电商直播的模式

电商直播一直被置于聚光灯下，短短三年时间，当资本裹挟下的直播行业渐渐式微，电商业务增长触顶、流量红利消退，电商直播，却凭借其特有的高黏性和高转化率，成为备受追捧的行业新宠。从5分钟卖出14000只口红的李佳琦到“618”带动总成交额超5亿元的“淘宝一姐”薇娅，电商直播正在一次次刷新自己创下的销售记录。屡屡创下新高的数字背后，是一场关于消费者、电商平台、商家以及MCN机构的狂欢。现在的直播已经是电商的标配而不是选配。

一、电商纷纷入局直播，为哪般？

不同于传统的游戏、音乐等依靠粉丝打赏作为主要收入来源的直播形式，电商直播的目的性更强，以商品销售为核心，以订单转化率和成交量为最主要的衡量指标。这也就造成了电商直播与其他直播形式最大的不同——前者归于内容电商，核心基础是电商业务，而后者更多是社交属性。

作为一种销售手段，直播在电商平台遭遇增长瓶颈时期的作用无外乎两点：提升用户粘性和促进成交。在电商传统业务形式接近天花板的情况下，直播业务或成为电商平台新的增长驱动。电商主播能够通过视频语言向粉丝准确传达产品信息，粉丝可以从“屏幕”中感受到真实体验，从而达到销售转化。但是，任何一个网红、KOL、IP等都有商业周期，面临用户对视频内容的不断变化，不对内容进行升级变革就很可能被淘汰，这就要求主播不仅要有一定的基础能力，同时也要与电商厂家保持很好的合作，通过机构的扶持不断的进行能力升级。同时，电商MCN机构也是网红电商的商业化加速器，可以系统性驱动电商业务的高效运作。

二、内容电商多样，为何偏是直播？

电商直播无外乎另一种层面的电视购物，而事实上，电商直播的作用远超于此。归于视频形式的直播可以更真实的反映商品属性，尤其是鞋服、美妆类等强体验性商品，视频形式，相较图文有着更强的商品表现力。此外，直播附带的互动性，往往还具有实现个人需求的功能——主播依照粉丝意愿的试穿、试妆行为更能激发购买欲，此时的电商直播，好比私人定制的线上逛街。

三、在线视频直播电商系统有效降低用户与商家的交流成本

直播商城系统工具的持续性改革与升级为用户带来诸多便利，能够使用户从更加全面、直观的角度认识其他人或者对方推荐的产品。相比于传统模式下的单一的产品推广形式，直播电商系统方式允许互动双方根据现场情况进行实时问答，彼此之间可通过丰富的语言、手势乃至表情进行信息传递，使社交变得更加立体直观。

直播电商改变了什么？

直播电商不仅仅是替代了传统货架式电商，也不仅仅是历史上电视购物简单的升级版本，而是从整个产业链的角度提升了消费者与品牌商之间的链接效率。从商品端看，直播提升了非标商品潜在线上渗透率；从用户端看，直播能够发现用户非计划性购物需求；从产业链看，直播加快了供给端产品开发速度，从而实现了用户需求的即时响应。

5G 时代才是直播电商真正的大风口

早期受益于行业红利而崛起的商家与主播大多数都属于“草根商家”和“素人主播”。然而主流平台正不遗余力的用明星背书等方式提升直播间的用户认知；专业内容制作机构入圈，提升内容制作品质；越来越多一线品牌开始积极参与直播电商。直播内容质量有望加速改善。随着投入商用的5G网络普及以及未来VRAR 等技术的逐渐成熟，线上购物体验将远远超越过去传统的超市货架式电商，向真正的“云逛街”逐渐接近。

盈和软件是一家企业级APP软件开发服务商，基于长期服务于海量企业所积累的开发经验，融合了最新电商直播行业趋势，吸收了大量行之有效的运营方案，专注于为企业级商家提供高端APP/小程序/H5开发解决方案。

wen1）Please give a brief summary of your current recreational and leisure activities, including sports and hobbies.

My current recreational and leisure activities are as follows:

Reading: I am fond of reading detective novels, thrillers (e.g. Alfred Hitchcock’s);

Movies and TV pla y series: I am a moviegoer and recently I saw Schindler’s List, which is directed by Steven Spielberg. My favorite TV play series are American sitcoms (e.g. Friends);

Dancing: I am learning ballroom dance as an elective course;

Sports: I always go jogging and rope skipping to keep fit;

Drawing: I enjoy doodling and I’m very good at facsimile. You can find my graffito on my sketch paper or the blank places of my textbooks.

2）What clubs and societies are you a member of and in what capacity?

I worked as a team player on the student team belonging to Market Research Section in Beijing New Oriental School last year (Jan. 2008-Sep. 2008). New Oriental Education & Technology Group focuses on foreign language education and training. The group was listed on the New York Stock Exchange on September 7, 2006, the first private education company to achieve this feat in China.

Main goal of our team: Collect and analyze useful data from activities of other education and training companies and then transfer the data into information, which will make considerable contribution to managers’ decisions.

My duties and responsibilities: Collect data from activities of our competitors (e.g. New Channel International Education Group Ltd.), including the number of students, the location of teaching building, the date of courses, new training projects, etc. Obtain the data and information by visiting their official website or consulting directly through phone call. Input and save the data in Excel in an organized way. Participate in lectures and campaigns held by our competitors and record information such as date, place, lecturer and content in Word. Analyze merits and defects of these activities. Take part in meetings every other week to discuss difficulties we met and bring up constructive measures to solve these problems.

Results and learning: Last summer holiday I received an individual prize for excellent performance of the last half year’s hard work. This experience cultivates my strong team spirits and the ability to work well under pressure.

3）What factors have influenced your career choice?

Subjective factors:

1) Personality: Cautious, patient, responsible; sensitive and accurate with numbers; look at challenges as opportunities; a quick learner;

2) Ability: Good interpersonal skills, leadership potentials, strong team spirits, ability to work well under pressure, ability to work efficiently and pay attention to detail;

3) Skills: Language Skill: Understand most articles in English, engage in an extended conversation with English-speaking foreigners, write a report or essay that communicates the desired messages;

Computer Skill: Collect and analyze data with Excel, confident with other Microsoft Office applications, email and the web;

Professional Skill: Attain the knowledge of accounting and financial management; analyze