Kev yuav khoom Livestream tsis yog mus dhau E-commerce

Livestream kav khw, lossis khw muag khoom, thawj zaug tau tshwm sim nyob rau hauv 2016, thaum Alibaba qhia nws raws li ib feem ntawm Single's Day. Nws yog ib qho kev vam meej tam sim ntawd thiab tau dhau los ua ib feem ntawm qhov kev tshwm sim. Lwm lub platform thiab cov khw muag khoom hauv Suav teb tau sau tseg, thiab los ntawm 2019, kev lag luam nyob hauv khw tau loj hlob zoo li cov neeg loj leeb.

Rau cov neeg lag luam sab hnub poob uas tsis tau pib ua txoj hauv kev ntawm kev yuav khoom, qhov yooj yim tshaj plaws los piav qhia nws yog piv rau TV hauv tsev khw, nrog rau cov nyiam QVC lossis Lub Tsev Khw Muag Khoom. Ib tus tswv tsev lossis ob tug, lossis tej zaum yog ib tus qhua qhuas, hawk ib txoj hlua ntawm cov khoom uas txhua yam khoom muaj nyob rau lub sijhawm txwv (tab sis koj tuaj yeem yuav nws kom txog thaum nws ploj mus). Cov yam ntxwv tseem ceeb ntawm lub sijhawm muaj xws li kev ua qauv qhia, qauv qauv, lossis cov lus pov thawj ntawm cov neeg siv khoom tiag.

Txawm li cas los xij, zoo li txhua yam koj hloov ntawm TV mus rau digital, lub sijhawm rau kev sib cuam tshuam yog ntau dua. Kev sib tham nyob yog ib feem loj ntawm cov kev paub dhau los, qhov twg cov neeg yuav khoom tuaj yeem nug cov lus nug lossis thov thiab tus tswv tsev tuaj tos cov khoom hauv lub sijhawm los teb. Thaum tus tswv tsev yog tus muaj kev cuam tshuam nrog cov kiv cua loj, muaj qhov zoo siab ntxiv uas tau lees paub thiab nws yog qhov ze tshaj plaws uas cov kiv cua feem ntau yuav tau txais kev sib tham ncaj qha.

Txhua tus neeg yuav khoom nyob yuav tsum lees paub tias nws pib yog qhov tseeb ntawm lub sijhawm zoo nyob rau hauv qhov chaw raug lub sijhawm. Cov neeg yuav khoom Suav yog kab tias feem ntau "kev taw qhia mobile" cov neeg yuav khoom hauv ntiaj teb. Lawv siv super apps zoo li WeChat, uas tso cov kev sib raug zoo raws li ib txwm, livestreaming, nyob sib tham, thiab ua lag luam tag nrho ntawm ib lub platform. Lawv muaj kev lag luam loj thiab muaj kev cuam tshuam kev lag luam, nrog rau kev siv xov tooj ntawm tes, thev naus laus zis- thiab cov neeg paub txog kev sib raug zoo uas twb tau zoo nkauj ntawm cov hauv paus ntawm livestreaming. Thiab cov neeg yuav khoom twb tau pib siv cov influencers thiab cov kev sib raug zoo rau kev tshawb nrhiav cov khoom - thiab siv los ua kom muaj peev xwm ua rau kev yuav khoom los ntawm kev sib txuas nruj ntawm kev sib raug zoo thiab kev lag luam uas twb muaj lawm. Qhov tsuas yog Alibaba ntxiv yog lub caij nyob.

Thiab tom qab ntawd Tus Kab Mob Sib Kis tshwm sim

Nyob khw twb tau tsoo sab hnub poob kev paub hauv 2019, thiab nws tau dhau los ua neeg nyiam nyob hauv Suav teb, nrog cov neeg sib tw rau Alibaba's TaoBao Live koom nrog kev sib tw. Ib qho tshwj xeeb yuav hnov ​​​​zoo: ByteDance, lub tuam txhab niam txiv ntawm TikTok, tau ua kev lag luam loj hauv kev yuav khoom nrog TikTok tus muam tuam txhab, Douyin.

Thaum Asmeskas cov neeg siv khoom raug kaw thiab txwv rau lub rooj zaum chaw nres tsheb lossis scrolling lawv cov kev tshaj tawm xov xwm, cov khw muag khoom hauv Asmeskas tau rub mus rau lub khw muag khoom nrog ob txhais tes. Nws yog ib qho kev sim, nws xav tau ntau cov baling hlau thiab zom cov pos hniav, tab sis cov neeg siv khoom dhuav tau nyiam, thiab rau cov khw muag khoom, nws zoo dua li zaum ntawm cov khw muag khoom kaw thiab cov khoom lag luam laus.

