Live With Goods Spoiler "618" Behind: Jitter, Quick Hand "Breakthrough" Flow Pipeline

The Internet industry is never short of draught, and the current draught is not "live with goods".

Direct broadcast with goods is not a novelty. In 2016, which was called "the first year of live broadcast", a live broadcast boom swept across the Internet. Since then, many industries have captured the prospect of "live +", and have begun to increase their layout, especially the electricity supplier industry.

At that time, with the live broadcast function of Taobao as the symbol, the live broadcast became the standard of the electronic business platform. Over the past few years, the live broadcast of the major business platforms has been developing, but this year the sudden emergence of "live goods" and some changes in the past, under this storm, the electricity supplier has become the standard of live broadcast, and the protagonist behind it has changed from the electronic business platform to a short video platform such as jitter and fast hands.

Short video is the current traffic depression. Under the circumstance of the overall traffic bonus of the Internet, the traffic of short video still keeps increasing. According to the data at the beginning of the year, the daily activity of shaking was 400 million, and that of the fast hand was 300 million.

And traffic is the lifeblood of the electronic business platform, the competition around the traffic has been the core of the competition in the electricity supplier industry. So, what direction will the relationship between the e-commerce platform and the short video platform go in the next direction? It is also the answer that the outside world wants to know when looking at these two industries.

Stir up "618"

Internet companies like to create "Festival". Jingdong's "618" and Ali's "double 11" are typical representatives. But from many years ago, the two companies gradually separated from you and me. "618" and "double 11" have also become Carnival of the entire electricity supplier industry.

This year's "618" business platform is still in full swing. At the end of May, various platforms began to warm up, but many electric business people told reporters that this year's "618" movement is a bit small. The impression that the outside world has produced is not related to the "live goods".

In March of this year, when Luo Yonghao announced that he wanted to start broadcasting live goods, it was once a hot debate. Unlike other entertainment stars, Luo Yonghao is a continuous entrepreneur. Although his entrepreneurial record is not good, his trend is always the same as that of the draught. So when he is involved, it seems that the direct seeding of the live business is coming.

After competing with many platforms, Luo Yonghao finally signed the jitter. Before that, the jitter was actually lagging behind in the live broadcasting business. Compared with the live broadcast of Taobao, Li Jiaqi and Wei Ya developed the Simba and Sanda brothers.

Therefore, signing Luo Yonghao can also be regarded as the starting point of the live broadcast of the live broadcast by shaking the voice. On the evening of April 1st, Luo Yonghao showed the first show of goods, and his voice was full of sincerity and gave enough exposure. Luo Yonghao finally brought 110 million yuan, which has been a very brilliant achievement for a new person.

After Luo Yonghao, more and more corporate chiefs joined the ranks of live goods, of which Dong Mingzhu was more special. Because in April 24th and May 11th, Dong Mingzhu made a live broadcast of the sound and the fast hand. The result and result of the two live broadcast were very different.

A live broadcast industry insider told reporters that Dong Mingzhu's two live broadcast is equivalent to shaking the voice and the fast hand made a cross review, a contrast can feel, the fast hand to the direct seeding electricity supplier's investment and the degree of attention are far greater than the trembling sound.

Dong Mingzhu's quick live broadcast, with a sales volume of up to 310 million yuan, is behind the quick platform's offer of real gold and silver subsidies. This is also a demarcation line. There are two states in the field of direct seeding electricity providers, namely, the fast hand and the jitter, and the former are highly motivated and highly motivated, while the latter choose to go deep into the development.

At the end of May, the fast hand announced the cooperation with Jingdong retail, and the two sides will conduct in-depth cooperation in the supply chain capability building, brand marketing and data capacity building of the fast shop. Among them, the most important thing is that the fast hand has won the retail supply chain of Jingdong, which means that users can directly conduct a series of operations such as order purchase, logistics inquiries, after sale service and so on in Jingdong's own store. There is no need to jump to Jingdong App again.

In mid June, the retailer jointly launched the "double billion subsidy" plan with the Jingdong retailer. The quick hand will sell the Jingdong self operated goods aimed at the fast hand shop during its "616" Shopping Festival, and then make additional subsidies on the basis of the original ten billion subsidy of Jingdong.

The fast hand joint with Jingdong has become a new variable in this year's "618" electricity supplier industry. In addition, the direction of the relationship between jitter and Ali will determine the future pattern of the electricity supplier industry. A person familiar with the matter said that the jitter and Taobao signed the annual box cooperation will expire at the end of June, and the two sides are still in the process of negotiations.

Of course, for the electricity business, the byte beating is late, but its potential can not be underestimated. In June 18th, the reporter also confirmed from the byte beating that it has recently set up an electric business division, which will serve as a company's first level department to co-ordinate its various products' e-commerce business.

And enhance the strategic position of the electricity supplier business is undoubtedly an important symbol of the byte beating to further force the electricity supplier business.

The next step of direct seeding electricity supplier

But at the moment, the outside world has also questioned the direct delivery of goods. Especially after seeing hundreds of millions of dollars in war reports, many people began to think about whether these figures are true. Can the live broadcast keep the goods going on?

An e-commerce industry analyst told reporters that at present, compared with the electronic business platform, the role of live broadcast goods is still the role of "discount zone", which mainly attracts users through low prices. For many businesses, live goods are not profitable, and the reason they continue to invest is to take live goods as marketing activities.

Yu Feng, director of Taobao's live broadcast, said in an interview with Sina Technology recently that many people say that live streaming is based on traffic, but in fact, direct seeding is never a traffic business. Alibaba has never been a traffic business. Traffic and commerce are two things. Traffic is only a factor, and commerce is the combination of various elements to create value.

For Taobao, it already has a mature supply chain of electric business. It is a live display, and it is an exhibition of increasing the electricity supplier's merchandise. In the past, it was said that the electronic commerce subverted the traditional retail business because it moved the transaction to the online, but with the development of online economy, the traditional electricity supplier was also facing some troubles.

An expert in the field of electricity providers told reporters that in the past, the graphic and text information displayed by the electricity supplier had weakened the decision-making ability of consumers, and the traditional e-commerce platform lacked social behavior, which made consumers lack communication and interaction.

In fact, the electronic business platform has been improving in these two aspects. For example, 3D display of goods, short video display, and the establishment of buyers and so on. The appearance of live broadcast has just solved the problem of commodity display.

Therefore, within Taobao, e-commerce and live broadcast can form a closed loop. What it needs is more user traffic. But the industry insider told reporters that for the jitter and the fast hand, they do not want to be channelization and become the diversion tool of the electronic business platform. Therefore, both the jitter and the fast hand are building their own electronic business platform.

Since the beginning of this year, a series of actions of quick shop and jitter shop have expressed their attention to self operated platform. However, the construction of supply chain and integrated e-commerce platform is not completed in the short term, but also needs a process of cultivation. Therefore, external cooperation is still important at this stage.

Although the emergence of live business can be traced back to 2016, this year will be the first year of its industrialization. Next, what kind of concurrence relationship will be formed between the live broadcasting platform represented by jitter and fast hand and the electronic business platform represented by Taobao and Jingdong, and will also determine the future direction of the direct seeding electricity supplier industry.

?