The editorial department of the new list settled in Hangjin 1 year, followed the scene and held discussions for many times, and had an exclusive in-depth dialogue with the "live pitcher who spent the most money in the industry"-the highest daily consumption was 30 million yuan, and nearly 50 GMV live broadcasts were served in 5438+0 years in 2026, hoping to reveal the behind-the-scenes players of the "live pitcher" and answer four questions:
1. Who is the live pitcher? What problems can they solve?
2. What is the controversy and confusion of the live pitcher?
3. What is the development direction of the launch industry?
4. is tiktok algorithm metaphysical? What is the process logic of Tik Tok e-commerce?
(The full text is nearly 8,000 words, which is the exclusive sharing of the first-line live pitcher in the industry. It is of great reference value. It is recommended that all live e-commerce students read it after collection. )
How to build a GMV live broadcast?
Brands look at products, anchors look at content, and live pitchers think about how to spend 1, 000 yuan in 800 yuan for more traffic.
According to the official definition of Tik Tok, the live pitcher is responsible for the traffic purchase in the live broadcast room. In Tik Tok, a traffic empire, live pitchers are always at the forefront, trying to buy the most accurate traffic for the live broadcast room with the lowest cost and the highest efficiency.
Tik Tok introduced the pitcher's position. Source: Tik Tok University of Electronic Commerce
Take Li Weinan, the founder of the micro circle, as an example. Many people in the industry believe that Li Weinan may be one of the most expensive live pitchers in the industry. Microsphere is also considered as the largest live broadcast service provider in the industry, with a total turnover of 202 1 exceeding 10 billion.
"And" Dong Jewelry "mentioned in the live broadcast that the micro circle has served almost all () head anchors.
But at the same time, the controversy about live pitchers is endless.
Some people think that live pitchers will only spend money and have no technical content; Some people spit out that the salary of the live pitcher is too high, and they all cut leeks; Some people think that live pitchers only get phased bonuses, and then the demand for casting will be less and less; Some people firmly believe that investment is only a supporting service, and the whole case service is valuable.
The image of the live pitcher is torn and chaotic.
What can a live pitcher do?
"I must be the first person to know when the Tik Tok algorithm changes."
There has always been a relationship map between live broadcasts in the industry. Although it is fun, it also shows the subtle relationship between various jobs in the live broadcast room. People usually talk about anchors, operations and even commodities, while live pitchers are more regarded as traffic buyers.
According to Yan Boss, a senior live pitcher, the core job of live pitchers is not to spend money on customers, so that 800 yuan can spend 1000 yuan. "Like the running service we provide, the cost is usually between 2-65438+ 10,000 yuan", introduced by Boss Yan.
Usually, an ordinary live pitcher needs to ensure that the ROI of the customer's live broadcast room remains stable and slightly improved. A senior live broadcast pitcher can make optimization suggestions for the live broadcast room according to the data feedback, improve the operation level of the live broadcast room, and make the cooperation of various positions smoother. A live pitcher who knows how to operate has been able to assume the role of a live trader.
Similarly, in Li Weinan's view, the live pitcher can do more than just throw the stream.
New list: What value do you think live pitchers can provide?
Li Weinan: In Tik Tok, the only constant is change. Every year, there will be new changes, new opportunities and new anchors, so Tik Tok has only a phased methodology. This is also the value of Tik Tok live pitchers. We must help our customers adapt to the changes of Tik Tok algorithm and interests at any time.
I believe many people will feel unsafe in Tik Tok, because Tik Tok changes so fast that the algorithm will change about once every three months. But I dare say that when Tik Tok's algorithm changes, I must be the first person to know. Because the micro-circle has accumulated more macro-balanced data in the process of serving hundreds of live broadcast rooms every day.
Under the live broadcast service of the micro circle, "Zheng Jianpeng &; Yan Zhen and his wife once again completed the live broadcast of 300 million. Source: New Shake
So what we have to do is not only help customers spend money, but also use a lot of data and experience to help customers plan traffic operations and put forward professional suggestions on the assembly and operation of the live broadcast room. Especially for the novice, we can help him quickly level the information gap. This is something that a simple investment company cannot do.
New list: Many service providers think that Tik Tok of 202 1 will be more difficult to do and will not make money. What is the reason?
Li Weinan: Let me briefly talk about several stages of e-commerce traffic iteration started by Tik Tok in 2020.
In fact, Tik Tok's live traffic pool mainly relies on the release of video traffic pool.
At the beginning of 2020, the first wave of traffic was released, and a group of anchors such as Zhu completed the mental education of users with brand-specific gameplay. Because they are all good brands with high cost performance, this wave of users has a strong consumption mentality.
Therefore, with the support of Tik Tok, the number of store broadcasts began to increase. Immediately after Shuang 1 1, a group of people began to do DP in the sea. At that time, not only China gold, good shops and other shops made money, but DP also made money.
In 202 1 year, Tik Tok adjusted its algorithm to encourage innovation. As a result, a large number of live broadcast rooms played 1 yuan spike, lottery car delivery and other activities, and many live broadcast rooms once reached an exaggerated figure of 500,000+and 1 10,000+.
On the whole, in the process of Tik Tok traffic changing from video pool to live pool, Dabo is responsible for innovation and user mental education, while shop broadcast and vertical live broadcast are responsible for traffic consumption and precipitation. When Dabo used 1 yuan paper towels, 6 yuan toothbrushes and other junk goods to give users a poor consumption experience, users were no longer willing to buy them again in Tik Tok, and there was naturally no traffic between the live broadcast in the store and the vertical broadcast.
Low-cost gameplay such as one-dollar spike has now sunk into a fixed gameplay in the live broadcast room, but it is no longer "brilliant". Source: Tik Tok
Finally, Tik Tok had to close the traffic port. Tik Tok no longer releases traffic, and the traffic that has been released has a poor consumption mentality and is unwilling to consume. This is the reason why 202 1 industry cried and got caught in the traffic involution.
New list: From your point of view, why does Tik Tok have such an algorithm change?
Li Weinan: In essence, the flow of Tik Tok is a process from flooding to accurate flow. Tik Tok's algorithm must be decentralized, so the all-category anchor is a false proposition, and the vertical live broadcast room and shop live broadcast are the right way for Tik Tok.
Tik Tok's algorithm logic is: on the premise of growth and quality assurance, Tik Tok's video traffic pool will release water to the live broadcast traffic pool in stages, while Tik Tok will adjust the algorithm weight according to the user's consumption experience, repurchase and other data feedback, and realize the macro-control of live broadcast e-commerce business by traffic distribution.
Tik Tok's traffic code is like a chemical formula. When it needs updating, it will increase the weight of data related to updating, and when it needs GMV, it will increase the weight of data related to GMV. If Tik Tok needs a conversion rate for a period of time, then as long as a large number of low-priced products are used in the live broadcast room, more traffic rewards may be obtained.
You will find that this year Tik Tok began to vigorously develop the official flagship store, trying to control the user's consumption experience through goods. This is the reason why Tik Tok vigorously develops the investment promotion supervisor. Tik Tok's good goods are not enough. Taobao merchants can reach10 million, while Tik Tok merchants only have10 million.