Live streaming brings goods to people's livelihood, frequent rollovers usher in supervision

In 2020, the live broadcast will enter a cooling-off period after the full outbreak

  ● In 2020, almost major livelihood issues are closely related to the new crown pneumonia epidemic. It penetrates all aspects of people's lives, and the prevalence of live streaming is one of the most far-reaching touches

  ● Live delivery of goods has to go through a long process if it wants to become a mature and common business model like e-commerce.

The promotion of this process requires the joint efforts of consumers, countries, and practitioners.

  ● How to build a new “people and goods yard” that adapts to the live broadcast ecology and meets the laws and regulations is a problem that must be solved when the live broadcast enters the “second half”.

Only on a standardized, orderly, and healthy basis, can live broadcasts "bright" longer

  □ Our reporter Zhao Li

  In 2020, almost major livelihood issues are closely related to the new crown pneumonia epidemic. It penetrates all aspects of people's lives, and the prevalence of live streaming is one of the most far-reaching touches.

  Potatoes in Gansu, barley in southwestern Guizhou, and oranges in Daliang Mountain... Many people walked into the live broadcast room to "bring goods" for their hometown specialties.

In the live broadcast room, people have worked hard for Hubei and helped alleviate poverty.

  Selling cars, selling houses, selling rocket launch services... This year, the commodities on the live broadcast "shelf" continuously broke through people's imagination. Some people lamented that this is the era of "everything can be broadcast live".

  From the supporting role to the C protagonist, the role change of live broadcast in "Double 11" has become the best footnote for the hot live broadcast of live broadcasts in 2020.

When the outbreak of the new crown pneumonia at the beginning of this year suddenly caused offline consumption to stop, the live broadcast as a "life-saving straw" attracted all things to "embrace".

  However, the fraudulent news frequently exposed at the end of the year has opened up a corner of the live broadcast of the goods.

How to build a new "people and goods field" that adapts to the live broadcast ecology and conforms to legal norms is a problem that must be solved when the live broadcast enters the "second half".

Only on a standardized, orderly, and healthy basis, can live broadcasts "bright" longer.

Live streaming is all the rage

The host competition is fierce

  How popular is the live broadcast this year?

  According to Taobao live broadcast data, this year’s "Double 11" pre-sale was officially launched for 10 minutes, and the transaction volume on the platform exceeded that of the whole day last year; relevant research institutions predict that the total scale of China's e-commerce live broadcast industry in 2020 will approach one trillion yuan.

  During the epidemic, e-commerce live streaming became one of the most rapidly developing Internet applications in the first half of 2020.

  According to monitoring by the Ministry of Commerce, in the first half of 2020 alone, there were more than 10 million live broadcasts of e-commerce nationwide, with more than 400,000 active anchors, more than 50 billion viewers, and more than 20 million products on the shelves.

  In fact, as early as 2016, live broadcasts began to sprout; in 2019, live broadcasts have become a trend.

By 2020, when the epidemic "black swan" is encountered, the offline real economy is squeezed. Many businesses and brands have chosen to move online. Consumers have time to watch live broadcasts because they cannot go out. The epidemic serves as a catalyst for people to start. Try this new consumption model.

Online live streaming has become a new channel to ease the pressure on businesses and save the offline economy.

As a result, live streaming will explode in 2020.

  Idol live broadcast solves the dual needs of companionship and transaction, killing two birds with one stone; KOL live broadcast allows the actions of "planting grass" and "pulling weeds" to be completed at one time during the establishment of a sense of trust; county heads, district heads, and judges bring goods, for It is "Cloud Resumption of Work" "Cloud Poverty Alleviation"...

  In the "Double 11" melee, the live broadcast of the goods broke the siege and occupied the C position: on the day of the "Double 11" pre-sale, the two Alibaba head anchors Li Jiaqi and Wei Ya had an amazing record. The total number of viewers during the period exceeds 300 million, and the 8-hour turnover is nearly 8 billion.

  It can be said that the fire of live streaming products lies in data, traffic, and turnover.

  According to the August GMV (total turnover) list of anchors with goods released by Guoji data, the GMV of "Weiya Live Room" at the top of the list is 2.544 billion yuan, 1.2 billion yuan higher than Li Jiaqi; third to fifth place are Xin Pakistan (1.134 billion yuan), Sydney (703 million yuan), Luo Yonghao (377 million yuan), and Li Jiaqi opened a gap of 200 million to 900 million yuan.

The 50th anchor’s GMV is 63.95 million yuan, which is 35 times different from Wei Ya and 20 times different from Li Jiaqi.

  It is the gap between hundreds of millions and tens of thousands that the competition between cargo anchors is not only fierce, but even polarized.

At present, the number of entrants in the live broadcast e-commerce industry is growing rapidly, while the marginal benefits of live broadcasts are gradually declining, and most of the resources are concentrated on leading institutions and talents.

Rollovers happen frequently

Consumption risk increases sharply

  As early as 2016, with the help of smart phones + 4G, various live broadcast platforms showed explosive growth.

As the industry gradually matures, the chaotic situation of separate dominance has ended, and the live broadcast industry has gradually become standardized.

But with the outbreak of the short video industry in recent years, the live broadcast industry has been hit, and the voice of bad news has never stopped.

