The talent gap continues to expand, and all links in the industry chain are moving towards joint
Editor’s note: This article comes from WeChat public account “Mirror Entertainment” (ID : jingxiangyule) .
Author 丨 Pang Lijie
Edit 丨 Yu Huadong
On March 23, according to Tech’s exclusive news, Luo Yonghao, who announced his entry into e-commerce live broadcast, reached a cooperation with Douyin, which will be officially announced shortly. A person familiar with the matter revealed that in addition to traffic support, the cooperation involved an amount of 60 million yuan, and Luo Yonghao will soon open a “road to take goods” in Douyin. In this regard, the byte beat and Luo Yonghao have not yet responded.
Previously, on March 19th, Luo Yonghao announced on Weibo that he would enter the e-commerce live broadcast industry: “Although I am not suitable for selling lipstick, I believe that I can bring goods in many product categories. “
From English training, smart phones, social software to e-cigarettes, although Luo Yonghao has “failed repeatedly,” his sensitivity to Fengkou has been recognized by the industry.
Now, Luo Yonghao’s e-commerce live broadcast that he is about to get involved in is still a hot air of the moment. Whether it is frequently breaking through the ceiling turnover, or new markets opened for many industries under the epidemic situation, the realizing ability of e-commerce live broadcast continues to break people’s imagination.
On March 21st, Taobao launched the first live broadcast shopping festival in history. The shopping spree caused by the live broadcast of e-commerce has also become an important force to guide the economic recovery after the epidemic. This live-streaming category, which only started to take shape in 2016, is messing with the development model and competitive landscape of the e-commerce industry at an unimaginable rate.
The impact of trillion GMV, e-commerce live broadcast pattern is uncertain
What made Luo Yonghao’s decision to enter e-commerce live broadcast was an industry report from China Merchants Securities. The data in the report shows that in 2019, the total GMV of e-commerce live broadcasts (the total turnover over a period of time) exceeded 3000 billion yuan, the future is expected to impact the trillion yuan volume.
The immeasurable market size means that the future development potential of e-commerce live broadcast is great. Before Luo Yonghao, the e-commerce platform that undertook the supply chain system and the short video / live broadcast platform that undertook the KOL content ecology had already entered the air. .
In 2016, the beauty industry took the lead in the tide of live broadcast. In the same year, Taobao livestream was launched. On June 20, the first-time anchor Zhang Dayi opened his own Taobao live broadcast room. That night, the number of live broadcast viewers exceeded 410,000 and the two-hour turnover reached nearly 20 million, refreshing the sales record at that time.
Around 2018, Douyin and Kuaishou entered the venue one after another to explore a new model of e-commerce monetization for short video + live broadcast.
From 2019 to now, platforms such as JD.com, Xiaohongshu and Pinduoduo have also begun to try live streaming.
At the beginning of 2020, the offline industries forced to shut down due to the epidemic situation will be on the line, and live broadcasts will bring a new outbreak. In just one month, more than 100 industry types such as housing enterprises, car companies, restaurants, shopping malls, fruits and vegetables, supermarkets, museums, bars, etc. have entered live broadcast rooms on various platforms.
In this process, e-commerce live broadcast has welcomed more and more players. Currently, it is mainly divided into e-commerce platforms represented by Taobao, and short video live platforms represented by Douyin and Kuaishou: p>
1. “Crazy” Taobao live broadcast and later layouts
Taobao Live is currently the fastest growing e-commerce live platform. Relying on Ali’s innate e-commerce ecosystem, the core consumer group absorbed by Taobao Live has a stronger e-commerce gene. Compared with the previous graphic and text forms, live broadcast in the human-led concrete consumption scenario, through group interaction and hungry marketing under strong interaction, improve user purchase efficiency and frequency.
In 2019, only live broadcast on Taobao, the volume of shipments increased by nearly 400% year-on-year. On the day of Tmall’s “Double 11” in 2019, Taobao’s live streaming led to a turnover of more than 20 billion.
However, the “crazy” growing Taobao livestream also faces the most serious KOL fault. China Merchants Securities report data show that on the day of Tmall Double 11 in 2019, the gap between Wei Ya, Li Jiaqi and the third place showed a clear fault. In Taobao live broadcast, the top 10 KOLs with cargo capacity accounted for 75% of the institutional market’s traffic and 80% of the turnover.
Later, e-commerce platforms such as Jingdong and Xiaohongshu entered live e-commerce live broadcasts, and most of them adopted a similar development model to Taobao’s live broadcast. During the Double 11 in 2019, the cumulative transaction volume of JD.com’s live-streaming shipments increased by 25 times compared to the period of 618, which once again verified the development potential of e-commerce live broadcasts.
