(2020 Service Trade Fair) Observation of Service Trade Fair: What is the prospect of the new format of "Super-Strong Cargo"?
China News Service, Beijing, September 6 (Reporter Chen Su) Since this year, China's live broadcast e-commerce has become the hottest and most breakthrough new e-commerce format.
"Live delivery with goods" shows strong sales capabilities, and miracles such as "Miaoguang" unsalable local products and "selling rockets" and "selling houses" are frequently performed.
Why did China's live broadcast e-commerce suddenly "explode" this year?
What does it mean for global e-commerce?
What are the future prospects?
On September 4, the 2020 China International Service Trade Fair opened in Beijing.
This Service Trade Fair is the first major international economic and trade event held offline by China since the outbreak of the new crown pneumonia epidemic.
The picture shows the outdoor exhibition area of the Service Trade Fair taken on the evening of September 4.
Photo by China News Agency reporter Tian Yuhao
“When we participated in the China International Import Expo last year, it took us three days to sell 3,000 packs of coffee; this year our coffee was sold through China’s live broadcast platform, and 3,000 packs were sold in just one second.” James Key, Rwanda’s ambassador to China Monio said that in recent years, Rwanda has cooperated with Chinese e-commerce companies to sell coffee. This year, China's "live delivery of goods" has developed rapidly. At present, a large proportion of the country's coffee sold in China is sold through live broadcast.
"China is already a leader in the development of the digital economy." James Kimonio said that China has 900 million online users, accounting for 64% of the entire population. This user volume is very conducive to the development of e-commerce.
China’s policies have created a very good preferential environment, which is conducive to attracting innovators and attracting many countries to cooperate with China.
Li Rixue, founder and CEO of Secoo, said that the live broadcast e-commerce is "hot", which shows that Chinese people are more confident and willing to express themselves in a personalized way, which makes live broadcasts more participants.
According to Xue Siyuan, general manager of Taobao Live, China’s e-commerce industry has developed to a certain level, and content e-commerce methods such as live broadcast and short video have been optimized and upgraded. In addition, under the epidemic, many companies have stimulated sales potential and are positive Expand online sales channels and use innovative sales methods such as live broadcast e-commerce.
Since the beginning of this year, global e-commerce has grown against the trend of the epidemic, with a growth rate of 30%. China's e-commerce has developed rapidly. Traditional enterprises have accelerated their transformation to online. New business formats such as "live-streaming with goods" have sprung up and become a driving force. An important force for consumption and employment increase.
During the 2020 Service Trade Fair, Vice Minister of Commerce Qian Keming stated that from January to July, online retail sales of physical goods in China increased by 15.7% year-on-year, accounting for 25% of the total retail sales, an increase of 5.6 percentage points from the same period last year.
What is the significance of live e-commerce to economic development?
What is the future development trend?
Xue Jun, director of the Research Center for E-commerce Law of Peking University, said that live broadcast can help open up channels for consumers and goods to reach, effectively reduce intermediate channels and levels, reduce transaction costs, and expand the scope of the market. For example, many local specialties in poor areas can be passed through The live broadcast quickly reached consumers.
If in the future live broadcast e-commerce has a greater contribution to expand the market and reduce transaction costs, the prospect of live broadcast will also be more competitive.
L'Oréal China President and CEO Fei Borui said that the personalized communication of live broadcasters can establish a connection with consumers, so that consumers will prefer the broadcasters and are more willing to buy the products recommended by them.
Live broadcast better meets the needs of consumers and is a very successful marketing model.
Speaking of the future development of live e-commerce, Xue Siyuan said that in addition to "live + short video", the future of live e-commerce will also add a complete store system to form a live e-commerce ecosystem and support a live e-commerce training system , To promote the overall improvement of sales capabilities.
Li Rixue said that live broadcast e-commerce has just begun and will surely develop to a very large scale in the future. In addition, live broadcast e-commerce will also give birth to many new brands, and people's lifestyles and consumption patterns will also change.
"At present, live broadcast e-commerce is in an explosive growth stage, and there are also some chaos in the rapid growth process, such as consumer protection, unfair competition, and scalping. Live broadcast e-commerce needs to formulate some standards to standardize typical problems in the development process. , To achieve the healthy and standardized development of this new format." Xue Jun said.
Dorothy Tembo, deputy executive director of the United Nations International Trade Center, said that webcasting has become a popular method of e-commerce in China. Webcasting provides a unique way to communicate with customers, although this e-commerce model is in other regions. It is not yet popular, but the success in China shows that live e-commerce also has a bright future in the world.
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