China News Service, Hangzhou, April 13 (Xi Jinyan, Tang Xiaopei) Live e-commerce has been running wildly in recent years and has become a "wind outlet" that everyone is eager to get a share of.
In this era where everything can be broadcast and everyone can bring goods, the live broadcast e-commerce industry does not have high threshold requirements for practitioners, which has also made many speculators in other fields "follow the wind".
However, the bubbles advertised by various parties also hide the risk of bursting at any time.
Facts have also proved that this "crazy" did not last long.
A number of industry insiders revealed to reporters that, affected by a series of incidents such as tax evasion by top anchors, many "speculators" have withdrawn one after another, and live broadcast e-commerce may be at a critical moment of "nirvana".
Top streamers' tax evasion triggers a chain reaction
Live e-commerce was once a blue ocean favored by capital.
At the end of last year, however, an inflection point came suddenly.
Head anchors such as Wei Ya and Sydney were successively fined for tax evasion, triggering a chain reaction in the live broadcast e-commerce circle.
As the punishment finally took effect, a large number of "speculators" who came from other fields left the scene one after another, and the lake, which was originally surging with spring tides, seemed to be calm again.
"In the early days of live-streaming e-commerce development, it can be said that there is a lot of mud and sand, professional and unprofessional people want to come in and get a piece of the pie; it is precisely this part of the people who disrupted the industry's price system, causing talent bubbles, salary bubbles and other chaos. ” said Zhang Heng, senior director of the business innovation department of Wuyou Media.
In his view, as the development of the e-commerce live broadcast industry is gradually standardized, there will be a corresponding barrier. In this competition process, teams and companies that are less powerful and fail to grasp the underlying logic of the industry will be eliminated.
Just as the world is quiet, the sound of the heartbeat can be heard.
Some people in the industry believe that the departure of speculators is not a bad thing for the live broadcast e-commerce industry. On the contrary, it will help the live broadcast e-commerce industry to break through the "rough" stage and develop from a mixed ecology to a more professional and standardized direction. , to create a better working atmosphere for the truly willing and capable practitioners.
There is an urgent need for breakthroughs in "traffic thinking" in the "post-dividend" era
Stripping off the halo of the head anchor, in fact, over the years, the booming live broadcast e-commerce has been unable to get rid of the most fundamental pain point - how to abandon the traffic thinking, so that what consumers see is what they get.
How to protect the product supply chain, stably improve consumer satisfaction, and make live broadcast e-commerce go a long way in the "post-dividend" era is the biggest challenge that needs to be overcome in the current live broadcast e-commerce field.
Some experts pointed out that ensuring the quality, price, after-sales and other factors of the products sold is the best entry point for e-commerce live broadcast to break through the "traffic thinking", and relevant departments also need to improve the supervision system to guide the correct and stable development of the industry.
Product selection is the basis and source of live broadcast e-commerce. Controlling the quality of goods can reduce the risk of live broadcast delivery from the source.
As the country's first provincial-level online business self-discipline organization, Zhejiang Online Business Association has drafted and released the group standard "Standards for the Selection and Quality Control of Live E-commerce" (hereinafter referred to as the "standard"), which regulates the selection of live-streamed products, New requirements and specifications for quality control.
"The standard stipulates that live broadcast related institutions should be equipped with dedicated quality management personnel to take necessary management measures for suppliers and live broadcast products." Feng Yanyan, the training director of Zhejiang Internet Business Association, introduced that the standard also stipulates that live broadcast related institutions should establish a sound system. The product selection process includes preliminary review of suppliers and live broadcast products, qualification review, sample evaluation or sampling testing, review of promotional content such as selling points, and review and other related processes.
In view of the fact that there are various forms of qualifications in the selection process, samples cannot be provided or are not easy to store, etc., the standard stipulates that relevant institutions of live broadcast should establish a product selection audit ledger system for future reference.
In addition, the reporter also noticed that the standard also regulates and requires the dimension of "goods" in the live broadcast ecology, refines the entire industry chain process of live broadcast selection, and assigns responsibilities to different subjects in each link, giving Product selection and quality control with stronger operability.
"In the process of visiting a large number of live broadcast e-commerce companies, we found that many companies lack awareness of laws and regulations, and do not have a clear grasp of some specific terms. We will strengthen relevant training for the entire industry in the future." Feng Yanyan said, In the first step, Zhejiang Internet Business Association will work with member companies to successively issue a series of standards, create a self-discipline standardization system for the live broadcast industry, and accelerate the reshaping of industry confidence.
Break the "head effect" and rationally allocate live broadcast resources
From the current point of view, the former head anchor war seems to be coming to an end.
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The live broadcast e-commerce directly faces the consumer group, and the audiences have different aesthetic preferences. It is the only way for the early development of the live broadcast e-commerce industry to incubate different types of Internet celebrities and give them different personal images.
Taobao, the "pioneer" of live broadcast e-commerce, has drawn the attention of the society by creating typical cases, pouring a large amount of resources and traffic into the head anchors, attracting consumers with the "head gathering" effect, and resulting in rapid sales of goods.
While paying attention to the top of the pyramid, it has also led to a more serious fault phenomenon. The existence value of mid-waist anchors has been ignored, and the industry has been drained.
The reporter observed that, unlike Taobao, today's short video platforms such as Douyin and Kuaishou pay more attention to content. While weakening the consumption function, they also distribute resources and traffic to anchors in different positions; the current live broadcast e-commerce platforms also have The awareness of the head anchors has been diluted, and the balance of algorithms and traffic has been emphasized, making the entire industry ecology healthier.
"Nowadays, big anchors watch less, and they are more inclined to pay attention to anchors in other sub-sectors, as well as corporate self-broadcasting, which feels more down-to-earth." said Li Ya, a "post-90s" consumer who is keen on online shopping.
"As different market players, the ultimate goal is to achieve mutual benefit and win-win results, so the cooperation between merchants and anchors also requires a certain degree of matching." Some industry insiders said that on the one hand, anchors should correctly examine whether their own capabilities can meet the needs of enterprises On the other hand, enterprises also need to examine whether their own capabilities (supply chain, inventory, product quality, etc.) can be linked to the anchor's ability to bring goods. The best form is for enterprises to first cooperate with mid-waist anchors to accumulate experience, build a mature industry chain, and then Go to the top.
In this way, after the correct market cooperation path is formed, the resources in the field of live broadcast e-commerce will also form a virtuous circle, which will be reasonably allocated to each required market entity, and the future development path of the live broadcast e-commerce industry will become more and more. clear.
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