艾媒咨询|2021年5-6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：辛选，美腕，如涵

随着资本不断涌入，直播电商呈现新的加速态势，行业规模不断扩大。截止2021上半年，新注册的直播电商相关企业逾3.4万家，已超过2020全年的2.2万家。艾媒咨询分析师认为，随着私域流量的优势不断凸显，私域流量运营常态化将成为发展趋势。随着直播环境的变化，更多平台、主播以及商家意识到私域流量所带来的价值更大、转化率更高，只有掌握更多的私域流量，才拥有更大的可能性实现转型升级。
With the continuous influx of capital, live broadcast e-commerce has shown a new acceleration, and the scale of the industry has continued to expand. As of the first half of 2021, more than 34,000 live e-commerce related companies have newly registered, which has exceeded the 22,000 in 2020. IiMedia Consulting analysts believe that as the advantages of private domain traffic continue to emerge, the normalization of private domain traffic operations will become a development trend. With the changes in the live broadcast environment, more platforms, anchors and merchants realize that private domain traffic brings greater value and higher conversion rate. Only by mastering more private domain traffic can there be greater possibilities for transformation upgrade.

艾媒咨询|2021年3-4月中国直播电商行业运行数据监测双月报告

本报告研究涉及企业/品牌/案例：构美，古麦嘉禾.

目前越来越多品牌开始搭建自运营团队的操盘团队。数据显示，品牌店播号增量从1月的6.1%快速增长到2月的17.1%，且多个平台的品牌店铺自播带货力爆发。随着各类品牌纷纷开展自播模式，以品牌店铺自播为主，达人直播为辅的组合在交易平台将逐渐常态化。近年来，消费者对于国产品牌的认可度不断提升。未来，直播电商将成为国货通流的强大落点，既为国货提供了带货的出口，又将品牌价值与消费价值凝结在一起，成为民众文化认同的转化平台。
At present, more and more brands are beginning to build their own trading teams. According to the data, the increase in broadcast numbers of brand stores increased rapidly from 6.1% in January to 17.1% in February, and brand stores on multiple platforms had their self-broadcasting capacity exploded. As various brands develop self-broadcasting models one after another, the combination of self-broadcasting mainly from brand stores and supplemented by Daren's live broadcast will gradually become normal on the trading platform. In recent years, consumers' recognition of domestic brands has continued to increase. In the future, live broadcast e-commerce will become a powerful destination for the flow of domestic products, not only providing export with domestic products, but also condensing brand value and consumer value, and becoming a transformation platform for people's cultural identity.

艾媒咨询|2019-2020年中国MCN机构专题研究报告

本报告研究涉及企业/品牌/案例：网星梦工厂,古麦嘉禾。
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.

艾媒咨询|2020上半年中国直播电商产业链及运行集中问题研究报告

当前直播电商行业已经形成了从品牌商家/品牌商到主播、MCN机构，再到平台、用户终端的完整商业链路。在直播电商的行业链路中，主播、MCN机构和商家是行业生态中的三个重要主体。艾媒咨询分析师认为，在行业发展初期，主播偏野生，商家与主播对接难度大，且容易出现不规范的乱象。在MCN加入行业链条后，机构专门对接主播和商家，直播电商通路跑通，行业逐渐走向规范化。

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.

艾媒咨询|2021年7-8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：点淘，快手，抖音，微念，二咖传媒，青藤文化

如今，越来越多的平台想要进入直播电商市场，但目前占据龙头的还是淘宝、快手和抖音。艾媒咨询分析师认为，直播电商行业发展势头良好，但是新平台想要进入并做好直播市场，还是需要有庞大的基础量。值得注意的是，直播电商市场潜力大，大平台形成较为成熟的组织架构，但同时也存在许多问题。比如直播售假现象频发、网络达人素质低下等，这些都需要法律的规范和严格的监管。
Nowadays, more and more platforms want to enter the live broadcast e-commerce market, But tiktok is still the leader of Taobao, Kwai Fu and jitter. AI media consulting analysts believe that the development momentum of the live broadcast e-commerce industry is good, but the new platform still needs a huge foundation to enter and do a good job in the live broadcast market. It is worth noting that the live e-commerce market has great potential, and the large platform forms a relatively mature organizational structure, but there are also many problems. For example, the phenomenon of live selling fake goods is frequent, and the quality of network professionals is low, which all need legal norms and strict supervision. (“iiiMedia Report | Bi-Monthly Operation Data Monitoring Report of Chinese Live E-Commerce Industry from July to August 2021” full version has 43 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|2020H1中国直播电商行业主播职业发展现状及趋势研究报告

