Taobao VS Play A Lot / Jingdong Live Broadcast Analysis Of Live Business

To talk about the hottest draught at the beginning of 2020, it is undoubtedly the live broadcast of the electricity supplier.

Luo Yonghao, the founder of the original hammer technology, transformed the belt with red goods. It was decided that after April 1st, when he finished his first show, he would emerge immediately.

In the 5 day, Luo Luo, who has increased nearly 4 million 300 thousand fans, can create a "Li Jiaqi style" record in the premiere of tomorrow, which has become the focus of attention of all.

Obviously, other top tier networks are not willing to turn the hot spots to Luo Yonghao. Prior to this, the well-known anchor Wei Ya has decided that in April 1st, its live studio will sell rockets for the first time in the world. "The original price is 45 million, the current price of Taobao live is 40 million 10 thousand." Caused many netizens hot debate, "I am worse than that 4 million 990 thousand?"

Luo Yonghao, a female apprentice with the head of Simba, was directly challenged by micro-blog at micro-blog. He hoped to discuss the sale with Lao Luo, and said that the 1 day saw a high and low level.

Many well-known network red ginseng and the next day, the "live of the April Fool's Day" in the direct seeding area of electronic commerce seems to be on the verge of fire. And the entire business live broadcast field has never been as lively as it is now.

After the live broadcast of Taobao, many live telecast has been listed as the strategic business of 2020. This year, the short video platform with a billion class DAU has been shaking hands and fast hands. It has ranked the winner of the live telecast of the electricity supplier. Luo Yonghao and "micro-blog 60 million" have been competing with each other for a long time. The small and red books and the micro-blog of the graphic content platform have been on the air for many years now. Fighting fish and tiger teeth have also been reported recently.

On the hottest draught in 2020, the 4 war with live broadcasting has started. Which platform will succeed? Which platform will be frustrated?

　　 Taobao live VS play more / Jingdong live

No traffic, we make it ourselves.

After the scale of the electronic business reaches a certain magnitude, further access to traffic becomes the biggest problem.

Ali has spared no effort in introducing traffic to Taobao / Tmall from outside, investing $586 million in micro-blog, $4 billion 500 million buying Youku potatoes, investing $300 million in small red books, increasing B shares to 8%, and even investing 15 billion yuan last year.

Until 2015, Taobao began to explore the direct seeding business of electric business. At present, the number of users has reached 400 million. This figure touches the big business platform. In fact, the electronic business platform itself can create traffic.

In fact, the early Taobao live broadcast is not clear how the "live broadcast of the electricity" should be done. The live broadcast entry was initially very deep. At that time, the mobile phone Taobao App was opened, and the manual broadcast five times to enter the live broadcast room of the anchor. Taobao live broadcasting is gradually developing to today's magnitude. The internal argument is "an order of magnitude in business, upgrading the level of Taobao App entry."

After 3 years of exploration, when the time came to 2018, the annual turnover of 81 Taobao anchors exceeded 100 million, and many people began to realize that the live broadcast of e-commerce was feasible. According to the latest data released by Taobao official, in 2019, the total turnover of Taobao's live broadcast exceeded 200 billion yuan. Tech star (WeChat ID:tech618) compared with industry data found that: in 2019, Taobao's live broadcast of GMV has reached suning.com's annual turnover in 2018.

Taobao broadcast live in the process of rapid gallop, not only the performance is the most outstanding, but also nurtured Li Jiaqi and Wei Ya two top stream anchors, each of the two live broadcast of the heat has reached tens of millions of user traffic. With the popularity of the two anchors, Taobao anchor has unintentionally formed the Matthew effect. That is, head anchors are more likely to attract traffic, and their teams are more capable of negotiating and integrating the supply chain. At the same time, a large number of small and medium anchors and agencies are hard to get exposure.

