Since the outbreak of novel coronavirus pneumonia, the businesses under the line have suffered a great impact. Exploring new channels and digital transformation has become an important issue for business enterprises. As the hottest new business model in 2019, live e-commerce has continued its boom.
Just like chef ye from Dongpo, Meizhou, who taught food production experience in the live broadcast room, recently, chefs from Xibei youmian village, Xiaolongkan, Xinya and other national catering brands gathered on Taobao to broadcast cloud business.
Xiaolongkans relevant person in charge told the daily economic news that after participating in the cloud Chef live cooking session on February 16, it was only sold for 10 minutes in the early morning of February 17, and Xiaolongkan sold more than 10000 boxes of hot pot since it was hot, and the transaction value of the whole store exceeded 200000 yuan in 20 minutes. In terms of the overall turnover on February 17, it increased by more than 1200% compared with the previous month (January 17).
In the view of the above-mentioned head of Xiaolongkan, it is indisputable that the group suffered serious losses under the outbreak, but the results of online operation did play a significant role in easing the pressure of enterprise operation.
In the sudden outbreak, more than ten of our offline stores were unable to open, and dozens of shopping guides were waiting for work at home. Balabala joined the store owner Kwai Ming (pseudonym) told reporters that now through the fast live electronic business, her store guide shopping every day to live nearly 10 hours, every day nearly one hundred thousand of the visitors and tens of thousands of yuan sales.
Coincidentally, on February 17, wechat small program live component stormed online, and businesses could open it within one day at the fastest; on February 18, Jingxi live launched 15 support policies again for industry belt businesses and live broadcasting institutions, and launched the live shop model groundbreaking online; on February 21, Suning e-commerce launched the super shop broadcast plan for 12 hours of live broadcast, which will be launched by stars The shop assistant matches with the webcast to bring the goods online in real time.
On February 21, Huang Qinghua, vice mayor of Ruichang City, boarded the Jingdong live broadcast and became the spokesperson and anchor of Ruichang yam. Through the mayors hosts personal endorsement, the live broadcast data of Jingdong shows that at 6:30 that night, the highest number of people online exceeded 1.6 million, 12000 Jin of yams were sold in three and a half hours, 41000 phyllite duck eggs, 95000 eggs with pine flowers and 1100 duck, during which several replenishments were sold out.
As the first trial of wechat live app component, beauty brand perfect diary has also become the first person to eat crabs. During the outbreak, most of the companys offline stores were closed. But we didnt interrupt the business, just the form changed. Liu Bingliang, CTO of Yixian e-commerce, an e-commerce company affiliated to perfect diary, told reporters that at present, makeup artists in 50 stores under perfect diary carry out live activities on wechat apps by transforming themselves into network anchors.
/N choices of live delivery/
Chefs, beauticians, sales guides, rural vegetable farmers, and even mayors have transformed themselves into anchormans and stepped onto the live broadcast screen. With the help of cloud back to work in 2020, the era of national live broadcast is accelerating. But live e-commerce is not an easy job.
Zhang Jingli is a Kwai anchor on the fast platform. She basically has more than 8 hours of live broadcast every day. In addition to one in the evening, there is another around 5:30 every morning. Because there are fewer people who broadcast live in the morning, she wants to stagger the time.
I was against it at first Zhang Jinglis husband, Du Yuhui, recalled telling reporters that at that time, the family was under great economic pressure. Although the salary was lower at work, it was stable at least, and I didnt know if I would lose money if I did live broadcasting.
If Mr. and Mrs. Zhang Jingli are desperate to engage in live belt delivery under the pressure of life, and more live belt anchors enter this track, it is a natural choice for retail channels to change.
RCAT Lin kitten, a down clothing brand, is an old merchant who has opened a shop on Taobao platform for 10 years. Wang Shanshan, owner of RCAT Lin Xiaomao, once told reporters that after 2015, the whole Taobao has undergone tremendous changes, and the focus of Taobao platform is obviously more inclined to do content.
In 2016, Taobao launched a live channel. In that year, we made a fashion show for tmalls double 11 live broadcast. The whole live broadcast saw more than 10000 people. Wang Shanshan does not forget her own brands brilliant achievements.
But she also admitted that it was too difficult to hold a live broadcast at that time, which required a lot of time and energy, so she did not stick to the form of live broadcast until 2018. In fact, this is a very regrettable opportunity. We didnt seize it. Wang Shanshan remembers. At that time, when a friend saw her homes live broadcast, he also began to do live delivery, guaranteeing live broadcast for 3-4 hours every day, and now he is a fairly large-scale live talent.
