Live Electricity Providers Three Points In The World, Why Can Mogujie.Com Occupy One Of Them?

Recently, my article, "KOL is old, KOC when Xing" detonated a hot word: KOC, in fact, net red anchor is one of the most important KOC, behind this is the strong rise of live TV providers in recent years.

Today, I will start with a live broadcast of the electricity supplier to see the four stages of its development, three different models and the future trend.

The four stage: the past, present and future of live broadcasting business.

There has been a great outlet for the electricity supplier industry in recent years: live broadcasting has become a "artifact" with goods.

The live broadcast of Taobao is hot, and the bosses of the wholesale market stalls in Sijiqing, Hangzhou, have welcomed dozens of times more passenger lines than their lines in their Taobao live rooms. Last year, 11 pairs, lipstick Li Jiaqi sold live lipsticks, and even Ma Yun was not an opponent.

Mogujie.com's just released results show that the first quarter of the 2020 fiscal year achieved a year-on-year growth of up to 102.7% yuan, up to 1 billion 315 million yuan, and the proportion of live coverage to the total GMV of the company was 31.5%, almost two times that of the same period last year. Mogujie.com CEO June said it expects to achieve the majority of the total GMV in the next year by GMV. In the past year, the number of active buyers of mogujie.com's live broadcast business has reached 2 million 700 thousand, an increase of 90.4% over the same period last year.

In the fast hand, Liu's first wedding Carnival sales exceeded 13 million; Han Anran sold nearly 4 million products on the "singles party"; in the jitter, "good beef brother" sold 1 million bottles of wine, 100 thousand boxes of beer and 200 thousand steaks in 618.

More and more electricity providers are selling live, Jingdong announced plans to invest at least 1 billion resources, hatch no more than 5 "red man" (super net red); NetEase koala officially announced live broadcast; micro-blog announced the launch of e-commerce platform, micro-blog business live broadcast will be opened with Taobao and so on.

The past, present and future of live broadcasting business can be divided into four stages.

The first stage can be traced back to 2016. At that time, the live broadcast business was born with the draught of live broadcast. At that time, the original intention was very simple, that is, cash flow or allow users to stay longer. Mogujie.com is the first real live business provider. According to June, it was just a more direct display of clothes. I remember that a live broadcasting platform, such as live broadcast and video projection, was also trying to test the water business and create a festival. Frankly speaking, the hot, fast and vibrato live broadcasting is not much different from the live broadcasting platform at that time.

However, the good news is not long, the air gap of live broadcast has been low in the past. At that time, the industry began to split up, and various roles appeared and began to be refined. Sales of the professional capacity of the main anchor, continuous excavation of MCN, focusing on the supply chain and other professional roles began to appear, and even specialized in the live room dimming has become a post, such as mogujie.com hatched a business inside, to provide enterprises with live SAAS and tools, this is the second stage of live business.

The increase of the role of direct seeding e-commerce industry has refined the task division of the direct seeding industry, but has also prolonged the industrial cycle, resulting in inefficient linkage, insufficient supply or inventory problems. At this time, it will be a long time ago. Direct seeding business providers must go to the third stage of the upstream and downstream resource integration of the industry chain, such as anchor and supply chain. Like Taobao's live broadcast and the signing of 51 garment supply chains, mogujie.com has been making efforts to hatch anchor and create supply chain, and create the mode of "pre broadcast and post factory".

What will be the future of live broadcasting business? I think in the fourth stage, the battle will be over. The live providers will shuffle the cards, and the different modes will eventually split up. Next, we thoroughly explore the three modes of live broadcasting business.

Live electricity providers three points of the world, showing the pattern is "TMS".

The three elements of the electricity supplier are people, goods and markets, and live broadcast business is no exception. Correspondingly, it can be divided into three modes: the current live broadcast business.

The live broadcast of Taobao is a live broadcast of the big business of electronic business. It is operated by businesses. It relies on Taobao's massive business and goods resources, which is essentially a new way of cash flow for shelf based electricity suppliers. In a word, Taobao's live broadcast is centered on "goods". The pain of Taobao live broadcast is the problem of all shelf electric providers: traffic hungry, Taobao station has been strictly controlling private domain traffic, leading to all the anchor to fight for public traffic within the station, the faster the development of live broadcast, the more prominent the contradiction.

Although mogujie.com is the first to launch the real business live broadcast, it faces fierce competition when the giant is waiting. However, I think mogujie.com will take up one of the three points in the live broadcast business. Why? The answer is that the pattern of mogujie.com has distinct characteristics. It is centered on "people". From establishment to the present, mogujie.com is focused on empowering "people", whether it is the early shopping guide in the shopping guide community, the shopkeeper who wears the tattoo, the net red shopkeeper, or the current fashion anchor.

