2021 live e-commerce trend report From Ipsos
The following is the 2021 live e-commerce trend report From Ipsos recommended by recordtrend.com. And this article belongs to the classification: Electronic Commerce, Ipsos, research report, Webcast.
The outbreak of the epidemic in 2020 promoted the further development of the “housing economy”, stimulated the vitality of the live broadcast e-commerce industry, and the market entered an explosive growth stage. Compared with traditional shelf e-commerce, live e-commerce meets the uncertain needs of users’ shopping. Users do not know what they need to buy. By watching short videos or live broadcasting, they can complete grass planting and transformation, and “buy while shopping”. The concept of “interest e-commerce” accurately explains the process of stimulating users’ interest and transforming it into purchasing behavior.
The purpose of this research is to continuously track the development trend of live broadcast e-commerce, and gain insight into the changes of live broadcast e-commerce industry and the changes of Internet users’ consumption behavior. There were three phases of the survey, which were carried out in December 2019, November 2020 and February 2022. The survey was conducted in the form of online questionnaires, covering Internet users over the age of 18 in tier 1-5 cities, and 2000 valid samples were completed respectively.
1、 Three changes in 2021 live broadcast E-commerce
User growth
Compared with 2020, the number of users watching e-commerce live broadcast and the number of users placing orders on the live broadcast platform increased in 2021. Nearly 40% of Internet users watch live broadcasts, and the number of people aged 30 and over in tier 3-5 cities is growing rapidly.
At the same time, the viewing frequency and duration increased significantly. Nearly 1/3 users watched it every day, and half of them watched it for more than 1 hour.
Increased consumption power
(1) More users place orders more decisively
In 2021, the e-commerce live broadcasting service will be further improved, the brand will be built into the Bureau, the industry norms will be gradually established, the consumer’s consumption habits will be cultivated, and the price advantage of live broadcasting is obvious. These have further established consumer trust, amplified the purchase impulse, further shortened the decision-making chain of consumers, and promoted the increase in the proportion of e-commerce live shopping users. Nearly half of the users will place orders directly while watching, making shopping more decisive.
(2) Consumption capacity is growing, and people are responsible for abundance and frugality
The average annual consumption of live broadcast e-commerce users exceeded 2500 yuan, and more than 40% of users’ expenses increased, with an average increase of 12%.
Need more yuan
(1) The four categories grew rapidly, the seven categories entered the market fresh, and the categories were more than RMB
Shoes, hats, clothing, personal care, food and beverage, and luggage categories have been cultivated for a long time, with a rapid growth rate; Books, audio-visual products, tea and wine products, knowledge payment, group purchase of products / services, medicine and health care, auto parts and antique stationery are fresh.
The top 10 categories have increased, including shoes, hats, clothing, food and beverage, beauty care, personal care and luggage, with a growth rate of more than 5%; Although books, audio-visual products, tea, tobacco and alcohol, knowledge payment and group purchase vouchers are new entrants, they still win more than 10% of consumers at one fell swoop.
(2) The types of anchor and live broadcasting rooms that users pay attention to are rich
Users not only have richer demands for goods, but also have more diversified demands for the types of anchor and live broadcasting room.
(3) Tiktok live broadcast leads the way, the service is getting closer to perfection, and users still have more expectations
Users use the Tiktok platform to watch the live broadcast of e-commerce. At the same time, compared with the old e-commerce platform, the satisfaction of the short video platform is similar. Taking Tiktok as an example, while providing full process services, different services were launched, which improved the platform experience and reputation.
At present, consumers are mainly dissatisfied with the use of live broadcast e-commerce due to insufficient goods preparation, rush purchase of goods, wrong goods and fading price advantage.
2、 Users’ needs are upgraded, and brands respond to changes
Facing the current situation of user growth, consumption increase and demand diversification, brands and platforms have also made corresponding adjustments and changes for live broadcast e-commerce. The current changes are mainly in the following four aspects:
(1) Personalized brand, thousands of people and thousands of faces in the live broadcasting room
(2) Anchor team to meet user needs in a timely manner
(3) Communicate in scenarios and build brand trust
(4) The content is “variety oriented”, occupying the user’s mind and facilitating secondary communication
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