Xiaojin Observation | Different 618 "Super Heads" faded out of the new army's end -of -field live e -commerce to usher in the turning point

In 2022, the University of China was about to usher in the final climax. In the context of the epidemic on the epidemic of the residents' consumption, the governments of many local governments, including Chengdu, have issued consumer coupons to stimulate consumption. While giving more expectations, we have also observed many new features.

For example: Live and bringing goods are still hot. While the "super head" collectively leaves, many new players have entered the battlefield; supply chain protection is still strong. While holding the pressure of the epidemic, the 618 logistics speed has been accelerated again; The merchants participated in the 618 enthusiasm, and also hoped to use such nodes to welcome the past passenger flow.

This year's 618 is about to end, and the consumption enthusiasm and new changes brought by consumption may have just begun.

In 618 this year, live broadcast e -commerce is still the backbone of the middle, and major platforms have invested resources to pull traffic in the live broadcast room. However, unlike the past live broadcast e -commerce traffic concentrated on the pattern of a few "super head" anchors. With the collective fading of the "super head" this year, the majority of heads and middle waist anchors began to seize the rise of the opportunity, and the live broadcast industry. The new army also started to eat cakes.

In this 618, China's live e -commerce industry ushered in an obvious turning point.

Super head fades out of the industry to follow the deer

"This 618, the gameplay is really different." The person in charge of the online operation department of a food company in Chengdu told Xiao Jin that through the live drainage, it is still the common choice of most merchants, but the test of the merchant is much larger. Essence

"In the past, as long as you find a way to pass the selection of the big anchor, you can complete the task of entering their live broadcast room. Although the cost is high, the huge traffic they can bring is very stable." The person in charge said that as the super head anchor was anchor, the super head anchor was Gradually fade out. If you can't choose the right anchor, it is likely that you will encounter a situation where you have smashed money but have not returned.

Nevertheless, the many heads and middle -waist anchors in the live e -commerce industry really ushered in their own opportunities to start a new round of "heroes". Some new live broadcast rooms ran out in this 618, and the "Oriental Selection" under New Oriental is one of the best. With the talent and humor of English teachers, it has killed a blood path and became the "top flow" of the current live broadcast industry. , But even so, they still have a long way to go.

The re -distribution of traffic, the "dark war" between major platforms has already opened.

According to industry insiders, during 618 this year, Taobao live broadcast greatly reduced the threshold for traffic acquisition of the new anchor. As long as the new anchor completed the video and broadcast video 30 seconds, the traffic coupons can be received to the flow. Diversion of Douyin and Kuaishou two major competitors. Of course, the two short video platforms are also not soft in the context of the traffic. For the "East Selection" rushing out on their own platform, Douyin has spared no effort to give traffic support; and Kuaishou is also aimed at the growing and explosive business merchants. Make special traffic design and tilt more traffic to them.

Will there be a new super head? Or will live e -commerce produce a new industry pattern? These doubts opened by this year may not find the answer after a while.

The best time to participate in Tencent to realize the dream of e -commerce for the first time?

"Ali can't do social networking, Tencent can't do e -commerce." For the two most representative giants in China's Internet industry, each has "more than enough heart and lack of power", but even if it has been a long time, both parties have passed, both parties, both parties have passed, both parties have passed. Never give up.

For example, Tencent, in this 618, officially announced that its video number launched the "6.18 Live Live Good Property Festival", which participated in 618 for the first time. Although from the volume, the scale of the live broadcast e -commerce of the video number is far from bringing too much threats to several head platforms, but it is not dared to rely on WeChat platforms with more than 1 billion active users. contempt.

As a new force that promoted this year's 618, the video number is also fully invested. It has launched a number of measures such as platform traffic incentives, discovering the exclusive red dot recommendation of the page, the core recommendation of the main venue, and the support of live broadcast traffic support. Through the company's platform gameplay, the company's live broadcast of the merchant is injected into the official "living water" from the video number.

The video number is in the merchant reward session, and the reward threshold for the merchants is quite low. It only takes the minimum single -game sales amount to reach 10,000 yuan, and you will have the opportunity to enjoy the platform's traffic rewards; only 50 private domain fans are introduced in a single live broadcast. You can get the traffic reward of the platform. For merchants, especially on Taobao, Douyin and other platforms, the merchants who have killed the blood flow are full of energy to test the water in the video number.

In fact, as the latecomers of the short video industry, the video number has recently filled many nostalgic concerts with feelings and exploded the circle of friends. Finally, on the short video, this seemingly iron plate has its own place, and The video number has also quickly entered the stage of rapid growth in the field of live broadcast.

把视频号直播带货在2021年底和2021年初的数据做一番对比，可以发现这位新玩家来势汹汹：去年一年，视频号直播的整体销售额增长超过15倍，尤其是服鞋箱包、 Food and beverage, freshness, books, beauty skin care and other categories have gained strong growth in the live video number live broadcast. It is more noteworthy that the average unit price of the video number live room exceeds 200 yuan, and the repurchase rate exceeds 60%. The stickyness is enough to prove that the challenger is "extraordinary." Tencent's e -commerce dream may have ushered in the most likely opportunities to achieve from this 618.

The future shopping model is opened here?

Live e -commerce has changed the traditional e -commerce company with text+pictures, or text+pictures+videos. Through the real -time explanations and live demonstrations of the anchor, consumers can see the characteristics of the product more intuitively, so as to be better The ground contributed to the order.

This is also one of the important reasons for the current live e -commerce company.

Of course, the general consensus in the industry is that live broadcast e -commerce is far from the ultimate form of e -commerce online shopping. So what is the future e -commerce?

In the age of VR prevailing, many people think that this future model will be an immersive shopping based on VR. To this end, Taobao has also developed the Taobao VR shopping platform "Buy+". After bringing VR glasses, you seem to be in a real shopping mall. You only need to use the handle in your hand to try. However, just a few years later, such VR shopping methods have rarely mentioned it. After all, VR devices have not entered millions of households as expected, not to mention under the current technical conditions, counting hundreds of millions of on the Taobao platform is 100 million yuan VR rendering for the product is originally an impossible task.

In 618 this year, a new future e -commerce model has begun to discuss the new future e -commerce model. According to media reports, Taobao originally planned to launch the "Yuanshi Shopping" in 618 this year, allowing users to guide the characters to shop while walking in the 3D world through mobile phones with mobile phones.

According to the 33 -second shopping scene circulating on the Internet, there are virtual scenes such as skyscrapers, large shopping malls, cinemas and other virtual scenes in the "Taobao Yuan Universe". Users can manipulate the character's travel direction through floating maps and information panels, enter various stores into various stores Complete various interactive actions.

However, as of now, Taobao's "Yuan Universe Shopping" has not yet officially met with you. This function is still tested within a small range. It is expected to be officially released during the 618 period this year. But even so, this session of 618 has officially brought the new concept of Yuan universe shopping to everyone, which is also considered by many industry insiders to have more operable future shopping methods than VR shopping. It does not require special devices to access the "Yuan Universe Shopping". It only needs to be implemented on the mobile phone to achieve the threshold of the Yuan universe. It is considered to provide greater imagination.

Perhaps many years later, when people are accustomed to shopping in the Yuan universe in the universe, some people think that the first prototype started in the 618 of 2022.

Chengdu Daily Jinguan Journalist Wang Xin Editor He Qi Tie Editor Liu Yonghao

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