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Hello everyone, I am Zhou Li, the keynote speaker today. I am currently the director of live broadcast business and general manager of 2C private domain platform operation department in Liby Group. I have 14 years of experience in the new retail industry, and I have been focusing on omni-channel live broadcasting in the past. He also has online and offline experience in the field of operation, and has led 0-1 new retail digital projects for many times. During my work in Liby Group, I was responsible for leading the team to build a live broadcast system. Through the standardization of live broadcast management, systematic training on live broadcast, and live broadcast data visualization, I organized and implemented nearly 100 large-scale live broadcasts, and promoted the digitalization of enterprises through tens of thousands of regular live broadcasts. transformation, so as to achieve the purpose of performance growth.
Today, I mainly analyze from three aspects. The first is what opportunities and challenges consumer brands face when live broadcasts are popular all over the Internet; the second is to take Liby Group as an example to share with you how Liby Group is based on its own The channel and background layout of the live broadcast network; the third is to explain the specific steps and landing details of the brand in the process of self-broadcasting.
1. Live broadcasts are popular all over the Internet, opportunities and challenges for consumer brands
Some people will ask: "Will live broadcast still be a multiple-choice question in 2021?" Many people may already have the answer.
During the SARS period in 2003, many companies established e-commerce departments; during the new crown pneumonia epidemic in 2020, many companies began to have live broadcast departments.
For many companies, live broadcasting is no longer a multiple-choice question, but a must-answer question. It will definitely become an important tool for enterprises to exert their efforts in different channels.
With the promotion of the epidemic on the online economy, e-commerce live broadcasts have exploded, and it is expected that the number of live broadcast users will reach 660 million by 2022.
In 2021, which is this year, the number of live broadcast users has reached 635 million. The entire e-commerce live broadcast market has reached a scale of nearly one trillion yuan, and it is expected to exceed 1.2 trillion yuan this year. Among them, the three major live broadcast e-commerce platforms, mainly Taobao, Douyin and Kuaishou, account for the main transaction value.
Live broadcast is a relatively broad concept, so the "live broadcast +" model has been derived, such as live show live broadcast, game live broadcast, and e-commerce live broadcast that we are going to talk about today. At present, the types of live broadcast are becoming more and more diversified, and the development Education, cultural popularization, etc.
In the entire e-commerce live broadcast industry belt, how are the various industries divided?
It can be viewed from the three ends of the product, the live broadcast site and the consumer. The product end includes the brand side, suppliers, distributors and industrial belts. Like Liby, it is both a brand side and a supplier.
There are a large number of enterprises and various industries gathered in the whole live broadcast field:
In addition to e-commerce platforms, it also includes content platforms headed by Douyin and Kuaishou, social platforms headed by WeChat, Xiaohongshu, and Station B, etc. WeChat launched a WeChat mini-program live broadcast during the epidemic in telemarketing list February last year. Watch live broadcasts launched in the past;
In this live broadcast, there are more and more telemarketing list professional MCN institutions, such as Ruhan, Hongfan, Qianxun, Mei One, etc.;
There are also many e-commerce transaction service providers, such as Youzan, Taobao Alliance, etc.;
It also includes data service agencies such as Feigua, Cicada, etc.;
Regulatory departments have entered the bureau one after another. On April 25 this year, seven ministries and commissions jointly issued the management specifications for e-commerce live broadcasts.
We will see more and more practitioners pouring into the live broadcast field.
On the consumer side, the user profiles of different platforms also show great differences, and consumers are becoming more and more diverse. It can be found that the e-commerce live broadcast industry is becoming more and more mature, and the division of labor is becoming more and more specialized.
Since last year, many corporate presidents have joined the live broadcast team and become the spokesperson of the company, as well as a "favorable tool" and "access point" for corporate publicity and marketing.
Throughout 2020, the topic of CEO live broadcast is still very popular online. Since Lin Qingxuan's president Sun Laichun led his employees to start Taobao live broadcast, Hippo, Baidu, Xiaomi, NetE