In recent years, live streaming has become a hot topic in the e-commerce industry, and countless consumers have been "planted" in the live broadcast room and are willing to buy it out of their pockets. However, the business behind live streaming is little known. Recently, some industry insiders broke the news that the commission of domestic products in live streaming is higher than that of foreign goods, which has attracted widespread attention. So, what's going on?
First of all, let's understand what live streaming is. Live streaming, as the name suggests, refers to the promotion and sale of goods during the live broadcast. The anchor recommends products to the audience through display, trial, explanation, etc., and stimulates the audience's desire to buy. In this process, the anchor can get a certain commission or commission, and the merchant can increase the sales and popularity of the product through live streaming.
Compared with traditional e-commerce platforms, live streaming has stronger interactivity and real-time performance, which can better meet the needs and preferences of consumers. Therefore, more and more merchants and anchors choose to promote their products through live streaming.
However, the business behind live streaming is not as simple as imagined. First of all, live streaming requires a lot of costs, including anchors' pit fees, commissions, samples, logistics and other expenses. For merchants, it is difficult to achieve profitability even if the production cost is compressed to the extreme.
Secondly, there is also great uncertainty about the effect of live streaming. Although some top anchors have amazing live streaming capabilities, most of them do not have ideal results. In order to pursue the effect of live streaming, many merchants do not hesitate to spend a lot of money to invite well-known anchors to promote, but the final sales are not satisfactory.
In addition, there are still some chaos and problems in live streaming. For example, some streamers will make false promotions or mislead consumers in order to maximize profits. In order to pursue higher sales, some merchants will engage in unfair competition behaviors such as swiping orders and reviews. These behaviors will not only affect the shopping experience of consumers, but also have a negative impact on the entire livestreaming industry.
So, why is the commission of domestic products higher than that of foreign goods in live streaming?A person in charge of the operation of an MCN agency said that the main reason is that the cost of domestic products is controllable and the gross profit is high, so the commission is relatively high. In contrast, foreign goods entering the Chinese market need to be subject to tariffs, the cost is higher, and the popularity and sales volume are also high, so the commission is relatively small.
In addition, the commission of domestic products in live streaming is higher than that of foreign goods, which is also related to the promotion strategy of anchors. Some anchors will give priority to domestic products when promoting products, because the production cost of domestic products is low and the commission is relatively high. At the same time, domestic products also have advantages in terms of quality and quality, which can better meet the needs and preferences of consumers.
Of course, this does not mean that domestic products are necessarily more popular than foreign goods in live streaming. In fact, the performance of different types, brands, and quality products varies greatly in live streaming. Therefore, merchants and anchors need to consider comprehensively according to market demand and consumer preferences when choosing to promote products.
In short, as an emerging format in the e-commerce industry, live streaming provides a new shopping experience for consumers and merchants. However, there are still many issues and challenges that need to be addressed in this emerging industry. It is hoped that the relevant departments can strengthen supervision and management, standardize the order of the industry, and promote the healthy development of the live streaming industry. At the same time, merchants and anchors should also consciously abide by industry rules and laws and regulations to provide consumers with high-quality goods and services.