Why live e-commerce has become the new favorite of bringing goods?

Born out of the hot air outlet of the year, e-commerce live broadcast has been placed in the spotlight since it was born in 216.

in just three years, when the live broadcast industry is gradually declining under the capital, the growth of e-commerce business has peaked and the traffic dividend has subsided. However, e-commerce live broadcast has become the new favorite of the highly sought-after industry with its unique high viscosity and high conversion rate. From Li Jiaqi, who sold 14, lipsticks in five minutes, to Viya, the first sister of Taobao, whose total turnover was over 5 million yuan driven by "618", e-commerce live broadcast is refreshing its sales records again and again. Behind the number of record highs, it is a carnival about consumers, e-commerce platforms, businesses and MCN institutions.

e-commerce companies are broadcasting live. Why?

in August, e-commerce live broadcast ushered in some new players and new layouts.

on August 1st, Netease koala announced its official live broadcast. In the initial stage, it will focus on the core categories of the platform such as beauty, mother and baby, and conduct knowledge-based shopping guides through live broadcast of beauty experts and hot mom KOL.

On August 3rd, at the 219 Super Red Man Festival in Weibo, Cao Zenghui, Senior Vice President of Weibo, announced that Weibo would launch an e-commerce service platform and open the application entrance in early August. At the same time, the e-commerce live broadcast in Weibo would be connected with Taobao.

If the time limit is slightly relaxed, we will also see that at the end of July, we plan to invest at least 1 billion resources to incubate JD.COM with no more than five "red people" (super online celebrity) and Mushroom Street, which released the "219 Live Broadcasting Hundred Flowers Plan". E-commerce live broadcast is not in full swing overnight. Since 216, Taobao, Mushroom Street, Suning and JD.COM have successively tried live broadcasts. Today, live broadcast business has almost become the standard of e-commerce platforms.

content e-commerce is diverse, so why live broadcast?

some people think that e-commerce live broadcast is nothing more than another level of TV shopping, but in fact, the role of e-commerce live broadcast far exceeds this. At a time when graphic, short video, even audio and other content forms are emerging one after another, and the promotion of soft texts is full of tricks, why does the e-commerce live broadcast that strongly promotes attributes make the platform eye-catching?

in addition, the interactivity attached to the live broadcast often has the function of realizing personal needs-the anchor's try-on and try-on behavior according to the fans' wishes can stimulate the desire to buy more. At this time, the live broadcast of e-commerce is like online shopping in personal tailor. With the maturity of live broadcast technology, lottery and coupon distribution in the process of e-commerce live broadcast have brought new consumption power-irreplaceable preferential attributes, which is already a very common situation in Taobao live broadcast.

for e-commerce live broadcast, in the past three years of development, the early traffic dividend is very obvious for anchors, institutions or platforms. And with the admission of various families, has the dividend period of traffic ended? In the view of Mushroom Street, the good days of e-commerce live broadcast have just begun. Compared with the stock market of traditional shelf-type e-commerce, the incremental space of e-commerce live broadcast is still very large, and the GMV data of Mushroom Street can explain the problem. With the gradual popularization of 5G, it is believed that the coverage of e-commerce live broadcast will become wider and wider.

but for the e-commerce platform, a fierce battle has just started.