In contrast, although Pinduoduo also relies on the e-commerce ecosystem, the platform does not follow the path of incubating KOL first and then realizing it live. Instead, it trains anchors according to different product types, and links with WeChat to explore social fission Possibility.
2. Quick hands to dig deep into private domain traffic and tremble in the “detour”
The entry of Kuaishou and Douyin was originally to expand the space for realizing the platform’s traffic. The fan stickiness established on the platform is the advantage of both of them being able to sit on the e-commerce platform, and the problems they face together , It is necessary to rely on Taobao, Jingdong, Pinduoduo and other e-commerce platforms to build their own closed loop of monetization.
Specifically, the fast-handed information distribution mode is more conducive to KOL precipitation and maintenance of private domain traffic, creating a more favorable live streaming space for the platform KOL to release the value of the fan economy. The distribution of Douyin ’s information has given platform creators a more fair access to the environment, and is more conducive to businesses to place advertisements rather than bring goods directly.
Quick Sim Animator
As a result, in 2019, Kuaishou held the first “Reliable Goods Festival”, and the turnover in three days exceeded 100 million yuan. And Douyin experienced a loss of head anchors: Lijiang Pomegranate Brother who had sold more than 120 tons of pomegranates in 20 minutes, and 呗 呗 rabbits with a turnover of more than 12 million in Douyin during 618. Later, they turned to Taobao live broadcast. Signs.
Recently, Douyin has also tried to dig deep into the value of KOL private domain traffic in the head of the platform. Zhu Xiaoyin ’s fans reached 35 million Zhu Xiaozheng, hilarious man Chen Sanfei gg, etc. have gradually increased the e-commerce live broadcast, the latter in a The turnover during the month has reached 130 million yuan.
It can be seen that, whether it is Taobao, JD.com, Douyin, or Kuaishou, e-commerce live broadcast is still in the stage of increasing competition among platforms. The growth space of their respective monetization models still needs to be tapped, and the industry structure may change at any time.
Head anchor’s “contradictory” growth, Vertical platform accelerates integration
Although each major platform has its own emphasis in the direction of e-commerce live broadcast, in the underlying logic, it is through the quality control team to select products, and directly establish contact with the top of the supply chain, eliminating middlemen, with the largest discount Strength + anchor influence to complete monetization.
During this process, the growth of the anchor and the underlying logic of the e-commerce live broadcast gradually showed a contradictory relationship.
This year, from February 5th to March 2nd, the total sales volume of Li Jiaqi’s live studio reached 957 million yuan, with a maximum of 58.29 million concurrent online visits. Not long ago, Li Jiaqi joked in the live broadcast room: “Double 11” is increasing every year, and the discount in the live room is greater than the normal “Double 11” discount. If this continues, the business may be a few years away. Will not participate in “Double 11”.
Businesses bring goods through the anchor, not only need to pay the anchor a certain percentage of the share, but also give them a certain discount strength. The greater the influence of the anchor, the higher the bargaining power, the discount strength and share ratio that can be obtained The larger, correspondingly, the profit space of the merchant will be compressed.
Therefore, in the e-commerce live broadcast industry, the more obvious the head effect is, the more unhealthy the industry’s development environment is, and the rapid growth of head anchors may even become the main reason for them to be bitten by businesses. Although each head anchor is difficult to copy, it does not mean that it cannot be replaced by new power. Under such a development trend, expanding the scale and collective influence of waist anchors will become a key step in the continuity of e-commerce live broadcast in the future.
However, the growth of new things is always accompanied by the demise of old things. During the birth of the head anchor, the e-commerce industry is constantly changing.
After the rise of the beauty live broadcast from the e-commerce live broadcast, it quickly became an important branch of the e-commerce live broadcast. Soon after Li Jiaqi tried 380 lipsticks within 5 hours, he became famous in the first world war, and the rise of the head anchor Quickly lead the core user group of beauty to the e-commerce live broadcast platform.
Some people are happy and some are worried. Their market share in the e-commerce field is as high as 22.1%.The first Jumei Youpin soon fell into crisis. Chen Ou, who had spoken high-profilely for himself, faded out of the public eye, and Jumei Youpin’s market share also quickly fell to 0.1%.
A similar phenomenon is beginning to recur.
On March 8th, JD.com ’s live broadcast of home appliances attracted 186,000 viewers for two hours, with over 18 million shipments, and national community marketing, with cumulative sales exceeding 55 million. According to the “2019 China Home Appliance Market Report” forecast, this year’s annual online retail sales of home appliance products will account for 50%.
