What is the prospect of live streaming with goods, should you give up the state-owned enterprise work to change the profession

China's e-commerce live began in 2016, from the initial content construction and flow of cash for the purpose of starting attempts, the industry chain so far gradually complete the diversification. 2020, live e-commerce in the epidemic, policy and other factors under the stimulation of the explosive development of the head of the platform continued to tilt the resources to the live broadcast, the live bandwagon has become the standard of almost all major platforms.

Live e-commerce brings more quality experience

Live e-commerce is a new type of e-commerce form that uses live broadcasting as a channel to achieve marketing purposes, and is a product of the two-way integration of live broadcasting and e-commerce in the context of the digital era.

Compared with traditional e-commerce, live e-commerce broadcasting provides in-depth real-time, rich-media form of commodity display, which brings users a richer, more direct, real-time shopping experience, and possesses the advantages of strong interactivity, strong professionalism, and high conversion rate.

China's e-commerce live broadcasting began in 2016, from the initial attempt to start with the purpose of content construction and traffic realization, the industry chain has gradually become complete and diversified. At present, the industry is in an explosive growth stage, the transaction volume has increased steeply, the head traffic platform and trading platform continue to tilt resources to live, live with goods has become the standard of almost all major platforms.

Multi-factors contribute to the development of live e-commerce

-platform

Currently, live e-commerce platforms are of three types: e-commerce platforms, short video platforms, and social platforms.2020 Since then, the platforms have increased live support, through optimizing the process of merchant stationing, opening the traffic support program, subsidizing some of the goods, anchor training, etc., to encourage offline merchants to open live marketing.

--Brand Merchants

Influenced by the slowdown in economic growth, brand merchants are under pressure to grow their performance and pursue the cost-effectiveness of advertising investment and effect.In 2019, the growth of advertising and promotion expenses of China's consumer brand merchants has significantly slowed down, with year-on-year growth of only 7.2%.

With advertising investment weakening, brands are placing more emphasis on the marketing effect of quality and effectiveness, and the budget structure of advertising has changed accordingly, with the overall investment in traditional media advertising shifting to tilting resources toward short videos/live streaming and other emerging forms of marketing.

Live broadcasting can improve the user stickiness and potential revenue of merchants. Through live real-time interaction, merchants realize the efficient reach of goods to consumers, greatly shortening the decision-making time of consumers and stimulating the generation of consumer demand. Especially this year by the impact of the epidemic, live this lower-cost customer acquisition channel is highly favored by merchants, merchants have turned to online, to live inventory, ease the pressure on cash flow.

--Users

Nearly 30% of Internet users are the audience of e-commerce live broadcasting, and the acceptance of live broadcasting e-commerce by users is high.CNNIC's 46th statistics on the development of the Internet in China shows that as of June 2020, the scale of e-commerce live broadcasting users has reached 309 million, accounting for 32.9% of the overall Internet users. The reason why e-commerce live broadcast can have such a wide audience, on the one hand, is that the live broadcast will be three-dimensional and intuitive plane information, through the anchor of the introduction of the goods, description, and real-time interactive answers to consumer questions, and the consumer demand is more in line with the needs of consumers.

--MCN& anchor

MCN agencies to assist KOL for the continuous output of content, docking supply chain and platform resources, to promote the development of live e-commerce.Starting in 2017, the domestic MCN agencies showed a spurt of growth, to 2020 there are more than 20,000 of them.

With the high-speed development of the net red economy, the lower entry threshold of the anchor and the average salary attracted a large number of entrants, coupled with the "live salesman" was certified by the National Bureau of Human Resources and Social Security in July this year, the anchor has become one of the most sought-after positions at the moment. Under the wind mouth of live electricity supplier, the anchor group is becoming more and more diversified, and the cross-border characteristics are obvious. Stars, vertical KOL, corporate executives, traditional media, government officials into the live broadcast, to promote live with goods "out of the circle", become a hot topic.

--Policy

The rapid expansion of the live e-commerce market scale is inseparable from the government's support policies. On the one hand, the State Huan encourages the development of new business forms of the platform economy and increase regulatory efforts to guide the healthy and standardized development of the live e-commerce market. On the other hand, many governments clearly proposed to create a "live electricity capital", "live economic headquarters base", and introduced a series of live e-commerce talent training support policies, set off a wave of development of live e-commerce economy.

--Capital

2020 capital whole industry chain layout of live e-commerce track, live e-commerce related to the number and amount of investment in rapid growth. Monitoring data shows that in 2020 China's live broadcasting e-commerce field *** there are 23 platforms to obtain financing, the total amount of financing more than 1.17 billion yuan.

"Live +" will become the new normal of e-commerce

The overall scale of live e-commerce in 2020 exceeded one trillion dollars, and it is expected that the next two years will still maintain a high growth trend. With the deepening integration of content platforms and e-commerce transactions, the scale of live e-commerce is expected to expand to 2 trillion yuan in 2021, with a penetration rate of 15%.

Future "live +" will become the new normal of e-commerce, live e-commerce "people, goods and field" scope is rapidly expanding, live will become e-commerce "standard". From a long-term perspective, live e-commerce will gradually from the "rough industry penetration" to "stable business chain" transformation, at the same time, the flow center of gravity to the service center of gravity transfer, drive the e-commerce penetration rate further increase.

-- For more data, please refer to China E-commerce Industry Market Outlook and Investment Promotion Report by Prospect Industry Research Institute. China E-commerce Industry Market Outlook and Investment Strategy Planning Analysis Report".