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

Detached from the year's hot live-streaming wind mouth, since its birth in 2016, live e-commerce has been placed in the spotlight.

Just three years, when the capital wrapped under the live broadcast industry gradually decline, the growth of e-commerce business hit the top, the flow of dividends receding, e-commerce live broadcast, but by virtue of its unique high viscosity and high conversion rate, has become a highly sought-after new favorite of the industry. From 5 minutes to sell 14,000 lipstick Li Jiaqi, to "618" to drive the total turnover of more than 500 million yuan "Taobao sister" Weiya, e-commerce live is time and again to refresh their own sales records. Behind the record-breaking numbers is a carnival of consumers, e-commerce platforms, merchants and MCN organizations.

E-commerce companies have entered the live broadcast, for what reason?

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

August 1, NetEase Koala announced the official launch of live broadcasts, the initial stage will be based on the platform of beauty, mother and child core categories, through the beauty professionals and hot mom KOL live knowledge-based shopping guide.

August 3, microblogging 2019 Super Red Man Festival, microblogging senior vice president Cao Zenghui announced that microblogging will launch an e-commerce service platform, open the application portal at the beginning of August, at the same time microblogging e-commerce live broadcasting will be realized with Taobao to achieve the connection.

If the time limit is slightly relaxed, we will also see that at the end of July, plans to invest at least 1 billion in resources to incubate no more than five "red" (super red) Jingdong, as well as the release of the "2019 live double hundred plan" Mushroom Street. The E-commerce live this hot day is not overnight, starting in 2016, Taobao, Mushroom Street, Suning, Jingdong one after another to test the waters of live broadcasting, to date, live business has almost become the standard of the e-commerce platform.

Content e-commerce is diverse, why is it live?

There is a view that e-commerce live is nothing more than another level of TV shopping, and in fact, the role of e-commerce live is much more than that. In the graphic, short video, and even audio and other forms of content in an endless stream of soft promotion pattern, strong sales promotion attribute of the e-commerce live why let the platform green eyes have added?

In addition, the live incidental interactivity, often also has the function of realizing personal needs - anchor in accordance with the wishes of the fans try on, try on behavior is more able to stimulate the desire to buy, at this time of e-commerce live, as if privately customized online shopping. With the maturity of live technology, e-commerce live process of lottery, coupon distribution and other links, but also brought a new consumer power - irreplaceable preferential attributes, which in the Taobao live, has been a very common situation.

For e-commerce live, in the past three years of development, whether for the anchor, organization or platform, the early traffic dividend is very obvious. And with the entry of each family, the flow of the dividend period has come to an end? In Mushroom Street's view, the good days of live e-commerce have just begun. Compared with the stock market of traditional shelf e-commerce, the incremental space of live e-commerce is still very large, and Mushroom Street's GMV data can illustrate the problem. With the gradual popularization of 5G, I believe that the coverage of the crowd of e-commerce live broadcast will become wider and wider.

But for e-commerce platforms, a fierce battle has just begun.