Everyone is doing calculations.
Editor’s note: This article comes from the WeChat public account “Deep Sound” (ID: deep-echo) author: Hong keys.
Core points
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The upsurge of live streaming goods continues to heat up. This year’s traditional e-commerce festival 618 became the first “National Live Streaming” 618. Live streaming goods not only bring an increase to e-commerce, but also stir up Industry pattern.
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Douyin and Kuaishou continue to make live broadcasts and deliver goods, becoming an important force in the e-commerce industry. How to achieve a balance between competition and cooperation with traditional e-commerce platforms will be a long-term topic.
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As the cost of live streaming goods rises, merchants have actually considered 618 live streaming investment, and ROI and brand awareness are the key factors that influence decision-making.
Within less than a month, the most important big promotion activity 618 in the first half of the year is coming.
Like Double 11, 618 initiated by JD.com is no longer a stand-alone drama on JD.com, but has become a big promotion activity sweeping many online and offline retail companies.
In the past, like the 618, the protagonist is usually a traditional e-commerce platform. However, under the special circumstances of this year’s epidemic, live streaming brought goods to a sudden rise. Behind the “popular live broadcasting” fever, short video platforms that hold traffic have not missed unexpected industry opportunities and have chosen to increase investment.
The game changes accordingly.
For example, as the head of Gree Electric, Dong Mingzhu’s first live broadcast brought goods on Douyin, and in the second game, he chose Kuaishou, and only came to Jingdong in the third game-while on the traditional online Among the channels, Jingdong is undoubtedly the most competitive player in electrical appliances and 3C products.
Screenshots of Dong Mingzhu ’s three live broadcasts
Subtle changes are happening: Tmall, JD.com
