Source: Photo.com
Shortly after the broadcast started on the evening of April 20, Simba gradually lost control of his emotions due to some negative comments in the live broadcast room.
Simba said in the live broadcast that he had never suppressed the goods brought by other anchors, but Ma Hongtao had previously used the slices of Simba's speeches in the live broadcast room to make program effects in his live PK, touching Xin Xuan and misleading the audience.
He denounced that this platform connived at emotional anchors, and pointed to collecting (emotional anchors) 500 million protection fees to live, "without chivalry, let alone public morality", it is a "garbage platform"!
Simba threatened: If the platform does not speak up for him, he will be interviewed by major media, revealing the dirty behavior of the platform's emotional script anchor and the platform, and kindly reminding the platform that this move will "bring down the platform"!
Due to repeated radical remarks, the main account of "Xin Youzhi" was banned by Kuaishou, and then, Simba quickly replaced the small and medium-sized anchor account under Xin Xuan to start broadcasting, but was soon banned again for violating community rules for radical remarks.
With the four anchor accounts of "Xiaoluo", "Xu Jie", "Jiajia", and "Dandan" being blocked because of Simba, he found an assistant who had never brought goods to live broadcast to build a new account. On the assistant's account, Simba bluntly said that "Kuaishou doesn't need me" and regretfully said that he would "retire".
Regarding the "retirement" live broadcast, he revealed that the last live broadcast will not bring goods, but will tell everyone about his 15-year entrepreneurial experience in the form of a speech. As for where he will go in the future, he revealed, "I want to find a way to open the supermarket and use another way not to leave everyone." ”
Competition in the live streaming platform industry has further intensified
2016 is the first year of live broadcasting, this year, more than 300 online live broadcast platforms have appeared in China, and the number of live broadcast users has also grown rapidly. At a time when e-commerce platforms are encountering traffic bottlenecks, major platforms are actively seeking to change and try a model of e-commerce content and e-commerce community, and the emergence of live broadcast platforms has made this attempt possible.
In 2016, e-commerce platforms such as Taobao, JD.com, Mushroom Street, and Vipshop launched live broadcast functions and opened the live shopping guide mode; Live streaming platforms such as Kuaishou and Douyu cooperate with e-commerce platforms or brands to lay out live streaming e-commerce business.
The competition among the three major platforms is fierce, and Taobao still has a large advantage
Taobao, Douyin, and Kuaishou are the main platforms in the live broadcast e-commerce industry in mainland China, and Taobao has a great advantage in terms of the number of users and platform share; In terms of market turnover, Douyin's GMV is higher than that of the other two major platforms. Overall, the three major platforms of Taobao, Douyin and Kuaishou are highly competitive.
Taobao platform has a high market share
From the perspective of platform share, according to the survey data of the "Online Survey Report on Consumer Satisfaction with Live E-commerce Shopping" released by the China Consumers Association, the proportion of consumers who use Taobao Live is 68.5%, and the proportion of consumers who regularly use Taobao Live is 46.3%, and Taobao Live is in an absolute lead; This was followed by Douyin Live and Kuaishou Live, with 57.8% and 41.0% of users respectively, and 21.2% and 15.3% of loyal users who used it regularly, respectively.
Zhang Yiwu, professor of the Department of Chinese at Peking University, pointed out that live streaming e-commerce has become the mainstream form of consumption in society, profoundly changing consumption habits, price system and industrial chain connection. Globally, live e-commerce has also become a new form of going overseas, which has had a profound impact on the business form.
In response to the chaos in the development of the industry, Zhu Wei, deputy director of the Communication Law Research Center of China University of Political Science and Law, pointed out that the Internet live broadcast platform has a low threshold and fast money, and very small websites or a few individuals can immediately carry out live broadcast business, and at the same time, there are many chaos in the industry.
In this regard, Chen Shaofeng, deputy dean of the Institute of Cultural Industries of Peking University, said that the main tone of the industry policy in the past two years is to promote positive energy, entertainment expression should be consistent with cultural and artistic expression, and practitioners should also have a clearer understanding of Internet policies and trends, "The supervision of Internet live broadcast platforms will become more and more stringent." ”
Prospective Economist APP Information Group
For more research and analysis of this industry, please refer to the "Analysis Report on the Development Prospect Forecast and Investment Strategic Planning of China's Live Broadcast E-commerce Industry" by Qianzhan Industry Research Institute
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