On Double Eleven 2020, e-commerce gameplay has changed. On Double Eleven, live e-commerce has become mainstream.
The increasingly popular live broadcast e-commerce is restructuring retail.
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Double Eleven, live e-commerce becomes mainstream
In 2020, live broadcast e-commerce is undoubtedly the hottest topic in the consumer field. Under the epidemic situation, various industries are rushing to join the game, and entrepreneurs, celebrities, CCTV hosts, and government officials have personally stopped live broadcasting to bring goods.
On March 8, 2020, Kuaishou anchor @辛巴辛有志 will live with the goods for 6 hours, sell 4.2 million orders, and have a total turnover of 400 million+; on April 1, 2020, Wei Ya’s live broadcast will be sold at a price of 40 million. The launch service of the Zhou-1A solid carrier rocket was shot by Miaopai; on April 1, 2020, Hammer Technology founder Luo Yonghao's live broadcast debut, the total amount of three-hour payment transactions exceeded 110 million yuan, setting the highest delivery on the Douyin platform Record; On May 10, 2020, Gree Chairman and President Dong Mingzhu opened the live broadcast debut in Kuaishou, with sales exceeding 100 million in half an hour and 200 million in 100 minutes; on April 12, 2020, Kuaishou joined CCTV News The public welfare live broadcast of "Nobody Can Zulan (Block) My Xia Dan (Order)" was held to sell Hubei products, and the final sales reached 61 million yuan, which was also featured on "News Network" and "Focus Interview".
On May 27, 2020, Kuaishou Technology and JD Retail announced the signing of a strategic cooperation agreement, and the two parties reached in-depth cooperation in the supply chain. JD Retail will provide superior categories of goods to Kuaishou stores, and the two parties will jointly build a high-quality product pool, which will be selected and sold by Kuaishou anchors. Kuaishou users will be able to directly purchase JD’s self-operated goods at Kuaishou stores and enjoy JD’s high-quality delivery and after-sales services. Since then, Kuaishou and JD jointly announced the launch of the "Double Ten Billion Subsidy".
Driven by all parties, live broadcast e-commerce has ushered in rapid development. According to data from the Ministry of Commerce, in the first half of 2020, there will be more than 10 million live e-commerce live broadcasts across the country, over 400,000 active anchors, over 50 billion viewers, and over 20 million products on the shelves; according to the China Internet Network Information Center (CNNIC) The 46th "Statistical Report on China's Internet Development Status" recently released shows that as of June 2020, the number of e-commerce live broadcast users in my country was 309 million, an increase of 16.7% from March 2020, becoming the fastest growing individual in the first half of the year. Internet applications; according to the report "Live E-commerce Toward a Trillion Billion Market" released by KPMG and Alibaba Research Institute in October, the overall scale of my country’s live e-commerce will exceed one trillion in 2020, reaching RMB 1,050 billion, with a penetration rate of 8.6% . In 2021, the scale of live broadcast e-commerce will expand to 2.0 trillion yuan, and continue to maintain a rapid growth trend, with a penetration rate of 14.3%.
In the first half of 2020, live broadcast e-commerce not only expanded rapidly in scale, but also became richer in form. Live broadcast of industrial belts, live broadcasts of time-honored brands, live broadcasts of intangible cultural heritage, live broadcasts of cultural tourism guides, and live broadcasts of public education courses have emerged. Shows strong expansion capabilities.
In the second half of 2020, by Double Eleven, live e-commerce has become the mainstream shopping method.
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E-commerce "Double 11" or live broadcast "Double 11"?
Under the tide of live broadcast, e-commerce platforms such as Taobao, JD.com, Suning, and Pinduoduo have made unprecedented investment, focusing on live broadcast gameplay in their respective Double 11 promotion activities, creating a consumer carnival atmosphere with close contact with users .
Among them, Taobao Live has arranged two pre-sales. The first wave of pre-sales will be officially launched on October 21, and the second wave will be launched on November 4. In these two rounds of pre-sales, live broadcast is the highlight. Taobao introduced the core gameplay of the live broadcast ecology: hit the list to win rankings, incorporate the core behavior of consumers into the task pool, and encourage merchants and anchors to win the rankings and get platform incentives. During the first round of pre-sales, Wei Ya and Li Jiaqi had live broadcast sales of 3.221 billion yuan and 3.327 billion yuan, respectively, for a total of nearly 7 billion yuan, and the sales deposit exceeded 1 billion yuan.
