2020年初,新冠肺炎疫情下的“宅经济”与政府的政策扶持,成为直播电商的发展契机,直播电商行业发展呈现新特征:布局直播电商业务的平台类型多样化,流量头部化与私域化趋势并存;主播类型更为多元化,商家自播常态化。然而,行业蓬勃发展也面临诸多问题与困境,主播素质参差不齐,直播营销同质化、虚假宣传与带货不实;多数商家实际获益不大,难以持续维系;商品质量难保障、售后服务差,用户维权难。未来的直播电商行业,需要政策、平台、商家、MCN与主播、消费者等各方市场参与者,理性规范化与精细实效化发展。
<<At the beginning of 2020,the “stay-at-home economy” under the COVID-19 and government support gave a development opportunity for livestreaming e-commerce,the development of the livestreaming e-commerce industry presents new characteristics. The platforms which joined livestreaming e-commerce business are diversified,the trend of network flow is cephalization as well as privatization,and the types of anchors are more diversified,and business self- livestreaming is becoming more and more normal. However,while the livestreaming e-commerce industry continues to flourish,it also faces many problems and dilemmas,the quality of anchors is uneven,livestreaming marketing is homogeneity and full of false publicity and fake goods,most businesses have little actual benefits and are difficult to sustainably maintain,the quality of goods is difficult to guarantee,after-sales service is poor,and it is difficult for users to defend their rights. In the future,the livestream e-commerce industry requires market participants from all parties including policies,platforms,merchants,MCNs,anchors,and consumers,to develop rationally,standardized,and meticulously effective.
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