In March 30th, at the 2020 Taobao live broadcast, the new policy of Taobao live broadcast was announced. Taobao began to focus on the middle waist strength of the live broadcast ecosystem. "To build a 100 thousand month long anchor" and "100 billion annual sales of MCN" has become the most interesting strategy in this grand ceremony.

In the support of Taobao live support strategy, turning to support the middle waist anchor, whether Luo Yonghao need to be called a question mark. The middle waist anchors do not have the top-level traffic. They need the advantage of the electronic business platform in the selection and supply chain, which is also strengthening the "goods carrying people" route.

More late entry and Jingdong live broadcasting business, but also in the "goods carrying people" route, with the help of C2M (user direct manufacturing) mode to achieve their rapid pursuit. There is no major brand discount. Instead, it emphasizes the direct supply of factories and the direct supply of goods, and gives feedback to consumers and guides the production of factories. This is the label that many companies and Jingdong want to make for their live goods business.

In February 19th of this year, there was a live broadcast of the "agricultural production and marketing" county magistrate. The leaders of Quzhou, Zhejiang and Guangdong Xuwen county magistrate were invited to produce live agricultural products, and sold more than 1 million jin of agricultural products in one day. Jingdong "Beijing Xi" also uses the direct seeding business, helps the Yunnan Yuxi flower grower to sell 100 thousand roses. This is a live broadcast of a consumer's direct access to the country's origin.

Behind the seemingly apparent results, there is still a long way to go to fight for a lot of services and Jingdong's live broadcast business. There is an industry view that, with Ali's resources and advantages, integration of 1688, Amoy factories and other system capabilities, it is not enough to support C2M's full landing, and many Jingdong are just working on this road.

There are many opportunities for the live broadcast of e-commerce, but there are still challenges. According to "late Latepost", the number of stay seeding targets in 2020 is still the number of merchants. A lot of incentives also provide preferential policies and traffic support to attract industry players.

It is not difficult to attract business travelers. With much effort, as of the end of 2019, the number of active buyers on its platform reached 585 million 200 thousand, and traffic was alluring. The real problem is how the platform allocates traffic to potential merchants reasonably. So far, there is no open access to the center of the live broadcast business. According to a large number of CO founders dada, who had previously interviewed by the media, it would be a new challenge for AI to make a lot of live broadcast.

In addition, many Jingdong and Tencent have invested in Tencent, and all two have their place in WeChat's "Nine Palace". How to make use of WeChat's ecological flow to speed up the development of the business of direct seeding business is also the focus of the two big business system in 2020.

　 Shake VS fast

Live broadcast business to raise revenue ceiling

Unlike the electronic business platform itself, the short wave video platform with more than 300 million level DAU traffic, such as jitter and short hand, is designed to enhance the commercial transformation of traffic through live broadcast.

At the beginning of 2020, two short video platforms scrambled for Luo Yonghao to enter. Previously, the Tech satellite has reported exclusively that the key factor in winning the "Luo Yonghao battle" is its additional commitment to Luo Yonghao, offering 300 million forms of traffic support such as open screen advertising, Feed streaming and popular recommendation.

From the logic of "people taking goods", the reason why Luo Yonghao is important is that the anchors' ability determines the level of carrying goods. That's why the jitter is willing to spend a lot of money signing Luo Yonghao. The live broadcast of Taobao is Li Jiaqi and Vic. Live voice broadcast live to create its own signboard anchor. Signing Luo Yonghao is a shortcut.

In January 2020, jitter announced that DAU reached 400 million. How to maximize the advantage of traffic flow, the electricity supplier is an inevitable choice outside advertising.

Despite the traffic flow, there is no reason why the live broadcast ecosystem has not been established.

First of all, there is a big gap between the "movie player" in the short video and the real person in the live broadcast. In 2019, with a boyfriend who could take me to dinner, Britney Spears, a fire in Chengdu, moved many people because of his simple words. Later, he was proved to be a plot planned by the team and disappointed by fans.

