From the perspective of industries such as retail and restaurants, chain and scale do not necessarily mean monopoly, but more often represent efficiency gains. When industry analysts study the market, they tend to focus on concentration indicators such as CR5. However, if you compare different markets in the same industry side-by-side, you will find that the concentration of the market varies greatly. In a less concentrated market, this often means that there is still a lot of room for efficiency improvement.
The same is true for the emergence of top anchors and institutions in the live broadcast e-commerce industry: higher visibility and influence bring greater output and publicity effects, and at the same time, it also enhances the bargaining power of the ** chain, forming a positive cycle under the scale effect. From a business point of view, this is perfectly normal.
In the early days of the rise of live broadcast e-commerce, top anchors and institutions played a key pioneering role. However, as the industry has grown, they have gone from pioneering to setting service benchmarks and development-oriented roles. In live broadcast e-commerce, in addition to selling goods, enterprises also need to use the endorsement of the head anchor to shape brand awareness.
Although the endorsement form of the head anchor and the institution is similar to the traditional celebrity endorsement, there is actually an essential difference. In the past, when celebrities endorsed products, it was difficult for the celebrities themselves to conduct in-depth research and understand the products. For today's top anchors and agencies, they conduct in-depth research and understanding of products and brands, so as to provide more professional and reliable endorsements.
The behind-the-scenes workflow of live e-commerce with product selection as the core has reached the maximum level of professionalism and meticulousness. On the official website of Meione, each sub-category lists its own exclusive customer service. For example, under the fashion category, ** alone is further divided into three subcategories: **group has offline stores), *online brands), *style). The products on the shelves in the live broadcast room need to go through a standard selection process, including product details, ingredient lists, certificates and patents, and all supporting materials need to be uploaded and reviewed, strictly screened, and controlled at all levels to protect the rights and interests of consumers to the greatest extent. These practices have become standard operating procedures (SOPs) in the live streaming e-commerce industry, and are being adopted by more and more streamers and institutional players.
For the live broadcast e-commerce industry, which is undergoing a shift and upgrade, this leading role of the industry leader has indispensable value. If merchants want to cooperate and dock, they first need to carry out steps such as enterprise settlement, brand entry, product submission, and sample demand submission in the background of the United States ONE, and then they can send samples, primary selection, final selection, group docking, inventory preparation, and official scheduling for broadcasting. This series of strict processes not only ensures the quality of the products, but also provides consumers with safer and more reliable product choices.
The behind-the-scenes workflow of live broadcast e-commerce with product selection as the core has reached the maximum level of professionalism and meticulousness, and has been adopted by more and more anchors and institutional players. This practice has not only become the industry's standard operating process, but also played a positive role in promoting the shift and upgrading of the live broadcast e-commerce industry.