{"id":19593,"date":"2020-12-17T00:00:00","date_gmt":"2020-12-17T00:00:00","guid":{"rendered":"https:\/\/staging.isdi.education\/mx\/que-es-live-streaming-e-commerce\/"},"modified":"2020-12-17T00:00:00","modified_gmt":"2020-12-17T00:00:00","slug":"que-es-live-streaming-e-commerce","status":"publish","type":"post","link":"https:\/\/staging.isdi.education\/mx\/blog\/que-es-live-streaming-e-commerce","title":{"rendered":"\u00bfQu\u00e9 es Live-Streaming E-commerce?"},"content":{"rendered":"
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Por Mauricio Cabrera<\/strong><\/p>\n

Un a\u00f1o marcado por la pandemia no solo aceler\u00f3 el comercio electr\u00f3nico<\/strong> como industria, sino tambi\u00e9n, la presencia de nuevas tendencias en torno al propio e-commerce. Las dos m\u00e1s destacadas: el social commerce, del que ya les hemos hablado en anteriores oportunidades, y el Live-Streaming e-commerce, una tendencia de \u00e9xito probada en China y con crecientes oportunidades de continuar desarroll\u00e1ndose en otras partes del mundo.\u00bfQu\u00e9 es el Live-Streaming E-commerce?\u00a0<\/strong><\/p>\n

Como su nombre lo indica, es el recurso en el que se utiliza una transmisi\u00f3n en vivo a trav\u00e9s de plataformas digitales para vender un producto o servicio.<\/p>\n

Si se quiere, se puede hacer un comparativo con el concepto de teletienda, popularmente conocidos como infomerciales, pero con la diferencia de que aqu\u00ed se construye una comunicaci\u00f3n m\u00e1s bidireccional e interactiva, adem\u00e1s de que, como en todos los casos de la publicidad, existen ejercicios que abiertamente buscan ese objetivo y otros, mucho m\u00e1s velados, que procuran la aparici\u00f3n org\u00e1nica de esos productos y servicios que est\u00e1n siendo ofrecidos.\u00a0<\/p>\n

China, la meca del Live-Streaming E-commerce\u00a0<\/strong><\/h3>\n

Hablar del poder\u00edo chino es hablar de Alibaba que ha encontrado en esta din\u00e1mica uno de sus grandes motores para incrementar sus ventas en l\u00ednea. El mejor momento que ha encontrado es el llamado Single\u2019s Day o D\u00eda de los Solteros, que se lleva a cabo durante el 11 de noviembre, pero que en esta ocasi\u00f3n, producto de la pandemia, se convirti\u00f3 en un evento de dos semanas.\u00a0<\/p>\n

En el marco de esta festividad, que de a poco empiezan a adoptar otras marcas por significar un espacio de venta adicional, los resultados de Alibaba son extraordinarios:\u00a0<\/p>\n

    \n
  • Durante el Single\u2019s Day de este a\u00f1o, Alibaba registr\u00f3 m\u00e1s de 70 mil millones de d\u00f3lares en ventas en cuatro d\u00edas.<\/li>\n<\/ul>\n
      \n
    • Si llevamos esas transacciones a segundos, representaron 583 mil \u00f3rdenes por segundo.<\/li>\n<\/ul>\n
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      • En comparaci\u00f3n con lo recaudado por Amazon en el Prime Day, los ingresos de Alibaba son veinte veces m\u00e1s grandes, aunque ha de tomarse en cuenta la diferencia de poblaci\u00f3n entre Estados Unidos y China.<\/li>\n<\/ul>\n
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        • El crecimiento del Live-Streaming E-commerce en China explot\u00f3 en este a\u00f1o de pandemia, pasando de 63 mil millones en 2019 a 125 mil millones de d\u00f3lares con que se proyecta que cierre el 2020.<\/li>\n<\/ul>\n
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          • Para seguir profundizando en las diferencias entre China y Estados Unidos vale decir que en el mercado estadounidense los ingresos generados por el Live-Streaming E-commerce alcanzan apenas los cinco mil millones de d\u00f3lares en ventas, mientras que en China se calcula que dos tercios de la poblaci\u00f3n han realizado una compra durante una transmisi\u00f3n en el a\u00f1o que est\u00e1 por concluir.<\/li>\n<\/ul>\n

