Source: Photo.com
A few days ago, Jia Yueting released a video titled "Grow up! Striver" video shows the public his daily life and work in the United States.
In the video, Jia Yueting worked until late at night, and when he ate fritters, he only served soy milk, pickles, etc. At the end of the video, Jia Yueting walked in the dark night of the United States, with a line of text on his head: Grow up! Strivers.
In order to save FF (Faraday Future), Jia Yueting said, "I will try my best to make some money as soon as possible by starting my personal IP commercialization, partly to repay debts, and partly to save the company, to subsidize the construction of cars, and strive to support the basic operation of FF (Faraday Future)." ”
Jia Yueting said: "What I want to do is not simply live streaming, but on the basis of light operation, through model innovation, AI technology innovation, IP e-commerce globalization, Chinese brands going overseas and products going overseas and other dimensions to explore a new path in the era of IP e-commerce 2.0." ”
With the support of Internet celebrity culture and a series of policies, live broadcast e-commerce has ushered in a development outlet
With the rapid development of the Internet celebrity economy, a number of KOLs with online influence have been born in China. KOLs use their own influence and unique advantages to carry out accurate and efficient marketing on purchases and transactions for fan groups that have formed a certain scale. KOLs with high conversion rates have gradually developed into the core element of live broadcast e-commerce, "people", that is, anchors. The formation of influencer culture and the penetration of KOL influence also drive the vigorous development of live broadcast e-commerce.
Analysis of the underlying logic of Internet celebrity e-commerce, win-win for all parties
In the era of consumption upgrading, achieving a "single win" or "win-win" in the supply chain is no longer enough to change the original interest chain, and a win-win situation for all parties is possible to break the original supply and demand structure. From the analysis of the operation logic of online celebrity e-commerce, the rise of this model is beneficial to the supply side, the demand side and the two major service parties. Before the advent of MCN (Multi-Channel Network Service), e-commerce platforms served consumers and brands, thus forming a closed loop of products and services. MCN (multi-channel network service) serves the original three-party chain and reshapes the new closed-loop of products and services. It is expected that in the future, new occupiers will also reshape the original supply and demand structure in the form of reshaping the closed loop of new products and services.
The conversion rate of online celebrity e-commerce is 50 times that of traditional e-commerce
Influencer e-commerce refers to a business model in which content producers with online influence (influencers) recommend or sell products to users (fans) through e-commerce platforms, that is, use the Internet to monetize their own traffic. At present, mainland Internet celebrity e-commerce has formed a complete industrial chain, including Internet celebrities, MCN agencies, content e-commerce integrated marketing agencies, platform channels, supply chain enterprises and brands.
Since influencer e-commerce allows KOLs to interact directly with users (fans) through the Internet, influencer e-commerce is more interactive than social e-commerce and traditional e-commerce. In the current "fan economy", its purchase conversion rate is much higher than that of other forms of e-commerce. According to the data, the purchase conversion rate of top online celebrity e-commerce is as high as 20%, while the highest purchase conversion rate of social e-commerce is only half of that of top online celebrity e-commerce, and the purchase conversion rate of traditional e-commerce is only 0.37%. "I like you, I trust you, so I would be more willing to buy from you." The market size of online celebrity e-commerce has reached 79 billion yuan, with a compound annual growth rate of 87% from 2015 to 2019.
Pan Helin, a member of the Information and Communication Economy Expert Committee of the Ministry of Industry and Information Technology, said that at a time when e-commerce live streaming is prevalent and enterprise competition is becoming more and more fierce, seizing traffic has become the key for brands to stand out. The progress of e-commerce live broadcast technology and the change in the role of anchors show that enterprises are looking for differentiated traffic growth points, and marketing methods are becoming more and more diversified.
Internet analyst Ding Daoshi said that through live broadcasts and other forms of interaction, entrepreneurs can not only display their products and ideas, but also directly influence the public's perception, thereby shaping the brand image. "If you really want to be a good entrepreneur Internet celebrity, you have to work hard."
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
At the same time, the Prospective Industry Research Institute also provides solutions such as industrial big data, industrial research reports, industrial planning, park planning, industrial investment, industrial mapping, smart investment promotion system, industry status certificate, IPO consulting/fundraising and investment feasibility study, and specialized and special new small giant declaration. To quote the content of this article in any public information disclosure such as prospectus and annual report, formal authorization from Qianzhan Industry Research Institute is required.
More in-depth industry analysis is available in the [Prospective Economist APP], and you can also communicate and interact with 500+ economists/senior industry researchers. More enterprise data, enterprise information, and enterprise development are all in the [Qichamao APP], the most cost-effective and most comprehensive enterprise query platform.