From pornographic live broadcast to live broadcast E-commerce

“ I have a friend ”, At his persuasion , I used the title

️ Brief history of pornographic live broadcast

Internet （ And many technical fields ） A simple way to judge whether the technology is mature , Whether products and services have promising methods , That is to look at Huang 、 bet 、 Whether these three industries have begun to adopt this technology . The instinctive desire and greed of human nature will not improve with the improvement of quality 、 With the increase of education level , Will only temporarily hide , It is said that 90 In the s, there was a genius for learning in China , The first thing after arriving in the United States , Just look at 《 Dandy 》 The magazine

1953 The cover girl of the first Playboy magazine ： Marilyn Monroe

HTTPS Encryption protocol was first applied to pornographic websites for information encryption . At first, online video was also successful by testing the water with pornographic content . The first generation of netizens , No habit of watching videos online , But many pornographic short films first became popular on the Internet , So that generation of netizens formed the habit of watching small videos . Net transmission ： The brain is the second most important organ of human beings

later , New streaming media protocols and video coding technology have developed , Make webcast possible , Porn service providers will not miss such opportunities to make money , They waved their wings like ducks and ran to the live broadcast , While pornographic live broadcasting is booming, it is also promoting streaming media / Maturity of live broadcast technology

because wall Why , It is difficult for domestic netizens to enjoy this wave benefits. About the first half of the title pornographic live , It came to an abrupt end , If you don't have enough , I advise you to suffer immeasurably , Repent and be saved

️ Brief introduction of live e-commerce

Live broadcasting technology benefits from “ Yellow wager poison ” _{Mainly yellow} Blessing , It must be fire , As early as 2016 Early maturing netizens made predictions in ：

2016 year , The combination of live broadcast technology and e-commerce led to the birth of live broadcast e-commerce , Standing on the 2022 On the time node , We found that ：2020 Years ago , Live e-commerce is not warm ;2020 year , Live broadcast of e-commerce dry materials ;2021 year , Live broadcast of the raging fire of e-commerce

Our company 2019 year 9 The main business before September was not live e-commerce , however 19 year 9 Somehow, I stood on the outlet of live broadcast e-commerce , Then it took off , And completed secondary development in the air and grew wings

I'm in 2021 In April, he joined our company , As a vegetable chicken . Recently, I wrote to myself 《 One year review 》 Suddenly found in , I know little about the whole live broadcast e-commerce industry in which our company is located , Simple intuition tells me that this is not good

So I began to understand this sea area , First, in the obtain _{1 paragraph APP} I found two e-books about live e-commerce on 《 Revelation of live broadcast 》¹,《 Live e-commerce practice all in one 》², After reading, tell me plainly and consciously , These two books are generally written , But another pamphlet released by KPMG and Ali Research Institute 《 Live broadcast e-commerce moving towards the trillion market 》³ It's worth reading , If you want to know about the live broadcast e-commerce industry , This pamphlet is almost a must read . in addition 2021 year 《 China live e-commerce industry report 》⁴ You can also read

After reading these three books , I try to overlook the whole live broadcast e-commerce industry from a strategic height , But I found that my height was really not enough （ Level co., LTD. ）, Unable to sort out the industry , Simply return to the mode of children's learning , From the way of asking questions to the whole industry according to the plan , That is, ask your own questions , Find out for yourself

01- What is live broadcast ？ What is live e-commerce ？

️ live broadcast ( Full name: webcast ) Refers to the use of Internet video 、 Audio and other communication technology display related products 、 Content 、 service , An online activity that interacts with users in real time

️ Live e-commerce refers to the anchor using instant video 、 Audio communication technology introduces goods or services simultaneously 、 exhibition in 、 explain 、 Promote , And interact with consumers , Business activities for the purpose of concluding transactions . Live e-commerce is one of many marketing methods in the era of digital economy

Among them, live broadcast e-commerce is a branch of webcast, commercial live broadcast _{in addition 2 The second branch is content live broadcast and social live broadcast} Next subcategory , The relationship is as follows ：

Classification of webcast

02- Live broadcast e-commerce development history

Map of important years of live broadcast e-commerce development

03- Live E-commerce 、 E-commerce live broadcast 、 What is the difference between traditional e-commerce ？

	Live E-commerce	E-commerce live broadcast	Traditional e-commerce
difference	Content platform Shake up the little red book B standing ; Social networking platform WeChat 、 Sina Live delivery ; Find someone for the goods	Electronic business platform TaoBao 、 JD.COM 、 A lot of spelling Live sales ; Find someone for the goods	Image & Text + Short video shelf ; People are looking for goods
advantage	There's a lot of traffic ; The real time 、 interactive quality ; Strong private traffic on social platforms	Supply chain , High conversion rate ; The real time 、 interactive quality	Supply chain ; Rich goods and business resources