Liu Wenbiao, who was originally engaged in the luggage business in Baigou new town, had been engaged in the luggage production and sales business for more than 10 years before joining the live e-commerce. He had his own factory and physical stores, but he started the live e-commerce in May 2019.
From the owner of the store to the anchor of the live e-commerce, the Hebei man, who is over 1.8 meters tall, has to say to the reporter that the work of live delivery is too hard and too tired. But he knew the reason why he had to keep going: the business of physical stores is getting worse and worse. Many old customers, who take less and less goods, have been replaced by live broadcast.
It can be seen that waist anchors and growth anchors such as Zhang Jingli, Wang Shanshan and Liu Wenbiao represent the vast majority of the industry and are more well known by the public as a few head anchors.
On February 5, after 2020, Li Jiaqis first live broadcast was on Weibo hot search. On that day, the number of live viewers exceeded 14.8 million, with an estimated sales volume of 31.362 million yuan. Not only Li Jiaqi, Taobao live a sister, Wei Ya continues to refresh her own goods record, only in 2019, double 11 day, the number of viewers watching Kwai Ya live broadcast reached 43 million 153 thousand and 600; the fast hand red man Simba realized a 130 million yuan sales volume with a live broadcast of the wedding.
The success of the anchor with goods promotes the development of live e-commerce. In July 2019, Jingdong announced a 1 billion yuan incubation plan for Redskins; in December 2019, pinduoduo also put forward the signal of trial water live e-commerce. Besides Kwai tou, there are also the tiktok, mogujie.com, Xiao Hong, ocean pier, jitter, and fast hand.
/Live e-commerce leads to capital chase/
If live e-commerce officially ushered in the first year in 2019, then just at the beginning of 2020, the fire will directly burn to the restless A-share market. On the first trading day (January 2) in 2020, the live video became the hot topic of the day, and several stocks such as Saturday and mango super media rose and stopped. Among them, the most representative womens shoes first share got 12 trading limits on Saturday in the 15 trading days starting on December 13, 2019.
In addition, on January 5, 2020, as the golden hot sausage produced by the company appeared in Li Jiaqis live room, it sold 100000 + packets in five minutes, with a total sales volume of more than 3 million yuan. The next day, it also directly harvested the trading board, with a live broadcast bringing a market value growth of 548 million yuan.
These phenomenon level live events have made many listed companies begin to approach the live network red economy. According to wind data statistics, from Saturday, October 23, 2019, when the first triple board appeared, to February 17, 2020, the number of announcements involving online Red keywords in Shanghai and Shenzhen announcements reached 86.
Nowadays, many listed companies once again choose to look for opportunities in live e-commerce. On the evening of February 18, Youyi e-commerce, a subsidiary of cross border communication, and Li Jiaqi, the head anchor, cooperated to sell two commodities, among which 38000 were sold in two minutes in the twin bottles of staffy white puff, and 12000 in five minutes in the other neck cream, proving once again the magic of live delivery.
However, some analysts believe that the sustainable development of listed companies ultimately depends on the shaping of their core competitiveness and does not depend on whether there is online promotion. According to the report released by Guotai Junan media team, MCN, the company behind netred, is the most important investment focus.
E-commerce service industry includes MCN (online Red brokerage company), advertising service provider, agent operation agency and other formats. However, as the connector between the platform and the host, e-commerce service industry also benefits from the development of live e-commerce and feeds live e-commerce.
Guotai Junan also believes that the Internet red economy has become a new outlet of the current industry, and has become the consensus of capital and market.
/How to bring goods live in 2020/
OMG! he shouted to the camera! Buy it! Buy it! Buy it! When Li Jiaqi and other leading live webcasts, which can affect the performance of numerous companies and the markets judgment on the consumption trend, the capital side seems to need to use another attitude and concept to re understand live e-commerce.
Under the influence of the epidemic, re open live e-commerce business, once again let the capital unexpected. Three years ago, investors had a lot of questions about the new thing of live broadcasting. Can online Red keep fire for a long time? How to combine video with internet red and e-commerce? Alibaba, mushroom street and other e-commerce platforms didnt seem to set off much waves in their previous attempts to integrate with video, which also made many investment institutions hold a wait-and-see attitude.
Wang ande, senior investment manager of Innovation workshop, said in an interview with the reporter of daily economic news that after two to three years of exploration, live e-commerce in 2019 has entered a stage of comprehensive demonstration.