            Singles Day para Alibaba, festival de entretenimiento y ventas\u00a0<\/strong><\/h3>\n

            Llamarle infomercial, como le dije l\u00edneas atr\u00e1s, es casi un sacrilegio cuando se analiza lo que hace Alibaba, que re\u00fane en la transmisi\u00f3n que realiza a trav\u00e9s de Taobao Live, plataforma de su propiedad, se puede ver que esta gran estrategia de ventas es adem\u00e1s un producto de entretenimiento que incluye a celebridades cantando y conduciendo, que no solo depende del talento presencial, sino tambi\u00e9n de estrellas presentes en modalidad virtual que se convierten en los grandes ganchos para que la gente tome la decisi\u00f3n de adquirir un producto.\u00a0<\/p>\n

            Como ejemplos de celebridades que participaron en el Single\u2019s Day de este a\u00f1o hay que mencionar a Taylor Swift, a Magic Johnson y a la estrella del livestreaming Huang Wei.<\/p>\n

            \u201cEn cinco a\u00f1os en Estados Unidos, si no haces livestreaming, tu compa\u00f1\u00eda acabar\u00e1 desapareciendo. Si t\u00fa eres un negocio, hoy tienes un sitio. En el futuro si t\u00fa eres una empresa de retail, har\u00e1s livestreaming\u201d, asegur\u00f3 Mark Yuan, co-fundador de And Luxe, consultora neoyorkina de livestreaming.<\/p>\n

            Making the Cut y Queen\u2019s Gambit, el contenido que deriva en ventas<\/strong><\/h3>\n

            Si bien no entra en la categor\u00eda de livestreaming, cada vez m\u00e1s el contenido resulta clave para convertir, ya sea con esa intenci\u00f3n inicial o como un efecto colateral. En el caso de \u201cMaking the Cut\u201d, show exclusivo de Amazon Prime Video protagonizado por Heidi Klum y Tim Gunn, desde su concepci\u00f3n incluy\u00f3 que los dise\u00f1os m\u00e1s destacados que formaban parte del show estuvieran a la venta a trav\u00e9s de Amazon, mientras que \u201cQueens\u2019 Gambit\u201d de Netflix, como un efecto secundario de sus 62 millones de espectadores a nivel mundial, dispar\u00f3 hasta en un 500% las ventas de tableros de ajedrez en Estados Unidos e increment\u00f3 en un 50% el n\u00famero de partidas en l\u00ednea.\u00a0<\/p>\n

            La idea de ver plataformas de streaming on demand incorporando opciones de compra y de apuestas en el caso de los deportes, lo que ya ha sido mencionado por altos ejecutivos de DAZN, no har\u00e1 m\u00e1s que crecer, por lo que a tu funcionamiento y conocimiento del comercio electr\u00f3nico habr\u00e1s de sumar capacidades de generaci\u00f3n de contenido en vivo y on demand.\u00a0<\/p>\n<\/div><\/div>\n<\/p><\/div>\n<\/section><\/div>\n","protected":false},"excerpt":{"rendered":"

            La nueva revoluci\u00f3n del comercio electr\u00f3nico.<\/p>\n","protected":false},"author":1,"featured_media":19592,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[39],"tags":[],"class_list":["post-19593","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce"],"acf":[],"yoast_head":"\n\u00bfQu\u00e9 es Live-Streaming E-commerce?<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.isdi.education\/mx\/blog\/que-es-live-streaming-e-commerce\" \/>\n<meta property=\"og:locale\" content=\"es_MX\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00bfQu\u00e9 es Live-Streaming E-commerce?\" \/>\n<meta property=\"og:description\" content=\"La nueva revoluci\u00f3n 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