The Dilemma Of Live Broadcast Economy: Fierce Competition In The Industry, Where Is The Threshold Standard?

This is the first big business promotion after the outbreak. The annual "618" is not only a promotional campaign for merchants, a shopping feast for consumers, but also a game between platforms. This 618 task is of great significance. Due to severe economic losses, the domestic demand needs to be fully stimulated, and the electricity supplier is a good horse.

Therefore, unlike previous years, this year's "618" addition to Jingdong, Ali, spelt, suning.com and other electronic business platform, vibrato, fast hand also joined the "promotion war", the competition between the platform for the 618 big promotion this year to add a lot of attention.

Live broadcast economy, competition is more intense

Under the epidemic situation, 618 electricity providers and live goods have been accelerating development. Fast, shaking, and other short video based platform, using the charm of the popularity of the anchor, with video streaming into the live with goods, Vietnam War.

The integrated business platform represented by Tmall, Jingdong, Suning, and many other products are on-line live panels, backed by the supply chain, and drained by live broadcast, so as to enhance sales performance.

The business platform represented by mogujie.com and Xiaohong book relies on its own specialties such as fashion and beauty makeup, condenses the user flow of vermicelli type, and develops the new field of live broadcasting business. Baidu relies on its own advantages in technology and information knowledge to open knowledge and live broadcast.

As a result, the 618 Shopping Festival, live with goods is a big fire, become an important means to boost consumption and stimulate production in the post epidemic era.

According to public data, as of 2 p.m. on June 1st, Jingdong's "618" turnover increased by 74% over the same period last year, and the turnover of Tmall's 10 hour sales in June 1st increased by 50% over the same period last year. At 0 o'clock in June 16th, Tmall 618 entered the sprint stage. It was just over 1 minutes after the zero point. The turnover of cosmetics and food was broken by 100 million. The mother and child broke 1.5 in 1.5 minutes; 100 million minutes in 3 minutes, and 100 million minutes in 4 minutes after home cleaning and medical care.

According to historical data, the first shopping festival of Jingdong (June 1st to June 18th) in 2017 was 119 billion 900 million in sales and 200 billion in 2019. In 2019, the 618 Shopping Festival, Tmall sales exceeded 170 billion, a substantial increase over the previous year.

The competition pattern of Shopping Festival is also changing dramatically. With the rapid rise of short video platforms such as jitter, fast hands and so on, the volume of traffic generated will also be huge. The live goods will become the biggest change of this shopping festival.

Therefore, the advantages of traffic + entry are highlighted, and the direct seeding business becomes a new blue ocean. On the Tmall, Jingdong, Suning, and many other business platform, to the brand, business, personal anchors, are eager for live streaming.

Live goods Of threshold Where?

In the background of the electricity supplier's live broadcast of the big fire and the good results and quick income. After Li Jiaqi and ya ya, Juhuasuan called Liu Tao this year. Luo Yonghao picked up Luo Yonghao by shaking his voice. He added a lot of fire to the live broadcast of the electricity supplier, and the two people had already created an amazing single field GMV.

Thus, with more people joining the army of live goods, where is the threshold of live goods? In this regard, some experts said that the net live broadcast "bring goods" is the essence of the electricity supplier. Net red live "take goods" compared with the traditional electricity supplier is a new type of electricity supplier mode, in accordance with its specifications and regulations have not yet been promulgated. Among them, there are safety hazards, fake and shoddy, and the quality is not up to standard goods into the live listings.

Therefore, the threshold of live goods is to crack down on fake and shoddy products and stamp out the "beautiful looking" marketing bubble. We must check the data fraud and traffic fraud seriously.

At the same time, recently, the China Federation of Commerce issued the notice of the China Federation of Commerce on the second batch of group standard projects issued in 2020. The document requests that the media shopping Specialized Committee of the China Federation of Commerce take the lead in drafting the first National Association standard of the industry, the basic norms of video live shopping operation and services, and the online shopping credit service system. Price guidelines "and" two criteria ".

This means that the first national standard of live broadcasting business will be introduced, and it is expected to be officially released in July. The "live broadcast of goods" will follow the rules, and evidence can be adopted to usher in standardized development.

epilogue

This 618 Shopping Festival will be formally attacked. The major business platform has opened the curtain of Shopping Festival. The live broadcast of goods as a tool is the standard for platform drainage, and also a good opportunity for platform operation to subsidize space.

As a new retail mode, standardized and healthy development is the cornerstone of live goods. From the strict control of product quality and service, to strengthen the guidance and guidance to operators and anchors, improve the channels of consumer complaints and reporting, and work together in all aspects, we can make the live broadcast goods go farther and farther on the "Sunshine Avenue", so that consumers can enhance their consumption experience in a safe and secure environment.