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In 2021, the live streaming industry has ushered in some big changes - the store self-broadcast is gradually popular, the industry supervision is becoming stricter, the status of the head anchor has also been "threatened", and the whole picture of the live streaming industry has changed dramatically. In this way, where will the live streaming industry go in the future? Can we expect something?
After the fire of the meta-universe, the heat of live streaming with goods gradually faded, especially after experiencing the tax evasion variables of a treasure head anchor, there was a large traffic gap in the live streaming industry, and "danger" and "opportunity" were everywhere.
What is the current development of live broadcasting, and what is the future development trend of live broadcasting? I hope that this article will help you better understand the overall picture of live broadcasting, throw bricks and jade, and look forward to leading everyone to think more about live streaming with goods.
First, what is the current development of live streaming with goods?
This article analyzes the current situation of live broadcasting from the current economic development status, technical situation, industry policy, MCN institutional development, platform layout, live broadcast development within the platform and the dilemma of live broadcast development, and looks forward to the future of live streaming.
1. Development of live e-commerce economy - the market scale continues to grow, and the e-commerce platform has gained significant revenue, becoming a new and old brand breaking the traffic password
Looking back at the first year of the live broadcast in 2020, from the Ai Media Consulting Report, we can see that the GMV of Taobao live broadcast goods will exceed 400 billion yuan in 2020, and the turnover of Douyin live goods that close external links and actively build their own supply chains in 2020 will exceed 500 billion.
Looking at the live broadcast of the spring festival golden file in 2021, the total number of viewers in the live e-commerce industry reached 3.1 billion in February, and the anchors were mainly store anchors, accounting for nearly 90%, and store self-broadcasting has long become the norm.
According to the Q3 live broadcast industry report of Ai Media Information, the scale of online live broadcast users in China will reach 660 million person-times in 2022, and the scale of users will further increase steadily in the midfield of the development of Internet online live broadcasting.
In 2021, Double Eleven, taking the Douyin Festival that began on October 27 as an example, the cumulative number of viewers of Douyin live broadcast reached 39.5 billion, the transaction volume of a single live broadcast reached 150 million yuan +, and the maximum number of fans of a single live broadcast reached 1.06 million. Although the performance of Douyin live broadcast is eye-catching, compared with the Taobao Double Eleven pre-sale live broadcast transaction volume, it may be because of the late start time, consumer willingness and consumer expenditure share have been seized by other e-commerce platforms, so the transaction volume is generally slightly average.
From the Douyin Double Eleven pre-sale top 10 list in the Ai Media Consulting Report, we can see that at the top of the list is Liu Yuanyuan, who started 3 times on the first day of the Festival of Good Things, with cumulative sales of 74.559 million. Host Hua Shao and Luo Wangyu ranked second and third respectively with sales of 55.016 million and 42.148 million.
Interestingly, among them, anchors with less than 200W fans, such as Guangzhou Dayuan, Qiu Yingying, and Qianyu Sheila, have reached 20 million+ in single-day sales of their good things festival, and the shopping appeal of waist anchors should not be underestimated.
According to the report of the Douyin Good Things Festival, it is worth noting that in 2021, when domestic products are in the tide, the proportion of Chinese goods that are popular in Douyin will reach 87%.
With the help of the national tide, the long-established brands unlocked the new traffic password of live e-commerce, and the sales increased significantly; among them, Ma Yinglong (a pharmaceutical company famous for hemorrhoid cream) sold 656% month-on-month.
2. The technical situation on which live broadcasting is based - it is greatly improving in many aspects
1) Network broadband technology improvement
At present, Internet broadband technology has been greatly improved, and CDN and cloud computing technology have boosted the user's live broadcast experience; the future 5G joining may add more experience surprises to more online virtual physical experience.
2) Hardware equipment blessing
The video, audio, image acquisition and other equipment required for live broadcasting are continuously optimized, and the support of 4K &8K provides high-quality assurance for anchor recording and broadcasting, and improves the user's viewing experience.
3) Algorithm optimization
For the image revealed by the anchor in the foreground, the continuously upgraded image algorithm can add repair, beauty and other effects for the anchor; face recognition and gesture recognition algorithms facilitate the user payment scene, and the human posture estimation algorithm, skeleton action recognition, image generation and other algorithms add more ornamental and interesting to the virtual idol live streaming.
4) The chip is constantly iterating
With the continuous improvement of chip processing speed, video/audio codec ICs can process video/audio data faster, supporting a high-quality real-time live broadcast experience on the mobile smart side.
