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Robin Islam
Apr 10, 2022
In Lesson Plan Ideas
From Lao Luo Douyin with goods, to Ctrip Liang Jianzhang wearing ancient costumes for live broadcast, and then to Fosun Guo Guangchang and Xiaomi Lei Jun. Whether online or offline, from corporate CEOs to various platforms, they are all doing live broadcast sales. Among them, Douyu, a game live broadcast platform, has also restarted its e-commerce business, and plans to open a live broadcast sales area for "ace recommending customers". 01 Repeated battles on e-commerce to no avail This is already Douyu, the Nth time it has entered the e-commerce field, and it can be regarded as one of the earliest platforms to do live e-commerce. On Double 11 in 2016, Douyu began to cooperate with platforms such as Taobao and JD.com to embed shopping links in many live broadcast rooms, and try to buy while watching. On March 3, 2017, Douyu directly copied the TV shopping mode to the live broadcast room and launched the Douyu online shopping channel "Yu Tesou Shopping". In April 2017, Douyu joined hands with NetEase Koala, selected some top anchors, and recommended products for fans in the live broadcast room of the anchors, with the slogan of "the lowest on the whole network, as low as 50% off". But within two months, there was no sound. On May 28, 2017, Douyu launched the Yugou Mall again, setting up 3C peripherals, food, men's clothing, e-sports and other channels. And set a goal of 1 billion e-commerce GMV in that year. Today, Yugou Mall only has a web page, and many channels cannot be opened, and it exists in name only. The business group dedicated to live broadcast e-commerce cannot escape the fate of being cut. However, Douyu still does not give up on the e-commerce business. After all, it has hundreds of millions of users and nearly 10 million paying users. The essence of the business Phone Number List logic of e-commerce is the realization of traffic. Therefore, at the end of 2019, Douyu once again started the internal test of live e-commerce, and successively passed the outdoor anchors such as Fengfeng No. 3 and Zhengzhibo to start the test of the delivery mode. Advantages and disadvantages of Douyu as an e-commerce business If I want to talk about the advantages of Douyu as a live e-commerce business, from the perspective of practical help to the business, I can only think of two points: 1. Maybe an advantage a. Rich anchor resources The influence of Douyu in the field of live broadcast cannot be ignored, and many super popular Internet celebrity anchors have been cultivated. Such as PDD, Xuxu baby, Feng Timo, Zhang Daxian, Wuhu Da Sima, B total 001 and so on. Up to now, Douyu still has rich resources in the aspects of anchors and trade unions. And these anchors, at least in terms of user appeal, should not be underestimated. b. Over 100 million user groups As I said, the essence of e-commerce is actually the realization of traffic, and traffic is users.
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Robin Islam
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