Over the years, live broadcasts have grown from scratch, from barbaric growth to standardized development, from high-speed expansion to steady progress today. However, even if the live broadcast enters the second half, it is still an important direction for brands and businesses to find increments.
According to data from the Ministry of Commerce, from January to October this year, the national online retail sales reached 12.3 trillion yuan, up 11.2% year-on-year; Among them, from January to October, live broadcast sales exceeded 2.2 trillion yuan, up 58.9% year-on-year, accounting for 18.1% of online retail sales, driving the net to grow by 7.5 percentage points.
At present, there are more and more fields and scenarios for live broadcast with goods, showing diversified ecology such as industrial live broadcast, village broadcast, store broadcast and talent broadcast. In many places, live broadcasting is regarded as a new force for industrial development. For example, in some places in Zhejiang, live broadcasting is moved to scenic spots, homestays and agricultural industrial sightseeing parks to promote the deep integration of e-commerce live broadcasting with leisure agriculture and rural tourism.
Brands and businesses lay out shop broadcasts in a more active manner. In the past year, the number of new store broadcasts in Taobao has exceeded 300,000, including more than 27,000 live broadcast rooms with a turnover of over one million and nearly 4,000 with a turnover of over ten million. During the "double 11" this year, the results of live broadcast with goods were also dazzling. As of 0: 00 on November 11th, Taobao has produced 58 live broadcast rooms with turnover exceeding 100 million, of which 38 stores have turnover exceeding 100 million and 451 stores have turnover exceeding 10 million.
Live broadcast with goods can help consumers improve their consumption experience and open up sales for many products with guaranteed quality and guaranteed service. This format is innovation in itself, and various innovations are continuous in the process of development. This upward development potential has greatly promoted the high-quality development of e-commerce in China.
For e-commerce, the most important thing is to open a new incremental channel. According to the data released by Alibaba Mama, a commercial digital marketing platform of Alibaba Group, the business increment brought by live broadcast to Taobao Tmall merchants is 7-11 times of the average level.
In addition, the content of live broadcast with goods is diverse, and the applicable scenarios are richer, which has become a shortcut for some brands to get involved in e-commerce. Some traditional brands, especially brands or businesses that once focused on offline, first chose the form of live delivery when transforming to online, thus directly establishing contact with consumers.
The innovation of live delivery itself also injects more vitality into e-commerce. In order to get more traffic and keep users on the platform, Taobao began to transform into content, and vivid live broadcast with goods is the best content window. This year, Taobao stepped up its efforts to make content attempts in the field of live broadcast. According to the data released by Taotian Group, in the "June 18" this year, among the new anchor anchors of Taobao, the content-based live broadcast room without goods accounted for 24%.
In the process of continuous innovation and development, the competition pattern in the field of live broadcast is also changing. At first, the competitive edge of live broadcast platforms such as Taobao, Tik Tok and Aauto Quicker was the head online celebrity anchor. However, at present, the head anchor permeates each platform, and the unique resource advantages of the platform are becoming less and less obvious. With the change of consumption environment, the wind direction of live broadcast has also changed, and the head top flow is no longer the focus of live broadcast. This trend change is fully revealed in the strategic change of e-commerce platform live delivery.
It is understood that this year’s battle report released by Tmall "double 11" did not mention any information about the head anchor, and the focus was on the data growth of the store broadcast. Tik Tok Live is also more interested in distributing traffic to more anchors and talents.
Under the new wind, the field of live broadcast will start a new round of competition. (Reporter Jiang Yongxia)