Companies from Amazon to YouTube and Instagram are trying to break into the live shopping market.
Amazon
YouTube
Everything originated from live broadcast platforms such as Douyin, Taobao, and Kuaishou. In the live shopping of various anchors, the high-yield sales volume and scary turnover have successfully aroused the strong interest of foreign capitalists, but the operating model of domestic live shopping cannot be replicated, so let's not talk about it for the time being.
Zhang Yiming
Douyin's algorithm is magical. It can always push some videos to you that you don't know you will be interested in before you see it
Douyin can be said to be the best social platform with algorithms, at least now.
ByteDance, a leading Chinese Internet company, has reported that it plans to lay off its investment business as a whole. This is not big news in the national investment community, but it is indeed an important measure for ByteDance's future development and operation.
ByteDance has many products, the most common ones are Toutiao, TikTok, and in November 2017, ByteDance acquired "Musical.ly" for US$1 billion and eventually upgraded to the American version of TikTok. At present, ByteDance is the most successful multinational company in the global Internet market by Chinese entrepreneurs using domestic and foreign capital. Its rise in the short term is inseparable from two powerful tools, namely, acceptance of investment and external acquisitions, and these businesses are closely related to the company's investment business. But why in early 2022, the investment business of this giant company had to be broken into pieces and integrated into other departments of the company? Of course, all this is not accidental, but an adjustment of the company's development strategy to avoid potential known and unknown risks.
TikTok has given up its plan to expand its live e-commerce business in Europe and the United States. Previously, the social media platform tried the live shopping model in the UK but did not go smoothly. Various internal problems arose, and it was difficult to become popular among consumers.
As mentioned earlier, the domestic live shopping operation model cannot be copied, and the reasons are as follows:
1. Industrial chain problem. As a major producer, there are overcapacity, and the sales unit price of a single product can be compressed to the lowest level. Even for the factory to maintain operation, you are doing business and losing money. You can fight price wars in live products. There is no lowest price, only lower prices.
2. Looking around the world, no country's logistics infrastructure can be compared with my country, whether it is transportation speed, express unit price, express storage points in the community, delivery personnel, storage volume, etc. It is no exaggeration to use these abroad.
3. Consumers, the live shopping crowd in my country generally do not pay much attention to product quality, and will focus on price and personal preferences of live broadcast anchors. In this social environment, there are generally huge differences between the consumption concepts formed and the consumption concepts in Europe and the United States.
4. The enthusiasm for live shopping, limited-time group buying, and plot-guided shopping, these techniques are very useful in China. Even if the acting skills of live broadcast anchors and manufacturers are bad, the price is enough to attract consumers.
5. The business environment at home and abroad is different, and the specific details are different, so there is no need to make cumbersome research on this.
So that's why foreign social platforms have been trying, but they can't take action immediately, because they are looking for a business model that live shopping is suitable for their own. Even TikTok, a overseas branch of TikTok, has not yet found its breakthrough. It is conceivable that even though I knew there was a piece of fat meat there, I couldn't start.
live broadcast device
So will e-commerce live shopping continue to stagnate in overseas markets? The answer is obvious that fat meat will eventually be eaten into the mouth and digested successfully. It is just that it needs to change its cooking method from Chinese to Western, and the chopsticks to knife and fork to blend the tastes of Western consumers. This is certainly not an easy task, at least there are no successful cases of improvement yet.
