Every classics reporter: Every classics edits Dong Xingsheng: Song Gong
Late on March 8, by a definite date 10 days " shake phonic queen section " receive an official formally. The data that shakes phonic report business to be announced external shows, assembly hands in the forehead to amount to 13.63 billion yuan during direct seeding, among them on March 8 that day GMV18.1 100 million yuan; Accumulative total looks sow person-time 10.9 billion, direct seeding always when 12.08 million hours long. It is late on March 8 likewise, the direct seeding that clean out treasure " one elder brother " Li Jiaqi sells the jewel that gave above of 3 10 carat between direct seeding, monovalent and highest amount to 11.76 million yuan, only the total prices of these 3 diamond is close to 30 million yuan.
The new coronal of arise suddenly is pneumonic 2020 epidemic situation, make course of study of trading company of direct seeding phone is shown erupt type grows, this kind of heat did not get be controllinged effectively because of epidemic situation and drop, have the tendency that becomes normalization instead. In going one year, domain of business of direct seeding cable is lively and extraordinary, each star, entrepreneur takes living broadcast in succession, try to become take goods to amount to a person. And already the head net such as the Li Jiaqi that fire alls over entire network, osmund Ya, Xin Ba is red advocate sow, also be on arena of put together art again and again, the tide that star of network a favourite by sb in power turns is apparent.
Business of direct seeding cable grows up to now, had walked along crossroad by blast tuyere. Next, does business of direct seeding cable go whereto?
Data origin: The reporter arranges cartography of pacify of visual China graph poplar
Market dimensions can be amounted to 6 trillion
Many analysis orgnaization thinks, 2020, dimensions of whole of business of direct seeding cable forces continuously -727379968 close greatly. Bi Mawei combines the data that the academy in A releases before this to show, predict 2 trillion yuan dimensions of whole of business of direct seeding cable will be adjacent 2021.
Data of Department of Commerce shows, 2020 on net of commodity of our country objective retail growth 14.8% , electric business direct seeding exceeds 24 million, make the whole world 8 years continuously the biggest network is retail the market. This occupies what also release with the Bimawei before this " direct seeding of countrywide cable business exceeded 10 million first half of the year 2020 " basic conform to. Specific to different direct seeding platform, 2020 1 ～ in June, platform of business of quick worker cable trades amount amounts to 109.6 billion yuan, relatively 96.6 million yuan of growth 2018 1000 times. Shake phonic report business annual GMV exceeded 500 billion yuan 2020, broke up than 2019 3 times much.
And direct seeding is quick worker is mixed shake the way taking money with main news. Tremble especially sound, a person of extraordinary powers cast 60 million yuan reach exclusive collaboration with Luo Yonghao in March 2020, luo Yonghao is become quickly take money to shake phonic living broadcast " one elder brother " .
2020 " double 11 " during, each platform takes out the direct seeding of bright look to sell data. According to star chart data, 2020 " double 11 " open to booking reach orgiastic during, direct seeding takes money total to be as high as 72.9 billion yuan. Quick worker head advocate sow Xin Ba the sale November 1 is 1.88 billion yuan, created record of only field of direct seeding of business of its individual cable. "Double 11 " that day, beijing east 10 seconds sale defeats living broadcast 100 million yuan.
Business of direct seeding cable in the ascendant, have good development the look of things. The country fills negotiable securities to predict, GMV of business of direct seeding cable erupts the gender is extremely strong, predict market dimensions can amount to 6 trillion yuan 2025.
Shop is sowed oneself normalize gradually
It is no matter advocate the platform that sowing still is backside, the trend that centers to the head is clearer and clearer, overmatch heals powerful Matthew effect is reflected racily in course of study of trading company of direct seeding phone.
The direct seeding that clean out treasure realized GMV to exceed 200 billion yuan 2019, market share 47.98% , successive 3 years direct seeding guiding clinchs a deal add fast in 150% above. Shake sound, deft hand business of direct seeding cable clinched a deal 2019 the forehead is 40 billion yuan respectively, 59.6 billion yuan, market share is respectively 9.6% , 14.3% .
"Tall the core advantage that changing rate and basis of giant vermicelli made from bean starch is KOL, but effect of KOL pattern head is distinct, the KOL that goes weighing quantity of vermicelli made from bean starch to exceed 10 million is occupied only 5% the left and right sides. " negotiable securities of Shen Mohong source considers to discover. Basis moxa intermediary seeks advice from data, the head advocate sow occupy with the number of 2.2% than, include the portion taking money of nearly 80% .
Moxa intermediary advisory near future releases " monthly of course of study of trading company of phone of direct seeding of 11~12 month China moved 2020 reach check data monitors a report end of the year " show, up to on December 21, 2020, before entire network direct seeding brings goods specified number 1000 advocate sow accumulative total to take money 255.7 billion yuan, among them before a list of names posted up is odd 20 advocate sow accumulative total to take money one hundred and six billion four hundred and forty million yuan, before occupying 1000 advocate 41.7% what sow accumulative total to bring money total. 2020 " double 11 " , osmund Ya, Li Jiaqi, Xin Ba, Xue Li row advocate sow the TOP4 that take money, the amount that take money occupies total direct seeding to take goods comparing to heft 37% .
