"Buy, buy, buy" while watching live broadcasts is becoming the shopping norm for many people.
Data shows that the number of Chinese people shopping through live broadcasts has reached 460 million, an annual increase of nearly 20%.
The development of the live broadcast industry is gradually standardized and professional. The blessings of 3D, AR augmented reality, AI artificial intelligence and other technologies make the viewing experience in the live broadcast room richer and more imaginative.
Professional development of live broadcast room
Derive emerging jobs
As of December 2021, 930 million people in China watched short videos and 840 million people shopped online; 700 million people watched live broadcasts, accounting for 68.2% of the total netizens.
Among them, the scale of e-commerce live broadcast users was 460 million, accounting for 44.9% of the total number of netizens. The overall number increased by 75.79 million compared with December 2020, showing an annual growth of 19.5%.
Taking Taobao Live as an example, the cumulative number of viewers has exceeded 50 billion, and the per capita viewing time in 2021 will increase by 25.8%.
Behind the increasingly "normalized" and well-known trend of live e-commerce is the "refresh of the national lifestyle" of the Internet generation.
A related report released by iResearch in 2021 shows that users who place orders on live broadcasts account for more than 60% of users who watch live broadcasts, and nearly two-thirds of users have made purchases after watching live broadcasts.
In terms of supervision and regulation of the live broadcast industry, in April 2021, seven national departments jointly issued the "Administrative Measures for Online Live Broadcast Marketing (Trial)" to promote the healthy and orderly development of new formats; in December of the same year, the Ministry of Human Resources and Social Security and other departments jointly issued the "Internet National Occupational Skills Standards for Marketing Engineers, which regulates the anchor profession and leads practitioners towards professional development.
At the same time, with the support of governments at all levels, live broadcast e-commerce has opened up sales for rural agricultural products, and has driven many localized products to be more widely spread, activating the local economy.
Live e-commerce has spawned a number of new jobs, including anchors, product selection, investment promotion, script planning, field control, e-commerce analysts, etc., running through all links of the industry chain, promoting professional specialization, and creating various emerging industries. Positions attract all kinds of social talents.
The division of the live broadcast industry is also more refined, and it is no longer limited to "entertainment" and "carrying goods". In industries such as clothing, real estate, education, and graphic design, many professionals are transforming into live broadcast e-commerce. Job opportunities allow practitioners to have a second career choice for cross-border job hunting.
"Home" becomes the core scene
Home and smart products enhance living experience
What products are the most popular in the live broadcast room?
According to the public information of Taobao Live, in 2021, the top 10 categories in the live broadcast room will be women's clothing, beauty, jewelry, consumer electronics, food, maternal and child, household department stores, home improvement, luggage accessories, men's and women's shoes.
In the self-broadcasting of the merchants, the jewelry, women's clothing and other industries have the highest turnover, and among the talent anchors, the women's clothing, beauty and other industries have the highest turnover.
The people who "start" in the live broadcast room also have their own characteristics.
The data shows that there are differences in consumer preferences between men and women: men prefer car home decoration, while women prefer women's luggage.
There are also differences between generations and regions: the post-70s prefer flowers and cute pets, the post-80s love culture, education, mother and baby, and the post-90s and post-00s are the most easily impressed by beauty; in addition, people in first- and second-tier cities prefer life and digital virtual products , third-tier cities and below prefer automobiles and maternal and child products.
Watching short videos being planted, and then clicking into the live broadcast room to place an order - this consumption model is also taking shape.
More and more anchors and merchants gain traffic through unboxing, evaluation, teaching or plot placement, attracting people to become interested in the products that appear in the video, and finally enter the live broadcast room to place an order.
In 2021, the transaction volume of live broadcast rooms in industries such as digital virtuality, life, personal care, beauty, and luggage will see the fastest growth.
As people stay at home for longer, many people have firmed up their desire to live and buy a home, and "home" has become the core of the new trend of live broadcast rooms.
In order to create a more ideal home, household department stores and home improvement categories have seen significant growth, and residential design services, home smart products, and custom-made decoration have a good growth momentum; , Intelligent household power consumption products and "complete sets" of products are welcomed.
Among them, the sales of fresh air conditioners, integrated kitchen sets, washing and drying sets, ice bars and other products in the live broadcast room have increased by 4 times or even 14 times.
The new trend of live broadcast rooms reflects people's pursuit of a more refined and healthy life.
For example, the turnover of mobile phone bags, luggage accessories, cufflinks, collar clips and other products has increased significantly, reflecting the delicacy in details; the growth of outdoor sports goods, sportswear and other products has appeared along with the national sports upsurge.
3D, AR, AI and other technology blessing
Continuous innovation in live broadcast format
The live broadcast format of the live broadcast room is also constantly innovating, maintaining people's freshness.
3D, 5G, VR, virtual reality, AR augmented reality, AI artificial intelligence and other technologies enhance the viewing experience and bring more innovative imagination.
For example, drone live broadcasts bring people to richer outdoor scenes, AR augmented reality increases viewing fun, realism and interactivity, and AI artificial intelligence assistants can be online 24 hours a day and respond intelligently to various problems.
LEGO, Xtep, FILA and other brands have also taken the lead in experimenting with 3D live broadcast rooms, using 3D technology to improve the topicality and interactivity of the live broadcast rooms. The virtual anchors of Philips and other brands have enriched the live broadcast rooms. According to statistics, some of their core indicators are even different from those of real people. up and down.
Text / Our reporter Chen Si