Double Eleven New Changes: Can Live Streaming Bring Goods Fengqi Really Bring Sales?

[CNMO] There is no “hand-picking family” who can suppress the thought of “buying, buying and buying” on the carnival night of Double Eleven; nor is there a hand-picking family who can repeat the consumption passion of the past ten years. After more than a dozen double 11 consumer wars, onlookers and participants will probably sigh sincerely: Double 11 has changed, the routines have increased, and the price cannot be bought. However, when the smoke of the price war dissipated, the double 10 What is the meaning of existence?

The meaning needs to be constantly filled and injected with new content, so the live broadcast of Double Eleven will also have more new ways to play. Last year’s Double Eleven, Li Jiaqi and Wei Ya’s live broadcast sales took a fault-like lead. Now, Wei Ya has fallen, and soon after Li Jiaqi’s comeback, the duopoly pattern of the anchors with goods is missing a corner. At the same time, top anchors such as Yu Minhong selected by Dongfang and Luo Yonghao who made friends will lead the new gameplay, and multi-platform live broadcasts may be lively in the e-commerce live broadcast arena for a while.

Can live streaming with goods really bring sales?

Speaking of the past of Double Eleven, the small games that were once popular on the e-commerce platform are now no one cares, but similar game marketing has not disappeared, replaced by the more grand-sounding metaverse version of Double Eleven. . Offline, the tentacles of Double Eleven have reached the local life market, Douyin, Kuaishou, etc. are all recruiting, and a battle for traffic is surging between short video platforms.

These are signs that e-commerce is rapidly breaking into all walks of life. In the process, Double Eleven, a shopping festival with a history of only a dozen years, will continue to refresh its definition. On the occasion of the opening of the Double Eleven Shopping Festival this year, CNMO will observe the Double Eleven under the new situation and conduct in-depth discussions on various topics. The topic of this article is “Can live broadcasts bring goods and fly sales?”

Live delivery, as the name suggests, is to deliver goods at the same time as the live broadcast. The reason for the emergence of live broadcast delivery is the rise of e-commerce, which has caused some people in the entertainment industry to follow up and evolve. During the epidemic, offline businesses closed down, and merchants and brands turned to online live broadcasts. The already hot live broadcasts helped propel the epidemic as a catalyst to another peak. In recent years, live streaming has become the mainstream. The sales of some top streamers can easily reach tens of billions of dollars. When Double Eleven is approaching, can live streaming really drive sales by itself?

Why is live streaming so popular?

Before discussing why live streaming is so popular, let’s talk about the general shopping psychology of consumers. Consumers are prone to impulsive consumption due to preferential promotions when shopping, especially female groups. The common spike activities in live broadcasts originated offline, which are similar to the promotion methods such as “end of season clearance”. Through the verbal stimulation of the anchor, consumers are prone to impulse payment behavior based on trust, and they will also feel satisfied after grabbing “limited-time special” products. At the same time, the anchor drives the rhythm through the barrage, creating a hasty buying scene, not giving consumers time to hesitate, thus greatly promoting sales.

my country has a vast territory. Except for first-tier cities, second- and third-tier cities and even rural areas, there are not so many shopping malls and branded brick-and-mortar stores locally. Their media environment and social circle restrict them from receiving brand and commodity information. When they see many low-priced products in the live broadcast, they will naturally feel the excitement brought by the increase of information, which makes the live broadcast shopping experience better than the graphic listing in the e-commerce platform.

In the process of live broadcast and delivery, the anchor will often try the product in person, and the presentation form is more realistic, so it is easier to deepen consumers’ trust in it. Especially for clothing and beauty products, the anchor’s try-on and trial experience can well present the effect to consumers, thereby helping consumers choose suitable products. After establishing trust, loyal fans often transfer their trust in anchors to products, thus establishing trust and even dependence on brands, which is the brand effect of anchors, celebrities, and stars. When enough fans can be influenced by the brand effect to generate consumption, sales will continue to rise. Through the above points, the reasons for the popularity of live streaming are also revealed: creating a consumption atmosphere, building brand trust, and stimulating impulsive consumption.

What impact does live streaming bring to Double Eleven?

