tmall price and overseas Amoy price of the two people's selections during the double 11 Festival last year, and found that the live broadcast price of the two people's selections was the same under the same conditions of authentic products and gifts.

完全不同的产品没有多少比较价值。因此，李嘉琪与威亚之间的秘密较量主要体现在不同品牌的同类产品上。

Totally different products do not have much comparative value. Therefore, the secret contest between Li Jiaqi and Weiya is mainly reflected in the similar products of different brands.

李嘉琪卖的黎波里，威亚卖亚蒙；李嘉琪卖的脱毛器是木金，威亚卖的是乌利克。这些产品的核心卖点相似。我们能做的就是价格、效果和售后服务。操作起来不容易，但效果和质量都是主观的。这也是我们可以做大事的地方。

Li Jiaqi sells tripolar, while Weiya sells Yameng; Li Jiaqi sells the hair removal instrument is mujin, Weiya sells ulike. The core selling points of the products are similar. What we can do is price, effect and after-sales. It's not easy to operate, but subjective in terms of effect and quality. It's also where we can make a big deal.

03

03

特工的苦战

The agent's bitter war

为了获得更多的曝光率和更多的销量，面对天价的坑费和高比例的分成，不少品牌宁愿放弃几乎所有的利润，还"占坑"在直播室的主播。

In order to get more exposure and more sales, many brands would rather give up almost all of their profits in the face of sky high price pit fees and high proportion of share, and also "occupy the pit" in the live broadcast room of the head anchor.

在这一点上，陆久才与完美日记进行了沟通。完美日记之前已经披露过，所有的利润都被主播拿走了。面对"618又要流血"的问题，完美日记回答："不行，站着别动也很重要。活着就是活着。"

On this point, Lu Jiucai has communicated with the perfect diary. The perfect diary had been disclosed before, and all the profits were taken away by the anchor. Facing the question of "618 is going to bleed again", the perfect diary replied: "no way, it's also important to stand still. To live is to live. "

完美日记等高频消费品还不是独家的，因此它们有机会同时出现在两位主播的直播室。但那些低频率的消费品，如美容仪、脱毛仪等，消费者通常只倾向于选择一款购买，竞争尤为激烈。

High frequency consumer goods such as perfect diary are not exclusive yet, so they have a chance to appear in the live broadcast rooms of two anchors at the same time. But those low-frequency consumer products, such as beauty instrument, hair removal instrument, consumers usually only tend to choose one to buy, the competition is particularly fierce.

在这些高利润的细分市场中，两位主播基本上不卖同一个品牌，但在相同的功能下，他们与自己选择的品牌有着深深的联系。

In these high profit segments, the two anchors basically do not sell the same brand, but under the same function, they are deeply bound with the brands they choose.

为了打压竞争对手，增加销量，各品牌或代理商也开始在各种平台上"阴谋诡计"，互相敲诈。顺便说一句，他们带来了威雅和李嘉琪，以获得人气和流量。在经纪人面前的较量中，李嘉琪和伟雅忍不住暗暗为自己选择了品牌平台。

In order to suppress competitors and increase sales, brands or agents also began to "make shady moves" and blackmail each other on various platforms. By the way, they brought Weiya and Li Jiaqi to gain popularity and traffic. Agents in front of the battle, Li Jiaqi and Weiya can not help but secretly for their choice of brand platform.

去年，的黎波里美容仪器在现场直播了李嘉琪的双11预售，并在同一天创造了超过1亿辆Gmv。不过，由于随后的的黎波里代理商楚普美容仪器虚假宣传"FDA认证"，李嘉琪也卷入了这场风波。

Last year, tripolar beauty instrument was on the live broadcast of Li Jiaqi's double 11 pre-sale, and created over 100 million Gmv on the same day. However, due to the false promotion of "FDA certification" by Chupu beauty instrument, a subsequent tripollar agent, Li Jiaqi was also involved in the storm.

