With over 100 million daily active users, what does Kuaishou broadcast live?

Looking back at the end of the year, e-commerce live streaming was undoubtedly a huge trend in 2019.

Last year on Double Eleven, the "Lipstick King" Li Jiaqi sold out 15,000 lipsticks in 5 minutes. But this year. Such results seem to have become the standard for e-commerce live streaming. At Kuaishou's "116 Sales King" shopping carnival, "Sales King" Simba sold 400 million in two days, and the second place Wawa also achieved sales of 80 million and more than 1 million orders, doubling that of last year.

For the live streaming e-commerce market worth hundreds of billions of dollars, the hosts have a clear view of their fans’ precise stickiness and purchasing power. Live streaming e-commerce has also become the method with the highest purchase conversion rate at this stage.

Behind the crazy sales of 80 million dolls, she was once an ordinary Kuaishou user. At first, she posted photos of the products on Kuaishou, and soon comments appeared: "How do you buy these clothes?" As more and more people wanted to buy them, she started a Kuaishou live broadcast , and things became unstoppable from then on.

On Kuaishou, there are thousands of ordinary anchors like Wawa, who are not born to sell goods like Li Jiaqi. Their live broadcasts also have great value.

On December 10, Kuaishou Big Data Research Institute released the "2019 Kuaishou Live Streaming Ecosystem Report", announcing that the platform's daily active live streaming users exceeded 100 million. This is also the first time they have organized their live broadcast ecosystem data. The report comprehensively presents the ecosystem of Kuaishou live broadcast, and behind these numbers lie infinite possibilities.

Kuaishou’s live streaming tentacles have spread to almost every corner of the live streaming industry. In order to enrich its own content ecosystem, Kuaishou has successively established content accounts in vertical fields such as games, sports, education, media, government affairs, music, and automobiles, and supported content creation in accounts in various fields.

In addition, they also counted the live broadcast preferences in different regions of the country: Beijingers like to live broadcast calligraphy and painting; Tianjin people enjoy listening to crosstalk; Shandong people have a strong sense of life in live broadcasts, and love to live broadcast parenting, cooking, and decoration; Xinjiang lives by the mountains and live broadcasts jade; Jiangsu lives by the sea and 60% of seafood anchors are here; finally, it is unknown what Shanghai people have experienced that they would go live to find a partner.

Such a rich variety of live broadcast categories and user age groups reflect the various aspects of life around us.

Live broadcast of ordinary life

Kuaishou pointed out in the report that the category with the largest number of live broadcasts on Kuaishou is exactly the "main business" of each anchor.

In fact, the live broadcasts on Kuaishou are based on the real needs of users. They are more like TV stations that connect directly to countless ordinary people, and what is shown on their mobile phones is everyone’s own life.

Compared with the more familiar live broadcasts of games or shows, "live broadcasts of ordinary people" have a stronger sense of life and daily life. Compared with those edited videos, live streaming is less "refined" and more "lively".

We can even see various traditional crafts that are facing extinction on Kuaishou: from Chaoshan Yingge to blue brick and tile ridge beasts, from Peking Opera to suona. You can see traditional craftsmanship at home.

Compared with pure text, pictures, and short videos, live streaming has a stronger interactive experience. Combined with the "ordinary people" nature of Kuaishou's live broadcasts, this interaction can easily turn into a sense of "companionship": an old man playing the erhu may not have a large audience, but to him and his regular audience, the importance of this sense of companionship is far greater than the income from gifts or the number of fans.

There is also a page in the report that is worth noting:

"Anchors born in the 1960s receive the most likes every day, and anchors born in the 1970s receive the most comments every day." This is a phenomenon that would be impossible to occur on other live streaming platforms. Users of this age group are basically "forgotten people" in the Internet age. At best, they have mastered communication tools such as WeChat and have been promoted to "Internet participants." Why do live broadcasts by middle-aged and elderly people receive so much attention on Kuaishou?

For Kuaishou, whether it is short videos or live broadcasts, entertainment or educational content, "universality" has always been the focus emphasized. The so-called inclusiveness means respecting and returning the right to choose and attention to every ordinary user.

This "lively live broadcast content of ordinary people with a strong sense of companionship" is precisely Kuaishou's biggest advantage as a live broadcast platform.

Is everyone Li Jiaqi?

By comparing and observing, it is not difficult to find that the traffic of game live broadcast or show live broadcast platforms is usually concentrated in the live broadcast rooms of top anchors, and ordinary anchors rarely persist in live broadcast for a long time; while Kuaishou has a wide range of anchors from "top anchors with millions of fans" to "ordinary anchors with only single-digit fans."

Back to the previous picture:

Most anchors use their own industry as live broadcast content, and wholesalers and retailers have the "longest time and highest popularity" among them. On average, each person live-streams for nearly 10 hours a day, and each person receives 39,000 likes and more than 2,600 comments.

When we combine this with the fact that “the live streamers on Kuaishou are all ordinary people”, it is not difficult to find that: unlike other platforms, compared with top anchors like Li Jiaqi, most of the merchants selling goods on Kuaishou are ordinary anchors.

During the Double Eleven period, various e-commerce platforms, in addition to providing subsidies and price cuts, have all tried their hand at live streaming. In addition to following the trend on the surface, they also need to boost the vitality of the platform through live streaming. As China's Internet demographic dividend disappears and traffic reaches its peak, how to more effectively capture users' attention has become everyone's top priority.

Looking back at the traditional "online shopping" model, users browse the products and purchase them by themselves, which is similar to the self-service model of a supermarket, and only retains the interaction between "people and goods"; then live streaming brings customers more of a sense of belonging. They appear directly in front of the camera, intuitively display the products in their hands, and talk about their own experience of using them. In addition to "people and goods", the more important "scene" is added, which is essentially the same as the state of sitting down and chatting in an offline store.

Therefore, online shopping and live streaming actually solve different needs. Live streaming is not just for consumption, but a form of live streaming that is highly interactive, fun and can also kill time. It tests the "sense of trust" between the anchor and the user.

In Kuaishou’s live broadcast report, we can intuitively see that among the female group, one-third of every 100 likes were given to the anchors who sell clothes and shoes. Half of every hundred comments were given to the anchors who sold clothes, and most of these comments fell on a large number of small and medium-sized live broadcast rooms.

The greater the traffic in the live broadcast rooms of top anchors represented by Li Jiaqi, the more the living space of other anchors on the same platform will be squeezed, and the centralization of traffic will become more and more obvious. Ordinary anchors like Wawa at the beginning have almost no room for survival; only on a decentralized platform with a relatively even distribution of traffic can the "Matthew effect" common in the Internet market be effectively avoided, allowing more anchors to have the opportunity to be seen by the audience.

When users open the Kuaishou homepage, the double-column, selectable interactive form is the core idea of ​​​​the product design. Creators and users can easily filter their goals through their own choices. This trust-based relationship takes longer to cultivate than pure algorithmic recommendations. Although the content is not explosive enough, as time goes by, it will be easier for fans to screen out excellent live broadcast and video content producers and connect people.

Such relationships that have been established over time are often the most trusting. In live streaming e-commerce, the buyer-seller relationship established through "trust" can often go further.

Compared to using traffic to support big anchors to create revenue, allocating attention more reasonably to ordinary people so that more people can benefit from it is a more patient thing.

Author: Big Blue Whale

Source: Big Blue Whale