5) The development of new media live broadcast technology is good in the era of integrated media
At this stage, relying on P2P technology streaming media live broadcast system has been introduced, the live broadcast system will be P2P technology and streaming media technology for effective combination, greatly reducing the basic equipment required for live broadcasting, while improving the transmission timeliness of live broadcasting, data security and quality assurance of live broadcasting.
3. The development of industry policies - the supervision of the general environment is stricter and stricter, and the regional characteristics of live broadcast policies are favorable
In the process of the development of live streaming with goods in full swing, the authenticity of the live product experience, the quality of the goods, and the handling of after-sales disputes have also been criticized by users.
The government's policy supervision of live streaming with goods is becoming more and more stringent, requiring that a new standard system be formed from industry control to goods control, effectively protect the rights and interests of consumers, and rectify the chaos of industry goods. The head MCN institution with good supply chain management and after-sales tracking guarantee will further gain room for development.
In addition to the strict rectification of the general environment, local governments have also continuously introduced support policies for regional live broadcasting to help local enterprises complete the transformation of new retail digital management and operation with the help of live broadcasting outlets.
4. The development of MCN institutions - a hundred schools of thought are competing, and the top traffic operation and vertical operation mode are currently inseparable
According to the Ai Media Consulting Report, in 2022, the domestic MCN institutions that specialize in managing anchors, operating traffic and users will reach more than 3W, and the live e-commerce with significant monetization characteristics is boosting the prosperity and development of the live broadcasting industry, and the market size of MCN institutions in 2022 is expected to reach 34.2 billion.
According to the Ai Media Information report, the top five MCN institutions on Taobao in April 2021 are Dingwei, Qianxun, Meijian, Nas and Jumei; among them, Qianxun, who is famous for Weiya, and Meijian, who is famous for Li Jiaqi, have already made a mark in the field of live e-commerce.
Among them, the three core businesses are BA net red, brand IP and new retail content of the United States ONE was established on September 14, 2015, has been supported by Ali Lakeside Capital, Weibo Fund and other well-known investors, and in 2019, Li Jiaqi became a partner of The United States ONE.
With Li Jiaqi's head live broadcast traffic as the core of its operation, and the actual conversion of live broadcast, that is, the mode of CPS billing according to actual consumption as the focus of external cooperation, ONE continues to deepen the top traffic operation, and the centralized traffic operation and management mode make it difficult for the model of US ONE to be reused.
As one of Ali's procurement suppliers, it is also one of the head MCN institutions; although there are fewer people who know about it, it has maintained rapid growth since dingwei entered Taobao in 2017, and it has maintained rapid growth, and decentralized It has carried out a vertical live broadcast operation layout in major categories.
Deeply cultivate the trend IP and brand IP to create the top micro, has a large number of PGC, UGC content and cooperation content with major well-known IP, and has formed a good cooperative relationship with major Internet celebrities, star artists, etc., and has significant advantages in the field of content creation and content distribution for various brands.
In addition to the MCN institutions on the list, the MCN institution worth mentioning in 2021 is Hangzhou Weinian.
Unlike mcN institutions that focus on practical transformation, Wei Nian has frequently appeared in the public eye this year because of disputes with Li Ziqi. Founded on February 28, 2013, Hangzhou Weinian is a brand management company, whose business scope includes commercial performances, performance brokerage, cultural and entertainment brokerage services, Internet sales, etc.
Weinian has been deeply involved in the incubation of KOLs, and has adhered to the cultural values of sharing love, beauty and happiness since the beginning, aiming to empower KOLs and consumer brands to let users feel a beautiful lifestyle.
Focusing on the creation of high-quality IP, Weinian completed the 10 million series A financing in May 2017, the 80 million B round financing in May 2018, the Clun financing in August 2019, and in July this year, it obtained direct investment from Beijing Quantum Yuedong Technology Co., Ltd., an affiliate of ByteDance, and Qingdao Qiushi Chenxing Investment Partnership. It can be seen that the development of micro-thoughts has been steady and progressive.
However, after the Occurrence of the Li Ziqi incident, ByteDance, which invested in WeNian Technology, announced its withdrawal less than half a year after holding the shares, and in the case of user public opinion favoring Li Ziqi, the development of Weinian in the short term has also been affected to a certain extent.
It can be seen that while major MCN institutions continue to develop their business, they should also pay attention to the relationship handling of their own contracted bloggers to avoid future risks.