Another e-commerce giant JD.com announced that it will invite more than 300 celebrities into the live broadcast room and more than 500 CEO creative live broadcasts. The social e-commerce brand "Jingxi" under JD.com will broadcast live through the industry belt and combine 6 social gameplay to attack the sinking market. On November 10th, JD.com will also host the "2020 JD Live Broadcast Super Night". Over 30 blockbuster stars will live broadcast the goods, providing consumers with a multi-screen interactive experience of watching, buying and playing.
Suning Tesco, which completed the acquisition and integration of Carrefour China last year, relied on the full-scene retail system and launched a multi-screen live broadcast campaign for different groups of people. On the afternoon of October 26, Suning.com had a press conference with the theme of "Good Things Happen" and announced the gameplay of this year's Double Eleven. According to Jia Nailiang, the co-host of Suning Live Broadcasting, introduced on October 26, during Double Eleven, Superbuyers will broadcast 13 live broadcasts in 13 days. He will also invite many of his big coffee friends to form a superbuyer star group to help Consumer selection gift. At the same time, on Double Eleven this year, Suning Live will present consumers with a full-scene live broadcast pyramid: 2 super show live broadcasts, 13 super buyer live broadcasts, more than 200 live broadcasts of IP masters, more than 2000 themed live broadcasts, and more than 3000 live broadcasts. Brand live broadcasts and more than 50,000 "store broadcasts" and "village broadcasts".
The new e-commerce platform announced that it will cooperate with Hunan Satellite TV to host the "11.11 Super Fight Night" evening party on the evening of November 10, sending 1 billion in cash on the spot, as well as 9.9 yuan red envelopes for newcomers, million free bills and other welfare activities.
Super anchors, heavy stars, strong TV stations, intensive live broadcast schedules... Judging from the tilt of the heavy marketing resources of the e-commerce platform on Double Eleven, this Double Eleven has already become the e-commerce "Double Eleven" It became a live broadcast of "Double Eleven".
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Live e-commerce is reshaping the retail landscape
There is no doubt that live broadcasting has become the most important tool for e-commerce platforms. But is live e-commerce just a marketing tool? Xi Ge believes that live e-commerce is not only a marketing tool, but also a new industry and a new format. He is reshaping the retail landscape.
For e-commerce platforms such as Taobao, JD, Suning, and Pinduoduo, live e-commerce is an important marketing tool. It can increase the stickiness of platform users, shorten the shopping path of users, and improve the marketing capabilities of platform merchants; for merchants, the role of live e-commerce is more important. It not only enhances brand user stickiness, shortens user purchase paths, or enriches brand online lines A powerful tool for marketing capabilities. Especially for those chain retailers, live streaming is not only an important tool for displaying products and services, but also an important way to spread corporate culture and demonstrate corporate strength. The live broadcast not only shortens the distance between enterprises and users, but also enriches the service methods of enterprises. For users, live streaming is a more vivid and more vivid shopping form with better experience than "shelf" e-commerce; for the industry In terms of the chain, live broadcast e-commerce is fully or partially improving the multi-level distribution system in traditional retail to make the circulation of goods easier.
In a word, compared to traditional e-commerce and retail, live e-commerce is a new format with shorter decision-making paths, stronger interaction, better buying experience, fewer industrial circulation levels, and multiple advantages.
The basis for saying that live e-commerce is a new format lies in its shaping of new employment opportunities. According to the "Announcement on Announcement of New Occupation Information to be Released" issued by the China Employment Training Technical Guidance Center, new occupations directly related to the mobile Internet, such as Internet marketers and online learning service teachers, have been recognized by the state. Among them, under the high-profile Internet Marketing Division project, a new type of "live-streaming salesperson" was added, which is a direct manifestation of the influence of live-streaming e-commerce. In fact, under the category of live salespersons, there are still multiple sub-categories that are closely related to digital marketing. According to the "2020 Spring Live Broadcast Industry Talent Report" jointly released by Zhaopin Recruitment and Taobao List, within one month after the resumption of work during the Spring Festival in 2020, the demand for talent in the live broadcast industry has soared against the trend. The number of hiring for live broadcast related positions increased by 83.95% year-on-year in one month, and the number of recruits increased by 132.55%. In addition to full-time jobs, live broadcast jobs have also become a reservoir of flexible employment. The number of related part-time jobs increased by 166.09% year-on-year, more than twice the growth rate of full-time jobs. In terms of salary, within one month after the Spring Festival this year, the average recruitment salary for live broadcast related positions was 9,845 yuan/month, which was higher than the industry average.
Xi Ge believes that with the further development of live e-commerce, new types of work such as "live anchor" (analogous to offline retail shopping guide, procurement, quality inspection and other types of work) will be further produced to meet the development needs of live e-commerce.
By then, live shopping will become a new way of life.