The Great Reshuffle of China’s Livestream E-commerce
- Chaileedo Press
- Apr 29, 2023
- 2 min read
Previously, the debate over “who will be the next top male and female livestreamers” has never ceased since the rise of livestream e-commerce. However, it now seems that the era of ‘big livestreamers’ is coming to an end.
Currently, in the livestream e-commerce industry, the phenomenon of ‘de-superstarization’ has begun to emerge. Viya(薇娅), Simba(辛巴), Sydney(雪梨), Luo Yonghao(罗永浩)... Whether voluntarily or involuntarily, these names that once led the livestream trend are gradually fading away and de-superstarization has become the consensus among platforms and institutions.
Previously, the debate over ‘who will be the next top male and female livestreamers’ has never ceased since the rise of livestream e-commerce. However, it now seems that the era of ‘big livestreamers’ is coming to an end. This is not unrelated to the successive ‘incidents’ of many top livestreamers. This has also made platforms and brands start to re-examine this livestream business model that overly relies on top livestreamers.
“At present, the supply chain has become the key that MCN/livestreamer institutions are striving to compete for,” said an industry insider who wished to remain anonymous. “As more and more people enter the livestream e-commerce market, price advantage will become the only competitive difference between major livestreamers in the future. No matter how it changes, the most critical factor that ultimately allows consumers to pay is still in terms of low prices and good quality, authentic sources of goods, and after-sales service. Therefore, the core of livestream e-commerce competition is ultimately the supply chain.”
It can be seen that top livestreamers and MCN institutions are both consolidating their own supply chain systems. For example, jiaogepengyou has established cooperative relationships with many well-known domestic and foreign brands such as P&G, Xiaomi, Midea, Listerine, Moutai, Lancôme, and Shiseido to create a rich supply chain product pool. It is reported that most of the goods sold in jiaogepengyou’s livestream room are linked to merchants through its own self-built SaaS platform. With a stable and reliable supply chain, its cost advantage is increasingly highlighted while efficiency is improved.”
The first item in Dongfang Zhenxuan’s business plan is to optimize the supply chain, strictly select products, and shape the reputation of Dongfang Zhenxuan. Then, continue to output high-quality content and improve the supply chain. Finally, it plans to launch its own products and create its own brand to convert traffic dividends into a normalized fan base with high-quality goods.”
Obviously, the competition in livestream e-commerce will become more intense.
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