国外移动直播先烈meerkat已经下架,国内1/10直播平台死亡,直播行业也迎来了政策寒冬。虽然斗鱼、花椒、映客、一直播等直播平台推动整个直播行业的火热,但许多直播平台却面临着尴尬的窘境。
娱乐C端直播风口即将过去
在人气主播签约与分成的成本高企之外,带宽成本也让不少中小直播平台不堪重负,截至今年上半年,我国网络直播用户规模已经超过3亿,但所支付的带宽成本也越来越高,有人算了一笔账,在线人数每达到百万人,直播平台每月仅带宽费用就超过了3000万元。与此同时,资本也开始变心,对不靠谱的直播平台项目开始收紧钱袋。
另一方面,随机的打开一个直播产品,都会看到磨皮过的精致妆容与大同小异的网红脸,靠颜值卖萌,讲故事,要钱,或者唱歌吃饭等直播已让部分用户审美疲劳或者反感。说到底这也是C端直播的内容苍白与空虚的场景氛围使得其无法持续吸引用户,但C端直播的这类需求当然会持续存在,但未来可能只容得下少数平台。
而另一方面,C端直播的盈利模式单一,主要依赖打赏以及增值服务与广告等,少数想做产业闭环的会连带上艺人经纪业务,但这尚不足以支撑C端直播平台未来的持续火爆。尽管大家都是奔着平台头部内容而来,但C端直播盈利模式艰难已经是常态。
在资本与巨头的推动下,用户与主播资源也开始向少数直播平台聚集,很多平台资金链吃紧,洗牌在即,C 端直播的风口即将过去。
C端的路不好走,B端企业直播的门恰恰打开了
C端直播的路如果不好走,B端直播的门则恰恰打开了。C端直播火爆,但也为B端的兴起打好了用户基础,部分泛娱乐直播平台可能也会考虑将巨大的流量向B端变现,未来的一大直播方向是面向企业商务需求,而B端直播可以对接各种企业的商务发布会、沙龙、座谈、讲座、渠道大会、教育培训直播等,这类直播需求量则非常大。
这类而专门为中小企业提供商务活动直播的平台,优势是可让更多的相关领域的兴趣用户或行业人士足不出户就可以亲临现场,获取垂直领域专业化的直播内容,它不需要直播平台基于网红与明星争夺战的巨额沉没成本的支出,又能平衡好用户、平台、企业主的三方利益,匹配了内容供给侧与用户端的需求。目前不少B端直播平台已经在逐渐起量,企业直播的势头也在上升,某种程度上说,企业直播的风口来临了。
企业直播有着巨大需求,移动直播服务商迎来了新机会
有业内人士称,中国企业一年有1000万场线下营销推广活动,以往这些活动只能覆盖现场人群,而如果采用在线直播的方式,覆盖到目标观众和潜在的客户群将极大扩展而且成本非常低,目前许多不同行业和直播都有紧密的结合点,而这个时候给企业做直播解决方案的公司,有望成为直播行业第一批淘金的。
因为给企业做直播解决方案的公司,向企业收费的盈利模式很清晰——与直播云服务和CDN平台收取直播平台的钱不同,它们的客户就是一切有商务活动直播需求的企业,这个群体前面已经说到,非常庞大。除了收取直播技术服务费之外,还可通过提供各种效果营销以及数据分析服务。
前面说到,直播平台每月仅带宽费用就超过了3000万,但目前直播卡顿、延迟却成为用户观看直播时普遍反映的较多的一大体验短板。而基于创新技术上投入来改善直播体验往往成为企业直播的一大刚性需求。这里值得一提的是乐直播,乐直播的主业务则是专注于企业直播的一套直播系统,能够为企业提供专业、高清、不卡顿、可移动的直播服务。而乐直播的盈利模式不仅于此,它可以卖企业直播间,比如说一套直播间市场价10万一年,而基于未来企业直播的需求,企业直播间的潜在需求是比较庞大的。
其次是卖直播服务以及各种产品的直播销售以及直播培训等,跨行业跨地域的帮助企业赚钱,比如企业用直播招商成本低,同时可影响的人从几百人变成了几万人,直播招商滚雪球式增长。可以看出,乐直播的模式是在聚集一定用户之后,通过双赢战略帮助企业实现交叉营销,获取潜在观众。
但为何B端直播少有人做?对技术要求高
回到B端直播的话题,前面说到,尽管B端直播是未来的大风口,而且盈利模式相对C端更清晰,但为什么大家都在秀场直播,而去做企业直播的却比较少呢?说到底,这一方面源于在互联网行业,资本追捧热衷于追捧新兴的商业模式与新概念,但由此驱使大量缺乏特色的创业者跟风扎入其中,比如在2013年团购型网站平台火的时候,团购平台超1000家, 2015年O2O火的时候,O2O平台超过1000家,而目前直播超过2000家,其中又是以C端娱乐直播为主。另一方面是技术难度太大,而企业直播的核心的就是:不卡顿,可移动。
企业商务需求对于直播的体验与新媒体营销的要求高,对技术水平要求也很高,包括编解码的优化,通过CDN资源调配自动判别和切换来避免卡顿等问题,一场承载上千人的现场直播,如果出现卡顿和突然崩溃,造成的影响和泛娱乐平台的网红直播是完全不再一个层级。
