In this live streaming sales boom, everyone says everything can be broadcast. Countless people flocked to it, but often returned empty-handed. Celebrity Ye Xuan announced her withdrawal from live streaming after two months. Admittedly, celebrities with their own traffic may not be able to withstand the market diversion, so how can you break the deadlock ?

What we are going to share today is how to choose a live broadcast platform ?

Three major platforms share the live streaming market

Taobao - the earliest platform to enter the live broadcasting market

In 2016, Taobao was the first to enter the live streaming e-commerce market. Taobao Live's business has shown extremely strong explosiveness, with the year-on-year growth rate of goods sales approaching 400%. According to relevant data, the maximum daily active users of Taobao Live are around 15 million. Taobao Live’s GMV (gross merchandise volume) exceeded 100 billion last year, and its future goal is to reach 500 billion in three years .

When it comes to live streaming with goods, everyone probably first learned about it through the two top anchors of Taobao Live, namely, Viya and Li Jiaqi .

Wei Ya officially became a host of Taobao Live in May 2016. Four months later, the transaction volume she guided reached 100 million yuan. Then it continued to break various records. In October 2017, he helped a fur shop with zero fans to generate sales of 70 million through a live broadcast.

After mentioning Wei Ya on Taobao Live, we have to talk about Li Jiaqi, the anchor who makes thousands of young girls squat in front of the screen every night.

Li Jiaqi once tried 380 lipsticks in 2 hours during a live broadcast, and sold 3.53 million lipsticks in 5 hours. The highest record was even that 15,000 lipsticks were sold out in 5 minutes of live broadcast.

TikTok - the latest entrant, but with strong momentum

Douyin is a platform for the short video content ecosystem. Although it entered the live streaming market relatively late, it has developed rapidly .

In May 2018, Douyin officially launched e-commerce commercialization. During the Double 11 period in 2018, Douyin began to explore the e-commerce model, selling 100,000 items on that day, with direct conversion sales exceeding 200 million .

The daily active users of Douyin exceeded 400 million at the beginning of this year. Douyin has no shortage of traffic, all it lacks is to tell people all over the world: I’m going to sell goods live! A top anchor who can serve as a business card is the first requirement of Douyin to enter the live broadcast industry.

Therefore, Douyin has signed stars such as Luo Yonghao and Chen He this year.

On April 1, when Luo Yonghao made his first live broadcast, Douyin also made every effort to support traffic . Including but not limited to the promotion of the APP opening screen and the delivery of information flow to users across the entire domain .

Lao Luo, the "first generation internet celebrity" , indeed achieved great results in his first live broadcast on Douyin and won the attention of the entire industry. The live broadcast lasted 3 hours and 17 minutes, with a total of 48.922 million viewers , garnering 36.327 million sound waves, and the total live broadcast revenue was 169 million yuan !

Kuaishou: Stable ecosystem, suitable for entry

Kuaishou entered the live streaming e-commerce market in 2017, starting slightly later than Taobao but growing faster than Taobao. Kuaishou Live, which has been relying on the two-pronged approach of " rewards + sales " from the very beginning, has proved that live streaming sales can be expanded and even become a mainstream business.

Both major short video platforms are now developing live streaming to sell goods, but Kuaishou is better positioned to enter the market than Douyin. The ecological characteristics of the "fan economy" and the platform atmosphere of "old irons" make Kuaishou's live broadcast ecosystem more prosperous and stronger.

The most impressive top anchors of Kuaishou are the Simba family, as well as some who have outstanding sales capabilities, such as Shijiazhuang Rui Jie.

Simba, who achieved a GMV of over 2.1 billion during the Double 11 period in 2019, is known as a leader in the live streaming e-commerce industry and the number one e-commerce figure on Kuaishou.

Shijiazhuang Ruijie, after opening the live streaming sales list of Bihukankan, is the anchor who has long occupied the top position on the list. On June 6, Shijiazhuang Ruijie's sales reached 11.53 million yuan .

Live streaming enters the market and clarifies platform differences

Taobao - Product is King

Taobao Live is backed by Alibaba and relies on years of e-commerce industry experience and user accumulation . Therefore, Taobao can directly convert old users formed over the years. As a shopping platform, Taobao will never lack goods .

In this way, Taobao Live, relying on its own shopping ecosystem, can directly achieve an ecological closed loop from the live broadcast room to product links to ordering and delivery.

Taobao Live has a huge market capacity. In the recent 618 event, many celebrities will be guests on Taobao Live every day. For example, on June 12, there will be Wu Lei and Wang Jiaer, and on June 18, there will be G.E.M. and Zhao Liying.

With a high volume of traffic, abundant product resources, and a steady stream of top anchors, Taobao Live also knows how to rely on the idol effect to attract fans. In fact, it has already entered the stage where top anchors and strong supply chains are harvesting the market .

Therefore, the customer acquisition cost for new anchors entering Taobao Live is a bit high. In the early days, the only way was to avoid the disputes during the prime time in the evening and attract fans through live broadcasts at different times during the day.

However, this often brings about a problem, that is, the consumption desire and consumption ability of the audience group outside the prime time in the evening are not very high. During the morning live broadcast, we can only arrange some products with lower average order value. What is more important is to accumulate fans. If we wait a little longer, there won’t be much room for increasing the average order value. Generally it does not exceed 200 yuan.

That is, if you do not invest a lot of time and manpower costs to gain fans in the early stage, you will face a difficult situation for a long period of time on the Taobao Live platform.

Tik Tok: Content First

Among short video platforms, Douyin’s daily active users are undoubtedly the top in the industry. At the beginning of this year, Douyin’s daily active users exceeded 400 million.

