Friday Forum – We bring the hottest questions from the Chinese Social & Digital space to our brightest minds.
周五论坛——让中国社交与数字领域最热门的话题碰撞出思维火花

According to you, what in-app live-streaming integration doesn't make sense?
你认为有哪些直播应用是你无法理解的?

Jessie Zhou
Associate Account Manager / We Are Social

直播是一种粉丝经济的变现。因此如果要增加这个功能,首要考虑的因素是平台是否有足够的主要发言人,是否能够油足够的粉丝量。最近微信群直播正在灰度测试,由于微信的开放度有限,那个群的人数和参与都会给直播环境带来限制,过于封闭的环境预计会将这个功能变成一个会议功能的新形式。另外微信群是一个相对平等互动的平台,主要发言人的概念相对较弱.

I see Live-streaming as another tool to tap into the fan-economy. For this type of feature to grow it requires both dedicated public spokespersons and their followers. Therefore I'm concerned about WeChat's recent announcement of launching live-streaming functions on the app. Wechat being a chat app foremost, it naturally has a limited reach on how many people a potential live-streaming can reach. A closed environment will only turn this function into a new form of meeting platform. Furthermore, users on WeChat groups are relatively equal, so the concept of a spokesperson broadcasting something seems rather uninspiring.

Dorste Zhou
Senior Account Executive / We Are Social

网易云音乐近几次更新都让老用户感觉到不适应,最开始网易云布局LOOK直播板块让人期待以为是独立音乐人访谈或现场演出直播,但后来功能上线后发现和其他音视频类直播功能类似,主播PK、闲聊(该功能目前无法屏蔽)。既没有实现变现收益还会一定程度拉低品牌档次,老用户表示只想好好听歌,不想看段子,不要闲聊,求放过.

The recent updates of Netease Music have been rather unwelcoming by its users with the introduction of their new live-streaming feature, LOOK Livestream. Once promised to be filled with unique content such as independent musicians or live performance broadcasts, today it's very disappointing to see that the application is no different from other audio/video live streaming services. Not only it brings limited benefits, but it damages the brand as well. As an old user of Netease Music, my main reason to use the app is to enjoy the music instead of being distracted by humorous and unrelated content.

Ruby Wang
Senior Account Executive / We Are Social

小红书作为一个种草和UGC征集平台,所拥有的直播功能目前并不完善。同时,在小红书的平台定位下,加入直播并不确定是否能够增加变现的能力。作为快时尚产物,信息获取的速度很快,用户在利用同样时间的前提下,可能会选择刷站内笔记而不是观看直播。其次,无论是平台内还是平台外,对于直播的宣传力度太小。大多数是一些带货直播,但是流量变现能力有限,容易出现品牌高投入无转化的现象。同时购买链接只能添加小红书在售商品的链接,产品相对局限。直播带货这块蛋糕现在基本上都在其他电商平台的手中,而小红书一开始的应用定位从购物性上来说相对较弱。平台目的更多的是种草,分享自己的生活,所以如何在直播领取获得一席之地,也是小红书今后需要攻克的难题之一。

Based on RED's current platform positioning, it's still unclear whether an introduction of live-streams can generate more revenue from its current traffic. At its core, RED is a platform to collect information - quickly. The users may prefer to swipe through several sources of content rather than watching long sessions of live-broadcasts.

Furthermore, not many people know about the feature outside and inside of the platforms, and it's rather limited on how much you can cash in due to most live-streamings are from merchants. Don't be surprised to see brands receiving low conversion from relatively high investments. Also, shopping links on RED can only be in-site shopping links, which also lead to a limited product range. 

The advantage of live-streaming is largely held by other major e-commerce platforms. RED's relatively weak shopping functions and a strong focus on seeding make the success of live-streaming on the platform even more questionable.

Ziyang Li
Senior Copywriter / We Are Social

除了以直播为主的软件外,比如斗鱼、一直播、虎牙等,如果软件可以直接产生用户购买行为(淘宝、京东、大众点评等),直播功能可以激进用户的购买行为和欲望。如果软件仅为信息聚合分享类软件,不会产生用户购买行为,那么直播的作用就无法完全体现。比如汽车之家APP,用户使用习惯为:线上观看汽车测评视频、文章、车主使用体验,线下平台产生购买,直播功能完全可以被替代。比如网易云APP,歌唱类直播可以被斗鱼、虎牙等以直播为主的软件替代。

Besides dedicated live-streaming apps such as Douyu, Yizhibao, Huya, etc., if the app originally is meant to drive customer purchases (e.g. Taobao, JD, Dianping, etc) then I believe live-streaming can have a natural part of encouraging and affecting customer purchase behaviors. However, if the app is only meant for information gathering and sharing without the sole purpose of driving sales, then the role of live-streaming is less obvious. For example, the car app Auto Home APP already includes online viewings of car models, articles, user reviews, and the purchase is done offline, then there's no need for live-streaming. Another example, NetEase Cloud's live-stream singing sessions, can be replaced by existing apps such as Douyu and Huya.

Yujie Zhai
Senior Copywriter / We Are Social

不是以内容为核心的平台,就不需要加载直播。很多以提供生活服务功能的app加入直播功能,会影响用户使用体验。例如中国联通。中国联通手机营业厅是集余量、余额查询,充值缴费,选号功能于一体的服务软件,其服务性质远大于娱乐功能,直播功能的加入,并不能为平台的服务性质增加优势,直播就显得有些鸡肋。

For platforms that are not content-centric, there is no need to add live-streaming features? Many service-oriented apps are joining the live-stream fab which will only affect the user experience negatively. For example, China Unicom, one of China's biggest telecom companies, has an app where you can check your calling balance, top-up your phone, and more. Obviously, it's not an "entertainment" oriented app. The addition of live-streaming doesn't add any added value to the basic service capabilities and it feels totally misplaced.