因此企业搭建视频直播平台必须具有专业的技术能力,才能保证平台能够真正承载高并发用户的观看,并能够有良好的互动效果。
目前,许多直播服务商开始通过开放平台的云技术,采用SDK或API的方式,帮助企业做直播营销服务,通过CDN承载优化直播卡顿问题。提供此类服务的平台有乐视云、乐直播等。乐直播的模式是通过现场拍摄,解码压缩上传到云服务器,通过多终端分发去锁定有效客户。
确保企业直播不卡顿,乐直播通过6项专利发明的“多链路传输技术”解决了这个问题。即通过将图片碎片化后多链路上传,然后在云端将碎化图片合成后进行直播,实现在微信上做直播也不卡顿的效果,例如一般1000人的大会现场,移动信号通道被挤的几乎打不通电话,而乐直播的直播盒无需网线即可连接摄像机与导播台,并通过独有的推流算法确保户外直播不会卡顿,突破直播场地与空间限制,这也为企业直播带来了新的想象空间。
为何说直播是企业的新机会?乐直播带来了新玩法
之所以说直播是企业的新机会,一方面是视频直播的互动更及时,品牌与用户可以进行“面对面”交流。另一方面,视频直播还能够打破社交平台之间的鸿沟,传播范围更广而且受众更精准。所以,直播不仅仅是”狭义”的泛娱乐直播,它的应用的场景包罗万象,甚至还可以在各种垂直类APP与微信公众号中内嵌的直播功能,当这类企业因技术瓶颈无法实现直播功能时,也可以通过直播服务商快速拥有直播功能。
从直播服务商乐直播给企业带来的新玩法我们看到,它包括企业直播间、企业直播间与行业应用定制等多种服务,在硬件上提供5分钟可完成搭建的直播设备给企业用户搭建营销型直播间,并且内嵌商城可以一键支付,其应用场景从经销商大会、新品发布会到促销活动等多种消费场景的扩展,企业营销也因此有了更多的玩法与想象空间。
事实上,不同行业和直播都有紧密的结合点,通过以直播的形式展示与传播,能够更有效地传达品牌要表达的内涵和情绪。
乐直播降低了企业营销成本 衍生更多直播服务盈利模式
对于企业来说,很多企业举办的活动虽然精彩,但是线下活动观众固定,需要花大量人力、物力、财力,但推广内容与形式受限,活跃度低,没有解决活动结束之后的二次传播与用户转化的问题。如果企业独立搭建直播系统,成本会在几十万上下,这是中小企业或者创新型公司所承受不起的。
而借助第三方直播则能解决这个问题。目前乐直播已在汽车、房地产、互联网等行业有一些成功案例,比如它与帕萨特、众泰等汽车厂商合作直播发布会,而这些单个视频直播合作项目的费用仅为一两万起,而直播内容嵌入到更多产品、网站、APP中,用户转化率更高,相较于自己企业搭建视频直播平台无疑成本更低,也颇具性价比。
而乐直播针对企业直播服务则是贯穿了硬件+软件+后台+云服务+培训等整套一体化流程化的服务模式,其系统包括5个方面:1、核心硬件、2、营销型直播间、3、营销管理后台、4、乐视云支持、5、直播营销培训。
而企业也可以借助这一整套流程化服务,玩转直播+,从技术、营销、服务、内容,进而可以衍生出更多的直播服务盈利模式。某种程度上说,打造这样一套直播营销平台之后,它不仅能持续回放,而且能自动持续售卖产品,可跟踪进行大数据营销并配置方案,从本质来看,这不仅仅是一套可移动高清不卡顿的直播系统,更是一套可以真正帮企业做直播营销赚钱的系统。
摆脱第三方直播平台 黏住用户,沉淀流量 提升转化
另外,目前很多企业直播都是通过第三方平台直播。直播完以后,流量都跑到了第三方平台,企业很难把直播带来的大量用户和流量沉淀到自己平台,提升流量的转化率。
而乐直播的玩法是帮助企业把流量沉淀下来,同时提高流量的转化率。为此,目前定位商务直播领域的服务商乐直播已开发了微信视频直播功能,基于SaaS、PaaS系统平台为支撑,打造基于微信生态的直播系统,将直播融入到微信公众号、网页或APP中,用户可以在微信中观看直播,无需下载APP或其他插件。这相当于摆脱第三方平台,建立自己的专属微信直播间,并可实现多微信公众账号同步直播,直播效果也得以迅速放大扩散。企业直播也不用为第三方直播平台做嫁衣。
从这里看出,商务直播随着技术的逐步迭代和基因进化,将逐步具备媒体属性并能提供商业化配备方案。从未来的趋势来看,未来将会涌现出许多深度定制的“直播+”应用产品,而视频直播功能将成为许多行业的标配并嵌入到更多产品、网站、微信公众号与APP之中。借助直播产业链服务商,根据场景、观众的需要,实现直播的商业化、娱乐化、互动化运转,为企业带来更大的营销效果与转化率。当企业直播风口来临,采用何种方式抓住风口,则可能成为企业抓住这一波直播机会的关键。
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