然而，没过多久，就有媒体曝光了威亚现场工作室销售的乌立克脱毛剂质量不合格的问题，并出具了"中间检验报告"。就在舆论准备攻击乌利克和威亚时，情况又发生了逆转。突然，有消息称，所谓的检测报告是假的。

However, it was not long before the media exposed that the quality of the ulike hair remover sold by Weiya's live studio was not up to standard, and the "intermediate inspection report" was also issued. Just as the public opinion was preparing to attack ulike and Weiya, things reversed again. Suddenly, there was news that the so-called test report was false.

乌利克将造谣者告上法庭，舆论开始怀疑李嘉琪造谣，试图诬陷魏亚。李嘉琪的公关团队一再抱怨：我们真不敢做这件事。

Ulike takes the rumor maker to court, and the public opinion begins to suspect that Li Jiaqi made the rumor, trying to frame it on Weiya. Li Jiaqi's public relations team repeatedly complained: we really dare not do this thing.

读者可能会对谁想责怪尤利克有个答案。

Readers may have an answer to who wants to blame ulike.

不是每个人都有勇气伪造公文，但在互联网上公布竞争对手的黑材料的成本显然要低得多。抱怨一些可爱的装置，比如图卡乌利克，亚蒙和宙斯。网友们爆料后，身着白大褂被称为"医生"。他们的实际身份是竞争对手的黎波拉和穆金在中国的老大。的黎波拉和穆金背后的两名特工实际上是一名真正的控制人。

Not everyone has the courage to forge official documents, but the cost of publishing competitors' black materials on the Internet is obviously much lower. Make complaints about adorable devices such as Tucao ULIKE, Ya Meng and Zeus. After the netizens broke the news, they were called "doctors" in white gowns. Their actual status is the boss of rival Tripollar and Mu Jin in China. Tripollar and the two agents behind Mu Jin are actually a real controller.

穆金在中国的代理人是南京小京沙信息技术有限公司，企业调查结果显示，南京小京沙与雅蒙代理商毕节（广东）清洁技术有限公司存在商业诽谤纠纷，一审毕节起诉小京沙"编造虚假信息，制作涉案侵权视频、文章"，毕节胜诉；鲸鲨以一审法院无管辖权为由提起上诉，但被驳回。

Mujin's agent in China is Nanjing xiaojingsha Information Technology Co., Ltd. the enterprise investigation results show that Nanjing xiaojingsha has a dispute about commercial defamation with Yameng agent Bijie (Guangdong) clean technology Co., Ltd. in the first trial, Bijie sued xiaojingsha for "fabricating false information, making infringing videos and articles involved in the case", and Bijie won the lawsuit; Whale shark filed an appeal on the ground that the court of first instance had no jurisdiction, but it was rejected.

的黎波里的国内代理商南京彪马电子商务有限公司也因"发布贬低其他生产经营者的广告"而受到行政处罚。

Tripolar's domestic agent, Nanjing puma e-commerce Co., Ltd., also received administrative punishment for "publishing advertisements that belittle other producers and operators".

业内人士表示，对竞争产品的"有组织、有规律"的攻击并不鲜见，是为了让自己的产品卖得更多。司法文书和行政处罚的查询结果似乎印证了这一点。

Industry insiders said that the "organized and regular" attacks on competitive products are not uncommon, in order to make their products sell more. This seems to be confirmed by the inquiry results of judicial documents and administrative penalties.

按此计算，代理商的利润率可能高达80%甚至更高，而主播几乎空手而归。如果你买一套，可以赚两三千。为什么竞争如此激烈？不是因为利润太高！

According to this calculation, the profit margin of the agent may be 80% or even higher, and the anchor is almost empty handed. If you buy one set, you can make two or three thousand. Why is the competition so fierce? It's not because the profit is too high!

