Shut down live streaming sales, is Brother Yang going to quit?

The live streaming e-commerce market has recently experienced a turbulent period, with top anchors frequently failing, and small and medium anchors complaining about the long-standing mechanism. Is it possible that live streaming e-commerce will be shut down?

Hangzhou fires the first shot in banning e-commerce live streaming!

Brother Xiao Yang announced his retirement, live streaming e-commerce is facing an end!

Indonesia and other regions have completely banned live streaming sales, and live streaming e-commerce is in danger.

Recently, there has been a lot of negative news about live streaming e-commerce. Some people are panicking, some are happy, some are spreading rumors to attract attention, and a group of people are very confused.

But I want to tell you, are you dreaming about shutting down live e-commerce?

At least I can tell you clearly that such a thing will not happen in China.

1. Live e-commerce is a product of commercial development

Let us briefly review the history of commercial transactions, from traditional barter, to transactions in street markets, to store transactions that continue to this day.

Among them, there are directly-operated stores, specialty stores, franchise stores, small supermarkets, large shopping malls, wholesale markets, pop-up stores, auctions, etc.

Then came shelf e-commerce such as Taobao, followed by social e-commerce such as Pinduoduo and community group buying such as Xingsheng Youxuan and Meituan Maicai, as well as the live streaming e-commerce that is now making some people dissatisfied.

Therefore, live streaming e-commerce is not a product that appeared out of thin air.

In the past, when e-commerce existed, people called for the abolition of Taobao.

Later, when Pinduoduo’s low prices appeared, everyone called for Pinduoduo to be shut down.

Now that we have live-streaming e-commerce platforms like Douyin and Kuaishou, people are calling for the closure of live-streaming.

In addition, many people have called for the closure of local e-commerce companies such as Meituan and Ele.me.

2. Each product has its own vitality

Compared to some people calling for closure, or even artificial interference, live streaming and live streaming sales are not allowed in certain areas.

None of them can change the development trend of some products, just like the current new energy vehicles, many people are not optimistic about them and even call for them not to be allowed to be manufactured.

But have you ever thought about this: the development of a thing ultimately depends on its own vitality.

For example, today's electric vehicles, whether two-wheeled or four-wheeled, have existed for 100 years.

Moreover, at that time, the speed of electric vehicles had exceeded 100 kilometers per hour, and they could run more than 140 kilometers on a single charge.

However, in the environment at that time, fuel vehicles were obviously more efficient, so electric vehicles did not develop.

Another example is today’s live streaming e-commerce, which is almost the same as previous TV shopping.

The e-commerce shopping model was first born in the United States 40 years ago. In 1992, Guangdong’s Pearl River Channel launched the first shopping program in mainland China.

Then in 1994, there were more than 200 shopping channels in Taiwan Province of China.

I share these two cases to tell you that no matter whether it is electric vehicles or live streaming sales, it will be difficult to do it well if it appears at the wrong time.

But now that everyone has mobile phones, the Internet, and a fast logistics system, it is impossible to stop it.

3. If you don’t know how to do business, you can’t blame the model

Ever since the emergence of e-commerce, there has been no end to the voices about the closure of e-commerce.

Why?

Because e-commerce has indeed made some people earn less money.

Many people feel that they cannot make money because of e-commerce.

But he didn't think that e-commerce also allowed another group to make money.

But why can't I do e-commerce, why can't I combine e-commerce, and why can't I do e-commerce well.

Many people envy the bosses around them who make money from e-commerce, but at the same time they are jealous and hope that e-commerce will go bankrupt.

On the contrary, I have not thought deeply about how to make others willing to come to my store to consume, or through e-commerce, local markets, live broadcasts and other forms.

For example, many people are reluctant to work for Meituan and Ele.me, and refuse to do food delivery.

For example, many bosses do not welcome short video bloggers to come and shoot, visit stores, or do live broadcasts.

For example, many bosses are unwilling to do drop shipping for others, unwilling to lower prices, and unwilling to do live streaming themselves.

Why? Because it was too easy to make money in the past.

In the past, when there was no Internet or e-commerce, the boss would sit in the store and wait for customers to come.

Because of the large number of people and high demand, the store can’t keep up with the business.

But now customers don’t want to come. The things in your store are more expensive, and your service attitude is worse, but you still sit there waiting for customers to come.

But they never think about why other people’s stores are doing well, why other bosses allow video shooting, and why other bosses themselves are also shooting videos and doing live broadcasts.

When something doesn't go well, attribute it all to external factors.

But they don’t think about how to improve and combine, how to combine new technologies, new platforms, new products and new groups of people.

For example, for products like Luckin Coffee, others are still opening offline stores.

But they do live broadcasts online, allow others to visit their stores, create private communities, and open Taobao and JD stores.

So, think more about your own problems. If you don't make progress, you will definitely be eliminated.

3. Supervision of live streaming sales will definitely become more and more stringent

Of course, there are still many problems with the new live streaming sales.

But think about it, the new live streaming sales model has only been popular in the last three to five years.

Compared with the 30 years of development of e-commerce, the new live streaming e-commerce model is still in its early stages.

We can also see that the platforms are gradually carrying out governance. For example, Douyin has issued an announcement prohibiting the holding of orders, prohibiting rapid transfers of funds, and prohibiting anchor credit points, etc.

Regarding the future of live streaming sales, supervision must be the core and will definitely become more and more strict. Here are four predictions:

(1) The requirements for anchors will become higher and higher. In addition to credit scores, subsequent platforms will at least have relevant examination requirements.

(2) Regarding the requirements for merchants, counterfeit goods are still rampant in many live broadcast rooms. In the future, there will be requirements regarding withdrawals, deposits, product listing qualifications, etc.

(3) There may be restrictions on the length of live broadcasts for certain products, certain businesses, or certain regions, such as not allowing live broadcasts that never set.

(4) Live streaming is not allowed in some offline areas. For example, in Sijiqing, sellers are not allowed to live stream in the store, but they can take the goods home and live stream them.

But no matter which form of supervision it is, we must recognize that live streaming, like e-commerce, has its irreplaceable advantages.

Moreover, the development of live streaming sales does not affect the income of a host.

Behind the whole thing, real estate, employment, supply chain, cloud computing, new technologies, etc. are involved, and all the first-line source production areas are deeply affected.

So it’s not the end of the story just by shutting it down in a few words, but it is certain that in the future there will be more advanced e-commerce models than live streaming sales, and by that time live streaming sales may no longer be popular.

Author: Village Chief

WeChat public account: Shili Village (ID: shilipxl)