Comparing the domestic situation, live delivery mode has just emerged overseas, the size of users is not enough, ecological imperfection, platform is also split. “Afternoon staring at a broadcaster’s live preview, evening to his live-stream buy-to-buy” has become the new normal shopping for young people in the country. This wave of live-streaming from china has also swept overseas, both e-commerce and social content platforms, trying to seize this wave of new opportunities.
Even Google recently launched a short video delivery platform, Shoploop, developed by its in-house Area Incubator 120. Shoploop founder Lax Poojary says young Americans are used to growing grass on social media such as Instagram, then taking to YouTube to watch product reviews and experience videos, and finally to buy them on the official website. To buy a product of your mind, you need to switch between several apps. “Shoploop wants to allow users to complete the closed loop from grass planting to purchase on an app.”
What does Shoploop mean to Google? Why in the domestic hot hot short video, live with goods in foreign countries as new things in general?
Order after 90 seconds.
On Shoploop, bloggers show product selling, how, and what they’re looking for in short videos that are less than 90 seconds longer. In terms of the function of growing grass, Shoploop is similar to the “video version of the little red book”. At present, the platform content is not rich, to beauty, skin care-based. Next, Shoploop adds live delivery and search capabilities to product features, and enriches the platform’s short video content, extending from the existing beauty-focused categories to apparel, accessories, home, art and electronics.
Shoploop doesn’t seem to want to build a lifestyle community like Little Red Books, and currently only offers interactive features that users like about videos. In contrast, its e-commerce properties are more obvious. Shoploop marks the price of each product in a prominent position in the video stream, setting the “shopping window” in the lower left corner of each video. Users can click to jump to a third-party order, the blogger will get the corresponding transaction commission. Users can collect favorite sloves by video.
From the existing positioning, Shoploop is more for third-party business sites. Shoploop doesn’t have a stand-alone app, and the existing portal has only a mobile page, but from the domain name Shoploop.app, it has a potential future for stand-alone apps.
This is also in line with Google’s intent. When the digital advertising market is soured by Amazon and Facebook, Google needs to tap into traffic portals to keep it attractive to advertisers and increase revenue from its ad business. As Shoploop says, the future is not limited to online celebrity bloggers, but also the introduction of third-party brands and merchants.
Many of the bloggers on Shoploop are now known for coming from other platforms, such as Instagram. For example, blogger @heleneisfor has 14,000 followers on Instagram, and she usually posts mostly lifestyle, travel and wear-and-wear.
许多类似 @heleneisfor 的创作者到 Shoploop 上卖货｜Instagram
That’s because ads-sponsored posts on Instagram fell from 35 percent in mid-February to 4 percent in mid-April, according to market analytics firm Launchmetrics, and ad sponsorship costs per post have recently fallen 15-25 percent. Because advertisers have slashed their spending, the “internet celebrity economy” has been affected by the epidemic, and bloggers who can make ends miserable by “sending things out” during the week, plus the outbreak has limited some content creation, and the creators who have brought premiums to the brand have been “degraded” from the anchors of the next season.
@heleneisfor bring shipping on the Shoploop.
Google wants to be a platform to sell?
On July 30, local time, Google reported its second-quarter results. Q2 revenue was $38.3 billion, down 2% year-on-year. Advertising, a major source of revenue, is facing challenges, with search-based ad revenue down 9.8 percent to $21.3 billion, YouTube revenue up 6 percent to $3.8 billion, and online advertising revenue down 10 percent to $4.7 billion.
Facebook’s ad revenue was $18.632 billion, up 10 percent from a year earlier, helped by the growth of Facebook’s daily and monthly (people can’t go out). Although this change is partly due to the composition of platform advertisers, such as Google advertisers, tourism and other real economy accounted for a high proportion of small and medium-sized enterprises on Facebook, many are mobile phone applications, game and entertainment ads.
Google’s dilemma will ease after the outbreak, but the current situation is that Google’s digital advertising market share is also declining. EMarketer predicts that Google’s digital ad market share in the U.S. will decline to 29.4 percent from 31.6 percent in 2019. In contrast, Facebook’s share rose from 22.7 percent to 23.4 percent and Amazon’s from 7.8 percent to 9.5 percent. Facebook and Amazon are already snapping up some of Google’s e-commerce ads.
