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"the end of the universe is live streaming, and the end of e-commerce is going global." as september draws to a close, the "double 11" promotion is ready to go. just as the "double 11" pre-event is gradually heating up, mei one, the live streaming e-commerce organization to which li jiaqi belongs, announced that it would join the wave of going global.

according to sina technology, mei one has officially announced the launch of its overseas business strategy and established a dedicated international development department. at the same time, mei one recently released several positions closely related to the international development department, covering live broadcast technology, central control management, product and merchant operations, and tiktok accounts.

in response to this news, mei one officially responded, "the company is expanding its business as usual. thank you for your attention. if there are any related actions in the future, we will synchronize them in a timely manner."

reporters noticedin the information of many recruitment positions, mei one has high requirements for applicants' english and indonesian language skills.this may mean that us one may set southeast asia as its first overseas stop.

in recent years, as the domestic market has become increasingly saturated, going overseas has become a new way out for many e-commerce platforms and live streaming e-commerce organizations. according to imedia research, the scale of china's cross-border live streaming e-commerce market is expected to reach 284.58 billion yuan in 2023, a year-on-year growth rate of 155%; in 2025, the market scale will reach 828.7 billion yuan.

among them, the southeast asian market has become a new blue ocean for cross-border e-commerce to "dig for gold".according to emarketer data,2023southeast asia's e-commerce market size growth rate ranks first in the world, and has been the fastest growing region in the world for three consecutive years. it is estimated that by 2025, southeast asia's e-commerce gmv will reach us$233 billion, with a compound annual growth rate of 24%.

in fact, before mei one, there were already many domestic leading mcn agencies in the southeast asian market."recruiting troops and buying horses"，thatoverseas businessalsoachieved initial results.

in may 2023, kuaishoubrother"simba's xinxuan group has launched an international expansion plan, focusing on the supply chain, directly hitting the core of the supply chain through the c2m model, and implementing the "supply chain going overseas"。thatfirst stop in thailand，data shows that the total sales of the first live broadcast exceeded 830 million yuan, with a total order volume of over 6.78 million, of which 1.62 million durians were sold.

simba once said that xinxuan will continue to expand into new markets and fields, and will launch special live broadcasts in japan, singapore, malaysia and other places in the future.

coincidentally, luo yonghao's "make friends" officially launched the relevant strategy since 2020, and then realized "training" overseas through training anchors, marketing experts, and agency operations. in 2022, make friends established two departments, the overseas business department and the overseas e-commerce academy. the main businesses include marketing, expert distribution and sales, and overseas agency operations. in 2023, its overseas revenue scale will increase significantly.。

the company that produced top douyin anchors such as jia nailiangyaowang technology mainly focuses on short video and live broadcast business around tiktok。last september, yaowang established a joint venture in the united states, focusing on incubating local live-streaming influencers.in the first half of this year,it has set up an overseas tiktok live broadcast operation team and has tried tiktok live broadcast sales in southeast asia and north america.returnset a new record for single-game sales in north america for tiktok.

it is worth mentioning that oriental selection also promotesoverthe development of overseas business, through recruiting tiktok-related positions, actively preparing for its overseas e-commerce businessin july this year, dongfang zhenxuan took a group of anchors to an international forum, interacted with many senior foreign representatives in the live broadcast room, and recommended its special products, delicious food, tourist attractions, etc. to chinese netizens.

at present, compared with the above competitors, one's first step of "testing the waters" overseas seems to be more cautious.most of the overseas positions being recruited are located in china, while the "live broadcast control" position directly responsible for the live broadcast room is located in shanghai.

in addition to "testing the waters" with overseas expansion, mei one has been continuously conducting diversified explorations this year, including trying its own brand "meiwan preferred" series, ai digital human live broadcasts, incubating more "de-li jiaqi" commercial ips, and bringing products to offline physical stores.

maybe behind this isthe live streaming e-commerce industry is facing new challenges and changes.on the eve of 618, at the launch conference of the us one 618 promotion, li jiaqialso said"is this year's 6.18 promotion difficult? i think it is difficult, but i like to find breakthroughs in the difficulties, push myself in the difficulties, and then see what we can bring to users."

faced with competitors with different strategies that have initially achieved success in overseas markets, can the "latecomer" mei one stand out in the overseas live streaming e-commerce market?

industry commentator zhang shule said in an interview with reporters,going overseas is just a way to find incremental markets after the domestic live broadcast of internet celebrities has reached its ceiling and the myth of the lowest price on the entire network has been shattered. however, the overseas market cannot be opened by relying solely on domestic products to "roll" in price wars with the lowest price on the entire network. it also requires the implementation of live broadcast content suitable for local characteristics and differentiated competition with local products (cross-border e-commerce prices are not an advantage, and it is necessary to explore in terms of categories). in addition, it is necessary to cooperate with local brands, and all kinds of exploration are very difficult. mei one's mcn strategy will be difficult to break the ice if it cannot be localized and adapted.。

xiaoxiang morning news reporter li xuanzi reported comprehensively