Discussion On Live Broadcast: Cross Border E-Commerce Platform Is Copying "Taobao Live Broadcast" Overseas

The immature overseas live broadcasting is becoming more and more fierce. Some commentators in the industry pointed out that 2020 will be the first year of cross-border e-commerce live broadcasting.

At present, there are mainly two modes of overseas live broadcasting with goods: one is the live broadcasting mode of social media outside the station such as youtube, instagram, tiktok and Facebook; the other is the on-site shop broadcast mode of cross-border e-commerce platforms such as Amazon, express, shopee and lazada.

In view of the store broadcast mode closer to the seller, Yibang power combed the specific situation of the four mainstream cross-border e-commerce platforms, including express express, Amazon, shopee and lazada, for readers' reference.

Express Link

Fastlink is the first batch of pilot projects to copy China's live delivery mode to overseas cross-border e-commerce platforms.

It is understood that the new live broadcast function of fastsell was launched in July 2019, focusing on fashion clothing, model show, digital evaluation, jewelry display and home appliance function demonstration, and has carried out more than 10000 live shows so far. In 2019 alone, there were more than 8000 live broadcasts on the express platform, twice the total number of live broadcasts in 2017 and 2018. During the mid year promotion in June this year, nearly 1 million Russians watched the live broadcast of Express online, and the Spanish and French markets also developed rapidly.

In the second ten days of this year, it has announced the plan to create more than 100 thousand new job opportunities for the global Red Net in the next 30 years.

According to Yi Pengfei, who is in charge of the live broadcast business of express express, with the help of the live broadcast mode, the return rate of the live broadcast merchants on the express platform has dropped from 5% to less than 2%. Now, cross-border trade businesses on the express express platform have also opened new live broadcast modes such as live broadcast in local warehouses overseas and live broadcast at the file entrance.

Yibang power understands that at present, express express does not charge any fees to both sides of merchants and talents. There are four modes of live broadcasting on the platform:

1. Business self broadcast: a live broadcast initiated by the business itself; the official will provide a full set of relevant tutorials and certain traffic support; the complete preparation process of live broadcast is produced by the business, and the business does not need to pay any fees to the platform in the process, and the anchor can be its own staff or its own anchor resources.

2. Live broadcast of talent: live broadcast is carried out by the talent anchor found on the express platform. Businesses need to pay buy it now price or CPS Commission according to the communication with talent. The merchant needs to provide the sample sending and the live broadcast cost of the talent. (the professional degree of different talents and the magnitude of fans are different)

3. Institutional live broadcast: some domestic and foreign institutions cooperating through the express platform carry out special or multi brand mixed broadcasting; this kind of live broadcast is applicable to the special activities of the store (such as new or new product release or store anniversary celebration, etc.) or the activity live broadcast of platform marketing nodes.

4. Platform based professional content: the live content initiated by the official express platform and undertaken by the professional content production team in the promotion or marketing festival of the platform. This kind of live broadcast content will have official design related themes and content forms, and the top businesses in the industry will be invited to participate in the targeted investment, and the selected merchants only need to provide the sample of goods.

According to the official survey data of express express, the categories of goods suitable for live broadcast with goods are as follows:

1. The top five categories of live broadcast are mobile communication, beauty and health, consumer electronics, home appliances and home appliances;

2. In terms of live broadcast, the most popular commodity categories are women's wear, home furnishings, jewelry accessories, sports, and beauty and health;

3. From the perspective of the hot commodity dimension of the live broadcast venue, the recent hot issue is the live broadcast of new mobile phone brands, including Xiaomi and youmi; meanwhile, wigs, baby strollers, and clothing shoes and bags are also good categories in the live broadcast.

Amazon

At the beginning of last year, Amazon has added Amazon live to its app, but it has not been paid attention to by sellers due to its imperfect functions. With the rise of live broadcast by overseas social media, at the end of last year, Amazon announced that the live broadcast function would be launched on the whole site. Amazon live, which is gradually improved and upgraded, has finally won favor this year.

Amazon The live function allows sellers to stream the video content as a promotion or sales tool. Consumers can view the live broadcast in the product details page of Amazon website and app, Amazon stores and various advertisements of Amazon. Its mode is the same as that of Taobao live broadcast. The host can chat with consumers, and the product will be displayed in a prominent position on the product details page in real time Families can also share promotional codes and offers for consumers to buy.

It is understood that in addition to adding Amazon Live Live Live function to its own application, Amazon live creator, an app similar to Taobao live broadcast, has also been launched for sellers.

At present, Amazon suppliers and Amazon sellers who have registered with the Amazon brand registration center, as well as the creators of Amazon influencer program, can broadcast live on Amazon, and there is no charge for the sellers.

Of course, Amazon live has its limitations. For example, at present, it is only open to the U.S. market, and will not be streamed on other Amazon markets, nor can it be viewed by consumers. In addition, sellers can only download Amazon live on Apple's IOS system, and the details pages of some specific categories of goods (such as industrial supplies and handmade products) do not support live broadcasting.