On March 13, Gome’s official flagship store officially opened in JD.com. Prior to this, JD.com also acquired a 46% stake in Wuxing Electric for 1.27 billion yuan.
It is worth noting that Gome’s offline market share is comparable to that of Suning, and its five-star rating is second only to them. Today, Gome and Five Stars are gathered in JD at the same time. The competition with Suning from online to offline is intensifying, and the new round of traffic aggregation formed by e-commerce live broadcast will also create a “curve overtaking” for JD in home appliances opportunity. The possibility of live e-commerce live streaming is accelerating the integration of vertical e-commerce platforms.
The talent gap continues to expand, and all links in the industry chain are united
The e-commerce live broadcast development trend has attracted more and more participants.
Currently, companies searched by using “e-commerce live broadcast” as a keyword, and the number of related companies reached 1931, of which 757 companies were established within one year, accounting for nearly 40%.
The growth of related companies will generate a large demand for talent. At present, there are three main ways for merchants to enter e-commerce live broadcast: launching their own broadcasts, outsourcing to MCN institutions, and cooperating with relevant talents. All three models involve related talent needs.
Ali’s data shows that in 2019, Taobao Live has a total of 81 live broadcast rooms with a turnover of more than 100 million yuan, of which more than half are self-played by merchants, and more than 90% of live broadcasts are self-played by merchants. More than 600 platform-related live broadcast agencies have created 4 million jobs.
In February of this year, Taobao data showed that over 1 million people opened new Taobao stores, the number of newly opened live broadcast merchants increased by 719% month-on-month, and the number of newly opened broadcasts rose by 110% year-on-year.
The growth rate of enterprises has already exceeded the speed of cultivating related talents, and the talent gap is growing. In February of this year, the first graduate of Taobao Live Broadcasting in a certain university in Yunnan had been “booked” by the enterprise before leaving the school.
On March 18th, Zhilian recruited and released the “Spring 2020 Talent Report for the Live Broadcast Industry”: after the Spring Festival, the demand for live broadcast industry surged 132% year-on-year, and the average monthly salary of Taobao Live Broadcast related occupations reached 9,845 yuan, in just one month “Income” again. Even in order to recruit talents as soon as possible, Qicheng live broadcast posts do not have academic qualifications and experience requirements.
Previously, related reports on hunting and recruiting also showed that since 2019, the demand for Taobao’s live broadcast has continued to rise, and the number of related positions has more than tripled year-on-year.
The continued expansion of the talent gap will, to a certain extent, inhibit the development of the e-commerce live broadcast industry. At present, the anchors who have gradually stabilized their fan bases have begun to try to extend to multiple links in the industry chain.
For example, the corporate legal person of the MCN organization where Wei Ya is located is her husband Dong Haifeng. In addition to the interest relationship between the anchor and the MCN organization, there is a deeper binding. At present, in the daily live broadcast, Wei Ya also often brings some rings, bracelets, clothes, etc. of her own shop, trying to extend upstream of the product supply chain.
Similarly, Li Jiaqi also has a similar action. The perfect diary eyeshadow palette endorsed by his own dog NEVER. The colors are selected by Li Jiaqi himself. He will also customize lipstick numbers to some beauty merchants, etc. Influence extensionExtend to the source of the supply chain.
It can be seen that the various links of the industrial chain have already become a trend of unity. Under the logic of the development of the Internet ecology, the development model of the entire industrial chain is expected to become a trend.
Although each major platform has its own emphasis in the direction of e-commerce live broadcast, in the underlying logic, it is through the quality control team to select products, and directly establish contact with the top of the supply chain, eliminating middlemen, with the largest discount Strength + anchor influence to complete monetization.
During this process, the growth of the anchor and the underlying logic of the e-commerce live broadcast gradually showed a contradictory relationship.
This year, from February 5th to March 2nd, the total sales volume of Li Jiaqi’s live studio reached 957 million yuan, with a maximum of 58.29 million concurrent online visits. Not long ago, Li Jiaqi joked in the live broadcast room: “Double 11” is increasing every year, and the discount in the live room is greater than the normal “Double 11” discount. If this continues, the business may be a few years away. Will not participate in “Double 11”.
Businesses bring goods through the anchor, not only need to pay the anchor a certain percentage of the share, but also give them a certain discount strength. The greater the influence of the anchor, the higher the bargaining power, the discount strength and share ratio that can be obtained The larger, correspondingly, the profit space of the merchant will be compressed.
Therefore, in the e-commerce live broadcast industry, the more obvious the head effect is, the more unhealthy the industry’s development environment is, and the rapid growth of head anchors may even become the main reason for them to be bitten by businesses. Although each head anchor is difficult to copy, it does not mean that it cannot be replaced by new power. Under such a development trend, expanding the scale and collective influence of waist anchors will become a key step in the continuity of e-commerce live broadcast in the future.
