The live broadcast e-commerce trend is booming, and refined operations are grabbing the next city.
During Double Eleven in 2020, “Live Room Preview”, “Qile Wuqiang”, etc. The live broadcast e-commerce derivative word frequency is hotly searched, and it has received widespread attention. Broadcasting material form accelerates into the public’s view . Coupled with the stimulus of the “home economy” under the shadow of the new crown epidemic, a large number of e-commerce merchants have launched a live broadcast mode, and local governments have successively introduced live broadcast e-commerce support policies, using live e-commerce as a new way to boost the local economy. The live broadcast e-commerce outlet has arrived.
What is live e-commerce
Live e-commerce is a form of e-commerce that uses live broadcast as a channel to achieve marketing purposes. As a product of the two-way integration of live broadcast and e-commerce, live broadcast e-commerce was born in 2016, which is called the “first year of live broadcast”, in March and May of the same year, Mushroom Street and Taobao have successively launched live shopping functions, officially kicking off the development of live e-commerce in my country. Compared with traditional e-commerce, live e-commerce relies on highly interactive live broadcast methods to narrow the distance between merchants and consumers and have certain advantages in customer acquisition.
Live broadcast e-commerce ecology: multi-party linkage, diverse forms
Merchants, platforms, MCN agencies and anchors are the main participants in the live e-commerce industry. The merchant provides the product foundation, the anchor and the MCN organization behind itUse live broadcast as a medium to deliver product information, and achieve product reach to consumers through the platform.
After five years of rapid development, the diversified development trend of live broadcast e-commerce ecology is becoming more and more obvious: more and more merchants start live broadcast, and live broadcast has become the “standard configuration” of e-commerce merchants; from relying on live broadcast to expand customer acquisition channels and increase users From sticky traditional e-commerce platforms and shopping guide community platforms to entertainment content platforms that explore new paths for traffic conversion with “live + e-commerce”, the team of platform participants continues to grow; MCN agencies accelerate the deployment of e-commerce, hoping to gain popularity in live broadcasts The e-commerce industry has a share; the types of anchors continue to be enriched, with the addition of celebrities, celebrities, entrepreneurs, and others, further driving live broadcast e-commerce to accelerate the penetration of consumers in all circles.
The improvement of the top-level supervision system is supplemented by refined operations to jointly create a healthy live broadcast e-commerce business format
Along with the rapid development of live e-commerce, pain points are also quietly emerging: data adulteration and high return rates are eroding the interests of businesses and consumers. A healthier industry ecology has yet to be established.
To create a healthy business format, all parties in the industry must work together. Regulatory authorities strengthen the live broadcast e-commerce industry standards, and build a complete top-level legal and regulatory system for the healthy development of the industry; merchants, platforms and MCN institutions jointly promote the establishment of a flexible supply chain, maintain private domain traffic, incubate and cultivate composite live broadcast talents, and achieve refined operations The integration of high-quality industry resources will continue to inject new momentum into live broadcast e-commerce.
The key research issues of this report are as follows:
• What are the differences between live broadcast e-commerce and traditional e-commerce?
• What are the driving factors for the emergence and vigorous development of live e-commerce?
• What is the development status of live e-commerce and the industry ecology?
• What is the business model and operating logic of live e-commerce?
• How do all participants build their competitiveness in the live broadcast e-commerce industry?
• What is the future development momentum of the live broadcast e-commerce industry? What are the development trends?
For more exciting content, please refer to the “2020 China Live E-commerce Industry Research Report”, click on the download link , extraction code: 698b
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.