Main platforms of live broadcast e-commerce industry: At present, the main platforms of domestic live broadcast e-commerce industry are Taobao, JD.COM, Tik Tok, Aauto Quicker, Vipshop, Mushroom Street, Xiaohongshu, Pinduoduo and Suning.cn.
The core data of this paper: the scale of live e-commerce users and the scale of live e-commerce market.
20 16 is the first year of live broadcast, and the industry has entered a five-year high-speed development period.
The first year of live broadcast recognized by the industry is 20 16. This year, more than 300 webcasting platforms appeared in China, and the number of live users also increased rapidly. As e-commerce platforms encounter traffic bottlenecks, major platforms actively seek changes and try a model of e-commerce content and e-commerce community. The emergence of the live broadcast platform has made this attempt possible.
In 20 16, e-commerce platforms such as Taobao, JD.COM, Mushroom Street and Vipshop launched live broadcast functions one after another, and started the live broadcast shopping guide mode; Live broadcast platforms such as Aauto Quicker and Betta cooperate with e-commerce platforms or brands to lay out live e-commerce services.
After more than four years of development, more and more e-commerce platforms, video live broadcast platforms, MCN institutions and brand manufacturers have participated in the live broadcast e-commerce industry, and the live broadcast e-commerce industry chain has basically taken shape, and the industry has entered a period of rapid development.
Platform scale: The number of webcasting platforms has increased rapidly, and e-commerce live broadcast services have been laid out on each platform.
20 16 is the first year of live broadcast. This year, more than 300 webcasting platforms appeared in China, and the number of live users also increased rapidly. As e-commerce platforms encounter traffic bottlenecks, major platforms actively seek changes and try a model of e-commerce content and e-commerce community. The emergence of the live broadcast platform has made this attempt possible.
In 20 16, e-commerce platforms such as Taobao, JD.COM, Mushroom Street and Vipshop launched live broadcast functions one after another, and started the live broadcast shopping guide mode; Live broadcast platforms such as Aauto Quicker and Betta cooperate with e-commerce platforms or brands to lay out live e-commerce services.
User scale: the online consumption habits of users have been accelerated, and the scale of e-commerce live broadcast users has grown rapidly.
China Internet Network Information Center (CNNIC) began to disclose the scale of e-commerce live users in China from the 45th Statistical Report on Internet Development in China. During the epidemic, users' online consumption habits have been accelerated, and live e-commerce has become an emerging shopping method widely loved by users.
In February, 20021,CNNIC released the 45th Statistical Report on Internet Development in China. According to the report data, as of March 2020, the number of e-commerce live users in China was 265 million, which grew rapidly. As of 20021and 65438+February, the number of e-commerce live users in China reached 388 million, accounting for 39.2% of the total number of netizens.
Market scale: the market scale is growing rapidly, and the trillion-dollar market is coming soon.
In 20 18, the head short video platform began to lay out the live e-commerce business. With the development of users' habits and the promotion of merchants, the total transaction volume of live e-commerce with goods has increased rapidly, reaching 4168 billion yuan in 20 19 years, and it will explode in early 2020. It is expected that the live broadcast e-commerce industry in China will gradually enter a period of steady development. By 2025, the total transaction volume of live e-commerce in China will reach about 64172 billion yuan.
Broaden the live broadcast scene and promote the healthy development of the industry through policies.
Since 2020, the industry has come to the field of e-commerce live broadcast. At the same time, under the technical conditions of 5G live broadcast, e-commerce live broadcast spreads faster, which can bring consumers a better consumption experience and higher conversion rate. Moreover, under this trend, merchants' self-broadcasting has gradually become the backbone of e-commerce live broadcast, and there are more and more e-commerce live broadcast platforms, and the ecology of e-commerce live broadcast has become more diverse and perfect.
In the future, e-commerce live broadcast is the general trend, and self-broadcasting by merchants is also the real protagonist of e-commerce live broadcast in the future. Generally speaking, the industry will develop in the following directions:
For more industry-related data, please refer to Forward-looking Industry Research Institute's In-depth Research Report on Business Model Innovation and Investment Opportunities of China Webcast Industry.