Since 2020, each star joins direct seeding to take money, sales volume of discharge translate into. This one change also can increase the competition of head KOL further.
Not only such, more and more businessmen and brand have blind faith in the head no longer advocate sow and star, take the kind that shop sows oneself however. 2020 " double 11 " during, store of the direct seeding that clean out treasure opens sow exceed 100 thousand, shop sows GMV to grow 509% compared to the same period oneself, was born to exceed 30 to defeat 100 million living broadcast.
Analysis of negotiable securities of Shen Mohong source thinks, shop is sowed oneself normalize gradually, farther aggrandizement shop on the line interactive sex, content is changed, interactive type tastes announce effect much better.
Business of direct seeding cable also attracted the favour of capital. On March 11, yao Shangkun is accepting president of national male capital " Chinese negotiable securities signs up for " when the reporter is interviewed, express, business of direct seeding cable regards an enterprise as the one big grasper that transition changes on the line, receive the wide attention of capital.
The industry greets strong superintendency period
On November 19, 2020, quick worker direct seeding Xin Ba of one elder brother is hit by the profession dummy king sea points to say, xin Ba feeds bird's nest product to be namely in carry out of the place between direct seeding " syrup " . This matter passes a many month after fermenting, market superintendency department issues He Yi company to make to Xin Baqi instruct the administration that suspends 900 thousand yuan to violate behavior, amerce to punish. After this, business of quick worker cable also make a punishment that stays order of its individual Zhang 60 days to Xin Ba.
On December 15, 2020, shake phonic living broadcast " one elder brother " Luo Yonghao again to turn over, its sell between direct seeding " Pierkadan " brand woollen sweater is " fake product " .
Actually, the problem that business of direct seeding cable exists is far more than fake is so simple. Sale data affusion, be suspected of brushing the phenomenon such as vermicelli made from bean starch of odd, robot to be born to rise to be accompanied and be born from business of direct seeding cable.
Star direct seeding takes money especially, not be every star can sales volume of oneself discharge translate into, many star take money data to build false to turn over because of direct seeding. For instance, 900 thousand person watchs money of belt of Xie Yiqian direct seeding, clinch a deal the forehead only 2000 yuan; Small Shenyang direct seeding sells liquor, next sheet 20 much sheet, return money 16 sheet...
A variety of random elephants of goods of direct seeding belt also gave consumer and part to pay high specified number hole the businessman of cost caused worry and loss.
the person that offset is expended, as a result of information asymmetry, may buy the product that nots agree with to quality and conduct propaganda through business of direct seeding cable. Moxa intermediary seeks advice from data to show, in June 2020 1~20 day, day of dimension authority information all reachs consumer of side of money of direct seeding belt 112384, main concentration fails to fulfill card adequately to take news in businessman of goods of direct seeding belt fair show obligation, part advocate sow operating limit word to wait violate goods of quality of compasses conduct propaganda, product incorrect board wait for a respect.
Business of direct seeding cable grows up to now, far the status that did not achieve healthy progress, the industry is strengthened urgently superintend. "Superintendency branch or need establish strict superintendency regulation, business of direct seeding cable sheds rotate speed to spend muscularity of fast, consumption, superintend lax word, the thing that harms consumer interest can appear often. " Lu Zhenwang of electric business expert is accepted before this " daily economy news " when the reporter is interviewed, express.
Be aimed at the voice that strengthens course of study of trading company of direct seeding phone to superintend, superintendency department response is quite quick also. The near future, multinomial the superintendency byelaw that is aimed at business of direct seeding cable comes on stage,
On November 13, 2020, office of national Internet information was drafted jointly with concerned branch " service of content of information of sale of Internet direct seeding administers a regulation " , raise multinomial requirement to leading goods living broadcast, increased the administrative responsibility of platform of electric business direct seeding.
On Feburary 20, 2021, chief points out related highest check, "Net Gong Daiyan " " direct seeding takes money " wait for the economy on the line to last hot, but industry the good and bad are intermingled, lack superintends elephant waiting for chaos to cause many consumer to spit groove. Outside selling the network food, highest check sells the material that pack not to accord with a regulation, "Net Gong Daiyan " " direct seeding takes money " etc involve food safety problem to wait for the key that serves as special supervisory activity to control a territory, investigate gravely lawfully to relevant illegal behavior, cogent protection consumer closes right increase.
Analysis of negotiable securities of Shen Mohong source thinks, strengthen course of study of trading company of direct seeding phone to superintend, conduce to orgnaization of platform of protective direct seeding, MCN and consumer tripartite rights and interests, the long-term health that is helpful for course of study of trading company of direct seeding phone develops. "Below severe setting of industry standard hasten, course of study of trading company of direct seeding phone will from cruel grow phase of discard of trend superior bad, head platform, MCN, advocate sowed competitive advantage will be farther aggrandizement.
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