As Li Jiaqi and Wei Ya’s names appear more and more on many social media, you know that live e-commerce is really hot. The last time this kind of person who quickly completed the identity change in a short period of time seems to be an Internet celebrity. From many degrading negative images to the show and the glorious figure on the runway, everything is just one of the manifestations of the influence of the Internet celebrity. .
Li Jiaqi and Wei Ya’s “Burning Fire” is the verification of the ability of the anchor of the live broadcast room to carry the cargo, which has been recognized by more people. It is actually not accurate to say that the explosion is because these two people were well-known in the field of live e-commerce before they were well known by the public. But at that time, live e-commerce did not really go out of the circle, and there is still a long way to go before everyone in the world knows it today.
Behind this year’s live e-commerce market, there are e-commerce platforms that have been deployed for many years, new platforms that have been actively tried, mature MCN institutions, and Internet celebrities who want to take a share. As the only team currently attempting to live broadcast e-commerce sales, Tencent Live also shared for the first time their thoughts on e-commerce live broadcast, their achievements, and their future support policies.
What is “watch live”?
“Look at Live Broadcast” wants to provide professional, stable, and convenient online live broadcast services and e-commerce live broadcast solutions for content creators and merchants of WeChat system, and expand the channels of information flow transmission.
Seeing this, what you might think of is “Tencent Live”, which was in beta in March. It ’s a small program. What ’s the difference between the two?
The original “Tencent Live Broadcast” was launched by the Tencent Live Broadcast team. It is a live broadcast tool for public account operators. The mini-program is for users to reserve, watch and interact.
However, you can no longer find the “Tencent Live” applet through WeChat search. Instead, the service that provides content producers has become “Look at Live”.
“Look at Live Broadcast” is a small program that makes full use of Tencent’s internal capabilities and functions. This is a small live streaming program based on Tencent’s live streaming capabilities. It utilizes the functions of WeChat Mini Programs as well as the more mature Tencent live streaming capabilities. In Tencent’s current live broadcast system, the Tencent Live App will serve as the launching point for businesses and operators to broadcast live. “Look at the live broadcast” is used as a viewing terminal for public account subscribers and consumers, for viewers to subscribe, watch, and replay business live broadcasts.
Among the nearly 10,000 live broadcasts accumulated in early November this year, the e-commerce live broadcast accounted for 71.3%. From the platform’s point of view, this is logical. “If any service, especially business behavior, is to last, there must be something in the positive loop behind it. The live broadcast sale is profitable, and merchants are willing to use it at high frequency.
But as a more live broadcast platform for public number operators and merchants, why is such a live broadcast product not a “WeChat live broadcast” launched by the WeChat team? The answer may be that Tencent’s new information flow content service platform, Tencent, wants to provide better content monetization tools for all Tencent content creators.
