This On-site shopping Ø Store entertainment Ø LiveCommerce (Although I personally prefer LiveShopping, there is still no standard way of calling it), it is one of the latest trends in the increasingly diversified world of digital commerce.
New digital shopping trends-currently booming in China-combine Live product demonstrations in real-time on a streaming media platform with e-commerce capabilities.
The evolution of Teletienda Life-long life, to some extent, reminds people of the era of home shopping that no longer exists, but the difference is that consumers can immediately make instant purchases and interact with the presenter.
Therefore, real-time transactions are good for both parties: brands and sellers can Expand the scope of influence and improve credibilityAnd consumers benefit from iMore detailed information Regarding the product, maybe More compulsive shopping.
The effect is surprising: China’s LiveShopping provider reported some High conversion rate up to 65% (Compared to 0.4% of traditional e-commerce), the size of this market is estimated to have reached 125 billion euros (961 billion yuan) or By 2020, its share in the global Chinese e-commerce market will reach 10%. I will never repeat that they are very advanced in China.
LiveShopping map of China
Following the trend, more and more Chinese e-commerce and social media platforms have introduced real-time streaming media functions. These are the main competitors.
The success of China’s real-time streaming media transactions is largely in line with the total number of users: the three major commercial real-time streaming media providers of most GMV (Gross Merchant Value) that realize real-time transactions in China in 2020 are also the platforms with the most transactions. Monthly active users.
Taobao Live, an e-commerce platform, has a total market capitalization of RMB 500 billion, accounting for 51% of the total VGM of China’s real-time streaming media transactions in 2020, and is the largest participant in this field. in the meantime, Taobao Live Compared with other Chinese real-time transaction providers, it has the highest number of monthly active users recorded (as of March 2020: 756 million).
Kuaishou y Douyin
In terms of the number of users, the second and third GMV real-time transactions also ranked second and third respectively: social media platforms Kuaishou y Douyin They produced GMV Real-time transaction 250 billion yuan and 200 billion yuan in 2020, Respectively.
This is equivalent to GMV’s total live broadcast transactions in 2020, the proportion of fast hands is 26%, and the proportion of Douyin is 21%.
Among the less relevant participants in real-time transactions are e-commerce pioneers, such as JD.com o Pinduoduo, In the near future, they may try to catch up and expand their participation in promising new areas of e-commerce. Whether and when commercial live streaming as a new form of e-commerce will reach other markets in the world is an exciting topic worth pursuing.in Spain The first step has been taken, but technology or consumers have not yet reached this wavelength.