5. The overall platform layout in the live broadcasting industry - the C-end head e-commerce platform and content platform performed well, and the B-end platform was steadily expanding
Since 2016, many e-commerce platforms have entered the live broadcast to sell goods, the head e-commerce platform such as Taobao, with its stable supply chain system, rich categories, anchor cooperation layout and natural shopping order atmosphere, occupies the natural advantage of live streaming with goods, and Jingdong, which entered late in recent years, has also eaten a wave of dividends with live streaming goods.
In addition to e-commerce platforms, taking the current second echelon platforms of live streaming with goods, Kuaishou and Douyin, as examples, the content platforms that have emerged in recent years are also vigorously developing and innovating live broadcast forms and content, with the help of the content supply advantages of the content platform and the advantages of user time, entering the field of live streaming with goods.
Among them, Kuaishou live broadcast pays attention to the diversified distribution of content, trying to tap the market of various types of goods and fully develop the niche market of content; Douyin pays attention to the creation of explosive products and good things, continuously improves and optimizes the efficiency of content distribution, creates hot explosive products on the whole network, and improves conversion efficiency.
However, both Kuaishou and Douyin are already constantly improving their own e-commerce supply chain construction, and want to meet the shopping needs of consumers to buy all in one stop.
In addition to the conventional e-commerce platforms and content platforms that are vigorously developing live streaming with goods, there are still many platforms that are among the live streaming sellers who are constantly seeking new business models and live broadcasting methods to accumulate the potential to break the circle.
In the innovation of the C-end live broadcast mode, taking the benchmark case of the live broadcast industry of Ai Media Information KK Live as an example, in order to make up for the shortcomings of the mobile live broadcast show, KK Live was launched in 2012, through the creation of a benign operation system of guild + anchor + user + content ecology, in the e-commerce, culture, education, tourism, social responsibility, public welfare and other sectors of comprehensive development, strongly related to the development of national policies, creating many hot public welfare such as children of stars, social culture such as "Craftsmen and Ingenuity" live broadcast.
At the moment when the B-side has developed into a social hotspot, the cooperation between live streaming and selling goods and the B-side can also see some excellent platform examples.
According to the benchmarking case of the B-end live broadcast industry of Ai Media Information, the current alliance main live broadcast has been able to provide major enterprises with one-stop online live broadcast service from supply chain to drainage, to live data monitoring, to CRM data analysis, which greatly reduces the threshold and cost of enterprises going to the sea to live broadcast, and promotes the digitalization of live broadcast and the whole industry process.
6. The development of live broadcasting on the platform - Taking Taobao as an example, the C-end and B-end functions are constantly enriched, the supply chain capabilities continue to be strengthened, and the live broadcast + model is blooming
Taobao Live, as the current head live e-commerce platform, based on the marketing methods of different e-commerce products in the early years and the accumulation of experience in marketing activities within the platform, preemptively attacked the live streaming with goods track. From the optimization of live broadcasting within Taobao Live, we can also glimpse the development footprint of some live e-commerce.
At the C-end product level, Taobao's internal live broadcast from strengthening the interactive relationship between anchors and fans at the beginning of the launch, to focusing on the true display of online products and launching AR live broadcasts, etc., to focusing on the creation of a professional knowledge atmosphere in the live broadcast channel, through customer service live broadcast + artificial intelligence live broadcast with knowledge quiz operation mechanism, to help users shop and solve their doubts; then began to focus on amplifying the advantages of the platform's goods supply chain and passing on the mentality of global rich goods.
Then in 2020, the subdivision scenario enrichment channel, relying on Alibaba Cloud technology and AR technology to simulate online shopping scenarios to meet the user's shopping fantasies at home during the epidemic; this year, it further optimized the pre-broadcast preview reservation short video planting, the process of process experience optimization, the process of post-broadcast after-sales logistics improvement, and the improvement of store self-broadcast display to promote anchor decentralization.
In addition to Taobao Live's products on the C-end user side, let's take a look at the functional support of the Taobao Live Broadcast Center Console.
At present, for the whole process of managing Taobao live broadcast before, during and after broadcast, the central control station provides comprehensive support for the anchors such as live broadcast management, product management, fan management, data management, etc., and has opened a wealth of classroom explanations for product use and equipped with relevant parts of the product function use explanation documents; anchors can edit and manage various live broadcast statuses such as previews, in-broadcast, etc., and cooperate with the preparation and cooperation of goods, and then through the design of related interactive functions, the participation of official activities, The acquisition of accurate traffic increases the popularity of live broadcasting.
