Mogujie.Com Lost Its First Single Season, But Live Broadcast Became "Life Saving Agent".

A few days ago, mogujie.com released the unaudited financial report in the second quarter of fiscal year 2020. Earnings showed that the company's total revenue in the second quarter was 198 million yuan, down 15.3% compared with the same period last year, and the net loss attributable to ordinary shareholders was 327 million yuan. This is the first time that mogujie.com has lost more than 300 million yuan in a single season. It is worth noting that in many financial data, only live data can be seen.

Nowadays, the shopping habits of users of e-commerce platform are changing, and the ability of carrying live goods has been verified in all platforms. Analysts pointed out that with the arrival of 5G, the air gap will continue, and the incoming e-commerce will usher in a new growth point. But there are still many pain points behind the dividend outbreaks.

Increased losses by mogujie.com's live broadcast

A few days ago, mogujie.com released the unaudited financial report in the second quarter of fiscal year 2020 (July 2019 -9). Earnings showed that the company's total revenue in the second quarter was 198 million yuan, down 15.3% compared with the same period last year, and the net loss attributable to ordinary shareholders was 327 million yuan.

This is the first time that mogujie.com has lost more than 300 million yuan in a single season. Looking at mogujie.com's earnings data, it has been found that from 2017 to July 2017 alone, the company suffered a single quarterly loss of 257 million yuan. In the other quarterly reports, the company's single quarterly losses did not exceed 200 million yuan.

In mediocre performance data, only live data can be seen. Mogujie.com has been distributing live broadcasting business since 2016, and now the east wind is coming. Data show that this quarter, mogujie.com GMV (total commodity turnover) was 4 billion 167 million yuan, an increase of 8.1% over the same period. Among them, mogujie.com's live broadcasting business continued to maintain three digit growth, an increase of 115.2%, and its GMV was 1 billion 629 million yuan, becoming the core growth driving force of GMV.

As the status of live broadcasting is becoming more and more important, the composition of the company's revenue is also changing.

The main business of mogujie.com consists of three parts: marketing service revenue, commission income and other businesses. According to the latest 2020 earnings report, the second quarter Commission revenue accounted for 51.2%, up to 101 million 300 thousand yuan, an increase of 3.3% over the previous year, and marketing services revenue was 63 million yuan, accounting for 31.9% of total revenue.

"The growth of commission income is mainly due to the strong growth of live broadcasting business. The decline in revenue from marketing services is due to our restructuring of the mall business, which is more focused on the live broadcast business. Mogujie.com CFO also predicts that the live broadcast business will continue to maintain strong growth in the foreseeable future, and the commission income will continue to drive the growth of total revenue, and the direct broadcast business will occupy a more important share.

"Content + live + business" mode enables mogujie.com to be more three-dimensional after transformation, and more and more high-quality businesses stand out from the live broadcast, leaving the quagmire of traditional electricity bidding advertising. Cao Lei, director of e-commerce research center of the network society, said. This active adjustment has also changed mogujie.com's revenue structure, which is gradually transformed from the early mode of marketing service revenue to the mode of commission income.

　　 Live with goods into the electricity supplier fishing gold weapon

From 2016 to now, the rise of net Hong Kong electricity supplier has not only led to the fever of a large number of brands, such as the upsurge of domestic goods among young people, but also the trend of some domestic brands.

The live broadcast of electronic commerce is everywhere. There are generally three categories of the live broadcast of e-commerce, such as Taobao, Jingdong and other integrated platforms. Mogujie.com, cloud collection, Xiaohong book and other vertical platforms are one category. The third category belongs to the platform of video gene with fast hands and jitter. The difference is that the former two have the genes of the electricity supplier, in other words, goods, supply chains, and flux cornerstones. Live broadcasting is a "icing on the cake" in the marketing dimension. The latter type is a fixed point blasting in the live broadcast, and the incoming business is looking for commercialization.

From this year's double eleven, Taobao's live Red Star + star is hot. Taobao broadcast live two super network red Wei Ya and Li Jiaqi on the day of pre-sale, watching the number of live broadcast exceeded 30 million, the first day of pre-sale, Taobao live direct sales led to an increase of over 15 times, a total of 1.7 brands opened live.

Final data show that during the double eleven period, nearly 20 billion of the guided transactions were conducted, and more than half of the merchants participated in it. More than 10 businessmen were among the 100 million yuan live broadcast clubs.

Not long ago, at the "new NetEase forum" of the "2019 NetEase future conference", Zhao Yuan Yuan, director of live broadcasting, said that the live broadcast of e-commerce is still in its growth stage.

A few days ago, QuestMobile released the "2019 live +X insight report". According to the report, as of June 2019, the number of live webcast users has exceeded 433 million, and the content form has penetrated entertainment, shopping, education, travel, social networking and tourism.

In addition, the report also shows that live goods are one of the main forms of consumption. Users who participate in live online shopping are living above average level. Over 75% of the online users are at a high level.

This shows that the large scale of live broadcast users, and the market prospect of direct seeding electricity providers is huge.

Be alert to the "pit" behind the live broadcast of goods.

It is worth noting that the return rate of live broadcast has remained high. The data provided by a well-known live platform show that the impulse consumption of toC live broadcast will bring a lot of returns, and the return rate of women's clothing can reach 50%~60%. This means that over 100 pieces of women's clothing are sold, and more than 50 of them are returned.

The live platform has also been criticized for its high return rate. Where is the reason? "The sole purpose of the anchor is to sell goods, and this process will be exaggerated, which is caused by the desire of the people." Wang Xuanbo, a senior Internet red trainer lecturer, believes that the reason why the anchor is exaggerating is the reason for customers to return.

In fact, part of the net with red goods behind the "pit", so that consumers feel "cut leek". With the rise of the "bring goods" mode, product quality and after-sale problems gradually emerge, causing concern.

In November 1st, the State Administration of radio and television issued the notice of the General Administration on strengthening the management of live audio and video programs and advertising programs during the "double 11" period, and called for strengthening the management of live and entertainment programs and advertising programs in the "double 11" period.

The notice said that the contents of live and advertising programs in the network audio-visual e-commerce should abide by the laws and regulations governing advertising management, and comply with the relevant regulations of the network audio-visual program management. We must insist on putting the social benefits first; the network language of audiovisual and electronic commerce should be civilized and standardized, and must not exaggerate and cheat or mislead consumers.

Cao Lei believes that the "live + business" chain is long and complex. For the electronic business platform, it may not only balance, but also upgrade the same dimension and break through in many dimensions such as technology. For example, in the live supply chain, because live broadcast is a pulse marketing, if a commodity can not be sold in a month, it will become a stock immediately. If a commodity is a burst, it should match the supply chain in the shortest and quickest time.

In addition, nowadays only head hosts have traffic, and the flow of small and medium anchors is almost cut off "almost as a consistent performance of the major platforms. Platform traffic is becoming more and more divided into two levels, and the cost of "head to head" is even less than that of celebrity endorsements. For businessmen, there is no big marketing budget "pressure mountain".