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随着互联网的快速发展,粉丝经济已成为当下最热门的商业模式之一。从最初的明星经济到现在的多领域商业应用,粉丝经济正在以惊人的速度蔓延,成为了当前商业发展中不可或缺的一部分。
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艾媒咨询|2022年中国跨境直播电商产业趋势研究报告
本报告涉及的案例/品牌/企业:Tik Tok、速卖通
2020年在疫情的冲击下,直播电商模式全面爆发,“直播+电商”的新零售业态加速兴起,不仅影响了人们的消费方式,也助推了企业拓展境内外市场。无论是中国还是海外,直播已成当下炙手可热的流量新风口。2020-2021年,国内外知名社交、电商、短视频平台纷纷加入跨境直播电商行业,将跨境直播电商推到了一个历史高度。中国跨境直播电商行业发展潜力大,中国应全面利用完善的工业生产制造体系以及华人优势等发展跨界直播电商行业。
In 2020, under the impact of the epidemic, the live broadcast e-commerce model broke out in an all-round way, and the new retail format of "live broadcast + e-commerce" accelerated, which not only affected people's consumption patterns, but also helped companies expand domestic and overseas markets. Whether in China or overseas, live streaming has become a hot new flow of traffic. From 2020 to 2021, well-known social networking, e-commerce, and short video platforms at home and abroad have joined the cross-border live broadcast e-commerce industry one after another, pushing cross-border live broadcast e-commerce to a historical height. China's cross-border live broadcast e-commerce industry has great potential for development. China should make full use of the perfect industrial production and manufacturing system and the advantages of Chinese people to develop the cross-border live broadcast e-commerce industry. -
艾媒咨询|2021年11-12月中国直播电商行业运行数据监测双月报
本报告涉及的案例/品牌/企业:热度传媒、引力传媒、蜂群文化
随着各地政府直播电商扶持政策、直播电商基地打造和直播电商人才培养措施的落地,直播电商发展将迎来普及化大发展,低价策略也将在竞争激烈的直播电商市场中步入常态化,消费者无需过度集中于节日大促期间购物,消费行为将回归理性,大促热度或将有所降温。此外,在政策监管逐渐加强的情况下,一些既有头部主播也纷纷开始自我整改与调试。中小主播和品牌获得了更多的发展机会,将可能出现新主播在MCN机构、直播运营机构和新型直播平台等的加持下迅速崛起走红,进入头部席位。
With the implementation of local governments' support policies for live e-commerce, the construction of live e-commerce bases and the training measures for live e-commerce talents, the development of live e-commerce will usher in the great development of popularization, and the low price strategy will become normal in the highly competitive live e-commerce market. Consumers do not need to focus too much on shopping during the festival promotion, and their consumption behavior will return to rationality, Large heat promotion may cool down. In addition, with the gradual strengthening of policy supervision, some existing head anchors have also begun self rectification and debugging. Small and medium-sized anchors and brands have gained more development opportunities, and new anchors may emerge. With the support of MCN institutions, live broadcasting operators and new live broadcasting platforms, they will rise rapidly and become popular and enter the head seat. -
艾媒咨询|2021Q3中国在线直播行业研究报告
本报告涉及的案例/品牌/企业:斗鱼直播,KK直播,盟主直播
随着在线直播行业不断创新,各细分领域保持稳定态势,直播服务往细分化、垂直化发展,包括泛娱乐直播、电商直播、以及企业直播等领域都吸引了更广泛的用户群体。iiMedia Research(艾媒咨询)数据显示,2021年中国在线直播用户规模将达到6.35亿人,在互联网发展的下半场,随着头部互联网平台的布局和垂直领域应用的发展,直播行业将迎来更多元的应用场景,潜在用户规模呈现上升趋势。(《艾媒咨询|2021Q3中国在线直播行业研究报告》完整高清PDF版共44页,可点击文章底部报告下载按钮进行报告下载)
With the continuous innovation of the online live broadcasting industry, each subdivided field has maintained a stable trend, and the live broadcasting service has developed in a fine and vertical way, including pan entertainment live broadcasting, e-commerce live broadcasting, enterprise live broadcasting and other fields, which have attracted a wider range of user groups. According to iimedia research, China's online live broadcasting users will reach 635 million in 2021. In the second half of the development of the Internet, with the layout of the Internet platform and the development of vertical applications, the live broadcasting industry will usher in more application scenarios, and the scale of potential users will show an upward trend.(“iiMedia Report | 2021 Q3 Research Report on Chinese Online Live Streaming Industry”full version has 44 pages in total, please click the Browse HD Report button on the right side of the article to browse the report) -
艾媒咨询|2021年9-10月中国直播电商行业运行数据监测双月报告
本报告涉及的案例/品牌/企业:无忧传媒,大禹网络,OST传媒
直播电商行业发展迅猛,规模也在不断增加,直播电商为当地带来了就业机会和脱贫机遇。各地地方政府积极鼓励并发展直播电商,强调直播电商带动经济发展的作用,并制定相关政策予以支持。值得注意的是。2021年1-10月末间,各大品牌和商家不断创新直播形式来吸引消费者。艾媒咨询分析师认为,创新直播形式能够提升品牌知名度,但是过于娱乐化容易让消费者忽略产品的存在,不利于消费者转化。
The live broadcast e-commerce industry is developing rapidly and its scale is also increasing. The live broadcast e-commerce has brought employment opportunities and poverty alleviation opportunities to the local people. Local governments actively encourage and develop live e-commerce, emphasize the role of live e-commerce in driving economic development, and formulate relevant policies to support it. It is worth noting that. From January to the end of October 2021, major brands and businesses continue to innovate live broadcasting forms to attract consumers. AI media consulting analysts believe that the innovative live broadcasting form can improve brand awareness, but too entertainment is easy for consumers to ignore the existence of products, which is not conducive to consumer transformation.
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