With over 100 million anchor accounts, what did live stream economy’s popularity bring？
Xinhua News Agency, Beijing, May 20th Question: With the number of anchor accounts exceeding 100 million, what did live stream economy bring?
Xinhua News Agency reporter Zhang Xinxin
The recently released "Report on the Development of Network Performance (Live Broadcasting) Industry in China in 2020" shows that by the end of 2020, the number of live broadcast users in China has reached 617 million, and the total number of network anchor accounts in the whole industry has exceeded 130 million. Content creation, knowledge payment, live broadcast with goods … … Live stream economy, which became popular rapidly, has hatched many new models and formats, and also brought many new experiences.
On May 16th, two days before the International Museum Day, the Shanxi Museum held a 7-hour slow live broadcast in Tik Tok. Museum lecturers relay the explanation, and netizens watch the exhibition around the clock.
It’s not just the Shanxi Museum, but also the cultural relics and props of many museums, such as the Capital Museum and the Inner Mongolia Museum, which meet netizens on the "cloud" through live broadcast.
It’s not just museums that move to the "cloud". The exhibitors broadcast live online, and the e-commerce platform invited well-known online celebrity to bring goods on site & HELIP; … In many exhibitions, live broadcast has become a key word.
Online exhibition, live broadcast with goods and online teaching … … Today, live broadcast has almost penetrated into all walks of life and entered every aspect of life.
According to the Report on the Development of Online Performance (Live Broadcasting) Industry in China in 2020 released by the Online Performance (Live Broadcasting) Branch of China Performance Industry Association, the market scale of online performance (Live Broadcasting) industry in China will reach 193.03 billion yuan in 2020.
According to the data of Tianyancha Professional Edition, there are currently more than 1,500 live broadcast e-commerce related enterprises and nearly 28,000 live webcast marketing related enterprises in China. In 2020, more than 13,000 online live marketing related enterprises will be added, which is six times the number added in 2019.
The rapid development of the live broadcast industry has changed many fields such as e-commerce and cultural communication. Under the growth trend of live stream economy, more and more online cultural enterprises and traditional enterprises add business content or enter the field of live webcasting, and realize transformation and upgrading through the form of "live broadcast+".
In September 2020, he settled in Tik Tok. In October, he began to sell handmade porcelain and tea live. The first live broadcast sold more than 300,000 yuan … … The live broadcast not only made Liao Oduo, a "post-80 s" Chaozhou hand-pulled pot craftsman, recognize the identity of the anchor, but also spread the traditional handicraft skills more widely. Liao Ao said with emotion that in the eyes of many friends, craftsmanship can really make a name for itself. "Live+"allows craftsmen to find more creative "confidence".
While empowering cultural industries and craftsmen, live broadcast also promotes the gradual dilution of boundaries in many fields such as consumption and manufacturing.
Outside the workshop, the anchor with exquisite makeup is showing a moisturizing mask; In the workshop, the aseptic filling equipment intelligently produces and forms hyaluronic acid skin care products at one time. In the unique "live studio" of hyaluronic acid manufacturer Huaxi Bio, the "integration" of advanced manufacturing and new retail has spawned many "explosive products".
Live broadcast on the production line, moving the market into the factory; Use live big data to guide production, and connect supply and demand with "cloud" to reduce inventory pressure … … Live stream economy keeps manufacturers close to the front end of the market. "It is not so much a technological upgrade as a change of thinking." Ye Shouzeng, founder of clothing brand Zhihe, said that since last year, about 30% of sales of Zhihe have been promoted through new media.
Taobao live broadcast report shows that in 2020, nearly 1,000 live broadcast rooms with a turnover of over 100 million yuan were born in Taobao, among which the number of live broadcast rooms of merchants accounted for more than 55%. More and more brands quickly try, run in and establish a talent matrix suitable for brand development, and acquire and precipitate users in self-broadcasting channels. Sharing lifestyle-related content such as wearing, fitness and travel experience, the "shared live broadcast" explored by Xiaohongshu has become another mode of live broadcast.
Live stream economy has accelerated the intelligent transformation of many industries. However, it is undeniable that the industry is also facing problems such as homogenization of content, some of which are suspected of vulgarity, and the standards need to be further established and improved.
Experts believe that when live stream economy presses the "acceleration button", it should pay special attention to promoting the healthy development of the industry. For example, anchor popularity should be based on righteousness, live broadcast with goods is not about "destocking" and "rushing sales", but about honesty, standardization and improvement of the whole process of service. Live broadcast platforms should not only focus on heat regardless of quality, but also create high-quality live broadcasts with good value and technology, etc., to encourage innovation, standardize industries, and make the new economy and new formats stable and far-reaching.