Xiaomi investment has a home broadcast, commercial closed loop further?

With the development of the live e-commerce industry year by year, various types of platforms are strengthening their layout. Songguo Finance was informed that according to the enterprise check APP, on January 28, Hangzhou Youjia E-commerce Co., Ltd. underwent industrial and commercial changes, and added Xiaomi affiliated company Hanxing Venture Capital Co., Ltd. as a shareholder. According to the enterprise investigation information, the company was established in 2021, the legal representative is Zhu Jianfeng, the registered capital is 1.25 million yuan, and the business scope includes Internet sales; personal Internet live broadcast services; brand management; supply chain management services.

Founded on March 3, 2010, Xiaomi Technology is a global mobile Internet enterprise focusing on the research and development of intelligent hardware and electronic products, as well as an innovative technology enterprise for the construction of high-end smart phones, Internet TVs and smart home ecological chains.

When live video broadcasting became a new market, relying on strong corporate resources, Xiaomi Technology helped Xiaomi live broadcast room to form a unique live broadcast culture, Xiaomi live broadcast room to create a business circle live broadcast supply chain system, in the cultivation of anchor Internet celebrities, absorb fan traffic, create live content, communication monetization channels continue to exert efforts.

On the evening of April 16, 2021, Xiaomi's official flagship store and Taobao Live launched an exclusive live broadcast with the theme of "Xiaomi Smart Planet", which is slightly special, this time Xiaomi directly moved the live broadcast room into the "space capsule". The data shows that the theme of this smart planet live broadcast, GMV increased by 505% year-on-year, the number of views increased by 384% year-on-year, and the number of new views also increased by 356% year-on-year.

As a scenario-based bearer of the concept of "smart life", Xiaomi and the service provider behind it Tianzi Live try to use new technology and create a combination of real and virtual, human-computer interaction scene. In this live broadcast, it also broke through the limitations of previous physical construction and expanded the space and scene dimension of product display.

For Xiaomi, under the trend of normalization of live broadcasting, if you want to stand out, it is necessary to increase the exploration of differentiation and let the brand produce sustainable sales power, the core of which lies in whether it can bring additional content to consumers.

The xiaomi investment has a home broadcast, or will bring new imagination to the brand. Nowadays, live broadcasting is entering the era of specialization, and there is an urgent need for fresh content scenes and new technologies. Live broadcasts with more content value and higher watchability may be the mainstream new direction of live streaming in the future.