Cov kev lag luam pib sib sau ua ke los ua ke cov platform kom yooj yim dua rau kev yuav khoom nyob, thiab cov khw muag khoom xws li Amazon thiab Nordstrom ntxiv cov channel nyob rau lawv qhov chaw. Thiab cov tub ua lag luam tau zoo siab los txhawb nqa cov kev siv zog no. Tom qab tag nrho, nyob kav khw tej zaum yuav minuscule nyob rau hauv US, tab sis yog hais tias nws loj hlob zoo li nws muaj nyob rau hauv Tuam Tshoj ...

Txawm li cas los xij, kev txwv tsis pub muaj kev sib kis tau yooj yim txij li xyoo 2021, thiab nyob rau hauv lub ntiaj teb tshiab tom qab kis thoob ntiaj teb no, cov neeg siv khoom tau rov qab mus rau qhov kev yuav khoom ua ntej kis thoob qhov txhia chaw. US Census Bureau, hauv nws qhia txog 2022 muag khoom muag, sau tseg tias eCommerce hauv 2022 yog 14.6% ntawm tag nrho cov khw muag khoom muag hauv Asmeskas. Hauv 2021 nws yog ... 14.6% ntawm tag nrho cov khw muag khoom muag.

Kev pab them nqi ntawm livestream khw nyob rau sab hnub poob muaj, vim li ntawd, coj me ntsis tig. Exuberance thiab "dab tsi yog" thiab "yuav ua li cas" cov lus qhia tau nthuav dav hauv xyoo 2021. Ntau tus cwj mem tau nchuav los ntawm kev tshuaj xyuas qhov ua rau lub khw muag khoom nrov hauv Suav teb thiab yuav ua li cas rov ua dua nyob rau sab hnub poob. Xyoo 2022, qhov kev pab them nqi tau dhau los ua "vim li cas tsis yog Asmeskas cov neeg siv khoom siv" thiab "yog cov neeg siv khoom sab hnub poob npaj rau kev yuav khoom nyob."

Muab tso rau hauv qhov kev xav

Kev lag luam nyob tau tshaj tawm qhov kev loj hlob loj hauv Suav teb, tab sis txawm nyob rau hauv cov ntsiab lus ntawm Tuam Tshoj tus lej eCommerce, nws yog me me. Nyob rau hauv 2021, livestream khw yog $ 327 nphom hauv Suav teb, xav txog 108% kev loj hlob, nyob rau sab saum toj ntawm 220% kev loj hlob xyoo ua ntej. Hais txog 10% ntawm kev lag luam eCommerce hauv Suav teb. Nws tsis muaj dab tsi los txham ntawm, tab sis nws loj hlob rau, rau Suav teb, tus lej me. Cov tag nrho cov khw muag khoom Hauv Suav teb yog kwv yees li $ 6.4 trillion. Qhov ntawd ua rau kev yuav khoom nyob txog 5% ntawm tag nrho kev ua lag luam. Thiab qhov kev loj hlob zoo li yuav qeeb.

Hauv Teb Chaws Asmeskas, nyob yuav khoom yog hais txog $ 20 billion hauv 2022. eCommerce kev muag khoom tsuas yog tshaj $ 1 trillion, thiab tag nrho cov khw muag khoom muag yog kwv yees li $ 7.1 trillion. Qhov ntawd ua rau kev lag luam nyob txog 2% ntawm kev lag luam eCommerce thiab 0.3% ntawm tag nrho cov khw muag khoom lag luam. Los ntawm txoj kev, nyob ntawm seb leej twg koj nug, lub ntiaj teb TV hauv tsev khw khw yog $ 36.5 billion or $ 220 billion. Los yog qhov chaw nyob nruab nrab.