Of course, there are also primitive anchors in the jitter. For example, Lijiang pomegranate has created 20 minutes to sell more than 120 tons of pomegranate, Bai Bai has sold 12 million yuan in 618. Unfortunately, the two anchors later moved to Taobao live to seek a more powerful platform for e-commerce. At the same time, jitter is also hesitant in the advertising business platform Luban and pure live broadcast business.

In early 2020, jitter accelerated its pace and gradually lowered the threshold of the live broadcast of e-commerce. The anchor with 3000 fans could also be launched.

Compared with the high pitch of the jitter, the quick hand is low-key layout.

In 2020, the fast hand reached 300 million days, but the pressure of traffic and revenue growth is still there. According to the data released by the fast hand academy, the live broadcast of live broadcast in 2019 reached 100 million days. Under the background that advertising accounts for less than 10% of the revenue of the platform, direct seeding has contributed to the main revenue quickly, and the direct seeding business of the e-commerce must go to a higher level in 2020.

The fastest way to emulate the business platform is to invite more MCN agencies to enter. On the one hand, it transforms the traditional contract mode into a partnership; on the other hand, it proposes a protection policy for the flow of selfish desires.

In addition, a series of "double 11" activities will be held. On November 2019 5-6, there was a total of millions of merchants and 100 million users participating in the "quick sell king" activity. The first sale of Simba, the first seller, was 400 million yuan in 2 days. Obviously, fast hand aimed at the live broadcast of Taobao. In the same year, the double 11 turnover of Taobao was 20 billion yuan.

Zhuang Minghao, vice president of Jingwei, has publicly mentioned that the market has underestimated the income of the quiver and the quick live broadcast. In 2019, the income of the broadcast industry was conservative, accounting for 120 billion. In the past, chattering advertising revenue accounted for more than 90% of the total. After breaking into the live broadcast area of the electronic commerce, this fast broadcast gesture based on live broadcast will surely start the battle of defense.

　　 Fighting fish VS tiger teeth

Who can break the inherent live broadcast boundary?

Fighting fish and tiger teeth live as the two major platforms in the field of live broadcasting, and now they are also fighting in the field of live broadcast.

As a matter of fact, game anchors have early selling genes. When the two platforms are just online, many anchors hang up their Taobao snacks or clothing store links in the live broadcast room. It is no exaggeration to describe the early days of the competition by "selling meat muffins". But the game live platform has been short of selling genes.

The main reason is that most of the players in the game are mostly otaku, and the demand for shopping is not strong. For example, in 2016, Taobao was embed with cargo links in the live broadcast rooms of the fighting fish vimemo and so on. In 2018, 618, in cooperation with the Jingdong, the fight fish sent 618 popular anchors to help carry the goods. However, the results of these attempts were not significant, and the fight fish had shelved the live broadcast of the electricity supplier until 2020.

In the afternoon of March 31st, the new function of "fighting fish shopping" was launched quietly. Prior to the interface media reports, it is estimated that around May, the fighting fish will set up an independent live broadcasting business area "trump card recommender". The decision to fight live fish business has already emerged.

Tiger tooth decided to start the business of live broadcasting business earlier than the fighting fish. In December 30, 2019, tiger tooth on the live line of "small yellow car" shopping portal, provide the channel for the host and users to trade. According to the bulletin of tiger tooth, the "yellow car" is connected with the "Zan" provided electricity supplier function. The anchor can choose two modes: "self opening shop" and "carrying goods separately".

A tiger tooth senior told Tech planet (WeChat ID:Tech618): "tiger tooth business live television business is also just started, at present has not yet run out of the logo with the goods anchor." In the future, will tiger tooth open the electricity supplier live broadcast area, there is no further news.

The two big game platform, in 2020, the power of live broadcast is inevitable. The logic behind it is not difficult to understand. After fighting for the first share of the game, the fight fish and tiger teeth compete. Live streaming has become a new focus of financial data comparison.

