Transform "flow field"

Behind the competition is the convergence of live broadcast e-commerce and traditional shelf e-commerce. Zhuang Shuai believes that this trend is particularly obvious during the "Double 11" period.

He further explained that the interactivity of the live broadcast e-commerce, the influence of the anchor and the ability to guide consumption are much stronger than those of the shelf e-commerce. These characteristics can enable the live broadcast e-commerce to achieve better growth during the promotion period. On the one hand, Taobao Live increased the investment and support of content; on the other hand, Tiktok Kwai went online and increased the development of shelf malls. Let traditional e-commerce benefit from the growth of live broadcast e-commerce, which also reflects the future growth potential of live broadcast e-commerce.

According to the public data, in the "Double 11" in 2022, Tiktok E-Commerce will focus on shelf e-commerce, provide benefits such as consumption vouchers, commodity subsidies and flow subsidies, support mall operation, create more sales growth opportunities for brands, talent, small and medium-sized businesses, and strengthen the operation of malls, search, window stores and other channels.

How to guide businesses to conduct sustainable operation and strengthen infrastructure construction will be an urgent problem to be solved in the next stage of Tiktok. Ruizhen, the person in charge of the operation of Tiktok e-commerce activities, said in a presentation to businesses that many businesses believe that during the "Double 11" period, the most important thing to focus on is the GMV results, but they recommend that you pay more attention to the net recommendation rate of your own stores. This indicator means that businesses have established a better image on the consumer side, including goods, prices, services, etc., which clearly represents user feedback.

The change of platform rules in Taobao Live started earlier. "In 2022, Taobao Live will carry out a major change around content, and build a content-centric traffic creation field outside of the pure traffic consumption field," said the relevant person in the industry.

According to Taobao live broadcast, this transformation is divided into three steps. First, the logic of "people and goods matching" has been changed. From "people looking for goods" in the past to "goods looking for people", this is to replace search with recommendation more, and stimulate users' new needs through accurate recommendation of content and goods. Secondly, open more traffic entrances for live broadcast. The traffic portal of Taobao live broadcast has included guessing what you like, shopping, having good goods, searching, and official APP Taobao, and has realized the "public domain connection" between each traffic portal. Finally, change the single logic that only focused on "transaction efficiency" in the past. Provide more traffic tilt for the live broadcast room with good content, high conversion rate and long interaction time, and encourage all anchors, small and large, to innovate and continue to operate in terms of staffing, live broadcast scenes and content design.

For merchants, the most important thing is the change of traffic distribution rules, which will directly affect the playing method and results in the next stage. Cheng Daofang, general manager of Taobao Live Business Group, said in an interview with media reporters that since the end of 2021, Taobao Live has adjusted its algorithm. In the past, traffic delivery was strongly related to historical performance, but now it is linked to real-time performance of the day. "20% - 30% of the traffic distribution has a direct relationship with the live broadcast behavior, and this proportion will continue to increase."

In 2022, with the overall growth of e-commerce slowing down, live e-commerce experienced a turbulent year. It is good for the industry and the platform to reduce from the brutal growth of three digits to the growth of two digits in the past. We can appropriately shift our energy from the fierce competition to the refined operation. To some extent, the myth of live e-commerce has been broken, but a new story has just begun.