In the construction of the relevant supply chain system, in terms of warehousing, in order to flexibly cope with the situation of live broadcast explosion, in addition to the conventional central warehouse and regional warehouse settings, the Ali warehousing system is equipped with a live broadcast exclusive warehouse to solve the short-term emergency product allocation problem brought about by live streaming.
At the logistics level, Cainiao has opened Danniao Express in conjunction with multiple brands, upgrading the national landing distribution network through technical means and intelligent algorithms, providing merchants with integrated logistics solutions for transportation, distribution, customer service and after-sales, further improving the logistics efficiency of merchants and the logistics experience of consumers, and continuously improving the fulfillment capabilities of logistics next-day delivery, same-day delivery and hourly delivery.
On the other hand, at the same time as the release of Danniao, Cainiao also announced the digital acceleration plan of the backbone network and released the open platform of logistics IoT, hoping to achieve a comprehensive digital upgrade of the supply chain system.
In addition to the live broadcast function, the live broadcast mode within the platform is also becoming more and more attractive in 2021, and from 2020 to 2021, we have witnessed the era when everything can be live +.
According to Ai Media Consulting's live broadcast report in the first quarter of 2021, among the various models of live broadcast +, the top 3 users are most satisfied with are public welfare, cultural science and tourism. The live broadcast of major e-commerce platforms during the epidemic has allowed us to see the potential behind live broadcast + public welfare.
In terms of live broadcast + tourism, Taobao Live has launched the "Cloud Spring Tour" for users to visit eight famous museums online, of which the Potala Palace live broadcast less than 1 hour, attracting millions of users to watch.
In terms of live broadcast + fitness, fitness platforms such as Keep have also entered. Live broadcast + life of everything, increase the user's sense of participation in diversified scenes, blur the virtual experience and the real sense of boundary, so that more and more users are happy to participate in live interaction.
7. The current dilemma of live broadcast development - the original sin of frequent overturning is the quality of supply and the regulatory loopholes in the industry
In the process of the development of live streaming with goods in full swing, the quality control problems behind low-cost goods have been criticized. According to the 2020 Double Eleven Consumer Association Public Opinion Report, 14.29 million consumer rights protection reports were made, of which 330,000 were live streaming, most of which were related to the quality of goods.
In addition to the quality of goods, the scene experience of live streaming with goods has also been sluggish, such as during Li Jiaqi's illness, the black powder of the water army brushed a large number of screen live broadcast rooms, which not only reduced the user shopping experience, but also damaged the image of the anchor and the platform.
In addition, in addition to the interactive experience of watching live broadcasts, the interactive gameplay in live broadcasts is also more limited, and oral broadcast benefits, second kills, and celebrity integration have become commonplace for users, and the interactive gameplay of attracting fans and attracting attention needs to be expanded.
In addition, live data fraud has also become a well-known industry pathology. Whether it is browsing data, click data, or sales conversion data, there are certain data beautification frauds in live streaming.
Behind the fraud of live streaming with goods, there is even an industrial chain of traffic and data fraud.
In 2020, the Southern Metropolis Daily reported that in 2020, there are more than 1,000 various brush platforms in China, of which the head has a monthly flow of more than one million yuan, and the relevant practitioners are in the million level. The ratio of live streaming with goods brushing is generally as high as 30%-50%, and the live data fraud industry has formed a complete industrial chain from downstream brushing studios to upstream cloud control software development, which is harming the interests of platforms, anchors, consumers, brands and other parties.
The jaw-dropping front is Li Xueqin's 300W audience incident, and then there is Wang Han's 70% return rate incident, all of which are lamentable.
Second, where is the future of live broadcasting?
Through the understanding of the relevant information of live broadcasting, the author's prediction of the future development trend of live broadcasting is as follows.
1. The live broadcast service has been fully upgraded
1) With the maturity of online live broadcast technology and the general increase in user acceptance, the live broadcast industry will gradually form a B-end layout in the future, and more live broadcast institutions will open relevant standardized and customized live broadcast services for governments and enterprises, providing supply chain management, anchor operation, traffic operation, content dissemination, data tracking and other rich services for government and enterprise live broadcasting.
2) In the C-end live broadcast service for the public, with the increase of supervision, the public opinion of users on the live broadcast experience crusade increases, and the shopping services provided by live broadcasting such as selection, quality control, logistics guarantee, dispute guarantee, refund guarantee, etc. will be more standardized.
