Make live broadcasts a new breakthrough in economic transformation
Fan Dayu
Social comment today
Live streaming with goods has enabled the online platform to find a new track, providing a new stage for various enterprises. The live broadcast goods with strong interaction, strong affinity and strong consumption stickiness have even become the key to the start of some industries to resume work, allowing industries such as clothing, food, housing, transportation and entertainment, which are severely affected by the epidemic, to see new opportunities. Some local governments are beginning to promote the integrated development of live broadcast e-commerce and professional wholesale markets, traditional business enterprises, and actively develop a new model of "online drainage + physical consumption".
The joint defense and control mechanism of the State Council held a press conference on April 25 to introduce the e-commerce promotion of consumption and the promotion of economic upgrading and upgrading. The person in charge of the Ministry of Commerce said that he is actively looking for ways to activate the consumer market and guide localities to carry out a series of online promotional activities according to local conditions. According to data from the National Bureau of Statistics, the scale of online retail sales in the first quarter was basically the same as last year, and the online retail sales of physical goods increased by 5.9%. This shows that the role of online retail in promoting consumption has been further improved. (Related reports see version 03)
Affected by the epidemic, the recent willingness of traditional merchants to transform online has been very strong, so the online retail sales of physical goods in the first quarter have been able to grow against the trend. New business formats such as direct sales from the origin and live broadcasts continue to emerge, and e-commerce has accelerated from the consumer side to the production side, placing higher demands on infrastructure construction. At the press conference yesterday, the relevant person in charge of the Ministry of Industry and Information Technology stated that they would further strengthen their efforts with the Ministry of Commerce and other ministries to jointly promote infrastructure construction and support the development of e-commerce.
The strong willingness of traditional businesses to transform and develop has not only spurred the growth of related economic data, but also made "live streaming" a hot word for consumption. Live streaming is a new type of consumption method, which uses live streaming technology to display and guide shopping at close range through the Internet platform. Previously, live broadcasts were usually carried out by some stores to open live broadcast rooms or promoted by professional anchors. In the context of the prevention and control of the new coronary pneumonia epidemic, the sales boundary of live broadcasts continued to expand, and the live broadcast economy opened more and more businesses New sales, found a new living space.
Live broadcast brought goods before popular routine is net red selling goods, through the strong influence and appeal of net red to sell goods. Recently, the protagonist of live streaming has been greatly expanded, and some public figures are actively entering the live broadcasting economy. The 30 county heads and mayors of Hubei collectively marketed high-quality agricultural and sideline products in Hubei and staged a 14-hour marathon live broadcast. The Deputy Mayor of Haiyang City, Yantai, Shandong Province launched the live broadcast of "Mayor Dr. Helping Agricultural Products", with a video playback volume exceeding 2 million. On April 24th, Gree Electric Chairman Dong Mingzhu also ushered in the live broadcast of the first show, avatar salesman interacted with netizens.
Although live broadcasts are hot, some people still regard it as a "life-saving straw" for businesses to relieve their difficulties from the epidemic, and believe that this "wind" may not last long. Judging from the current development of the situation and the reactions of all parties, live streaming will not just be a gust of wind. Its scope of influence is rapidly expanding from e-commerce sales to a wider real economy.
As a new online sales model, live streaming with goods bypasses traditional intermediate channels such as dealers and realizes direct docking of goods and consumers, which can greatly reduce the price of goods. At present, the time span of the impact of the epidemic on various consumer industries is difficult to accurately predict, and consumer lifestyles and consumption patterns have gradually changed. In view of this, more and more online platforms are actively deploying new online retail such as live broadcast and community marketing. Live broadcasting has become a new track for e-commerce platforms. In addition to Taobao, Kuaishou and Douyin, JD.com and Suning Tesco have also quickly joined the live streaming. With more and more participants, the supply chain has become more and more perfect. With the cooperation of professional grouping, warehousing management, and distribution teams, consumers can receive the goods as soon as possible.
The emergence of live broadcasts with goods has not only enabled the online platform to find new tracks, but also provided a new stage for various enterprises. Under the epidemic, live broadcasting has even become the key to the start of some industries to resume work. Many housing enterprise projects have launched "cloud selling houses" in the live broadcast room. Some shopping malls have opened live broadcast rooms for watches, jewelry, apparel, and cosmetics businesses. Some merchants' sales have soared several times. Some local governments are beginning to promote the integrated development of live broadcast e-commerce and professional wholesale markets, traditional business enterprises, and actively develop a new model of "online drainage + physical consumption".
Live streaming is attracting more high-quality platforms, companies, products and public figures to participate. Online live streaming sales are entering normalization and forming new trends. Live broadcasts with strong interaction, strong affinity and strong consumption stickiness have brought new opportunities to various industries such as clothing, food, housing, transportation, entertainment and other industries that were severely affected by the epidemic. Live streaming with goods conforms to the development trend of networking, digitization, and intelligence. It is activating a pool of consumption, forming a new pattern of online and offline integration development, and becoming a new breakthrough in economic transformation and upgrading.