本报告研究涉及企业/品牌/案例：谦寻文化，青藤文化，Drama TV。

其他提及企业/品牌：淘宝，抖音，快手，京东，亚马逊，YouTube，Instagram，Facebook，美ONE，蚊子会，无忧传媒，薇龙文化，美腕，蜂群文化，风马牛传媒，妃鱼，至尊宝物，101名师工厂，泰洋川禾，特抱抱，歪研会，言止传媒，无锋科技，构美，梨视频，快买他，迈吉客科技等。

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.

艾媒咨询 | 2024年中秋“三只羊月饼”事件舆情监测分析报告

2024年9月12日，抖音头部主播疯狂小杨哥和三只羊旗下直播间售卖的香港美诚月饼被曝在香港买不到，“三只羊月饼”事件在各种媒体平台广泛传播，网友最关心的问题还是“香港美诚月饼”是否涉嫌“虚假宣传”。iiMedia Research（艾媒咨询）调研数据显示，对于三只羊在直播间使用“香港高端月饼”这一描述，用以介绍一款并非在香港地区销售的美诚月饼的行为，82.4%的消费者认为三只羊这种做法属于虚假宣传。在三只羊主播直播夸大宣传的争议中，48.9%的消费者认为带货平台监管力度不足是问题背后的根本原因，32.6%的消费者则将问题归咎于品牌方。直播电商经济快速发展，行业规模越来越大，但行业的发育水平、健康程度仍然不达预期。有关部门应从平台监管和主播两方面入手，推动行业健康发展，同时对涉嫌虚假宣传的商家进行查处，严厉打击“伪境外品牌”的乱象，营造一个公平、透明、健康的消费环境。

艾媒舆情|“李雪琴经历直播带货造假” 事件舆情监测报告

2020年11月11日，李雪琴受邀参与某产品直播带货，直播结束时显示观看人数达311万。后经工作人员揭秘，其中只有不到11万人是真实存在的。随着直播电商市场愈发火热，数据造假、流量刷单等问题也频频曝出，商家应避免盲目跟风，提防虚假繁荣。

艾媒咨询｜2023年“董宇辉小作文事件”舆情监测分析报告

近日，“董宇辉小作文事件”相关话题热度不断，引发了大众对公司管理、企业文化和个人价值等方面的质疑和讨论，对此，本报告对“董宇辉小作文事件”进行了舆情监测分析。iiMedia Research（艾媒咨询）数据显示，有关“董宇辉小作文事件”的话题讨论热度自12月11日开始不断上升，整体网络口碑偏向负面，社会大众对事件的看法各异，网友态度呈负面转向。同时，效率、价格与情感是消费者进行直播间购物的重要考量点，直播行业在精神和物质层面对社会具有双重影响。
Recently, the topic of "Dong Yuhui's small essay incident" has been heated up, triggering questions and discussions about the company's management, corporate culture, and personal values, etc. Therewith, this report monitors and analyses the public opinion on "Dong Yuhui's small essay incident". According to iiMedia Research, the topic of "Dong Yuhui's small essay incident" has been rising since December 11, and the overall Internet word-of-mouth is on the negative side, with the general public having different views on the incident, and netizens' attitudes taking a negative turn. At the same time, efficiency, price and emotion are the most important considerations for consumers to make purchases in live broadcasting, and the live broadcasting industry has a dual impact on society in both spiritual and material aspects.

iiMedia Report | 2018Q1 Chinese Online Live Streaming Industry Research Report

As the data of iiMedia Research showed, in 2017, the scale of Chinese online live streaming users increased to 398 million, with a growth rate of 28.4%.