Live broadcast, this species that has existed for more than a decade, has had an amazing chemical reaction with e-commerce in the past three years, and net red entrepreneurs are catalysts.
Editor’s note: This article is from WeChat public account “Tencent deep network” (ID: Qqshenwang), author Xue Fang, Editor Kang Xiao, is authorized to publish.
Li Jiaqi became the most representative person in the 2019 e-commerce live broadcast.
Li Jiaqi, a male anchor who made a name for selling lipstick. The symbolic mantra of “my mother”, “omg”, “buy it and buy it” is the original of Li Jiaqi. “Imitating Li Jiaqi” is the movement of the popular network in 2019. Corresponding to Li Jiaqi’s red burst is the live fire of the e-commerce.
The past double eleven, Li Jiaqi lived in the live room with 4,315,600 fans, and Wia’s live room had 36.735 million fans; and 5 days ago, on November 6th, the fast-handed e-commerce shopping festival, Simba won the first First, single-day live sales exceeded 400 million.
Obviously, the live broadcast room has become a new battleground for selling goods on various platforms. The latest live broadcast of the Ecological Development Trend Report in 2019 pointed out that the live broadcast has developed into a new industry for e-commerce in the new era. The e-commerce + live broadcast has shown a strong explosion and is creating a new market of 100 billion yuan.
live, this has been In the show, the game has been in existence for more than a decade, and in the past three years, there has been a chemical reaction with the e-commerce, the effect is amazing. In 2018, Taobao live broadcast 100 billion GMV, and the fast hand and vibrato live add up to 100 billion GMV.
This way, the e-commerce platform, the incoming and the non-incoming, accelerated its layout in the field of live e-commerce, and cultivated and hatched the network red; while the short video platform has huge traffic, live broadcast Business is also a matter of course. At the moment, live e-commerce has become a tool for realizing short video platforms.
Undoubtedly, “net red goods” is incremental for both e-commerce platforms and short video platforms.
But the “net red” is not developed from the air, the Simba and Sanda brothers on the fast-hand platform; the seven grandfathers on the platform; the Li Jiaqi and Wei Ya from Taobao are all growing up little by little.
These anchors are red, whether they are Li Jiaqi and Simba at the top of the tower;Wen Liang and Yan Bo… Each individual individual is an entrepreneur; their joint efforts have detonated the outbreak of live e-commerce in 2019.
Open a new live battlefield
Yan Bo appeared in the shop of the Red House of Yiwu Workers West Road. This is a three-storey small building. Yan Bo, of medium height, Yangling, Shaanxi, is 33 years old this year. His skin is black and black, and his body is restrained and restrained. Yan Bo likes to play the guitar. Five years ago, he left his hometown and came to Yiwu with 700,000 debts.
Yan Bo, who first arrived in Yiwu, was an e-commerce company during the day and went to the night market to set up a booth. In 2016, Yan Bo began to send some videos in the fast hand, recording his entrepreneurial history, “I am packing, I am shipping, I am driving…” and so on.
The quick hand was born in 2011 and was originally a mobile app for making and sharing GIF images. In November 2012, fast hands began to transform into a short video community. After several years of development, in 2016, fast-handed ushered in explosive growth.
The fast-paced welcoming growth in 2016, the doll and husband Xiaoliang became the entrepreneurial pioneers in Jiangsu Province. They have clothing stores on Taobao. The daily turnover of Taobao stores is around 500,000, and there are 107 in the company. The employees, the company’s daily operations are all done by Xiao Liang’s father.
Dolls and Xiaoliang are both junior high school graduates and have been running women’s clothing for many years. In 2011, the doll came to Guangzhou with a sale of 110,000 wedding rooms and sold a Canon 5D2 SLR camera. They were the first online shopkeepers in Guangzhou.
In the words of Xiao Liang, “The doll is like a doll, and a T-shirt is a treasure on her body. The fans will buy it actively. At that time, there is no print order for the express delivery. Handwritten to five o’clock.” In 2011, their store won the top 20 results of Taobao.
From 2012 to 2013, their Taobao store shipped 10,000 to 20,000 orders a day. In 2013, two people earned 100 million yuan. They bought a villa in Guangzhou for 18 million and later bought two Ferraris.
In 2016, the baby touched the fast hand, and the photos she posted on Taobao were sent to the fast hand, and inadvertently, 5 million fans were left. The dolls at the time didn’t know. When their Taobao shop encountered a crisis, the fast-selling live sales could bring them back to life.
In December 2016, the quick hand began to test the live broadcast. When the live broadcast was first launched in China, it was a show mode. The so-called “show” mode was to move the offline nightclubs and KTVs online to operate. In 2005, Internet veteran Fu Zhengjun founded a stranger video dating community – “long love”, later renamed 9158.
9158 main “show mode”, in addition, the show mode