Since the birth of traditional e-commerce, it has gone through the birth period and growth period, and now it has matured in various aspects. The original various traffic introduction methods have also been developed and are almost saturated. iResearch shows that since 2016, the growth rate of China's e-commerce transaction volume has slowed down, and the cost of acquiring customers for major e-commerce platforms has continued to increase. Traditional e-commerce needs to find a new traffic channel.
Data source: White Paper on China's Video Content E-commerce Industry in 2020
In 2019, the video content industry, which has gone through the exploration period, entered a period of rapid growth, and short-term frequency once became one of the most popular entertainment methods. According to iResearch: In 2019, the overall transaction volume of live-streaming e-commerce reached 451.29 billion yuan, accounting for only 4.5% of the overall online shopping scale, and by 2021, the transaction volume of live-streaming country email list e-commerce has reached 1,949.37 billion yuan, accounting for the overall size of online shopping. It is expected that the penetration rate of live broadcast can increase to 20.3% in 2020. Live e-commerce is in a period of rapid growth.
Diantao was originally Taobao Live. It is an e-commerce live broadcast module independent from Taobao. It is an important APP for Ali to gradually penetrate the video content industry by relying on live broadcast. Douyin, as the leader of the current video content APP, has also begun to cut into the e-commerce market through live broadcast. This article will choose Douyin Live as a competing product, analyze its advantages and disadvantages, and give corresponding suggestions.
3. Competitive analysis
1. Product positioning
Diantao Live to facilitate transactions:
E-commerce platforms generally use pictures or recorded videos to display product details, while Diantao uses live broadcasts to display and promote products by introducing major anchors with goods and major store anchors. This will give consumers an immersive feeling and bring a more authentic and reliable shopping experience, thereby increasing the transaction rate of commodity transactions.
Douyin e-commerce live broadcast interest shopping:
Users often open Douyin for entertainment rather than shopping. When opening Douyin to browse live broadcast rooms or videos, Douyin will recommend content of interest to him, and use interest to mobilize users’ shopping needs to achieve transactions.