Jingdong established a live broadcast base “Live broadcast + e-commerce” model prospects to be tested

On November 3rd, Jingdong recently established a fashion live broadcast base to provide a fixed live broadcast venue for live broadcasters, and some merchants and brands sent samples to the live broadcast base. At present, the “live + E-Commerce” model is being widely used by major E-Commerce platforms and live broadcast platforms, but due to its limitations and the rise of short videos, the prospects of this model are still waiting for the market to test.

According to the “Electronic Business Daily”, Jingdong began preparations at the end of October. The base has set up 15 styled live broadcast rooms and showroom display areas. The “Double 11” period will be included in the promotion position of Jingdong. In fact, in the past two years, actively exploring the platform of combining E-Commerce and content, such as Taobao, Mushroom Street, Jingdong, etc., have started wading live broadcast form.

Last year’s double eleven, the net red and big Taobao live broadcast, the day’s income of 170 million sales, almost created a sales record of live E-Commerce, at present, Taobao APP home page one and a half screen is on the line “Taobao live broadcast” . In September of this year, Jumei Youpin also launched the Discovery Channel. The channel is mainly based on live broadcast and short video, including product recommendation, live show and other content. As early as 2016, Mushroom Street went live on the live broadcast business. It took the lead in the E-Commerce platform to watch live broadcasts. At the end of 2016, the turnover of Mushroom Street showed a secondary growth trend month by month, and November increased 30% from October. December was up 60% from November. The data shows that in June 2017, the turnover of the mushroom street live room has increased by more than 150% since last December.

According to the “2017 China Live Industry Ecology Report” released by Penguin Zhikuo, the penetration rate of the live broadcast industry in 2016 has grown rapidly. By October 2016, the total usage time of live broadcast users reached its peak, and then the live entertainment and live broadcast of the game began to enter. Slow growth period. In contrast, E-Commerce live broadcasts began to show explosive growth. The report was also interpreted in the integration and breakthrough of live broadcast and E-Commerce. The data shows that 41% of users have watched E-Commerce live broadcasts, and 80% of users have made purchases. The emergence of consumer E-Commerce live broadcasts has changed the traditional mode of intrinsic E-Commerce. Users can watch the live broadcast while spending on the platform, which brings the distance between users and real products closer, and is more intuitive and attractive. Shopping guide function.

In fact, the essence of “live + E-Commerce” is still a traffic monetization mode. The network red and live broadcast platforms have traffic resources. Brands and stores hold goods and goods, and targeted sales are realized to make live broadcasts become the most powerful shopping products. The display of exports, through the real, lively display scenarios to promote consumer buying desires, can accelerate the completion of the transaction.

However, in the past two years, short videos are on the rise, and the time threshold for consumption is lower. It is also possible to enhance or beautify the content effects by adding special effects such as music and animation, and it is not too much to compare the live broadcast of these three values. According to reports, in the first quarter of 2018, the number of short videos in China exceeded 20.32 million, and the number of broadcasts exceeded 836.05 billion. The overall market is in a competitive development. Short videos are also infiltrating into the E-Commerce sector, with Taobao‘s short video penetration rate reaching 55.8%. The live broadcast itself has certain limitations. The consumer and the anchor cannot be completely online at the same time. The anchor must efficiently deliver the product information to the consumer within a limited time, and the user stay time should be extended as much as possible. In the face of the impact of short video, consumers’ attention shift will directly trigger the decline of live broadcast on the income level. If the model of “live + E-Commerce” wants to go further, it needs to combine with the industry to form a supply chain, and exert its own advantages to form a more complete business closed loop.