The Second Half Of E-Commerce Live Broadcast: The Flow First Reaches The Top, And The Platform Forces "Ordinary People" To Bring Goods

At 18:58, live KOL Hu Xiaoyun started the live broadcast in the cloud. Five hours later, she finished her day's live broadcast with 35000 viewers, which is the normal life for her.

"I'm going to broadcast it more than 20 times a month." On July 20, Hu Xiaoyun told the 21st century economic reporter in a hoarse voice that she had been able to lead the team in the community, with annual sales reaching tens of millions or even hundreds of millions of yuan. After opening the live channel, her fans have reached 460000 in a short time.

In the first half of this year, while the new crown pneumonia epidemic brought downward pressure to the real economy, e-commerce live broadcasting was developing rapidly. According to public data, as of June 19, there were nearly 6000 new live broadcast related enterprises in China in 2020, an increase of 258% compared with the same period last year. Live broadcasting has become a public carnival.

After stars and celebrities have tried water, more and more ordinary shopkeepers have joined the ranks. In the first half of this year, the number of ordinary shopkeepers joining the live broadcast increased by about 20%. On July 6, the Ministry of human resources and social security, together with the State Administration of market supervision and the National Bureau of statistics, released nine new occupations. Among them, the "live salesman" added under the Internet sales division gave the e-commerce anchor a formal professional title.

This means that live e-commerce is not only the head anchor who occupies 80% of the market share, but also a means for stars and CEOs to prove their commercial value, but also a channel for ordinary people to maintain their lives.

"Long tail" anchors dominate

The head anchor is still working hard. In the first quarter of 2020, the transaction volume of Taobao will reach RMB 6.51 billion, and the turnover rate will reach RMB 65.5 billion. Among them, of course, the contribution of head anchors such as Wei Ya and Li Jiaqi is indispensable.

They are still the biggest beneficiaries of the live broadcast. The head anchors accounted for 2.16% of the market share, accounting for nearly 80% of the market share, while the waist and tail anchors accounted for 53.3% and 38.8% respectively.

In the first quarter of 2020, the average revenue of AI media is less than RMB 1.5 million, accounting for less than RMB 1.5% in the first quarter of 2020. Behind the scenes of well-known anchors, there are still a large number of anchors struggling.

Before that, Yunji also changed its app's "endorsement" channel to "live broadcast" and formally took live broadcast as an important part of the layout. The scene of members carrying goods extends from social media to live broadcasting room, and almost all the anchors in the room are ordinary people like Hu Xiaoyun.

"Live broadcast extends the scene of gathering members to bring goods, from the original wechat and other social media to the live broadcast room, allowing KOL to carry goods in the form of visualization and high interaction. The challenge for these ordinary people who have no live broadcast experience is that the change of scene requires them to face the camera more calmly and have more professional commodity knowledge. " Xiao Shanglue, CEO of Yunji, believed that the real prosperity of live broadcasting with goods comes from the continuous progress of the head anchor and the long tail anchor.

According to his judgment, if the live e-commerce industry after the epidemic wants to have more lasting vitality, it is necessary to turn the elite game of a few people into a carnival of the public, and e-commerce anchors begin to enter the employment map as a stable career.

In fact, whether it's cloud gathering, Taobao or pinduoduo, the plain person live broadcast strategy of the e-commerce platform is just the mining of the "long tail" part.

The person in charge of Taobao live broadcast told the 21st century economic report that brands prefer to build their own live broadcast teams and cultivate plain anchors. The head anchor has a relatively high flow rate and the overall price will be relatively high. In fact, the difference between the middle and small anchors in the middle and long tail is not too big. "The cost of ordinary people will be more controllable, because many costs have been covered. As long as enough motivation is stimulated, the performance price ratio of Su Ren may be higher than that of the webcast. In fact, shopping guide should have two kinds of abilities: one is the ability to communicate with people, and the other is to have certain flow resources. Then those who are good at live broadcasting can do live broadcasting, and those who are not good at live broadcasting can share on social platforms. "

"Ordinary people know ordinary people best"

In the first half of the year, it gradually returned to the industry. According to 21tech, an enterprise and artist Xiao Shenyang cooperated in a live broadcast to sell a liquor. Order more than 20, return the next day. As high as 15000 yuan of pit fees, it can be said that small businesses lost money.

Top flow doesn't mean high returns. However, in the second half of the year, live TV can only bring economic prosperity and social prosperity.

The standard of carrying goods with flow first has shown its disadvantages gradually. Behind the turnover of hundreds of millions of yuan in a live broadcast, there are also some grey industrial chains such as false propaganda and bill brushing. The reporter thinks that when reporting on the head of Jianxiong, it is more like a model of making money for the business, and it is not like a model for making money in business. However, the original anchor is actually a real trading model, or business model.

The essence of live delivery is trading. From the domestic market trend after the alleviation of the epidemic situation, plain live broadcasting is more in line with the requirements of economic recovery. According to the data of China Internet Network Information Center, as of the first quarter of 2020, the number of live network users in China has reached 560 million, accounting for 62% of the total Internet users. Live e-commerce has naturally become a vehicle to stimulate the economy and employment.

Not only are people living in jiamaisu live, but Suning is also making efforts. In the "live direct selling Festival" held on April 8, more than 5000 merchants invited by the platform were basically ordinary people, with 700000 orders of goods and sales of more than 8 million yuan.

In another live broadcast, Hu Xiaoyun tried to make a breakthrough in carrying goods. She chose light luxury goods with higher unit price and achieved good results. "This live broadcast helped me discover a new consumer group and activated a lot of people who consume light luxury goods. They will buy thousands of bags. So my live broadcast also meets the needs of consumers at different levels. " She revealed that her sales in the live broadcast reached more than 500000.

Many ordinary families, some women as mothers, have to take care of their children after finishing housework, and there are not many opportunities for work and value. Hu Xiaoyun believes that doing live broadcasting can gain fans and more trust, which is also a spiritual inspiration to himself. "Only ordinary people can better understand what ordinary people need."

According to the financial report data, in the past 12 months up to the end of March this year, the cloud has 11.8 million trading members, with Gmv reaching 7 billion yuan in the first quarter. Among the members, 95% are women, and 86% of them are "Baoma".

However, in the platform, most of the ordinary anchors are still fledgling water experimenters. The epidemic has turned live broadcasting into a normalized tool, and its value is no less than an opportunity for low-cost entrepreneurship. For the brand side, it is also an opportunity to stimulate growth. The selection also pays more attention to the comprehensive quality of the product, including its quality, popularity and price.

Xiao Shanglue predicted that when one day, the whole Internet will no longer feel strange about live e-commerce, and thousands of stores will be broadcasting live, and live broadcasting will become the standard configuration for online shopping, it will really develop.