According to the latest financial data, the average MAU (monthly active user number) shown in the fourth quarter earnings report is 150 million 200 thousand for tiger teeth, 165 million 800 thousand for fighting fish, and 2 billion 346 million yuan for Q4 revenue and 1 billion 890 million yuan for fighting fish.

No matter the difference between the two revenue and the number of users, the expansion of the live broadcast business in 2020 will undoubtedly greatly enhance the revenue and the number of users of the two. As for whose promotion is more obvious, it is better to see who's live broadcast business.

　　 Little red book VS micro-blog

Exploring patterns of planting grass outside pictures and texts

Starting with the content of pictures and texts, Xiaohong book and micro-blog have also entered the field of live broadcast of e-commerce.

As a grass content community of tens of millions of DAU, Xiao Hong book has reasons for not doing business live broadcasting. The reason for this is very simple. Let Luo Yonghao decide to do the live Research Report of the China Merchants Bank. It is mentioned that in 2019, the total GMV of the live broadcast is about 300 billion yuan, which will reach trillion volume in the future. There is still much room for development of the live broadcast of the electricity supplier.

The reason why we can't do this is that the little red book must handle the delicate balance between the text and the live broadcast. For a long time, the main contents of the book are mainly graphic or short video notes. Live broadcast may dilute the community's content and atmosphere. At the annual meeting of Xiao Hong book in November 2019, Qu Fang, founder, mentioned only that the live broadcasting business of Xiaohong book was in the internal test, and did not choose official propaganda officially launched.

Xiaohong book explores the business of direct seeding of e-commerce, and it is only in the near future that it has a definite answer.

In March 26th, the famous brand LV completed the first live show on Xiaohong book. "They used to take photos with little sweet potatoes. Today you can take a stroll in reality." Cheng Xiaoyue, the fashion fan of 1 million fans, said in a live broadcast of LV shop. The broadcast was half-hour, and the live broadcast reached the first place in Xiao Hong's "live hour list".

From the current perspective, the live broadcast mode of the live business of Xiao Hong book is more like the fast track of "old fellow iron". That is to say, live broadcast is mainly open to bloggers with certain fans, making them a shopping system based on trust relationship between bloggers and fans. Set up the product system of live broadcast + picture / text / short video + small red heart commodity list, complete the whole process of planting grass to weeds.

Compared with Xiaohong book, the community is successful in planting grass content, and micro-blog has been reduced from "open topic platform" to "advertising hub" for e-commerce. It is necessary for micro-blog to normalize the advertising behavior of the electricity supplier in the ecological environment. The live broadcast of the electricity supplier is one of the forms considered by micro-blog.

In March 26th, when Luo Yonghao announced the signing of micro-blog's official account, the content was deleted after being reported by many people. This also shows that micro-blog does not want to conduct diversion for other live platforms. The industry pointed out that micro-blog has the intention to enter the live broadcast of the electricity supplier.

Micro-blog emerged red people like Sydney and so on, and became the top 10 net red of Taobao live before 2019. Micro-blog also has "window" and other e-commerce features, but it has not enjoyed the bonus of the growth of the electricity supplier industry.

In March 26th, micro-blog officially launched micro-blog store and formally expressed its determination to develop the live broadcast of e-commerce. In the introduction of micro-blog shop, the platform will provide zero threshold, direct broadcast rights with goods, free training and exclusive rights to participate in live special activities. And mentioned in particular, will give the anchor billions of traffic tilt, support the big anchor in micro-blog's live broadcast business.

The second half of the Internet dividend disappears, and the live broadcast of e-commerce has suddenly become the common choice of the mainstream platform to enhance the commercialization capability. The industry has a laugh: in addition to drops and the US mission, the live broadcast of electronic commerce has almost become the standard of the traffic platform.

In 2020, the 4 live broadcast of the electronic business is about to start.