标签： 上海私人品茶

In today’s fierce competition in the automobile market, consumers are often faced with the problem of choosing a car that suits them. In the compact car market, and have always been two models of concern. They not only have excellent sales, but also have a certain reputation and good cost performance. So, which of these two cars is more worth starting with? Next, we will compare the appearance, interior, space, power, configuration and safety, and give our suggestions.

Appearance:

From the appearance, both Volkswagen and Nissan Sylphy have simple and atmospheric design styles. Volkswagen LaVida adopts the Volkswagen family-style front face design, with smooth lines, which outline the sense of strength of the car body and give people a sense of stability and solidity as a whole. Nissan Sylphy pays more attention to streamline modeling, and the overall appearance is more dynamic. The designs of the two cars have their own characteristics. Whether it is the pursuit of stability and atmosphere, or the emphasis on fashion and dynamics, consumers can choose according to their own preferences.

Interior:

Entering the car, the interiors of Volkswagen LaVida and Nissan Sylphy are also different. The interior of Volkswagen LaVida is mainly simple and practical, and adopts a large area of straight line shape, which is relatively simple and generous as a whole. The interior of Nissan Sylphy pays more attention to details, and the materials used are relatively more elegant, forming a sense of advanced. The interior design styles of the two cars can be said to be different, and consumers can make choices according to their own pursuit of interior.

Space:

In compact cars, the size of the interior space plays a vital role in ride comfort. Both Volkswagen LaVida and Nissan Sylphy have performed quite well in this respect. Volkswagen LaVida has a spacious interior space, so both front and rear passengers can get a comfortable experience. Nissan Sylphy is even better in terms of space, especially the legroom of the rear passengers is more spacious and the ride feels better. If you pay attention to comfortable space, then Nissan Sylphy may be more suitable for you.

Power:

Power is one of the important indexes to measure the performance of a car. Volkswagen LaVida and Nissan Sylphy also have different performances in terms of power. Volkswagen LaVida is equipped with a 1.6L, which has a smooth power output and is suitable for daily commuting and family cars. While Nissan Sylphy provides more power options, with 1.6L and 1.8L to choose from, with stronger power and more rapid acceleration response. If you have high requirements for the dynamic performance of the car, then Nissan Sylphy may be more suitable for you.

Configuration:

In today’s automobile market, the emergence of various high-tech configurations is dazzling. Volkswagen LaVida and Nissan Sylphy also have certain differences in configuration. Volkswagen LaVida is relatively conservative in configuration, and the configuration provided is relatively simple, but it still has some basic comfort configurations. Nissan Sylphy pays more attention to the richness of configuration and provides a series of intelligent technology configurations, such as automatic parking and panoramic sunroof. If you have high requirements for the configuration of your car, then Nissan Sylphy may be more suitable for you.

Security:

For home users, the safety performance of cars is particularly important. Both Volkswagen LaVida and Nissan Sylphy have excellent performance in safety. They all adopt a series of active security configurations, such as, and so on. At the same time, they are also equipped with multiple, which provides all-round protection for passengers. In terms of safety performance, there is no obvious difference between the two cars.

After comprehensively comparing the appearance, interior, space, power, configuration and safety of Volkswagen LaVida and Nissan Sylphy, we can easily find that these two cars have their own advantages and characteristics. Volkswagen LaVida pays attention to simplicity and stability, which is suitable for consumers who pursue internal and external integration; Nissan Sylphy is more fashionable and dynamic, suitable for consumers who pursue individuality and taste. According to personal preferences and needs to choose, in order to find a more suitable model.

For car owners who already own these two cars, we recommend regular maintenance and maintenance of the vehicles to ensure their long-term good performance and service life. At the same time, according to the specific situation of the vehicle, choose the appropriate driving mode and route to avoid unnecessary faults and accidents during driving.

For consumers who are going to buy these two cars, we suggest that they should make a detailed understanding and comparison before buying a car, understand their own needs and budgets, and then make a choice according to personal preferences and actual conditions. At the same time, it is advisable to consult more senior car owners and auto experts and listen to their suggestions and experiences, so as to make more informed decisions.

After driving LaVida Volkswagen, and then driving Sylphy Nissan, which one is more worth starting depends entirely on personal preferences and needs. Consumers should compare rationally when buying a car and choose a model that suits them, so as to truly enjoy the pleasure and comfort of driving.

　　Engine oil is the blood of the engine, which has the functions of lubrication, cooling, wear reduction, cleaning, sealing and rust prevention. A truly suitable engine oil for car engines can not only fully protect the engine, but also bring excellent driving experience and more economical fuel consumption performance.

　　How to choose the engine oil in the end? I believe many car owners don’t understand and are too lazy to think about it. When the car is being maintained, it will be handed over directly to the 4S shop. But is the engine oil in 4S shop really worth that much money? The more expensive the oil recommended by 4S shop, the better? After the warranty comes out in three to five years, will you still go to the 4S shop for maintenance?

　　Therefore, how to choose an engine oil that really suits your car should be what every car owner needs to know. If you want your car to stay with you for a longer time, you need 7 points for maintenance and 3 points for repair.

　　In this article, we introduce how to choose a really suitable engine oil from the perspective of popular science for engines with different car series, different displacements, different powers and even different car ages. When recommending more expensive engine oil in 4S shop, we have reason to refuse or indeed accept the engine better.

