Hua Ying: Live broadcasting "information overload" improves production and elimination efficiency

In recent years, the live broadcasts of live, short videos, social e -commerce, interest e -commerce and other models have emerged rapidly, which has driven the innovation and development of new domestic products, manufacturers, and old -fashioned brands, thereby serving the transformation and upgrading of the industrial belt and industrial chain.

From the perspective of Hua Ying, deputy dean of the School of Information of the University of Foreign Economics and Trade, the "new" of interest e -commerce and live e -commerce is reflected in many aspects.

First, the new model of e -commerce pays more attention to consumer experience. For example, interest e -commerce is to stimulate potential and increase consumer demand through content, rather than selling unilateral sales to consumers.

Second, the new model represented by live e -commerce has helped reduce the problem of "information overload" of consumers. The emergence of e -commerce platforms has increased information symmetry between production and consumption, but also caused a certain degree of "information overload". The appearance of the live broadcast room is essentially helping the production side to improve the interaction and transaction efficiency with consumers.

"We do consumer decision analysis. Consumers have many links from the need and need to real purchase in the middle of the purchase. Every link may give up. Now the logic of new e -commerce is to shorten the path of consumer decision -making. For example The model that you see is the search, assessment, recommendation, questioning, interaction, interaction, and after -sale in one place. The decision chain that can be pulled long is finally reduced to a live broadcast room. "

Third, the functions and scene expansion in the new model help online consumption extends from "one hammer to buy and sell" to sustainable consumption, and more comprehensively meets consumer demands. For example, interest e -commerce uses content as the core. When consumers watch the content on Douyin, they will inspire interest. After the first purchase, they can also form a repurchase through the new "mall" entrance.

Hua Ying believes that the social value brought by the new model of e -commerce is on the one hand to allow the industrial belt and product "walking" to consumers in front of consumers in front of consumers, and on the other hand Essence

"Especially when we study small and medium -sized enterprises, he can transform from digital business models in the front end as a transformation entry port to drive digital transformation to land."

Regarding the future development of the new e -commerce model, Hua Ying suggests that platform companies should pay attention to the establishment of standards and standards. In particular, you can bear more social responsibilities, and through the design of mechanisms, strategies, and standards, we can do a good job of balance between content quality and the development of enterprises and brands on the platform.

In addition, when serving the development of domestic products brand, the new e -commerce model must also incorporate the respective genes and characteristics of the brand into consideration, such as increasing support for self -broadcasting. (Liu Rui)

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