As the first Chinese Internet celebrity to survive, Luo Yonghao finally returned to his familiar “battlefield.”
Since Luo Yonghao announced the transformation of live streaming, the discussions have not ceased, and once again prove Luo Yonghao’s strong self-marketing ability: relying only on a few Weibo and “no comment” rumors, it is stable Occupied the headlines of hot search and many technology media, and made live e-commerce once again the focus.
However, such phenomenon-level events, while enthusiastically selling live broadcasts, have also indirectly deepened the outside world ’s misunderstanding of live broadcasts, further equating live broadcasts and selling goods, so that the live broadcasts are ignored as information The original identity of the distribution medium.
After all, selling goods is just a business form, and live broadcasting has almost become a way of life.
01 The live broadcast broke through and accelerated
The popularity of live broadcasts in 2020 is inseparable from the boost of the epidemic.
Refer to the relevant data disclosed by QuestMobile in the “China Mobile Live Broadcast Industry” War Epidemic “Special Report”: During the epidemic, the number of online users online increased by 21.5% over the beginning of the year, and directly shaken the vibrato and beep. The live broadcast business of the former increased from 24% to 28.2%, and the live broadcast traffic of the latter increased from 10.7% to 12.4%. The live broadcast traffic of the other fast platform player also stabilized at more than 50%.
However, the focus is not on the three video platforms. The live broadcast of news and search apps and news reports are still the fastest way for users to obtain the latest information. The number of users and the duration of use have increased significantly. When these platforms change the live broadcast from epidemic live broadcast to a new normal, it has indispensable value for the content ecological expansion of live broadcast.
At the same time, some service scenarios are highly dependent on fancy self-help in offline industries, which is also a driving factor for the evolution of live broadcasting into industry infrastructure.
In order to offset the impact of the epidemic, Intime Department Store has implemented the established strategy of “rebuilding an Intime online”. The “cabinet sisters” originally trapped at home took the initiative to resume live broadcast. It is equivalent to standing on the counter of a large shopping mall for six months. Under the highly appealing slogan of “3 hours live broadcast, equal to 6 months return to work,” live broadcast has become standard in almost all offline brand stores.
The group of students who ca n’t start the class on time, has also poured into the “Live Room”, and has been included in the “Stop and Stop” program of Ali Ding, HKUST Xunfei, Haoshitong and ZoomChurches and other platforms once experienced varying degrees of stuttering and crashing, and Dingding even encountered the phenomenon of being praised by elementary school students for one star in the app store.
In addition to the need for offline work, online classes, and other new games, such as cloud tourism, cloud bundi, cloud fitness, cloud summit, etc. are emerging endlessly … The live broadcast scene is continuously expanding, and it has suddenly jumped out of pan-entertainment and e-commerce circle.
The epidemic situation can be attributed entirely to the epidemic of the live-stream breaking circle. It seems a bit far-fetched. As a generally agreed view: even without this outbreak, live broadcasts in 2020 will usher in a blowout development.
The reason is that some real estate and automotive industry businesses have also moved their positions to live broadcast platforms after the outbreak. However, the feasibility of carrying live broadcasts depends on the decision-making cost of the product. Some relatively low-price and high-frequency products are often the first choice for the broadcasters. Like real estate, cars, high unit price and low frequency goods, the possibility of being planted live and placing orders online is almost zero.
Why are businesses in these industries still favoring live streaming? The answer is twofold: one is that live broadcast has replaced offline invitations to become a natural customer acquisition scene, and the other is the pursuit of advertising effects brought by live broadcast.
The starting point is not unrealistic, but it also reveals the nature of live broadcast. Like graphic and short videos, live broadcast is also a kind of information distribution medium. Even if there is no fast-forward button pressed by the epidemic, 5G and other emerging technologies Under the guidance, the outbreak of live broadcast is also an unstoppable trend.
Furthermore, the integration of live broadcast with certain scenes has evolved into some high-end business forms. Live broadcast with cargo is the most typical example.
02 Extension of attention economy
Understanding this, it is not difficult to explain the popularity of live streaming.
In the second half of the mobile Internet, the fragmentation of user time has been increasingly mentioned. How to occupy the fragmented time of users directly affects the Internet’s business landscape. But it also brings a series of challenges, such as the fragmentation of time leading to more and more user scenarios, jumping around in different scenarios, directly increasing the cost of marketing; another example is the distraction of user attention, Increasing the customer acquisition cost of the product virtually, it is difficult to drive consumption and cultivate loyalty if the depth of connection with the user is insufficient.
Live broadcast can be said to be a potent medicine to deal with time fragmentation.
First is the immediacy of the live broadcast.It is conducive to creating a specific “shopping atmosphere”, and with the explanation of the anchors, the threshold for decision-making of the audience is continuously reduced. At the same time, for the sake of personal brand effects, the anchors will also give enough discounts on the products, which is equivalent to another form of “limited time spike”.
Second is the interactive nature of the live broadcast. Through the comments, comments, and barrage in the live broadcast room, the anchor can answer the user’s questions, making the sales behavior more open and transparent, which further accelerates the purchase conversion of the product, and even Formed a popular “look and buy” consumption mode.
