On October 20 this year, the prologue of the "Tmall Double 11" shopping festival was launched in the live broadcast room of Li Jiaqi and Wei Ya. According to Taobao live data, on the night of the "Double 11" pre-sale on October 20, Li Jiaqi's live broadcast room launched a total of 439 links, with a cumulative transaction volume of 11.538 billion yuan and an estimated sales volume of 37.7117 million; Weiya live broadcast room launched 499 links, with a cumulative transaction volume of 8.533 billion yuan and an estimated cumulative sales volume of 26.8929 million.
(Data source: Taobao, public data collation)
Compared with the "test waters" in previous years, the total amount of goods carried by the two head anchors this year exceeded 20 billion yuan for the first time. Compared with the complex and traditional "Double 11" mini-game, more and more consumers choose to embrace live e-commerce. How to do overseas live broadcast sales?
Therefore, on September 17 this year, Taobao Live held an ecological conference for merchants and live broadcasting institutions, and announced three new initiatives: new entrances, new products, and new investments.
Cheng Daofang, head of the live broadcast division of the Taobao business group, said, "This is the double 11 with the largest investment in Taobao live broadcasting." This means that Taobao has chosen to accelerate the integration of live broadcasting into the "Double 11" shopping festival.
Among them, the most distinctive change is that in order to attract users to return to the live broadcast, Taobao homepage will add a first-level entrance for live broadcasting.
(Source: Taobao App)
At the same time, a new content commercialization platform "HeatWave Engine" was also launched. Jian Fu, head of Taobao's live broadcast business engine, said that the platform can achieve online product selection, online investment promotion, and online matching of talent anchors. Where should overseas KOL marketing start?
Overseas e-commerce platforms have actively promoted live e-commerce, but have not formed a "cargo" atmosphere
Similar to "Tmall Double 11", most overseas e-commerce platforms have launched annual exclusive shopping festivals. For example, Shopee's 9.9 Super Shopping Festival, Amazon's Black Five Net One, Prime Day, etc.
(Source: Shopee)
However, the overseas shopping festival also revealed weakness in sales growth and users complaining about discount reductions. According to a survey this year by data platform LoyaltyLion, 62 percent of Americans believe that discounts on "black five net one" will never be as good as they expected, and nearly 65 percent say the products they want are usually not discounted.
Judging from the current shopping festival activities of major overseas e-commerce platforms, mainstream e-commerce platforms have followed up on live e-commerce, but the differentiation is serious, and the atmosphere of KOL with goods has not been generated.
In April 2019, Amazon launched the live broadcast feature "Amazon Live", but it was not widely promoted and the response was mediocre. On October 9, 2019, AliExpress opened a unified live broadcast permission for gold and silver merchants.
Shopee is one of the few overseas e-commerce platforms that can play live. During this year's three-week "9.9 Promotion" period, consumers watched various live programs through Shopee Live, with a total of more than 24 million hours, including exclusive interviews with internationally renowned superstars and wonderful performances by Korean groups TWICE and Secret Number.
It is worth mentioning that with the promotion of live e-commerce on a global scale, the ecological link of the entire content e-commerce has gradually opened up. As early as April 2020, BlueFocus, an A-share listed company, said at the performance briefing that "the company began to act as an agent for overseas Internet celebrities, signed a number of overseas MCN institutions and overseas well-known Internet celebrities, and helped our customers improve overseas marketing efficiency."
From the current situation, this year's TikTok power e-commerce business is expected to follow the domestic growth path and become the "catfish" of overseas live e-commerce. At the same time, it has also brought a wave of new opportunities to the majority of cross-border e-commerce sellers.