"Have you heard of Weilong? In offline Asian supermarkets in the United States, a pack costs at least US$5, but in my live broadcast room, I can give you one, two, or three packs!"
is becoming a tiktok anchor Previously, Alex worked in a family in Guangzhou She had a stable administrative job in the university, but she, who “liked to toss” by nature, soon became tired of the two-point-one-line life. “One day when I was browsing the recruitment software, I saw the career of an English anchor, which suddenly awakened my sense of freshness. " Alex recalled to The Paper reporter.
combined with her language advantage from studying abroad, she decided to quit her original job and become a cross-border anchor to bring goods to the United Kingdom and the United States.
Going overseas has become a common development trend in the live broadcast industry. On September 24, Li Jiaqi's US one officially launched its overseas business layout, established an international development department, and announced a number of positions related to the international development department, including live broadcast technology, live broadcast central control, product operations, merchant operations, and tiktok account operations. Meone responded to The Paper reporter that this is the company’s normal business expansion.
iiMedia Consulting data shows that China’s cross-border live broadcast e-commerce market is expected to be 284.58 billion yuan in 2023, with a year-on-year growth rate of 155%; in 2025, the market size will reach 828.7 billion yuan.
"More than 30 times the growth space"
"For foreign audiences, live streaming is still a new thing. This is a vast blue ocean market." Alex told The Paper reporter that compared with domestic online audiences of millions or tens of millions, , in foreign countries, there are It has become very popular among hundreds of people. Currently, 85% of the tiktok platform is pure short videos. Few people use the live streaming function, and the leading anchors have not yet emerged. "There is very room for future development." Big.”
data shows that one year after entering the US market, ByteDance’s TikTok Shop has delivered impressive results: content site GMV has increased by 557% year-on-year, the number of daily payment users has increased by more than 3 times, the number of content e-commerce creators has increased by 10 times, and the number of e-commerce experts with mobile sales in the United States has remained above 70% every quarter. growth rate.
"Going overseas is an inevitable choice for China's live broadcast e-commerce." The relevant person in charge of the leading live broadcast company "Make a Friend" told The Paper that the company will begin its overseas layout in 2022, and its overseas revenue will increase by more than 4 times in 2023. , single-month revenue also increased by about three times compared with the beginning of the year. Although overseas business is growing faster and faster, the overall scale still has room for growth of more than 30 times, and it has now expanded to the Americas, Europe, the United Kingdom, Southeast Asia and other countries.
Coincidentally, according to the information displayed on the Oriental Selection official website, Oriental Selection is recruiting overseas-related recruitment, including Oriental Selection tiktok overseas store operations, Oriental Selection content operations manager (Tiktok), Oriental Selection business manager (Tiktok) and other positions.
On May 7 last year, "Kuaishou No. 1 Brother" Simba also made his first attempt to go overseas. He chose to broadcast in Thailand, selling durian, mangosteen, latex pillows and other Thai specialties. The total sales of the entire site exceeded 830 million, and the total order volume Over 6.78 million orders. An insider close to Simba told The Paper that the company will inspect the location before choosing to go live overseas, and is expected to launch special sales in Japan, Singapore, Malaysia and other places in the future.
Can the myth of “super anchor” be replicated? The phenomenal transcripts delivered by
’s top anchors in China have become the epitome of the development of the live broadcast industry in recent years. Data show that in fiscal year 2024, the total amount of goods brought by Oriental Selection Company was 14.3 billion yuan, a year-on-year increase of 43%. After the launch of Double Eleven this year, since the morning broadcast on October 14, Li Jiaqi live broadcast room has continued to occupy the "No. 1 list of Taobao products", with sales taking the lead to exceed 100 million.
What the outside world is curious about is whether Li Jiaqi, Dong Yuhui, Luo Yonghao can recreate the myth of Internet celebrities overseas?
According to the judgment of many senior industry insiders, it is still difficult, but it is not impossible.
"Currently, there are no phenomenal live-streaming celebrities on TikTok. Many Chinese live-streaming companies want to recreate Li Jiaqi and Dong Yuhui, but this is very difficult. We are still in the stage of rapid growth of mid-range Internet celebrities."Liang Yuhao, product director of Little Elephant Live who has been deeply involved in the Malaysian market for 5 years, told The Paper.
He revealed that the company's current recruitment of anchors mainly comes from local Malaysia. The anchors in other regions have relatively low integration and the live broadcast effect is not good. “From the perspective of our platform, we hope that anchors from various backgrounds can join us, but the prerequisite is that they have a full understanding of the local cultural background, customs and customs. "
" Oriental Select has at least 200 English teachers as good as Dong Yuhui. Only Dong Yuhui is popular, and the remaining 199 are not popular, not because they are not good enough. Another director of a live broadcast company told The Paper, “Dong Yuhui became popular in China because of the right time, place and right people, but it is not that easy to copy overseas. "
" The development of overseas live streaming e-commerce is still in a very early stage, which is different from the maturity level in China. Therefore, it will definitely take time to incubate a phenomenal anchor. "Alex said that in her opinion, this time will take at least 1 to 2 years. Liang Yuhao revealed that unlike domestic digital payments, which are everywhere, in Kuala Lumpur, the largest city in Malaysia, more than 70% of payment scenarios still require the use of Cash, so in terms of ecology, there is still a long way to go for the popularization of live streaming.
