At the moment, to ask who is the hottest in the domestic e-commerce industry, it is undoubtedly "Weiya" and "Li Jiaqi". In 2020, the domestic live broadcast industry affected by the epidemic has driven the development of the entire e-commerce industry. In addition to the three major domestic e-commerce giants such as Taobao, JD.com, and Pinduoduo, Douyin, Kuaishou, Douyu, etc. were originally "entertainment"-oriented. Platforms have also turned to live streaming of goods.
According to data released by the Ministry of Commerce in August 2020, the overall transaction volume of live e-commerce in 2019 reached 451.29 billion yuan, and it is expected that the scale of live e-commerce transactions in 2020 will exceed one trillion.
At the moment when the domestic live broadcast industry is hot, overseas e-commerce platforms cannot withstand the temptation. On December 19, 2020, TikTok cooperated with Wal-Mart to conduct the first overseas live broadcast with goods in just one hour. , The number of people in the live room is close to 20,000.
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Overseas retail giants have turned their attention to live broadcasting. Does this mean that in 2021, the live broadcasting of overseas e-commerce platforms will usher in a big explosion? In response to this issue, Mr. Qilin also came to talk about his views.
01
is a trend but not necessarily mainstream
In China, the "live broadcast + shopping" model began to break out in 2014, and in 2020, the second spring will usher in the "home economy" where the epidemic has sprouted. It can be said that nowadays, Chinese people have formed a habit of live shopping.
The overseas live broadcast market focused on game-related content before the epidemic, but many changes have taken place after the epidemic. Twitch, the largest game live broadcast platform, has also begun to focus on non-game business. Just Chatting is the category with the longest user viewing time.
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On this basis, many platforms have also begun to try the "live + shopping" model, but from the perspective of Amazon Live, the effect of applying China's old ways to overseas platforms is not significant. The "live + shopping" model is not It is very possible to get the audience to pay, and the audience puts more points of interest in interactive small talk. This is due to the fact that the Amazon platform does not pay attention to live shopping, and on the other hand, it is more because the model of live shopping has not been truly recognized in the hearts of overseas consumers.
Under the premise of the boom in domestic live shopping, overseas live shopping will inevitably become a new trend, but if you want to develop this new format into a new normal, it may take longer to explore.
02The
live broadcast effect of platforms with Chinese genes is more impressive
Compared with Amazon's "indifference", the effect of live shopping on platforms with Chinese genes is more impressive. On AliExpress and Shopee, viewers are obviously more enthusiastic about live shopping, such as a live broadcast on AliExpress that sells homes. During the period, the questions raised by the audience were almost related to the product, and the anchor was asked to show it.
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According to relevant data, compared with 2019, the number of viewers in these two live broadcast rooms will also increase significantly in 2020. As far as Shopee is concerned, on the day of the Double 12 promotion last year, the number of cross-border sellers participating in the live broadcast also doubled compared to 2019. Well-known domestic brands such as Huawei, Orange, and Three Squirrels all actively adopted live broadcast exposure, and the number of brand sellers participating in the live broadcast was higher. The same period last year rose 7 times.
03
One dollar is exchanged for 18 times the return. It is important to find the right kol and koc. Celebrity
marketing plays a decisive role in promoting purchase decisions, especially when young people make purchase decisions. According to a report released by Influencer Marketing Hub, celebrity marketing is a low-cost and high-return investment overseas-for every $1 of internet celebrity marketing budget, it can bring a return on investment of up to $18 for a brand.
In China, live broadcast celebrities can be divided into three levels: head celebrities, waist celebrities, and central celebrities. The circle of overseas celebrities can be divided into head celebrities, shoulder celebrities, waist celebrities and long tail celebrities.
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There are three ways for sellers to contact celebrities. First, you can directly contact the e-mail address left by celebrities on social media; second, you can search for celebrities you want through search tools such as Heepsy, ShoutCart, Scrunch, Moju, etc. Type; third, you can directly cooperate with overseas celebrity agencies to contact the celebrities you want.
When choosing a celebrity, the seller must first choose a celebrity that is consistent with the brand's tonality for promotion, or it can be selected based on the celebrity’s recent social attention. It is very important that when choosing a celebrity, it is also very important to consider the celebrity’s price/performance ratio. It is understood that currently in the selection of overseas celebrities, the long-tail celebrities with the number of fans between 10 and 50,000 are the most cost-effective. s Choice.
END.
◎Editor: Wu Wenjuan
◎Review: Wan Qinglai
◎Final review : Chen Xia