Everyone is staring at the “fat meat” of live e-commerce?
With the entry of star entrepreneurs, live broadcast e-commerce has made waves again and set off a new competitive landscape.
On May 17, Li Lai, CEO of Weilai Automobile, walked into Wang Han’s live broadcast room and brought 320 units in half an hour, with a turnover of 128 million.
On May 15th, Baidu CEO Li Yanhong staged a live broadcast debut on Baidu App. The cumulative number of participants exceeded 10 million, and previously announced that he would provide 10 billion traffic and 500 million subsidies to create 1,000 star anchors and start Baidu live broadcast. On the same day, Yunji founder and CEO Xiao Shangluo also opened his first live broadcast show with total sales of 51.5 million yuan; Gree CEO Dong Mingzhu turned to JD.com, with a turnover of more than 703 million yuan, setting the highest transaction record in the history of home appliance industry live broadcast goods .
The competition on the flow side of the live broadcast e-commerce market is further intensified, and the supply chain side is also constantly expanding new categories. In this regard, a number of brokerage agencies recently released a research report saying that the arrival of new traffic such as celebrities and entrepreneurs, the arrival of new consumption brought by the Gen Z consumer group or the promotion of the live broadcast e-commerce field will usher in an explosive growth, giants and emerging The overweight layout of forces will expand the surviving space of the track.
According to the “Statistical Report on Internet Development in China” released by the China Internet Network Information Center, as of March 2020, the number of online shopping users in China reached 710 million, accounting for 78.6% of the overall Internet users; the number of e-commerce live broadcast users reached 2.65 100 million, accounting for 37.2% of online shopping users.
QuestMobile ’s data shows that the payment rate for live broadcast users is 55.6%, which is higher than the 49.7% payment rate for non-live broadcast users. Among them, the proportion of users who spend more than 1,000 yuan is 36.5%, which is higher than that of non-live broadcast users; the proportion of young users and users in first- and second-tier cities is also higher than that of non-live broadcast users.
This may provide a more sufficient reason for CEOs to enter the live broadcast room.
On the surface, under the influence of the epidemic “black swan”, the reduction of users’ desire to consume and the restriction of offline shopping scenarios have caused sales troubles for enterprises to a certain extent.
However, from a deeper perspective, the market size of live broadcast e-commerce has increased from 19 billion yuan in 2017 to 433.8 billion yuan in 2019, and it is expected to reach 961 billion yuan in 2020. Whether it is the attraction of its market size or the dividend of traffic realization, companies have seen another way to develop brand endorsement and expand user trust. In this context, or settled in the head broadcast / e-commerce platform, or build their own platform, more capital has entered the market.
In this regard, GF Securities pointed out in a research report that the live broadcast e-commerce market is making great progress with the potential of “star” on the traffic side, and it is still one of the best Internet tracks in the world.
Guotai Junan also believes that live streaming will become a routine tool in the new traffic era, andHe said that celebrity entrepreneurs and other Internet celebrities will gradually return to the nature of commodity sales, and from trusting anchors to trusting products is the main direction of future development.
Foresight Industry Research Institute raised the issue of platform distribution in view of the current live broadcast e-commerce competition market structure. The dilution of existing traffic and the cultivation of potential traffic will become the key to the future development of the live broadcast e-commerce market.