　　Many engine oil brands are marked with two important parameters in the most conspicuous place of the outer packaging: SAE engine oil viscosity standard and API engine oil grade standard. The former, such as 0W-40, 0W-30, 5W-40, 10W-60, etc., indicate the different viscosities of engine oil at low temperature and high temperature. The lower the number before "W", the better the low-temperature fluidity and the smoother the low-temperature cold start. The higher the number after "-",the higher the viscosity at high temperature, and the better the lubricity and sealing performance. At present, the widely used API grade of engine oil ranges from SL to SN PLUS, and the latest API grade has been developed to SP in 2020. From "SA" to "SP", with each increment of a letter, the performance of the engine oil will be better than the previous one, and there will be more additives in the engine oil to protect the engine. It can be clearly seen from the above table that the true meaning of oil viscosity.

　　0W is easy to understand. In the northern region where the temperature is very low, we can directly choose 0W or 5W engine oil, so we don’t have to worry too much. However, the kinematic viscosity of engine oil at 100℃ needs our careful choice. For most gasoline and diesel vehicles, when the engine water temperature reaches the normal 85-95℃, the engine oil temperature is in the range of 90-110℃, and it will not change greatly with the outside temperature. Therefore, the choice of 100℃ kinematic viscosity of engine oil only depends on the high-temperature viscosity requirements of engines of brand cars, regardless of the external environment temperature. To put it more bluntly, different engines should choose different engine oils with kinematic viscosity of 100℃, that is, the number after "-".

　　The higher this number, such as XW-405060′ s 100℃ high kinematic viscosity engine oil (hereinafter referred to as high viscosity engine oil), the greater the viscosity at high temperature, the thicker the oil film, the stronger the shear resistance, and the better the lubricity. The better the sealing between piston and cylinder wall, the better the dynamic response when driving at high speed. At the same time, it can also suppress the noise of the engine more effectively, but compared with waste oil. On the contrary, the smaller this number is, such as the 100℃ low kinematic viscosity engine oil of XW-3020168 (hereinafter referred to as "low viscosity engine oil"), it is easier to reach the normal working temperature at low temperature, and it is more fluid and fuel-efficient at high temperature. However, the oil film is easy to tear and lose its lubrication function when driving fiercely for a long time. A Japanese sports car owner used ordinary 20 low-viscosity engine oil to get off the track, which led to the engine size tile burning cylinder pulling to overhaul the engine. In addition, due to the relatively poor sealing performance of low-viscosity engine oil, the cylinder pressure couple releases pressure, which shows that when running at high speed, the engine speed rises but the speed does not rise, and the engine noise is relatively obvious. In order to solve these problems of low viscosity engine oil, it is often necessary to add more anti-wear and anti-wear additives, so the price is relatively expensive. This also reminds everyone that when choosing low viscosity engine oil, you must choose the engine oil of the regular big factory brand.

　　In addition, I have to say that the API standard can’t prove the quality of this oil. All oil manufacturers prepare their own oil according to API standards, and they can generally pass as long as they are willing to spend money to do bench tests in the United States. It’s like taking an exam. If you pass the exam with a score of 60 out of 100, you can get a "diploma". As long as it is not fake engine oil, engine oil meeting API SL, SM, SN, SN PLUS and SP levels will not cause damage to the engine, but it may not be suitable for your car. A really good engine oil, sometimes the API level is not high, let’s talk about it in detail below.

　　If the API standard in the United States is a passing line, then the ACEA standard in Europe is a good line with a score above 75. The European ACEA standard requires higher and more stringent quality of engine oil, which has stricter requirements for engine testing than API, such as adding a more stringent 150℃ HTHS high temperature shear test. Engine oil with API certification but no ACEA certification is not allowed to be sold in Europe.

　　For European cars, especially European turbocharged engines, there are strict requirements for the high temperature shear value of HTHS at 150℃, which needs to reach above 3.5. Different from the idea that Atkinson cycle and hybrid technology are widely used in Japan to improve the thermal efficiency, the European system prefers to use turbocharging to improve the thermal efficiency of the engine, which also passively improves the working temperature of the engine, so it requires higher HTHS values. The higher the HTSH value, the better the stability of the oil film at high temperature, and it is not easy to be torn, thus avoiding direct friction between metals (boundary friction).

　　ACEA contains the A/B/C/E standard, which represents the requirements of gasoline and diesel engines for engine oil. For most domestic gasoline engines, we only need to look at the A standard. As shown in the above figure, ACEA A3/B3, we only need to look at A3. The HTHS corresponding to A3 is above 3.5, which is suitable for most European turbocharged engines. Due to the increasingly stringent environmental protection requirements and the development trend of low viscosity engine oil, the highest A5 HTHS at present is between 2.9 and 3.5, and the SAE viscosity is roughly XW-20/30.

　　Write here and make a small summary. American API standards are universal. Just look at them, and don’t even use them as an important reference. If the API standard font on an oil bottle is particularly large and eye-catching, it means that it is hiding something. When choosing engine oil, you are advised to look at the European ACEA standard. The requirements of Japanese and American departments for HTHS are between 2.6 and 3.5, the corresponding ACEA standard is A5, the requirements of European departments for HTHS are above 3.5, and the corresponding AECA standard is A3.

　　If you want to know more about the ACEA 2016 standard, you can download the PDF document yourself:

　　https：//www.acea.be/news/article/acea-oil-sequences-2016-august-2018-update

　　However, remembering ACEA A5 and A3 is not enough.

