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The ups and downs of live broadcasting and delivery in 2021 will usher in an orderly development stage

2022-05-07 19:06:06Peng you

After years of development in the e-commerce industry , With the continuous emergence of subdivided fields , The live broadcast with goods has undoubtedly become the most popular track in recent years , And attracted a lot of attention from the outside world . It is considered to be the first year of e-commerce live broadcast 2020 Mid year , In addition to a number of e-commerce platforms have added weight to this track , Also attracted, including Tiktok 、 The entry of short video platforms such as Kwai , And the latter also relies on excellent market performance , Even occupy the head position in this industry .


2021 The ups and downs of live broadcasting in the year , Will usher in an orderly development stage

But just as a crowd of participants ran blindfolded , The chaos of live broadcasting with goods also began to be exposed , For example, traffic fraud 、 Commodity counterfeiting and other events occur frequently . And a lot of exposure “ Rollover ” event , Even Simba 、 Li Jiaqi 、 Mr Luo 、 Sanda brother and other head anchors , It also makes the outside world more worried about the nature of the goods in the live broadcast .


2021 The ups and downs of live broadcasting in the year , Will usher in an orderly development stage

With the increasing Supervision , The chaos of the live broadcasting and cargo industry has also been exposed more , And whether it's the anchor who brings goods, the effect is not good 、 Or is the price not “ Lowest in the whole network ”, Or is the product introduction exaggerated , Plus 2021 Compliance issues that have been exposed before the end of the year , Make it quickly fall from the air outlet to the bottom of the valley . And recently, the overseas edition of the people's daily also uses 《 Live delivery , Compliance can “ fire ” Take a long time 》 entitled , It points out the future development direction for live broadcasting and goods .


Live broadcast and delivery continue to develop rapidly , Brand self broadcasting has become a new trend


With the continuous maturity of e-commerce live broadcasting field and more investment from merchants and platforms , stay 2021 In, the track also ushered in the highlight stage in the market performance . among , Li Jiaqi and Weiya are working together in 2021 Annual double 11 Of the preheating phase “ Deposit night ” Set a record in 188 Billions of GMV, It has set a new record . And according to Tiktok 2021 Annual double 11 The relevant data of HaoWu festival show that , The cumulative number of viewers reached 395 Billion , The maximum transaction volume of a single live broadcast exceeds 1.5 One hundred million yuan 、 The powder increase of single live broadcast is up to 106 ten thousand . Such amazing market performance , Undoubtedly, it also shows the charm of live broadcasting with goods .


2021 The ups and downs of live broadcasting in the year , Will usher in an orderly development stage

With great commercial value , The live broadcast with goods has not only attracted more platforms , Employees also showed a blowout trend . According to the relevant data previously released by the Ministry of Commerce , As early as 2020 year 1 to 11 The live broadcast of e-commerce conducted in September , It has exceeded 2000 Wan chang . in other words , At that time, the live broadcast of goods was about to be carried out every day 6 Wan chang . Data like this , It also makes the live broadcast with goods almost an integral part of the e-commerce industry .


meanwhile , The advantage of head anchor has also been further highlighted . Although such anchors are expensive , But because of its connection with the waist 、 The tail anchor has a huge traffic difference , Therefore, it also makes businesses more willing to choose the former . And under the Matthew effect , There have also been great differences in the carrying capacity of different anchors . According to the forecast data released by Tianfeng Securities ,2025 The transaction volume of live broadcast e-commerce market will reach 69156 One hundred million yuan , Reference resources 2020 Annual platforms TOP1000 The host GMV Proportion , It is expected that the head anchor and the waist and tail anchor will GMV The proportion may be 3:7.


2021 The ups and downs of live broadcasting in the year , Will usher in an orderly development stage

For all that , But driven by relatively high cost and encouraged by the platform , Brand self broadcast in 2021 It has also become a new trend . According to previous reports by relevant media ,2020 Annual double 11 During this period, Li Jiaqi contributed GMV, It has even accounted for the total of huaxizi GMV Of 60% above , But the brand's performance in one month , It is almost the same as the ten minute difference between Li Jiaqi's live broadcast room . Although up to now, the brand self broadcast cannot be compared with the head anchor in terms of sales data , But whether it's a live broadcast “ Advertising ”、 Or a significantly lower cost , It also makes more and more brands start to try self broadcasting .


The halo of commodity low price disappears , The focus of live broadcast delivery has been clear


Despite the halo of market performance , But the low threshold and high attention of live broadcasting with goods , It also leads to, for example, commodity counterfeiting 、 Traffic fraud and other problems . Previously, people's Daily reported that ,“ For a while , A few anchors evade taxes 、 The famous anchor was called to rectify , In addition to the anchor's personal anomie , The main responsibility of the platform is not fulfilled in place 、 False propaganda 、 Selling fake and shoddy goods 、 After sales vacancy and other problems occur frequently , Perplexing the long-term development of the live broadcast e-commerce market ”.


The essence is still a live e-commerce that sells goods , After years of development , Has also set off “ Find someone for the goods ” Link reorganization , The model of trading low prices for sales has become the mainstream of this track . And the main reasons for supporting this model , The reason is that consumers get relatively low-cost goods from the live broadcasting room 、 Businesses get traffic and attention , And the anchor gets benefits from it . But there are more and more commodity problems in the live studio , To a certain extent, it has affected the stability of this model .


2021 The ups and downs of live broadcasting in the year , Will usher in an orderly development stage

More Than This , Previously exposed “ L'Oreal incident ”, The fact that the commodity price is cheaper than the pre-sale price of the head anchor in the brand self broadcast , It also shows the impact of the key factor of price on the live delivery mode . After all, for today's extremely developed e-commerce industry , If you can't enjoy the so-called “ Lowest price in the whole network ”, So how big is the charm of the anchor itself , It also triggered a lot of thinking . In the link of commodity sales , Merchants as the source of goods , The price control is obviously more advantageous than the anchor .


2021 The ups and downs of live broadcasting in the year , Will usher in an orderly development stage

stay 《 The first 48 The second statistical report on the development of Internet in China 》 It shows that , By 2021 year 6 month , The number of users of e-commerce live broadcast in China has reached 3.84 Billion 、 Year-on-year growth 7524 ten thousand , Of the total number of Internet users 38.0%. According to the relevant data released by ECOSOC ,2017-2020 In, the transaction scale of China's live broadcast e-commerce market increased rapidly ,2020 The annual transaction scale reached 12850 One hundred million yuan , expect 2021 The transaction scale in will reach 23500 One hundred million yuan 、 Year-on-year growth 82.87%.


Although now the live broadcast with goods has become a new growth point of the e-commerce industry , But in the nature of the goods it sells , Whether it's the goods themselves 、 Or the price of goods , Obviously, they will become the key points for the development of the live broadcast and delivery industry in the future .


2022 For live broadcast with goods , Or will be very important


Under the situation of continuous improvement of relevant regulatory system , The standardized development of live broadcasting with goods has also become the main theme of this track , And all its links , Including the anchor 、 platform 、 Including businesses , They are bound to gradually enter the stage of Standardization . But whether it's the supply chain 、 The commodity itself , Or the anchor himself, including script and other aspects , In the future, it is bound to face stricter supervision .


2021 The ups and downs of live broadcasting in the year , Will usher in an orderly development stage

And with the live broadcast of goods began to be recognized by more and more consumers , When users become more rational , Experience will naturally become the weakness that this track needs to make up for . And whether the live broadcast with goods can become an indispensable part of the whole e-commerce industry in the future , Or follow the footsteps of TV shopping , What has come 2022 The year will obviously be very important .



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