Live e-commerce provides unique value and has endogenous growth ability because it brings people a kind of professional shopping guide experience, saves the shopping cost of users, conforms to the downward trend of consumption and saves the customer acquisition cost of some businesses. China's live e-commerce industry started in 2016 when e-commerce platforms explored new business models. From 2019, the market grew rapidly. As the data of iiMedia Research showed,the market scale of China's live e-commerce reached 433.8 billion yuan in 2019, an increase of 226.2% compared with that in 2018. It is estimated that the market size will reach 1201.2 billion yuan by 2021. On the whole, the users of live e-commerce are rational. The main reasons why users choose to shop with live e-commerce are the time and amount limit(50.8%), the high cost performance ratio (48.3%) and the products I need (46.7%). The most important reason for consumers to return goods is the bad quality of goods, accounting for 43.3%. The delayed delivery and poor after-sales service are also important reasons for the return of goods, accounting for 22.5% and 18.3% respectively. Therefore, supply chain management ability and team operation ability constitute the core competitiveness of live e-commerce platform. In addition, with the development of live e-commerce, C2M mode will benefit the head enterprises with supply chain, and the live e-commerce will drive the growth of white brand commodity market with high cost performance, thus enabling the real economy.
After more than 30 years of development, China's bill market has developed rapidly, with a market size of hundreds of billions. As China's real economy recovers, financial activities will become more active and commercial ticket financing methods will gradually diversify, providing opportunities for the development of electronic commercial tickets. Since 2009, China's electronic commercial bill industry has developed rapidly, and the scale of participants in the electronic commercial bill system has continued to expand. As of the end of 2019, China's bill trading system had access to 2,884 legal entities, 2,913 members, and 101,622 system participants.
At the end of 2019, live e-commerce has become a new outlet. Especially due to the impact of the new crown epidemic in 2020, live e-commerce has become the most popular retail model and has a far-reaching impact. It is sought after by platform parties, capital parties, producers, users and other links in the industrial chain. However, with the rapid expansion of live broadcast e-commerce business, the problems faced by the industry have gradually increased. It is necessary to jointly promote the sound development of the industry through collaborative governance of all links.
With the popularity of live e-commerce, there are more and more supportive policies for the live e-commerce industry across the country. Live e-commerce promotes the high-quality development of the urban economy through innovative new business models, while creating more new jobs. However, the phenomenon of eating and broadcasting in the live broadcast has attracted public attention. In the context of CCTV News criticizing some big stomachs in the program for serious waste when eating and broadcasting, major live broadcast platforms have also responded and will strengthen their food Review of live content.
iiMedia Research(艾媒咨询)数据显示，2019年中国导购电商用户规模为3.45亿人，预计2020年将增至3.81亿人，对比移动电商近8亿人的用户规模，导购电商用户渗透率仍有上升空间。伴随着鼓励消费政策的陆续出台、商品种类的迅速更新换代与信息流的爆发性增长，消费者对于导购电商的需求逐渐增加。iiMedia Research(艾媒咨询)数据显示，目前近七成消费者网购时使用导购平台，平台用户对海淘导购等垂直细分平台存在一定需求。艾媒咨询分析师认为，供需双方的变化加速“人货场”重构，随之而来的是流量争夺加剧、消费便利性、品质化需求提升。导购电商平台作为连通商家和消费者的纽带，既能够帮助商家导流获客，还能为消费者提供便利，在电商渠道竞争加剧的情况下，其双向服务价值将进一步提升。
According to data from iiMedia Research, the number of users of guide e-commerce in China was 345 million in 2019, which is expected to increase to 381 million in 2020. Compared with the number of users of nearly 800 million in mobile e-commerce, the penetration rate of guide e-commerce still has room to rise. With the introduction of policies to encourage consumption, the rapid upgrading of commodity types and the explosive growth of information flow, consumers' demand for e-commerce shopping guides is increasing gradually. As the data of iiMedia Research showed， nearly 70% of consumers currently use the shopping guide platform for online shopping. Platform users have a certain demand for overseas online shopping guide and other vertical subdivided platforms. iiMedia consulting analysts believe that changes in the supply and demand sides accelerate the restructuring of "people's freight yard", followed by intensified traffic competition, consumption convenience, quality demand. E-commerce shopping guide platform, as a link connecting merchants and consumers, can not only help merchants to attract customers, but also provide convenience for consumers. In the case of intensified competition of e-commerce channels, its two-way service value will be further enhanced.