  Fortunately, under the quarantine for several months during the 2020 new crown pneumonia epidemic, the live broadcast encountered the goods. The first year of the live broadcast was born, and the value of the live broadcast industry began to be fully highlighted.

  However, there is a fact that cannot be ignored. Live streaming is only a part of the sales in the entire social production chain. It solves the problems of traditional sales channels being too long and the chain response is too slow, but it cannot essentially solve the entire social production supply and demand. The problem of contradiction.

  It is more consumer-oriented, and it is difficult to intervene in the production side.

Most businesses only regard live broadcasting as a sales method, and cannot truly incorporate live broadcasting into their business ecology.

  In order to maximize profits, data fraud, shoddy data, and big data "killing familiarity" have become unspoken rules in this industry.

  On March 31, 2020, the China Consumers Association released the "Online Survey Report on Consumer Satisfaction of Live E-commerce Shopping".

The report pointed out that among the reasons for shopping by watching live broadcasts, 60.1% of respondents preferred products that are cost-effective.

Consumers’ main worries are expressed in "worries about the lack of product quality" and "worries about after-sales problems."

  In the live broadcast of "Double 11" by talk show actor Li Xueqin, the number of people online shown on the platform was 3.11 million, but the truth is that 3 million people only need to "pay 3,000 yuan to the agency."

  After the "Double 11" period, the China Consumers Association released a "Consumer Rights Protection Public Opinion Analysis Report" from October 20 to November 15, 2020.

The report shows that during the "Double 11" period, there were 334,100 negative information about live-carrying goods, an average of about 12,400 per day.

At the same time, the report "calls" Wang Han, Li Jiaqi, Li Xueqin and other top anchors, including data fraud, order fraud, and difficulty in returning and replacing.

  The reason is that in the traditional e-commerce model, the seller is solely responsible for the sales and after-sales of the product, and can fully control the quality of the product. However, in the live delivery model, the merchant usually cooperates with the operating company, and the operating company arranges the anchor promotion product.

In many cases, the operating company is only responsible for determining the product and the live broadcast process, and does not strictly review and control the quality of the product.

Policy introduction becomes stricter

Long-term development depends on professionalism

  Just when people inside and outside the industry are discussing whether live streaming will also embark on the road of "prosperity and death", the state took action.

  On June 24, 2020, the China Advertising Association issued the first "Code of Conduct for Online Live Marketing", which clearly stated that the main body of online live marketing should not use traffic fraud methods such as order brushing and speculation to falsify or tamper with transaction data and user reviews. False or misleading commercial propaganda deceives and misleads consumers.

  A month later, the State Administration for Market Regulation also issued the "Guiding Opinions on Strengthening the Supervision of Online Live Marketing Activities (Draft for Comment)", which focused on people’s concerns, review of merchants’ qualifications by the platform, ineffective after-sales service, and anchor Issues such as deceiving and misleading consumers, selling counterfeit and inferior products, and publishing false advertisements have all put forward specific regulations to raise the threshold for live streaming.

  In November 2020, three policies for the live streaming industry were issued one after another, two from the State Administration of Market Supervision and one from the State Cyberspace Administration of China.

These include cracking down on false data, false propaganda, not providing photo opportunities for illegal and unethical artists, and clarifying the main responsibility.

  Under the pressure of stricter supervision, some "insiders" have made their own choices-in order to avoid the limelight, suspend live broadcasts and carry goods.

For example, "Boss Yue", who was out of the circle because of his acting skills, has been suspended for a while, and the merchandise window has also been closed.

Shangwei shares even abandoned the acquisition of Luo Yonghao's live delivery company.

During the "Double 12" period, there were also fewer live broadcast reports.

  In the second half, whose home court is it?

This is a concern of many people. Regardless of the prospects, the live streaming industry has ushered in a new stage.

  At the end of 2020, when it comes to the future of live streaming, professionals in the industry mentioned the most words.

They believe that as the development gradually matures, the industry will accelerate its self-purification, especially with the advent of the era of national live broadcast, the industry’s competitive pressure will increase, the industry will also accelerate the reshuffle, the market will balance itself, and the professional Sexual requirements will be higher.

  In the eyes of many industry insiders, the "cooling-off period" currently experienced by live streaming is exactly the process of removing the chaos of the "overheating period" in the live streaming process and moving towards a mature period.

Live streaming has to go through a long process if it wants to become a mature and common business model like e-commerce.

The promotion of this process requires the joint efforts of consumers, countries, and practitioners to respect the law of industry development.

Reporter's Notes

  From the uproar to the seemingly cooling-off period, e-commerce live broadcasts once again proved in this Internet age: the ultimate return of traffic is to make money.

Live delivery of goods, almost a false prosperity due to traffic and data fraud, ranked among the list of emerging industry cases that died early.

  Fortunately, supervision is here.

In the Internet era, it must be clear that regulation is not for suppression, but for regulation.

  It is foreseeable that as the wind of live streaming is getting stronger and stronger, the supervision will only be stricter in the future. Both the platform and the anchor should conduct live broadcast activities in compliance with laws and regulations. Only in compliance with laws and regulations can we go further in the future. .

  In fact, not only live streaming, but all industries should abide by this bottom line.