In 2016, ** took the lead in opening a new format of "live broadcast + e-commerce", and since then, Kuaishou, Douyin, Suning and other companies have followed the trend and laid out the e-commerce industry chain. In 2019, live broadcast e-commerce has become the hottest industry in the new economic model, making "live broadcast + e-commerce" once regarded as a new development opportunity by many enterprises. After 2020, live broadcast e-commerce will "go to the next level".
As a new business model and business format, live-streaming e-commerce has played an active role in increasing employment, expanding domestic demand, and promoting the development of the digital economy.
With the development and maturity of the e-commerce system in China, the scale of users has gradually reached the ceiling of the scale of netizens, and the cost of traffic acquisition is getting higher and higher, and the model of "live broadcast + e-commerce" has become a major outlet in the e-commerce industry.
Room for escalation
1. Category richness expansion
Based on the category sales performance of mainstream live streaming e-commerce platforms, consumers' shopping preferences will show obvious category preferences.
Mass consumer goods categories such as clothing, daily necessities, and beauty products with a high degree of maturity rank in the first echelon, with obvious advantages, especially the proportion of consumers in the clothing category exceeds 6%.
In addition, categories with high customer orders and low repurchase such as home appliances and jewelry will also become opportunities for high growth in live broadcasting.
2. More and more pursuit of price and product synergy
After the black swan event, in the face of strong uncertainty about the future, consumers gradually returned to rational consumption.
In addition to the cost performance, the brand endorsement, quality assurance and product experience of the products have become the factors they focus on, and they hope that the products in the live broadcast room can be price and product synergy. Therefore, for brands, products are the most fundamental hard power.
Live broadcast + content field integration
In the era of e-commerce competition, different platforms have the same goal, pursuing a global business link from decision-making to transaction to repurchase.
The reason is that the uncertainty of the external environment has led consumers to become more cautious, they pay more attention to the decision-making process before the transaction, and they need more planting and purchasing guidelines related to commoditiesAt the same time, knowledgeable, entertaining content is becoming more and more appealing to them.
Therefore, the live broadcast resets the traffic allocation mechanism, and the transaction is no longer the only criterion, but the content and the transaction are measured together. Live broadcast rooms with good content and high conversion rates can get more public traffic, use professional and interesting content to increase user stay time and interaction rate, and use the best product matching marketing to assess transaction volume.
Not only that, but the Douyin platform has also gradually been upgraded from interest e-commerce to a global interest e-commerce model. It not only retains the impulsive consumption of consumers in the content recommendation scenario, but also provides an active search scenario, so that consumers can gradually develop the consumption behavior of completing purposeful people looking for goods on social platforms.
All in all, the live streaming e-commerce platform will achieve full-link coverage and services from grass planting to consumption by strengthening content, optimizing consumption decisions, building trust, and improving consumer experience, so as to retain existing users and revitalize intra-domain traffic, so as to create a deterministic growth curve for merchants and become the main position for merchants to operate long-term overall business.
The live broadcast e-commerce industry chain is gradually improving
According to the data of the 2023 China Live E-commerce Opportunity Insight Report, the user shopping category preferences of live streaming e-commerce platforms can be roughly divided into three echelons. The first echelon mainly includes clothing, daily necessities, food and beauty products. The sales of such products in live streaming e-commerce account for a considerable share, and it is one of the product categories that consumers pay the most attention to.
The second echelon mainly includes goods such as home appliances, game products, and books and stationery. The sales of these goods in live e-commerce also have a certain market share, but their sales volume is relatively small compared to the first echelon.
The third tier mainly includes virtual products or services, jewelry, and other categories of goods. The sales of such products in live streaming e-commerce are relatively small, but with the continuous development of the market and the diversification of consumer needs, their sales volume is also expected to gradually increase.
With the rapid development of live streaming e-commerce, major platforms and merchants continue to invest resources to consolidate their competitive advantages in the market. This competitive situation will promote the gradual completion of the live broadcast e-commerce industry chain and promote the gradual establishment of industry norms.
The state will stimulate consumptionExpand the scale of live broadcast e-commerce
In recent years, consumption has become the main driving force of economic growth, and live streaming e-commerce is one of the important levers to promote consumption. In order to further stimulate consumption, the state is expected to continue to introduce a series of measures to complete the implementation of these measures through live-streaming e-commerce.
The first is legislative protection, which ensures the healthy development of live broadcast e-commerce through policies and regulations, such as the management of sales behavior in live broadcast rooms and the protection of consumer rights and interestsThe second is to cultivate the industrial ecology and promote the industry to form a whole industry chain of live broadcast e-commerce, including anchor training, product development, operation services, etcThe third is to optimize the application of infrastructure, 5G network and other technologies to fully ensure the information services of live broadcast e-commerceThe fourth is to encourage technological innovation and promote the development of live broadcast e-commerce through technology.
Enterprise transformation and development to strengthen the value of live broadcast e-commerce
In the context of the development of the digital economy as a national strategy in the new era, we will continue to promote the deep integration of digital technology and the real economy, and jointly promote digital industrialization and industrial digitization. To use new Internet technologies to carry out all-round and full-chain transformation and development of enterprises, enterprises need to be empowered with the help of live broadcast e-commerce, improve enterprise productivity, and give full play to the amplification, superposition and multiplication role of digital technology in enterprise development. In terms of empowering the transformation and development of enterprises, live broadcast e-commerce can help enterprises quickly acquire customers, promote conversion, and allow more brands to be discovered, seen, and experiencedOn the other hand, it also reduces the cost of circulation and information communication, and for the production side, it can minimize the inventory risk and effectively enhance the resilience of the first chain. These have strengthened the value and important position of live broadcast e-commerce in the ** chain.