Since 2015, webcasting has gradually entered the public eye, and in 2016 ushered in the “first year of webcasting”. According to the survey, in 2016, the number of Chinese Internet celebrities has exceeded 1 million. In April 2018, the total number of Chinese Internet celebrity fans reached 588 million, and the annual growth rate of Internet celebrity e-commerce GMV was as high as 62%. During the 2018 Double Eleven, “Queen of Bringing Goods” Weiya ended with a turnover of 330 million, “Lipstick Brother” Li Jiaqi sold 15,000 lipsticks in just 15 minutes, and live streaming brought goods to support Taobao’s 100 billion sales Forehead. In 2019, live streaming has become the standard for major e-commerce platforms.

During Taobao Double 12 in 2018, major anchors conducted 12-day live broadcasts in Wuhan Hankou North Garment City, Huzhou Zhili Children’s Clothing City, Haining Leather City, Jingdezhen Ceramics and other places, and the sales of major industrial bases increased by an average of 200%. %. From 0:00 on November 1, 2020 to 0:30 on November 11, 2020, the real-time turnover of Tmall’s double 11 global carnival season exceeded 372.3 billion yuan, twice that of 2019; from November 10 to 11, Wei Ya’s live broadcast room The cumulative GMV has exceeded 1.7 billion, and the sales volume has exceeded 6 million. The GMV of Li Jiaqi’s live broadcast room exceeded 1.1 billion, and the sales volume of the goods also exceeded 4 million. In addition to these two head anchors, the GMV of the live broadcast room in Sydney also reached 271 million. The live broadcast room GMV of Liu Tao, Wang Han, Ji Jie, Lin Yilun and Hu Ke were 29 million, 23 million, 15 million and 14 million respectively. Become the backbone of Double Eleven.

Can live streaming really bring sales?

On October 24, the first double 11 pre-sale opened, which also kicked off this year’s shopping festival. According to statistics, 460 million people poured into Li Jiaqi’s live broadcast room on the evening of the 24th. In just 40 minutes after the broadcast, the number of viewers exceeded 10 million. Many beauty items were sold out of stock; Luo Yonghao took “The Needs of Men” as the topic The first live show on Taobao was launched, and the number of viewers exceeded 5.5 million in just one hour after the broadcast. On the evening of October 24, the pre-sale of Tmall Double 11 was only 1 hour, and the turnover of more than 3,000 brands doubled compared with the same period last year.

It is reported that a total of 291 products have been listed in Li Jiaqi’s live broadcast room, with unit prices ranging from tens of yuan to tens of thousands of yuan. Many products were sold out and removed from the shelves within a minute. Luo Yonghao’s live broadcast room put a total of mobile phones, 3C digital, home appliances, and drinks on the shelves. , sportswear and other 156 product links. During the period, the number of real-time online users reached 70,000, the cumulative number of viewers was 26 million, and the number of fans increased by 1.1 million. In addition to the top anchors, on the first day of the double 11 pre-sale, Taobao Live’s waist anchor and new anchor pre-sale guidance amount increased by 365% and 684% respectively year-on-year. During Double 11, Luo Yonghao himself will also participate in 6 Taobao live broadcasts.

On the first day of pre-sale, the GMV of Li Jiaqi’s live broadcast room reached 21.5 billion yuan, and the sales far exceeded the 10.6 billion yuan in the same period of last year’s Double 11. Although this data has not been officially confirmed, it is enough to show the popularity of live broadcasts. It can be seen that the promotion of double 11 sales by live streaming is huge. In addition to Taobao, other platforms are also rushing into the field of live streaming. On October 24th, Station B officially joined the Double 11 live broadcast and brought goods war. The shopping area was officially launched in the live broadcast section, and the shopping “little yellow cart” function was fully released. At present, Taobao,, membership purchases, personalized clothing, digital collections and other products can be added to the live broadcast room of station B.

write at the end

The “2022 China Live E-commerce Market Data Report” shows that the transaction scale of my country’s live e-commerce market will reach 2.4 trillion yuan in 2021, an increase of nearly 120 times compared with 19.64 billion yuan in 2017. The E-commerce Research Center of Netease predicts that the scale of China’s live broadcast e-commerce transactions will reach 3.5 trillion yuan, a year-on-year increase of 47.69%. After a period of savage growth, the content and forms of live e-commerce are constantly enriched and enriched. In the past, there were “senior players” such as Taobao,, and Pinduoduo, and then there were rising stars such as Douyin, Kuaishou, and Station B. With the addition of more and more ways to play, the sales of Double Eleven will increase by leaps and bounds, and China’s e-commerce industry will also usher in a new situation.