“It is challenging to recreate top anchors like Dong Yuhui and Li Jiaqi overseas, but it is completely possible. "Zhai Wei, executive director of the Competition Law Research Center of East China University of Political Science and Law, told The Paper that when selecting overseas anchor candidates, you can not only choose overseas Internet celebrities who already have a large number of fans to reduce the cost of "trial and error", but you can also consider choosing someone who is proficient in foreign languages. With domestic people who have profound Chinese cultural heritage, “The short food videos embodying Chinese culture produced by Li Ziqi’s team have become popular on YouTube, which shows that the emotional value provided by cultural heritage is the winning formula for Chinese companies to create overseas Internet celebrity anchors. "
How to integrate into the local area has become a challenge
To copy the domestic live broadcast experience overseas, the first thing to face is the test of localization.
The difficulty that must be overcome is cultural differences. "The British are relatively introverted and not so interactive during live broadcasts. Strong, but when bringing goods in the United States, it must be more interesting and lively, so as to make the atmosphere in the entire live broadcast room more lively. "Alex gave an example, but in general, foreign audiences prefer anchors with positive, active and cheerful personalities. If they have a strong personal style, they will be more popular.
In Alex's company, most of the employees are "post-00s", The oldest one is under 30 years old. Since they are facing overseas, everyone needs to take turns to "counter the jet lag" and live broadcast from 12 o'clock in the middle of the night to 5 o'clock in the morning. Most of the anchors have a monthly salary of about 20,000 yuan, and many of them are students graduating from English majors. “In fact, academic qualifications and nationality are not the most important. What is more important is to understand the local culture and integrate into it, rather than being a rigid cargo carrier. "Alex said.
The fundamental reason behind why Chinese live broadcasting companies are gathering together to go overseas is the ceiling-to-ceiling traffic space in China and the broad development prospects overseas.
In September this year, the Ministry of Commerce disclosed data showing that China can digitize in the first half of the year The import and export of services delivered reached 1.42 trillion yuan, an increase of 3.7%, reaching a record high. The import and export of cross-border e-commerce reached 1.22 trillion yuan, an increase of 10.5%, also reaching a record high, and its supporting role in the high-quality development of trade continues to increase. .
Import and export data for the first three quarters of 2024 show that cross-border e-commerce import and export volume reached 1.88 trillion yuan, a year-on-year increase of 11.5%, which is 6.2% higher than the overall foreign trade growth rate in the same period, proving that cross-border e-commerce is contributing to the Chinese economy. Injecting new vitality.
It is worth noting that when China’s live broadcast e-commerce goes overseas, it not only brings goods overseas, but also finds different business opportunities. Hao Xijie, the overseas person in charge of
, told The Paper that making friends overseas is not the only way. It is just a platform for bringing goods, but it has three aspects of business: the first is marketing, the second is bringing goods, and the third thing is to help merchants solve problems related to live streaming, short videos and store operations on the TikTok platform."
Among them, the master marketing business accounts for the highest proportion, accounting for 70% of the total overseas business, agency operations account for about 20%, and the delivery business accounts for only 10%.
"The consensus of almost all merchants is that cross-border e-commerce has It has great development potential, but in the specific process of going overseas, the problems encountered by merchants are very difficult. "Hao Xijie said that he had interviewed many cross-border e-commerce merchants and found that each of them encountered difficulties, such as cultural differences, different consumption habits and difficulty in adapting to the platform, etc. If we could provide training and services to these merchants, , allowing them to understand the cultural differences in different countries and adapt to bringing goods overseas will save them many detours.
In addition to "bringing goods", they also need to "deliver goods". Supply chain capabilities are also a major factor for China's live-streaming e-commerce to go overseas. challenge , and some companies have found business opportunities in it. Qian Kainan, the head of international logistics at JD Logistics, once revealed to The Paper that JD Logistics’ supply chain business in Europe has doubled every year compared with overseas local companies. The advantages of logistics companies are reflected in their response speed and execution capabilities.
“Benefiting from China’s strong industrial chain supply capacity and commodity cost-effectiveness, China’s live broadcast overseas has inherent advantages in commercializing goods. "Zhai Wei told reporters that if they live broadcast to bring goods overseas, Chinese live broadcast companies need to build local sales, customer service teams, logistics, and distribution systems. The initial investment cost is high. In addition, they need to adapt to local traditional culture and consumption habits. Differences to avoid acclimatization, “The prospects are bright and broad, and the future potential is worth looking forward to. "
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