Be Careful! The Live Broadcast Of Xiaohongshu Is Coming

It is understood that at present, the live broadcast function entrance can appear in the information flow sliding of the discovery page, and the words "live broadcasting" with white characters on a red background will be displayed in the upper right corner of the original small red book notes. As a well-known content grass planting platform, xiaohongshu's brand and carrying capacity have always been recognized by brands and retail enterprises. The live broadcast function coincides with the content platform attribute of xiaohongshu. On the other hand, the live e-commerce has become the hot fried chicken of content e-commerce by virtue of its excellent ability to carry goods. In just two years, Taobao live has achieved a scale of 100 billion from zero. What the live broadcast of xiaohongshu looks like and how to play it has become the focus of people's attention.

Live broadcast of little red book

According to the notes of an invited user of xiaohongshu, the official internal test of xiaohongshu was first broadcast on June 7. All users of xiaohongshu can watch the live broadcast. Among them, the fans of the anchor can be switched to the live broadcast during the live broadcast period, while the non fans can be randomly seen in the "discovery".

It is worth mentioning that whether users can see the live broadcast in the "discovery" page mainly depends on the algorithm of content distribution. According to the test of Yibang power, under the same IOS system and version number v6.1, there is a phenomenon that user a can't see the live portal on the homepage of the live blogger, but user B can see it.

At present, there are only 6 items of information in the live video room, such as double-click and "like" function, but there are only 6 items of information in the live room, such as the function of "double-click" and "like". Some people in the industry said that more functions and tools will be gradually launched in the future. What we are looking at is how xiaohongshu locates this live broadcast platform.

After the live broadcast, the host and fans can see the live data of the whole live broadcast, including the broadcast duration, the number of viewers and the total number of likes. If the data of conversion rate can be opened in the background after commercialization in the future, it can also be imaginative.

During the live broadcast process, Yibang power tested the sharing function of the live broadcast room. After sharing the live broadcast room to wechat, the contact can receive the live link from the live broadcast room of xiaohongshu, and click it to jump to the xiaohongshu app to watch the live broadcast. After testing, through this way to jump, the audience can not use the message function for interaction.

Since then, the whole process of a live broadcast of little red book has been fully recorded. It can be seen that the live broadcast of xiaohongshu in the internal test period is only open to some users through the algorithm, and the function is in a relatively simple state, so it is temporarily unable to speculate on the further commercialization of xiaohongshu through the opening of functions. In this regard, Yibang power has also verified it with xiaohongshu, trying to re understand the live broadcast of xiaohongshu from the official perspective.

Live broadcast is valuable

According to the introduction of xiaohongshu, "xiaohongshu live broadcast" is a real-time in-depth interactive tool launched by Xiaohong in writing to the content creator / xiaohongshu blogger. The purpose is to enable users to have face-to-face, real-time and continuous in-depth interaction with bloggers while seeing valuable lifestyle information. Xiaohongshu said that the launch of xiaohongshu's live broadcast tool is a way for xiaohongshu to "continue to create value for community users".

Xiaohongshu told Yibang power that as an online interactive way, live broadcast provides a novel tool for lifestyle sharing and deep interaction, and is loved by young users. Therefore, xiaohongshu station develops the live broadcast function from the perspective of user value. For the user, it is more interesting for the user to communicate with the user directly.

An interesting question is, since the live broadcast has so many good features, why is xiaohongshu now online live? In this regard, xiaohongshu said that any products, functions and services of xiaohongshu are launched from whether it can provide users with "valuable" content. For the live broadcast function now, it is also the judgment and decision made after observing the needs of users and bloggers. It is still in the testing stage, and will continue to observe and improve.

What is "valuable"? According to xiaohongshu, most of the "valuable" have the following characteristics:

1. The anchor is an expert in a certain field and can share valuable information;

2. The live broadcast content must have a positive topic or topic. The live broadcast of little red book does not support chatting without "content";

3. The purpose of the live broadcast of xiaohongshu is to share a good life and support the sharing of all real, beautiful and diversified life styles, such as travel, reading, emotion, parenting or good things.

In the "valuable" content frame, the current small red book live anchor are directional invitation, the number is very small. In the test stage, there are two main dimensions in the selection of anchor. One is the quality blogger who can provide users with valuable content, and the other is the number of fans and activity of users in the station. According to the understanding of Yibang power, xiaohongshu live broadcast will gradually open the application for the platform anchor qualification in the future.

At present, little red book doesn't seem to think that the live broadcast of little red book is the same as that of e-commerce live broadcast, and more of it is still the lifestyle sharing live broadcast of lifestyle community. However, with the close connection between live broadcasting and e-commerce, the industry is still infatuated with the development space of live e-commerce.

No boundary with goods

Today, at least 2.5% of the sales of a single product sold on Taobao or tmall will become Alibaba's advertising revenue. In contrast, the live broadcast is not so crowded, and businesses are willing to come in. In the whole year of 2018, the number of shops that launched live broadcasting on Taobao platform also tripled.

In 2018, Taobao's live broadcasting platform brought more than 100 billion yuan of goods, with a year-on-year growth rate of nearly 400%; 81 live broadcasting rooms grew to more than 100 million yuan, and each studio was equal to a successful enterprise; five institutions guided transactions exceeded 1 billion yuan; consumers had a single annual consumption record of more than 10 million yuan, making them a local tyrant with daily purchase of 10000 yuan.

In just over two years, Taobao live broadcasting has started from scratch and has reached a scale of 100 billion yuan, and it will drive 500 billion transactions in the next three years. In order to serve this rapidly rising industry, more than 600 first-line e-commerce anchor incubators have grown up on Taobao live broadcasting platform, most of which are located in Hangzhou. At the same time, the economy is becoming bigger.

In some special markets, live broadcasting has also spawned a new industrial chain. Take the large size women's clothing market with live broadcast as an example. In just over a year, the market scale has risen rapidly, and a whole industrial chain has been developed, including large size online stores, large size women's clothing designers, large size women's clothing factories, and large size women's live broadcasting institutions.

Live broadcasting has become a new growth point for all industries in the e-commerce platform. Both mushroom street and chattering sound are looking for business opportunities from live e-commerce.

Behind the rise of live e-commerce is the growth of a platform with highly personalized demand. The bottom layer of the platform is company and interaction, and the trust generated by company and interaction. Trust, in fact, is the direction of all business operations. For businesses, personalized segmentation of goods and services can always find a suitable buyer, for consumers, that is, live interaction and reply in the "accompany" and service.

This point seems to coincide with the true, beautiful and diversified urban spirit of xiaohongshu. It is not known whether more e-commerce conversion tools will be added to the live broadcast of xiaohongshu. However, as long as one person starts to live broadcast and starts to share life, the delivery will begin.