　　ACEA engine oil standard has been very strict. If the engine oil that meets this standard can score 75 points, the engine oil that meets the engine oil standard issued by the main engine factory itself can get excellent results of more than 85 points. Therefore, oil manufacturers are actually very tired. They not only have to spend money to make API standards and sell them to most parts of the world, but also spend money to do ACEA tests and sell them to Europe. It will take more money and time if they want to get the certification from the OEM.

　　From the above picture, we can see three major certifications: European ACEA A3/B4; American API sn/sm; Main engine plants MB-Approval 229.5/229.3 (Mercedes-Benz certification), VW 502 00/505 00 (Volkswagen certification) and Porsche A40 (Porsche) certification. The engine oil certified by the main engine factory can be safely and boldly selected. Each OEM’s global official website has its own certified oil PDF document, which can be searched. The following one is from Mercedes-Benz:

　　https：//bevo.mercedes-benz.com/bevolistenmain.php？ navigation_path=bevolisten&language_id=0&blatt=229.5&content_action=show&mark=229.5&suchbegriff=229.5#close

　　So there are so many oils that meet the OEM certification, how should we choose? Read the instructions first! For example, the 2017 W213 Mercedes-Benz E-Class uses the M274 engine, and the instruction manual reads: Choose engine oil products that meet the MB229.5 standard. Under the premise of meeting this standard, we can choose different viscosity oils. For example, Mobil’s 0W-30 and 0W40 both meet this standard. If you want to save more fuel, you can choose 0W-30 engine oil, but low viscosity engine oil can’t suppress noise well, and the engine noise will increase. If you want quietness and dynamic response at high speed, you can choose 0W-40 engine oil, but you may use waste oil in your daily car. The main purpose of using the car is to travel in the city or to run long distances frequently. At this time, you need to think it over. For most family cars, I suggest that the thinner the SAE viscosity, the better, on the basis of meeting the engine oil standard.

　　In addition, many Volkswagen car owners asked if the oil products they bought were not certified by the public, but only the certification of Mercedes-Benz could be used. It can be definitely answered that except for super-running, the engine oil that meets the certification of Mercedes-Benz MB229.5 can be used in European cars, and the engine oil certification of Mercedes-Benz is the most stringent for European cars (except super-running). Why do you say that besides super-running? The engine speed of supercar or sports car is too high and the working environment is harsh. It is best to use the engine oil certified by supercar main engine factory. For example, Ferrari’s certified oil is Shell.

　　But I haven’t finished yet. The engine oil certified by the main engine factory can do the most comprehensive protection for the engine, but all-round development doesn’t mean all-round Excellence. We can also choose better engine oil according to our own demands for driving experience, quietness, fuel economy, cold start, and even playing off the track.

　　As mentioned at the beginning, API SN standard engine oil does not represent good engine oil. Because it can’t represent all the characteristics and parameters of engine oil, even if they are all called synthetic engine oil, their performances are very different with different base oils. Poly (α-olefin) synthetic oil (PAO for short) is produced into high-purity base oil by natural gas hydrogenation polymerization. It has good low-temperature fluidity and oxidation resistance, and is an ideal base oil for preparing high-grade and special lubricating oil.

　　However, the API grade of engine oil with high PAO content is not high. This is why, as mentioned at the beginning, API SN grade engine oil is not the best engine oil. For example, the domestic Mobil FS 0W-30 API is SL, and the top technology of Limo engine oil flagship product, 0W-30 API, is SM. In fact, API SN and SN PLUS grades mainly improve the requirements of environmental protection and low-speed early combustion of engine oil, and have little to do with lubricity.

　　Besides PAO base oil, there are Ester oil base oils. Ester base oils have excellent lubricity, especially whale ester, lard modified oil, etc., but their low-temperature fluidity is poor and they are easy to be oxidized. At the same time, in view of animal protection and cost, the current ester base oils are all artificially synthesized. Ester base oil can be used as an additive of PAO base oil to improve its lubrication performance. Pure ester oil, such as NUTEC in Japan, is a favorite product of many street car racing enthusiasts.

　　As we all know, there are mineral oil, semi-synthetic oil and fully synthetic oil, and the replacement mileage is 5000 km, 7500 km and 10000 km respectively, but the replacement mileage is not fixed according to different car scenes. If you often run high-speed, the whole synthetic engine oil can be extended to 15,000 kilometers for oil change. If there are frequent traffic jams or ethanol gasoline is used, it is best to change it every 8,500 kilometers in synthetic engine oil.

　　Why do you need to change the oil in advance when using ethanol gasoline? Let’s talk about the various parameters of engine oil. These parameters can be found on various engine oil brands official website, and even some conscientious Taobao and JD.COM online stores will post various parameters of engine oil for deep engine oil players to choose from.

　　Total base number (TBN)

　　The higher the total base number, the stronger the acid resistance of engine oil. Engines are made of metal, both aluminum and steel are alkaline in chemical elements, so they are afraid of acid corrosion. The higher the base number of engine oil, it can neutralize the acidic substances after gasoline combustion, especially ethanol gasoline.

　　40℃ viscosity

　　The lower the value, the easier it is for the engine to start.

　　100℃ viscosity

　　The higher the value, the thicker the oil film, better protection, better sealing, better noise suppression, but more waste oil. The lower the numerical value, the better the fluidity, the thinner the oil film, the relatively poor sealing performance, the relatively poor noise suppression and more fuel saving. Different engines have different requirements for 100℃ viscosity, too low will lead to the valve timing system can not be driven because of insufficient oil pressure.

　　pour point

　　The lowest temperature at which the oil can flow, the lower the value, the better, and the easier the cold start.

　　cloud point

　　At low temperature, the oil precipitates waxy turbidity, and the lower the temperature, the less turbidity the better, which proves that the PAO content of the oil is higher.

　　flash(ing) point

　　The higher the temperature at which the engine oil is ignited, the better. The higher the temperature, the less likely it is for the engine to knock. At the same time, the less oil is consumed (burning oil).

