Present situation and future development of e-commerce live broadcast

The industry entered the market outbreak period.

The live broadcast+e-commerce model is a new marketing method, with live broadcast as a tool and e-commerce as the basis. Bring traffic to e-commerce through live broadcast, so as to achieve the purpose of selling goods for e-commerce. In 20 15, live broadcast rose in China and showed a rapid development trend, which laid a reputation foundation for the development of live broadcast e-commerce and promoted the benign development of the industry; 20 16, Taobao Live and Mushroom Street Live were launched, marking the official start of live e-commerce in China. By 20 19, searching for live e-commerce has become the mainstream of e-commerce development. With the rapid deployment of 5G commercialization, the trend of dynamic display of product information is gradually obvious, and the live e-commerce industry will usher in a new stage of development dividend.

Live e-commerce is a hot spot in 20 19 online shopping industry. The outbreak of the live e-commerce market reflects the closer integration of content and e-commerce. Under the competition of online shopping from incremental expansion to stock development, diversified content such as live broadcast and short video has become a powerful way for e-commerce platforms to seize users' time and enhance marketing promotion. According to iResearch data, the online shopping transaction scale in the third quarter of 20 19 was 2,252.38 billion yuan, which was lower than that in the second quarter of 20 19, mainly due to seasonal factors.

In addition, from the perspective of the webcast industry, the live broadcast industry provides a platform for the rise of the e-commerce industry. However, with the rise of the craze for goods, live e-commerce has played a feedback role in the live broadcast industry and promoted the rapid expansion of the live broadcast industry. According to iiMedia data, from 20 16 to 20 18, the number of live webcast users in China showed an increasing trend year by year. Among them, in 20 18, the number of live online users in China reached 456 million, up by14.6% year-on-year; It is estimated that there will be more than 500 million live online users in 20 19.

Live e-commerce has become a daily consumption pattern.

From the three dimensions of information symmetry, shopping experience and social attributes, live e-commerce is superior to traditional e-commerce in customer attraction. Mainly due to the mode of live e-commerce, the main anchor explains and demonstrates the products in the form of video, so that consumers can fully understand the products or services, and its dimensions are richer than those of traditional e-commerce, which can eliminate consumers' doubts in the case of asymmetric information.

Driven by the multiple advantages of live e-commerce, live e-commerce has gradually entered the lives of consumers. According to iiMedia data, the proportion of users who watched e-commerce live broadcast at least once a week in the first half of 20 19 was as high as 71%; The proportion of e-commerce users who watch China live broadcast every day has also reached 25%; It can be seen that online shopping under the live e-commerce mode has become an important way for consumers to consume daily, and the penetration rate has been at a high level.

Judging from the degree of consumption desire caused by live e-commerce users in China, in the first half of 20 19, the proportion of users who caused huge purchase desire by watching live broadcast with goods in China exceeded 50%, reaching 53%, while the proportion of users with very small desire was only1%; It can be seen that live broadcast with goods can effectively improve the transaction rate of products, thus stimulating the overall development of online shopping industry.

-For more data, please refer to the Market Foresight and Investment Strategic Planning Analysis Report of China E-commerce Industry by Foresight Industry Research Institute.