In the traditional e-commerce mode, consumers need to go through a lot of information screening and comparison to complete the order. In the live e-commerce mode, based on the trust in the anchor, consumers will buy directly after the anchor is recommended, which shortens the decision-making time of consumers. So what's the difference between the two?
1, difference 1: decision time
Due to the information barrier between traditional e-commerce and consumers, consumers need to spend a lot of time to choose the right products. Live e-commerce means that the anchor introduces and displays goods and answers questions through real-time interaction. Based on the trust in the anchor, consumers will also place orders to buy suitable goods, and the decision-making time is far less than that of consumers in traditional e-commerce.
2. Difference 2: Commodity display form
The product display of traditional e-commerce is usually through refined graphic display, but the content of the display is limited, and only some products can be selected, and most of the refined pictures are inconsistent with the real thing, which is easy to cause a sense of gap to consumers. E-commerce live broadcast is mainly displayed by live video. The advantage of live video broadcast is that it can fully display goods, users can ask questions at any time, and it is easier to win the favor of consumers.
3. Difference 3: Operating platform
Traditional e-commerce mainly relies on e-commerce platforms such as Taobao, JD.COM and Pinduoduo. These e-commerce platforms mainly sell goods, and users will only open them when they have shopping needs. In addition to selling goods, live e-commerce also has many entertainment games, such as lottery and red envelopes. , greatly improving the user's stickiness. At the same time, in addition to goods such as Taobao, short video platforms such as Tik Tok and Aauto Quicker have also entered the game, and live broadcast has made shopping more interesting.
4. Difference 4: Social attributes
The sales attribute of traditional e-commerce is far greater than the social attribute, so that consumers can't reply to the questions in the comment area in time, and customer service is the only communication channel. Compared with traditional e-commerce, live e-commerce can make users' feedback get timely reply. After all, in the live broadcast, interacting with the anchor is a more effective communication channel and a way to attract users.
Second, what is the future development trend of live e-commerce?
At present, live e-commerce is changing, mainly in:
1. After the epidemic this year, the head anchor is no longer popular, and more attention will be paid to the merchants.
2. Since the head anchor is no longer popular and the unfair resource allocation in the past is no longer popular, every business has the opportunity to better sell goods through e-commerce live broadcast.
3. As the advantages of the head anchor gradually fade, other anchors have more opportunities to connect with merchants, and more merchants can get the bonus of e-commerce live broadcast.
As long as after years of operation, live e-commerce has certain advantages in standardized operation, traffic distribution channels, internal management system, content creation, network celebrity resources and so on. At the same time, some institutions actively deploy upstream supply chains and empower anchors in the opposite direction. In the future, the industry is expected to have the effect of letting a hundred flowers blossom, and businesses can also make more profits.