Since the beginning of 2020, the growth rate of users in the live broadcast market has been amazing. The data shows that in 2020, the number of webcast users in China will reach 550 million, and the user growth rate will exceed 9.2%. Compared with the growth rate of Internet industry 10%, live broadcast is still a high-speed growth market.
In 2020, the size of the live e-commerce market will reach 96 1 100 million yuan.
Affected by the epidemic, traditional consumption such as catering and tourism almost stopped, while the "home economy" such as live broadcast with goods flourished. According to iiMedia's data, the domestic live e-commerce market has rapidly increased from 1900 million yuan in 20 19 to 433.8 billion yuan in 2019, and it is expected to reach 96 10 billion yuan in 2020.
Live broadcast will not become the main means of bringing goods, but it will become a new growth driver.
Can live broadcast replace the offline shopping guide market? Forward-looking Industry Research Institute believes that the current live broadcast is very dominant, but it is not enough to replace offline shopping guide. It is expected that in the second half of 2020, due to users' aesthetic fatigue, the live broadcast will have an adjustment period. At present, the problem of selling fake goods live and high return rate still exists; The head anchor has high bargaining power, and many merchants also clear goods at a loss, and merchants will not use it as the main means of bringing goods.
On the other hand, with the development of Internet technology, KOL delivery mode, represented by live broadcast, will bring consumers a more intuitive and vivid shopping experience with high conversion rate and good marketing effect, and will become a new growth driver for e-commerce platform and content platform.
—— The above data comes from the In-depth Research Report on Business Model Innovation and Investment Opportunities of China Webcast Industry by Forward-looking Industry Research Institute.