What are the advantages of integrating e-commerce live streaming system in traditional e-commerce?

E-commerce live broadcast

iiMedia Research data show that in 2018 China's online live broadcast user scale reached 456 million people, with a growth rate of 14.6%, and it is expected that the scale of online live broadcast users will reach 501 million people in 2019, and the development of online live broadcasting market is returning to rationality, and the platform's content production, anchor cultivation and attraction capabilities have higher requirements .

Hangzhou shake bar that "live +" trend is becoming more and more obvious, the anchor cash way before mainly rely on advertising, anchor reward, now, combined with e-commerce to open up a new battlefield.

According to the data, Taobao live accounted for 3% of the traffic clicks within the APP, net red live to help Taobao from the people looking for goods, to the goods looking for the transformation of the people, net red anchors, goods, the relationship between consumers to further intimacy, anchor recommended to drive the product sales, de-branding, de-platforming, de-starring in the e-commerce live more and more obvious.

1, return to the essence of selling goods

In the first half of 2016 in the app store on-line 116 live APP, 108 have got financing, but the live broadcasting industry has not explored a relatively mature and stable profit model. After nearly 3 years of development, shuffling, and the rise of 4G with 5G, the product and technology bottom to support the live broadcasting business.

According to the financial report estimates, in 2018, the cost of customer acquisition in Jingdong reached 1503 yuan, and in 2016 the figure was 142 yuan. By comparison, Ali's customer acquisition cost was 390 yuan last year, more than two times higher than the 166 yuan in 2015, though down from 526 yuan two years earlier.

Online traffic is expensive, the high cost of customer acquisition is well known in the industry, so the "private domain traffic", "social e-commerce" instantly into people's eyes. The increase in the cost of customer acquisition, the tightening of marketing expenses, brand owners seek a higher return on investment ratio of the channel, WeChat's private traffic achievements of Jinduoduo, micro-merchants, paid for knowledge of the distribution of the big brother of the day into the money. However, live broadcasting with the bankruptcy of Panda, from a few years ago, the madness of the coin era tends to calm down, leaving some of the anchors have accumulated a large number of fans but can not be realized, at this time Taobao live e-commerce opened a window, e-commerce combined with the live broadcasting of the in 2018 double 11 with more than 100 billion!

Live + e-commerce online customer acquisition costs higher than the cost of offline customer acquisition in the era of breakthroughs in the conversion bottleneck of online customer acquisition, eliminating the need to pull the new, promote the living, retention steps, direct sales, even if the traffic is not precipitated in the manufacturers, but open the product sales, the product of the early stage of branding is still very meaningful.

2, solved the pain points of the factory

C2M (Customer-to-Manufacturer user directly connected to manufacturing), ODM (Original Design Manufacturer original design manufacturer) mode, the factory brand, although it can be docked on the e-commerce platform for customized production, but the need to stationed on the platform. Dependent on the platform traffic, so the pain point of the factory is no direct traffic.

The outbreak of Netflix live streaming just solved this pain point of the factory, Netflix anchor selling goods is a major competitiveness is the price, Netflix will emphasize the "lowest price" and the factory price to ensure that the thin profit margins, will be increased to a certain level of sales automatically increase the brand manufacturers in Taobao's natural search rankings, to bring the rate of repurchase.

Hangzhou shake it that net red anchor and factory is actually a very good complement, net red anchor suffer from traffic can not be realized, the factory is difficult to have a product without traffic, the traditional sales channels for those who do not have the user brand awareness of the product is difficult to open sales, however, the live broadcast of e-commerce is a perfect complement to the net red and the brand. Factory brands to provide anchors with competitive prices in the market, live with goods to meet the demands of the factory brand on the flow, so that the factory brand has a higher degree of brand exposure, Netflix anchors also break through the bottleneck of relying on a single advertisement or bounty of the cash.