Chinese Consumer Companies Turn to Live Streaming During Pandemic

21st Century: 社论｜直播带货是长期价格战的产物

In the past few days, live broadcasts have brought goods all over the country, and governments, enterprises, and e-commerce companies have set up machines to promote various products and services. Affected by this trend, many units and enterprises have launched network anchors and joined the vast army of live broadcast goods.

The live-broadcast sales method has risen in 2019, because online traffic is becoming more expensive, and the cost of acquiring customers continues to increase. In order to increase sales, some e-commerce companies have begun to convert static picture displays of products to small videos. Some merchants use live webcasting. Interact with the audience to promote the product. This can reduce platform traffic costs and lower costs. This method is also a derivative of the Internet video trend, which makes online sales no longer limited to e-commerce platforms, and can carry live broadcasts on different platforms, such as game platforms, small video platforms, live broadcast platforms, etc., and many platforms Internet celebrities can also realize value by bringing goods.

Due to the impact of the epidemic, this year's physical business has been hit hard. Online business sales have been blessed by disasters, influencing more consumers who cannot go out shopping, and training more online users. At the same time, a large number of corporate sales have been hit hard and there is an urgent need to find online sales channels. Live broadcast goods can be directly connected with the factory, eliminating the traditional sales tier-by-tier wholesale agency fees, channel fees and other such as advertising costs, which can be lower prices Direct sales to consumers.

Many governments have also actively promoted live streaming. On the one hand, government departments actively help small and medium-sized enterprises to resume production and production, promote the expansion of consumption, make the flow of people and logistics work, and live broadcasts have become more effective sales channels when the epidemic prevention and control are not over; on the other hand, agricultural products and other features in poor areas The slow sales of products are serious. Local government officials or celebrities, presenters, live broadcast influencers, etc. are actively broadcasting goods for these agricultural products for free, so as to achieve poverty alleviation through e-commerce. It can be seen that live streaming is first a new business model evolved from online sales, but also encounters the special market environment and poverty alleviation caused by the epidemic. Therefore, this new model has been pushed to all walks of life and blossomed everywhere.