　　Evaporation loss

　　The smaller the evaporation loss, the less oil vapor and carbon deposition in the mixture.

　　Hths shear value at 150℃

　　Because of different models, there is no difference between good and bad. European cars generally require more than 3.5, while Japanese cars, American cars and Korean cars require more than 2.6. The higher the value, the more stable the high-temperature oil film and the better the lubrication performance.

　　The above table is the data of an original engine oil tested by Third International. When we choose engine oil, if we want to find an engine oil that is really suitable for car engines, the above parameter data needs to be well studied.

　　Speaking of which, I’ll make a summary of the first paragraph of the article. Is the oil recommended by 4S shop or repair shop really worth the price? You need to have a deeper understanding of engine oil to judge, and it has been made clear from what aspects you know about engine oil. For example, the ordinary engine oil in Mercedes-Benz 4S shop is fully synthetic.Yin Mobil no.1Or brand 5W-40 such as Petronas, it is no problem to maintain the car. But the AMG engine oil recommended by the store is fully synthetic.Jin Mobil 1 0W-40, various parameters are more biased.European version of Jin Mobil No.1Although the price is more than 300 yuan, it is really better for the engine, which is worthy of trust and money for purchase.

　　Finally, I collected some netizens’ oil problems as a summary of this article.

　　How to choose engine oil for different cars?

　　For Japanese cars, the engine work is precise, the tolerance value of thermal expansion and contraction is small, and the working temperature of Japanese engines is generally low, so it is basically recommended to use 0W-20 viscosity engine oil. In Japan, even 0W-8 engine oil has been used, which is as thin as water at room temperature. However, for some Japanese performance cars, it is recommended to use oil with higher viscosity. In addition, with the increasingly stringent global environmental protection requirements, low viscosity engine oil has become the future development trend. Mercedes-Benz’s latest MB229.71 oil standard can already use 0W-20 oil, but the engine meeting MB229.71 oil standard is still being tested.

　　American is Korean, and engine oil with viscosity of 0W-30 is basically selected.

　　At present, the majority of German engine oils are mainly 0W-40 engine oils and some 0W-30 engine oils with HTHS>3.5. In this respect, Audi has been at the forefront, and the specifications of some Audi models indicate that 0W-20 engine oil can be used.

　　Is 5W-40 an essential oil?

　　Yes. As long as it is real engine oil, 10W-60 mineral oil can’t break the engine, but choose a more suitable engine oil according to the car system. There is really no way. For example, if you run out of engine oil halfway and can’t find the right engine oil, you can use 5W-40 to temporarily solve the problem.

　　What kind of oil does the small displacement turbocharged engine choose?

　　Small displacement turbocharged engines are most prone to low-speed pre-combustion, that is, knocking. We should choose the engine oil that can inhibit low-speed pre-ignition, that is, API SN PLUS, and add gasoline that meets the label according to the requirements of the vehicle.

　　Power Magic stunt DX1 engine oil vapor can increase the ignition point of the mixture, thus reducing the knock probability.

　　What kind of oil do you choose for different car ages?

　　New cars can choose low-viscosity engine oil that meets the manufacturer’s certification or meets the manufacturer’s requirements for engine oil, that is, 100℃ viscosity and HTHS value. More fuel-efficient, but also more conducive to engine hot running.

　　The old car depends on the condition of the car. If the burning oil is obvious, try 10W-60 high viscosity engine oil. If there is no improvement, the engine can only be repaired.

　　Can different engine oil brands be mixed?

　　It is not recommended to mix different engine oil brands. Different additive formulations may lead to chemical reactions and reduce engine oil performance. Engine oils of the same brand can be mixed conservatively. For example, according to official confirmation of Mobil, different products of the same brand can be mixed. NUTEC grease engine oil in Japan even advocates consumers to buy oils with different viscosities and configure the required viscosities themselves.

　　How to distinguish between true and false engine oil, and what should I do if I buy fake engine oil?

　　Tmall, JD.COM official flagship store to buy engine oil, global purchase can buy imported engine oil, major engine oil manufacturers offline maintenance stores, there will be no fake. Personally, I prefer to buy imported engine oil online, but I must look at the reputation and evaluation of the store. The place where fake engine oil is most likely to appear is a small repair shop, so be careful. The above picture shows the European version of Jin Mobil No.1 FS 0W-40, with viscosity of 12.9 at 100℃ and HTHS 3.6 at 150℃, which is less viscous and more fuel-efficient than the engine oil provided by 4S shop, and has the certification of the main engine factory.

　　In case of buying fake engine oil, there will be obvious sludge on the dipstick, and black sludge can be seen at the engine oil port. At this time, change the oil quickly, replace the Burns oil with strong cleaning ability, drive for 1000 kilometers and then change it, and repeat it for 4 times to see the effect. Never add professional cleaning oil or cleaning products for the first oil change, it is easy to clean large pieces of sludge and block the oil passage, so that the engine can not be lubricated and the shaft is burned.

　　Can oil additives be added?

　　After the engine oil is finished, we will talk about the advantages and disadvantages of adding engine oil additives in the next article. Stay tuned.

