The emergence of new consumption habits must have irreplaceable advantages over old consumption habits.
More and more signs indicate that the new trend for e-commerce is live streaming. In an interview, Kuaishou celebrity doll stated that he has a turnover of about 200,000 in Kuaishou without live broadcasting. With live streaming, the average sales per hour can reach 1 million. Sanda brother, who is also a Kuaishou celebrity, sold 160 million products in one day through live broadcast. Viya’s Taobao live broadcast on Double Eleven last year generated 330 million in full-day sales, with 150,000 people online at the same time.
△Sanda brother is bringing goods on Kuaishou live broadcast
Why has the traffic of live streaming e-commerce grown so fast in just a few years?
Changes in consumption habits. People’s consumption habits have evolved from the earliest shopping in offline physical stores, to “online shopping” with the rise of e-commerce platforms, and now to anchors bringing goods on live broadcast platforms.
The emergence of new consumption habits must have irreplaceable advantages over old consumption habits.
The emergence of online shopping has solved the shortcomings of offline physical stores with few product styles and insufficient physical store coverage.
There is also a core advantage of live streaming – the length of time users stay.
Data show that people stay on their mobile phones for an average of 6 hours a day, and WeChat as a communication tool occupies an average of 3 hours. Kuaishou and Douyin also have good average stay time, with an average of one Hour.
As a representative of traditional e-commerce platforms, the average stay time of Taobao Baby’s details page is only 6 seconds.
You can also see from the figure below the incremental changes in the usage time of various APP users this spring, and short videos are still growing rapidly. This is the background of changes in people’s consumption habits and the popularity of live streaming.
△QuestMobile 2019 Spring Internet Report
Many of the new and potential users of e-commerce are now very young. I started watching short videos and naturally developed the habit of live shopping.
If the time dimension is extended to the next 5-10 years, these new and potential user markets will be very considerable.
In the field of short video live broadcast e-commerce, Kuaishou has an advantage over Douyin, and Kuaishou’s live broadcast has a higher conversion rate.
△Douyin & Kuaishou
On the one hand, the price per customer is relatively low and transactions are more easy. On the one hand, the binding relationship between Kuaishou users and anchors is deeper, which is more suitable for the consumption habit of live streaming.
In the current Internet era where traffic is becoming more and more expensive, traffic in every new field has become a battleground for military strategists.
Business competition is essentially a battle for traffic.
As a new outlet, live streaming e-commerce may be the antidote to traffic in the next three years. </p
