Unlike Douyin's continuous "star making", Kuaishou's live broadcast ecology is more like a land that nourishes grassroots dreams.
. According to the Kuaishou 2021 Sannong Ecology Report, the number of Sannong interested users in 2021 has exceeded 240 million, and 29% of Sannong interested users are from first- and second-tier cities.
Kuaishou entertainment anchor Liu Ergou (real name: Liu Hongbing) was born in the Country Email Listcountryside of Sichuan. Although he started with entertainment live broadcasts such as entertainment pk live broadcasts, talk shows, and funny jokes, he has never forgotten to give back to the countryside and the land.
A few years ago, he began to help e-commerce in Foping County to sell goods, and on October 20, 2020, he became the "Foping County Comprehensive Well-off Ambassador".
"The process of sculpting yourself is painful, but you will meet a better version of yourself in the end." The sentence that Liu Ergou repeatedly mentioned in the live broadcast room eventually became his true portrayal.
For Kuaishou, the rise of grassroots anchors, the countryside is the hinterland. In 2022, the "Central No. 1" document proposed to implement the "Digital Commerce and Agriculture Project" to promote e-commerce into rural areas, and live broadcast of agricultural and sideline products will be written into the document. With the help of e-commerce, live broadcast and other long-distance monetization models, in 2021 Kuaishou III The e-commerce revenue of agricultural creators increased by more than 70% year-on-year.
Whether it is a gold digger, a counter-attacker, or a mediocre one is true, countless ordinary people are entangled in the real land, and also have a heart for the grass-roots anchor of Kuaishou.
4. At the end of the live broadcast is poetry and the distance
According to the 2022 China Shopper Report by Bain & Company and Kantar Worldpanel, e-commerce is the only channel to maintain growth in 2021. What is the traffic password for the second half of live e-commerce?