Moreover, Douyin has signed many big names and celebrities this year, such as Luo Yonghao and Chen He. Although they entered the live streaming market relatively late, the high cost invested by Douyin since its entry is evident.

Lao Luo's first live broadcast on April 1st attracted the attention of the entire industry with its outstanding performance in terms of the number of visitors, rewards, sales and so on. Before and after Lao Luo's live broadcast, the number of press releases from media outlets across the entire network was so large that Lao Luo couldn't help but write an article later to mock those media outlets that generally predicted the show's decline before the broadcast but praised it after the show.

This live broadcast not only received traffic and support from Douyin, but also achieved good sales results. Later, Lao Luo also used content to warm up for the weekly live broadcast.

From the above, it can be seen that Douyin actually has no shortage of traffic. If it has good content, it can greatly accumulate fans and start broadcasting smoothly. Currently, Douyin also has its own display windows and store systems. If the anchor has a supply chain behind him, he can open his own store.

Kuaishou - Ecosystem Prosperity

Kuaishou is also a platform for the short video ecosystem.

It is reported that Kuaishou’s daily active users now exceed 300 million. Live streaming and selling goods on the Kuaishou platform, coupled with an algorithm that favors private domain information flow, and Kuaishou’s long-standing community atmosphere and ecological culture, all help each anchor to consolidate their fan base.

On Kuaishou, you can see anchors selling goods and negotiating prices with suppliers "swearing at each other", you can also see down-to-earth anchors mingling with fans, you can see fans continuously interacting with creators, and you can also see the long-term liveliness and vitality of this platform.

The ecological characteristics of the "Laotie culture" is Kuaishou's business card, providing an admission ticket to anyone who wants to live broadcast.

In the past, everyone was keen on labeling Kuaishou with certain words. Many people's impression of Kuaishou is actually becoming increasingly asymmetrical with Kuaishou's current content. Kuaishou is now gradually weakening and reducing users' inherent impressions of Kuaishou in its early days.

Recently, Kuaishou platform released its ninth anniversary promotional video - "Seeing" .

The copy in the promotional video says:

Some people dance in the mountains, some people sing in the vegetable fields, some people dive into the deepest sea, and some people climb the highest mountains. Many people don’t know that pouring boiling water in Mohe in winter can turn into fog and frost. Many people don’t know how delicious the Ussuri River salmon is. Many people don’t know how beautiful the girls in the Hami melon fields in Xinjiang are. Many people don’t know that there are countless treasures under the sea of ​​Zengmu Shoal. Many people stay in only one place throughout their lives. We hope that technological advancement will provide more people with the possibility of “seeing”. The originally silent majority can become extraordinary. Those things that were originally ordinary are no longer ordinary.

Kuaishou's users tend to be lower-tier cities, and most of its users are from non-first-tier cities. Products sold through live streaming tend to be more cost-effective .

But now, whether it is Kuaishou’s own diversified transformation, or the promotion of products by big names such as Gree’s Dong Mingzhu, or the entry of Zheng Shuang and Jay Chou into Kuaishou, Kuaishou’s frequent strategic moves have made us see that in addition to the fan economy, Kuaishou has more possibilities .

Through the layout of these strategies, Kuaishou’s products are increasingly breaking through the single route of cost-effectiveness.

Kuaishou's ecosystem is becoming more and more diverse , as it can be both cost-effective and high-end.

Joining Kuaishou now is an opportunity. Kuaishou can not only connect to mainstream shopping platforms, but also connect to other shopping platforms such as Youzan and Moxiu. You can even choose to open your own shop.

This is an all-inclusive platform, waiting for everyone to mine and win the future.

Platform selection to help live streaming

As mentioned earlier, Taobao Live has entered the stage where top anchors and strong supply chains are reaping the market.

If you are a large-scale merchant willing to invest, you can choose to join Taobao Live. With the support of a strong supply chain , you can enjoy the most systematic Taobao ecosystem by choosing Taobao Live. Small-scale businesses can avoid the popular evening hours and start with daily marathon live broadcasts during the day to increase their followers.

The Douyin platform pays more attention to the long-term historical sedimentation and accumulation of content. If you choose to live broadcast on Douyin, you must ensure that you have accumulated a large number of fans based on your own content. Even though Luo Yonghao already has his own traffic, he still maintains his popularity and increases fan stickiness through daily short video content. New anchors must start with the content.

Therefore, unless a creator already has a fan base and switches to live streaming, new anchors will need to pay a lot of time and creative costs if they choose Douyin. At the same time, Douyin is more suitable for live streaming of non-standard products . The users behind Douyin are mainly in first- and second-tier cities, and their purchasing power for daily non-planned purchases such as clothing, beauty products, and technology is relatively strong.

If you choose Kuaishou , the most suitable ones are factories, stall owners, offline physical stores, brand owners and other small and medium-sized businesses with a certain supply base. They can provide low-priced and high-quality goods to their friends on Kuaishou. Relying on the advantages of the source of goods, even though they do not have much advantage in their own appearance, they can often achieve relatively good results by relying on their affinity and fan-loving personality. With the support of "old iron culture", the stickiness between users and anchors is very strong. The penetration rate and repurchase rate are also relatively high.

summary

The core of Taobao is the product, the core of Douyin is the content, and the core of Kuaishou is the personality.

Although e-commerce live streaming has many similarities with TV shopping of the past, the media platforms for e-commerce live streaming are now different from before. The portability of mobile devices, the application of 4G and the popularization of 5G make the cost of watching live broadcasts lower for users.

Compared with traditional TV shopping, its advantages cannot be underestimated.

Author: Gecko Look

Source: Gecko Look