The correlation is as follows:

Development:

Market size of e-commerce live broadcast industry. In 219, the overall turnover of e-commerce live broadcast reached 451.29 billion, a year-on-year increase of 2.4%, and the proportion of e-commerce live broadcast in the entire e-commerce industry increased steadily, from .6% in 217 to 1.18% in 219.

with the continuous integration of content platforms and e-commerce transactions, it is estimated that the live delivery rate of e-commerce will increase to 2% in 222, and the proportion will reach 2.4% in 22. In the future, e-commerce live broadcast will play a more important role in the development of the entire e-commerce industry.

user scale of e-commerce live broadcast industry. With the rapid development of the industry, the scale of users is constantly rising. In 219, the number of e-commerce live broadcast users reached 265 million, accounting for 29.3% of the total netizens and 47.3% of the live webcast users. The number of e-commerce live users has been broadcast live in beyond the game, becoming the first in the subdivision category of live users.

As the largest e-commerce live broadcast platform in China, the average daily audience of Taobao Live has exceeded 1 million. As the industry continues to prosper and develop, the user scale and daily average number of viewers in the e-commerce live broadcast industry will continue to rise.

competition pattern of e-commerce live broadcast. The advantages of e-commerce live broadcast head platform are obvious, and Taobao, Aauto Quicker and Tik Tok form a pattern of one super and two strong. In 219, Taobao Live led with a transaction volume (GMV) of 25 billion yuan, accounting for 57.63% of the whole industry. Aauto Quicker and Tik Tok followed closely, with a transaction volume (GMV) of 15 billion yuan and 4 billion yuan respectively.

The survey of China Consumers Association on e-commerce live broadcast platform shows that Taobao live broadcast is in an absolute leading position with 68.5% usage rate and 46.3% frequent usage rate; Followed by Tik Tok Live and Aauto Quicker Live; JD.COM Live and Pinduoduo Live also have a certain market share.

Trend:

5G drives the innovation of live broadcast technology and promotes the upgrading of e-commerce industry. With the continuous development of science and technology and the arrival of the 5G era, e-commerce live broadcast will usher in better development opportunities. 5G combines new technologies such as cloud computing, Internet of Things, artificial intelligence and big data, focusing on exploring advanced technology applications such as 4K HD live interactive shopping, AR/VR (virtual reality) marketing and marketing big data analysis.

refined development of e-commerce live broadcast. With the expansion of the market and the promotion of policies, live broadcast has gradually become normal and become a standard content marketing tool for e-commerce. For brands, e-commerce live broadcast is going out of the stage of clearing inventory and low-cost volume, and it is changing into customization of live broadcast according to users' needs and moving towards refined and large-scale operation.

for the platform, whether it is an e-commerce platform, a short video content platform or a social platform, realizing better e-commerce realization is the ultimate goal. The combination of future content and e-commerce will be a development direction of the live broadcast platform. For the platform and the merchants on the platform, in the future, only the refined operation of the live broadcast can produce high-quality content to highlight the encirclement.

industry supervision has been strengthened, and e-commerce live broadcast has entered standardization. On the outlet of e-commerce live broadcast, while the industry is growing wildly, there are also many chaos, mainly including false propaganda in the anchor's delivery, the goods received by customers are not right, fake and shoddy products are sold, live broadcasts are brushed, and after-sales service is difficult to guarantee.

with the introduction of industry norms related to e-commerce live broadcast, industry norms will regulate and restrict the behaviors of live broadcast merchants, anchors, platform operators, anchor service agencies and users, so that e-commerce live broadcast will gradually step into the normalization of standardized operation.