What are the big guys plotting at this live e-commerce event?
In 2022, live broadcasting e-commerce will usher in a big change, leading anchors will be reshuffled, and market supervision will become stricter. Against this background, on March 22, the “2022 China Livestreaming E-commerce Market Data Report” press conference and livestreaming e-commerce roundtable hosted by the NetEconomy Society were held at the Wangsheng Building, the headquarters of the NetEconomy Society.
At this conference, there are nearly 40 companies including Kuaishou, Qianxun, Make a Friend, Xinxuan Group, Ruiqi Culture, Junmeng Group, Like Live, Yaya Live, Yuanhe Culture and Tourism, Shengxintao, Shengtian Banzi, etc. Well-known MCN institutions and supply chain enterprises, Executive Director of China (Hangzhou) Live Streaming E-Commerce Research Institute, Associate Professor and Master’s Tutor of Zhejiang University of Communication Ying Zhongdi, Yingdong Education CEO Cui Libiao, “Internet Celebrity Brokerage” Lawyer Huang Wei, author of “(MCN) Compliance and Legal Guide” and other well-known experts attended.
During the sign-in session before the official start of the conference, Huang Wei, senior equity partner of Beijing Yingke (Hangzhou) Law Firm and special researcher of the Internet Economic Society E-Commerce Research Center, held a signing ceremony for the “Internet Celebrity Brokerage (MCN) Compliance and Legal Guidelines” , sharing the current regulatory status and trends of the live broadcast e-commerce industry with many companies.
It is reported that the book is edited by Huang Wei and co-authored by Luo Yue, Mao Richen, Jiang Jie, Cui Yue, Zhou Yang, Yan Zheyu, and Guo Jianing. It covers industry supervision and trends, contracts, Intellectual property rights, online marketing and publicity, compliance and other perspectives are based on data and practical cases to elaborate on its thoughts and summaries in the process of serving customers over the years, achieving full coverage of legal service experience in the MCN industry , which provides an important reference for MCN institutions and relevant parties to deal with regulatory and risk issues and improve the level of legal compliance.
At 14:40, the conference officially started. The host introduced the guests attending the conference. They were Ying Zhongdi, executive director of China (Hangzhou) Live Streaming E-commerce Research Institute, associate professor and master’s tutor of Zhejiang University of Communication, Ying Zhongdi and Ying Ying. Dong Education CEO Cui Libiao, lawyer Huang Wei, senior equity partner of Beijing Yingke (Hangzhou) Law Firm, as well as Kuaishou, Qianxun, Make a Friend, Xinxuan Group, Junmeng Group, Sentao Group, Yuanhe Cultural Tourism, and Ruiqu Culture, Kaishang Culture, Like Live, Urban Family, Lianshan Enterprise, Jianfa Life Materials, Tianyu Digital, Miya Technology and other enterprise representatives.
1, “2022 China Live Streaming E-commerce Market Data Report“Released
In the first session of this meeting, Mo Daiqing, director of the Online Retail Department and senior analyst of the e-commerce research center of the Internet Economic Society, released the “2022 China Live Streaming E-commerce Market Data Report”. The report covers industry overview, regional distribution, industry The current development status of live streaming e-commerce is analyzed from six major aspects: data, financing data, company data, and rating data.
Mo Daiqing mentioned that the scale of live broadcast e-commerce transactions will reach 3.5 trillion yuan in 2022, a year-on-year increase of 48.21%. The penetration rate is 25.3%, the growth rate is 40.79%, and the growth rate is slowing down. In 2022, the number of companies in the live broadcast e-commerce industry will reach 18,700, the number of business users will reach 473 million, and the per capita annual consumption will be 7,399.58 yuan.
Mo Daiqing said that the current mainstream live broadcast e-commerce players include Taobao Live, JD Live, Duoduo Live, Douyin, Kuaishou, Bilibili, Xiaohongshu, Weibo, and Tencent Live. The live broadcast delivery models of each platform are different, such as Douyin’s delivery model is short video + live broadcast to deliver merchandise, while Kuaishou mainly focuses on live broadcasts by experts, rankings, and continuous wheat. In the GMV comparison of leading live streaming e-commerce companies, the scale of Douyin e-commerce live streaming transactions in 2022 will be 1.5 trillion yuan, exceeding Kuaishou’s 900 billion yuan and Taobao Live’s 770 billion yuan.
