Research Report on short video and e-commerce ecology in the first half of 2021 From Flying melon data

The following is the Research Report on short video and e-commerce ecology in the first half of 2021 From Flying melon data recommended by recordtrend.com. And this article belongs to the classification: Short video, research report.

In the context of interest business, the tiktok short video and live broadcast showed a continuous growth trend in the first half. Meanwhile, tiktok and other local life functions such as preferential group purchase will further enrich the coverage of interested providers.

How will operators break through the siege in 2021? What new development space is worth paying attention to? How can we promote the integration of brand and tiktok with the help of the jitter?

Zhongchang video becomes a new track for creators

Relying on the high daily activity and traffic volume of tiktok, the jitter not only precipitated a broad and stable user market, but also spawned many consumer market segments with a market scale of over 100 million, and promoted the active admission of creators and brand businesses.

From the data, the cases of “one night powder explosion” still occurred frequently in the first half of the year, in which the proportion of brand self broadcasting number rising powder through live broadcasting exceeded 80%.

On the other hand, medium and long videos also show good traffic quality. The average number of likes is 2.7 times that of short videos under 60 seconds, becoming a new track for creators.

The penetration rate of live broadcasting with goods continued to increase

With the increasingly standardized and mature e-commerce live broadcasting industry, live broadcasting began to enter a benign growth stage. Among them, the live broadcast with goods increased by 58.91% year-on-year in January.

Different types of broadcasters with goods also show obvious differences in marketing strategies. For example, self broadcast numbers prefer to use fan vouchers for fan precipitation, while star celebrities stimulate users to place orders through high full coupon reduction.

Offline businesses tiktok increase exposure

The tiktok tiktok began to accelerate local life business this year and launched the “voice group purchase” function in March.

The transformation link from planting grass to pulling grass is accelerated in the form of merchants actively releasing videos and reaching people to explore stores, which has become one of the channels for many offline merchants to obtain new customers.

Among them, the proportion of group purchase commodities released by offline food stores ranks among the top. Among them, the food stores at the North-South junction are hot, and users show obvious consumption intention for Chinese food and Western food.

Improved consumer price acceptance

With the upgrading of users’ consumption level, the price acceptance of online consumption also increased synchronously. In the first half of the year, the customer unit price of super 9 finished goods increased significantly.

In particular, jewelry, second-hand idle and other high-priced commodities with exquisite appearance and guaranteed quality have increased the live broadcasting, and the revenue has increased significantly.

Meanwhile, more and more brands will use vibrato as an important tiktok and sales channel. Compared with January, the number of brands promoted in June increased by 93%. Traditional brands such as Wu Fang Zhai and copper master tiktok are beginning to enter the market and are also in the process of rebirth.

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