Apr 11, 2022
In General Discussions
As one of the most popular outlets in 2020, live streaming has attracted the attention of many giants with its high content popularity and monetization attributes. According to monitoring by the Ministry of Commerce, in the first half of 2020 alone, there were more than 10 million e-commerce live broadcasts nationwide, more than 50 billion special database viewers, and more than 20 million products on the shelves. The live streaming of goods directly contributed to the significant increase in the transaction volume of e-commerce platforms. According to data from the National Bureau of Statistics. From January to November 2020, the national online retail sales reached 10,537.4 billion yuan, a year-on-year increase of 11.5%. In fact, it is not just e-commerce platforms such as Taobao, JD.com, and Pinduoduo that use live streaming as a new engine for development. In order to get rid of the dependence on advertising monetization, long and short video industry mailing list platforms are also frequently moving in live streaming. 01 Short video is not easy to go further Although the short video platform has brought huge advertising revenue with the help of huge traffic, it still needs more hematopoietic capacity. The savage growth of live e-commerce has made short video platforms a new target to promote growth. Therefore, in order to revitalize the stock and find growth points other than advertising, short video platforms began to attack directly, trying to share the cake of e-commerce giants such as Ali, JD, and Pinduoduo. Douyin and Kuaishou are rivals special database with each other, and the development in the field of short video + live broadcast delivery is the same. As early as June 2018, Kuaishou launched Kuaishou Xiaodian, and with the strong ability of its anchors to bring goods, its e-commerce business has achieved significant growth.