Expert Opinion: Taobao Live MCN Agency Head Xinchuan: Live Broadcast Will Maintain A Three Digit Growth Rate

Xinchuan, person in charge of Taobao live MCN: live broadcast will maintain a three digit growth rate

The live broadcasting industry has begun to take shape, but it still has a small share compared with the overall market size of e-commerce, which also means that there is a huge space for consumers to purchase and transform in the consumption field of e-commerce.

On the one hand, live broadcast, an efficient form of content interaction, will enable more stores to reach consumers through live broadcast; on the other hand, short video has become a very important consumption mode for consumers, which can be guided to become the increment of e-commerce live broadcast through content. The future increment of live broadcasting industry is huge, and it is expected to maintain a three digit growth rate this year.

In 2020, live broadcasting of star type, new and exotic products, and partial cultural type of live broadcast are springing up in various platforms, which widens the boundary of live broadcasting. It is not only carrying goods, but also more content platforms are beginning to try to live broadcasting with goods.

It is a fan economy, and the current consumption power does not represent all. The structure of users of Taobao live broadcasting is similar to dumbbell, with large at both ends and small in the middle. That is to say, the proportion of first and second tier users is relatively high, that of fourth and fifth tier users is basically equal to that of first and second tier users, while that of third and fourth tier users is relatively small.

The sinking users of Taobao live broadcasting have always been the important service and customer service objects of Taobao live broadcast. The free time available to the sinking users of the fourth and fifth line will be more flexible and more free, with more disposable time cost, and with greater possibility of purchase and transformation.

Wu Shichun, founding partner of Meihua venture capital: short video platform is more friendly to ordinary people

Now is the best time for the rise of new domestic brands. The epidemic has changed people's consumption habits and psychology from offline to online, and the younger generation of consumers in China has become the mainstream. Based on national self-confidence, this group has a higher recognition of domestic brands. In addition, with the improvement of the new generation of supply chain ability, aesthetic ability and overall technology, more and more high-quality domestic brands have developed rapidly and their valuation level has been continuously improved.

Of course, live e-commerce for the consumption of new brands of domestic products is very obvious. At present, there are three levels of live delivery. The first level is the goods represented by Ali Jingdong, the second level is the popularity represented by shuoyin express, and the third level is the business relationship (iteration of relationship chain) represented by Tencent.

It is expected that the live e-commerce will maintain a rapid growth, with an estimated 250-300 million users in 2021. Many new brands will get better promotion. The publicity effect of the head anchor and big V can be comparable with the advertising effect of traditional TV and variety show. This is a win-win effect for businesses, platforms and anchors.

At present, the short video platform, mainly composed of tremolo and fast hand, is more friendly to ordinary people and grassroots. The big data drainage mode of the platform will bring broadcast traffic to them. And star big V has its own traffic, so Taobao such a platform live broadcast mode is more beneficial to them. For the plain people who have no traffic at all, there may be more opportunities to choose a new platform like wechat video number.

Liu Zhiwu, founder and CEO of brilliant star: a large number of MCN institutions are leaving

E-commerce live broadcasting has reached a turning point. In the second half of 2020, the industry has entered a decline period. A large number of MCN institutions leave the market, which is not healthy as a whole. The traffic of the platform is controlled by the head anchor, which makes it difficult for small anchors to break through.

A large number of anchors in the middle waist do not have the right to choose goods. For example, Wei Ya and Li Jiaqi require the lowest price in 90 days or even the lowest price in the whole year. However, the small and medium-sized anchors do not have the bargaining power, which leads to their lagging behind the big anchors in the selection of products.

On the other hand, on the flow side, it can't be said that it is unfriendly to small anchors or newcomers. It's just that the traffic is skewed, and for the operation of traffic, small organizations and anchors or brands have not yet possessed the core organizational ability.

At the same time, the trend of online Red e-commerce live broadcast represented by Redman anchor needs to be better optimized in the whole commodity end, and there should be more strategies in terms of traffic precipitation. Brand choice and anchor cooperation, can not just blindly reduce the price, which will lead to no money for the brand side.

In addition, the matching of live products with the platform is also very important. If the products are sold live on the express and tremolo channels, they may only be able to sell relatively low-end products, because the consumption habits of users still stay in buying Dazhao to Jingdong and tmall platforms.

In addition, there is an opportunity for social content e-commerce in the private domain. It will be a very good opportunity to make live broadcast in wechat ecosystem.

Professor and vice president of Law School of Peking University

Xue Jun, director of e-commerce law research center of Peking University

At present, in the relevant provisions issued by the General Administration of market supervision, a pragmatic analysis method is adopted, that is to say, not all live broadcasting is defined as advertising behavior, nor is the anchor identified as Advertising Spokesperson, but the judgment should be based on the actual situation.

The activities of legislation and national standards on live broadcasting have been in progress. It is not only the relevant normative documents issued by the General Administration of market supervision, but also the office of online information technology is taking the lead in drafting some corresponding normative documents. At the same time, live broadcasting belongs to the e-commerce industry in a broad sense. As early as 2019, China has issued the e-commerce law, and the corresponding legal requirements are relatively clear.

In the case of Simba false bird's nest, the dispute over the intensity of punishment is not only a matter of the amount of fine, but also a serious problem of reputation impact. If an anchor's image and business evaluation in the eyes of consumers are reduced, it is an invisible loss. Only a good reputation can win the trust of fans, so that they can have the right to negotiate with merchants, select products, discount, etc. This is also a kind of social restraint mechanism.

At the same time, we should also implement the responsibility of the platform, do a good job in the background real name system of anchor, and manage the special list of illegal anchor. In the future, some credit punishment systems can be established. Anchors who violate the rules and conduct false publicity will be blacklisted and may be banned by the platform.

In addition, the behavior of swiping orders and counterfeiting is unfair competition behavior, which will disturb the whole market order in fact.

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