In 2021, live broadcast of e-commerce after a period of brutal growth, a new curtain is about to begin . On January 15, the Hong Kong Stock Exchange uploaded the data set after Kuaishou passed the hearing. It is worth noting that among the various performance indicators, the gross merchandise transaction volume (GMV) of fast hand e-commerce has grown the most rapidly. Compared with the 109.6 billion yuan in the first half of 2020, the GMV in the third quarter reached 94.5 billion yuan in a single quarter. In other words, in the first nine months of 2020, fast-hand e-commerce GMV has reached 204.1 billion yuan.

In September 2020, the E-commerce Research Center of Net Economics released the”2020 (Part 1) China Live E-commerce Data Report”. The data shows that in the first half of 2020, the scale of live e-commerce transactions reached 4561.2 100 million yuan.

From 2017 to 2019, the domestic live broadcast e-commerce market transaction scale was 19.64 billion yuan, 135.41 billion yuan, and 443.75 billion yuan. Among them, the growth rate in 2018 was as high as 589.46%, and the growth rate in 2019 was 227.7%. The growth rate in 2020 is expected to be 118.86%, still maintaining a three-digit growth rate.

Perhaps no one has ever thought that an industry can develop so rapidly.

2020 is a year of ups and downs for live broadcast e-commerce. Due to the huge amount of traffic, many celebrities, internet celebrities, and entrepreneurs have joined the live broadcast. Faced with the huge online consumer market, it is inevitable that marketers and product sellers are mixed.

In the past year, live e-commerce companies have experienced both high-light moments and chaotic troughs. However, it is precisely because of this that has prompted all levels of regulatory agencies and platforms to take actions to rectify.

It is undeniable that there are indeed various problems in the rapid development of e-commerce live broadcasting. But we must also see that e-commerce live broadcast has played a positive role in boosting the economy, promoting regional development, and promoting employment. Especially this year, affected by the epidemic, the potential of the online economy has been further tapped, and the live broadcast of goods has triggered a wave of popular participation.

On the one hand, it has boosted the economy and helped fight poverty through the”consumption poverty alleviation” model. The Kuaishou Poverty Alleviation Report shows that the platform launched a series of activities called”Baicheng County Magistrates Live Broadcasting Helping Farmers” from March to September 2020. The event covered more than 50 cities and counties across the country, and nearly 200 live broadcast activities were held to help farmers. More than 50 mayors and county heads appeared in the Kuaishou live broadcast room, with a cumulative turnover of 360 million yuan.

On the other hand, it stimulated more job demand and promoted employment to a certain extent. In July 2020, 13 departments including the National Development and Reform Commission, the Central Cyberspace Administration of China, and the Ministry of Industry and Information Technology issued the”Opinions on Supporting the Healthy Development of New Business Forms and New Models, Activating the Consumer Market and Driving Employment Expansion”. Diversified self-employment and time-sharing employment such as micro-business, e-commerce and webcast.

In July 2020, among the new professions jointly released by the Ministry of Human Resources and Social Security, the State Administration of Market Supervision, and the Bureau of Statistics,”live-streaming salesperson” is among them, which represents the well-known”e-commerce anchor””Net celebrity with goods” has obtained official certification as a new profession.

At the same time, with the gradual refinement of the posts at each end of the live broadcast e-commerce industry chain, in addition to the anchors with goods, front-end scene packers, live broadcast lecturers, live broadcast content editors, and product selection teachers, etc. The demand for talents in technology, product production, operation, warehousing, logistics, etc., is showing an explosive trend with the rapid development of live e-commerce.

As one of the outlets of the digital economy era, live broadcast e-commerce is bound to lead a new wave of entrepreneurship and employment with the rapidly rising and huge market demand. Of course, while this industry promotes employment, it will also further enrich the business chain, allowing small and medium businesses to establish their own private domain traffic, thereby reducing marketing costs. The introduction of a large number of talents is more conducive to the creation of a new ecology of the emerging e-commerce and video live broadcast industry, thereby promoting the entire online economy to enter a new stage of development.

There is no doubt that live broadcast e-commerce will become a powerful force to promote economic development and improve people’s lives. In the face of problems and advantages, how should it break the situation and complete new growth and transformation?

First, laws and regulations need to be covered. On July 29, 2020, the State Administration of Market Supervision issued a public solicitation of the”Guiding Opinions of the State Administration of Market Supervision on Strengthening the Supervision of Webcast Marketing Activities (Draft for Comment).” On October 20, the State Administration for Market Regulation announced the”Measures for the Supervision and Administration of Online Transactions (Draft for Comment)”, which included online social networking and live broadcast platforms into the scope of supervision. The introduction of these new measures draws a clear bottom line for e-commerce live broadcasts.

Secondly, the supervision of the platform is essential. As mentioned in the previous article, platforms such as Kuaishou have conducted targeted supervision and increased penalties for the problems of e-commerce live broadcasts. In the future, it is expected that these measures can form a long-term mechanism, and continue to introduce new measures based on new issues, so as to keep pace with the times, prescribe the right medicine to the case, and make supervision more in place and more effective.

Finally, I also hope that industry self-discipline will no longer be absent. Merchants, anchors, etc. should continuously improve their professionalism, standardize live broadcast behavior, establish a correct business concept, abandon excessive hype and scripted sales models, and focus more on the control of product quality, and create honesty, trustworthiness, and integrity. An energetic live broadcast ecology.

I believe that with the joint efforts of all parties, 2021 will be a turning point for live e-commerce to end its barbaric growth and enter a healthy and orderly development track.

Source:Ban Yue Tan