Should the live broadcast e-commerce industry be de-headed?
Title suggestion: "Double 11 head anchor "heat-down", new changes in live broadcast e-commerce are happening".
Article: Double 11, known as "China's largest shopping carnival", the e-commerce feast, attracts the attention of countless consumers every year. However, this year's Double 11 has seen a remarkable phenomenon: the income performance of top anchors seems to be "heating up" and is no longer as hot as in the past. What is the problem behind this phenomenon?
According to Li Mingtao, president of the China International Electronic Commerce Center Research Institute, this year's Double 11 live e-commerce has shown some new changes. **Among the 58 live broadcast rooms that exceeded 100 million yuan on the whole platform, store live broadcasts accounted for more than 60%. This means that more and more businesses are starting to interact directly with consumers through live streaming, rather than just relying on the traffic of top anchors.
Behind this change is the rapid evolution of the live broadcast e-commerce industry. In the past, with their unique personal charm and professional knowledge, top anchors have become "Internet celebrities" in the minds of consumers, attracting a large number of fans and traffic. However, over time, consumer demand for live shopping is also changing. They are no longer just looking for low prices and discounts, but are paying more attention to the quality, service and experience of goods.
In this context, merchants are beginning to realize that it is not enough to rely on the traffic of top anchors. They need to engage more with consumers and build closer relationships. Therefore, more and more businesses have begun to launch their own live broadcast rooms to attract more consumers through professional operations and high-quality services.
In addition to the rise of merchant self-broadcasting, new live streaming technologies have also injected new vitality into the live streaming e-commerce industry. For example, the use of AR VR technology allows consumers to experience products more realisticallyThe application of intelligent recommendation algorithms allows consumers to find the products they need more accurately. The application of these new technologies not only improves the shopping experience of consumers, but also provides more marketing tools for merchants.
Of course, the "deheating" of the top anchors does not mean that their influence is weakened. In fact, top anchors still play an important role in the live broadcast e-commerce industry. Their expertise and charisma remain one of the key factors in attracting consumers. However, with the continuous evolution and change of the live streaming e-commerce industry, merchants need to pay more attention to interaction and relationship building with consumers.
At the same time, we should also see that Double 11 is not only a shopping carnival, but also a stage to showcase the innovation and development of China's e-commerce industry. On this stage, whether it is the head anchor or the business broadcast, they are all important participants. The competition and cooperation between them will promote the continuous development of the entire e-commerce industry.
To sum up, behind the phenomenon of this year's Double 11 head anchors "deheating", new changes in the live broadcast e-commerce industry are taking place. In this change, the rise of merchant self-broadcasting and the application of new live broadcast technology will become one of the key factors driving the development of the industry. At the same time, we should also recognize the importance of Double 11 as a stage to showcase the innovation and development of China's e-commerce industry. On this stage, whether it is the head anchor or the merchant self-broadcast, they should be respected and supported, and the competition and cooperation between them will promote the continuous development of the entire e-commerce industry.