Recently, many large enterprises such as SF Holding and Alipay have launched the business of live streaming with goods, although the industry has entered the red sea of competition, and the determination of enterprises to cross over from "content live broadcast" to "live broadcast with goods" has not decreased, and this move has also aroused widespread attention in the industry.
From the perspective of enterprise development, in terms of adding new business channels, expanding brand influence, and strengthening interaction with customers, the strong vitality shown by the two live broadcast rooms that have grown up in the industry "Make a Friend" and "Oriental Selection" has played a good demonstration effect, and at the same time, it is attracting more new enterprises to enter the market.
Live broadcast and "welcome"
SF Holding recently launched a low-key live streaming e-commerce business, SF's live streaming e-commerce this time is mainly to help agricultural products, selling seasonal fresh products, all goods are delivered through SF Express. This is not SF's first exploration in the field of e-commerce, and its previous attempts have not made significant progress.
The reporter opens the SF Express mini program, you will see a live broadcast window hanging on the page in a more conspicuous position, click "More Good Things Live" to enter and there will be a page with goods, the anchor is explaining various products, involving Zhoushan wild pike crab, Sichuan ice cream, Dandong mango peach, beef hoof tendon, etc.
However, as one of the largest express delivery companies in China, SF has a strong logistics network and resource advantages, and has natural advantages in the field of direct sales of agricultural products. SF's live streaming e-commerce business mainly focuses on helping agricultural products, selling seasonal fresh products. This model of direct procurement and direct delivery of agricultural products can provide farmers with more sales channels and publicity platforms, and can also provide consumers with fresher, safer and more convenient fresh products, which is speculated by the outside world as SF's attempt to copy the successful model of Oriental selection. There is also speculation that SF Holding is about to go to Hong Kong for a secondary listing, and the low-key launch of live streaming e-commerce business at this time may be in order to tell a new story of high valuation in the Hong Kong stock market.
SF Holding submitted an IPO application to the Hong Kong Stock Exchange on the 21st, preparing to list in Hong Kong. SF Holding has been listed on the Shenzhen Stock Exchange, and once listed on the Hong Kong Stock Exchange, it will form a "A+H" share pattern. In addition to the main business, e-commerce, overseas and supply chain are all incremental space and imagination space for SF.
In fact, with the rise of live streaming e-commerce, many express delivery companies are eager to try this new field that is closely related to them. Two years ago, Lai Meisong, chairman of ZTO Express, appeared in the live broadcast room to stand for his own products, and China Post also "cast a wide net" on Douyin, and many regional branches benefited greatly from live broadcasting.
"Last year, Alipay's live broadcast content was mainly content-based slow live broadcast, and since the beginning of this year, Alipay has introduced a series of operating types of live broadcast rooms to try live streaming goods." On August 17, the Alipay Partner Conference was held in Hangzhou, and Zhu Qinmei, head of Alipay Live Broadcast products, grandly introduced the achievements and future plans of Alipay Live Streaming to partners, and Alipay's ambition of "bringing goods" was officially put in front of the public.
At present, Alipay APP has two live broadcast entrances, in addition to clicking the life button located in the tab bar at the bottom of Alipay to switch to the live channel, you can also find this scene in the application center, which can be added to the home page application, gold, care, digital and other categories of live broadcast content is more.
Some industry analysts pointed out that whether it is Alipay's mini program or live streaming, they are facing new challenges and opportunities. At present, the mainstream live streaming platforms also include Douyin, Kuaishou, Taobao Live, Channels, Jingdong Live, Bilibili, Mushroom Street, Vipshop Live, Xiaohongshu Live, etc., and it is difficult to highlight the encirclement.
The "live broadcast" results in the first half of the year were released
Listed companies whose main business revolves around "live streaming goods" have also recently disclosed their 2023 interim results.
As the first stock of live streaming e-commerce, Yaowang Technology announced on July 15 that the half-year performance forecast showed that the commodity trading volume (GMV) in the first half of 2023 was about 6 billion yuan, of which the GMV in the second quarter of 2023 was about 3.4 billion yuan, an increase of about 33% month-on-month and a year-on-year increase of about 11%. Since its layout in the field of live streaming e-commerce in 2018, Yaowang Technology has made great achievements in the industry, and has now become the first and only enterprise in the industry that spans the three major platforms of Shake, Kuai and Tao.
It is reported that since June this year, Yaowang Technology has changed around two keywords: depth and breadth. In terms of "depth", in addition to increasing the number and scale of creators in the future, it will also pay attention to the live broadcast duration of creators and strengthen the output per unit hour. Last year, the number of effective streamers of Yaowang Technology was 83, and the average live broadcast duration was 29 hours/month. This year, Yaowang Technology will add 27 new creators, and it is expected to reach 200 by the end of the year, an increase of 300%. It is expected that the average live broadcast duration will increase to 50 hours/month per person throughout 2023.
In terms of "breadth", the future business of remote technology will be richer and more effective. In addition to live streaming services, content marketing will be increased to achieve more continuous product and sales integration. As Xie Rudong, chairman of Yaowang Technology, said, "People may think that short videos for live streaming are not important, but we believe that long content is first, short content is second, and live broadcast is the third." With content, your live broadcast will be richer, your personality will be richer, and your trust will be higher. ”
On July 28, Make a friend handed over the first financial performance forecast after the backdoor listing. According to the announcement, the Group expects the total GMV completed by the entire network to exceed RMB 5 billion during the period ended June 30, 2023. In the financial report, Make a friend attributed the growth mainly to cross-platform operations, saying: "We have built a high-quality live streaming e-commerce and new media marketing channel brand, and successfully realized cross-platform operations, which has led to rapid growth in the group's overall business operation and financial performance." "This year's 618, make a friend to enter Jingdong Live, and bring Luo Yonghao's Jingdong live broadcast debut, on May 31, Jingdong's premiere sales exceeded 150 million yuan.
Oriental Selection has not yet released 2023 interim results, but has previously announced its fourth quarter and fiscal year 2022 results. According to the financial report, net revenue in the fourth quarter increased by 64.2% year-on-year and operating profit increased by 145.5%, mainly due to the increase in revenue driven by new education business and Oriental Selection's self-operated products and live streaming e-commerce business.
Today, it is also reported that Oriental Selection has decided to enter Taobao Live, and the company is currently forming a Taobao Live related team, and has initially found a supplier of goods, which will start broadcasting at the end of this month at the earliest. In the Hong Kong stock market, Oriental Selection also soared more than 8% intraday, according to the results of the index review released by Hang Seng Indexes, of which Oriental Selection was included in the constituent stocks of the Hang Seng TECH Index, and the changes will take effect from 4 September 2023 (Monday). According to CICC's estimates, it is expected to bring 124 million US dollars of passive capital inflow to Oriental Selection.