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The air outlet is full. Where will it go in the future? From Live broadcast e-commerce industry

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The following is the The air outlet is full. Where will it go in the future? From Live broadcast e-commerce industry recommended by recordtrend.com. And this article belongs to the classification: Brokerage Report, Electronic Commerce, Webcast.

1. With the rapid development of live e-commerce, all links of the industrial chain share the industry development dividend and broad market space, live e-commerce has gone through three stages: embryonic stage, growth stage and rapid development stage since Taobao, JD and other traditional e-commerce explored the new mode of “live + e-commerce” in 2016. By 2020, the Gmv of live e-commerce has exceeded 1 trillion yuan. We expect that the live e-commerce will still develop rapidly in the next few years. In 2025, the Gmv of the live e-commerce market will be close to 7 trillion yuan, and the CAGR will be as high as 37% in 20-25 years. Among them, the Gmv of the live e-commerce of traditional e-commerce, content e-commerce and social e-commerce platforms will be 4.48/2.01/0.43 trillion yuan respectively, accounting for 64.8% / 29.1% / 6.2% respectively.

All links of the industrial chain benefit from the development and maturity of the industry, and the scale expands rapidly. Clothing, shoes and bags, beauty care, food, daily necessities and digital appliances are the top 5 industries of upstream merchants of live broadcasting and goods; The number of MCN institutions has increased from 420 in 2016 to 21000 in 2020, but the Matthew effect is prominent. The number of institutions with revenue of more than 100 million is less than 1%, and the head institutions occupy the main market share; The operation of live broadcast e-commerce is very difficult. Under the traditional MCN mode, it is difficult for merchants to match KOL, and the demand for agent operation service and supply chain matching service is strong. We calculate that the revenue market space of live broadcast e-commerce agent operation service provider and supply chain integration service provider will reach 124.5/145.2 billion yuan respectively in 2025; Tiktok, a situation of tripartite confrontation with Kwai Fu, and Taobao’s new transformation through live broadcasting, and the direct broadcast of the electronic business platform is the pattern of “three feet”. By the end of 2020, there were nearly 400 million live e-commerce users.

2, Kwai tiktok dividends are peaking. Brand self seeding is becoming a new trend. China’s Internet dividend is fading at the present stage. Traffic growth is slowing down, the public domain traffic is attributable to the platform, and the traffic cost is increasing. The demand for private traffic is climbing. Pit fees and commissions squeeze merchants’ profit space, and brand self broadcasting has become a new trend. Kwai Kwai and tiktok development path differentiation in the public and private areas, the “interest business” raised by the jitter tone emphasizes the adoption of recommendation algorithm to match the interests of commodities and users, and promotes the demand conversion and value realisation of public domain traffic. Tiktok proposes GMV=UV* content consumption time * single time order conversion rate * customer price * * repeat the trust business of the frequency. Value the higher realization value of private domain traffic.

3. Regulatory policies regulate the behavior of relevant parties in the industry and maintain the healthy and sustainable business format of the live broadcast e-commerce industry. With the expansion of the market scale and frequent chaos of the live broadcast e-commerce industry, relevant departments have issued a series of regulatory policies for the existing live broadcast chaos and potential risks to build and improve the norms and management system of the live broadcast e-commerce industry, Strengthen the supervision, standardization and management of relevant enterprise operators and employees, and maintain the healthy and sustainable business format of live broadcast e-commerce industry.

4, the industry is in the market underestimated, and reminds us of the quality undervalued target of the live broadcast industry chain. In 2020, the CAGR of the -2025 CAGR was 37%, the live broadcasting business platform (Alibaba, Kwai Fu), the MCN Agency (the world’s best show), the generation operation service providers (worth buying, the beauty makeup), the supply chain service providers (worth buying), and the marketing service providers. (Huayang Lianzhong, Yaoji Technology), e-commerce SaaS (China youzan, Weimeng group) and other industrial chains have benefited from the development of the industry. At present, the peg of most comparable companies in the industry is less than 1, and the industry as a whole is undervalued by the market. We remind us to pay attention to the high-quality undervalued stocks of Hong Kong stocks and a shares.

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