Unlike e-commerce platforms that create their own traffic, short-frequency video platforms such as Douyin and Kuaishou, which have more than 300 million DAU traffic, need to strengthen the commercial conversion of traffic through live broadcasts. Four battles of e-commerce live broadcast Source: China Merchants Securities e-commerce live broadcast report At the beginning of 2020, the two short video platforms competed for Luo Yonghao's entry. Previously, Tech Planet exclusively reported that the key factor for Douyin to win in the "Battle for Luo Yonghao" is its additional commitment to Luo Yonghao, providing 300 million traffic support in various forms such as open-screen advertisements, feed streams, and popular recommendations. Starting from the logic of "people bring goods", the reason why Luo Yonghao is important is that the ability of the anchor determines the level of carrying goods. This is the reason why Douyin is willing to spend huge sums of money to sign Luo Yonghao. Taobao Live has Li Jiaqi and Wei Ya, and Kuaishou has Sanda Brother and Simba. Douyin e-commerce live broadcast needs to create its own signature anchor. Signing Luo Yonghao is a shortcut. In January 2020, Douyin announced that DAU reached 400 million.
How to maximize the realization of this advantageous traffic, e-commerce is an inevitable choice other than advertising. Although Douyin has traffic, there is a reason why the e-commerce live broadcast ecosystem has not been established. First of all, there are many gaps between the "movie characters" in Douyin short videos and the "real characters" in Douyin live broadcast. In 2019, Chengdu Xiaotiantian, who became popular with her boyfriend "Just take me to dinner", moved many people because of her simple words. It was later confirmed that it was a plot planned by the team, which disappointed fans. Of course, there have also been original anchors with goods on Douyin. For example, Lijiang Pomegranate Phone Number List Brother once sold more than 120 tons of pomegranates in 20 minutes, and Baibaitu once sold 12 million yuan in 618. Unfortunately, the two anchors later turned to Taobao Live, seeking a platform with stronger e-commerce attributes. At the same time, Douyin also hesitated between advertising e-commerce platform Luban and pure live broadcast e-commerce.
Four battles of e-commerce live broadcast At the beginning of 2020, Douyin accelerated its pace, gradually lowering the threshold for e-commerce live broadcast, and anchors with less than 3,000 fans can also start broadcasting. Compared with Douyin's high-flying, Kuaishou's low-key layout. In 2020, Kuaishou will reach 300 million daily active users, but the pressure of traffic and revenue growth is still there. According to data released by Kuaishou Research Institute, Kuaishou live broadcast reached 100 million daily active users in 2019. Under the background that advertising only accounts for less than 10% of the platform's revenue, live streaming contributes to Kuaishou's main revenue, and the e-commerce live streaming business must take it to a higher level in 2020. Kuaishou imitated the way of e-commerce platforms. The first is to invite more MCN institutions to enter the market. On the one hand, it transforms the traditional contracting model into a partnership; on the other hand, it proposes a protection policy for private traffic.