Webcasting is an emerging format born with the development of technologies such as mobile Internet. It is a network content service that does not pass the recording or videos provided by online anchors, relying on the Internet and mobile phones or computers to live broadcast platforms on the live broadcast platform. form. Since the outbreak of 2016, the number of live broadcast platforms and audiences has shown well -sprayed development, and my country's online live broadcast industry has developed in a well. The network live broadcast uses the Internet to realize the real -time sharing of information, and has opened a new social network interaction method, known as an emerging industry with a 100 billion market. The webcasting is an emerging format born with the development of technology such as mobile Internet. Driven by the promotion of favorable factors such as national cultural policy support, network infrastructure and mobile broadband acceleration, video technology increasingly mature, and capital boost, the network live broadcast industry has developed rapidly. The web live broadcast policy has been introduced densely in recent years, my country has continuously released relevant policies for the online live broadcast industry to regulate the development of the industry. Since the "first year of China Network" -since the outbreak of the online live market in 2016, various online live broadcast platforms have competed and pushed the industry into a period of rapid development. . However, with the rapid development of the live broadcast platform and the rapid expansion of the user scale, the webcast platform is chaotic, especially the "live doll" incident of Douyu Live Platform in 2016, and the webcast industry began to enter Government supervision stage. Cvoiced by various new forms of live broadcast models, my country's online live broadcast policy has been introduced densely with various new forms of live broadcast models, and the network live broadcast industry has continuously developed in a healthy direction.
If under the epidemic industry has ushered in development opportunities Since the outbreak of 2016, the number of live broadcast platforms and audiences has shown well spray development. my country The webcast industry has developed well. At present, online live broadcast has become a representative of network cultural content supply, technological innovation, and business model innovation, and has become an important part of the online cultural market. 2016-2019, the scale of my country's online live broadcast market continued to expand. In 2019, it was 84.34 billion yuan, an increase of 63.4%year-on-year, accounting for 19%of the total scale of China's online audiovisual industry. In 2020, under the influence of the new crown pneumonia's epidemic, the "national live broadcast" era came, and the live broadcast market reached a record high, and the market size was initially calculated that the market size exceeded 150 billion yuan.
From the perspective of online live users, due to the epidemic reasons in 2020, the number of online live users in my country has also increased significantly. According to the statistical data of the 47th "China Internet Development Status Statistics" released on February 3, 2021, as of the end of December 2021, at the end of December 2020, the scale The increase of 220 million people at the end of December 2018.
This live broadcast rapid rise From the perspective of live broadcast types, webcasting is roughly divided into show live broadcasts, game live broadcasts, vertical live broadcasts (E -commerce live broadcast, sports live broadcast, etc.), pan -entertainment live broadcast, etc. In recent years, my country's e -commerce live broadcast has emerged and developed rapidly. Especially since the epidemic in 2020, people most often at home, and e -commerce live broadcast has become the choice of many online live users. CNNIC statistics show that as of December 2020, the number of e -commerce live broadcast users in my country reached 388 million, ranking first among all webcast segments.
The echelon competition pattern is basically formed According to the data of the China Network Audiovisual Program Service Association, the current online live broadcast platform in my country is mainly divided into three major echelons ( It does not include e -commerce live broadcast): Among them, the first echelon is mainly game live broadcast, mainly Huya, Douyu and YY. The main traffic sources of the game live broadcast platform are live broadcast; The third echelon is mainly pan -entertainment live broadcast and some "live broadcast " platforms. The second echelon includes Yingke Live, Pepper Live, E -sports, and Staying. Essence In 2019, the revenue of the first echelon in my country ’s network live broadcast increased significantly, accounting for more than 50%, reaching 55.1%; the proportion of second and third echelons accounted for 27.3%and 9.0%, respectively.
The future scale is expected to reach trillion yuan 2020 epidemic The rapid development of network live broadcast has been developed, and the live broadcast of the whole people has arrived. Throughout the period of the epidemic, many physical businesses transferred from offline to online for digital transformation. Today, major live broadcast platforms are actively promoting the "live broadcast " layout, combining with e -sports, variety shows, culture, tourism, education and other industries, and strive to build a diversified, differentiated and high -quality live broadcast ecosystem. In 2021, it is expected that China's network live broadcast will continue to grow at a high speed, and the market size is expected to reach 3.3 trillion yuan. With the continuous improvement of network live broadcast penetration, my country's online live broadcast habits are basically developed. It is estimated that by 2026 my country's online live market market The scale will exceed 2 trillion yuan.
-For more data, please refer to the "In -depth Research Report on the Innovation and Investment Opportunities of China's Online Live Industry Business Model Innovation and Investment Opportunities".
On July 21, 2021, the male god of many people, Wang Lihong, started a live show on Douyin. The huge live broadcast market space is the main reason for attracting celebrities for live broadcast, and star stars live with the "halo" with the "halo", which has congenital advantages. At the same time, live broadcast and cargo can bring considerable income. The main listed companies in the industry: Songcheng Performing Arts (300144), Guangbo (002103), Saturday (002291), Gravity Media (603598), etc. Scales Perobe male god Wang Lihong live broadcast lessons On July 12, 2021, the male god of many people, Wang Lihong, started a live show on Douyin, but Wang Lihong's first show was not the first show. Share your daily life with netizens, but live broadcasts to sell their own singing tutorials and Fang Wenshan's lyrics. Subsequently, the topics of Wang Lihong's live broadcast and cargo were on the hot search list. The live broadcast market space is large Today, the term "live broadcast" is already a household name, and it is nothing new on stars with goods. Wang Lihong's joining the live broadcast brigade is also a common sense. After all, China's live broadcast market has huge space. According to statistics, as of the end of 2020, the size of my country's online live users has reached 617 million, and the market size is as high as trillion yuan. The star live broadcast with "halo" The mass male god stars like Wang Lihong have natural advantages in live broadcast and goods. On the one hand, the fan effect can bring considerable sales to celebrities. On the other hand, celebrities have a high popularity, and people who are not fans will enter the live broadcast room because of their "well -known". The number of live viewers is generally more. The live broadcast of the goods itself has a short shopping conversion path, plus some marketing methods such as "spike", "exclusive", "gift", and can quickly gain countless orders. In Wang Lihong's live broadcast, Wang Lihong created an exclusive marketing method of "as long as the sales volume exceeds 3,000 copies, and the beard beard" stimulated sales. According to the latest data, Wang Lihong's number of live broadcasts in less than an hour has reached 12.3087 million, and 728 courses were sold, and the total amount of commodity transactions reached 1.2369 million yuan. The star live broadcast income can be considerable and the star live broadcast with the "halo". The income in the live broadcast model is generally divided into two parts: pit fee and commission commission. The pits are similar to advertising income. The amount of fixed payment for a product is usually ranging from tens of thousands to hundreds of thousands of yuan; the commission is drawn for the drawing. It is a CPS model based on a certain proportion of commissions with a transaction amount. The commission rate (conventional category) of the head KOL usually reaches 20-30%, and the category commission rate in good category can be as high as 30%-50%. After the brand owner and MCN determined the pit fee and commission, the platform charged the service fee from the commission, and the remaining MCN and the anchor continued to divide the commission. The Wang Lihong live broadcast and cargo, the initial estimation of the pit fee is very objective, plus commission commission, a live broadcast income of less than an hour has reached hundreds of thousands of yuan. The above data refer to the "In -depth Research Report on the Innovation and Investment Opportunities of China's Online Live Industry Business Model Innovation and Investment Opportunities"
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