At the beginning, you will think that the form of netred is a kind of transient form, but if we understand that the underlying infrastructure of mobile Internet is people to people network , we find that social media and social network are the largest information platform in the era of mobile Internet, and netred and anchor are the key traffic nodes on these platforms. Wang said.
Many investors think Kwai tiktok entered the 2020, the competition pattern of live broadcast business is more and more stable. Besides Ali, jitter, fast hands and so on, there is no new platform for traffic flow. Investors will pay more attention to the companys first tier companies, which is also the process of improving market concentration.
In this regard, Wang ande said that after the stable competition pattern, capital pays more attention to the ability of a companys sustainable growth when choosing a project, which puts forward higher requirements for the companys front, middle and back office operation ability. For example, for e-commerce platforms such as Xiaomi Youpin and Netease yanxuan, the most important is often the supply chain capability, which can even account for 80% - 90%. For netred e-commerce, the importance of the front-end operation ability and the ability of commodity + supply chain management is five five opens.
Game player Kwai Wang Ande also suggests that new players can find opportunities from new entrance points, such as the layout of Li Ziqis Chinese video, or find new ways to optimize the arrangement and combination in quick hands, live broadcast, micro quotient and compliance requirements.
CITIC Securities research forecast that in the future, the direct broadcast e-commerce will further integrate with the traditional e-commerce, and each link of the industrial chain will gradually be specialized and standardized. Relying on the precipitation of segmented audiences and fans, live e-commerce has become an important marketing tool for business operation and a standard online shopping guide tool for some non-standard products. In the long run, with the continuous maturity and development of 5g, virtual and other new technologies, the live broadcast form will further evolve, and it is expected to realize the cloud shopping, cloud shopping mode in the future.
Under the epidemic situation, the multi industry cloud back to work and the enthusiasm of consumers cloud shopping and cloud shopping are rising, which undoubtedly further promotes the evolution of this mode. From the phenomenon that everything can be cloud at present, it can be seen that the live broadcast form will be more and more reflected in all aspects of life, and the future scenes may not only be mobile phones, but also penetrate into some broader fields. On February 17, the live broadcast group of wechat apps launched by surprise also made capital look forward to the chemical reaction brought by new species like wechat + live broadcast.
This report, from the initial interview to the final draft, took nearly two months to track. Because of this, from the initial focus on the hot mode of live e-commerce to the change of attitude towards live e-commerce of brand businesses due to the impact of the epidemic, it is particularly obvious that we place our hope for survival here.
I still remember the first anchor we interviewed, Li Jie, a clothing anchor who settled in Shijiazhuang, Hebei Province. At that time, just after new years day, Sister Li told us with some hoarse voice that she didnt have a rest for several days and had to live for more than 8 hours every day, so she had to endure the pain of hoarse voice for a long time, but in order to retain fans, try to increase fans and generate more sales.
Why does Sister Li have to fight like this? This had a lot to do with the reason why she decided to change her career to be a host at that time. Of course, Sister Li also has her own love and pursuit for live broadcasting. For her, live broadcasting is a bit of light when encountering the pressure of life. Sister Li is just one of the thousands of waist anchors. There are many similar stories. The novel coronavirus pneumonia was fermented in late January. Catering, retail, wine tourism and other industries have been impacted. For this reason, the owners of offline stores have targeted the way of self-help online, one of which is live e-commerce. Therefore, we see that from chefs, sales guides, to beauticians and rural vegetable farmers, they have turned into live anchors. They may be shy, conflicted and flustered at first, but as the number of attempts increases, the uneasiness gradually subsides. Because in the cold winter of the epidemic, they want to make a living and let the enterprises survive. Live e-commerce is the hope and light they see. Source: Daily Economic News Author: Chen Keyuan, Zhao Wenqi editor in charge: Wang Xiaowu, NF
Why does Sister Li have to fight like this? This had a lot to do with the reason why she decided to change her career to be a host at that time. Of course, Sister Li also has her own love and pursuit for live broadcasting. For her, live broadcasting is a bit of light when encountering the pressure of life.
The novel coronavirus pneumonia was fermented in late January. Catering, retail, wine tourism and other industries have been impacted. For this reason, the owners of offline stores have targeted the way of self-help online, one of which is live e-commerce. Therefore, we see that from chefs, sales guides, to beauticians and rural vegetable farmers, they have turned into live anchors.
They may be shy, conflicted and flustered at first, but as the number of attempts increases, the uneasiness gradually subsides. Because in the cold winter of the epidemic, they want to make a living and let the enterprises survive. Live e-commerce is the hope and light they see.