Amazon Also Plays Live Following Taobao's Benchmarks?

In February this year, foreign media reported that Amazon added Amazon Live (Amazon live broadcast) module to its application, and then launched Amazon Live Creator independent APP for the seller's port.

It is reported that the use of Amazon live Creator can play amazon.com and Amazon mobile applications on the brand business or self-made merchandise related videos, and real-time interaction with shoppers, but the mobile terminal only launched the IOS version.

In addition, the seller's product details page can be freely spanported and drained on the brand store and Amazon.com/live. During the broadcast period, consumers can communicate with each other. The sellers who choose to sell the merchandise in live broadcast can find shopping links below the video. Of course, if you want to increase traffic, sellers can also choose to pay.

01

Overseas version of "Taobao live"

By contrast, Amazon live Creator seems to be closer to Taobao's live broadcast.

Amazon live Creator was updated 4 days ago and now covers the following functions:

Watch the quantity statistics, broadcast the user behavior statistics, click the product and CTR statistics on the live video (playback video), add the brand store and product display window in the live window, add the direct customer and seller instant messaging function, add the clickable discount code to cash the function.

Similar to Taobao's live broadcast, there are shopping links below the live video and can display shop information.

It is reported that Taobao's live broadcast function was embedded in Taobao app. In February 2019, Taobao's live broadcasting function was officially separated from Taobao APP and became an independent live broadcast platform for e-commerce. At this point, Amazon and Taobao live the same path.

However, Taobao and Amazon still consider each other on the threshold of sellers opening.

It is reported that Taobao sellers apply for the conditions of Taobao's live broadcast. Besides having a certain amount of fans, they also include: the store credit level needs to be 1 drilling and more; the main category is more than or equal to 5 of the online merchandise, and the sales volume is larger than or equal to 3 in the past 30 days, and the turnover of shops is more than or equal to 1000 yuan within 90 days.

Amazon is not yet open to ordinary sellers, starting with brands, attracting fans who have been through many years of precipitation and are sticky and sticky.

02

The product of trembling all over the world?

Why did Amazon launch the live shopping APP at this juncture?

Facebook, Instagram and Google have gradually opened and improved the shopping function, which is a blow to Amazon. The rapid rise of tiktok in overseas seems to be a "head start" for Amazon.

Just in the birth of Amazon, the US Tik Tok has shown a fast "circle of powder" strength.

Billion power understands that in 2017, today's headlines accelerated the layout of the North American tremble in North America: in February 2017, the whole group purchased the famous short video community Flipagram in North America, and bought the overseas music short video platform Musical.ly at the valuation of 1 billion dollars in November of the same year. After merging the Flipagram with Musical.ly, it registered overseas App Store and Google Play under the name of "Tik Tok".

According to foreign media reports, as of September 2018, the installation and daily downloading of the overseas version of TikTok were over Facebook, Instagram, Snapchat and YouTube. The installed capacity of TikTok increased by 31%, and the total downloads in apple App Store and Google Play were about 3 million 810 thousand times.

In addition to the US, the tiktok market in other countries of Amazon also shows the attraction that can not be underestimated.

In January of this year, Tik Tok topped the App Store in Thailand. In February, Tik Tok first came to Vietnam's Google Play video rankings. Since then, Tik Tok has ranked first in video downloads in Southeast Asia, including Philippines, Indonesia, Malaysia and other Southeast Asian countries.

According to the public record of the third party market data agency App Annie, the overseas version of jitter has been covered in more than 150 countries and regions worldwide, ranking more than 40 in the world, and is the fastest growing short video application in the world.

Even Japan, which was hard to get "Amazon", became the No. 1 App Store in the country last November. Tiktok At present, Tik Tok has become the mainstream video category App in Japan. According to Japanese media reports, over 100 Japanese girls are playing 24.

For example, in general, after the settlement of users, tiktok "liquidation" is a matter of time, and the Amazon of the electronic business platform has to make live broadcast, and has the natural advantage of creating a closed loop of commercialization. Tiktok's achievements in the world seem to be a warning to Amazon too. Video marketing is indeed a big market.

03

3 years later

Interestingly, this is not Amazon's first attempt at video marketing.

In the short video, the live broadcast has not yet occupied the electricity supplier marketing home, Amazon has launched in 2016 a "Style Code Live" TV shopping program, the program duration is about 30 minutes. Foreign media reported that this is the first time Amazon has set foot in the field of video shopping.

It is reported that Style Code Live is committed to fashion, including beauty tips and new products. Under the video player, there is a product rotation, real-time updates, viewers can buy goods on Amazon through "Style Carousel" (equivalent to jump links). It is worth noting that the program also shares content through platforms such as Instagram, Facebook, Twitter and Snapchat.

However, in 2017, Style Code Live was shut down.

Recently, some foreign media said that although Amazon launched the live broadcast function, it has not deviated from the traditional product evaluation mode. "More like the extension of previous TV shopping guide mode, did not learn the essence of Taobao live broadcast."

Nevertheless, Amazon officials still have confidence in the live broadcasting function, saying that the flow of brands can be increased by 5 times.

This video marketing based on the platform itself to change the form of commodity display is increasingly favored by the vast number of electronic business platforms, and the rate of spanformation is considerable. It is reported that in 2018, the amount of live broadcast of Taobao was over 100 billion yuan, and the conversion rate was over 65%. The number of daily live broadcast was over 60 thousand, and 20 TV stations IP was introduced. The 81 anchor year exceeded one hundred million yuan, and the user watched longer than 30 minutes.

Amazon, which has been rooted in the traditional mode of operation of electricity providers, has taken a step forward in innovation, but it is still a long way from Taobao's live high-quality anchor resources, high-frequency live broadcast live, simple video playback pages, etc.

It is foreseeable that once the track is open to global sellers, Amazon live Creator may raise waves in cross-border e-commerce. Cross border e-commerce vendors can get some free traffic support, overseas consumers can also watch the same order as Taobao live, and do not need to jump shopping.