"6 18" is an important promotion activity in the middle of the year, and this year's 6 18 activity, as the normalization of epidemic control, has different significance, and collectors' long-simmering desire to buy is emerging. The reporter noticed that under the trend that the field of antique live broadcast has gradually become the standard of antique sales this year, it can be seen that the form of antique live broadcast has gradually occupied the main position of various antique trading platforms, far better than online micro-shooting and other antique trading forms. On June 17, Li Jianchen Singapore Antique Live Studio announced the launch of the "Crazy Antique Purchase" program. The price commitment of 5888 antiques is far lower than that of domestic antique stalls. A Qing Dynasty folk kiln high-character jar only sold in 88 yuan, A Qing Dynasty plant pattern appreciation bottle only sold for 888 yuan, and promised to return it. There is a growing trend for foreign capital to join the "live broadcast war".
Antique live e-commerce has the dual advantages of strong experience and short circulation, and has developed rapidly in recent years. It is estimated that in 2020, the market size of antique live e-commerce will reach 90 billion, which is +70% year-on-year, close to 100 billion. MAU, a major online e-commerce platform for antique live broadcast, has grown rapidly. In March 2020, Li Mazhen's antique MAU reached 2000, 1000 and 3 million fans respectively, and the active user data far exceeded other online e-commerce platforms, reflecting a solid collection group. From the perspective of the antique e-commerce live broadcast industrial chain, the upstream of the antique live broadcast e-commerce industrial chain is mainly the antique commodity supply chain, the middle reaches of the industrial chain are the production and dissemination links of antique live broadcast, mainly including antique anchors, antique MCN institutions and antique live broadcast platforms, and the downstream of the industrial chain is the collection group, which directly pays for the antique live broadcast e-commerce to realize the realization of antique live broadcast.
First, the upstream market analysis of antique live e-commerce industry chain
The upstream of the antique live e-commerce industry chain is an antique supplier of various antique e-commerce products. Affected by the epidemic in 2020, the "home economy" further warmed up. From the whole online market of antique live broadcast, Ma Weidou, Li Jianchen and Zhai Jianmin firmly control the position of the head anchor of antiques, occupying the top three in the antique live broadcast market, accounting for 44% in Li Jianchen, 3 1% in Ma Weidou and 0/8% in Zhai Jianmin. Through analysis, the reporter of Ta Kung Pao found that the three essentially represent three different antique fields. Ma Weidou represents the old school, scholars and private museum system, Li Jianchen represents the young school and art financial system, and Zhai Jianmin represents the role of middle-aged and broker. Through data comparison, it is found that ceramics and calligraphy and painting are two collections with high demand. Judging from the preferences of antique live shopping categories, the top four categories that consumers buy in antique live e-commerce are ceramics, calligraphy and painting, jade and miscellaneous. Among them, collectors choose ceramics the most, accounting for 33.6%, and the other three categories of collections also account for more than 20%. It is worth mentioning that Li Jianchen's sales of Singapore antique live facebook live, livestream and Netflix are mainly based on low-price strategy, and the audience is mainly domestic enterprise collectors, with the slogan of "Let antiques return to the motherland". The price of similar antiques is much lower than that of domestic antique cities, and even some commodities are lower than that of antique stalls, which has certain attraction and appeal to domestic enterprise collectors who have just entered the business. The main categories are ceramics, jade, calligraphy and painting, miscellaneous products, etc. Only serve domestic enterprise collectors, not individual collectors. At the same time, only overseas Chinese collections are brought, and domestic collectors are not brought. This is a self-enclosed behavior. I don't know where to go next. We will wait and see.