So the live broadcast became a natural shopping link. After the emergence of e-commerce shopping festivals such as Double 11, it caused a lot of discussion and thinking, and finally a scene where Luo Yonghao took root and took the goods live. However, in essence, live broadcast is not a special effect drug, but a bridge to reach the user’s mind, which is an extension of the attention economy.
Such information distribution logic is not bound to be limited to the field of e-commerce, and there are other applicable scenarios.
A direct example. At the beginning of the outbreak, Baidu, Zhihu, and other platforms have performed psychologically related live broadcasts, inviting psychologists to help viewers to ease the anxiety and anxiety caused by the outbreak. Relevant data released by Baidu show that the average number of viewers of a mental health live broadcast is about 600,000.
In other words, users ’demand for live broadcast obviously goes beyond shopping. Live broadcast gives the Internet the real-time nature, creates what you see is what you get, “content consumption”, and deepens the original distracted attention. The application scenarios of live broadcast are not short of diversified space.
It ’s just like in terms of content production, there are inherent “description bottlenecks” in pure graphic sharing. For example, text is difficult to describe the driving experience of a car, and short videos lack interaction. An experiential live broadcast The sense of immersion and interactivity that comes here can no doubt satisfy the appetite of many people. Especially for some empirical knowledge sharing, live broadcast does not need to spend too much time to prepare in advance, and also reduces the cost of content production to some extent.
In short, bringing goods is only the initial stage of live broadcast, and further exploration of possible scenarios is needed.
03 Where is the boundary of the live broadcast
Maybe you do n’t need to worry about the limitations of the live broadcast.
According to the forecast data of AI Media Consulting, China Online Live Broadcasting in 2020The number of users will reach 524 million and the market size will exceed 900 billion yuan. However, this number may still be underestimated. After all, the epidemic has forced some offline businesses to switch to live broadcast, and the cultivation of user habits is not to be underestimated.
Maybe in the subconscious of many people, live broadcast still means vibrato, fast hand and Taobao. The sole purpose of live broadcast is to sell goods. But two or three years ago, the relevant words of the live broadcast were platforms such as Douyu, Huya, and Zanthoxylum. The value of live broadcast was to pass boring time. As live broadcast becomes a universal tool, more and more companies will use live broadcast as a means to connect with users, and further expansion of boundaries will be an established fact.
The biggest driving engine is undoubtedly the “special sentiment” of Internet giants on the live track.
The pattern of mobile Internet super apps has allowed the giants to occupy a large amount of private domain traffic, but when the traffic dividend disappears and users
Under the double squeezing close to the ceiling, the competition between each other has entered the stage of the Red Sea fight. The direction to solve the problem lies in the conversion of private domain traffic, and live broadcast is the gateway to relieve traffic pressure.
For example, while Ali was creating a Taobao live broadcast to dig deep into the shopping scene, UC Browser and Feizhu were also testing the water; Tencent opened a prelude to the commercialization of private domain traffic through live broadcast of small programs, and has already been in e-commerce, A series of investments have been made in the field of games, short videos and other live broadcasts; while Byte Beat signed Luo Yonghao to carry the goods, products such as watermelon videos and today’s headlines also have live broadcast ideas …
Baidu may be one of the few Internet giants without the “carry” burden. Although products such as Post Bar, Good-looking Video, and Baidu App are connected to the live broadcast component, information knowledge is still the core in the direction, and no opportunity has been used to cut in. In the e-commerce market, live broadcast is used as a “sticker” for the mobile ecosystem.
The key lies in how Baidu uses live broadcast to release private domain traffic. One direction may be to use mini-programs to output traffic to mini-program merchants and indirectly complete the goal of live-streaming the delivery of goods. The more important direction is to use live broadcast as the core. One of the content distribution channels, which drives Baijiahao, good-looking videos and Baidu’s knowledge products, defines live broadcasting as a new path to connect users and information.
If Baidu can continue to make efforts in the second direction, is there any possibility of finding the next mature business scene after pan-entertainment and e-commerce? After all, for a 200 million-day super platform such as Baidu App, live broadcasting not only means new content forms, but also a variety of monetization methods.
If you define live broadcast as the channel that carries goods, half of the netizens may be the ceiling.
Since the giants have chosen to use live broadcast to break some of the existing bottlenecks, accelerating the scene penetration of live broadcast can be said to be the only way. Moreover, when “Live +” became standard, even without large-scale strategic adjustments, there was no shortage of foundations for establishing a differentiated moat, such as Ali’s deep digging of live-streaming cargo, byte beats based on pan-entertainment live broadcast, and Baidu chose to solve it. The live broadcast of user questions is the direction …
Where is the boundary of the broadcast? We can’t see the end now, but the probability will not stop at taking goods.
04 write at the end
Luo Yonghao saw the research report of China Merchants Securities and resolutely joined the torrent of e-commerce live broadcast.
If you are not a celebrity with your own traffic, you also need to look away from the words “carrying goods” and find out the underlying logic of the iteration of the information distribution method to avoid being deviated by Luo Yonghao.
Especially the entrepreneurs and corporate leaders who have experienced the buzz of live broadcast, but also learn to use live broadcast as a universal tool to beneficially combine with their own track. Do n’t just stare at “carrying goods” This has long been a commercial touch point.