Behind the popularity of mobile broadcasting: blowout after the market epidemic of ershe

category:Finance
 Behind the popularity of mobile broadcasting: blowout after the market epidemic of ershe


The rise of mobile broadcasting

But different from ordinary live broadcasting, besides the traditional live broadcasting room and lighting lamp, Maman often appears in the major second-hand luxury trade fairs this year, holding a mobile phone and standing in front of the exhibition stand for live broadcasting.

She said frankly, the requirements for the anchor also become higher, because in addition to introducing the watch information on the scene, including the brand, year, movement, appearance and other professional knowledge, the anchor also has to show the effect of the trial on the scene, and act as a bridge between the buyer and the seller, so as to communicate with the exhibitors at any time.

Take the second-hand watch as an example. When you drill in, you will find that the circle is not big. The players come and go. Fang Yanlin told the 21st century economic news reporter that there are many internal groups among peers. Every time there is an exhibition, information will be shared with each other, including the list of second-hand watches. They can learn in advance, we will make internal plans, estimate the number of tables on site and the structure of goods according to the strength of these merchants, and then arrange our account number in advance Prepare.

It is understood that Fang Yanlins live broadcasting agency was established in 2018. Currently, she has more than 30 full-time anchors. In addition to second-hand high-end watches, she also does second-hand luxury bags and other categories. In the whole transaction chain, they play the role of buying on behalf of others, selecting and consulting commodities for buyers who are not convenient to the scene, and then the company charges a certain fee and provides identification, logistics and other services.

In addition to live agencies, some short video platforms such as jitter are also targeting two tiktok opportunities.

Mobile phone tiktok, Wei Chao, the head of the industrys secondhand industry, told reporters that in March this year, when the first time the voice was opened to the tiktok luxury platform on the mobile platform, there were only three businesses on the platform. But in just two months, the first time online activity has been over ten million, and the two tiktok platform has been fully covered.

Several top platforms in the industry, such as hongbulin and Xiaohua, have basically reached a turnover of more than 1 million per day, and more mature businesses can even reach the maximum transaction scale of 10 million a day. Wei Chao judged tiktok would further expand the scale of the second-hand luxury market, and tiktok would also hold more exhibitions and industry activities to promote the development of second-hand luxury live on the platform.

At present, there are more than 60 anchors of the second-hand luxury live e-commerce channel brand Feiyu, with more than 60 live broadcasts every day. Also based on the live channel, the second-hand luxury trade brand Xiaohua live now has 50 anchors, with about 1000 live broadcasts per month. According to media reports, as of May this year, Xiaohuas Gmv has exceeded 60 million yuan / month, and the teams goal this year is to achieve a monthly sales volume of 100 million yuan.

Thanks to the growth in online sales brought about by live broadcasting, plums, which closed most offline stores during the epidemic period, recorded a significant increase in sales in the first half of the year, with an average increase of more than 25% month on month. Xu Wei, founder and CEO of PLUR, said: in the constant sales scenario, the customer price of second-hand luxury goods is around 1500, and in the live broadcasting room, the customer price can be increased to about 3000-5000 yuan.

Rapid expansion after epidemic

According to the survey and statistics of Chinas second-hand luxury goods report quoted by China pawnshop, the total amount of luxury goods that can be recycled by Chinese consumers amounts to 300 billion yuan. However, the domestic second-hand luxury trade volume is only 20 billion yuan in 2019, and there is still a huge market growth space.

Zhang Chen, a researcher at the China luxury Research Center at the University of international business and economics, believes that the main consumers of second-hand luxury goods are white-collar workers who are very price sensitive and pay attention to cost performance. According to the data, 52% of Chinas second-hand luxury consumers are under the age of 30.

In recent years, with the slowdown of economic growth and the hoarding of luxury goods in their hands, Chinese consumers are gradually turning to the pursuit of more cost-effective luxury consumption, which is undoubtedly an opportunity for the development of the second-hand luxury market. Previous views have suggested that China will copy the path of Japans second-hand luxury market in the 1990s, and gradually shift from excessive consumption to the circulation of second-hand luxury goods.

(Photo by Ye Bihua)

This round of epidemic has undoubtedly further accelerated the development of this process.

Now tiktok consumptive luxury goods users have 50% of new customers. Wei Chao believes that there are still a large number of potential user groups in ershe market, and ershe trading head platform based on live channel plays an important role in mining this part of potential market.

The live broadcast platform mainly provides the support of second-hand luxury goods supply and price. The sufficient supply of goods and advantageous prices are also the basis for the major platforms in the fierce competition.

According to Xiao Xiao Xiao, CEO of wanbiao, the laboratory will conduct in-depth research on the second-hand market valuation, identification and maintenance technology. Combined with the precipitation of wanbiaos nine-year watch trading data, it can provide a one-stop service for second-hand transactions and solve the authenticity and trust problems of second-hand transactions. The reporter noted that since plum and zhier obtained tens of millions of US dollars in financing in 2018, since this year, there have been five domestic online platforms focusing on second-hand luxury goods trading, among which Feiyu completed tens of millions of US dollars in round a financing in February this year. Tiktoks potential users of second hand luxury goods are estimated to be between 30 million and 50 million, basically covering Chinas high-income group. Wei Chao judged that in the face of a large user group, in addition to the head platform, small and medium-sized ershe businesses also have good development opportunities. Source: editor in charge of economic report in the 21st century: Zhong Qiming_ NF5619

According to Xiao Xiao Xiao, CEO of wanbiao, the laboratory will conduct in-depth research on the second-hand market valuation, identification and maintenance technology. Combined with the precipitation of wanbiaos nine-year watch trading data, it can provide a one-stop service for second-hand transactions and solve the authenticity and trust problems of second-hand transactions.

Tiktoks potential users of second hand luxury goods are estimated to be between 30 million and 50 million, basically covering Chinas high-income group. Wei Chao judged that in the face of a large user group, in addition to the head platform, small and medium-sized ershe businesses also have good development opportunities.