According to COVID-19 Commerce Insight, online shopping orders in North America have grown 80 percent since January, while E-commerce revenue in Europe has increased by 40 to 80 percent from a year earlier. Google mentioned many times at the Q2 earnings conference that “e-commerce is a huge opportunity.” “
Google’s previous decision to cut the commission on Sales of Google Shopping, which allows merchants to use third-party payment and order management services, means Amazon merchants can migrate to Google Shopping without changing the data format to attract more merchants and users who search for consumer purposes. Shoploop, with enough video content in the future, can take on this traffic.
For video e-commerce platforms, the vast POOL/KOC resources are a natural advantage for bringing goods. Google’s YouTube is the world’s largest gathering of online celebrities, with a wealth of high-quality creator resources that can be exported to Shoploop. Many YouTube anchors sell and subscribe, and revenue exceeds the ad share. PewDiePie, one of YouTube’s hottest bloggers, earned $8 million a month on YouTube last August, with $1.136 million in advertising and $6.835 million on delivery.
Back on the YouTube platform itself, when its potential as a belt platform was tapped, Google announced new forms of advertising (by adding a browseable product chart below the video ad to direct traffic directly to the brand’s product surface) to increase your advertising revenue for YouTube.
Google does e-commerce, although it takes a commission, but essentially does it as a traffic-entry business.
Do not love “group purchase second slaying”, overseas video-based e-commerce companies have to go their own way.
KOL/KOC is an imported product, but in China has explored a better commercial realization path – live delivery. But overseas, especially in North America, KOL/KOC is more important to the brand side than to branding. “Brands aren’t used to doing Instagram Lives, and brands are often uncomfortable with content output if not in traditional creative ways,” says Vicky Segar, CEO of Village, an online celebrity economics company. “
Bloggers on social media define themselves not as the person who sells the brand, but the creator of the content, who is usually in a very vertical field to ensure that their fans are loyal enough.
But the outbreak has led brands to re-examine their social networking strategies. However, the resulting “misalignment” is that, “overseas, the network celebrity’s live tape lack of product-based data tracking, industrialization of the business accounting model, resulting in internet celebrities and e-commerce settlement model is very extensive.” “Even though the online celebrity economy in overseas markets is very mature and limited by the development of overseas e-commerce, the union between online celebrities and e-commerce companies is not as close as at home.” Yang Yuan, head of Alibaba’s global express social program, said.
Comparing the domestic situation, live delivery mode has just emerged overseas, the size of users is not enough, ecological imperfection, platform is also split.
Amazon Live is selling sports brand anchors on Amazon Live.
Amazon-Live, launched in 2019, has only anchors on the feature, and consumers can’t do anything like like it. Facebook Inc. announced the launch of Facebook Shops, which is trying to get consumers to close their purchases without leaving the app, but users aren’t used to it. The sea service platform “White Whale out to Sea” mentioned that the transaction settlement of Facebook live in Southeast Asia is basically consumers and merchants through the back office private letter, with bank transfers, transaction pay conversion rate of up to about 10%.
But families are also improving the situation. Amazon has launched the Influencer Program, which provides data tracking services and sales share for successful online celebrity bloggers; Shopee launches KOL agency to connect online celebrity bloggers for cross-border e-commerce; and Facebook acquires packagd, a video e-commerce platform, in late 2019 to complement live-stream shopping.
At the same time, families are also exploring their own entry route. For example, the current layout of the Southeast Asian market e-commerce platform Lazada, Shopee in the domestic live delivery experience exported. Popshop Live, a Los Angeles-based live-streaming platform, received a $3 million financing in July. The platform takes the route to capture a particular user base, its platform is dominated by small businesses, selling products including Japanese anime, vintage clothing, crystal collectibles and so on, enough to catch vertical consumers.
There is no successful experience of Google’s video delivery. In overseas markets that are not used to “live group buying”, copy from China may be unconvinced. If you use the overseas network celebrity economy good play – brand find KOL / KOC to do brand promotion, consumers first build trust in KOL, and then through KOL to establish a perception of the product, to form a virtuous circle, this may become shoploop future development route.