Don’t ask, ask is to buy.
Editor’s note: This article is from WeChat public account “Retail boss internal reference” (ID: Lslb168), author Sun Yuan.
Core Guide:
1. Why are e-commerce platforms coming in live?
2. Why is live broadcast the most preferred e-commerce?
3. What will be the next stop for e-commerce live broadcast?
Because of the hot live air outlet of the year, since the birth of 2016, the e-commerce live broadcast has been placed under the spotlight.
In just three years, when the live broadcast industry under the capital has gradually declined, the growth of e-commerce business has peaked, traffic dividends have subsided, and e-commerce live broadcasts, but with its unique high viscosity and high conversion rate, it has become a common concern. The new favorite of the industry.
Li Jiaqi, who sold 14,000 lipsticks in 5 minutes, went to “618” to drive the total turnover of over 500 million yuan, “Taobao a sister” Weiya, e-commerce live broadcast is refreshing its own sales record.
After repeatedly creating new high figures, it is a carnival about consumers, e-commerce platforms, businesses and MCN institutions.
E-commerce has entered the live broadcast, what is it like?
In August, e-commerce live ushered in new players and new layouts.
On August 1st, NetEase Koala announced that it will be officially launched online. In the initial stage, it will focus on the core categories of beauty, maternal and child platforms, and through the beauty of makeup and hot mom KOL live broadcast for knowledge class shopping guide.
August 3, Weibo’s 2019 Super Redskins Festival, Weibo Senior Vice President Cao Zenghui announced that Weibo will launch an e-commerce service platform, opening the application portal in early August, and the microblog e-commerce live broadcast will be Taobao realized the opening.
On August 6th, Suning Tesco announced that it officially opened up a small handShop, consumers in the process of watching the live broadcast, you can jump to Suning Tesco through the fast hand shop to complete the shopping.
If we relax the time limit slightly, we will also see that at the end of July, we plan to invest at least 1 billion resources, incubate Jingdong with no more than 5 “red people” (super net red), and release the “2019 live double plan” “Mushroom Street.”
The e-commerce live broadcast is not a perfect day. In 2016, Taobao, Mushroom Street, Suning and Jingdong have been testing live broadcasts. Today, the live broadcast service has become the standard for e-commerce platforms.
Unlike traditional games, music and other live broadcasts that rely on fans’ rewards as the main source of income, e-commerce live broadcasts are more purposeful, with merchandise sales as the core, and order conversion rate and volume as the most important measure. index.
This also causes the biggest difference between e-commerce live broadcast and other live broadcast forms – the former belongs to content e-commerce, the core basis is e-commerce business, and the latter is more social attributes.
As a means of sales, the role of live broadcast in the e-commerce platform encountering growth bottlenecks is nothing more than two points: improving user stickiness and facilitating transactions. In the case that the e-commerce traditional business form is close to the ceiling, the live broadcast business is called a new growth driver for the electric platform.
Based on the data of the first mushroom market and the Taobao two home appliance platform, the trend has become more obvious.
Mushroom Street Financial Report data shows that during the 12-month period ended March 31, 2019, the mushroom street GMV was RMB 17.408 billion, an increase of 18.7%. The mushroom street live broadcast business has become one of the core drivers of GMV growth. In FY 2019, the mushroom street live GMV increased by 138.1% year-on-year, achieving a three-digit growth. The average live mobile monthly active users increased by 42.1%.
In addition, the “Internet Trend Report 2019” data shows that the live broadcast has increased the number of users of Mushroom Street repurchase by 4 times, and the live GMV accounts for 24% of the total GMV of Mushroom Street.
Unexpectedly, according to the data of 6.18 E-Commerce Report released by QuestMobile, Taobao Live has occupied 3% of the click traffic inside the APP. At the same time, compared with the average of the mobile network, the live online shopping crowd has close to 8 The spending power is at a medium to high level.
Taobao Live’s “2019 Taobao Live Ecological Development Trend Report” also shows that Taobao live core users stayed on Taobao live daily for nearly one hour, and continue to improve, while the number of core users has also been maintained Rapid growth.
Removing the strong role of the consumer side, in the current fierce competition of e-commerce, the live broadcast of numerous explosives with millions of sales has become a battleground for the military.
Taking the Netease koala just entered as an example, the relevant person in charge said that the online live broadcast function at this time node is selected, in addition to using scenes, socialization, and contentization.The live broadcast tool helps users reduce the cost of decision-making, and also helps new brands and new products around the world to reach consumers in a more direct way, open up awareness, and incubate new potential explosions.
For e-commerce platforms, the live broadcast business is self-evident for platform traffic, sales volume, and user retention and merchant revenue.
The content e-commerce is diverse, why is it live?
There is a view that e-commerce live broadcasts are nothing more than another level of TV shopping, and in fact, the role of e-commerce live broadcast far exceeds this.
In the form of graphic, short video, and even audio content, the soft text promotes the current situation, and the e-commerce live broadcast of strong sales attributes makes the platform clear.
