Live e-commerce has been running wild for five years to enter the 2.0 era Supply chain capabilities may become the key to future development

Reporter Li Qiaoyu Xiao Wei

"I'm Yu Minhong, and today I'm here to sell agricultural products." On the evening of December 28, Yu Minhong, the founder of New Oriental, appeared in the douyin live broadcast room and opened the first show of selling agricultural products with live broadcasts. The "Securities Daily" reporter noticed in the live broadcast room that during the period of carrying goods, in addition to the host "passionately carrying goods", Yu Minhong also showed positive performance, introducing the teaching and singing into the live broadcast process, often quoting scriptures to talk about history, and from time to time taking out maps to explain the origin of crops.

According to the reporter's observation, after Yu Minhong was launched, the number of fans in the Douyin live broadcast room quickly rose to more than 20,000 people, and the ranking of the Douyin goods list once rose to the 3rd place.

Yu Minhong began to lead his teachers to test the water live broadcast in 2016, and the frequency of live broadcasting in the past two years is relatively high, and he has participated in many live broadcasts to help farmers, bringing goods such as Yunnan Xuanwei ham, Gansu Minqin honeydew melon, Guizhou Pu'an black tea, etc.

Although New Oriental did not disclose the results of bringing goods, Sun Dongxu, CEO of New Oriental Online, revealed that he "sold nearly five million yuan" at the end of the live broadcast.

"Yu Minhong's achievement is still very good." Li Yongjian, director of the research office of the Chinese Academy of Social Sciences' Institute of Financial and Economic Strategy, told the Securities Daily reporter that Yu Minhong's belting of goods means that live streaming with goods has become the direction of the traffic economy, and it also means that live e-commerce has entered a stage of normal development.

Big streamers or will "disappear"

In Li Yongjian's view, the era of a live broadcast with sales of more than 100 million yuan has passed. "There will be fewer and fewer super anchors in the future." Li Yongjian told reporters that live e-commerce is a new way of traffic monetization, and the historical mission of big anchors is to popularize live e-commerce to all levels of society.

In Li Yongjian's view, at present, the big anchors have basically completed their historical mission and promoted the development stage of live e-commerce into a normalized stage. In the next step, with the increasingly diversified composition of anchors and the gradual maturity of the self-built live broadcast platform of merchants, the future live broadcast system will be more three-dimensional and richer than the e-commerce model.

In fact, from the current point of view, the big anchors have not stopped live broadcasting.

According to the reporter's understanding, Li Jiaqi's U.S. ONE has a lot of experience in supporting new brands. "In recent years, we have helped a lot of domestic brands." The relevant person in charge of the US ONE previously told the "Securities Daily" reporter, "Such as Huaxizi, Yuanqi Forest, Kwadi, etc., have continuously created many explosive models, so that more consumers know them at the same time, but also help them quickly seize the market and create brand value on the release of new products."

In addition, Midea ONE is also building its own new brand. In June this year, the Tmall flagship store of the NIVA family under the United States ONE was officially launched, and Naiva was the pet dog of Li Jiaqi, the anchor of Taobao Live Broadcast, who had become popular on the network because of Taobao Live Broadcast.

Li Yongjian said that from the perspective of the development trend of live e-commerce, it is optimistic about the ability of anchors to build their own product supply chains. The supply chain covers product design, research and development, production, quality control, if the anchor who understands the consumer can deeply participate in the creation of the supply chain, the product supply chain is expected to be helped in terms of digital level and efficiency improvement.

Live e-commerce has entered the 2.0 era

"Live e-commerce has been running for 5 years, and it has formed a significant head effect." Professor Cao Erbao, deputy dean of the School of Economics and Trade of Hunan University and doctoral supervisor, said.

In his view, the market pattern has been basically stable, and in the top 100 anchors, the contribution gap between the top 50 anchors and the last 50 anchors is further expanding, indicating that there is a strong Matthew effect, the stronger the stronger, market resources and network traffic are moving closer to the head platform and the head anchor. The live e-commerce industry has formed a "key minority", and their self-discipline and other disciplines play a key role in the orderly development of the market.

Wang Lianfen, a researcher in industrial economics at the School of Economics and Trade of Hunan University, told the Securities Daily reporter that live e-commerce has entered the 2.0 era, and the live broadcast platform has formed a professional division of labor, and beauty skin care, daily home, agricultural products, professional equipment, etc. have special live channels, each for the group.

Wang Lianfen said that the anchor has also achieved vertical management, the head anchor takes the initiative to build his own supply chain system, create a better industrial ecology, and begin to explore new marketing routes such as cost performance and novelty, and the waist anchor chooses to grow together after binding with small and medium-sized enterprises and new brands, and the common chaos in the past has gradually receded in the case of the market pattern has been determined.