In the first half of 2020, affected by the epidemic, overall cross-border e-commerce transactions have been greatly affected in terms of commodities and logistics. However, the changes in consumption patterns in major markets such as Europe and the United States and the implementation of a series of policies conducive to the development of cross-border e-commerce have also promoted the development of China’s cross-border e-commerce import and export. In the first half of 2020, China's imports and exports through the customs cross-border e-commerce management platform increased by 26.2%. It is expected that the scale of China's cross-border e-commerce transactions will reach 10.3 trillion yuan by the end of 2020. At present, young consumer groups’ consumption potential is constantly being tapped and released. As the data of iiMedia Research showed, for the young cross-border consumer groups interviewed, enthusiasm for new trends and trying new consumer experiences has become the main reason for their cross-border consumption. And nearly 60% of them value product quality the most. In the future, scenario-based cross-border e-commerce consumption that integrates social interaction, content marketing, and multiple channels will become a new trend that is more in line with the consumption needs and cultural values of young users.
At present, the live-streaming e-commerce industry has formed a complete commercial link from brand merchants/brands to anchors, MCN institutions, to platforms and user terminals. In the industry link of live e-commerce, the anchor, MCN institution and merchant are the three important subjects in the industry ecology. iiMedia Research analysts believe that in the early stage of the development of the industry, the main broadcaster is wild, merchants and anchor docking difficult, and easy to appear irregular chaos. In MCN joined the industry chain, the agency specializes in docking anchors and merchants, live e-commerce access, the industry gradually towards standardization.
Driven by the industrial digitalization and increasing consuming power, the new economy industry is growing rapidly, and cultivated lots of unicorn and quasi unicorn enterprises. In the 2020 China New Economy Unicorn and Quasi Unicorn Enterprise Top200 List, 39.5% and 42.0% of the unicorn and quasi unicorn enterprises are located in the eastern China respectively, while 71.0% and 75.0% are located in Beijing, Shanghai and Guangzhou, which showed that as super tier one cities, Beijing, Shanghai and Guangzhou have the clear advantage in terms of cultivating unicorn enterprises. As the data of iiMedia Research showed, within the Top200 list, there are 20 unicorn enterprises and 49 quasi unicorn enterprises in the field of enterprise service, which showed that under the growth of new economy, new types of business models and fields are discovered, and there are more market entities that have demand on enterprise services, which pushed more enterprise service enterprises into the ranks of unicorn/quasi unicorn.
During the 2020 618 Shopping Festival, the e-commerce platforms recorded a new high. iiMedia Research believes that live e-commerce led the 618 shopping festival consumption frenzy, Taobao live with its online platform and head anchor traffic resources, in the live e-commerce industry in the leading position, but with more and more platforms into the market, live e-commerce industry competition is becoming more intense.
At the beginning of 2020, policies to expand domestic consumption are frequent, and technologies such as 5G, artificial intelligence, and cloud computing support high-quality economic development, promote traditional brands to embrace digitalization, and benefit the development of e-commerce markets and e-commerce brand service providers. According to the data of iiMedia research, the scale of Chinese brand e-commerce service providers market has continued to grow in recent years. In 2019, the market size of Chinese brand e-commerce services has exceeded 200 billion yuan, with a growth rate of 37.1%, and is expected to exceed 240 billion yuan in 2020. The scale of the apparel market, cosmetics market, mother and baby market, pet market, food market and other fields have increased year by year, and various industries have gradually subdivided around the three elements of the human and goods yard, and the differentiation has gradually expanded. New formats, new models, new consumption, etc. have driven The rapid development of the brand e-commerce market. iiMedia consulting analysts believe that the broad development prospects will attract a large number of e-commerce brand service providers to enter the game, which will intensify industry competition, service providers' service capabilities, scale advantages and growth potential become three core competitiveness, how to base themselves in high-growth areas Constructing its own differentiated advantages into the main strategy of brand e-commerce service providers.