Everyone got on the “Live Cargo” rocket
Editor’s note: This article comes from the WeChat public account “ Electricity Shang Online “(ID: dianshangmj), author Zhu Ting.
“OMG! All girls, buy it!”
With the popularity of Li Jiaqi’s “famous sentences”, live streaming of e-commerce in 2019 is sweeping, conquering consumers behind every screen.
The influence has already broken through the small live broadcast rooms.
This year, 100,000 Tmall merchants and consumers passed live broadcast. Interactive, live broadcast has become the most mainstream consumption method for Double 11;
Because of the promotion of live broadcast, Wei Ya and Li Jiaqi frequently searched and became a phenomenal figure; stars such as Kim Kardashian also came to the camera to make the live broadcast room an interactive field outside the stage; mobile Internet upstarts and other platforms entered the game, while Douyin and Kuaishou were hunting users with short videos, they also started to carry goods in the live broadcast room and became the followers.
Undoubtedly, the content form represented by live broadcasts is refreshing the public’s perception of new consumption methods with subversive influence.
According to Everbright Securities’ industry research and data calculations, the total scale of live e-commerce in 2019 is expected to reach 440 billion.
The tide has passed and brought about the growth of all things. Internet platforms, business institutions, and consumer participants are taking unprecedented enthusiasm and boarding a boat called the “Live” rocket.
The “wait for the wind” 2019
“Add 5,000 more!”
In the live broadcast room, the words of the anchors restocking and uploading links are like charge orders, so that consumers watching the live broadcast can’t control their fingers and crazy “buy it”.
This anchor “grass”, fans “eat Amway”, Extremely efficient. Frequently, the volume of shipments that offline stores do not necessarily achieve in a day is divided up in just a few minutes.
On the day of Double 11 this year, Taobao straightBroadcasting turnover is nearly 20 billion. Of the live studios that participated in this new record, more than 10 live studios have a transaction value exceeding 100 million yuan, and more than 100 live studios exceed 10 million.
Facing such achievements, Zhao Yuanyuan needs to thank the times: “It is not our talents that are different, but we have encountered the wind.”
As the person in charge of Taobao Live Broadcasting, Zhao Yuanyuan also preached with his buttocks last year, talking about the difference between e-commerce live broadcast and show live broadcast. This year, he was obviously more comfortable. The anchors and celebrities in the live broadcast room, and the ranking after fighting each other, have become the content of active participation and discussion of public relations, media, and various platforms and businesses.
After a whole year of wind making in 2018, what the “Live Number” rocket 2019 has to do is wait for the wind to come.
When the tuyere really arrived, it blew through all the areas it covered.
First is the e-commerce platform on the market.
Pinduoduo’s co-founder Sun Qin became the person in charge of the 10 billion subsidized good live broadcast business, and started the incubation of the live broadcast business. At the same time, the recruitment of “MCN influencer operation agency operation manager”, “video creative manager” and other positions have been opened on the Internet.
The first test of the water on the evening of November 27, and fission The gameplay moved into the live room. In the end, this live broadcast that required an appointment watched more than 100,000 people that night.
Jingdong is also currently promoting the Red Man Incubation Program, and has invested at least 1 billion resources for this, covering Jingdong APP’s own discovery channels, live video and other station resources, as well as off-site traffic resources such as Douyin, Kuaishou and Today ’s Headline. .
The “Plant for Grass” small red book will also broadcast the internal test e-commerce, allowing creators to broadcast live with note play, online play and red envelope play. Mushroom Street is also close behind.
Even short-duration video platforms such as Douyin and Kuaishou have launched e-commerce live broadcast services. It’s just that for them, it is more about letting the talents on the platform focus on live streaming, and handing the back end to Taobao.
The bucket in the field of game liveAdvantage.
This will allow no matter which platform on the live e-commerce track, Keep running after 2019.
In the next 365 days accompanied by a live broadcast, what kind of surprises will erupt in content e-commerce, and it depends on how the next one kilometer will go. xq