How far can online live broadcast with goods go? From Guojin securities

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The following is the How far can online live broadcast with goods go? From Guojin securities recommended by recordtrend.com. And this article belongs to the classification: Brokerage Report, Webcast.

The ten questions and ten answers of the special topic of online Red live broadcast bring goods, break the misunderstanding and fill the blind area and enter. From the basic pain point of online Red live broadcast with goods, we analyzed the economy and long-term of the online Red live broadcast, and compared the differences between the merchant self broadcast, star live broadcast and online Red live broadcast.

And from the two dimensions of Internet Celebrities and users, this paper expounds the distribution and characteristics of each level. From the perspective of consumption, the difference of brand, category and price in the online Red live delivery mode has also been solved. Finally, we return to the evolution process of online Red live broadcast with goods, and give the industry outlook and corresponding investment suggestions.

Online Red live delivery not only ensures strong interaction and real-time feedback, but also improves efficiency. Different from TV shopping, with the help of the strong visualization ability of online celebrities, webcast with goods solves the problem of poor information of intuitive experience and shopping entertainment attributes have not been fully online, which is a leap from search to experience.

In addition to bringing goods, webcast with goods is essentially a live broadcast. The primary demand of users is to kill time, so it must be interesting enough. The reason why net red is popular is because of its unique interest. For wanghong, e-commerce with goods is not a pure flow business, and the combination of goods is also the core competitiveness. For businesses, the role of online Red live delivery has many reasons, such as explosive volume, destocking and Alibaba system traffic ratio. For the traditional e-commerce platform, the self broadcast of merchants is usually to transform the existing business resources and user base, while the webcast with goods provides the possibility of new users and businesses.

The Matthew effect of online live broadcast with goods depends on the platform ecology, and the users are mainly low-level cities, and the distribution of age and gender is comprehensive. The centralization degree of the platform’s traffic determines the centralization degree of the goods carried by the webcast. Taobao tiktok Kwai live broadcast aggregation effect is prominent, the flow of small and medium anchor is almost cut; trembling is guided by high quality content, centralization is very high; fast hand is guided by creators, and the degree of centralization is relatively low. From the user’s perspective, Taobao’s live broadcast is mainly women aged 25 to 35, while the purchasing power of Kwai live male can not be overlooked.

In addition to personal consumption, women may also play the role of decision-maker in family consumption. Therefore, in addition to clothing, jewelry and beauty care, fresh food, mother and baby clothes and household goods also account for a large proportion. Among them, there is enough time, relatively small economic pressure and the demand of offline shopping that has not been met, so the users in low-level cities are constantly standing out from the story of high growth.

The evolution of online live broadcasting mode with goods is to keep close to the source of goods. Flow, supply chain and performance capability are the mountains that e-commerce can’t get around. In five years’ time, the live broadcasting room may be able to make the best of all the people and goods yards. On the content side, the anchor system is perfect, which has both advertising agency and celebrity broker; on the goods side, it has the ability of independent supply chain, independent factory, self-made brand and self-produced replenishment, warehouse distribution and sales; on the field side, he has extremely rich experience in e-commerce and offline. In the future, there may also be more super live broadcasting organizations with four in one business supply chain.

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