从农货直播助推扶贫,到公益直播带动爱心,再到法院直播法拍创新纪录,直播业态全面爆发,成为新的流量入口。然而火热的背后,电商的新老问题在直播行业不断出现。从“野蛮生长”到“补缺自省”,部分直播电商需要在“祛火”和“纠偏”中谋求新的发展。

From the agricultural goods live broadcast to help the poor, to the public welfare live broadcast to drive the love, and then to the court live broadcast law to shoot the innovation record, the live broadcast business pattern completely erupts, becomes the new flow entrance. However, behind the hot, e-commerce problems in the live industry is constantly emerging. From \"barbaric growth\" to \"make up the lack of introspection \", some live e-commerce needs to seek new development in\" dispelling fire \"and\" rectifying deviation \".

  边看直播边“剁手”,已经成为很多人新的网购方式。行业研究机构艾媒咨询发布的报告显示,2019年中国在线直播用户规模将超5亿,四成受访的直播用户会选择购买明星或网红电商直播推荐的产品。淘宝直播发布的数据显示,2018年淘宝直播引导成交超千亿元,带货同比增速接近400%,可购买商品数量超过60万款。

Watching live while \"chopping hands \", has become a new way for many people online shopping. According to a report released by industry research firm ai media consultancy, china's online live streaming users will be more than 500 million in 2019, and 40% of the respondents will choose to buy the products recommended by star or network celebrities for live e-commerce. Taobao live broadcast released data shows that in 2018 Taobao live led to a transaction of more than 100 billion yuan, with goods with a year-on-year growth rate of nearly 400%, can buy more than 600,000 items.

  2019年,直播带货成为各大电商重点营销板块,淘宝、京东、蘑菇街、快手、抖音、唯品会等纷纷加入这一新的电商赛道。蘑菇街创始人、董事会主席陈琪认为,通过直播,消费者可以对商品的形态、功能得到全方位、更深入的了解。此外,超强的互动性也是电商直播的突出优势。

In 2019, live broadcast with goods became the key marketing section of the major e-commerce, Taobao, JingDong, mushroom street, fast hand, shake sound, VIPSHOP and so on to join this new e-commerce track. Chen Qi, founder of Mushroom Street and chairman of the board of directors, believes that through live broadcast, consumers can get a full and deeper understanding of the shape and function of the goods. In addition, super interactive is also a prominent advantage of e-commerce live broadcast.

  “直播带来的不仅仅是高转化率,更带来了‘两升一降’,即销售额、满意度提升,咨询量下降,客服压力小了。”森马电商副总经理蔡一凡说。

“is bringing not just high conversion rates, but also" two ups and one downs," with sales, higher satisfaction, lower consulting and less customer pressure." Sen Ma e-commerce deputy general manager Cai Yifan said.

  目前,直播业态覆盖了包括美妆、服饰、食品、家居、数码家电、汽车等在内的几乎所有行业。而主播群体中,一种是品牌、商家自己开设直播间,另一种是专业主播。专业主播来自不同行业,使用专业知识为消费者挑选、推荐商品,由此形成在消费领域的权威声音,影响消费者。

At present, the live broadcast format covers almost all industries including beauty makeup, clothing, food, home, digital appliances, cars and so on. Among the anchor group, one is the brand, the merchant own opens the live broadcast room, the other is the professional anchorman. Professional anchors come from different industries, using professional knowledge to select and recommend goods for consumers, thus forming an authoritative voice in the field of consumption, affecting consumers.

  多位专家认为,直播电商创造消费增量,成为拉动内需的重要驱动力,成为新国货品牌成长的快速通道,一些新职业、新就业应运而生。

Many experts believe that live e-commerce creates consumption increment, becomes an important driving force to stimulate domestic demand, and becomes a fast channel for the growth of new domestic goods brands, and some new occupations and new employment emerge as the times require.

  据统计,一线电商主播的孵化公司已逾600家,其中不少都位于杭州。中南财经政法大学数字经济研究院执行院长盘和林认为,网红直播机构化、专业化的特征越来越明显,即从过去的UGC(用户原创内容)模式向PGC(专业生产内容)模式转变。

According to statistics, there are more than 600 incubators, many of them in Hangzhou. Pan he Lin, executive director of the Digital Economics Research Institute of the Central South University of Finance, Economics and Law, believes that the characteristics of the institutionalization and specialization of the network celebrities are becoming more and more obvious, that is, from the UGC (user original content) model to the PGC (professional production content) model in the past.

  开个直播间,农民就可以面向全国销售自家农产品。阿里巴巴数据显示,2019年天猫“双11”共有2万场村播,还有40多位县长直播吆喝当地农货。

Open a live room, farmers can sell their own agricultural products to the country. There were 20,000 village broadcasts of Tmall's \"Double 11\" in 2019, with more than 40 county chiefs shouting local farm goods live, according to Alibaba.

  多个传统行业,都因“嫁接”直播而发生变革。浙商创投行业高级分析师骆航宇举例说,图文时代翡翠玉石很难在网上销售,但直播可以满足独特的销售需求,用手电筒在背后打光,看到透光度,销量猛增。

Many traditional industries have been transformed by \"grafting\" live. For example, it is difficult to sell jadeite on the Internet in the graphic and text era, but live broadcast can meet the unique sales demand, with flashlights on the back of the light, see the transparency, sales surge.