　　International Online Car Channel News: On April 7, the official picture of Beijing off-road BJ60 was exposed. The new car inherits the design elements of Beijing Automobile Family. The front face is a five-hole middle net, and the U-shaped barrier is fully LED, bringing the feeling of a hardcore SUV. The new car will be equipped with a four-wheel drive system, three differential locks, four-wheel independent suspension and full-system hybrid as standard. The new car will accelerate 100 kilometers or break 6 seconds, and the battery life can reach 1000 kilometers.

BJ60

　　In terms of appearance, the front face of the new car is clearly layered up and down. The five-grid U-shaped grille continues the family design language. The square headlight group is integrated with the grille design and occupies both ends of the grille. The U-shaped grille adopts full LED, and the light bar is very aggressive when lit. The two fog lamps are connected through the front trim by one word. The square design is more in line with the off-road nature and is also in harmony with the style of the headlight group. The bumper at the bottom of the front face, with a wide chrome-plated trim, is rough and delicate. The front bumper has a high ground clearance and forms a large close angle with the front wheel, which is full of hard style.

BJ60

　　The size of the new car is 5020mm*1955mm*1925mm, with a wheelbase of 2800mm, reaching the size of a medium-sized SUV. The side lines of the new car are also full, and the door panel is equipped with a wide trim below, which is both beautiful and scratch-proof. The eyebrows are slightly prominent upward, but there is no exaggerated lateral expansion, more emphasis is placed on the overall coordination with the body. At the rear of the car, the "small schoolbag" favorite of off-road people is not absent, and the striking word "Beijing" on the spare tire cover also makes the new car more "charming". The upper and lower layers of the square rear taillight group are equally distinct and have a unique shape, echoing the headlight group.

BJ60

　　The BJ60 will use a non-load-bearing body, equipped with independent front and rear suspension, and a time-sharing four-wheel drive system. The new car will be available in gasoline and diesel versions, of which gasoline is available in 2.0T + 8AT, 2.0T (48V) + 8AT. The diesel version uses the same 2.0T engine of the BJ40, equipped with a 48V light hybrid system and an 8AT gearbox, all of which meet the National VI emission standards. In addition, the new car will also provide a range extension. The range extension was jointly developed by Beijing Automobile and Mercedes-Benz. With the support of this range extension system, the BJ60’s 100-kilometer acceleration level can reach the level of breaking 6 seconds, and the cruising range is breaking 1,000 kilometers. (Beijing off-road, for pictures)

Wen | Deep Burning, Author | Li Qiuhan, Editor | Jia Wei

The live broadcast platform is trying to get rid of the dependence on the head anchor.

Recently, the most obvious signal came from Aauto Quicker. The listing is just around the corner, because e-commerce occupies an important part of its commercial map, its subtle relationship with Simba, the anchor with the goods in the head, has once again become the focus of discussion. According to public data, in 2019, Simba and his family announced that the total GMV of their live broadcasts reached 13.3 billion, and Aauto Quicker’s prospectus showed that the total GMV of Aauto Quicker e-commerce was 59.6 billion that year, which accounted for nearly 25% of Simba’s family. However, in the third quarter of 2020, according to the statistics of Gecko Watch, a third-party data platform, Simba family’s e-commerce flow only accounted for 6% of the GMV of Aauto Quicker e-commerce in the quarter, and its relevance and influence were greatly reduced.

Taobao is also weakening the influence of the head anchor on the platform. According to People, a person familiar with the matter said that in 2020, Simba had negotiated with Taobao, saying that he could live on Taobao and be the head anchor within one month, but Taobao refused because Taobao wanted to promote brands and businesses to broadcast themselves, and did not want the anchor to be the only one.

Xuande, general manager of Taobao Content E-commerce Division, also stressed in an interview with the media that more than 70% of the transactions of Taobao live broadcast came from self-broadcasting in stores, 30% came from live broadcast by people, and the GMV of Taobao live broadcast in Viya and Li Jiaqi accounted for less than 10%.

Except for Tik Tok, who joined the e-commerce battlefield relatively late and is still supporting the head anchor and improving the live broadcast ecology, Taobao and Aauto Quicker have chosen to weaken the influence of the head anchor, and the purpose is self-evident.When the traffic is too concentrated, it will be choked by a single factor, which is not conducive to the ecological health of the platform.. However, the absolute resources of the head anchor bring absolute bargaining power, and the unit price of the product customers is pressed against the cost price. More than one merchant told Deep Burning that cooperation with the head anchor is "to a large extent losing money", and it is also not conducive to the development of the industry.

This is the reason why Aauto Quicker supported small and medium-sized businesses with 1 billion traffic and hundreds of millions of cash subsidies, and Taobao Live announced the opening of six support programs for small and medium-sized anchors.The platform began to look for the backbone of the live broadcast industry besides the head anchor..

According to the prediction of the third-party data platform Mama Chan, the scale of live e-commerce will be expanded from 1.05 trillion yuan in 2020 to 2 trillion yuan in 2021, and the penetration rate will be as high as 14.3%, and the industry will continue to maintain a high-speed growth trend. The anchor team also needs to enter a new stage, which requires the orderly growth of the head, middle waist and tail anchors, as well as the development of professional and refined personnel quality.

The next step of live broadcast with goods is not the next Viya, Li Jiaqi and Simba.

Nearly 100 million people snapped up online, and products with a price of 10,000 yuan were emptied in one second. In the live broadcast rooms in Li Jiaqi, Viya and Simba, consumers can easily buy the lowest-priced goods in the whole network and enjoy the benefits. However, the carnival of consumers is not so beautiful in the eyes of merchants, MCN institutions and even platforms.