However, the growth of new things is always accompanied by the demise of old things. During the birth of the head anchor, the e-commerce industry is constantly changing.
After the rise of the beauty live broadcast from the e-commerce live broadcast, it quickly became an important branch of the e-commerce live broadcast. Soon after Li Jiaqi tried 380 lipsticks within 5 hours, he became famous in the first world war, and the rise of the head anchor Quickly lead the core user group of beauty to the e-commerce live broadcast platform.
Some people are happy and some are worried. Their market share in the e-commerce field is as high as 22.1%.The first Jumei Youpin soon fell into crisis. Chen Ou, who had spoken high-profilely for himself, faded out of the public eye, and Jumei Youpin’s market share also quickly fell to 0.1%.
A similar phenomenon is beginning to recur.
On March 8th, JD.com ’s live broadcast of home appliances attracted 186,000 viewers for two hours, with over 18 million shipments, and national community marketing, with cumulative sales exceeding 55 million. According to the “2019 China Home Appliance Market Report” forecast, this year’s annual online retail sales of home appliance products will account for 50%.
On March 13, Gome’s official flagship store officially opened in JD.com. Prior to this, JD.com also acquired a 46% stake in Wuxing Electric for 1.27 billion yuan.
It is worth noting that Gome’s offline market share is comparable to that of Suning, and its five-star rating is second only to them. Today, Gome and Five Stars are gathered in JD at the same time. The competition with Suning from online to offline is intensifying, and the new round of traffic aggregation formed by e-commerce live broadcast will also create a “curve overtaking” for JD in home appliances opportunity. The possibility of live e-commerce live streaming is accelerating the integration of vertical e-commerce platforms.
The talent gap continues to expand, and all links in the industry chain are united
The e-commerce live broadcast development trend has attracted more and more participants.
Currently, companies searched by using “e-commerce live broadcast” as a keyword, and the number of related companies reached 1931, of which 757 companies were established within one year, accounting for nearly 40%.
The growth of related companies will generate a large demand for talent. At present, there are three main ways for merchants to enter e-commerce live broadcast: launching their own broadcasts, outsourcing to MCN institutions, and cooperating with relevant talents. All three models involve related talent needs.
Ali’s data shows that in 2019, Taobao Live has a total of 81 live broadcast rooms with a turnover of more than 100 million yuan, of which more than half are self-played by merchants, and more than 90% of live broadcasts are self-played by merchants. More than 600 platform-related live broadcast agencies have created 4 million jobs.
In February of this year, Taobao data showed that over 1 million people opened new Taobao stores, the number of newly opened live broadcast merchants increased by 719% month-on-month, and the number of newly opened broadcasts rose by 110% year-on-year.
The growth rate of enterprises has already exceeded the speed of cultivating related talents, and the talent gap is growing. In February of this year, the first graduate of Taobao Live Broadcasting in a certain university in Yunnan had been “booked” by the enterprise before leaving the school.
On March 18th, Zhilian recruited and released the “Spring 2020 Talent Report for the Live Broadcast Industry”: after the Spring Festival, the demand for live broadcast industry surged 132% year-on-year, and the average monthly salary of Taobao Live Broadcast related occupations reached 9,845 yuan, in just one month “Income” again. Even in order to recruit talents as soon as possible, Qicheng live broadcast posts do not have academic qualifications and experience requirements.
Previously, related reports on hunting and recruiting also showed that since 2019, the demand for Taobao’s live broadcast has continued to rise, and the number of related positions has more than tripled year-on-year.
The continued expansion of the talent gap will, to a certain extent, inhibit the development of the e-commerce live broadcast industry. At present, the anchors who have gradually stabilized their fan bases have begun to try to extend to multiple links in the industry chain.
For example, the corporate legal person of the MCN organization where Wei Ya is located is her husband Dong Haifeng. In addition to the interest relationship between the anchor and the MCN organization, there is a deeper binding. At present, in the daily live broadcast, Wei Ya also often brings some rings, bracelets, clothes, etc. of her own shop, trying to extend upstream of the product supply chain.
Similarly, Li Jiaqi also has a similar action. The perfect diary eyeshadow palette endorsed by his own dog NEVER. The colors are selected by Li Jiaqi himself. He will also customize lipstick numbers to some beauty merchants, etc. Influence extensionExtend to the source of the supply chain.
It can be seen that the various links of the industrial chain have already become a trend of unity. Under the logic of the development of the Internet ecology, the development model of the entire industrial chain is expected to become a trend.