If we talk about the past 618, live streaming will always occupy a certain share. It can even be said that live streaming accounted for half of 618.
However, this year’s 618, the situation has changed subtly.
The live-streaming of goods that was once so popular is no longer as prosperous as it used to be. On this year’s 618, live-streaming of goods has begun to become “invisible”.
What is certain is that live streaming will be absent from 618 this year, which is a foregone conclusion.
In the past, the absence of live broadcasts on 618 would have been a completely unimaginable event.
The reason is that the live broadcast of goods is absent from 618, which is equivalent to the lack of a protagonist in this year's 618. Without the protagonist, the so-called 618 drama cannot be performed.
However, this year this situation has changed.
Even though there is no live broadcast to bring goods, the 618 drama is still going on with enthusiasm, and there are new signs.
Whether it is the rise of digital live streaming or the emergence of new e-commerce models represented by c2m, we can see that the e-commerce industry is still full of new vitality and vitality.
When Li Jiaqi, Luo Yonghao, Xiao Yang, Dong Yuhui and other Internet celebrities changed from the "traffic responsibility" of 618 to the "basic configuration" of 618, what they showed us was not just the end of the live broadcast, but also the end of the live broadcast. The e-commerce industry is undergoing profound changes in many places. One of the very important reasons why
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live streaming is so popular is that its internal logic is still the traffic pattern of the Internet era, but the focus of traffic has shifted from large platforms to live broadcasts one after another. On the Internet celebrities who carry goods.
Whether it is Wei Ya, Li Jiaqi, Luo Yonghao, Xiao Yang, or even Dong Yuhui, they were all born under such a trend.
I have to say that the live broadcast of online celebrities can indeed further improve the efficiency of the e-commerce industry and promote better transaction completion on the b-side and c-side.
However, such a way that only focuses on matchmaking and intermediation is not so much an innovation in business models as it is a continuation of Internet thinking.
What is certain is that when live streaming reaches the end of its development, it will inevitably encounter the same development difficulties as the Internet. The peak of
traffic, the proliferation of Internet celebrities, and changes in consumer demand will inevitably force the live streaming industry to undergo a transformation and upgrade similar to that of the Internet industry.
In this year’s 618, one of the important reasons why live broadcasts are invisible is this.
It can be said that the current live broadcast is no longer a solution to the industry’s pain points and problems, but has become a troublemaker.
Whether it is the shopping chaos encountered by consumers or the problems encountered in product quality control, these are all direct manifestations of the increasing number of problems that the live streaming industry has exposed.
What is certain is that if live streaming only continues the Internet-style development model, and if live streaming only defines itself as a transfer station for traffic, then it will inevitably enter a development situation similar to that of the Internet. inside.
618 this year is just the beginning. In the future, we will see more such signs.
二
If the development model of live streaming is similar to that of the Internet, it will eventually lead to a development situation similar to that of the Internet.
Then, the shift in the focus of traffic brought about by the rise of live streaming will inevitably lead to a situation where the bird is gone and the bow is hidden after the new round of market reshuffle is completed.
We all know that when short video and live broadcast platforms represented by Douyin and Kuaishou began to rise, a shift in traffic focus began to take place. The focus of
traffic has shifted from the traditional players represented by Alibaba, Tencent, and JD.com to the new players represented by Douyin and Kuaishou.
When new players realized the shift in traffic focus, they began a new attempt to find commercial monetization.
The so-called live streaming of goods was derived and emerged under such a background.
It can be said that the rise of Internet celebrity anchors represented by Wei Ya, Li Jiaqi, Luo Yonghao, Xiao Yang Ge and Dong Yuhui is actually a sign that the focus of traffic has begun to shift from traditional players to new players.
When the shift in traffic focus is completed, the traffic body represented by Internet celebrity anchors will no longer have the important functions and significance it once had.
In fact, now is the market, which has already completed a reshuffle. The current traffic focus of
is no longer the Alibaba, Tencent, JD.com and Pinduoduo we knew in the past, but has become new players represented by Douyin and Kuaishou.
For these players, if they want to achieve new development under the background that the traffic pattern has been determined, they must find new breakthroughs.
, as a live streaming product that emerged from the period of competition for traffic, is also undergoing a brand new transformation.
If we are looking for such a landmark event of transformation, I would rather define the emergence of Oriental Selection as this.
For many live streaming players, only by being like Oriental Selection and not just doing live streaming and not just being a transfer station for traffic can we continue to achieve new development in the new stage of development. .
三
If we have a more precise definition of live streaming, the so-called live streaming is actually live e-commerce.
If we summarize and define live streaming e-commerce, we can regard it as the pinnacle of the development of the e-commerce industry in the mobile Internet era.
It can be said that live broadcast e-commerce has truly brought the development of the e-commerce industry in the mobile Internet era to a new level.
When the development of the e-commerce industry reaches a peak, it will inevitably begin to face a new transformation and upgrade.
Only in this way can the development of the e-commerce industry find new breakthroughs in the new stage.
When AI large models became popular, especially when the connection between it and real business began to become deeper and more complete, we saw more and more chemical reactions between it and e-commerce.
Whether it’s Jack Ma shouting out the slogan “AI e-commerce” on the intranet, or Liu Qiangdong’s digital talent starting to appear in JD.com’s live broadcast room, or even Pinduoduo’s layout of large models, and the launch of Tencent’s large models, we can all It can be seen that a new revolution led by AI has begun to take place. One of the important reasons why
ai has started to have so many chemical reactions with e-commerce is that it can further improve the efficiency of the e-commerce industry, and it can bring the development of the e-commerce industry to a new stage of development. It can find new development dividends for e-commerce.
It is worth noting that the "chemical reaction" between AI and e-commerce is not just a superficial traffic migration like live streaming, but more of an in-depth understanding of e-commerce from the inside. Transformation brings a new evolution to the development of the e-commerce industry from the inside out.
What is certain is that the development potential released by the combination of AI and e-commerce is unparalleled by live streaming.
When such an AI-led development model becomes popular, the value and significance of live streaming will become smaller and smaller.
From such a perspective, this year’s 618, the invisibility of live streaming is just the beginning.
In the future, we will see more new signs happening, and truly bring the development of live streaming to a new stage of development.
For the live-streaming influencers who have emerged due to the shift in traffic focus, they can only truly grasp the new trend behind the new traffic focus shift and find a new development model that is consistent with such a trend based on their own. Only then can we truly make new achievements in the new era of AI e-commerce.
Conclusion
In this year’s 618, live streaming has long lost its former glory.
Li Jiaqi, Luo Yonghao, Xiao Yang, and Dong Yuhui are no longer the protagonists of 618. Obviously, this is very different from the situation in previous years.
Through the gradual invisibility of live streaming,
what we see is the emergence of the essence of live streaming;
what we see is the beginning of a new evolution of e-commerce;
what we see is a new shift in the focus of traffic the trend of.
For the live-streaming influencers who have emerged due to the shift in traffic focus, perhaps only by finding ways and means to dance with the shift in traffic focus in the AI e-commerce era can they occupy a place in the new e-commerce era.
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Author: Meng Yonghui, senior writer, columnist, industry observer, well-known kol, and digital economist.
