Chinanews.com, Beijing, July 22. Recently, a report released in Beijing showed that in the current development trend of China's new media, live broadcast and short video are still in the golden development track, and all the people will become the trend of live broadcast e-commerce. One, but the difficulty of becoming a head anchor has escalated.

Data map: Li Jiaqi and Huang Xiaoming in the live broadcast room.

All people are anchors, and everything can be broadcast live

　　The full name of this report is "New Media Blue Book: China's New Media Development Report No.11 (2020)". It is the latest annual report on the development of new media compiled by the Institute of Journalism and Communication of the Chinese Academy of Social Sciences. The report comprehensively analyzes China. New media development status, interpretation of new media development trends, summary of new media development issues, and analysis of the profound impact of new media.

　　The report shows that at present, live broadcast and short video are still in the golden development track. Currently, Internet companies have entered the live broadcast track one after another, and the live broadcast function has become a standard feature of mobile applications such as social networking and e-commerce. "Live +" creates a scene where everything can be broadcast live, and the live broadcast and short video track have significant dividends. At the same time, network supervision in the fields of live broadcast and short video will be followed up quickly and continuously tightened. Live broadcast and short video will continue to exert public welfare and social value.

　　The report believes that live e-commerce will become a new driving force for e-commerce. With the commercialization of 5G and the application of digital technologies such as the Internet of Things, blockchain, and AR, especially under the influence of the 2020 epidemic, live e-commerce companies with interactive shopping experience, high conversion rate, and strong entertainment, etc. It will become a new driving force for e-commerce and promote e-commerce to extend from the sales end to the production end.

　　Under this momentum, the report analyzes that there will be several trends in live broadcast e-commerce: For example, live broadcast e-commerce is moving towards a live broadcast economy, where all people are anchors, and everything can be broadcast live, and live broadcast e-commerce will go hand in hand in the commodity market and service market.

Data map: In a professional wholesale market in Guangzhou, Internet celebrities are conducting live webcasts to bring goods. Photo by Guo Jun

E-commerce live broadcast presents three mainstream forms

　　E-commerce live broadcast mainly refers to the form of anchors recommending products through live video to achieve purchase behavior and complete online transactions.

　　According to this report, compared with traditional e-commerce, e-commerce live broadcast is a "watch and buy" model, emphasizing the sense of synchronization, immediacy and presence between the anchor and the user.

　　In the live broadcast, the host recommends products in real time through live explanations, evaluations, etc., and interacts with users at any time through the live comment area, solving users' doubts or problems in the first time, and creating a shopping experience close to offline.

　　Therefore, the host plays an important role in e-commerce live broadcasts. The one-to-one interaction between the host and the user through on-site explanations and real-time comments can create a familiar and trusting relationship between people, and a sense of trust and love for the host And so on directly affect the user's buying behavior.

　　The accompanying features of e-commerce live broadcasts also enable users to engage in offline behaviors while watching live broadcasts, which reduces the user's sense of time occupation to a certain extent. At present, the mainstream forms of e-commerce live broadcast include price discounts, recommendation by professionals in the field, and offline store live broadcasts.

Data map: Live streaming has become a common phenomenon on the network video side.

The income of first-line anchors has risen, and it is difficult to become the top anchor

　　In the analysis of anchors, the report mentioned that the head strength of e-commerce live broadcast anchors is more concentrated, and professional delivery anchors such as Wei Ya and Li Jiaqi have realized team operation.

　　From the perspective of the industry, the number and income of top anchors are key indicators to measure the strength of the platform. Therefore, the hopping and signing (destroying) of contracts among several major platforms by well-known anchors often become industry hotspots, such as personal privacy, romance, and scandals of the anchors. It is also easy to rise to an online public opinion event.

　　This report also combed the income of the top anchors on several major platforms for three consecutive years. The report shows that in 2019, the monthly income of anchors has increased compared with the same period in 2018, with an average monthly value of 410 million yuan, an increase of 21% compared with 2018. Compared with 2018, the annual income threshold of 10,000 anchors in 2019 exceeded 120,000 yuan.

　　Compared with the first half of 2018, the threshold for top anchors on the TOP10 list has been greatly increased, from 9.58 million yuan to 12.58 million yuan, and the number of top anchors on the six major platforms has decreased compared with 2018.

　　According to the report, this means that the difficulty of becoming a top anchor is escalated, and the increase in the threshold will result in a scarcity of resources for the head anchor, which will affect the overall revenue generation of the platform. (Finish)