Traditional enterprises are accelerating the application of live e-commerce scenarios
Traditional enterprises have changed their original consumption patterns through new technologies and new business models, accelerated the application of live e-commerce, opened up many online and offline consumption scenarios, and provided consumers with a high-quality shopping experience. In the field of catering and retail, new consumption is showing strong vitality. With the rapid development of new consumption models such as live streaming, community**, and contactless services, the pace of digital transformation of physical commerce is accelerating. The emergence of new consumption patterns not only meets the basic needs of consumers, brings convenience to life, and promotes the release of the potential of the domestic consumer market;The innovation of consumption patterns has also provided new jobs for the whole society, which has played a role in stabilizing employmentThe new model has also greatly stimulated the vitality of enterprises, and traditional enterprises have continuously improved supply efficiency and optimized the best chain through new supply methods such as online and offline integration and live streaming.
With the rapid development of technology, we are stepping from the mobile Internet era into a new era - the AI era. This era is not only a new stage in the development of technology, but also a profound transformation in business, society and even daily life. Especially in the field of e-commerce, the arrival of the AI era heralds fundamental changes.
In the PC Internet era, e-commerce mainly relies on web browsing and email marketing. The era of mobile internet has driven the popularity of shopping apps through smartphones, social marketing, and mobile payments. In contrast, e-commerce in the AI era heralds a more intelligent and personalized shopping experience.
The core feature of this era is the popularization of data-driven and intelligent decision-making, and e-commerce companies are no longer just providing goods, but also digging deeper to understand and meet user needs.
The shift in user behavior is a prominent feature of e-commerce in the AI era, and modern consumers have become more "lazy" and unwilling to spend time searching for or browsing products. They are more inclined to get personalized product recommendations directly through the intelligent recommendation system.
In the AI era, e-commerce platforms are not only the providers of goods, but also the creators of user experience. This means that e-commerce companies must make a strategic change, not only in terms of technology, but also in terms of business model, market positioning, user relationship management and other aspects.
Changes in the underlying interaction logic of e-commerce platforms
The development of artificial intelligence technology, especially the application of large models, is fundamentally changing the user experience and interaction logic of e-commerce platforms.
In the era of mobile Internet, the main interaction mode of e-commerce platforms is based on search and information flow recommendations, supplemented by content forms such as short ** and live broadcast, to guide users to discover and purchase goods.
However, the e-commerce experience in the AI era is more focused on in-depth, personalized user interactions. When users log in to an e-commerce platform, their experience is no longer limited to searching for products or browsing the feed, but instead has a more natural and in-depth conversation with the bot.
This intelligent assistant based on a large model can conduct fluent multi-round conversations with users through natural language, understand the specific needs of users, and provide corresponding product recommendations. This process is similar to an interaction with a shopping guide in a physical store, where the assistant not only answers questions, but also proactively provides suggestions and recommends products based on the user's needs and preferences.
In addition, this intelligent assistant is able to provide more information than traditional e-commerce platforms. For example, when a user is looking for clothing, the assistant can not only recommend the right clothes, but also provide suggestions for outfits, and even personalize the user's body shape, style, and occasion needs. This interaction makes the shopping experience closer to the feel of a physical store, while also providing a more accurate and personalized service.
Even, through sentiment analysis technology, intelligent assistants can even adjust their recommendation strategies according to the user's emotional reaction, making the shopping experience more humane.
As these technologies continue to mature and become popular, it is foreseeable that the e-commerce industry will usher in a new era of more personalization, intelligence and efficiency.
The entire e-commerce system will undergo earth-shaking changes
AI technology with large models as the core will not only change the shopping experience of e-commerce platforms, but also transform all aspects of the entire e-commerce system, such as analyzing market demand through big data, optimizing and managing the best chain, marketing automation, intelligent customer service, commodity fraud detection, compliance monitoring, etc.
With the development of large-scale model technology, intelligent assistants are becoming more and more powerful and intelligent. This intelligent assistant may eventually become a "super butler" of the user, and most of the user's decisions may need to be participated in and executed by the super butler.
In the future, there may be three types of intelligent assistants, one is embedded in the e-commerce platforms of **, Jingdong, and Pinduoduo;The other type is the smart assistant that comes with the mobile phone, such as Apple's Siri, Xiaomi's Xiaoai, Huawei's Xiaoyi, etc.;The third category is third-party intelligent assistant apps, such as iFLYTEK voice assistant, Wenxin Yiyan app, Zhipu Qingyan app, etc.
After 7 years, the development and innovation of live broadcast e-commerce is a dynamic and continuous evolution process, and in the future, driven by both supply and demand, technology and policies, the industry will continue to move forward vigorously. Incremental opportunities from platforms, merchants, anchors, consumers and other participants will be further explored and released.
For brands, in the live streaming mode that tests their comprehensive capabilities, they must continue to improve in terms of products, strategies, links, and content, so as to meet the needs of consumers more efficiently.
In addition, in the era of e-commerce AI, fiscal and tax planning is still very important. The rapid development and continuous change of e-commerce platforms may bring new fiscal and tax challenges. Therefore, e-commerce companies need to focus on planning financial processes, tax planning, etc., to reduce costs and increase efficiency, and better meet future opportunities and challenges.