Why does Tik Tok want to broadcast live to get users? What's the use of opening a live broadcast to get users? -What's the use of live broadcast for active users? —— Increase the duration and start-up frequency, and improve the retention rate. What's the use of live broadcast to improve stickiness? -What's the use of establishing a relationship chain to earn income and opening a live broadcast? —— What is the use of e-commerce self-communication and live broadcast for self-communication? -Promote the sharing of new ideas and content control issues. Second, the contradiction and grafting between "decentralized" Tik Tok and "centralized" red man live broadcast. Third, how to innovate the gameplay and avoid overdraft traffic?

"Tik Tok of live content" raises the third question.

IiMediaResearch gave a data at the beginning of 20 18: in 20 17, the number of online live broadcast users in China reached 398 million, and it is expected that the number of users will exceed 500 million in 20 19; Compared with 20 16 and 20 17, the growth rate of users in the live broadcast industry has obviously slowed down, with a growth rate of 28.4%-this data also gives a directional prediction: the "entertainment" feature of Internet live broadcast will gradually change to the "tool" feature.

For example, a series of modes, such as live broadcast out of the box, live broadcast of catching dolls online, and "live broadcast industrialization of Taobao", are all representatives of this process.

The live broadcast began to seek the transformation to the instrumental direction of the "promotion platform". Adjust the "entertainment demand" with low added value to the "functional demand" with high added value.

But at this point, if the anchor thinking in the era of "Lao Tie 666" does not change and can't keep up with the characteristics of "instrumental", then the business model and gameplay have been exhausted in the melee two years ago. Is it necessary to go back this round of live broadcast? Old bottles of old wine, is there any suspicion of overdraft flow? After all, you can't rely on your little brother and sister.

To sum up, at present, Tik Tok's popular live broadcast is still in a state of being too low to find, and it still needs a long way to go to become the main force of realization in the future.

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