营销老司机|免费PDF下载），亿欧：直播电商产业链研究报告（中文 2020年直播电商“更上一层楼”。在疫情

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2020年直播电商“更上一层楼” 。在疫情影响下，网红、明星、县长、企业家纷纷走进直播间公益带货、扶贫带货、企业直播带货……
广州、杭州、济南等多地明确提出打造“电商直播之都” ，抢占新经济风口。商务部大数据监测显示，今年一季度电商直播超过400万场。同时随着云直播等直播技术不断成熟、直播电商政策红利加速释放、用户直播购物消费体验不断提升，直播电商精细化产业链已初步形成。
直播电商行业快速发展需要聚合产业链上下游资源和生态主体的优势，形成合力。其中，主播作为“商品超级导购员” ，线上与消费者实时互动，受到市场普遍关注；直播电商平台作为流量聚集地与商品交易场，其直播布局与发展潜力也备受瞩目。随着行业发展逐渐走向精细化、规范化，诸多产业链底层、后端ToB服务，如供应链服务、数据营销服务、直播电商综合技术服务等对“人、货、场”赋能的重要性愈加凸显。
目前市场在研究直播电商时均将关注点放在直播电商平台、MCN及KOL ，缺乏对产业链其他新兴重要主体角色及地位的梳理，难以客观呈现直播电商发展全貌、评估发展潜力。
In2020,livebroadcaste-commercewill''takeittothenextlevel.''Undertheinfluenceoftheepidemic,Internetcelebrities,celebrities,countychiefs,andentrepreneurshaveenteredthelivebroadcastroomtobringgoodsforcharity,povertyalleviation,andenterprisestolivebroadcast...
Guangzhou,Hangzhou,Jinanandmanyotherplaceshaveclearlyproposedtobuild''e-commercelivebroadcastcapitals''toseizetheneweconomy.BigdatamonitoringbytheMinistryofCommerceshowsthatinthefirstquarterofthisyear,thereweremorethan4millionlivebroadcastsofe-commerce.Atthesametime,withthecontinuousmaturityoflivebroadcasttechnologiessuchascloudlivebroadcast,theacceleratedreleaseoflivebroadcaste-commercepolicydividends,andthecontinuousimprovementofusers'liveshoppingconsumptionexperience,arefinedindustrialchainoflivebroadcaste-commercehastakenshape.
Therapiddevelopmentofthelivebroadcaste-commerceindustryneedstoaggregatetheupstreamanddownstreamresourcesoftheindustrychainandtheadvantagesofecologicalentitiestoformasynergy.Amongthem,theanchor,asa''commoditysupershoppingguide'',interactswithconsumersonlineinrealtime,andhasreceivedwidespreadattentionfromthemarket;asatrafficgatheringplaceandacommoditytradingvenue,thelivebroadcaste-commerceplatformhasalsoattractedmuchattentionforitslivebroadcastlayoutanddevelopmentpotential.Withthedevelopmentoftheindustrygraduallybecomingmorerefinedandstandardized,manybottom-endandback-endToBservicesoftheindustrychain,suchassupplychainservices,datamarketingservices,andintegratedtechnicalservicesforlivee-commerce,areimportantfortheempowermentof''people,goods,andmarkets''Sexbecomesmoreprominent.
Atpresent,themarketfocusesonlivebroadcaste-commerceplatforms,MCNsandKOLswhenresearchinglivebroadcaste-commerce.Thelackofanalysisoftherolesandstatusofotheremergingimportantplayersintheindustrychainmakesitdifficulttoobjectivelypresentthefullpictureoflivebroadcaste-commercedevelopmentandevaluatedevelopmentpotential.
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