Live streaming with products welcomes giants! Shunfeng and Alipay have successively entered the enterprise | Business | Alipay
Recently, many large enterprises such as SF Holdings and Alipay have launched live broadcast with goods. Although the industry has entered the red sea of competition, the determination of enterprises to leap from "content live broadcast" to "live broadcast with goods" has not decreased, and this move has also attracted widespread attention in the industry.
From the perspective of enterprise development, the strong vitality demonstrated by the two live streaming rooms "Make Friends" and "Oriental Selection", which have already grown in the industry, has played a good demonstration effect in adding new business channels, expanding brand influence, and strengthening interaction with customers. At the same time, they are also attracting more new enterprises to enter.
Live streaming is once again "welcoming"
SF Holdings has recently launched a low-key live streaming e-commerce business. SF's live streaming e-commerce this time mainly focuses on agricultural products, selling fresh products of the season, and all products are shipped through SF Express. And this is not SF Express's first exploration in the e-commerce field, as previous attempts have not made significant progress.
When the reporter opens the SF Express mini program, they will see a live streaming window hanging in a more prominent position on the page. Clicking on "More Good Things Live" will bring up a sales page. The anchor is explaining various products, including Zhoushan wild swimming crab, Sichuan ice cream, Dandong mango peach, beef tendon, etc.
But as one of the largest express delivery companies in China, SF Express has a strong logistics network and resource advantages, and has a natural advantage in the field of direct sales of agricultural products. SF Express's live streaming e-commerce business mainly focuses on agricultural products, selling fresh products of the season. This direct procurement and distribution model of agricultural products from their production areas can provide farmers with more sales channels and promotional platforms, as well as fresh, safe, and convenient fresh products for consumers. It is speculated by the outside world that SF Express is trying to replicate the successful model of Dongfang Selection. Some institutions also speculate that SF Holdings is about to go public again in Hong Kong, and at this time, launching a low-key live streaming e-commerce business may be to tell a new story of high valuation in the Hong Kong stock market.
SF Holdings submitted an IPO application to the Hong Kong Stock Exchange on the 21st, preparing to go public in Hong Kong. SF Holdings has been listed on the Shenzhen Stock Exchange, and once listed on the Hong Kong Stock Exchange, it will form an "A+H" stock pattern. In addition to its main business, e-commerce, overseas expansion, and supply chain are all areas of growth and imagination for SF Express.
In fact, with the rise of live streaming e-commerce, many express delivery companies are eager to try this new field that is closely related to them. Two years ago, Lai Meisong, chairman of Zhongtong Express, appeared in the live broadcast room as his own product platform. China Post also "spread the net" on Tiktok, and many regional branches benefited greatly from the live broadcast of goods.
"Last year, Alipay's live broadcast content focused on content based slow live broadcast. Since the beginning of this year, Alipay has begun to introduce a series of business type live broadcast booths to try to carry goods live." On August 17, Alipay's Partners Conference was held in Hangzhou. Zhu Qinmei, the person in charge of Alipay's live broadcast products, solemnly introduced the results and future plans of Alipay's live broadcast delivery to partners, and Alipay's ambition of "carrying goods" was officially put in front of the public.
At present, Alipay APP has two live broadcast portals. In addition to clicking the life button on the tab at the bottom of Alipay to switch to the live broadcast channel, you can also find this scene in the application center, which can be added to the home page application. There are many live broadcast content in gold, cleaning, digital and other categories.
An industry analyst pointed out that both Alipay's applet and live delivery are facing new challenges and opportunities. Whether more businesses can make more money is related to how far the commercialization of Alipay's public domain traffic can go. At present, the mainstream live delivery platforms include Tiktok, Kwai, Taobao Live, video number, JD Live, Bilibili, Mushroom Street, Vipshop Live, Little Red Book Direct, etc. It is difficult to break through the tight encirclement.
Live streaming performance released in the first half of the year
Listed companies that mainly focus on "live streaming sales" have also recently disclosed their mid year 2023 performance.
As the first stock of live streaming e-commerce, Yuanwang Technology released its semi annual performance forecast on July 15th, showing that it achieved a commodity trading volume of about 6 billion yuan in the first half of 2023, of which GMV was about 3.4 billion yuan in the second quarter of 2023, a month on month increase of about 33% and a year-on-year increase of about 11%. Since its deployment in the live streaming e-commerce field in 2018, Yuanwang Technology has repeatedly achieved good results in the industry and has now become the first and only enterprise in the industry to cross the three major platforms of Douyin, Kuai, and Taobao.
It is reported that since June this year, Yuanwang Technology has undergone changes around two key words: depth and breadth. In terms of depth, in addition to increasing the number and scale of creators in the future, we will also pay attention to the duration of live streaming for creators and strengthen output per unit hour. Last year, the effective number of live streamers at Yuanwang Technology was 83, with an average live broadcast duration of 29 hours per month. This year, Yuanwang Technology will add 27 new creators and is expected to reach 200 by the end of the year, with a 300% increase in volume. It is expected that the average live broadcast duration will increase to 50 hours per person per month throughout 2023.
In terms of breadth, Yuanwang Technology's future business will be more diverse and effective. In addition to live streaming services, it will also increase content to marketing, achieving a more sustainable integration of product and sales. As Xie Rudong, Chairman of Yuanwang Technology, said, "People may think that short videos for live streaming are not important, but we believe that long content comes first, short content comes second, and live streaming is the third. With content, your live streaming will be richer, your persona will be richer, and your trust will be higher."
On July 28th, I made a friend and submitted my first financial performance forecast after going public through a backdoor listing. The announcement shows that the group expects to achieve a total GMV of over RMB 5 billion across the entire network as of June 30, 2023. In the financial report, "Make Friends" mainly attributed the growth to cross platform operations, stating that "we have created a high-quality brand for live streaming e-commerce and new media marketing channels, and successfully achieved cross platform operations, resulting in rapid growth in the overall business operation and financial performance of the group." On June 18th of this year, Make Friends joined JD Live and brought Luo Yonghao's JD Live debut. On May 31st, JD Live's total sales exceeded 150 million yuan.
Dongfang Zhenxuan has not yet released its mid-term performance data for 2023, but it has already released its performance data for the fourth quarter and fiscal year of 2022. The financial report shows that the net revenue in the fourth quarter increased by 64.2% year-on-year, and the operating profit increased by 145.5%. The growth is mainly due to the increase in revenue driven by the new education business, as well as the self operated products and live streaming e-commerce business of Dongfang Zhenxuan.
Today, it was also reported that Dongfang Zhenxuan has decided to join Taobao Live. The company is currently building a Taobao Live related team and has preliminarily identified product suppliers. The broadcast will start at the end of this month at the earliest. In terms of the Hong Kong stock market, Oriental Selection also saw a surge of over 8% during trading. According to the index review results released by Hang Seng Index Company, Oriental Selection has been included as a component of the Hang Seng Technology Index, and the changes will take effect from September 4, 2023. According to CICC's calculations, it is expected to bring passive capital inflows of $124 million to Dongfang Zhenxuan.
