xinhuanet video review: "unlimited service" rather than "unlimited traffic"
2024-09-14
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recently, disputes among some of the top anchors in the live e-commerce industry have become a hot topic of public opinion. from "pull down and provoke war" to live broadcasting to sell misery, it seems that there is traffic, but is this really the traffic that netizens want to see? can such business logic represent the development model of the live e-commerce industry?
these industry chaos have prompted more people to examine and reflect on live streaming e-commerce.
in recent years, the scale of the live broadcast e-commerce industry has expanded rapidly. the rapid development of the live broadcast e-commerce industry has played a positive role in driving consumption, promoting entrepreneurship and employment, and promoting industrial transformation.
as an emerging internet consumption scenario and format, the connection, interaction, and trust between e-commerce anchors and fans are much more complicated than the interest relationship between traditional shelf e-commerce and consumers. if e-commerce anchors want to maintain fan stickiness, maintain long-tail traffic, and consolidate their market position, they should compete on products and services. there is no upper limit to service, and no matter how much effort is put into it, it is not too much. those who blindly seek to stand out and traffic, and rely on lowering the bottom line to engage in vicious competition, can only leave a mess.
in july 2024, the cyberspace administration of china issued a special notice to deploy a one-month special campaign across the country to "clear and rectify false and vulgar phenomena in the field of online live streaming" to resolutely stop the problems of "traffic turning to evil" and "bad money driving out good money" and promote the healthy and orderly development of the online live streaming industry.
live streaming e-commerce needs to move from wild growth to standardized development. all parties involved need to jointly build a clear industry environment. in particular, top anchors should take it as their responsibility to promote positive energy and guide "traffic to good". returning to the essence of business and working hard on product quality and service can turn "traffic" into "retention" and build long-term business. (copywriter: qiu xiaomin and gu yan)
