KOC与普通用户的关系
Unlike several years ago, consumers are now very aware that KOLs are promoting products because they are being paid to. They are craving more content that is not commercially influenced.
与几年前不同的是,现在消费者非常清楚,KOL是收了钱在推广产品。消费者们希望看到更多不受商业影响的(未恰饭的)内容。
电商直播
E-commerce livestreaming
While e-commerce livestreaming has existed in China for several years, it took off in 2019, which was made clear during this year’s Singles Day shopping festival when livestreaming on Alibaba’s Taobao livestreaming platform generated $2.85 billion in sales — around 7.5 percent of the day’s total sales.
虽然电商直播在中国已经存在了好几年,但它是在2019年开始腾飞的。很能说明问题的情况是,在去年的双十一购物节中,阿里巴巴的淘宝电商直播就产生了28.5亿美元的销售额(约合人民币197.3亿元)—— 占这一天总销售额的7.5%左右。
The growth of e-commerce livestreaming is largely due to its strong appeal among consumers in lower-tier cities in China. As mentioned above, lower–tier, or “Xiachen”, markets are seen as the next big opportunity and both domestic and international brands are eager to try new methods to connect with this audience.
电商直播的增长主要是由于它在中国三四线城市消费者中的强大吸引力。如上所述,三四线城市或“下沉”市场被视为下一个重大机遇,国内和国际品牌都希望使用新的营销方式来与这些受众建立联系。
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