Shopee leads the construction of a cross-border live streaming ecosystem to achieve full-link value co-creation

Recently, Shopee, the leading e-commerce platform in Southeast Asia , announced that by the end of 2020, orders generated by the platform's Shopee Live live broadcast function had increased by more than 6 times, leading the "see and buy" trend in Southeast Asia. In order to more efficiently help sellers seize the traffic dividend in Southeast Asia, Shopee will continue to optimize the Shopee Live live broadcast function in 2021, upgrade the cross-border live broadcast system for Chinese sellers, and work together with the government and enterprises to build a cross-border live broadcast ecosystem with more diverse live broadcast forms and functions, broadening the overseas path for Chinese sellers and brands.

The live broadcast room has been fully upgraded, and Shopee Live has opened up a new shopping scene

According to a 2020 joint report by Bain, Google and Temasek , affected by the continued social isolation policies in Southeast Asian markets, local people's acceptance of streaming media such as videos and live broadcasts has occurred one year earlier than originally expected. The traditional offline shopping "shop and buy" scenario has gradually been replaced by the "watch and buy" model of online live shopping. The rapidly changing marketing model has also provided fertile soil for the thriving growth of the local e-commerce live broadcast industry.

In this context, during the 12.12 promotion alone , Shopee Live had 450 million viewers. By the end of 2020,    The average daily viewing time of Shopee Live has increased by 15 times. Consumers who are familiar with watching live broadcasts are also becoming more and more accustomed to shopping in live broadcast rooms. Compared with 2019, Shopee's live broadcast orders have increased by more than 6 times. In order to continue to provide consumers with a more social shopping experience, Shopee Live will enrich the application scenarios of live broadcasts . In 2021, it will pilot the launch of new features such as follow-up gifts and live broadcast connection, which will help increase the live broadcast interaction rate, thereby efficiently solving the problems of attracting new users, retention and conversion in the live broadcast room .

Among them, the microphone connection function will allow sellers and brands to connect with live broadcast viewers or other stores on the platform during the live broadcast. Sellers can answer consumers' questions about products in a targeted manner and cultivate fans with loyalty and recognition. This function is also expected to break through the brand cooperation barriers under the traditional live broadcast format, allowing high-quality brands to achieve mutual traffic and common conversion, and jointly explore new business opportunities for e-commerce live broadcasts with the effect of "1+1>2".

Full-link value co-creation, Shopee takes the lead in building a cross-border live streaming ecosystem

Since the launch of Shopee Live in 2019, Shopee has also continued to increase its cross-border live streaming services, striving to help Chinese sellers overcome language and geographical barriers and efficiently achieve product and sales integration. Over the past two years, Shopee has led and built a cross-border live streaming ecosystem, worked with the government to expand the talent pool for live streaming in minority languages, and strictly screened and certified multiple MCN organizations to accurately grasp the live streaming needs of the Southeast Asian market, deeply incubate live streaming talents in minority languages, and lay the foundation for the long-term development of overseas links.

● Government-enterprise cooperation to expand the talent incubation chain for cross-border e-commerce live streaming

At the end of 2020, Shopee, together with the Nanning Foreign Affairs Office and the Nanning People's Association for Friendship with Foreign Countries, jointly held the two-month China-ASEAN Foreign Language Anchor Competition. The competition was set up by the government, and Shopee joined hands with universities to actively respond, providing a stage for students to showcase their minority languages, while expanding the team of professional cross-border e-commerce talents, incubating emerging cross-border anchors, and injecting "fresh blood" into the overseas expansion of domestic products.

The competition has mobilized more than ten universities in Nanning, recruited more than 500 foreign language students, overseas students and foreign and domestic talents of minor languages, and finally selected the top four anchors and three groups of champions. All winners received the certified anchor award from the organizer, as well as multi-faceted support such as traffic and resources, and had the opportunity to sign a celebrity training contract with Shopee's live broadcast agency to help more high-quality domestic brands and products go global in Southeast Asia.

● Institutional certification to seize the bonus traffic of cross-border e-commerce live streaming

As more and more domestic products regard cross-border live streaming as an important track, sellers urgently need "advisers" who understand both live streaming and the needs of the Southeast Asian market to help them break through language barriers. Therefore, Shopee's cross-border team has launched a third-party live streaming agency certification program to help more Chinese sellers who have never been involved in the market unlock live streaming business opportunities across markets.

After rigorous field investigation and data verification, a total of four MCN organizations have passed Shopee's official certification in the first batch. They not only have strong live content production capabilities and can customize exclusive live strategies for sellers, but also provide live broadcast services in small languages ​​including Indonesian, Filipino, Vietnamese, and Malay in addition to Chinese and English, helping sellers quickly break through language barriers and reap the bonus traffic of live broadcast in the post-epidemic era.

In order to help more sellers who are willing to go overseas quickly get started with the live streaming function, Shopee Cross-border has launched an incentive plan for live streaming sellers. All sellers shortlisted for the incentive plan will have the opportunity to receive official live streaming traffic strategy training and platform-exclusive live streaming exposure resources. In addition, there are Shopee's Internet celebrity marketing services (SKS) and MCN certified agency broadcasting services to help high-quality potential sellers seize the live streaming track and successfully achieve the top spot for domestic products!

Shopee Platform

Cross-border e-commerce market

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