Fueled by the epidemic, live e-commerce has become the biggest outlet in 2020 (it seems that there is no one?). ), the president, stars and employees have come down to live streaming with goods, Luo Yonghao made 240 million yuan in three months of live streaming with goods, and even the financial self-media teacher Wu Xiaobo has come to rub the wind in the past few days. Many places are engaged in live e-commerce cities, building live e-commerce bases, Li Jiaqi bought a mansion in Shanghai for 100 million yuan and got a Shanghai hukou, and media such as "New Wrist" that focus on live e-commerce have also appeared.
The industry is very vigorous, and the data shows that the scale of the live e-commerce market is expected to reach 961 billion in 2020, an increase of 111% year-on-year, close to the trillion level.
The live e-commerce industry is very hot, there are many melons, these days there is a big and "round" melon: Zhao Yuanyuan was expelled by the former owner Ali intranet notification, the details of this melon will not be repeated. Zhao Yuanyuan himself said in a response: "Life is like this, everything has to be experienced, I created an industry, and I have been on the news several times, and the sprinkler family has been worth it in this life, whether it is standing at the cusp of the wind or falling to the bottom, it is the talk of life." So, is the live e-commerce really created by Zhao Yuanyuan?
Live e-commerce is created by Taobao, which no one denies.
Today, live streaming has become the infrastructure of the retail industry, Ali, JD.com, Pinduoduo, Suning, Mushroom Street and other e-commerce platforms, Douyin, Kuaishou and other video platforms attach great importance to it, even foreign Amazon, Facebook are also doing live streaming with goods.
Chinese players do it earlier than foreign players, and Taobao is the first in China. In 2016, the pan-entertainment live broadcast market set off a "thousand broadcast war", and when YY, Momo, Pepper, and Yingke fought on the live broadcast of the show, the e-commerce platform began to try to use live broadcast to bring goods.
In May 2016, Wu Zun sold the milk powder brand "Wyeth Qifu" product on Taobao Live, bringing sales of 1.2 million yuan in 60 minutes, and the conversion rate of single products was as high as 36%. Liu Yan in Juhuasuan live with goods six products: jujube walnut sold more than 20,000 pieces, there were 120,000 viewers at that time, because the live e-commerce can not be as convenient as now to add shopping carts, users can be in the anchor after the announcement of the voice password, through the Juhuasuan App "shouted out" password, and then get discounts, purchase goods, the current password lottery play concept is similar to this.
In 2016, in addition to the Tao system platform, there are jackfruit, NetEase Koala and other platforms to try to live stream with goods, live streaming with goods triggered a hot discussion in the industry, when Dong Tao wrote an article in Tiger Sniff "Live + E-commerce, Bypass BAT Another Opportunity" Many people did not think so, I wrote an article "Why is it optimistic about live broadcast + e-commerce?" Here are two reasons, as well as four technical difficulties to support, my opinion is: "Live broadcasting is not a way of publicity, but the infrastructure of e-commerce, like shopping carts, product pictures, indispensable." ”
In 2016, although Taobao Live broadcasting was a small fight, content has become one of the three core strategies, the other two are community and local life, which was personally announced by then Alibaba CEO Xiao Yaozi. Ma Yun let the Alibaba website hang information that year, customers can come to see if they have nothing to do, Taobao content is also to let users have nothing to do, but also to provide a new content-based consumption scenario, do a good job of shopping guide. Get more user attention and convert it into traffic and GMV.
In 2017, Taobao's live broadcast business ushered in rapid growth, that year, the GMV growth rate brought by Ali live broadcast and short video reached 238% and 755% respectively, and the cumulative number of social celebrities reached 1,000, Ali optimistically said that live broadcasting will maintain rapid growth in 2018. In 2019, the GMV of Taobao live broadcast with goods exceeded 200 billion yuan, and the user scale exceeded 400 million, although the proportion of GMV in the entire 5727 billion yuan is very small, but the growth rate is very considerable, and do not consider the "satellite" situation of other platforms, Taobao live broadcast is still the strongest live broadcast platform. The first to do from 0 to 1, let the industrialization of live streaming goods from one to ten thousand, do the best in the industry, said that Taobao created a live streaming with goods industry, no one will object, right?
