With the rapid development of short video and live broadcast e-commerce, chaos in the industry has increased——

How the flow economy wins lasting flow

  Our reporter Wang Yichen

  Recently, the Hangzhou Municipal Taxation Bureau of the State Administration of Taxation in Zhejiang Province issued a notice to deal with tax evasion cases by two network anchors in accordance with the law.

The two were charged with tax payment, late fees and fined tens of millions of yuan.

With the rapid development of the live broadcast economy and platform economy, the huge market size and industry groups have also brought difficulties to industry supervision.

Experts say that the more this is the case, the more it is necessary to strengthen the regulation and supervision of the flow economy.

Government departments must strengthen guidance, and relevant companies must also strengthen platform governance and brand building to jointly promote the sustainable development of the traffic economy.

Stimulate consumption potential

  Affected by the epidemic, new businesses such as housing economy and contactless economy have emerged since last year, which has promoted the development of the digital economy.

Among them, the traffic economy such as short video and live broadcast e-commerce also ushered in explosive development.

  Kuaishou Technology recently released its third-quarter results, showing that in the context of the slowdown in the Internet industry advertising market growth, the company still maintains a rapid growth trend. Online marketing services revenue reached 10.9 billion yuan, an increase of 76.5% year-on-year, making Kuaishou the largest revenue. source.

  Not only Kuaishou, on the first day of this year’s "Double 11" pre-sale, live e-commerce took the lead in breaking out, with sales of Li Jiaqi and Wei Ya's two leading anchors reaching 10.65 billion yuan and 8.25 billion yuan, respectively.

As a typical representative of the traffic economy, live e-commerce brings more traffic to "Double 11" and stimulates greater consumption potential.

  "Live delivery is a kind of commercial innovation." Kang Yong, chief economist of KPMG China, told reporters that it is not simply moving the traditional offline store shopping guide model to online, and it is not about TV that cannot accumulate private domain traffic and establish a trust mechanism. Simple copy of shopping model.

It relies on the accumulated traffic of the platform's social attributes and leverages the influence of Internet experts to transform the fans accumulated on the social platform into product consumers, reducing the cost of choice and improving the shopping experience through the trust mechanism between the two.

In addition to bringing goods, live broadcast e-commerce also has many social benefits in promoting consumption, increasing employment, industrial upgrading and rural revitalization.

  The agency report predicts that in 2021, the scale of live e-commerce will continue to maintain a rapid growth trend, with a market size of close to 2 trillion yuan and a penetration rate of 14.3%.

With the vigorous development of the traffic economy, more "flow" will be transformed into "sales", injecting energy into the development of the consumer market.

Increase supervision

  However, due to relatively low entry barriers and unsound standards, in recent years, the live broadcast industry has repeatedly encountered problems such as anchor false propaganda, live broadcast data falsification, non-fulfillment of gifts, delayed delivery, and mismatched goods, as well as frequent tax evasion and tax evasion. It is virtually consuming the public’s trust in live broadcast e-commerce.

  Driven by interests, the industry has grown rapidly.

According to the data from the enterprise search, there are currently 393,000 live-streaming-related companies in my country, and a total of 264,000 related companies have been registered in the first three quarters of 2021, and the two-year average growth rate is as high as 630.4%.

  "The industry entry barrier is extremely low. With an ID card and a mobile phone, you can easily register for an online anchor. There are no requirements for the professional ability of anchors, and there is no inspection of morality and common sense of law. In the face of commercial interests, Certain platforms and anchors do not hesitate to challenge the bottom line of the law." Pan Helin, Executive Dean of the Institute of Digital Economy, Zhongnan University of Economics and Law, said that the chaos in the live broadcast industry has an important relationship with the need to improve the law and supervision.

  The regulation of the flow economy started from scratch, and the intensity has been continuously increased.

In April this year, seven departments including the State Cyberspace Administration of China and the Ministry of Public Security jointly issued the "Administrative Measures for Web Live Marketing (Trial)", clarifying that live broadcast personnel should be at least 16 years old, and live broadcast marketing activities must not publish false or misleading information. 8 red lines for deceiving and misleading users.

  Industry experts said that Internet celebrity anchors are people who have a certain influence on society, and their words and deeds affect fans. Strengthening supervision and governance is an inevitable move to promote the healthy development of the industry and regulate the flow economy.

Avoid over-commercialization

  Although the industry has a bright future, blindly pursuing traffic will also lead to difficulties.

  Regarding how to regulate the development of live broadcast e-commerce, Kang Yong suggested that different types of live broadcasts with different risk points and risk levels can be classified and managed.

Comprehensively consider factors such as the openness of webcast application fields, application scenarios and venues, the types of information to be disseminated, consumer consumption purposes, etc., analyze the compliance risks of different types of webcasts, carry out more targeted governance, and realize the promotion of development and limitation. Unified supervision.

  Pan Helin believes that the government and relevant departments must clarify the main responsibilities, actively improve relevant laws, regulations and management methods, change "post-event supervision" to "pre-event, during-event, and post-event" all-round oversight, and increase the cost of platform, anchor and other violations of laws and regulations; At the same time, the live broadcast industry itself must deepen content creation and use big data, cloud computing and other means to achieve content focus and verticalization to meet the diverse needs of users.

  Commercialization is the key to the survival of short video and live broadcast platforms, but too much commercialization will inevitably affect user experience.

How to make a balance between user experience and commercialization benefits?

  According to Du Zheng, vice president of commercial products of Kuaishou Magnetic Engine, user experience and commercial operation are not in opposition to each other. Providing commercial content according to user needs can precisely improve user experience.

Short video + live broadcast platforms are quietly changing the relationship between brands and users.

  Compared with the short-term stimulation brought by attention, good products and brands are the real lasting traffic.

  The live broadcaster Xu Shan has 5 million fans. His feeling is that blindly low-price competition is not conducive to the development of the industry. "We stand from the perspective of both the brand and the user, and we must bring good products to everyone who is most suitable. Do it. Product promotion is like burying a bottle of wine in the hearts of users, allowing the brand to grow older and more fragrant in the hearts of fans, allowing users to feel the value for money, so as to achieve the unity of product and effect."