According to the recruitment data of Zhilian ,2020 year 2 month 3 solstice 3 month 3 Japan , The overall recruitment position and the number of recruiters decreased year on year 31.43％、28.12％. However, the number of recruitment jobs for related posts increased year-on-year 83.95％ The trend has increased dramatically . The proportion of recruitment posts on the Internet and e-commerce platforms dominated by live e-commerce accounts for 33.1％.
It can be seen that the e-commerce live broadcasting industry has not been weakened under the epidemic situation , Instead, the momentum is getting stronger . On 2019 year , The scale of live e-commerce market is 4338 One hundred million yuan , It is expected that 2020 Arrive at the end of the year 9610 One hundred million yuan ,2021 It is an inevitable trend to break the trillion dollar a year .
from 0 To 1 only 4 year , Live broadcast of huge scale e-commerce
2016 year 10 month 16 Japan , Ma Yun proposed a new retail concept at the cloud habitat conference . From then on , With the new retail sales model to start covering all industries . And e-commerce live broadcasting has become one of them . Just use 4 Year time , The e-commerce live broadcasting industry has gone from muddleheaded to booming .
And each platform has gained a lot now . Such as mushroom street, a female consumption platform , since 2016 Build live ＋ Content ＋ After the content of e-commerce ,2019 The total transaction volume of its live broadcasting business was 33.52 One hundred million yuan , On the platform, the total transaction volume of commodities accounts for as much as 53.2％, rose 14.3％.
Taobao, also a shopping consumption platform, is not to be outdone , On 2020 Third quarter financial results ,2019 year 12 month , Through Taobao live broadcast, the total transaction volume of commodities increased by about 100％, expect 2020 Annual target turnover 5000 One hundred million yuan .
A double-edged sword ？ There are advantages and disadvantages of live delivery
E-commerce live broadcasting industry has become the heart of many people “ The bestselling ”, It provides more jobs and taxes , This is obviously a good thing , Of course, it's more than that .
During the outbreak , Governor of many places 、 Mayor uses live e-commerce to promote agricultural products for poor households , We will spare no effort to eliminate the impact of the epidemic on poverty alleviation . Such as the TV host together in front of the live equipment for fruit farmers to bring goods 、 Take the lead in subscribing, etc , On the basis of e-commerce live broadcasting, we can make use of its advantages to drum up the money bags of poor households , It enriches the people's food basket .
Sichuan Province in 2020 year 4 A new plan on live broadcasting of e-commerce was released in June . In the plan , Sichuan expects 2022 Your live sales with goods 100 One hundred million yuan , Driving output value 1000 One hundred million yuan . This is also the first provincial live broadcasting industry development plan in China . This will drive the economic development of the region , And provide experience for other provinces .
But it's also a double-edged sword , The industry's non-standard leads to chaos . If in 8 month 12 It was criticized by CCTV in Japan “ Eat and broadcast ” industry , Most of the industry “ Big stomach King ” The anchor wants to bring goods , Cheat and waste a lot of food . This sets up a bad social image , It also violates the traditional virtue of diligence and thrift of the Chinese nation . to 8 month 31 Japan ,1.36 Ten thousand violations “ Eat and broadcast ” It has been banned .
And the traffic in the industry is counterfeiting 、 Fake sales have long been common . For example, an e-commerce anchor of a certain platform buys and watches data “ False number ”, And by raising the price , Change to normal price when carrying goods to achieve sales volume fraud . After this operation , You can take these bubble data to fudge businesses to get higher “ Pit location fee ”.
Such behavior also forms a grey industrial chain . In response to such violations , The market supervision department has just investigated and dealt with a case of falsification of live delivery data through swiping orders , The client makes the software of swiping orders to make false anchor data “ Water injection ”, Total unjust enrichment 272.6 Ten thousand yuan .
How to regulate the industry chaos ？
In the face of all kinds of chaos , This year, 6 month 6 Japan , China commercial United media shopping committee takes the lead in formulating the first National Association standard in the industry 《 Live video shopping operation and service operation standard 》 And 《 Online shopping integrity service system evaluation guide 》,7 It has been officially implemented since January . This reduces the confusion of false data in the e-commerce live broadcasting industry , It also ensures customers' consumption experience . to 2020 year 11 month 18 Japan , This phenomenon has been greatly reduced .
Of course , It's not just the supervision of the industry by the relevant departments , In fact, our various platforms should also establish the industry responsibility . With the gradual expansion of the market size , If the live broadcast platform continues to turn a blind eye to this situation , Then the life of e-commerce live broadcasting industry can be seen at a glance .
Under the action of many measures , We should also establish the professional quality of e-commerce anchor with goods , And assess their behavior . I believe in such an environment , The live broadcasting industry of e-commerce will get better and better .