"To broadcast live in Viya, Li Jiaqi, is to pass your head," more than one merchant told Deep Burning. With brand endorsement, online sales have soared, and the benefits brought by the head anchor to the merchants are direct, but the hidden cost behind it can not be ignored.

There are too many businesses eager to go to their live broadcast room.The queue is slow, the waiting period is long, and the ultra-low price is almost equal to the cost.. "It’s almost selling at a loss." Zhang Fei, a food merchant, once cooperated with Viya. After deducting the courier fee, tax, labor cost and commission fee, the customer unit price given by the other party was "almost just a zero". The Simba family’s bargaining power is more famous in the industry. Previously, some merchants revealed that the Simba team would calculate the cost of each link of the product and cut it to almost the ex-factory price. "It was cut according to the top of the world."

When the head anchor has a strong voice, how passive is the business? Zhang Fei confirmed a rumor in the industry that domestic manufacturers need to make a "choice between two" in the face of Li Jiaqi and Viya. Going to Li Jiaqi means that it is impossible to go to Viya to bring goods, and merchants have no choice.

Even the glory of the mobile phone brand has faced the challenge of Simba. In September 2020, Glory refused to give a pair of headphones temporarily, so Simba asked the fans to refund, and said, "I just told the boss of Glory what I told you. I lost 40 million yuan and didn’t hand it over to you. I’m sorry I didn’t hand it over." Although the final incident ended in Simba’s apology, it also serves to show.

More importantly, for merchants, cooperation with the head anchor is only the beginning, and ultra-low prices have also laid hidden dangers for future cooperation.

"The anchors who have cooperated well before will take the unit price of Simba in Viya, Li Jiaqi as the standard, and think that we still have room to lower the price." Zhang Fei is somewhat helpless. At the same time, the head anchor has a large amount of goods and has requirements for inventory. It is also a lot of pressure for merchants to increase inventory, adjust goods and dispatch orders in a short time. "And the head anchor has obvious effects.But a business can’t move for a few months.",Wang Songjie, head of the food business Koushuiwa live broadcast, concluded.

Businessman Lao Zhu told Deep Burning that many high-quality businesses are playing long-term, with high-quality products but small inventory and low gross profit. "The head anchor lowers the price, basically,It’s like squeezing the merchants dry at once, which will lead to the real high-quality merchants’ flinching from the live broadcast.”。

The low-price strategy of extreme compression is practical for consumers, but the ultimate price of profit-making will be transferred to merchants, which is not conducive to the long-term development of the industry. In addition, the industry resources are constant, and the growth of small and medium-sized anchors is difficult under the head anchor take all mode, which also puts pressure on MCN institutions to incubate anchors.

Ming Na’s MCN organization began to lay out anchor incubation as early as 2019, and completely abandoned it in the second half of 2020. "At present, the anchors are only divided into Li Jiaqi Viya and other anchors. The data of these two anchors have soared, and most of the traffic has been divided. The remaining anchors have no right to speak in the merchants, and the effect of bringing goods once or twice is not good. The merchants have no patience to cooperate, forming a vicious circle, so they simply don’t do it," she explained. Wang Nan’s MCN organization is still insisting, but he can’t help but sigh, "They are so strong that they make others look small.”。

In Wang Nan’s view, the head anchor is a double-edged sword in the industry. "Without Li Jiaqi and Viya, so many people wouldn’t want to be anchors, and so many consumers came to Taobao to watch the live broadcast because they brought in traffic." But he also admitted that when the industry developed to a certain stage, it could not be supported by only one or two people.

The platform also does not want to be kidnapped by the head anchor.

This is also an important reason why platforms represented by Taobao, Aauto Quicker and Tik Tok spend money and resources to support small and medium-sized businesses. A person in charge of the head MCN organization close to Taobao told Deep Burning, "The platform will not tell us what kind of anchors to look for, but it will ask the head organization to recruit many anchors, and it must reach the number." The platform hopes that under the horse racing mechanism, a powerful anchor will emerge.

In November, 2020, Aauto Quicker E-commerce announced that it would provide hundreds of millions of cash subsidies to small and medium-sized businesses, in addition, it launched the "Good Things Alliance", lowered the recruitment threshold of "10 billion subsidies" anchors, and supported middle-waist anchors to bring goods with 10 billion subsidies, which was also an initiative made by Aauto Quicker to support small and medium-sized businesses.

Tik Tok started late in the field of e-commerce, and at present there are relatively few actions for small and medium-sized anchors. "At present, the platform still needs to be influential, such as stars or high-traffic KOL outside the station," an industry practitioner close to Tik Tok told Deep Burning.

The platform has launched a support strategy based on its own advantages. So, what is the current effect?

According to the data of online celebrity today, as of December 21st, 2020, a total of 346 anchors have brought more than 100 million goods annually in 2020. Specific to the platform, in the "100-100 million" range, there are 147 people in Aauto Quicker, 97 people in Taobao and 73 people in Tik Tok. In addition, there are 18 anchors in Aauto Quicker who bring goods in the range of "1 billion-10 billion" every year, 12 more than Taobao’s 6. In contrast, Taobao is more dependent on the head anchor, Tik Tok is still supporting the head anchor, and the performance of Aauto Quicker anchor with goods is relatively more balanced.