当然，仅仅为了利润，我们也可以通过开辟新的销售渠道来提高销量。不公平竞争不是最好的政策。让品牌或代理商铤而走险，互相诋毁，或许是因为他们别无选择，只能依靠锚带来商品，让消费者通过摩擦锚的声誉来买单。

Of course, just for the sake of profit, we can also improve sales by opening up new sales channels. Unfair competition is not the best policy. Let the brand or agent take risks and discredit each other, maybe because they have no other choice but to rely on the anchor to bring the goods and to let consumers pay the bill by rubbing the reputation of the anchor.

接近该品牌代理商的人士告诉陆久才，穆进和的黎波里在中国的销售几乎都靠李嘉琪。根据目前的情况，一旦直播销售不好，就会出现积压的商品。所谓高利润只是空谈。

People close to the brand agent told Lu Jiucai that the sales of mujin and tripolar in China almost all depend on Li Jiaqi. According to the current situation, once the live broadcast sales are not good, there will be a backlog of goods. The so-called high profit is just empty talk.

陆久才没有找到直接的数据作为佐证，但有公开的数据可以部分支持上述观点。据远见产业研究院统计，2019年tripolar在淘宝上的总销售额为2.76亿元，而在2020年双11预售时，李嘉琪的直播工作室tripolar在一小时内创造了超过1亿元的Gmv。

Lu Jiucai did not find direct data as proof, but there are public data that can partially support the above view. According to the statistics of foresight Industry Research Institute, the total sales of tripolar on Taobao in 2019 is 276 million yuan, while in 2020, when the double 11 pre-sale, Li Jiaqi's live studio tripolar created more than 100 million yuan Gmv in one hour.

从这些数据中，我们可以看出top stream anchor的商品对一些低频消费品销售的重要性。

From these data, we can see the importance of top stream anchor's goods to the sales of some low-frequency consumer goods.

04

04

平台的平衡

The balance of platforms

说白了，对于淘宝来说，为什么两位网络名人？答案是互相制衡，互相制约，不要让他们觉得不可替代。桂桂的将领对任何平台都是隐患。对"快"家庭成员的恐惧，在辛巴现场直播的快动公众宣传中表现得最为淋漓尽致。

To put it bluntly, for Taobao, why two net celebrities? The answer is check and balance, check each other, don't let them feel irreplaceable. Kwai Kwai's generals are hidden dangers for any platform. The fear of "fast" family members has been most incisive in the propaganda of the fast moving public in the Simba live broadcast.

平台生态的多样性有利于分治平台、统领全局。同时，除了分割现有流量外，还将吸引新流量，而平台也是受益者。

The diversity of platform ecology is conducive to divide and rule the platform and control the overall situation. At the same time, in addition to dividing the existing traffic, it will also attract new traffic, and the platform is also the beneficiary.

TiktokKwai是对淘宝及其GMV的威胁。根据阿里巴巴5月13日披露的《2021年年报》，整个财年仅淘宝直播和投递的Gmv就达到5000亿元，淘宝整体Gmv超过6万亿元。2020年，威亚和李嘉琪的商品活Gmv分别为310.9亿元和218.61亿元。他们都不会威胁到淘宝的基础。

Tiktok Kwai is a threat to Taobao and its GMV. According to Alibaba's annual report of 2021 disclosed on May 13, the Gmv of Taobao live broadcasting and delivery alone reached 500 billion yuan in the whole fiscal year, and the overall Gmv of Taobao exceeded 6 trillion yuan. In 2020, Weiya and Li Jiaqi's live Gmv with goods totaled 31.09 billion yuan and 21.861 billion yuan respectively. Neither of them will threaten Taobao's foundation.

但如果这近530亿元的销售额由一个人完成，这样的"超级头"主播将为淘宝直播Gmv贡献10%以上。一旦这部分收入流失，淘宝直播的佳达业也将被打破。

But if this nearly 53 billion yuan of sales are completed by one person, such a "super head" anchor will contribute more than 10% to Taobao live Gmv. Once this part of revenue is lost, the Taobao live broadcast of jiadaye will also be broken.