Cov qauv ntawm kev ua lag luam kuj txawv heev, Tuam Tshoj vs US. Hauv Suav teb, TaoBao muaj tswv yim nrog yuav luag 80% ntawm lub khw muag khoom nyob. Douyin thiab Kwai zoo nkauj npaum li sib cais. Hauv Teb Chaws Asmeskas, nws yog deb tshaj qhov tawg. Muaj cov social media platforms uas tau muaj kev sib raug zoo ntawm kev sib raug zoo nrog kev yuav khoom nyob (Meta qhov kev txav mus los tsis ntev los no yog kaw nyob khw ntawm Instagram), muaj ib ntev sau ntawm ob lub platform uas yuav dawb sau lub peev xwm mus rau cov khw muag khoom lub vev xaib, lossis kev pib ua haujlwm ua tus tom ntej TaoBao lossis Douyin los ntawm kev ncaj qha rau cov neeg siv khoom Asmeskas. Thiab tom qab ntawd muaj Amazon.

Dab tsi yog Qhov Kev Txwv Siab Tshaj ntawm Kev Ua Lag Luam Nyob?

Txhua tus neeg ua lag luam hauv Teb Chaws Asmeskas nyob hauv khw tech taw qhia rau Tuam Tshoj txoj kev loj hlob thiab hais tias nws tsuas yog ib qho teeb meem ntawm lub sij hawm ua ntej Asmeskas kev lag luam nce mus txog tib theem. Tab sis txawm nyob rau hauv Suav teb, muaj cua daj cua dub ntawm lub qab ntug.

Douyin, tus naj npawb thib ob hauv kev ua lag luam, twb tau muab tso rau ib qho yav tom ntej ntawm kev loj hlob tsis tu ncua hauv khw muag khoom livestream. Qee tus hauv lub tuam txhab ntseeg tias kev yuav khoom nyob rau hauv yuav nce siab hauv ob xyoos tom ntej, uas yuav ua rau nws nyob ib puag ncig 20% ​​ntawm kev muag khoom eCommerce. Nyob rau hauv tib daim ntawv tshaj tawm, lub tuam txhab tshawb fawb pom tias cov neeg siv khoom yeej muaj qhov txwv siab tshaj rau qhov kev lag luam uas lawv tuaj yeem zam tau hauv lawv cov kev tshaj tawm - lub sij hawm siv rau ntawm qhov chaw thiab kev tuav pov hwm tag nrho pib poob yog tias kev lag luam ua rau ntau dua 10% ntawm lawv cov khoom noj. . Douyin twb tau txo qis feem pua ​​​​ntawm kev lag luam ntws hauv nws cov neeg siv khoom noj los ntawm 30% mus rau 20%.

Thiab muaj lwm yam kev lag luam livestream uas tsis tshua tham txog. Gartner tshaj tawm tias lawv tau hnov ​​​​los ntawm North American cov khw muag khoom ntawd kev hloov dua siab tshiab tuaj yeem tsoo txog li 40% ntawm cov xwm txheej hauv cov xwm txheej, uas yog qhov txaus txaus kom tau txais cov neeg muag khoom muag. Tab sis ntawm Douyin, 80% ntawm nws cov neeg muag khoom cov nyiaj tau los feem ntau yog los ntawm ib lossis ob yam khoom. Thiab nyob rau hauv qee pawg, xws li cov hniav nyiaj hniav kub, cov neeg yuav khoom kev tu siab tuaj yeem ua rau cov nqi xa rov qab siab txog 80%.

Hauv kev txheeb xyuas cov lus qhia txog yuav ua li cas thiaj li ua tau zoo hauv khw muag khoom, lossis kev sib cais ntawm vim li cas nws tsis tau tawm hauv Asmeskas, nws zoo li los rau ib qho tseem ceeb: cov ntsiab lus twg thov? Ua txhaum qhov ntawd, muaj ob qhov tseem ceeb: FOMO thiab kev lom zem tus nqi.

Nyob khw FOMO

Ib qho tseem ceeb ntawm kev yuav khoom nyob hauv Suav teb yog lub peev xwm los ua si ntawm cov neeg siv khoom ntshai ntawm kev ploj mus. Cov deals uas tau muab tsuas yog zoo thaum cov khoom yog featured, thiab ntau kwj feature countdowns los yog yuav ua li cas muaj pes tsawg chav nyob rau ntxiv dag zog lub tswv yim hais tias yog koj nco nws, nws yuav ploj mus. Nyob rau hauv ib tug series ntawm kev xam phaj nrog cov neeg muag khoom hauv Suav teb, Part and Sum, lub tswv yim pab tswv yim, tham nrog ib tus neeg yuav khoom uas tau tos yuav luag txhua hmo rau ib yam khoom uas nws xav kom muaj qhov tshwj xeeb kom nws thiaj li tuaj yeem tau txais cov sijhawm txwv ntawm cov khoom ntawd. Hauv kuv qhov kev tshawb nrhiav cov streaming nyob ua ib feem ntawm tsab xov xwm no, kuv tsis pom ib qho kwj dej rau Tebchaws Meskas uas muaj kev suav rov qab, lossis txawm tias lub sijhawm luv luv.