Zhang Fei, a merchant, told Deep Burning that he was confused when he first came into contact with the live broadcast, and he could only "blindly select" and "try one by one" on the platform. After stepping on countless pits, he took the initiative to establish a stable cooperative relationship when he met a good anchor.Voting with their feet, businesses are also screening out the anchors they need..

Beyond the aura of the head anchor, with the development of the industry, anchors that are more in line with the needs of the industry are emerging. According to the feedback from many insiders, Deep Burning summed up four types of anchors needed by the industry in the future.

• Star anchor of deep cultivation industry

Not all star anchors make businesses "talk about the tiger". For stars who want to work hard in the industry, time has become a test stone.

One year later, the star anchors represented by Ji Jie, Shen Tao, Dani, Ye Yixi, Lin Yilun and Li Xiang have a stable cooperation team, and regard live broadcast as a career. Although ROI is hard to match with the head anchor, it has a stable output of goods. More than one merchant told Deep Burning that it has already had a stable cooperative relationship with the above-mentioned star anchors.

The MCN organization has a long-term cooperation with the star anchor. Fang Jian, the president, told Deep Burning, "In fact, as long as the live broadcast can persist, artists will generally get results if they give a fixed live broadcast time every week."

At present, the industry is canceling the pit fee and developing in the direction of pure commission, which is still rare among star anchors.However, with high conversion rate and firm pit position fee, the conversion rate and low pit position fee will decrease accordingly., has been stably regulated by the market. In this battlefield where live ammunition looks at the conversion rate, they are also facing cruel competition.

• Vertical domain professional anchor

Yang Ge, the founding partner of Xingyi Capital, once told Shen Yan that in 2020, the traffic platforms in the live broadcast field are all doing the god-making movement of the head anchor.In 2021, there will be differentiation, that is, cooperation with different vertical industries, such as second-hand luxury goods trading, maternal and child industries..

This is indeed becoming a reality. Restricted by the category, it is difficult for vertical anchors to have the sound volume of all-category anchors in the head, but thanks to their professional background, they have a more solid knowledge reserve in the vertical field than comprehensive anchors, which is easier to gain the trust of consumers and is sought after by merchants. Take the maternal and child category as an example. "Mothers pay great attention to their children’s growth. If they are willing to buy products with an anchor, it means that they already have strong trust. This kind of anchor is very sticky," said Ren Yanyan, director of marketing at MCN.

Koushuiwa, a food brand, has conducted a lot of live broadcast cooperation in Aauto Quicker. Wang Songjie, the person in charge of live broadcast, told Shenzhan, "The next step will be to find a big anchor cooperation. At present, the brand is still in the development stage. At this stage,Twenty anchors with 500,000 fans may be more effective than one anchor with 10 million fans.”。 They aimed at the mid-waist vertical anchor on Aauto Quicker and made a live broadcast plan, which also achieved the effect of broadening online sales and popularity.

• Brand self-broadcasting

Chen Minghui, director of content operation of Dasheng Media, predicted that "in the future, live broadcast will develop into personal branding and brand personalization", and brand self-broadcasting is the performance of brand personalization, which is an obvious trend in the industry.

How to gain the trust of consumers with live broadcast is the threshold, but for brands, it has been endorsed in the hearts of consumers for many years, and it is more direct to recruit anchors for training than to find third-party anchors.The anchor of brand recruitment can also be highly matched according to brand positioning.. MCN organization Jitao has the experience of being a live broadcast training anchor for first-line jewelry brands. Ren Yanyan told Shen Yan that when recruiting anchors, brands not only pay attention to the requirements of image and temperament, but also pay attention to whether the anchors have the background of studying abroad and have requirements for cultural heritage.

Li Haizhen, the founder of Dorado, a domestic beauty brand, settled in Aauto Quicker, and accumulated 680,000 fans in three months. The total sales volume of small shops in Aauto Quicker exceeded 468,000, and the benefits increased significantly through brand self-broadcasting. In Aauto Quicker, Jamie Milan, a small brand of children’s wear, steadily accumulated fans through short video preview and live broadcast, and after only two months, the daily GMV was nearly 10,000.

• Self-broadcast by merchants/self-broadcast by original goods

For small and medium-sized businesses, inviting anchors is under great pressure, and self-broadcasting is also a good path. In the development process of the live broadcast e-commerce industry, self-broadcasting by merchants will also become an important force to support the market.

According to the data released by Taobao in early 2020, 70% of the turnover of Taobao live broadcast comes from store live broadcast, and in terms of the number of games, merchants account for 90%. Ren Yanyan told Shen Yan that when consumers searched for the product on Taobao, they already had a consumption scene and willingness to consume. "If there is a live broadcast in the store, consumers can directly ask what they want to know, and the anchor will blow a little. It is easy to reach a deal, and we all recommend merchants to broadcast it themselves."

Brother Taiping is an early live broadcast merchant on Aauto Quicker. He broadcasts the real life of herders and accumulates fans on the platform. He told Deep Burning that in order to build trust, "customers can return it if they are not satisfied with it after receiving it." This kind of merchants with community culture broadcast themselves, which has a higher conversion rate than ordinary live broadcast. "There are more than 300,000 fans at present, but the effect of bringing goods is good. In 2020, they can bring 8 million pieces of goods a year, and the maximum consumption of iron powder is 10,000 or 5,000." There is nothing wrong with it, he said.

