With the rapid development of China's Internet economy and technology, people's demand for daily entertainment has become more and more obvious.China's live streaming industry has rapidly spread to the public.At the same time, the huge number of live streaming users has become the cornerstone of the rapid development of China's live streaming e-commerce industry. In 2019, the scale of China's live streaming industry users was 504 million, the total scale of China's live streaming e-commerce industry is 433.8 billion yuan. It is estimated that the sales scale of domestic live streaming e-commerce will reach 961billion yuan in 2020, accounting for 8.7% of China's online retail scale.Along with the development of the live streaming e-commerce industry, many problems such as exaggerated propaganda, false marketing and uneven quality of anchors in the live streaming e-commerce industry have also emerged, which has sounded the alarm for the sustainable development of the major live streaming platforms of e-commerce. As the data of iiMedia Research(imedia consulting) showed, 72.6% of respondents are worried about the false propaganda of live streaming anchors, and 42.9% of respondents are worried about the data fraud of live streaming anchors.At the same time, the majority of respondents have encountered the problem of anchors exaggerating propaganda, and more than 20 percent of respondents have bought fake and shoddy products.
With the popularity of the Internet, e-commerce has gradually entered the daily life of the public. Therefore, 11.11 shopping carnival came into being. The transaction amount of Tmall on 11.11 shopping carnival continued to grow from 52 million yuan in 2009 to 213.5 billion yuan in 2018. As the data of iiMedia Research showed, it is estimated that Tmall will reach 244.7 billion yuan on 11.11 shopping carnival in 2019. In the background of the increasing number of e-commerce platforms and brands participating in 11.11 shopping carnival, 3C digital products are the most popular product category during the period of singles' day. On the eve of 11.11 shopping carnival in 2019, HUAWEI slightly surpassed Apple with a heat index of 97.9, becoming the most popular brand on the eve of 11.11 shopping carnival in 2019. In terms of the platform, Pinduoduo has become the e-commerce shopping platform with the highest recommendation index by virtue of its simple and clear activity rules and strong discounts.
In 2018, the scale of China's shopping guide e-commerce users has exceeded 300 million. The mainstream shopping guide e-commerce platform, especially the price-concession shopping guide e-commerce platform, has a rapid growth in sales performance, and the daily e-commerce APP users are active during the period. User growth rate also reached 11.6%. In terms of urban sales performance, the shopping guide e-commerce platform is more focused on sinking cities during holiday marketing. According to iiMedia Research, first-tier cities accounted for only 26.7% of sales. The development of the shopping guide e-commerce platform in non-first-tier cities is an important driving force for the sales of its “618”.
In 2019, the construction of e-commerce shopping guide market has been continuously improved and upgraded. According to iiMedia Research, more than half of the netizens (51.7%) know about e-commerce shopping guide market. The recognition of e-commerce shopping guide market has reached a high level. 60.8% of the users pay most attention to the promotional activities of the platform, and the price is still guided. At the same time, the support of high-quality content will meet the information needs of users. Ai Medium Consulting Analysts believe that the fission effect of social chains should be relied on to expand the size of users and accelerate cash flow, improve supply chain and logistics distribution to stabilize the upstream, get rid of the restriction of head-end e-commerce to truly realize the long-term development of e-commerce. In addition, in line with the upgrading of consumer goods quality, cross-border e-commerce will also become a guide purchase which one of the directions of e-commerce expansion in the future.