Author | Liu Ran, Hu Zhanjia, Huang Qingchun
Title map | Visual China
When Luo Yonghao’s first show with delivery of 110 million yuan triggered a discussion among the people; when Weiya’s 40 million rocket sales became a marketing booby; when the Simba team easily completed the “small target” of nearly 500 million sales; when Liang Jianzhang, Dong The big players such as Pearl have successively entered the “pit”, and the new traffic era of live broadcast e-commerce has come.
The rise of live streaming has started in 2016, but in 2020, due to the epidemic, it has ushered in outbreaks in various fields. Whether it is a video platform such as Douyin, Kuaishou, Station B, or an e-commerce platform such as Taobao, Pinduoduo, Xiaohongshu, or an MCN, merchant, or anchor on the chain, they are afraid to miss this new, seemingly flowing honey. battlefield.
Does the entrant really find new traffic highlands and new channels for monetizing this new game that is said to be crazy about the “trillion market”? However, in this article, you will see that businesses who want to make money in the live broadcast room often start from losing money. So, whose carnival is the new outlet that has been heavily stocked?
Platform-led traffic new game
“Luo Yonghao is the starting gun, and Douyin is eager to bring the live broadcast to the market.” Li Rongxin, the founder of MCN agency Niuren Planet and behind-the-scenes trader of Douyin Zhengshan beef brother, said.
As the earliest batch of institutions that grabbed Douyin’s traffic bonus, Li Rongxin deployed a series of vertical short video tapes with food and education numbers on Douyin.
Entering 2020, he clearly felt that the power of Douyin gradually shifted from short video to live streaming. “Now the ranking of the brought-in data has changed significantly compared with half a year ago. The top 20 web celebrities half a year ago are basically dominated by short-video talents, but now the dominance of live-streaming and capable carriers is rising rapidly.”
According to Everbright Securities data, the total size of live broadcast e-commerce in 2019 reached 440 billion, of which Taobao accounted for 250 billion, Kuaishou wide-caliber statistics accounted for 150 billion, and latecomer Douyin live broadcast data was 40 billion.
In the mouth of Xuan De, general manager of Taobao ’s content e-commerce business department, the biggest strength of e-commerce platforms in this live broadcast feast is that their users are the users with the strongest continuous purchasing power. Moreover, the transaction capabilities inherent in e-commerce platforms also give them a first-mover advantage.
The data shows that since 2017, for three consecutive years, the growth rate of Taobao ’s live guided transactions has remained above 150%. In 2019, Taobao live broadcast accumulated 400 million users, and the annual GMV was 200 billion yuan, of which the GMV of the double 11 live broadcast exceeded 20 billion yuan.
Although Pinduoduo is ambiguous about the live broadcast caliber and has not made an official communication, its app has already laid a foundation for the live broadcast sector. Just a while ago, Pinduoduo officially opened its application to live broadcast agencies, and some MCNs have already accepted Pinduoduo ’s invitation to settle in.
In order to broadcast lively, Mushroom Street also slashed the company’s internal business staff who did not match the live broadcast. The entire company experienced a personnel earthquake. Mushroom Street told Tiger Sniff that for an integrated e-commerce platform that aggregates a large number of brand merchants, live broadcast is a sales tool and marketing scenario, but for Mushroom Street, the essence of live broadcast is to provide appropriate content around the anchor Goods, in order to achieve the core value of delivery, is a core “business” higher than the tool.
As for the little red book wandering between content and e-commerce, it also tries to tell a new story by live broadcast. The data shows that Xiaohongshu formally established a live broadcast team in October last year. The invitation system is used for live broadcasts and has many requirements for bloggers’ live broadcast effects and live broadcast quality. At the end of January, Xiaohongshu has begun to Each blogger sends out a live broadcast invitation.
It can be seen that in the general perception of e-commerce platforms, live broadcasting has become a standard and is the most powerful basic marketing tool in the future. There is no way, who has let traditional traffic games come to an end.
Since 2014, the overall growth rate of the e-commerce market has been declining, and traffic is becoming more expensive. In 2019, Ali ’s marketing expenses increased significantly, and the marketing costs of Q3 and Q4 both increased by more than 30% year-on-year; Pinduoduo spent all year on marketing (including 100 (100 million subsidies) spending nearly 27.2 billion yuan, double the growth rate, and its annual revenue is 30.1 billion yuan.