On December 20, the Inspection Bureau of Hangzhou Taxation Bureau of Zhejiang Province issued an announcement that Huang Wei (Weiya) From 2019 to 2020, the evaded taxes will be recovered, late fees will be added, and a total of 1.341 billion yuan will be fined 。 Then Weiya Taobao, Weibo and Tiaoyin accounts have been closed one after another. This point to line strangulation of accounts is tantamount to announcing that the top stream IP of live broadcast with goods has come to an end.
Although live broadcast e-commerce is only a popular outlet in the past two years, it has accelerated the reconstruction of the power of e-commerce in the Jianghu. In 2017, the size of the live broadcast e-commerce market was only 19 billion yuan; In 2018, the market scale rapidly climbed to 133 billion yuan; In 2020, with the rapid rise of leading anchors such as Weiya and Li Jiaqi, the market scale also expanded to 961 billion yuan. Even, the China Business Industry Research Institute predicted that, In 2022, the scale of China's e-commerce live broadcast market will further rise to 1.5 trillion yuan.
Figure | Statistical Report on Internet Development in China
The essence of the explosion of such huge potential energy in live broadcast e-commerce is the control of traffic cost and the maximization of traffic operation efficiency, It fundamentally solves the two persistent problems of traditional e-commerce ——Reduce customer acquisition cost and improve conversion rate. Based on this, in an environment where traffic becomes scarce and costs remain high, Taobao, Tiaoyin, Fast, Pinduoduo A group of Internet companies, such as Station B and Little Red Book, have successively entered into live broadcast e-commerce to test water. At the same time, the anchors pushed to the top by the tide also showed their amazing ability to attract gold ——In February 2021, Forbes China released the list of "2021 Top 20 Potential Women in Business", and Weiya ranked fifth on the list; In May, New Fortune released the "2021 New Fortune 500 Rich List". Weiya&Dong Haifeng and his wife succeeded with their wealth of 9 billion, ranking 490. They were tied with Xu Xin, the capital of today, Zhang Xuhao, and Tao Huabi, the old godmother.
The new E-commerce Law of 2019 clearly stipulates that e-commerce platform operators shall record and preserve the information on goods and services and transactions published on the platform, and ensure the integrity, confidentiality and availability of the information. The storage time of goods and services information and transaction information shall not be less than three years from the date of completion of the transaction.
On the surface, this Weiya's punishment is just an event in the field of live broadcast of goods. In fact, it more reflects many problems and drawbacks of the platform economy derived from the Internet.
Therefore, we need to view Weiya's punishment from a higher perspective, and discuss the future development trend of platform economy and consumer Internet.
Live broadcast with goods It only improves the efficiency of the connection between people and goods, but does not bring about essential influence and change to the industry itself In essence, Live delivery is still a platform mode.
Although the live video delivery has achieved further disintermediation to a certain extent, enabling a higher level and more effective connection between goods and traffic, we still need to see that the live video delivery is still an existence derived from the Internet model, just because it optimizes the Internet model. In a sense, live delivery can be said to be a sign that the Internet model represented by platform economy has really reached its peak.
From the perspective of live broadcasting reform, as a new form of content generation, live broadcasting is just a technical application scenario. If we observe the current live broadcasting industry, we will find that the current live broadcasting is still based on Internet technology.
However, Internet technology is now facing a profound and comprehensive change. Almost all Internet species we see are seeking ways and means to combine with new technologies and models. Therefore, the key to ensure the continuous development of the live broadcast industry is to deeply empower and transform the live broadcast industry through new technologies and models, and give it more vitality and vigor.
What we see now is The application of new technologies represented by 5G and VR/AR in the live broadcast industry, which bring fresh blood to the live broadcast itself and make the live broadcast radiate vitality, is the driving force for the live broadcast industry to continue to move forward under the background of reform.
When new technologies represented by big data, cloud computing, blockchain and artificial intelligence deeply influence and transform the Internet species, if we can find the correct way and method to combine these new technologies with the live broadcast industry, the so-called live broadcast may break the shackles of the Internet and find more development possibilities.
For example, we can see that some players regard live broadcast as a data collection channel, collect and sort out live broadcast data, and then these ones here Data is applied to agricultural, industrial and other scenarios, so that live broadcast has a new profit model beyond traffic. For example, we can see that some players regard live broadcast as an application scenario of new technology. By applying live broadcast to medical and other scenarios, they have realized new applications of live broadcast beyond content.
Therefore, taking new technology as the starting point, constantly opening new ideas for the development of live broadcasting, and constantly expanding the imagination space of live broadcasting are the key to ensure that live broadcasting can continuously expand its own development potential and imagination space. From this perspective, the live broadcast industry itself still has huge development opportunities.
After the baptism of the thousand broadcast war and the ebb of capital, the live broadcast industry still has such vigorous vitality, which is enough to show us that as a carrier of content, live broadcast itself has its own set of reasonable business development logic. However, even so, people are still full of doubts about the live broadcast itself and are not optimistic about its future development prospects.
Obviously, the root cause of this prejudice is that people still use Internet thinking to view live broadcast, and only view live broadcast as an existence that relies heavily on capital and traffic. In fact, this view of live broadcasting is actually harmful.
The key to ensure the long-term development of live broadcasting is to truly return to the essence of content, and constantly apply new technologies to the live broadcasting industry in order to find more new opportunities for the development of the live broadcasting industry.
From this perspective, the live broadcast is still full of opportunities.
