This year's Double 11, the live e-commerce data is quite eye-catching. Taking Douyin as an example, according to the forecast of three institutions, namely GF Securities , Guojin Securities , and Huachuang Securities , the GMV of Douyin e-commerce in 2021 will be between 700 billion and 880 billion yuan, close to one trillion GMV. Douyin e-commerce is expected to reach 1.5 trillion yuan in transaction volume in 2022.
data shows that the total scale of the domestic live e-commerce industry in 2021 will reach 1201.2 billion yuan, and is expected to reach 213.73 billion yuan by 2025. According to the "50th Statistical Report on the Development of China's Internet", as of June 2022, the number of e-commerce live broadcast users in my country was 469 million, accounting for 44.6% of the total netizens. As
Double 11 arrives, Douyin, Kuaishou, Tmall, Taobao, JD , etc. are accelerating competition in live e-commerce.
According to Douyin e-commerce data, Douyin Mall competes in Double 11 for the first time, and the product exposure increased by 2,000% year-on-year. On the eve of Double 11, Douyin E-commerce released a pre-sale war report. As of 24:00 on October 27, the number of exposures of pre-sale products increased by 447% compared with the same period last year, and the number of exposures of pre-sale products in Douyin Mall increased by 2,000% compared with the same period last year; the number of exposures of pre-sale products searches increased by 630% compared with the same period last year. (Figure 1) Since
officially started pre-sales at 0:00 on October 24, as of October 26, the cumulative number of users paid deposits for pre-sales of Douyin e-commerce this year was 2.6 times the full cycle of last year's Double 11; the cumulative number of goods sold was 4.7 times the full cycle of last year's Double 11; the cumulative number of merchants sold was 3.8 times the full cycle of last year's Double 11.
Let’s look at Kuaishou again. According to the ranking of Kuaishou’s live popular products and Kuaishou brand rankings released by Feigua Kuaishou from October 24th to 30th, the GMV of a single game exceeded 100 million. (Figure 2) Although the development of live e-commerce is fierce, the overall size of live e-commerce is not large. After exceeding one trillion GMV, Douyin's interest e-commerce gradually approaches the ceiling. This means that traditional shelf e-commerce still occupies the largest cake in the e-commerce industry. Even though the number of live e-commerce users is large, the ceiling limit of live e-commerce is not high.
data shows that this year's Double 11, Douyin and Kuaishou have all entered the hinterland of traditional e-commerce platforms, betting on independent malls. While Doukuai’s two live e-commerce players are focusing on shelf e-commerce, Taobao, the representative of shelf e-commerce, is unwilling to just do the “shelf” business. On Double 11 this year, Taobao changed the display form of platform content, and the proportion of short videos on the platform continued to increase. In addition to the homepage, if you search for keywords on Taobao App, you will find that some products are no longer displayed in graphics and text, but are presented in short videos, which is very similar to the form of Douyin and Kuaishou browsing.
shows that the "Doukuai" platform is "Taobao" and Taobao and other shelf e-commerce companies are also "Taobao". In the second half of the e-commerce industry, the two camps not only moved closer to each other in terms of form, but also sent signals of interconnection. On the eve of Double 11, Kuaishou E-commerce once again joined hands with Taobao and JD.com, and fully resumed product external link cooperation with JD Alliance and Taobao Alliance before October 29. At the same time, on October 24, Tmall officially started the first live broadcast of Douyin. Although it did not sell goods, the content mainly introduced the Double Eleven strategy, it still reflects Taobao and Tmall's tolerance and demand for interest e-commerce channels.
Overall, the sense of boundaries between live e-commerce and shelf e-commerce is no longer clear, and various platforms have also begun to "break the wall" and no longer dominate their own affairs. In the era of interconnection, the e-commerce industry has also sounded the clarion call for integration and win-win results. China Business Daily reporter Yang Gang Intern Song Weiran (Data source Feigua Kuaishu Douyin E-commerce Statement: This data is for reference only and does not represent the views of this newspaper)
