The epidemic will eventually pass, and the live broadcast e-commerce industry may face an increasingly severe development situation. How to turn the "big story" into a big industry is a big problem in live broadcast e-commerce. In 2018, the "plate" of the live broadcast industry was not large. During the Double 11 in 2019, anchors such as Li Jiaqi and Wei Ya repeatedly set records, making live broadcasts completely "out of the circle". A sudden "black swan" event in early 2020 ushered in another rapid development of live broadcast e-commerce.
According to the big data monitoring of the Ministry of Commerce, in the first quarter of 2020, there were more than 4 million e-commerce live broadcasts. According to iiMedia Research, the penetration rate of live broadcast e-commerce job title email list in the e-commerce market in 2019 is 4.1%, and the penetration rate is expected to be between 7% and 9% in 2020. At present, it seems that the epidemic has not really ended, but the previously closed community roads are gradually opening up, and live broadcast e-commerce continues to enjoy the sunshine of spring. On the other hand, fresh food e-commerce companies are not so lucky.
Instead of feeling the warmth of the "spring" sunshine, they have to deal with the dilemma brought by short-term increments. According to data from Qimai, apps such as Dingdong Maicai and Daily Youxian have started to decline in the free list of the App Store total list since February 16, 2020, and the current ranking is lower than the ranking before New Year's Day in 2020. Not only that, the decline in the quality of goods on some platforms and the increase in prices have also made many users lose their goodwill towards online grocery shopping. The epidemic will eventually become a thing of the past. Will the post-epidemic live broadcast e-commerce be the same as the fresh e-commerce? Faced with the trouble that a good "story" cannot be implemented into a big industry, judging from various signs, live broadcast e-commerce is already "thriving", but the problem also exists. In the first quarter of Q1, live e-commerce "marketing" and "selling" blossomed. If 2019 is the "first year of live broadcast e-commerce", then 2020 is the year of the full rise of live broadcast e-commerce. According to the "Statistical Report on the Development of China's Internet" released by CNNIC, as of March 2020, the number of online shopping users in my country reached 710 million, and the number of e-commerce live broadcast users reached 265 million, accounting for 37.2% of online shopping users and 5% of live broadcast users. 47.3%. iiMedia Research analysts believe that as the e-commerce system has matured in China, the number of users has gradually reached the ceiling of the scale of netizens, and the cost of traffic acquisition has become higher and higher.
The next frontier of the business industry. Under the epidemic, marketing and selling have become the two keywords of live broadcast e-commerce. With the addition of celebrities, live broadcast marketing has become the choice of more and more companies. On April 1, 2020, Luo Yonghao staged the first live show of e-commerce on Douyin, attracting 50 million people to watch in three hours, and the sales were as high as 110 million yuan. In the second game on April 10, the sales of Luo Yonghao's live broadcast room "shrinked" to 35.2405 million yuan, a month-on-month decrease of 67.9%. A single session of Yinlang (Virtual currency of Douyin) was 32.3727 million, a decrease of 10.8% from the previous month. On the evening of April 16, Luo Yonghao started his third live broadcast. Because of the blessing of the new "OnePlus" phone, the estimated sales rose to 57.159 million yuan.
However, the sound waves of the live broadcast dropped to 6.4092 million, and the number of onlookers also shrank further, from 11.4272 million in the previous game to 8.4048 million. However, the industry is not surprised by the data curve. For Douyin, Luo Yonghao's exit from the circle itself is a successful marketing event. On the one hand, he has made super advertisements for Douyin. Even if the efficiency of personal gold absorption drops "repeatedly", he can still kill a group of small and medium Internet celebrities in seconds. From a marketing perspective In other words, it has been a very profitable business. On April Fool's Day, Wei Ya sold a rocket worth 40 million yuan in 5 minutes, objectively pulling back a certain amount of attention from Luo Yonghao.
From a marketing point of view, this is also a typical event marketing. A gimmick of "selling rockets" can earn enough traffic for Weiya and Taobao, which is comparable to Luo Yonghao + Douyin's live broadcast debut. Dong Mingzhu, who knows how to use the marketing dividends of live e-commerce, has always insisted on selling goods offline. On April 24, "Iron Lady" also staged her first live e-commerce show. Although it was commented by netizens as "stuck, black screen, and repeater", the cumulative number of viewers that night also reached 4.31 million, and the peak online number was 216,300. , Yinlang's income was 153,300 yuan. The sales of goods were 225,300. Although it was not ideal, it became a "hot spot" for discussions on the whole network.