The prototype of e-commerce live broadcast can be traced back to Wei Shang, especially the micro-business group engaged in overseas purchasing. In order to confirm the reliable source of goods, and at the same time form a good interaction with the fan community, the micro-business purchase often synchronizes the live broadcast in the process of sweeping goods abroad.
The live broadcast in the form of video can more realistically reflect the attributes of the goods, especially the strong experiential products such as shoes and costumes, and the video form, which has stronger product expression than the graphic.
In addition, the interactive nature of the live broadcast often has the function of fulfilling the individual’s needs. The anchor can be stimulated by the try-and-play behavior of the fan’s will. The e-commerce live broadcast is like a private custom line. Go shopping.
With the maturity of live broadcast technology, the lottery, coupon distribution and other links in the e-commerce live broadcast process have brought new consumption power – irreplaceable preferential properties, which is already in Taobao live broadcast. Very common situation.
According to the “2019 Taobao Live Ecological Development Trend Report”, consumers can watch live content for over 150,000 hours a day, and the number of products that can be purchased exceeds 600,000.
Behind the data, it is the addiction of hundreds of millions of fans. Then we can’t help but ask, where do the e-commerce live users come from? Who are the live broadcasters of consumer electronics?
The user image provided by Mushroom Street shows that the user who watched the live broadcast has a very rich career span. Even doctors/sales/programmers, which are traditionally considered very busy, form part of the typical users of Mushroom Street Live. In terms of users, the live broadcast has a layer of entertainment attributes in addition to shopping, and even becomes a regular program that is played every night.
For NetEase koalas, the main user groups of live broadcasts are more concrete, mostly women aged 18-35. The love of “doing homework” before purchase, the highly sensitive characteristics of high-quality content, makes this group of users more inclined to form consumer decisions through KOL experts.
As a special category in the video, the live broadcast, compared to the immediacy, interactivity and unedited authenticity of the ordinary video, not only brings a more realistic consumer experience, but also makes the anchor’s personal charm, opportunity Overriding the attributes of goodsOn – relying on the influence and trust of the anchor, it is even possible to skip the long period of growth and maturity in the past product life cycle, and push the niche or new brand into a burst.
It is based on this trait, Jingdong, Mushroom Street and other e-commerce platforms are working hard to create a red anchor, hope to create the next Wei Ya or Li Jiaqi.
What is the next step for e-commerce live broadcast?
With the e-commerce platform entering the live broadcast, under the limited commodity pool, limited high-quality MCN institutions and head anchor resources, limited consumer attention, melee is inevitable.
Taking Taobao’s “lipe brother” Li Jiaqi as an example, Li Jiaqi, who can be called the 2019 biggest net red, has established his own account on the platforms of Vibrato, Xiaohongshu and Weibo, and edited the live content into a short video. Published on various platforms.
From a commodity perspective, one of the resources that the head anchor competes for is the merchant resource. Each anchor wants to get the best products and the lowest price to achieve a double harvest of performance and personal brand image. For the brand, the choice between different anchors on different platforms is inevitably difficult to ride.
How to deal with possible homogenization competition?
Several platforms have mentioned the same, more sophisticated and richer live content.
Mushroom Street believes that the live broadcast industry often mentions the three concepts of “people-goods-field”, and the main competition of live broadcasts basically revolves around these aspects.
People’s competition, that is, the competition of quality anchors. The anchor is a high-screening, high-elimination industry, and it is important for energy sources to continuously provide quality anchors to users.
The competition of goods is based on the new speed of the live broadcast and the richness of the goods. Based on the popular categories of women’s clothing and beauty makeup, Mushroom Street continues to expand other categories based on continuous optimization.
The last part of the game refers to the operation of the live content. How to add more scene design to the user in the live broadcast, so that the content of the live broadcast is more rich and fun, is the next trend of the live broadcast.
Taobao live broadcast emphasizes the multiple influences of users, stars, kol, pgc institutions, and internal and external conditions of the business community. In addition to clothing, beauty, businesses like food, flowers, fresh and other industries are also more and more live broadcast, Taobao live content is enriched.
Different from the above two, the Netease koala program, which focuses on Haitao, plans to tilt a large amount of traffic and resources, launch a global traceable live broadcast column, and direct the overseas origin and industrial belt through the head star, and the scene shows the behind the good objects. Lifestyle, “locking” the user’s shopping cart in advance. Create a live IP with Netease koala features.
For all the admissions, it is inevitable to throw a preferential strategy to attract high-quality content. For MCN institutions, traffic support and commission discounts are the focus of the platform strategy, such as the zero commission of Netease Koala.Strategy and billion-level traffic support, as well as the double-hundred plan mentioned above for Mushroom Street.
For e-commerce live broadcasts, in the past three years of development, early traffic dividends were evident for anchors, organizations, or platforms. And with the arrival of various families, is the dividend period of traffic already over?
In the view of Mushroom Street, the good days of e-commerce live broadcast have just begun. Compared with the stock market of traditional shelf-type e-commerce, the incremental space of e-commerce live broadcast is still very large, and the GMV data of Mushroom Street can explain the problem. With the gradual popularization of 5G, it is believed that the coverage of e-commerce live broadcast will be wider and wider.
But for the e-commerce platform, a battle has just begun.