At 8pm on April 10, Luo Yonghao started the second live broadcast of the goods on the Douyin platform. And his first live show delivery pick was on April 1st, April Fool's Day. The popularity of Lao Luo's delivery of goods was also high on the Internet.
In addition to the first generation of Internet celebrities such as Lao Luo, who was involved in live broadcast e-commerce, affected by the epidemic this year, many industries are trying to use e-commerce live broadcast to sell goods. In addition to department stores and offline stores, even cars, real estate and even rockets All are borrowing live e-commerce to drive sales. It is no exaggeration to say that e-commerce live broadcasting has become the biggest outlet in 2020.
At present, the e-commerce live broadcast city is already a lot of big fish, and it is no longer a world of Taobao live broadcast. Jingdong and Pinduoduo have also entered one after another; there are short videos representing Douyin and Kuaishou; as well as Betta and Huya. For the live broadcast business, in 2020, the Internet giants will start to dominate the field of e-commerce live broadcast. With hundreds of millions of traffic in hand, what form will the e-commerce live broadcast market pattern become?
"Epidemiology" detonated the live broadcast e-commerce popularity. The live broadcast e-commerce gunpowder smell began to be strong.
This time, affected by the epidemic black swan, many offline formats in China were shut down. Business moved online. For users, almost all popular applications on mobile phones have launched e-commerce live broadcast services. All of a sudden, all walks of life set off the trend of live broadcast e-commerce.
2020.3.8 WeChat mini-program live broadcast sales, attracting countless merchants and brands for a time, of which thousands of brands have a gratifying record. 4.1 After Luo Yonghao signed a contract with Douyin, the first live broadcast sold more than 100 million yuan, and then Wei Ya live broadcasted the first rocket to attract a lot of attention. 4.6 CCTV anchor Zhu Guangquan and Li Jiaqi combined to achieve more than 40 million. In just one month from March to April 2020, live e-commerce has become the hottest track in the Internet industry.
From the perspective of time and space, e-commerce live broadcast has great advantages. It is not limited by these two factors, especially for offline physical stores. Selling goods through live broadcast during the epidemic is an important channel for selling goods. . Live broadcast e-commerce is a good solution to the problem of what users see and what they see is not gain, so that consumers can better understand the goods when buying, and then improve the conversion rate. The epidemic just accelerated the popularity of live e-commerce in the industry.
Last year, e-commerce live broadcast was mainly Taobao live broadcast. And entering 2020, the live e-commerce track obviously has more entrants. In addition to the earliest veteran Ali, JD.com, Pinduoduo, Baidu, Tencent, ByteDance, Station B, and Betta have all entered the game. Among these platforms, live broadcast e-commerce has also hatched highly influential head anchors. Among them, Wei Ya, Li Jiaqi and Luo Yonghao are the typical representatives. The first two are represented by the Taobao live broadcast system. Luo Yonghao It is vibrato.
From the current form, many Internet giants have put live broadcast e-commerce in an important position. It is foreseeable that industry competition will intensify. From the perspective of the forces, several major factions have their own competitiveness in live broadcast e-commerce.
E-commerce live broadcasts dominate the situation and start to get together to grab the dividends of the e-commerce live broadcast market.
As the Internet dividend gradually peaks, as the communication technology continues to mature, the platform can concentrate consumers on the screen as quickly as possible through the e-commerce live broadcast. Thereby forming a strong purchasing power for consumers. According to data, the total size of China's live broadcast e-commerce industry reached 433.8 billion yuan in 2019, of which Taobao Live's turnover in 2019 exceeded 200 billion yuan.
Before the successful experience of Taobao live broadcast, this is why other platforms and companies will get together to choose the live broadcast e-commerce track. Judging from the current team camp, it is now clear that there are several big traffic platforms that are actively robbing live broadcast. What are the advantages and disadvantages of e-commerce dividends?
1. The e-commerce school uses Taobao, JD.com and Pinduoduo: There are many types of goods but it is important to get more traffic
In the past few years, live broadcast e-commerce was mainly Taobao, but last year JD.com and Pinduoduo increased their emphasis on live e-commerce. In 2019, Pinduoduo listed live broadcasting as its strategic business in 2020. After dozens of live broadcasts by county and mayor in March, Pinduoduo began to invite MCN institutions to settle in. JD.com took the form of a live broadcast in cooperation with the brand to bring the goods. On April 3, Hailan House, a "national men's clothing brand," joined JD.com to carry out an online live broadcast.
In the live broadcast e-commerce platform, the e-commerce platform has a unique advantage in doing live broadcast. These platforms have gathered the three key elements of "people, goods, and market". Therefore, the attributes of these platforms for live e-commerce will more easily attract users. Take Taobao live broadcast as an example. In the process of running at speed, it not only achieved the best results, but also cultivated two top stream anchors, Li Jiaqi and Wei Ya. The popularity of the two live broadcasts has reached 10 million users each time.
In terms of products, Taobao's dominant category is clothing and beauty; JD.com's dominant category is home appliances, but the live broadcast output of home appliances is very small, and there is almost no comparability. Home appliance digital is not suitable for live broadcast; Representative food category. For these three platforms, despite their advantages in commodities, they still need to attract more user traffic to watch, so that they have the possibility of consumption, how to attract more users to watch the live broadcast is still very important.
Second, short video send vibrato and quick hands: it is difficult to commercialize its own traffic
In the e-commerce live track, the short video platform is a very powerful representative. In 2020, both the short video platform Douyin and Kuaishou, which have billion-level DAU, will list e-commerce live broadcasts as the winners and losers. From the current actions, they are very proactive.
