In order to promote the development of the jewelry industry, a series of policies have been issued from the central and local governments to provide a broader development space for the jewelry industry in terms of industrial support and financial support. However, affected by the epidemic, from January to July 2020, China's total retail sales of gold, silver and jewelry consumer goods was 115 billion yuan, a year-on-year decrease of 20.0%. With the continuous improvement of the domestic epidemic prevention and control situation and the implementation of various consumer promotion policies, China's gold, silver and jewelry market is expected to pick up in the second half of the year.
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.
iiMedia Research data show that in the second half of 2020, the mainstream platform network variety variety theme, observation experience class variety show heat, music, talent show competitive programs continue to fight, the rise of e-commerce, fashion, the trend of variety shows a small climax, live with goods extra hot, live delivery programs also synchronized flowering.
iiMedia Research(艾媒咨询)数据显示，预计2020年MCN市场规模将达到245亿元，并且预计2020年MCN机构数量将达到28000家，平均同比增速大于100%，MCN机构数量迅速增加，内容产业入局者越来越多，行业竞争将进一步加剧。另外，iiMedia Research(艾媒咨询)数据显示，在地域方面，56.3%中国MCN机构分布在一线城市;在KOL带货转化方面，明星、直播平台主播和短视频网红带货转化率在80.0%以上，UP主和微博大V带货在70.0%以上。艾媒咨询分析师认为，明星、直播平台主播和短视频网红带货能力较强，能够为机构和平台带来较大价值，将是MCN重点关注和培养的KOL。未来，MCN机构将打破发展边界，通过去MCN化解决模式困境，增强盈利能力，直播电商将成为其发展的重要方向，机构将吸引更多明星/网红带货宣传。
As the data of iiMedia Research showed, it is estimated that the market scale of MCN will reach 24.5 billion yuan in 2020, and the number of MCN institutions will reach 28000 in 2020, with an average year-on-year growth rate of more than 100%. The number of MCN institutions will increase rapidly, more and more people will enter the content industry, and the industry competition will be further intensified. In addition, according to the data of iiMedia Research, 56.3% of China's MCN institutions are located in the first tier cities in terms of regions; in terms of KOL's delivery conversion, the conversion rate of stars, live platform hosts and short video network red tape calls is more than 80.0%, and that of up hosts and microblog big V-belts is more than 70.0%. iiMedia Research consulting analysts believe that stars, live broadcast platform hosts and short video network have strong red tape capabilities, which can bring greater value to institutions and platforms, and will be the KOL that MCN focuses on and cultivates. In the future, MCN institutions will break the development boundary, solve the dilemma of the model through de MCN, and enhance the profitability. Live e-commerce will become an important direction of its development, and the institutions will attract more stars / online red tape publicity.
2020年5月27日，全球知名的新经济产业第三方数据挖掘和分析机构iiMedia Research(艾媒咨询) 发布《2020H1中国直播电商行业主播职业发展现状及趋势研究报告》。报告根据艾媒数据中心、艾媒咨询商业情报数据库、艾媒商情舆情数据监测系统基础数据，对在直播电商行业的主播情况进行深度分析，剖析主播薪酬、主播能力、主播与MCN机构博弈等的关键信息，总结当前的主播发展业态并且预判2020-2021年中国直播电商行业主播职业发展趋势及风险。艾媒咨询分析师认为，“门槛低”“薪资高”“需求大”，电商直播行业持续吸引大量人才加入赛道，带货主播行业竞争激烈。但商家或者MCN机构主要通过隐性能力严格筛选综合能力强的高效性人才，因而并非所有网红都能胜任。
During the outbreak, the mainity industry generated a large recruitment demand. But from the professional structure, waist anchors occupy the majority, they grew up on a meagre base salary to live and red slow, psychological pressure. Moreover, the main broadcaster generally faces no traffic, traffic but no sales, sales but not money and other difficulties, the need for relevant government departments to issue a certain industry norms to promote the long-term professional development of the industry.
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.
伴随着国民经济的高速发展，中国消费者的消费需求不断升级，同时在国家大力支持跨境贸易，改善跨境电商整体配套设施，优化市场发展环境下，中国跨境电商行业市场规模不断扩大，2020年中国跨境电商的市场交易规模预计达到10.3万亿元。但在2020年第一季度期间，受到全球疫情影响，中国跨境电商受到一定程度的冲击，消费红利较2019年同期明显下降。为了解决疫情带来的负面影响，中国各大跨境电商平台积极布局，抢占市场、留存用户，了解用户需求与喜好成为各大跨境电商平台的关注焦点。iiMedia Research(艾媒咨询)数据显示，有72.7%的受访用户认为 “正品保障”是他们选择平台时所考虑的主要因素。同时，在疫情期间有超8成受访用户关注平台疫情期间的公益活动，并且超九成的受访用户购买意愿会因为疫情期间平台的公益行为而提高。
Along with the high-speed development of national economy, China's consumer demand grows, at the same time in the country's strong support for cross-border trade, improve the cross-border electricity integral supporting facilities, optimize the environment of market development, cross-border electricity industry in China has been expanding its market, in 2020 China's cross-border electricity market scale is expected to reach 10.3 trillion yuan. However, in the period of the first quarter of 2020, due to the impact of the global epidemic, China's cross-border e-commerce was impacted to a certain extent, and the consumption dividend decreased significantly compared with the same period in 2019.In order to solve the negative impact brought by the epidemic, China's major cross-border e-commerce platforms have actively deployed to seize the market, retain users, and become the focus of attention of major cross-border e-commerce platforms to understand user needs and preferences. As the data of iiMedia Research showed, 72.7% of the surveyed users believe that "quality assurance" is the main factor they consider when choosing a platform. At the same time, more than 80 percent of the surveyed users paid attention to the public welfare activities of the platform during the epidemic, and more than 90 percent of the surveyed users would increase their purchase intention due to the public welfare activities of the platform during the epidemic.
