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abu hasan
Jul 31, 2022
In General Discussion
It is also a live broadcast. Why did New Oriental Agricultural Products come out of the circle, and "1 penny pickled fish" was placed on the cusp of public opinion? The water ebbs and flows, and the live broadcast industry has entered the second half; at this crossroads, fragmentation and change coexist. According to iiMedia Research, as of June 2021, the number of online live broadcast users in my country reached 638 million, an increase of 47.2% compared with the same Number List period in 2020, accounting for 63.1% of the total netizens. In terms of live broadcast content, live broadcasts can be roughly divided into show live broadcasts, represented by platforms such as Inke (03700.HK), Huajiao, etc.; e-sports live broadcasts, represented by Huya and Douyu; e-commerce live broadcasts, represented by Kuaishou ( 01024.HK), Douyin, Taobao (09988.HK). According to the analyst report of Zheshang Securities, the total GMV of live broadcast e-commerce of the three major platforms of “Kaidou Tao” is expected to be nearly 2 trillion yuan in 2021, and the GMV of the head live broadcast platform is in the range of 500-800 billion yuan. With the expansion of the live broadcast industry, the other side of the coin is that the traffic dividend has gradually peaked; under the strict governance of supervision, the industry reshuffle has intensified, and the live broadcast track has officially entered the second half. When the “Four Heavenly Kings” with live broadcasts fade out and retire, and the live broadcast e-commerce company “Kaidoutao” leaves its inherent comfort zone, how to find the traffic password in the second half? 1. Amoy anchors sell goods In this year's 618, the live broadcast of the Tao Department did not have the smell of war between "oligarchs". Open source securities data shows that from March to October 2021, the sales of Taobao Top1 and Top2 anchors accounted for more than 70% of the total sales of Taobao Top10 anchors, and it was close to 90% in March last year. When the super anchor fades out and the traffic overflows, who will stand on the trend? As early as the "Double 11" in 2015, the research and development of Taobao Live was put on the agenda; in April 2016, Taobao Live was officially launched, and its first batch of anchors were mainly from Tao girls, which started the rapid growth mode. It is precisely from the genes of e-commerce that Taoist anchors usually go out of the circle by selling goods such as "buy, buy, buy" and "lowest price". Obviously, Taobao does not want to bet ALL in on the super head anchor.
The second half of the live broadcast, making Dong Yuhui?
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