️ People are looking for goods ： For consumers Planned consumption , Keyword based search will have the problem of competitive ranking ; The consumer decision-making chain is longer

️ Find someone for the goods ： For consumers Unplanned consumption , Anchor recommendation , A comprehensive introduction to the product ; The consumer decision-making chain is shorter ; Fewer middlemen

Compared with traditional e-commerce , Live e-commerce and live e-commerce can be collectively referred to as live e-commerce

04- What is the ecosystem of live e-commerce ？

Live e-commerce ecosystem map

05- What is? MCN, Talk to you about MCN The understanding of the ：

at present MCN The main realization mode of the structure is ： Advertising and live e-commerce , And Live broadcast e-commerce has become numerous MCN The main ways of liquidation of the institution . The ways of realization are divided into ：

️ Pit location fee _{The number of products that can be broadcast in a live broadcast is set to X, Then the number of pits is X} + commission _{Generally, it is a specific proportion of each transaction}

️ Pure Commission

MCN The core competitiveness of the organization lies in

️ Incubation of online celebrities 、 operating ：MCN Itself is the product of the Internet red economy , We must give full play to its ability to incubate and operate online celebrities

️ Supply chain building ： E-commerce MCN Institutions need to pay attention to the source of goods at the end of the supply chain 、 Price 、 Logistics and other factors

Most of the MCN Institutions will build supply chain platforms , Or cultivate private brands , at present MCN The problem with the organization is that it relies too much on the head anchor _{The head anchor contributed most GMV And profits}

06- The person who brought the goods you learned / star /CEO, What conditions do excellent anchors need ？

Crazy young brother Yang , Mr. Yu , Jia Nailiang , Li xuanzhuo , Mr Luo , Yangzi 、 Huang Shengyi , Dongyuhui

An excellent anchor with goods generally has three conditions ：

1️⃣ Human design fits ： The anchor design should be consistent with the brand image

2️⃣ Professional knowledge ： The strong marketing attribute of live broadcast E-commerce makes the anchor must have professional sales skills

3️⃣ Eloquence ： Oral expression ability needs to be infectious 、 Empathy and The right sense of rhythm

Luo Yonghao is like durian , People who like him don't like them _Luofen , People who hate him don't hate them _{Luo Hei} . I am the former , I read his book seven years ago 《 My struggle 》, I've heard his recording _{Netizens recorded and edited his lectures in New Oriental} , I've seen his video _{Mainly speech videos} , From then on , It's Luo fan

Hammer branch was acquired by byte , LuoYongHao owes 6 More than $100 million in debt ,2020 Entered live broadcast e-commerce , The first generation of Internet Celebrities began to bring goods . He has all the conditions for the above excellent anchor , And it has its own traffic , If you have paid attention to smashing Siemens , Lao Luo Vs Fang Zhouzi , Lao Luo Vs Wang Zili , I knew that he could do a good job in live broadcast e-commerce, which was really a beggar catching lice , as sure as a gun , If you have stayed in the live studio of making friends , Probably I can't help placing an order

Unfortunately ,2022 year , After Lao Luo's debt is cleared , Announce a return to the science and technology circle , Since then, the live broadcast e-commerce industry has less fun

07- Brands in live broadcast e-commerce / What is the role of a business ？ Talk about your understanding of them

Brand dealer / Merchants are e-commerce operators who sell goods or provide services in live e-commerce activities

Brands focus on introducing cheaper products 、 More accurate 、 More suitable flow . Brands generally pass the following 2 Live broadcast in two ways ：

️ Store broadcast and self broadcast : The cost is low

️ Live broadcast of talent : You can get the private domain traffic of Da Ren , Can improve product popularity , Increase product exposure , So as to expand sales ⁵

08- What is the value of live broadcast e-commerce ？

️ Reconstruct consumer trust mechanism

Consumers will search 、 Compare 、 The testing and other work shall be entrusted to the professionals trusted by consumers (KOL,MCN Selection team, etc ) be responsible for , Use the one-to-one trust relationship between consumers and anchors , Add 、 Strengthen the one to many trust relationship between consumers and brands

2020 year , The live broadcast e-commerce market has reached trillions , Many people will simply feel that live e-commerce is the product of phased capital , Will not exist forever , But my personal view is ： Live e-commerce may not continue to be popular , But it will certainly become a regular business form of e-commerce with its unique value , For a long time

2021 year ,2022 year , Epidemic situation and government supervision “ siege ” under , Domestic live broadcast e-commerce still maintains a rising trend , At present, the live broadcast e-commerce industry abroad is still in its infancy , In the future, the global live broadcast e-commerce industry is still very promising

