E-commerce enters the “artillery era”, and live broadcasting will become the main arm.
Editor’s note: This article comes from the WeChat public account “Inspur New Consumption” (ID: lcxinxiaofei) .
dictation | Huo Zhongyan
Organization | Cao Rui
From the myth of bringing goods in 2019 to the “help” in 2020, live broadcast e-commerce was popularized at a speed of light in an unexpected way.
But for most of the “launched” consumer companies, in addition to facing various real problems such as fish and dragon mixed agencies, anchors, platforms, service providers, and goods selection and bargaining, they also have to face a deeper level Torture of soul:
Is live broadcast e-commerce short-lived, or is it worth long-term investment?
The big screen of live broadcast e-commerce has just opened, and the entire ecosystem is far from mature. There are not many people who can really answer this question and explain the nature of live broadcast e-commerce and the future.
As an investor of Li Jiaqi ’s affiliated US ONE, Huo Zhongyan, the founding partner of Hejing Capital, is worthy of reference: “Compared with the graphic, the output power of live broadcast information has been improved by orders of magnitude, and e-commerce directly enters’ “Artillery era”, the future live broadcast number will also become a standard in the retail industry. “
Founding partner of Hejing Capital Huo Zhongyan
Recently, at the “Large Waves and Sands • 2020 New Consumer Evolution Summit” sponsored by Inspur New Consumers, Huo Zhongyan shared in depth about the underlying logic, fate, pattern and possible directions of the evolution of live broadcast e-commerce for nearly an hour.
Hejing Capital focuses on the field of large consumption, with “content and technology-driven new consumption” as the main investment logic. In addition to the US ONE, it also invested in the Himalayas, One, Fan Dengshu, Banyu, Shiheng, Angel Zhi orange and other outstanding projects.
In Huo Zhongyan’s view, live e-commerce is essentially an enlargement of the ancient sales scene, and it is also the form of e-commerce that is closest to the offline shopping experience. He believes that regardless of efficiency or scale, live broadcast e-commerce will become one of the main e-commerce arms in the future from the current auxiliary arms.
1 What is the nature of e-commerce live broadcast?
Today I went straight to dry goods. The title I shared is called “Live Broadcast E-Commerce: A New Infrastructure for Retail”. This is actually my judgment on Live E-commerce. What is the basis of this judgment?
This is our way of selling goods since ancient times: stalls. The seller sits inside and tells the buyer why the goods are good and why they are worth buying. This form has lasted for thousands of years.
But what does it have to do with live e-commerce? In my opinion, it is this ancient scene that has passed the test of time, coupled with new infrastructure, including 4G, mobile Internet, live broadcast, supply chain, logistics, etc., constitutes a live broadcast e-commerce.
It’s just that there are up to dozens of people watching a booth, and now it’s sitting in front of the mobile phone and can broadcast to millions of people.
In 2019, many people regard live broadcast e-commerce as a new species of the Chinese economy, but in fact, the essence of live broadcast e-commerce is not new at all, it just modernizes an ancient scene. It is up to the seller to explain the interests of the user to the buyer and output the reasons for the purchase. This is the core of retail.
2 In-depth dismantling: the fate, pattern and future evolution of e-commerce live broadcast
In fact, we have been paying attention to live broadcast for a long time. In 2015, we talked about Yingke and Huajiao, which are entertainment live broadcast platforms. Not a producer of traffic, its destiny is a means of monetization.
Live streaming has two major directions:
The first is rewarding, which is the route of live show. For example, Momo used to socialize and have a lot of traffic, but people realize it through live broadcasts on the show, and now have tens of billions of income. Including high-speed masters such as Kuaishou and Kugou music, they have become tens of billions of players in entertainment live streaming.
The content direction of rewarding and monetizing is more entertaining. The mainstream anchors are generally female with value and talent, and then the users are mainly male.
The business chain of this model is very simple, you only need a mobile phone to connect to the platform, no extra things, and you do n’t need to do BD everywhere, because consumers pay directly.
But whether you can earn reward money depends mainly on talent, it ’s not just relying on talentJust work hard. At the same time, the requirements for institutionalization are also very low, basically a single-line tablet can be done.
The second is advertising or selling goods, the content of which is more biased towards product attributes. In this model, the anchor is actually unlimited, both men and women, but the user side is opposite to the reward, mainly female.
In addition, the business chain involved is also more complicated than rewarding. The ads look light, but they also need BD, and they have to negotiate with advertisers. Selling goods is more complicated, not only to talk about the goods, but also to perform the contract and customer service.
Therefore, it also has higher requirements for institutionalization. Many anchors who sell goods are very hard to choose products, try and try every day.
But there is also an advantage, it does not require the endowment of the anchor, as long as you work hard, more or less can always sell the goods. The key is to continuously improve your supply chain and polish your copy and expression. You may not be able to make Weiya and Li Jiaqi, but it is relatively easy to become a waist anchor.
(2) “Live e-commerce” vs. “Live e-commerce”
Based on the above analysis, live broadcast e-commerce will once again become a tool for the realization of a new wave of traffic, and will be popularized on most major traffic platforms.
But for different types of traffic masters, his e-commerce live broadcast service will have different attributes and thus present different characteristics. At present, live broadcast e-commerce can basically be divided into two major forces:
The first category is called “e-commerce live streaming”. What does that mean? He was originally selling goods, and the niche is on the commodity side. Representatives of this type of traffic master are Taobao, Jingdong, Pinduoduo, Vipshop, and so on.
The endowment of the seller on this side is the supply chain and professional, including product selection, quality control, performance, customer service, and you have to understand this product, if you do n’t understand it, you are not enthusiastic, and it is not easy to sell.
What new forces will be added to the e-commerce live broadcast on the commodity side in the future? I personally feel like a traditional wholesale and retail enterprise. They are very good at controlling goods and are very professional in this industry. So if they join, it will bring a new wave of blood to the live broadcast e-commerce.
The second type of force is “live e-commerce”. Corresponding to commodities, the main niche of this type of flow is on the flow side. Representatives of such traffic masters are Kuaishou, Douyin, Kugou, Momo and so on.
Taking Kugou Music as an example, it now lives more than 100 million yuan a day, and live rewards are its first source of income, which is about 10 billion yuan a year.
But there is a problem with the more than 10 billion yuan, which is that the live broadcast rewards mainly attract male users. When listening to music, the gender ratio of users should be balanced.
So how can the needs of the other half of its female users be met? She had to sell it to her. Live broadcast e-commerce is likely to become a way for Kugou to obtain commercial monetization from female fans.
In this case, the broadcasters on the traffic side want to sell goods, and the endowment they need is internal