Live streaming is still a kind of platform economy, which is not fundamentally different from e-commerce

　　Whether it is an e-commerce platform represented by Ali, JD.com and Pinduoduo , or a short video platform represented by Douyin and Kuaishou , the live streaming on these platforms is still a platform economy . Although we have seen that many top anchors have a huge fan base , these fans and traffic are still on these platforms , and the traffic has not been re-divided.
　　After all , live streaming is still a kind of platform economy . In fact, this is not fundamentally different from e-commerce . If live delivery is only a platform economy similar to e-commerce , if live delivery is only to improve efficiency in terms of de-intermediation , if live delivery does not change the operating logic of the industry , then live delivery will always be impossible To escape the fate of the platform economy.
　　In addition , the platform economy can only superficially transform the industry at the level of scale and efficiency , but cannot transform the industry from a deeper perspective . When the platform economy cannot bring development dividends at this level , then its development will inevitably enter a new dead end.
　　Again , live streaming is still a matchmaking and intermediary. When it comes to live delivery of goods , what comes to our minds is the hoarse recommendation and earnest introduction of the products brought by the anchors . Through this , we can clearly feel that live streaming is still doing matching and intermediary transactions , but live streaming has deepened the matching and intermediary of traditional e-commerce.
　　We all know that traditional e-commerce usually uses system recommendations , keyword searches, etc. to establish the relationship between products and consumers . When live streaming began to appear , such a systematic recommendation method of traditional e-commerce began to be increasingly replaced by the recommendation of anchors . For consumers , they are no longer faced with cold products , but an online guide who introduces the products in a more detailed and intuitive way , and this guide is exactly the anchors we often see.
　　It is worth noting that the live broadcast anchors are not strangers , but have a large number of fans., These fans have a certain amount of trust in the anchors . When the live streamers recommend products to consumers who have a sense of trust in them , it is obvious that the transaction rate is very high . Undoubtedly, this greatly promotes the conversion of traffic . Despite this, live delivery with goods has never been able to get rid of the essential characteristics of just being a matchmaking and intermediary.
　　It has to be said that the live delivery of goods once brought new vigor and vitality to the already declining e-commerce . However, such a kind of vigor and vitality is always difficult to sustain . At present, the live broadcast delivery industry has reached a crossroads of transformation . Only by finding a new transformation model for live delivery of goods that suits the current development trend can live delivery of goods go through the cycle and find a new development path.
　　When the dividends are cleared , where is the transformation path for live streaming?
　　When the frenzy and restlessness of live streaming is replaced by objectivity and rationality , when live streaming starts to get on the right track , and when the platform on which live streaming is based is facing transformation , live streaming is also undergoing a new evolution . So, where is the future transformation of live streaming?? How will it continue to play its own functions and roles?
　　Live streaming needs to return to the industry . At present, a wave of returning to the industry and embracing the industry is going on. For live streaming , it is also necessary to follow such a development trend, to open up a new path of development by finding ways and methods to integrate itself with the industry, and to find the correct way and method to return to the industry. In this regard , we can see some clues from the selection of the East.
　　At first glance, Dongfang Selection is actually a kind of live streaming. Therefore, many people classify Dongfang Selection into the category of live streaming. Although Dongfang Selection is derived from live streaming, it is actually quite different from live streaming in the traditional sense. If you want to find the biggest difference between it and the traditional live delivery, the author believes that Dongfang Selection embraces the industry and returns to the industry, which is the key to its difference from the traditional live delivery.