Using economic knowledge, talk about how to promote the healthy development of the live broadcast e

1. Trend 1: The regulatory industry is becoming more and more standardized.

The arrival of the epidemic has made live broadcast e-commerce, which should have developed naturally, quickly enter a hot period. The influx of a large number of businesses in a short period of time has led to a period of savage growth for the industry.

During this period, there are consumers who have responded positively to and embraced the new format and model of e-commerce live broadcasting, and there are also some illegal merchants who take advantage of the temporary absence of relevant laws, rules and standards to exploit loopholes.

In the first half of 2020, with the further maturity of the industry, local governments have successively issued "Operation, Service Specifications and Service System Evaluation Guidelines" for live shopping, and the live broadcast e-commerce industry has begun to take a small step towards standardization.

In the future, with the further involvement of regulatory authorities, the e-commerce live broadcast market will undoubtedly develop in a more standardized and professional direction. This kind of regulation is mainly carried out from the words and deeds of live broadcast personnel, the quality of live broadcast products, and the implementation of main responsibilities.

After these specifications are gradually refined:

On the one hand, it means that there will be regulations to follow for the professionalism, docking process and accountability of all parties in the industry; On the other hand, the industry will also impose qualification requirements for anchors, MCN institutions, and brands, clarify the scope of responsibilities, promote the unification of procedures and operations for live streaming, improve the evaluation system for livestreaming, and effectively draw clear boundaries of rules.

We believe that the strengthening of the supervision of the live broadcast e-commerce industry and the establishment and improvement of the rules for live streaming are not only a good thing for e-commerce platforms, manufacturers and consumers, but also have a very positive effect on the healthy development of the industry, and the future of the standardized and professional live broadcast e-commerce industry will be more worth looking forward to!

2. Trend 2: The industry segmentation of the live broadcast field is more vertical.

In the context of the development of the entire live broadcast e-commerce industry, not only the transformation and upgrading of traditional e-commerce live broadcast goods, but also many traditional enterprises directly borrowed live broadcast technology to start the operation of "e-commerce".

However, when everyone can participate in live broadcasting, what is the direction of live broadcasting that will be truly effective in the future?

Judging from the current situation in the industry, vertical live broadcast e-commerce forms are emerging, and live broadcast needs more professional challenges. In other words, only live broadcast e-commerce that is deeply involved in the vertical track can have its own traffic moat.

In fact, verticalization is a word that has been in the spotlight in recent years. Not to mention the role and efficiency of verticalization in other formats, in the field of live broadcast e-commerce, verticalization can become a weighty "trump card".

Because, the vertical live broadcast can better discover the demand characteristics of the user group in advance, and transform this part of the potential demand through the platform's ** chain capabilities.

In addition, the advantage of vertical live broadcast is also reflected in the fact that the product is vertical enough, and it is natural to be able to select products in a targeted manner based on the needs of fans, and through communication with the best businessmen, the selection will be customized and upgraded twice.

And these two points are exactly the same.

At present, e-commerce live streaming has undoubtedly become a new format to promote economic development and stimulate consumption growth. Under the empowerment of technology, whether it is a traditional e-commerce platform, a search platform or a newly rising short ** platform, it is actively exploring the layout of the field of e-commerce live broadcast. Tik Tok.

Kuaishou and other platforms have a stable camp of head anchors, and with this boost, "live broadcast +" has become a new marketing method that all walks of life have the courage to try. Live streaming helps farmers get rid of poverty, effectively solves the communication barriers between agricultural products and consumers in the production area, and helps rural revitalization; Ctrip, which has been hit hard by the pandemic.

It has opened the innovative model of CEO Liang Jianzhang's "BOSS Live" pre-sale of hotels, providing new ideas for post-epidemic tourism marketing. Luo Yonghao, who failed to start a business.

transformed into a live broadcast anchor, and ranked Wei Ya and Li Jiaqi in the GMV list of August delivery anchors released by Guoji Data.

After Simba and Sydney, it ranked fifth, with a turnover of 100 million yuan.

However, while e-commerce live streaming is growing explosively, becoming increasingly popular and routine, there are also undercurrents surging and hidden crises. At the end of the year, Internet celebrities.

The sale of fake bird's nest in the live broadcast room of the anchor Simba's team has aroused widespread concern in the society. This has also opened up the problem of unclear rights and responsibilities of the parties involved in live broadcast counterfeiting and supervision, which has always been an old problem in the development of e-commerce. After the outbreak period, how to embark on a legal and compliant development path for e-commerce live broadcasting, how to highlight the value of specialization, and how to build a mature and healthy business environment have become problems that need to be solved urgently.

As early as July 1, 2020, the Code of Conduct for Online Live Marketing (hereinafter referred to as the "Code") issued by the China Advertising Association has been officially implemented. As a self-regulatory provision for the industry, it regulates the rights, obligations and responsibilities of merchants, anchors, platforms and other participants in live streaming e-commerce activities. On July 29, the State Administration for Market Regulation.