The question is, what role did Zhao Yuanyuan play in this?
"New Wan'er" combed the timeline shows that in August 2017 Zhao Yuanyuan joined Ali from Ogilvy, initially in Taobao heart selection, and then began to do live e-commerce business, as mentioned earlier, in 2017 Taobao live broadcast business increased by 238%, itself in high-speed growth, Zhao Yuanyuan joined, the Taobao live broadcast of the faster growth, naturally played an important role (but in theory, every Taobao live broadcast related employees, including backstage engineers, are playing a role, isn't it? ）
And until the departure of Ali, Zhao Yuanyuan was not the person in charge of Taobao live broadcasting. Ali has specifically clarified that Zhao Yuanyuan is the person in charge of Taobao live broadcasting, saying that he is the person in charge of Taobao live broadcast operation, not the person in charge of Taobao live broadcast, and the prefix "operation" is added, and the meaning is very different. At that time, Taobao live broadcast was a piece of business of the content e-commerce division, and live broadcasting was a subset of the Taobao content strategy, Zhao Yuanyuan had to report to Xuan De (Yu Feng), and then jiang Fan and Xiao Yaozi.
In March this year, Taobao Live Broadcasting Structure Adjustment, Taobao Live Broadcasting Division was established, by the original Taobao Live merged with the original content e-commerce division of other business lines (wow video, Taobao Headlines, etc.), the former general manager of the content e-commerce division Yu Feng (flower name Xuande) as the head of the new Taobao Live BroadcastIng Division, reported to Taobao Tmall President Jiang Fan. Judging from this adjustment, Taobao Live is no longer subordinate to content, but has led to the entire Taobao content, becoming the top priority of Taobao content e-commerce.
Seeing this, I know that Zhao Yuanyuan must have a certain contribution to Taobao live broadcasting, but it is certainly inappropriate to say that he is the main promoter of Taobao live broadcasting, and when he is responsible for Taobao live broadcasting operations, Taobao live broadcasting business has been advancing by leaps and bounds. Since this is the case, Zhao Yuanyuan said that he created an industry, which is not convincing.
Some media reported that Zhao Yuanyuan is the person behind Taobao live broadcasting, Li Jiaqi and Wei Ya. In my opinion, the reason is that Zhao Yuanyuan is the head of operations, and he himself needs more external communication, especially with the anchor, MCN, etc., appearing in public occasions more, participating in more than 5 public activities in 2019 (the 30,000 yuan remuneration in September, which appeared in Ali's notice), high media exposure, naturally there is a strong correlation between Taobao live broadcast and Zhao Yuanyuan.
There are many situations like this, some people in the enterprise are indeed the "banner figures", "benchmark figures" and "leading figures" of a certain business, such as Wu Enda of Baidu AI, Wang Haifeng of today, such as Zhang Xiaolong of Tencent WeChat, such as Yu Chengdong of Huawei terminals, the more exposure in the media, the easier it is for the outside world to form a strong association in memory.
If a person has outstanding contributions to the industry, the outside world will eventually give recognition, Bill Gates created the desktop era, Jobs created the smart phone industry, Ma Yun is the "godfather" of China's e-commerce, Lei Jun is the pioneer of Internet hardware... None of this is something they say themselves, though.
The achievements of the live e-commerce industry today should be said to be created by the entire industry, and Taobao has played an important role in promoting it, but it is unreasonable to attribute it to any individual.
In large companies, everyone's work has its value, but in theory, large companies can leave everyone to operate, Ali can do without Ma Yun, Liu Qiangdong can ignore JD.com, and Huang Zheng can resign as CEO of Pinduoduo. Although a person standing on a larger platform can have a better stage, create greater personal, corporate and social value, and make relatively more prominent contributions in the process, but do not overestimate yourself and ignore the organization. I am reminded of an old saying in the workplace: "Without the platform, you are nothing". It seems reasonable.
"The masses are the real heroes. The people, and only the people, are the driving force behind the creation of world history," which is also a basic point of Marxism.