Affected by the new corona epidemic, the live-streaming e-commerce industry will develop rapidly from March to April 2020. In terms of specific categories, wearing, jewelry, makeup, food and parenting are live sales of TOP5. From the MCN institution, humble culture, beauty ONE, and Yuwa occupy the top three. Besides, Douyin has the largest number of live monthly users during this period.
2020年5月3日，全球知名的新经济产业第三方数据挖掘和分析机构iiMedia Research(艾媒咨询) 发布《2020年H1中国直播电商平台生态链布局及典型案例数据分析报告》。报告根据艾媒数据中心、艾媒咨询商业情报数据库、艾媒商情舆情数据监测系统基础数据，对中国直播电商平台发展进行大数据监测分析。通过对各类直播电商平台的服务模式、运营模式、粉丝情况等进行数据监测，并重点针对如淘宝直播、蘑菇街、抖音、快手、批批网等具有典型意义的直播电商平台进行案例分析，并且对当前中国直播电商平台的总体发展趋势进行预判。艾媒咨询分析师认为，面对直播电商的发展态势，直播电商平台也进入白热化竞争阶段。电商平台用户购物目的比较明确，直播转化率相对较高，但如何利用既有优势建设直播电商业务是关键;而内容平台(如抖音、快手)粉丝量多，如何吸引粉丝转化成为关键;此外，还有部分新兴的直播电商平台悄然发展，正在行业风口中分一杯羹。
Statistics show that in 2019, the turnover of Taobao live broadcast reached 250 billion yuan, the average viewing time of live broadcast users exceeded 30 minutes, and the conversion rate into the store exceeded 65%; in 2019, the GMV of Douyin live broadcast was about 100 billion yuan, and the GMV of fast player live broadcast was about 60-80 billion yuan. The vigorous development of live broadcast e-commerce not only promotes the transformation of traditional e-commerce platforms, but also attracts cross-border competition such as content social platforms. At present, manufacturers, logistics channels, media channels and other live broadcast e-commerce industry chains have also started to join the live broadcast e-commerce battle.
艾媒商情舆情数据监测系统显示，罗永浩直播首秀吸引了广泛关注，关键词“罗永浩”的热度在4月1日直播当天飙升，网络热度指数峰值达到2419，“罗永浩口误”，“罗永浩鞠躬”等话题也拥有较高的网络热度。经过充分预热并借助名人效应，直播累计观看人数超4800万人，达到1.7亿元交易额，订单量超90万件，且转化交易效果明显。iiMedia Research(艾媒咨询)数据显示，关注罗永浩直播的网民七成为80/90后，六成认为罗永浩更适合带货消费电子类产品，超六成网民因好奇观看直播，超五成对直播表示满意。艾媒咨询分析师认为，罗永浩此次直播将推动中国直播电商行业的普及和发展，iiMedia Research(艾媒咨询)数据显示，中国直播电商行业市场规模大且增长迅速，2019年市场规模达到4338亿元，受此次直播和疫情的影响，预计市场规模将大幅提升至9160亿元。同时长期来看，为提升转化率，电商直播应注意品牌口碑和商品质量。
As the data of iiMedia Public Opinion Monitoring system showed, Yonghao Luo's First E-Commerce Livestreaming show attracted wide attention. The Internet heat index of keyword "Luo Yonghao" soared on the day of the show on April 1, and the peak of the index reached 2419. "Luo Yonghao misreading", "Luo Yonghao bowed" and other topics also has a high degree of Internet heat index. After fully warming up and taking advantage of the celebrity effect, the cumulative number of the E-Commerce Livestreaming show viewers exceeded 48 million, and the show reached a transaction volume of 170 million yuan, which order volume exceeded 9 miillion and conversion transaction effect was obvious. As the data of iiMedia Research showed, over 70% of netizens who followed Yonghao Luo's E-Commerce Livestreaming show are 20 to 40 years old, 60% believed that Yonghao Luo is more suitable for selling consumer electronics products, over 60% watched live broadcast because of curiosity, and over 50% expressed satisfaction with the E-Commerce Livestreaming show. iiMedia Consulting analysts believe that Yonghao Luo's E-Commerce Livestreaming show will promote the popularization and development of China's Livestreaming E-Commerce industry. According to data from iiMedia Research, China's Livestreaming E-Commerce industry has a large and rapidly growing market, which reached 433.8 billion yuan in 2019. Affected by the live broadcast and the COVID-19 epidemic, the market size is expected to increase to 916 billion yuan. At the same time, in the long run, in order to improve the conversion rate, E-Commerce Livestreaming show should pay attention to brand reputation and product quality.