At the beginning of 2020, Douyin accelerated its pace and gradually lowered the threshold of e-commerce live broadcasting. Anchors with less than 3,000 followers can also start broadcasting. Especially Douyin's signing of Luo Yonghao has attracted a lot of attention in the industry. The quick-hand approach is to imitate the e-commerce platform, the first is to invite more MCN institutions to enter. On the one hand, it transforms the traditional contracting model into a partnership; on the other hand, it proposes a protection policy for private desire traffic. Currently, Kuaishou also has two representative anchors, Sanda and Simba.
Compared with other platforms, Douyin and Kuaishou have short-frequency video platforms such as Douyin and Kuaishou with more than 300 million DAU traffic. Unlike e-commerce platforms that make their own streams, they want to strengthen the commercial conversion of traffic through live broadcasts. Compared with e-commerce platforms, Douyin and Kuaishou need to attract users on the platform to place orders or have a stronger product ecology. How to form core competitiveness is crucial.
Third, the live broadcast faction Huya and Douyu: there are anchors but the platform users' purchase demand is not high
As two major platforms in the field of game live broadcasting, Betta and Huya Live Broadcasting are now fighting in the field of e-commerce live broadcast, trying to use the business to bring more commercial returns. In the afternoon of March 31st, the new feature "Betta Shopping" of Betta live streaming has been quietly launched. On December 30, 2019, Huya launched the "Little Yellow Car" shopping entrance in the live broadcast room to provide e-commerce trading channels for anchors and users.
For live broadcast platforms, a major advantage of Douyu and Huya is that the anchor has a selling gene. It is reported that when the two major platforms were just launched, many anchors hung their Taobao snacks or clothing store links in the live broadcast room. There are many head anchors on Betta and Huya platforms. Do n’t deliberately train anchors. Anchors have certain advantages in selling goods. As Betta and Huya increase their emphasis on live broadcast e-commerce, there will definitely be more anchors to participate in selling goods in the future.
Despite the presence of anchors, the common problem between Douyu and Huya is that the audience of live platform games is mostly otaku, and shopping demand is not strong. In 618 in 2018, Betta and JD.com launched a partnership to sell goods online. Betta sent 618 popular anchors to help bring the goods. However, the results of these few attempts were not significant, and Douyu shelved the e-commerce live broadcast until 2020.
Fourth, the graphic content school Xiaohongshu and Weibo: balance the delicate relationship between live content
Compared with several other platforms, in fact, Xiaohongshu and Weibo's e-commerce live broadcast is an extension of the business. Both of these platforms have Ali's investment behind them, and they are all diversions for Ali's Taobao, which is an important channel platform for Ali's traffic acquisition. Weibo and Xiaohongshu's live broadcast of e-commerce actually opens up a new path in their commercialization.
Judging from the actions of Weibo and Xiaohongshu, they are already trying to broadcast e-commerce. On March 26, Weibo officially launched a Weibo shop, and officially expressed its determination to develop e-commerce live broadcasting. At the annual conference of Xiaohongshu in November 2019, founder Qu Fang also only mentioned that Xiaohongshu's live streaming service was in beta. On March 26th, the well-known brand LV completed its first live broadcast on Xiaohongshu. In order to attract more anchor live broadcast e-commerce, Weibo also said that it will give the anchor 10 billion traffic tilt, and support major anchors in Weibo's e-commerce live broadcast business.
Just from the outside view, the traffic of the two platforms, Xiaohongshu and Weibo, may be difficult to increase their market share in e-commerce live broadcast. For the most part, they still guide Ali's e-commerce. Although doing live broadcast business Can bring business returns, but how to attract more users to order products, whether they can enjoy the dividends of e-commerce industry growth depends on multiple factors.
E-commerce live broadcasts have a large volume of economic value, and the future pattern of rivers and lakes remains fixed.
According to Ai Media Consulting, in 2020, the live broadcast e-commerce market will reach 961 billion, an increase of 111% year-on-year, close to the trillion level. In 2019, the penetration rate of live broadcast e-commerce to the e-commerce market is 4.1%. We expect the penetration rate to be between 7% and 9% in 2020. The live broadcast e-commerce track dividend will continue to show up based on low penetration factors. Judging from this development trend, many Internet giants are expected to have a share in the field of live broadcast e-commerce. Just to achieve a larger scale, the following two points are very important.
1. There are more quality anchors on the platform
In the live broadcast e-commerce industry, the professional level of the anchor is an important factor for attracting users to place orders and purchases. What the e-commerce live broadcast circle does is actually a shopping guide. E-commerce live entertainment is a useful supplement, professional is the first. Taking Li Jiaqi and Wei Ya as examples, they can achieve such a large scale of live broadcast e-commerce, or they are inseparable from their ability.
2. Product quality control, especially after-sales issues
From the point of view of the live broadcast e-commerce model, each is attracting users to place orders with discounts. Although e-commerce can be broadcast live on these platforms, although consumers will be given a lot of price concessions, the quality of the product will determine the frequency of user repurchase. Taking e-commerce platforms as an example, they have certain advantages in the commodity supply chain. , But for other platforms, this is their shortcomings, how to do a good job in product quality is particularly important.
In the Internet industry, the live broadcast e-commerce business has become the standard for many platforms. This is also rare in the Internet industry with giants such as Ali, Tencent, Jingdong, Pinduoduo, ByteDance, and Station B crowding into the same track. The first half of 2020 is about to pass, and the live broadcast e-commerce stage with a huge commercial value has been raised. It is foreseeable that the competition of the giants in the field of live broadcast e-commerce will be more intense in the second half of the year. Who can get more in the end? Market share and influence in the industry have further increased, and the US Stock Research Institute will continue to follow up.
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