Following the launch of the short video, NetEase Koala went live again.

Followed by online short video recommendation channel "Koala ONE Things" in June, NetEase Koala watched live e-commerce broadcasting again. On August 1, Netease Koala officially launched its live broadcasting function, which is also a new upgrade of Netease Koala's content-based matrix for its own e-commerce.

In fact, the carrying capacity of e-commerce live broadcasting is self-evident. Quest Mobile's "June 18, 2019" E-Commerce Report shows that the per capita use time and frequency of live online shopping user groups are higher than the overall data of mobile e-commerce network. It is worth mentioning that nearly 80% of the live online shopping users have reached a high level of consumption, reflecting strong purchasing power.

In May this year, Lei Jun released a new type of millet UAV product through several live broadcasting platforms. The data show that the number of online users reached 400,000 in one hour and nearly 600,000 at the end of the conference. As far as E-commerce live broadcasting is concerned, instead of entertainment live broadcasting, the purchasing purpose of merchants of E-commerce platform is very obvious. In the live broadcasting, the trust of buyers and sellers is much higher than that of non-E-commerce live broadcasting platform, and the liquidity is also higher. However, many competitors, including Taobao, Jingdong and Suning, have emerged under the E-commerce live broadcasting track. It is sure that the competition in the future will be very fierce. In the view of the relevant responsible person of NetEase Koala, NetEase Koala positioned quality e-commerce, through selecting global good goods, reducing the cost of consumers'purchase decision-making in the face of a large number of unfamiliar imports, online live broadcasting function and platform positioning are in the same line. Live broadcasting can not only help users reduce decision-making costs, improve shopping efficiency and experience, but also help high-quality new brands and products from around the world to gain visibility and incubate new traffic explosions. According to the introduction, in the initial stage of live broadcasting, the core categories of the platform, such as cosmetics, mother and infant, will be given priority to, and knowledge-based purchasing will be conducted through the live broadcasting of cosmetics Daren and Hot Mom KOL. At the same time, Netease Koala will also introduce a 1% ultra-low commission policy for platform businesses and a zero commission policy for MCN Darwin institutions, providing 100 million-grade flow resources support for cooperative businesses and MCN Darwin institutions, and jointly build a multi-dimensional live broadcast ecosystem.

Next step, Netease Koala will launch the global traceability live broadcast column, through the head stars to reach people directly to overseas origin and industrial belt, the scene presents the life style behind the selected goods, and "lock in" the user shopping cart in advance. On the one hand, the main users of NetEase Koala are mainly women aged 18-35, who are highly sensitive to high-quality content; on the other hand, as a leading domestic cross-border e-commerce enterprise, NetEase Koala also hopes to lead consumers to tracing their origin abroad through live broadcasting to show the "Chinese story" of global brands. Netease Koala officials said that the platform will tilt a large amount of traffic and resources for the global traceability live column, and work together with global brands to create a live IP with Netease Koala color.

Under the general trend of consumer behavior change of mobile e-commerce users, the new scene of content consumption constructed by head-end e-commerce platform through live broadcasting and short video not only conforms to the consumption habits of young users, but also re-empowers participants in the industry chain, helps brands reach consumers directly, and helps MCN institutions reach people. Content realization.