First, live e-commerce has entered a stage of rapid development.
The earliest live e-commerce in China can be traced back to 20 16. After four years of development, China has gone through the initial stage and rapid development stage of live broadcast e-commerce, and will continue to develop into a mature stage in the future. With the development of Internet technology, KOL, represented by live broadcast, has brought consumers a more intuitive and vivid shopping experience with high conversion rate and good marketing effect, and has gradually become a new growth driver for e-commerce platforms and content platforms.
Second, multiple factors promote the outbreak of live e-commerce
There are several main reasons for the outbreak of e-commerce live broadcast, such as consumption habits, content upgrade and technical iteration. (1) Consumption habits: A new generation of consumers grew up in the period of rapid rise of short videos and live broadcasts, preferring intuitive and interactive consumption methods and online consumption on the mobile side; (2) Content upgrade: Compared with the graphic explanation of goods in traditional online stores, the content form of live e-commerce is more optimized, and its main features are strong professionalism, strong interest and diverse gameplay; (3) Technical iteration: The 5G era brings better viewing experience, and the continuous development of smart phones and live broadcast devices provides the hardware foundation.
Third, the growth rate of users in the live broadcast market is amazing.
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.
4. In 2020, the market size of live e-commerce 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.
5. 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 Deep Research Report on Business Model Innovation and Investment Opportunities of China Webcast Industry by Forward-looking Industry Research Institute.