Live broadcast changes business logic

From “Weiya’s Double Eleven Turnover of 2.7 billion” to “Shanghai Cultural Tourism Bureau Director Live Broadcasting Shanghai Tourism Products” to “Dong Mingzhu Live Counterattack”, live broadcast e-commerce experienced from professional anchor to full participation under the epidemic Fission. As the 64th Canton Fair began to test live streaming, some insiders even made a judgment-live streaming is expected to become an important channel for “to B” end procurement.

The epidemic has reduced offline exchanges and contacts. At the same time, the zero-touch distribution and massive choices experienced by online consumption have given people a sense of security and fulfillment. Compared with traditional static graphic online consumption, through The dynamic online consumption of live orders is getting more and more popular.

The survey service website questionnaire surveyed 868 domestic netizens about a live webcast. The survey showed that 72% of netizens watched live broadcasts more frequently during the epidemic. In terms of the live streaming rate, 43% of netizens said they often buy, 49% of netizens said they bought occasionally, and the remaining 8% of netizens said they never bought.

During the Spring Festival, the average daily active users of Douyin and Kuaishou increased by 38.9% and 35.2% respectively. Throughout February, Taobao added more than 1 million new merchants and Taobao live broadcast new merchants increased by 719% from the previous month.

Live broadcast, a form of content that has existed in the gaming and show industry for more than a decade, has combined with e-commerce in recent years and has shown amazing explosiveness. Under the catalysis of the epidemic, live broadcast e-commerce, the original merchant marketing “optional action” turned into a “mandatory action”, has become a life-saving straw for enterprises in the crisis.

Shanghai skincare brand Lin Qingxuan’s performance fell by 90% during the Chinese New Year holiday. Founder Sun Chunlai led 1,600 offline shopping guides to transform their sales focus online, try Taobao live broadcast, and turn losses into profit. As of February 15, Lin Qingxuan’s performance reached 145% of the same period last year.

Tong Erbao Fur City, located in Liaoyang City, Liaoning Province, used live broadcast e-commerce to transform itself from a traditional wholesale market that has been declining into one of the most active areas for e-commerce transactions in the North, before the outbreak.

Live broadcast e-commerce often brings the chemical effect of turning crisis into opportunity, and many places in China have also included live broadcast as an important plan to promote regional economic recovery. The Guangzhou Municipal Bureau of Commerce promulgated the “Guangzhou Live Broadcast E-commerce Development Action Plan (2020-2022)”, proposing to build a “live broadcast e-commerce capital” to help Guangzhou accelerate the construction of an international trade center. Chongqing has proposed that by 2022, the city will build more than 20 live broadcast bases of production areas, and strive to achieve an annual transaction volume of live broadcast e-commerce that exceeds 10 billion yuan.

According to the company’s data, as of April 16, 2020, in the geographical distribution of China’s live broadcast-related enterprises, Guangdong has 2510 ranking first, Zhejiang has 2029 ranking second, Liaoning has 1450 ranking third, and Beijing has 1137 Ranked fourth, Shandong has 1039 companies ranked fifth.

The live track is becoming more and more anxious. Competition not only exists between the head anchors, but also between platforms, businesses and even cities. A large number of talents, MCN institutions and capital are pouring in. The “Live Streaming Ecological Development Trend Report” released in 2019 pointed out that live streaming has developed into a new industry for e-commerce in the new era. E-commerce + live streaming is creating a new market of 100 billion.