Lwm qhov ntawm FOMO yog lub peev xwm los tsim kev cia siab rau ib qho kev tshwm sim, thiab cov khw muag khoom hauv Teb Chaws Asmeskas tsis tau paub txog qhov no. Hauv Suav teb, cov neeg muaj kev cuam tshuam siv lawv txoj kev sib raug zoo mus rau hype livestream cov xwm txheej nrog rau cov neeg koom nrog lawv tus kheej. Hauv ib qho piv txwv ntawm qhov kuv pom hauv Teb Chaws Asmeskas, Nordstrom yuav muaj qhov tshwm sim nyob nrog Charlotte Tilbury, ua nyob ib ncig ntawm Oscars. Tib qhov chaw kuv pom ib qho kev nce qib ntawm qhov kev tshwm sim no yog nyob ntawm Nordstrom Live ib feem ntawm lub xaib. Ntawm Instagram, piv txwv li, tsis muaj lus hais los ntawm Nordstrom, los ntawm Charlotte Tilbury lub hom, lossis los ntawm Charlotte Tilbury nws tus kheej.

Mastering Shopping li Entertainment

Lwm qhov tseem ceeb ntawm kev tau txais cov ntsiab lus raug yog kev lom zem muaj txiaj ntsig ntawm lub sijhawm. Ntau qhov kev soj ntsuam ntawm kev ua lag luam nyob tsis ua haujlwm hauv Asmeskas tau raug pinned rau qhov tseeb tias nws tsuas yog qhov txawv txav xwb. Ib tsab xov xwm hu ua "tsis muaj charisma." Lwm tus taw tes tawm tias thaum peb txhua tus mus rau Amazon mus yuav khoom, peb tsis mus qhov ntawd nrhiav ib yam dab tsi ze rau kev lom zem khw muag khoom. Thiab, thaum kuv nyob hauv khw surfing, kuv lees txim tias kuv tau poob qis.

Ntawm Amazon, tus tswv tsev tau tsiv tawm ntawm ib qho khoom mus rau lwm qhov tsuas yog paub tias nws tau tso nws cov qauv hauv chav ua noj (thiab kom nws tus poj niam khiav thiab tau txais). Tshaj li tsib puas tus neeg tau saib qhov ntawd, feem ntau ntawm cov kwj dej nquag ntawm Amazon Live thaum kuv nyob ntawd rau hnub Saturday. Cov kwj deg uas saib tom ntej muaj plaub caug leej. Lwm tus tswv tsev ntawm PopShop tau ntev ntev ntawm kev ntxhov siab nyob ntsiag to - nws tau muaj qee yam kev nyuaj thiab tab tom sim daws nws tus kheej vim nws zoo nkauj npaum li ib tus poj niam ua yeeb yam.

Sab nraud ntawm ob peb tus neeg muaj kev cuam tshuam loj heev, koj nkag mus rau hauv tus Tsov tus tw ntev ntawm leej twg yog tus ceev ceev hauv Teb Chaws Asmeskas. Thiab nws qhia. Cov qauv ntawm Suav livestreams kuv tau pom (tso cai, tej zaum yuav muaj kev xaiv tsis ncaj ncees rau qhov kuv tuaj yeem pom) qhia ob lub tswv yim, ib qho tsom rau kev qhia cov khoom thiab ib qho tsom mus rau kev txav cov yeeb yam nrog - thiab nws yog ib qho yeeb yam, tsis yog ib teev nrog ib tug txiv leej tub thiab nws sau cov tsom iav ntawm phab ntsa tom qab nws (yog, qhov tseeb yog nws keeb kwm yav dhau). Muaj cov nqi tsim khoom, muaj peev xwm txawm tias ib tus neeg thib peb (lossis ntau dua) kev sib tham sib tham thiab yuam cov tswv rau cov lus nug uas lawv yuav tsum tau hais qhia nyob rau hauv thaum teb ncaj qha rau tus so. Nws ua rau US nyob kav khw zoo li lub teeb qis los ntawm kev muaj koob meej ntawm pej xeem nkag mus rau TV.

