Although the offline economy has been cold during the epidemic, the contactless online economy is booming, and the popularity of live streaming has surged. In addition to Internet celebrity anchors and celebrities, even farmers, entrepreneurs and cadres have come to the battle to promote their "own" products in live broadcasts. I would like to ask what has the trend of live streaming brought to consumers? What will it leave behind for the e-commerce industry?

On April 17, the National Bureau of Statistics released GDP data for the first quarter. According to preliminary calculations, the GDP in the first quarter was 20650.4 billion yuan, a year-on-year decrease of 6.8% based on comparable prices.

Judging from the results, it is consistent with the previous prediction by experts that "GDP growth will slow down in 2020." It can be seen that although the impact of this epidemic on our country's economy is huge, it is also expected. among.

In order to boost the economy, various local governments have their own ideas.

Some cities have begun to issue "consumer vouchers" to stimulate people to go out and spend money; some cities have proposed 4.5 days of flexible work and encouraged people to use these 2.5 days off for short trips; some cities have allowed cities and counties to District cadres personally went into battle and started "live streaming to bring goods".

No matter which of the above methods is used to boost the economy, it is difficult to tell which method is more effective because the actual situation in different places is different.

However, when it comes to the most popular method in the country, it must be live streaming.

With the popularity of Li Jiaqi and Weiya, two "fighters" in the live broadcast industry, consumers have discovered that they can enjoy greater discounts while watching live broadcasts, making live broadcasts a great opportunity to bring goods. The industry grew rapidly and became widely known. In April this year, the live streaming delivery industry experienced a process from quantitative change to qualitative change.

First of all, more and more people are joining the live broadcast to bring goods. You only need a mobile phone to join the live broadcast. Many companies have also begun to focus on this rapid monetization trend, making the anchor field that was already a "red ocean" almost "purple".

As the popularity of live broadcasts gradually heats up, even CCTV and DTV have begun to join forces with "Zhuangxie" to bring goods. The products sold are mainly Hubei products, and the purpose is to help Hubei better recover its economy. , received unanimous praise from the audience.

However, the Matthew Effect still works in the live broadcast industry. Although the number of anchors is increasing, the ones that really bring the most goods are mainly a small number of top accounts with credibility and influence. of some famous people.

Secondly, the categories of live broadcast goods are becoming more and more abundant, and the span is also getting wider and wider.

For example, the anchor Wei Ya has always maintained the position of carrying the most complete product categories. In April, she suddenly entered the real estate industry and opened a new era of live broadcast house selling. But selling a house is not unusual. Then she broke into the aerospace industry. She even sold a 40 million rocket live broadcast and even sold it. This really surprised the audience.

After such a round of "sublimation" of product categories through Viya's live broadcast, people suddenly have a feeling that everything can be live broadcast, as if everything can be sold during the live broadcast.

On the plus side, the reason why live streaming is so popular among consumers is that you can indeed buy high-quality and low-priced goods in high-quality live streaming rooms, and it also provides a certain amount of entertainment. It can be said that it is suitable for both leisure and shopping, and kills two birds with one stone.

Because it is favored by consumers, online live broadcasting has become a driving force for many companies to transform.

Yes, not all companies are suitable for live streaming, and not all companies suitable for live streaming must transform. Every boss can have his own considerations.

Dong Mingzhu, chairman of Gree Electric Appliances, also expressed his opinion on whether to enter the live broadcast to bring goods. She said in an interview that live streaming is a new model. Even if everyone is going in this direction, Gree still has to stick to offline.

After all, the epidemic will pass sooner or later. Offline stores are places for face-to-face communication between consumers and companies. Focusing on offline can allow consumers to have a better shopping experience and bring users the best product experience. and after-sales service.

In addition, Ms. Dong also said an important reason that makes people want to cry: if we vigorously develop the online industry and transfer offline resources, it will inevitably affect the number of physical stores and jobs, and we will focus on offline I just don’t want hundreds of thousands of sales staff in Gree’s offline stores to lose their jobs.

Having said that, the combination of online and offline is the only way for the development of various industries in the future. If Gree does not expand its online business at all, it will deviate from the times and want to do more. Getting bigger and stronger also makes it harder. However, in the current environment, stabilizing employment is what the country and the people need most, and it is also the basis for re-boosting the economy. Gree made difficult decisions while taking the overall situation into consideration. When the economic situation improves, it will Just make a new plan.

Of course, the "live streaming trend" that has come this spring has not always brought good things to consumers. Everything has two sides, and every advantage has its disadvantages.

While live streaming stimulates consumption, it also hides many sales traps. The three common traps are the sale of fake goods, false discounts and difficulties in safeguarding rights.

Some irresponsible or inexperienced Internet celebrity anchors only focus on online sales when conducting live broadcast sales of products, and have no regard for product quality, actual price, product delivery speed and after-sales service. Indifference has left many consumers with no way to complain.

The top priority for relevant departments is to speed up the standardization of the live streaming industry, clarify the responsibilities and obligations of personnel, content, platforms and other parties, and prevent "bringing goods" from becoming "bringing trouble".

However, even if you have relied on your many years of live shopping experience to perfectly avoid the "pits" dug by unscrupulous anchors, it is still difficult to overcome the "impulsive consumption" level.

You must know that the difference between live streaming and ordinary e-commerce sales is that live streaming is immediacy and stimulates human beings’ most instinctive desire to buy. The limited time and limited “flash sales” and the anchor’s “tongue” "Canlianhua" makes it easy for consumers to inadvertently max out their credit cards without considering their own needs.

So at the end of this article, Wealth Bacteria still wants to remind everyone: You must consume rationally, be careful of impulsive shopping that will make your wallet fall into the crematorium!