淘宝网相关负责人虞锋曾对媒体表示，李嘉琪和薇雅在直播室的收视量是自己的私有域名流量，不是淘宝给予的资源支持；魏娅说，她曾试图关闭淘宝和公共领域的流量，但直播数据没有受到很大影响，这也证实了虞锋的说法。

Yu Feng, the person in charge of Taobao, once told the media that the viewing volume of Li Jiaqi and Weiya in the live broadcast room is their own private domain traffic, not the resource support given by Taobao; Weiya said that she had tried to turn off Taobao and public domain traffic, but the live data was not greatly affected, which also confirmed Yu Feng's statement.

对淘宝流量依赖的减弱证明，淘宝已经失去了对主播生命线的威胁。今后不可能通过切断交通来威慑锚，因此管理这两个超级头锚将更加困难。

The weakening dependence on Taobao traffic proves that Taobao has lost the threat to the anchor's lifeline. In the future, it is impossible to deter the anchor by cutting off the traffic, so it will be more difficult to manage the two super head anchors.

对于两位主播来说，淘宝的活跃用户已经放缓，新流量也很稀少。他们现在开始在tiktok和其他外部平台上进行视频和直播，为自己寻找新的流量。为了应对这一困境，淘宝尝试引导中小主播，支持更多的腰主播。然而，直播行业的马太效应已经成为一种趋势，中腰主播难以生存几乎成为业内的共识。短期内，如果养不起一个新星，我们会让两个超级头主播互相较量，这显然是淘宝可选范围内一种可靠的称重技术。

For two anchor, Taobao's active users have slowed down and new traffic is scarce. They are now starting to video and live broadcast on the tiktok and other external platforms, seeking new traffic for themselves. In order to fight against this dilemma, Taobao tries to guide small and medium-sized anchors and support more waist anchors. However, the Matthew effect of the live broadcast industry has become a trend, and it has almost become a consensus in the industry that it is difficult for middle waist anchors to survive. In the short term, if we can't support a new star, we will let the two super head anchors fight against each other, which is obviously a reliable weighing technique in Taobao's optional range.

05

05

鲁九点评：直播暴利

Lu Jiu's comments: live broadcast of huge profits

在没有战争的情况下，只有前线将领战斗至死，士兵和后勤的支援是必不可少的。

In no war, only the front-line generals fight to the death, and the support of soldiers and logistics is essential.

李嘉琪和维雅之间的战争不仅仅是他们之间的战争。战争背后的公关、舆论、品牌等各方都在博弈。照明、美容和供应链等友好力量也在提供支持。

The war between Li Jiaqi and Weiya is not just between them. The public relations, public opinion, brand and other parties behind the war are playing games. The friendly forces such as lighting, beauty and supply chain are also supporting.

参与直播的利益相关者的数量和支持的相关从业者的数量表明，直播带来商品是多么暴利。世界的喧嚣是为了利益。只有巨大的利益才能驱使各种各样的人明争暗斗。

The number of stakeholders involved in a live broadcast and the number of relevant practitioners to support show how profiteering it is to bring goods live. The hustle and bustle of the world is for profit. Only huge interests can drive all kinds of people to fight openly and secretly.

伟雅与李嘉琪的较量只是对商品直播中存在问题的总结。整个行业都存在着巨大的利润和由此带来的问题。

The contest between Weiya and Li Jiaqi is just a summary of the problems in the live broadcast of goods. The huge profits and the problems caused by them exist in the whole industry.

直播是国内新产品、新零售的主战场。如果一个新品牌想开拓市场，如果没有流量，只能找到代言的锚。完美日记和华西子是首批享受直播红利的国产新品牌。随着越来越多的品牌试图复制这一成功模式，主播的坑费和份额也随之上升；同时，为了创造更多的Gmv，保持其在同行业中的竞争力，主播们一再压低商品价格。

Live broadcasting is the main battlefield of new domestic products and new retail. If a new brand wants to open up the market, if it has no traffic, it can only find the anchor for endorsement. Perfect diary and huaxizi are the first batch of new domestic brands to enjoy the bonus of live broadcast. As more brands try to copy this successful model, the anchor's pit fee and share go up; At the same time, in order to create more Gmv and maintain their competitiveness in the same industry, the anchors keep down the commodity price again and again.