Mo Daiqing focused on the regional distribution of the current major live broadcast e-commerce companies. For example, the main live broadcast e-commerce companies in Beijing include: Douyin, Kuaishou, Dongfang Selection, Make a Friend, JD Live, Xingbang, etc.; in Shanghai area: Vipshop Live broadcast, Xiaohongshu Live, Duoduo Live, Meizhi, Bilibili, etc.; Guangzhou area includes: Xinxuan, Bohan Culture, Wezan Live, Yingxingtianxia; Hangzhou area includes: Yuanwang, Qianxun, Wuyou Media , Mogujie, Ruhan, etc. Among them, Binjiang District in Hangzhou gathers MCN institutions such as Qianxun, Make a Friend, Xinxuan, Chenfan, Junmeng Culture, and Taiyang Chuanhe, and is known as the first district for live streaming e-commerce in China.
However, rapid development also lurks a series of problems. Mo Daiqing cited the well-known domestic online consumer dispute mediation platform “Diansuibao” (315.100EC.CN) to accept user rights protection cases, saying that delivery issues, refund issues, merchandise Quality, false promotions, after-sales service, online fraud, online counterfeit sales, incorrect goods, difficulty in returns and exchanges, and overbearing clauses are the main complaints about live streaming e-commerce in 2022 question.
II、How does “media + think tank + supply chain finance” empower live streaming e-commerce?
In the second item of the conference, Cao Lei, director of the e-commerce research center of the Internet Economic Society, gave a speech on “The Internet Economic Society’s “Media + Think Tank + Supply Chain Finance” Empowers Live E-commerce”, covering the aspects of think tank services, think tank services, and supply chain financial services. Three major angles of endowmentTalent selection is a good choice.
5. Liu Ge, Brand Manager of Xinxuan Group: Xinxuan Group has just settled in Binjiang. It is different from the well-known live broadcast e-commerce. We are a live broadcast organization with the supply chain as the core, directly based on the Kuaishou ecosystem. We adhere to the concept of inclusive retail and have built a C2M supply chain system that links global brands, factories and industrial belts, covering the four major business sectors of “supply chain management + celebrity incubation + digital e-commerce + vocational education”.
The company has developed Xinxuan Gaia system, Xinxuanbang, Xinxuan big data system and other systems to empower various industries with digitalization. Xinxuan now has nearly 5,000 employees. Its current structure includes a product selection and quality control team of more than 1,000 people and a professional customer service team of more than 2,000 people. It has accumulated 80 million loyal users and created a leading anchor matrix including 13 anchors who have exceeded 100 million in a single game.
As a leading live streaming e-commerce company, the trends I can see are:
1. Traffic is no longer king, but live streaming e-commerce will make more people’s lives better.
2. Live streaming e-commerce is transforming from traffic-based to brand-based.
3. The combination of live streaming e-commerce and physical industries has led to the emergence of a new digital model.
6. Chen Min, General Manager of Ruiqu Culture: Starting from the generation born after 1985, I found that all our shopping habits have been on e-commerce, and the current e-commerce has gradually relied on live-streaming e-commerce. In the development process of live streaming e-commerce, many newcomers have emerged. However, the e-commerce industry is like sailing against the current. If you don’t advance, you will retreat. I hope everyone here can grasp the e-commerce industry together.
7. Feng Jiankai, partner of Shengtian Banzi Group and general manager of Hangzhou company: I feel that the manufacturing model in China actually has several links, including brands, channels, and dealer stores. It is a layer-by-layer price increase model. This It is a traditional enterprise. But why is the Internet so cheap? It has traffic, and it doesn’t need celebrity endorsements or starting a business. At present, traffic is definitely king, and we won’t deny it.
8. Sun Yanlan, founder of Yuanhe Cultural Tourism MCN: Competition is inevitable, and price war is also the most direct method. But don’t be in a hurry to cash in. You must first get your fans to the head. If you are still in the middle, you need to work hard.
After the meeting, representatives of various companies and industry experts communicated enthusiastically and discussed how to empower live broadcast e-commerce to develop better, “2022 China Live Streaming E-commerce Market Data Report” (full report download: https://www.100ec.cn/ zt/2022zbdsscbg/) press conference and live e-commerce roundtable ended successfully with laughter.
In addition, Wangsheng Building launched the first free shared conference space in Hangzhou, providing professional and convenient conference services to associations and chambers of commerce across the country.
The shared meeting space provides meeting venues of various specifications ranging from tens to hundreds of square meters. It has complete hardware facilities such as large electronic display screens, audio equipment, conference system equipment, and wireless microphones. It supports offline meetings and remote video meetings to meet the needs of training meetings. , lectures, investment fairs, promotion meetings, press conferences, seminars, forums, salons and other meeting formats. (Welcome to add WeChat modaiqing166 for cooperation consultation, please be sure to note your name + unit + position)
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