The "Guiding Opinions of the State Administration for Market Regulation on Strengthening the Supervision of Online Livestreaming Marketing Activities (Draft for Solicitation of Comments)" was issued for public solicitation. On October 20, the State Administration for Market Regulation (SAMR) released the Measures for the Supervision and Administration of Online Transactions (Draft for Comments), which includes online social networking and livestreaming platforms in the scope of supervision.

The healthy development of the live broadcast e-commerce industry is inseparable from the supervision of the platform, as well as the improvement of the professional quality of the live broadcast of the anchor.

Dear, according to your question, make the following, for reference only: The impact of live broadcast e-commerce on traditional e-commerce: The bonus period of traditional e-commerce has passed, and the number of traffic that can be obtained is getting less and less.

By means of charging Kuanzhu live broadcast, the speed of obtaining traffic is faster, and everyone's acceptance of live broadcast has increased, which also provides convenience for the form of live broadcast with goods, and accelerates the acceptance speed and publicity of live broadcast with goods. Live e-commerce is more energetic and fresh than traditional e-commerce, and has a bright market competitiveness, so live broadcast e-commerce has gradually become the standard configuration of e-commerce.

Summary. According to the experience of developed countries, the development of e-commerce must have seven key conditions: network system, public electronic commodity shopping guide platform, enterprise-level e-commerce system, security certification system, secure payment and settlement system, collaborative operation system, and legal system.

The Economic Information Center of the State Economic and Trade Commission recently analyzed the current situation in these seven aspects of China's development of e-commerce, and held that the key links in China's development of e-commerce still need to be improved.

Laws and secure payments are two of the most in need of improvement.

What are the potential problems that should be solved in order to do a good job in live e-commerce at this stage? E-commerce Major.

According to the experience of developed countries, the development of e-commerce must have seven key conditions: network system, public electronic shopping guide platform, enterprise-level electronic business system, security certification system, secure payment and settlement system, collaborative operation system, and legal system. The Economic Information Center of the State Economic and Trade Commission recently analyzed the current situation in these seven aspects of China's development of e-commerce, and held that the key links in China's development of e-commerce still need to be improved.

Laws and secure payments are two of the most in need of improvement.

I hope mine is helpful to you, and if you can, please give a thumbs up and encouragement!

Recently, a news of the "rapid development of the live broadcast industry" has aroused heated discussions among the majority of netizens, and there has been a lot of uproar on the Internet. So, how has the rapid development of the live broadcast industry changed the spread of e-commerce and culture? First of all, e-commerce has brought about huge changes.

So what's going on? Let me share my thoughts with you.

One. To promote the sales of e-commerce, first of all, it is to promote the sales of e-commerce. Due to the huge money-making effect brought by Li Jiaqi, Wei Ya and others, it has ignited the entire live broadcast industry.

Now live streaming with goods is very common, and stores that are a little famous will find an anchor to carry out live broadcasts with goods, which is also full of tricks. <>

Two. Let people see the culture of different places, and there is also the spread of culture. Nowadays, there are a lot of foreign travel anchors, they travel to other countries, introduce the customs of other countries, the history and culture of some world-famous buildings, and so on.

It also plays a very good role in cultural dissemination. <>

Three. Let people learn knowledge and not only the spread of culture, but also many people live broadcast some knowledge. For example, if some people are good at English, then teach English in the live broadcast.

Some people understand finance and economics, so he expressed his views on the market in the live broadcast, taught everyone, answered questions, and so on. <

Leading the understanding of e-commerce and cultural communication to a new peak, the rapid development of the live broadcast industry has also benefited many people, and more and more people have begun to accept this industry.

The live broadcast industry can be said to have brought a certain impact on e-commerce and cultural communication, and many live broadcast industries can bring goods, but the impact on e-commerce is still relatively large.

Live streaming has brought great development to e-commerce and greatly increased the purchase rate of e-commerce. For culture, live broadcast is also a very good way to communicate, which transcends the limitations of space and allows everyone to deeply experience the charm of culture.

Summary. The characteristics of e-commerce include: commerce, service, integration, scalability, security, and coordination.

E-commerce is a business service industry with unlimited room for expansion. Integrate a large number of goods and merchants. We can easily find the products and merchants we need on the e-commerce platform.

Unlike brick-and-mortar stores, e-commerce platforms need to get traffic on the web. For e-commerce platforms, live streaming is the best, fastest, and most effective way to get traffic. This is what the so-called live economy means for e-commerce platforms.

Dear, your question I'm typing, please wait a moment ......

The characteristics of e-commerce include: commerciality, service, integration, scalability, security, and coordination. E-commerce is a kind of business service that has unlimited room for expansion.

Integrate a large number of goods and merchants. We can easily find the products and merchants we need on the e-commerce platform. Unlike brick-and-mortar stores, e-commerce platforms need to get traffic on the web.

For the electronic big air business platform, live broadcast is the best, fastest and most effective way to get traffic. This is what the so-called live economy means for e-commerce platforms.