09- Explanation of relevant proper terms

abbreviation	meaning
MCN MultiChannelNetwork	Multi channel network
KOL KeyOpinionLeader	Key opinion leaders
CPS CostPerSale	Cost per sale
CPC CostPerClick	Cost per click
CPM CostPerMille	Cost per thousand people , Advertising pricing mode based on display and exposure
PGC ProfessionallyGeneratedContent	Professionals output content
UGC UserGeneratedContent	User output
PUGC ProfessionallyUserGeneratedContent	professionals / User output
GPM GlobalProductMarketing	Average total amount of orders per 1000 viewers , It is often used to measure the selling capacity of the live broadcast room
CTR ClickThroughRate	Click through rate is not prefixed , Usually refers to the click through rate of the live room ; It can also refer to the click through rate of small yellow cars
CVR ConversionRate	The conversion rate is the number of transactions in the live broadcast room 、 The ratio of the number of viewers in the live broadcast room
People and goods yard	Everyone can play it ; Everything can be sown ; It's all over the place
Pit location fee	Analogy to the pit in the bathroom , The cost of broadcasting a product

The table can slide left and right

10- List the new careers spawned by live e-commerce , And their responsibilities

Position	responsibility / Job content
The host / Internet Marketer	Product explanation , The whole process of live broadcast
Live broadcast team leader	The whole process of live broadcast , Live broadcast co-ordination
Live broadcast planning / Field control	Determine how to play the live broadcast before the broadcast , Control the rhythm of live broadcast
Commodity planning / Selectors	Selected products , Platoon , Delivery Deliver samples directly
Broadcast aid	Guide user interaction Like comments, follow orders , Assist anchor selling
Store operation	Contact the merchant , Up and down links , Modify inventory , Fortune bag , Lottery, etc
Optimizer 6	Purchase of paid traffic
Live short video	section , For the live broadcast
User operations / Screen control / Customer service	Live broadcast floating screen , Comment reply , Delete bad reviews, etc

11- Talk about your choice / Understanding of quality control

Excellent anchor selling , It must be Guan Gong selling broadswords , People are harder than goods , So that consumers Buy my products _{Buy things with me} , Pass on my good name _{Help me sell things}

Many talented people / Stars live with goods have overturned , Selection is the main reason for overturning , Simba 、 Weiya 、 Li Jiaqi 、 Luo Yonghao was not spared . There is no strict quality control , It is easy to induce consumers and KOL Trust crisis between , This is even more harmful to the whole industry of live broadcast e-commerce

Now , The host /MCN Institutions without exception are emphasizing the strictness of their quality control , Selection is for live broadcast , Just like height is to basketball

The goods are simply the basic plate of live broadcast , It can only ensure that the live broadcast does not overturn , There is no guarantee of a high deal for live broadcast , High profit . A live broadcast wants to achieve its goal GMV/ Target profit , need

️ Analyze its target audience / Fans portrait , such as “ Lipstick brother ” Li Jiaqi , Selling beauty makeup is both good and popular

️ Goods matrix ： Pit level products _{Guarantee profit} , Non profit making products _{No pit fee, high commission, guaranteed profits} , welfare articles _{Lose money and earn a lot of money , Stretch flow} , Trailer products _{Only Trailer anchor does not explain the product , Enrich the goods}

Here are the questions and answers about live e-commerce , If you have different opinions , Welcome to leave a message , ha-ha

This article was first published on the official account ：stackoverflow, Welcome to your attention

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1. https://www.dedao.cn/ebook/reader?id=z4R9BQ7pP4ZEaXYkx8KvRdljeyqo608511W1m2bMAO9NnDL7gBGQr5VzJqrvmEVN ︎

2. https://www.dedao.cn/ebook/reader?id=vExPL6aYQPjadpoZxR5r6KDkbNJVO0ogMe084GeXyLElm92gnMA1zvB7qMKpBGkj ︎

3. https://assets.kpmg/content/dam/kpmg/cn/pdf/zh/2020/10/live-streaming-e-commerce-towards-trillion-market.pdf ︎

4. http://www.ifastdata.com/data/upload/ueditor/20211009/616104925d62a.pdf ︎

5. During the live broadcast of the head anchor, there is a hundred million level of exposure , The number of views in the live broadcast room has also reached tens of millions , For example, Jia Nailiang , A live broadcast exposure can reach 1.2 Billion , Already achieved 60% The permeability of , With such a large exposure , The next day, if the brand is well operated 、 A good plan can undertake a lot of overflow traffic ︎

6. Optimizer is also called information flow delivery _{Short for launch} , Be responsible for spending money in e-commerce live broadcast _{Mainly through CMP Pattern} Let more people see the live room and enter the live room and make purchases . Different platforms have different traffic distribution mechanisms , The optimizer should base on the real-time GMV,GPM,CTR,CVR Equal index , Adjust the launch strategy dynamically . And because the content platform traffic distribution algorithm may change from time to time , The optimizer needs to maintain a certain sensitivity , Try to crack its traffic password in the shortest time , Leverage the maximum traffic with the least investment cost , So as to enable the live broadcast ︎