Mogujie.com aims at targeted empowerment measures for head anchor, middle waist anchor and newcomer anchors: branding the head anchors; launching the supply chain base project for the middle waist anchors; the host will be able to broadcast live goods; for the newcomers, there are many online, offline, all-round training and different flow support policies. I seldom see that there is such a fine and layered support for live broadcast providers.

In the supply chain, Taobao is big, mogujie.com is fine. In an interview with the media, June said that what mogujie.com did in the supply chain was to set a good standard, hold orders, centralize it, and then work in depth with suppliers and factories. Supply chain is largely a combination of centralized orders to enhance bargaining power. It seems that in the cracks of giants, mogujie.com found a "small and beautiful" supply chain development path.

The short video platform such as fast hand and jitter has also become an important force for direct seeding providers. Their advantage lies in the introduction of short video such a special scene, centered on "field".

Take the fast hand as an example, the close relationship between the old fellow and the fans is an important factor in the ability to live with goods. The problem with fast players is that they have been comparing Buddhism in commercialization and lack specific support policies for individual anchors. However, this problem is being solved recently, and fast hands are slowly changing fast and commercially. In the supply chain, fast hands and jitter are co operating with e-commerce platforms, such as Jingdong, koala and Taobao products, and the addition of magic chopsticks, products with praise and Taobao. Fast hands and jitter are also doing their own business, but they need a process of improvement and upgrading.

Generally speaking, Taobao, mogujie.com, fast hand / jitter and other short video platforms are three kinds of live broadcast business platform, representing the development mode of "goods", "people" and "field" at the core. They can be collectively referred to as TMS (Taobao, Mogu, Short Video Platform). On the surface, similar, in fact, parting.

The future of anchor: left and right?

Finally, I want to focus on the future of anchor. The rise of live TV providers has spawned numerous anchors and brought them great opportunities for development. This is just like the launch of the WeChat public number, the rise of countless media.

I have been saying that now is the era of super individuals. In such an era, as long as you have a skill, you can counter attack in this era of surging clouds. Of course, the premise of the super individual is the empowerment of the platform. Since the rise of the media is the empowerment of WeChat and other platforms, the net car group is the empowerment of the network platform, so the rise of the anchor can not be separated from the empowerment of the live electronic business platform.

The competition of the anchor is fierce. It's a bad job to eat a youth meal. The competition of anchor is also the competition of people, goods and fields. People must constantly upgrade and innovate to form their own differentiation. On the goods, the new speed and goods richness of the live room are competing. On the spot, we should constantly innovate the content of live broadcast, add more scenes design to users, and make the content of live broadcast richer and more fun.

To a great extent, all these require the empowerment of the platform, especially for individual anchors. For instance, mogujie.com has provided more live scenes to the anchor through the layout of the three sources of the source of the trend, the source of the brand and the source of production, and moved the live room to the overseas brand factories, laboratories, goods bases and other places, so that the live broadcast is more Geo friendly.

In August this year, the red man anchors "little sweetheart" in mogujie.com's "global brand traceability" activities, will be broadcast live in Seoul, South Korea's buyer alliance base, VT, JAYJUN, Xiu skin and other well-known Korean brand people live in the studio, attracting nearly a million fans at the same time, 4 hours with 6 million. Similarly, Taobao's live village plan will put the live room in the field and cultivate farmers' anchors in 100 counties.

Where is the future of anchor? I think there are two ways from shallow to deep: one is from selling goods to not only selling goods, but also carrying goods, that is, from sales to marketing + marketing. Such as mogujie.com launched the "brand new first test" is the case.

The other is to expand upstream, reverse customizing products, and ultimately make their own brands. Cheng Xuan, the TOP anchor on mogujie.com, has been living in Beijing University of Posts and Telecommunications for 93 years since 2016. Now it has its own original brand, and has opened its first line store in its hometown. Since anchors interact with fans and live closer to users, they know the needs of users and are likely to be the first C2M promoters and practitioners.

Of course, reverse customization and brand building are the highest and the most difficult part of the anchor. With the deepening of the anchor, the live broadcasting business platform will also be divided, as the four stage of the live broadcast business, which is the fourth stage. It can be expected that the future Taobao electric providers, mogujie.com, and short video platforms will need to play a long board to make up for the short board. Taobao's live broadcast also needs to strengthen anchor support and move towards platform. Mogujie.com will further bind the anchor investor with further or even become anchor, support the anchor to realize their dream, and the fast hands and jitter will strengthen the supply chain.

The good day of live broadcasting business is just beginning.