在保证质量的前提下，实现低价销售除了要不断优化供应链外，还要依靠品牌方面的盈利。在过去，它能够以货换流量，通过规模效应稀释成本，实现薄利多销。现在，在利润的一再让步下，品牌方的利润几乎消失，主播们赚了不少钱。即使保住小品牌的销量，也赚不到钱，甚至亏本，难以生存。

Under the premise of ensuring quality, the realization of low price sales depends on the brand side to make profits, in addition to continuously optimizing the supply chain. In the past, it was able to exchange live broadcast with goods for traffic, dilute costs by scale effect, and achieve small profits and quick turnover. Now, under the repeated concession of profits, the profits of the brand side almost disappear, and the anchors make a lot of money. Even if they keep the sales of small brands, they don't make money or even lose money, making it difficult to survive.

对于另一部分不好卖的商品，如果没有直播，可能会出现积压。只有通过高频消费带动大众化、高利润产品的销售，才能消化库存。比如上面提到的美容仪和脱毛仪，这部分直播产生的巨额利润都是由消费者支付的。

For another part of the goods that are not easy to sell, if there is no live broadcast, there may be a backlog. Only through high-frequency consumption to drive the sales of popular and high profit products, can we digest the inventory. For example, the beauty apparatus and hair removal apparatus mentioned above, the huge profits generated in this part of the live broadcast are paid by consumers.

在商品直播的利益链中，似乎拥有话语权和流量的主播才是稳定盈利的主播。但是，把希望寄托在一个或几个头锚上是可持续的吗？这场比赛健康吗？

In the interest chain of live broadcasting with goods, it seems that the head anchors who have the right to speak and the flow of traffic are the ones who make a steady profit. But is it sustainable to put hope on one or several head anchors? Is this competition healthy?

与其他行业不同的是，即使是以渠道为主的白酒行业，一个酒厂也有多个经销商。那些把自己的发展前景押在头上的品牌，似乎没有下一步的好动作。

In contrast to other industries, even the liquor industry, which is dominated by channels, has more than one distributor in one winery. Those brands that bet their development prospects on a head anchor do not seem to be in the next good move.

当我们看主播和他们的团队时，我们还是以威亚和李嘉琪为例。威亚的千寻和李嘉琪美丽的手腕都没能培养出下一个顶级主播。目前，没有人有这样的潜力。主播有一个生命周期，即使李嘉琪和薇雅的人气已经持续了好几年，他们也会有一天的。没热了怎么办？是否要退出live delivery字段？

When we look at the anchor and their team, we still take Weiya and Li Jiaqi as examples. Weiya's Qianxun and Li Jiaqi's beautiful wrist have not been able to cultivate the next top class anchor. At present, no one has such potential. Anchor has a life cycle, even though the popularity of Li Jiaqi and Weiya has lasted for several years, they will have a day. What to do when they're out of heat? Do you want to withdraw from the live delivery field?

即使不用等到不受欢迎，当直播市场逐步规范后，主播的利润空间可能会缩小。如何在平衡各方利益的基础上保持高收入？恐怕我们还得找到第二条增长曲线。

Even if they don't have to wait until they are not popular, when the live delivery market is standardized step by step, the profit space of the anchor may be reduced. How can we keep high income on the basis of balancing the interests of all parties? I'm afraid we still have to find the second growth curve.

真相无法揭示，只能接近

The truth cannot be revealed, it can only be approached

作者：周玉清编辑：李娅排版：卢仲瑞

Author: Yu Qing Zhou you editor: Liya typesetting: Lu Zhongrui

产品路久金融北京办事处

Product Lu Jiu Finance Beijing Office

Link：https://new.qq.com/omn/20210531/20210531A01GFD00.html

update time：2021-05-31 18:56:41