current position：Home>The ups and downs of live broadcasting and delivery in 2021 will usher in an orderly development stage
The ups and downs of live broadcasting and delivery in 2021 will usher in an orderly development stage
2022-05-07 19:06:06【Peng 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 .
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 .
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 .
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.
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 .
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 .
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 .
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 .
【 Pictures of this article are from the Internet 】
author[Peng you],Please bring the original link to reprint, thank you.
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