What to watch today
Behind every new thing that is popular is controversial, and so is the live streaming. Since the first year of live e-commerce in 2016, the development process has shown trends from vertical live broadcast to pan-field live broadcast, and from niche to mass groups. At present, the business model of "live broadcast + e-commerce" has become a new driving force for stimulating economic growth and an important starting point for stimulating consumption. Catalyzed by objective factors such as the epidemic in 2020, the scale of my country's live e-commerce industry will approach one trillion. However, behind the huge traffic, live broadcast data falsification and quality problems of goods with goods also continue to appear. As the saying goes, there are no rules and no squares. In order to guide the continuous and orderly and healthy development of the live broadcast industry, a series of regulatory policies have recently been issued from the central government to the provincial, municipal and local governments. Faced with increasingly stringent regulatory measures, it is inevitable for the live streaming industry to squeeze out bubbles.
"I'm doing live broadcast, trembling, walking on thin ice".
In 2020, Luo Yonghao, who relied on live broadcast to bring goods to pay off his debts, summed up his feelings in the air after an interview with reporters. From the first live broadcast in April, it took 7 months for Luo Yonghao to become the top anchor from the controversy of the "rollover". On November 11, he completed a record of over 100 million sales and over 8 million person-times, with brilliant results.
In seven months, the live streaming industry has also undergone radical changes. After the domestic epidemic has gradually subsided, live delivery of goods has become an important way to resume work and production, promote consumption, and stimulate economic recovery. At the same time, with its own high traffic, it has become one of the key support areas favored by local governments. At least 22 provinces across the country The city has issued relevant support policies. All regions of have launched a battle to seize anchor talents and incubate the "live +" industry chain. Almost all leading Internet platforms have joined this track to compete on the same stage. This is the field since the first e-commerce live broadcast mode in Mogujie in 2016 An unprecedented development climax. The picture of
comes from "Tiger Sniff & Weimeng: 2020 Live E-commerce Research Report"
We can think that 2020 will be a year when live broadcasts will completely break the circle. Z1z is first reflected in the diversification of anchor types, and the era of live broadcast for all has arrived. In addition to leading professional anchors such as Li Jiaqi and Wei Ya, different groups of people such as celebrities and corporate CEOs have tried the live broadcast field, and live broadcast has become a conventional marketing method. is secondly embodied in the full embrace of the live delivery mode in multiple fields. From the perspective of content, the areas covered by live broadcasts extend from beauty, clothing, home appliances, etc. to various products such as real estate and automobiles, including cultural products. Books, movies, entertainment, ticketing, travel, cultural and creative products and other products appearing in the live broadcast room are no longer "uncommon". We are in the era of live broadcast by the whole people and everything can be broadcasted, and with the further development of digital technology, we will enter a brand-new social survival mode and state of existence.
Trust is the cornerstone of the trillion-dollar live broadcast e-commerce market.
The key to the success of the live broadcast e-commerce model lies in the interactive social relationship between consumers (viewers) and anchors that establish trust. Li Jiaqi, Wei Ya, Simba and other anchors have different live broadcast styles, and their role in a small live broadcast room not only guides consumers to purchase behavior, but more importantly, it is two-way with consumers Interaction produces emotional links. , for example, Taobao’s head anchor Wei Ya holds “Via Thanksgiving Day” every year specifically to give back to fans. In 2020, Wei Ya Thanksgiving Day will join forces with popular entertainment stars to circle fans and get 120 million views. This The cultivation of this emotional stickiness is the only magic weapon for the success of the live delivery model. The same is true for the success of
star cross-border goods. Outside the live broadcast room, stars have established enough trust with their huge fan base. In the live broadcast room, on the one hand, ’s life-like scenes are created to meet the needs of consumers to spy on celebrities’ lives and satisfy their curiosity; on the other hand, the good cooperation between ’s star’s personality and product selection makes consumers face An anchor who is "relatively familiar" is more likely to stimulate the emotions between the two.
Liu Tao's live room, the picture is from the Internet
The most typical example is the live room of film and television actor Liu Tao. She proposed to create a "immersive" live broadcast environment , thinking that the live room is a sharing of living spaces and needs to be built The feeling of getting married. Simultaneously,Liu Tao's competence and virtuousness in previous reality shows such as "Flowers and Boys" and "Dear Inn" also provided a certain degree of persuasiveness for her to introduce household products to the audience in the live broadcast room. Data shows that Liu Tao’s total transaction volume for his first live show exceeded 148 million, and Juhuasuan’s “617 China Promotion”, as the finale host, placed a single order of more than 212 million, and became the “top student” in the star cross-border live broadcast.
The emotional link based on the sense of trust has generated trillions of scale. The development of the supplier-anchor (MCN agency)-platform-consumer live broadcast e-commerce industry chain is gradually moving toward the fast lane, and it bursts with the infinite vitality of the participation of the whole people Make it one of the most noteworthy industrial phenomena in 2020.
chaos frequently occurs: the embankment of a thousand miles cannot be collapsed in the ant nest
is hot and disorderly.
is just at the end of Double Eleven and the consumer carnival is coming to an end. A "Double 11" consumer rights protection public opinion analysis report released by the China Consumers Association a few days ago quickly aroused public opinion. Among them, the well-known Hunan Satellite TV host Wang Han, Li Xueqin, who became popular because of the "Talk Show Conference", "rolled over" in the live broadcast of the goods, and Li Jiaqi's live broadcast room "buy not to change" and other key consumer concerns. One wave has not settled, another wave has risen. Since November 19, professional counterfeit Wang Hai's detection of bird's nest sold in Simba's live studio as sugar water has been continuously posted on Weibo hot searches. Issues such as falsification of live streaming data and product quality have become a hurdle for the healthy development of live streaming economy. If these issues do not attract high attention, the public's sense of trust in live streaming e-commerce will be wiped out.
picture comes from Sina Weibo screenshot
picture comes from Sina Weibo screenshot
live data falsification is mainly reflected in the pursuit of "good-looking" data fraudulent data excessive marketing, fraudulent behavior. When each platform only pursues and compares whether the data of their respective reports is good or not, rather than whether the actual effect of the live broadcast is ideal, the live broadcast will produce false digital prosperity and breed a gray industrial chain of fraudulent orders, which is not beneficial to the industry. A virtuous circle.
