Live Broadcast Of The Life Phase: Giants Running Into The Field, Hundreds Of Millions Of Blue Ocean Outburst, Where Do Businesses Go?

In 2017, the live broadcast did not explode. Wei Ya helped a new store sell fur, 0 fans, 5 hours to 70 million, the final turnover 120 million, first world famous.

Li Jiaqi sold 15000 Lipsticks in 15 minutes. In 2019, Taobao sold 618, and he sold 5000 single Shiseido Shiseido muscle essence cream for 3 minutes, and sales exceeded 6 million.

Figure via: Claudius "2019 nets red business ecosystem development white paper"

Net red live in 2018, supporting Taobao's 100 billion sales. This year 618, double eleven, live broadcast goods is to become the standard of each big business platform.

With the double growth of net red numbers and fans, the net cash liquidity has increased. As of April 2018, the net red business GMV grew by 62%.

From self media to short video reds, from social media to e-commerce platform, from short video to live broadcast. The net red realisation boundary is widening. Grass planting, carrying goods and electricity suppliers have become the core of the industry's concern.

　　 01 live broadcast of electricity suppliers

The original network of live broadcasting providers started in 2014. All kinds of social content platforms are developing rapidly, and KOL has more and more influence. At the same time, the cost of acquiring brands is too high, so we need to find cheaper sources of traffic. So the core of the net red business came into being.

　　 People: everyone is anchors, everything can be broadcast.

The competition between anchors is simple and fair from a certain point of view. Before she became famous, Li Jiaqi was a BA (Beauty Consultant) of L'OREAL. Whether they are obscure people or great stars, they will be able to stand out as long as they can bring goods.

Apart from KOL, another shining group is star.

In October 21st, "nine hundred million girls' dream" Lin update appeared in the Zhang Dayi anchors, with her to promote a daily necessities. 7 hours, 60 million sales, 2 million 750 thousand people.

In October 22nd, Fan Bingbing came across a "cross-border cooperation" in the Sydney broadcasting studio. Sales broke 110 thousand in a few minutes, and sales volume was 10 million yuan.

Photo Via: Claudius "2019 nets red business ecosystem development white paper"

Feng Rui believes that the net red economy has changed the fate of ordinary people, so that many talented and innovative young people have found new ways to create wealth.

　　 Goods: from daily life to cosmetics, from new products to mature brands.

At present, the largest quantity of goods on the live electronic business platform is clothing, beauty, jewelry, food and other categories. In fact, cars can also be delivered live.

Photo Via: Claudius "2019 nets red business ecosystem development white paper"

In October 16th, Bao Wo automobile brand spokesperson Lei Jiayin opened the electricity supplier to sell the car at half price. 2.5 hours cumulative viewing 4 million 590 thousand +, online booking 1623 vehicles, the order amount of 220 million +.

Photo Via: micro-blog official car

　　 Field: human cargo connection hub, offline broadcast base business rise

In this wave of live broadcast, besides MCN institutions and new categories, there has also been a new format: live base.

Base is "field", can be divided into self operated base, real estate direct broadcast base, institutional base, the remaining industry is collectively referred to as supply chain base.

As the two most important elements connecting people and goods. Not only near goods, but also close to people.

Photo Via: Guosheng securities

　　 02 live platform running in, 100 billion blue ocean will break out!

Running into the field to grab traffic, for the electricity supplier, the direct broadcast is destined to be a competitive Vanity Fair.

The outbreak of quick hands

In December 25th, CCTV and the fast hand joint press conference formally announced that the fast hand became the exclusive interactive partner of the 2020 Spring Festival Gala.

Fast hands are the products of the Internet industry. It emphasizes the presentation of users' real life and gives relatively fair opportunities. Although there is no support for flow, the relationship between KOL and fans is sticky. This also makes the live broadcast of goods become a natural fan economic transformation process.

Byte beating attempt

"South jitter, north fast hand", mentioned fast hand can not mention the jitter, compared with the fast hand, its recommendation algorithm is more concentrated on the outbreak of traffic, the anchor may be a video burst, and because of this, in addition to the head KOL, the loyalty of fans is relatively low, compared to the sound of live broadcast with a lot less volume.

Jitter: product logic and delivery efficiency different from fast hands

Photo Via: Guosheng securities

The offensive and defensive way of Taobao

Taobao live: hold tight to Li Jiaqi, the first chair of live telecast.

Taobao gathered the most powerful anchor group in the whole network. Take Wei Ya as an example: as a live broadcast of Taobao by millions of fans, she is amazingly good at carrying goods. In 2018, the annual sales volume was 2 billion 700 million.

Photo Via: Baidu Encyclopedia

After three years of ups and downs, Taobao's live broadcasting is ushering in a blowout with cargo volume.

The rising star of Tencent

In December 16th, Tencent announced live broadcast announcing the launch of the "gravitational wave" plan, hoping to help WeChat platform 100 thousand merchants better acquire users and complete commercial realisation in 2020, and plan to support more than 1000 businesses to break through the 10 million year turnover through live broadcast business mode.
According to Tencent data, the public number V "goddess evolution" was launched in a live broadcast in April, and the conversion rate was 48.5%.

Photo Via: Tencent Technology

　　 03 conclusion: 2020, will the live broadcast of electric business break out?

Net red live broadcasting has not only promoted the development of traditional industries, but also changed the fate of ordinary people, so that many talented and innovative young people have found new ways to create wealth. As the trend of the new economy, "net red belt goods" is worth cultivating and guiding. The sweat in the live room is the epitome of young people's struggle in the Internet age. Ms. Feng Rui said.

Giants running into the field, good news continues to spread, if 2019 is the first year of live broadcast of e-commerce, then, will the 2020 live broadcast of e-commerce?

In the case of the traditional electricity supplier dividend disappearing, the full-blown live e-commerce has gradually become the standard of brand marketing, where should the business go?

These questions will be answered in the 2020 network red live business conference and the new retail new economic industry summit. This event is jointly sponsored by the Luohu District government of Shenzhen, the Shenzhen radio and TV group, the Phoenix Investment Association venture capital incubator, and the joint efforts of nearly 100 well-known new retail channels and network red institutions. We will invite the national high quality brand dealers, new distributors and new retail channels to participate in the discussion, explore cooperation and promote channel docking.

　　 Six bright spots can not be missed!

Highlights 1: Wei Ya and other anchor anchor in person, 300+ network red anchor site docking

Highlight two: the new retail new national product live broadcast award ceremony, the Shenzhen Municipal Bureau of Commerce, the Luohu District government personally presented the award.

Highlights three: docking new channels, analysis of new business, win in the new retail

Highlight four: Live selling live, feel the new bonus of live TV providers

Highlight five: anchor business competition project press conference

Highlight six: social night - celebrity guests' thanks for dinner

Live selling live

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