The Essence of Live E-commerce

I have a hunch that this answer will be reprinted crazily in 2-3 years. Let's talk about the difference between e-commerce live broadcast and e-commerce live broadcast. The former refers to live broadcast content, media and media organizations with e-commerce attributes; The latter refers to e-commerce sold through live broadcast. Obviously, e-commerce live broadcast includes e-commerce live broadcast, so the topic is actually discussing the essence of e-commerce live broadcast. E-commerce live broadcast and TV shopping are completely different. First of all, their media are completely different. Tv shopping is through TV, and its information exchange is one-way, so the information can not be fed back immediately; E-commerce live broadcast is based on the upgrade of Internet e-commerce. The launch of the anchor is only the tip of the iceberg, and the evaluation and feedback are timely and efficient. The difference of this medium is huge, which directly changes the shopping experience. Choose your goods carefully and avoid detours when shopping. The future of the anchor will also be from live broadcast products to live broadcast culture, from accompanying shopping to living with you; Secondly, the essence of TV shopping is the content promotion attached to traditional media; E-commerce live broadcast itself is a new media form; E-commerce live broadcast is not only promotion, but also information integration, information processing and information distribution. The information here includes goods, channels, contents, sales, etc. Ordinary consumers can't fully obtain preferential information and product attributes, and whether they are suitable for their own purchase needs. Through the e-commerce live broadcast channel, you can buy the most affordable goods during the live broadcast, and it is a product that is relatively suitable for you. Finally, if you have any questions, there is a platform for you. E-commerce live broadcast is a medium that not only makes shopping simple and efficient, but also helps you get hot information and valuable content. Therefore, consumers rarely feel "cheated" when buying TV; Thirdly, behind TV shopping is the demand of business sales, and behind e-commerce live broadcast is the bundling of content dissemination, brand promotion, sales data and super supply chain; E-commerce live broadcast is not only "e-commerce+live broadcast", but also a super supply chain+product selection+content+traffic+live broadcast conversion+after-sales+deeper user operation. The seemingly simple e-commerce live broadcast has a high practical threshold. The later you enter, the harder it is to reach the head, which explains why many stars can't reach the level of Viya. Most people can only do subdivision and vertical, or attach it to their heads to undertake traffic. The essence of e-commerce live broadcast is that information processing center merchants need to understand the needs of consumers, consumers need to understand the differences of various brands, and manufacturers need to produce products according to market demand. For merchants, a large amount of inventory will lead to an increase in costs, and the essence of e-commerce live broadcast is the center of processing this information. E-commerce live broadcast plays a bridge role between people, goods and markets in the whole sales process, which not only helps enterprises reduce the risk of trial and error in product development, but also helps enterprises solve the operating costs such as inventory. The characteristics of live broadcast force enterprises to put the quality of goods first. Only by making high-quality products and legal production can we win the favor of consumers.

By the way, Alibaba has played a very important role in this process. Although Amazon is in the leading position in the world, the development of e-commerce live broadcast in the United States lags far behind that in China, which provides a good opportunity for related enterprises to overtake in corners. The future of e-commerce live broadcast is that super media e-commerce live broadcast will never disappear. It is not only the digital transformation of the retail Internet, but also a major change in the media. On the one hand, the upgrading of retail model is the improvement of purchasing efficiency.

In the future, people's shopping methods are nothing more than online and offline. Online shopping is becoming more and more accurate and affordable, and offline shopping is developing towards experience. Fresh, milk tea, coffee and other "ready-to-eat" goods will still become growth points, while some intermediate areas, such as clothing stores, will focus on offline experience and services, which is very different from online shopping. Some goods with high inventory costs that offline users can't pay attention to are simply online. On the other hand, e-commerce live broadcast will be the entrance of media communication.

From the past portals, we now use search engines, video platforms, apps, applets and so on. In the future, e-commerce live broadcast will also become a new entrance. People will watch a fashion show, watch a documentary short film, watch an interesting joke, and lock in the e-commerce live broadcast channel; Finally, with the upgrading of media, such as the arrival of AR, VR and MR, e-commerce live broadcast is still an important communication channel, and the anchor may not even be a real person, but a virtual idol. In the future, everything will be digital. At the same time, with the high development and popularization of cloud computing and artificial intelligence, people will more intuitively feel the promotion of e-commerce live broadcast to the development of production tools.

In addition, the influence of e-commerce live broadcast is huge and cross-industry. Not only the retail industry, but also the future entertainment industry, content industry and even service industry will be affected. For example, the value of video content will eventually be related to goods and accurate people because of the change of media communication mode, and there may be a decentralized content development model, so I won't say it here.

In short, for the development of any new thing, the public's cognition always lags behind. Far away, such as: the invention of mobile phones, the emergence of Apple mobile phones; Recently, such as Alipay, Meituan and Didi, it is not "everyone in the market uses it, you have to use it". People later learned that they even lamented "Why didn't I think of it".