  得益于5G技术,直播不仅会更快更高清,甚至可以进行放大和缩小,看到商品更细节的部分,这有利于商品展示。淘宝内容电商事业部负责人俞峰认为,直播所能覆盖的领域将越来越广,并能增强用户和直播之间的互动性,甚至会出现AR、VR直播、互动直播等新型直播方式。

Thanks to 5G technology, live broadcast will not only be faster and higher definition, even can be enlarged and reduced, see the more detailed part of the goods, which is conducive to the display of goods. Taobao content e-commerce division head Yu Feng believes that live broadcast can cover more and more areas, and can enhance the interaction between users and live broadcast, and even appear AR, VR live, interactive live broadcast and other new live broadcast.

  直播也催生了不少新职业。从主播、网红,到他们背后的经纪人、场景包装师、直播助理、直播讲师等,因电商直播而兴起的职业已有数十种。

Live broadcasts have also spawned new careers. From anchorman, network red person, to the broker behind them, scene packer, live broadcast assistant, live broadcast lecturer, etc., there are dozens of professions that have risen because of e-commerce live broadcast.

  尽管直播带货风风火火,但夸大宣传、数据注水、售后欠缺等问题仍然存在。一些消费者反映,有些主播在带货时涉嫌传播虚假广告,出现货不对板等问题。

Although live with the wind and fire, but exaggerated publicity, data injection, after-sales deficiencies and other problems still exist. Some consumers reported that some anchors in the delivery of goods suspected of spreading false advertising, goods wrong board and other issues.

  ——夸大宣传。“直播里说,所有的榴莲都是熟的,刚刚好,拿到就可以吃,我心动下单了,没想到拿到后打开是非常生的,宣传的和实际产品严重不符。”消费者王熙媛抱怨,虽然最终和商家协商了赔偿,但有过这样的一次经历以后,她对直播购物产生了怀疑。

—— Exaggerating propaganda. "Live broadcast said that all durian are cooked, just right, get can eat, I heart to send an order, did not expect to get after opening is very raw, publicity and the actual product is seriously inconsistent." Consumer Wang Xiyuan complained that although she eventually negotiated compensation with merchants, after such an experience, she became suspicious of live shopping.

  ——数据注水。一位业内人士说,愿意冒风险就愿意去刷量。流量是第一步,转化率是第二步。网红直播的收入,跟流量有一定关系,但最终还是要看转换率。记者在网络上搜索关键词“翻量工具”,淘猫流量、流量猎手都在其官网上提示,可以提供直播刷量服务。一位流量猎手平台的客服介绍,增加1万的观看量价位在400元至500元,并且声称是增量数据,不会被平台查出造假。

—— data injection. One person in the industry said that willing to take the risk of willing to brush the amount. the flow rate is the first step and the conversion rate is the second step. Net red live income, and traffic has a certain relationship, but ultimately depends on the conversion rate. Reporters on the Internet search keyword "turning tool ", Amoy cat traffic, traffic hunters are prompted on its official website, can provide live brush volume services. A traffic hunter platform customer service introduction, increased 10,000 viewing price between 400 yuan to 500 yuan, and claimed to be incremental data, will not be detected by the platform fraud.

  ——售后欠缺。一位消费者向记者表示,她通过直播购买了一件衣服,直播里说一周左右就能发货,结果两周还没有发货。客服回复称由于订单多,衣服仍在赶制。记者了解到,网红直播中存在不可控因素,比如销售之后产品不能如期生产、发货,从而造成大量退单。

—— Shortage after sale. A consumer told reporters that she bought a dress live and said it would be shipped in a week or so and that she hadn't shipped it in two weeks. Customer service replied that because of the order, clothes are still in the rush. Reporters learned that there are uncontrollable factors in the network popular live broadcast, such as after the sale of products cannot be produced on schedule, delivery, resulting in a large number of returns.

  记者注意到,多家电商平台已着手整治。淘宝直播引入了“人工智能”识别技术、品质分等功能,并与原有的商品、商家治理体系结合,保障消费者的合法权益;蘑菇街设有专业反作弊团队,对不正当竞争进行打击,对有虚假交易行为的商家给予降权、流量屏蔽、清退等处罚。

Reporters noted that a number of e-commerce platform has begun to renovate. Taobao live broadcast introduced the \"artificial intelligence\" identification technology, quality classification and other functions, and combined with the original commodity, business governance system to protect the legitimate rights and interests of consumers; Mogujie has a professional anti-cheating team to crack down on unfair competition, to the business with false trading behavior to give down, flow shielding, clearance and other penalties.

  同时,监管部门也对直播业态进行规范。国家广播电视总局日前发布通知,要求网络视听电子商务直播节目和广告节目用语要文明、规范,不得夸大其词,不得欺诈和误导消费者。

At the same time, regulators also regulate the format of live broadcast. The State Administration of Radio and Television has issued a notice demanding that the terms of live audio-visual e-commerce programs and advertising programs should be civilized and standardized, and that they should not exaggerate, cheat or mislead consumers.


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