"Live service offer during Double Eleven in 2020", the picture is from the WeChat public account "Deep Web Tencent News"
. In the more common live broadcast "rollover" phenomenon, it is not that the public is not tolerant of the anchor. Instead, the goal of making quick money directly damages the real economy. For merchants, there is a huge gap between the huge pit fee and the ratio of RIO (return on investment); for consumers, there is a difference in professional specialization between celebrities and anchors, and they have not built a bridge of trust with consumers and cannot truly convert The actual consumption of the number of viewers.
Currently, the phenomenon of car rollover is reflected in star crossovers. When Luo Yonghao was broadcasting live in April, there were rollover accidents in several scenes with goods; although Wu Xiaobo gained fame in the knowledge payment industry, he was in the "new domestic product debut" special During the live broadcast, the trading volume was bleak; the average effect of stars such as Ye Yiqian and Chen He did not reach the ideal level. On the other hand, resources are excessively concentrated on the head anchors, and the waist anchors roll over. From the overall perspective of live broadcasts, except for the several anchors with the highest circle, other anchors are likely to overturn. According to related reports, during the Double Eleven period, some small and medium-sized anchors offered higher prices, but the ROI (return on investment) was less than 1. As the longest Double Eleven in history, 2020 will not only make consumers dizzy in the gameplay of major platforms, but also make businesses, platforms, and MCN institutions miserable in the battle of interests.
has tightened supervision, who is responsible for live streaming?
After naming Wang Han, Li Xueqin and Li Jiaqi in the report released by the China Consumers Association, all parties responded quickly to clear the relationship. Li Xueqin even released a video immediately to make relevant clarifications, stating that she and the team were not aware of the data fraud incident. It is important to clarify the facts and maintain reputation, but consumers and businesses are more concerned about who will be responsible for me?
Li Xueqin issued a statement to clarify that the picture comes from a survey report released by the Beijing Consumers Association on Sina Weibo
, showing that 49.12% of the respondents believe that platforms, anchors and merchants are responsible for the live delivery of goods, and each bears corresponding responsibilities. However, since there is no clear definition of live broadcast e-commerce, supervision in this field is not in place.
In essence, the live broadcast e-commerce model is actually a new business model resulting from the deep integration of live broadcast and e-commerce. Since live broadcast and e-commerce involve many entities and business forms, covering multiple fields such as the Internet, e-commerce, and cultural industries, also involves multiple departments in its regulatory body. From a legal perspective, currently there are mainly "Advertising Law", "E-commerce Law", "Consumer Rights Protection Law" and "Anti-Unfair Competition Law" and other laws that have binding effect in this field.
Since July 2020, the introduction of live-carrying goods supervision clauses
Since the second half of 2020, a number of government authorities, industry associations and local governments have intensively introduced live-streaming e-commerce regulatory policies. In July, the "Code of Conduct for Online Live Marketing Activities" formulated by the China Advertising Association was officially implemented. This is the first domestic specification for online video marketing activities. In the same month, the "Live Video Shopping The Basic Standards of Operation and Service and the Evaluation Guide for the Integrity Service System of Online Shopping have become the first national association standards in the live streaming industry.
Since November, the State Administration of Supervision, the State Cyberspace Administration of China, and the State Administration of Radio, Film and Television have successively issued regulatory measures related to their respective fields, laying a good foundation for the further development of standardizing live streaming. In the long run, live delivery of goods will inevitably move towards a refined and professional development path. The weak links of the industrial self-regulation mechanism will inevitably be filled in time by external supervision measures, and eventually achieve the elimination of chaos, correct the source, and guide the health of live e-commerce The fundamental purpose of development. How is
supervised? As an emerging integrated business, live streaming requires the cooperation of various government departments to resolutely ensure that all links are in place. At the same time, it is also necessary to establish good communication and feedback channels between government departments, industry associations and consumers, to keep abreast of changes in business conditions, adjust policy directions, and minimize the adverse effects of the lag of regulatory policies. The live broadcast of
depends on the trust mechanism of all links, including the trust of consumers and anchors, the trust of merchants and platforms, and the trust of MCN institutions. The purpose of supervision is to give more trust in this era of live broadcast. In the future, live delivery of goods should avoid falling into the trap of consumerism, guide the public to consume rationally, and consume reasonably, and contribute more vitality and value to the formation of my country's dual-cycle pattern and the smooth completion of poverty alleviation. Reference source for
:
2. Connect with Insight, "Is the live broadcast with the goods cool? "[EB/OL]
4. Character, "Liu Tao: Behind the live broadcast, my AB face" [EB/OL]
picture | from the network
beauty editor | Zhang Yuxi
statement | If the source of the pictures and text in the text is incorrectly marked Or infringe your legal rights, please contact us with the ownership certificate, we will correct and delete in time, thank you.
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