Sister Mi, a clothing merchant, entered Aauto Quicker in June, 2019, without brushing gifts, attracted accurate fans through short videos and live broadcasts, and self-broadcasted by the merchant based on the trust foundation established by Aauto Quicker community ecology. In November, 2020, she became the tenth in the Fat Ball Data "TOP50 of Live Broadcast Sales", with a GMV exceeding 1 billion in the whole year, and rapidly grew into the head anchor of the clothing industry in Aauto Quicker. According to Sister Mi’s team, with the increase in sales, their clothing factory has expanded from hundreds to thousands.

According to the data of online celebrity today, in 2020, a total of 346 anchors will bring more than 100 million goods a year, and the anchors at the middle and waist are also jumping upward. Together with small and medium-sized businesses and anchor echelons, the pyramid structure of the anchor team in the live broadcast industry with goods is taking shape. However, Wang Nan said frankly to Shenzhan that "talents in every industry are scarce, and good anchors can’t be found casually". How to cultivate anchors recognized by businesses was once a difficult problem in the industry.

Ren Yanyan revealed to Shen Yan that because the live broadcast of clothing has low requirements for anchors, MCN institutional incubation anchors often choose clothing to cut in. "Live clothing, as long as the anchor looks good on the body, the product is cost-effective, and it is easy to make an order by explaining the interest points to stimulate consumers. However, beauty requires the anchor to have a certain content and grass planting ability, and the requirements are higher. There are only fans, but their own ability to explain and understand the brand is poor, and the effect of bringing goods is not necessarily good. The clothing anchor has reached 300,000-500,000 fans, and it is difficult to transform into other fields. "

Not only is it difficult to incubate high-quality anchors, but the reality in front of the anchors is that,Not every category has a chance to have a vertical anchor..

"For example, it is impossible for the audience of electronic product anchors to change their mobile phones every day", Ren Xiyan told Shen Yan, except for products with large profit margins such as beauty, mother and baby, and products with large audience and high consumption rate such as food and clothing, which can support vertical anchors, many anchors tend to develop in a comprehensive direction after gaining a foothold in the vertical field. "Otherwise, if they stick to one category, their income will not support them to survive."

It is difficult to cultivate anchors, and the upside of vertical anchors is limited. However, this does not mean that after a year of rapid development, the industry has not honed a set of mature methodologies for cultivating anchors.

According TOP50 the big data of the small gourd, in the second half of 2020, about half of the three major platform anchors will be signed by MCN organizations. At the same time, MCN organizations show obvious platform inclination, Bajia Entertainment and Huayao Culture aim at Aauto Quicker, while Taiyang Chuanhe, Weilong Culture and Worry-Free Media with stronger content attributes grow rapidly in Tik Tok, and Qianxun, Mosquito Club, Nas and Taobao cooperate closely.

The advantages of mature MCN institutional incubation anchors are being highlighted. Take Qianxun, where Viya is located, as an example. Although it cooperates closely with Taobao, Qianxun successfully hatched a talented rabbit on Tik Tok in the past year, bringing 620 million goods a year, ranking eighth in the Tik Tok list. Looking at the Internet with a mature style of play, in a short time on the Aauto Quicker hatched the head anchor Yu Dagong. This is the first e-commerce anchor hatched by an e-commerce organization, which does not belong to any Aauto Quicker family, and the single-game payment amount has exceeded 300 million. After the launch of the powder-raising tool in Aauto Quicker, a number of mid-waist anchors have grown rapidly.

To build a big son of Yu, the network chooses the horse racing system. Fang Jian told Shen Burning that when cultivating the eldest son of Yu, there were 10 anchors competing in the same batch. In the first month, 50% of them were eliminated according to the data. After half a year, the eldest son of Yu finally won and became the target of the company. Next, he spent money and resources. He did not hide the company’s support and investment in Yu Dagong, and admitted that he was a "RMB player" in the industry.

“Many colleagues also come to consult, in fact, everything is full.Others smashed 2 yuan, I smashed 4 yuan, others smashed 4 yuan, and I smashed 8 yuan. You only spent 10 thousand yuan. What can you analyze? You have to hit 1 million first anyway. Then, the live broadcast data is disassembled and optimized, and how much it costs to buy a small store and how much it can earn with live broadcast, so as to find a profit balance point. If you lose 5 points, try to earn back the commission. "Fang Jian said. Reasonable use of the platform powder-raising tool, through data optimization, the powder-raising model is obtained, and in the same way, Li Xuanzhuo, a popular anchor who is good at wine, is hatched from afar.

Aauto Quicker has launched Xiaodian Tong and vermicelli, the purpose of which is to improve the speed of vermicelli increase and the transaction conversion rate of small and medium-sized businesses and anchors. The person in charge of Taobao Live also said that live e-commerce is developing at a high speed, and many small and medium-sized anchors are in their infancy. The live broadcast e-commerce ecosystem is constantly iterative. With the gradual establishment of industry norms and the increased support of the platform, the new generation of professional anchors are also gaining growth channels.

"The delivery speed is fast, and it has a certain product promotion effect. The effect brought by live delivery is obvious." Merchant Lao Zhu does not hide his optimism about the live delivery industry, "but the premise is to find an anchor suitable for his product.If the anchor and the product are not well matched, it is likely to be a nightmare to blindly pursue the main broadcast volume of the head.. "He added.

After the first food transformed and developed by the company gained a firm foothold through live broadcast, they are developing a second product recently. With previous live broadcast experience, they are now looking for an anchor, "not as confused as before", he said.

* At the request of interviewees, Zhang Fei, Wang Nan, Lao Zhu and Ming Na are assumed as pseudonyms.