21世纪以来,全球科技创新进入密集活跃期,自动化加速走向数字化、网络化、智能化、直播化。疫情时代的来临,更是让直播经济与经济社会各领域全面深度融合,将进一步推动变革发展。直播电商一路高歌猛进、迈入万亿元时代的同时,我们也要思考一个问题:直播电商未来会呈现出怎样的发展趋势?直播电商的发展是否需要做出调整?直播行业的现状又是如何呢?
一、监管入局,直播行业越来越规范化
疫情的到来,直播电商迅速进入了火爆时期。短时期内大量商家的涌入,行业也由此进入了一段野蛮生长期。
刚开始,消费者对电商直播新业态、新模式的积极响应和包容,但是很快出现了一些利用相关法律、规则与标准漏洞的不法商家,一些带货平台也存在这样那样的问题,明星带货的商品出现质量问题让各地政府相继出台了有关视频直播购物的“运营、服务规范以及服务体系评价指南”,直播电商行业开始向规范化迈出了一大步。
毫无疑问,这个行业正在越来越规范。
二、行业细分直播领域更加垂直化,头部效益依然明显
从目前行业所呈现的态势观察,垂直化的直播电商形式正在兴起,直播需要更加专业化的挑战。也就是说,只有深耕垂直赛道的直播电商才能拥有自己的流量护城河。
头部机构的强大之处在于他们是直播行业里的技术单位,他们的相关经验与人才储备是普通的品牌公司和小型机构难以获取的。甚至对头部机构来说,头部主播并不需要固定,即使是薇娅、李佳琦,新的主播IP更迭会更容易,可能明天头部机构就扶持了新的头部主播,只要头部机构不倒,它就一直会是稳居行业头部。
对于企业和商家来说,不管头部机构会不会帮你带货,请先跟头部机构建联,为的就是他们所拥有的强大分销体系。
三、体验升级,新科技带来多样化直播场景
某种程度上说,直播电商之所以能在短时间内获得如此快速地发展,除了疫情的催生外,很重要的一点就在于它提升了消费者的购物体验,带来了一种全新的购物模式。
消费者在了解一款商品时,不再依赖于传统的图文详情页介绍,从中反复寻找自己所需的信息,而是在直播间可以通过多维度、立体化的呈现方式去了解商品细节。
再加上主播实时解答用户心中的困惑,从而有效解决了消费者在购物前充分了解商品信息的需求。5G时代下,直播电商将会进一步放大这一优势,很多直播新科技会带来多样化直播场景。
四、回归专业,知识直播兴起
以“知识直播”出道的刘媛媛、樊登等人,凭借在抖音积累的千万粉丝,逐渐成为了细分领域的带货高手。
为什么会出现这样的情况呢?因为“明星光环”并不是粉丝“买账”的关键,关键还是在于货品本身能否满足用户需要,跟你是不是明星关系并不大。
最近大热的新东方更是打开了知识直播的一个重大的窗口。旗下电商品牌东方甄选抖音直播间,走出了带有新东方ICON的高知、高敏人气主播——董宇辉。与此同时,东方甄选控股股东——港股新东方在线,盘中一度涨超100%,刷新上市以来最高涨幅纪录。
作为直播的最新形态,电商直播的爆火,不仅在短时间内造就了诸多的“明星”,还催生了完整的直播生态,带动了整个上下游的整体“繁荣”。无论是直播带货还是做其他直播,行业竞争者越来越多,如何才能掌握更多直播电商的资源开拓新的资源对接渠道呢?或许88成都国际直播节能给你答案!
原文链接:https://xw.qq.com/amphtml/20220722A088RJ00
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