"Live e-commerce" has been continuously sought after in recent years, and it is also a prominent bright spot of online economy this year. According to a report released on the 12th by KPMG and Ali Research Institute, the overall scale of live e-commerce will exceed trillion yuan this year, and the penetration rate will exceed 8.5%. In addition, the conclusion of the report also shows that, in fact, the effect of "chairman with goods" is better than that of "online red goods".

According to the report data, in the first half of this year, there were more than 10 million live broadcasts of e-commerce across the country. If it is simply averaged, there will be more than 50000 live broadcasts every day.

So, what is the scale of China's live e-commerce? The report takes the lead in providing a quantitative calculation in the industry. This year, the overall scale of live e-commerce will exceed one trillion yuan, reaching 1050 billion yuan, and the penetration rate will reach 8.6%; next year, the overall scale will be close to 2 trillion yuan, and the penetration rate will also increase to 14.3%.

Kang Yong, chief economist of KPMG in China, said: "2016 is considered to be the first year of live e-commerce, because Taobao and other new businesses were launched in that year. In 2017, the total scale was more than 36 billion yuan, but it has been doubled since then. Last year, it exceeded 400 billion yuan, this year it should exceed 1 trillion yuan, and next year it may be close to 2 trillion yuan, a very large scale. We believe that the role of live e-commerce in the whole e-commerce field and in the whole digital economy will become more and more obvious, which is also an important trend of future development. "

Specifically, the report concludes that the ecosystem of e-commerce live broadcasting includes the following links and main bodies, such as supply chain, online stores, MCN institutions, anchors, platforms, users, service providers and government departments. Among them, because the anchor directly faces the camera and the consumer, it is easy to get attention.

The conclusion presented in the report shows that, in fact, the effect may be better than that of "Li Jiaqi and Weiya" and movie stars, chairman and president. A number of industry insiders said in an interview with reporters that live broadcast of businesses and their own anchors are more familiar with products and easier to establish a sense of trust.

Wang minchao, a staff member of Taobao live broadcasting, observed: "according to our latest quarterly financial report, the Gmv from the commercial live broadcasting room has accounted for more than 60% of the Gmv guided by Taobao live broadcast. We believe that the outbreak of business live broadcasting and the growth of business formats are actually a sign of the maturity of the whole live e-commerce model. Now, many businesses freely switch between the two modes of "talent Live Room" and "own live room", so as to continuously operate their fans and consumers, so as to realize the benefits. "

However, with the rapid development of live e-commerce, the chaos of "rollover" and other industries has emerged in endlessly. Ouyang Rihui, vice president of the Internet Economics Research Institute of the Central University of Finance and economics, said that from the perspective of long-term governance of the industry, the focus of supervision should be appropriately shifted from the anchor to the MCN agency, that is, the brokerage company behind the live broadcast. "I found a lot of chaos in the process of investigation, which is actually the MCN organization making trouble in the middle through various means. For example, they want to take advantage of the anchor, the supplier and even the buyer. It is hoped that the regulatory authorities will focus on the MCN institutions in the rectification and regulation of the live e-commerce industry, and regulate it through industry norms, industry access and other ways. "