Original title: Live e-commerce rushed for five years into the 2.0 era, supply chain capabilities may become the key to future development
Our reporter Li Qiaoyu Xiao Wei
“I’m Yu Minhong, I’m here to sell agricultural products today.” On the evening of December 28,New OrientalThe founder Yu Minhong appeared in the Douyin live broadcast room and opened the live broadcast to sell agricultural products for the first time. “Securities Daily” reporters noticed in the live broadcast room that during the delivery period, in addition to the host “passionately bringing the goods”, Yu Minhong was also active, introducing the theory of learning and singing into the live broadcast process, frequently citing classics and historical references, and from time to time he took out maps. Explain the origin of crops.
According to the reporter’s observation, after Yu Minhong went online, the number of fans in the Douyin live broadcast room rose rapidly to more than 20,000, and the ranking of the Douyin tapes once rose to third place.
Yu Minhong started to test the live broadcast of his teachers in 2016. In the past two years, the live broadcast frequency has been relatively high, and he has participated in many live broadcasts to help farmers, including Yunnan Xuanwei ham, Gansu Minqin melon, Guizhou Pu’an black tea, etc.
Although New Oriental did not disclose the results of bringing the goods this time, Sun Dongxu, CEO of New Oriental Online, disclosed that “nearly five million yuan was sold” at the end of the live broadcast.
“Yu Minhong’s results are still very good.” Li Yongjian, director of the Research Office of the Chinese Academy of Social Sciences Institute of Finance and Economics, told the “Securities Daily” reporter. Has entered a stage of normalization development.
The big anchor may “disappear”
In Li Yongjian’s view, the era when a live broadcast frequently sold more than 100 million yuan has passed. “In the future, there will be fewer and fewer super anchors.” Li Yongjian told reporters that live e-commerce is a new way to monetize traffic. The historical mission of major anchors is to popularize live e-commerce to all levels of society.
In Li Yongjian’s view, at present, the big anchors have basically completed their historical mission and promoted the development of live broadcast e-commerce into a normalized stage. In the next step, with the diversification of anchors and the gradual maturity of self-built live broadcast platforms by merchants, the future live broadcast system will be more three-dimensional and richer than the e-commerce model.
In fact, from the current point of view, the major anchors have not stopped broadcasting.
According to the reporter’s understanding, Li Jiaqi has a lot of experience in supporting new brands in ONE in the United States. “In the past few years, we have helped a lot of domestic brands.” The relevant person in charge of the US ONE told the “Securities Daily” reporter before, “For example, Huaxizi, Yuanqi Forest, Kuadi, etc., have continuously created a lot of popular products to make more consumption. While they know them, they also help them quickly seize the market in new product launches and create brand value.”
In addition, Mei ONE is also building its own new brand. In June of this year, the Tmall flagship store of the IP Naiwa family under US ONE was officially launched. Naiwa was the pet dog of Taobao live broadcast anchor Li Jiaqi, who was once popular on the Internet for Taobao live broadcast.
Li Yongjian said that from the perspective of the development trend of live e-commerce, he is optimistic about the ability of anchors to build their own product supply chains. The supply chain covers product design, research and development, production, and quality control. If an anchor who understands consumers can deeply participate in the creation of the supply chain, the product supply chain is expected to be assisted in terms of digitalization and efficiency improvement.
Live e-commerce enters the 2.0 era
“Live e-commerce has been running for 5 years, and it has formed an obvious head effect.” said Professor Cao Erbao, deputy dean and doctoral supervisor of the School of Economics and Trade of Hunan University.
In his view, the market structure has basically stabilized, and among the top 100 anchors, the contribution gap between the top 50 anchors and the bottom 50 anchors is still widening, indicating that there is a strong Matthew effect. Strong, market resources and network traffic are moving closer to the head platform and head anchor. The live broadcast e-commerce industry has formed a “critical minority”, and their self-discipline and heteronomy play a key role in the orderly development of the market.
Wang Lianfen, an industrial economic researcher at the School of Economics and Trade of Hunan University, told a reporter from the Securities Daily that live e-commerce has entered the 2.0 era, and the live broadcast platform has formed a professional division of labor. There are special live channels for beauty and skin care, daily household appliances, agricultural products, and professional equipment. , Each has its own target group.
Wang Lianfen said that the anchors have also achieved vertical management. The head anchors actively build their own supply chain system, create a better industrial ecology, and begin to explore new marketing routes such as cost-effectiveness and novelty. The waist anchors choose to tie small and medium-sized enterprises and new brands. Grow together after the decision, and the usual chaos in the past has gradually faded after the market structure has been set.
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