In addition, for the user's convenient shopping path in the live broadcast, the e-commerce platform itself will also provide more convenient services for the live broadcast with goods, and may provide services such as pre-live announcements, reminders of the live schedule of single products, seconds in advance of the queue live broadcast room, explosive replenishment shelves and additional purchase notices, and goods reservation listing services.
2. The live broadcast form itself - decentralized, customized and enriched gameplay, and integrated with the Internet of Things
1) From centralized pan-entertainment live broadcast to decentralized vertical professional live broadcast
Live streaming with goods will become more and more inclined to professional-level vertical live broadcasting, with the rise of knowledge payment, users of the anchor's professional knowledge is more elaborate, vertical class has a strong field of knowledge endorsement of the anchor will get more attention, in the stimulation of users to buy conversion has a strong potential, live streaming will let knowledge to bring goods.
At the same time, major platforms are also constantly incubating new anchors on various tracks, and after a head anchor stops broadcasting, the pace of decentralization of traffic distribution on head e-commerce platforms is bound to accelerate passively.
2) Diversified live broadcast gameplay
At present, the live streaming with goods gameplay in the major platforms is still relatively single, mostly for lottery, coupons, seconds to kill/group, etc., focusing on low-cost mentality itself limits brand revenue, premium space and limits the long-term growth and cooperation of the platform.
Therefore, the future of the watching and broadcasting gameplay may be enriched, weakening the low-cost mentality, providing more large brands with heterogeneous customized gameplay and the creation of a live broadcast front-end atmosphere.
3) From a single live broadcast room watch form to the Internet of Things live broadcast with goods
With the development of 5G and the popularity of IoT devices, live streaming will be combined with more IoT devices.
Imagine a scene, when you get up in the morning to use the smart toilet at home, the smart toilet will be your health data in the cloud after analysis, when you brush your teeth and wash your face, the mirror in front of you to you to pass a product in line with your current health status of the live preview / in the broadcast of the second kill recommendation information, you can directly watch the live broadcast through the mirror.
When you wash your face and wear glasses, you can view the product at 360° and view the relevant information, and make quick decisions to place orders.
When you receive a courier package, your IoT device can instantly pop up information from the host about the use of the product and more clever usage.
3. Live broadcast content itself - focus on IP creation and IP combination, and further develop professional knowledge live broadcasting
With the rise of netizens' IP awareness and professional knowledge learning awareness, more and more IP is mined by major platforms, whether it is virtual IP, or real people, history, culture, regional IP, etc., all of which have strong transmission traffic value.
In the model of live broadcast + everything, IP can further enhance users' attention to live broadcasting; in the form of professional knowledge to empower live broadcasting with goods, it will further seize the mental highland of more users.
Live broadcast + IP + with goods and professional knowledge live + with goods will open up more high-quality user markets, and further expand the trend of live streaming with goods.
In any case, how the future development of live streaming with goods is, let's wait and see how it changes.
Resources:
"Ai Media Consulting | Special Research Report on the Development of China's Online Live Broadcasting Industry in the First Half of 2021"
"Ai Media Consulting | 2021Q3 China Online Live Broadcasting Industry Research Report"
"Ai Media Consulting | Bi-monthly Report on the Monitoring of Operation Data of China's Live E-commerce Industry from September to October 2021"
"Ai Media Information | Bimonthly Report on the Monitoring of Operation Data of China's Live E-commerce Industry from July to August 2021"
"Ai Media Consulting |Bien Report on the Monitoring of Operation Data of China's Live E-commerce Industry from May to June 2021"
"Ai Media Consulting | 2021 Q1 China Online Live Broadcasting Industry Research Report"
"Ai Media Consulting | Bi-monthly Report on the Monitoring of Operation Data of China's Live E-commerce Industry from March to April 2021"
"January-February 2021 China Live E-commerce Industry Operation Data Monitoring Bimonthly Report"
Overview of the Current Situation and Development Trend of Webcasting, Xu Shurui. 2021(3)
"Analysis of the Dilemma of E-commerce Live Broadcasting under the 5W Model—— Taking Li Jiaqi's Live Broadcast with Goods as an Example" Wang Yuhan, Jiao Ruowei. 2021(09)
"Analysis on the Development of New Media Live Broadcasting Technology in the Era of Integrated Media", Qin Xuwei, Liu Jie.2021(08)
This article is originally published by @Pig Li in the report, everyone is a product manager, without permission, it is forbidden to reprint.
This article is produced by Everyone is a product manager, the Original Incentive Program.
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