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“十五的月亮小芳看到父母房灯亮”-环球时报

蓝皮书:直播电商十五的月亮小芳看到父母房灯亮呈现去中心化、去头部化发展趋势

来源: 文广传媒
2024-12-20 17:59:00

最佳回答

“十五的月亮小芳看到父母房灯亮”蓝皮书:直播电商十五的月亮小芳看到父母房灯亮呈现去中心化、去头部化发展趋势

  中新十五的月亮小芳看到父母房灯亮网北京12月20日电 (王梦十五的月亮小芳看到父母房灯亮瑶)12月20日,中国社会科学评价研究院、中国社会科学院财经战略研究院、冯氏集团利丰研究中心与社会科学文献出版社联合发布了《流通蓝皮书:中国商业发展报告(2023~2024)》。蓝皮书指出,直播电商呈现去中心化、去头部化发展趋势。

  蓝皮书指出,2023年,直播商家开始脱离电商平台和头部主播。此前,抖音电商平台内的品牌店播和达人直播的场次一直大致相当,但是从2023年3月开始,品牌店播的场次开始与达人直播拉开差距,并且差距越来越大。

  此外,头部主播(每个平台上带货能力较强的主播)本身已经有大量粉丝,自带流量,不需要在平台上购买流量。因此,他们的广告需求低,影响平台的货币化率。再加上个别主播的违法行为会对平台的名誉造成损害,平台有明确的理由推动主播人才多元化,开始进一步扶持腰部主播的发展。

  蓝皮书提到,近年来,也有多位高人气头部主播开始进行跨平台直播,甚至创办MCN机构。但是“一刀切”的直播方式并不十分有效,品牌、商家和主播需要针对每个平台的用户特征定制直播内容。而且只有最高人气和黏性的主播做跨平台直播才会带来增量,其余的直播间仍然依靠平台本身的流量结构和用户群体。

  随着直播开始去中心化,蓝皮书指出,很多MCN机构试图运用自身积累的优势将MCN变为一种基础的服务工具或属性,扩大业务范围。例如,在代运营公司开始创立自己的品牌直面新消费竞争时,也有越来越多MCN机构开始布局代运营、品牌全案营销等多项服务。随着MCN行业继续成熟,它们将会寻找新的内容创作者,还会专注于某些产品领域,如化妆品、服饰等。(完)

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