Txawm hais tias lawv nquag ua yeeb yaj kiab lossis tsuas yog ua kom tsis muaj qhov kawg ntawm cov yeeb yaj kiab lom zem, Asmeskas cov neeg muaj feem cuam tshuam tsis tau paub txog kev kos duab ntawm yuav ua li cas ua kom muaj cov npe tsis muaj qhov kawg ntawm cov khoom siv thiab lom zem. Thiab cov qhov khoob no tsis tuaj yeem kov yeej tau yooj yim - txawm tias TikTok, uas muaj tag nrho Douyin kev paub dhau los, tseem tsis tau ua tiav kev lag luam nyob hauv kev lag luam sab hnub poob, thiab tsis yog qhov tsis muaj kev sim.

Kev Tuav Nyuaj

Thaum kawg, nyob kav khw yuav ib txwm txawv nyob rau hauv Teb Chaws Asmeskas dua li nyob rau hauv Tuam Tshoj vim hais tias los ntawm ib tug thev naus laus zis foundations, peb nyob rau hauv ob qhov chaw sib txawv kiag li. Elon Musk tau cog lus tias yuav tig Twitter mus rau hauv lub super app, tab sis tag nrho cov tuam txhab thev naus laus zis tsis tau them nyiaj ntau rau lawv cov app hneev taw ntawm Asmeskas cov neeg siv xov tooj. Google tuaj yeem yog super app yog tias lawv xav tau - ntawm kuv lub xov tooj (Apple) tam sim no kuv muaj tsawg kawg tsib Google apps sib txawv. Amazon kev yuav khoom tau txais kev pabcuam los ntawm ib qho app txawv dua li Prime streaming.

Qhov kev sib cais no ua rau muaj kev sib txhuam uas ua rau nws nyuaj rau kev mus yuav khoom nyob. Ntawm kuv lub laptop, nyem rau ntawm cov khoom tshwj xeeb hauv Amazon Live kwj qhib nplooj ntawv nthuav dav cov khoom tshiab uas kuv ua raws li cov txheej txheem kev yuav khoom zoo ib yam li kuv tuaj rau ntawm qhov chaw ncaj qha. Rau lub tuam txhab uas tau tsim ib-nias mus yuav khoom, qhov tseeb tias kuv tsis tuaj yeem tsuas yog ntxiv cov khoom rau kuv lub laub los ntawm kev ua yeeb yam zoo li tsis txaus ntseeg.

Cov kab hauv qab

Yog tias koj coj lub peev xwm siab tshaj ntawm kev yuav khoom nyob hauv Suav teb - cia peb hais tias yog 25% tsuas yog ua siab dav - thiab siv qhov ntawd rau Asmeskas kev lag luam stats, qhov cuam tshuam yog tsim nyog them rau, tab sis nws tsis nyob ze qhov ntsuas ntawm qhov nws tau ua tiav. hauv Suav teb. Nws nce tawm ib ncig ntawm $ 200 nphom hauv Asmeskas raws li 2022 tus lej, feem ntau vim tias eCom hauv Asmeskas tsis yog ze li ib feem pua ​​​​ntawm tag nrho cov khw muag khoom hauv Suav teb.

Thoob plaws lub khw muag khoom thoob ntiaj teb, qhov ntawd tuaj yeem txhais tau tias yog $ 1 trillion las hauv tag nrho kev muag khoom tsuas yog rau kev yuav khoom nyob rau ib hnub, uas yog qhov tseem ceeb, txawm tias nyob rau hauv cov ntsiab lus ntawm $ 25 trillion hauv khw muag khoom thoob ntiaj teb. Tab sis cov khw muag khoom, cov khoom lag luam, cov tuam txhab thev naus laus zis, thiab cov neeg muaj kev cuam tshuam yuav tsum tsis txhob txo qis kev ua haujlwm hnyav thiab kev nqis peev uas yuav tsum tau mus rau qhov ntawd. Tuam Tshoj txoj kev vam meej tsis txhais tau zoo nyob sab nraud ntawm Tuam Tshoj, thiab yog vim li cas zoo. Thiab muaj kev pheej hmoo tiag tiag uas nws dhau los ua tus nqi kim tshaj plaws - ib qho uas yuav tsum tau nqis peev ntau los ntes kev muag khoom, lossis ib qho uas los nrog cov nqi txo nqi thiab / lossis rov qab los kom tau txais cov neeg siv khoom. Ua nrog ceev faj!