It has to be said that the popularity of live streaming has indeed revived the "second spring" of e-commerce. Under the stimulation of live streaming, users who were originally quiet have begun to become active again. Today, live streaming has transformed from "net celebrity live streaming" in the traditional sense to "all-people live streaming", and when it is combined with the e-commerce industry, this momentum has become more prominent and obvious. Large-scale e-commerce platforms are behind the fuel, the support of merchants and enterprises.
The continuous participation of traffic bodies such as Internet celebrities, stars, and entrepreneurs, and the catalyst of special and extreme situations have made live broadcasts more popular. As a result, a new stage of e-commerce development with live streaming as the source of goods has begun. On the surface, live streaming has indeed shown signs of recovery for the already declining traditional e-commerce model, and it has even created a brand new industry outlet, in which Internet giants and investment institutions have joined; however, this traffic-oriented development The model will eventually get bogged down by peak traffic and sluggish growth.
Therefore, live streaming can only delay the exit of e-commerce to a certain extent, allowing the e-commerce industry to return to light for a short period of time, but it cannot really solve the deeper contradictions in the e-commerce industry. Once the traffic bonus is gone, the live streaming will also be shelved. Looking for the successor of live broadcast delivery is the guarantee to ensure that the development of the e-commerce industry really begins to enter a new stage - live broadcast delivery is just a catalyst. The author once defined live streaming as a process of decentralization of an e-commerce platform, that is, transforming the development model centered on the e-commerce platform under the traditional e-commerce model into a development model centered on the live broadcast anchor.