It is understood that Amazon live broadcast is suitable for fashion, beauty, cooking, fitness, baby, home, car, electronics, toys, pets, mobile and TV products. It has the following characteristics:

1. Amazon live can permanently retain the live video of the seller, and users can see it randomly on the live channel. In other words, in addition to the live broadcast, the retained video can also be continuously diverted;

2. The platform will give the corresponding on-site traffic distribution for live sellers;

3. After the live broadcast, the business background will generate detailed live data, including viewing amount, product click quantity, sales volume, etc;

4. Sellers can set their own live promotion and drainage, and the live video will be displayed on the listing page for 48 hours;

5. When a seller uses Amazon live live, all followers will be notified.

In addition, at present, Amazon's live with goods is still in the early amateur stage, most of the live broadcast are biased towards the traditional product introduction and evaluation, more suitable for brand marketing promotion.

Shopee

In March last year, shopee launched shopee live in Singapore, Malaysia, Thailand, Indonesia, Vietnam, the Philippines and Taiwan. This function allows brand merchants and all kinds of small and medium-sized enterprise merchants to share real-time content with store fans and potential customers through "one click live", and sellers can invite online celebrities, consumers, employees, etc. to participate in live broadcast selling.

At present, there are two main forms of live broadcasting in shopee platform

1、 Shopee agent live, that is, help sellers in need to carry out live delivery with goods by means of shopee official platform, such as shrimp skin online marketing service, etc;

2、 For shop broadcasting, sellers can pay for professional KOL to carry out live broadcasting with goods, or the sellers can live live on their own. Singapore, Malaysia and Taiwan websites can be broadcast in Chinese, and Philippine websites can be broadcast in English.

In summary, shopee live broadcast mainly presents the following features:

1. Real time online interaction: the seller can decide the type of product to sell and how to interact with consumers in real time during the live broadcast.

2. Buy while watching: during the live broadcast, the seller can mark the corresponding live product for the audience to buy immediately, and the audience can continue to watch the live broadcast during the shopping process. At the same time, consumers can also participate in comments and praise many times during watching the live broadcast, and share the live broadcast to the social platform.

3. Live broadcast can be replayed: consumers can access shopee live through the shopee homepage entrance, and can play back the previous live broadcast or view the live broadcast notice that will start soon.

In order to break into the Southeast Asian online marketing market, shopee cross-border built a shrimp skin online marketing service system integrating live broadcast platform, online Red Resources and brand adaptation last year, that is, shopee cross-border cooperates with professional third-party KOL institutions to provide local KOL anchor services for cross-border sellers with live demand. At present, the service has been open to all cross-border sellers, covering Indonesia, Malaysia, Taiwan, Vietnam and Thailand.

It is understood that for the sellers who use shrimp online Red marketing service, the platform will evaluate and reevaluate KOL again according to the live broadcast effect after the live broadcast, so as to help the brand prepare the online Red marketing service closing report, so as to form a professional closed-loop effect evaluation display. At present, the mode of cross-border cooperation is shopee

1. The seller applies to the account manager

2. Apply and fill in the payment form

3. Establish group chat connection details

4. Provision of KOL candidates

5. Live broadcast

6. Platform tracking and monitoring, live effect feedback

According to official data, in 2019, shopee live's full platform viewing volume reached 500 million. During this year's epidemic, the number of live broadcasting in Malaysia increased by 70 times compared with the same period last year, and the Philippines and Singapore markets also increased by 40 times. During the Ramadan promotion in 2020, shopee live in Indonesia attracted more than 120 million views in April alone. Shopee official said that at present, the conversion rate of live broadcasting rooms with excellent performance reaches 10% - 20%, and the conversion rate of sellers' live broadcasting rooms is 10 times that of ordinary pages.

Lazada

Lazada live live was launched in 2018. During last year's double 11, businesses in six Southeast Asian countries in lazada fully launched the live delivery function for the first time. At present, this mode is similar to the live mode of Taobao, which allows consumers to watch and support while buying.

According to the data, Gmv generated by lazlive live service increased by 45% month on month in April this year. The live broadcast service attracted more than 27 million active users in April. In May, the number of live broadcast by lazada cross-border businesses reached 50 times that in February. Take Thailand website as an example. At the beginning of this year, the daily average of live broadcast of cross-border businesses in Thailand station was single digit, and in June, the daily average of live broadcast by business operators exceeded 60.

In addition, at the end of June, lazada set up the first cross-border e-commerce Innovation Service Center in Nanning to provide one-stop live broadcasting services for small and medium-sized businesses in Southwest China, such as matching professional anchor resources and professional training in small languages.

It is understood that the live broadcast of each country's website in lazada is carried out separately and does not communicate with each other. There are four main steps for the seller to create a live broadcast:

1. According to the market requirements of various countries, register the buyer's account number;

2. Bind the buyer's account number with the background of the store (corresponding to the country);

3. Apply for live broadcast permission, trial broadcast for one minute, and submit it for review;

4. After the application for live broadcast permission is approved, it can be broadcast.

At present, lazada has also cooperated with a number of certification service providers to provide local live broadcast agency service for red people. The cooperation mode of the service is as follows:

1. Submit live broadcast application to the platform through work order or corresponding customer manager;

2. Join the exclusive live nailing group;

3. Select the service provider after knowing the scheme and price;

4. Determine the details of the live broadcast.

In addition, Yibang power learned that lazada also launched the lazalent project in April this year to tap anchors and build its own KOL ecosystem. Both KOL and ordinary buyers can participate in the live competition of the project and become lazada's live broadcast anchor.