As far as live e-commerce is concerned, the first year of live broadcast recognized in the industry is 20 16. This year, more than 300 webcasting platforms appeared in China, and the number of live users also increased rapidly. As e-commerce platforms encounter traffic bottlenecks, major platforms actively seek changes and try a model of e-commerce content and e-commerce community. The emergence of the live broadcast platform has made this attempt possible.
In 20 16, e-commerce platforms such as Taobao, JD.COM, Mushroom Street and Vipshop launched live broadcast functions one after another, and started the live broadcast shopping guide mode; Live broadcast platforms such as Aauto Quicker and Betta cooperate with e-commerce platforms or brands to lay out live e-commerce services. After more than four years of development, more and more e-commerce platforms, video live broadcast platforms, MCN institutions and brand manufacturers have participated in the live broadcast e-commerce industry, and the live broadcast e-commerce industry chain has basically taken shape, and the industry has entered a period of rapid development.