巨头们的电商焦虑：海外直播带货“众生相”

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巨头们的电商焦虑：海外直播带货“众生相”

36氪出海2021-07-24

直播电商似乎成为了电商及社交巨头的必争之地，国内如此，海外也不例外。近日，外媒报道称，YouTube 宣布将在其应用内进行直播购物灰度测试。据悉，该功能现阶段仅面向少数创作者及品牌，预计将在今年内向更多创作者开放。作为月活超20亿的视频平台，YouTube 及平台创作者们深知该平台强大的带货潜力。随着对电商领域的“兴趣”逐渐升温，YouTube 也在不断开发更贴合创作者们带货需求的功能。今年...

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Cyndilim93
·2021-07-25
[呆住]
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3
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云里梦里飞
·2021-07-25
以前的電視賣貨變成視頻賣貨。。。
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2
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KennyK71
·2021-07-25
這是一種趨勢
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1
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rayhui79
·2021-07-25
[微笑]
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5
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- ___ _:
  [呆住]
  2021-10-13
  Reply
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洁净
·2021-07-24
這篇文章不錯，轉發給大家看
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- Henry1088:
  good
  2021-07-25
  Reply
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peartree
·2021-07-24
這算不算抄襲中國的商業模式？
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- anggis:
  [微笑] [微笑] [微笑] [微笑]
  2021-07-24
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再见猫王
·2021-07-24
說白了，老外太實誠，不刷單，沒氣氛，而國人恰恰又是喜歡看熱鬧的，就這樣水土不服
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Nikeboy
·2021-07-24
哇
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高明兴_8399
·2021-07-24
開始了
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- 高明兴_8399:
  是的
  2021-07-24
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dennis0127
·2021-07-24
good
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欣06
·2021-07-24
哇
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功能进行灰度测试，然而由于各项功能的不完善，此举在当时并未掀起太大波澜。\n随着海外社媒直播兴起，2019年年底亚马逊宣布在全站点上线直播功能，并上线类似淘宝直播的App——Amazon Live Creator，以求吸引更多网红及品牌采用直播带货模式。\n此外，同为流量巨池的社交媒体们，也携带着手中让“Amazon们”望尘莫及的网红资源切入直播电商。\n本着“火的功能都要有”的信条，Facebook CEO 扎克伯格在去年8月的一场直播中宣布将推出 Facebook Shop 和 Instagram Shop 功能。据外媒报道，上线后每月约有超3亿人浏览 Facebook Shop，月活用户约120万人。\n伴随着商店功能的上线，Facebook 也在小范围测试在其软件内进行直播购物的可行性。历时9个月，Facebook 最终于今年5月向公众开放直播购物功能，并同时开启了 “直播购物星期五 ”系列活动。即自5月22日起，每周五由知名美容护肤和时装品牌举办直播购物活动，持续三个月。\n就在 Facebook 直播购物上线的当月，Pinterest 也在其应用内举办了首场直播带货活动，但该平台目前并未透露是否会继续对该功能进行开发及测试。\n虽然海外直播带货风越刮越猛，但也有其“水土不服”之处。目前来看，海外平台上的直播带货形式都更偏向于传统的产品介绍和测评，通常更追求品牌露出而不是卖货，而海外网红们更多地将自己定义为“creator”，而非“seller”。\n出海企业：复刻\n阿里巴巴全球化战略排头兵——速卖通，是最早一批尝试将直播带货模式复制到海外的跨境电商平台。据了解，速卖通新版直播功能于2019年7月上线，以时尚服饰穿搭、模特走秀、数码评测、珠宝展示、家电功能演示为主。\n2020年5月，速卖通宣布启动全球网红孵化计划，计划在未来一年内，为全球超过10万名内容创作者和网红达人创造新的就业机会，并在3年内打造100万个海外内容创作者。\n2020年6月年中大促活动中，近100万俄罗斯人在线观看了速卖通直播，西班牙和法国市场也发展迅速。同年双11期间，据官方统计，速卖通直播近1万场，累计观看人数超过800万，是2019年的10倍。\n国内抖音直播电商做得风生水起之际，TikTok 也开始了海外直播电商的布局。据外媒报道，2020年12月，TikTok 美国与沃尔玛进行了首次直播带货合作，这也是 TikTok 的直播功能首秀。然而，粉丝数超数千万的主播阵容，却仅达成了最高峰两万人的观看数据。\n次年3月，TikTok 与沃尔玛再度合作，进行了第二次直播购物活动。据 TechCrunch 报道，沃尔玛方表示，当次直播的点击量为预期七倍，其 TikTok 粉丝数量增长了25%，但自始至终其并未提供首次直播的销售数据。\n今年，TikTok 也在积极尝试打入欧洲及东南亚市场。就东南亚市场而言，当地时间3月9日，TikTok 直播电商在印尼完成了第一次测试，彼时官方直播间人数一度突破万人。对于欧洲市场，TikTok 正在尝试将英国市场作为进驻欧洲直播电商市场的入口，但由于欧盟、英国在隐私保护和电子商务方面的法律更严格，其正式进入欧洲市场还有一段时间。\n此外，36氪出海获悉，除速卖通及 TikTok 外，BIGO 旗下专注于海外直播市场的产品——Bigo Live，也在东南亚试水直播电商业务。\n据悉，6月10日，Bigo Live 与印度尼西亚女装电商品牌 99Koutlet 合作举办了“Bigo Queens OOTD”节目，这是 Bigo Live 举办的首场直播购物活动，彼时超5万名观众观看直播。近日，该公司开始尝试切入马来西亚直播电商市场，在不久的将来或将与 TikTok 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