直播带货:新型电商的源起、特征及其运行机制

Live Commerce: the Origin, Characteristics and Development Trend of New E-commerce

当前,新型电商的快速发展,掀起了一场"直播带货"浪潮,成为互联网经济的一个新亮点。"直播带货"作为新型电商呈现出三大特征:直播内容定制化、用户社交流量化和多平台扩散融合化,形成了社交机制、内容机制和电商机制等新型电商的运行机制。随着直播带货向各产业、各层级的渗透,新型电商将形成直播主体数量快速增长、电商下沉至低层级城市和低层级消费市场、长尾经济将进一步释放市场活力。这预示着未来新型电商将进一步缩短生产与消费的距离,提升国民消费水平。新型电商这种虚拟商业模式与实体产业的融合发展,不仅使消费者享受到"优质低价"商品,而且使生产者更直接地了解到市场信息并提升生产水平,为拉动我国内需促进实体产业对市场的适应性提供了强大助力,对中国经济提升发展质量具有较强的现实意义。

Currently,the rapid development of new types of e-commerce has set off a wave of live commerce and has become a new highlight in the Internet economy.Live commerce,as a new type of e-commerce,presents three major characteristics:customization of live content,users’social flow,and multi-platform diffusion and integration,forming a new e-commerce operating mechanism such as social mechanism,content mechanism and e-commerce mechanism.With the penetration of live commerce to various industries and levels,new e-commerce will form a trend of rapid growth in the number of live broadcast subjects,e-commerce sinking to lower-level cities and lower-level consumer markets,and the longtail economy will further release market vitality.These trends indicate that new e-commerce will further shorten the distance between production and consumption and increase the level of national consumption in the future.The integrated development of the virtual business model of the new e-commerce and the physical industry not only enables consumers to enjoy"high-quality and low-priced"products,but also enables producers to more directly understand market information and improve production levels,which will stimulate China’s domestic demand to provide a powerful boost to the adaptability of the real industry to the market,as strong practical significance for the improvement of the quality of China’s economic development.